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Das Internet gewinnt für das Marketing zunehmend an Bedeutung. Dabei liegt der Fokus auf sogenannten Social-Media-Anwendungen wie Facebook, Twitter oder XING. Für Unternehmen stellt sich die Frage, ob das veränderte Mediennutzungsverhalten der Kunden eine neue Marketinglogik induziert. Eine aktuelle Untersuchung gibt Einblicke in die Chancen und Risiken, Anwendungsbedingungen und Kontextfaktoren für die Nutzung von Social Media im Marketing.
Der Beitrag gibt einen Überblick zum Stand der Vertrauensforschung in Marketing und Vertrieb. Dabei ist Vertrauen als Gegenstand der Forschung innerhalb des Relationship Marketing Ansatzes sehr gut etabliert. Bei der Definition des Vertrauensbegriffs stützt sich das Marketing auf die Erkenntnisse der sozialwirtschaftlichen Nachbardisziplinen. Soweit Kunden ihren Anbietern vertrauen, gehen sie grundsätzlich ein Risiko ein und machen sich hierdurch angreifbar. Man vertraut in einen Anbieter, ohne vorab genau zu wissen, ob das gewünschte Resultat einer Kooperation mit Sicherheit eintritt. Dies gilt umgekehrt auch für den Anbieter, der zum Teil erhebliche Vorinvestitionen tätigen muss, ohne vorab zu wissen, ob tatsächlich eine Geschäftsbeziehung mit einem Kunden entsteht. Vertrauen ist daher v.a. in komplexen und langfristigen Beziehungen zwischen Anbietern und Kunden eine wesentliche Ressource. Entsprechend thematisiert der Beitrag die Bedingungen und Auswirkungen von Vertrauen auf unterschiedlichen Ebenen. Dabei dominiert in Marketing und Vertrieb noch immer eine interpersonale Perspektive. Die Potentiale organisationaler Beziehungsstrategien sind zum gegenwärtigen Zeitpunkt eher schwach beleuchtet, jedoch greift der Beitrag einige Trends für die weitere Ausrichtung der Vertrauensforschung auf, die zukünftig stärker an Bedeutung gewinnen werden. Dabei ist grundsätzlich davon auszugehen, dass bei zunehmend volatilen Rahmenbedingungen das Interesse an Vertrauensfragen auch in Marketing und Vertrieb weiter zunimmt.
Der vorliegende Artikel beleuchtet die grundsätzlichen Möglichkeiten der Integration von Funktionalitäten der sozialen Medien in Unternehmen. Darauf aufbauend wird Social Commerce als zentraler Gegenstand der Unternehmensführung hergeleitet. Dabei stehen der kundenseitige Kaufprozess und dessen Schnittstellen zu Kommunikationsinstrumenten des Social Webs im Vordergrund. Gezeigt wird die Beeinflussung des individuellen Kaufprozesses durch Social Media. Diese Wirkungsdynamiken sind nachfolgend die Grundlage für die Deskription von möglichen strategischen Einsatzfeldern und Bereichen des Social Commerce in der Unternehmensführung.
Der Kundenservice bietet für das Marketing umfangreiche Ansätze zur Differenzierung. Dabei zahlen positive Serviceerlebnisse der Kunden auf unterschiedliche Marketingziele ein. Durch Social Media stehen darüber hinaus neue Möglichkeiten für den Servicedialog zur Verfügung. Der vorliegende Beitrag beschreibt die Umsetzung dieser Möglichkeiten bei der Telekom Deutschland GmbH.
The Dow Jones Sustainability Indexes (DJSI) track the performance of companies that lead in corporate sustainability in their respective sectors or in the geographies they operate. The Sustainable Asset Management (SAM) Indexes GmbH publishes and markets the indexes, the so-called Dow Jones Sustainability Indexes in collaboration with SAM. All indexes of the DJSI family are assessed according to SAM’s Corporate Sustainability AssessmentTM methodology.
