Zobrazeno 1 - 10 of 68 pro vyhledávání: '"Stefan Stremersch"'
1
Grassroots innovation success
Autor: Stefan Wuyts, Elio Keko, Nuno Camacho, Stefan Stremersch
Publikováno v: International Journal of Research in Marketing, 39(2), 396-414. Elsevier
An increasing number of firms engage in grassroots innovation, i.e., the voluntary generation and development of innovations by any member of an organization, regardless of function or seniority. However, no empirical study to date identifies the det
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::99e99f11194028638c37f13c2a62cae5
http://www.scopus.com/inward/record.url?scp=85119418085&partnerID=8YFLogxK
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2
The study of important marketing issues: Reflections
Autor: Stefan Stremersch
Publikováno v: International Journal of Research in Marketing, 38(1), 12-17. Elsevier
This paper details how marketing scholars can address important marketing issues. It starts by clearly distinguishing importance from relevance and, on that basis, discerns four types of research projects: (1) thought leadership; (2) science leadersh
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::31c1b43f5a36baeb98024e1b486eb16a
https://doi.org/10.1016/j.ijresmar.2020.09.009
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4
Financial projections in innovation selection: The role of scenario presentation, expertise, and risk
Autor: Nuno Camacho, Vardan Avagyan, Wim A. Van der Stede, Stefan Stremersch
Publikováno v: International Journal of Research in Marketing. Elsevier
Innovation project selection is a decision of major relevance to firms. Errors in this decision may have serious consequences for firms, especially as many firms struggle with optimizing innovation project selection decisions. In their pitches to inn
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::86e25e1caaf8db851146f2bbbca86c52
https://pure.eur.nl/en/publications/95d1ed94-447e-438a-96be-d49e34f40681
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5
Faculty Research Incentives and Business School Health: A New Perspective from and for Marketing
Autor: Russell S. Winer, Stefan Stremersch, Nuno Camacho
Publikováno v: Journal of Marketing. American Marketing Association
Grounded in sociological agency theory, the authors study the role of the faculty research incentive system in the academic research conducted at business schools and business school health. The authors surveyed 234 marketing professors and completed
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::e087ffdbfe0b28d4c14930aea1959c63
https://pure.eur.nl/en/publications/5663493f-034c-4787-a455-4ed3011b59aa
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7
Gear Manufacturers as Contestants in Sports Competitions: Breeding and Branding Returns
Autor: Vijay Ganesh Hariharan, Stefan Stremersch, Yvonne M. van Everdingen
Publikováno v: Journal of Marketing, 83(3), 126-144. American Marketing Association
Several manufacturers make substantial investments to compete in sports contests, using the gear they develop and market. However, no systematic analysis of the breeding (i.e., innovation) and branding (i.e., marketing) returns from such investments
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::ad63b51a6d9b335ea06854956ce48ff0
https://doi.org/10.1177/0022242919831996
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8
Tournaments to Crowdsource Innovation: The Role of Moderator Feedback and Participation Intensity
Autor: P.K. Kannan, Hyoryung Nam, Stefan Stremersch, Nuno Camacho
Publikováno v: Journal of Marketing, 83(2), 138-157. American Marketing Association
Firms increasingly use innovation tournaments to crowdsource innovation ideas from customers. This article uncovers antecedents and consequences of customers’ participation intensity over the course of a tournament. More specifically, the authors t
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::69ab1221b23888d1932780141935445b
https://doi.org/10.1177/0022242918809673
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9
The Impact of Informational and Emotional Television Ad Content on Online Search and Sales
Autor: Ivan A. Guitart, Stefan Stremersch
Publikováno v: Journal of Marketing Research, 58(2), 299-320. American Marketing Association
Journal of Marketing Research
Journal of Marketing Research, American Marketing Association, 2021, 299-320 p
Journal of Marketing Research, American Marketing Association, 2020
International audience; This article documents how informational and emotional appeals in more than 2,000 television ads for 144 car models, aired over four years, influence online search and sales. Increasing the emotional content of ads leads to in
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::322741111df9b58ceb3db334b9b002df
https://pure.eur.nl/en/publications/df3722b5-2318-4916-a25b-c64ccc19987f
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10
The Commercial Consequences of Collective Layoffs: Close the Plant, Lose the Brand?
Autor: Stefan Stremersch, Vardit Landsman
Publikováno v: Journal of Marketing, 84(3). American Marketing Association
This article examines the effects of collective layoff announcements on sales and marketing-mix elasticities, accounting for supply-side constraints. The authors study 205 announcements in the automotive industry using a difference-in-differences mod
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::f655dc62076de677b442ba25c8d135d1
https://journals.sagepub.com/doi/pdf/10.1177/0022242919901277
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