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Nina Hampl
Title
Prof.
Last Name
Hampl
First name
Nina
Email
nina.hampl@unisg.ch
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1 - 9 of 9
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PublicationSustainable Development in Retailing: What is the Impact on Store Choice?Sustainability is gaining ground in the food retail industry. But empirical studies on sustainable development in retailing are rare when it comes to highlighting the customer's perspective. This paper investigates the impact of sustainability initiatives on store choice. We report from a web-based conjoint experiment with 153 customers from Austria, Germany and Switzerland and investigate 1,224 choice-decisions conducted between June and October 2009. We find that sustainability is more than a soft topic and has a hard impact on customers' store choice. In particular we show that price is not of paramount importance when it comes to store choice and if retailers consider different sustainability measures, they can positively impact store choice. We propose that retailers incorporate matters of sustainability in general management and performance oriented management. Further, more detailed implications apply.Type: journal articleJournal: Business Strategy and the EnvironmentVolume: 22Issue: 3DOI: 10.1002/bse.1748
Scopus© Citations 36 -
PublicationMarketing Gag or Value Creating Strategy: How does Sustainability Impact Store Choice in Retail?Sustainability is getting more ground in the food retail industry. But empirical studies on sus-tainability strategies in retailing are rare, and even more when it comes to highlight the cus-tomers' perspective and their willingness to pay. This paper investigates the impact of sus-tainability initiatives on store choice and on consumers' willingness to pay by conducting a web-based conjoint experiment with customers from Austria, Germany and Switzerland. We report from 1,224 choice-decisions conducted between June and October 2009. We find that price is not of highest importance when it comes to store choice. If different sustainability aspects are fulfilled customers are prepared to pay a price premium. In particular we show that (1) if a meat-assortment of standard and organic products is complemented by products from the region, customers are ready to pay a price premium of €0.99, which constitutes a premium of 51 percent on the lowest price in our study; (2) if retailers decrease the distance to their customers from 2-5 km to below 2 km, customers are prepared to pay a premium of €0.88 (45 percent on the lowest price); (3) we find that if retailers switch their power mix from conventional power to mainly renewable power, customers are ready to pay a price pre-mium of €0.91, which equals a premium of 47 percent on the lowest price. Finally, we show that bad employee treatment can lead to a real discount of €1.67 (83 percent of the lowest price). We state important implications for retail management practice and further research.Type: conference paper
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PublicationRunning with the Big Dogs : The Influence of a High-Reputation Venture Capital Investor on the Decision to Invest In a New Industry(Babson College, 2010-06-09)
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PublicationThe Influence of Branding on Investment Decisions Under Uncertainty: A Behavioral Finance Perspective on Individual Investors in Renewable Energy StocksReducing the dependence on fossil fuels and mitigating climate change are important policy objectives in the European Union and around the world. Accelerating the deployment of renewable energy resources is one way of contributing to those objectives. This requires substantial public and private investments. These investments are subject to considerable uncertainty for a number of reasons, including the volatile price of oil, ongoing tech-nology development and uncertainties related to public policies. Government support can be important to facili-tate the growth of renewable energy markets, but unclear objectives and stop-and-go policies have also been shown to have a negative influence on private investment (Mitchell et al. 2006). The fact that renewable energy technologies are often commercialized by relatively young firms adds another uncertainty to investors, which is a lack of information about historic financial performance. The level of uncertainty varies between different types of renewables. Compared to more established renewable energy types such as wind energy, which is cost-competitive with conventional sources of electricity in certain locations, solar photovoltaics is characterized by a lower technological maturity and therefore increased technology, market and policy risk. Nevertheless, photovol-taics is seen as one of the most promising renewable energy forms of the future. The growth rates for photovol-taics are estimated with 28% p.a. until 2010 and 30% p.a. from 2010 to 2020 (EREC, 2004). This considerable market growth has an enormous impact on the need for capital to finance R&D and production of photovoltaic technology. Despite the fact that investors increasingly look beyond conventional technologies and invest in renewable ener-gies, the role of the financial market with regard to the acceptance of renewable energy innovation is still an under-researched field (Wüstenhagen, Wolsink, & Bürer, 2007). Therefore, the main research questions of this project are as follows: - How do investors cope with the increased risk and future uncertainty associated with investments in re-newable energies in general and particularly in early stage technologies such as photovoltaics? - What measures or heuristics do investors use in such situations of high uncertainty? - What is the role of brands in investment decisions under uncertainty? - How can branding be used to decrease perceived risk in investment decisions related to low-maturity clean technology? We respond to these questions by applying findings from consumer behavior and branding research to invest-ment decisions in renewable energies. We take a behavioral finance perspective and investigate how brands influence the risk-return assessment and final investment choice of individual investors.Type: conference paper
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PublicationCommunity Financing of Renewable Energy Projects in the Age of Low and Negative Interest Rates in Austria and Switzerland(Verlag Raiffeisen Schweiz, 2016)
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PublicationBankability - Definition | Bedeutung | Management( 2011-03-11)
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PublicationMarketing Gag or Value Creating Strategy: How does Sustainability Impact Store Choice in Retail?( 2010-06-17)
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PublicationThe Myth of Bankability : Definition and Management in the Context of Photovoltaic Project Financing in Germany(goetzpartners & COLEXON, 2011)