650 Management
Refine
Document Type
- Journal article (136)
- Book chapter (82)
- Conference proceeding (47)
- Book (41)
- Doctoral Thesis (5)
- Anthology (5)
- Working Paper (5)
- Review (2)
- Report (1)
Is part of the Bibliography
- yes (324)
Institute
- ESB Business School (240)
- Informatik (54)
- Texoversum (23)
- Technik (6)
- Life Sciences (2)
Publisher
- Springer (60)
- Springer Gabler (36)
- MIT Center for Information Systems Research (13)
- Schäffer-Poeschel (11)
- Erich Schmidt (10)
- Haufe (8)
- Emerald (6)
- Verl.-Gruppe Handelsblatt (6)
- Wiley (6)
- Center for Promoting Education and Research (5)
EBIT & Co.
(2017)
Eine ganze Reihe von Kennzahlen wird in der Betriebswirtschaftslehre zur Ermittlung und Steuerung des Unternehmensgewinns verwendet. Doch nicht alle eignen sich für denselben Zweck. Je nach Fragestellung sollten unterschiedliche Kennzahlen herangezogen werden. Ihre Interpretation muss nicht zuletzt auch branchenspezifisch erfolgen.
Wege der Gewinnermittlung
(2017)
Macht ein Unternehmen Gewinn, heißt dies nicht notwendigerweise, dass alles „in trockenen Tüchern“ ist. Die entscheidende Frage ist, wie der Gewinn ermittelt wurde, denn nur mit dem richtigen Verfahren erhält man auch den geeigneten Blickwinkel – auf den Erfolg eines einzelnen Geschäfts, auf den Gewinn einer Periode, auf das Betriebsvermögen, auf die Liquidität oder auf die Bilanz.
Durch die Digitalisierung und Vernetzung der Industrieproduktion werden sich Arbeitsinhalte und Arbeitsprozesse in den nächsten zehn Jahren stark verändern. Allerdings ist bislang unklar, wie sie sich verändern, welche neuen Anforderungen sich daraus für die Beschäftigten ergeben und mit welchen Kompetenzen die MitarbeiterInnen für die neue Arbeitswelt gerüstet sind. In diesem Beitrag zeigen wir anhand einer qualitativen Fallstudie bei einem Automobilhersteller, dass die durch Industrie 4.0 hervorgerufenen Veränderungen zu mehr Vielfalt und Komplexität bei den Prozessen und Aufgaben der MitarbeiterInnen führen sowie höhere Flexibilität verlangen. Zudem nehmen die Kommunikationsanforderungen zu und auch die technologische Unterstützung gewinnt an Bedeutung. Um diese Herausforderungen zu bewältigen, benötigen MitarbeiterInnen vor allem ein breiteres Spektrum an Fach- und Methodenkompetenzen sowie sozial-kommunikative Kompetenzen.
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.
Best Practice-Modelle und Change- Weisheiten erfreuen sich großer Beliebtheit, was sich wohl damit erklären lässt, dass sie bei den Verantwortlichen komplexitätsreduzierend wirken und Unsicherheit abbauen. Allerdings sind Organisationen voller Widersprüche, reagieren oft irrational und folgen nicht unbedingt den durchgeplanten Entwürfen des Change Managements. Manche Fragen in Organisationen sind unlösbar, und die Organisationen pendeln bei ihrer Lösungssuche zwischen entgegengesetzten Polen hin und her. Best Practices können als Idealvorstellungen die in sie gesetzten Erwartungen oft nicht erfüllen. Dort, wo sie an ihre Grenzen stoßen, erscheint es ratsam, sich auf die fundamentalen Kräfte des Wandels wie Paradoxien, Ambiguität, Komplexität und Nicht-Steuerbarkeit einzulassen.
