Skip to main navigation Skip to page content Skip to footer
Logo of the University of Mannheim
Search
  • Schools
    • Department of Law
    • Department of Economics
    • Business School
    • School of Social Sciences
    • School of Humanities
    • School of Business Informatics and Mathematics
Intranet
DE / EN
  • Home
  • About us
  • Research
  • Teaching
  • Collaborations
  • University of Mannheim
  • Management Analytics Center
  • Technologien
  • Mobile Technologies

Competence development in VET enculturation processes

Photo credit: Anna Logue

Author(s): 

Viola Deutscher

Cooperation Partners: 

Esther Winther, University of Duisburg-Essen; Vocational schools/companies with VET programmes

Description:

The DFG funded research project analyzes the competence development in vocational education training (VET) as well as relevant success factors for competence development for commercial apprentices (n = 877). With this objective, the project refers to the modeling of VET enculturation processes at both group and individual level, including the description of company learning conditions.

A validated competence assessment is used simultaneously with an instrument for recording the enculturation conditions of vocational learning at the beginning, at the middle and at the end of initial vocational training (longitudinal design). Via this design, practical findings about the genesis of professional competences can be generated that help companies to improve their educational programmes.

Maximizing Customer Lifetime Value through Strategic Channel Management: How to Incentivize Customers to Use a Mobile App versus a Website

Photo credit: Anna Logue

Author(s): 

Gokhan Gecer, Florian Kraus

Cooperation Partners: 

Chair of Sales & Services Marketing

 

 

Description:

Customer engagement with mobile devices has changed customers' habits in online purchasing, in particular the usage of mobile apps for shopping increases the customer lifetime value (CLV). Hence, we suggest the idea that online retailers should steer their customers to the mobile channel by offering a permanent discount over the mobile app. Although this strategy decreases the short-term income, it may increase the CLV. Based on this suggestion, we develop a probability-based CLV model to show to what type of customers an online retailer should offer a discount over the mobile app as well as the optimal value of that discount.

Following an analytical modeling approach, we are able to show that the online retailer should offer such a discount to a customer who is either very likely or unlikely to increase her purchasing probability. Also, the firm could offer such a discount to encourage the customer to switch to the mobile app. Online retailers should not offer the discount to those who already have a high purchasing probability because their CLV is already huge. Last but not least, an online retailer should not follow this strategy to gain new customers (customer acquisition) but rather apply it to increase customer retention.

Management Analytics Center

Management Analytics Center

University of Mannheim
L 15, 1–6
68161 Mannheim
Linkedin Page
Seal of the University of Mannheim: In omnibus veritas

+Applying

  • Programs
  • Application Deadlines
  • Online Application
  • Financing

+Visiting

  • Events
  • The Schlossfest
  • 3D Campus Tour
  • Eating on Campus
  • Map and Directions

+Media Relations

  • Press Releases
  • Facts and Figures
  • Finding an Expert
  • Recording Permissions
  • Communications Team

+Services

  • Portal²
  • Newsletter
  • Communications
  • Mannheim University Library
  • University IT

FORUM

The University of Mannheim's magazine
FORUM cover image

+

  • Contact
  • About This Site
  • Data Protection Declaration
  • Sitemap
  • House Rules
  • Emergency Info
Instagram Page of the University of Mannheim
Facebook Page of the University of Mannheim
LinkedIn Page of the University of Mannheim
YouTube Page of the University of Mannheim
Mastodon Page of the University of Mannheim
In order to improve performance and enhance the user experience for the visitors to our website, we use cookies and store anonymous usage data. For more information please read our privacy policy.
Allow
Reject

Tracking cookies are currently allowed.

Do not allow tracking cookies

Tracking cookies are currently not allowed.

Allow tracking cookies