Fuduric, Nikolina

Fuduric, Nikolina


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  • Publikation
    The 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
  • Publikation
    OWARNA - User needs in the "Future warning system" project
    (Fachhochschule Nordwestschweiz FHNW, 2021) Fuduric, Nikolina; Zachlod, Cécile; Bisang, Léonie
    MeteoSwiss 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
  • Publikation
    Creating tools for sustainable education. Merging disciplines & simplifying complexity - the case of the sustainable marketing canvas
    (2020) Fuduric, Nikolina
    Sustainability 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
  • Publikation
    The Potential for Developing Opportunity-Oriented Entrepreneurship in Croatia: An institutional perspective
    (11/2009) Fuduric, Nikolina [in: RENT Abstracts Handbook: The Entrepreneurial Growth of the Firm]
    Using Nobel Prize winner Douglass North's Institutional theory, a case is made for the necessary context needed to enable opportunity-oriented entreprenership in Croatia. To unleash entrepreneurial potential, the institutional environment of a nation is to be examined from different institutional levels: government, social context, and the individual. Informal, as well as formal institutions are examined. In Croatia's case, as in many other eastern European nations, if the institutional environment does not become professionalized, the nation is placed in a viscious cycle of necessity entrepreneurial activity.
    04 - Beitrag Sammelband oder Konferenzschrift
  • Publikation
    Necessity Entrepreneurship in the Post-Socialist Periphery: A resource perspective
    (Aalborg Universitet, 2009) Fuduric, Nikolina; Smallbone, David; Welter, Friederike; Busck, Ole
    05 - Forschungs- oder Arbeitsbericht
  • Publikation
    Another Paradox in the Periphery?: Innovations among non-novel entrepreneurs
    (Regional Studies Association, 05/2008) Fuduric, Nikolina; Hardy, Sally; Larsen, Lisa Bibby; Freeland, Frankie [in: The Dilemmas of Integration and Competition: Regional Studies Association Conference Abstract Volume]
    04 - Beitrag Sammelband oder Konferenzschrift
  • Publikation
    Formal Institutions and Environmental Factors Framing Entrepreneurship in Croatia
    (Aalborg Universitet, 2008) Fuduric, Nikolina; Smallbone, David; Welter, Friederike; Busck, Ole
    This paper has two purposes. First, it provides an assessment of the factors framing entrepreneurship in Croatia and how they influence the predominantly necessity-oriented entrepreneurship in the nation. The factors considered include – economics, formal institutions, culture, the industrial structure, human capital and social capital. The second purpose is to present possibilities on how different institutions, through their policies, programs and implementing organizations, impact the above factors. Understanding the sources influencing necessity entrepreneurship is important because the Croatian government’s goal is to reach 75% of the EU25 mean GDP by 2013, partly using entrepreneurship development as an engine of this growth.
    05 - Forschungs- oder Arbeitsbericht
  • Publikation
    Individuals and Opportunities: A resource-based and institutional view of entrepreneurship
    (Aalborg Universitet, 2008) Fuduric, Nikolina
    Entrepreneurial activity holds many promises for economic well-being. Some of the most well-documented promises are economic growth and job creation. Considering entrepreneurship’s potential in creating jobs and economic growth, one would think that it is an ideal strategy to use in those places that need it the most; in the economically depleted regions of the world. The answer is yes and no. It is an ideal strategy because a healthy entrepreneurial base has far-reaching effects on the economy and society. It is not an ideal strategy if the human and institutional resource base is weak. Since entrepreneurship is a socially constructed phenomenon, it will only be as robust as the people practicing it and the institutional environment in which it is enacted. This paper has two goals. The first is to examine human capabilities and the institutional environment as a set of resources giving rise to different processes and forms of entrepreneurship. The second goal is to consider how novel (Schumpeterian) and non-novel (Kirznerian) forms of entrepreneurship are affected by resources on these levels. Two theoretical platforms aid in this consideration: Edith Penrose’s resource-based theory of firm growth and Douglass North’s Theory of Institutions and Institutional Change. Penrose’s theory supports the notion of the development of individual resources since the entrepreneur functions as a firm and is engaging in an individual process and not a collective one. His personal resources are anchored in his psychological traits and capability set. Douglass North and his Theory of Institutions and Institutional Change provide us with the missing context within which the entrepreneur acts. North sees institutions acting as societal rule or norm setters, thereby either permitting or constricting entrepreneurial economic action through the availability of resources in the environment. The point of departure for this paper is that it begins to conceptualize a research framework to observe the entrepreneurial process from the standpoint of individual and institutional resources. The implication of this framework is that it can act as a resource assessment structure which could reveal a region’s ability to support different forms of entrepreneurship. Regarding my future empirical research, it should provide more information as to what resources are used by non-novel entrepreneurs in what we deem as a resource-poor, post-socialist periphery.
    02 - Monographie