Fakultät Wirtschafts- und Sozialwissenschaften

Permanent URI for this communityhttps://hohpublica.uni-hohenheim.de/handle/123456789/22

Die Fakultät vereint Forschung und moderne Lehre nach internationalen Standards. Das Hohenheimer Modell verzahnt dabei betriebs- und volkswirtschaftliche, sozial- und rechtswissenschaftliche Aspekte.

Homepage: https://wiso.uni-hohenheim.de/

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Augmented reality marketing and consumer-brand relationships: how closeness drives brand love
(2024) Rauschnabel, Philipp A.; Hüttl‐Maack, Verena; Ahuvia, Aaron C.; Schein, Katrin E.
Marketers use augmented reality (AR) to place virtual brand-related information into a consumer's physical context. Grounded in the literature on AR, brand love, metaphor theory, and closeness as interpreted by the neural theory of language, the authors theorize that branded AR content can reduce the perceived physical, spatial distance between a consumer and a brand. This perceived closeness subsequently drives the closeness of the emotional relationship in the form of brand love. Two empirical studies validate this framework. Study 1 shows that using an AR app (vs. non-AR) increases the perceived physical closeness of the brand, which in turn drives brand love (i.e., relationship closeness). Study 2 replicates this finding in a pre-/post-use design. Here, high levels of local presence (i.e., the extent to which consumers perceive a brand as actually being present in their physical environment) drive perceived physical closeness, which leads to brand love. We also find that AR's power to generate brand love increases when the consumer is already familiar with the brand. We discuss managerial implications for AR marketing today and in a metaverse future in which AR content might be prevalent in consumers' everyday perceptions of the real world.
Blockchain technology application domains along the e-commerce value chain - a qualitative content analysis of news articles
(2024) Witt, Josepha; Schoop, Mareike; Gai, Keke; Zhu, Liehuang
Blockchain Technology (BCT) offers several possible applications in the field of electronic commerce (e-commerce), such as decentralised marketplaces or payments in cryptocurrencies. Even though these applications of BCT have already been explored in the academic literature, a comprehensive collection along the whole e-commerce value chain is still missing. Furthermore, the existing comprehensive reviews are based on the academic literature whilst the evolution and further development of BCT is highly driven by practitioners. Therefore, we aim to understand how and why BCT is used in e-commerce based on a qualitative content analysis of news articles, i.e., we apply scientific methods to content which reports the latest developments in the field. As a result, we describe the multiple application domains of BCT along the e-commerce value chain. Subsequently, we discuss the main underlying principles of BCT usage across all the value chain steps.
Comparing cars with apples? Identifying the appropriate benchmark countries for relative ecological pollution rankings and international learning
(2021) Hartmann, Dominik; Ferraz, Diogo; Bezerra, Mayra; Pyka, Andreas; Pinheiro, Flávio L.
One of the most difficult tasks that economies face is how to generate economic growth without causing environmental damage. Research in economic complexity has provided new methods to reveal structural constraints and opportunities for green economic diversification and sophistication, as well as the effects of economic complexity on environmental pollution indicators. However, no research so far has compared the ecological efficiency of countries with similar productive structures and levels of economic complexity, and used this information to identify the best learning partners. This matters, because there are substantial differences in the environmental damage caused by the same product in different countries, and green diversification needs to be complemented by substantial efficiency improvements of existing products. In this article, we use data on 774 different types of exports, CO2 emissions, and the ecological footprint of 99 countries to create first a relative ecological pollution ranking (REPR). Then, we use methods from network science to reveal a benchmark network of the best learning partners based on country pairs with a large extent of export similarity, yet significant differences in pollution values. This is important because it helps to reveal adequate benchmark countries for efficiency improvements and sustainable production, considering that countries may specialize in substantially different types of economic activities. Finally, the article i) illustrates large efficiency improvements within current global output levels, ii) helps to identify countries that can best learn from each other, and iii) improves the information base in international negotiations for the sake of a cleaner global production system.
