Händel, Marion; Nett, Ulrike; Bryce, Donna; Dresel, Markus (2025)
12. Tagung der Gesellschaft für Empirische Bildungsforschung (GEBF) .
Durst, Carolin; Lauhoff, Caroline (2025)
Proceedings of the 24th International Marketing Trends Conference, Venice, Italy, https://archives.marketing-trends-congress.com/2025/pages/PDF/159.pdf.
This study examines the effectiveness of digital
nudging in enhancing email marketing strategies for non-profit organizations
(NPOs) involved in emergency and disaster relief (EDR). Specifically, it aims
to explore the potential of digital nudges to convert one-time and occasional donors into regular contributors. By investigating
whether, and to what extent, digital nudging can facilitate this conversion,
the research provides insights into optimizing donor engagement. Based on
literature, four digital nudges were developed and tested in a quantitative
field experiment conducted in partnership with the German emergency and
disaster relief organization, Caritas international. The findings reveal that
the phantom decoy and identity coherence nudges are particularly effective in
increasing click-through rates on recurring donation buttons in emails from
NPOs focused on EDR, highlighting their potential as tools for improving donor
retention.
Mede, Niels G.; Cologna, Viktoria; Berger, Sebastian; Besley, John; Brick, Cameron; Joubert, Marina; Maibach, Edward W.; Mihelj, Sabina; Oreskes, Naomi; Schäfer, Mike S.; van der Linden, Sander; Abdul Aziz, Nor Izzatina; Abdulsalam, Suleiman; Abu Shamsi, Nurulaini; Aczel, Balazs; Adinugroho, Indro; Alabrese, Eleonora; Aldoh, Alaa; Alfano, Mark; Ali, Innocent Mbulli; Alsobay, Mohammed; Altenmüller, Marlene; Alvarez, R. Michael; Amoako, Richard; Amollo, Tabitha; Ansah, Patrick; Apriliawati, Denisa; Azevedo, Flavio; Bajrami, Ani; Bardhan, Ronita; Bati, Keagile; Bertsou, Eri; Betsch, Cornelia; Bhatiya, Apurav Yash ; Bhui, Rahul; Białobrzeska, Olga; Bilewicz, Michał; Bouguettaya, Ayoub; Breeden, Katherine; Bret, Amélie; Buchel, Ondrej; Cabrera-Álvarez, Pablo; Cagnoli, Federica; Calero Valdez, André; Callaghan, Timothy; Cases, Rizza Kaye; Çoksan, Sami; Czarnek, Gabriela; De Peuter, Steven; Debnath, Ramit; Delouvée, Sylvain; Di Stefano, Lucia; Díaz-Catalán, Celia; Doell, Kimberly C.; Dohle, Simone; Douglas, Karen M.; Dries, Charlotte; Dubrov, Dmitrii; Dzimińska, Małgorzata; Ecker, Ullrich K. H.; Elbaek, Christian T.; Elsherif, Mahmoud; Enke, Benjamin; Etienne, Tom W.; Facciani, Matthew; Fage-Butler, Antoinette; Faisal, Md. Zaki; Fan, Xiaoli; Farhart, Christina; Feldhaus, Christoph; Ferreira, Marinus; Feuerriegel, Stefan; Fischer, Helen; Freundt, Jana; Friese, Malte; Fuglsang, Simon; Gallyamova, Albina; Garrido-Vásquez, Patricia; Garrido Vásquez, Mauricio E.; Gatua, Winfred; Genschow, Oliver; Ghasemi, Omid; Gkinopoulos, Theofilos; Gloor, Jamie L.; Goddard, Ellen; Gollwitzer, Mario; González-Brambila, Claudia; Gordon, Hazel; Grigoryev, Dmitry; Grimshaw, Gina