Fakultät Wirtschafts- und Sozialwissenschaften

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

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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.
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.
Embracing digital health: German otolaryngology patients’ usage and prospects of digital information and communication technologies for cross-sectoral care
(2024) Holderried, Martin; Hoeper, Ansgar; Stauss, Leonie; Holderried, Friederike; Herrmann-Werner, Anne; Kestler, Hans A.; Ernst, Christian; Baerhold, Friederike; Becker, Sven
Objective: The usage of digital information and communication technologies in European healthcare is growing. Unlike numerous technological possibilities, the present use of these technologies and perspectives towards them in relation to otolaryngology care have so far been of less interest. This study evaluates the utilisation of and attitudes towards digital information and communication technologies in cross-sectoral otolaryngology care among German patients. Methods: A structured interview-based study was conducted at the outpatient facility of a tertiary hospital in Germany. It focused on chief complaints, current use of digital technologies, estimated benefits of increased digital technology use in otolaryngology care, and sociodemographic data. The detailed statistical analysis employed Chi-squared tests and multivariate logistic regression. Results: A total of 208 otolaryngology patients completed the interview. Digital communication technologies exhibited a high penetration rate (91.8%) and were regularly used in daily life (78.7%) and for health reasons (73.3%). Younger age ( p ≤ 0.003) and higher education levels ( p ≤ 0.008) were significantly correlated with the increased digital communication technology use. The overall potential of eHealth technologies was rated significantly higher by younger patients ( p ≤ 0.001). The patients’ chief complaints showed no significant influence on the current and potential use of these technologies for cross-sectoral otolaryngology care. Conclusion: Regardless of their chief complaints, German otolaryngology patients regularly use digital information and communication technologies for health reasons and express interest in their further use for cross-sectoral care. To enhance digital patient communication in otolaryngology, attention should be given to treatment quality, usability, data security and availability and financial remuneration for service providers.
Palliative care as a digital working world (PALLADiUM) - a mixed-method research protocol
(2023) Grimminger, Sandra; Heckel, Maria; Markgraf, Moritz; Peuten, Sarah; Wöhl, Moritz; Gimpel, Henner; Klein, Carsten; Ostgathe, Christoph; Steigleder, Tobias; Schneider, Werner; Grimminger, Sandra; Palliativmedizinische Abteilung, Comprehensive Cancer Center CCC Erlangen-EMN, Universitätsklinikum Erlangen, Friedrich-Alexander-Universität Erlangen-Nürnberg, Erlangen, Germany; Heckel, Maria; Palliativmedizinische Abteilung, Comprehensive Cancer Center CCC Erlangen-EMN, Universitätsklinikum Erlangen, Friedrich-Alexander-Universität Erlangen-Nürnberg, Erlangen, Germany; Markgraf, Moritz; Project Group Business & Information Systems Engineering of the Fraunhofer FIT, Augsburg, Germany; Peuten, Sarah; Professorship for Sociology, University of Augsburg, Augsburg, Germany; Wöhl, Moritz; Project Group Business & Information Systems Engineering of the Fraunhofer FIT, Augsburg, Germany; Gimpel, Henner; Chair of Digital Management, University of Hohenheim, Stuttgart, Germany; Klein, Carsten; Palliativmedizinische Abteilung, Comprehensive Cancer Center CCC Erlangen-EMN, Universitätsklinikum Erlangen, Friedrich-Alexander-Universität Erlangen-Nürnberg, Erlangen, Germany; Ostgathe, Christoph; Palliativmedizinische Abteilung, Comprehensive Cancer Center CCC Erlangen-EMN, Universitätsklinikum Erlangen, Friedrich-Alexander-Universität Erlangen-Nürnberg, Erlangen, Germany; Steigleder, Tobias; Palliativmedizinische Abteilung, Comprehensive Cancer Center CCC Erlangen-EMN, Universitätsklinikum Erlangen, Friedrich-Alexander-Universität Erlangen-Nürnberg, Erlangen, Germany; Schneider, Werner; Professorship for Sociology, University of Augsburg, Augsburg, Germany
