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The urge for personalisation and the rise of technological advancements
in the 21st century is pushing for more innovative marketing strategies. As such, this dissertation examines the impact of personality-tailored
campaigns (PTC) and how it affects purchasing decisions among
Generation Z, focusing on theoretical and practical implications.
A conceptual framework for the process of personality-tailored marketing has been developed to provide tangible value for businesses of
various industries in particular the fragrance, smartphone, and food
industry.
Toward a notation for modeling value driver trees: Classification development and research agenda
(2024)
This study investigates the role of individual differences in channel choice and switching behavior in a multichannel environment using latent class analysis on data from 1512 customers. Psychographic variables from five domains (risk attitudes, cognitive ability, motivation, personality, and decision-making style) serve as covariates for multichannel customer behavior. We identify six segments that differ significantly on six psychographic variables (readiness to take risks, need for cognition, autotelic and instrumental need for touch, and rational and intuitive decision-making styles). The results advance the theory-building of multichannel customer behavior and present insights for proactively managing customer journeys of distinct segments.
An important, often overlooked group of workers that HR managers have trouble reaching are those intentionally disconnected from personal digital devices. That is, workers in manufacturing facilities, distribution centers, secure areas, or locations where employers ban workers from bringing their own devices. We explore the engagement problem for these intentionally disconnected workers. We outline a disruptive HR strategy in these work contexts. We then focus on implementation, testing a simple digital platform prototype that can serve as an entry for existing, disruptive HR management engagement tools (e.g. chatbots, HR analytics) in these settings. Our exploratory findings suggest engagement is a problem for these workers and these simple tools can be an effective strategy to help HR managers improve engagement. We conclude that simple digital solutions aimed at engaging this underserved segment of the workforce can have disruptive yet positive effects for workers, HR managers and shareholders.
Supply chains often match the supply of labour to uncertain demand by using precarious workprecarious workers. This increases flexibility and lowers costs for the supply chain by shifting risk to the workers and costs to society. Supply chains are maximizing profits, often literally, on the backs of their workers by creating serious negative externalities for society. We address this issue using a powerpower perspective because powerpower is asymmetrically oriented against workers in many supply chain contexts. This allows us to identify examples of how to reverse this trend and shift powerpower back to workers. The goal is to get to where stakeholders understand the costs and limited benefits of precarity, where we can separate the notion of flexibility from low costs, and where through a combination of incentives, policy, social norms of ethical behaviour, and consumer action, we can get to a better place than where we are now.
This research case study presents a novel way to study the development and growth of a multi-sided disruptive platform built on digital technologies. The corresponding business model unfolds industry-changing dynamics eventually changing competition logic in established markets. Despite the appeal of those models, developing and managing such a multi-sided disruptive platform is challenging because multiple platform sides need to be strategically aligned to develop along a disruptive path. Hence, scholars and practitioners are increasingly debating about the dynamics arising in the development and growth of such platforms. The focal case study discusses a research project which contributes to those debates:
This case study discusses how we used topic modeling and qualitative content analysis to make sense of a large amount of historical data from and about multiple platform sides to understand the strategic management and alignment mechanisms that unfolded over time. We discuss how we studied an entrant that was spun off from an established catalog retailer and is steering a multi-sided disruptive platform in the German fashion retail industry. We present how we faced the challenges of collecting data from multiple platform sides and how we used topic modeling to overcome data asphyxiation (i.e. difficulties in making sense of an overwhelming amount of qualitative data). Readers of this case study are equipped with practical insights about a) studying the development of multi-sided platforms over time, and b) using topic modeling and qualitative content analysis as complementing methodological approaches.
Collective dynamic capabilities in innovation ecosystems - an analysis of the multi-actor process
(2023)
Purpose
The purpose of this paper is to investigate the relationships between technology orientations and export performance of small and medium-sized enterprises (SMEs).
Design/methodology/approach
A quantitative research design was adopted for this study. The paper formulates hypotheses from the literature review. These hypotheses are tested using structural equation modeling with data collected from 231 SMEs in Uganda. Data were analyzed using SPSS version 23 and AMOS.
Findings
The findings of this study showed technology orientation has a positive and significant relationship with the performance of Ugandan SMEs and that supply chain agility moderates technology orientation and export performance.
