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Grüne Marketing-Kommunikation: Green Communication im Marketing-Mix nachhaltigkeitsorientierter Unternehmen
by Matthias Johannes Bauer Sarah SobolewskiDas Buch beschäftigt sich mit der Leitfrage, welchen Einfluss Nachhaltigkeit auf die Kommunikationspolitik von Unternehmen im Rahmen des Green Marketings hat. Es wird erläutert, inwiefern die klassische und grüne Marketingkommunikation integriert werden können und wie Unternehmen konkret ihre grüne Marketing-Kommunikation umsetzen.Kaum ein Bereich hat in den letzten Jahren so viel Aufmerksamkeit erfahren wie das Thema Nachhaltigkeit. Der Klimawandel, Fridays for Future, Greta Thunberg und viele weitere Gründe haben dafür gesorgt, dass sich nicht nur Privatpersonen mit nachhaltigen Alternativen auseinandersetzen, sondern zunehmend auch Unternehmen. „Grün“ ist im Trend, und Nachhaltigkeit wird zunehmend zum Erfolgsfaktor für Unternehmen. Deshalb sollten sich Unternehmen ihre nachhaltige Unique Selling Proposition (USP) bewusst machen, sich strategisch danach ausrichten und dies auch bewusst kommunizieren. Seit einigen Jahren hat sich in diesem Kontext der Begriff „Green Marketing“, auch unter dem Begriff Nachhaltigkeitsmarketing zu finden, durchgesetzt. Durch den vorgeschlagenen Green Deal der Europäischen Union gewinnt das Konzept weiter an Relevanz, da die Unternehmen angehalten sind, sich mit einem nachhaltigen Re-Design ihrer Produkte zu beschäftigen. Unternehmen müssen im Rahmen des Green Marketings einen Spagat schaffen zwischen offensiver und dennoch glaubwürdiger Kommunikation.
Grüne Wahrheiten: Das Buch zur Ressourcenwende
by Friedrich Schmidt-BleekEs ist das brandaktuelle Buch für die zentrale, globale Herausforderung unserer Zeit. In seinem Vermächtnis, zeigt sich Friedrich Schmidt-Bleek erneut als richtunggebender Vordenker, als Visionär, Umweltforscher und Gestalter einer zukunftsfähigen Umweltpolitik. Ein erfolgreiches Ökologiekonzept muss alle die Klimakrise auslösenden und Umwelt zerstörenden Bereiche in ihren ineinandergreifenden Wirkungszusammenhängen ganzheitlich betrachten. Darauf kann eine verantwortungsbewusste Politik mit klaren Zielen, mit richtungssicheren sozialen, ökologischen und wirtschaftlichen Indikatoren aufbauen. Der zentrale Hebel zur Bewältigung der Klimakrise und Beendigung der Umweltzerstörung besteht für den Autor in der qualitativen Veränderung der Ressourcenabhängigkeit von Produkten und Dienstleistungen durch eine wesentliche Minimierung des Ressourcenverbrauchs. Mit dem seit 1990 entwickelten MIPS Konzept (Material-Input pro Serviceeinheit) ist ein Parameter entstanden, der den Ressourcenverbrauch im Lebenszyklus von Produkten und Dienstleistungen berechenbar und damit veränderbar macht. Damit ist der Weg zu zukunftsfähigen, nachhaltigen Produkten gangbar geworden. Anschaulich und allgemeinverständlich geschrieben legt Schmidt-Bleek hier sein über Jahrzehnte verfeinertes, und vorsorgendes Ökologiekonzept dar, dass eine gesamtgesellschaftliche Transformation und Ressourcenwende ermöglicht und uns allen Wege aufzeigt, aktiv daran teilzuhaben zu können.
