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In modern collaborative production environments where industrial robots and humans are supposed to work hand in hand, it is mandatory to observe the robot’s workspace at all times. Such observation is even more crucial when the robot’s main position is also dynamic e.g. because the system is mounted on a movable platform. As current solutions like physically secured areas in which a robot can perform actions potentially dangerous for humans, become unfeasible in such scenarios, novel, more dynamic, and situation aware safety solutions need to be developed and deployed.
This thesis mainly contributes to the bigger picture of such a collaborative scenario by presenting a data-driven convolutional neural network-based approach to estimate the two-dimensional kinematic-chain configuration of industrial robot-arms within raw camera images. This thesis also provides the information needed to generate and organize the mandatory data basis and presents frameworks that were used to realize all involved subsystems. The robot-arm’s extracted kinematic-chain can also be used to estimate the extrinsic camera parameters relative to the robot’s three-dimensional origin. Further a tracking system, based on a two-dimensional kinematic chain descriptor is presented to allow for an accumulation of a proper movement history which enables the prediction of future target positions within the given image plane. The combination of the extracted robot’s pose with a simultaneous human pose estimation system delivers a consistent data flow that can be used in higher-level applications.
This thesis also provides a detailed evaluation of all involved subsystems and provides a broad overview of their particular performance, based on novel generated, semi automatically annotated, real datasets.
Advancements in Internet of Things (IoT), cloud and mobile computing have fostered the digital enrichment—or “digitization”—of physical products, which are gaining increasing relevance in practice. According to recent studies, global IoT spending will exceed USD 1 Trillion by 2021 and there will be over 25 billion IoT connections (KPMG, 2018). Porter and Heppelmann (2014) state that IT is “revolutionizing products [as …] IT is becoming an integral part of the product itself.” Senior business executives like GE’s former CEO Jeff Immelt (2015) are even proposing that “every industrial company in the coming age is also going to become a software and analytics company.” This reflects the increasing relevance of IT components’ (i.e., software, data analytics, cloud computing) integration into previously purely physical products. We call IT-enriched physical products, “digitized” products to differentiate them from purely intangible “digital” products, such as digital music, e-books, and software. Examples of digitized products include the Philips Hue smartphone-controllable lightbulb, Audi Connect internet-connected cars, or Rolls-Royce’s sensor-enabled pay per use jet engines.
Digitized products provide their producers with a wide range of opportunities to offer new functionality and product capabilities (e.g., autonomy) that traditional, physical products do not exhibit (Porter and Heppelmann, 2014). In addition, the digitization of products allows producers to continuously repurpose their offerings, by extending and/or changing the product functionality and, thus, enabling new value creation opportunities. Based on their re-programmability and connectivity, digitized products “remain essentially incomplete […] throughout their lifetime as users continue to add and delete […] and change […] functional capabilities” (Yoo, 2013). For instance, the Philips Hue connected lightbulb enables remote control of basic functions (e.g., switching on and off the light) as well as setting more advanced light scenes for day-to-day tasks (e.g., relax, read) via Amazon’s Alexa artificial intelligence assistant (Signify, 2019), offerings that were not intended use cases when Signify (previously known as Philips Lighting) created Hue in 2012. Thus, digitized products present limitless potentials for new functionality and unforeseen use cases, which provides them with a huge innovation capacity.
Despite the limitless potentials offered by digitized products, there has been a slow uptake of digitized products by businesses so far (Jernigan et al., 2016; Mocker et al., 2019). According to a 2016 MIT Sloan Management Review report (Jernigan et al., 2016) only 24% of the investigated firms were actively using IoT technologies – a key technology for digitized products. In a more recent research study Mocker et al. (2019) found that the median revenue share from digital offerings (i.e., solutions based on IT enriched products) in large companies only accounted for 5% of the total revenue of the investigated companies.
The slow uptake of digitized products might be explained by the challenges that firms face regarding the changing nature of digitized products. Pervasive digital technologies (such as IoT) change the nature of products by adding new functionality that was previously not part of the value proposition of the products/services (e.g., a pair of shoes embedded with sensors and connectivity allows joggers to have access to data regarding their run distance, speed, etc.) (Yoo et al., 2012). The addition of new functionality and use cases of digitized products makes it harder for producers to design and develop relevant products (Hui 2014). As described in the paper ‘Do Your Customers Actually Want a “Smart” Version of Your Product?’, “just because [firms] can make something with IoT technology doesn’t mean people will want it.” (Smith, 2017).
