@book{HebigTamm2008, author = {Hebig, Michael and Tamm, Gerrit}, title = {Web Mining: mit Kundenorientierung zum Gesch{\"a}ftserfolg}, publisher = {VDM Verlag Dr. M{\"u}ller}, address = {Saarbr{\"u}cken}, isbn = {978-3-639-07933-3}, publisher = {SRH Berlin University of Applied Sciences}, pages = {VII, 123, XV}, year = {2008}, abstract = {Das Buch „Web Mining - mit Kundenorientierung zum Gesch{\"a}ftserfolg" verschafft dem Leser einen Einblick in die Welt des Web Mining. In einem ersten Teil werden die Herkunft, der Prozess sowie die Grenzen des Web Mining detailiert erl{\"a}utert. Anhand eines praktischen Beispiels kommen nachfolgend Web Mining Tools zum Einsatz. So wird aufgezeigt, wie mit Hilfe von Auswertungen der Nutzerdaten Optimierungspotentiale entdeckt und wie daraus Handlungsempfehlungen abgeleitet werden k{\"o}nnen. Durch Anpassen der Websites an die zuvor gewonnenen Nutzerbed{\"u}rfnisse l{\"a}sst sich der Erfolg der Internetpr{\"a}senz erh{\"o}hen. Es wird also veranschaulicht dargestellt, welche M{\"o}glichkeiten z.B. Online-Shop-Betreiber besitzen, um den Umsatz des Unternehmens zu steigern.}, language = {de} } @phdthesis{Tamm2003, author = {Tamm, Gerrit}, title = {Netzbasierte Dienste: Angebot, Nachfrage und Matching}, url = {http://nbn-resolving.de/urn:nbn:de:0298-opus4-6398}, school = {SRH Berlin University of Applied Sciences}, pages = {323}, year = {2003}, abstract = {Die vorliegende Dissertation pr{\"a}sentiert eine umfassende Analyse und Strukturierung des Marktes f{\"u}r netzbasierte Dienste. Basierend auf einer detaillierten Untersuchung des ASP-Angebotes und der ASP-Nachfrage in Europa werden geeignete Institutionen und Informationssubstitute f{\"u}r die Anpassung (Matching) des ASP-Angebotes und der ASP-Nachfrage identifiziert und getestet. Die Strukturierung der Angebotsseite umfasst neben der Bewertung der Marktlage die Entwicklung der ASP-Wertsch{\"o}pfungskette, die Einordnung in die Systematik der digitalen G{\"u}ter, die Beschreibung der ASP-Technologien und -Gesch{\"a}ftsmodelle und den Vergleich des ASP-Gesch{\"a}ftsmodells mit der klassischen Softwarenutzung und dem Konzept der virtuellen Organisationen. Die Ergebnisse der Untersuchungen zeigen vorhandene Defizite in der Informations- und Kommunikationspolitik der ASP-Angebotsseite auf. F{\"u}r die Strukturierung der Nachfrageseite f{\"u}r netzbasierte Dienste werden die Theorien der Auslagerung (Outsourcing) von Informationstechnologien, die Methoden und Instrumente der Kosten- und Nutzenmessung und die Theorie der Transaktionsphasen der Auslagerung angewendet. Kern der wissenschaftlichen Untersuchung bildet die empirische Untersuchung des ASP-Nachfragemarktes in Deutschland und anderen europ{\"a}ischen L{\"a}ndern. Die Erkenntnisse der Analyse des ASP-Angebotes und der ASP-Nachfrage werden gegen{\"u}bergestellt und Methoden zur Abstimmung von ASP-Angebot und Nachfrage mit Hilfe der Transaktionskostentheorie und den Theorien der Informations- und Institutionen{\"o}konomie abgeleitet. Barrieren, Intransparenzen und Informationsasymmetrien werden auf beiden Seiten aufgezeigt und darauf aufbauend Informationssubstitute f{\"u}r netzbasierte Dienste identifiziert. Erfahrungs- und Vertrauenseigenschaften werden mit Hilfe von Informationssubstituten in einem Onlinebefragungsexperiment hinsichtlich der Wahrnehmung, Wirkung und m{\"o}glicher Zahlungsbereitschaften {\"u}berpr{\"u}ft. Aus den Ergebnissen des Onlinebefragungsexperimentes werden Anforderungen an die Informations- und Kommunikationspolitik und Strategien zur Reduzierung der Informationsasymmetrie f{\"u}r netzbasierte Dienste entwickelt. Das Ergebnis der Arbeit ist die Ableitung relevanter Kriterien f{\"u}r die Darstellung und Bewertung der Leistungsb{\"u}ndel netzbasierter Dienste und die Entwicklung von Strategien zur Reduzierung der Transaktionsunsicherheit durch die Identifizierung und Integration von Informationssubstituten f{\"u}r netzbasierte Dienste.}, language = {de} } @incollection{GerkePetruchTamm2010, author = {Gerke, Kerstin and Petruch, Konstantin and Tamm, Gerrit}, title = {Continual Process Improvement Based on ITIL and Process Mining}, series = {Quality Management for IT-Services}, booktitle = {Quality Management for IT-Services}, editor = {Praeg, Claus-Peter}, publisher = {IGI Global}, address = {Hershey}, publisher = {SRH Berlin University of Applied Sciences}, pages = {145 -- 167}, year = {2010}, abstract = {The inherent quality of business processes and their support through information technology (IT) increasingly plays a significant role in the economic success of an organization. More and more business processes are supported through IT services. In order to provide IT services with the required quality and at minimum costs, the importance of effective and efficient IT service management (ITSM) processes is crucial.}, language = {en} } @incollection{StantchevTamm2010, author = {Stantchev, Vladimir and Tamm, Gerrit}, title = {Managing Research Portfolios in the Knowledge Enterprise: a University Spin-Out Case Study}, series = {Organizational, Business, and Technological Aspects of the Knowledge Society}, booktitle = {Organizational, Business, and Technological Aspects of the Knowledge Society}, editor = {Lytras, Miltiadis D.}, publisher = {Springer}, address = {Berlin}, publisher = {SRH Berlin University of Applied Sciences}, pages = {418 -- 423}, year = {2010}, abstract = {Purely knowledge-based activities are of an increasing importance for modern enterprises. Moreover, innovative companies are focusing entirely on such high-profile activities and outsourcing the supporting tasks. In this work we focus on university spin-outs as an example. Such companies often enjoy the provision of administrative infrastructure (e.g., accounting, facilities) within an "incubator" area and can focus exclusively on innovation. The transfer of research ideas to the marketplace typically involves selection and targeted prioritization of these ideas. Project Portfolio Management (PPM) can be a viable framework for this prioritization. The necessary structuring of project ideas can be provided by a standardized process with defined functions (data repository, project assessment, selection, reporting, and portfolio reevaluation). While PPM is generally regarded as beneficial for large organizations, we show that similar benefits can be expected within innovative SMEs. In this work we discuss such benefits and related knowledge and learning strategies.}, language = {en} } @incollection{IbachMalekTamm2006, author = {Ibach, Peter K. and Malek, Miroslaw and Tamm, Gerrit}, title = {Towards a Global Real-Time Enterprise}, series = {Emerging Spatial Information Systems and Applications}, booktitle = {Emerging Spatial Information Systems and Applications}, editor = {Hilton, Brian N.