Grünes Wachstum: Mit „Green Growth“ gegen den Klimawandel und für die Nachhaltigkeitsziele (essentials)
by Hans-Jörg NaumerIn diesem essential lesen Sie, wie durch marktwirtschaftliche Methoden, Innovationen und Investitionen „grünes Wachstum“ erreicht werden kann, ohne dass dabei die Bedürfnisse jener drei Milliarden Menschen vergessen werden, denen es schon heute am Nötigsten fehlt. Im Kontext der Nachhaltigkeitsziele werden die Unterschiede zwischen „Green Growth“ und „Degrowth“ erläutert. In Anbetracht der Verteilungskonflikte ist Wachstum keine Frage des „Ob“, sondern des „Wie“. Die Umwelt muss dafür ein Preisschild bekommen. Der Knappheitsfaktor Umwelt ist es auch, der die Transformation zur Net-Zero-Wirtschaft ermöglichen und neue Wachstumschancen bieten wird. Gerade in einer Welt von Niedrigzinsen lenkt dies das Augenmerk auf die Chance mittels „Finance For Future“, die Welt zum Besseren zu verändern. Eine Win-Win-Win-Situation für die Umwelt, die Wirtschaft und die Anleger.Der Autor spendet das Honorar aus dem Erlös der Verkäufe an Hessen-Forst.
Grünes Wachstum: Mit „Green Growth“ gegen den Klimawandel und für die Nachhaltigkeitsziele (essentials)
by Hans-Jörg NaumerIn diesem essential lesen Sie, wie durch marktwirtschaftliche Methoden, Innovationen und Investitionen „Grünes Wachstum“ erreicht werden kann, ohne dass dabei die Bedürfnisse jener drei Milliarden Menschen vergessen werden, denen es schon heute am Nötigsten fehlt. Im Kontext der Nachhaltigkeitsziele werden die Unterschiede zwischen „Green Growth“ und „Degrowth“ erläutert, und warum mit einer „Kriegswirtschaft“ der Klimawandel nicht gestoppt werden kann. Vielmehr muss die Umwelt ein Preisschild bekommen. Durch „Finance For Future“ besteht eine Chance durch die eigene Geldanlage die Welt zum Besseren zu verändern. Eine Win-Win-Win-Situation für die Umwelt, die Anleger und die Wirtschaft. Der Autor spendet das Honorar aus dem Erlös der Verkäufe an Hessen-Forst.
Grunts: The American Combat Soldier in Vietnam
by Kyle LongleyThis book provides a fresh approach to understanding the American combat soldier's experience in Vietnam. It integrates such topics as the political culture, the experiences of training, the actual Vietnam experience, and the 'homecoming', and offers a remarkable overview of the 870,000 'grunts' who bore the brunt of the fighting in the jungles and highlands of South Vietnam, and eventually Cambodia and Laos.The book addresses many of the stereotypes of the Vietnam combat veteran that have been perpertrated in popular culture, and also considers how Vietnam veterans have been commemorated through memorials and other means, and how the veterans remember each other. The coverage also includes women who served in or near the front lines as well as on the home front. The author draws on memoirs and oral histories including his personal interviews with veterans, but the book conveys a picture of the Vietnam combat soldier's experience far more powerful than what individual memoirs can provide.
Grunts: The American Combat Soldier in Vietnam
by Kyle Longley Jacqueline WhittNow in its second edition, Grunts: The American Combat Soldier in Vietnam provides a fresh approach to understanding the American combat soldier’s experience in Vietnam by focusing on the day-to-day experiences of front-line troops. The book delves into the Vietnam combat soldier’s experience, from the decision to join the army, life in training and combat, and readjusting to civilian life with memories of war. By utilizing letters, oral histories, and memoirs of actual veterans, Kyle Longley and Jacqueline Whitt offer a powerful insight into the minds and lives of the 870,000 "grunts" who endured the controversial war. Important topics such as class, race, and gender are examined, enabling students to better analyze the social dynamics during this divisive period of American history. In addition to an updated introduction and epilogue, the new edition includes expanded sections on military chaplains, medics, and the moral injury of war. A new timeline provides details of major events leading up to, during, and after the war. A truly comprehensive picture of the Vietnam experience for soldiers, this volume is a valuable and unique addition to military history courses and classes on the Vietnam War and 1960s America.
Grupo Beta San Miguel
by Natalie Kindred David E. BellIn November 2013, Dr. Jose Pinto, head of Grupo Beta San Miguel (BSM), Mexico's largest private sugar producer, is weighing the future prospects of the Mexican sugar industry as he considers whether BSM should bid on one of the state-owned sugar mills slated for auction. His decision will be informed by dynamics in the North American sugar market-NAFTA affords Mexico unique duty-free access to the U.S.-as well as the world sugar market and other major sugar-producing countries, especially Brazil.
