Hochschule für Wirtschaft FHNW

Dauerhafte URI für den Bereichhttps://irf.fhnw.ch/handle/11654/60

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Anfangsdatum: 2023Thema: search.filters.subject.658 - General Management

Bereich: Suchergebnisse

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  • Kein Vorschaubild vorhanden
    Publikation
    Development of a theoretical marketing technology maturity model
    (Inderscience, 2024) Hüttermann, Marcel; Kaeppeli, Lisa; Rozumowski, Anna; Klaas, Michael
    MarTech is defined as tools and technology used to assist professionals in reaching the defined company goals by supporting them throughout the complete marketing campaign execution and evaluation process from acquisition to customer retention. With the increasing complexity of tools available for a multitude of functionalities, sometimes even overlapping capabilities, finding the right solution for a business is becoming increasingly complex. The aim of the study was to develop a theoretical maturity model for marketing technology to help businesses assess their current state and show potential further development regarding marketing technology. Based on literature review and 20 interviews with experts in the field of marketing technology our aim was reached, and the model could be developed. The research findings involve a comprehensive audit of relationships before data analysis, leading to the amalgamation of dimensions such as ‘team structure’ and ‘skills’ into the consolidated ‘people’ dimension. The dimensions – technology and data, strategy, organisation, people and skills, and customers – are explored in subsequent chapters, offering insights into their roles in MarTech maturity and guiding businesses in assessment and development.
    01A - Beitrag in wissenschaftlicher Zeitschrift
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    Publikation
    Household saving in times of crisis
    (Springer, 2024) Höchle, Daniel; Graef, Frank; Hüttche, Tobias
    In times of economic uncertainty, understanding household saving behavior is of particular importance to researchers and policymakers alike. We review the recent empirical literature on household saving over the life cycle, cross-sectional determinants of saving rates, and retirement saving, focusing on studies based on high-quality administrative data. We also discuss recent evidence on similarities in economic behavior and outcomes across generations. There are some common themes. While less financially savvy and low-income households are particularly at risk of under-saving, the literature also shows surprising differences in savings rates among financially well-off households. Individuals tend to exhibit present bias and inertia in their saving and consumption behavior and are strongly influenced by their upbringing and genetic predisposition.
    04A - Beitrag Sammelband
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    Publikation
    Förderung von AI Literacy als Schlüsselkompetenz. Ein Pilotprojekt
    (wbv Media, 2024) Felder, Juliane; Heuss, Sabina
    Die Einführung in das wissenschaftliche Schreiben an der Hochschule für Wirtschaft (HSW) der Fachhochschule Nordwestschweiz (FHNW) stellt Studierende vor Herausforderungen. Insbesondere seit der Einführung von Schreibtools mit Künstlicher Intelligenz (KI) werden zusätzliche Kompetenzen wie AI Literacy benötigt. Genau hier setzt das Pilotprojekt der HSW an. Um den kritisch-reflektierten Umgang mit KI-Tools zu fördern, wurden im Rahmen des Projekts Workshops entwickelt, die flexibel in der Lehre eingesetzt werden können. Das Projekt bietet somit einen innovativen Ansatz, um Studierende und Dozierende auf die Anforderungen der KI-Ära vorzubereiten, und fördert die Entwicklung von AI Literacy als Schlüsselkompetenz.
    01A - Beitrag in wissenschaftlicher Zeitschrift