Antezedenzien und Konsequenzen von angebotsseitig ausgelöstem Engagement: Die Beziehung von Destinationen und Zweitwohnungsbesitzenden

Diese komparative Fallstudie vergleicht, wie zwei Schweizer Destinationen Engagement aktiv auslösen, um ihre Zweitwohnungsbesitzenden zu engagieren. Es werden die Antezedenzien für und die Konsequenzen von anbieterinduziertem Engagement von Zweitwohnungsbesitzenden für eine Company-type und eine Community-type Destination analysiert. Als Ergebnis werden sieben Antezedenzien von Engagement und sieben Konsequenzen von Engagement für die Destination aufzeigt. Die Antezedenzien von anbieterinduziertem Engagement sind Involvement, Commitment, Wertschätzung, Vertrauen, Hospitality, gesellschaftlicher Wandel und die Marktsituation. Die Konsequenzen von anbieterinduziertem Engagement sind Loyalität, Sense of Community/Ownership, Resonanz, geteilte Identität, Attraktivität der Destination, monetäre Aspekte und Bekanntheit/Word-of-Mouth.

Framework for determining the degree of centralization in global production networks

Over the last decades, global production networks have developed to high complex systems. To adapt quickly the dynamic environmental conditions, an active network management is required. The network management and the associated distribution of responsibilities in the production network is mostly grown historically. Further, the issue is only commonly considered in current approaches. Therefore, this paper presents a framework for determining the degree of centralization in global production networks under the aspect of increasing efficiency. Beyond the theoretical framework, a workshop procedure is presented in which the framework can be tested.

Komplexität von Kaufentscheidungen im touristischen Kontext: Erkenntnisse für andere Dienstleistungsdomänen

Tourist purchasing decisions are multi-layered and complex, due to the combination of a number of special features: (1) Decisions take place at a distance and are therefore risky; (2) Decisions are characterized by portfolio logic with a large number of interdependent and often substitutive partial decisions (often also depending on decisions in the social context, e.g. fellow travelers), (3) tourism production is subject to a household production logic with a high degree of own operations in a highly emotional service context due to the absence of routine. In this paper we briefly summarize the central findings on tourism purchasing decisions based on the current state of literature and present an integrative generic purchasing decision model as a response to the prevailing partial or very specific and not very generalizable overall models. From this we then derive conclusions for (tourism) service industries and other service domains.

Predictive Modeling in Marketing: Ensemble Methods for Response Modeling

Ensemble methods have received a great deal of attention in the past years in several disciplines. One reason for their popularity is their ability to model complex relationships in large volumes of data, providing performance improvements compared to traditional methods. In this article, we implement and assess ensemble methods’ performance on a critical predictive modeling problem in marketing: predicting cross-buying behavior. The best performing model, a random forest, manages to identify 73.3 % of the cross-buyers in the holdout data while maintaining an accuracy of 72.5 %. Despite its superior performance, researchers and practitioners frequently mention the difficulty in interpreting a random forest model’s results as a substantial barrier to its implementation. We address this problem by demonstrating the usage of interpretability methods to: (i) outline the most influential variables in the model; (ii) investigate the average size and direction of their marginal effects; (iii) investigate the heterogeneity of their marginal effects; and (iv) understand predictions for individual customers. This approach enables researchers and practitioners to leverage the superior performance of ensemble methods to support data-driven decisions without sacrificing the interpretability of their results.