Zusammenfassung Für Unternehmen ist eine Produktgestaltung, die die Bedürfnis-se der Kunden trifft, von hoher Relevanz, um langfristig Umsatz und Ertrag zu sichern. Die Kenntnis der Kundenbedürfnisse, für die als Maß deren Präferenzen herangezogen werden können, spielt daher für Unternehmen eine wichtige Rolle. Self-Explicated-Verfahren sind neben Conjoint-Verfahren die am häufigsten angewendeten Verfahren zur Präferenzmessung. Erstaunlicherweise wurde sich von wissenschaftlicher Seite jedoch trotz der Relevanz von Self-Explicated-Verfahren zur Präferenzmessung nur wenig mit diesen beschäftigt. Aufbauend auf einer Darstellung und Beurteilung existierender und möglicher neuer Self-Explicated-Verfahren zeigt der Beitrag, dass bisher nur wenige Self-Explicated-Verfahren umgesetzt wurden und identifiziert viel versprechende neue Verfahren für die zukünftige Forschung. Neben gütebezogenen Kriterien werden Self-Explicated-Verfahren dabei auch anhand anwendungsorientierter Kriterien evaluiert und somit aufgezeigt, welche Verfahren sich insbesondere aus praktischer Sicht anbieten.Schlüsselwörter Präferenzmessung · Self-Explicated-Verfahren · Wichtigkeitsmessung Abstract It is essential for companies that offered products meet consumer preferences to ensure the corporate performance in the long term. Besides Conjoint Approaches, Self-Explicated-Approaches are the most common approaches to determine consumer preferences. Surprisingly, despite the relevance of Self-ExplicatedApproaches existing research has mainly focused on decompositional preference measurement approaches. The article provides an overview of all existing SelfExplicated-Approaches and shows that only a few have been implemented so far and identifies most promising new Self-Explicated-Approaches for future research. Besides an evaluation of Self-Explicated-Approaches based on accuracy criteria we also take application-oriented criteria into account in order to illustrate most appropriate Self-Explicated-Approaches for business applications.
In advance selling, firms announce that they will charge different prices for those who buy early vs. those who buy late. Previous literature showed that advance selling allows for increased profits in a rather wide range of settings, which typically hold in many service industries. Despite ample evidence that consumers exhibit higher discount rates than firms, it is not clear how differences in time preferences affect optimal prices of advance selling. This article develops an analytical model for optimal prices in advance selling that accounts for such differences in time preferences. In contrast to previous literature, the results indicate that advance selling quickly becomes less profitable than spot selling if consumers discount at a higher rate than firms (and vice versa). They also show that previous findings about the optimality of different advance selling strategies are unaffected if consumers and firms discount at the same rate, despite different optimal prices. Another major implication of our work is that analytical models and managerial decision making should consider time preferences if payment and consumption might occur at different points in time.
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