Integriertes Multichannel Marketing — Innovativer Zugang zum Kunden

Durch die Ansprache von Kunden über vielf?ltige Marketingkan?le nimmt die Anzahl der Kundenberührungspunkte deutlich zu. Diese Customer Touchpoints müssen identifiziert und als Teil des Marketing-Mix genutzt werden. Sie sind kaufentscheidend und bilden ein kanalübergreifendes Markenerlebnis. Beispiele der Vermarktung von internet-gestütztem Fernsehen (IPTV) und des Vertriebs von Mode zeigen, dass integriertes Multichannel Marketing die Basis für zukünftiges Wachstum ist.     

On the different “worlds” of intra-organizational knowledge management: Understanding idiosyncratic variation in MNC cross-site knowledge-sharing practices

This qualitative field study investigated cross-site knowledge sharing in a small sample of multinational corporations in three different MNC business contexts (global, multidomestic, transnational). The results disclose heterogeneous “worlds” of MNC knowledge sharing, ultimately raising the question as to whether the whole concept of MNC knowledge sharing covers a sufficiently unitary phenomenon to be meaningful. We derive a non-exhaustive typology of MNC knowledge-sharing practices: self-organizing knowledge sharing, technocratic knowledge sharing, and best practice knowledge sharing. Despite its limitations, this typology helps to elucidate a number of issues, including the latent conflict between two disparate theories of MNC knowledge sharing, namely “sender–receiver” and “social learning” theories (Noorderhaven & Harzing, 2009). More generally, we develop the term “knowledge contextualization” to highlight the way that firm-specific organizational features pre-define which knowledge is considered to be of special relevance for intra-organizational sharing.     

Malawi: Impfungen retten Kinderleben

Im kleinen südostafrikanischen Land Malawi sind neben Malaria und Durchfallerkrankungen Pneumonien der gro?e Killer für kleine Kinder. Die Einführung des Pneumokokken-Impfstoffes k?nnte zahlreiche Leben retten. Pflegekr?fte spielen eine wichtige Rolle in dieser Versorgungskette.     

Wenn die Darmentleerung gestört ist

Die chronische Obstipation ist nach wie vor ein Tabu thema – auch in Kliniken und Pflegeeinrichtungen. Dabei ist das Beschwerdebild gerade in der station?ren Altenpflege sehr verbreitet und beeinflusst die Lebensqualit?t der Bewohner oft betr?chtlich. Wie ?u?ert sich das Krankheitsbild und welche Ursachen liegen ihm zu Grunde?     

Market entry of multinational companies in markets at the bottom of the pyramid: A learning perspective

Multinational companies (MNCs) can play an important role in poverty alleviation. The international business literature, however, lacks theoretical insight and systematic empirical evidence of MNCs entering low-income markets. Therefore, this study sheds light on the questions: How MNCs enter low-income markets? How MNCs operate? And how they gain knowledge in these markets? Using a multiple case study approach, we analyze MNCs with business activities in low-income markets by taking recourse to the internationalization process model of Johanson and Vahlne. The results reveal that companies develop knowledge by enlarging their mode of market commitment to a new level that exceeds local manufacturing and production facilities.     

Do Low Wages Stimulate Investment? An analysis of the relationship between distribution and investment in Turkish private manufacturing industry

This study analyses the relative impact of profitability and demand on accumulation in Turkish private manufacturing industry on the basis of the theoretical framework outlined by Marglin & Bhaduri (1990). The main motivation behind this analysis is to shed light on the demand aspects of the slowdown in accumulation in the manufacturing industry despite the increase in profitability during the structural adjustment episode. For this purpose, the ratio of investment to value-added is estimated as a function of the profit share and an accelerator term, namely the growth rate of value-added, using panel data for the 26 industries of the private manufacturing sector. The results show that investment is not responsive to the profit share, whereas growth has a consistent positive impact. This result is significant in explaining the inability of pro-capital income policies to stimulate manufacturing investments throughout the export-promotion era. The export boom maintained by the use of the existing capacity rather than by new investments shows the limits of export demand to compensate for the fall in domestic consumption out of wages. The results make a strong case against the argument that profitability enhances accumulation. Evidence shows that it is not possible to enhance accumulation and long-term potential for growth simply based on promoting profitability, without paying attention to the demand aspects.