Das Kontextmarketing im mobilen Customer Relationship Management

Zusammenfassung Mobile Telekommunikationstechnologien verändern den Alltag, ihre Benutzer und die Geschäftswelt. Im Zuge der Mobilität haben die Nutzer von mobilen Übertragungstechnologien ein hohes Kommunikationsbedürfnis in jeglicher Situation entwickelt: Sie wollen überall und jederzeit kommunizieren und informiert sein. Dies ist auch darauf zurückzuführen, dass ein Wandel der Individualisierung – von der Person zur Situation – stattgefunden hat. Im Rahmen der Untersuchung gehen wir auf diese entscheidenden Veränderung ein und analysieren die Potenziale des Kontextmarketing im mobilen Customer Relationship Management anhand der Erringung von Wettbewerbsvorteilen durch Situationsfaktoren. Daneben zeigen wir mögliche Geschäftsmodelle und Wertschöpfungsketten auf. Abgerundet wird die Arbeit durch die Darstellung möglicher personenbezogener, technischer und rechtlicher Restriktionen.

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.

Continuation and discontinuation of local institution in community based natural resource management

Currently the push toward frontier areas, which until twenty years ago were still largely untouched by commercial agriculture, is taking place on a massive scale. This push is being driven not the least by global economic developments, such as the price increase of agriculture commodities like coffee and cocoa. In most cases the indigenous communities become trapped between the state monopoly in natural resource management and the competition for resources by external actors. In this processes the indigenous communities start to lose their access to resources. Another victim in this process is the environment where the natural resources are imbedded. International and national organizations working to conserve environment have became conscious of the important role that indigenous people could fulfill as partners in this endeavour. This partnership in struggle has produced a new discourse on the relationship between indigenous people and their environment. As a further consequence, programs were set up to develop what became known as Community Based Natural Resource Management (CBNRM) with its numerous variations. Based on a case study in a village on the eastern border of the Lore Lindu National Park in Central Sulawesi, this study questioned the basic assumption behind the concept of Community Based Natural Resource Management (CBNRM). Namely the assumption that communities living at the margin of forest are socially and culturally homogenous, still more or less egalitarian, and basically living in harmony with their natural environment. This study was inspired by the persistent critique – although still a minority – on the basic assumption the CBNRM from academicians and practitioners working through the Entitlement perspective. Another inspiration was the mounting critique toward the participatory approach. In its effort the study explore further the usefulness of certain approaches. One of the approach much relied on in this study was the local history of the community studied, through exerting oral and local written documents on local history, legends and local stories. These sources proofed quite capable in bringing the local history into the light. Another was the actor oriented approach, which later came to be supported by the concept of Social Pool Resources. The latter concept proofed to be useful as analytical instrument to integrate social institutions and the common pool resources, as a field of action for the different actors as human agencies.