Werttreiber Lean Production
(2013)
Steigern Unternehmen, die Lean-Production-Methoden einsetzten, ihren Unternehmenswert, und wenn ja, wie sehr? Das Autorenteam der Hochschule Reutlingen hat das Zusammenspiel der Managementkonzepte Working Capital Management und Wertorientierung untersucht und stellt die ermutigenden Ergebnisse anhand je eines Szenarios für ein Großunternehmen und ein KMU vor.
In the period from the 1950s to 2013, the American Food and Drug Administration (FDA) approved 1346 new molecular entities (NMEs) or new biologics entities (NBEs). On average, the approval rate was 20 NMEs per year. In the past 40 years, the number of new drugs launched into the market increased slightly from 15 NMEs in the 1970s to 25–30 NMEs since the 1990s. The highest number of new drugs approved by FDA was in 1996 and 1997, which might be related to the enactment of the Prescription Drug User Fee Act (PDUFA) in 1993.
The use of Wireless Sensor and Actuator Networks (WSAN) as an enabling technology for Cyber-Physical Systems has increased significantly in recent past. The challenges that arise in different application areas of Cyber- Physical Systems, in general, and in WSAN in particular, are getting the attention of academia and industry both. Since reliability issues for message delivery in wireless communication are of critical importance for certain safety related applications, it is one of the areas that has received significant focus in the research community. Additionally, the diverse needs of different applications put different demands on the lower layers in the protocol stack, thus necessitating such mechanisms in place in the lower layers which enable them to dynamically adapt. Another major issue in the realization of networked wirelessly communicating cyber-physical systems, in general, and WSAN, in particular, is the lack of approaches that tackle the reliability, configurability and application awareness issues together. One could consider tackling these issues in isolation. However, the interplay between these issues create such challenges that make the application developers spend more time on meeting these challenges, and that too not in very optimal ways, than spending their time on solving the problems related to the application being developed. Starting from some fundamental concepts, general issues and problems in cyber-physical systems, this chapter discusses such issues like energy-efficiency, application and channel-awareness for networked wirelessly communicating cyber-physical systems. Additionally, the chapter describes a middleware approach called CEACH, which is an acronym for Configurable, Energy-efficient, Application- and Channel-aware Clustering based middleware service for cyber-physical systems. The state of-the art in the area of cyberphysical systems with a special focus on communication reliability, configurability, application- and channel-awareness is described in the chapter. The chapter also describes how these features have been considered in the CEACH approach. Important node level and network level characteristics and their significance vis-àvis the design of applications for cyber physical systems is also discussed. The issue of adaptively controlling the impact of these factors vis-à-vis the application demands and network conditions is also discussed. The chapter also includes a description of Fuzzy-CEACH which is an extension of CEACH middleware service and which uses fuzzy logic principles. The fuzzy descriptors used in different stages of Fuzzy-CEACH have also been described. The fuzzy inference engine used in the Fuzzy-CEACH cluster head election process is described in detail. The Rule-Bases used by fuzzy inference engine in different stages of Fuzzy-CEACH is also included to show an insightful description of the protocol. The chapter also discusses in detail the experimental results validating the authenticity of the presented concepts in the CEACH approach. The applicability of the CEACH middleware service in different application scenarios in the domain of cyberphysical systems is also discussed. The chapter concludes by shedding light on the Publish-Subscribe mechanisms in distributed event-based systems and showing how they can make use of the CEACH middleware to reliably communicate detected events to the event-consumers or the actuators if the WSAN is modeled as a distributed event-based system.
