Dr. Marie-Christin Weber

Dr. Marie-Christin Weber

Performance Enhancing Strategies in Different Negotiation Phases

    Inhalt:

    The present dissertation investigates profit-maximizing behavior in different phases of the negotiation process. Over the last decades, research dealt in detail with behavior of negotiation actors with the aim of identifying performance enhancing factors. The majority of those studies focused on behavior within the main negotiation phase. This work, however, considers phases which are, so far, underrepresented in research but show an impact on the negotiation process and outcome. Those phases are the pre-negotiation, the first offer, and the main negotiation phase which is further divided by breaks into several rounds. Within these phases, traits of behavior are analyzed that can be used strategically in order to impact the negotiation outcome. The dissertation contains three papers, each one dealing with a specific strategy within one phase. The first paper investigates communication behavior in the pre-negotiation phase. Content analysis of a negotiation experiment shows that the employment of positive communication elements such as the generation of enthusiasm for an upcoming project results in an increase of agreements on entering a negotiation and also leads to a higher willingness to make concessions. The second paper explores the impact of a semantic first anchor, which does not contain a specific number but only gives a numerical direction, on the opponent’s concession behavior and the final outcome. By means of two scenario-based questionnaires and a negotiation experiment it is demonstrated that semantic offers reveal an anchoring effect and lead to better negotiation outcomes. The third paper deals with the introduction of breaks and their effect on the following negotiation process. Therefore, content and outcome of another negotiation experiment are investigated. The analysis shows that breaks evoke a dominant impression but can negatively impact the atmosphere and thereby also the outcome. Finally, the gathered insights are brought together and discussed. The dissertation closes with implications for practice, limitations of the work, and ideas for future research.

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    Dr. Timo Andreas Knöpfle

    Dr. Timo Andreas Knöpfle

    Methoden der Datenerhebung in der Verhandlungsforschung: Erkenntnisse und Trends einer literaturbasierten Analyse und Darlegung zukünftiger Perspektiven

      Inhalt:

      Valide generierte Daten aus Verhandlungen bilden die Grundlage zum Ergründen von Art und Umfang verschiedener Einflussfaktoren auf den Verhandlungsprozess und das Verhandlungsergebnis. Die Wahl einer bestimmten Datenerhebungsmethode wird weitestgehend von der jeweiligen Problemstellung einer Untersuchung bedingt. Aus diesem Zusammenhang erschließt sich die Notwendigkeit, fundierte Erkenntnisse und Empfehlungen für die Anwendung von bestimmten Datenerhebungsmethoden in der Verhandlungsforschung zu entwickeln. Damit einhergehend können sowohl Verbesserungspotenziale für die methodische Vorgehensweise zukünftiger Forschungsvorhaben aufgefunden als auch – basierend auf den generierten Daten – gehaltvolle Handlungsempfehlungen für die Verhandlungspraxis ausgesprochen werden. Zunächst nimmt der Verfasser eine umfangreiche Literaturanalyse über die methodischen Praktiken der Datengewinnung in verhandlungsrelevanten Studien im Zeitraum 2005 bis 2014 vor. Basierend auf einer ergänzend durchgeführten Befragung unter Verhandlungswissenschaftlern liefert er eine Prognose der zukünftigen Anwendungshäufigkeiten der Erhebungsmethoden und leitet methodische Erkenntnisse im Zeitverlauf ab. Insbesondere durch die Analyse der Passung zwischen Untersuchungsfragestellung und Datenerhebungsmethode sowie weiterer Aspekte (z. B. Art der Verhandlung, Forschungsdisziplin, Journal der Publikation, Korrespondenzautor und dessen Affiliation), welche die jeweilige Untersuchung beeinflussen könnten, schafft der Autor eine kontemporäre Entscheidungshilfe für kommende verhandlungsbezogene Forschungsaktivitäten.

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      Dr. Jonas Bielefeld

      Dr. Jonas Bielefeld

      Toward Service-based Value Creation: The Role of Service Business Development in Manufacturing Companies

        Inhalt:

        Over the past decade, society has witnessed an increasing expansion of service economies as manufacturing (i.e., product-oriented) companies break free from their product-based business model and move toward more service-oriented value creation as a result of several economic, technological, and social changes. As they shift from products to (service) solutions, manufacturing companies pursue new strategic direction, inter alia, by extensively employing service business development activities.

