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Facebook ist gegenwärtig das meist genutzte soziale Netzwerk weltweit. Es ist somit nicht verwunderlich, dass immer mehr Unternehmen Facebook im Rahmen ihres Marketings einsetzen. Die Integration von Facebook in das Markenmanagement avanciert zunehmend zum Erfolgsfaktor innovativer Unternehmen. Ein professionelles Markenmanagement mit diesem sozialen Netzwerk bietet die Möglichkeit, einen nachhaltigen Mehrwert zu generieren. In diesem Beitrag wird die Rolle von Facebook im Markenmanagement eruiert. Im Kontrast zum steigenden Bewusstsein der Vorteile von Marketing mit Facebook bleiben die Risiken einer inadäquaten Nutzung oftmals ungeachtet. Die übereilte und unsachgemäße Implementierung von Facebook in den Marketing-Mix kann sowohl in enormen ökonomischen Schäden als auch in einem Reputationsverlust für die Marke münden. Um dieses Risiko zu minimieren, werden im vorliegenden Beitrag Erfolgsfaktoren für den Einsatz von Facebook im Markenmanagement herausgearbeitet, die auf einer Analyse erfolgreicher Marketing-Kampagnen und Best-Practice-Beispielen basieren.
Competing logics in evaluating employee performance : building compromises through conventions
(2015)
Current research argues that competing institutional logistics1 can co-exist enduringly and investigates how organizations cope with such institutional complexity (Greenwood et al. 2011). Thereby, the role of practices for handling competing logics has been overlooked and it is currently only to limited extent understood how organizations establish compromises between competing logics. Therefore, we investigated the recent performance appraisal reform of a German public sector organization that occurred in 2008 (see also Kozica, Brandl 2015). BAND (the pseudonym for our organization) has been using performance appraisals for several decades, and performance appraisals have already become entrenched instruments (Zeitz, Mittal, McAulay 1999) for handling staff promotion decisions. While BAND accepted the accountability logic of the performance appraisal, the professional logic (which is based on trust and comradeship as a high value of being professional in our organization) is accepted too and BAND has established a fine-grained compromise between the different logics. During the recent reform of the performance appraisal system, however, this compromise has broken up and challenged organizational members to (re-)arrange a compromise. By using French convention school of thinking (Boltanski, Thévenot 2006) we address how BAND copes with conflicting logics by forming compromises in organizational practices. Thereby, we show that the concept of convention is particularly promising for understanding of how organizations deal with institutional complexity. More broadly, our argument contributes to the elaboration of an organizational theory for the institutional logics discussion that explains how organizational and individual actions are interlinked.
Throughout the past decade the rapid proliferation and widespread adoption of social media for marketing purposes can be observed across all technological and digital touch points. This paper focuses on the implementation of social media marketing during mega sports events. We examine impacts by analyzing Adidas’ and Nike’s social media campaigns in the frame of the FIFA World Cup 2014 in Brazil. What impact did the social media activities of Nike and Adidas have on their Twitter and Facebook presence? Which additional value did the social media activities contribute to their respective targets of the entire marketing campaign? In order to answer these questions an empirical study was conducted. Several hypotheses were formulated and tested.
This article reviews the literature on Christmas economics. First, we present an overall picture of the debate on the potential welfare loss of gift-giving and we show strategies that reduce the potential welfare loss and might increase the number of presents received. Second, we discuss the effect of Christmas on prices and the business cycle. We provide evidence that at Christmas stock prices and airfares increase, while food prices decrease.
Ethics matters! Diese Einsicht führt dazu, für Personalmanager zweierlei zu fordern: eine umfassende Managementkompetenz sowie eine hohe ethische Handlungskompetenz. Dies hat Auswirkungen auf das professionelle Selbstverständnis von Personalmanagern. Letztlich werden Personalmanager im Unternehmen nur dann nachhaltig Erfolg haben, wenn es ihnen gelingt, unter Beachtung der sozialen und gesellschaftlichen Auswirkungen personalwirtschaftlichen Handelns einen Wertschöpfungsbeitrag zu generieren.
Damit stellt die Interpretation eines unternehmerisch denkenden Personalmanagers, der als Business Partner den Wertschöpfungsbeitrag vor Augen hat und die Interessen des Unternehmens auch gegen Widerstände der Mitarbeiter durchsetzt, eine deutlich verkürzte dar. Zwar ist diese verkürzte Interpretation nicht die derzeit überall vorherrschende Auslegung der Rolle des Personalmanagements. Trotzdem sollten und könnten Personalmanager künftig - beispielsweise in Zeitschriften, auf Tagungen und Kongressen - wieder stärker über die ethischen Grundlagen der Profession streiten. Dies wäre ein wichtiger Beitrag zur Professionalisierung des Personalmanagements.