Research limitations/implications
The study discusses the findings, advances limitations and managerial implications. It also suggests future research avenues. It proposes some recommendations to help Ugandan SMEs to form flexible supply chains, use the latest technology and create strong relationship ties with their partners in the supply chain.
Practical implications
The study suggests that managers of Ugandan SMEs should use the latest technology in production, marketing, logistics and supply chain management which will enable them to respond quickly to customer tastes and preferences leading to higher levels of export performance.
Originality/value
This study contributes to the literature on strategic management showing the reliability of scales used and the confirmatory of the factor structure. This study shows that in strategic management technology, orientation is critical in increasing export performance. This study has extended the resource-based view (RBV) and dynamic capabilities theories.
In-depth analysis of customer journeys to broaden the understanding of customer behaviors and expectations in order to improve the customer experience is considered highly relevant in modern business practices. Recent studies predominantly focus on retrospective analysis of customer data, whereas more forward-directed concepts, namely predictions, are rarely addressed. Additionally, the integration of robotic process automation (RPA) to potentially increase the efficiency of customer journey analysis is not discussed in the current field of research. To fill this research gap, this paper introduces “customer journey mining”. Process mining techniques are applied to leverage digital customer data for accurate prediction of customer movements through individual journeys, creating valuable insights for improving the customer experience. Striving for improved efficiency, the potential interplay of RPA and customer journey mining is examined accordingly. The research methodology followed is based on a design science research process. An initially defined customer journey mining artifact is operationalized through an illustrative case study. This operationalization is achieved by analyzing a log file of an online travel agency functioning as an orientation for researchers and practitioners while also evaluating the initially defined framework. The data is used to train seven distinct prediction models to forecast the touchpoint a customer is most likely to visit next. Gradient-boosted trees yield the highest prediction accuracy with 43.1%. The findings further indicate technical suitability for RPA implementation, while financial viability is unlikely.
Against the setting of an increasing need for innovation and low margins, companies in the logistics
sector are facing highly competitive pressure. One field with high potential for optimization lies within
damage quotas. The use of big data analytics or data mining represents a promising approach to face
this challenge. However, within supply chain management, data mining is hardly being researched on
regarding damage quotas and thus not being utilized to its full possible extend. At the current time it
seems to predominantly be used for route and utilization optimization while the analysis of delivery
damages is hardly considered.
The aim of this research is therefore to showcase an initial approach for data mining in logistics to predict
delivery damage probabilities and to validate this by means of a multiple case study research. To create
a sound basis for evaluation, the groundwork is laid out based on CRISP-DM by the analysis of reference
data (German road-cargo market).
As a central result it is noted that data mining can systematically be used to help reducing the damages
by forecasting the probabilities of damages occurring during transport in dependence of different factors.
The approach can be utilized across different markets as long as sufficient data tracking delivery
damages is being collected within a company. Challenges arise in the field of air- and sea-freight.
Ecosystem Emergence and Founding Conditions - Lessions Learned from an Imprinting Perspective
(2022)
The rise of ecosystem prominence has provided several definitions of how we understand ecosystems nowadays. In this context, several scholars have considered influencing factors for ecosystem emergence. This paper addresses this consideration and analyzes the salient characteristics of different ecosystem types and their potential persistence since ecosystem founding to improve the understanding of emergence. We applied a three-step approach (1) identifying ecosystem types based on bibliometric analysis, (2) exploring salient characteristics per ecosystem type using qualitative content analysis and (3) deriving founding conditions from the salient characteristics following a conceptual approach. Based on a bibliometric analysis, we identified business/innovation, entrepreneurial and service ecosystems. In a second step, we developed salient characteristics within the themes of structure, power constellation/interdependencies and governance by inductive coding. As we identified a significant difference in alignment structure, we analyzed if alignment structure persists since ecosystem origin and explains why ecosystems differ. We analyzed potential pairings between alignment structure and their respective founding condition for every ecosystem type. With the alignment structures’ persistence, we can better understand why ecosystem types differ.
