» Die Marketinglogik von Greenpeace: Lobby,Medien und Spenden «

Interview

? Die Marketinglogik von Greenpeace: Lobby, Medien und Spenden ?     

360-Grad-Touchpoint-Management — Muss unsere Marke jetzt twittern?

Wie Entscheidungstr?ger im B2C und B2B den Marktbearbeitungs-Mix im dynamischen Umfeld ganzheitlich effizient und effektiv steuern k?nnen, um Investitionen im Markt- und Markenmanagement zu optimieren, erl?utert dieser Beitrag. Zentral ist die Messbarkeit der kundenseitigen Wirkung von Touchpoints zur Bestimmung des optimalen Marktbearbeitungs-Mix sowie zur Maximierung des ROI.     

Die Finanzkrise — im Kern eine Einlagenkrise der Schattenbanken

Die Ursachen der Finanzkrise werden in der wissenschaftlichen Debatte sehr unterschiedlich beschrieben. Der Autor vertritt die Auffassung, dass die Finanzkrise im Wesentlichen aus einem fundamentalen Mangel an „sicheren“ Aktiva resultiert. Schutzmechanismen für institutionelle Investoren im Geldmarkt, die wie die traditionelle Einlagensicherung funktionieren, k?nnten einen wesentlichen Beitrag zur Aufl ?sung der Finanzkrise leisten.     

Glück — Die Sicht der Ökonomie

Glück führte lange Zeit ein Schattendasein in der ?konomischen Forschung. Das hat sich seit einigen Jahren ge?ndert. Aus den neuen Erkenntnissen zu den wirtschaftlichen und au?erwirtschaftlichen Bestimmungsgründen des Glücks werden auch Empfehlungen für eine Wirtschaftspolitik abgeleitet, die das pers?nliche und gesellschaftliche Glück der Menschen berücksichtigt. Bruno S. Frey und Claudia Frey Marti fassen in diesem Beitrag ihr Buch¹ zu dem Thema zusammen.     

(Grund-)Steuerreform — Die Diskussion der länderoffenen Arbeitsgruppe der Finanzminister

Currently, property tax reform is again on the political agenda in Germany. A working group of the ministries of finance of the German states has shortlisted three proposals, whose tax bases comprise land as well as the existing building. Apparently, the previous discussion on property tax reform was widely ignored. In order to meet the requirements of the law, a compound tax base requires expensive assessments. Moreover, it discourages the efficient use of sites and encourages owners to pass on the tax to tenants. It causes a decoupling of the benefits and costs of land-use. A tax based on site value might avoid all these aberrations. It is strange that this alternative is not taken into consideration more carefully.     

Die Entwicklung der HSH Nordbank als Landesbank — einige Einschätzungen

Some of the German “Landesbanken” engaged in highly risky business with the acceptance of local politicians and then demanded bailouts during the financial crisis. The HSH Nordbank, the world’s largest provider of ship financing, based in northern Germany, lost almost 2.8 billion euros in 2008. The two German shareholders, the states of Hamburg and Schleswig-Holstein, had to agree on a 13 billion euro bailout plan for the bank (3 billion euros in cash and a “risk shield” of 10 billion euros). Furthermore, the German government provided the HSH Nordbank with 17 billion euros of liquidity guarantees under the Special Financial Market Stabilisation Fund (SOFFIN). In view of this situation, the following questions should be answered: What role did the merger of the Hamburger Landesbank and Landesbank Schleswig-Holstein play in the development of the HSH Nordbank? Was there a possibility to merge the HSH Nordbank with another bank to avoid the financial difficulties? Were the extensive conditions set by the EU Commission in the state aid proceedings too restrictive? What are the actual costs of the HSH Nordbank’s bailout programme for the shareholders and their governmental budgets?     

Die Demografi estrategie der Bundesregierung — ein Weg zu mehr Wohlstand?

How can Germany maintain its high standard of living as its workforce decreases in number and there are ever fewer skilled workers available? The economic challenge associated with demographic change is to achieve a productivity increase large enough to prevent a decline in the principal indicator of prosperity — per capita GDP. Does the demographic strategy pursued by Germany in 2012 refl ect this central challenge? Only to a certain extent. The core message of this paper is that qualifi cation — in the form of lifelong learning — is a central driver of increased productivity and is, by extension, the sustainable solution for Germany.     

Die verbogene Verfassung — zur Neuregelung der Bund-Länder-Finanzbeziehungen ab 2020

The federal legislature has adopted a new system of intergovernmental fiscal relations from 2020 onwards which will change the federal structure of Germany considerably. In particular, the abolition of the horizontal equalisation among the Länder (Länderfinanzausgleich) and its replacement by an equalisation of fiscal power (Finanzkraftausgleich) within the distribution of the revenues of sales taxes changes the underlying structure of the German federal state fundamentally. The new legislation indicates this shift of the federal balance: the federation will take over the construction of motorways completely. Federal authorities also gain new powers in controlling the use of federal funds by the Länder. Instead of a balance of the federation and the Länder we will get a dominance of the federation.     

Die Emergency Liquidity Assistance der EZB — ein Blick in die Black Box

We do not know much about the ELA of the ECB, even though the degree of financial assistance to the national banking sector is of tremendous importance for the public. This article brings together the scarce information on ELA and its use in several countries so far. Based on this evaluation, improvements in the communication of ELA are derived. The article argues that the currently available option to publish the ELA ceilings should be made mandatory and that increases in the ELA ceiling should be strongly limited.     

Die Umsetzung der EU-Richtlinie über Wohnimmobilienkredite

The Directive 2014/17/EU of the European Parliament and of the Council of 4 February 2014 on credit agreements for consumers relating to residential immovable property (Mortgage Credit Directive) was complemented by new regulations regarding the assessment of customers’ creditworthiness through the Act Implementing the Mortgage Credit Directive and Amending Accounting Rules (Gesetz zur Umsetzung der Wohnimmobilienkreditrichtlinie und zur Änderung handelsrechtlicher Vorschriften) of 11 March 2016 in the law of obligations (Section 505a ff. Bürgerliches Gesetzbuch, BGB) and the regulatory law (Section 18a Kreditwesengesetz). Firstly, the dangers of the ‘extraordinary’ monetary policy of the ECB to the real estate market and a possible connectivity regarding the regulatory initiative are indicated. The contribution describes the purpose of the Directive, compares the new principles of creditworthiness assessment with the previous practice and analyses the consequences for banks and potential borrowers. It closes with a critical assessment of the EU wide regulation in this field and specifies approaches concerning a different German implementation in accordance with the Directive.     

Die ökonomischen Konsequenzen der gesellschaftlichen Alterung

In den n?chsten Dekaden wird die Bev?lkerung nicht nur in Deutschland immer ?lter. Gibt es einen statistischen Zusammenhang zwischen der Altersstruktur einer Gesellschaft und zentralen makro?konomischen Variablen? Welche Konsequenzen hat die gesellschaftliche Alterung für die wirtschaftliche Entwicklung in Deutschland bis 2050? Wie stellen sich diese Entwicklungen im internationalen Vergleich dar?     

Die Förderung der erneuerbaren Energien nach der EEG-Reform 2014

After fierce public and political debates, an amendment to Germany’s Renewable Energy Sources Act took effect on 1 August. This article provides an assessment of the revisions made: What is the impact of the amendment on the future progress of the German energy transition? Does it provide for a significant reduction and fairer distribution of the costs associated with support for renewables? Does it appropriately address the fundamental challenges associated with the market and system integration of renewable energy sources?