Michael Reinhold
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Dr.
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Reinhold
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Michael
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+41 71 224 2889
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  • Publication
    Second Generation Recommendation Engines in a SME B2B Context : A Case Study
    (Fachhochschule Münster, 2014-06-02)
    Eggel, Thomas
    ;
    Reinhold, Michael
    Recommendations systems are artificial intelligence systems that have found a wide range of applications notably in e-business contexts, providing benefits such as automated cross- and upselling in addition to a reduction of transactional costs on both the demand and the supply side. They have been widely accepted by large enterprises but SMEs trying to adopt and implement similar technologies must face the problem of scarcity of transactional data. As a case in point we present the obstacles that a recent SME venture ran into and needed to overcome in order to provide the customers with a satisfying sales experience We will touch upon both the marketing and machine learning aspects of the platform and discuss several techniques that have been key in the successful implementation of expert knowledge extracted from the experience of the company's founders.
    Type: conference paper
    URL: https://www.s2b-conference.com/pdf/ZHAW_S2B_Konferenz_Proceedings.pdf
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/86841
  • Publication
    Exhibitor satisfaction in business-to-business trade shows : Understanding performance patterns from Vavra's Importance Grid perspective
    (European Marketing Academy, 2010-06-01)
    Reinhold, Michael
    ;
    Reinhold, Stephan
    ;
    Schmitz, Christian
    Tradeshows are an essential instrument in the marketing of goods and services. Thus, the fair and tradeshow business has become a multi-billion dollar industry, in which trade fair organizers earn the biggest share of sales with exhibitors, paying fees for exhibition services. In order to increase service quality on trade shows, trade fair organizers strive for achieving a high level of exhibitor satisfaction. Despite its major importance for the fair and tradeshow industry, instruments to poll exhibitors satisfaction remain very basic. This research focuses on exhibitor satisfaction in a business-to-business context. The paper contributes to the field of trade show research by (1) exploring relevant issues of exhibitor satisfaction, (2) developing a measurement approach, (3) collecting data from a number of 362 exhibitors in business-to-business trade shows and 404 exhibitors in business-to-consumer fairs, and finally (4) omparing results upon the Vavra's importance grid.
    Type: conference paper
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/96409