The shift in digitized products’ nature poses new challenges for producers along the entire product development process (Porter and Heppelmann, 2015; Yoo et al., 2012) and create a paradox in product digitization, described by Yoo et al. (2012) as the paradox of pace: while technology accelerates the rate of innovation, companies need to spend more time to digitize their products, extending time to market. The production of these digitized products also becomes more challenging, e.g., as companies need to deal with different clock-speeds of software and hardware development (Porter and Heppelman, 2015). The above-mentioned challenges suggest that producers need to better understand how they can generate value from their digitized products’ generative potentials.
The body of literature on digitized products has been growing in recent years. For instance, Herterich et al. (2016) investigate how digitized product affordances (i.e., potentials) enable industrial service innovation; Nicolescu et al. (2018) explore the emerging meanings of value associated with IoT; and Benbunan-Fich (2019) studies the impact of basic wearable sensors on the quality of the user experience. However, it remains unclear what it takes for firms to generate value with their digitized product potentials. This dissertation investigates this research gap.
The digital age makes it possible to be globally networked at any time. Digital communication is therefore an important aspect of today’s world. Hence, the further development and expansion of this is becoming increasingly important. Even within a wireless system, copper channels are important as part of the overall network. Given the need to keep pushing at the current limitations, careful design of the cables in connection with an adapted coding of the bits is essential to transmit more and more data.
One of the most popular and widespread cabling technologies is symmetrical copper cabling [1, pp. 8-15]. It is also known as Twisted Pair and it is of immense importance for the cabling of communication networks.
At the time of writing this thesis, data rates of up to 10 GBit/s over a transmission distance of 100 m and 40 GBit/s over a transmission distance of 30 m are standardized for symmetrical copper cabling [2]. Other lengths are not standardized. Short lengths in particular are of great interest for copper cables, because copper cables are usually used for short distances, such as between computers and the campus network or within data centres.
This work has focused on the transmission of higher order Pulse Amplitude Modulation and the associated transmission performance. The central research question is:“how well can we optimize the transmission technique in order to be able to maximise the data bandwidth over Ethernet cable and, given that remote powering is also a significant application of these cables, how much will the resulting heating affect this transmission and what can be done to mitigate that?”
To answer this question, the cable parameters are first examined. A series of spectral measurements, such as Insertion Loss, Return Loss, Near End Crosstalk and Far End Crosstalk, provide information about the electromagnetic interference and the influence of the ohmic resistance on the signal. Based on these findings, the first theoretical statements and calculations can be made. In the next step, data transmissions over different transmission lengths are realized. The examination of the eye diagrams of the different transmission approaches ultimately provides information about the signal quality of the transmissions. An overview of the maximum transmission rate depending on the transmission distance shows the potential for different applications.
Furthermore, the simultaneous transmission of energy and data is a significant advantage of copper. However, the resulting heat development has an influence on the data transmission. Therefore, the influence of the ambient temperature of cables is investigated in the last part and changes in the signal quality are clarified.
The targeted design of monodisperse, mesoporous silica microspheres (MPSMs) as HPLC separation phases is still a challenge. The MPSMs can be generated via a multi-step template-assisted method. However, this method and the factors affecting the individual process steps and resulting material properties are scarcely understood, and specific control of the complex multi-step process has been hardly discussed. In this work, the key synthesis steps were systematically investigated by means of statistical Design of Experiment (DoE). In particular, three steps were considered in detail: 1) the synthesis of porous poly(glycidyl methacrylate-co-ethylene glycol dimethacrylate) (p(GMA-co-EDMA)) particles, which as template particles, determine the structure for the final MPSMs. In this context, functional models were generated, which allow the control of the template properties pore volume, pore size and specific surface area. 2) In the presence of amino-functionalized template particles, the sol-gel process was carried out under Stöber process conditions. The water to tetraethyl orthosilicate (TEOS) ratio, as well as the concentration of ammonia as basic catalyst were varied according to a face-centered central composite design (FCD). The incorporation of silica nanoparticles (SNPs) into the pore network of the porous polymers was investigated by scanning electron microscopy (SEM), evaluation of the pore properties assessed by nitrogen sorption measurements and determination of the inorganic content by thermogravimetric analysis (TGA). Here, the material properties, such as the amount of attached silica, can be specifically controlled in the resulting organic/silica hybrid material (hybrid beads, HBs). Furthermore, depending on the sol-gel conditions three, potentially four, reaction regimes were identified, leading to different HBs. These range from porous polymer particles coated with a thin protective silica layer, to interpenetrating networks of polymer and silica, to potential particles consisting of a porous polymer core coated with a silica shell. Also, the effects of the use of different precursors and solvents on silica incorporation were investigated. 3) To obtain MPSMs from the HBs, the organic polymer template was removed by calcination. The effects of sol-gel process conditions on the resulting MPSMs were evaluated and relationships between process conditions and material properties were shown in predictive models. Fully porous, spherical, monodisperse silica particles with sizes ranging from 0.5 µm to 7.8 µm and pore sizes from 3.5 nm to 72.4 nm can be prepared specifically. Subsequent to organo-functionalization, prepared MPSMs were applied as reversed-phase HPLC column materials. Here, the columns were successfully applied for the separation of proteins and amino acids. The separation performance of the materials depends largely on the property profile of the MPSMs, which is predetermined during the preparation of the HBs.
