Arbeitgebermarkenaufbau durch informelle Hochschul-Personalmarketingma?nahmen: Eine empirische Analyse im deutschen Mittelstand

Firms use HR marketing practices in order to enhance organizational attractiveness and consequently to attract highly qualified applicants. This issue is of particular importance for rather unknown small and medium-sized firms from the German Mittelstand which still need to build their employer brand. In this paper we empirically observe the impact of two campus-recruitment practices (company presentation during lecture and participation at an university internal career fair) on employer brand equity and subsequently on application intention. Our results suggest that both practices account for building an employer brand. Yet, the company presentation showed marginally greater effect sizes. Additionally, we found that both practices interact with each other, elevating each other??s impact. Thus, the career fair only showed its full potential, when further HR marketing practices were conducted.     

Die Wirkung von informellen und internetbasierten Rekrutierungskanälen auf den Rekrutierungserfolg: Eine empirische Analyse in kleinen und mittleren Unternehmen

This study analyses the impact of informal and web-based recruitment sources on several dimensions of SME recruitment success. Our results show that informal recruitment sources unfold a different impact on applicant-pool quantity and -quality, and applicant fit than web-based recruitment sources. Informal recruitment sources (recruitment via personal networks, employee referrals etc.) enhance applicant-pool quality, person-organization fit and person-job fit. Web-based recruitment sources primarily increases applicant-pool quantity. HR-recruitment websites also unfold a positive effect on applicant-pool quality. Accordingly, the use of these recruitment sources needs to be planned in a strategic manner, in order to achieve firm specific recruitment goals regarding applicant-pool quantity and –quality.     

Zum Einfluss der Inhaberführung auf die Betriebsrat-Geschäftsführer-Beziehung – Eine theoretische und empirische Analyse in mittelständischen Unternehmen

This paper examines the quality of the relationship between business managements and works councils in small and medium-sized enterprises and strives for answering the question, which factors determine the quality. As ownership is an important determining factor of the establishment of works councils in small and medium-sized businesses, especially the impact of ownership on this relationship has been investigated. Agency theory and stewardship theory give hints that the owner management can have different impacts on this relationship. In order to test these contradictory hypotheses we have estimated a Heckman selection model to investigate which factors determine the quality of the relationship between business managements and works councils. Our results based on data generated from a survey in small and medium-sized enterprises conducted by the IfM Bonn in the years 2005 and 2006 indicate that ownership has a negative influence on the establishment of works councils, but a positive one on the quality of the relationship between business management and works council. Thus, the hypotheses predicting the existence of stewardship behaviour among owners and the existence of agency behaviour among managers can be confirmed.     

Kann zu viel Kundenorientierung nachteilig sein? Eine Analyse der Wirkung der Kundenorientierung von Verkäufern auf die Kaufentscheidung

Zusammenfassung  In diesem Beitrag wird analysiert, wie das kundenorientierte Verk?uferverhalten auf die Kaufentscheidung der Kunden wirkt. Die Analyse erfolgt auf der Ebene der Dimensionen des kundenorientierten Verkaufens, namentlich Entscheidungsunterstützung, Aufbau eines positiven Gespr?chsklimas und Vermeidung von Abschlussdruck. Die Ergebnisse best?tigen die indirekte Wirkung des kundenorientierten Verkaufens auf die Kaufentscheidung über die Beratungszufriedenheit. Daneben k?nnen sowohl ein direkter umgekehrt u-f?rmiger Effekt der Vermeidung von Abschlussdruck auf die Kaufentscheidung als auch ein direkter negativer Einfluss des Aufbaus eines positiven Gespr?chsklimas auf die Kaufentscheidung nachgewiesen werden. Zudem zeigt sich, dass der Aufbau eines positiven Gespr?chsklimas den st?rksten Einfluss auf die Beratungszufriedenheit ausübt.

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Can too much customer orientation be less effective? An analysis of the effects of customer-oriented selling on customers’ decision to buy

Summary  This research investigates the effects of customer-oriented selling on customers’ decision to buy. In so doing, the focus of the analysis is on the effects of the dimensions of customer-oriented selling, namely supporting customer decision-making, building a positive interaction climate, and avoiding pressure to close the sale. The findings of an empirical study support an indirect effect of customer-oriented selling on customers’ decision to buy through customer satisfaction with the sales interaction. The results also support a direct inverted u-shaped effect of avoiding pressure to close the sale on customers’ decision to buy as well as a direct negative effect of building a positive interaction climate on customers’ decision to buy. And building a positive interaction climate was found to have the strongest effect on customer satisfaction with the sales interaction.

Der Autor dankt den zwei anonymen Gutachtern für die wertvollen Anmerkungen und Anregungen zu einer früheren Version dieses Beitrags.     

Auswirkungen der IFRS-Umstellung auf die Risikoprämie von Unternehmensanleihen – Eine empirische Studie für Deutschland, Österreich und die Schweiz

Does an IFRS-adoption reduce the information asymmetry between firms and providers of debt capital and therefore the risk premium of corporate bonds? Contrary to prior empirical studies we examine the relationship between disclosure and cost of capital for debt financing. We analyse the impact of an IFRS-adoption on the risk premium of German, Austrian, and Swiss corporate bonds between 1997 and 2005. Our results indicate that the change in risk premium declines after an IFRS-adoption by 40%. However, the effect occurs with a time-lag.     