To deepen our understanding of how project leaders can lead effectively in different community-academic health partnerships (CAHPs), we conducted an inductive, qualitative study through semi-structured interviews (N = 32) and analyzed the data with Grounded Theory approaches. By presenting a process model illustrating the cycle of effective leaders(hip) in CAHP projects, we contribute to the literature on CAHP, leadership development, and complexity leadership theory in three ways. Firstly, the model depicts the strategies enabling leaders to navigate typical project challenges and perform leadership tasks effectively. Secondly, we distill four beneficial qualities (i.e., adopting a proactive attitude, having an open and adaptive mindset, relying on peer learning and support, and emphasizing self-growth and reflexivity) which CAHP project leaders require to develop themselves into effective leaders. Thirdly, we illustrate leaders' dynamic developmental logics and processes of effective leadership and their contributions to better project functioning in diverse CAHPs.
Purpose
Combining the goal-setting and job demands-resources (JD-R) theories, we examine how two project resources, collaborative project leadership and financial project resources, enhance high project performance in community-academic health partnerships.
Design/methodology/approach
With a sequential explanatory mixed-method research design, data were collected through a survey (N = 318) and semi-structured interviews (N = 21). A hypothesised three-path mediation model was tested using structural equation modelling with bootstrapping. Qualitative data were examined using thematic analysis.
Findings
Project workers’ hope, goal-commitment and -stress: (1) fully mediate the hypothesised relationship between highly collaborative project leadership and high project performance; and (2) partially mediate the relationship between financial project resources and high project performance. The qualitative data corroborate and deepen these findings, revealing the crucial role of hope as a cognitive-motivational facilitator in project workers’ ability to cope with challenges.
Practical implications
Project leaders should promote project workers’ goal commitment, reduce their goal stress and boost project performance by securing financial project resources or reinforcing workers’ hope, e.g. by fostering collaborative project leadership.
Originality/value
The findings contribute to the project management and JD-R literature by considering the joint effects of project workers’ hope and two commonly studied project resources (collaborative project leadership and financial project resources) on high project performance. Moreover, we demonstrate the importance of the goal-setting and JD-R theories for understanding complex health-promotion projects connecting academic to community work.
Background
Community–academic health partnerships (CAHPs) have become increasingly common to bridge the knowledge-to-practice gap in health care. Because working in such partnerships can be excessively challenging, insights into the individual-level enablers of high performance will enable better management of CAHPs.
Purpose
Steered by the goal-setting theory, this study examined the relations between goal clarity, goal stress, goal importance, and their interactions on perceived project performance among individuals working in CAHPs’ constituting projects.
Methodology
Using a convergent mixed-method research design, online survey data were collected from 268 participants working in a variety of CAHP projects in three German-speaking countries. We tested the hypotheses using structural equation modeling, after which thematic analysis was carried out on the 209 open-ended responses.
Results
CAHP project performance was positively associated with goal clarity and negatively associated with goal stress. A three-way interaction analysis showed that when goal importance was high, the relationship between goal clarity and project performance remained positive regardless of the level of goal stress. The qualitative data corroborate this finding.
Conclusion
In CAHP projects, high goal importance offsets the negative effect of goal stress on project performance, indicating that workers who perceive the project goals as important can manage the stress associated with demanding goals better.
Practice Implications
To achieve high project performance in CAHPs, organizational and project leaders should (a) set clear project goals, (b) facilitate project workers in dealing with stress resulting from overly demanding goals, and (c) emphasize the importance of the project goals, especially when goal stress is high.
Automated regression tests are a key enabler for applying popular continuous software engineering techniques. This paper focuses on testing BPMN-based Process-Driven Applications (PDA). When evolving PDAs, the affected test cases must be identified and co-evolved as well. In this process, affected test cases can be overlooked, misunderstandings may occur during communication between different roles involved, and implementation errors can arise. Regardless of possible error sources, the entire test migration process is time-consuming. This paper presents a new semi-automated test migration process for PDAs. The concept builds on previous work on creating regression tests using a no-code approach. Our approach identifies the modifications of the PDA and classifies their impact on previously defined tests. The classification indicates whether existing test code can be migrated automatically or whether a manual revision becomes necessary. During an AB/BA experiment, the concept and the developed prototype proved a more efficient test migration process and a higher test quality.