330 Wirtschaft
Refine
Document Type
- Journal article (241)
- Book (101)
- Book chapter (87)
- Conference proceeding (68)
- Working Paper (17)
- Doctoral Thesis (11)
- Anthology (9)
- Review (4)
- Report (3)
- Patent / Standard / Guidelines (2)
Is part of the Bibliography
- yes (545)
Institute
- ESB Business School (419)
- Texoversum (59)
- Informatik (44)
- Technik (17)
- Life Sciences (7)
Publisher
- Universitätsbibliothek Tübingen (58)
- Springer (53)
- Hochschule Reutlingen (27)
- Springer Gabler (22)
- MIM, Marken-Institut München (20)
- Lange (13)
- Thexis Verlag (13)
- LIT (12)
- Emerald (11)
- Elsevier (10)
Entwicklung eines Portfolios von Energieeffizienzdienstleistungen für kommunale EVU. - Kurzfassung
(2016)
Purpose: The purpose of this paper is to examine the service of the new business model Curated Shopping in the fashion industry as well as to analyze if the service provides a higher costumer added value in comparison to traditional services in retail stores and e-commerce platforms. It gives implications to curated shop operators how to optimize the service in each stage of the customer buying process.
Design/methodology/approach: The research methodology applied is an empirical study that uses the principal of mystery shopping in order to investigate the provided services during the selling process.
Findings: The study showed that information about the customer should be collected carefully and as holistic as possible in order to assort a suitable outfit. The consumer is able to benefit from the service by saving time and enjoying a stress-free way of shopping. Nevertheless there are limitations in the personal service to give individual and inspiring advice by the curator caused by the physical distance to the customer.
Research limitations: The survey was conducted under 10 mystery shoppers and 4 curated shop operators in Germany, limiting findings to these mystery shoppers and operators.
Practical implications: One implication for the shop operators is to collect consumer information carefully and expand the assortment and brand portfolio in order to provide fashion goods to inspire the consumer. The shop operators are on the right track still there is huge potential to provide a more shopper-oriented service.
Purpose: The purpose of this study was to investigate the value of the web representation of certain fashion hot spots and how these results can be shown on fashion maps in an illustrated way.
Design/methodology/approach: A new ranking was created, which was evaluated with a self-instructed index, to gain solid results. Numbers were collected from Google, Instagram, Facebook, Twitter and web.alert.io. Additionally, fashion maps were created for an illustrative visualization of the results.
Findings: Compared with the ranking of a trend forecasting agency, called Global Language Monitor, which concepted a ranking of non-virtual fashion cities, the web representation and therefore the ranking of the research project, differs mainly in the situation of the cities among the first 10, viz. the rank on which a city occurs, but fewer in the actual cities mentioned.
Research limitations: The research was limited to subjective analysis of data, leading to partly subjective results, as well as the selected number of social media platforms, that had been used.
Originality/value: This is the first study to explore the web representation value of fashion metropolises in comparison to their non-virtual ranking. The results are partly based on results that already existed, concerning transformations of fashion cities or in general which cities own the status of a fashion city.
Efficiency in supply chain risk management (SCRM) is a major topic in industries with serial production and a complex supply chain due to limited management and financial resources. A high number of possible risk situations and intertwined processes create a more challenging environment for resource allocation. Managers cannot perform SCRM in all possible supply chain areas and hence have to decide where available resources should be utilised for highest possible risk reduction. This makes it important to quickly and systematically evaluate input and output relationships among risk mitigation actions to determine which actions are deployed first for efficient risk level reduction. This paper introduces a new SCRM method based on the failure mode and effects analysis (FMEA) in order to perform an efficiency-oriented risk action prioritisation. By considering the cost-benefit evaluation of identified risk mitigation actions for each assessed risk and by determining the implementation effort for risk mitigation actions, also considered as the cost for realising a specific risk action the method allows finding those risk and risk mitigation actions, which are most efficient for risk reduction and should be implemented first in the process of risk steering.
This case study describes the emerging customized omnichannel loyalty solution of Marc O’Polo from a customer’s perspective. After the introduction of Marc O’Polo and their general omnichannel strategy, the loyalty program is described in detail, like Marc O’Polo for members and the mobile app, social media, direct mail and in-store capabilities. A discussion chapter closes the case study with research implications and open questions for Marc O’Polo.
Loyalty programs become more important in an omnichannel environment of fashion retail business. After the definition of customer loyalty and loyalty programs the main characteristics of omnichannel loyalty programs are described. As touchpoints of omnichannel loyalty programs mobile, social media, direct mail and in-store capabilities are detailed. A discussion chapter closes with recommendations for fashion retailers.
