Zobrazeno 1 - 10
of 206
pro vyhledávání: '"SCHREIER, MARTIN"'
Autor:
Maier, Lukas (AUTHOR) lukas.maier@wu.ac.at, Schreier, Martin (AUTHOR), Baccarella, Christian V. (AUTHOR), Voigt, Kai-Ingo (AUTHOR)
Publikováno v:
Journal of Marketing. Mar2024, Vol. 88 Issue 2, p1-20. 20p.
Companies are increasingly drawing on their user communities to generate promising ideas for new products, which are then marketed as "user-designed" products to the broader consumer market. We demonstrate that nonparticipating, observing consumers p
Autor:
Fuchs, Matthias (AUTHOR) matthias.fuchs@ehl.ch, Schreier, Martin (AUTHOR)
Publikováno v:
Journal of Marketing Research (JMR). Jun2023, Vol. 60 Issue 3, p602-624. 23p. 1 Diagram, 3 Charts, 4 Graphs.
Who provides better inputs to new product ideation tasks: problem solvers with expertise in the area for which new products are to be developed, or problem solvers from "analogous" markets that are distant but share an analogous problem or need? Conv
Externí odkaz:
http://epub.wu.ac.at/4636/1/Franke_Poetz_Schreier_2013_Integrating%2Dproblem%2Dsolvers%2Dfrom%2Danalogous%2Dmarkets.pdf
An emerging literature stream posits that drawing on users rather than internal designers in new product creation may benefit firms because the resulting products effectively satisfy consumer needs. Four studies conducted in the context of the luxury
Publikováno v:
In Journal of Retailing June 2024 100(2):316-329
Autor:
Franke, Nikolaus, Schreier, Martin
This study analyzes which factors prompt customers to attribute value to products they design themselves using mass-customization (MC) toolkits. The assumption that self-design delivers superior customer value is fundamental to the concept of MC tool
Externí odkaz:
http://epub.wu.ac.at/4704/1/Franke_Schreier_JPIM_2010_Why%2Dcustomers%2Dvalue%2Dself%2Ddesigned%2Dproducts.pdf
Autor:
Franke, Nikolaus, Schreier, Martin
We test our hypotheses on 186 participants designing their own scarves with an MC toolkit. After completing the process, they submitted binding bids for "their" products in Vickrey auctions. We therefore observe real buying behavior, not merely state
Externí odkaz:
http://epub.wu.ac.at/2926/1/FrankeSchreier_Why_customers_value_mass%2Dcustomized_products.pdf