Generative KI in der Finanzbranche: strategische, technologische und organisationale Implementierung am Beispiel der DZ BANK AG
(2025) Breiter, Katharina; Lohmann, Tobias; Stahl, Bastian; Zilmans, Carolin; Reischl-Lenz, Birgit; Gimpel, Henner
Generative Künstliche Intelligenz (KI) ist ein entscheidender Wertschöpfungsfaktor in der Finanzbranche, da sie bestehende Prozesse optimiert und neue Geschäftsmodelle ermöglicht. Während zahlreiche Forschungsbeiträge technische, soziale und ethische Aspekte generativer KI untersuchen, adressiert dieser Beitrag insbesondere die strategischen, technologischen und organisationalen Herausforderungen bei der Implementierung generativer KI. Anhand einer Fallstudie bei der DZ BANK AG wird untersucht, wie ein hybrider Plattformansatz eine strategisch fundierte Einführung generativer KI ermöglicht. Technologisch stellt die zentrale IT standardisierte und wiederverwendbare Komponenten bereit, während die Fachbereiche eigenständig KI-basierte Lösungen entwickeln und anpassen. Organisational erfordert dies eine enge Abstimmung zwischen zentraler Steuerung und dezentraler Nutzung, um sowohl Skalierbarkeit als auch Flexibilität zu gewährleisten. Ein iterativer Rollout in „Wellen“ kombiniert technologische Absicherung mit einer stufenweisen Integration in bestehende Geschäftsprozesse. Die Plattform bietet nicht nur eine kontrollierte und sichere Infrastruktur, sondern adressiert auch Herausforderungen wie regulatorische Anforderungen, Datenqualität und die notwendige Qualifikation der MitarbeiterInnen. Die Ergebnisse zeigen, dass der Plattformansatz technologische Komplexität reduziert und gleichzeitig organisationale Agilität fördert. Finanzunternehmen profitieren von kürzeren Entwicklungszyklen, einer effizienteren Prozessgestaltung und einer breiteren Einbindung der MitarbeiterInnen. Abschließend werden praxisorientierte Handlungsempfehlungen für eine erfolgreiche Implementierung generativer KI in der Finanzbranche abgeleitet.
Investigating the environmental Kuznets curve between economic growth and chemical fertilizer surpluses in China: a provincial panel cointegration approach
(2022) Yu, Xiaomin; Schweikert, Karsten; Doluschitz, Reiner
This study investigated the relationship between fertilizer nitrogen (N) and phosphate (P) surpluses and economic development on the regional level in China. With a balanced panel dataset covering 30 provinces of mainland China from 1988 to 2019, we employed panel cointegrating polynomial regression (CPR) analysis using fully modified OLS (FM-OLS) estimators. Our results suggested that all provinces exhibit a long-run cointegrated relationship between fertilizer surpluses and real per capita gross regional product (GRP). A total of 22 provinces out of 30 showed a significant inverted U-shaped environmental Kuznets curve (EKC). Among those, 14 provinces are considered to have reached the peak and 8 provinces are considered to be before the peak. The group-mean turning points on the EKC are CNY 7022, CNY 9726, CNY 4697, CNY 3749, and CNY 5588 per capita GRP (1978 = 100) for the Northeast, Northcentral, Middle, and lower reaches of the Yangtze River, Southwest and Northwest China, respectively. The overall turning point of China is CNY 6705 per capita real gross domestic product (GDP), which was reached in circa 2012. This shows a general improvement of chemical fertilizer management in China. However, six provinces still exhibit linear growth in fertilizer surpluses when the economy grows. These regions are characterized by high cash-crop ratios and are mostly located along the southeast coast. Therefore, more effort and attention should be given to these regions to promote further fertilizer reduction. At the same time, nutrient use efficiencies should be improved, especially for cash crops such as fruit and vegetables.
Leveraging digital technologies in logistics 4.0: insights on affordances from intralogistics processes
(2024) Albrecht, Tobias; Baier, Marie-Sophie; Gimpel, Henner; Meierhöfer, Simon; Röglinger, Maximilian; Schlüchtermann, Jörg; Will, Lisanne
Emerging digital technologies are transforming logistics processes on a large scale. Despite a growing body of knowledge on individual use cases ranging from collaborative robots to platform-based planning systems in the frontline industrial development of Logistics 4.0, organizations lack a systematic understanding of the opportunities digital technologies afford for logistics processes. To foster such understanding, this study takes an intra-organizational perspective as a central starting point for digitalization initiatives toward Logistics 4.0. It synthesizes current academic research and industrial insights from a systematic literature review and an expert interview study through an affordance lens. The result is a catalog and conceptual framework of ten digital technology affordances in intralogistics (DTAILs) and 46 practical manifestations. Thereby, this study contributes to understanding and leveraging the opportunities digital technologies afford in a leading-edge information systems application domain. It serves as a foundation for further theorizing on Logistics 4.0 and for structuring strategic discussions among organizational stakeholders.