}, publisher = {Idea Group Publishing}, address = {Hershey}, publisher = {SRH Berlin University of Applied Sciences}, pages = {271 -- 309}, year = {2006}, abstract = {Frictionless interoperation of business processes even across enterprise boundaries, complete up-to-date view of the overall status, and full remote control over the business parameters for individuals in charge - this is the holy grail of a "global real-time enterprise". Yet a vision, a number of enabling technologies brought us closer to accomplishing the challenges: Sensing the position of mobile objects and processes status, distributing the status information with "zero latency", discovering it according to specific demands across organisation boundaries, providing and securing uniform service-oriented access to all kinds of entities ranging from smart items to business processes, and aggregating the overwhelming variety of elementary services to form high-value composite services. In this chapter, we overview the enabling technologies that drive the development and further discuss market factors, security and privacy concerns, and standardization processes that have to be considered. Then we propose our SEMALON approach - the SEMAntic LOcation Network - intended as a basic infrastructure for discovery and composition of location based services. Finally we describe our experiences from a case study implementation - the NOMADS Campus - which is a distributed spatial information system for our campus at Humboldt University Berlin.}, language = {en} } @article{GerkeTamm2009, author = {Gerke, Kerstin and Tamm, Gerrit}, title = {Qualit{\"a}tsmanagement zur Steuerung von IT-Prozessen auf der Basis von Referenzmodellen und Process Mining}, series = {HMD Praxis der Wirtschaftsinformatik}, volume = {46}, journal = {HMD Praxis der Wirtschaftsinformatik}, number = {2}, pages = {43 -- 51}, year = {2009}, abstract = {Die Qualit{\"a}t von Gesch{\"a}ftsprozessen entscheidet zunehmend {\"u}ber den wirtschaftlichen Erfolg eines Unternehmens. Die Gesch{\"a}ftsprozesse werden immer st{\"a}rker durch IT-Prozesse unterst{\"u}tzt. Der Beitrag zeigt, wie die IT-Prozesse auf der Grundlage des Referenzmodells IT Infrastructure Library (ITIL) optimiert und mithilfe von Kennzahlen und Process Mining gesteuert werden k{\"o}nnen. Hierf{\"u}r werden auf Basis der Referenzprozesse Sollprozesse bestimmt und Sollkennzahlen festgelegt. Die Istprozesse und deren Kennzahlen werden mithilfe von Process Mining ausgewertet und anschließend mit den Sollprozessen verglichen. Insgesamt k{\"o}nnen Verbesserungspotenziale identifiziert und Handlungsempfehlungen abgeleitet werden. Die Gestaltung und Steuerung ITIL-basierter Customer-Support-Prozesse werden anhand eines Praxisfalles aus einem Customer-Relationship-Management-System erprobt. Vorgehensmodell und Ergebnisse werden in diesem Beitrag vorgestellt.}, language = {de} } @misc{BaierlKreebStraub2015, author = {Baierl, Ronny and Kreeb, Martin and Straub, Matthias}, title = {Crowdsourcing als Instrument einer glaubw{\"u}rdigen CSR-Kommunikation in der Hotelbranche}, year = {2015}, abstract = {Keine Angabe No details}, language = {de} } @inproceedings{Towers2013, author = {Towers, Ian}, title = {It didn't work out like we thought it would: understanding unwanted outcomes of a planned organizational change}, series = {XXXIII Sunbelt Social Networks Conference of the International Network for Social Network Analysis (INSNA), Hamburg}, booktitle = {XXXIII Sunbelt Social Networks Conference of the International Network for Social Network Analysis (INSNA), Hamburg}, year = {2013}, abstract = {Keine Angabe No details}, language = {en} } @inproceedings{Towers2013, author = {Towers, Ian}, title = {Organizational Change: Processes and Levels}, series = {15th IAMB Conference, Lisbon}, booktitle = {15th IAMB Conference, Lisbon}, year = {2013}, abstract = {Keine Angabe No details}, language = {en} } @inproceedings{TowersTernes2013, author = {Towers, Ian and Tern{\`e}s, Anabel}, title = {Change journeys, language and reflexivity}, series = {8th International Conference in Critical Management Studies, Manchester}, booktitle = {8th International Conference in Critical Management Studies, Manchester}, year = {2013}, abstract = {When planned organisational change happens, the members of the organisation experience it in different ways at different times. Their "change journeys" begin with the original response to the change initiative and they pass through a sequence of steps from the initial realisation that there is a discrepancy or inconsistency with pre-existing schemas (i.e. when the individual learns of a change, or perceives that there has been a change) to an actual change in their own schemas (George and Jones, 2001), which is the point where the change journey has (temporarily) ended and the destination been reached. Such a journey becomes possible when individuals start to question their own position(s) in regard to the change, when they start taking into account their own reactions to it together with developments and responses to the change initiative at the meso and macro-level over time. As individuals reach different understandings about themselves during the change process, their change journey itself changes: they may set out for a new destination, or continue to the original destination but follow a different route. Much of the literature on reactions to change ignores the tendency of individuals to pay attention to their own reasons for how they react and tends to view responses to change-especially resistance- almost as an involuntary reflex rather than as part of a complex process of interpretation and action carried out by self-aware individuals. This paper reports on how reflexivity is a vital aspect of the change journey. We carried out a longitudinal, multi-level qualitative study of a planned change initiative at PCo, the Canadian subsidiary of a European pharmaceutical company, which involved the introduction of a new organisational structure- the creation of a matrix structure. Grounded theory was used to guide the research. More than sixty in-depth interviews were carried out over a period of eighteen months. The data from these interviews were supplemented by quantitative data. We describe how members of the organisation thought through what the change was "really" about and what it meant for them. They told stories and passed on anecdotes, which provided a way of demonstrating their own analysis of the change and their role in it, and of then building on this in order