        The objective of this dissertation is to investigate the considerable (re-)emerging stream of service business development by providing vital insights for academia and management into important focus areas that have hardly, if at all, been (empirically) investigated in the existing literature before. Therefore, these findings can be vital to informing a differentiation in current and future marketing strategies in business practice.

        First of all, this dissertation focuses on the extent to which service business development is transposed into business practice. Because scarce empirical-quantitative research has studied the current state of service business development across various industry and market sectors, this study analyzes a unique, manually collected dataset of 266 (product and service) business development activities. In so doing, this investigation contributes to literature by presenting a comprehensive, industry-wide status quo and trend report of service business development in practice.

        Furthermore, given the surprisingly limited scientific attention paid to the question of how service business development is strategically configured and further applied to different environmental circumstances, this dissertation provides comprehensive theoretical and practical implications by analyzing in detail a sample of 137 service business developments of 66 product-oriented companies.

        Lastly, manufacturers are recognizing that service-oriented value creation is moving toward a more collaborative process of co-creation as a promising measure to achieve competitive advantage, and even more as an appropriate response to complex business environments. Thus, an increasing number of companies around the world have recently introduced business models related to access-based services such as car-, scooter-, and bike-sharing systems. But despite the considerable advantages of access-based services as an alternative to ownership, these companies are now seeing that consumer adoption and (re-)usage rates remain insufficient. Owing to the lack of general and cross-national scientific knowledge, the purpose of this dissertation continues to explore which factors impede diffusion of related service business development activities from a consumer perspective and what kind of differences can be established between countries. Consequently, with a total of 1,443 participants, a cross-national survey was carried out in three countries, i.e., the United States, Germany, and China, to measure a vast number of different adoption barriers derived from a developed integrated framework that combines established theories within innovation and adoption behavior research.

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        Dr. Verena Thaler

        Dr. Verena Thaler

        The Interdependence between Business Development and Brand Management

          Inhalt:

          Seizing long-term growth opportunities is both a key goal of and a challenge for companies at the same time. Saturated markets and shorter product lifecycles have changed market dynamics over the past decades, in such a way that competition on price or quality leadership has receded into the background. Instead, firms increasingly depend on the successful development of new business fields and strong brands to retain customers and spur growth. Thus, the two pillars of business development and brand management have become core strategic functions.

          By focusing on innovation – a key dimension of business development – this book analyzes the interrelations between innovation and brand management and the ways in which both functions can benefit from each other. Innovations are considered crucial for building brand equity and revitalizing brand images in the long term, while vice versa, branding could facilitate consumer adoption of a newly launched innovative product or service. Since a brand is a first quality signal, it could act as a vehicle for consumers to reduce the risks and uncertainty associated with a novel product from a consumer's perspective and encourage product trial.

          This book empirically investigates whether such interdependencies exist and how managers can make use of them to best leverage their company’s innovation and branding efforts. In particular, the author examines the interplay between innovation and brand management by analyzing (1) how innovations impact consumer attitudes towards the (parent) brand and its brand images, (2) how branding an innovation facilitates its market success, and (3) how building brand equity can serve as a buffer against impacts from adverse events such as a product scandal.

          Its findings are highly relevant from a managerial and a theoretical perspective. They provide managers with guidance on two key aspects of business development and innovation management: One, how is innovation employed in order to best enhance a brand's equity (e.g., to revitalize its brand image)? Two, how to choose whether to leverage an existing brand or to develop a new brand in order to facilitate consumer adoption of a new innovation?

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          Dr. Melanie Preuß

          Dr. Melanie Preuß

          New Perspectives on Negotiation Styles

            Inhalt:

            Companies have a keen interest in developing skilled negotiators in order to improve their negotiation outcome. A crucial determinant of the negotiation outcome are negotiation styles that represent the negotiator’s actual behavior during the negotiation process. In this context, the author examines the variation in negotiation styles throughout the negotiation process, points out the relevance of the negotiator’s characteristics and situational context as determinants of negotiation styles, and emphasizes the importance not only of actual but also of perceived negotiation behavior. As a result, existing negotiation research is advanced as new perspectives on negotiation styles are offered to improve a negotiator’s performance.