M.; Guenther, Lars; Haarstad, Håvard; Harari, Dana; Hawkins, Lelia N.; Hensel, Przemysław; Hernández-Mondragón, Alma Cristal; Herziger, Atar; Huang, Guanxiong; Huff, Markus; Hurley, Mairéad; Ibadildin, Nygmet; Ishibashi, Maho; Islam, Mohammad Tarikul; Jeddi, Younes; Jin, Tao; Jones, Charlotte A.; Jungkunz, Sebastian; Jurgiel, Dominika; Kabdulkair, Zhangir; Kao, Jo-Ju; Kavassalis, Sarah; Kerr, John R.; Kitsa, Mariana; Klabíková Rábová, Tereza; Klein, Olivier; Koh, Hoyoun; Koivula, Aki; Kojan, Lilian; Komyaginskaya, Elizaveta; König, Laura; Koppel, Lina; Koren Nobre Cavalcante, Kochav; Kosachenko, Alexandra; Kotcher, John; Kranz, Laura S.; Krishnan, Pradeep; Kristiansen, Silje; Krouwel, André; Kuppens, Toon; Kyza, Eleni A.; Lamm, Claus; Lantian, Anthony; Lazić, Aleksandra; Lecuona, Oscar; Légal, Jean-Baptiste; Leviston, Zoe; Levy, Neil; Lindkvist, Amanda M.; Lits, Grégoire; Löschel, Andreas; López-Ortega, Alberto; Lopez-Villavicencio, Carlos; Lou, Nigel Mantou; Lucas, Chloe H.; Lunz-Trujillo, Kristin; Marques, Mathew D.; Mayer, Sabrina J.; McKay, Ryan; Mercier, Hugo; Metag, Julia; Milfont, Taciano L.; Miller, Joanne M.; Mitkidis, Panagiotis; Monge-Rodríguez, Fredy; Motta, Matt; Mudra, Iryna; Muršič, Zarja; Namutebi, Jennifer; Newman, Eryn J.; Nitschke, Jonas P.; Ntui, Ntui-Njock Vincent; Nwogwugwu, Daniel; Ostermann, Thomas; Otterbring, Tobias; Palmer-Hague, Jaime; Pantazi, Myrto; Pärnamets, Philip; Parra Saiani, Paolo; Paruzel-Czachura, Mariola; Parzuchowski, Michal; Pavlov, Yuri G.; Pearson, Adam R.; Penner, Myron A.; Pennington, Charlotte R.; Petkanopoulou, Katerina; Petrović, Marija M.; Pfänder, Jan; Pisareva, Dinara; Ploszaj, Adam; Poliaková, Karolína; Pronizius, Ekaterina; Pypno-Blajda, Katarzyna; Quiñones, Diwa Malaya A.; Räsänen, Pekka; Rauchfleisch, Adrian; Rebitschek, Felix G.; Refojo Seronero, Cintia; Rêgo, Gabriel; Reynolds, James P.; Roche, Joseph; Rödder, Simone; Röer, Jan Philipp; Ross, Robert M.; Ruin, Isabelle; Santos, Osvaldo; Santos, Ricardo R.; Schmid, Philipp; Schulreich, Stefan; Scoggins, Bermond; Sharaf, Amena; Sheria Nfundiko, Justin; Shuckburgh, Emily; Six, Johan; Solak, Nevin; Späth, Leonhard; Spruyt, Bram; Standaert, Olivier; Stanley, Samantha K.; Storms, Gert; Strahm, Noel; Syropoulos, Stylianos; Szaszi, Barnabas; Szumowska, Ewa; Tanaka, Mikihito; Teran-Escobar, Claudia; Todorova, Boryana; Toko, Abdoul Kafid; Tokrri, Renata; Toribio-Florez, Daniel; Tsakiris, Manos; Tyrala, Michael; Uluğ, Özden Melis; Uzoma, Ijeoma Chinwe; van Noord, Jochem; Varda, Christiana; Verheyen, Steven; Vilares, Iris; Vlasceanu, Madalina; von Bubnoff, Andreas; Walker, Iain; Warwas, Izabela; Weber, Marcel; Weninger, Tim; Westfal, Mareike; Wintterlin, Florian; Wojcik, Adrian Dominik; Xia, Ziqian; Xie, Jinliang; Zegler-Poleska, Ewa; Zenklusen, Amber; Zwaan, Rolf A. (2025)
Mede, Niels G.; Cologna, Viktoria; Berger, Sebastian; Besley, John; Brick, Cameron...
