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Aktuelle Publikationen

Veröffentlichungen 2023

  • Kuhn, M., Reit, V., Selinka, S., Schwing, M., Köpsel, A., Pashchenko, Y. (2023). “An Abstract - Let the Driver off the Hook?” Moral Decisions of Autonomous Cars and their Impact on Consumers Well-Being”, AMS  Proceedings 2023. Basel: Springer International Publishing (in press)
  • Schwing, M., Kuhn, M., Meyer-Waarden, L. (2023). Understanding the Dynamic Adoption and Outcomes of Shared Micromobility – A Longitudinal Study based on User Experience.“, AMS  Proceedings 2023. Basel: Springer International Publishing (in press)
  • Schwing, M. (2023). Marketing in the Peer-to-peer Sharing Economy - a Systematic Literature Review, AMS  Proceedings 2023. Basel: Springer International Publishing (in press)
  • Österle, B. , Yuras, G. (2023). “Work in Progress: B2B negotiation styles in distributive negotiations and their effect on socioemotional outcomes and price – a neuroscience experiment: An Abstract, AMS  Proceedings 2023. Basel: Springer International Publishing (in press)
  • Strobel, S., Meyer-Waarden, L., Kuhn, M. (2023). „Transformative Marketing - What We Know and What We Should Research? A Structured Literature Analysis. An Abstract, AMS  Proceedings 2023. Basel: Springer International Publishing (in press)
  • Strobel, S., Kuhn, M. (2023). Business Ecosystems as Vertical Networks? Outlining a Criteria-based, Multidimensional Ecosystem Landscape, AMS  Proceedings 2023. Basel: Springer International Publishing (in press)
  • Teychenie, T., Cloarec, J., Kuhn, M., Meyer-Waarden, L. (2023). Algorithm Morality: The Impact of Autonomous Vehicles’ Accidents on Driver Responsibilities, Guilt, and Well-Being: Structured Abstract, AMS  Proceedings 2023. Basel: Springer International Publishing (in press)
  • Frommel, V., Kuhn, M. (2023). Determinants of Brand Trust: A Neuroanalytical Study in the B2B Sector using the Example of Manufacturing Industry, AMS  Proceedings 2023. Basel: Springer International Publishing (in press)
  • Klein-Wiele, J., Knau, Y., Kuhn, M., Mandel, H., Beigel, D. (2023). Contributing to the Green Transition with Interdisciplinary Learning Approaches. In: Auer, M.E., Pachatz, W., Rüütmann, T. (eds) Learning in the Age of Digital and Green Transition. ICL 2022. Lecture Notes in Networks and Systems, Vol. 634. Springer, Cham.

