LS ABWL und Besondere des Marketing und des Innovationsmanagement
Refine
Year of publication
Document Type
- Part of a book (chapter) (68)
- Conference Proceeding (56)
- Article (40)
- Scientific journal article peer-reviewed (18)
- Doctoral thesis (17)
- Scientific journal article not peer-reviewed (16)
- Report (12)
- Book (publisher) (7)
- Book (2)
- Habilitation (1)
Keywords
- eLearning (5)
- Elderly people (3)
- Evaluation (3)
- Conjoint analysis (2)
- Konflikte (2)
- Netzwerke (2)
- New Product Development (2)
- Planspiel (2)
- Produktentwicklung (2)
- Promotoren (2)
Institute
BTU
Open innovation and the integration of external sources have become increasingly important for the automotive industry. Users and customers possessing needs and problems are major sources for innovative ideas. The idea generation can be supported by the use of specific methods and instruments. This study investigates internal and external sources of innovative ideas and the use of voice-of-customer (VoC) methods in the German automotive industry. A special focus is on the lead user method which involves users who are ahead of the market making them attractive sources for innovative ideas. The findings show that easy to use VoC methods are mostly used to gather customer wants and needs. Nevertheless, more complex methods such as the lead user method proved advantageous with regard to the quality and quantity of innovative ideas. Because negative aspects became less important with increasing usage frequency, their usage should be encouraged.
Nowadays, the lead user method is a state of the art method used to generate breakthrough innovations for the new product development. Since the lead user method was successfully applied in generating simple products for business-to-business environments, the contribution of lead users in a complex product environment is highly controversial. This research adopts this to generate future complex IT-security solutions for business-to-business environments in the energy sector. The combined approach of lead user intelligence and voice of the customer techniques is expected to lower the risk of an unreliable product development and to fasten the lead user method. The empirical findings show an appropriate lead user method fitting small- and medium-sized enterprises (SMEs) restricted resources and requirements of effective research and development processes in a high-technology environment. It further enables SMEs to specify and parameterise future products according to reliable and user verified data within development processes.
Since its introduction into the marketing literature by Martilla and James, the Importance-Performance Analysis has proven multiple times to be a cost-effective technique for measuring attribute importance and performance of services for the customer. Additionally, it gives managers valuable hints in order to improve their products and services. However, despite a long list of successful applications overtime one critical aspect remains—the validation of the importance values by direct measurement. Besides the limitations and critics that accompanied with stated importance techniques, a lot of research results show that it is better to use direct methods in place of indirect measures. Some researchers suggest measuring the customers’ priority structure to compensate the critical points within the direct questioning. This study shows how the critical incident technique can be helpful for the validation of such results.
Entrepreneurship Education
(2010)
Online reviews by users have become an increasingly important source of information. This is true not only for new users of goods or services, but also for their producers. They extend the insight into the acceptance of new goods and services, e.g. at the point of sale, from a mere sales and usage quantity oriented point of view to a cause and effect oriented one. Since online reviews by consumers of many goods and services are nowadays widespread and easily available on the internet, the question arises whether their analysis can replace the more traditional approaches to measure technology acceptance, e.g., using questionnaires with TAM (Technology Acceptance Model) items. This paper tries to answer this question using IKEA's mobile catalogue app as an example. For comparisons reasons, data on the acceptance of the current version of this catalogue is collected in four different ways, (1) as answers to batteries of TAM items, (2) as assignments to pre-defined adjective pairs, (3) as textual likes and dislikes of users (simulating online reviews), and (4) as publicly available (real) reviews by users. The source for (1)–(3) is a survey with a sample of respondents, the source for (4) an online forum. The data is analyzed using partial least squares (PLS) for TAM modelling and text mining for pre-processing the textual data. The results are promising: it seems that data collection via surveys can be replaced – with some reservations – by the analysis of publicly available (real) online reviews.
