Customer relationship management

1st editio

An approach to the phenomenon of corporate entrepreneurial culture

This paper has the objective of creating a framework for a different cultural dimension of corporate entrepreneurship leading to corporate entrepreneurial culture (CEC). The analysis of CEC is based on a review of existing concepts of organisational culture and entrepreneurship. They are combined to create a framework of CEC, including macro- and microlevels and examples of subcultures. Core ideas of the framework are validated by qualitative interviews with ten experts. The identified organisational category of the CEC framework is defined by the levels of micro-cultures or subcultures and includes the upper levels of the hierarchy, including the industry level. Geographic categories such as regional or national culture are also part of the system. The individual category of the CEC framework is characterised by competencies (including aspects such as motivation, creativity, mobilising others, coping with uncertainty, teamwork and social competencies) and entrepreneurial personalities. The results of the interviews show the importance of these individual competencies for a lively CEC. The different levels, such as national and professional cultures, as a dimension of the organisational category of the framework are also confirmed by the interviews. The findings indicate that the individual category of CEC could be used for job satisfaction or engagement and the degree of CEC of an organisation could be defined and developed by the organisational category. The identified framework contributes to an understanding of this complex topic and supports companies in the implementation of entrepreneurial ideas in different organisational contexts

Authentic corporate social responsibility: antecedents and effects on consumer purchase intention

Purpose The aim of the research is to identify the factors that create an authentic company's corporate social responsibility (CSR) engagement and to investigate whether an authentic CSR engagement influences the purchase intention. In addition, the study attempts to provide insights into the mediation role of attitude toward the company and frequency of purchase on purchase intention. Design/methodology/approach In this study, a theoretical framework is developed in which major antecedents of authentic CSR are identified. A specific example of a brand and its corporate social responsibility activities was used for the study. An online questionnaire was used to collect the data. To verify the hypothesis, structural equation modeling with the partial least squares method was used. A total of 240 people participated in the study. Findings The results of the study confirmed that CSR authenticity positively influences consumer purchase intention. Furthermore, the hypothesized impact of CSR authenticity on attitudes toward the company and frequency of purchase could be verified. Originality/value Although there is research on the antecedents influencing the consumer's perceived authenticity of CSR, it has not addressed differences in impact and has not presented a full picture of influencing antecedents. In addition, CSR proof as a new antecedent is investigated in the study. Moreover, research on outcomes of perceived CSR authenticity still lacks depth. The study therefore addresses this research gap by providing an extensive research framework including antecedents influencing CSR authenticity and outcomes of CSR authenticity

Online-Marketing - Nutzung bei klein- und mittelständischen Unternehmen

Auf Grund der hohen Bedeutung des Internets als Informations-, Kommunikations- und Absatzkanal werden Online-Marketing Maßnahmen immer wichtiger. Dies gilt auch für kleine und mittelständische Unternehmen (KMU). Vielfach haben diese allerdings Schwierigkeiten mit der Nutzung von Online-Marketing Maßnahmen, unter anderem fehlt es häufig am nötigen Know-How. Im Mittelpunkt der Studie stehen Online-Marketing Maßnahmen und deren Nutzung bei kleinen und mittelständischen Unternehmen in der Region Ortenau. Hierzu wurde im Dezember 2015 eine Online-Befragung mit 2.138 Unternehmen durchgeführt. Daneben wurden 2.138 Webseiten im Hinblick auf Suchmaschinenoptimierungsmaßnahmen mit dem Google Online-Tool PageSpeed Insights analysiert. In der Studie werden zunächst die untersuchten Online-Marketing Maßnahmen vorstellt. Im Mittelpunkt dieses Ergebnisberichtes stehen die Ergebnisse der Online-Befragung zur aktuellen Nutzung von Online-Marketing Maßnahmen in der Region Ortenau. Darüber hinaus werden die Resultate einer Analyse zur Suchmaschinenoptimierung präsentiert. Durch die Verknüpfung der Ergebnisse aus der Online-Befragung sowie der SEO-Analyse werden abschließend Handlungsempfehlungen vorgestellt, wie kleine und mittelständische Unternehmen von Online-Marketing Maßnahmen profitieren können

Bio, vegan – oder was?

