TY - THES A1 - Golovko, Dimitri T1 - Three Essays on the influence of company Facebook and traditional channel activities on recruitment success N2 - The appearance of web and online media has created a substantial change in the manner by which employers and applicants interact. The development of web 1.0 applications with one-way communication and the advancement of web 2.0 technologies with interactive components have extended the spectrum of recruitment channels. The new recruitment media channels have led the selection and analysis of their impact out of interaction on each other to a new challenge within academical literature. This dissertation addresses these issues in three separate essays. Study 1 focuses on the impact of Facebook as a social media recruitment channel on recruitment success. Many companies embed Facebook into their recruitment strategy as an additional recruitment channel for reaching potential applicants and motivating them to apply for available positions. Study 1 analyzes these activities and addresses the question of whether different Facebook activities influence recruitment success above and beyond other undertakings on traditional and online media channels. Study 1 concludes that on Facebook, company posts with a general focus and posts containing work or recruitment information both have a positive impact on recruitment success. The results of Study 1 are validated by company interviews with human resources (HR) managers who are responsible for the overall HR strategy of the company. Study 1 is the first academic work within HR and marketing research, which analyzes the impact of a company’s Facebook activities. Study 2 examines the impact of traditional media recruitment channels on recruitment success. Many companies employ traditional media channels for their recruitment marketing actions with the aim of achieving recruitment success. Study 2 uses media richness theory as a basis for analyzing the impact of a company’s activities within traditional media channels on recruitment success. Study 2 concludes that exhibition fair and online marketing activities influence recruitment success. In connection with brand equity theory, Study 2 also verifies whether the addition of Facebook activities reinforces the impact of traditional media channels on recruitment success. The results indicate that general Facebook activities have a reinforcing impact on exhibition fair and print media recruitment practices. Finally, Study 3 focuses on both the literature overview of traditional and social media recruitment practices and social media influence from the marketing literature. It also summarizes and categorizes previous research on the influence of traditional, online, and social media recruitment practices; the effect of a multichannel mix; and the influence of social media and social networking sites on different business outcomes from the marketing literature. Additionally, Study 3 identifies the research gaps and provides recommendations for future studies. This dissertation uses vector autoregression modelling, including a validation with the help of company interviews and the employment of media richness, signaling, and brand equity theories, combined with a thorough analysis of the research need. The dissertation closes the research gap regarding the analysis of the impact of Facebook, online, and traditional media on recruitment success. It also adds new perspectives to the HR and marketing literature. KW - Social Media KW - Recruitment Success Y1 - 2020 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:bvb:739-opus4-7645 ER - TY - THES A1 - Kaiser, Florian T1 - Essays on Vertical Integration, Inventory Efficiency and Firm Performance N2 - In three studies, this dissertation contributes to the link between, on the one hand, how a firm’s supply chain is organized and, on the other, how good its financial and stock market performance is. Study I examines the relationship between the degree of vertical integration and financial performance. Study II links the degree of vertical integration, both theoretically and empirically, to long-term stock returns. Study III concentrates on the relationship between inventory efficiency and financial performance. KW - Vertical integration KW - Vertikale Integration KW - Firm performance KW - Inventory efficiency KW - Stock returns Y1 - 2019 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:bvb:739-opus4-6353 ER - TY - THES A1 - Floerecke, Sebastian T1 - Cloud-Computing-Ökosystem – Entwicklung eines Ökosystemmodells und Identifikation von erfolgswirksamen Geschäftsmodellcharakteristika N2 - In der wissenschaftlichen Literatur existieren zahlreiche Versuche, das Cloud-Computing-Ökosystem als rollenbasiertes Beschreibungsmodell abzubilden. Diese Modellvorschläge unterscheiden sich jedoch in Bezug auf ihre enthaltenen Konstrukte und Darstellungsform erheblich voneinander. Zudem wurden nur wenige dieser Modelle einer den wissenschaftlichen Standards genügenden Evaluation unterzogen. Demzufolge existiert