Die Marktsegmentierung ist eines der meist diskutierten Themen im Marketing. Eine kaum genutzte Datengrundlage stellt dabei die inhaltsbasierte Auswertung digitaler Bilder dar. Digitale Bilder nehmen in der heutigen Gesellschaft einen immer größeren Stellenwert ein und werden zunehmend öffentlich verbreitet. Für die Marktforschung entstehen somit zahlreiche neue Daten, welche neue Erkenntnisse liefern können. Vor diesem Hintergrund verfolgt Ines Daniel die Frage, ob Fotografien die Aktivitäten, Meinungen und Interessen ihrer Besitzer reflektieren. Zudem prüft sie, ob und wie probandenseitig bereit gestellte Fotografien die Datenerhebung und -auswertung erweitern können. Das entwickelte Konzept zur Fotografie gestützten Lebensstilsegmentierung wurde mittels zweier empirischer Untersuchungen validiert.
Krankenhäuser sind Ansprechpartner zur Behandlung und Prävention von Verletzungen. Um Verletzungen und deren Ursachen zu erfassen, sind Informationssysteme notwendig. Diese besitzen noch keinen ausreichenden Standard, was den kooperativen Aufbau einer Verletzungs- und Unfalldatenbank verhindert. Mit dem EU-Pilotprojekt „Joint Action on Monitoring Injuries in Europe“ (JAMIE) ist der Weg zu einer länderübergreifenden Datenbank nachhaltiger Unfallprävention aufgezeigt. Krankenhäuser, deren Stakeholder und Patienten profitieren vom gemeinsamen Austausch über Unfallursachen, Auswirkungen und abgeleiteter Handlungsempfehlungen für Produzenten von unfallrelevanten Produkten. Dies steigert die Qualität der Behandlung und dient dem erfolgreichen Bestehen im Krankenhauswettbewerb. Dieser Beitrag erläutert das JAMIE-Konzept und gibt Handlungsempfehlungen zur Verbreitung des JAMIE-Gedankens in Krankenhäusern.
Die Paper werden begutachtet:
The goal of the review process is to select a number of papers that will stimulate discussion and the development of new knowledge, with preference given to empirical research. Some of the papers will inevitably be more fully developed than others; however, it is hoped that each author will gain insights during the conference that will strengthen their research and introduce them to other scholars who share their interests.
The review process examines over 300 submissions each year. Authors submit an extended abstract of about 500 words in length. This abstract should identify the central research question, introduce the most important references and describe the methodology, empirical base, analysis, and results. Each abstract is evaluated by two or three members of the scientific committee. All are senior professors who are well positioned internationally in the field. Each abstract is evaluated using the following points.
"Too many Cooks Spoil the Broth": Key Persons and Their Roles in Inter-Organizational Innovations
(2013)
Key persons can play an important role in the development and diffusion of new products, processes or technologies. Their functions, contributions and interactions within companies have been subject to numerous investigations. From a theoretical point of view, promotor theory focuses on several specialists to overcome different barriers to innovation, while champion theory concentrates on generalists playing multiple roles. Empirical results point to generalists being better suited for highly innovative projects, but on the other hand different roles should preferably be played by different key persons. A central gap in the literature is that this issue has not been investigated sufficiently so far in an inter-organizational context. The questions are: Is role accumulation beneficial for innovation project performance with respect to the key persons? Is role accumulation even more advantageous with increasing degrees of innovativeness? A sample of 107 innovation projects where small and medium-sized enterprises take part is used as a unit of analysis. The network manager served as the respondent. A measurement approach based on an extended Rasch scale was introduced for this purpose. The results show that indeed ‘too many cooks spoil the broth’: Instead of many single-role players in each organization, we need a few multiple role players in an inter-organizational context.
There are many different approaches to measure dissimilarities between images on the basis of color
histograms. Some of them operate fast but generate results in contradiction to human perception. Others
yield better results, especially the Earth Mover’s Distance (EMD) (Rubner et al., Int J Comput Vis,
40(2):99–121, 2000), but its computational complexity prevents its usage in large databases (Ling et
al., IEEE Trans Pattern Anal Mach Intell, 29(5):840–853, 2007). This paper presents a new intuitive
intelligible approximation of EMD. The empirical study tries to answer the question whether the good
results of EMD justify its long computation time. We tested several distances with images that were
changed by normally-distributed failures and evaluate their results by means of the adjusted Rand index
(Hubert et al., J Classif, 2:193–218, 1985).