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Auflistung nach Autor:in "Treiblmaier, Horst"

1 - 4 von 4
  • Zeitschriftenartikel
    Ausbildung: Warum Wirtschaft alleine nicht reicht
    (Wirtschaftsinformatik & Management: Vol. 11, No. 5, 2019) Treiblmaier, Horst
  • Zeitschriftenartikel
    B2C-E-Commerce als Treiber simultaner Veränderungen in IT-Struktur und Markenarchitektur
    (Wirtschaftsinformatik: Vol. 48, No. 2, 2006) Treiblmaier, Horst; Strebinger, Andreas
    KernpunkteIT-Struktur und Markenarchitektur verbindet das Ziel der Minimierung von Transaktionskosten innerhalb des Unternehmens sowie zwischen Unternehmen und Kunden. B2C-E-Commerce verändert die Zusammensetzung der für IT-Struktur und Markenarchitektur relevanten Transaktionskosten tief greifend. Eine Untersuchung unter 101 IT-und Markenverantwortlichen in 67 der 100 wichtigsten B2C-Unternehmen in Österreich belegt, dasseine hohe Bedeutung von B2C-E-Commerce für ein Unternehmen zu typischen Bündeln an Veränderungen in IT-Struktur und Markenarchitektur führt, welche in Richtungeiner stärkeren Integration innerhalb und zwischen den beiden Strukturelementen weisen. B2C-E-Commerce-Projekte erfordern daher ein hohes Maß an konzeptioneller, organisatorischer und finanzieller Abstimmung der Maßnahmen in beiden Bereichen.AbstractWe analyze the influence of B2C e-commerce on IT structure and brand architecture based on conceptual considerations, a case study and an empirical survey. We first discuss the changes in transaction costs that are induced by B2C e-commerce. The effects of B2C e-commerce on IT structure and brand architecture, which are anticipated from a transaction cost perspective, are illustrated using a case study from the tourism industry. We conducted a quantitative study among 101 chief information officers (CIOs) and chief marketing officers (CMOs) from the most important consumer brand companies in Austria. The results of a correspondence analysis show that a high importance of e-commerce triggers a typical bundle of changes in IT structure and brand architecture, which point toward a stronger integration within and between these two structural elements. We therefore conclude that B2C e-commerce calls for a better coordination of those measures that impact IT structure and brand architecture.
  • Zeitschriftenartikel
    Beziehungsmarketing aus Kundensicht
    (Wirtschaftsinformatik: Vol. 49, No. 1, 2007) Treiblmaier, Horst
    Relationship Marketing from a Customer’s Perspective. Companies need a wealth of personal data in order to address customers in a targeted manner. Utilizing IT enables them to directly address customers in order to increase sales by improving customer retention. The use of personal data becomes problematic when customers decline the use of their data. If companies ignore their customers’ privacy preferences, their chances of retaining them with targeted offers decline. In this paper, we first identify opportunities and drawbacks of individualization measures from a customer’s perspective based on the findings of a qualitative survey. The results of a quantitative survey illustrate how people’s general attitude toward personal data transmission determines their perception of personalization measures.
  • Zeitschriftenartikel
    Token Economy
    (Business & Information Systems Engineering: Vol. 63, No. 4, 2021) Sunyaev, Ali; Kannengießer, Niclas; Beck, Roman; Treiblmaier, Horst; Lacity, Mary; Kranz, Johann; Fridgen, Gilbert; Spankowski, Ulli; Luckow, André