gegenwärtig ein nur unzureichendes Wissen hinsichtlich der tatsächlichen Struktur und Zusammensetzung des Cloud-Computing-Ökosystems. Vor diesem Hintergrund besteht das erste Ziel dieser kumulativen Dissertation in der Analyse und Synthese der bisherigen Modellvorschläge sowie der anschließenden auf einer quantitativen Querschnittanalyse basierenden Evaluation und Finalisierung des daraus resultierenden, integrierenden Cloud-Computing-Ökosystemmodells im Hinblick auf Strukturäquivalenz und Vollständigkeit. Dieses Modell schafft die bislang fehlende, aber dringend benötigte Transparenz und stellt zugleich ein feingranulares und differenzierendes Kategorienschema für Organisationen des Cloud-Computing-Ökosystems dar, das zukünftige zielgerichtete Forschung ermöglicht. Das zweite Ziel dieser kumulativen Dissertation ist die Verwendung des Cloud-Computing-Ökosystemmodells zur Identifikation von dominanten Rollenclustern, isolierten und nicht-isolierten Rollen auf Basis eines erstellten umfangreichen Datensatzes bestehend aus 758 Unternehmen. Daneben wird das Modell zur feingranularen und zielgerichteten Ermittlung der erfolgswirksamen Geschäftsmodellcharakteristika der drei Kernrollen des Cloud-Computing-Ökosystems – IaaS-, PaaS- und SaaS-Anbieter – eingesetzt. Dazu werden zwei explorative multiple Fallstudien mit 21 beziehungsweise 19 erfolgreichen Unternehmen durchgeführt. Bei der Analyse der Geschäftsmodelle wird besonderes Augenmerk auf die Forschungslücke des Kampfs um Marktanteile zwischen den global agierenden Hyperscalern und der Vielzahl an regionalen Anbietern im IaaS-Segment gerichtet. KW - Cloud-Computing KW - Business-Ökosystem KW - Geschäftsmodell KW - Erfolgswirksame Geschäftsmodellcharakteristika Y1 - 2019 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:bvb:739-opus4-7508 ER - TY - THES A1 - Schubach, Sebastian T1 - Caught between two stools? Four essays on value creation and value extraction on free digital platforms N2 - Free digital platforms constitute one of the most important phenomena of modern times; they create value by bringing together customer groups that would not have interacted without digital technology or that could have done so only by incurring increased costs. In the free digital platform model, firms pay for the interaction with end consumers that use the digital platform for free. Extant research on two-sided markets has provided rich evidence for how digital platforms can attract enough members from both customer groups to enable the interaction between the customer groups. However, this research lacks insights into how free digital platforms can create value for their customer groups once these customer groups joined the platform, and extract this value for themselves. To address this substantial research gap, in this dissertation, I investigate the overall research question of how activities of free digital platforms affect the value creation for their customer groups and the ability of the platform to extract this value. In a first step, I examine this value creation and value extraction by focusing on concrete activities of free digital platforms. In Study 1, I investigate how offering firms the possibility of personalizing and positioning their search ads on search engines affects consumers’ search engine click behavior. In Study 2, I examine how adapting ad positions to consumers’ previous online shopping behavior on search engines influences consumers’ click and conversion behavior. In Study 3, I investigate the impact of a review platform’s policy of tagging reviews as written on either mobile or nonmobile devices on consumers’ perceptions of review helpfulness. In a second step, in Study 4, I generalize these findings by investigating the overall impact of such customer-oriented activities on value creation for customer groups and on the extraction of this value by free digital platforms. These four studies yield three major findings. First, free digital platforms’ activities toward one customer group always affect the value creation of the other customer group as well. Second, free digital platforms should emphasize value creation activities especially for non-paying customer groups. Third, internal, operative, and macro-environments influence the value creation and value extraction of free digital platforms. With this dissertation, I make substantial contributions to research on two-sided markets, customer orientation, search engine advertising, and online reviews. In addition, my dissertation provides numerous actionable recommendations for managers of free digital platforms and outlines promising avenues for further research. N2 - Kostenfrei nutzbare Internetplattformen zählen zu den wichtigsten Phänomenen der digitalen Ära. In der Forschung bleiben sie aktuell jedoch weitestgehend unerforscht. Aus diesem Grund beschäftigt sich die vorliegende Dissertation anhand von vier empirischen Studie mit der Frage, wie Anbieter dieser kostenfrei nutzbaren Internetplattformen Wert für ihre Kunden schaffen und Wert für sich abschöpfen