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- Article (4)
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- City center (1)
- Digitalization (1)
- Leipzig (1)
- Resilience (1)
- Retail (1)
Institute
This article deals with digitalization as a contribution to city center resilience, using Leipzig as an example. Focus group interviews illustrate that digital applications can attract to visit the city center and thus contribute to city center resilience. To reinforce these findings, the authors develop a prototype of a digital map covering Leipzig's city center that is tested by means of 70 go-along interviews. The interviews show that linking digital functions and location-specific information thereby can be effective regarding city center resilience.
Augmented reality smart glasses are a major trend in retailing. However, little is known about the factors that drive customers’ acceptance of these wearables as a channel in stores. Especially, the roles of perceived enjoyment and perceived informativeness for usage intentions of such novel and immersive technologies are unclear. Thus, the authors propose an extended technology acceptance model as an instrument to predict future adoption. The results indicate that perceived enjoyment largely mediates the influence of perceived informativeness and other variables on attitude and usage intention. Further, perceived enjoyment functions as a direct predictor for attitude and in strength even exceeds perceived usefulness. Hence, retailers should consider focusing on joy-related aspects when aiming at the introduction of broadly accepted AR applications in stores.
Purpose
The purpose of this paper is to review the development of the German advertising industry starting from 1950 to 2018 with a special focus on the American influence.
Design/methodology/approach
The paper uses the oral history methodology. The content is based on 27 semi-structured interviews with current and former experts from the German and American advertising industry. An analysis of secondary sources supports the line of argumentation.
Findings
The paper confirms the outstanding role of the American influence on the German advertising industry, owing to new standards of professionalism, to novel versions of terminology and to the introduction of the theory of marketing. However, incompatible management styles, increasing global competition and financial pressure diminished the impact. Likewise, the American interference did not suppress the development of specific German industry characteristics such as a strong entrepreneurial culture or sustainable leadership.
Originality/value
This paper provides an overview of the history of German advertising with a focus on advertising agencies in the period from 1950 to today (2018). Further, this paper assesses the special impact of the American influence on the German advertising industry. Further, subjects of investigation are particularities of the German advertising industry, such as special attributes of agency leaders and their relationship with clients, distinct versions of ownership structures, agency service offerings and, finally, the role of creativity.