Öffentlichkeitswirksame Beiträge 2023

Veröffentlichungen vergangener Jahre

  • Schwing, M., Kuhn, M., Meyer-Waarden, L. (2022). From B2C to P2P – A marketing driven analysis of peer-to-peer business models in shared mobility markets: An Abstract. In F. Pantoja & S. Wu (Eds.), From Micro to Macro: Dealing with Uncertainties in the Global Marketplace: Proceedings of the 2020 Academy of Marketing Science (AMS) Annual Conference (S. 279-280). Cham, s.l.: Springer International Publishing. doi: 10.1007/978-3-030-89883-0
  • Schwing, M., Kuhn, M., Meyer-Waarden, L. (2022). What BlablaCar makes different from Uber? – A literature-based investigation of peer-to-peer sharing in mobility markets. In A. Malter, S. Baker & S. Im (Eds.), Light in the Darkness: Marketing’s Role in Driving Positive Change: Proceedings of the 2021 AMA Winter Academic Conference (S. 267-270). American Marketing Association. ISBN-13: 978-0-87757-009-7.
  • Schwing, M. (2022). E-Scooters, Perceived Value and Users’ Subjective Well-Being: An Empirical Study about Organization-based Shared Micromobility. In A. Flynn, R. Mehta & C. Satornino (Eds.), Light in the Darkness: Marketing’s Role in Driving Positive Change: Proceedings of the 2022 AMA Summer Academic Conference (S. 367-370). American Marketing Association. ISBN-13: 978-0-87757-014-1.
  • Schwing, M., Kuhn, M., Meyer-Waarden, L. (2022). Lime, Bird or Campus Drive? Where Institutions can be ahead of Markets - An Empirical Study about Consumers’ Intention to use Closed-campus Micromobility. AMS  Proceedings 2022, Monterey, CA .Basel: Springer International Publishing (in press)
  • Schwing, M., Kuhn, M., Meyer-Waarden, L. (2022). How E-Scooters enhance Identification with your Organization? An Empirical Study about Closed-campus Micromobility Innovations. Assumption University of Thailand. AU Virtual International Conference 2022 “Entrepreneurship and Sustainability in the Digital Era”, Online.
  • Schwing, Maximilian / Kuhn, Marc / Meyer-Waarden, Lars (2022): Marketing and consumer behavior in the peer-to-peer sharing economy - Submission für Special Issue Journal of Business Research (JBR) 2022/2023
  • Reit, Vanessa; Österle, Benjamin (2022): Hit The Road – Micromobility Solutions From The User’s Perspective”, AMS  Proceedings 2022, Monterey, CA .Basel: Springer International Publishing (in press)
  • Grimme, M., Yuras, G. (2022). Come to us, we have Scooters – Electric Scooter Sharing and Closed-Campus Micromobility. An Empirical Study on Usage Patterns in Different Lockdown Scenarios. AMS  Proceedings 2022, Monterey, CA. Basel: Springer International Publishing (in press)
  • Grimme, M., Yuras, G., Kuhn, M. (2022). Electric Scooter Sharing and Closed-Campus Micromobility. An Empirical Study on Usage Patterns in Different Lockdown Scenarios. AMS  Proceedings 2022, Monterey, CA. Basel: Springer International Publishing (in press)
  • Grimme, M. (2022). Managerial Challenges of Algorithmic Journalism and Journalistic Functions: An Analytical Framework. MedienWirtschaft, 4(2021), 18. Jahrgang. Hamburg: New Business Verlag. 
  • Gross, E., Grimme, M., Thiele, S. L. (2022): Medieninhaltserkennung mithilfe von Künstlicher Intelligenz in der Cloud [Media content recognition using artificial intelligence in the cloud]. Schriftenreihe der Forschungsstelle Europäisches und Deutsches Sicherheitsrecht (FEDS). Band 4. Göttingen: Cuvillier wiss. Fachverlag. 
  • Lahdo, R., Klein-Wiele, J., Knau, Y., Rosenberger, M., Honal, A., Döring, V., Kuhn, M., Mandel, H. (2022). Education for Sustainable Development in interdisciplinary teams of students at DHBW. Best Practices-Workshop bei der MOBTS 2022 in Heidelberg.
  • Mandel, H., Kuhn, M., Honal, A., Döring, V., Klein-Wiele, J., Knau, Y., Lahdo, R., Rosenberger, M. (2022). Zentrum für Interdisziplinäre Lehre und Forschung (INDIS). Posterpräsentation beim Forschungstag 2022 der DHBW in Friedrichshafen.
  • Klein-Wiele, J., Knau, Y., Lahdo, R., Rosenberger, M. (2022). Mit Nachhaltigkeitschallenges interdisziplinäre Kompetenzen in der Ingenieurausbildung fördern. Tagungsbeitrag bei der 16. Ingenieurpädagogischen Jahrestagung 2022. Technische Bildung für eine nachhaltige Entwicklung, Technische Universität Dortmund.

