DMCC SVI-Stiftungslehrstuhl für Internationales Direktmarketing

02/05/2024

Ein wichtiger Grund für den Kauf eines E-Autos ist dessen sozialer Wert. Das kann für das Marketing der Hersteller genutzt werden.

19/02/2024

The transportation sector's substantial greenhouse gas emissions necessitate solutions that promote sustainability. One potential approach is the higher adoption of electric vehicles (EVs). This stud...

19/02/2024

Do you believe it? Green advertising skepticism andperceived value in buying electric vehicles.

The transportation sector's substantial greenhouse gas emissions necessitate solutions that promote sustainability. One potential approach is the higher adoption of electric vehicles (EVs). This study aims to empirically investigate the determinants of customers' intentions to adopt EVs, with a strong focus on the concept of green value.

The transportation sector's substantial greenhouse gas emissions necessitate solutions that promote sustainability. One potential approach is the higher adoption of electric vehicles (EVs). This study aims to empirically investigate the determinants of customers' intentions to adopt EVs, with a strong focus on the concept of green value. Framed in adaption-innovation theory and based on the customer perceived value model, this research analyses the influence of emotion, price, quality, social, green value and green advertising skepticism on purchase intention and customer engagement. Employing a PLS approach to fit the conceptual model to data obtained from an online survey of potential customers in Germany, Spain, and Chile (N = 791), we found evidence of a substantial and significant impact of green advertising skepticism on purchase intention and green perceived value. Notably, the social value of electric vehicles is the most crucial driver of customers' buying intention and is more important than price and green perceived value.



Higueras-Castillo, E., Liébana-Cabanillas, F., Santos, M. A. D., Zulauf, K., & Wagner,R. (2024). Do you believe it? Green advertising skepticism andperceived value in buying electric vehicles. Sustainable Development,1–15.

The transportation sector's substantial greenhouse gas emissions necessitate solutions that promote sustainability. One potential approach is the higher adoption of electric vehicles (EVs). This stud...

16/03/2023

Check out the EMBS on Youtube and don't forget to subscribe.
https://www.youtube.com/

16/03/2023

Check out the EMBS on Youtube and don't forget to subscribe.

Del dine videoer med venner, familie og verden

01/04/2022

Eine Bitte unserer EMBS Studierenden:
Hallo,
Wir sind Studierende der IAE Annecy und haben im Rahmen unseres Marketingkurses eine Umfrage zum Thema wandern und Wanderausrüstung erstellt, welche wir zusammen mit einem französischen Unternehmen durchführen. Sie würden uns sehr helfen, wenn Sie sich 5 Minuten Zeit nehmen und an der Umfrage teilnehmen.
Darüber hinaus würden wir uns sehr freuen, wenn Sie die Umfrage mit Freunden, Kollegen und Familie teilen könnten.

Für Ihre Teilnahme bedanken wir uns schon jetzt recht herzlich.
Der Teilnahme Link ist folgender:

30/03/2022

IMP Asia 2022 in Oki­na­wa Con­fe­rence Pre­sen­ta­ti­on Ac­cep­ted

This empirical study discusses chances and challenges of disruptive Internet of Things (IoT) business models. The goal of an innovative, successful business model refers to delivering customer value in a new way. Focusing on Eastern European business-to-business data, we address the following question: (1) What do B2B customers expect from the Internet of Things? (2) Are customers willing to co-creating value in the sense of Service-Dominant (S-D) logic and engage in IoT-related business models? This paper evaluates the attitude of B2B customers active in Poland regarding co-creation of value in disruptive projects and provides strategic recommendations to overcome the significant lack of knowledge in IoT-related business opportunities.
Based on a case study incorporating qualitative CATI interviews, our findings indicate the following: The willingness of buyers to co-create value is still limited. Considering the idea of Berry et al. (2006), we offer an enhanced IoT-related service strategy to actively include reluctant buyers into the network of actors. “No interaction is an island”, instead it is rooted in the reaction on the involved counterparts’ acting. An early involvement of all actors in interaction processes like the development of service business models may prevent manufacturers from creating severe obstacles for their customers to co-create value.



Falkenreck, C.; Leszczyński, G, Zieliński; M. & Wagner, R (2022). Co-Creation of Value in the Digital Age—
Do Customers Really Want to Engage in Joint Value Formation?

10/02/2022

Eu­ropean Mas­ter in Busi­ness Stu­dies - EMBS Open Day: Let's talk!
When: 1st March 2022, 14:00-16:00 (CET)

Where: The event will be held the online platform ZOOM.



The Open Day is dedicated to prospective Master students from all over the world, interested in getting first-hand information about the Joint degree master program “European Master in Business Studies – EMBS”.

During the online meeting, students will have the opportunity to learn about the procedures and requirements of admission, professional and research opportunities, meet professors and administrative staff.

Registration

Admission is free. Please fill in the compulsory online registration form.



Link to the Zoom will be sent to all registered prospective Master students.

Registration deadline: 1st March, 2022 at noon (CET)

Here is some useful information about the event:

the link to access the meeting is personal, please do not share it with third parties;
the participants' microphones will be muted and will be unmuted in the second part of the meeting to ask questions;
the participants can keep their camera turned on or off during the event;
the event will be recorded;
the event will be available on the University's media platform (University YouTube channel, web pages, Facebook and other social networks);
by participating, you agree to the recording of the event;
we invite everyone to read the Information on the processing of personal data of participants in University events.
Contacts: embs[at]unitn[dot]it

27/01/2022

Migliore, G., Wagner, R., Cechella, F.S. et al. Antecedents to the Adoption of Mobile Payment in China and Italy: an Integration of UTAUT2 and Innovation Resistance Theory. Inf Syst Front (2022).

27/01/2022

Die Bewerbungen für den Programmstart im Wintersemester 2022 stehen bald an.

Are you interested in our English taught joint programme European Master in Business Studies (EMBS) in four European countries (Italy/France/Germany/Spain)?

04/11/2021

Am 3. November 2021 wurde Prof. Dr. Ralf Wagner zum Sprecher des Graduiertenzentrum für Umweltforschung und -lehre (GradZ Umwelt) gewählt.

04/11/2021

Wir suchen studentische Unterstützung.