This case study of Breuninger aims to analyze how Breuninger adapts to the emerging omnichannel environment in fashion business. From a consumer’s perspective Breuninger and the general omnichannel strategy of Breuninger is explained, before the loyalty program of Breuninger is analyzed in detail. Key factors as the mobile app and the mobile Breuninger card, social media, direct mail and in-store capabilities are described. A discussion chapter finalizes the case.
There is no doubt that the amplification of channel integration towards an omni-channel structure is a powerful idea whose time has finally come. The digitally cross-linked world postulates all-encompassing, ubiquitous, and unobtrusive future services. In the concomitant, increasingly competitive market, retailers are starting to lay the foundation for omnichannel, meeting the expectations of a digitally cunning audience wanting their shopping experience to be as seamless and uncomplicated as possible. Nevertheless, recent researches show that there are still enough avenues for further research on omnichannel. Until now, the performance of companies was solely considered by experts from a suppliers’ point of view. It would be rather interesting to find out whether the desire to meet the increased cus-tomer expectations is also recognized by the customers themselves. This paper seeks to answering how the purchasing behavior has changed and what customers demand. In addition, it elaborates the opportunities that are promoted by omni-channel. Searching out all the effects, the paper will get to a final step, where it can be attested how the omnichannel performance of fashion and lifestyle retailers can be measured from a consumers’ perspective by developing an exclusive index. The study is confined to four fashion and lifestyle retailers: Hugo Boss AG, Levi Strauss & Co, Pull and Bear as well as COS. Using the scientific method of mystery shopping and a multi-item checklist including 54 key performance indicators, the paper aims to examine to which extend the four selected retailers provide a seamless customer journey, according to the five decision-making phases.
In a globalized world the importance of a proper segmentation method for identifying target consumers has been increasing. Vast majority of the research in this area focuses on the usage or development of different techniques. Lifestyle is a good criterion for dividing people into groups which then can be better targeted. This article addresses the research question, which classical methods exist to segment markets with the aid of lifestyle. The purpose of this paper is to illustrate several instruments, such as A.I.O., Roper Consumer Styles, VALS-Method, the Sinus-Milieus, Sigma-Milieus, RISC-Method and Semiometrie but also Discriminant and Conjoint Analysis which proved of value in the past. Furthermore it deals with the benefits of this methods but weaknesses are also considered. Therefore several existing literature is examined, and information is collected by institutes providing the typologies. Obvious is, that new methods e.g. predictive analytics already play a major role in marketing, because it can be found much literature about it. In the literature research also appear research implications, because besides the provided information from institutes and journals, there is hardly no data to find if and how companies use the instruments. Furthermore, some important databases cannot be scanned because they are not accessible without paying.
The following paper is dealing with the issue on which actual consumer lifestyle segmentation methods there are for particular European countries and accordingly for Europe as a whole. This is important for corporations to be able to place their products accurately by a consumer orientated marketing concerning the constant change of values and minds. Researching current literature, internet sources and documents, the state of the science is presented by a detailed description of the most popular lifestyle segmentation methods used in European countries. In addition to that, these instruments are discussed individually and then compared to each other. All instruments, the Sinus-Milieus, Euro-Socio-Styles, Roper-Consumer-Styles, RISC and Mosaic, are serving the same purpose even so they differ pretty much from each other. Each market research company has its own method to generate their model just as different segments and definitions for them. Furthermore every segmentation method is illustrated in a different way. This paper demonstrates all these instruments in detail and shows its advantages and disadvantages. Summing up literature research concerning the main research question, there are several models segmenting consumers in different lifestyle groups for e.g. in Germany, France or Great Britain, but still less models referring to the entire European market.
Knowing your customer, i.e. your target market, is critical for the success of a company and its’ products. The current socio-demographic changes in the United States issue new challenges to marketers and practitioners. Actual fashion consumer seg-mentation approaches within the United States have received little attention in media and scholarly literature. Therefore, the aim of this paper is to present the existing academic literature addressing fashion consumer style preferences, particularly highlighting the most promising consumer groups within the United States: Hispanics and African-Americans. For this, a literature review was chosen with a subsequent critical discussion and comparison of both segments including findings of academic researches as well as market research agencies and actual lifestyle clustering approaches regarding these consumer groups. The findings show, whilst the published literature on consumer segmentation in the apparel industry provides only a surficial understanding of the fashion buying behaviors of Hispanics and Black Americans, it could be found that both ethnic groups are highly interested in fashion, price sensitive, and they are over indexed in apparel spending habits. Especially within the Hispanic population factors such as age and level of acculturation play a vital role in the purchasing choice of apparel, footwear and accessories and require further research.
This research is about Omnichannel Retailing and addresses the question how the omnichanneling of retailers in the fashion market can be measured. Our sources will include books, interviews, newspapers and scientific databases.