Grupo Big Exit: Options for Advent and Walmart
by Pedro Levindo Ruth Costas Victoria IvashinaAfter conducting an impressive turnaround in Walmart's subsidiary in Brazil, Private Equity firm Advent International has to decide how to exit this investment: through an IPO or selling the business to Carrefour.
Grupo Bimbo: Growth and Social Responsibility
by V. Kasturi Rangan Regina Garcia-CuellarBimbo, headquartered in Mexico with 2008 sales of $7 billion, was one of the largest bakery companies in the world. Even as it had grown spectacularly in the last several decades, the company had earned a stellar reputation for its Corporate Social Responsibility. As the company set its sights on international expansion, its third generation CFO, Daniel Servitje, wondered how to keep its growth and CSR objectives neatly aligned.
Grupo Bimbo
by Jordan SiegelIn 2007 Grupo Bimbo, a leading global player in the baking industry, expands into China, while at the same time undertaking initiatives to make its U.S. and South American operations more profitable. Allows students to analyze the company's entire global strategy. Places particular attention on how a multinational firm should best adapt to differences in the basic institutions of capitalism and consumer preferences across countries as well as within them.
Grupo Elektra
by Gustavo A. Herrero David J. Arnold Luiz Felipe MonteiroGrupo Elektra is Latin America's largest consumer finance company based on credit sales in its hard goods retail outlets. It has started to internationalize in Latin America but now must to decide whether to enter the U.S. Hispanic market and which of its two core businesses (retail and finance) to emphasize.
Grupo IUSACELL (A)
by Linda Carrigan Gary W. LovemanDescribes the challenges facing a cellular telephone company in Mexico as it positions itself in the explosive cellular market and prepares to become a full-service telecommunications provider. Faced with declining market share, revenues per subscriber, and operating income, IUSACELL attempts to understand the economics of its customers and define its customer acquisition and retention strategies.
Grupo Sidek (A)
by Kenneth A. Froot Alberto MoelA large Mexican conglomerate, active in tourism, real estate, and steel, is faced with difficult macroeconomic conditions beginning with the Peso crisis of December 1994. The conglomerate had extensive dollar-indexed liabilities and was caught in a crunch when the Mexian Peso lost half its value against the dollar in late 1994. Even though a large portion of its revenues were also dollar-indexed, thus ostensibly providing a foreign exchange hedge, most of the conglomerate's customers were Mexican nationals. With the ensuing recession in 1995, the revenue base dried up, but the dollar liabilities were still outstanding. The case covers the period from late 1994 to February 1995 and deals with the financial and operational decision that Sidek had to face at that time.
Gruppenarbeiten vorbereiten und moderieren: Eine kleine Trickkiste für die erfolgreiche Leitung von Teams und Projekten (essentials)
by Steffen HillebrechtSteffen Hillebrecht erläutert die Grundlagen erfolgreicher Gruppenarbeit - von der Themeneinführung über die Bearbeitung bis zum Abschluss. Er erklärt, warum Gruppenarbeiten, Besprechungen und Moderationen als regelmäßiger Bestandteil des Studiums sowie des Arbeitslebens ein wichtiger Erfolgsfaktor sind. Entscheidend sind dabei unter anderem eine sorgfältige Vorbereitung der jeweiligen Arbeitsschritte und eine klare Rollenverteilung. Das essential zeigt auf leicht verständliche Weise, wie Gruppenarbeit optimal gestaltet werden kann. Tabellen, Übersichten und Checklisten erleichtern die Umsetzung in die Praxis.
GSK's Acquisition of Sirtris: Independence or Integration?
by Toby Stuart James WeberAn executive from pharmaceutical company GSK must choose how much to integrate a recently acquired biotechnology firm, Sirtris. Moncef Slaoui, GSK's Global head of R&D, championed the acquisition of Sirtris to gain access to its potentially revolutionary science. Slaoui must balance the need to recoup shareholder value after paying a two-times premium for Sirtris with his desire to retain Christoph Westphal, Sirtris's co-founder and CEO, and other key individuals at the company. His desire to protect Sirtris from GSK's size and bureaucracy occurs in a period when GSK has launched major changes in its R&D organization, which focus on decentralizing and externalizing R&D, as well as revamping the resource allocation process to parallel more of a venture capital-based model. The case also explores the views of Christoph Westphal on the early challenges of the integration and the impact GSK was having on Sirtris. Can be used in conjunction with a separate case that focuses on Sirtris's business model.
