Oliver Mauroner - Academia.edu (original) (raw)

Papers by Oliver Mauroner

International Journal of Entrepreneurship and Small Business, 2011

... describe the degree of uncertainties at the time of starting regarding the technology and the... more ... describe the degree of uncertainties at the time of starting regarding the technology and the market demands (Gerpott, 1994; Helm, 2005; Tübke ... We borrowed the items from previous studies (Brinckmann et al., 2006; Danneels and Kleinschmidt, 2001; Delmar and Shane, 2003). ...

World Academy of Science, Engineering and Technology, International Journal of Social, Behavioral, Educational, Economic, Business and Industrial Engineering, Jan 18, 2016

Digital technologies offer many opportunities in the design and implementation of brand communica... more Digital technologies offer many opportunities in the design and implementation of brand communication and advertising. Augmented reality (AR) is an innovative technology in marketing communication that focuses on the fact that virtual interaction with a product ad offers additional value to consumers. AR enables consumers to obtain (almost) real product experiences by the way of virtual information even before the purchase of a certain product. Aim of AR applications in relation with advertising is in-depth examination of product characteristics to enhance product knowledge as well as brand knowledge. Interactive design of advertising provides observers with an intense examination of a specific advertising message and therefore leads to better brand knowledge. The elaboration likelihood model and the central route to persuasion strongly support this argumentation. Nevertheless, AR in brand communication is still in an initial stage and therefore scientific findings about the impact of AR on information processing and brand attitude are rare. The aim of this paper is to empirically investigate the potential of AR applications in combination with traditional print advertising. To that effect an experimental design with different levels of interactivity is built to measure the impact of interactivity of an ad on different variables o advertising effectiveness.

14th Conference on Education and Training in Optics and Photonics: ETOP 2017, Aug 16, 2017

The Abbe School of Photonics (ASP) provides and coordinates the optics and photonics education of... more The Abbe School of Photonics (ASP) provides and coordinates the optics and photonics education of graduate and doctoral students at the Friedrich Schiller University in Jena, Germany. The internationalized Master's degree program is the key activity in training students in the optical sciences. The program is designed to provide them with the skills necessary to fill challenging positions in industry and academia. Here, an essential factor is ASP's close collaboration with more than 20 German photonics companies. To sustain these partners' future economic development, the availability of highly qualified employees is constantly required. Accordingly, these industrial partners, the European Union, the local state and the federal German government are strongly involved in the sustainable development of ASP's curriculum by both conceptual and financial engagements. The main goal is to promote the students' academic careers and job experience in the photonics industry as well as in academia. To open up the program to students from all over the world, all ASP lectures and courses are taught in English. ASP's qualification strategy is fully research-oriented and based on the principles of academic freedom, competitive research conditions and internationalization at all levels. The education program is complemented by a structured doctoral student support and a prestigious guest professorship program. Recently, ASP and partners have started a project to build an open photonics laboratory in order to foster innovative and co-creative processes. The idea follows well-established open innovation schemes e.g. in electronics. This Photon Garage (German: "Lichtwerkstatt") will bring together professionals and interested laymen from different backgrounds to approach pertinent challenges in photonics. Here, we will share our latest insights into the potentials and opportunities offered by this novel educative approach.

International Journal of Entrepreneurship and Small Business, 2010

472 Int. J. Entrepreneurship and Small Business, Vol. 11, No. 4, 2010 ... Innovation as mediator ... more 472 Int. J. Entrepreneurship and Small Business, Vol. 11, No. 4, 2010 ... Innovation as mediator between entrepreneurial orientation and spin-off venture performance ... Friedrich-Schiller-University Jena, Unilever-Chair of Marketing and Business Administration, Carl-Zeiss-Str. 3, ...

International Journal of Learning and Intellectual Capital, 2016

Internet users apply social media platforms such as blogs, social networks, and wikis to create a... more Internet users apply social media platforms such as blogs, social networks, and wikis to create and share content. This phenomenon not only dramatically influences sales and marketing but also affects knowledge management and creative collaboration. Social media in working environment seems to be on the verge of establishment due to its potential capabilities. On the other hand, concerns persist that social media use at workplace may reduce productivity, reliability, and work performance. Therefore, the purpose of this paper is to understand if and how the usage of social media in working environments for networking, information search, and idea generation may influence creativity, knowledge creation, and innovation. On the basis of structured interviews with knowledge workers from universities and public research institutes in Germany, the paper aims to examine the sources of information in the course of idea generation as well as the impact of social media on creative processes.