  • Kuhn, M. / Grimme, M. / Grühn, D. / Köpsel, A. / Reit, V. / Schwing, M. / Selinka, S. / Yuras, G. (2021): Mikromobilität – Innovationen an Institutionen, Forschungsberichte des Zentrums für Empirische Forschung (ZEF), Band 13, Stuttgart.
  • ZEF Forschungsbericht Micromobility 2021
  • Kuhn, Marc / Marquardt, Viola / Selinka, Sarah (2021): “Is Sharing Really Caring?”: The Role of Environmental Concern and Trust Reflecting Usage Intention of “Station-Based” and “Free-Floating”—Carsharing Business Models. Sustainability 2021, 13, 7414. DOI: 10.3390/su13137414
  • Schwing, Maximilian / Kuhn, Marc / Meyer-Waarden, Lars (2021): What BlaBlaCar makes different from Uber? – A Literature based Investigation of Peer-to-Peer Sharing in Mobility Markets. Conference Poster. AMA Online Winter Conference 2021.
  • Kuhn, Marc / Marquardt, Viola / Reit, Vanessa / Österle, Benjamin (2021): “As Different as Chalk and Cheese” – E-Mobility Acceptance from the Viewpoint of Users and Non-Users. Conference Paper. AMS Annual Conference 2020, Proceedings 2021.
  • Kuhn, Marc / Österle, Benjamin / Reit, Vanessa / Stern, Caroline / Bonetti, Francesca (2021): Killing two Birds with one Stone. Special Session on Marketing Research with practical relevance. Conference Paper. AMS Annual Conference 2020, Proceedings 2021.
  • Rosenberger, Marcella / Honal, Andrea / Lahdo, Robert / Schwing, Maximilian / Grühn, Daniel (2021): Durch interdisziplinäre Wissensvernetzung Innovationen für urbane Mobilität schaffen – das Urban Mobility Lab Januar 2021, In book: Theorie-Praxis-Transfer #DUAL: ZHL-Schriftenreihe für die DHBW Band 4, Publisher: Doris Ternes und Carsten Schnekenburger, Duale Hochschule Baden-Württemberg – Center for Advanced Studies Zentrum für Hochschuldidaktik und lebenslanges Lernen (ZHL)
  • Schwing, Maximilian / Kuhn, Marc / Meyer-Waarden, Lars (2021): From B2C to P2P – A marketing driven analysis of peer-to-peer business models in shared mobility markets: An Abstract, In: Proceedings of the Academy of Marketing Science 2021
  • Schwing, Maximilian /Lahdo, Robert / Honal, Andrea / Rosenberger, Marcella / Döring, Vera / Jaensch, Alexander (2021): Corona-Krise! Wie geht es mit den Praxisprojekten der DHBW weiter? Gesammelte Erfahrungen aus dem anwendungsbezogenen Projekt Urban Mobility Lab (UML) während der Pandemie, Dezember 2021, In book: Theorie-Praxis-Transfer #DUAL: ZHL-Schriftenreihe für die DHBW Band 5, Publisher: Doris Ternes und Carsten Schnekenburger, Duale Hochschule Baden-Württemberg – Center for Advanced Studies Zentrum für Hochschuldidaktik und lebenslanges Lernen (ZHL)
  • Schwing, Maximilian & Lahdo, Robert & Honal, Andrea & Rosenberger, Marcella & Döring, Vera & Jaensch, Alexander. (2021). Corona-Krise! Wie geht es mit den Praxisprojekten der DHBW weiter? Gesammelte Erfahrungen aus dem anwendungsbezogenen Projekt Urban Mobility Lab (UML) während der Pandemie.
  • Grimme, Meike (2021): Managerial Challenges of Algorithmic Journalism and Journalistic Functions: An Analytical Framework. MedienWirtschaft, 4(2021), 18. Jahrgang. Hamburg: New Business Verlag. DOI: 10.21241/ssoar.78177
  • Grimme, Meike (2021): Factors Influencing the Rejection of Automated Journalism: A Systematic Literature Review. Nordic Journal of Media Management, 2(1), 3-21. Aalborg: University Press. DOI: 10.5278/njmm.2597-0445.6826
  • Heinold, Alina / Kuhn, Marc / Grimme, Meike (2021): Point-and-Click – B2B-Customer Loyalty in the Internet. An Empirical Study on Potential Antecedents. Proceedings of the Academy of Marketing Science (AMS) Annual Conference 2021. Basel: Springer International Publishing
  • Huber, Marius / Petruzzellis, Luca / Kuhn, Marc (2021). “We know everything about you…” - A Conceptual Model on the Acceptance of Smart Products. In: Proceedings of the Academy of Marketing Science (im Erscheinen)

  • Kuhn, M./ Mandel H./ Grühn, D. / Klein-Wiele, J./ Köpsel, A./ Reit, V./ Selinka, S. (2020): New Mobility: Ein Weg – viele Möglichkeiten, Forschungsberichte des Zentrums für Empirische Forschung (ZEF), Band 12, Stuttgart.
  • Kuhn, M./ Marquardt, V./ Reit, V./ Österle, B. (2020): “All that glitters is not gold” – performance of EV-charging infrastructure from a European user perspective, Proceedings of the 2020 AMA Winter Academic Conference, San Diego (in Veröffentlichung).
  • Selinka, S./ Reit, V./ de Jong, N./ (2018): “Sharing Is Caring” About Personal Values Driving Environmentally Friendly Behavior, Proceedings of the AMS 21th World Marketing Congress, Porto.

