| 1. |
- Paschen, Jeannette, et al.
(författare)
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A votre sante - conceptualizing the AO typology for luxury wine and spirits
- 2016
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Ingår i: International Journal of Wine Business Research. - : Emerald Group Publishing Limited. - 1751-1062 .- 1751-1070. ; 28:2, s. 170-186
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Tidskriftsartikel (refereegranskat)abstract
- Purpose - The status of icewine as a luxury item is largely undisputed in popular perception. Despite this, icewine has received very little attention in the management literature. This paper aims to close this gap by developing a theoretical framework to segment the luxury wine and spirits market with a focus on icewine. Design/methodology/approach - This paper is conceptual in nature. The authors adapt Berthon et al.'s (2009) aesthetics and ontology (AO) framework for luxury brands to provide a theoretical lens for segmenting the luxury wine and spirits market into four distinct segments. Findings - The main contribution of this paper is a theoretical framework for segmenting the market for luxury wines and spirits into four distinct segments: cabinet collectors, cellar collectors, connoisseurs and carousers. The authors then apply their framework to the icewine category and outline considerations for the marketing mix of icewine producers. Practical implications - The AO framework for luxury wines and spirits is beneficial for icewine producers to help differentiate their current and future market segments. In addition, this paper outlines practical implications for icewine maker's marketing mix that could enhance their competitive position today and in the future. Originality/ value - This is the first paper examining icewine in the context of luxury marketing.
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| 2. |
- Paschen, Jeannette, 1974-, et al.
(författare)
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Artificial intelligence (AI) and value co-creation in B2B sales : Activities, actors and resources
- 2021
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Ingår i: Australasian Marketing Journal. - : Elsevier. - 1441-3582 .- 1839-3349. ; 29:3, s. 243-251
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Tidskriftsartikel (refereegranskat)abstract
- Continuous advances in information technologies, such as Artificial intelligence (AI), are opening up new and exciting opportunities for value co-creation between economic actors. However, little is known about the mechanisms and the process of value co-creation enabled by AI. While scholars agree that AI technology significantly changes human activities and human resources, currently we do not have an adequate understanding of how humans and AI technology interact in value co-creation. This is the central phenomenon investigated in this article. Specifically, using Service-Dominant Logic (S-DL) as a lens, this study investigates the activities, roles and resources that are exchanged in AI-enabled value co-creation, using the creation of competitive intelligence as a research context. The analysis suggests that AI-enabled value co-creation processes are complex interactions between human and non-human actors who perform any of six different roles either jointly or independently. This article contributes to SD-L and provides a deeper understanding of the activities (the ‘how’), the actors (the ‘who’), and the resources (the ‘what’) in AI-enabled value co-creation, thus helping to close an identified gap in the literature.
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| 3. |
- Paschen, Jeannette, 1974-, et al.
(författare)
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Artificial intelligence (AI) and value co-creation in B2B sales: Activities, actors and resources
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Annan publikation (övrigt vetenskapligt/konstnärligt)abstract
- Artificial intelligence (AI) allows business actors to exchange resources, particularly information and knowledge, to strengthen their businesses. These AI-enabled value co-creation processes are playing a substantial role in the business-to-business (B2B) sales context. However, little is known about the mechanisms and the process of value co-creation enabled by AI. On this basis, this study addresses this gap by employing Service-Dominant Logic to understand value co-creation with AI. This study identifies the value co-creation process and provides an understanding of the actors, activities and resources during the usage of AI to create value in B2B sales. The study also identifies several limitations of AI, such as value co-creation is heavily dependent on human activities and resources. Lastly, we suggest that managers continue to manage customer expectations when using AI for value co- creation and highlight the necessity of human actors and resources in the value co-creation process.
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| 4. |
- Paschen, Ulrich Michael, et al.
(författare)
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Cool Marketing for Icewine? Investigating Producer’s Product Positioning, Segmentation, and Marketing Mix for Canadian Icewine : An Abstract
- 2018
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Ingår i: Back to the Future: Using Marketing Basics to Provide Customer Value. - Cham : Springer Nature. ; , s. 337-338, s. 337-338
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Konferensbidrag (refereegranskat)abstract
- Compared to the relative importance of icewine for the Canadian wine industry and the uniqueness of the product in the luxury wine and spirit segment, little attention has been paid to the marketing mix used by its producers. As a first step in addressing this gap, Paschen et al. (2016) developed a modified aesthetics and ontology framework to classify consumers of luxury wines and spirits with a focus on icewine. The framework separates the novice and the expert in the aesthetic dimension, while it distinguishes between transience and endurance in the ontology dimension. Working from these two dimensions, four distinct consumer groups have been identified: Carousers are novices on the aesthetics scale, while the ontological mode emphasizes the transient. Cabinet collectors are also novices, but the ontological mode emphasizes enduring. In contrast to the two preceding types, the connoisseur is an expert and a true consumer whose behavior emphasizes the transient. Finally, the cellar collector is an expert where the ontological mode emphasizes enduring. The current paper examines where icewine producers place consumers within this typology. Using semi-structured interviews led with representatives of five icewine producers, the authors gathered information on production, product range, positioning, and consumers. The interviews uncovered remarkably homogenous approaches to positioning and marketing icewine. Most purchasers were regarded as novices. With duty free as the predominant sales channel and on-site winery experiences a secondary channel, only limited efforts to address or create experts were discovered. The ontological dimension of the typology was defined by icewine’s changes through cellaring, making the predominant customer group the “carouser.” The marketing mix used was also similar between the different brands. Product variances uncovered were comparatively minor, with very similar price points and packaging approaches. This one-dimensional marketing approach bears risk for the category, which should be further explored and addressed through appropriate variations in the marketing mix.