Für Führungskräfte sind Widersprüche und paradoxe Spannungen eine alltägliche Erfahrung. Dennoch sehen viele Führungskräfte Widersprüche als etwas an, das »eigentlich« nicht da sein sollte. Häufig blenden sie die widersprüchlichen Signale aus und ignorieren die Paradoxie. Oder sie nehmen die Spannungen als störend und belastend wahr und versuchen die Paradoxie zu lösen. Die Management- und Organisationsforschung zeigt jedoch: Paradoxien sind in Organisationen omnipräsent. Und sie sind nicht dauerhaft lösbar. Welche Konsequenzen hat das für unser Verständnis von Management?
Das Internet ist längst ein fester Bestandteil in den Marketing- und Vertriebsstrategien. Doch auch mit dem Einsatz von Onlinewerbung, Suchmaschinenoptimierung und der Nutzung von Social Media ist es Unternehmen oft nicht möglich, die erhoffte Aufmerksamkeit zu erhalten und die gewünschte Wirkung von Botschaften auf die Kunden zu erzielen. Mithilfe einer strukturierten Zusammenarbeit mit sogenannten Social Influencern ist es auch im B2B-Bereich möglich, ein authentisches und glaubhaftes Image aufzubauen.
Um einen reibungslosen Produktionsablauf zu gewährleisten und Produktionsstillstände zu vermeiden, ist eine kontinuierliche Materialverfügbarkeit erforderlich. Bei der Auswahl von Materialbereitstellungsprinzipien gilt es, unternehmensspezifische Gegebenheiten zu berücksichtigen. Der vorliegende Beitrag zeigt am Beispiel der ERBE Elektromedizin GmbH, Tübingen, ein mögliches Vorgehen.
Social networks, smart portable devices, Internet of Things (IoT) on base of technologies like analytics for big data and cloud services are emerging to support flexible connected products and agile services as the new wave of digital transformation. Biological metaphors of living and adaptable ecosystems with service-oriented enterprise architectures provide the foundation for self-optimizing and resilient run-time environments for intelligent business services and related distributed information systems. We are extending Enterprise Architecture (EA) with mechanisms for flexible adaptation and evolution of information systems having distributed IoT and other micro-granular digital architecture to support next digitization products, services, and processes. Our aim is to support flexibility and agile transformation for both IT and business capabilities through adaptive digital enterprise architectures. The present research paper investigates additionally decision mechanisms in the context of multi-perspective explorations of enterprise services and Internet of Things architectures by extending original enterprise architecture reference models with state of art elements for architectural engineering and digitization.
In times of dynamic markets, enterprises have to be agile to be able to quickly react to market influences. Due to the increasing digitization of products, the enterprise IT often is affected when business models change. Enterprise Architecture Management (EAM) targets a holistic view of the enterprise’ IT and their relations to the business. However, Enterprise Architectures (EA) are complex structures consisting of many layers, artifacts and relationships between them. Thus, analyzing EA is a very complex task for stakeholders. Visualizations are common vehicles to support analysis. However, in practice visualization capabilities lack flexibility and interactivity. A solution to improve the support of stakeholders in analyzing EAs might be the application of visual analytics. Starting from a systematic literature review, this article investigates the features of visual analytics relevant for the context of EAM.
This article studies the development of e-governance over time and across countries. We use a large data sample consisting of 99 developing and 34 OECD countries to study this notion. Firstly, we study the development of e-governance. Secondly, we estimate models to check the determining factors of e-governance over time and across countries. The study reveals that the level of e-governance is determined by the degree of e-participation, online access as well as GDP per capita.
Dieser Beitrag leistet einen Beitrag zur Marketingforschung, da er den jungen aber von zunehmender Relevanz geprägten Forschungsstrang zum Themenkomplex CEM grundlegend entwickelt. Zum einen zeigt das identifizierte Rahmenkonzept auf, dass CEM über einzelne unternehmerische Fähigkeiten wie dem Design von Serviceerlebnissen, das die bisherige CEM-Forschung bestimmt hat, hinausgeht. Zum anderen leistet das Konzept einen Beitrag zur Synthese fragmentierter, aber miteinander zusammenhängender Literaturströmungen in der Marketingforschung ...
