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  1. No Access

    Article

    Advancing marketing theory and practice: guidelines for crafting research propositions

    Effective research propositions are key to advancing marketing theory and practice. However, our discipline provides little guidance on how to systematically craft impactful propositions. Consequently, scholar...

    Wolfgang Ulaga, Michael Kleinaltenkamp, Vishal Kashyap, Andreas Eggert in AMS Review (2021)

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    Article

    Exploring the link between payment schemes and customer fraud: a mental accounting perspective

    Containing customer fraud has great economic relevance. This research proposes a fresh approach, derived from mental accounting theory and behavioral pricing research. Large-scale field data from more than 100...

    Ina Garnefeld, Andreas Eggert… in Journal of the Academy of Marketing Science (2019)

  3. No Access

    Article

    The customer value proposition: evolution, development, and application in marketing

    The customer value proposition (CVP) has a critical role in communicating how a company aims to provide value to customers. Managers and scholars increasingly use CVP terminology, yet the concept remains poorl...

    Adrian Payne, Pennie Frow, Andreas Eggert in Journal of the Academy of Marketing Science (2017)

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    Article

    Do customized service packages impede value capture in industrial markets?

    Capturing the value of industrial services is an issue of growing concern as services increasingly define manufacturing companies’ competitive market positions. In business markets, suppliers often create cust...

    Michael Steiner, Andreas Eggert… in Journal of the Academy of Marketing Science (2016)