to achieve particular goals, like simply securing their own position or moving up the career ladder. We show that there was an element of playfulness in these processes. The employees analysed their own position and changed this according to developments in their groups and in the organisation. For some, it was like playing a game where they had to react to what was going on and change their tactics and strategy. This could then meant replanning their own change journeys. In analysing this process, we pay particular attention to the role of language. Language is not simply a mechanism of communication, but rather a fundamental aspect of organisation and organising (eg Westwood and Linstead, 2001). One view is that organisation exists only through language, leading to views of organisation as text, or as narrative, or as constituted in discourse (e.g. Mumby and Clair, 1997). So there is great value at investigating discourse during change processes because language, in the form of conversations, stories and rumours, is a significant factor in the way change is conceptualised (Balogun and Johnson, 2005). Conversation - "language-based interactions of individuals within organisations" (Woodilla, 1998: 33)- is one of the most common forms of communication in the workplace. Studies of managerial activities (e.g. Mintzberg, 1973) have shown that managers spend a large part of their time in carrying out oral communications. The act of conversation and the content of conversation produce action (Hardy et al., 2000), which indicates why conversations can play an important part in a change process. The way in which organisational members negotiate meaning in the change process is through discursive practices and textual objects (Anderson, 2005). Indeed, coherent language use can play a significant role in the outcome of change initiatives (Sillince, 1999) and there are fragmented and competing discourses within an organisation during a change process. Stories play a significant role in the creation and maintenance of meaning in organisations. Stories are passed from one person to another through conversation, and storytelling is "something done around the water cooler" (Boje at al., 2001: 166). The informal nature of storytelling does not mean that it is not important. Boje (1991) shows how the use of stories enabled change to take place, as when an executive's storytelling enabled him to convince colleagues to move in new direction. Indeed, Tsoukas (2005) argues that organisational change is the process of constructing and sharing new meanings and interpretations of organisational activities. Discourse, then, is a mechanism through which change happens and through which change journeys are planned and re-planned and made. The members of an organisation use discourse in all its various forms to reflect on and change (or not) their own position and to influence the change journeys of others.}, language = {en} } @inproceedings{TowersTernes2013, author = {Towers, Ian and Tern{\`e}s, Anabel}, title = {Become a responsible manager by watching TV}, series = {27th Annual Conference Managing to Make a Difference, Liverpool}, booktitle = {27th Annual Conference Managing to Make a Difference, Liverpool}, year = {2013}, abstract = {Keine Angabe No details}, language = {en} } @inproceedings{TowersTernesShauchenka2013, author = {Towers, Ian and Tern{\`e}s, Anabel and Shauchenka, Natallia}, title = {Testing the impact of gamification on the interest in urban planning}, series = {12th Annual Worldwide Forum on Education and Culture, Rome}, booktitle = {12th Annual Worldwide Forum on Education and Culture, Rome}, year = {2013}, abstract = {Keine Angabe No details}, language = {en} } @misc{TowersTernesShauchenka2013, author = {Towers, Ian and Tern{\`e}s, Anabel and Shauchenka, Natallia}, title = {Testing the impact of gamification on the interest in urban planning}, year = {2013}, abstract = {Keine Angabe No details}, language = {en} } @book{Tamm2003, author = {Tamm, Gerrit}, title = {Konzepte in eCommerce-Anwendungen}, publisher = {SPC TEIA Lehrbuch-Verlag}, address = {Berlin}, isbn = {3-935539-66-5}, publisher = {SRH Berlin University of Applied Sciences}, pages = {551}, year = {2003}, abstract = {Mit diesem Buch erhalten Sie ein umfassendes Grundlagenwissen zum Thema eCommerce-Anwendungen. Nachdem ein detaillierter {\"U}berblick {\"u}ber die Gesch{\"a}ftsmodelle des E-Shop-Marktes, die wesentlichen Aspekte zum Kaufverhalten im Internet und die daraus resultierenden Anforderungen an die Gestaltung eines E-Shops gegeben wird, werden die Entscheidungskriterien f{\"u}r die Auswahl eines geeigneten Shopsystems erarbeitet. Dieses Lehrbuch vermittelt die hierf{\"u}r notwendigen Kenntnisse {\"u}ber das World Wide Web, E-Shopsysteme und deren technische Anforderungen, liefert eine Einf{\"u}hrung zum Online-Marketing und zur Kundenbindung und informiert {\"u}ber wichtige Aspekte zum Thema Sicherheit im elektronischen Gesch{\"a}ftsverkehr sowie des Internet-Rechts. Es soll den Leser bef{\"a}higen, Kriterien f{\"u}r die Eignung eines Shopsystems f{\"u}r einen bestimmten Anwendungszweck zu erarbeiten, diese exemplarisch auf ausgew{\"a}hlte E-Shop-Modelle anzuwenden und den Aufbau eines E-Shops konzeptionell zu planen.}, language = {de} } @book{Tamm2003, author = {Tamm, Gerrit}, title = {Mittelstands-Shop-Systeme: OPENSTORE \& GS ShopBuilder Pro}, publisher = {SPC-TEIA-Lehrbuch-Verlag}, address = {Berlin}, isbn = {3-935539-71-1}, publisher = {SRH Berlin University of Applied Sciences}, pages = {553}, year = {2003}, abstract = {Das Internet spielt als Beschaffungs- und Informationsmedium eine immer gr{\"o}ßere Rolle. Vor allem konsumorientierte Unternehmen kommen an der virtuellen Dependance kaum noch vorbei. Das universit{\"a}re Lehrbuch Mittelstands-Shopsysteme: OPENSTORE Shopbuilder Pro begleitet mittelst{\"a}ndische Unternehmen bei der Webshoper{\"o}ffnung. Schwerpunkt des Lehrbuchs ist die technische Umsetzung vorhandener Webshopkonzepte. Zun{\"a}chst analysiert Autor Gerrit Tamm die g{\"a}ngigen Prozesse eines Webshopsystems. Die Umsetzung der Abl{\"a}ufe wird anschließend am Beispiel der Mittelstandsl{\"o}sungen OPENSTORE und Shopbuilder Pro erl{\"a}utert. Ausf{\"u}hrliche Anleitungen beschreiben wichtige Aspekte wie Serverinstallation, die Integration von Datenbanken und Warenwirtschaftssystemen oder die Abbildung von Bezahl- und Sicherheitsverfahren. Von hohem Stellenwert sind dabei vor allem spezielle Funktionen wie Warenk{\"o}rbe, Produktsuche oder standardisierte Webformulare. Details zu Seitengestaltung oder der Einrichtung automatischer E-Mail-Antworten erm{\"o}glichen eine individuelle Ausrichtung der Internetfiliale. Eine besondere Rolle spielt der laufende Betrieb. Zahlreiche Tipps und Tricks zeigen, wie sich bei Synchronisation, Upload oder Datensicherung Zeit und Geld sparen l{\"a}sst. Nach Lekt{\"u}re des Lehrbuchs ist der geneigte Leser in der Lage, Rahmenbedingungen zu analysieren, Anforderungen an den Webshop zu definieren, die richtige Software auszuw{\"a}hlen und das Projekt letztlich umzusetzen. {\"U}bungsaufgaben am Ende jedes Kapitels vertiefen das erlernte Wissen. Zusammenfassungen und zahlreiche Querverweise erm{\"o}glichen eine intuitive Einarbeitung in den Lehrstoff.