経営学・会計学 — 全 下位分類

Using the case of food labelling, this book demonstrates that the line between fair and potentially misleading communication can be approached in empirical terms, supplementing the predominantly political and legal deliberations that determine how society deals with these issues.

By first critically reviewing the legal conception of misleading commercial practices manifest in EU law, the authors discuss whether and how it can be transposed into empirically measurable terms. Presenting four complementary experimental studies targeting recurrent grey-zone scenarios on the Danish food market, the book illustrates the potential of the so-called ShopTrip test paradigm which simulates and registers real-life e-shopping behaviour as it unfolds while yielding new types of data against which opposing assessments of potential misleadingness can be matched. The results are discussed in the light of possible paths of theoretical explanation and implications for future regulative practices, including companies' self-regulation.

Find out how to increase your marketing success with this book on neuro-advertising.

Marketing is one of the most important departments in a company. It is responsible for attracting new customers and retaining existing customers. Unfortunately, in many cases, high budgets are spent on marketing strategies that have little effect. This book on neuro-advertising will help you to effectively increase the impact of your advertising. It is based on the "Subconscious Decision Marketing Index" (SDMI). This neuroscientific method represents a new marketing tool that can be used to measure the subconscious impact of advertising. These include:

• Facial features
• Body Reactions
• Emotions
• Brain activity

In this way, advertising strategies can be effectively planned and marketing efficiency sustainably increased. It is measured how successful advertising is or is not. Then advertising measures can be designed according to the targetgroup. Marketing agencies can benefit from this technique as well as marketers working for companies.

Key figures help to compare results

Typically, it is difficult to measure unconscious emotions and emotions. However, this new method manages to do just that by creating metrics in the context of consumer research. In this way, individual indices of marketing effectiveness can be measured:

• Emotional Index: What emotions does advertising trigger?
• Benefit Index: To what extent does the advertising convince with brain-appropriate benefits?
• Memory index: How high is the actual memory value?
• Hormone index: Which hormonal reactions are triggered and how do they influence the buying process of customers?
• Impulse Index: How well does advertising use impulse opportunities?

In turn, you can easily compare these indices with previous measurements and derive clear recommendations for action.

The book on neuro-advertising explains this method in a practical way, allowing you to integrate it directly into your marketing planning.

This book is a practical guide to the digital transformation of sales organizations. In 21 steps, it provides an overview of the state of the art of technologies and digital sales tools and creates an understanding of what the digitization of sales is really about.

All tools and processes from positioning to customer management are explained in detail in this book and illustrated with concrete examples. What do chatbots do, what are virtual and augmented reality suitable for, and what is the benefit of rapid prototyping? Which sales activities can be supported by digitalization? The author provides answers to these and many other questionsand shows how sales managers can make themselves fit for the future. With concrete tips and numerous implementation aids.

This book describes how an optimal store design can contribute to the well-being of the customer and to differentiation from online retail. From an academic and practical perspective, with contributions from renowned academics and companies, it shows how a coherent store design can be created in harmony with the retail brand.

The central challenge here is the conscious orchestration of the diverse sensory stimuli. How can the many sources of stimuli be controlled? Which shelf shape goes with which light, colour and sound? Dealing with the variety of stimuli in a store environment can quickly become complex and incongruence can have a decisive negative impact on the well-being of customers. A customer-centric store environment therefore focuses on the well-being of people.

Renowned scientists and traders show the state of the science on these issues and give valuable suggestions for the trade. With best practice examples and valuable suggestions for practical implementation

Social media initiatives, when effectively used and correctly monetized, can engage customers better and provide higher ROI rates than traditional marketing and sales initiatives. This book presents a selection of monetization strategies that can help companies benefit from social media initiatives and overcome the current challenges in connection with generating and growing revenues. Using cases and examples covering several social media platforms, the authors describe a variety of strategies and holistic solutions for companies. In addition, the book highlights the latest social media innovations, best business practices, successful monetization cases, and strategic trends in future social media monetization.