Ambush Marketing im Sport : wie Nicht-Sponsoren Sportveranstaltungen zur Markenkommunikation nutzen
(2014)
Insbesondere internationale sportliche Großereignisse wie Fußball-Welt- und Europameisterschaften oder Olympische Spiele bilden für zahlreiche Unternehmen die ideale Plattform, um ihr Markenmanagement und ihre kommunikative Zielgruppenansprache in ein attraktives sportliches Umfeld einzubetten. Sport-Event-Veranstalter verkaufen deshalb privilegierte Vermarktungsrechte ihres Events an offizielle Sponsoren, die im Gegenzug exklusive Möglichkeiten erwerben, das Event werblich für sich zu nutzen. Ambush Marketing dagegen kennzeichnet die Vorgehensweise von Unternehmen, die keine Vermarktungsrechte an einer Veranstaltung besitzen, aber dennoch durch ihre Marketingmaßnahmen in unterschiedlicher Art und Weise eine Verbindung zu diesem Event aufbauen. Der Grat zwischen der Verletzung von Sponsorenrechten und kreativ-innovativer Kommunikationspolitik ist dabei oft sehr schmal, weswegen Ambush Marketing kontrovers diskutiert…diskutiert wird.
The capability of the method of Immersion transmission ellipsometry (ITE) (Jung et al. Int Patent WO, 2004/109260) to not only determine three-dimensional refractive indices in anisotropic thin films (which was already possible in the past), but even their gradients along the z-direction (perpendicular to the film plane) is investigated in this paper. It is shown that the determination of orientation gradients in deep-sub-lm films becomes possible by applying ITE in combination with reflection ellipsometry. The technique is supplemented by atomic force microscopy for measuring the film thickness. For a photooriented thin film, no gradient was found, as expected. For a photo-oriented film, which was subsequently annealed in a nematic liquid crystalline phase, an order was found similar to the one applied in vertically aligned nematic displays, with a tilt angle varying along the z-direction. For fresh films, gradients were only detected for the refractive index perpendicular to the film plane, as expected.
Stent graft visualization and planning tool for endovascular surgery using finite element analysis
(2014)
Purpose: A new approach to optimize stent graft selection for endovascular aortic repair is the use of finite element analysis. Once the finite element model is created and solved, a software module is needed to view the simulation results in the clinical work environment. A new tool for Interpretation of simulation results, named Medical Postprocessor, that enables comparison of different stent graft configurations and products was designed, implemented and tested. Methods Aortic endovascular stent graft ring forces and sealing states in the vessel landing zone of three different configurations were provided in a surgical planning software using the Medical Imaging Interaction Tool Kit (MITK) Software system. For data interpretation, software modules for 2D and 3D presentations were implemented. Ten surgeons evaluated the software features of the Medical Postprocessor. These surgeons performed usability tests and answered questionnaires based on their experience with the system.
Results: The Medical Postprocessor visualization system enabled vascular surgeons to determine the configuration with the highest overall fixation force in 16 ± 6 s, best proximal sealing in 56±24 s and highest proximal fixation force in 38 ± 12 s. The majority considered the multiformat data provided helpful and found the Medical Postprocessor to be an efficient decision support system for stent graft selection. The evaluation of the user interface results in an ISONORMconform user interface (113.5 points).
Conclusion: The Medical Postprocessor visualization Software tool for analyzing stent graft properties was evaluated by vascular surgeons. The results show that the software can assist the interpretation of simulation results to optimize stent graft configuration and sizing.
Intra-operative fluoroscopy-guided assistance system for transcatheter aortic valve implantation
(2014)
A new surgical assistance system has been developed to assist the correct positioning of the AVP during transapical TAVI. The developed assistance system automatically defines the target area for implanting the AVP under live 2-D fluoroscopy guidance. Moreover, this surgical assistance system works with low levels of contrast agent for the final deployment of AVP, reducing therefore long-term negative effects, such as renal failure in the elderly and high-risk patients.