}, language = {de} } @inproceedings{Ternes2013, author = {Tern{\`e}s, Anabel}, title = {Sustainable Customer Service as Success Factor in the Airline Sector}, series = {1st International Civil Aviation Symposium (ICAS), Cairo}, booktitle = {1st International Civil Aviation Symposium (ICAS), Cairo}, year = {2013}, abstract = {A high number of airlines has been switching its business concept from fixed prices for economy or business class to a system of bundles, where customers can choose among a different set of services and book flights to different prices, depending on their individual preferences. This paper aims at finding out which services are those consumers regard as most important and what therefore makes an airline a sustainable choice in terms of service. For that purpose a survey has been conducted for approx. one week, where participants have answered a set of questions online and offline. In the second chapter, the authors will explain certain ground assumptions of online consumers, stressing the importance of user-friendly websites as well as the cost of the most popular extra services offered by regular airlines and also low-cost carriers. Keeping this in mind, the survey's results will be presented in chapter four. 105 participants gave their opinion on what makes an airline's service sustainable to them, the result being a mixture of good cabin crew soft skills, a minimum degree of comfort and efficiency throughout the whole time of purchasing a flight, being on board and leaving the aircraft. A user-friendly booking procedure as well as being able of leaving the airplane fast and receiving its luggage without further waiting has - according to the survey - won over seats in the front row, high-quality menus and entertainment programs. Even the sustainability aspect having been regarded as a factor of high-quality services, is not a major criterion for travelers. What in most cases makes an airline sustainable for passengers is friendly personnel. The bundle systems are preferred, since the cabin crew aspect has not vanished completely in the airline sector, even among low budget airlines. To receive transparency and flexibility when booking a flight, saving money but knowing that a certain quality will almost always be delivered through soft skills on board could be the reason why passengers feel more comfortable with the new business concepts.}, language = {en} } @inproceedings{TernesMittelstaedt2013, author = {Tern{\`e}s, Anabel and Mittelst{\"a}dt, Alexandra}, title = {Using Facebook for Political Action?: social Networking Sites and Political Participation of Young Adults}, series = {(Mis)Understanding Political Participation: ECREA Symposium, M{\"u}nchen}, booktitle = {(Mis)Understanding Political Participation: ECREA Symposium, M{\"u}nchen}, year = {2013}, abstract = {Keine Angabe - No details}, language = {en} } @inproceedings{TernesShauchenkaTowers2014, author = {Tern{\`e}s, Anabel and Shauchenka, Natallia and Towers, Ian}, title = {Storytelling: how can storytelling improve sustainable thinking and acting in companies}, series = {4th Global Conference on Living Responsibly: ethical Issues in Everyday Life, Lisbon}, booktitle = {4th Global Conference on Living Responsibly: ethical Issues in Everyday Life, Lisbon}, year = {2014}, abstract = {We discussed the realisation of corporate social responsibility and responsible living in general with employers and employees in different companies and organisations. We found out, that most of the participants think, that they know too little about the corporate social responsibility activities of their company, evaluate the atmosphere as not really good and don't see their own responsibility. Also they mentioned, that the employees mostly talk with each other about emotions and stories, less about facts and information. In the discussion all agreed, that it would be much more effective, if information about social responsibility is delivered by stories—by storytelling. We prove this by a questionnaire, where we give the participants the same information about employees social and corporate social activities in a short news with numbers and also in the form of storytelling. We ask them, which text they would tell their friends, neighbours or colleagues and which text would attract them at most to motivate themselves for acting more responsible. We also ask the employees how they think this could be realised. With the result we can show, how you can sensitize and activate people for bringing more attention, awareness and activity to a more responsible living inside and outside companies.}, language = {en} } @article{TernesTowersDaniszewski2013, author = {Tern{\`e}s, Anabel and Towers, Ian and Daniszewski, A.}, title = {International Cooperation: Impact of Cultural Diversity on Brand Strength in the Hotel Industry}, series = {Acta Oeconomica Cassoviensia}, volume = {6}, journal = {Acta Oeconomica Cassoviensia}, pages = {14 -- 24}, year = {2013}, abstract = {Keine Angabe - No details}, language = {en} } @inproceedings{JohnSeisreiner2013, author = {John, Jasmin and Seisreiner, Achim}, title = {Leadership in a virtualized business world: making the impossible possible?}, series = {6th International Conference on Economics and Management of Networks (EMNet), Agadir, Morocco}, booktitle = {6th International Conference on Economics and Management of Networks (EMNet), Agadir, Morocco}, url = {http://nbn-resolving.de/urn:nbn:de:0298-opus4-5752}, pages = {16}, year = {2013}, abstract = {In a virtualized business world leadership relations are shifting noticeably towards "remote leadership" where leadership is conducted mainly through modern communication technology to cope with physical distance between leaders and employees. Against this background, many academic scholars are suggesting that transformational leadership is an appropriate leadership style to manage effectively in a remote context. Surprisingly, the trend in practice seems to go in the opposite direction. Based on an empirical study of remote leaders in action, we diagnosed an increasing usage of the "transactional toolbox"- management by objectives, management by exceptions, performance measurement, controlling and planning systems. From an academic standpoint this biasn reveals a completely unexpected development in leadership behaviour. Thus, in our article we try to shed light on this opposing trend.