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            Dr. Stephanie Pratsch

            Dr. Stephanie Pratsch

            The Role of Aspirations in Negotiation

              Inhalt:

              Buyer-seller negotiations have significant impact on a company’s profitability, which makes practitioners aim at maximizing their performance. One lever for increasing bargaining performance is to pursue a clearly defined aspiration, i.e. one’s most desired outcome. In this context, the author explores the role of such aspirations in the three negotiation phases: preparation, bargaining, and striking a deal. She investigates determinants of aspirations, unintended consequences such as unethical bargaining behavior, and the consequences of overly ambitious aspirations. As a result, she does not only close existing gaps in negotiation research, but also derives valuable implications for practitioners.

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              Dr. Birte Kemmerling

              Dr. Birte Kemmerling

              Konzessionen in Verhandlungen

                Inhalt:

                Konzessionen (auch: Zugeständnisse) spielen in Einkäufer-Zulieferer-Verhandlungen eine entscheidende Rolle, weil die beteiligten Verhandlungsparteien in der Regel nur über Konzessionen, das heißt über eine Abfolge von entgegenkommenden Angeboten, zu einem von beiden Seiten akzeptierten Verhandlungsergebnis kommen. Da Verhandelnde mit der Abgabe von eigenen Konzessionen jedoch einen Teil ihrer individuellen Verhandlungsmasse hergeben und durch Konzessionen des Gegenübers einen Teil zu ihrer Verhandlungsmasse dazu gewinnen können, beeinflussen Konzessionen maßgeblich die Verhandlungsperformance von Verhandelnden. Diese wiederum hat nachweislich einen Einfluss auf die Profitabilität von Unternehmen.


                Vor diesem Hintergrund ist es sowohl für die Verhandlungsforschung als auch für die Verhandlungspraxis von Interesse, zu untersuchen, wann und wie Verhandelnde Konzessionen in Verhandlungen machen sollten, um die eigene Verhandlungsperformance zu optimieren. Im Rahmen der vorliegenden Untersuchung widmet sich Birte Kemmerling dieser Fragestellung, indem sie erstens (1) untersucht, ob Verhandelnde die erste Konzession in einer Verhandlung machen sollten, zweitens (2) analysiert, nach welchem Konzessionsmuster Verhandelnde verhandeln sollten und drittens (3) die Vorteilhaftigkeit der Abgabe von Konzessionen in Form von Paketangeboten in Verhandlungen mit mehreren
                Verhandlungsgegenständen (z. B. Preis, Menge und
                Lieferkonditionen) ermittelt. Mit der Bearbeitung dieser Teilfragestellungen schließt Birte Kemmerling zum einen Lücken in der Verhandlungsforschung und zum anderen leitet sie relevante Implikationen für ein systematisches Konzessionsmanagement in der Verhandlungspraxis ab.

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                Dr. Viola Austen

                Dr. Viola Austen

                Industrielle Kundenzufriedenheit

                  Inhalt:

                  Die Kundenzufriedenheit gilt als ein Schlüsselkonstrukt im Marketing, da sie das zukünftige Verhalten der Kunden stimuliert. Dieses spielt gerade in Business-to-Business (B2B)-Märkten eine wichtige Rolle, da hier einem Anbieter in der Regel nur wenige Kunden gegenüber stehen und daher der Aufbau einer langfristigen Kundenbeziehung eine wichtige Voraussetzung für den Erfolg eines Unternehmens darstellt. Allerdings ist in B2B-Märkten zu berücksichtigen, dass typischerweise mehrere Personen gemeinsam (das so genannte Buying Center) eine Kaufentscheidung treffen. Da diese Besonderheit bei der Analyse der Kundenzufriedenheit im industriellen Umfeld bislang noch keine ausreichende Berücksichtigung erfahren hat, ist das Ziel der vorliegenden kumulativen Dissertation, den Einfluss des Merkmals der Multi-Personalität bei der Analyse der industriellen Kundenzufriedenheit zu untersuchen.

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