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  • M31  (22)
  • Spanish  (22)
  • 1
    facet.materialart.
    Unknown
    Sevilla: Universidad Pablo de Olavide
    Publication Date: 2018-02-08
    Description: A critical element in the evolution of a fundamental body of knowledge in marketing, as well as for improved marketing practice, is the development of measures of the variables with which marketers work. Colombian companies are using adapted tools from original English language found freely on Internet or marketing texts books. Because measure constructs more complex phenomena, this practice decreases the effectiveness in managing the marketing for the reliability and validity of the translated instrument is not measured. From the results obtained in this research, the need to explain a general process for developing constructs in terms that meet the needs of appropriate instruments and as a basis for future studies is evident.
    Keywords: M31 ; C38 ; ddc:330 ; marketing management ; marketing constructs ; multi-items scales ; Cronbach's alpha coeficient ; construct validity
    Repository Name: EconStor: OA server of the German National Library of Economics - Leibniz Information Centre for Economics
    Language: Spanish
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  • 2
    Publication Date: 2018-02-08
    Description: The purpose of this study is to show marketing practitioners how to use econometric models to assess the effect of marketing actions. We use a database that includes the four competitors of a personal care product in Colombia with limited information for a period of six years. The study evaluates the effects of marketing actions on sales revenues for the three product subcategories: premium, midprice, and value. The results show that these effects are different for the three subcategories. This suggests that there is no general model to predict the consequences of marketing actions on sales revenues; marketers need to use statistical methods to assess the effect of their decisions. Finally, although our results cannot be extrapolate to other product categories or countries, our approach can be used to assess the impact of marketing actions on sales revenues in other product categories and industries.
    Keywords: M10 ; M31 ; C23 ; ddc:330 ; marketing actions ; competitive dynamics ; panel data ; mass consumption products
    Repository Name: EconStor: OA server of the German National Library of Economics - Leibniz Information Centre for Economics
    Language: Spanish
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  • 3
    Publication Date: 2018-02-08
    Description: The current work tests, in the dress sector in the center of the country, a methodology based in the theory of uncertainty and the fuzzy subsets, in order to build laws of possibilities for the retreat of clients only with the subjective opinion given by experts. The contribution of the present work allows to obtain an alternative path when it is not possible to get the required information by the models identified in the literature based in principles derived of the random laws even from heuristic methods. The results show the utility of fuzzy concepts in a problem where the uncertainty in relation to the permanence of the client is evident and allows to obtain a valuable element (time), when the Customer Lifetime Value (CLV) is required to be measured in the field of uncertainty.
    Keywords: C60 ; C65 ; M31 ; ddc:330 ; uncertainty ; fuzzy numbers ; fuzzy random subset ; customer permanence ; Hamming distance ; heuristic method
    Repository Name: EconStor: OA server of the German National Library of Economics - Leibniz Information Centre for Economics
    Language: Spanish
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  • 4
    Publication Date: 2019-03-14
    Description: Internal marketing orientation (IMO) can be used as a tool for managing employees' knowledge that allows companies to develop a competitive advantage to the extent that generates information, communicates it internally and facilitates to articulate a response to their needs. IMO through proper management of human capital facilitates more effective competition and a more agile response to market demands. This study analyzes the three dimensions that make up IMO and involve knowledge management with regard to gathering intelligence concerning employees' needs, the transmission of these needs and the subsequent response. Then, an empirical research has been carried out to analyze the IMO in Spanish hotels and it had led to the classification of three clearly defined groups. Moreover, the results indicate IMO as a source of competitive advantage as higher levels of job satisfaction and organizational commitment are found in the groups with higher IMO.
    Keywords: M10 ; M31 ; ddc:330 ; Knowledge management ; Internal marketing orientation ; Satisfaction ; Commitment ; Competitive advantages
    Repository Name: EconStor: OA server of the German National Library of Economics - Leibniz Information Centre for Economics
    Language: Spanish
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  • 5
    Publication Date: 2019-03-14
    Description: This article reports on an online survey conducted with more than 500 Facebook users in Spain and Portugal, in order to identify which are the most important variables on the intention to use this social network to make buying decisions. The results of this study indicate that the intended use of Facebook in purchasing decisions are influenced by their perceived usefulness, social influence and attitude toward Facebook, while the perceived ease of use has no direct influence on these intention. Furthermore, perceived enjoyment could play an essential role, even higher than the perceived usefulness in determining the attitude of the individual towards Facebook as a tool for finding information about the product.