Background: In Palliative Care, actors from different professional backgrounds work together and exchange case-specific and expert knowledge and information. Since Palliative Care is traditionally distant from digitalization due to its holistically person-centered approach, there is a lack of suitable concepts enabling digitalization regarding multi-professional team processes. Yet, a digitalised information and collaboration environment geared to the requirements of palliative care and the needs of the members of the multi-professional team might facilitate communication and collaboration processes and improve information and knowledge flows. Taking this chance, the presented three-year project, PALLADiUM, aims to improve the effectiveness of Palliative Care teams by jointly sharing available inter-subjective knowledge and orientation-giving as well as action-guiding practical knowledge. Thus, PALLADiUM will explore the potentials and limitations of digitally supported communication and collaboration solutions. Methods: PALLADiUM follows an open and iterative mixed methods approach. First, ethnographic methods – participant observations, interviews, and focus groups – aim to explore knowledge and information flow in investigating Palliative Care units as well as the requirements and barriers to digitalization. Second, to extend this body, the analysis of the historical hospital data provides quantitative insights. Condensing all findings results in a to-be work system. Adhering to the work systems transformation method, a technical prototype including artificial intelligence components will enhance the collaborative teamwork in the Palliative Care unit. Discussion: PALLADiUM aims to deliver decisive new insights into the preconditions, processes, and success factors of the digitalization of a medical working environment as well as communication and collaboration processes in multi-professional teams.
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.
The COVID-19 pandemic and emergencies in Otolaryngology-head and neck surgery: An analysis of patients presenting to emergency rooms in South-West Germany: A bi-center study
(2024) Wolpert, Stephan; Knoblich, Nora; Holderried, Martin; Becker, Sven; Schade-Mann, Thore; Wolpert, Stephan; Department of Otorhinolaryngology, Head & Neck Surgery, University Hospital Tübingen, BW, Elfriede-Aulhorn-Straße 5, 72076 Tübingen, Germany; (S.W.);; Knoblich, Nora; Department of Otorhinolaryngology, Head & Neck Surgery, University Hospital Tübingen, BW, Elfriede-Aulhorn-Straße 5, 72076 Tübingen, Germany; (S.W.);; Holderried, Martin; Department of Otorhinolaryngology, Head & Neck Surgery, University Hospital Tübingen, BW, Elfriede-Aulhorn-Straße 5, 72076 Tübingen, Germany; (S.W.);; Becker, Sven; Department of Otorhinolaryngology, Head & Neck Surgery, University Hospital Tübingen, BW, Elfriede-Aulhorn-Straße 5, 72076 Tübingen, Germany; (S.W.);; Schade-Mann, Thore; Department of Otorhinolaryngology, Head & Neck Surgery, University Hospital Tübingen, BW, Elfriede-Aulhorn-Straße 5, 72076 Tübingen, Germany; (S.W.);; Mitra, Amal K.
This study was designed to examine the changes in emergency room visits in otolaryngology, head and neck surgery, during the COVID-19 pandemic. The study included 11,277 patients who presented to a tertiary care hospital (ER) and an emergency practice (EP) during on-call hours in the first half of 2018, 2019, and 2020. The epidemiologic parameters, diagnoses, and level of urgency were recorded using a four-step scale. A comparison was made between the pre-pandemic years and 2020. The findings revealed a significant decrease in the frequency of ER visits in the second quarter of 2020 compared to 2019 (ER: 30.8%, EP: 37.8%), mainly due to the fact that there were significantly fewer patients, with low levels of urgency. Certain diagnoses, such as epistaxis (−3.0%) and globus sensation (−3.2%), were made at similar frequencies to 2019, while inflammatory diseases like skin infections (−51.2%), tonsillitis (−55.6%), sinusitis (−59%), and otitis media (−70.4%) showed a significant reduction. The study concludes that patients with a low triage level were less likely to visit the ER during the early stages of the pandemic, but some diagnoses were still observed at comparable rates. This suggests a disparity in perception between patients and ER staff regarding urgency. Many of the issues discussed were also emphasized in the 2024 proposal by the German Ministry of Health to reform emergency care in Germany.

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