Management approaches in organic potato and tomato production

The presented thesis considered three different system approach topics to ensure yield and plant health in organically grown potatoes and tomatoes. The first topic describes interactions between late blight (Phytophthora infestans) incidence and soil nitrogen supply on yield in organic potato farming focussing in detail on the yield loss relationship of late blight based on results of several field trials. The interactive effects of soil N-supply, climatic conditions and late blight on the yield were studied in the presence and absence of copper fungicides from 2002-2004 for the potato cultivar Nicola. Under conditions of central Germany the use of copper significantly reduced late blight in almost all cases (15-30 %). However, the reductions in disease through copper application did not result in statistically significant yield increases (+0 – +10 %). Subsequently, only 30 % of the variation in yield could be attributed to disease reductions. A multiple regression model (R²Max), however, including disease reduction, growth duration and temperature sum from planting until 60 % disease severity was reached and soil mineral N contents 10 days after emergence could explain 75 % of the observed variations in yield. The second topic describes the effect of some selected organic fertilisers and biostimulant products on nitrogen-mineralization and efficiency, yield and diseases in organic potato and tomato trials. The organic fertilisers Biofeed Basis (BFB, plant derived, AgroBioProducts, Wageningen, Netherlands) and BioIlsa 12,5 Export (physically hydrolysed leather shavings, hair and skin of animals; ILSA, Arizignano, Italy) and two biostimulant products BioFeed Quality (BFQ, multi-compound seaweed extract, AgroBioProducts) and AUSMA (aqueous pine and spruce needle extract, A/S BIOLAT, Latvia), were tested. Both fertilisers supplied considerable amounts of nitrogen during the main uptake phases of the crops and reached yields as high or higher as compared to the control with horn meal fertilisation. The N-efficiency of the tested fertilisers in potatoes ranged from 90 to 159 kg yield*kg-1 N – input. Most effective with tomatoes were the combined treatments of fertiliser BFB and the biostimulants AUSMA and BFQ. Both biostimulants significantly increased the share of healthy fruit and/or the number of fruits. BFQ significantly increased potato yields (+6 %) in one out of two years and reduced R. solani-infestation in the potatoes. This suggests that the biostimulants had effects on plant metabolism and resistance properties. However, no effects of biostimulants on potato late blight could be observed in the fields. The third topic focused on the effect of suppressive composts and seed tuber health on the saprophytic pathogen Rhizoctonia solani in organic potato systems. In the present study 5t ha-1 DM of a yard and bio-waste (60/40) compost produced in a 5 month composting process and a 15 month old 100 % yard waste compost were used to assess the effects on potato infection with R. solani when applying composts within the limits allowed. Across the differences in initial seed tuber infestation and 12 cultivars 5t DM ha-1 of high quality composts, applied in the seed tuber area, reduced the infestation of harvested potatoes with black scurf, tuber malformations and dry core tubers by 20 to 84 %, 20 to 49 % and 38 to 54 %, respectively, while marketable yields were increased by 5 to 25 % due to lower rates of wastes after sorting (marketable yield is gross yield minus malformed tubers, tubers with dry core, tubers with black scurf > 15% infested skin). The rate of initial black scurf infection of the seed tubers also affected tuber number, health and quality significantly. Compared to healthy seed tubers initial black scurf sclerotia infestation of 2-5 and >10 % of tuber surface led in untreated plots to a decrease in marketable yields by 14-19 and 44-66 %, a increase of black scurf severity by 8-40 and 34-86 % and also increased the amount of malformed and dry core tubers by 32-57 and 109-214 %.

Transformationale Führung als Erfolgsfaktor des Interim Management

In der vorliegenden Arbeit wurde untersucht, wie Führung zur Bewältigung von Unternehmenskrisen und Umsetzung von Veränderungen im Kontext des Interim Management beitragen kann. Dazu wurde die Theorie transformationaler Führung um aufgabenbezogene und indirekte Führung und den Einsatz von Positionsmacht ergänzt. Damit wurden diese erfolgskritischen Führungsdimensionen erstmals in einem gemeinsamen theoretischen Rahmen verbunden und die Auswirkungen einer kombinierten Anwendung untersucht. Dieser neue Ansatz wurde als „Total Range of Leadership“ bezeichnet. In der vorliegenden Untersuchung konnten neue Erkenntnisse zum Kontext und den Erfolgsfaktoren des Interim Management sowie zu den Auswirkungen und Wirkungsmechanismen transformationaler Führung und des Total Range of Leadership gewonnen werden. Die Untersuchungsergebnisse deuten darauf hin, dass Interim Management ein hoch effektives Veränderungsinstrument ist. Als erfolgsrelevante Rahmenbedingungen wurden die Ausstattung der Interim Manager mit umfassenden Vollmachten sowie die Unterstützung durch die Auftraggeber, als wichtigster Erfolgsfaktor des Interim Management aber eindeutig die Anwendung transformationaler Führung und des Total Range of Leadership identifiziert. Die Anwendung transformationaler Führung im Rahmen des Total Range of Leadership wirkt sich positiv auf Persönlichkeit, Einstellungen, Kompetenz und Verhalten der Mitarbeiter sowie Organisationsstruktur, Unternehmenskultur, organisationale Lernfähigkeit und finanziellen und marktbezogenen Erfolg von Unternehmens aus. Dabei erzielt transformationale Führung die bei Weitem größte Wirkung aller Führungsdimensionen. Es konnte aufgezeigt werden, dass transformationale Führung diese Wirkung nur in Verbindung mit der kompetenten Anwendung von transaktionaler, aufgabenbezogener und indirekter Führung entfalten kann. Die Untersuchungsergebnisse deuten außerdem darauf hin, dass eine transformationale Führungsbeziehung nur dann entstehen kann, wenn die Mitarbeiter Vertrauen in die professionelle Kompetenz und die Integrität ihrer Führungskraft fassen. Als normative Grundlagen transformationaler Führung wurden die Gewährleistung der Wohlfahrt und des Nutzens der Geführten sowie der Bezug auf und die Berücksichtigung von geteilten und allgemein akzeptierte Werten, insbesondere der distributiven und prozeduralen Gerechtigkeit, identifiziert. Insgesamt deuten die Erkenntnisse der Untersuchung darauf hin, dass mit dem Total Range of Leadership ein ganzheitlicher Führungsansatz entwickelt wurde, der alle aktiven und positiven Führungsverhaltensweisen umfasst, die zur Bewältigung von Krisen und Durchführung von Veränderungen in Unternehmen sowie für effektive Führung überhaupt erforderlich sind.