GSN - The Goal Structuring Notation
by John SpriggsGoal Structuring Notation (GSN) is becoming increasing popular; practitioners use it in the railway, air traffic management and nuclear industries, amongst others. Originally developed to present safety assurance arguments, GSN need not be restricted to safety assurances only; in principle, you can use it to present (and test) any argument. Anyone wishing to support, or refute, a claim can use GSN. Written by an experienced practitioner, The Goal Structuring Notation is both for those who wish to prepare and present compelling arguments using the notation, and for those who wish to review such arguments critically and effectively. To emphasise the versatility of this approach The Goal Structuring Notation presents examples and questions based on diverse subject areas including Business Management, Drama, Engineering, Politics and Astrobiology. Simple examples introduce each symbol of the notation before introducing more complex structures which illustrate how the symbols work together in practical scenarios. To aid learning, questions and problems augment the text, so that the reader may reflect upon and try out the new concepts and principles presented. As a comprehensive instruction in the basics of GSN and it's application, The Goal Structuring Notation also serves as a references or manual for the practitioner to dip into as problems are encountered or as a key resource for engineers working in those industries which require a clear description of the notation, covering the initial principles and showing why each piece of the notation is necessary. Originally developed to present safety assurance arguments, GSN need not be so restricted. GSN - The Goal Structuring Notation presents examples from diverse subject areas, including business management, drama, engineering, politics and astrobiology.
GST and Its Aftermath: Is Consumer Really the King?
by Govind Bhattacharjee Debasis BhattacharyaGST and Its Aftermath: Is Consumer Really the King? takes a close look at the ongoing debate on the indirect tax reform initiative in India. It explains in simple, layperson parlance the complex structure of indirect taxation in India—both in the past and in the present—and sheds light on the various dimensions of the tax system and how it affects all our lives. This thought-provoking assessment of GST presents the ideas and concepts that gave birth to this new system of taxation and discusses its immediate implications on the Indian economy. Just as GST is meant to empower consumers, this book is designed to empower citizens!
Guadagna Online: Guadagnare con un lavoro freelance e costruirsi un’intera carriera online
by Allen GreenVuoi fare soldi online? Sei stanco di sentirti dire che è facile fare i milioni su internet? Hai voglia di conoscere una strategia realistica che funzioni per la gente normale? E se potessi costruirti davvero un business online in grado di offrire elevati margini di profitto senza alcun investimento iniziale? Ti interesserebbe? Questo libro ti insegna alcune lezioni fondamentali su come iniziare correttamente un’attività di trading di opzioni, su come evitare molti errori, sulla gestione dei rischi e su come massimizzare i profitti. Se leggerai questo libro, sarai in grado di iniziare il trading quasi subito e di guadagnarci. Il modo più facile di guadagnare un reddito extra online è svolgere questionari online nel tempo libero. Se vuoi metterti in tasca dei soldi extra alla fine del mese senza compromettere il tuo lavoro quotidiano e al tempo stesso non intendi impiegare troppo tempo su internet e non vuoi nemmeno investire denaro, allora questo è il miglior modo di guadagnare un reddito extra online.
