Institut für Marketing & Management

Permanent URI for this collectionhttps://hohpublica.uni-hohenheim.de/handle/123456789/29

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Advancing content synthesis in macro-task crowdsourcing facilitation leveraging natural language processing
(2024) Gimpel, Henner; Laubacher, Robert; Meindl, Oliver; Wöhl, Moritz; Dombetzki, Luca; Gimpel, Henner; FIM Research Center for Information Management, Augsburg, Germany; Laubacher, Robert; Center for Collective Intelligence, Massachusetts Institute of Technology (MIT), Cambridge, MA, USA; Meindl, Oliver; FIM Research Center for Information Management, Augsburg, Germany; Wöhl, Moritz; FIM Research Center for Information Management, Augsburg, Germany; Dombetzki, Luca; TUM.ai, Munich, Germany
Macro-task crowdsourcing presents a promising approach to address wicked problems like climate change by leveraging the collective efforts of a diverse crowd. Such macro-task crowdsourcing requires facilitation. However, in the facilitation process, traditionally aggregating and synthesizing text contributions from the crowd is labor-intensive, demanding expertise and time from facilitators. Recent advancements in large language models (LLMs) have demonstrated human-level performance in natural language processing. This paper proposes an abstract design for an information system, developed through four iterations of a prototype, to support the synthesis process of contributions using LLM-based natural language processing. The prototype demonstrated promising results, enhancing efficiency and effectiveness in synthesis activities for macro-task crowdsourcing facilitation. By streamlining the synthesis process, the proposed system significantly reduces the effort to synthesize content, allowing for stronger integration of synthesized content into the discussions to reach consensus, ideally leading to more meaningful outcomes.
AI-enabled information systems: teaming up with intelligent agents in networked business
(2024) Hofmann, Peter; Urbach, Nils; Lanzl, Julia; Desouza, Kevin C.; Hofmann, Peter; FIM Research Center, University of Bayreuth, Bayreuth, Germany; Urbach, Nils; FIM Research Center, University of Bayreuth, Bayreuth, Germany; Lanzl, Julia; FIM Research Center, University of Bayreuth, Bayreuth, Germany; Desouza, Kevin C.; School of Management, Faculty of Business & Law, Queensland University of Technology, Brisbane, Australia
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.
Designing knowledge-driven digitalization: novel recommendations for digitally supported multi-professional collaboration
(2025) Meindl, Oliver; Peuten, Sarah; Striebel, Xena; Gimpel, Henner; Ostgathe, Christoph; Schneider, Werner; Steigleder, Tobias
Introduction: Palliative care is based on the principle of multi-professional collaboration, which integrates diverse competencies and perspectives to provide holistic care and support for patients and their relatives. In palliative care teams, there is an intensive exchange of information and knowledge; however, current documentation and hospital information systems often fall short of meeting the specific demands for effective collaboration and dynamic communication in this field. Methods: This action design research study is based on the three-and-a-half-year interdisciplinary research project PALLADiUM and aims to demonstrate the added value of knowledge-driven digitalization. Results and discussion: Our study provides novel recommendations for digitally supported multi-professional collaboration tailored to the specific requirements of palliative care and similar fields. Based on the analytical distinction between ‘information’ and ‘knowledge,’ we present design recommendations for co-creative, knowledge-driven development processes and multi-professional collaboration support systems. We further illustrate how these recommendations have been implemented into a functional technical demonstrator and outline how our results could impact future digitalization initiatives in healthcare.
Emotions and entrepreneurial finance: analysis of venture capitalists’ and business angels’ digital footprints on Twitter
(2024) Kaiser, Manuel; Kuckertz, Andreas; Kaiser, Manuel; Entrepreneurship Research Group, University of Hohenheim, Wollgrasweg 49, 70599, Stuttgart, Germany; Kuckertz, Andreas; Entrepreneurship Research Group, University of Hohenheim, Wollgrasweg 49, 70599, Stuttgart, Germany
Emotions are a central concept in previous entrepreneurship research, but this is mainly related to entrepreneurs and their entrepreneurial journey. However, venture capitalists (VCs) and business angels (BAs), two critical investors in the entrepreneurial finance literature, are essential actors in the entrepreneurial process. Still, little is known about investor emotions in this context. Therefore, in this study, we ask how venture capitalists differ from business angels in terms of their expressed emotions. To this end, we use an increasingly familiar research approach by examining the digital footprints of these investors on Twitter. For this purpose, we identify 822 investors from Crunchbase and analyze their 994,969 Tweets with Linguistic Inquiry and Word Count (LIWC) as a text analysis tool. Our results show that venture capitalists display more positive emotions on Twitter than angel investors, meaning that we find an association between VCs and emotional tone. Furthermore, in our post-hoc analysis, we explore further explanations for the differences between VC and BA. In doing so, we show differences in their expressed cognitive processes as well as in their communicated drivers. In both concepts, we find positive associations with the investor type of VC. To conclude this paper, we develop implications for practice and further research based on the results.
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.
Idea evaluation for solutions to specialized problems: leveraging the potential of crowds and Large Language Models
(2025) Gimpel, Henner; Laubacher, Robert; Probost, Fabian; Schäfer, Ricarda; Schoch, Manfred
Complex problems such as climate change pose severe challenges to societies worldwide. To overcome these challenges, digital innovation contests have emerged as a promising tool for idea generation. However, assessing idea quality in innovation contests is becoming increasingly problematic in domains where specialized knowledge is needed. Traditionally, expert juries are responsible for idea evaluation in such contests. However, experts are a substantial bottleneck as they are often scarce and expensive. To assess whether expert juries could be replaced, we consider two approaches. We leverage crowdsourcing and a Large Language Model (LLM) to evaluate ideas, two approaches that are similar in terms of the aggregation of collective knowledge and could therefore be close to expert knowledge. We compare expert jury evaluations from innovation contests on climate change with crowdsourced and LLM’s evaluations and assess performance differences. Results indicate that crowds and LLMs have the ability to evaluate ideas in the complex problem domain while contest specialization—the degree to which a contest relates to a knowledge-intensive domain rather than a broad field of interest—is an inhibitor of crowd evaluation performance but does not influence the evaluation performance of LLMs. Our contribution lies with demonstrating that crowds and LLMs (as opposed to traditional expert juries) are suitable for idea evaluation and allows innovation contest operators to integrate the knowledge of crowds and LLMs to reduce the resource bottleneck of expert juries.
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.
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
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.

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