Scientific Data 12, 114.
DOI: 10.1038/s41597-024-04100-7
Science is integral to society because it can inform individual, government, corporate, and civil society decision-making on issues such as public health, new technologies or climate change. Yet, public distrust and populist sentiment challenge the relationship between science and society. To help researchers analyse the science-society nexus across different geographical and cultural contexts, we undertook a cross-sectional population survey resulting in a dataset of 71,922 participants in 68 countries. The data were collected between November 2022 and August 2023 as part of the global Many Labs study “Trust in Science and Science-Related Populism” (TISP). The questionnaire contained comprehensive measures for individuals’ trust in scientists, science-related populist attitudes, perceptions of the role of science in society, science media use and communication behaviour, attitudes to climate change and support for environmental policies, personality traits, political and religious views and demographic characteristics. Here, we describe the dataset, survey materials and psychometric properties of key variables. We encourage researchers to use this unique dataset for global comparative analyses on public perceptions of science and its role in society and policy-making.
Cologna, Victoria; Mede, Niels G.; Berger, Sebastian; Besley, John; Brick, Cameron; Joubert, Marina; Maibach, Edward W.; Mihelj, Sabina; Oreskes, Naomi; Schäfer, Mike S.; van der Linden, Sander; Abdul Aziz, Nor Izzatina; Abdulsalam, Suleiman; Abu Shamsi, Nurulaini; Aczel, Balazs; Adinugroho, Indro; Alabrese, Eleonora; Aldoh, Alaa; Alfano, Mark; Ali, Innocent Mbulli; Alsobay, Mohammed; Altenmüller, Marlene; Alvarez, R. Michael; Amoako, Richard; Amollo, Tabitha; Ansah, Patrick; Apriliawati, Denisa; Azevedo, Flavio; Bajrami, Ani; Bardhan, Ronita; Bati, Keagile; Bertsou, Eri; Betsch, Cornelia; Bhatiya, Apurav Yash; Bhui, Rahul; Białobrzeska, Olga; Bilewicz, Michał; Bouguettaya, Ayoub; Breeden, Katherine; Bret, Amélie; Buchel, Ondrej; Cabrera-Álvarez, Pablo; Cagnoli, Federica; Calero Valdez, André; Callaghan, Timothy; Cases, Rizza Kaye; Çoksan, Sami; Czarnek, Gabriela; De Peuter, Steven; Debnath, Ramit; Delouvée, Sylvain; Di Stefano, Lucia; Díaz-Catalán, Celia; Doell, Kimberly C.; Dohle, Simone; Douglas, Karen M.; Dries, Charlotte; Dubrov, Dmitrii; Dzimińska, Małgorzata; Ecker, Ullrich K. H.; Elbaek, Christian T.; Elsherif, Mahmoud; Enke, Benjamin; Etienne, Tom W.; Facciani, Matthew; Fage-Butler, Antoinette; Faisal, Md. Zaki; Fan, Xiaoli; Farhart, Christina; Feldhaus, Christoph; Ferreira, Marinus; Feuerriegel, Stefan; Fischer, Helen; Freundt, Jana; Friese, Malte; Fuglsang, Simon; Gallyamova, Albina; Garrido-Vásquez, Patricia; Garrido Vásquez, Mauricio E.; Gatua, Winfred; Genschow, Oliver; Ghasemi, Omid; Gkinopoulos, Theofilos; Gloor, Jamie