Mastering of complex systems and interfaces, idea and innovation management as well as virtually integrated product and process planning are essential competences to be developed and fostered to cope with the changing role of the workforce in a future industry 4.0 work system. Learning factories, like the Logistics Learning Factory at Reutlingen University, which are equipped with state-of-the-art infrastructure, offer a high potential to decidedly address these competences.
Executive education in IS is under the scrutiny of many institution for the potential to bring in financial revenues. However teaching executives can be a very challenging task because of the previous experiences, variation in their previous education, and multiplicity of motivations for pursuing a continuous education. The panel aims at sharing successful experiences and highlighting challenges of dealing with executive audiences. The panel will present the results of a large survey among executive students and identify the three most significant elements emerged from the survey: the importance of theory that is actionable, the importance of varied pedagogical tools and practices, and the importance of relevance beyond practical tools. Based on a survey that will be distributed to the audience at the beginning of the panel, the audience will be actively engaged in sharing their experiences on the three topics aiming at capitalize and sum up the collective knowledge of the room.
As "the most international company on earth", DHL Express promised to deliver packages between almost any pair of countries within a defined time-frame. To fulfill this promise, the company had introduced a set of global business and technology standards. While standardization had many advantages (improving service for multinational customers, faster response to changes in import/export regulations, sharing of best practices etc.), it created impediments to local innovation and responsiveness in DHL Express' network of 220 countries/territories. Reconciling standardization-innovation tradeoffs is a critical management issue for global companies in the digital economy.
This case describes one large, successful company's approach to the tradeoff of standardization versus innovation.
Started as a mono-line focused purely on savings, in late 2012 ING Direct Spain was becoming a full-service bank. To this end, the bank had substantially increased its product- and channel-portfolio. ING Direct Spain originally provided "simple", "good value for money" products in an "easy to deal with" way at low cost supported by a direct model. But with the growth in its product portfolio during the previous decade and the ambitious goal of becoming a full-service bank, an increase in complexity seemed inevitable. Like many businesses in the global, digital economy, ING Direct Spain found it needed to decide which complexity created value for its customers and which one not. It also learned that IT can contribute to complexity and/or help manage complexity.
This case offers a close look at challenges of growing a company by increasing product complexity to provide comprehensive yet simple services.
This article briefly describes reasons for dramatising poetry in the language classroom and then gives practical descriptions of how poetry can be taken ‘from page to stage’. It focusses on the aspects content, form and context of poems and how they can be dramatised. A special focus is on working with Shakespearean sonnets but the ideas can be transferred to other types of poetry as well.
Since its early beginnings in the form of correspondence schools, e-learning has generally sought to provide flexibility and high quality education. While these are indeed noble intentions, the reality of today's connected world demands that such programs focus on a different purpose. As the main purpose of e-learning shifts, so must be the design approaches.
Rethinking e-learning requires open-mindedness on the part of academies, designers, cyber educators, legislators, IT and administrators, but also the learners themselves. All who are involved in or impacted by e-learning programs must speak up and finally share their perspectives, but who will be listening? The key to rethinking e-learning lies in the ability of the stakeholders to listen to each other and make decisions which are in the best interest of the learner.
This chapter will propose a new purpose for e-learning and explore promising possibilities for learner-centered design. The future of e-learning can be shaped by the decisions made today, but before any decisions can be made, one must acknowledge e-learning's successes as well as its shortcomings. The purpose of this chapter is to encourage those who are impacted by e-learning to think about the future.
This paper describes the design and outcomes of an experimental study that addresses stock-and-flow-failure from a cognitive perspective. It is based on the assumption that holistic (global) and analytic (local) processing are important cognitive mechanisms underlying the ability to infer the behavior of dynamic systems. In a stock-and-flow task that is structurally equivalent to the department store task, we varied the format in which participants are primed to think about an environmental system, in particular whether they are primed to concentrate on lower-level (local) or higher-level (global) system elements. 148 psychology, geography and business students participated in our study. Students’ answers support our hypothesis that global processing increases participants’ ability to infer the overall system behavior. The beneficial influence of global presentation is even stronger when data are presented numerically rather than in the form of a graph. Our results suggest presenting complex dynamic systems in a way that facilitates global processing. This is particularly important as policy-designers and decision makers deal with complex issues in their everyday and professional life.
SF-failure, the inability of people to correctly determine the behavior of simple stock and flow structures is subject of a long research stream. Reasons for SF-failure can be attributed to different reasons, one of them being lacking domain specific experience, thus familiarity with the problem context. In this article we present a continuation of an experiment to examine the role of educational background in SF-performance. We base the question set on the Bathtub Dynamics tasks introduced by Booth Sweeney and Sterman (2000) and vary the cover stories. In this paper we describe how we developed and tested a new cover story for the engineering domain and implemented the recommendations from a prior study. We test three sets of questions with engineering students which enables us to compare the results to a previous study in which we tested the questions with business students. Results mainly support our hypothesis that context familiarity increases SF-performance. With our findings we further develop the methodology of the research on SF-failure.