    Keywords: M30 ; M31 ; ddc:330 ; Facebook ; Technology acceptance model ; Social influence ; Perceived usefulness ; Flow model
    Repository Name: EconStor: OA server of the German National Library of Economics - Leibniz Information Centre for Economics
    Language: Spanish
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  • 6
    facet.materialart.
    Unknown
    Buenos Aires: Universidad del Centro de Estudios Macroeconómicos de Argentina (UCEMA)
    Publication Date: 2018-06-28
    Description: Los emprendedores conocen mucho acerca del producto o servicio que elaboran, pero en gran medida pueden carecer de un componente de conocimientos en el área comercial que les permita identificar los clientes que mas valorarían su producto o servicio. Esta situación se observa más en emprendimientos iniciados en unidades tecnológicas que surgen de investigación y desarrollo. Podríamos decir que los emprendedores se “enamoran” de su proyecto lo que les dificulta ser objetivos al momento de evaluar su potencial comercial. En consecuencia los esfuerzos comerciales no responden a una estrategia concreta, pero no por ineficacia o incompetencia, sino por ignorancia respecto de algunos temas. El proyecto de validación y transferencia de tecnología expuesto en sus diferentes etapas se dirigió a la implementación y validación de un protocolo denominado PEMO (Primer Estudio de Mercado Objetivo) con el objetivo de implementar una metodología simple de estudio y determinación de mercado objetivo y de potenciales clientes, a través del dimensionamiento de una base de clientes por las variables de valor agregado y de permeabilidad. En el marco del apoyo del Ministerio de Ciencia y Tecnología de la Nación, se realizaron talleres, se relevaron casos de negocios y se validó de manera empírica la importancia de estas dos variables. En virtud de los pasos del protocolo, los emprendedores se distraen de pensar en el producto o servicio que los apasiona y moviliza, para orientarse de manera objetiva hacia el mercado potencial y los clientes que deberían ser contactados, elaborando una lista que permite pensar en aspectos tácticos comerciales. Les permite ver su producto o servicio en perspectiva, de manera objetiva, intentado eliminar la subjetividad que proviene de la inmersión en el producto o servicios, para evaluar el verdadero potencial en cuanto a precio (definido por el valor agregado) y las posibilidades de contacto (definidas por la permeabilidad).
    Keywords: M13 ; M31 ; ddc:330 ; Emprendimientos ; mercado objetivo ; estudio de mercado ; permeabilidad ; valor agregado ; aspectos comerciales
    Repository Name: EconStor: OA server of the German National Library of Economics - Leibniz Information Centre for Economics
    Language: Spanish
    Type: doc-type:workingPaper
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  • 7
    Publication Date: 2016-09-24
    Description: We present an investigation into two parts to assess the quality of the competitive internet websites of selected industries in the Basque Country. The ad hoc methodology developed for this research can be applied to other regional areas. Competitiveness is defined according to two measurable parameters, first, obtained position in the ranking of Google for each keyword to define a main product or function for customers and second, the SEO quality of each major element of content, such as title page, metadescription, PageRank and others. It shows the comparative or benchmarking of Basque companies in selected sectors with the ranking leaders in Google, in terms of SEO and social media use.
    Keywords: L86 ; M31 ; ddc:330
    Repository Name: EconStor: OA server of the German National Library of Economics - Leibniz Information Centre for Economics
    Language: Spanish
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  • 8
    Publication Date: 2017-08-04
    Description: Among the determining factors in export activity, many studies have high- lighted the relevance of the marketing mix. Generally, the majority of them use a variables analysis to focus on specific strategies, in particular, standardized-adaptations. This paper analyzes if there is an interactive effect of strength generated in different variables of the marketing mix that can be associated with different export profiles. The Extreme Learning Machine (ELM) algorithm has been used within the Multilayer Perceptron (MLP) of Artificial Neural Networks (ANN). In addition, the analyses combine a novel approach for sensitivity analysis developed ad hoc for this paper to determine the individual and interactive effects of predictable variables on the dependent variable in classification problems of a dichotomous nature. The results obtained allow us to confirm the existence of the postulated interactive effects, simultaneously revealing the usefulness of ANN and of the sensitivity analysis proposed for research in the area of marketing and, specifically, in firms' internationalization studies.