While the topic of Customer Relationship Management (CRM) has generated an increasing amount of research attention in recent years, still lacking is a comprehensive overview that helps to explain how companies can implement CRM successfully. To address these issues, this article identifies and discusses factors that are associated with a greater degree of CRM success. More specifically, we identify and discuss determinants on strategy, human resources, information management, structure and processes as well as specific factors within the implementation phase which help to improve CRM success. First, our results indicate that the implementation of CRM processes is associated with better company performance, especially at the relationship initiation and maintenance stage. Second, the findings emphasis a predominant influence of firm-based factors vis-à-vis structural industry, and customer-based factors. Furthermore, cross-functional CRM teams and a top management feeling responsible for CRM projects help to improve CRM success. In addition, internal processes which are related to customer contact points have to be redesigned to enhance the interaction between employees and customers. The current article sheds more light on what really drives CRM success.
Customer prioritization is a common marketing activity in business practice. It aims at an increase in average customer profitability and return on sales by treating important customers more intensively. After a short introduction highlighting the importance of customer prioritzation, the present article provides an overview of key aspects of customer prioritization. First, companies need to select a prioritization criterion, determine the method to identify important customers, and decide on how to treat these customers in a particular way. Second, companies face challenges and need to address key requirements for implementing customer prioritization within a company. Finally, the article emphasizes positive and negative consequences of customer prioritization.
This article highlights three major outcomes from global employability surveys about the topic of gender diversity. Students and graduates of two master programs at ESB Business School of Reutlingen University in Germany were asked about their study programs, their expected and their realized career paths, and their individual well-being. This article highlights selected gender differences that were discovered in the analysis and underlines results on specific gender issues. The three major outcomes are: firstly, men and women work in different industries, functions, and leadership positions; secondly, there is a potential for unfulfilled expectations of young managers regarding their achievement of certain positions and the realization of their private goals; thirdly, by looking at the graduates’ career paths in combination with their well-being, a low level of satisfaction with work-life balance and high levels of stress could be identified. The results give valuable insights into the conceptual world of students at the beginning of their career and as future managers. Looking at gender differences and gender issues leads to interesting findings which can be used for further research and discussions at ESB Business School. By contrasting the outcomes of the alumni survey with outcomes of the student survey, significant differences between the awareness of students and the reality of the graduates concerning gender diversity issues were discovered. The disclosed gap between students’ expectations and the real-life situations of the alumni indicates further areas for discussion. One major question is how students can cope with these challenges and issues of gender diversity management in future management positions as (female) managers while taking corporate social responsibility into consideration.
Systemic Constellation describes an approach that enables practitioners to examine and address typical issues in diversity management from a different, relational perspective. Systemic Constellation utilizes the human ability to recognize the qualities of relationships between two or more people from their spatial alignment to each other (transverbal language) and the capability to illustrate inner pictures by placing humans or objects in a room as representatives (representative perception). Systemic Constellation originated in the field of family therapy and counseling, but through research, guidance work, and teaching activities over the last two decades, it has developed into a generic, structural, constellation logic with multiple methods of application. It has been adapted to a variety of topics and issues, and a number of constellation formats. This article serves as a starting point for the transfer of Systemic Constellation into diversity management. It appears that conventional approaches taught in traditional management classes (such as focusing on tools, setting targets, planning measures, and offering incentives) are of limited use when trying to deal with problematic situations in diversity management. Preliminary trials show that new solutions and insights into deeper underlying dynamics can be gained on personal and institutional levels when applying Systemic Constellation. Participants find the application of the model as very beneficial. Systemic Constellation is grounded in personal experience and particularly in a person’s own experience of the consistency of representative perception. This viewpoint can only be conveyed rudimentarily in a scientific article. Readers should feel encouraged to apply Systemic Constellations themselves and use it in their work, experimentally and professionally. To harness the full potential of Systemic Constellations in diversity management, further research needs to be done.