Quo vadis, bioeconomy? the necessity of normative considerations in the transition
(2021) Urmetzer, Sophie; Schlaile, Michael P.; Blok, Vincent; Pyka, Andreas
This collection of papers builds on the idea that the bioeconomy provides a framework for potentially effective solutions addressing the grand global challenges by a turn towards an increased use of biological resources, towards renewability and circularity. Consequently, it cannot be perceived as an end in itself. Thus, innovative endeavors within this bioeconomy framework require a serious examination of their normative premises and implications. From different perspectives, the five contributions to the collection demonstrate that for a bioeconomy that is to contribute to the transformation towards sustainability, inquiries into norms, values, and paradigms of innovators and other stakeholders are indispensable. Originating in the spirit of an interdisciplinary workshop on the “The Normative Dimension of Transformations towards a Sustainable Bioeconomy”, the collection at hand provides an attempt to facilitate an increased commitment of social sciences into bioeconomy discourses. We learn: the bioeconomy is on the rise as it is, but whether it will guide us the way towards an equitable, environmentally sound, and future-proof economy, heavily depends on the normative guardrails imposed by science, society, and business.
Sustainability-oriented macro trends and innovation types - Exploring different organization types tackling the global sustainability megatrend
(2021) Gaudig, Anja; Ebersberger, Bernd; Kuckertz, Andreas
The prevailing environmental and social challenges worldwide require comprehensive and sustainability-oriented changes in central areas of society—endeavors that call for more sustainability-oriented innovations. Sustainability can be understood as a megatrend within our society comprising sustainability-oriented macro trends such as Agricultural Innovation, Circular Economy, or Clean Tech. In line with this conceptualization, the current paper analyzes to what extent different types of organizations, such as startups and established companies, have been tackling sustainability-oriented macro trends and how much they have been focusing on sustainability-oriented innovation activities within their organization types. For the study, 758 organizations from the Trendexplorer database were examined through univariate and bivariate analyses. The results underscore that sustainability can be perceived as a key driver of structural change by illustrating that different organization types focus on multiple yet diverse sustainability-oriented macro trends simultaneously while concentrating on a specific type of innovation, whereby all three types of innovations (technological, marketing, and product and service innovations) can be integrated.
Time to say ‘good buy’ to the passive consumer? A conceptual review of the consumer in the bioeconomy
(2021) Wilke, Ulrich; Schlaile, Michael P.; Urmetzer, Sophie; Mueller, Matthias; Bogner, Kristina; Pyka, Andreas
Successful transitions to a sustainable bioeconomy require novel technologies, processes, and practices as well as a general agreement about the overarching normative direction of innovation. Both requirements necessarily involve collective action by those individuals who purchase, use, and co-produce novelties: the consumers. Based on theoretical considerations borrowed from evolutionary innovation economics and consumer social responsibility, we explore to what extent consumers’ scope of action is addressed in the scientific bioeconomy literature. We do so by systematically reviewing bioeconomy-related publications according to (i) the extent to which consumers are regarded as passive vs. active, and (ii) different domains of consumer responsibility (depending on their power to influence economic processes). We find all aspects of active consumption considered to varying degrees but observe little interconnection between domains. In sum, our paper contributes to the bioeconomy literature by developing a novel coding scheme that allows us to pinpoint different aspects of consumer activity, which have been considered in a rather isolated and undifferentiated manner. Combined with our theoretical considerations, the results of our review reveal a central research gap which should be taken up in future empirical and conceptual bioeconomy research. The system-spanning nature of a sustainable bioeconomy demands an equally holistic exploration of the consumers’ prospective and shared responsibility for contributing to its coming of age, ranging from the procurement of information on bio-based products and services to their disposal.

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