Development and Integration of Biocontrol Products in Branched Broomrape (Phelipanche ramosa) management in Tomato

Parasitic weeds of the genera Striga, Orobanche, and Phelipanche pose a severe problem for agriculture because they are difficult to control and are highly destructive to several crops. The present work was carried out during the period October, 2009 to February, 2012 to evaluate the potential of arbuscular mycorrhizal fungi (AMF) to suppress P. ramosa on tomatoes and to investigate the effects of air-dried powder and aqueous extracts from Euphorbia hirta on germination and haustorium initiation in Phelipanche ramosa. The work was divided into three parts: a survey of the indigenous mycorrhizal flora in Sudan, second, laboratory and greenhouse experiments (conducted in Germany and Sudan) to construct a base for the third part, which was a field trial in Sudan. A survey was performed in 2009 in the White Nile state, Sudan to assess AMF spore densities and root colonization in nine fields planted with 13 different important agricultural crops. In addition, an attempt was made to study the relationship between soil physico-chemical properties and AMF spore density, colonization rate, species richness and other diversity indices. The mean percentage of AMF colonization was 34%, ranging from 19-50%. The spore densities (expressed as per 100 g dry soil) retrieved from the rhizosphere of different crops were relatively high, varying from 344 to 1222 with a mean of 798. There was no correlation between spore densities in soil and root colonization percentage. A total of 45 morphologically classifiable species representing ten genera of AMF were detected with no correlation between the number of species found in a soil sample and the spore density. The most abundant genus was Glomus (20 species). The AMF diversity expressed by the Shannon–Weaver index was highest in sorghum (H\= 2.27) and Jews mallow (H\= 2.13) and lowest in alfalfa (H\= 1.4). With respect to crop species, the genera Glomus and Entrophospora were encountered in almost all crops, except for Entrophospora in alfalfa. Kuklospora was found only in sugarcane and sorghum. The genus Ambispora was recovered only in mint and okra, while mint and onion were the only species on which no Acaulospora was found. The hierarchical cluster analysis based on the similarity among AMF communities with respect to crop species overall showed that species compositions were relatively similar with the highest dissimilarity of about 25% separating three of the mango samples and the four sorghum samples from all other samples. Laboratory experiments studied the influence of root and stem exudates of three tomato varieties infected by three different Glomus species on germination of P. ramosa. Root exudates were collected 21or 42 days after transplanting (DAT) and stem exudates 42 DAT and tested for their effects on germination of P. ramosa seeds in vitro. The tomato varieties studied did not have an effect on either mycorrhizal colonization or Phelipanche germination. Germination in response to exudates from 42 day old mycorrhizal plants was significantly reduced in comparison to non-mycorrhizal controls. Germination of P. ramosa in response to root exudates from 21 day old plants was consistently higher than for 42 day-old plants (F=121.6; P<.0001). Stem diffusates from non-mycorrhizal plants invariably elicited higher germination than diffusates from the corresponding mycorrhizal ones and differences were mostly statistically significant. A series of laboratory experiments was undertaken to investigate the effects of aqueous extracts from Euphorbia hirta on germination, radicle elongation, and haustorium initiation in P. ramosa. P. ramosa seeds conditioned in water and subsequently treated with diluted E. hirta extract (10-25% v/v) displayed considerable germination (47-62%). Increasing extract concentration to 50% or more reduced germination in response to the synthetic germination stimulants GR24 and Nijmegen-1 in a concentration dependent manner. P. ramosa germlings treated with diluted Euphorbia extract (10-75 % v/v) displayed haustorium initiation comparable to 2, 5-Dimethoxy-p-benzoquinon (DMBQ) at 20 µM. Euphorbia extract applied during conditioning reduced haustorium initiation in a concentration dependent manner. E. hirta extract or air-dried powder, applied to soil, induced considerable P. ramosa germination. Pot experiments were undertaken in a glasshouse at the University of Kassel, Germany, to investigate the effects of P. ramosa seed bank on tomato growth parameters. Different Phelipanche seed banks were established by mixing the parasite seeds (0 - 32 mg) with the potting medium in each pot. P. ramosa reduced all tomato growth parameters measured and the reduction progressively increased with seed bank. Root and total dry matter accumulation per tomato plant were most affected. P. ramosa emergence, number of tubercles, and tubercle dry weight increased with the seed bank and were, invariably, maximal with the highest seed bank. Another objective was to determine if different AM fungi differ in their effects on the colonization of tomatoes with P. ramosa and the performance of P. ramosa after colonization. Three AMF species viz. GIomus intraradices, Glomus mosseae and Glomus Sprint® were used in this study. For the infection, P. ramosa seeds (8 mg) were mixed with the top 5 cm soil in each pot. No mycorrhizal colonization was detected in un-inoculated control plants. P. ramosa infested, mycorrhiza inoculated tomato plants had significantly lower AMF colonization compared to plants not infested with P. ramosa. Inoculation with G. intraradices, G. mosseae and Glomus Sprint® reduced the number of emerged P. ramosa plants by 29.3, 45.3 and 62.7% and the number of tubercles by 22.2, 42 and 56.8%, respectively. Mycorrhizal root colonization was positively correlated with number of branches and total dry matter of tomatoes. Field experiments on tomato undertaken in 2010/12 were only partially successful because of insect infestations which resulted in the complete destruction of the second run of the experiment. The effects of the inoculation with AMF, the addition of 10 t ha-1 filter mud (FM), an organic residues from sugar processing and 36 or 72 kg N ha-1 on the infestation of tomatoes with P. ramosa were assessed. In un-inoculated control plants, AMF colonization ranged between 13.4 to 22.1% with no significant differences among FM and N treatments. Adding AMF or FM resulted in a significant increase of branching in the tomato plants with no additive effects. Dry weights were slightly increased through FM application when no N was applied and significantly at 36 kg N ha-1. There was no effect of FM on the time until the first Phelipanche emerged while AMF and N application interacted. Especially AMF inoculation resulted in a tendency to delayed P. ramosa emergence. The marketable yield was extremely low due to the strong fruit infestation with insects mainly whitefly Bemisia tabaci and tomato leaf miner (Tuta absoluta). Tomatoes inoculated with varied mycorrhiza species displayed different response to the insect infestation, as G. intraradices significantly reduced the infestation, while G. mosseae elicited higher insect infestation. The results of the present thesis indicate that there may be a potential of developing management strategies for P. ramosa targeting the pre-attachment stage namely germination and haustorial initiation using plant extracts. However, ways of practical use need to be developed. If such treatments can be combined with AMF inoculation also needs to be investigated. Overall, it will require a systematic approach to develop management tools that are easily applicable and affordable to Sudanese farmers. It is well-known that proper agronomical practices such as the design of an optimum crop rotation in cropping systems, reduced tillage, promotion of cover crops, the introduction of multi-microbial inoculants, and maintenance of proper phosphorus levels are advantageous if the mycorrhiza protection method is exploited against Phelipanche ramosa infestation. Without the knowledge about the biology of the parasitic weeds by the farmers and basic preventive measures such as hygiene and seed quality control no control strategy will be successful, however.

