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In order to be innovative, an organisation has to utilise the skills of all its employees. Implementing the potential of women, older staff members as well as people with different backgrounds leads to more creative ideas, new approaches and results in more innovative products. But how can a company use the innovative potential of its diverse workforce? And how can customer diversity be used to create innovations?
This book answers these questions as well as many more related to the topic of diversity management and innovation. Special emphasis is put on the role of women in the innovation system. Therefore, the language and effects of pictures used in job advertisements are addressed. Moreover, measures to advocate highly innovative women are identified including their demands regarding workplace requirements.
In addition, the book deals with diversity management in both publicly traded companies and public institutions. The involvement of children as Lead Users along the product development process is addressed as well. Given the fact that innovation does not only comprise products, but also services, a separate chapter focusing on the effect of Diversity on service innovations is included.
Customer relationship management (CRM) is one of the most frequently adopted management tools and has received much attention in the literature. From a company-wide perspective, CRM is viewed as a complex process requiring interventions in different company areas. Previous research has already highlighted the pitfalls and failures related to a partial and incomplete view of CRM. This study advances research on CRM by investigating the impact of the relative implementation time according to which interventions are implemented in different areas (customer management, CRM technology, organizational alignment, and CRM strategy) on CRM performance. The results of the empirical study reveal that compared to other critical CRM activities, a later implementation of organizational alignment activities has a negative impact on performance. Further, our results show that CRM implementations do not equally address the areas of customer acquisition, growth, and loyalty, since this clearly depends on company objectives and also on geographical differences.
The sound of brands
(2019)
The aim of this research paper is to both examine and conceptualise the concept of audio branding. Audio branding is an important part of the overall brand management concept and corporate identity. Strong brands ease the choice for customers and convey values and a certain quality promise. Branding is of vital importance. It needs to be acknowledged that only 0.004% of all outer stimuli reach the human consciousness. Therefore, audio branding is a way to further strengthen the overall brand awareness. This leads to an emotional connection with a brand.
This study strives to determine the characteristics of audio branding and to analyse the corporate audio branding of Audi. The result of this research study is the suggestion of the use of audio branding in a way that fits the overall brand picture. Otherwise, the brand communication is inconsistent, and this could lead to a misunderstanding of the brand values for customers. The analysis of the Audi corporate sound design might be beneficial for practitioners. The overall evaluation of the concept of audio branding contributes to the existing body of literature in branding.
Relationship marketing is an important issue in every business. Knowing the customers and establishing, maintaining and enhancing long-term customer relationships is a key component of long-term business success. Considering that sport is such big business today, it is surprising that this crucial approach to marketing has yet to be fully recognised either in literature or in the sports business itself. Relationship Marketing in Sports aims to fill this void by discussing and reformulating the principles of relationship marketing and by demonstrating how relationship marketing can be successfully applied in practice within a sports context. Written by a unique author team of academic and practitioner experience, the book provides the reader with: the first book to apply the principles of relationship marketing specifically to a sports context case studies from around the world to provide a uniquely global approach applicable worldwide strong pedagogical features including learning outcomes, overviews, discussion questions, glossary, guided reading and web links practical advice for professional, semi-professional and non-professional sporting organisations a companion website providing web links, case studies and PowerPoint slides for lecturers. Relationship Marketing in Sports is crucial reading for both students and professionals alike and marks a turning point in the marketing of sports.
Ambush marketing in sports
(2013)
Ambush marketing is a strategy by which a company or organisation uses their marketing communications to associate themselves with an event without being an official sponsor or authorised partner or licensee. It has become a particular concern in the marketing of major sports events, with international sponsorship and branding properties worth many millions of dollars. Ambush Marketing in Sports is the first book to offer comprehensive analysis of the theoretical and practical implications of ambush marketing.
Drawing on cutting-edge empirical research data, the book outlines an innovative model for understanding ambush marketing and offers practical advice for all stakeholders, from sponsors and event organisers to media organisations. The book examines the opportunities and the risks of ambush marketing, assesses the legal, ethical and business dimensions, and offers advice for preventing ambush marketing in a range of contexts. Fully supported throughout with examples and cases from major international sports events, such as the FIFA World Cup and the Olympic Games, this book is important reading for any student, researcher or practitioner with an interest in sport marketing, sport business or event management.
Game theory is the study of how people behave in strategic situatons. By "strategic" we mean a situation in which each person, when deciding what actions to take, must consider how others might respond to that action. Like other fields in economics, game theory consists of a collection of models. The understanding that game-theoretic models give is particularly relevant in the social, political, and economic areas.
Behavioral economics links social, cognitive and emotional elements to help understand and explain the economic decision-making of individuals and institutions. The focus of research in behavioral economics is on individual choice and the motives underlying that choice. This study booklet introduces the key features and ideas of behavioral economics.
Research organisations are not only contributing to sustainable development but also contribute to scientific findings. As key influencers of innovation; employers and publicly funded research organisations not only have the social mandate to deal with their responsibilities regarding the environment and society, but also drive to understand their social responsibility for their employees and the impact on research and operational processes. Sponsored by the German Federal Ministry for Education and Research (BMBF), this paper presents the results of the joint research project; LENA—Guidelines for Sustainability Management and describes how 3 of Germany’s biggest research organisations (Fraunhofer-Gesellschaft, Leibniz Association and Helmholtz Association) face current challenges in human resource management of research organisations by the integration of a common understanding of sustainability and a broad-based framework. The empirical basis is built by a qualitative organisational ethnographical study which reflects the expert knowledge, everyday experiences and the subject-oriented interpretation of sustainability in human resource management. The result derives concrete recommendations for the institutional practice and offers structured and methodologically proven options for action addressing the stakeholders in human resource management in research institutions.
