Thomas Trabert, Luca Doerr and Claudia Lehmann
The organizational digital transformation (ODT) in companies presents small and medium-sized enterprises (SMEs) – who remain at the beginning of this transformation – with the…
Abstract
Purpose
The organizational digital transformation (ODT) in companies presents small and medium-sized enterprises (SMEs) – who remain at the beginning of this transformation – with the challenge of offering digital services based on sensor technologies. Against this backdrop, the present paper identifies ways SMEs can enable digital servitization through sensor technology and defines the possible scope of the organizational transformation process.
Design/methodology/approach
Around 21 semi-structured interviews were conducted with experts from different hierarchical levels across the German manufacturing SME ecosystem. Using the Gioia methodology, fields of action were identified by focusing on influencing factors and opportunities for developing these digital services to offer them successfully in the future.
Findings
The complexity of existing sensor offerings must be mastered, and employees' (data) understanding of the technology has increased. Knowledge gaps, which mainly relate to technical and organizational capabilities, must be overcome. The potential of sensor technology was considered on an individual, technical and organizational level. To enable the successful implementation of service offerings based on sensor technology, all relevant stakeholders in the ecosystem must network to facilitate shared value creation. This requires standardized technical and procedural adaptations and is an essential prerequisite for data mining.
Originality/value
Based on this study, current problem areas were analyzed, and potentials that create opportunities for offering digital sensor services to manufacturing SMEs were identified. The identified influencing factors form a conceptual framework that supports SMEs' future development of such services in a structured manner.
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Sina Plietzsch, Simon Brunmayr, Sabine Brunner and Claudia Lehmann
The paper aims to examine mindfulness as innovative approach to foster the attitudes toward sustainable development among future professionals within higher education institutions.
Abstract
Purpose
The paper aims to examine mindfulness as innovative approach to foster the attitudes toward sustainable development among future professionals within higher education institutions.
Design/methodology/approach
The paper highlights a quasi-experiment with 36 future professionals to explore the interrelatedness of mindfulness with attitudes toward sustainable development. This included an eight-week Mindfulness-Based Stress Reduction course with a pre-, post- and longitudinal test.
Findings
The study revealed that the training of mindfulness significantly increased the dispositional mindfulness and the overall attitude toward sustainable development of future professionals. Furthermore, their slope of state mindfulness significantly predicted this increase.
Originality/value
The novelty of the paper lays within the operationalization of mindfulness which aims to train the inner development instead of solely imparting knowledge about education for sustainable development.
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Frank Alpert, Mark Brown, Elizabeth Ferrier, Claudia Fernanda Gonzalez-Arcos and Rico Piehler
This study aims to investigate marketing managers’ views on the existence and nature of the academic–practitioner gap in the branding domain.
Abstract
Purpose
This study aims to investigate marketing managers’ views on the existence and nature of the academic–practitioner gap in the branding domain.
Design/methodology/approach
Using a purposive sampling method, the researchers conduct semi-structured qualitative interviews with 20 experienced marketing managers from a wide range of industries and organisations, whose roles are focussed on the planning, implementation and management of broad marketing and branding strategies.
Findings
Branding practitioners have little or no contact with academics and their theories-in-use with regard to brand management suggest they do not consider academic research relevant to their work.
Research limitations/implications
The process of describing and explaining the gap provides valuable insights into bridging the gap; it provides actionable branding strategies that include raising awareness, building relationships, improving the benefits offer and communicating more effectively.
Practical implications
This research has practical implications for branding academics. The interviewed practitioners confirm the gap, viewing it as academics’ (not practitioners’) problem and responsibility. They characterise it as a branding problem that academics can overcome using branding strategies, to establish themselves as credible sources of branding expertise for practitioners. Key areas for increasing collaboration stem from practitioners’ desire for independent, credible, ethical and timely third-party advice on branding issues; relevant, timely and shorter professional branding education across their organisations; and closer connections with universities to identify new branding talent and ideas.
Originality/value
To the best of the authors’ knowledge, this paper is the first to empirically examine and recommend solutions to the academic-practitioner gap in the branding domain by studying marketing professionals with branding responsibilities, using in-depth interviews.
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Ana Claudia Braun Endo, Luiz Alberto de Farias and Pedro Simões Coelho
The purpose of this paper is to provide empirical insights about service branding from higher education administrators (HEAs) perspectives and to identify the main factors…
Abstract
Purpose
The purpose of this paper is to provide empirical insights about service branding from higher education administrators (HEAs) perspectives and to identify the main factors involved in their strategic thinking in this sector.
Design/methodology/approach
Adopting a qualitative approach, 22 in-depth interviews were performed in Brazilian HEAs to analyze service branding as a strategic institutional process in this context.