This book shows stationary retail a way to reinvent itself after Corona, in order to be able to survive against the strong competition of online retail. The focus is on the central issues that will shape the retail of the future. For example, brick-and-mortar retail in particular must now work with intelligent systems based on data and adopt or even surpass methods that the large online marketplaces have been using successfully for a very long time. In this regard, artificial intelligence also plays a major role in retail. This is not just about automation and robots taking over tasks, but also about instruments and machines being able to learn and draw conclusions themselves in all retail functions. This is becoming increasingly difficult because our shopping and search behavior is constantly changing. Therefore, a customer should receive intelligent recommendations in the store, which are also based on his already known interests and behavior patterns.

Gerrit Heinemann shows how intelligent action can save stationary retail in city centres and shopping centres.

The content

- From stationary Retail to intelligent Retail

- Threats to the stationary retail trade

- Basic requirements and manifestations of intelligent Retail

- Examples of intelligent retail of the future

- Risks for intelligent Retail

This book takes a people-centred approach to the ever-fluid and rapidly-transforming professional world of public relations (PR) in the age of digital platforms. As everyday PR work becomes increasingly shaped by the platform economy, this is transforming how the PR profession talks about itself, its issues and concerns. Drawing on different textual genres and discursive strategies, the author examines the shifting boundaries between PR and adjacent fields such as advertising, marketing and journalism - and illuminates varied lifeworlds of PR professionals from different backgrounds, races and genders. Written for academics, practitioners and those interested in the world of public relations, the book will also be enjoyed by young professionals working in this interesting and fast-changing occupation.

There are several aspects of revenue management that are not covered in books and journal articles such as hotel pricing, hotel fully allocated costs, content parity, impact of Online Travel Agencies on hotels, competitive revenue management and attribute-based room pricing and inventory control which represents the last frontier in hotel revenue management with intelligent retailing. Leveraging emerging technologies, such as Artificial Intelligence and Blockchain and the future state of revenue management, are also addressed.

This book offers a comprehensive, multidisciplinary introduction to theme parks and the field of theme park studies. It identifies and discusses relevant economic, social, and cultural as well as medial, historical, and geographical aspects of theme parks worldwide, from the big international theme park chains to smaller, regional, family-operated parks. The book also describes the theories and methods that have been used to study theme parks in various academic disciplines and reviews the major contexts in which theme parks have been studied. By providing the necessary backgrounds, theories, and methods to analyze and understand theme parks both as a business field and as a socio-cultural phenomenon, this book will be a great resource to students, academics from all disciplines interested in theme parks, and professionals and policy-makers in the leisure and entertainment as well as the urban planning sector.

Cultural tourism has proved to be a significant source of economic development for cultural destinations, but it has also emerged as a sometimes potentially controversial and unsustainable phenomenon. The recent pandemic has also pointed out that we need different models of development of tourism, that include a more balanced approach to cultural components in cities and rural areas. Calls have been made on the need to design more sustainable models of tourism development for cultural destinations, conceiving tourism as a means to increasing the quality of life and generating economic opportunities in cities and regions by involving their communities and stakeholders. This book presents an in-depth analysis of the transition towards more sustainable models of cultural tourism development. Starting from the ongoing debate on cultural ecosystems, the book explores the potential key role of cultural and creative organizations as leaders of change. Including theoretical contributions, quantitative and qualitative analyses and international case studies, the book explores the role of cultural actors as leaders and their potential as drivers of culture-led innovation for tourism in cities and regions.

Artificial intelligence - and social responsibility. Two topics that are at the top of the business agenda.

This book discusses in theory and practice how both topics influence each other. In addition to impulses from the current often controversial scientific discussion, it presents case studies from companies dealing with the specific challenges of artificial intelligence.

Particular emphasis is placed on the opportunities that artificial intelligence (AI) offers for companies from different industries. The book shows how dealing with the tension between AI and challenges caused by new corporate social responsibility creates strategic opportunities and also innovation opportunities. It highlights the active involvement of stakeholders in the design process, which is meant to build trust among customers and the public and thus contributes to the innovation and acceptance of artificial intelligence.