}, language = {en} } @article{Wulf2013, author = {Wulf, Alexander J.}, title = {Global Perspectives on Risk Taking Behaviour: using Focused Ethnography to Study Managerial Behavior}, series = {Proceedings of the Conference on Research Opportunities for Ethnomethodology}, journal = {Proceedings of the Conference on Research Opportunities for Ethnomethodology}, pages = {126 -- 127}, year = {2013}, abstract = {Keine Angabe - No details}, language = {en} } @article{TernesTowers2014, author = {Tern{\`e}s, Anabel and Towers, Ian}, title = {Organisations, Individuals as Employees, Individuals as Consumers and the Relationships Between Them}, series = {Arabian Journal of Business and Management Review}, volume = {4}, journal = {Arabian Journal of Business and Management Review}, number = {4}, url = {http://nbn-resolving.de/urn:nbn:de:0298-opus4-8501}, year = {2014}, abstract = {Organisations of all shapes and sizes face a significant number of challenges that they must meet if they are to thrive in today's globally hypercompetitive environment. Our aim is to help them deal with some of the most critical. An organisation is a collection of individuals working together in a structured way to achieve certain goals, and this understanding is central to our research interests. We aim to provide insights on current and emergent issues related to the three interconnected themes we focus on: ● the relationship between the individual as an employee and the organisation ● the relationship between the individual as a consumer and the organisation ● the relationship between the individual and the digitalised world. The recommendations that flow from our research all have in common that they are corporately socially responsible. Our framework is based on CSR, sustainability and an ethical approach.}, language = {en} } @incollection{TernesTowersShauvencka2014, author = {Tern{\`e}s, Anabel and Towers, Ian and Shauvencka, N.}, title = {Gamification}, series = {Internationale Trends in der Markenkommunikation: was Globalisierung, neue Medien und Nachhaltigkeit erfordern}, booktitle = {Internationale Trends in der Markenkommunikation: was Globalisierung, neue Medien und Nachhaltigkeit erfordern}, editor = {Tern{\`e}s, Anabel and Towers, Ian}, publisher = {Springer}, address = {Wiesbaden}, publisher = {SRH Berlin University of Applied Sciences}, pages = {33 -- 50}, year = {2014}, abstract = {Keine Angabe No details}, language = {de} } @incollection{TernesRunge2014, author = {Tern{\`e}s, Anabel and Runge, Christopher A.}, title = {Reputationsmarketing}, series = {Internationale Trends in der Markenkommunikation: was Globalisierung, neue Medien und Nachhaltigkeit erfordern}, booktitle = {Internationale Trends in der Markenkommunikation: was Globalisierung, neue Medien und Nachhaltigkeit erfordern}, editor = {Tern{\`e}s, Anabel and Towers, Ian}, publisher = {Springer}, address = {Wiesbaden}, publisher = {SRH Berlin University of Applied Sciences}, pages = {59 -- 70}, year = {2014}, abstract = {Keine Angabe No details}, language = {de} } @incollection{TernesScholz2014, author = {Tern{\`e}s, Anabel and Scholz, Andr{\´e}}, title = {Nonprofit-Marketing}, series = {Internationale Trends in der Markenkommunikation: was Globalisierung, neue Medien und Nachhaltigkeit erfordern}, booktitle = {Internationale Trends in der Markenkommunikation: was Globalisierung, neue Medien und Nachhaltigkeit erfordern}, editor = {Tern{\`e}s, Anabel and Towers, Ian}, publisher = {Springer}, address = {Wiesbaden}, publisher = {SRH Berlin University of Applied Sciences}, pages = {91 -- 106}, year = {2014}, abstract = {Keine Angabe No details}, language = {de} } @incollection{Towers2014, author = {Towers, Ian}, title = {Sensory Marketing}, series = {Internationale Trends in der Markenkommunikation: was Globalisierung, neue Medien und Nachhaltigkeit erfordern}, booktitle = {Internationale Trends in der Markenkommunikation: was Globalisierung, neue Medien und Nachhaltigkeit erfordern}, editor = {Tern{\`e}s, Anabel and Towers, Ian}, publisher = {Springer}, address = {Wiesbaden}, publisher = {SRH Berlin University of Applied Sciences}, pages = {107 -- 118}, year = {2014}, abstract = {Keine Angabe No details}, language = {mul} } @article{Wulf2015, author = {Wulf, Alexander J.}, title = {Uncertainty as a Challenge for Leadership: the Effect of Cultural, Social and Legal Institutions on Risk-Taking and Innovation in Family Business}, series = {Paragrana}, volume = {24}, journal = {Paragrana}, number = {1}, pages = {80 -- 93}, year = {2015}, abstract = {This essay develops an entrepreneur-oriented theory of risk-taking and innovation that is used to examine the different leadership styles of family business owners. This theory is based on the works of Schumpeter, who mainly focussed on the potential of supply in the competition for innovation, and the works of Hayek, who emphasized the importance of demand in this competition. By combining these two theories, a comprehensive understanding of economic innovation processes is presented. In the subsequent empirical section of the essay, these theoretical ideals of supply-oriented and demand-oriented innovators will be examined for what they look like in practice. Data from India and Japan is analysed in this explorative empirical research to examine the influence of cultural, social and legal norms on entrepreneurial risk-taking and innovation behaviour. The perspectives on "foreign cultures" expand our understanding of management in a way that encourages innovation- friendly entrepreneurship.}, language = {en} } @book{TernesTowersJerusel2015, author = {Tern{\`e}s, Anabel and Towers, Ian and Jerusel, Marc}, title = {Konsumentenverhalten im Zeitalter der Digitalisierung: Trends: E-Commerce, M-Commerce und Connected Retail}, publisher = {Springer Fachmedien}, address = {Wiesbaden}, publisher = {SRH Berlin University of Applied Sciences}, pages = {46}, year = {2015}, abstract = {Anabel Tern{\`e}s, Ian Towers und Marc Jerusel widmen sich der Frage, welche Konsummuster den Privatkonsum im Deutschland der kommenden zehn Jahren ver{\"a}ndern werden. Dabei wird auf bereits absehbare Konsumtrends wie zum Beispiel E- und M-Commerce sowie Connected Retail Bezug genommen. Im Vordergrund stehen die Auswirkungen der Digitalisierung auf den station{\"a}ren Handel und die Konsumenten. Die AutorInnen stellen u.a. dar, dass eine der zentralen Herausforderungen darin liegen wird, sich der Digitalisierung proaktiv zu stellen, um das Konsumerlebnis der Verbraucher zu verbessern. Doch auch die Grenzen des Onlinehandels werden aufgezeigt.