können. Die Ergebnisse der Dissertation halten wichtige Implikationen für die Forschung und die Unternehmenspraxis bereit. KW - Two-sided markets KW - Value creation KW - Free e-services KW - Value extraction KW - Digital platforms Y1 - 2019 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:bvb:739-opus4-6451 ER - TY - THES A1 - Bidler, Margarita T1 - Consumers' Privacy-Related Decision-Making in the Digital Landscape N2 - Nowadays, consumers are often required to disclose private data in various contexts such as while surfing the internet, downloading a mobile application, or engaging in a business relationship with a firm. Privacy-related decision-making research has so far mainly investigated data disclosure as a cognitive risk-benefit trade-off analysis. While this cognitive approach might be appropriate for situations where consumers have the opportunity for cognitive evaluations, there are many situations in the modern landscape where consumers cannot or do not want to engage in cognitive processing. Decision-making under stress or data disclosure to a business network of collaborating firms, for example, constitute challenges to purely cognitive decision-making approaches, calling for an extension of the established paradigm of cognitive privacy-related decision making. This dissertation advocates for the crucial role of affective processing in many modern data disclosure situations, where consumers do not engage in purely cognitive processing due to external hindrances or a lack of personal involvement in the data disclosure situation. KW - privacy-related decision-making Y1 - 2020 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:bvb:739-opus4-7996 ER - TY - THES A1 - Stoffer, Torben T1 - Service Provisions and Business Relationships in the Digital Era – Four Essays in the B2B Context N2 - Digitalization has fundamentally changed how services are provided and how service providers and their customers interact with each other in the business-to-business (B2B) context. Against the backdrop of these developments, this thesis considers – in four essays – the changes brought about by both service and sales digitalization. Each essay investigates for one research topic the aspects of existing knowledge regarding non-digital services and/or sales which can be transferred to digital services and sales and which aspects must be adjusted. The aim is to support B2B firms that offer or receive services or plan to do so in the future which cope with the challenges of service and sales digitalization. In doing so, the first and second essay investigate the contingency effect of service digitalization on service characteristics from the provider and customer views, respectively. Both essays aim at explaining service value as an endogenous variable. In the first essay, service modularity and service flexibility are considered as predecessors that help explain service value. The second essay investigates the effect of customer cocreation on service value. Whereas the first and second essay focus on service characteristics, the third and fourth essay focus on business relationships. Both essays explain relational conflict, one important facet of business relationships, as the endogenous variable and consider the perspectives of both providers and customers. The third essay elaborates on the diverging effect of service digitalization on relational conflict from these two perspectives. The fourth essay incorporates both service and sales digitalization and investigates the contingency effects of the two forms of digitalization on the relationship between coercive power use and relational conflict. In conclusion, this thesis provides a more fine-grained view on the construct digitalization by differentiating explicitly between service digitalization and sales digitalization and introduces a new conceptualization of service (see all four essays) and sales digitalization (see the fourth essay) by treating digitalization as a continuum. Furthermore, this thesis investigates the opportunities and challenges brought about by digitalization. In particular, the first and second essays show the opportunities service digitalization creates for providers, who could benefit from service modularity, and customers, who could benefit from the integration of their own resources into service provisions. In addition, the third essay shows that for providers service digitalization has a positive and for customers contrarily a negative effect on relation conflict. The fourth essay shows that sales and service digitalization positively moderate the effect of coercive power use on relational conflict for weaker parties in business relationships (except for weaker providers) but not for stronger parties. In sum, this thesis contributes to a better understanding of the consequences of service and sales digitalization and provides recommendations for companies facing challenges and decisions related to this development. Y1 - 2019 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:bvb:739-opus4-7558 ER -