Die Autoren untersuchen im vorliegenden Artikel den Einfluss der zunehmenden Nutzung von Social Media auf das Personalmanagement. Dabei liegt der Fokus vor allem auf dem Bereich Employer Branding, weil die Veränderungen des Medienkonsums und Kommunikationsverhalten, die durch die Nutzung von...

The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer goods industry. Social Media platforms as innovative and open communication channels have to be integrated in the established media mix while preventing the damage of the...

We analyze the marketing strategies of vertically differentiated firms when consumers observe their performance on corporate social responsibility (CSR) and firms simultaneously decide the price, advertising intensity and the investment in CSR. While advertising increases consumers' perception...

This research builds on the complementary corporate social responsibility (CSR) literatures in strategy and marketing to provide insight into the efficacy of CSR as a challenger's competitive weapon against a market leader. Through an investigation of a real world CSR initiative, we show that...

Vor dem Hintergrund tiefgreifender gesellschaftlicher und wirtschaftlicher Veränderungsprozesse ergeben sich zunehmend Herausforderungen für die Unternehmens- und Markenführung. Dabei bestimmen zwei grundlegende Werte die Diskussion und eröffnen ein Spannungsfeld: Individualisierung -...

[Introduction:] The route to customers is becoming increasingly digital, for any business. There is hardly any business that is not focussing on reaching customers online. The Covid-19 pandemic has further accelerated this trend. In many markets, digital platforms have become essential tools for...

In Zeiten, in denen die Konsumenten immer sensibler gegenüber der Umwelt und der Gesellschaft werden, gewinnt auch das Konzept der Corporate Social Responsibility (CSR) immer mehr an Bedeutung. Dies geht mit verstärktem Wettbewerb einher, welcher Unternehmen auf Dauer dazu zwingt, sich von der...

In public good games, voluntary contributions tend to start of high and decline as the game is repeated. If high contributors are matched, however, contributions tend to stay high. We propose a formalization predicting that high contributors will selfselect into groups committed to charitable...

In public good games, voluntary contributions tend to start off high and decline as the game is repeated. If high contributors are matched, however, contributions tend to stay high. We propose a formalization predicting that high contributors will self-select into groups committed to charitable...