​}, language = {de} } @article{Ternes2015, author = {Tern{\`e}s, Anabel}, title = {Metamorphose f{\"u}r Verk{\"a}ufer}, series = {Sales Management Review}, journal = {Sales Management Review}, number = {3}, pages = {30 -- 35}, year = {2015}, abstract = {F{\"u}r einen nachhaltigen Erfolg im Vertrieb sind neue Qualit{\"a}ten notwendig: weniger Rhetorik — mehr Empathie, weniger Produktpr{\"a}sentation — mehr Entwicklung von individuellen L{\"o}sungen, weniger Verk{\"a}ufer — mehr Berater. Denn der Kunde von heute ist anspruchsvoller als fr{\"u}her, er ist gut informiert und nimmt sein Recht auf umfassenden Service wahr.}, language = {de} } @book{TernesTowersJerusel2015, author = {Tern{\`e}s, Anabel and Towers, Ian and Jerusel, Marc}, title = {Konsumentenverhalten im Zeitalter der Mass Customization: Trends: Individualisierung und Nachhaltigkeit}, publisher = {Springer Fachmedien}, address = {Wiesbaden}, publisher = {SRH Berlin University of Applied Sciences}, pages = {43}, year = {2015}, abstract = {Anabel Tern{\`e}s, Ian Towers und Marc Jerusel gehen der Frage nach, welche neuen Konsummuster sich aufbauend auf den Begriffen Individualisierung und Nachhaltigkeit herausbilden k{\"o}nnten. Denn der Trend nach nachhaltigen und individualisierten Produkten ist bereits seit mehreren Jahren sp{\"u}rbar, gilt jedoch weiterhin als Trend f{\"u}r den Privatkonsum der kommenden Jahre. Im Bereich Individualisierung erl{\"a}utern die AutorInnen daf{\"u}r zum Beispiel das Produktionsprinzip der Mass Customization. Nachhaltig Denkende versuchen dagegen, bewusste Konsumentscheidungen zu treffen.}, language = {de} } @article{Ternes2015, author = {Tern{\`e}s, Anabel}, title = {Die Schnittstellen f{\"u}r den Vertrieb managen}, series = {Sales Management Review}, journal = {Sales Management Review}, number = {2}, pages = {18 -- 26}, year = {2015}, abstract = {Die Digitalisierung, Globalisierung und der demographische Wandel verst{\"a}rken bestehende Diskrepanzen zwischen dem Vertrieb und anderen Unternehmensbereichen. Eine marktgerechte und wertorientierte Ausrichtung des Vertriebs kann hier unterst{\"u}tzen. Zielf{\"u}hrend ist allerdings ein konsequentes Schnittstellenmanagement, das die enormen Informationsmengen und -geschwindigkeiten beherrscht.}, language = {de} } @book{OPUS4-848, title = {Internationale Trends in der Markenkommunikation: was Globalisierung, neue Medien und Nachhaltigkeit erfordern}, editor = {Tern{\`e}s, Anabel and Towers, Ian}, publisher = {Springer}, address = {Wiesbaden}, publisher = {SRH Berlin University of Applied Sciences}, pages = {181}, year = {2014}, abstract = {Keine Angabe No details}, language = {de} } @article{Ternes2016, author = {Tern{\`e}s, Anabel}, title = {Im Wettbewerb um Ressourcen und Budget. Marketing versus Betrieb}, series = {Sales Management Review}, journal = {Sales Management Review}, number = {4}, publisher = {Springer}, address = {Wiesbaden}, issn = {2522-5960}, pages = {22 -- 30}, year = {2016}, abstract = {Keine Angabe - No details}, language = {de} } @book{SchaeferTernesTowers2016, author = {Sch{\"a}fer, Mattias and Tern{\`e}s, Anabel and Towers, Ian}, title = {The International Start-Up Scene}, url = {http://nbn-resolving.de/urn:nbn:de:0298-opus4-10709}, publisher = {SRH Berlin University of Applied Sciences}, pages = {125}, year = {2016}, abstract = {Germany has an enviable reputation. Around the world, the country is famous for writers like JW Goethe, Thomas Mann and Bertolt Brecht, for composers like the Bach family, Beethoven and Brahms, for artists like Albrecht D{\"u}rer, Paul Klee and Gerhard Richter, for philosophers like Friedrich Nietzsche, Karl Marx and Immanuel Kant. Germany is also renowned for its achievements in science, technology and engineering. Where was the car invented? Where were the first aspirin tablets produced? In which country were the first X-rays made? The first modern football boots? The answer to all these questions, of course, is Germany, a country that is famous for inventions and patents that have changed the world. But which country is not performing very well in start-ups - an area where success is essential for a thriving economy? Again, the answer is Germany. Compared to the United States, Germany is lagging behind in all the key metrics. When we contrast Germany to the United States, taking population size into account, Germany has fewer successful start-ups. This book provides a great deal of evidence that shows that a healthy start-up scene is becoming ever more critical in assuring the long-term performance of a country's economy. This fact has been recognised by governments, but not all of them are dealing with this issue with well thought out plans and policies, or if they have such plans, they are not being well implemented...}, language = {en} } @book{EwingerTernesKoerbeletal.2016, author = {Ewinger, Dunja and Tern{\`e}s, Anabel and Koerbel, Juliane and Towers, Ian}, title = {Arbeitswelt im Zeitalter der Individualisierung}, publisher = {Springer}, address = {Wiesbaden}, isbn = {978-3-658-12752-7}, publisher = {SRH Berlin University of Applied Sciences}, pages = {VII, 40}, year = {2016}, abstract = {Dunja Ewinger, Anabel Tern{\`e}s, Juliane Koerbel und Ian Towers skizzieren zun{\"a}chst die Besonderheiten der gesellschaftlichen Individualisierung. Im Weiteren beschreiben sie anhand der Generation Y und der Best Ager die Auswirkungen des Individualisierungstrends auf die Arbeitswelt. Dabei stellen sie u. a. dar, dass sich Unternehmen auf die ver{\"a}nderten Bed{\"u}rfnisse junger wie {\"a}lterer Arbeitnehmer und ihre ver{\"a}nderten Karrierevorstellungen einstellen m{\"u}ssen, um auf lange Sicht wettbewerbsf{\"a}hig zu bleiben.}, language = {de} } @article{Ternes2016, author = {Tern{\`e}s, Anabel}, title = {Mehr Nachhaltigkeit bei der Motivation des Vertriebsteams}, series = {Sales Management Review}, journal = {Sales Management Review}, number = {2}, publisher = {Springer}, address = {Wiesbaden}, issn = {2522-5960}, pages = {12 -- 18}, year = {2016}, abstract = {Als neuralgischer Punkt in einem Unternehmen steht der Vertrieb gleich mehrfach unter Druck — und ist doch das unverzichtbare und damit wertvolle Bindeglied zum Markt. Nur die innere Motivation des Vertriebsteams er{\"o}ffnet das Potenzial an Nachhaltigkeit, das f{\"u}r einen dauerhaften Unternehmenserfolg notwendig ist...