IOS 2.0 : new aspects on inter-organizational integration through enterprise 2.0 technologies
(2015)
This special theme of „Electronic Markets“ focuses on research concerned with the use of social technologies and "2.0" principles in the interaction between organization (i.e., with "inter-organizational systems (IOS) 2.0"). This theme falls within the larger space of Enterprise 2.0 research, but focuses in particular on inter-organizational use (between enterprises), not intra-organizational use (in a single enterprise). While there is great interest in practice regarding the use of 2.0 technologies to support intra-organizational communication, collaboration and interaction, information systems (IS) research has largely been oblivious to this important use of social technologies.
It has been recognized that to increase the competetitiveness of international higher education institutions in the global education market, their international graduates' employability must be enhanced. The present paper investigates, from the employers' perspective, the possibilities of international graduates with domestic degrees in Russia and Germany to find jobs in the Russian and German labor market. It uses qualitative open-ended interviews at 12 companies in St. Petersburg, Russia and Germany, which are engaged with International Business activities. The investigation concentrates on the employment opportunities and barriers of international graduates from an individual, organizational and an institutional perspective.
The research highlighted the main differences and similarities in the perception of the HR managers in both countries. In the German labor market, companies have a high demand for international graduates, especially those operating internationally, highly demand international graduates, emphasizing the existence of international trainee programs and the need to reflect the diversity of their business in the diversity of their staff. In contrast, Russian companies showed a positive predisposition for international graduates but no demand. Domestic firms focus their efforts on expatriate programs and/or highly-qualified specialists rather than trainee programs to hire internationals. On the other hand, insitutional barriers exist, as well as a lack of support with regards to regulations and requirements for entering both Russian and German markets. The national language requirement was stressed as the major barrier towards hiring internationals in both countries. The investigation from an organizational point of view revealed that interviewers showed a positive predisposition towards international graduates in both countries, focusing on the graduate's skill set rather than their nationality. This research explores the opportunities and barriers and discusses the implications for students and universities.
Projektmanagement
(2015)
Komplexe Aufgaben erfordern geeignete Planungs- und Steuerungstechniken. Der Projektleiter muss kontinuierlich Termine, Kosten, Qualität im Griff behalten und sein Team anleiten und motivieren. Dieses Buch zeigt, wie Sie unterschiedliche Anforderungen meistern und Projekte erfolgreich zum Abschluss bringen.
The EU funded project RobLog recently developed a system able to autonomously unload coffee sacks from a standard container. Being the first of its kind, a further development is needed in order for the system to be competitive against manual labor. Financing this development entails a risk, hence a justified skepticism, which can be overcome by the longsighted view of the existing market potential. This paper presents a method to estimate the market potential of autonomous unloading systems for heavy deformable goods. Starting from the analysis of the coffee trade, first the current coffee traffic is investigated in order to calculate the number of autonomous systems needed to handle the imported sacks; Results are validated and the method is extended for the calculation of the potential of other market segments, where the same unloading technology can be applied.
According to a recent survey the great majority of players in logistics are planning to adopt one or more robotic solutions until 2019. Technical solutions for automation of processes in logistics are often available as a market-ready product, but the lack of standardization and skepticism towards long term investments are often the reasons why these solutions are not implemented on a large scale. This paper is set to bridge the gap between the world of technologies and the one of applications in order to help investors, robot producers and system integrators to decide on which branch of logistics to set their focus. The three main branches Courier Express Parcel (CEP), contract logistics and production logistics are briefly defined and distinguished through their characteristic factors and parameters. Then a method based on the analysis of three parameters (operative costs, required performance and flexibility) in the three branches is set to identify the most convenient branch of logistics for investing in new technologies, namely the one in which the risk of investment is lower, the return is higher and faster. The conclusion of the method shows that higher labor costs, strict regulations and higher standardization make the production logistics the most suitable branch for investments in emerging automation solutions.
As long as there have been professional sports, there have been relationships on different levels. For example, sponsorship (or patronage as it was called in the early days) was mostly based on personal relations between the local benefactors and their favourite sports club. Regarding media, clubs always maintained special relationships with selected journalists. The bond between fans and their clubs was always a close and mutually beneficial one. All these relationships existed from the start of the sports business. Therefore, relationship marketing is nothing new in the context of sports. Many sporting organisations always knew to value a deep and good relationship with their stakeholders and practised relationship marketing without being aware of it. Successful sports managers, however, take the old wisdom and turn it into a modern relationship marketing approach by structuring the various relationships in order to make them more effective and profitable for the own sporting organisation and the various stakeholders. This chapter ... illustrates the many facets of relationship marketing and the possibilities it offers in the context of the sports business.