A distinctive highlight of the dissertation at hand is the investigation of multiple apparel supply chain actors incorporating the views of a global apparel retailer in Europe and multiple suppliers in Vietnam and Indonesia.
More specifically, the dissertation presents a coherent investigation starting with the depiction of a conceptual framework for social management strategies as a means for social risk management (SRM), exclusively aiming at the apparel industry. In accordance to the identified research gaps and suggested research directions from the conceptual framework, the role of the apparel sourcing agent for social management strategies was analysed by conducting a multiple case study approach with evidence from Vietnam and Europe, ultimately suggesting ten propositions. Whereas a further multiple case study data collection in Vietnam, Indonesia and Europe allowed for the investigation of buyer-supplier relationships with regards to social compliance strategies by using core tenets of agency theory to interpret the findings and outline ten propositions. Based on the development of a conceptual framework on social SSCM in the apparel industry, the formulation of related 20 propositions with evidence from crucial developing (apparel sourcing) countries, and the application of agency theory which has been declared as a shortfall in this context, this thesis contributes with further grounding to SSCM theory and substantially contributes to the debate by addressing numerous research gaps.
Reconstructing 3D face shape from a single 2D photograph as well as from video is an inherently ill-posed problem with many ambiguities. One way to solve some of the ambiguities is using a 3D face model to aid the task. 3D morphable face models (3DMMs) are amongst the state of the art methods for 3D face reconstruction, or so called 3D model fitting. However, current existing methods have severe limitations, and most of them have not been trialled on in-the-wild data. Current analysis-by- synthesis methods form complex non linear optimisation processes, and optimisers often get stuck in local optima. Further, most existing methods are slow, requiring in the order of minutes to process one photograph.
This thesis presents an algorithm to reconstruct 3D face shape from a single image as well as from sets of images or video frames in real-time. We introduce a solution for linear fitting of a PCA shape identity model and expression blendshapes to 2D facial landmarks. To improve the accuracy of the shape, a fast face contour fitting algorithm is introduced. These different components of the algorithm are run in iteration, resulting in a fast, linear shape-to- landmarks fitting algorithm. The algorithm, specifically designed to fit to landmarks obtained from in-the-wild images, by tackling imaging conditions that occur in in-the-wild images like facial expressions and the mismatch of 2D–3D contour correspondences, achieves the shape reconstruction accuracy of much more complex, nonlinear state of the art methods, while being multiple orders of magnitudes faster.
Second, we address the problem of fitting to sets of multiple images of the same person, as well as monocular video sequences. We extend the proposed shape-to-landmarks fitting to multiple frames by using the knowledge that all images are from the same identity. To recover facial texture, the approach uses texture from the original images, instead of employing the often-used PCA albedo model of a 3DMM. We employ an algorithm that merges texture from multiple frames in real-time based on a weighting of each triangle of the reconstructed shape mesh.
Last, we make the proposed real-time 3D morphable face model fitting algorithm available as open-source software. In contrast to ubiquitous available 2D-based face models and code, there is a general lack of software for 3D morphable face model fitting, hindering a widespread adoption. The library thus constitutes a significant contribution to the community.
