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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Now showing 1 - 14 of 14

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.
Circular economy, bioeconomy, and sustainable development goals: a systematic literature review
(2023) Ferraz, Diogo; Pyka, Andreas
The circular economy (CE) and bioeconomy (BE) are recognized as potential solutions for achieving sustainable development, yet little research has examined their potential contribution to the United Nations’ Sustainable Development Goals (SDGs). In this study, we conducted a bibliometric analysis of 649 articles published between 2007 and 2022, as well as a systematic literature review of 81 articles, to assess the extent to which the CE and BE communities have addressed the SDGs. Our analysis identified 10 research gaps including the limited number of empirical quantitative papers, particularly in the context of BE, and the underrepresentation of developing regions such as Latin America and Africa in the literature. Our main finding reveals that the CE community primarily focuses on SDG 12, Responsible Consumption and Production, followed by SDG 9, Industry, Innovation, and Infrastructure; SDG 7, Affordable and Clean Energy; and SDG 6, Clean Water and Sanitation. The BE community, on the other hand, focuses primarily on SDG 7, followed by SDG 9 and SDG 12. However, both communities lack attention to social SDGs such as quality education, poverty, and gender equality. We propose that a combination of CE and BE, known as circular bioeconomy, could help countries achieve all SDGs. Further research is needed to develop and implement circular bioeconomy policies that address these gaps and promote sustainable development. In this sense, our study identified an important research gap that needs more attention in the future.
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.
Leveraging regionally sourced natural fibers for coreless filament winding in sustainable construction
(2026) Rossa, Alina J.; Bozó, Daniel Christopher; Mindermann, Pascal; Gresser, Götz T.; Schuenemann, Franziska
This study investigates the potential of regionally sourced natural fibers (NF) as sustainable feedstocks for coreless filament winding (CFW), an innovative and resource-efficient composite fabrication method for construction. As the sector moves towards bio-based materials, flax has emerged as a benchmark due to its compatibility with CFW and favorable mechanical properties. However, supply chain vulnerabilities and price volatility highlight the need for regional alternatives to flax fibers. By assessing hemp, miscanthus, lavender, nettle and wheat straw cultivated in Baden-Württemberg (BW), this paper links crop sustainability and fiber suitability with the broader aim of strengthening local biomass utilization within the bioeconomy. A multi-stage evaluation framework compares environmental, economic, social, and technical indicators against flax, focusing on biomass availability, input intensity, ecosystem services, land-use competition, and fiber properties. The results identify hemp as the most promising alternative due to its high fiber output, low cultivation inputs, beneficial ecosystem services and mechanical performance. Nettle offers strong mechanical performance but faces agronomic limitations, while lavender presents niche potential under integrated production systems. Miscanthus and wheat straw, while unsuitable for direct CFW due to fiber morphology, may serve as supplementary feedstocks through modified processing. These findings underscore the role of local biomass streams in creating robust regional value chains, contributing to the resilience and sustainability of the bioeconomy. While the focus of this study is on BW, the framework can be transferred to other regions and may serve as a practical tool for policy, industry, and research seeking to advance circular approaches in bio-based construction.
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.
Selective coupling or genuine integration? Startups in the twin transformation
(2026) Kuckertz, Andreas; Hinderer, Sebastian
Startups actively shape innovation during the twin transformation to sustainability and digitalization. Our analysis of >21,000 ventures reveals that genuine twin-transformers, i.e., startups able to integrate digital and green technologies, are rare and primarily driven by software. While sustainable ventures readily adopt digital tools, digital ventures rarely embrace sustainability. This asymmetry reflects different configurations of complementarities between digital and sustainable technologies, which investor preferences reinforce. Eventually, this may lead to superficial coupling rather than deep integration. To address the issue, we offer targeted recommendations for practitioners, policymakers, and researchers aiming to foster scalable, hardware-based solutions critical for sustainability.
Spillover in sustainable consumer behavior: a matter of commitment
(2025) Henn, Laura; Kaiser, Florian G.; Adler, Maximilian; Elf, Patrick; Gatersleben, Birgitta; Henn, Laura; University of Hohenheim, Stuttgart, Germany; Kaiser, Florian G.; Otto‐von‐Guericke University, Magdeburg, Germany; Adler, Maximilian; Otto‐von‐Guericke University, Magdeburg, Germany; Elf, Patrick; Middlesex University, London, UK; Gatersleben, Birgitta; University of Surrey, Guildford, UK
Consumers express their commitment to environmental protection by engaging in a variety of environmentally protective behaviors. We thus suggest that strengthening consumers' commitment to environmental protection will cause behavioral spillover, which is the joint change in multiple environmentally protective behaviors. This idea differs from other spillover notions that draw on psychological processes that follow a change in a specific behavior. By reanalyzing data from a pre‐post treatment‐control quasi‐field experiment with customers of a retail company in which one group was exposed to a multiple‐component intervention over the course of 8 months, whereas the other was not, we corroborated a significant commitment gain in the experimental group ( n = 81) that did not occur in the control group ( n = 152). This commitment gain manifested in the expected spillover effect that mirrored the Rasch‐model‐implied likelihood gains in increasingly favorable behavioral expressions of people's commitment to environmental protection. This research complements existing models of behavioral spillover by providing theoretical and empirical arguments that strengthening consumers' commitment to environmental protection can result in spillover. In practical terms, focusing on people's commitment to environmental protection could thus be a promising avenue for directly promoting sustainable lifestyles.
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.
Systems entrepreneurship: a conceptual substantiation of a novel entrepreneurial “species”
(2021) Schlaile, Michael P.; Urmetzer, Sophie; Ehrenberger, Marcus B.; Brewer, Joe
In this paper, we explore the notion of systems entrepreneurship in the context of innovation systems (IS) dedicated to transformations towards sustainability. To this end, our paper draws primarily but not exclusively on the leverage points concept, which was originally proposed by Donella H. Meadows and recently refined by sustainability scientists. More precisely, we flesh out four general propositions about the systems entrepreneurial process that serve as a starting point for illuminating how systems entrepreneurs can intervene at deep leverage points to introduce a dedication to sustainability in IS. The paper touches the important issues of directionality, formal institutions, as well as information flows and network structure that have received insufficient attention from researchers, policymakers, and practitioners aiming at transformations towards sustainability (e.g., funders and other support organizations). Taken as a whole, the paper serves as a conceptual basis for further theoretical and empirical work on systems entrepreneurs and dedicated IS. It should be read as a reminder that the fundamentally uncertain processes of systemic change call for collaborative efforts that transcend mental and organizational boundaries.
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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