The limited focus on particular research designs, data analysis methods, and research objects frequently characterise customer research projects. However, standard practice regarding researching certain phenomena is not always correct, and, in many cases, could provide misleading results. In this paper, we call for a more holistic approach to customer research, which considers the entire research design and data analysis toolbox, while also recognising the importance of consumer groups other than costumers. At the same time, we call for using simple data analysis methods, which often suffice to show relevant effects, instead of overemphasising method complexity as is often the case in top-tier journals. Based on our discussion, we offer researchers and practitioners concrete recommendations for advancing their research design and data analyses.
This paper studies whether a monetary union needs a fical union in particular in the Eurozone. On 1 January 1999, despite controversial debates, the rule-based Economic and Monetary Union (EMU) started without a fiscal union. I show that there is weak economic convergence in the EMU since 18 years. In addition, I argue that a fiscal union does not solve the past disintegration failures.
I demonstrate that the major flaws are domestic policy failures and not institutional failures in the euro area. Consequently, establishing a monetary union without having a political union is a risky strategy. Indeed, the rule-based architecture of Maastricht is not guilty for the crisis alone. The root causes are the political flaws aligned with the rather weak enforcement of the rules. I propose a genuine redesign of the rule-based paradigm without a fiscal union. Yet a monetary union without a fiscal union works effectively if the rule enforcement is more automatic and independent of domestic and European policy-making.
This paper looks at the case of Reutlingen University (Hochschule Reutlingen), a university with a reputation for international student mobility. It examines how the university strives to fulfil its mandate to prepare ‘industry-ready’ graduates for the global industry by providing an international practice-oriented education. The key focus is on its efforts to establish credit-bearing internship programmes for international students, an area where the institution has ramped up its activities in recent years. Internships for international students is understood to encompass both domestic internships for international students (exchange and degree-seeking students) as well as internships abroad for home-grown degree-seeking students. The paper presents models and approaches that seek to ensure the quality of the international internship experience. It discusses challenges that the university has encountered on the way and makes suggestions about how to create internship opportunities against the backdrop of competing demands and expectations.
In order to decouple economic growth from global material consumption it is necessary to implement material efficiency strategies at the level of single enterprises and their supply chains, and to implement circular economy aspects. Manufacturing firms face multiple implementation challenges like cost limitations, competition, innovation and stakeholder pressure, and supplier and customer relationships, among others
. An extended evaluation of triggers and barriers to improve material efficiency in manufacturing companies, along the supply chain and concerning circular economy considerations is provided. This paper delivers an extended literature review, a critical discussion of the current situation and resulting challenges concerning material efficiency approaches in manufacturing supply chains. Finally, a conclusion and outlook on further research direction is given.
Learning factories present a promising environment for education, training and research, especially in manufacturing related areas which are a main driver for wealth creation in any nation. While numerous learning factories have been built in industry and academia in the last decades, a comprehensive scientific overview of the topic is still missing. This paper intends to close this gap establishing the state of the art of learning factories. The motivations, historic background, and the didactic foundations of learning factories are outlined. Definitions of the term learning factory and the corresponding morphological model are provided. An overview of existing learning factory approaches in industry and academia is provided, showing the broad range of different applications and varying contents. The state of the art of learning factories curricula design and their use to enhance learning and research as well as potentials and limitations are presented. Conclusions and an outlook on further research priorities are offered.
In this paper we claim that a competitive analysis with new players entering a market requires a specific and systems-based analysis. System dynamics provides such an approach. We infer from our study that established premium automobile manufacturers could have identified a possible threat by a newcomer like Tesla earlier with using system dynamics. In particular, we postulate that a feedback view supports decision makers to better understand the significance of competitive information and perceive information faster and more reliably.
In a corporation’s financial life “going public” by means of an IPO is probably the single most important decision. It turns a private company into a public one. Our book will provide an inside view of the IPO process. On the one hand, it draws on the insights of an experienced investment banker, who has gone through numerous IPO transactions. On the other hand, it relates the story of an actual IPO through the eyes of a Chief Executive Officer who has taken two of his companies public. This unique double perspective is our book’s defining feature. We do not discuss initial public offerings in a textbook style fashion. What we would like to bring out is a more comprehensive portrayal of a “once-in-a-lifetime” event for most companies and their management, alike.
The Football World Cup 2014
(2017)
International sporting events such as the Football World Cup constitute the ideal platform for companies to implement their target-group-specific marketing communications. Therefore, sporting event organisers sell exclusive marketing rights for their events to official sponsors. In return, these sponsors acquire exclusive opportunities to utilise the event for their own marketing purposes.
Ambush marketing is the method used by companies that do not actually hold marketing rights to an event, but still use marketing activities in diverse ways to establish a connection to it. The philosophy of ambush marketing consists of achieving conventional marketing objectives using unconventional methods. However, it creates the risk of fines or punishment, since companies that use these strategies even though they do not have sponsorship rights are violating legal requirements.
This case study introduces and analyses the marketing communications tools of sports sponsorship and ambush marketing.