Several diseases occur due to asbestos exposure. Until today, asbestos predicted mortality and morbidity will increase because of the long latency period. Actually, the methods to investigate asbestos related disease are mostly invasive. Therefore, the aim of the present paper was to investigate, whether signals in human breath could be correlated to Asbestos related lung diseases using a multi-capillary column (MCC) connected to an ion mobility spectrometer (IMS) as non-invasive method. Here, the breath samples of 10 mL of 25 patients suffering from asbestos related diseases. This group includes patients with asbestos related pleural thickening with and without pulmonary fibrosis. Twelve healthy persons constitute the control group and the breath samples are compared with those of the BK4103 patients. In total 83 peaks are found in the IMS-Chromatogram. A discrimination was possible with p-values <0.001 for two peaks (99.9 %), <0.01 (99 %) for 5 peaks and <0.05 (95 %) for 17 peaks. The most discrimination peaks alpha pinene and 4-ethyltoluol were identified among some others with lower p-values. The corresponding Box-and-Whisker-Plots comparing both groups are presented. In addition, a decision tree including all peaks was created that shows a differentiation with alpha pinene between BK4103 (pleural plaques group) and the control group. In addition, the sensitivity was calculated to 96 %, specificity was 50 %, positive and negative predictive values were 80 % and 86 %. Ion mobility spectrometry was introduced as non-invasive method to separate both groups Asbestos related and healthy. Naturally, the findings need further confirmation on larger population groups, but encourage further investigations, too.
Children undergoing systemic chemotherapy often suffer from severe immunosuppression usually associated to severe neutropenia (neutrophils < 0.5 x 109/l). Clinical courses during those periods range from asymptomatic to septic general conditions. Development of septic symptoms can be very fast and life-threatening. Swift detection of risk factors in those patients is therefore needed. So far no early, rapid and reliable marker or tool exists. Ion-Mobility-Spectrometry coupled with a Multi-Capillary-Column (IMS-MCC) can analyze more than 600 volatile components from exhaled air within a few minutes and hence is a potential, rapid detection-tool. As a proof of concept we measured the exhaled breath of 11 patients with neutropenia and 10 healthy controls ranging from 3 to 18 years of age at the time of measurement. Ten milliliters breath samples were taken at the outpatient clinic and analyzed with an onsite IMS-MCC (BreathDiscovery, B&S Analytik, Dortmund, Germany). Dead-space-volume was adapted to two groups (small 250 ml, large 500 ml). Interestingly 59 differing peaks were measured. Eleven were significantly different (p ≤ 0.05), three of which highly significant (p ≤ 0.01) in Mann-Whitney-Rank-Sum-testing. The corresponding analytes used in the decision tree are 2-Propanol, D-Limonene and Acetone. The analytes with the lowest rank sum identified are 2-Hexanone, Iso-Propylamine and 1-Butanol. Eventually we were able to show a three-step-decision-tree, which discerns the 21 samples except one from each group. Sensitivity was 90 % and specificity was 91 %. Naturally these findings need further confirmation within a bigger population. Our pilot-study proves that Ion-Mobility-Spectrometry coupled with a Multi-Capillary-Column is a feasible rapid diagnostic tool in the setting of a pediatric oncology out-patient clinic for patients 3 years and older. Our first results furthermore encourage additional analysis as to whether patients at risk for septic events during immunosuppression can be diagnosed in advance by rapidly assessing risk factors such as Neutropenia in exhaled breath.
Ion mobility spectrometry coupled to multi capillary columns (MCC/IMS) combines highly sensitive spectrometry with a rapid separation technique. MCC\IMS is widely used for biomedical breath analysis. The identification of molecules in such a complex sample necessitates a reference database. The existing IMS reference databases are still in their infancy and do not allow to actually identify all analytes. With a gas chromatograph coupled to a mass selective detector (GC/MSD) setup in parallel to a MCC/IMS instrumentation we may increase the accuracy of automatic analyte identification. To overcome the time-consuming manual evaluation and comparison of the results of both devices, we developed a software tool MIMA (MS-IMS-Mapper), which can computationally generate analyte layers for MCC/IMS spectra by using the corresponding GC/MSD data. We demonstrate the power of our method by successfully identifying the analytes of a seven-component mixture. In conclusion, the main contribution of MIMA is a fast and easy computational method for assigning analyte names to yet un-assigned signals in MCC/IMS data. We believe that this will greatly impact modern MCC/IMS-based biomarker research by 'giving a name' to previously detected disease-specific molecules.