Omnichanneling is a current topic in the fashion market, retailers all over the world face the question on how to adapt to the challenges Omnichannel Retailing sets. We are going to define what Omnichanneling is by explaining the differences between Multiple-, Multi-, Cross- and Omnichannel Retailing. After we defined omnichanneling itself, we took a set of 26 retailers to evaluate regarding their Omnichannel capabilities. Then we create an index with criteria that can measure the Omnichannel capability of each retailer.
The Omnichannel Score is based on 31 criteria, which analyze the retailers in offline, online, mobile and social aspects enables to see differences between retailers. Our findings were that retailers in the US fashion market are more advanced in Omnichannel Retailing than retailers in the German fashion market. Our top three Omnichannel retailers were Sears with an Omnichannel Score of 91, followed by KOHL’S and Marks&Spencer, both with a Omnichannel Score of 88. The best Omnichannel Retailer from Germany was Adidas with the fourth place and an Omnichannel Score of 81.
Purpose of this research paper is to assess the state of the art concerning the relevance of consumer segmentation models in the fashion industry with regards to current changes in technology, market structure and consumer behavior.
The paper is composed of a qualitative literature review and an empirical study in form of a survey. They are contrasted in order to identify both similarities and differences.
Findings reveal that consumer segmentation is still relevant. Notwithstanding, an adaptation of classification models is necessary according to occurring changes. External models, segmenting consumers by means of lifestyle or fashion typologies, are used. However, it is striking that most companies of the empirical study already apply internal segmentation models with tendency to rise. Moreover, research has shown that consumer classification models in the USA make use of different criteria than in Europe.
Language barriers within the literature review and a low sample size in the empirical study give research limitations. Future management implications can be directed to the identification of procedures for the efficient application of internal segmentation models.
In times of e-commerce and digitalization, new markets are opening, young companies have the possibility to grow and new perspectives arise in terms of customer relationship. Customers require more possibilities of personalization. In the same time, companies have access to new and especially more information about the customer. Seems like it was a correlation that could evolve greatly if there weren't privacy issues. Vast amount of data about consumers are collected in Big Data warehouses. These shall be analyzed via predictive analytics and customers shall be classified by algorithms like clustering models, propensity models or collaborative filtering. All these subjects are growing in importance, as they are shaping the global marketing landscape. Marketers develop together with IT scientists new ways of analyzing customer databases and benefit from more accurate segmentation methods as that have been used until now. The following paper shall provide a literature review on new methods of consumer segmentation regarding the high inflow of new information via e-commerce. It will introduce readers in the subject of predictive analytics and will discuss several predictive models. The writing of the paper is not based on own empirical researches, but shall serve as a reference text for further researches. A conclusion will complete the paper.
Like many others, fashion companies have to deal with a global and very competitive environment. Thus companies rely on accurate sales forecasts - as key success factor of an efficient supply chain management. However, forecasters have to take into account some specificities of the fashion industry. To respond to these constraints, a variety of different forecasting methods exists, including new, computer-based predictive analytics. After the evaluation of different methods, their application to the fashion industry is investigated through semi structured expert interviews. Despite several benefits predictive analytics is not yet frequently used in practice. This research does not only reflect an industry profile, but also gives important insights about the future potential and obstacles of predictive analytics.
Geschäftsmodelle in der Energiewirtschaft : ein Kompendium von der Methodik bis zur Anwendung
(2017)