Findings
Findings reveal that service branding depends on several factors, e.g., in this case, deep integration between branding and services, leadership involvement, strong value propositions, sharing of strategic guidelines, branding experiences and, finally, credibility and reputation. Excellence of service is considered essential in higher education (HE) and, therefore, service branding faces the challenge of promoting the provision of quality services.
Originality/value
Although there have been many studies relating to HE and branding, few authors have studied service branding in educational sector and which issues must be observed in a competitive marketplace.
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Senad Bećirović and Boris Mattoš
As an emerging technology marked by rapid advancements, artificial intelligence (AI) has the potential to profoundly transform higher education, particularly after the emergence…
Abstract
As an emerging technology marked by rapid advancements, artificial intelligence (AI) has the potential to profoundly transform higher education, particularly after the emergence of ChatGPT at the end of November 2022. Because of its immense power, it poses greater expectations and challenges than any technological advancement in the past. Thus, this paper aims to identify and discuss the need for AI-driven transformation, its challenges as well as policies and expectations of AI's successful integration into teaching and learning. This study examined recent literature and policy documents mostly published after ChatGPT's launch. This study may assist students and instructors in promoting awareness of the importance of ethical, positive and productive AI applications. Besides, the findings of this paper may aid in developing and adopting appropriate educational policies, improving curricula and training pre-service and in-service instructors in adopting knowledge, competencies and strategies for the efficient integration of AI in the teaching process. Thus, the study may help build a strategy for integrating AI systematically into higher education processes and contributing to the transformation of higher education.
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One goal of the United Nation's key sustainable development is to ensure sustainable consumption and production habits. In particular, the United Nation's target 12.5 aims at…
Abstract
One goal of the United Nation's key sustainable development is to ensure sustainable consumption and production habits. In particular, the United Nation's target 12.5 aims at substantially reducing “waste generation through prevention, reduction, recycling, and reuse by 2030” (United Nations, 2022). This strategy goes hand in hand with the so-called “Zero Waste” concept where waste is reduced as much as possible. Zero Waste has gained increasing attention in production technology and waste management literature. Interestingly, the concept has also become more and more popular with consumers in recent years. Indeed, environmentally conscious consumers increasingly make efforts to reduce their waste production by changing their lifestyles accordingly (Săplăcan & Márton, 2019), such as bringing their own bags for grocery shopping or using their own coffee-to-go mugs when filling coffee in cafés. These Zero Waste practices become particularly popular with consumers in the food industry. By investigating the Zero Waste practices within the food industry, this research will demonstrate how companies develop business ideas to address this consumption trend. Specifically, it shows both challenges and opportunities companies face when targeting Zero Waste consumers. Moreover, the chapter analyzes the impact of the COVID-19 pandemic on Zero Waste consumption patterns in the food industry and proposes strategies how food companies can respond effectively to these changes. Finally, the research provides practical recommendations to companies on how to implement Zero Waste practices to appeal to environmental conscious Zero Waste consumers.
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Claudia Binz Astrachan and Isabel C. Botero
Evidence suggests that some stakeholders perceive family firms as more trustworthy, responsible, and customer-oriented than public companies. To capitalize on these positive…
Abstract
Purpose
Evidence suggests that some stakeholders perceive family firms as more trustworthy, responsible, and customer-oriented than public companies. To capitalize on these positive perceptions, owning families can use references about their family nature in their organizational branding and marketing efforts. However, not all family firms actively communicate their family business brand. With this in mind, the purpose of this paper is to investigate why family firms decide to promote their “family business brand” in their communication efforts toward different stakeholders.
Design/methodology/approach
Data for this study were collected using an in-depth interview approach from 11 Swiss and German family business owners. Interviews were transcribed and coded to identify different themes that help explain the different motives and constraints that drive their decisions to promote the “family business brand.”
Findings
The analyses indicate that promoting family associations in branding efforts is driven by both identity-related (i.e. pride, identification) and outcome-related (e.g. reputational advantages) motives. However, there are several constraints that may negatively affect the promotion of the family business brand in corporate communication efforts.
Originality/value
This paper is one of the first to explore why family businesses decide to communicate their “family business brand.” Building on the findings, the authors present a conceptual framework identifying the antecedents and possible consequences of promoting a family firm brand. This framework can help researchers and practitioners better understand how the family business nature of the brand can influence decisions about the company’s branding and marketing practices.