In 2016, German car manufacturer the Audi Group (AUDI AG) was working on an expanding array of digital innovations. The goals of these innovations varied, and included strengthening customer- and employee-facing processes, digitally enhancing existing products, and developing new, potentially disruptive business models. Audi's IT unit was critical to each of these efforts. This case examines the different ways in which digitization can help to enhance and transform an organization's processes, products, and business models. The case also highlights the challenges that may arise as organizations attempt to expand and diversify their portfolio of digital innovations.
The proliferation of convergence of digital technologies SMACIT (social, mobile, analytics, cloud, and Internet of Things) has created significant threats and opportunities to established companies. Business leaders must rethink their business strategies and develop what we refer to as a digital strategy. Our research shows four keys to successfully defining and executing a digital strategy:
1. zeroing in on a customer engagement or digitized solutions strategy to guide the transformation, 2. building operational excellence, 3. creating a powerful digital services backbone to facilitate rapid innovation and responsiveness, and 4. ensuring ongoing organizational redesign. A list of publications from the research is provided at the end of this document.
The MIT Center for Information Systems Research surveyed 255 executives in 2015 to investigate how companies are managing business complexity. This report details the findings from our analysis of the survey data:
1. Some product complexity adds value, some does not. Specifically, companies with more links (aka integration) in their product and service portfolio are higher performing. - 2. Product variety makes it more difficult for costumers and employees to get things done. These customers and employee difficulties impair a company's performance. - 3. Companies that excel at making it easy for employees and customers to get things done differentiate themselves by applying a set of complexity management practices around enterprise architecture, role reconfiguration, and the use of metrics and incentive systems.
Based on these findings, we recommend that companies make product complexity a strategic chois, invest in the abovementioned complexity management practices, and use costumer and employee dfficulties as key metrics for product innovation.
Recent MIT CISR research found that an obsessive focus on innovation is a characteristic of CIOs of top-performing firms. There are now more ways than ever that a firm can be disrupted by and disruptive with digital innovations. Indeed, a growing number of firms and individuals are using increasingly powerful digital technologies and figuring out ways to develop better products and services, better customer and employee experiences, and new business models. The new digital imperative is to compete with more types of digital innovations - and IT units must refine approaches to producing them. Based on an in-depth caste study, this briefing takes a look at how German car manufacturer AUDI AG has expanded its portfolio of digital innovations.
The digital economy has created intense demands for innovations. Companies are responding in part by creating new digital products and services to meet increasing customer expectations.
MIT CISR findings indicate that product variety is NOT directly related to firm performance, and IS related to increased difficulties for costumers and employees.
Anhand von Übungen und Fallstudien lassen sich in diesem Band die zentralen Kapitel und Themen des Lehrbuchs optimal wiederholen und vertiefen.
Der Aufbau des Übungsbuchs orientiert sich an den wichtigsten im Lehrbuch vorgestellten Controlling- Instrumenten. Zu jedem Werkzeug bietet es Aufgaben und Fragestellungen aus der Praxis.
Mithilfe der umfangreichen Fallstudie der X-presso AG, die auch in Englisch dargestellt wird, können die Studierenden sich die englische Terminologie aneignen. Zusätzlich werden zusammenhängende und anspruchsvollere Aufgabenstellungen auf Prüfungsniveau angeboten.
Mit ausführlichen Lösungsvorschlägen zu jeder Aufgabe. Die 3. Auflage greift alle Aktualisierungen des Lehrbuchs auf.
Das Ziel der vorliegenden Studie war es, den Zusammenhang zwischen der Implementierung von CRM-Prozessen und der Kundenzufriedenheit zu analysieren. Unsere Untersuchung ist einigen grundsätzlichen Beschränkunfen unterworfen. CRM ist immer noch ein relativ junges Forschungsgebiet, dessen Prozesse sich im Zeitablauf mit großer Wahrscheinlichkeit noch weiterentwickeln werden. Manche Praktiken werden als ineffektiv identifiziert und verworfen werden; andere existierende Prozesse werden eine Verbesserung erfahren. Es ist zudem zu erwarten, dass neue Prozesse und Aktivitäten entwickelt und eingeführt werden. Als Folge dieser Entwicklungen ist es möglich, dass die hier berichtete Wirkung auf die Kundenzufriedenheit durch die Implementierung von CRM-Prozessen sich im Laufe der Zeit ebenfalls ändern wird. Ein interessanter Forschungsansatz wäre daher die Beobachtung dieser Evolution im Zeitablauf.