Guadagnare soldi usando internet per costruirsi una seconda entrata e creare il proprio business
by Richard G Lowe Jr Paola GiorgioCostruisci una seconda entrata, o addirittura lavora a tempo pieno, vendendo prodotti e servizi su internet! Hai bisogno di un po’ di soldi in più? Ti piacerebbe fare qualche soldo per il futuro, pagare qualche bolletta, fare in una piccola vacanza o semplicemente dare un po’ di respiro alle tue finanze? L’idea di lavorare da casa in pigiama ti sembra la situazione ideale? Vuoi evitare un lungo tragitto per andare a lavoro o semplicemente stare più vicino alla tua famiglia? La ricerca di un lavoro è impegnativa, e se ricevere uno stipendio fisso è bello, essere un impiegato può significare rimanere bloccato a fare qualcosa che odi solo per guadagnarti da vivere. A volte ti ritrovi a fare quello che ti viene detto, anche se non sei d’accordo o non ti fa stare bene. So esattamente quello che stai attraversando. Ho fatto un lavoro a tempo pieno per 33 anni, ho sgobbato per qualcun altro, il mio sangue e il mio sudore si sono aggiunti ai loro profitti. E il risultato è stato stress, emicranie e avere a che fare con un management incompetente. Vale a dire che andava tutto male, ma ho capito che non sarei andato da nessuna parte lavorando per le grandi aziende Americane. Scopri come iniziare a vendere su eBay senza costi per giacenze di magazzino, usando una buona descrizioni dei prodotti, foto e titoli per convincere i clienti a guardare i tuoi prodotti e acquistarli. PUOI fare una discreta quantità di denaro, anche vivere bene, con le opportunità presenti su internet. So che questo è reale, perché è quello che ho fatto io. Ho colto l’occasione, ho lasciato il mio lavoro, e ho creato la mia attività redditizia lavorando su internet. In questo libro, ti darò 27 modi diversi per crearti un reddito comodamente da casa tua: Puoi vivere vendendo su eBay? I banner pubblicitari funzionano? Puoi crearti un reddito con un blog? Hai un hobby – musica, scrittura, arte – che può esse
Guano and the Opening of the Pacific World
by Gregory T. CushmanFor centuries, bird guano has played a pivotal role in the agricultural and economic development of Latin America, East Asia, and Oceania. As their populations ballooned during the Industrial Revolution, North American and European powers came to depend on this unique resource as well, helping them meet their ever-increasing farming needs. This book explores how the production and commodification of guano has shaped the modern Pacific Basin and the world's relationship to the region. Marrying traditional methods of historical analysis with a broad interdisciplinary approach, Gregory T. Cushman casts this once little-known commodity as an engine of Western industrialization, offering new insight into uniquely modern developments such as environmental consciousness and conservation movements; the ascendance of science, technology, and expertise; international relations; and world war.
Guanxi: Relationship Marketing in a Chinese Context
by Thomas Leung Erdener Kaynak Y.H. WongDevelop a network of successful business relationships in China!This systematic study of the Chinese concept of guanxi--broadly translated, ”personal relationship” or ”connections”--offers a comprehensive social and professional model for doing business in China. In addition to a clear analysis of the origins and meanings of this vital concept, Guanxi: Relationship Marketing in a Chinese Context empowers you with practical tools for establishing guanxi in order to facilitate successful business relationships. Guanxi is based on an original research study as well as the authors’twenty years of experience of doing business in China. Their understanding of the implications of face, favor, reciprocity, honor, and interconnectedness--all vital parts of guanxi--will enable you to understand the unstated assumptions of Chinese business culture. Moreover, the book discusses the legal implications of guanxi as well as cultural expectations.This valuable handbook offers a wealth of information on guanxi: case studies of guanxi in action managerial implications of saving face and reciprocity measuring guanxi quality and performance indicators step-by-step instructions for building guanxi detailed strategies for penetrating the Chinese marketGuanxi is an indispensable tool for anyone wanting to do business in China, for students of international business or Chinese culture, and for scholars interested in international business culture.
Guanxi and Local Green Development in China: The Role of Entrepreneurs and Local Leaders (Routledge Studies in Environmental Policy)
by Chunhong ShengThis book examines the factors which contribute to local green development in China and employs political ecology to analyze the relationship between power and the environment. Specifically, it looks at which actors control access to resources and are therefore able to promote environmental progress. Following the reform and opening-up of China in the 1970s, entrepreneurs and local officials profited economically and politically and formed close relationships, known as guanxi in China. As a result, they have also been criticized as those responsible for the associated ecological damage. This book does not contest this association, but instead argues that the current literature places too much emphasis on their negative influence and the positive influence of their environmental work has been neglected. Building on three case studies where local green development is being pursued, Shanghai Pudong New Area, Baoding, and Wuning, this book shows how local officials and entrepreneurs can also be the crusaders of a greener environment at the local level in China. This book will be of great interest to students and scholars of Chinese studies, with a particular interest in environmental policy and politics, business and society, as well as those interested in sustainable development more broadly.
