
Christian BaccarellaUniversity of the Bundeswehr Munich
Christian Baccarella
Doctor of Business Administration
About
59
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1,263
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Introduction
Additional affiliations
March 2015 - present
Publications
Publications (59)
In search of innovation and market success, firms have started to empower their customers in many ways, from customizing and self‐producing their own products ( products made for one ) to selecting and designing products for the broader marketplace products made for many . This power shift has important behavioral and psychological consequences for...
In this research, we examine how consumers perceive the fruits of university-industry collaborations – that is, new products co-developed with universities. Eight studies document a positive university effect, and highlight its practical significance and boundary conditions. An Instagram A/B test utilizing a video that refers (vs. does not refer) t...
When implementing business model innovation (BMI), managers of incumbent firms can choose between two options. They can either separate BMI from the existing business, such as in a spin-off, or integrate it into existing structures, or business units. However, extant literature offers limited evidence on the nature of both options and their specifi...
Influencer marketing has become big business. The growth of influencer marketing is not only relevant for firms’ marketing departments but is also interesting from an entrepreneurial value creation perspective. The advent of social media influencers has spawned a new generation of entrepreneurs who are active on social media platforms and eagerly c...
Attracting talent is key for every organization. This research introduces a novel way to attract talent: creative workspace design. In two studies with complementary samples and methods, we examine whether, when, and how a firm's creative workspace design enhances organizational attractiveness. In Study 1, we use an experimental design to examine t...
Based on legitimacy and consumer inference theory, we examine when, how, and why past crowdfunding success influences the perceptions and behaviors of consumers. Across five studies (four controlled experiments and one field experiment), our findings demonstrate that a young venture’s past crowdfunding success enhances consumers’ perceptions of its...
Purpose
Recent technological and social changes have challenged manufacturing firms to remain competitive in increasingly dynamic markets. A way of facing these challenges is to foster organizational structures that encourage creativity. Although the general importance of organizational creativity for market success is undeniable, few studies on ma...
Purpose
The purpose of this paper is to provide the first empirical evidence on how consumption-supportive packaging functionality influences consumers’ purchase intentions. Consumption-supportive packaging functionality implies that the packaging itself serves a function that actively helps users achieve their consumption goals and that supports t...
PURPOSE /// Autonomous technologies represent an increasingly important, but at the same time controversial technological field with enormous potential. From a consumer perspective, however, the growing autonomy of technologies might result in a perceived loss of control, which can lead to consumer resistance. Given the practical and theoretical re...
Despite an apparent scarcity of studies on the role of packaging design in innovation and marketing research (Luchs et al. 2016), integrating a practical functionality into a packaging can enhance the whole consumer experience of how products are used. Within the product design literature, functionality has been described as a set of potential bene...
For quite some time now, research has discussed the importance of social media in the corporate context. Due to their simplicity and cost efficiency, social media applications are also particularly attractive for entrepreneurs. However, studies on social media have mainly concentrated on the benefits. Besides the many advocated advantages of social...
Both practitioners and researchers have developed various approaches to support product development teams in their creative process of generating new and valuable product concepts. A key concern of all innovation approaches is to translate the needs, wants and aspirations of users and customers into product and service solutions that match the unde...
Social media have fundamentally influenced the way we live. Thus far, research has mainly focused on the ‘bright side’ of social media and the many advantages these platforms bring. More and more, however, research is also beginning to address the ‘dark side’ of social media. Dark side phenomena include cyberbullying, manipulation of elections, fea...
Social media has significantly transformed the way we communicate with each other. It is now possible to let the whole world participate in one’s own life, thus having the opportunity to easily create one’s own personal brand. In this study, we aim to explore the factors of successful personal branding activities on social media. The present paper...
CALL FOR PAPERS: Regardless of the numerous opportunities that #SocialMedia offer, there is a “dark side” to social media that holds enormous risks for individuals, communities, organizations and even whole societies. We would like to address this largely neglected topic by encouraging researchers from a variety of fields to submit their work to a...
Research and practice have mostly focused on the "bright side" of social media, aiming to understand and help in leveraging the manifold opportunities afforded by this technology. However, it is increasingly observable that social media present enormous risks for individuals, communities, firms, and even for society as a whole. Examples for this "d...
Crowdfunding has been discussed as a tool for acquiring resources, a way of communicating information to potential investors, and a means of testing the market potential of entrepreneurial projects. Yet, little is known about how successful crowdfunding influences consumers' perceptions about a product or its features. We assume that mentioning a s...
Online social media plays an important role in the marketing communications mix of many companies. Thus, scholars have recently tried to uncover patterns that have a positive impact on the effectiveness of social media communication, predominantly focusing on message characteristics. Although a lot of valuable insights have been generated, it remai...
In organizations and educational institutions, creativity trainings are the preferred approach to enhancing individual creative abilities. However, three issues regarding these trainings still remain largely unsolved. First, the question of how long-lasting creativity training effects are has not been sufficiently answered so far. Second, the quest...
In recent years, the discussion about business models has garnered increasing attention in practice and research. It is argued that thinking about business model alternatives supports managers, entrepreneurs, or R&D groups in, for instance, developing technological ideas into successful new businesses. Due to a business model's holistic perspective...
Idea competitions are becoming increasingly used as a resource for supporting the front end and downstream acceleration of innovation. But unethical behaviour of participants in such competitions can be detrimental, both for the organiser and for the motivation of the participating community. We assume that unethical behaviour can be explained by e...
Purpose
Consumers’ perceptions of new technologies are vital for the adoption of innovations. However, due to the complexity of technological innovations and associated consumer concerns, marketing communications play a crucial role in shaping attitudes. In this context, the level of technical complexity presented in advertisements can be a critica...
