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Towards A Decision Making Model For City Break Travel, Gerard Dunne, Sheila Flanagan, Joan Buckley
Towards A Decision Making Model For City Break Travel, Gerard Dunne, Sheila Flanagan, Joan Buckley
Articles
Purpose
The purpose of this paper is to examine the city break travel decision and in particular to develop a decision making model that reflects the characteristics of this type of trip taking.
Method
The research follows a sequential mixed methods approach consisting of two phases. Phase One involves a quantitative survey of 1,000 visitors to Dublin, from which city break and non city break visitor cohorts are separated and compared. Phase Two entails a qualitative analysis (involving 40 in-depth interviews) that specifically examines the decision making behaviour of city break visitors.
Findings
City break trips were shown to be …
The Diffusion Of Microgeneration Technologies.: Assessing The Influence Of Perceived Product Characteristics On Home Owners’ Willingness To Pay, Marius Claudy, Claus Michelsen, Aidan O'Driscoll
The Diffusion Of Microgeneration Technologies.: Assessing The Influence Of Perceived Product Characteristics On Home Owners’ Willingness To Pay, Marius Claudy, Claus Michelsen, Aidan O'Driscoll
Articles
This study presents empirical insight into willingness to pay (WTP) for microgeneration technologies and the relative influence of subjective consumer perceptions. First, we apply a double-bounded-contingent valuation method to elicit Irish home owners’ willingness to pay for micro wind turbines, wood pellet boilers, solar panels and solar water heaters. Utilizing findings from the adoption of innovation literature, in a second step, we assess the influence of different antecedents on WTP for each of the four technologies, including (1) home owners’ perception of product characteristics, (2) normative influences, and (3) socio demographic characteristics. Our results show that WTP varies significantly between …
Questioning The Currency Of Marketing Planning Today, Sarah Browne, Laura Cuddihy
Questioning The Currency Of Marketing Planning Today, Sarah Browne, Laura Cuddihy
Articles
While marketing planning has received considerable scholarlv
attention from academics, particularly on how it should be approached,
extant research does not explicate in any great detail how this process is actually performed in practice. The limited existing empirical research suggests a lag between theory and practice in terms of marketing planning and strategy making. Therefore, in order to 'market' marketing in B2B organisations, and close this apparent academic-practitioner divide, a greater awareness of who is actually involved in marfceting planning and strategy making processes is needed. The emphasis in this paper thus is to place the 'how' and 'who' in …