L.; Goddard, Ellen; Gollwitzer, Mario; González-Brambila, Claudia; Gordon, Hazel; Grigoryev, Dmitry; Grimshaw, Gina M.; Guenther, Lars; Haarstad, Håvard; Harari, Dana; Hawkins, Lelia N.; Hensel, Przemysław; Hernández-Mondragón, Alma Cristal; Herziger, Atar; Huang, Guanxiong; Huff, Markus; Hurley, Mairéad; Ibadildin, Nygmet; Ishibashi, Maho; Islam, Mohammad Tarikul; Jeddi, Younes; Jin, Tao; Jones, Charlotte A.; Jungkunz, Sebastian; Jurgiel, Dominika; Kabdulkair, Zhangir; Kao, Jo-Ju; Kavassalis, Sarah; Kerr, John R.; Kitsa, Mariana; Klabíková Rábová, Tereza; Klein, Olivier; Koh, Hoyoun; Koivula, Aki; Kojan, Lilian; Komyaginskaya, Elizaveta; König, Laura; Koppel, Lina; Koren Nobre Cavalcante, Kochav; Kosachenko, Alexandra; Kotcher, John; Kranz, Laura S.; Krishnan, Pradeep; Kristiansen, Silje; Krouwel, André; Kuppens, Toon; Kyza, Eleni A.; Lamm, Claus; Lantian, Anthony; Lazić, Aleksandra; Lecuona, Oscar; Légal, Jean-Baptiste; Leviston, Zoe; Levy, Neil; Lindkvist, Amanda M.; Lits, Grégoire; Löschel, Andreas; López Ortega, Alberto; Lopez-Villavicencio, Carlos; Lou, Nigel Mantou; Lucas, Chloe H.; Lunz-Trujillo, Kristin; Marques, Mathew D.; Mayer, Sabrina J.; McKay, Ryan; Mercier, Hugo; Metag, Julia; Milfont, Taciano L.; Miller, Joanne M.; Mitkidis, Panagiotis; Monge-Rodríguez, Fredy; Motta, Matt; Mudra, Iryna; Muršič, Zarja; Namutebi, Jennifer; Newman, Eryn J.; Nitschke, Jonas P.; Ntui, Ntui-Njock Vincent; Nwogwugwu, Daniel; Ostermann, Thomas; Otterbring, Tobias; Palmer-Hague, Jaime; Pantazi, Myrto; Pärnamets, Philip; Parra Saiani, Paolo; Paruzel-Czachura, Mariola; Parzuchowski, Michal; Pavlov, Yuri G.; Pearson, Adam R.; Penner, Myron A.; Pennington, Charlotte R.; Petkanopoulou, Katerina; Petrović, Marija B.; Pfänder, Jan; Pisareva, Dinara; Ploszaj, Adam; Poliaková, Karolína; Pronizius, Ekaterina; Pypno-Blajda, Katarzyna; Quiñones, Diwa Malaya A.; Räsänen, Pekka; Rauchfleisch, Adrian; Rebitschek, Felix G.; Refojo Seronero, Cintia; Rêgo, Gabriel; Reynolds, James P.; Roche, Joseph; Rödder, Simone; Röer, Jan Philipp; Ross, Robert M.; Ruin, Isabelle; Santos, Osvaldo; Santos, Ricardo R.; Schmid, Philipp; Schulreich, Stefan; Scoggins, Bermond; Sharaf, Amena; Sheria Nfundiko, Justin; Shuckburgh, Emily; Six, Johan; Solak, Nevin; Späth, Leonhard; Spruyt, Bram; Standaert, Olivier; Stanley, Samantha K.; Storms, Gert; Strahm, Noel; Syropoulos, Stylianos; Szaszi, Barnabas; Szumowska, Ewa; Tanaka, Mikihito; Teran-Escobar, Claudia; Todorova, Boryana; Toko, Abdoul Kafid; Tokrri, Renata; Toribio-Florez, Daniel; Tsakiris, Manos; Tyrala, Michael; Uluğ, Özden Melis; Uzoma, Ijeoma Chinwe; van Noord, Jochem; Varda, Christiana; Verheyen, Steven; Vilares, Iris; Vlasceanu, Madalina; von Bubnoff, Andreas; Walker, Iain; Warwas, Izabela; Weber, Marcel; Weninger, Tim; Westfal, Mareike; Wintterlin, Florian; Wojcik, Adrian Dominik; Xia, Ziqian; Xie, Jinliang; Zegler-Poleska, Ewa; Zenklusen, Amber; Zwaan, Rolf A. (2025)
Cologna, Victoria; Mede, Niels G.; Berger, Sebastian; Besley, John; Brick, Cameron...
