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Der Einfluss von Rankings auf den Absatz — Eine empirische Analyse der Wirkung von Bestsellerlisten und Rangpositionen auf den Erfolg von Büchern

Author

Listed:
  • Michel Clement

    (Universität Hamburg)

  • Anke Hille

    (Universität Hamburg)

  • Bernd Lucke

    (Universität Hamburg)

  • Christina Schmidt-Stölting

    (Universität Hamburg)

  • Frank Sambeth

    (Verlagsgruppe Random House GmbH)

Abstract

Zusammenfassung Ranglisten faszinieren Menschen — jeder möchte gerne den Wettbewerb dokumentiert sehen oder sich einordnen können. Neben der reinen Unterhaltung haben Ranglisten aber auch erhebliche psychologische und ökonomische Wirkungen auf zahlreiche Marktakteure. Auf der Basis eines umfangreichen Datensatzes aus der Buchbranche (609 Bücher) und zahlreichen Kontrollvariablen konzentrieren wir uns auf zwei Fragen: Zum einen untersuchen wir den Effekt der Positionierung eines Buches in der Bestsellerliste auf den wöchentlichen Absatz. Zum anderen suchen wir nach möglichen Schwellenwerten (z.B. die Top 10) in der Bestsellerliste. Mittels Paneldatenanalysen zeigen wir, dass in der kurzen Frist ein hoch signifikanter Erfolgsbeitrag der Bestsellerliste (Top 50) insgesamt vorliegt, d.h. es liegen keine Schwellenwerteffekte vor. In der langen Frist finden wir hingegen ausschließlich signifikante Effekte von Schwellenwerten. Dort weisen die Positionen innerhalb der Top 10 bzw. Top 20 in der Vorperiode einen signifikant positiven Effekt auf, allerdings findet sich kein Effekt der Bestsellerliste, wenn Positionen unterhalb der Top 20 belegt werden.

Suggested Citation

  • Michel Clement & Anke Hille & Bernd Lucke & Christina Schmidt-Stölting & Frank Sambeth, 2008. "Der Einfluss von Rankings auf den Absatz — Eine empirische Analyse der Wirkung von Bestsellerlisten und Rangpositionen auf den Erfolg von Büchern," Schmalenbach Journal of Business Research, Springer, vol. 60(8), pages 746-777, December.
    • Handle: RePEc:spr:sjobre:v:60:y:2008:i:8:d:10.1007_bf03372813
    DOI: 10.1007/BF03372813
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    More about this item

    Keywords

    C23; M31; L82;
    All these keywords.

    JEL classification:

    • C23 - Mathematical and Quantitative Methods - - Single Equation Models; Single Variables - - - Models with Panel Data; Spatio-temporal Models
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media

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