Darüber hinaus muss in dieser Studie beachtet werden, dass die Kundenzufriedenzeit lediglich ein vorökonomisches Ziel des CRM ist. Einzelne Investitionen in eine bestehende Geschäftsbeziehung müssen anhand der Wertigkeit des Kunden für das Unvernehmen vorgenommen werden.Bestehen ferner keine Alternativen zum bisherigen Anbieter, so ist es ökonomisch nicht sinnvoll, Ressourcen zur Steigerung der Kundenzufriedenheit einzusetzen, da ein Wechsel des Anbieters unwahrscheinlich ist.
Schließlich nutzten wir für die vorliegende Studie Skalen zur Einschätzung der Einstellungen der Kunden durch die Unternehmen. Da dieses Vorgehen möglichst genaue Beurteilungen erfordert, kann es sein, dass die Daten gewisse Verzerrungen aufweisen. Zukünftige Forschungsansätze könnten die Studie durch eine ergänzende Einschätzung der Kunden zur Kreuzvalidierung sinnvoll erweitern.
Die Organisationsentwicklung hat eine bewegte Geschichte hinter sich und eine aussichtsreiche Zukunft vor sich. Die Kerngedanken der Organisationsentwicklung, die wesentlich durch die Forschungen von Kurt Lewin und Kollegen beeinflusst wurden, haben die theoretischen Vorstellungen über und praktische Handhabung von intentional gesteuerten Veränderungsprozessen wesentlich beeinflusst. Nachdem die Organisationsentwicklung über die Zeit strategischer und pragmatischer geworden ist, droht sie als eigenständige Methode zunehmend unkenntlich zu werden. In diesem Beitrag wird anhand von zwei Thesen argumentiert, dass eine zukunftsfähige Organisationsentwicklung die Grundidee der Partizipation in einer digitalen Arbeitswelt wieder stärken und sich reflektierter als bislang dem paradoxen Verhältnis zwischen Stabilität und Wandel annehmen müsste. Eine Organisationsentwicklung, die sich mit diesen Themen beschäftigt, ist zukunftsfähig und wird wesentlich die Art und Weise prägen, wie in Organisationen Veränderungen gestaltet werden.
Mitte der siebziger Jahre wurde die Unternehmenskultur als wichtige Einflussgröße für den Unternehmenserfolg erkannt. Der Begriff der Kultur wird jedoch auf vielfache Weise definiert und interpretiert, so dass in der Literatur auch kein Mangel an verschiedenen Auslegungen des Begriffes herrscht. Darüber hinaus werden in Theorie und Praxis häufig weitere Ausdrücke verwandt, die inhaltlich mit dem Begriff Unternehmenskultur übereinstimmen, wie z.B. "Firmenkultur", "Organisationskultur", oder "Corporate Culture". Dadurch ist die Diskussion über Unternehmenskultur geprägt von Missverständnissen. Im Folgenden soll daher ein Überblick gegeben werden, wie Unternehmenskultur definiert werden kann, wie sie entsteht und welche Schlussfolgerungen daraus gezogen werden können.
Fremdkapital ist aktuell „billig“, doch die Investitionstätigkeit von Unternehmen bleibt zurückhaltend. Wer investieren möchte, muss in erster Linie die Höhe der Kapitalkosten berücksichtigen, die im Gegensatz zu den Zinsen nur leicht gesunken sind. Controller brauchen geeignete Ansätze, um zukünftige Kapitalkosten in Investitionsentscheidungen einzubeziehen.