    Keywords: F2 ; M31 ; ddc:330 ; internationalization ; marketing mix ; Artificial Neural Networks ; Extreme Learning Machine ; sensitivity analysis
    Repository Name: EconStor: OA server of the German National Library of Economics - Leibniz Information Centre for Economics
    Language: Spanish
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  • 9
    Publication Date: 2019-03-14
    Description: Consumers are thought to be rational in their choices. But sometimes their choices comprise intransitivities. Current paper presents a mathematically supported experimental study of consumers' intransitive preferences concerning product attributes. We used a personalized experimental design developed on the basis of Q methodology to maintain subjectivity. In our experimental study we are investigating intransitivity occurring in participants' preferences during selection between simple, medium complex, and complex products. By the Q method we gain the same number of less important (middle level) attribute dimensions for all participants. The participants' task is to make pairwise comparisons of preference between specific realizations of each product group. Since conjoint analysis is based on the measurement and testing of consumer preferences, reassessment of the phenomenon may have impact on marketing research methodology. This research is to test an experimental design which-with some adjustment-could be able to measure revealed preferences in a more precise way.
    Keywords: M31 ; ddc:330 ; Product attributes ; Rating/ranking ; Intransitive preferences
    Repository Name: EconStor: OA server of the German National Library of Economics - Leibniz Information Centre for Economics
    Language: Spanish
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  • 10
    Publication Date: 2019-03-14
    Description: The main objective of this study is to determine the influence of service quality on satisfaction of football spectators, looking scarcely investigated in the literature. The results, from a sample of 700 spectators at a football club of the Spanish First Division, reveal three main conclusions: (i) the quality of service of a football event is determined by both tangibles - infrastructure - as intangible - quality and delivery of equipment, and management of the board; (ii) the quality of positively affects service satisfaction experienced by the viewer part associated with football event; (iii) in overall satisfaction directly influences partial satisfaction associated with specific aspects of the sporting event and indirectly the quality of services provided. The study concludes with the main contributions, limitations and future research.
    Keywords: M31 ; ddc:330 ; Perceived quality ; Service ; Customer satisfaction ; Sport event ; Football
    Repository Name: EconStor: OA server of the German National Library of Economics - Leibniz Information Centre for Economics
    Language: Spanish
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  • 11
    Publication Date: 2019-03-14
    Description: Due to the continuous growing of information exchange in the Internet, commercial web sites have started to include online tools to allow consumer interaction in them. Thus, when visiting these commercial web sites, consumers may consider not only e-retailer information (marketing communication) but also purchase and use experiences shared by other consumers (electronic word-of-mouth). This study focuses on the role of information included in a commercial web site in the improvement of the relationship with customers and the promotion of the e-retailer's products through electronic word-of-mouth. The results of the structural equations model based on commercial web sites' users suggest that marketing communication and electronic word-of-mouth positively affect the levels of affective commitment, whereas trust can only be affected by the degree of marketing communication. Finally, trust influences on commitment, and this in turn would directly affects the level of electronic positive word-of-mouth.
    Keywords: M15 ; M30 ; M31 ; ddc:330 ; Electronic word-of-mouth ; Marketing communication ; Trust ; Affective commitment ; Internet
    Repository Name: EconStor: OA server of the German National Library of Economics - Leibniz Information Centre for Economics
    Language: Spanish
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  • 12
    Publication Date: 2019-03-14
    Description: e-Government development requires a good knowledge of both users' expectations and all the factors that may strength users' adoption of the technology. Chan et al. (2010) proposed several variables that could act as antecedents of the Unified Theory of Acceptance and Use of Technology (UTAUT) model's components in the context of compulsory use environments. The present research addresses the validity of such antecedents when one is dealing with a free use environment instead that with a compulsory one. The methodology is based in building up a structural equation model by means of the PLS technique. Our findings show that the expectations about the result to be obtained and the effort expectations held by the user affect significantly the intention of use of the e-Government platform. In turn, the intention of use and the facilitating conditions have an influence on actual use of the platform. Furthermore, we found that convenience, assistance, trust and avoidance of personal interaction play important roles in terms of UTAUT model's antecedents.
