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The article explores SME (Small and Medium Sized Enterprises) brand strategies as a means to position and successfully engage in competitive markets. A derived typology of brand strategy types deals with social profiling and sheds light on brand strategy internalization of two current managerial paradigms—sustainability and co-creation. N = 895 German SME wineries were examined, leaning on a netnographic analysis of predominantly websites and social media interactions. A two-step clustering method thereby identified eight winery SME brand strategy types. The importance of sustainability across the identified eight brand strategy types is significant. Co-creation turned out to be a key profiling trait characterizing one brand strategy type. The typology illustrates strategic richness, with brand strategies leaning predominantly on traditional values, on sustainability, on external reputation, or on more innovative customer centric concepts such as co-creation. Hereby, the typology and the identified brand levers invite to strategically design brand management, governance, and sustainability. Wineries which focus on traditional positioning and legitimacy were found to be cautious in deploying co-creation through social media. Winery brands that are characterized by engagement in digital co-creation apparently either tend to expand their scope or partially combine it with traditional values, making them the most diverse type identified. Sustainability obviously needs to be addressed by all brand strategies. Despite industry and country focus, the analyses illustrate the relevance of socially-oriented profiling and highlights that sustainability has reached a status of a fundamental business approach still allowing to differentiate thereon. Furthermore, the business models of the SMEs need to deliver communicated values.
An exploratory study: Analysis of Serbian tourism market and identification of major market segments
(2016)
Although most individuals who gamble do so without any adverse consequences, some individuals develop a recurrent, maladaptive pattern of gambling behaviour, often called pathological gambling or gambling disorder, that is associated with financial losses, disruption of family and interpersonal relationships, and co-occurring psychiatric disorders. Identifying whether different types of gambling modalities vary in their ability to lead to maladaptive patterns of gambling behaviour is essential to develop public policies that seek to balance access to gambling opportunities with minimizing risk for the potential adverse consequences of gambling behaviour. Until recently, assessing the risk potential of different types of gambling products was nearly impossible. ASTERIG, initially developed in Germany in 2006-2010, is an assessment tool to measure and to evaluate the risk potential of any gambling product based on scores on ten dimensions. In doing so, it also allows a comparison to be drawn between the addictive potential of different gambling products. Furthermore, the tool highlights where the specific risk potential of each specific gambling product lies. This makes it a valuable tool at the legislative, case law, and administrative levels as it allows the risk potential of individual gambling products to be identified and to be compared globally and across 10 different dimensions of risk potential. We note that specific gambling products should always be evaluated rather than product groups (lotteries, slot machines) or providers, as there may be variations among those product groups that impact their risk potential. For example, slot machines may vary on the amount of jackpot, which may influence their risk potential.
Within an elementary decision of March 28th, 2006 the German Federal Constitutional Court implemented the following: “According to the status quo of research it is certain, that gambling and bets can result in morbid addictive behaviour. ... However different gambling products exhibit different addictive potentials.” Up to now a specific identification of the addictive potential of a concrete gambling product was nearly impossible. This being said, the Wissenschaftliches Forum Glücksspiel (Gambling Scientific Forum) developed a globally applicable assessment tool to measure and evaluate the risk potential of gambling products.
AsTERiG is developed by the Gambling Scientific Forum in the years 2006-2010. At the completion of this final version as well as in the composition of this survey the following scientists were involved: Prof. Dr. Reiner Clement, Bonn-Rhein-Sieg University; Prof. Dr. Jörg Ennuschat, University of Konstanz; Prof. Jörg Häfeli, Lucerne University of Applied Sciences and Arts; Prof. Dr. Gerhard Meyer, University of Bremen; Chantal Mörsen, Charité Berlin; Prof. Dr. Dr. Franz W. Peren, Bonn-Rhein-Sieg University; Prof. Dr. Wiltrud Terlau, Bonn-Rhein-Sieg University.
This article provides insights into the modalities of business-model change and innovation. On the basis of an analysis of empirical data of small and medium enterprises, a transition from wine production centrism to its expanded use in hospitality and tourism is explored. Previous research on wine tourism and hospitality predominantly focuses on a destination perspective, neglecting the organizational winery perspective. The article deploys a mixed methods approach, combining netnography and a content analysis for data collection with grounded research and clustering for theory building. The sample size included 885 German wineries. Data stemmed from two distinct sources (websites and a secondary publication in form of a wine guide) and has been analyzed through a two-step clustering algorithm as well as a Principal Component Analysis (PCA). The two-step clustering algorithm resulted in nine different business models while the PCA analysis grouped the variables into the following two categories: basic winery business model (BM) and BM extension into hospitality and tourism, thereby validating the difference between the two constructs. The results point to the diverse nature of business model extensions of wineries in tourism and hospitality, depending on their organizational type and size. This study offers a classification of small and medium sized enterprise’s strategic business model expansion, and explores the expansion of the wine industry through wine hospitality and tourism services, starting with the winery organizational perspective, which has not been done before.
Purpose – The aim of the study is to investigate the implementation of corporate sustainability (CS) in the German real estate sector.
Design/methodology/approach – The authors begin by outlining the framework set by the European Union and the German Federal Government for companies wanting to be classified as sustainable. After this, the relevance of sustainability for German real estate companies is discussed. Their empirical section contains an international comparison. Finally, they present an analysis checking the implementation of CS for the main 135 German real estate companies.
Findings – The present analysis shows that German real estate companies compare well with their international counterparts, in 2012 representing 15 per cent of all real estate firms reporting on the basis of the Global Reporting Initiative. However, of the 135 companies in Germany surveyed, only a small proportion classify themselves as CS and CSR (corporate social responsibility) enterprises. This number could be rapidly increased by better documentation of companies’ commitment to sustainability.
Practical implications – The study’s importance lies in the overview it provides of CS activities in the German real estate industry. In addition, it provides hints on how companies can improve their documentation to classify as CSR enterprises. Although the analysis concentrates on Germany, the results are also relevant for companies in other European countries.