Context: Fast moving markets and the age of digitization require that software can be quickly changed or extended with new features. The associated quality attribute is referred to as evolvability: the degree of effectiveness and efficiency with which a system can be adapted or extended. Evolvability is especially important for software with frequently changing requirements, e.g. internet-based systems. Several evolvability-related benefits were arguably gained with the rise of service-oriented computing (SOC) that established itself as one of the most important paradigms for distributed systems over the last decade. The implementation of enterprise-wide software landscapes in the style of service-oriented architecture (SOA) prioritizes loose coupling, encapsulation, interoperability, composition, and reuse. In recent years, microservices quickly gained in popularity as an agile, DevOps-focused, and decentralized service-oriented variant with fine-grained services. A key idea here is that small and loosely coupled services that are independently deployable should be easy to change and to replace. Moreover, one of the postulated microservices characteristics is evolutionary design.
Problem Statement: While these properties provide a favorable theoretical basis for evolvable systems, they offer no concrete and universally applicable solutions. As with each architectural style, the implementation of a concrete microservice-based system can be of arbitrary quality. Several studies also report that software professionals trust in the foundational maintainability of service orientation and microservices in particular. A blind belief in these qualities without appropriate evolvability assurance can lead to violations of important principles and therefore negatively impact software evolution. In addition to this, very little scientific research has covered the areas of maintenance, evolution, or technical debt of microservices.
Objectives: To address this, the aim of this research is to support developers of microservices with appropriate methods, techniques, and tools to evaluate or improve evolvability and to facilitate sustainable long-term development. In particular, we want to provide recommendations and tool support for metric-based as well as scenario-based evaluation. In the context of service-based evolvability, we furthermore want to analyze the effectiveness of patterns and collect relevant antipatterns. Methods: Using empirical methods, we analyzed the industry state of the practice and the academic state of the art, which helped us to identify existing techniques, challenges, and research gaps. Based on these findings, we then designed new evolvability assurance techniques and used additional empirical studies to demonstrate and evaluate their effectiveness. Applied empirical methods were for example surveys, interviews, (systematic) literature studies, or controlled experiments.
Contributions: In addition to our analyses of industry practice and scientific literature, we provide contributions in three different areas. With respect to metric-based evolvability evaluation, we identified a set of structural metrics specifically designed for service orientation and analyzed their value for microservices. Subsequently, we designed tool-supported approaches to automatically gather a subset of these metrics from machine-readable RESTful API descriptions and via a distributed tracing mechanism at runtime. In the area of scenario-based evaluation, we developed a tool-supported lightweight method to analyze the evolvability of a service-based system based on hypothetical evolution scenarios. We evaluated the method with a survey (N=40) as well as hands-on interviews (N=7) and improved it further based on the findings. Lastly with respect to patterns and antipatterns, we collected a large set of service-based patterns and analyzed their applicability for microservices. From this initial catalogue, we synthesized a set of candidate evolvability patterns via the proxy of architectural modifiability tactics. The impact of four of these patterns on evolvability was then empirically tested in a controlled experiment (N=69) and with a metric-based analysis. The results suggest that the additional structural complexity introduced by the patterns as well as developers' pattern knowledge have an influence on their effectiveness. As a last contribution, we created a holistic collection of service-based antipatterns for both SOA and microservices and published it in a collaborative repository.
Conclusion: Our contributions provide first foundations for a holistic view on the evolvability assurance of microservices and address several perspectives. Metric- and scenario-based evaluation as well as service-based antipatterns can be used to identify "hot spots" while service-based patterns can remediate them and provide means for systematic evolvability construction. All in all, researchers and practitioners in the field of microservices can use our artifacts to analyze and improve the evolvability of their systems as well as to gain a conceptual understanding of service-based evolvability assurance.
Das Gehör ist mehr als jedes andere Sinnesorgan für die menschliche Sprache und ihre Entwicklung verantwortlich und stellt auf kleinstem Raum ein anatomisch und physiologisch einzigartiges Gebilde dar. Es beeindruckt vor allem durch seinen großen Dynamikbereich.
