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The study adressed 4 basic issues: (1) What are the substantive contents of human values? (2) Can we identify a comprehensive set of values? (3) To what extent is the meaning of particular values equivalent for different groups of people? (4) How are the relations among different values structured? These issues required resolution before the antecedents and consequences of value priorities, or cross-cultural differences in such priorities, could be studied effectively. Substantial progress has been made toward resolving each of these issues.
This article uses information from two data sources, Compustat and Nexis Uni, and textual analysis to measure and validate the brand focus and customer focus of 109 U.S. listed retailers. The results from an analysis of their 853 earnings calls in 2010 and 2018 outline that on average, both foci increased over time. Although both foci vary substantially, brand focus varies more widely across retailers than their customer focus. Both foci are independent of each other. Specialty retailers have the highest brand focus, and internet & direct marketing retailers have the highest customer focus. A positive correlation exists between a retailer’s customer focus and its profitability, but not between a retailer’s brand focus and its profitability. The authors use the results to generate a research agenda that can direct future research in further systematically exploring firms’ brand and customer focus.