    Keywords: M15 ; M31 ; M58 ; ddc:330 ; e-Government ; UTAUT ; Convenience ; Assistance ; Trust ; Avoidance of personal interaction
    Repository Name: EconStor: OA server of the German National Library of Economics - Leibniz Information Centre for Economics
    Language: Spanish
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  • 13
    Publication Date: 2019-03-14
    Description: This article collects and analyzes the results of a research project1 that deals with possible synergies between the tourism sector and the audiovisual sector in Spain. Through the qualitative technique of in-depth interview, experts and representatives of those sectors were interviewed. The interviewees (20 in total), from Spanish, Venezuelan and Mexican nationality, belong to both the public like private sphere, being all them pioneers in the field of cooperation between the tourism and the audiovisual sectors. The objective of this research is to verify the possible use of the audiovisual sector, especially audiovisual series, such as promotional tools for tourist destinations and thus foster greater cooperation between the audiovisual and tourism. In the Spanish case there are destinations that already make use of audiovisual series as a promotional tool, and they are visited by viewers. But partnerships between producers and tourist destinations are still limited, despite the favourable results.
    Keywords: M31 ; M37 ; L83 ; ddc:330 ; Audiovisual ; Tourism ; Promotion ; Fiction series ; Destination ; Spain ; Viewer
    Repository Name: EconStor: OA server of the German National Library of Economics - Leibniz Information Centre for Economics
    Language: Spanish
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  • 14
    Publication Date: 2019-01-15
    Description: What factors influence consumers to choose a bank with which to contract a service in a situation of information asymmetry? In this situation the firm has more information than consumers, and this fact generates consumer uncertainty due to a possible firm opportunistic behaviour. To reduce it, consumers can use, on one hand, signals that the bank sends to the market, such as reputation, and on the other hand, they can seek for more informal information, such as positive word-of-mouth communication from relatives and friends, to generate or increase trust, and through this variable, to develop an intention o contract with a specific bank and not others. Relations among those variables were tested with a sample of 155 bank users when they have not still worked with a specific bank. Results indicate the importance both of the reputation signal and of the positive information received of acquaintances and relatives to trust, but with differences according to the level of perceived ex ante uncertainty moderate those relations.
    Keywords: M31 ; ddc:650 ; bank ; trust ; reputation ; uncertainty ; word-of-mouth
    Repository Name: EconStor: OA server of the German National Library of Economics - Leibniz Information Centre for Economics
    Language: Spanish
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  • 15
    Publication Date: 2018-12-19
    Description: This article analyzes various elements that influence customer buying behaviour of online supermarket. These elements are related to both website aesthetic aspects, as with the processes taking place at the time of purchase. From this analysis, we study the different groups of consumers with homogeneous behaviour and position themselves according to their attitudes. The analysis also defines the e-supermarket service quality provided, and their main dimensions. In the conclusions we mention areas in which the online supermarket manager must accomplish to improve the quality of their service.
    Keywords: L81 ; M31 ; ddc:330 ; virtual supermarket , segmentation ; e-Commerce ; marketing ; positioning
    Repository Name: EconStor: OA server of the German National Library of Economics - Leibniz Information Centre for Economics
    Language: Spanish
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  • 16
    Publication Date: 2018-12-19
    Description: The tourism sector of Croatia has been developing strongly in the last ten years. It is of crucial importance for its future development to be capable of managing the hotel sector according to the new market conditions. The purpose of this research is to study high-quality hotels of Croatia from the hotels' and guests' points of view focusing on a new marketing strategy named Integrated Marketing Communications (IMC), advancements in Information and Communication Technology (ICT), and loyalty. The findings show a high degree of IMC and ICT implementation and moderate degree of development of loyalty programs in hotels. Moreover, they confirm a positive influence of ICT on IMC implementation, as well as a positive impact of IMC on loyalty.
    Keywords: M10 ; M31 ; ddc:330 ; high-quality hotels ; Croatia ; integrated marketing communications ; information and communication technology ; loyalty.
    Repository Name: EconStor: OA server of the German National Library of Economics - Leibniz Information Centre for Economics
    Language: Spanish
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  • 17
    Publication Date: 2018-12-19
    Description: The present research focuses on the differences that the tourists' belonging to two unlike cultural groups - i.e., low uncertainty avoidance individualists versus high uncertainty avoidance collectivists - imposes on the performance of the model explaining the generation of satisfaction and loyalty by tourists. The hypothetical effect of mediating or moderating variables on the relationship between satisfaction and loyalty is also addressed. Specifically the role of consumers' adjusted expectations as mediating the relationship between satisfaction and loyalty is included in the cognitive-affective explanatory model used in the research. Some results are found that show relevant differences in the behavior of the individuals pertaining to each of the groups considered.