The book is aimed at researchers and practitioners in the fields of corporate social responsibility as well as artificial intelligence and digitalization.

The chapter "Exploring AI with purpose" is available open access under a Creative Commons Attribution 4.0 International License via link.springer.com.

This book draws on a neo-institutional theory to characterize service-oriented manufacturing firms in relation to more familiar organizational forms, such as lean and agile. It sheds light on whether being lean is a prerequisite for agile organizations and whether agile organizations are precursors of service-oriented organizations.

The book empirically examines the prevalence of such organizations using representative samples of manufacturing firms in an industrialized country. This approach makes it possible to "zoom in" and determine whether the extent of adoption of digital manufacturing innovations, digital services, and service-oriented business models varies with organizations' size, industry, product complexity, lot size, type of design process, and type of manufacturing process.

In turn, it shows which digital manufacturing innovations, lean practices, and services contribute to leanness-related performance capabilities like quality and costs; agility-related capabilities like fast delivery, flexibility and innovation; and service-oriented capabilities like high service performance and digitalization. In addition, it explores the question of whether lean, agile, and service-oriented performance capabilities contribute to financial performance separately or jointly.

Transform your organization and get everyone pulling in the same direction by doing OKR's better

The spiritual successor to KPIs (key performance indicators), OKRs, or objectives and key results, are rapidly gaining popularity and helping some of the world's most successful businesses solve their strategic execution problems. However, some companies struggle with their implementation, finding that using OKRs as top-down directives changes little.

In OKR's for All, Objectives and Key Results (OKR) expert Vetri Vellore delivers an impactful and actionable guide on how to use OKRs for more than a quarterly, executive-level review tool. You'll discover how to roll out an OKR system that closes the gap between strategy and project, and starts at the bottom of your organization and helps managers and teams organize their daily decisions around shared and important goals.

You'll find:

• A seven-part blueprint and framework to strategically put purpose at the center of your work, whether you are a CX, team lead, or individual contributor.
• How to build an OKR strike team, align your departments, manage your people, and roll out your new strategic OS.
• Valuable and implementable case studies from companies you know and love
• Best practices to follow and common pitfalls and mistakes to avoid when applying OKRs throughout your organization

Perfect for founders, executives, managers, and employees at organization of all sizes and in any industry, OKR's for All will also earn a place in the libraries of consultants and professionals who serve these firms.

This book seeks to explain the nature of discrimination and exclusion and why these are so prevalent in our societies. The continued failure to overcome these obstacles prevent organisations from taking advantage of the significant benefits and returns that come from being inclusive in the face of diversity. It explores the key drivers of non-inclusive behavior and how they can be countered before providing guidance on how organisations can successfully pursue inclusive culture change. With a mix of applied academic theory, practical examples and real-world experiences, the book examines the topic of D&I from four perspectives: (I) Why diversity and inclusion matters. (II) The forces of exclusion and isolation. (III)The imperative conditions of change. (IV)The organisation of the culture transformation process.

In doing so, the book meets the diverse needs of those involved in corporate governance, board members, executives, and even consultants who want to understand the intricacies of cultural diversity and inclusion and why so many programmes fail. For academics in organisational behavior, equity, diversity, and inclusion, trained in the social sciences and anthropology, the book offers a guide to the practical application of theory and the implementation of policies that cannot rely on the assumption of stability and consistency. This book is an invitation to anyone who wants to take on the challenge of making a difference and organisational change a reality.

Dr. Doyin Atewologun, psychologist, scientist, practitioner and leading expert in the field of promoting inclusion and excellence in organizations, provided valuable consultancy to the author during the creation of this book.

This book examines the factors that shape the adoption and continuous usage of new technology by employees in organizations. While within an organization new technology adoption has evolved from its traditional role to a more strategic one, the appropriate adoption of new technology can only add value to organizations. Identifying the factors that influence this adoption process is crucial for successful adoption of new technology in organizations.