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The incorporation of digital technologies into higher education in recent years has transformed the teaching and learning landscape, notably in the field of English language…
Abstract
The incorporation of digital technologies into higher education in recent years has transformed the teaching and learning landscape, notably in the field of English language instruction. This study investigates the best practices and challenges linked with the digital transition in higher education English teaching and learning. The digital revolution has enabled new educational approaches, increasing the accessibility and effectiveness of English language instruction. The use of interactive multimedia tools, online platforms, and adaptive learning systems has personalized education, responding to a wide range of student demands and encouraging active engagement. Furthermore, virtual classrooms, video conferencing, and collaborative online spaces have crossed geographical boundaries, encouraging global collaboration and cultural interaction among students. However, this shift has not been without its difficulties. Disparities in access among students based on socioeconomic status or geographic location have expanded the digital divide. Furthermore, due to the rapid growth of technology, educators must get ongoing training in order to effectively apply and adapt to new technologies, providing a difficulty in faculty development and support. This chapter investigates successful and best practices in digital transformation, highlighting the significance of pedagogical alignment, learner-centered approaches, and inclusive practices. It also emphasizes measures for overcoming problems, such as infrastructure investment, equitable access, digital literacy promotion, and continual professional development for educators. Finally, this chapter emphasizes the importance of matching technical innovation with pedagogical objectives in order to optimize the digital transition in English language education. Taking a proactive and inclusive approach to this shift can open up new pathways for effective teaching and learning experiences, preparing higher education students for a rapidly expanding digital world while tackling the associated issues.
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Barbara E. Kahn, Evan Weingarten and Claudia Townsend
Purpose – The purpose of this chapter is to examine the connection between actual variety (the number of stock-keeping units (SKUs)) and amount of useable variety that the…
Abstract
Purpose – The purpose of this chapter is to examine the connection between actual variety (the number of stock-keeping units (SKUs)) and amount of useable variety that the consumer perceives. The optimal combination for a retailer is to offer an assortment that maximizes the perceived assortment variety while minimizing the perceived inter-item complexity. Both measures are a function of the actual variety offered in an assortment but other factors such as attribute structure of the individual items, assortment organization, and individual differences can alter the way the actual variety is perceived.Design/methodology/approach – The main methodology used in the chapter is a comprehensive, critical literature review of the empirical research on the topic.Findings – We find that while assortments with a large number of SKUs are desirable for attracting consumers to the category, too large assortments can result in consumer frustration and confusion. On the other hand, when assortments are small, the perceived variety or attention to the category may be limited.Value/originality – Our review shows ways a retailer can adapt to these challenges. First, we show that assortments are viewed in stages. In the first stage, high perceptions of variety are beneficial. When assortments are small, increasing perceived variety can be accomplished by increasing the number of subcategories within the assortment, adding in packaging cues, or using other emotional affective descriptors to further define options within the assortment. In the second or choice stage, too much variety can increase perceived complexity. Perceived complexity at this stage can be reduced by simplifying the complexity of the individual items within the assortment by increasing alignability of attributes, using a simplifying external organizational structure for the assortment, or helping consumers learn their preference.
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The purpose of this paper is to synthesize trends, issues, and policies related to development using a database of Searchlight reports. The paper seeks to utilize three techniques…
Abstract
Purpose
The purpose of this paper is to synthesize trends, issues, and policies related to development using a database of Searchlight reports. The paper seeks to utilize three techniques – conceptual tree visualizations to uncover patterns impacting regional development; network analysis to compare and contrast urbanization in South Asia and Southern Africa; and sentiment analysis to assess various sectors of development that elicit positive and negative reactions.
Design/methodology/approach
The paper presents a synthesis based on a unique database that was developed using a novel scoring scheme to quantify the development concepts presented in 312 Searchlight articles in a period between September 2009 and December 2010.
Findings
Primary and secondary concepts define an ontology that can be visualized to provide an overall synthesis of a subset of the Searchlight database. Social issues were significant in Asia, climate change narrative in Africa, and governance in Latin America. In terms of sentiments, negative sentiments tended to overshadow optimism. However, technology and knowledge was seen as a panacea along with social entrepreneurship in some regions of Asia. There is also a realization that newer issues related to climate change, resource and energy depletion, food insecurity and the current financial crisis will exacerbate present difficult conditions.
Practical implications
The paper suggests that qualitative data presented in various articles could be synthesized and visualized using data mining techniques. This methodology provides a comprehensive way to capture knowledge and insights provided by development experts to coherently share and discuss the multitude of common global challenges of the twenty‐first century.
Originality/value
The visualizations and data mining techniques are developed for this study context. The approach can add value by tracking and monitoring current and emerging trends relevant to the Foundation's strategic framework, operational initiatives, and areas of work. Parts of this paper have been presented in a previous publication (see www.bu.edu/pardee/publications‐library/connecting‐the‐dots/).