}, language = {de} } @book{TernesTowersKuprella2016, author = {Tern{\`e}s, Anabel and Towers, Ian and Kuprella, Eva}, title = {Capacity-Management im Zeitalter der Wissensgesellschaft}, publisher = {Springer}, address = {Wiesbaden}, isbn = {978-3-658-12837-1}, publisher = {SRH Berlin University of Applied Sciences}, pages = {VIII, 39}, year = {2016}, abstract = {Dieses Essential gibt einen kompakten, aktuellen und praxisrelevanten {\"U}berblick {\"u}ber die Bedeutung des Megatrends Wissensgesellschaft. Die AutorInnen erl{\"a}utern, welche Wissensmanagementwerkzeuge es gibt, und zeigen an Beispielen aus der Praxis, wie diese im Unternehmen eingesetzt werden. Zudem stellen sie Ergebnisse aus der Marktforschung zum Einsatz von Wissensmanagementmethoden vor und geben Handlungsempfehlungen f{\"u}r Unternehmen, da Wissen als neue zentrale Ressource gerade in industrielastigen L{\"a}ndern ein grunds{\"a}tzliches Umdenken in Unternehmen erfordert.}, language = {de} } @article{BuenteStuerzeVogler2017, author = {B{\"u}nte, Claudia and St{\"u}rze, Sascha and Vogler, Oliver}, title = {I am not a brand, I am a wholesaler}, series = {Journal of Brand Strategy}, volume = {6}, journal = {Journal of Brand Strategy}, number = {1}, pages = {26 -- 36}, year = {2017}, abstract = {The importance of a trusted brand seems to be underestimated by mid-tier players in business-to-business (B2B) supply chains. This paper analyses the role of branding for distributors in the context of a dynamic, competitive and disruptive market ie the lighting industry, as well as exploring the effects of changes in the behaviour and expectations of installers and contractors as the important customer group of electrical wholesalers. Interestingly, there is a dearth of research and data on the subjects of our research. We carried out personal interviews among 141 representatives of wholesalers and distributors and surveyed more than 2,000 electrical installers and contractors across five markets. We used a combination of correspondence and cluster analyses to evaluate the results of our survey and identified five distinct segments of electrical installers across the five countries. Our primary research reveals that price pressure is not the only major challenge facing wholesalers in the future. Adding real customer value through product and service innovations, adopting a customer-centric approach, and managing the transition to digital business are also important concerns. In light of these insights, developing and sustaining an appropriate brand proposition — one that includes knowing and catering to specific installer segments — seems important for electrical wholesalers. In this paper, the authors explain the four most important elements for a strong brand: a deep understanding of the customer, a strong value proposition based on the customer's needs, perfect execution of all customer touch points, and a performance management system that includes brand as a KPI.}, language = {en} } @book{SchaeferTernes2016, author = {Sch{\"a}fer, Mathias and Tern{\`e}s, Anabel}, title = {Start-ups international : Gr{\"u}ndergeschichten Rund Um Den Globus}, publisher = {Springer}, address = {Wiesbaden}, isbn = {978-3-658-10081-0}, publisher = {SRH Berlin University of Applied Sciences}, pages = {XXVI, 336}, year = {2016}, abstract = {Was macht erfolgreiches Gr{\"u}nden aus? Und wie wird man eigentlich zum Gr{\"u}nder? Start-up-Gr{\"u}nder aus der ganzen Welt wurden f{\"u}r dieses Buch zu ihrer Kindheit, ihrer Unternehmensgeschichte und zu ihrer Motivation, ihren Krisen und ihren Erfolgsgeheimnissen interviewt. Die mehrst{\"u}ndigen Gespr{\"a}che wurden mit jedem Gr{\"u}nder auf der Basis eines Leitfadens mit zentralen Fragen gef{\"u}hrt. Herausgekommen sind Geschichten, spannende Einblicke in die H{\"o}hen und Tiefen der Biographien der Gr{\"u}nder. Kurz, ganz pers{\"o}nliche Einblicke in die internationale Welt der Start-ups. Erg{\"a}nzend zu den Geschichten wurden alle Interviews wissenschaftliche ausgewertet und analysiert, um einen {\"U}berblick {\"u}ber die internationale Start-up-Welt zu schaffen.}, language = {de} } @incollection{Wulf2016, author = {Wulf, Alexander J.}, title = {F{\"u}hrungsstile und Innovationsverhalten in Familienunternehmen. Wie rechtliche, soziale und kulturelle Institutionen das Innovationsverhalten von Managern pr{\"a}gen}, series = {Herausforderung Management}, booktitle = {Herausforderung Management}, publisher = {Heidelberger Hochschulverl.}, address = {Heidelberg}, isbn = {978-3-942648-15-8}, publisher = {SRH Berlin University of Applied Sciences}, pages = {32 -- 48}, year = {2016}, abstract = {Keine Angabe - No details}, language = {de} } @incollection{Wulf2015, author = {Wulf, Alexander J.}, title = {Risk-taking and entrepreneurship in India. Implications of social and cultural norms for poverty alleviation policies}, series = {Exploring alterity in a globalized world}, booktitle = {Exploring alterity in a globalized world}, publisher = {Routledge}, address = {London}, isbn = {978-1-138-99898-8}, publisher = {SRH Berlin University of Applied Sciences}, pages = {441 -- 453}, year = {2015}, abstract = {The aim of this study is to contribute towards developing an in-depth theory of the social and cultural norms that govern risk-taking and innovative behaviour in India, a field in which there has been little research to date. Qualitative data on this aspect of Indian entrepreneurial culture were collected in the Bangalore, Chennai, Delhi and Mumbai industrial regions. The study is mainly based on qualitative expert interviews and participant observation of entrepreneurs. The chapter introduces the whole study and presents first findings from an in-depth analysis of the risk-taking behaviour of two Indian managers. The chapter is part of a larger comparative study whose aim is to compare the social norms that govern risk-taking behaviour in India, Japan and Germany.}, language = {en} } @book{TernesKronester2017, author = {Tern{\`e}s, Anabel and Kronester, Ellena}, title = {Human Resources Management und Leadership in China}, publisher = {AVMpress}, address = {M{\"u}nchen}, isbn = {978-3-86924-996-4}, publisher = {SRH Berlin University of Applied Sciences}, pages = {116}, year = {2017}, abstract = {Human Resources Management - China ist bei dem Thema nicht nur als eines der gr{\"o}ßten Wirtschaftssysteme der Welt interessant. Auch der Wandel von einem kommunistischen zu einem kapitalistisch gepr{\"a}gten Land, China als wichtiger Handelspartner und als zentraler Faktor f{\"u}r die weitere Entwicklung der Weltwirtschaft machen HR in China zu einem wichtigen Thema. Dem Buch liegt eine aktuelle Studie zugrunde, die mit 100 F{\"u}hrungskr{\"a}f-ten aus nationalen und internationalen Unternehmen in China durchge-f{\"u}hrt wurde.