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Culture-driven innovation
(2017)
This cumulative dissertation deals with the potential of underexplored cultural sources for innovation.
Nowadays, firms recognize an increasing demand for innovation to keep pace with an ever-growing dynamic worldwide competition. Knowledge is one of the most crucial sources and resource, while until now innovation has been foremost driven by technology. But since the last years, we have been witnessing a change from technology's role as a driver of innovation to an enabler of innovation. Innovative products and services increasingly differentiate through emotional qualities and user experience. These experiences are hard to grasp and require alignment in innovation management theory and practice.
This work cares about culture in a broader matter as a source for innovation. It investigates the requirements and fundamentals for "culture-driven innovation" by studying where and how to unlock cultural sources. The research questions are the following: What are cultural sources for knowledge and innovation? Where can one find cultural sources and how to tap into them?
The dissertation starts with an overview of its central terms and introduces cultural theories as an overarching frame to study cultural sources for innovation systematically. Here, knowledge is not understood as something an organization owns like a material resource, but it is seen as something created and taking place in practices. Such a practice theoretical lens inheres the rejection of the traditional economic depiction of the rational Homo Oeconomicus. Nevertheless, it also rejects the idea of the Homo Sociologicus about the strong impact of society and its values on individual actions. Practice theory approaches take account of both concepts by underscoring the dualism of individual (agency, micro-level) and structure (society, macro-level). Following this, organizations are no enclosed entities but embedded within their socio-cultural environment, which shapes them and is also shaped by them.
Then, the first article of this dissertation acknowledges a methodological stance of this dualism by discussing how mixed methods support an integrated approach to study the micro- and macro-level. The article focuses on networks (thus communities) as a central research unit within studies of entrepreneurship and innovation.
The second article contains a network analysis and depicts communities as central loci for cultural sources and knowledge. With data from the platform Meetup.com about events etc., the study explores which overarching communities and themes have been evolved in Berlin's start up and tech scene.
While the latter study was about where to find new cultural sources, the last article addresses how to unlock such knowledge sources. It develops the concept of a cultural absorptive capacity, that is the capability of organizations to open up towards cultural sources. Furthermore, the article points to the role of knowledge intermediaries in the early phases of knowledge acquisition. Two case studies on companies working with artists illustrate the roles of such intermediaries and how they support firms to gain knowledge from cultural sources.
Overall, this dissertation contributes to a better understanding of culture as a source for innovation from a theoretical, methodological, and practitioners' point of view. It provides basic research to unlock the potential of such new knowledge sources for companies - sources that so far have been neglected in innovation management.
Persistently high unemployment rates are a major threat to the social cohesion in many societies. To moderate the consequences of unemployment industrialized countries spend substantial shares of their GDP on labor market policies, while in recent years there has been a shift from passive measures, such as transfer payments, towards more activating elements which aim to promote the reintegration into the labor market. Although, there exists a wide range of evidence about the effects of traditional active labor market policies (ALMP) on participants’ subsequent labor market outcomes, a deeper understanding of the impact of these programs on the job search behavior and the interplay with long-term labor market outcomes is necessary. This allows policy makers to improve the design of labor market policies and the allocation of unemployed workers into specific programs. Moreover, previous studies have shown that many traditional ALMP programs, like public employment or training schemes, do not achieve the desired results. This underlines the importance of understanding the effect mechanisms, but also the need to develop innovative programs that are more effective. This thesis extends the existing literature with respect to several dimensions.
First, it analyzes the impact of job seekers’ beliefs about upcoming ALMPs programs on the effectiveness of realized treatments later during the unemployment spell. This provides important insights with respect to the job search process and relates potential anticipation effects (on the job seekers behavior before entering a program) to the vast literature evaluating the impact of participating in an ALMP program on subsequent outcomes. The empirical results show that training programs are more effective if the participants expect participation ex ante, while expected treatment effects are unrelated to the actual labor market outcomes of participants. A subsequent analysis of the effect mechanisms shows that job seekers who expect to participate also receive more information by their caseworker and show a higher willingness to adjust their search behavior in association with an upcoming ALMP program. The findings suggest that the effectiveness of training programs can be improved by providing more detailed information about the possibility of a future treatment early during the unemployment spell.
Second, the thesis investigates the effects of a relatively new class of programs that aim to improve the geographical mobility of unemployed workers with respect to the job search behavior, the subsequent job finding prospects and the returns to labor market mobility. To estimate the causal impact of these programs, it is exploited that local employment agencies have a degree of autonomy when deciding about the regional-specific policy mix. The findings show that the policy style of the employment agency indeed affects the job search behavior of unemployed workers. Job seekers who are assigned to agencies with higher preferences for mobility programs increase their search radius without affecting the total number of job applications. This shift of the search effort to distant regions leads to a higher probability to find a regular job and higher wages. Moreover, it is shown that participants in one of the subsidy programs who move to geographically distant region a earn significantly higher wages, end up in more stable jobs and face a higher long-run employment probability compared to non-participants.