Eine gut funktionierende Logistik ist ein wichtiger Wettbewerbsfaktor. Um ihren Beitrag zum Unternehmenserfolg ermitteln zu können, müssen ihre Kosten aber bestimmbar sein. Daran hapert es häufig. Dabei gibt es Ansätze, um Logistikkosten von anderen Kosten abzugrenzen. Unternehmen müssen nur konkrete Regeln für ihren Einsatz berücksichtigen.
Wer mit Argumenten Veränderungen bewirken will, muss seine Ansprechpartner für seine Lösungsansätze gewinnen. Ob dies gelingt, ist heutzutage keine Frage von rhetorischem Talent und Charisma mehr. Denn Techniken des Storylinings und Storytellings machen eine Professionalisierung betriebswirtschaftlicher Argumentation und Gedankenführung für jedermann möglich.
Assuming that employment prospects in the country of education represent a pull factor for international students to enroll in higher education programs abroad and a selling proposition for higher education institutions campaigning for international students, this study aims at investigating the validity of these prospects. Using a qualitative research approach, in-depth interviews were conducted with recruiters of 12 companies in Germany and Russia. A content analysis was applied to identify and compare employment opportunities and barriers for international graduates with domestic degrees at individual, organizational, and institutional levels. Findings include that country-specific human capital components are highly valued by employers, that the organization’s stage of internationalization determines the valuation of human capital components as well as the availability of customized recruiting practices, and that the institutional framewor —particularly the law on labor migration—influences employers’ receptivity for international graduates as well as their international staffing strategies in general. Findings are interpreted on the background of pertinent theoretical perspectives. Conclusions are drawn and recommendations given for international students, higher education institutions, employers, and policy-makers.
Purpose – The purpose of this paper is to discuss the applicability of current benchmarking proposals for small and medium-sized enterprises (SMEs) and to suggest a condensed process for logistics benchmarking in SMEs.
Design/methodology/approach – The paper starts by outlining why the logistics function is of increasing importance for SMEs. It discusses the benefit of logistics benchmarking and typical SME restrictions in benchmarking. Available approaches to benchmarking are discussed and their weaknesses when applied to SME logistics benchmarking are analyzed. The paper develops a new benchmarking process framework for SME logistics benchmarking and reports findings of a case application in three German SMEs.
Kennzahlen zur Liquidität
(2016)
Analysis is an important part of the enterprise architecture management process. Prior to decisions regarding transformation of the enterprise architecture, the current situation and the outcomes of alternative action plans have to be analysed. Many analysis approaches have been proposed by researchers and current enterprise architecture management tools implement analysis functionalities. However, few work has been done structuring and classifying enterprise architecture analysis approaches. This paper collects and extends existing classification schemes, presenting a framework for enterprise architecture analysis classification. For evaluation, a collection of enterprise architecture analysis approaches has been classified based on this framework. As a result, the description of these approaches has been assessed, a common set of important categories for enterprise architecture analysis classification has been derived and suggestions for further development are drawn.
Dieser Artikel zeigt, dass und wie die Ideen, Werkzeuge und Lösungsansätze von Lean Management im Sales-Umfeld genutzt werden können. Es wird verdeutlicht, wie der Wertschöpfungsanteil eigener Vertriebsprozesse gesteigert und gleichzeitig die Verschwendung aus Kundensicht minimiert werden kann. Ein wesentliches Werkzeug stellt hierfür die Methode des Wertstromdesigns dar, die vom Autor und seinen Partnern speziell auf die Besonderheiten von Vertriebsprozessen adaptiert wurde. Fokus ist hierbei das Hervorheben der unterschiedlichsten Arten der Verschwendung innerhalb von Prozessen dieser Art, um so einen Lösungsfindungsprozess zu initiieren. Es wird das Potenzial dieser Methodik verdeutlicht und die Anwendung erläutert. Abschließend wird diskutiert, wie eine Kultur der Veränderung auch innerhalb von Sales-Organisationen realisiert und eine Nachhaltigkeit von Veränderungen gefördert werden kann.
