Filtern
Dokumenttyp
- Dissertation (2)
- Bachelorarbeit (1)
- Masterarbeit (1)
Sprache
- Englisch (4) (entfernen)
Schlagworte
- Nachhaltigkeit (4) (entfernen)
Institut
- Fakultät Wirtschaftswissenschaften (4) (entfernen)
The process perspective provides a unifying framework that has substantially contributed to our understanding of entrepreneurship. However, much of the research up to now has neglected this process oriented conception of entrepreneurship. There is therefore a need for studies that take the inherent dynamic processes into account and analyze the underlying mechanisms when researching entrepreneurship. This dissertation aims to improve our understanding of the entrepreneurial process. Specifically, this dissertation focuses on new venture creation and the processes of sustainable opportunity identification and opportunity deviation. Chapter 1 provides a general introduction that highlights the theoretical contributions of this dissertation and gives an overview over the conducted studies. Chapter 2 argues for a process model of entrepreneurship that places entrepreneurs and their actions center stage. The model combines different perspectives and levels of analysis and provides an integrative framework for researching new venture creation. In chapter 3 we establish and test a theoretical model of sustainable opportunity identification. The chapter explains how younger generations identify sustainable opportunities. The findings indicate that sustainable opportunity identification is a process with two transitions from problem to solution identification and from solution identification to sustainable opportunity identification. These transitions are contingent on awareness of consequences and entrepreneurial attitude. Chapter 4 offers insights into how deviation from the original opportunity increases the performance of entrepreneurial teams. The findings indicate that entrepreneurial teams with a high level of error orientation set themselves higher goals when deviating from their original opportunity. Higher goals then lead to higher team performance. Chapter 5 summarizes the overall findings and outlines the general theoretical and practical implications. Each chapter thus contributes to the process perspective by focusing on how different phases of the entrepreneurial process unfold and develop over time. Thereby, this dissertation advances our understanding of entrepreneurship as a process.
Intelligent Product Design
(2012)
The aim of this thesis is to generate reality-based hypotheses about the opportunities and obstacles that create the implementation of Cradle to Cradle for the companies Jules Clarysse NV and Steelcase Inc. It discusses further which marketing-mix is appropriate for Cradle to Cradle products. Therefore exploratory expert interviews have been conducted with both companies. The empirical part is introduced by a literature study. From marketing perspective, the Cradle to Cradle approach for product design is investigated while taking into account that academic literature categorizes the concept on the one hand as consistent sustainability strategy, on the other hand as sustainable design. Moreover, the broad use of the expression design, within the literature of the Cradle to Cradle founders, is analyzed. Here, Cradle to Cradle design is holding out the prospect of Triple Top Line growth, rather than meeting only the economic bottom line. In regard of aesthetics, Cradle to Cradle aspires diversity in contrast to prevailing principles of Functionalism and universal design solutions. The ‘hidden‘ design assignment of Cradle to Cradle, service design, is highlighted as sphere that should be progressed. All these considerations form the interview guideline. The interviews serve as reality check whether there result Triple Top Lines and new service models for the companies and explore how aesthetics and tools of the marketing-mix are handled in Cradle to Cradle practice.
This thesis deals with the influence of sustainability communication on the purchase decision of sustainable tourism products involving German specialist tour operators. Sustainability communication is a challenge, because sustainable tourism is an abstract and vague concept which consumers find it difficult to grasp and about which they are sceptical, and the service characteristics of tourism products complicate the decision making stage, which is a high-involvement situation of uncertainty to which sustainable product attributes add complexity. As an introduction, an interdisciplinary theory discussion reveals knowledge gaps in terms of the value-belief-norm theory and the elaboration likelihood model (ELM). The first article, which is the first systematic literature review on the topic, reveals that there is a limited theoretical understanding of sustainability communication, a lack of practical understanding of how to design sustainability messages, and an inadequate set of methodologies for its research. It identifies knowledge gaps concerning: the holistic approach to sustainability communication; its role in the attitude-behaviour gap; an interdisciplinary theoretical understanding focusing on belief-based social psychological theories and theories of persuasion; qualitative methods; and experimental design. The second article investigates the role of sustainability communication in the attitude-behaviour gap, employing the value-belief-norm theory to explain how information is processed by special interest customers. Interview findings show that ineffective sustainability communication is the reason for the gap and that customers unintentionally booked sustainably. The study identifies eight groups of beliefs which explain the processing of sustainability attributes. Sustainability information is effective when it is value-congruent, that is, when customers perceive they can make a difference, they begin to ascribe a responsibility to themselves. The third article investigates how to design an effective sustainability message in tour operator advertising. Drawing on the ELM, the study shows that appeal type does not significantly influence persuasion but the topic presented is important. Cultural sustainability is the sustainability topic that is most persuasive for cultural tourists, while consumer prior knowledge and issue-involvement with the topic promote successful information processing. The thesis has contributed to a target-group specific understanding of effective sustainability product communication and contributes to knowledge in terms of theory, methodology, and practical solutions.