14,135 research outputs found

    The Interdependencies between Customer Journey, Business Model, and Technology in Creating Digital Customer Experiences – A Configurational Analysis at the Example of Brick-and-Mortar Retail

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    As brick-and-mortar retail increasingly disappears while online retail flourishes, the customer experience (CX) becomes a critical source of competitive advantage. Customers expect the same information, personalization, and availability in a brick-and-mortar store as they do online. While digital technology enables such CXs and enhances the advantage of the physical experience, brick-and-mortar retailers struggle with the complexity of these digital transformations. We analyze 38 cases of retailers implementing digital transformations to create digital CXs by conducting a qualitative comparative analysis. In eight expert interviews, we refine our understanding of CX in retail and discuss the validity and generalizability of the three resulting configurations: value chain innovation, seamless purchase experience, and personal experience. They provide actionable pathways to digital CX representing individual transformation initiatives. Since the configurations overlap strongly, we discuss the necessity to combine the three configurations to implement digital CX across all phases of the customer journey and business model

    The People's Smart Sculpture

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    The People’s Smart Sculpture (PS2) panel discusses future oriented approaches in smart media-art, developed, designed and exploited for artistic and public participation in the change and re-design of our living environment. The actual debate about a smart future is not taking into account any idea of media art as an instrument for to realize the social sculpture, mentioned by Beuys [1] or as social sculpture itself. The People’s Smart Sculpture is the only large scale Creative Europe media-art project (2014-2018) in this context. It fosters participative-art and collaborative media-art-processes. The artistic results and the open approaches of the project will be discussed by 5 panelists from 5 countries. The project itself is constituted by 12 project-partners in 8 European countries with more than 350 artists and creatives from 29 countries worlwide. The approach works on two levels: the implementation of cultural participation-projects by media-artists and the ongoing optimization of the art and participation aspects. PS2 integrates diverse groups of people to participate in the non-institutional set up of structures for the people®s re-design of their urban,societal and living environment. Artists, citizens, creatives with a new user's perception and new skills are able to „medialize“ the Cultural Revolution of art, culture, society and science: into spaces of a new public

    Nuni-A case study

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    Developing a macro-dynamic framework of start-up growth drivers supported by digital marketing

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    Publisher Copyright: © 2022 The AuthorsThe contemporary market positions digital marketing as a powerful mediator between efficient digital interaction, data interpretation opportunities, and business growth, while extending its impact potential to tackle different growth challenges. As start-ups usually have limited resources and struggle with customer engagement, retention, and other growth challenges, the low investment and dynamic elements of digital marketing tools can be used to support constructive digital interactions impacting start-up growth. Consequently, these links have outlined an extended digital marketing impact in the areas which build on marketing and sales and influence growth components such as product & market testing, customer engagement, and partnership development. Through a systematic literature review, we present a holistic overview encompassing start-up growth areas that use digital marketing. We also discuss how digital marketing efforts complement the start-up maturity. Furthermore, we analyze the differences in B2B and B2C digital marketing usage and discuss how emerging technologies impact digital marketing. The link between the extended digital marketing impact, start-up challenges, and growth areas result in the identification of start-up growth drivers supported by digital marketing. We propose a Macro-Dynamic framework identifying the start-up growth drivers from product, market, team, and finance areas and digital marketing tactics connected to the identified growth drivers.publishersversionpublishe

    New trends in logistics

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    The purpose of this study is to make the point of the situation in the logistics world considering the complex scenarios in which it operates, and based on the trends observed to hypothesize the future scenarios and the impacts they have on the economy, on individuls and on logistics processes. Logistics in fact improve efficiency and therefore reduces costs and improve productivity in many sectors, from manufacturing to retail. The economic growth has always been the result of revolutions or more innovation in productivity, like the steam engin revolutions, mass production model (Ford case) and 1970s the industrail automation. These innovations have boosted the economy because they have improved productivity, more productivity means greater growth in the economy. Logistics is the focus of the new industrial revolutions and it’s a real chance for any business. Proper use of this powerful tools will lead out of recession

    Augmented Reality Advertisement on Android as A New Marketing Strategy (ReADroid)

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    Augmented Reality Advertisement on Android as A New Marketing Stategy is a project to study the effectiveness of using augmented reality technology in marketing strategy based on the prototype being developed called Augmented Reality Advertisement on Android (ReADroid). ReADroid is an Android application for chocolate based advertisement which animate when ttre smartphone camera is pointed to the chocolate wrapper by using augmented reality (AR) approach. In the conventional physical advertising method which mostly dull and static, viewer has high tendency to ignore without gving any bodily responses towards the advertisement. This problem leads to viewer difficulties to remember the advertisement well. By creating and developing an interactive and engaging AR advertising application, ReADroid ensure that half of the advertisement viewers remember about the advertisement. As a little number of researches has been done to investigate the effectiveness of AR advertisement, this project is contributing to the evaluation on the usability and receptivity of users towards the AR advertisement. Men and women between 15 to 35 years old are the main target goup that will b€ using ReADroid on their Android smartphone to see the AR chocolate based advertisement on the chocolate wrapper. [n order to facilitate the requirement changes, ReADroid development is based on the modified version of Waterfdl Methodology Model called Sashimi Methodology Model. Based on the data gathering and analysis, by using Qualcomm Augmented Reality (QCAR) as the AR framework, together with unity 3D Pro, Blender and Android softrrare Development Kit (SDK), ReADroid satisfy more than 50 respondents' needs by allowing us€r to criticize or praise the advertised products directly at the advertisement, play the garnes provided, view the promotion or visiting the advertiser website. As conclusion, this interactive application will solve the ineffestiveness in conventional physical advertisement, thus creating bigger plaform for business to acquire more profit
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