Fuduric, Nikolina
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Nikolina
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Fuduric, Nikolina
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- PublikationThe sustainability marketing canvas. Creating order from chaos(American Marketing Association (AMA), 2022) Fuduric, Nikolina; Kuster, Andreas; Bollinger, Melanie; Dogan, Ashuahan; Estori, Cinzia; Godfrey Flynn, Andrea; Prakash Mehta, Ravi; Satornino, Cinthia [in: AMA Summer Academic Conference 2022. Light in the darkness. Marketing's role in driving positive change]Paper Title: The Sustainability Marketing Canvas: Creating order from disorder Abstract: Marketing has made questionable impact upon environmental, social and economic sustainability due to a conceptual and level-of-analysis fragmentation. Not only is this a barrier to theoretical development but perhaps, most importantly, for coherent, sustainable action. Considering the challenges our planet is facing because of climate change, resource scarcity and biodiversity to name a few, answers are desperately needed for firms and society to adjust course in production and consumption. Marketing as a discipline is uniquely poised in offering sustainability answers because of its broad reach. One way to do this is to marry notions of marketing sustainability with “normal” marketing in a decision-making tool. A Sustainability Marketing Canvas is introduced where the 7P’s are fused with the two P’s of the Triple Bottom Line to create order in this conceptual disorder. The canvas is explained in detail and a case is briefly presented using VAUDE GmbH & Co , a sustainable outdoor brand in Germany. (Author note: Until the AMA Summer Conference the SMC will be tested on a business unit at Hilti and will be included in this paper as a case instead of VAUDE. VAUDE is only now used as a place-marker and example of what to expect from the paper until summer.)04B - Beitrag Konferenzschrift
- PublikationThe climate crisis calls for COIL: three virtual, climate-friendly international learning experiences(European Association for International Education, 2022) Miller, Barbara Therese; Göldi, Susan; Amstutz, Nathalie; Fuduric, Nikolina [in: EAIE Forum Magazine]01B - Beitrag in Magazin oder Zeitung
- PublikationMeteoSwiss CHAPo: pollen information needs analysis(Fachhochschule Nordwestschweiz FHNW, 2021) Fuduric, Nikolina; Kraft, Corin; Sterchi, MartinThere is a network of pollen measurement devices in 14 stations throughout Switzerland. To date, the standard of pollen identification and measurement has been done manually with calculations and models providing forecasts with a six day delay. This standard is not serving the allergic public, the doctors and scientists specializing in pollen research any longer. A laser technology measurement device has successfully been tested in the regional center of MeteoSwiss in Payerne. It opens up new perspectives in terms of automation, real-time transmission and higher data quality. The technology is not only applicable to pollen measurement, but also enables partnerships to be strengthened in the areas of air quality and health effects. Based on this technology, MeteoSwiss can provide new, more valuable data products and services. With these new possibilities, two questions arise which are explored in this research report: Q1) What data products and services best serve the allergic public and doctors? Q2) Within which channels should these products be offered? MeteoSwiss has invited the University of Applied Sciences Northwestern Switzerland's (FHNW) School of Business to conduct a needs analysis of the two above-mentioned target groups. The needs analysis was carried out using a customer insights research-based method called “Jobs to Be Done” (JtbD) originally from Harvard University (Christensen 1997). The FHNW researchers extrapolated those jobs or tasks that were important to the target groups but not satisfied in the market. Upon isolating these “jobs”, MeteoSwiss experts from the CHAPo project and aha! were invited to design workshops at the FHNW to create a rough prototype of data products based on the research outcomes.05 - Forschungs- oder Arbeitsbericht
