Although consumption is a symbol of an individual's socio‐economic status, an increasing number of individuals voluntarily prefer to consume less. This phenomenon is called anti‐consumption and it mainly occurs in developed countries where consumption levels have reached excessive amounts. One of the main aims of individuals following an anti‐consumption lifestyle is to increase their own well‐being. However, researchers have yet to investigate whether anti‐consumption, indeed, leads to greater positive consumer well‐being. Hence, through this paper this gap in research is addressed by first deriving a conceptual framework and hypotheses, followed by developing an anti‐consumption scale, and then by testing the impact of anti‐consumption on consumer well‐being. The insights of our analysis highlight the implications for both academia and consumers.
What makes a marketing strategy implementation successful and how can managers measure this success? To answer these questions, the authors developed a two-step audit approach. First, managers should measure the implementation success regarding effectiveness, efficiency, performance outcomes, and strategic embeddedness. Second, they should explore the reasons that have led to success or failure by investigating managerial, leadership, and environmental traps. Doing so will also provide corrective action plans for future implementation efforts.
Tovstiga führt zunächst in das Strategiefeld ein und beschreibt Ansätze des strategischen Denkens. "The formulation of the problem is often more important than its solution": Manager sollten zunächst die richtigen Fragen formulieren. Diese sind der erste Schritt eines strategischen Denkprozesses. Beispielsweise können Unternehmen fragen, wer ihre Kunden und Stakeholder sind und welche aktuellen sowie zukünftigen Bedürfnisse diese haben.
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