Social networking sites (SNS) play an increasingly important role in the mix of brands' marketing communication. A key question for marketing departments, therefore, is how brand posts can be best framed to provoke positive user reactions and interactions. In order to better understand the determinants of communication success on SNS, we propose a...
Online social media plays an important role in the mix of many companies’ marketing communications. Thus, scholars have recently tried to uncover patterns that positively affect social media communication effectiveness, predominantly focusing on message characteristics. Although a lot of valuable insights have been generated, it remains unclear wha...
Social media represents a substantially new way of communicating with customers. Whereas marketers used to spread their messages without receiving any direct feedback or reactions, customers now have the possibility to instantly reply to companies’ communication efforts. Adapting to altered communication patterns poses a huge challenge especially f...
Unethical behavior of entrepreneurs in the use of social media can have detrimental effects, both for the own entrepreneurial firm and also on competitors. In order to understand why entrepreneurs show unethical behavior a conceptual framework is developed in this paper, linking motives for financial gains, moral awareness, moral disengagement, and...
The ability of an organisation to recognise and evaluate technologically relevant information can be impeded by outdated processes, structures and knowledge. Organisations need therefore a capacity for “intended memory loss”, which has been labelled as unlearning. Although a number of scholars have examined unlearning, research is still only beginn...
Social media offers huge potential for corporate communication and branding activities. However, due to the novelty of the research field, many mechanisms regarding communication effectivity are still not fully understood. The aim of this study is therefore to investigate the influence of images, videos, and text on brand post popularity in Faceboo...
Is there a difference in advertising high-tech products between premium and standard brands? A systematic content analysis of 492 print advertisements from the automotive industry has been conducted, focusing on brand name, logo, and slogan as well as on the amount and types of presented information cues. The findings of this study show that premiu...
Embedded Systems (ES) are information processing systems consisting of a hybrid combination of hardware and software components integrated into a technical environment. Their main purpose is to control, regulate and monitor a system to secure efficiency, reliability and specificity for a certain application under realtime requirements. Their import...
Embedded Systems (ES) are information processing systems consisting of a hybrid combination of hardware and software components integrated into a technical environment. Controlling, regulating and monitoring a system under real-time requirements to achieve efficiency, reliability and specificity is their primary object. The employment of ES in a wi...
This article focuses on modern music distribution and investigates the business models of music download shops compared to streaming services. For that, a literature review as well as interviews with various industry experts representing different stakeholders of music distribution were conducted. It is shown that the business model of music stream...
Das Ziel dieses Beitrags ist es, das Verständnis über Kommunikationsaktivitäten im Kontext technologieintensiver Produkte zu erweitern. Dabei liegt der Fokus der Analyse auf der Automobilindustrie, insbesondere auf der Marke Mercedes-Benz. Hierfür wird eine Inhaltsanalyse von 332 Werbeanzeigen von Mercedes-Benz durchgeführt, welche zwischen 1888 un...
Foresight activities around technology selection have become increasingly important in an ‘open innovation’ environment in which both the range of potential technologies and the rate at which they are changing have been rapidly expanding. A variety of methods have been developed to support and improve the technological scanning process but the succ...
Appropriate marketing communication is critical for the success of a product. Especially in high-tech markets, the adoption of new products is challenging, as customers’ willingness to buy a product can be hindered by a lack of knowledge and experience. The choice of information content given in advertisements is, therefore, crucial. Despite its im...
As a central aspect of the marketing concept is market orientation. However, the concept has been criticized, e.g. by pointing out that market orientation mainly concentrates on customer-focused activities, rather than on competitor-focused activities, what indicates towards an individualized product with high customer involvement. Especially in th...
Due to shortened product lifecycles and a growing complexity of technologies, companies increasingly cooperate with external partners to optimize their R&D process. To expand their own R&D effort on new technologies, companies can use external resources from partners like universities. Due to their extensive resources and high scientific expertise,...
Accession Number: 58657951; Gerhard, Daniel 1; Brem, Alexander 1; Email Address: alexander.brem@gmail.com; Baccarella, Christian 1; Voigt, Kai-Ingo 1; Affiliations: 1: University of Erlangen-Nuremburg, Germany; Issue Info: Mar2011 Part 2, Vol. 28 Issue 1, p330; Thesaurus Term: MANAGEMENT research; Thesaurus Term: INNOVATION management; Thesaurus Te...
In a high-technology marketplace, consumers and producers simultaneously face a high uncertainty concerning these technological advanced products. Companies have to anticipate costumer demands way in advance to satisfy the market adequately. Among other things, this is the reason why there are failure rates among technological innovations as high a...
Marketing activities during the phase of product launch have an effect on the success of new products. This is especially important in a high-technology context, since customers face high risk when purchasing these products. This uncertainty can be reduced with the right marketing strategy. One part of this marketing strategy includes the usage of...
Questions
Questions (3)
Hi there,
we are trying to estimate the costs to set up a behavorial science lab. Besides the actual room, do you have some advice on hardware and/or software? Any pitfalls that need to be avoided? What would you buy if you could set up your "dream lab"?
Any advice helps!
Best,
Christian
Hi guys,
I am looking for some nice reference papers that have applied the marker variable technique to detect possible method bias. I am not looking for papers where the technique is theoretically explained; I am rather looking for papers where they actually applied and described it. Would help me a lot!!!!
Thank you for your wisdom ;)
Christian
Hi there,
I am looking for some articles/advice how to tackle the common source/common method variance issue. We already conducted the study and we have been criticized for getting both iv and dv from the same respondents (no objective performance measures). Besides the common latent factor or the marker variable technique, are there other ex post techniques (it is unfortunately no possible to get further data)? Do you have prior experiences to please critical reviewers? Any suggestion or further literature to strengthen our argumentation would help a lot!
Thanks
Christian