Samuel, Olga
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Suchergebnisse
Philosophie und Grundlagen des Marketings (Skript): Erfolgreich Kunden und Kundinnen akquirieren und rentable Kunden und Kundinnen langfristig binden
Das primäre Ziel des Marketings ist eine profitable Befriedigung der Kundenbedürfnisse. Nach einer Einleitung in die Aufgaben des Marketings sowie Marketingphilosophie werden Kundenbedürfnisse und -nutzen näher erläutert und verschiedene Marketingkonzepte und Instrumente sowie die Durchführung von Marketinganalysen erläutert. Besondere Aufmerksamkeit wird auf die Kundenakquisition und -bindung gelegt.
Silos and sated sustainability: the need for a common framework
Universities can play a key role in bringing change in society when it comes to sustainability (Dagiliūtė, Liobikienė, & Minelgaitė, 2018). Busines schools must train and equip future business leaders with the skills needed to address sustainability. When it comes to integrating sustainability into business education, there are challenges: organizational, terminological and capabilities (Figueiró & Raufflet, 2015). Currently, sustainability education in business education is highly fragmented (Graham, Trendafilova, & Ziakas, 2018). Kassel et al. (2016) assert that business education often suffers from traditional disciplinary silos: focusing on concepts, analysis, methods and investigation techniques – often losing track of the big picture (Shrivastava, 2010). Figueiró & Raufflet (2015) discuss two approaches to teaching for sustainability: a horizontal integration in which sustainability is ”interwoven through different courses on the curriculum” and a vertical in which stand-alone courses are introduced. Their findings show that a more real-world, interdisciplinary approach is needed to ultimately help “students and citizens to co-operate in integrating sustainability issues in real societal decision-making processes” (2015, p. 30). Blake, Sterling, & Goodson (2013) show that students prefer a reframing of curriculum content rather than additional courses. Educators we need to change the culture and our educational practice and thinking. Sterling (2010), Figueiró & Raufflet (2015) Erskine & Johnson (2012) and Kessel (et al. 2016) speak of a paradigm shift in order to change from transmissive education about sustainability to transformative education for sustainability. Students are constantly confronted with sustainability, but need to be given a coherent set of tools and the opportunity to experience how sustainability affects their education. In this workshop, we aim to discuss the barriers to transformative education for sustainability. The focus is not on content or what she be taught, but rather how can organisational barriers / traditional disciplinary silos can be overcome for curriculum development for sustainability.
Small businesses’ social responsibility and political activity survey studies: a review, synthesis, and research agenda
This systematic review assesses the development of survey-based small business social responsibility (SBSR) and political activity (SBPA) research over the last 30 years. Survey research designs are a widely adopted approach to studying SBSR and SBPA, making a significant contribution to the small business nonmarket strategy (SBNS) research agenda. Survey research has been used in a quarter of the 203 SBNS research publications identified, 60% of all quantitative SBSR studies and 100% of all quantitative SBPA publications. This review identified a total of 53 survey-based studies of SBSR and SBPA in a multidisciplinary selection of 40 top journals. The SBSR articles reviewed primarily focused on environmental themes, CSR strategies, and CSR performance at the macro level and micro concerns around entrepreneurial commitment/attitudes to CSR. The SBPA articles had no clear focal phenomena. The theoretical positioning of the articles used primarily organizational and organizational field level theoretical foundations, in SBSR studies the main theory used was stakeholder approaches/theory, resource-based approaches and (meso/micro) institutional theory, while the SBPA research was clearly oriented toward resource-based approaches. The SBSR studies in contrast to the SBPA research had a far clearer set of established predictor, outcome, moderating/mediating, and control variables. In terms of survey research design the results show a consistent and ongoing improvement of the research designs, but many norms of good survey design are not yet consistently adopted in SBSR and SBPA research. Critically the literature lacks replication of results. Future studies should pursue replication studies and adopt methodological best practice.