Third, the thesis offers an empirical assessment of the unconfoundedness assumption with respect to the relevance of variables that are usually unobserved in studies evaluating ALMP programs. A unique dataset that combines administrative records and survey data allows us to observe detailed information on typical covariates, as well as usually unobserved variables including personality traits, attitudes, expectations, intergenerational information, as well as indicators about social networks and labor market flexibility. The findings show that, although our set of usually unobserved variables indeed has a significant effect on the selection into ALMP programs, the overall impact when estimating treatment effects is rather small.
Finally, the thesis also examines the importance of gender differences in reservation wages that allows assessing the importance of special ALMP programs targeting women. In particular, when including reservation wages in a wage decomposition exercise, the gender gap in realized wages becomes small and statistically insignificant. The strong connection between gender differences in reservation wages and realized wages raises the question how these differences in reservation wages are set in the first place. Since traditional covariates cannot sufficiently explain the gender gap in reservation wages, we perform subgroup analysis to better understand what the driving forces behind this gender gap are.
Modern welfare states aim at designing unemployment insurance (UI) schemes which minimize the length of unemployment spells. A variety of institutions and incentives, which are embedded in UI schemes across OECD countries, reflect this attempt. For instance, job seekers entering UI are often provided with personal support through a caseworker. They also face the requirement to regularly submit a minimum number of job applications, which is typically enforced through benefit cuts in the case of non-compliance. Moreover, job seekers may systematically receive information on their re-employment prospects. As a consequence, UI design has become a complex task. Policy makers need to define not only the amount and duration of benefit payments, but also several other choice parameters. These include the intensity and quality of personal support through caseworkers, the level of job search requirements, the strictness of enforcement, and the information provided to unemployed individuals. Causal estimates on how these parameters affect re-employment outcomes are thus central inputs to the design of modern UI systems: how much do individual caseworkers influence the transition out of unemployment? Does the requirement of an additional job application translate into increased job finding? Do individuals behave differently when facing a strict versus mild enforcement system? And how does information on re-employment prospects influence the job search decision? This dissertation proposes four novel research designs to answer this question. Chapters one to three elaborate quasi-experimental identification strategies, which are applied to large-scale administrative data from Switzerland. They, respectively, measure how personal interactions with caseworkers (chapter one), the level of job search requirements (chapter two) and the strictness of enforcement (chapter three) affect re-employment outcomes. Chapter four proposes a structural estimation approach, based on linked survey and administrative data from Germany. It studies how over-optimism on future wage offers affects the decision to search for work, and how the provision of information changes this decision.
Start-up incentives targeted at unemployed individuals have become an important tool of the Active Labor Market Policy (ALMP) to fight unemployment in many countries in recent years. In contrast to traditional ALMP instruments like training measures, wage subsidies, or job creation schemes, which are aimed at reintegrating unemployed individuals into dependent employment, start-up incentives are a fundamentally different approach to ALMP, in that they intend to encourage and help unemployed individuals to exit unemployment by entering self-employment and, thus, by creating their own jobs. In this sense, start-up incentives for unemployed individuals serve not only as employment and social policy to activate job seekers and combat unemployment but also as business policy to promote entrepreneurship. The corresponding empirical literature on this topic so far has been mainly focused on the individual labor market perspective, however. The main part of the thesis at hand examines the new start-up subsidy (“Gründungszuschuss”) in Germany and consists of four empirical analyses that extend the existing evidence on start-up incentives for unemployed individuals from multiple perspectives and in the following directions:
First, it provides the first impact evaluation of the new start-up subsidy in Germany. The results indicate that participation in the new start-up subsidy has significant positive and persistent effects on both reintegration into the labor market as well as the income profiles of participants, in line with previous evidence on comparable German and international programs, which emphasizes the general potential of start-up incentives as part of the broader ALMP toolset. Furthermore, a new innovative sensitivity analysis of the applied propensity score matching approach integrates findings from entrepreneurship and labor market research about the key role of an individual’s personality on start-up decision, business performance, as well as general labor market outcomes, into the impact evaluation of start-up incentives. The sensitivity analysis with regard to the inclusion and exclusion of usually unobserved personality variables reveals that differences in the estimated treatment effects are small in magnitude and mostly insignificant. Consequently, concerns about potential overestimation of treatment effects in previous evaluation studies of similar start-up incentives due to usually unobservable personality variables are less justified, as long as the set of observed control variables is sufficiently informative (Chapter 2).
Second, the thesis expands our knowledge about the longer-term business performance and potential of subsidized businesses arising from the start-up subsidy program. In absolute terms, the analysis shows that a relatively high share of subsidized founders successfully survives in the market with their original businesses in the medium to long run. The subsidy also yields a “double dividend” to a certain extent in terms of additional job creation. Compared to “regular”, i.e., non-subsidized new businesses founded by non-unemployed individuals in the same quarter, however, the economic and growth-related impulses set by participants of the subsidy program are only limited with regard to employment growth, innovation activity, or investment. Further investigations of possible reasons for these differences show that differential business growth paths of subsidized founders in the longer run seem to be mainly limited by higher restrictions to access capital and by unobserved factors, such as less growth-oriented business strategies and intentions, as well as lower (subjective) entrepreneurial persistence. Taken together, the program has only limited potential as a business and entrepreneurship policy intended to induce innovation and economic growth (Chapters 3 and 4).