Kosten und Kostentreiber von unerwünschten Werbemails (Spam) — Eine empirische Analyse auf Provider- und Anwenderseite

Zusammenfassung  In der Literatur wird diskutiert, dass unerwünschte Werbemails (Spam) sowohl auf individueller als auch auf volkswirtschaftlicher Ebene erhebliche Kosten verursachen, deren H?he jedoch unbestimmt ist. Diese Fragestellung wird mit zwei empirischen Untersuchungen adressiert, in denen die Mitarbeiter einer Universit?t zu ihren Spam-Kosten befragt wurden. Die Daten werden mit Hilfe von Finite Mixture Regressions analysiert. In der Betrachtung der Kosten ergibt sich der Befund, dass die auf individueller Ebene entstehenden Kosten die zentralen Kosten auf IT-Ebene deutlich übersteigen. Es zeigt sich, dass die Spam-Belastung bei den Mitarbeitern heterogen verteilt ist und dass ein Spamfilter vor allem bei stark belasteten Nutzern zu einer Kostenersparnis führt. Um die Heterogenit?t in der Spam-Wahrnehmung und die Angst vor Fehlklassifikationen zu berücksichtigen, sollten die Nutzer die M?glichkeit haben, auf einfache Art auf den Filterprozess einzuwirken.

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Costs and cost drivers of unsolicited bulk email (spam) — an empirical analysis

Summary  This paper empirically addresses the often claimed assumption that unsolicited bulk e-mail (spam) causes significant costs — on the individual level as well as for the entire society. To shed light on this problem, employees of a large university were interviewed twice in order to determine the individual costs caused by spam and to identify the relevant cost drivers using finite mixture regressions. The results indicate a heterogeneous distribution of spam load and the resulting costs. The panel approach yields the conclusion that spam filters lead to a reduction of costs only for users severely troubled by spam. Furthermore, people tend to become active against spam only when a certain threshold of spam burden is reached. The costs caused by spam for the users exceed the central IT-related expenses by far. For the implementation of spam filters the results suggest a two step procedure to be most efficient: central actions should be taken to block e-mails that can be unambiguously identified as spam. Further, users should be given the opportunity to influence the filtering process in order to account for heterogeneity and their fear of false classification.

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Die Autoren bedanken sich sehr herzlich bei den Mitarbeitern des Rechenzentrums der Christian-Albrechts-Universit?t zu Kiel für die intensive Kooperation. Wir danken zudem Prof. Dr. Dr. h.c. S?nke Albers, Christian Barrot, Eva Bl?meke und Christina Schmidt-St?lting für die zahlreichen Hinweise zu früheren Fassungen des Aufsatzes. Auch die beiden Gutachter und das Herausgeberteam der ZfB haben zahlreiche Verbesserungsvorschl?ge gemacht, die zu einer substanziellen Verbesserung des Manuskripts geführt haben.     

Die Identifizierung von Lead Usern über soziale Netzwerke: Eine empirische Untersuchung unter jungen Konsumenten

In recent years, the lead user concept has received a great deal of attention in both academic research and corporate practice. Despite broad empirical evidence regarding the high potential of lead users for new product development, we still lack a full understanding of their nature and what enables individual consumers to become lead users. Our study addresses these fundamental issues in lead user research and examines them from a perspective which focuses on the social context of individual consumers. This angle is promising and fruitful as individual creative processes are couched in social networks. As a result, our investigation is guided by the following research question: Do lead users have a distinct social ‘footprint’ in social networks? We chose 34 groups of 804 young consumers as the empirical setting for our study, which yields two general findings: First, lead users are positioned as bridging links between different clusters of people. Being in this ‘boundary-spanning’ position implies that lead users have a wider reach and variety in receiving and distributing information and knowledge. Second, this finding is robust across different age groups. The insights from our study contribute to developing new means of identifying lead users in different settings, including Web 2.0 communities.     

Warum kann die Wirkung von Maßnahmen eines Unternehmens auf das Vertrauen des Partners kulturabhängig sein?

Several studies give recommendations which actions a company can take to build its partners’ trust in business relationships. Studies report that, for instance, a company’s flexibility and detailed contractual agreements may positively affect the partner’s trust. However, cultural norms may moderate the effects of potential actions on the partner’s trust and this has hardly been considered in relevant literature. The present paper explains why actions a company takes may have different effects on trust in different cultures. Suggestions for future research and the design of empirical studies are proposed.     

Zur Berücksichtigung von Heterogenit?t versus funktionaler Flexibilit?t in Absatzreaktionsmodellen: Eine empirische Studie auf Basis von Handelsdaten

In this paper, we explore the differences between store sales models that allow for heterogeneity in marketing effects across stores and models that accommodate potential irregularities in sales response through the use of nonparametric estimation techniques. In particular, we investigate the following question: What benefits can we gain from incorporating store heterogeneity versus functional flexibility in sales response models concerning fit and predictive validity, as compared to a simple parametric store sales model? In an empirical study based on store-level data, we also compare the different model versions with respect to estimated price elasticities and resulting shapes for own- and cross-price effects. Our empirical results indicate that addressing heterogeneity is not advantageous in general, as model fit, predictive validity and the accuracy of price elasticities did not improve for many brands. In contrast, estimating sales response flexibly provides much more potential for statistical improvements and leads to different implications concerning price elasticities, too.