Nachhaltigkeit als gesellschaftlicher Wert beeinflusst auch die Haltung der Konsumierenden gegenüber Fleisch- und Wurstkonsum und kann zum Umkippen bisheriger Konsummuster führen (Tipping-Point). Für EDEKA Südwestfleisch und Schwarzwaldhof erfordert dies – aufbauend auf der bisherigen Ausrichtung an Nachhaltigkeit – eine zukunftsorientierte Planung des Sortiments im veganen, vegetarischen, hybriden Sektor und im Bereich Bio-Produkte und Tierwohl. Hierfür muss auch die Kommunikationspolitik angepasst werden, um jüngere Zielgruppen zu erreichen, damit das Dilemma der Fleischwirtschaft (Tierwohl wird gefordert, aber nicht in gleichem Masse gekauft) nicht zu Lasten des Markterfolgs geht

Entrepreneurial Leadership

Die Medienbranche ist seit Jahren von disruptiven Veränderungen betroffen, sodass die Unternehmen und zentralen Akteure in einem dauerhaften Veränderungsmodus sind. Gestiegene Anforderungen an Führungskräfte, Kostendruck und geringe Zeitbudgets für Weiterbildung reduzieren die Möglichkeiten für umfassende Ausbildungsmöglichkeiten. Dieser Beitrag beschreibt einen Lösungsansatz, wie trotz begrenzter Budget- und Zeitressourcen eine individuelle Begleitung von Führungskräften möglich wird. Mit einer Kombination von stärkenorientierter Selbstreflexion und gezielten Impulsen werden Führungskräfte in ihrer Entwicklung als selbstverantwortliche, unternehmerisch denkende Führungskraft gestärkt.The media industry has been affected by disruptive changes for years, so companies and central players are in a permanent mode of change. Increased demands on executives, cost pressure and small time-budgets for further training reduce the possibilities for comprehensive training opportunities. This article describes a solution approach how individual support of executives becomes possible despite limited budget and time resources. With a combination of strength-oriented self-reflection and targeted impulses, managers are strengthened in their development as self-responsible, entrepreneurial leaders

Genome-wide association study identifies six new loci influencing pulse pressure and mean arterial pressure.

Numerous genetic loci have been associated with systolic blood pressure (SBP) and diastolic blood pressure (DBP) in Europeans. We now report genome-wide association studies of pulse pressure (PP) and mean arterial pressure (MAP). In discovery (N = 74,064) and follow-up studies (N = 48,607), we identified at genome-wide significance (P = 2.7 × 10(-8) to P = 2.3 × 10(-13)) four new PP loci (at 4q12 near CHIC2, 7q22.3 near PIK3CG, 8q24.12 in NOV and 11q24.3 near ADAMTS8), two new MAP loci (3p21.31 in MAP4 and 10q25.3 near ADRB1) and one locus associated with both of these traits (2q24.3 near FIGN) that has also recently been associated with SBP in east Asians. For three of the new PP loci, the estimated effect for SBP was opposite of that for DBP, in contrast to the majority of common SBP- and DBP-associated variants, which show concordant effects on both traits. These findings suggest new genetic pathways underlying blood pressure variation, some of which may differentially influence SBP and DBP

Genetic variants in novel pathways influence blood pressure and cardiovascular disease risk.

Blood pressure is a heritable trait influenced by several biological pathways and responsive to environmental stimuli. Over one billion people worldwide have hypertension (≥140 mm Hg systolic blood pressure or  ≥90 mm Hg diastolic blood pressure). Even small increments in blood pressure are associated with an increased risk of cardiovascular events. This genome-wide association study of systolic and diastolic blood pressure, which used a multi-stage design in 200,000 individuals of European descent, identified sixteen novel loci: six of these loci contain genes previously known or suspected to regulate blood pressure (GUCY1A3-GUCY1B3, NPR3-C5orf23, ADM, FURIN-FES, GOSR2, GNAS-EDN3); the other ten provide new clues to blood pressure physiology. A genetic risk score based on 29 genome-wide significant variants was associated with hypertension, left ventricular wall thickness, stroke and coronary artery disease, but not kidney disease or kidney function. We also observed associations with blood pressure in East Asian, South Asian and African ancestry individuals. Our findings provide new insights into the genetics and biology of blood pressure, and suggest potential novel therapeutic pathways for cardiovascular disease prevention