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Scenario Planning: How is big data going to influence the future of smart mobility in Germany?
(2016)
Smart mobility is the future of transportation services in Germany. The implementation and management of smart mobility is impossible without using big data. At the present time,the analysis of big data in Germany is not fully implemented due to existing challenges. The purpose of this research project is to forecast the impact of big data on smart mobility in Germany with the use of scenario planning. In order to receive the most actual scenarios, the input factors were designed in accordance with extensive literature research, and then ratios between all specifications of input factors were compared and evaluated. Thus four unique scenarios were selected for further detailed interpretation to suggest possible influences of big data on smart mobility in Germany
Rising globalization and digitization resulted in crises for the fashion industry. High competition and the interconnectedness of the consumers rule the market and put it under pressure. Owing to the growing power consumers possess, the requirements towards the fashion players are increasing. Customer experience is frequently discussed these days by academics as well as practitioners and emphasized as a competitive advantage. Yet, it is difficult to measure and to track its consequences.
Since customer experience is elusive and no industry specific measurement scale is defined, at first this work aims to identify relevant touch points of customer experience in the fashion industry by dint of a focused interview. The further objective of this paper is to enhance the comprehension of the touch points’ effects or rather the relationship of customer experience with brand loyalty. This is approached by a questionnaire based on the preceding qualitative analysis and the resulting model. This model defines the customer experience touch points as the independent variables while brand loyalty is examined as the dependent variable. The conducted linear regression analysis reveals a moderate effect of customer experience on brand loyalty and the touch points concerning the products as most relevant in this relationship. Additionally, the digitization aspect is addressed by the examination of the relationship in the offline and online channels separately. With respect to this, the present study recognizes that the extent of the customer experience’s impact on brand loyalty and the significant touch points vary across channels to a certain degree.
In this paper, different factors influencing the perceived data security (PDS) of online shoppers are analyzed. For this purpose, the authors first conduct a literature review and later analyze the results of an empirical study, by applying a regression analyses. Based on the findings of this research, the paper identified the frequency of gathering information on the topic of data security and the experience of being hacked as factors with a significant negative impact on PDS. In addition, a well perceived benefit and, in special cases, an e-Commerce business’ brand can positively influence PDS of customers. In conclusion, the paper delivers insights into the perceptions of data security and delivers some suggestions on how a company could improve the PDS of their customers.
Digitalization is invading every aspect of our lives and modern technologies are at the helm of much disruptive change in all spheres of life. Hailed as the 4th industrial revolution every company has a mind to understand the implications of the Industry 4.0 suit of technologies and their multiple innovative applications for its operations. In this paper, we explore how the industry 4.0 transformation might affect Small and Medium sized
enterprises in Germany over a 15-year horizon. We focus on SMEs because they play a significant role in ensuring the prosperity of Germany as a global industrial and economic
powerhouse. We develop alternative pictures of the possible futures using the foresight technique of Scenario planning in which the factors that shape the business environment
SMEs and indeed all companies operate in are identified and used to build the most plausible alternative realities. The outcome is four distinct scenarios that reflect the possible growth trajectories regarding the impending transformation for SMEs.
Due to the increased complexity in advertising and branding, a shift towards a greater use of emotional branding can be observed. In this context music, especially sogos and jingles, are one of the main elements, which seem to allow organizations to reinforce the transmitted brand image towards the consumers. However, so far no guidelines have been developed, which musical components should be included in the jingle to transmit certain emotions and brand images. The following study examines the fit between 11 brand jingles and the corresponding television commercials and analyses how well the jingles represent the actual and targeted brand image. With the help of a quantitative online survey with 170 participants it could be shown that jingles are indeed powerful tools to transmit certain emotions and the connected brand images. Furthermore, several guidelines for the creation of jingles could be developed in order to create and implement these short and catchy tunes as an extension of the visual advertisement.
This thesis investigates the effect choice options in e-commerce applications have on consumers’ decision making. Previous research showed that a large number of options
can affect consumers negatively. However, the conditions for such choice overload are unclear. After reviewing the existing research, the amount of information (entropy)
contained in a choice set and individual differences were determined as possible influencing factors in an online environment. In a choice experiment, choice sets with
varying information loads and an assessment of the Big Five personality traits were used to test the impact of the two identified factors on choice avoidance behavior. Results from chi-square-tests and a logistic regression model suggest choice overload but without entropy having an effect. A logistic regression model revealed that extraverted consumers are easier overloaded. A low Neuroticism score was found to be related to less occurrence of a too-much-choice-effect. Consumers with a high Openness score on the other hand choose one of the presented options more often and were therefore less often
overwhelmed by the assortment. An interaction effect between personality and the amount of entropy was not found. These findings extend the research on choice overload and offer valuable input for marketers targeting consumers online.
Social Innovations in the extended Lake Constance area – an overview of the current activities
(2018)
In recent years the importance of social innovation for societies is rising. Therefore, the European Union realized, that political goals can be successfully achieved through social innovations.1 The concept is offering solutions for social challenges broadly based and in a variety of different fields Thus, the focus of this paper will be to identify social innovation activities in the Lake Constance area and the problems which are being solved through those activities. It will therefore provide a quantitative analysis of the identified projects including the main idea of the activity as well as information about the innovators. The key outcomes of this paper are, that social innovators are mainly focusing on current political challenges such as the refugee crisis. Problems which the society is already facing for a longer period of time, are less focused. It could further be identified, that the majority of social innovators are students or graduates. Also, most of the activities have their origin in bigger cities such as Stuttgart, Karlsruhe or Heidelberg.
Vehicles powered by electricity are the future of mobility in Germany. At the present
time, electromobility is rather hesitantly implemented in Germany, particularly due to
concerns regarding charging infrastructure and battery power/technology.
The purpose of this research project is to forecast – by using scenario planning techniques - how electromobility will influence the way we move in Germany by 2035. The outcome are three distinct scenarios that reflect the possible shift towards E-Mobility in Germany, especially taking into consideration the charging infrastructure, different battery technology and type of electric vehicle. In order to generate scientifically significant scenarios, input factors (Descriptors) were designed in accordance with the newest research findings from literature. Additionally, special ratios between all possible manifestations of input factors were defined, compared and evaluated.
The relation between Frugal Innovation and Sustainability is a widely discussed topic in current academic literature. To assess the correlation between these two concepts, a sample of the most frequently mentioned Frugal Innovations was selected. The criteria to evaluate the sustainability potential for each of these cases was built upon the UN Sustainable Development Goals, a global reference indicator. Frugal Innovations among the banking, transport, energy, ICT, water, appliances and healthcare sectors were evaluated. The results suggested a positive contribution and impact of Frugal Innovations towards economic, social and environmental development.