Die "économie des conventions" (EC) leistet einen wertvollen Beitrag dazu, das Geschehen in und zwischen Organisationen zu erklären und kann Führungskräfte dabei unterstützen, reflektierte und fundierte Entscheidungen zu treffen. Der Beitrag zeigt dies exemplarisch anhand einer Personalentscheidung auf. Dadurch bekommen interessierte PraktikerInnen, denen diese Theorie bislang fremd ist, einen ersten Einblick in die Relevanz der "économie des conventions" (EC) für ihre Arbeit.
Der Kunde von heute hat sein Verhalten gewechselt: Er bleibt nicht einem Shop treu, sondern kauft dort, wo es ihm am besten gefällt oder der Preis am günstigsten ist. Die Kundenbindung wird dadurch zu einer neuen Herausforderung, die eine individualisierte Ausrichtung des On- und Off-Site-Marketings fordert.
Bei diesem Prozess sind vor allem zwei Aspekte wichtig: Personalisierung und Dynamisierung. Wie diese anhand von Werbemitteln realisiert werden können, wird in diesem Buch besonders in fünf Teilbereichen nähergebracht:
Targeting
Cross- und Up-Sellings
Banner
Newsletter-Marketing
Pricing-Strategien
Anhand von praxisbezogenen Beiträgen, mit aktuellen Forschungsberichten, Publikationen und Erfolgsbeispielen wird veranschaulicht, worauf im E-Commerce geachtet werden sollte und wie man Online-Shops optimieren kann.
Since there is no denying that transparency is increasingly central to corporate sustainability, the purpose of this paper is a case study on a company’s attempt to be fully transparent, hence, picking up the existent scholarly conversation about uncompromising supply chain transparency. Literature so far was found to be fairly limited, but, following a trend, has been rising in numbers over recent years. Addressing these shortcomings in the methodology, an in-depth literature review about the multiple dimensions of supply chain transparency has been performed and links within supply networks stressed. On this basis, a case study by exemplary illustrating the fashion label Honestby has been drafted and the effort to become the world’s first 100 % transparent company further examined. Findings are discussed whether more supply chain transparency is desirable in any case, obstacles listed and an outlook for this kind of business model has been drawn. The research is clearly limited by the amount of scholarly literature concerning Honestby in particular. Out of this reason, magazines and journal entries are used as reference as well. Only with the extension of the topic itself to supply chain transparency and the literature review beforehand, the paper gained its necessary academic standard. Concerning implications, it needs to be mentioned that even though Honest by demonstrates to be fully transparent, it was not possible to find any public information about the degree of supplier relationship. In particular, concerning the applied control mechanisms used to exert influence and to balance out the power gradient between company and suppliers.
The purpose of this paper is to identify the potential of a fashion fTRACE (ffTRACE) application that gives transparent insight on the supply chain of a fashion item. The research methodology applied to this purpose is a literature review examining academic references. The key findings of this paper are that information plays a major role in the consumer decision process and is therefore beneficial to the demand for sustainable products. Given the right information content in a transparent, credible and understandable way is important. It is found that the functions of such an application would be able to satisfy this consumer demand and therefore has the potential to raise the sales of a sustainable company as well as increase the brand’s awareness and improve its image. While mainly indicating the potentials of the ffTRACE application, their relevance is not examined in this paper.
This study focuses on the different roles of social media for the promotion of a sustainable lifestyle, behaviour and consumption, especially with regard to the typically non-ethical fashion industry. Research findings include eight roles of social media influencing a sustainable consumption contrary to prior research naming one to five impacts. Results show that social media educates and engages the young and ethically interested target group besides increasing supply chain transparency and brand or theme awareness. Furthermore, social media provides a platform for organisations’ relationship management and social interaction since users get empowered to share experiences which leads to a higher level of trust.