Während im Bereich der Hörschwelle der eben hörbare Schalldruck etwa 20 μPa beträgt, können die Drucke und Amplituden bis zur Schmerzgrenze noch etwa zweimillionenfach gesteigert werden. Derartige physiologische Schalldrücke sind jedoch immer noch verschwindend klein gegenüber den ebenfalls auf das Ohr einwirkenden statischen Luftdruckschwankungen, wie sie beispielsweise beim Treppensteigen, Zug- bzw. Autofahren, Fliegen oder beim Naseputzen vorkommen. Zwar führen diese zu einer veränderten Wahrnehmung, jedoch nicht zu einer Schäadigung des Ohrs. Diese Fähigkeit, trotz großer statischer Druckschwankungen in der Umgebung, gleichzeitig winzige physiologische Schalldrücke wahrnehmen zu können, ist hauptsächlich in den nichtlinearen, viskoelastischen Eigenschaften der Gelenke und Bänder des Mittelohrs sowie des Trommelfells begründet.
Das Ziel dieser Arbeit ist es, dieses nichtlineare Verhalten des Mittelohrs bei großen Belastungen und großen Verschiebungen durch nichtlineare, räumliche Ersatzmodelle auf mechanischer Basis abzubilden. Zur Charakterisierung der nichtlinearen Eigenschaften der Gerhörknöchelchenkette werden statische und dynamische Messungen an humanen Felsenbeinen durchgeführt. Ein besonderes Augenmerk ist auf die Charakterisierung der nichtlinearen, viskoelastischen Eigenschaften des Ringbands, des Trommelfells, der Trommelfellsehne und der beiden Mittelohrgelenke gerichtet. Im Blick auf die klinische Praxis wird zum einen anhand von Messergebnissen das Schädigungsrisiko bei einer Stapeschirurgie diskutiert sowie die Auswirkungen von Vorspannungen im Mittelohrapparat am Beispiel des aktiven Implantats Carina untersucht.
IT governance: current state of and future perspectives on the concept of agility in IT governance
(2020)
Digital transformation has changed corporate reality and, with that, corporates’ IT environments and IT governance (ITG). As such, the perspective of ITG has shifted from the design of a relatively stable, closed and controllable system of a self-sufficient enterprise to a relatively fluid, open, agile and transformational system of networked co-adaptive entities. Related to the paradigm shift in ITG, this thesis aims to conceptualize a framework to integrate the concept of agility into the traditional ITG framework and to test the effects of such an extended ITG framework on corporate performance.
To do so, the thesis uses literature research and a mixed method design by blending both qualitative and quantitative research methods. Given the poorly understood situation of the agile mechanisms within the ITG framework, the building process of this thesis’ research model requires an adaptive and flexible approach which involves four different research phases. The initial a priori research model based on a comprehensive review of the extant literature is critically examined and refined at the end of each research phase, which later forms the basis of a subsequent research phase. As a result, the final research model provides guidance on how the conceptualized framework leads to better business/IT alignment as well as how business/IT alignment can mediate the effectiveness of such an extended ITG framework on corporate performance.
The first research phase explores the current state of literature with a focus on the ITG-corporate performance association. This analysis identifies five perspectives with respect to the relationship between ITG and corporate performance. The main variables lead to the perspectives of business/IT alignment, IT leadership, IT capability and process performance, resource relatedness and culture. Furthermore, the analysis presents core aspects explored within the identified perspectives that could act as potential mediators or moderators in the relationship between ITG and corporate performance.
The second research phase investigates the agile aspect of an effective ITG framework in the dynamic contemporary world through a qualitative study. Gleaned from 46 semi-structured interviews across various industries with governance experts, the study identifies 25 agile ITG mechanisms and 22 traditional ITG mechanisms that corporations use to master digital transformation projects. Moreover, the research offers two key patterns indicating to a call for ambidextrous ITG, with corporations alternating between stability and agility in their ITG mechanisms.
In research phase three, a scale development process is conducted in order to develop the agile items explored in research phase two. Through 56 qualitative interviews with professionals the evaluation uncovers 46 agile governance mechanisms. Moreover, these dimensions are rated by 29 experts to identify the most effective ones. This leads to the identification of six structure elements, eight processes, and eight relational mechanisms.
Finally, in research phase four a quantitative research approach through a survey of 400 respondents is established to test and predict the formulated relationships by using the partial least squares structural equation modelling (PLS-SEM) method. The results provide evidence for a strong causal relationship among an expanded ITG concept, business/IT alignment, and corporate performance. These findings reveal that the agile ITG mechanisms within an effective ITG framework seem critical in today’s digital age.