The study presented in this book focuses on individual, organizational, social, and industrial factors and uses those to offer a comprehensive model of Enterprise Resource Planning (ERP) application adoption. It contributes towards understanding employees' acceptance and adoption of enterprise-level technological innovation, allowing organizations to create a work environment conducive to individual implementation and acceptance of new technology. It appeals to researchers interested in studying the adoption of ERP and other innovative technologies in organizations.

This book contains compilation of emerging discourses on responsible leadership for sustainability in uncertain times. Uncertainty is looming large at global level due to COVID, climatic disruptions and persisting social discriminations, especially since the pandemic, which have disrupted economies at both local and global levels. Technology was a boon to mitigate hardships emerging from such disruptions. The book documents the leadership roles, welfare issues, best practices and innovations that help organizations to sustain in a VUCA world. Economic, social and environmental concerns and their mitigation as documented in this book will be relevant for future planning and execution for sustainable existence.

A blend of research by practitioners and academicians, capturing organizational experiences through case studies makes it attractive for a wide range of readership. Business leaders will find this book extremely helpful to understand the nuances and insights for responsible leadership and innovative strategies for stakeholder management and engagement for sustained businesses. Practitioners would get insights into responsible leadership for improving existing sustainable practices and speed up the transition which is necessitated due to disruptions. Prospective entrepreneurs may find that book helpful for creating responsible organizations which are sustainable due to responsible management of resources, employees and environment. Students and researchers can learn from the cases and documentation on responsible leadership, social and environmental concerns and sustainability in this book.

The essential, data-driven blueprint to build trust in your organization.

Did you know that trusted companies outperform their peers by up to 400%? That customers who trust a brand are 88% more likely to buy again? And that 79% of employees who trust their employer are more motivated to work (and less likely to leave)?

The importance of trust is at an all-time high-just as our inclination to trust is at an all-time low.

Building trust is your single greatest opportunity to create competitive advantage. With new data at its core, The Four Factors of Trust gives you practical guidance to measure and build trust in the relationships that matter the most-with your customers, workforce, and partners.

Trust ultimately comes down to just Four Factors: Humanity, Capability, Transparency, and Reliability.

These Four Factors make up Deloitte's HX TrustID^TM, a groundbreaking measurement tool poised to become the gold standard for evaluating organizational performance. Ashley Reichheld and Amelia Dunlop show how your organization can use HX TrustID^TM to measure, predict, and build trust to earn lifelong loyalty-and elevate the human experience with your customers, workforce, and partners. The Four Factors of Trust lays it all out in do-able parts so you can:

• Create better business outcomes by understanding how trust affects human behaviors
• Measure your company's trust score-revealing strengths, deficits, and opportunities to (re)build trust with key stakeholders
• Design actionable strategies to improve trust with your customers, workforce, and partners
• Build trust and earn loyalty through every business function from marketing to operations to talent experience

With compelling stories from leading organizations-and practical applications in Marketing & Experience, Cybersecurity, HR, Sustainability (ESG), and Operations & Technology-The Four Factors of Trust will enable you to create the relationships you want to build, the organizations you want to belong to, and the world you want to live in.

Strategies are integral to growth, expansion and sustainability of modern corporations. The agile strategies are central to overcome challenges of the turbulent times accelerated by risks, pandemics, wars, political instabilities and environmental disasters. This book on 'Modern Corporations and Strategies at Work' focuses on different strategies followed by corporations. This book makes critical reading of corporate strategies and evaluates them. This book offers insights into the way corporations develop and implement strategies to face different challenges. This book explores wider world of corporate strategies and their limitations.

This textbook covers the basics of business-to-business (B2B) eCommerce, where similar principles of customer targeting can be observed as in B2C eCommerce. Gerrit Heinemann highlights the specifics and business models of B2B eCommerce, analyzes the digital challenges and shows the consequences and opportunities for online sales in B2B. Recognised best-practice examples illustrate how successful B2B eCommerce can work and which risks have to be considered.

• Create and measure the success of their analytics project
• Start your business analytics consulting career
• Use solutions taught in the book in practical uses cases and problems