Die Business Community als CRM-Instrument unter besonderer Berücksichtigung von Business Intelligence Technologien

Das Management von Kundenbeziehungen hat sich in der klassischen Ökonomie unter dem Begriff »Customer Relationship Management« (kurz: CRM) etabliert und sich in den letzten Jahren als erfolgreicher Ansatz erwiesen. In der grundlegenden Zielsetzung, wertvolle, d.h. profitable und kreditwürdige Kunden an ein Unternehmen zu binden, kommen Business-Intelligence Technologien zur Generierung von Kundenwissen aus kundenbezogenen Daten zum Einsatz. Als technologische Plattform der Kommunikation und Interaktion gewähren Business Communities einen direkten Einblick in die Gedanken und Präferenzen der Kunden. Von Business-Communitybasiertem Wissen der Kunden und über Kunden können individuelle Kundenbedürfnisse, Verhaltensweisen und damit auch wertvolle (potenzielle, profilgleiche) Kunden abgeleitet werden, was eine differenziertere und selektivere Behandlung der Kunden möglich macht. Business Communities bieten ein umfassendes Datenpotenzial, welches jedoch bis dato für das CRM im Firmenkundengeschäft respektive die Profilbildung noch nicht genutzt wird. Synergiepotenziale von der Datenquelle "Business Community" und der Technologie "Business Intelligence" werden bislang vernachlässigt. An dieser Stelle setzt die Arbeit an. Das Ziel ist die sinnvolle Zusammenführung beider Ansätze zu einem erweiterten Ansatz für das Management der irmenkundenbeziehung. Dazu wird ein BIgestütztes CRM-Konzept für die Generierung, Analyse und Optimierung von Kundenwissen erarbeitet, welches speziell durch den Einsatz einer B2B-Community gewonnen und für eine Profilbildung genutzt wird. Es soll durch die Anbindung von Fremddatenbanken Optimierung finden: In den Prozess der Wissensgenerierung fließen zur Datenqualifizierung und -quantifizierung externe (Kunden-) Daten ein, die von Fremddatenbanken (wie z.B. Information Provider, Wirtschaftsauskunftsdienste) bereitgestellt werden. Der Kern dieser Zielsetzung liegt in der umfassenden Generierung und stetigen Optimierung von Wissen, das den Aufbau einer langfristigen, individuellen und wertvollen Kundenbeziehung unterstützen soll.

Cereal/legume rotation effects on rhizosphere bacterial community structure in West African soils

The increased use of cereal/legume crop rotation has been advocated as a strategy to increase cereal yields of subsistence farmers in West Africa, and is believed to promote changes in the rhizosphere that enhance early plant growth. In this study we investigated the microbial diversity of the rhizoplane from seedlings grown in two soils previously planted to cereal or legume from experimental plots in Gaya, Niger, and Kaboli, Togo. Soils from these legume rotation and continuous cereal plots were placed into containers and sown in a growth chamber with maize (Zea mays L.), millet (Pennisetum glaucum L.), sorghum (Sorghum bicolor L. Moench.), cowpea (Vigna unguiculata L.) or groundnut (Arachis hypogaea L.). At 7 and 14 days after sowing, 16S rDNA profiles of the eubacterial and ammoniaoxidizing communities from the rhizoplane and bulk soil were generated using denaturing gradient gel electrophoresis (DGGE). Community profiles were subjected to peak fitting analyses to quantify the DNA band position and intensities, after which these data were compared using correspondence and principal components analysis. The data showed that cropping system had a highly significant effect on community structure (p <0.005), irrespective of plant species or sampling time. Continuous cereal-soil grown plants had highly similar rhizoplane communities across crop species and sites, whereas communities from the rotation soil showed greater variability and clustered with respect to plant species. Analyses of the ammonia-oxidizing communities provided no evidence of any effects of plant species or management history on ammonia oxidizers in soil from Kaboli, but there were large shifts with respect to this group of bacteria in soils from Gaya. The results of these analyses show that crop rotation can cause significant shifts in rhizosphere bacterial communities.

An integrated assessment of resource use strategies in the Borana pastoral system of southern Ethiopia

In the pastoral production systems, mobility remains the main technique used to meet livestock’s fodder requirements. Currently, with growing challenges on the pastoral production systems, there is urgent need for an in-depth understanding of how pastoralists continue to manage their grazing resources and how they determine their mobility strategies. This study examined the Borana pastoralists’ regulation of access to grazing resources, mobility practices and cattle reproductive performances in three pastoral zones of Borana region of southern Ethiopia. The central objective of the study was to contribute to the understanding of pastoral land use strategies at a scale relevant to their management. The study applied a multi-scalar methodological approach that allowed zooming in from communal to individual herd level. Through participatory mapping that applied Google Earth image print out as visual aid, the study revealed that the Borana pastoralists conceptualized their grazing areas as distinctive grazing units with names, borders, and specific characteristics. This knowledge enables the herders to communicate the condition of grazing resources among themselves in a precise way which is important in management of livestock mobility. Analysis of grazing area use from the participatory maps showed that the Borana pastoralists apportion their grazing areas into categories that are accessed at different times of the year (temporal use areas). This re-organization is an attempt by the community to cope with the prevailing constraints which results in fodder shortages especially during the dry periods. The re-organization represents a shift in resource use system, as the previous mobility practice across the ecologically varied zones of the rangelands became severely restricted. Grazing itineraries of 91 cattle herds for over 16 months obtained using the seasonal calendar interviews indicated that in the areas with the severest mobility constraints, the herders spent most of their time in the year round use areas that are within close proximity to the settlements. A significant change in mobility strategy was the disallowing of foora practice by the communities in Dirre and Malbe zones in order to reduce competition. With the reduction in mobility practices, there is a general decline in cattle reproductive parameters with the areas experiencing the severest constraints showing the least favourable reproductive performances. The study concludes that the multi-scalar methodology was well suited to zoom into pastoral grazing management practices from communal to individual herd levels. Also the loss of mobility in the Borana pastoral system affects fulfilment of livestock feed requirements thus resulting in reduced reproductive performances and herd growth potentials. While reversal of the conditions of the situations in the Borana rangelands is practically unfeasible, the findings from this research underscore the need to protect the remaining pastoral lands since the pastoral production system remains the most important livelihood option for the majority of the Borana people. In this regards the study emphasises the need to adopt and domesticate regional and international policy frameworks such as that proposed by the African Union in 2010.

From Subsistence Agriculture to Commercial Enterprise: Community management of green technologies for resilient food production

The aim of this paper is to emphasize the capacity and resilience of rural communities in regard to sustainable food security by adopting innovative approaches to irrigation. The shift from subsistence to commercial agriculture is promoted as a means to sustainable development. An analysis of the efficacy of irrigation schemes in Zimbabwe suggests that, in terms of providing sustainable agricultural production, they have neither been cost-effective nor have they provided long-term food security to their beneficiaries. This is certainly true of Shashe Scheme and most others in Beitbridge District. The Shashe Irrigation Scheme project represents a bold attempt at developing a fresh approach to the management of communal land irrigation schemes through a Private Public Community Partnership. The model illustrated represents a paradigm shift from subsistence agriculture to a system based on new technologies, market linkages and community ownership that build resilience and lead to sustainable food security and economic prosperity.