2022, Fuduric, Nikolina, Kuster, Andreas, Bollinger, Melanie, Dogan, Ashuahan, Estori, Cinzia, Godfrey Flynn, Andrea, Prakash Mehta, Ravi, Satornino, Cinthia

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.)

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.

2009-11, Fuduric, Nikolina

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.

2008, Fuduric, Nikolina

This paper has five goals. The first is to offer a literature review on the sources of opportunities in the entrepreneurship process. The literature review shows that the theoretical and empirical contributions are quite fragmented and in need of a framework. The second goal is to explore the generally accepted view in the field that entrepreneurs can be described from a Schumpeterian or Kirznerian perspective. I propose that one entrepreneur has the opportunity to be both depending on which stage of the entrepreneurial process he is in and in what environmental context he finds himself in. The third and fourth goals are to delineate which individual and environmental factors provide the entrepreneur with opportunities by examining existing research. Finally, the fifth goal is to develop a framework including the individual and environmental factors affecting the discovery and exploitation of opportunities. This framework will be used to structure my empirical research in a post-socialist periphery.

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.

2020, Fuduric, Nikolina

For 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.

2009, Fuduric, Nikolina, Smallbone, David, Welter, Friederike, Busck, Ole

2021, Willemse, Saskia, Popovic, Nathalie, Fuduric, Nikolina, Bisang, Léonie, Zachlod, Cecile

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).

2016-05-05, Fuduric, Nikolina, Gatziu Grivas, Stella

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.

2008-05, Fuduric, Nikolina, Hardy, Sally, Larsen, Lisa Bibby, Freeland, Frankie