    Keywords: M31 ; C31 ; Z13 ; ddc:330 ; adjusted expectations ; cultural groups ; emotions ; satisfaction ; soyalty
    Repository Name: EconStor: OA server of the German National Library of Economics - Leibniz Information Centre for Economics
    Language: Spanish
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  • 18
    Publication Date: 2018-12-19
    Description: All the areas within the company contact their customers, some directly and others from within the organization. CRM strategies, in conjunction with the R & D area, work on improving products and services to meet customer expectations. But could be missing valuable information of customers internally? How each area does influences in the innovation process? This paper presents the model of logical inferences, linking the interference of each area of the company over another in terms of client's information in order to adjust CRM strategies to meet the expectations and adding value
    Keywords: M31 ; C69 ; ddc:330 ; customer relationship management ; CRM ; innovation ; customer centered strategic innovation ; CCSI ; inference models
    Repository Name: EconStor: OA server of the German National Library of Economics - Leibniz Information Centre for Economics
    Language: Spanish
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  • 19
    Publication Date: 2018-12-19
    Description: The present study is built on the principles of relationship selling in a context of industrial Small and Medium-sized Enterprises (SMEs). The research specifically analyses the influence of customer-oriented selling and ethical sales behaviors on customer satisfaction, trust and loyalty to the seller company. Results, based on a sample of 219 SMEs, revealed that both customeroriented selling and ethical selling behaviors positively and directly influence satisfaction and trust, and indirectly influence loyalty. In addition, ethical selling positively influences customer-oriented selling. Overall, this study highlights the key role of the salesforce in industrial settings and are likely to stimulate further attention both from theory and management on the study of the salesforce efficient management.
    Keywords: M31 ; ddc:330 ; customer-oriented selling ; ethical selling ; relational variables ; industrial smes
    Repository Name: EconStor: OA server of the German National Library of Economics - Leibniz Information Centre for Economics
    Language: Spanish
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  • 20
    Publication Date: 2018-12-19
    Description: In recent years researchers have shown a growing interest in vertical interorganisational relations, above all in the Supply Chain. The absence of previous reviews of the literature on this topic, which would allow us to establish the key issues in Supply Chain Management, led us to analyse the academic research published in the most important Spanish journals on Economics (11 journals) between 1996 and 2006. The 74 works selected are studied from four points of view: how their scientific nature has evolved, research groups and/or universities, the lines of research that they belong to, and the methodology employed in each case. Lastly, these findings are compared with similar works published internationally that propose research agendas. This will enable us to determine the current level of development in this field and to suggest future lines of research.
    Keywords: M31 ; ddc:330 ; vertical inter-organisational relations ; supply chain ; content analysis
    Repository Name: EconStor: OA server of the German National Library of Economics - Leibniz Information Centre for Economics
    Language: Spanish
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  • 21
    Publication Date: 2018-12-19
    Description: This paper examines the impact of the quality of the financial website in the generation of trust that users of the Internet developed into the canal. With this purpose, we discuss the hypothesis that establishes a relationship between both constructs and that it will allow to verify if the design, navigation structure and the information contained on the site favor in the user the appearance of the confidence online, understood this in terms of reliability and safety and privacy. For contrast we have formulated a causal model.
    Keywords: M31 ; ddc:330 ; website quality ; trust ; Internet ; financial institution ; structural equations
    Repository Name: EconStor: OA server of the German National Library of Economics - Leibniz Information Centre for Economics
    Language: Spanish
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  • 22
    Publication Date: 2018-12-19
    Description: The health service quality has been discussed in several organizations committed with the development of the programs and actions capable to attend the expectations of their patients. The aim of this work is to analyze the relationship among the variables quality, satisfaction, image, trust and loyalty (in the perspective of the recommendation and return) in the context of the emergency care in the Portugal Center Area. For such the Partial Least Squares technique was applied to a structural model. The results show that the image or reputation of the service of urgencies doesn't contribute in a significant way to increase the trust in it, nor for the recommendation to other people. Trust is reached, above all, through the perceived quality. Patients' satisfaction contributes to the recommendation of the service to the family and friends and to return in case it is necessary. The hospital top management is due of the importance of reducing the time of wait, improving the organization of the initial screen of the patients, and showing a real concern with the well-being of the patients to increase satisfaction and trust in the urgency service.
    Keywords: M31 ; ddc:330 ; quality ; satisfaction ; recommendation ; trust ; image
    Repository Name: EconStor: OA server of the German National Library of Economics - Leibniz Information Centre for Economics
    Language: Spanish
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