- PublikationOWARNA - User needs in the "Future warning system" project(Fachhochschule Nordwestschweiz FHNW, 2021) Fuduric, Nikolina; Zachlod, Cécile; Bisang, LéonieMeteoSwiss warns of weather hazards on behalf of the federal government. The current severe weather warning system of MeteoSwiss has been in operation for several years and is now to be renewed within the OWARNA2@MCH program based on the latest findings from natural and social science research. The main project of the OWARNA2@MCH program is the "Future Warning System" project. To define the parameters of a new warning system, it is important to combine the user needs with the benefits the warning system can provide. The effort that goes into producing a warning can only be justified if the warning reaches the user, the user understands it and takes action to avoid harm or casualties. A User Needs Analysis is part of Module 2 of the New Warning System project at MeteoSwiss. In addition to the public, important recipients of MeteoSwiss warnings are authorities such as cantons, municipalities and emergency response organizations. They derive regionally and locally specific consequences from the warnings, decide on necessary measures and ensure the protection of the population in the event of a serious incident. In order for the organizations concerned to be able to take the right measures in the event of an incident, the warnings must meet their needs and provide them with the best possible support in fulfilling their tasks. MeteoSwiss took to task to explore the data product/service needs of two main target groups: Natural Hazard Experts (from here on, mentioned as NHE) and Fire Commanders or Inspectors. At a “New Warning System” internal project workshop on October, 19. 2020, MeteoSwiss collected and jointly prioritized their questions for these target groups (presented in table 1). In cooperation with the University of Applied Sciences Northwestern Switzerland (FHNW), these questions are partly answered through the qualitative and quantitative research process presented in this document. Their final resolution will occur at the Design-thinking workshops at the FHNW in Olten in June 2021. After the workshops, a photo protocol will be attached as Appendix C to this document. The workshop goals are to have two data product development iterations with representatives from both target groups and MeteoSwiss experts. The weather warning data product parameters or, in the language of Design-thinking, the design specifications are based on the quantitative data from this document. The collaboration between MeteoSwiss and the FHNW should also serve as a knowledge transfer and enable MeteoSwiss to carry out the Jobs-to-Be-Done method independently in the future.05 - Forschungs- oder Arbeitsbericht
- PublikationSevere weather warnings. impact of an event vs. impact of a warning(Copernicus, 2021) Willemse, Saskia; Popovic, Nathalie; Fuduric, Nikolina; Bisang, Léonie; Zachlod, Cecile [in: EMS Annual Meeting Abstracts]The most important question a national weather service should ask itself in connection with its warning task is: "Do our warnings contribute to reducing the impact of extreme weather events?". A perfect impact forecast of an extreme weather event does not necessarily contribute to reduce the impact of the event. On the other hand, also the most perfect warning is not a guarantee for a reduction of the impact of the warned extreme event. Only If the warning reaches the recipient in time, is understood and action is taken, is there a chance that the impact can be reduced, which means that the warning unfolds an impact. Therefore, if we want the recipient to understand the warnings and to know what action to take, we have to know what his needs are. In this contribution we describe a method (“Jobs to be done”) with which we investigated the needs of the authorities in terms of severe weather warnings in Switzerland. This method focuses our attention on those those processes that are important to the authorities but unsatisfactorily fulfilled. Once isolated, we engage our experts in cooperation with the authorities to find optimal and innovative solutions through design thinking workshops. In the Swiss federal structure, the warning chain extends over all levels of the governance structure: the severe weather warnings are issued at federal level and transmitted to the Cantons, these can decide to add local information, particularly concerning impact, and transmit them to the communities and the population. In our investigation, we concentrated on the administrative authorities and on the cantonal coordination bodies of the fire brigades. The aim of this study is to find indications for optimising the warnings, in terms of content, representation and also distribution. The investigation started in January 2021 with a series of interviews with 6 cantons. Currently (April 2021) we are running a survey in all Cantons and in June we plan two workshops with representatives of the Cantons and with collaborators of the National Weather Service MeteoSwiss (forecasters, developers and key accounts).04B - Beitrag Konferenzschrift