Guanxi (The Art of Relationships)
by Robert Buderi Gregory T. HuangHalf a world away from the calm beauty of Puget Sound, there's a lab where Bill Gates's software dreams come true. . . . So begins Guanxi, the compelling on-the-scenes tale of the allure of China today -- and of a unique partnership between the world's most famous capitalist and the world's largest communist nation that showcases what it takes to compete in the age of global innovation. Guanxi (gwan-shee), the Chinese term for mutually beneficial relationships essential to success in the Middle Kingdom, tells the story of the juggernaut research lab that underpins Microsoft's relationship building in China. Unfurled through a gripping narrative that moves between Beijing and Microsoft headquarters in Redmond, Washington, it follows the lab's emergence as a mecca for Chinese computer-science talent -- a place where 10,000 résumés arrive in a month, written exams are farmed out to eleven cities to screen applicants, and interns sleep on cots next to their cubicles. So far, the company has invested well over $100 million and hired more than 400 of China's best and brightest to turn the outpost into an important window on the future of computing and a training ground to uplift the state of Chinese computer science -- creating dramatic payoffs for both Microsoft and its host country that are helping the company overcome many of the challenges of China. Guanxi traces the arc of the lab's stunning success from a memo by erstwhile Microsoft visionary Nathan Myhrvold to its early days under maverick speech recognition guru Kai-Fu Lee (since plucked away by Google for some $10 million), and to its more recent tutelage under former child prodigies Ya-Qin Zhang and Harry Shum. The two China-born stars, who both attended college in their native country by the age of thirteen, have orchestrated the Beijing lab's recent emergence as an epicenter of Microsoft's intensifying battles against Google in the search wars, Nokia in the wireless arena, and Sony in graphics and entertainment. As pundits rail about the "China threat" to U.S. competitiveness and offer often-hackneyed arguments against outsourcing, Guanxi explores the true ramifications of China's high-tech buildup -- and the means by which it can be turned to competitive advantage, in part by "insourcing" the untapped talent in the country's top universities. Sprinkled with telling observations, compelling characters, and lively anecdotes about the brilliant successes and sometimes painful stumbles of the world's most powerful software company, Guanxi is essential reading for business leaders, entrepreneurs, and technologists around the globe.
Guanxi im chinesischen Geschäftsleben: Erfolgreich verstehen und anwenden (essentials)
by Johannes KernChinesische Geschäftspraktiken drehen sich um spezielle, persönliche Beziehungen, genannt Guanxi. In diesem essential wird die Frage beantwortet, was Guanxi ist, aus welchen Bausteinen das Phänomen besteht und welche Vorteile, aber auch Kosten damit verbunden sein können. Es wird diskutiert, ob Guanxi mit Korruption gleichzusetzen ist und ob Guanxi wirklich kulturell einzigartig ist. Da China seine globale Präsenz weiter ausbaut, zunehmend zum geografischen Mittelpunkt der Weltwirtschaft wird und – anders als früher vermutet – im Zuge seiner Modernisierung nicht automatisch westliche Geschäftspraktiken übernimmt, ist es gerade für Deutschland als „Chinas engem Partner in einer sich rasch wandelnden Welt“ wichtig, sich differenziert mit dem Phänomen Guanxi im Geschäftsleben auseinanderzusetzen.
Guanxi in the Western Context: Intra-Firm Group Dynamics and Expatriate Adjustment
by Barbara Xiaoyu WangDeeply rooted in Chinese culture, the concept of guanxi has been widely researched from historical, cultural and political perspectives. As Chinese multinational corporations (MNCs) expand, expatriates are increasingly carrying guanxi with them to host countries, yet little has been written on how this indigenous construct is employed in the Western world. This book takes a theoretical approach to the examination of this phenomenon and proposes a conceptual framework for the ‘guanxi capitalism structure,’ illustrating its fundamental role as the invisible hand in China. Providing empirical analysis, the author demonstrates how guanxi affects intra-firm multicultural group dynamics involving Chinese expatriates and host-country natives in Chinese MNCs. With insights for scholars researching Asian business and globalisation, and practitioners working in Chinese MNCs, this book argues that guanxi significantly alters an expatriate’s adjustment, and offers practical suggestions for cross-cultural management and the process of initiating, building, and utilising guanxi in a Western context.