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- 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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| 2. |
- 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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| 3. |
- Farshid, Mana, et al.
(författare)
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Go boldly! : Explore augmented reality (AR), virtual reality (VR), and mixed reality (MR) for business
- 2018
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Ingår i: Business Horizons. - : Elsevier. - 0007-6813 .- 1873-6068. ; 61:5, s. 657-663
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Tidskriftsartikel (refereegranskat)abstract
- It is not surprising that managers find it hard to distinguish similar-sounding, IT-based concepts such as augmented reality and virtual reality. To many, all of these constructs mean nearly the same and, as a result, the terms are often used interchangeably. This confusion holds back those eager to explore the different opportunities these new technologies present. This Executive Digest presents six different types of reality and virtual reality—(1) reality, (2) augmented reality, (3) virtual reality, (4) mixed reality, (5) augmented virtuality, and (6) virtuality—as part of our actual reality/virtual reality continuum. We then illustrate their differences using a common example and outline business applications for each type
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| 4. |
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| 5. |
- Wilson, Matthew, et al.
(författare)
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Strategies for Theory Assessment and Enhancement in Marketing : An Abstract
- 2018
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Ingår i: Back to the Future. - Cham : Springer Nature. ; , s. 7-
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Bokkapitel (refereegranskat)abstract
- Developing theoretical contributions in marketing is challenging for any scholar but can be particularly difficult for doctoral students or recent graduates. Many marketing academics have received reviews of articles they submitted to scholarly marketing journals only to find their work rejected or required to undergo revisions because of issues related to theory. Given the often incremental nature of theory contributions, it is difficult to understand what the threshold is for a clear and sufficient theoretical contribution in the marketing discipline. Our paper aims to address this challenge by elucidating what, exactly, a theoretical contribution in marketing is, in addition to offering practical advice to new and established marketing scholars on how to develop it. In doing so, our work provides two contributions: First, we outline why theoretical contributions are difficult to develop in general and especially in marketing. To further elucidate how to overcome these challenges, we showcase three exemplary papers that have advanced marketing theory and highlight elements of these contributions that make them so valuable. Second, our manuscript provides guidelines for authors regarding theoretical sufficiency and significance of their work that authors can consult prior to submitting their work to an academic journal for peer review.
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