Danske virksomheders udfordringer i fremtidens globale markedsføring

Danske virksomheder må i stigende grad indstille sig på, at konkurrencevilkårene internationaliseres og at virksomhedernes stategier må justeres i takt med den stigende globalisering, bl.a. hjulpet på vej af den informationsteknologiske udvikling (internet). Det er de danske virksomheder markedsmæssige respons til den ændrede globale konkurrence, der er temaet for nærværende artikel

Relationship Building in IoT Platform Models: the Case of the Danfoss Group

Purpose: This paper investigates the implications for a manufacturer’s relationship building towards B2B customers and suppliers as a consequence of Internet-of-Things (IoT) platform models. Design/methodology/approach: Explorative single case study with embedded sub-cases. Qualitative research approach. Semi-structured interviews. Findings: The paper identifies two ways of doing relationship building when it comes to IoT platform models. Relationship building can take place through a Classic Relationship IoT platform model (characterized by low complexity) or a New Relationship IoT platform model (characterized by high complexity). In both models, the manufacturer aims for high stickiness towards the customers. In the New Relationship model, however, low stickiness towards suppliers is aimed for in order to enable the manufacturer to orchestrate the stakeholder constellation dynamically. In addition, a driver for the low stickiness aim towards suppliers can be found in a motive to outsource risks to suppliers in IoT markets characterized by high degrees of turbulence and growth. Research limitations/implications: The study points to the fact that a manufacturer should consider how the new technology IoT gives opportunities for different ways of relating to stakeholders, e.g. customers and suppliers, in the business model. Originality/value: Based on primary data collection the research shows how strategic relationship building can help a manufacturer create value with customers and suppliers within IoT platform models. The paper expands the business model literature by investigating consequences of a new technology, i.e. IoT. Keywords: IoT, IoT platform model; platform stickiness; manufacturer; relationship building, business models. Article Classification: Research pape

Køb af B-t-B-serviceydelser - Konceptualisering af industriel købsadfærd i forbindelse med hr-konsulentydelser

I den tidlige B-t-B-købsadfærdslitteratur har man lagt megen vægt på, at købsadfærden i forbindelse med B-t-B-serviceydelser er meget rationel præget. Gennem en større eksplorativ undersøgelse af danske virksomheders indkøb af konsulentydelser inden for hr, har forfatterne fået indblik i de faktorer, som bestemmer danske virksomheders valg af leverandør inden for konsulentydelser. På grundlag af et litteratur review er der udviklet fem hypoteser. Resultaterne viser, at købsadfærden er langt mindre rationel end hidtil antaget. Det viser sig f.eks., at konsulentens personlige relationer til kunderne ofte kan kompensere for mangler i konsulentens faglige viden. Dette betyder bl.a., at konsulenternes udvikling af langvarige personlige relationer til kunderne er en af de vigtigste nøglesuccesfaktorer i konsulentbranchen. Et andet vigtigt resultat af undersøgelsen er kundernes specifikke ønske om at deltage aktivt i produktionen af konsulentserviceydelserne

Dose painting based on tumor uptake of Cu-ATSM and FDG:a comparative study

BACKGROUND: Hypoxia and increased glycolytic activity of tumors are associated with poor prognosis. The purpose of this study was to investigate differences in radiotherapy (RT) dose painting based on the uptake of 2-deoxy-2-[(18) F]-fluorodeoxyglucose (FDG) and the proposed hypoxia tracer, copper(II)diacetyl-bis(N(4))-methylsemithiocarbazone (Cu-ATSM) using spontaneous clinical canine tumor models. METHODS: Positron emission tomography/computed tomography scans of five spontaneous canine sarcomas and carcinomas were obtained; FDG on day 1 and (64)Cu-ATSM on day 2 and 3 (approx. 3 and 24 hours pi.). Sub-volumes for dose escalation were defined by a threshold-based method for both tracers and five dose escalation levels were formed in each sub-volume. Volumetric modulated arc therapy plans were optimized based on the dose escalation regions for each scan for a total of three dose plans for each dog. The prescription dose for the GTV was 45 Gy (100%) and it was linearly escalated to a maximum of 150%. The correlations between dose painting plans were analyzed with construction of dose distribution density maps and quality volume histograms (QVH). Correlation between high-dose regions was investigated with Dice correlation coefficients. RESULTS: Comparison of dose plans revealed varying degree of correlation between cases. Some cases displayed a separation of high-dose regions in the comparison of FDG vs. (64)Cu-ATSM dose plans at both time points. Among the Dice correlation coefficients, the high dose regions showed the lowest degree of agreement, indicating potential benefit of using multiple tracers for dose painting. QVH analysis revealed that FDG-based dose painting plans adequately covered approximately 50% of the hypoxic regions. CONCLUSION: Radiotherapy plans optimized with the current approach for cut-off values and dose region definitions based on FDG, (64)Cu-ATSM 3 h and 24 h uptake in canine tumors had different localization of the regional dose escalation levels. This indicates that (64)Cu-ATSM at two different time-points and FDG provide different biological information that has to be taken into account when using the dose painting strategy in radiotherapy treatment planning

Enhancing Consumer Attitude Toward Culturally Mixed Symbolic Products from Foreign Global Brands in an Emerging-Market Setting: The Role of Cultural Respect

The extant literature has not examined the conditions that govern integrative and exclusionary reactions to cultural hybrid products with sufficient detail. Within an emerging-market setting, this study explores how culturally mixed symbolic products (CMSPs) from foreign global brands can avoid antagonistic consumer attitudes. Building on social categorization theory, the authors argue that foreign global brands are viewed as belonging to an out-group and may thus encounter difficulties in tapping local cultural capital, resulting in a negative relationship between brand globalness and consumer attitude toward CMSPs. However, they contend that product category moderates this relationship such that there is a stronger negative effect for nonfood products than for food products. Moreover, the authors theorize that (1) cultural respect by foreign global companies directly enhances consumer attitudes toward CMSPs and (2) cultural respect attenuates the negative brand globalness–CMSP attitude link. These hypotheses are tested using a representative consumer sample from eight provinces/municipalities in China (n = 646). Results provide important implications for global companies on how to benefit from local cultural resources in their localization processes