DSpace Collection:https://hdl.handle.net/10171/600372024-03-28T12:43:30Z2024-03-28T12:43:30ZAdvertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equityhttps://hdl.handle.net/10171/693012024-03-26T11:25:28Z2018-04-03T00:00:00ZTitle: Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equity
Abstract: Non-premium brands occasionally emulate their premium counterparts by using ads that emphasize premium characteristics such as superior performance and exclusivity. We define this practice as “advertising up” and develop hypotheses about its short- and long-term impact on advertising elasticity and brand equity respectively. We test the hypotheses in two large-scale empirical studies using a comprehensive dataset from the automotive industry that includes, among others, the content of 2317 television ads broadcast over a period of 45 months. The results indicate that advertising up increases (decreases) short-term advertising elasticity for non-premium products with a low (high) market share. The results also show that an intensive use of advertising up over time leads to long-term improvements (reductions) in brand equity for expensive (cheap) non-premium products. Furthermore, an inconsistent use of advertising up leads to reductions in brand equity. The results imply that managers of non-premium products with a low market share can use advertising up to increase advertising effectiveness in the short run. However, advertising up will only generate long-term improvements in brand equity for expensive non-premium products. Finally, to avoid long-term reductions in brand equity, advertising up should be consistently used over time.2018-04-03T00:00:00ZOffshoring of services: a review of the literature and organizing frameworkhttps://hdl.handle.net/10171/692992024-03-26T11:21:38Z2015-11-20T00:00:00ZTitle: Offshoring of services: a review of the literature and organizing framework
Abstract: Offshoring of services (OS), commonly defined as the international
relocation of service activities that companies previously performed in their home
country, has emerged as a relevant phenomenon in international business (IB). Over
the past two decades, OS has grown rapidly in the global economy and it has
increasingly attracted IB scholars’ attention. In this study, we systematically review
the literature to map and assess the body of IB research focused on the OS phenomenon. To achieve our goal, we identify and analyze a total of 79 studies that
appeared from 1990 to 2014 in a select group of 14 journals that are widely considered leading publishers of IB research. This review seeks to make a threefold
contribution to the IB discipline. First, it provides an in-depth analysis of the OS
literature through a synthesis of the theoretical perspectives adopted and an
assessment of the empirical findings obtained. Second, it offers an organizing
framework that contributes to a more nuanced understanding of the OS phenomenon. Third, it identifies emerging topics on the OS frontier and suggests
potential avenues for future research.2015-11-20T00:00:00ZDigital innovation: transforming research and practicehttps://hdl.handle.net/10171/692982024-03-26T11:19:47Z2021-11-22T00:00:00ZTitle: Digital innovation: transforming research and practice
Abstract: There is no doubt that digital technologies are spawning ongoing innovation across most if not all sectors of the economy and society. In this essay, we take stock of the characteristics of digital technologies that give rise to this new reality and introduce the papers in this special issue. In addition, we also highlight the unprecedent opportunities that digital innovation provides to study innovation processes more generally. Overall, we conclude that the speed, observability, and relative ease in investigating relationships between multiple analytical levels, mean that digital innovation is both a ‘model of’ that also provides a ‘model for’ the study of innovation processes more broadly in non-digital and hybrid contexts.2021-11-22T00:00:00ZHow to improve integrated care for people with chronic conditions: Key findings from EU FP-7 project INTEGRATE and beyondhttps://hdl.handle.net/10171/692972024-03-26T11:15:37Z2017-09-27T00:00:00ZTitle: How to improve integrated care for people with chronic conditions: Key findings from EU FP-7 project INTEGRATE and beyond
Abstract: Background: Political and public health leaders increasingly recognize the need to take urgent action to
address the problem of chronic diseases and multi-morbidity. European countries are facing unprecedented
demand to find new ways to deliver care to improve patient-centredness and personalization, and to avoid
unnecessary time in hospitals. People-centred and integrated care has become a central part of policy
initiatives to improve the access, quality, continuity, effectiveness and sustainability of healthcare systems and are thus preconditions for the economic sustainability of the EU health and social care systems.
Purpose: This study presents an overview of lessons learned and critical success factors to policy making
on integrated care based on findings from the EU FP-7 Project Integrate, a literature review, other EU
projects with relevance to this study, a number of best practices on integrated care and our own experiences with research and policy making in integrated care at the national and international level.
Results: Seven lessons learned and critical success factors to policy making on integrated care were
identified.
Conclusion: The lessons learned and critical success factors to policy making on integrated care show
that a comprehensive systems perspective should guide the development of integrated care towards
better health practices, education, research and policy2017-09-27T00:00:00Z