Das gemeinsam mit Prof. Dr. Ed Nijssen (Eindhoven University of Technology) und Prof. Dr. Patrick Lentz (Fachhochschule des Mittelstands) verfasste Paper Modeling Variation in Global Consumers’ Participation Behaviour Intentions Using an Institutional Market Index wurde beim International Marketing Review zur Veröffentlichung angenommen.
Abstract des Beitrags
Enhancing customer participation behaviour (CPB) is critical for service firms. However, in a global context, cultural and local market factors are relevant. This study details how and why global service firms can and should account for such factors. Prior research relied predominantly on cultural value differences to account for cross-national variation. The present study uses an index of consumers’ institutional logics of market action (CILMA) as an alternative approach to segment international markets.