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Die Faszination des "Touchpoint Airport" und der Trend hin zu immer mehr Mobilität machen Flughäfen für die werbungtreibende Wirtschaft zunehmend interessanter. Das belegen die Wachstumsraten der Out-of-Home-Werbung an Flughäfen und die Investitionen der Airports in analoge wie innovative digitale Medien. Der Grund dafür ist einfach: überdurchschnittlich kaufkräftige Zielgruppen lassen sich mit Flughafenwerbung über ihre gesamte Customer-Journey in einem besonderen Umfeld emotional ansprechen. Starken Brands bieten Airports die ideale Bühne für eine nachhaltige Markeninszenierung. Doch wie genau funktioniert Airport-Werbung, für welche Unternehmen eignet sich ein werblicher Auftritt am Flughafen, welche Zielgruppen lassen sich am Airport erreichen und wer sind die kompetenten Ansprechpartner für Airport-Werbung? Diese und viele weitere Fragen beantwortet das Jahrhuch Aiport Marketing 2020.
Digitale Transformation: Können Sie den Begriff noch hören, ohne mit den Augen zu rollen? Auch wenn der Begriff in aller Munde ist, besteht immer noch große Verwirrung darüber, was eigentlich so neu daran sein soll. Immerhin setzen Unternehmen ja (digitale) Informationstechnologien (IT) seit Jahrzehnten ein, um Geschäftsprozesse zu verbessern.
Der Girlboss Mythos : die gesellschaftlichen und ökonomischen Perspektiven der Gender-Debatte
(2019)
Faktisch sind Frauen heute gleichberechtigt. Sie haben die gleichen Chancen, Rechte und Möglichkeiten wie Männer. Dennoch weisen maßgebliche Studien darauf hin, dass die Anzahl von Frauen auf allen Führungsebenen stagniert oder nur im Schneckentempo wächst. In der medialen Diskussion rund um das Thema Frauen im Management ist die Welt auf den ersten Blick in zwei Lager geteilt. Ein Lager stellt ernüchtert fest, dass Frauen selbst Schuld sind an ihrer Situation. Oft werden hier gerade erfolgreiche Frauen zitiert, die ihren Geschlechtsgenossinnen den nötigen Erfolgswillen oder die Opferbereitschaft absprechen. Das andere Lager scheint die Sachlage genau entgegengesetzt zu beurteilen. Überall gut ausgebildete, hochmotivierte Frauen, die an Glasdecken stoßen oder denen von der Gesellschaft im Allgemeinen und Männern im Besonderen die Türen versperrt werden. Dieses Buch trägt zu einer wissenschaftlich nüchternen Diskussion bei, um die aktuelle gesellschaftspolitische Situation differenzierter und abseits von abgegriffenen Dogmen zu betrachten.
The use of gamification in workplace learning to encourage employee motivation and engagement
(2019)
When we think about playing a game, be it a card game, board game, sport, or video game, we generally associate the act of playing with a positive experience like having fun, enjoying the interaction with others, or feeling a greater motivation to reach a certain goal. By contrast, workplace learning is often perceived as being dull. Employees are likely at some point in their career to find themselves stuck in a rigidly defined seminar for a long period of time or in front of their computer navigating through a mandatory e-learning course on a dry topic such as standards of business conduct of safety policies.
In recent years, organizations have tried to leverage the motivating quality of games for more serious learning contexts. Gamification entails transferring those elements and principles from games to nongaming context that improve user experience and engagement. In this chapter, we will specifically focus on the context of workplace learning.
Many researchers have explored the phenomenon of intercultural communication since Edward T. Hall first brought it to light in the late 1950s. Although the literature is quite extensive, the ongoing sociopolitical struggles are evidence that even in the twenty-first century, society has limited intercultural as well as intracultural communication competence. This limited understanding continues to bring about discord in every facet of life, including work.
The modern workforce is expected to possess certain knowledge, skills, and attitudes that are inherently different from those expected from previous generations. Due to globalization, intercultural competence and highly effective communication skills are at the top of the list - a working knowledge of English as the lingua franca of today's business world can be considered as a first step.
There is no denying that organizations, whether domestic or global, whether educational, governmental, or business, are undergoing rapid transformation. However, what is causing it? Prompted by the need to remain relevant and competitive, organizations constantly try to reinvent themselves. Those that do not, according to the laws of economics, will simply serve no purpose and will eventually cease to exist. Regardless of sector or industry, an organization's success pivots around its human talent. Hence, it is crucial to manage it and cultivate certain traits, knowledge, and skills. In today's global economy, organizations are more interconnected than ever before and thus the challenges they face require that employees possess not only expert knowledge, problem-solving, cross-cultural, and cross-functional teaming skills, but also good communications skills and agile thinking.
Indicators of disruption potentials - analysis of the blockchain technology’s potential impact
(2019)
The goal of this paper was to answer the question whether blockchain has the potential to become a disruption according to Clayton Christensen’s disruption theory. Therefore, the theory and the five characteristics that define the process of disruption were outlined in the first part of the paper. That and the following explanation of the blockchain technology served as the basis for the analysis and evaluation in chapters four to seven. For the analysis, three applications of the DLT, namely payment methods, intermediaries, as well as data storage and transfer, were considered. The fulfillment of the five characteristics of disruption was assessed using an example for each of the three applications.
Additionally, the paper might serve as a basis for future research on the topic, once the technology develops further, since it is generally hard to tell whether the fourth and fifth characteristics are fulfilled by blockchain at this point. Therefore, the results of the paper also back criticism of Christensen’s theory regarding its usefulness for predictions.
This paper suggests that, in the financial services industry, too, the impact of blockchain will be significant. However, given the manifoldness of the services that are part of the industry, it cannot generally be concluded whether the DLT will disrupt the industry. For example, in services related to payment methods, blockchain is unlikely to follow disruptive pattern, despite the recent hype surrounding blockchain-based cryptocurrencies. However, regarding data storage and transfer, the technology might as well follow disruptive pattern in the financial services industry just as the application of blockchain solutions has been doing in the healthcare industry.
Haptic softness is a central product attribute for many fabric-related retailers. Can those retailers use music - an easy to implement in-store atmospheric cue - to influence consumers' perception of this central product attribute? Across four studies, this research shows that high (vs. low) music softness enhances consumers' haptic softness perceptions. We argue that this cross-modal effect occurs owing to a transfer of softness-related associations from the auditory to the haptic modality. To better inform retail practice, we examine three managerially relevant boundary conditions at the product and store levels.
Seit über 160 Jahren ist die Hochschule Reutlingen ein Innovationsmtor in der Region. Die Webschule zur Förderung der Textilindustrie entwickelt sich in dieser Zeit zu einer der größten Hochschulen für angewandte Wissenschaften im Land. An fünf Fakultäten studieren mehr als 5500 Fach- und Führungskräfte von morgen - praxisnah und mit internationaler Ausrichtung.