Nature Human Behaviour 9, 713-730.
DOI: 10.1038/s41562-024-02090-5
Science is crucial for evidence-based decision-making. Public trust in scientists can help decision makers act on the basis of the best available evidence, especially during crises. However, in recent years the epistemic authority of science has been challenged, causing concerns about low public trust in scientists. We interrogated these concerns with a preregistered 68-country survey of 71,922 respondents and found that in most countries, most people trust scientists and agree that scientists should engage more in society and policymaking. We found variations between and within countries, which we explain with individual- and country-level variables, including political orientation. While there is no widespread lack of trust in scientists, we cannot discount the concern that lack of trust in scientists by even a small minority may affect considerations of scientific evidence in policymaking. These findings have implications for scientists and policymakers seeking to maintain and increase trust in scientists.
Bedenlier, Svenja; Buntins, Katja; Bond, Melissa; Händel, Marion; Marín, Victoria I. (2025)
Bedenlier, Svenja; Buntins, Katja; Bond, Melissa; Händel, Marion...
Review of Education 13 (1), e70022 | 1-31.
DOI: 10.1002/rev3.70022
Evidence syntheses, such as systematic reviews, aim to summarise the current state of research in a field, often using the publication language of a study as a criterion for inclusion or exclusion. However, this has serious implications for capturing evidence from a wider range of geographical areas, and the potential for linguistic bias. In order to explore this issue, a trilingual tertiary mapping review of 446 evidence syntheses within the field of educational technology (EdTech) and published in English, Spanish and German was undertaken, analysing the frequency of multi- and monolingual evidence syntheses, reasons for language choice by research teams, and the composition of research teams in multi- and monolingual evidence syntheses. Items were included if they were a form of evidence synthesis with an explicit method section, indexed within ERIC, Scopus, Web of Science, Dialnet, FIS-Bildung, or Google Scholar, education-related, and published between 1983 and May 2022. The results showed that only eight languages were considered in published syntheses, only five languages were used to construct search strings, most evidence syntheses included research published in English without explaining why, and multilingual research team composition did not predict multilingual evidence syntheses. The findings suggest the need to address publication languages not only as a formal criterion but as an integral aspect of methodological approach, influencing the content and scope of syntheses in educational research.
Klug, Katharina (2025)
KeyNote Arbeitsgruppentreffen Nachhaltige Mobilität "Vertrauen in Veränderung".
Vaidya, Haresh (2025)
Spiegel Wissenschaft 2025.
Lang, Anette; Sover, Alexandru (2025)
International Journal of Mechatronics and Applied Mechanics 19 (1), 7-11.