This research is unique in exploring the combination of traditional and agile ITG mechanisms. It contributes to the theoretical base by integrating and extending the literature on ITG, business/IT alignment, ambidexterity and agility, all of which have long been recognized as critical for achieving organizational goals. In summary, this work presents an original analysis of an effective ITG framework for digital transformation by including the agile aspect within the ITG construct. It highlights that is not enough to apply only traditional mechanisms to achieve effective business/IT alignment in today’s digital age; agile ITG mechanisms are also needed. Therefore, a novel ITG framework following an ambidextrous approach is provided consisting of traditional ITG mechanisms as well as newly developed agile ITG practices. This thesis also demonstrates that agile ITG mechanisms can be measured independently of traditional ITG mechanisms within one causal model. This is an important theoretical outcome that allows the current state of ITG to be assessed in two distinct dimensions, offering various pathways for further research on the different antecedents and effects of traditional and agile ITG mechanisms. Furthermore, this thesis makes practical contributions by highlighting the need to develop a basic governance framework powered by traditional ITG mechanisms and simultaneously increase agility in ITG mechanisms. The results imply that corporations might be even more successful if they include both traditional and agile mechanisms in their ITG framework. In this way, the uncovered agile ITG practices may provide a template for CIOs to derive their own mechanisms in following an ambidextrous approach that is suitable for their corporation.
In today’s marketplace, the consumption of luxury goods is at a peak due to increasing global wealth and low interest rates, resulting in a vast supply of goods and services to which customer experiences are more relevant than ever before. One of the most recent developments in this field shows that consumers no longer simply purchase a product or service based on the fact sheet; they are also interested in the experience around the product. Successful brands must develop and maintain individual images to sustain their competitive advantage and build brand equity that is beneficial for customers and firms. Ideally, these will lead to satisfaction and loyalty between a brand, its products, and its customers. Existing research about brand experience and brand equity has mainly focused on functional aspects, which seem to differ for high-value luxury goods. Most studies have focused on industries like retail and fashion brands, sampling university students or visitors to shopping malls, and some have even mixed different types of industries together. This underpins the need for research within a single luxury industry with actual luxury customers who have a solid background with brand experiences.
The purpose of this study was to explore the brand experience spectrum within the automotive industry in Germany, particularly in the affordable luxury sport car sector. Identifying the factors and components that constitute, influence, or leverage/drive a brand experience from their perspective was a clear aim of the study. To achieve this, the study collected data from indepth interviews with German (n=60) respondents who had experience with affordable and luxury sport cars. The conceptual framework was based on two empirically tested models guiding this exploratory consumer research. The first model to build on was the consumerbased brand equity model, empirically tested by Çifci et al. (2016) and Nam et al. (2011). The second conceptual framework was Lemon and Verhoef’s (2016) customer journey model consisting of relevant touchpoints along the following three stages: pre-purchase, purchase, and post-purchase.
The findings of the research demonstrate that, although the six brand equity concepts – brand awareness, physical quality, staff behaviour, self-congruence, brand identification, and lifestyle – are broadly applicable in understanding customer experience in the affordable luxury car industry, the content of these dimensions differs from that suggested by the previous authors. The research established that cognitive and affective (or symbolic) components build the foundation of customer brand experience and supports Çifci et al.’s (2016) and Nam et al.’s (2011) study results. The study also identified brand trust as an important and highly relevant concept for customer brand experience in the luxury automotive car industry. Brand trust influences customer satisfaction and loyalty, therefore improving and complementing the existing model. Furthermore, the study confirmed Lemon and Verhoef’s (2016) process model of the customer journey and experience; however, it suggested two different customer journeys depending on the customers’ previous experience (first-time and experienced buyers). The differences between the two groups and the relevance of the journey touchpoints within the three purchase stages vary significantly in terms and are distinct. Identified key touchpoints for both groups are the contact to a dealer as well as information gathering online. Differences have been found in the length of purchase stages and across the customer journey. The study highlights the importance of trust, identification, and product quality for customer brand experience. Moreover, the findings of this study complement the brand equity model of Çifci et al. (2016) by adding the new concept of trust, which is highly relevant. The current knowledge is complemented by a new understanding and mapping of the customer journey for luxury sports cars in Germany. This study can assist practitioners and managers by providing a compass indicating which touchpoints are relevant to which customer group. Social value can be achieved by encouraging interactions between brand and consumer (e.g. central product launch events) and through brand-oriented interactions among consumers (e.g. dealer events, clubs, or communities). Customers are motivated to express their distinctiveness through product experience and brand identification (belonging/distinction) and to develop a loyal link to brands.