Výsledky vyhledávání - "Maarten Gijsenberg"

Digital platform openness: Drivers, dimensions and outcomes

Autor: Oliver Emrich, Thijs Broekhuizen, Maarten Gijsenberg, Laurens Sloot, Manda Broekhuis, Bas Donkers

Publikováno v: Journal of Business Research, 122, 902-914. Elsevier Inc.
Journal of Business Research, 122, 902-914. ELSEVIER SCIENCE INC

This multi-method study aims to shed light on digital platforms' decisions regarding their openness. Platform openness results from a series of decisions on how open a platform is regarding: (a) suppliers, (b) customers, (c) complementary service pro

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::a759e1863973a9fecbad714b55738410
https://pure.eur.nl/en/publications/58700a5b-1e8b-42b8-b411-838da5c2fddd

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Moving Forward

Autor: Maarten Gijsenberg, Peter C. Verhoef

Publikováno v: Journal of Public Policy & Marketing, 38(3), 354-371. AMER MARKETING ASSOC

To reduce traffic congestion and air pollution, public policy makers often try to stimulate the use of public transport, as it is a more sustainable alternative to traveling by car. This study therefore investigates the impact of firm-initiated marke

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::90ab04eb14693e2f221bbbff36cf228c
https://doi.org/10.1177/0743915619846869

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Introduction to the special issue - Digital business models: A multi-disciplinary and multi-stakeholder perspective

Autor: Maarten Gijsenberg, Jaap E. Wieringa, Manda Broekhuis, Thijs Broekhuizen

Publikováno v: Journal of Business Research, 122, 847-852. ELSEVIER SCIENCE INC

The advent and enormous growth of digital technologies, and associated data, force firms to respond to novel digital challenges and increasingly lead them to transform their existing business models. Importantly, given that digital transformation has

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::70956e2f5649821f15b99184b3f270de
https://research.rug.nl/en/publications/60657108-6792-40a4-be04-25bd04d7fd6a

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Autor: Jelle Bouma, Willem Verbeke, Linda Teunter, Maarten Gijsenberg, Larissa M. E. Hendriks

Publikováno v: Frontiers in Psychology, 11:1311. Frontiers Media SA
Frontiers in Psychology
Frontiers in Psychology, Vol 11 (2020)

Recently concepts from attachment theory are being applied to business situations. In this paper we focus on how relationship specific (RS) versus general (G) attachment styles affect the willingness-to-recommend (WtR) by customers. Such WtR refers t

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::b453d9d5d17bc878c365078a9312c221
https://research.rug.nl/en/publications/3fc61091-ea5d-4870-b096-95de05cc6c37

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No Future Without the Past? Predicting Churn in the Face of Customer Privacy

Autor: Maarten Gijsenberg, Jaap E. Wieringa, Niels Holtrop, Peter C. Verhoef

Publikováno v: International Journal of Research in Marketing, 34(1), 154-172. Elsevier Science
International Journal of Research in Marketing, 34(1), 154-172. ELSEVIER SCIENCE BV

For customer-centric firms, churn prediction plays a central role in churn management programs. Methodological advances have emphasized the use of customer panel data to model the dynamic evolution of a customer base to improve churn predictions. How

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::7d05af17347b04fb997a494c43207e3c
https://doi.org/10.1016/j.ijresmar.2016.06.001

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Advertising spending patterns and competitor impact

Autor: Maarten Gijsenberg, Vincent R. Nijs

Publikováno v: International Journal of Research in Marketing, 36(2), 232-250. ELSEVIER SCIENCE BV

In most industries, brand managers do not advertise continuously. Instead, advertising is switched on and off systematically, a phenomenon often referred to as pulsing. Moreover, spending levels vary considerably across periods when brands do adverti

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::21653cda3ef3e9ee1ce9ee2cfc2e710c
https://research.rug.nl/en/publications/ac79e3bc-df3f-41ff-bd35-82683596e357

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Losses Loom Longer than Gains: Modeling the Impact of Service Crises on Perceived Service Quality over Time

Autor: Peter C. Verhoef, Harald J. van Heerde, Maarten Gijsenberg

Publikováno v: Journal of Marketing Research. 52:642-656

Service providers sometimes face mass service failures. These problems occur across service industries, ranging from severe Internet outages to major delays for airlines or trains. The literature has not yet addressed the following key question: How

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::6d8ee88f94f9939f40a9ca54a66d2b9b
https://doi.org/10.1509/jmr.14.0140

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Riding the Waves: Revealing the Impact of Intra-Year Category Demand Cycles on Advertising and Pricing Effectiveness

Autor: Maarten Gijsenberg

Publikováno v: Journal of Marketing Research, 54(2), 171-186. AMER MARKETING ASSOC

Going beyond traditional seasonality, this research introduces the concept of the intrayear category demand cycle. This phenomenon reflects demand cycles most consumer packaged goods categories experience throughout the year, with periods of higher d

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::06da89ab9a016dfe666801008500f0c0
https://research.rug.nl/en/publications/b86b164e-395d-414c-802e-76bd665d96d5

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Going for gold

Autor: Maarten Gijsenberg

Publikováno v: 2014 AMA – ECMI – EMAC Marketing & Innovation Symposium
34th ISMS Marketing Science Conference
International Journal of Research in Marketing, 31(1), 2-15. ELSEVIER SCIENCE BV

Major sports events draw unsurpassed media attention. Companies are motivated to increase their advertising investments around these events to reach large audiences in a short period. Is such an advertising surge actually beneficial though, or should

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::cec1c2be108ade78285b4e36b1a80b74
https://research.rug.nl/en/publications/c4b69e37-c5e7-4b9d-b54c-aeff3c656f5c

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Comment

Autor: Maarten Gijsenberg

Publikováno v: International Journal of Research in Marketing, 31(1), 30-32. ELSEVIER SCIENCE BV

Introduction Over the years, major sports events have gained a place among the most appealing outlets for brands to communicate with their target customers. Such sports events draw unsurpassed media attention, and millions of people follow the covera

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::1e3f025bf62c09a1075d3f2e8aad9de3
https://doi.org/10.1016/j.ijresmar.2014.02.001

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