  • Grühn, D. / Kaapke, A./ Klein-Wiele, J./ Köpsel, A./ Kuhn, M./ Mandel, H. Marquardt, V./ Österle, B./ Reit, V./ Selinka, S.  (2019): E-Hunter - Die Vermessung der Ladewelt, Forschungsberichte des Zentrums für Empirische Forschung (ZEF), Band 11, Stuttgart.
  • Marquardt, V./ Kuhn, M. (2019). 'What-are-you-looking-at?' - Implicit Behavioural Measurement Indicating Technology Acceptance in the Field of Automated Driving. Academy of Marketing Science. 2019 AMS Annual Conference, Vancouver, Canada.
  • Österle, B. (2019). Brand Worlds in Industrial Marketing. Dissertation. University of Twente. 22. März 2019. ISBN: 978-90-365-4733-8. doi: 10.3990/1.9789036547338.
  • Österle, B./ Kuhn, M./ Henseler, J. (2019). Entering B2B Brands' Living Rooms: How Brand Worlds Can Help Build Brand Equity. University of Saskatchewan. 11th annual Rupert's Land Symposium, 2019, Saskatoon, Canada.
  • Österle, B./ Kuhn, M./ Henseler, J. (2019). Entering B2B Brands' Living Rooms: How Brand Worlds Can Help Build Brand Equity. European Marketing Academy. 9th BMM-EMAC Biennial International Conference on Business Market Management 2019, Berlin, Germany.
  • Selinka, S./ Österle, B./ Kuhn, M. (2019). Usability of Automated Driving Functions - A User Experience Study. Academy of Marketing Science. 2019 AMS Annual Conference, Vancouver, Canada.
  • Uricher, J./ Hungerland, E./ Winter, C./ Metken, J./ Marquardt, V. (2019). Results of a survey for a health-promoting app for students from students. EMental Health Conference February 1-2 2019 Vancouver, Canada.

  • Österle, B. / Kuhn, M. / Henseler, J. (2018): Differences between Brand Worlds in B2C and B2B. Industrial Marketing and Purchasing Group, KEDGE Business School. 34th IMP Conference, 2018, Marseille, Frankreich.
  • Österle, B. / Kuhn, M. / Henseler, J. (2018): Brand worlds: Introducing experiential marketing to B2B branding. Industrial Marketing Management, Vol.72, S. 71–98. doi: 10.1016/j.indmarman.2018.04.015
  • Kuhn, Marc / Lowe, Ben / Bertrandias, Laurent / Sadik-Rozsnyai, Orsolya / Hubert, Marco (2018). Consumer Interactions with Automated Technologies. AMS World Marketing Congress, Porto 2018.
  • Selinka, Sarah / Kuhn, Marc (2018). Influences Of User Experience On Consumer Perception – A Study On “Autonomous Driving”. Conference Paper. AMS World Marketing Congress, Porto 2018.
  • Österle, Benjamin / Kuhn, Marc (2018). The dynamic Nature of Brand Experiences. Conference Paper. AMS World Marketing Congress, Porto 2018.
  • Bertrandias, Laurent / Sadik-Rozsnyai, Orsolya / Kuhn, Marc (2018). Nouveaux Modes de Mobilité, Nouveaux Mécanismes d´Adoption ? Une Etude sur les Facteurs d´Acceptation de la Voiture Autonome. Conference Paper. AFM, Strasbourg 2018.
  • Kuhn, Marc et al. (2018). Wahrnehmung und Bewertung Automatisierter Fahrassistenten. Forschungsberichte des Zentrums für Empirische Forschung (ZEF), Band 10, Stuttgart 2018.