}, language = {de} } @book{TernesTowers2017, author = {Tern{\`e}s, Anabel and Towers, Ian}, title = {Das Unternehmen als Marke}, publisher = {AVMpress}, address = {M{\"u}nchen}, isbn = {978-3-86924-995-7}, publisher = {SRH Berlin University of Applied Sciences}, pages = {98}, year = {2017}, abstract = {Eine Marke beinhaltet Werte und Versprechungen, die ein Verbraucher wahrnehmen und kaufen kann. Sie ist im Wesentlichen ein Leistungsversprechen gegen{\"u}ber dem Kunden, f{\"u}r die Vorteile - sowohl funktional-rational als auch emotional - die er hat, wenn er das Markenprodukt kauft. Als Summe an pers{\"o}nlichen Erwartungen, Erinnerungen und Beziehungen spielt sie eine Rolle bei der Entscheidung eines Verbrauchers, sie, ein Produkt oder eine Dienstleistung, zu w{\"a}hlen. Die Beitr{\"a}ge in diesem Buch stellen anhand von Fallbeispielen realer Unternehmen, von den Berliner Stadtreinigungsbetrieben bis Uber, dar, wie gutes Brandmanagement aussehen kann. Dieses Buch versammelt dazu die zehn international t{\"a}tigen Unternehmen bzw. Marken Berliner Stadtreinigungsbetriebe, Red Bull, Pizza Hut, Uber, Opel, Bonsum, Beiersdorf: Nivea, Movember, smart: eBike, Emmi und gibt Anregungen aus der Praxis f{\"u}r die Praxis f{\"u}r Unternehmer, Manager, Dozenten, Studierende, aber auch jeden, der sich f{\"u}r gelungenes Brandmanagement interessiert.}, language = {de} } @book{Buente2018, author = {B{\"u}nte, Claudia}, title = {K{\"u}nstliche Intelligenz: die Zukunft des Marketing ; ein praktischer Leitfaden f{\"u}r Marketing-Manager}, publisher = {Gabler}, address = {Wiesbaden}, isbn = {978-3-658-23318-1}, publisher = {SRH Berlin University of Applied Sciences}, pages = {XI, 42 S.}, year = {2018}, abstract = {Claudia B{\"u}nte gibt einen {\"U}berblick {\"u}ber die Bedeutung und den aktuellen Einsatz von K{\"u}nstlicher Intelligenz (KI) im Marketing und zeigt im Ausblick, wie sich KI im Marketing weiterentwickeln wird. Anhand einer aktuellen Studie unter 208 Marketing-Managerinnen und -Managern wird ein umfassender Eindruck {\"u}ber heutige und aktuell geplante Einsatzgebiete von KI im Marketing gegeben. Das essential ist ein Leitfaden mit hohem Praxisbezug und konkrete Cases ordnen konkrete Einsatzgebiete von KI im Marketing ein.}, language = {de} } @book{OPUS4-1159, title = {Digitale Unternehmensf{\"u}hrung : Kommunikationsstrategien f{\"u}r ein exzellentes Management}, editor = {Tern{\`e}s, Anabel and Englert, Marco}, publisher = {Gabler Verl.}, address = {Wiesbaden}, isbn = {978-3-658-23052-4}, publisher = {SRH Berlin University of Applied Sciences}, pages = {VIII, 329}, year = {2019}, abstract = {Im Zeitalter der digitalen Transformation spielen die interne wie auch die externe Kommunikation eine Schl{\"u}sselrolle in Unternehmen. Schließlich ist das Wissensmanagement mittlerweile mehr noch als das Produktionsmanagement ein entscheidender Faktor f{\"u}r die Wettbewerbsf{\"a}higkeit. Das Buch liefert Verantwortlichen in Unternehmen das Know-how, um die digitalen Medien als Mittel der Kommunikation mit internen und externen Kommunikationspartnern zu verstehen und exzellent einzusetzen. In ihren Beitr{\"a}gen beleuchten die Autoren die digitale Transformation f{\"u}r verschiedene Managementbereiche im Unternehmen: Projektmanagement, Reputations- und Marketingkommunikation, Value-Chain-Management und Human-Resources-Management. W{\"a}hrend die digitale Vernetzung die Abstimmungen im Projektmanagement wesentlich einfacher macht, da Mitarbeiter nicht vor Ort sein m{\"u}ssen, revolutionieren die M{\"o}glichkeiten des Internets mit sozialen Netzwerken und Plattformen die Marketingkommunikation. Nicht nur die Reichweite der Marketingaktivit{\"a}ten erh{\"o}ht sich enorm, etwa durch Verfahren wie Seeding, auch die Zielgenauigkeit der Aktivit{\"a}ten kann durch Search Engine Optimization (SEO) oder Content-Marketing gesteigert werden. Beim Value-Chain-Management kann die Kommunikation {\"u}ber digitale Kan{\"a}le vor allem Prozesse optimieren und den Zugriff auf Informationen verbessern. Personalverantwortliche k{\"o}nnen ihr Recruiting optimieren, indem sie beispielsweise auf Online-Video-Rekrutierung setzen. Auch die elektronische Verwaltung der Personalakten bietet Optimierungspotenziale.Theoretisch fundiert und stets nah an der Praxis stellen die Autoren Ans{\"a}tze vor, mit denen sich digitale Kommunikation in Unternehmen nicht nur zeitgem{\"a}ß, sondern auch effektiv gestalten l{\"a}sst. Ein Buch f{\"u}r Verantwortliche in Unternehmen, die ihr Management weiterentwickeln wollen und daf{\"u}r auf die M{\"o}glichkeiten der digitalen Kommunikation setzen.}, language = {de} } @masterthesis{Grote2020, type = {Bachelor Thesis}, author = {Grote, Nicola}, title = {Social Media und Kulturmarketing im digitalen Zeitalter: wie Ballettensembles Instagram nutzen}, url = {http://nbn-resolving.de/urn:nbn:de:0298-opus4-11966}, school = {SRH Berlin University of Applied Sciences}, pages = {110}, year = {2020}, abstract = {Das digitale Zeitalter wirkt sich auf die Rezeption von Kunst und Kultur aus. Hierf{\"u}r gibt es verschiedene Gr{\"u}nde, welche bereits von vielen Kulturinstitutionen beobachtet werden und die Basis f{\"u}r ein Umdenken und Ver{\"a}nderungen im Umgang mit dem jeweiligen Publikum schaffen. Vor allem junge und internationale Kulturnutzer*innen sind heute auf analogem Wege und selbst auf "traditionell" digitalem Wege (etwa {\"u}ber die Websites, Blogs und Newsletter) kaum mehr zu erreichen. Das Ballett als klassische Hochkultur verzeichnet bisher kaum Abstriche in seiner Beliebtheit, steht jedoch unter dem Druck, sich auch in der Zukunft weiterhin als gefragtes Unterhaltungsmedium neben der digitalen Konkurrenz zu beweisen. Die sozialen Medien und vor allem die Plattform Instagram bieten hierf{\"u}r zahlreiche M{\"o}glichkeiten, sofern sie bewusst und angepasst an die Bed{\"u}rfnisse ihrer Nutzer*innen eingesetzt werden. Aus diesem Grund besch{\"a}ftigen sich Marketing Expert*innen kultureller Einrichtungen zunehmend mit dem Aufbau effektiver Social-Media-Marketing1-Strategien. An wen richtet sich dieses Marketing? Wie und womit wird das "neue Publikum" bestm{\"o}glich erreicht? Welche Vorteile und Herausforderungen bringt die Kanal Bespielung mit sich? Inzwischen bieten diverse Trends in der Landschaft staatlicher Ballettcompagnien auf Instagram Antworten auf diese Fragen. Diese Bachelorarbeit besch{\"a}ftigt sich mit Hintergr{\"u}nden der aktuellen Publikumsentwicklung, der Relevanz von Social Media sowie der Untersuchung angewandter Marketing-Strategien f{\"u}r einen erfolgreichen Umgang mit der Plattform Instagram seitens Kulturinstitutionen am Beispiel staatlicher Ballettensembles.}, language = {de} }