- PublikationCreating tools for sustainable education. Merging disciplines & simplifying complexity - the case of the sustainable marketing canvas(2020) Fuduric, NikolinaSustainability topics are wicked problems: Complicated and inter-disciplinary in nature. For education and for lasting societal impact, the challenge is bridging what we know (theory) into what we can do (practice). Sustainable marketing, in particular, has this dilemma. Its theories are complex and its practice is missing a coherent, inter-disciplinary view and is amputated from “normal” marketing. This prevents the scalability of sustainable marketing action, which has influence on important societal dimensions like human health & dignity, the environment, sustainable profit and employment. The duty of marketing educators and practitioners is to stop this fragmentation so that sustainable marketing education can be demystified, structured and then scaled. A way to do that is to employ tools like models or frameworks. One such framework, The Sustainable Marketing Canvas, is briefly introduced as an example. Thereafter, the workshop participants will be encouraged, in the form of an interactive design-thinking process, to create sustainability sense-making tools for their students in their disciplines. At the end of the design sprints, each group will present their tool and pitch its usefulness to the group. The plenum will give feedback to each groups’ presented tools. In this workshop, we will seed our creativity through interdisciplinary perspectives with the goal of creating useful, scalable tools for sustainable education.06 - Präsentation
- PublikationTools for sustainable education. Merging disciplines & simplifying complexity(2020) Fuduric, NikolinaFor education and for lasting societal impact, the challenge is bridging what we know (theory) into what we can do (practice). In the college of business, marketing as a discipline has the same problem. Marketing’s reach has influence on very important societal dimensions: human health/dignity and environmental considerations to name a few. However, the way we practice sustainable marketing is fragmented and missing an interdisciplinary viewpoint. This acts as a barrier for theoretical development, for educating students, and for coherent, sustainable action. This workshop suggests that sense-making models and frameworks can simplify the complexity of sustainability questions in any discipline and at the same time provide an interdisciplinary view. Using the notion of a canvas, the Sustainable Marketing Canvas is shown as an example of how marketing and sustainability factors are merged to create a decision-making tool. After briefly introducing the development of the Sustainable Marketing Canvas, participants from different disciplines will be encouraged, in the form of an interactive design-thinking workshop, to create sense-making or decision-making tools for their students. At the end of the design sprints, each group will present their tool and pitch the tool’s usefulness to the group. The plenum will give feedback to each group as to the strengths and weaknesses of the presented tools. The goal is not to develop tools that can be used right away. Instead, the goal is to expand participants perception of how sustainability topics can be fused into their disciplines.06 - Präsentation
- PublikationThe sustainable marketing canvas: a new decision-making tool(Institut für Marketing und Customer Insight,Universität St.Gallen, 2020) Fuduric, Nikolina [in: Marketing Review St. Gallen]Marketing has made little impact upon environmental, social and economic sustainability due to a conceptual and level-of-analysis fragmentation. This acts as a barrier for theoretical development and for coherent, sustainable action. Yet, firms and society desperately need answers for which marketing is uniquely poised in offering. Providing order to the complexity is what marketing managers need. One way to do this is to marry notions of marketing sustainability with “normal” marketing in a decision-making tool. A Sustainable Marketing Canvas is introduced where the 7P’s are fused with the Triple Bottom line. VAUDE GmbH & Co, a sustainable outdoor brand in Germany, is the case example. Strategic marketing decisions from CEO Dr. Antje von Dewitz and her management team are structured into the canvas to prove its relevance to practitioners, its simplification of complexity and the inclusion of different levels of analysis01B - Beitrag in Magazin oder Zeitung
- PublikationUnbeschwert auf der Cloud(Swiss Professional Media, 05.05.2016) Fuduric, Nikolina; Gatziu Grivas, Stella [in: Unternehmer Zeitung]CLOUD-COMPUTING Für Anbieter von Cloud-Diensten ist Vertrauen ein wichtiger Bestandteil von loyalen Kundenbeziehungen und der beste Weg, um sich von Mitbewerbern im Markt abzuheben. Vertrauen aufzubauen, erfordert einige Anstrengungen sowohl von Benutzer- als auch von Anbieterseite.01B - Beitrag in Magazin oder Zeitung