Influence of education levels on dissemination of soil fertility management information in the central highlands of Kenya

Inadequate links between researchers and farmers has resulted in low uptake of research advances recommended to improve food security in the central highlands of Kenya. Access to timely and accurate information by extension agents and farmers is paramount in dissemination of soil fertility management practices. Hence, the study sought to investigate the effect of education levels on communication channels used to disseminate soil fertility technologies in the Central highlands of Kenya. Questionnaires were used to elicit information from 105 extension agents and 240 farmers. About 50.5% of the extension officers were certificate holders while 29.5% were diploma holders from agricultural institutes. Majority of the farmers had attained primary education (59.6%) while 25.8% and 9.2% had attained secondary and post secondary education, respectively. Research institutions were the most accessible sources of information on soil fertility management practices by extension agents while internet and scientific conferences were the least scored as accessible sources of soil fertility management information by extension agents. Education levels significantly influenced preference of individual approach methods by farmers. There was a significant positive relationship between education and accessibility of internet as a source of information on green manure. The implication of the study was that education levels influenced the mode of communication used in the transfer of soil fertility research outputs to the end users. Consequently, it is extremely important to consider education levels in selection of dissemination pathways used in agriculture.

Happy growers! Relationship quality in the German organic apple chain

Relational factors between supply chain actors have been acknowledged to contribute significantly to competitiveness. With the example of the German market for organic apples the suitability of the concept of the Relational View for explaining competitiveness was investigated. Structured interviews were conducted with selected actors of the supply chain. Actors at all levels of the supply chain proved to be highly committed and described their business relations as satisfying and trustful. Strong vertical and horizontal collaboration was found. Thus, the Relational View proved to be highly suitable to explain competitiveness in the market for organic apples.