2023, Heuss, Sabina, Zachlod, Cécile, Miller, Barbara Therese

2022, Miller, Barbara Therese, Göldi, Susan, Amstutz, Nathalie, Fuduric, Nikolina

2021, Miller, Barbara Therese, Staley, Larssyn

Purpose: The purpose of this student-centred study is two-fold: to better understand how students perceive the role of reflection in their learning, both for their degrees and for their development as future leaders and how lecturers can best use feedback, training and various media to support and encourage student development. Study design/methodology/approach: A class of undergraduate students were surveyed at the beginning and end of a semester on their preferred learning styles. Follow-up interviews were also held with selected participants. During the semester, students were exposed to various formats of reflection: individual written reflections, video reflections and peer reflections. Students received both training in reflection and feedback on their reflections. In the survey and interviews, students were asked about the perceived benefits of such learning formats for their current studies and future careers. Findings: Students indicated an increased ability to reflect honestly and confront their weaknesses. Students also indicated a stronger preference for either the individual written reflection or the video reflection over the peer reflection. Students saw benefit in the greater time that an individual written reflection provided as well as the multimodal aspects of the video reflection, which helped them to reflect in a new way. Additionally, the feedback students received played a big role in allowing the students to feel more comfortable and reflect more honestly. Originality/value: Previous studies have focused on a variety of factors that affect students’ perception of reflection. This study takes a closer look at the effect of feedback and media format on students’ perceived benefits.

2023, Miller, Barbara Therese, Göldi, Susan, Lin, Meng Hsien (Jenny)

Student engagement undoubtedly deserves attention and time of lecturers and researchers. This paper aims to showcase how to increase the engagement of international marketing students with a simple, technology-enhanced course addition based on an online bulletin board (Padlet) collaboration between two universities in different continents. This conceptual paper provides (a) for other educators a case study, detailing the efficient collaboration of two lecturers in different universities for a joint course design; and (b) for researchers some initial data of increased student engagement.

2021, Miller, Barbara Therese

A multimethod study demonstrates the positive effect of visualisation on the success of innovation projects. Based on literature review the success factors for transformation projects are systematically compiled, which include the creation of a vision, shared awareness of the challenge, change communication and need to involve employees into the process. The empirical part of the project is based on six expert interviews, two focus groups of employees experiencing a change project at SwissPost and one survey answered by 60 professionals. From the empirical data, we concluded that visualisation methods contribute to a common understanding for the transformation process and shared challenge and therefore to the success. They can trigger strong emotions and be used to influence employee motivation. Furthermore, visualisation facilitates the process of understanding, storytelling and reflecting of employees due to deeper integration into the overall process, in particular as it reduces complexity, creates clarity and thus improves communication.

2020, Fears, Tiffany, Heuss, Sabina, Miller, Barbara Therese, Peter, Marc K.

2022, Gürtler, Stefan, Miller, Barbara Therese

Companies have short lives – most start-ups are no longer in business ten years after their foundation. Numerous studies have investigated the factors that have a life-prolonging effect. What has been ignored so far is the influence of the company name. It is one of the very first marketing activities, indispensable for registration, for finding investors, and for addressing customers, and it is also the most persistent element of corporate branding. Our study of some 1,300 new companies shows higher survival probabilities for firms with explanatory and/or easy to process names. This opens new perspectives for branding research, in which survival analyses have not yet found their way in.

2021, Miller, Barbara Therese

This qualitative case study demonstrates the positive effect of entrepreneurial marketing (EM) on the success of a start-up during the coronavirus pandemic. The research provides insights into how to measure the emphasis of each of the EM dimensions of an organisation and how to understand the external factors and innovation opportunities. In the start-up examined, the EM organisational dimensions of proactiveness, market-driving and inclusive attention build the basis for the success of the company. It is concluded that a pronounced EM approach allows building a suitable business model for resource-constrained conditions and in times of high-risk and uncertainty (as experienced in the current pandemic). While the presented data focusses on the effect of EM during the pandemic, the approach has been validated as a strategic guideline for entrepreneurs, innovators and consultants at every stage of a new business and opportunity development.