Auke Hunneman

Hunneman, Auke; Bijmolt, Tammo H.A. & Elhorst, J. Paul (2023)

Evaluating store location and department composition based on spatial heterogeneity in sales potential

73 Doi: https://doi.org/10.1016/j.jretconser.2023.103355 - Fulltekst i vitenarkiv

In this paper, we extend a retail location evaluation model with the possibility to include the effect of department size adaptation at the store level. We relate department-level store sales to a store's competitive and demographic environment, thereby providing richer insights into the drivers of department sales than a model of just aggregate sales. Further, we accommodate heterogeneity in consumer characteristics over space by using zip code level data and unobserved spatial effects in department sales by including spatially autocorrelated error terms. Using spatial panel data for 30 clothing stores belonging to one Dutch retail chain, we demonstrate how to use the modeling approach to analyze and predict sales performance of new and existing stores. We show that the predictive performance of our model is superior to that of a benchmark model that does not include spatial autocorrelation.

Gripsrud, Geir; Hunneman, Auke & Solberg, Carl Arthur (2023)

Speed of internationalization of new ventures and survival in export markets

23(4) Doi: https://doi.org/10.1016/j.ibusrev.2023.102121 - Fulltekst i vitenarkiv

Speed of internationalization may refer to how early a new venture goes abroad as well as how fast it expands its activities post-entry. The present paper incorporates both aspects and analyzes to what extent several dimensions of speed influence the ability of new ventures to survive in export markets. Based upon extant theories, two perspectives are deduced – a Learning perspective and a Resource perspective – leading to partly contrasting hypotheses. The hypotheses are tested based upon a unique data set consisting of all new ventures established in Norway a specific year that started to export goods in the following nine years. Among the findings are that survival rates increase when ventures go international immediately after inception and when they expand rapidly into new countries rather than focusing on expanding their export share in a limited number of markets, thus lending support to the Resource perspective.

Romeo, Elena; Jensen, Henrik, Hunneman, Auke & Velasco, Carlos (2022)

Assessing the influence of packaging design symmetry, curvature, and mark on the perception of brand premiumness

31 Doi: https://doi.org/10.1016/j.ijgfs.2022.100656 - Fulltekst i vitenarkiv

Packaging and label design are crucial in facilitating the perception of brand premiumness. However, we know relatively little about how common design characteristics used in a product’ packaging affect consumers' perception of premiumness. Related research suggests that consumers may associate some features, such as symmetry, with premiumness, given their quality connotations. In this article, we report an online study (n = 741) designed to evaluate the influence of curvature (round vs. angular), symmetry (symmetrical vs. asymmetrical), and mark (black vs. no fill) on consumers' premiumness perceptions, across four different food product categories (chocolate, coffee, jam, and ice-cream), and two price conditions. Overall, we find a significant positive effect of symmetry, and a significant effect of mark on all except one product category. The effect of mark and curvature on consumers’ premiumness perception appeared to be affected more by context and product-category. Consistent with evolutionary theory, the results provide evidence for the hypothesis that symmetry is a key indicator of brand premiumness. This contributes to our understanding of the aesthetics of premium brands and suggests specific implications for practitioners.

Hunneman, Auke; Elhorst, J. Paul & Bijmolt, Tammo H. A. (2021)

Store sales evaluation and prediction using spatial panel data models of sales components

17(1) Doi: https://doi.org/10.1080/17421772.2021.1916574 - Fulltekst i vitenarkiv

This paper sets out a general framework for store sales evaluation and prediction. The sales of a retail chain with multiple stores are first decomposed into five components, and then each component is explained by store, competitor and consumer characteristics using random effects models for components observable at the store level and spatial error random effects models for components observable at the zip code level. We use spatial panel data over four years for estimation and a subsequent year for evaluating one-year-ahead predictions. Set against a benchmark model that explains total sales directly, the prediction error of our framework is reduced by 34% for existing stores during the sample period, by 5% for existing stores one year ahead and by 26% for new stores.

Hunneman, Auke; Verhoef, Peter & Sloot, Laurens (2020)

The Impact of Hard Discounter Presence on Store Satisfaction and Store Loyalty

59, s. 1- 13. Doi: https://doi.org/10.1016/j.jretconser.2020.102405 - Fulltekst i vitenarkiv

Hard discounters, such as Aldi and Lidl, have become more important in the last decade. Recent research suggests that the presence of a hard discounter (HD) decreases customers’ share of wallet. In this study, we aim to understand why this occurs, by considering how HD presence affects store attributes and store satisfaction. In particular, we investigate whether HD presence affects store satisfaction formation as well as the effect of store satisfaction on share of wallet. We analyze Dutch data on store attribute evaluations, store satisfaction and share of wallet. Our results show that HD presence decreases convenience evaluations of a store, satisfaction and share of wallet. Moreover, we show that the relationship between convenience and store satisfaction becomes more important when a HD is present, while we then also find a stronger positive relationship between satisfaction and share of wallet. Simulations based on our model estimations show that especially price-oriented retailers should fear decreases in share of wallet when a HD is present.

Hunneman, Auke; Selnes, Fred Erling & Jütte, Espen Alexander (2017)

Feiltolkning av reklameeffekt

[Kronikk]

Huse, Håvard; Hunneman, Auke & Haugland, Sven Arne (2020)

What Explains Credit Card Delinquency: Mental Accounts or Rational Financial Planning?

[Conference Lecture]. Event

Hunneman, Auke (2020)

The Do’s and Don’ts for Marketing in a Recession

[Popular Science Article]. , s. 16- 17.

Hunneman, Auke; Selnes, Fred Erling & Espen, Juette (2019)

Feilvurdering av digital reklameeffekt

[Popular Science Article]. , s. 22- 23.

Hunneman, Auke; Verhoef, Peter & Sloot, Laurens (2019)

The Impact of Hard Discounter Presence on Store Satisfaction and Store Loyalty

[Conference Lecture]. Event

Hunneman, Auke (2018)

Store skjevheter ved bruk av stordata?

[Professional Article]. 21(4) , s. 68- 71. - Fulltekst i vitenarkiv

Skaper bruk av stordata store skjevheter? Til tross for at tilgangen av stordata har bidratt til store endringer i hvordan vi designer forretningsmodeller, og fortsatt vil være en viktig driver i denne utviklingen, har flere den siste tiden kommet opp med en del kritiske merknader. Målet med denne artikkelen er å nyansere de ofte over-optimistiske forventningene til de positive effektene av stordata som verktøy. Artikkelen identifiserer ulike mulige begrensninger ved bruken av stordata. Disse begrensningene er knyttet til utfordringer både med selve analyseverktøyet og de slutningsfeil som skjer som en følge av menneskelig fortolkning (og samspillet mellom disse to). Ved å anerkjenne de utfordringene som kan oppstå ved utarbeidelse av prediksjoner og forecasting, er det mitt mål å sikre at stordata ikke kun blir en variant av Keiserens nye klær.