And third, an empirical analysis on the level of German regional labor markets yields that there is a high regional variation in subsidized start-up activity relative to overall new business formation. The positive correlation between regular start-up intensity and the share among all unemployed individuals who participate in the start-up subsidy program suggests that (nascent) unemployed founders also profit from the beneficial effects of regional entrepreneurship capital. Moreover, the analysis of potential deadweight and displacement effects from an aggregated regional perspective emphasizes that the start-up subsidy for unemployed individuals represents a market intervention into existing markets, which affects incumbents and potentially produces inefficiencies and market distortions. This macro perspective deserves more attention and research in the future (Chapter 5).
Seizing long-term growth opportunities is both a key goal of and a challenge for companies at the same time. Saturated markets and shorter product lifecycles have changed market dynamics over the past decades, in such a way that competition on price or quality leadership has receded into the background. Instead, firms increasingly depend on the successful development of new business fields and strong brands to retain customers and spur growth. Thus, the two pillars of business development and brand management have become core strategic functions.
By focusing on innovation – a key dimension of business development – this book analyzes the interrelations between innovation and brand management and the ways in which both functions can benefit from each other. Innovations are considered crucial for building brand equity and revitalizing brand images in the long term, while vice versa, branding could facilitate consumer adoption of a newly launched innovative product or service. Since a brand is a first quality signal, it could act as a vehicle for consumers to reduce the risks and uncertainty associated with a novel product from a consumer's perspective and encourage product trial.
This book empirically investigates whether such interdependencies exist and how managers can make use of them to best leverage their company’s innovation and branding efforts. In particular, the author examines the interplay between innovation and brand management by analyzing (1) how innovations impact consumer attitudes towards the (parent) brand and its brand images, (2) how branding an innovation facilitates its market success, and (3) how building brand equity can serve as a buffer against impacts from adverse events such as a product scandal.
Its findings are highly relevant from a managerial and a theoretical perspective. They provide managers with guidance on two key aspects of business development and innovation management: One, how is innovation employed in order to best enhance a brand's equity (e.g., to revitalize its brand image)? Two, how to choose whether to leverage an existing brand or to develop a new brand in order to facilitate consumer adoption of a new innovation?
Wie hängen Vertrauen, Konsumeinstellungen und Verhalten bezüglich Fairtrade zusammen?
Dies ist die grundlegende Frage, mit der sich diese Arbeit beschäftigt. Lea Dirkwinkel analysiert die Fragestellung am Beispiel des Fairtrade-Labels, das als Symbol für das Produktzertifizierungssystem von Fairtrade International steht und das bekannteste Beispiel der Fairtrade-Bewegung darstellt.
Die Forschungsfrage wird einerseits zurückgeführt auf die Tatsache, dass die Qualität von Fairtrade-Gütern durch Konsumenten nicht erfasst werden kann, und andererseits durch die sogenannte Einstellungs-Verhaltens-Lücke begründet. Die Einstellungs-Verhaltens-Lücke beschreibt die kognitive Dissonanz zwischen positiven ethischen Einstellungen und Kaufintentionen sowie dem tatsächlichen Kaufverhalten und widerspricht traditionellen Einstellungs-Verhaltens-Modellen, die besagen, dass die Einstellung das Verhalten von Menschen bestimmt. Beide zuvor genannten Aspekte begründen in der Marketingtheorie die Relevanz von Vertrauen für den Konsum von Fairtrade-Produkten, aber auch anderen nachhaltigen Gütern.
Die Analyse basiert auf einer Online-Datenerhebung und erfolgte anhand der Kombination aus Conjoint Analyse und Strukturgleichungsanalyse. Die innovative methodische Vorgehensweise lieferte sowohl für die Marketingforschung als auch für die Praxis relevante Ergebnisse. Zum einem wird die wichtige Rolle von Vertrauen für den Fairtrade-Konsum bestätigt; zum anderen erklärt die Arbeit, wie sich Fairtrade-Vertrauen auswirkt. Das Vertrauen in das Fairtrade-Label stellt den Ausgangspunkt für Vertrauensbeziehungen zwischen Fairtrade und den Konsumenten dar und wird auf die zertifizierten Produkte übertragen.
Empfehlungen, die sich daraus ergeben, konzentrieren sich auf Maßnahmen, die das Vertrauen in Fairtrade-Labels stärken, z.B. durch die Reduzierung der Anzahl verschiedener Labels oder die verstärkte Kommunikation der Unabhängigkeit von Zertifizierungsorganisationen.