Ob Student oder Angestellter, Forscher oder Unternehmer, Politiker oder Dozent, ob im Start-up oder im Unternehmens-Oldie „Energieversorger“ – heute kommt vermeintlich keiner ohne ein gutes Geschäftsmodell aus. Warum ist das so? Was macht Geschäftsmodelle zu „fleißigen Lieschen“ nicht nur der Betriebswirtschaftslehre, sondern auch der Ingenieure, Volkswirte oder Informatiker? Das Geschäftsmodell beschreibt das Prinzip, nach dem eine Organisation Werte schafft, vermittelt und erfasst. Es ermöglicht durch diese Vereinfachung und Strukturierung eine leichtere Kommunikation und Analyse des Gesamtkonstrukts oder seiner Bestandteile. Es dient als Planungsinstrument, mit dessen Hilfe Innovationen effizienter und gezielter identifiziert werden können. Geschäftsmodelle können auf Ebene von Unternehmen oder einzelner Geschäftseinheiten entwickelt werden. Das vorliegende Kompendium dient dem Studenten wie dem Praktiker der Energiewirtschaft als methodische Basis zur eigenständigen Entwicklung von Geschäftsmodellen. Daher wird im 1. Kapitel aus Wissenschaft und Forschung abgeleitet, was ein Geschäftsmodell ist und wie es angewendet wird. Kapitel 2 beschreibt die Herausforderungen der Energiewirtschaft. Die Branche ist seit Jahrzehnten im Wandel. Neue Technologien zur (dezentralen) Erzeugung, Digitalisierung, sich wandelnde politische Ziele und Instrumente (Liberalisierung, Kernkraftausstieg, Energiewende,…) und neue Kundenbedürfnisse erfordern, dass die Unternehmen – große wie kleine, etablierte wie neue Anbieter, in öffentlichem wie in privatem Eigentum – angesichts erodierender Margen und zunehmendem Wettbewerb in diesem Umfeld erfolgversprechende Wege in die Zukunft suchen. Schon mit dem Begriff „Geschäftsmodell“ wird heute die Hoffnung eines Heilsbringers in diesem Dickicht erhofft, dem natürlich ein Strukturierungsinstrument – mehr ist das Geschäftsmodell schließlich nicht – nicht gerecht werden kann. In Kapitel 3 werden im Prinzip bekannte Geschäftsmodelle der Energiewirtschaft geschildert, sowie ihre Patterns, angelehnt an andere Branchen, ausdifferenziert. Dies sollte dem relativen Neuling den Einstieg in die Branche erleichtern und dem nach neuen Geschäftsmodellen Suchenden die Basis für eigene Innovation bieten. In Kapitel 4 werden Geschäftsmodelle für virtuelle Kraftwerke geschildert. Anhand dieses Beispiels wird auch ausgeführt, wie Geschäftsmodelle von Partnern entlang der Wertschöpfungskette ineinander greifen müssen. Im letzten Kapitel 5 wird schließlich auf Erfolgsfaktoren zur Entwicklung und Umsetzung von Geschäftsmodellen eingegangen.
Farben umgeben den Menschen tagtäglich und beeinflussen unser Befinden und Verhalten – teils bewusst, teils unbewusst. Diese Tatsache veranlasst auch das Marketing, sich mit den Wirkungen von Farben auseinanderzusetzen, um diese gezielt anwenden zu können. Der richtige Einsatz von Farben im Marketing kann die (Werbe-)Botschaft und die gewünschte Wirkung einer Aktivität oder Marke unterstützen und zudem Aufmerksamkeit bei Konsumenten generieren. Die Erkenntnisse über Wirkungen von Farben im Marketing sind somit entscheidend für die Wahrnehmung der Konsumenten sowie für den Erfolg des Marketings eines Unternehmens. Im Rahmen dieser Arbeit werden zunächst Farben und deren Wirkungen im Hinblick auf die Farbsymbolik sowie Farbkombinationen und Farbtöne beschrieben. Im Anschluss wird auf den Einsatz von Farben im Marketing eingegangen. Anhand von Beispielen aus der Marketing-Praxis werden Farben als Element der Corporate Identity sowie der Marke vorgestellt und die Anwendung von Farben in der Werbung analysiert. Zur Verdeutlichung der Wirkung von Farben im Marketing wird ein Moodboard für einen Aktionsartikel des Discounters ALDI Süd entworfen. Abschließend werden die Erkenntnisse zusammengefasst und eine Handlungsempfehlung für den Einsatz von Farben im Marketing ausgesprochen.
Marketing mit Instagram
(2017)
In einer reizüberfluteten Konsumgesellschaft gestaltet es sich nicht immer einfach, potentielle Kunden über den passenden Kanal zu erreichen. Für die Markenpositionierung müssen steigende Budgets in die Produktion von qualitativ hochwertigen Inhalten investiert werden, um durch den wachsenden digitalen Wettbewerb Authentizität und Relevanz für den Konsumenten zu wahren. Dabei ist der Fokus längst von der reinen Werbebotschaft zum "Storytelling" gewandert. Die Bedeutung der Erlebnisqualität einer Marke rückt in den Vordergrund, denn die Zielgruppe möchte nicht nur den objektiven Mehrwert erfahren, sondern zugleich eine spannende Geschichte, die sie auch selbst mit dem Produkt oder der Dienstleistung erleben können. Durch die Zunahme des mobilen Konsums von Content finden gerade soziale Netzwerke wie Instagram bei der Planung der Marketing-Aktivitäten eines Unternehmens steigende Beachtung. Im Textileinzelhandel wird diese Erkenntnis bereits seit längerer Zeit aktiv genutzt, nicht so im deutschen Lebensmitteleinzelhandel. Vor diesem Hintergrund stellt sich die Frage, ob eine ästhetische Inszenierung von Lebensmitteln auf Instagram überhaupt beim Rezipienten ankommt? Die Antwort ist eindeutig: Amerikanische Unternehmen wie Wholefoods machen es vor. Mit über 1,9 Millionen Abonnenten und fast 2.500 geposteten Beiträgen (Stand Februar 2017) erfreut sich das Unternehmensprofil des Lebensmitteleinzelhändlers aus Texas großer Beliebtheit. Marketing mit Instagram und Le-bensmittel kann also erfolgreich verknüpft werden, aber wie? Dies soll im Rahmen der vorliegenden Arbeit untersucht werden.