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Die Entwicklung eines Medizinproduktes benötigt in der Regel mehrere Jahre. Gesetzliche Vorgaben, wie zum Beispiel das Medizinprodukte Durchführungsgesetz, bestimmen, welche Schritte während der Entwicklung durchgeführt werden müssen. Deren Einhaltung muss in der technischen Dokumentation nachgewiesen werden. Die darin enthaltenen technischen Dokumente entstehen im Verlauf der Entwicklung. Diese bauen aufeinander auf und verweisen sich gegenseitig. Dadurch entstehen heterogene und unübersichtliche Strukturen. Eine Lösung für dieses Problem bietet Traceability. Traceability sorgt dafür, dass die Anforderungen an das Medizinprodukt mit Dokumenten, wie dem Anforderungskatalog, Lastenheft oder der Spezifikation verknüpft werden können. Somit ist jederzeit nachvollziehbar, welche Anforderungen mit welchem Test, welchen Änderungen oder welchen Ergebnissen zusammenhängen. Ein wichtiger Prozess bei der Entwicklung von Medizinprodukten ist zudem das Usability Engineering, wodurch die Sicherheit eines Medizinprodukts sichergestellt und Risiken bei der Anwendung minimiert werden sollen. In diesem Prozess entstehen viele Artefakte, wie zum Beispiel Usability-Berichte. Um den Überblick über alle Usability-Daten behalten zu können, können diese mithilfe von Traceability verknüpft werden. In diesem Artikel wird herausgestellt, welche Voraussetzungen für das Usability Engineering in der Medizintechnik an Traceability gestellt
werden.
Sole value – the sneaker resale market :
an explorative analysis of the sneaker resale market
(2018)
The purpose of this explorative research paper is to examine the sneaker resale market and its typical processes in order to give a comprehensive overview over the secondary market for limited edition sneakers. Hypotheses are presented that will be analysed with the empirical research methods of expert interviews and sales data analysis. Amongst other findings, this paper shows that there is a complementary relationship between sneaker brands and the resale market; that product limitation is essential for value increases; that collaborations are necessary for sneaker brands to be relevant on the resale market and that the market is very fragmented. All combined circumstances described in this paper explain the sneaker resale market and its processes. Additionally, some outlooks on the future will be given with the help of expert interviewees and current developments on the market will be discussed.
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.
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.
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.
Die für Deutschland verfügbaren Studien zur Digitalen Transformation in klein- und mittelständischen Unternehmen (KMU) sind sich weitgehend einig. KMU tun sich mit dem Thema Digitalisierung schwer. Der vorliegende Beitrag diskutiert, weshalb KMU an der Digitalen Transformation scheitern und was dagegen getan werden kann.
This is the first copy of JIEBS. The papers it presents are the result of a call for papers CEBS made in 2011. We actually received far more interesting papers and research reports than expected.They all passed a double blind review and the papers naturally are the original work of the named authors. The choice we finally made was also influenced by the topic of the CEBS annual conference 2011, namely the influence of infrastructure and skilled labour on Indo-European Business. The papers analyse structure and explain many issues related to this, they raise questions and point towards areas for further research and they form the nucleus of this new and currently only scientific platform for Indo-European business studies.
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.
India’s growth: perspectives for Indo-European business “Skilled labour in India: bridging the gap”
(2011)
The following paper is based on a survey conducted for ESB Business School and will show how German companies perceive India’s labour market. Besides existing geographical and sectoral gaps we will reveal gaps in the required qualification profile. Thinking merely of hard qualification factors like education levels, skills etc., though, would be short-sighted. Often cited intercultural qualifications also play an important role.
What can be done? What should be done to bridge these gaps? These will be the leading questions of this chapter. We will discuss some solutions – not forgetting that the problems German companies face are complex and knowing there is no ideal way. However, we will see that some of the most urgent problems can be solved or reduced by Indo-European or Indo-German co operation models in the field of vocational training and institutions of higher education.
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.
Since 2000, Indian special economic zones were established with the intention to attract foreign direct investment. We present a first empirical assessment with new data from 1980 to 2010 and evaluate the outcome after 10 years. In general, our empirical results confirm that special economic zones attract FDI statistical significantly. Another finding of the study is that open economies with stable inflation attract more FDI than small and closed economies.
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.
After definition and the history of podcasts, in this book the role of podcasts in the communication strategy is mapped out. Podcast production, podcast types, podcast structures, and podcast advertising are explained. Podcast audiences and podcast in the fashion industry are introduced.
In a thorough explorative analysis, a general exploration of the podcast offering of the fashion sector was conducted. Then a selected podcast analysis with evaluation and conclusion, including a discussion of the future use of podcasts closes this book.
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.
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.
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 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.