Ist der Fahrplan der Energiewende noch einzuhalten?

The German energy transition represents a policy-driven, sustainability-oriented restructuring of both supply- and demand-side components of the entire energy system by 2050. Whereas the development of renewable energies in the electricity sector is right on track, due to the feed-in tariffs of the German Renewable Energy Sources Act, many other crucial requirements for a successful transition are not, amongst others the improvement of energy effi ciency and the decarbonisation of the transport sector. Contrary to the public discussion, the primary future challenges do not consist in limiting electricity prices or abandoning feed-in support schemes, but rather in coordinating the variety of actors as well as appropriately matching the different system elements (grids, technologies, energy sectors, demand and supply side, etc.). Much remains to be done. By highlighting some examples like the need to take into account future implications of climate change for the energy sector, the consequences of the current crisis in the European Union’s emissions trading scheme and the need for a cautious adjustment of the EEG, the paper argues that the major challenges regarding the German energy transition mainly go beyond the current policy-driven and short-term discussion of energy prices. Germany’s pioneering attempt to integrate steadily increasing share of non-dispatchable electricity from renewable sources is challenging the stability of the system. Several characteristics in the current selfregulating system are identifi ed and analysed, which reveal themselves as potential weaknesses or shortcomings in the upcoming system.     

The logo matters: the effect of the logo type on the attitude towards co-products

ABSTRACT

This study investigates the effect of the type of logo used to promote co-products. In the case of an added logo, the logos of the constituent brands are lined up next to each other. An integrative logo is composed of the elements of both original brand logos. A novel logo does not contain any elements of the original brand logos. We found that the use of an integrative logo results in more favourable perceptions of brand cooperation, higher perceptions of co-product quality, more positive feelings and a more favourable attitude towards the co-product compared to the use of an added or novel logo. For a novel logo of co-products, consumers reported feelings of irritation and frustration and a less favourable attitude compared to an added logo.     

Entrepreneurial Marketing: Geringer Mitteleinsatz mit hoher Wirkung

Entrepreneurial Marketing (EM) will dem schwindenden Einfluss klassischer Medien entgegentreten. Bei den Konsumenten soll ein glaubwürdiges, anschlussf?higes Produktimage ankommen. So baut EM auf unkonventionelle Ma?nahmen zur Erzeugung von Aufmerksamkeit (Buzz Marketing), die exponentielle Diffusion von Kommunikationsinhalten (Viral Marketing), die Nutzung von Communities (Community Marketing) oder die (Aus-)Nutzung der Marketingma?nahmen der Konkurrenz (Ambush Marketing), und versucht, mit geringem Mitteleinsatz hohe Wirkungen zu erzielen (Guerilla Marketing).     

Mehr Schutz vor ausländischen Direktinvestitionen?

Currently, there is no comprehensive legal framework at EU level to screen foreign direct investments (FDI) into the EU. In September 2017, the European Commission proposed a framework for screening foreign direct investments into the European Union. The reform will likely come into force at the end of 2018. This paper describes the political background and key concepts of the FDI screening framework and analyses potential economic effects of the new regulation.     

Institutional effects in the adoption of e-business-technology: Evidence from the German automotive supplier industry

This article analyzes the adoption of B2B-e-business technology in German automotive supplier companies during the internet hype period, i.e. in the very early stage of technology diffusion. While from the outset e-business was assumed to be used by companies in order to increase efficiency and reduce costs, some previous IOS research and theoretical considerations suggest that both efficiency and environmental expectations can be important reasons for companies to implement e-business. On this backdrop, the paper analyzes the reasons for e-business technology adoption, focusing on the explanatory value of institutional factors like mimesis, coercion, and normative pressures. Theoretically based hypotheses are developed and tested using regression models with a quantitative data set of more than 1900 companies.The article tries to make an innovative contribution to the field of IOS research, first, by drawing on theories of organizational structuring — new institutionalism, social psychology, and transaction cost economics; second, variation of adoption rationales in different types of companies and different business functions inside a company is taken into account.It appears that the adoption of e-business is explained by external pressures from other customers, bandwagon effects and herding behavior during the e-business hype, and expectations and interests of professionals inside a company. In the ‘core’ areas of a firm, efficiency rationales play an important role, too. The data reveals that the reasons of e-business usage differ significantly by department and company type.