Online measurement of drug concentrations in patient's breath is a promising approach for individualized dosage. A direct transfer from breath- to blood-concentrations is not possible. Measured exhaled concentrations are following the blood-concentration with a delay in non-steady-state situations. Therefore, it is necessary to integrate the breath-concentration into a pharmacological model. Two different approaches for pharmacokinetic modelling are presented. Usually a 3-compartment model is used for pharmacokinetic calculations of blood concentrations. This 3-compartment model is extended with a 2-compartment model based on the first compartment of the 3-compartment model and a new lung compartment. The second approach is to calculate a time delay of changes in the concentration of the first compartment to describe the lung-concentration. Exemplarily both approaches are used for modelling of exhaled propofol. Based on time series of exhaled propofol measurements using an ion-mobility-spectrometer every minute for 346 min a correlation of calculated plasma and the breath concentration was used for modelling to deliver R2 = 0.99 interdependencies. Including the time delay modelling approach the new compartment coefficient ke0lung was calculated to ke0lung = 0.27 min−1 with R2 = 0.96. The described models are not limited to propofol. They could be used for any kind of drugs, which are measurable in patient's breath.
A configuration-management-database driven approach for fabric-process specification and automation
(2014)
In this paper we describe an approach that integrates a Configuration- Management-Database into fabric-process specification and automation in order to consider different conditions regarding to cloud-services. By implementing our approach, the complexity of fabric processes gets reduced. We developed a prototype by using formal prototyping principles as research methods and integrated the Configuration-Management-Database Command into the Workflow- Management-System Activiti. We used this prototype to evaluate our approach. We implemented three different fabric-processes and show that by using our approach the complexity of these three fabric-processes gets reduced.
Die Erwartungen an Management Reporting sind hoch. Es soll immer effizienter und effektiver werden, dabei zugleich stark wachsende Datenmengen und neue komplexe Strukturen berücksichtigen. Unternehmen können auf diese Veränderungen mit unterschiedlichen Strategien reagieren. Drei Szenarien zeigen, wie das Management Reporting der Zukunft aussehen kann.
The analysis of exhaled metabolites has become a promising field of research in recent decades. Several volatile organic compounds reflecting metabolic disturbance and nutrition status have even been reported. These are particularly important for long-term measurements, as needed in medical research for detection of disease progression and therapeutic efficacy. In this context, it has become urgent to investigate the effect of fasting and glucose treatment for breath analysis. In the present study, we used amodel of ventilated rats that fasted for 12 h prior to the experiment. Ten rats per group were randomly assigned for continuous intravenous infusion without glucose or an infusion including 25 mg glucose per 100 g per hour during an observation period of 12 h. Exhaled gas was analysed using multicapillary column ion-mobility spectrometry. Analytes were identified by the BS-MCC/IMS database (version 1209; B & S Analytik, Dortmund, Germany). Glucose infusion led to a significant increase in blood glucose levels (p<0.05 at 4 h and thereafter) and cardiac output (p<0.05 at 4 h and thereafter). During the observation period, 39 peaks were found collectively. There were significant differences between groups in the concentration of ten volatile organic compounds: p<0.001 at 4 h and thereafter for isoprene, cyclohexanone, acetone, p-cymol, 2-hexanone, phenylacetylene, and one unknown compound, and p<0.001 at 8 h and thereafter for 1-pentanol, 1-propanol, and 2-heptanol. Our results indicate that for long-term measurement, fasting and the withholding of glucose could contribute to changes of volatile metabolites in exhaled air.
Stress is recognized as a factor of predominant disease and in the future the costs for treatment will increase. The presented approach tries to detect stress in a very basic and easy to implement way, so that the cost for the device and effort to wear it remain low. The user should benefit from the fact that the system offers an easy interface reporting the status of his body in real time. In parallel, the system provides interfaces to pass the obtained data forward for further processing and (professional) analyses, in case the user agrees. The system is designed to be used in every day’s activities and it is not restricted to laboratory use or environments. The implementation of the enhanced prototype shows that the detection of stress and the reporting can be managed using correlation plots and automatic pattern recognition even on a very light weighted microcontroller platform.