  • Österle, Benjamin / Kuhn, Marc / Henseler, Jörg (2017). Brand Worlds: Evoking Brand Experiences in B2B. Conference Paper. International Symposium/Workshop on “Branding in the Business-to-Business Context”, Auckland.
  • Kuhn, Marc / Schäfer-Walkmann, Susanne et al (2017): Mehrdimensionale Erfassung der Unternehmensleistung von Integrationsfirmen in Baden-Württemberg Teil 2 – Systemanwendung. Ein gefördertes Forschungsprojekt im Auftrag des Kommunalverbands für Jugend und Soziales (KVJS), Stuttgart 2017.
  • Kuhn, Marc et al. (2017). User Experience Studie "Autonomous Driving". Forschungsberichte des Zentrums für Empirische Forschung (ZEF), Band 7, Stuttgart 2017.
  • Kuhn, Marc, Selinka, Sarah & DeJong, Natalie (2017). E-Mobility Marketing – Standardization or Specialization. AMS Annual Conference San Diego 2017.
  • Kuhn, Marc / Österle, Benjamin / Stern, Carolin (2017): REMAPS – Reliable Evaluation of Market Potentials for Smaller Companies. DHBW funding line scheme. Final Report, Stuttgart 2017.
  • Österle, Benjamin, Kuhn, Marc (2017). Disneyland in B2B? Toward Physical Brand Worlds in Industrial Marketing. In Creating Marketing Magic and Innovative Future Marketing Trends (pp. 729-742). Springer, Cham.

  • Österle, Benjamin / Kuhn, Marc / & Henseler, Jörg (2016). An Inquiry into Brand Worlds in Industrial Marketing. Conference Paper. 32nd IMP conference, Poznan.
  • Kuhn, Marc / de Jong, Natalie (2016): Does one really fit all? Cultural Differences experiencing E-Mobility. In: proceedings AMS World Marketing Congress Paris 2016.
  • Kuhn, Marc / Schäfer-Walkmann, Susanne et al (2016): Mehrdimensionale Erfassung der Unternehmensleistung von Integrationsfirmen in Baden-Württemberg. Ein gefördertes Forschungsprojekt im Auftrag des Kommunalverbands für Jugend und Soziales (KVJS), Stuttgart 2016.
  • Heigl, Julia / Kuhn, Marc (2016): Cultural Approach on E-Mobility, Forschungsberichte des Zentrums für Empirische Forschung (ZEF), Band 8, Stuttgart 2016.
  • Ascher, Nathalie / Baral, Ulrike / Huf, Stefan / Kuhn, Marc / Wieser Aileen: Duales Commitment – Mitarbeiter zwischen Arbeitgeber und Kunde. In: PERSONALquarterly, Jg. 68, H. 2, 2016, S. 34-39.

  • Kovac, Kristina / de Jong, Natalie / Reit, Vanessa (2015): Neuromarketing: The Effect of Attitudes on the Perception of External Business Communication. Poster AMS World Marketing Congress Bari 2015.
  • Heigl, J.; Kuhn M.(Hrsg.) (2015): E-Mobility. In: Forschungsberichte des Zentrums für Empirische Forschung (ZEF) 7. Stuttgart (DHBW Stuttgart).
  • Österle, B. & Kuhn, M. (2015): Factors Determining Channel Selection in the German Trades Sector – An Analysis of Power Tool Purchases. 2015 AMS World Marketing Congress.
  • Boßler, A.-K., Kovac, K., Kuhn, M. & Reit, V. (2015): Industrial Lifestyles from the Perspective of B2B Sales. 2015 AMS World Marketing Congress.
  • Kuhn, M. & Reit, V. (2015): The effect of brands in B2B purchasing decisions - “the feather that tips the balance”? 2015 AMS World Marketing Congress.

  • Pfaff, S. (2014): Long Distance Commuting or Change of Residence? Mobility Decisions in Germany between 2000 and 2009. International Conference on Social Science and Management. Conference Paper.
  • Kuhn, M.; Reit, V & Y. Zajontz (2014): “Devil-may-care!“- Sector-related Pricing Potentials for Sustainable Products. International Conference on Social Science and Management.
  • Healthcare Marketing Management. In: Forschungsberichte des Zentrums für Empirische Forschung (ZEF) 6. Stuttgart (DHBW Stuttgart).
  • Ascher, N.; Huf, S. & M. Kuhn (2014): Concept Paper ELOTIS: Enhancing Leadership of Outsourced Teams in Industrial Service Environments. International Conference on Social Science and Management. Conference Paper.

