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    <title>EconStor Community: Institut für Betriebswirtschaftslehre</title>
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      <title>Modeling Repeat Purchases in the Internet when RFM Captures Past Influence of Marketing</title>
      <link>http://hdl.handle.net/10419/50730</link>
      <description>Titel: Modeling Repeat Purchases in the Internet when RFM Captures Past Influence of Marketing
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&lt;br/&gt;Autoren: Reimer, Kerstin; Albers, Sönke
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&lt;br/&gt;Zusammenfassung: Predicting online customer repeat purchase behavior by accounting for the marketing-mix plays an important role in a variety of empirical studies regarding individual customer relationship management. A number of sophisticated models have been developed for different forecasting purposes based on a – mostly linear – combination of purchase history, so called Recency-Frequency-Monetary Value (RFM)-variables and marketing variables. However, these studies focus on a high predictive validity rather than ensuring that their proposed models capture the original effects of marketing activities. Thus, they ignore an explicit relationship between the purchase history and marketing which leads to biased estimates in case these variables are correlated. This study develops a modeling framework for the prediction of repeat purchases that adequately combines purchase history data and marketing-mix information in order to determine the original impact of marketing. More specifically, we postulate that RFM already captures the effects of past marketing activities and the original marketing impact is represented by temporal changes from the purchase process. Our analysis highlights and confirms the importance of adequately modeling the relationship between RFM and marketing. In addition, the results show superiority of the proposed model compared to a model with a linear combination of RFM and marketing variables.</description>
      <pubDate>Tue, 25 Oct 2011 13:48:20 GMT</pubDate>
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      <title>Revisiting the Use of Customer Information for CRM</title>
      <link>http://hdl.handle.net/10419/48552</link>
      <description>Titel: Revisiting the Use of Customer Information for CRM
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&lt;br/&gt;Autoren: Reimer, Kerstin; Becker, Jan U.
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&lt;br/&gt;Zusammenfassung: For the past decade, customer relationship management (CRM) has been one of the priorities in marketing research and practice. However, many of the CRM systems did not perform as the companies expected. As such shortcoming could be due to inappropriate data input, this study provides a comprehensive overview of the empirical CRM literature. Along the phases of the CRM process, the authors show which kind of data has successfully proven to achieve the CRM objectives. The study provides researchers with a review of the empirical research on CRM and allows practitioners insights on the usability of customer data for CRM.</description>
      <pubDate>Mon, 25 Jul 2011 11:48:31 GMT</pubDate>
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    <item>
      <title>The Patenting Behavior of Academic Founders</title>
      <link>http://hdl.handle.net/10419/37083</link>
      <description>Titel: The Patenting Behavior of Academic Founders
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&lt;br/&gt;Autoren: Walter, Sascha G.; Schmidt, Arne; Walter, Achim
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&lt;br/&gt;Zusammenfassung: This study explores why academic entrepreneurs patent their inventions before and after creating a firm. Drawing on start-up data combined with patent data, we specifically examine the impact of five, relatively under-researched factors (scientific field, pace of technological development, technological uncertainty, entrepreneurial orientation, and patent effectiveness. The study shows that some scientific fields, technological uncertainty, and patent effectiveness are positively related to patent propensity, both before and after founding. The effects of pace of technological development and entrepreneurial orientation were timespecific. Our study suggests that patenting by academic entrepreneurs is driven by special rationales and that prior research on full-time scientists and established firms does not necessarily generalize to them. We discuss the implications of our findings both in terms of contribution to the current literature and technology transfer policies.</description>
      <pubDate>Mon, 02 Aug 2010 11:52:08 GMT</pubDate>
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    <item>
      <title>Contingency Factors and the Technology-Performance-Relationship in Start-ups</title>
      <link>http://hdl.handle.net/10419/37082</link>
      <description>Titel: Contingency Factors and the Technology-Performance-Relationship in Start-ups
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&lt;br/&gt;Autoren: Schmidt, Arne; Walter, Sascha G.; Walter, Achim
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&lt;br/&gt;Zusammenfassung: This study identifies the pace of technological development and market heterogeneity as crucial environmental conditions shaping start-ups’ performance when commercializing radical technologies. Using a unique dataset that combines survey and patent data for 85 technology-based start-ups, we found that technological radicalness has a positive effect on performance when the development pace in a start-up’s technological field is high. Contrarily, under heterogeneous market conditions, technological radicalness diminishes a start-up’s performance. The results emphasize that the impact of technological radicalness on start-ups’ performance is context specific. Overall, these findings contribute to a better understanding of when technological radicalness represents an asset or a liability for technology-based startups.</description>
      <pubDate>Mon, 02 Aug 2010 11:51:43 GMT</pubDate>
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