Ludwig Theuvsen and Christoph Niederhut-Bollmann 359
|
Table 3. Strategic Risk Management: Two |
Clusters Cluster 1 |
Cluster 2 |
Scale |
|
Perceived competitive pressure |
4.42** (0.535) |
4.01** (0.882) |
very low =1, |
|
Competitive strength vis-à-vis competitors |
3.36** (0.653) |
2.94** (0.948) |
much lower = 1 much higher = 5 |
|
Our brand is a central element of marketing. |
1.60* (0.531) |
1.85* (0.731) |
fully agree = 1 fully disagree = 5____________ |
|
Retail price of main brand (crate: 20 x 0.5 l) |
1.76*** (0.925) |
2.41***(1.108) |
12 € or more = 1 11-11.99 € = 2 10-10.99 € = 3 and so on. |
|
Innovativeness compared to the strongest |
3.50**(0.804) |
3.15**(1.04) |
much lower = 1 much higher = 5___________ |
|
We always try to be the first to introduce an |
2.38**(0.814) |
2.80** (1.035) |
fully agree = 1 fully disagree = 5____________ |
|
We are satisfied with out market share and do |
3.81*(0.817) |
3.43* (1.131) |
fully agree = 1 fully disagree = 5 |
|
We think about acquiring other breweries. |
3.64** (1.21) |
4.15** (0.105) |
fully agree = 1 fully disagree = 5____________ |
|
We think about buying brands from other |
3.77** (1.068) |
4.18** (0.9241) |
fully agree = 1 fully disagree = 5____________ |
|
Changes in profitability over the last three |
4.87*** (1.65) |
4.27*** (1.55) |
has remained the same = 4 has grown up to 5 % = 5 |
|
Profitability compared to the industry |
3.47**(1.120) |
3.00** (0.990) |
much lower = 1 much higher = 5 |
|
T otal annual output |
2.79*** (0.863) |
1.74*** (0.731) |
up to 5,000 hl p.a. = 1 up to 100,000 hl p.a. = 2 p.a. = 3 and so on__________ |
Columns 2 and 3 display mean values and - in brackets - standard deviations (in brackets) for both clu-
sters.
***, **, *: Both clusters are significantly different on the .001-, .01-, .05-level (Mann-Whitney test).
6 References
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