DOI: 10.17683/ijomam/issue19
Abstract - Shape memory polymers (SMP) can be used in numerous applications, for example in medical engineering, control technology, or in the automotive industry. Various triggers can be used to "remember" a programmed shape, such as temperature, pH value, humidity or light. One example of SMP is polyvinyl alcohol (PVA), which is characterised by biocompatibility, high hydrophilicity and non-toxicity as well as efficient shape memory behaviour. PVA reacts to the stimulus of temperature. In this work, the influence of incorporated nanoparticles on the shape memory effect of PVA will be investigated. For this purpose, the glass transition temperature of PVA containing different iron nanoparticles is determined and compared by means of Differential Scanning Calorimetry (DSC). In addition to the impact of the integrated nanoparticles on the switching temperature, consideration is also given to the quality of the resetting characteristics linked with the shape memory effect. These studies employ thermomechanical analysis as a tool to gain insights into this phenomenon. The inclusion of iron nanoparticles has been observed to result in a slight alteration of the switching temperature, while significantly influencing the shape memory effect and reducing the strain recovery rate by approximately 15%. The strain fixity rate simultaneously increases by approximately 50%. However, the size and structure of the iron nanoparticles showed no discernible impact on the observed phenomenon.
Fritzsche, Albrecht; Söldner, Jens-Hendrik (2025)
Technovation 139, 103139.
DOI: 10.1016/j.technovation.2024.103139
In order to tackle today's grand challenges in society and reach sustainable development goals, innovation needs to take a comprehensive look at value creation and human well-being. Social systems theory suggests that value creation and well-being can be addressed from the perspectives of various functional systems that attribute meaning on the basis of different social operations, such as economy, health, art, etc. On the example of smart services as a key digital technology, we study how science fiction affects the number of these functional systems referenced in design. We compare smart service design activities performed during eight ideation and prototyping workshops. Half of the workshops used a conventional value proposition canvassing approach to address customer tasks, pains and gains. The others used science fiction plots for dramatic storytelling about smart services. Overall, 29 separate smart service design projects were performed during the workshops. Using qualitative content analysis, references to different functional systems are identified. The findings indicate that science fiction inspires references to more functional systems and highlights tensions between different forms of value creation and aspects of well-being that are essential for tackling grand challenges.
Grimm, Ramona; Baum, Matthias; Durst, Carolin (2025)
FGF-Schriftenreihe – Abstract Proceeding, Annual Interdisciplinary Conference on Entrepreneurship, Innovation and SMEs, G-Forum 2025 1, 63.
Sover, Alexandru; Pîrvu, CI; Abrudeanu, M. (2024)
Polymers 16 (24), 3603.
DOI: 10.3390/polym16243603
Dettelbacher, Johannes; Buchele, Alexander (2024)
Proceedings of the 2024 Winter Simulation Conference.
Gebhard, Christian Alexander (2024)
50th Anniversary Conference of the European International Business Academy (EIBA) 2024, in Espoo, Finnland, 181 - 182.
A common language facilitates exchange in international business (IB). The People’s Republic of China is a global player of significant economic and geopolitical importance. Thus, we can expect Chinese language capital to play a major role in IB. This article conceptualizes its importance from a Western (German) and Eastern (Chinese) point of view. Western concepts such as Positive or Constructive Management, the four-side communication model, language and power, and Chinese concepts such as 182 harmony, guanxi, and xinren explain the important role Chinese language skills play for a beneficial Sino-Western business relationship.
Gebhard, Christian Alexander (2024)
50th Anniversary Conference of the European International Business Academy (EIBA) 2024, in Espoo, Finnland 2024.
Merticaru, Vasile; Mihalache, Andrei Marius; Ripanu, Marius-Ionut; Merticaru, Eugen; Rusu, Bogdan; Ermolai, Vasile (2024)
Merticaru, Vasile; Mihalache, Andrei Marius; Ripanu, Marius-Ionut; Merticaru, Eugen...
Innovative Manufacturing Engineering and Energy, Materials Research Proceedings, Athens, Greece 46, 370-384.
DOI: 10.21741/9781644903377-48
Gegenfurtner, Andreas; Bedenlier, Svenja; Ebner, Christian; Keskin, Özün; Händel, Marion (2024)
Gegenfurtner, Andreas; Bedenlier, Svenja; Ebner, Christian; Keskin, Özün...
