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Customer integration in the early innovation phase, considered the method of choice in theory and practice, has shown unexpected side effects that may even outweigh its recognized advantages. As a result, management needs to be able to assess in advance whether the involvement of customers will add overall value to an innovation project. This book develops a mathematical formula to support this decision.
Inhaltsangabe:Introduction: There is a difference between a good company and a great company. A good company offers excellent products and services. A great company also offers excellent products and services but also strives to make the world a better place . As this quote clearly demonstrates, the importance of corporate social responsibility (CSR) is on the rise. Indeed, more and more companies are engaging in CSR-related activities such as cause-related marketing (CRM), employee volunteering (EV) or corporate philanthropy (CP). According to Bhattacharya and Sen more than 80% percent of Fortune 500 companies deal with CSR issues in the United States (US). In European countries such as Germany, the numbers of companies with CSR initiatives is similarly growing. Among those firms are famous examples such as Starbucks and The Body Shop as well as the German companies BMW or SAP. There are several reasons for this trend. On the one hand, companies are increasingly put under pressure to behave socially responsible from different sides. First, consumers today are more sensitive to business practices of companies and can exert their power by means of boycotts resulting in negative economic consequences for firms. This is especially the case in times of increasing media coverage and advances in information technology where bad business practices become more easily transparent. Particularly, recent corporate scandals like those of Enron, or Shell, among others, make a contribution to consumers skepticism. Then, globalization leads to new challenges for companies because on the one hand, they are operating in countries with lower standards of living resulting in higher needs for socially responsible behavior in the respective society. On the other hand, worldwide competition is being strengthened in markets, which are characterized by low levels of product differentiation. CSR offers a source of competitive advantage because it enhances the overall reputation of the company and provides a valuable basis for differentiation. Besides that, companies are feeling pressure by a rise in public standards for social performance (e.g. the United Nations Global Compact). On the other hand, there is evidence that CSR is not only the right thing to do but it also leads to doing better because there is a positive relationship between a company s CSR activities and its stakeholders; especially consumers can be positively influenced. For one thing, market [...]
For small firms, knowledge leakage, loss and theft are counted among the greatest risks in inter-firm collaborations. SMEs are more vulnerable, because they suffer from a number of structural disadvantages when collaborating with larger companies, and yet, they need to collaborate with external partners to overcome their lack of resources.Therefore, this study investigates how SMEs can most effectively protect critical knowledge in collaborations with external partners, for that they can prevent knowledge loss, leakage and theft, while maximizing the performance of the collaboration.This book derives valuable insights for practice and theory through a comprehensive review of existing literature and a collection and analysis of experiences from Germany’s most innovative and successful SMEs.
Corporate Social Responsibility (CSR) of corporations is a trend today. However, the more companies are practicing it, the less it becomes a unique business strategy helping to differentiate from competitors. For that reason, this study examines whether an integration of customers in all decisions and/or the carrying out of different CSR activities leads to it being a more effective marketing strategy. In the conceptual part, a definition of CSR is given: Different approaches are presented reaching from a more detailed one dealing with economic, legal, ethical and discretionary responsibilities according to the pyramid of CSR, to a less specific one, which is taken as the basis of the paper. Key characteristics of CSR as well as different motivations exemplified in the normative and the business case are described and a critical evaluation of CSR is taken into consideration by means of the shareholder view of CSR and the stakeholder theory. Moreover, CSR in Germany is compared with CSR in America in order to give a global perspective of the CSR phenomenon. Furthermore, the most common CSR activities are introduced. From those, cause-related marketing, employee volunteering, and corporate philanthropy are detailed with real company examples and respective advantages and disadvantages because those are the activities used in the study. A review of appropriate literature is given and for customer-related outcomes, social identity theory, attribution theory, and behavioral decision theory are regarded. The concept of customer integration has been adopted from the product innovation process, called open innovation, to CSR by using the means-end theory and the empowerment strategy. Taken together, the hypotheses have been development stating that customer integration leads to a more positive CSR belief, a stronger identification with the respective company as well as a more positive company evaluation and a much higher intent to buy the corporation?s product. These hypotheses have been tested in an online experiment using a fictive company and data has been evaluated via the analysis of variance. The study clarifies that customer integration is neither necessary nor does it hurt. It combines both a marketing tool and at the same time does something good. So, when taking into consideration some aspects, it is a strategy worth doing, with or without customer taking part in it.
This international comparison of pension plans lends great understanding to the transformation taking place in almost every nation around the world. It covers ten of the twelve countries of the European Union, as well as the United States and Japan. The project is interdisciplinary, covering a number of fields, such as economics, law, actuarial science, sociology, and political science, that contribute to the analysis of retirement income systems. The chapters vary in scope - some are comparative, some are restricted to a single country or to one type of plan in one country. Despite their diversity, the chapters share a common awareness of three aspects of pension plans: the importance of actors' roles in shaping each system, the different economic and social domains affected by retirement plans, and the interconnections between social security and supplementary plans.
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
An innovative, cardiology-specific text that blends basic science with the fundamentals of clinical medicine A Doody’s Core Title for 2022! Cardiology: An Integrated Approach to Disease skillfully bridges the gap between the science and practice of medicine. This beautifully illustrated book seamlessly integrates the core elements of cell biology, anatomy, physiology, pharmacology, and pathology with clinical medicine. It is the perfect companion for medical students transitioning to their clinical years, as well as for practicing physicians who need a user-friendly update on the basic science underlying the practice of clinical medicine. Full-color design includes approximately 340 images and 40 tables Cases teach students how to apply principles to real-world patient situations The latest developments in the field are incorporated throughout the text End-of-chapter case-based questions with detailed explanations reinforce important concepts and assess understanding of the material
This text examines the difficulties involved in integrating the three perspectives of biology, psychology and sociology in relation to health. Part One explores professional perspectives and practice, Part Two explores lay perspectives and the final part reviews holistic approaches to health.