2013

  • Kuhn, M. & Y. Zajontz (2013): Charakteristika und Maßnahmen des Industriegüter Relaunch. In: W. Pepels (Hrsg.): Praxishandbuch Relaunch. Potenziale vorhandener Marken richtig ausschöpfen: 229-250. Symposion Publishing (Düsseldorf).
  • Gaupp, Ch. & M. Kuhn (2013): Determination of Success Factors of the shop-in shop and the concession model in the fashion industry. An empirical analysis of consumer perception in the case of Hugo Boss Benelux in Spain. In: AMS World Marketing Conference Proceedings 2013 Melbourne, Australia: S.606-618.
  • Zajontz, Y.; Kollmann, V. & M. Kuhn (2013): Sustainability and Perception of Brand Communication. In: AMS World Marketing Conference Proceedings 2013 Melbourne, Australia: S.676-680.
  • Baumann, A.; Burger; Th.; Kuhn, M. & M. Rehme (2013): Erfolgsfaktoren industrieller Dienstleistungen. In: Forschungsberichte des Zentrums für Empirische Forschung (ZEF) 4. Stuttgart (DHBW Stuttgart).
  • Simon, A.; Zajontz, Y. & V. Reit (2013): Lehrevaluation online oder papierbasiert? Ein empirischer Vergleich zwischen traditionellem Fragebogen und inhaltsgleicher Online-Erhebung. In: Beiträge zur Hochschulforschung 35 (3): 8-26. Schmidtmeier, S.; P. Oser & Y. Zajontz (2012): Sonstige Rückstellungen in der Bilanzierungspraxis mittelständischer Konzerne – Ergebnisse einer empirischen Untersuchung von BDI/EY/DHBW. Deutsches Steuerrecht (DStR).

2012

  • Hahn, K.; Oser; P.; Eisenhardt, P. & V. Kollmann (2012): Latente Steuern in der Bilanzierungspraxis mittelständischer Konzerne – Ergebnisse einer empirischen Untersuchung von BDI/EY/DHBW. Deutsches Steuerrecht (DStR): 572-578 (Teil I), 619-626 (Teil II).
  • Hahn, K.; Oser; P.; Eisenhardt, P. & M. Kuhn (2012): Bewertungseinheiten in der Bilanzierungspraxis mittelständischer Konzerne. Steuern und Bilanzen (StuB): 91-95.
  • Zajontz, Y. ; Kuhn, M. & V. Kollmann (2012): Perception of E-Mobility related OEM-brands – an evaluation of potential influencing variables. In: LCBR European Marketing Conference 2012. Conference Proceedings 2012 München.
  • Kuhn, M. & K. Beine (2012): Success Factors of Shop-in-Shop – An Empirical Analysis at the Example of a Domestic Appliances Manufacturer in Germany. In: LCBR European Marketing Conference 2012. Conference Proceedings 2012 München.
  • Kollmann, V. ; Kuhn, M. & Y. Zajontz (2012): Consumer Perception of Global Renewable Energy Projects – exemplified at DESERTEC. In: LCBR European Marketing Conference 2012. Conference Proceedings 2012 München.
  • Baumann, A.; Kuhn, M. & Ch. Schaller (2012): Nachhaltigkeit im Spiegel des Konsumenten. Forschungsberichte des Zentrums für Empirische Forschung (ZEF) 3. Stuttgart (DHBW Stuttgart).

2011

  • Kuhn, M.; Zajontz, Y. & V. Kollmann (2011): Sustainability Marketing. Strategies in Advertising Campaigns – Boon or Bane? In: AMS Annual Conference. Proceedings 2011 Miami, U.S.A, S.405-408.
  • Bundesverband der Deutschen Industrie e.V. (BDI); Ernst & Young & DHBW Stuttgart (2011): Das Bilanzmodiernisierungsgesetz in der Praxis mittelständischer Unternehmen. Eine empirische Untersuchung der Konzernabschlüsse. Berlin.
  • Kuhn, M. & Y. Zajontz (2011): Industrielles Marketing. München.
  • Kuhn, M.; Kollmann, V. & Y. Zajontz (2011): Herausforderung Mobilität und ihre Chancen. Forschungsberichte des Zentrums für Empirische Forschung (ZEF) 2. Stuttgart (DHBW Stuttgart).
  • Kuhn, M. & C. Baumann (2011): Triangulation in Industrial Market Research – Development of a Mixed-Methods-Approach for Market Forecasts. AMS World Marketing Conference Proceedings 2011 Reims, France, S.642-651.