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| 5. |
- Paschen, Ulrich, et al.
(författare)
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Understanding Involvement of Luxury Gift Givers : An Abstract
- 2018
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Ingår i: Finding New Ways to Engage and Satisfy Global Customers. - Cham : Springer. ; , s. 667-668, s. 667-668
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Konferensbidrag (refereegranskat)abstract
- Givers of luxury gifts face recipients with different levels of expertise and have choices of gifts that can range from experiential to enduring in nature. Inspired by a study undertaken by Belk (1982), the current research seeks to develop a framework that allows the classification of different levels of involvement of the gift giver, based on their conjectures about the expertise of the recipients and the lasting or ephemeral nature of the gift.Following a precedent set by Paschen et al. (2016), we modify Berthon et al.’s (2009) aesthetics and ontology framework. The latter classifies luxury brands based on their aesthetic and ontological modes and is defined by the aesthetic end points of novice and expert and the ontological dichotomy of transience vs. enduring. In our modification, we develop four specific recipient categories based on the perceived expertise of the intended recipient representing the aesthetic mode and the endurance or ephemerality of the gift described in the ontological mode. The resultant typology identifies the “classic collector,” “skillful user,” “neophyte consumer,” and “paying magpie,” assigning different levels of product and task involvement to each category. In doing this, we add detail to the perspective taken in Belk’s original study on the separate aspects of involvement, where product involvement represents an enduring construct, whereas task involvement is situationally oriented and thus temporary rather than ongoing.We also present numerous implications to practice, providing insights into modifications to the marketing mix that luxury goods marketers may consider, depending on the different consumer group they are targeting. Marketing for expert gift recipients is well aligned with classic traits of luxury—emphasizing the exclusivity permeating through the price, the purchase experience, and the product itself. Gifts intended for novices, on the other hand, have to be universally known and widely available without diluting the exclusive premise of luxury. Enduring gifts generally increase the task involvement of the gift giver and therefore require marketing efforts that reduce the perceived risk. We conclude with several suggestions for further validation of the framework and related research that may arise out of this work.
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| 6. |
- Paschen, Ulrich, et al.
(författare)
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Artificial intelligence : Building blocks and an innovation typology
- 2020
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Ingår i: Business Horizons. - : Elsevier. - 0007-6813 .- 1873-6068. ; 63:2, s. 147-155
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Tidskriftsartikel (refereegranskat)abstract
- The range of topics and the opinions expressed on artificial intelligence (AI) are so broad that clarity is needed on the the field’s central tenets, the opportunities AI presents, and the challenges it poses. To that end, we provide an overview of the six building blocks of artificial intelligence: structured data, unstructured data, preprocesses, main processes, a knowledge base, and value-added information outputs. We then develop a typology to serve as an analytic tool for managers grappling with AI’s influence on their industries. The typology considers the effects of AI-enabled innovations on two dimensions: the innovations’ boundaries and their effects on organizational competencies. The typology’s first dimension distinguishes between product-facing innovations, which influence a firm’s offerings, and process-facing innovations, which influence a firm’s operations. The typology’s second dimension describes innovations as either competence-enhancing or competence-destroying; the former enhances current knowledge and skills, whereas the latter renders existing skills and knowledge obsolete. This framework lets managers evaluate their markets, the opportunities within them, and the threats arising from them, providing valuable background and structure to important strategic decisions.
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| 7. |
- Paschen, Ulrich, et al.
(författare)
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Great wine from the great white north? Producer’s product positioning and marketing mix for Canadian icewine
- 2021
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Ingår i: Journal of Wine Research. - : Taylor & Francis. - 0957-1264 .- 1469-9672. ; 32:1, s. 55-66
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Tidskriftsartikel (refereegranskat)abstract
- Icewine is a sizable niche in the Canadian wine industry that has attracted little attention from marketing and branding researchers. A first step in understanding the marketing mix and brand positioning strategies was to develop a modified Aesthetics and Ontology (AO) framework to classify consumers of luxury wines and spirits specifically focused on icewine. This paper examines where Canadian icewine producers place their brand and consumers within this AO typology. The authors applied a thematic analysis approach to categorize five semi-structured interviews with representatives of Canadian icewine producers. The modified AO framework was applied to the findings to assess the positioning of the respective icewine brands. The analysis uncovered decidedly homogenous approaches to the positioning and marketing of Canadian icewine. Most purchasers were regarded as novices, with the largest portion of purchases occurring at duty free retail locations; on-site winery experiences comprise a secondary channel. Applying the modified AO framework, the predominant customer group was identified as the ‘carouser’. Product variances, pricing strategies, and product packaging were comparatively minor. This homogenous approach to branding and marketing mix should be further explored to understand the potential for alternative and distinct positioning methodologies for Canadian icewine producers.
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