Designing Effective Digital Learning Environments, 241–254.
DOI: 10.4324/9781003386131-23
Synchronous online learning is situated in synchronous webinars, virtual classrooms, and videoconferences, in which students and teachers communicate live over the Internet across distant geographical locations. Shared virtual platforms with voice-over-IP technology and webcams are used to interact ubiquitously and synchronously in real-time. During the COVID-19 pandemic, the use of synchronous online learning environments in primary, secondary, higher, and continuous education has grown massively. In this chapter, we aim to identify design recommendations that help increase the effectiveness of synchronous online learning. First, we provide an overview of recent meta-analyses on the effectiveness of synchronous online learning compared to synchronous face-to-face and asynchronous online learning. Second, we use this empirical evidence to develop design principles that can guide teachers, trainers, and educators in designing effective synchronous online learning environments. Third, we discuss a research agenda for future studies on synchronous online learning, webinars, and videoconferences in education, and we reflect on some practical affordances, including the use of webcams and breakout rooms.
Brunner, Kathrin (2024)
Hörwettbewerb "Hört Hört" 2024.
Jarosch, Dieter; Ninow, Jan; Kapischke, Jörg (2024)
Hydrogen Dialogue – Summit & Expo 2024, Nürnberg Messe .
Kaiser, Carolin; Schallner, René; Piazza, Alexander; Tolle, Justin (2024)
NIM Insights Magazine, Institut für Marktentscheidungen e. V., Nürnberg 6.
Fili, Jana; Alt, Daniel; Katzenberger, Louisa-Simone Katrin; Christoph, Simon; Piazza, Alexander (2024)
Fili, Jana; Alt, Daniel; Katzenberger, Louisa-Simone Katrin; Christoph, Simon...
HMD Praxis der Wirtschaftsinformatik 62, 134-152.
DOI: 10.1365/s40702-024-01132-w
In einer zunehmend herausfordernden Geschäftsumgebung besteht für kleine und mittlere Business-to-Business Unternehmen die Herausforderung, ihre Geschäftsprozesse und die unternehmensweiten Anwendungssysteme entsprechend der Technologielandschaft anzupassen, um konkurrenzfähig zu bleiben. Der zielgerichtete Einsatz von Künstlicher Intelligenz birgt das Potenzial für Effizienzsteigerung und Unterstützung in verschiedenen Geschäftsbereichen, darunter auch Marketing und Vertrieb. Trotz der zunehmenden Bedeutung von Künstlicher Intelligenz bleibt der Einsatz in kleinen und mittleren Unternehmen oft zögerlich. Das Ziel dieser Studie ist die Herleitung eines ganzheitlichen Ansatzes für eine mit KI-Werkzeugen unterstützte Customer Journey. Diese Arbeit untersucht dafür speziell den potenziellen Einsatz von Künstlicher Intelligenz in der Kundenkommunikation von kleinen und mittleren Unternehmen im produzierenden B2B-Sektor. Basierend auf zehn leitfadenorientierten qualitativen Interviews mit Praktikern aus produzierenden B2B-KMU werden deren spezifische Herausforderungen in der Kundenkommunikation identifiziert und der Einsatz von KI als potenzielle Lösung geprüft. Die Ergebnisse zeigen, dass der Einsatz von KI in der Kundenkommunikation produzierender B2B-KMU Potenzial birgt, um bestehende Herausforderungen zu mindern, wobei die Einsatzmöglichkeiten je nach Datenverfügbarkeit variieren. Die vorliegende Arbeit trägt dazu bei, produzierenden B2B-KMU aufzuzeigen, wie sie Künstliche Intelligenz einsetzen können, um ihre Herausforderungen zu bewältigen und die Kundenkommunikation zu optimieren.
Hochschule Ansbach
Residenzstr. 8
91522 Ansbach