The purpose of this paper is to investigate the use of sustainable closed-loop supply chain of the fashion brand Filippa K. Information on green fashion has been gathered and a case study approach on the fashion retailer
Filippa K conducted. Results show a switch in knowledge content between a fast fashion supply chain and a sustainable supply chain. Also there is an evolution in sustainability as companies, retailers, and manufactures suffer under pressure from the customers, governments, and the media. Sustainable fashion brands like Filippa K are interested in sharing precise knowledge on variety of aspects linked to the sustainable closed-loop supply chain. This research paper has been limited by less information and unexplored topics in the theme green fashion. This led to the personal critical disputation with the brand Filippa K.
The purpose of this paper is to study the recycling form of reusing second hand clothing from a conventional fashion brand’s perspective. It should clarify which measures and activities a fashion company needs to integrate in its value chain in order to offer branded second hand merchandise in a self-operated store. The research paper relies on a desk-based research and aims to illustrate the topic by means of a descriptive approach, processing the existing literature. Key findings demonstrate that fashion brands need to integrate complete lifecycle strategies, sustainability communication, and reverse logistics structures, like take-back schemes, for offering second hand clothing. The main limitations evolve from the research design. Further, empirical evidences need to be conducted for a more fundamental understanding of the new business model.
The purpose of this research is to explore current boundaries of the fashion industry’s second hand market and which solutions and approaches can be adopted from the used-car industry. The paper is based on the study of existing literature which deals with sustainability in combination with second hand markets in general and adaptable features of the used-car industry. Adaptable features are found using the business model canvas. The key finding of this study indicates that the fashion industry faces immense social and environmental challenges which can be partly solved by the development of the second hand market. Used-car industry can be seen as role model for fashion retail. In this study only aspects of used-car distribution are highlighted; therefore, characteristics of the recycling of used cars are not examined.
The purpose of this paper is to evaluate consisting consumption patterns caused by fast fashion with a new appearing form of consumption and retaining potentials as an alternative as well as sustainable form of fast fashion consumption. This research is set up on a theoretical background of scientific literature including governmental as well as press releases in order to evaluate the status quo of consumption and answering the research question. A new consumption pattern as well as an appearing economy of sharing can be stated including potential aspects of raising businesses and sustainable alternative forms of fast fashion. The framework of the research is limited to the textile and fashion industry in industrialized countries focusing on consumption in the twenty first century.
The second hand concept indicates a growing trend in clothing recently, leading to growing numbers of second hand shops and developments of new second hand retail forms. This paper concentrates on the current second hand market for fashion products and presents the different motives toward second hand consumption as well as alternative consumption channels for second hand products. The findings of the paper are founded on literature research of academic articles and case studies. Results show that there is a high potential for the second hand market due to the increasing interest of consumers in buying second hand products. The paper concentrates on the second hand market for fashion products in the western society. This means that there was no research on second hand products for disadvantaged people in poor countries. Furthermore, the paper focuses the formal second hand retail channels to see what is already on the market.
The purpose of this paper is to highlight potentials and limitations of the prosumer concept in fashion retail. The paper illustrates the evolution of prosumption and in which directions the concept is being developed. The primary research is based on a literature review containing different sources of academic and non-academic references. Findings suggest that the prosumer concept is no new phenomenon. Recently, it has moved into the focus of companies that have noted that it is efficient when engaging with customers in order to strengthen their brand loyalty. An increasing number of companies offer innovative business models that underlie the concept. However, lately smart prosuming machines are changing the objectives of the concept. Even if the prosumer concept exists since many years and scholars investigate its potentials continuously, it is the fashion industry that has been researched comparatively little up to now.
The purpose of this paper is to define what impacts sustainable manufacturing standards have for retail brands concerning the communication policy and to find possible solutions of how the companies can deal with them. Therefore, sustainable standards and the impacts on the internal and external communication are described. The enclosed discussion finds possible solutions for the negative impacts. A literature discussion has been conducted to investigate the purpose. Generally, there are many impacts fashion retails have to consider, if they want to transform their company to become more sustainable, because only the impacts on a defined part of the communication policy were huge. A limitation of this paper is that the proposals how retailers could deal with the impacts of the transformation of the company toward more sustainability need further research and tests until they are practicable.