American Journal of Industrial and Business Management, 2015

Regional innovation clusters are spatial concentrations of interconnected firms, suppliers, servi... more Regional innovation clusters are spatial concentrations of interconnected firms, suppliers, service providers, state institutions, and research organisation in a particular field of innovation. The stimulation and support of clusters are important agendas for governments and other public actors. Cluster development initiatives are actually an important direction in economic policy, building on earlier efforts in macroeconomic stabilization, privatisation, and market opening, and reducing the costs of doing business. The purpose of this paper is to look on a specific type of innovative clusters in Germany, which are supported by the Fraunhofer Society, one of the leading, partly public-funded organisations for application-oriented research in Europe. Based on an overview over current issues in cluster literature-beginning with Porter 1990 to the point of actual global-value-chain-approach and the concept of knowledge hubs-the particular cluster approach of the German Fraunhofer Society is classified with regard to the academic literature. Fraunhofer clusters are, in the first instance, project clusters compared to simple communication networks. The case study presented in this paper is a valid example for a long-term and well-established industry cluster, which actually opens out in a project-oriented cluster approach. Finally, it is possible to draw practical implications for policy makers and industry regarding the support of regional innovation clusters.

Computers in Human Behavior, May 1, 2013

Online services and applications extend the influencing opportunities of traditional word-of mout... more Online services and applications extend the influencing opportunities of traditional word-of mouth (WOM). Unlike traditional word-of-mouth, the online environment allows for special features such as anonymity in user-generated content. Furthermore, the personality of online users affects their motivation when creating this content. The aim of this paper is to link specific online activities, i.e., the posting of product ratings and participation in discussions in online forums, with certain personality traits within an empirical study. The findings, based on an online survey with more than 16,900 completed questionnaires, indicate that opinion leaders in the online environment cannot be compared with traditional opinion leaders in terms of their articulation and personality structure. In regard to online activities with a high influencing potential, the results of moderated regression analyses show that persons with an introverted personality are more active as online opinion leaders due to the lack of social recognition they experience. The results have implications for how marketers should present incentive structures to address and integrate potential online opinion leaders, and how scholars should understand the role of opinion leaders in the online environment.

International Journal of Business and Globalisation, 2019

Given the general typology of social entrepreneurs by Zahra et al. (2009) as well as the compleme... more Given the general typology of social entrepreneurs by Zahra et al. (2009) as well as the complementary typology by Sundaramurthy et al. (2013), the aim of this paper is to contribute to the discussion and the emerging debate on innovation and entrepreneurship in the context of developing countries by analysing patterns of social entrepreneurship in the case of Mexico. Particularly in developing countries, social problems are more likely to be solved from initiatives that come from the citizens themselves. The main motivation of this paper is to explore and understand social entrepreneurship in a developing country to foster them in the more suitable ways and therefore, to make a step forward to solve the social problems. In order to explore the research questions, a multiple case study approach is used, which considers not only the entrepreneur, but also the environment (Dana and Dana, 2005).

Unternehmenserfolg braucht das Zusammenspiel von Marketing, Vertrieb und Distribution. Das Strate... more Unternehmenserfolg braucht das Zusammenspiel von Marketing, Vertrieb und Distribution. Das Strategische Industriegütermarketing sowie die Gestaltung und Struktur von Absatzkanälen stehen deshalb im Zentrum dieses Buches. Weitere Themen sind die Zusammenarbeit von Hersteller und Handel, die Sortimentsgestaltung und die Vorteile einer Multi-Channel-Strategie.

International Journal of Innovation and Regional Development, 2017

Cluster initiatives are believed to be important ways of increasing the competitiveness of compan... more Cluster initiatives are believed to be important ways of increasing the competitiveness of companies within a region. The establishment of a strong cluster brand is considered a prerequisite for the success of a cluster initiative. Up to now, however, regional cluster brands have remained relatively unexplored. This study aims to transfer the identity-based understanding of brands to regional cluster brands and to analyse the following topics with a qualitative study using 13 interviews with actors from two different clusters as well as secondary data (e.g., homepages, image brochures, project documentation): functions of regional cluster brands; role of cluster management; importance of brand origin as identity anchor; operationalisation of brand identity.

International Journal of Emergency Management, 2016

This study examines forms of social media use in disaster management, focusing on volunteer group... more This study examines forms of social media use in disaster management, focusing on volunteer groups and aid organisations. This research interest emerged from observing several grassroots initiatives using social media to implement aid activities. Approaches to transforming organisations through network structures and to developing community building are applied to the field of disaster management. The aim is to investigate if collective actions via social media can lead to the development of virtual (aid) communities, and how these operate. Two disasters are examined as example cases: the flooding in Germany and the Typhoon Haiyan in the Philippines, both in 2013. Thirteen guided expert interviews are carried out and evaluated. The results show that social media use in disaster management reflects the general trend towards a strengthened participation of the population in public communication. Social media can, however, only be part of a more comprehensive strategy necessary for disaster response and early warning.

R & D Management, May 3, 2023

Makerspaces democratize technology access and therefore improve the chances for innovation and en... more Makerspaces democratize technology access and therefore improve the chances for innovation and entrepreneurship. Nevertheless, we know little about how innovation happens in collaborative innovation spaces like makerspaces. To unleash the full potential of makerspaces, it is essential to understand what resources and environments support innovation for makerspace users. Against this background, this research study aims to explore how different makerspace user groups leverage makerspace resources during their innovation process. To achieve this, we use the resource‐based view in combination with an open innovation perspective and examine the relevance of makerspace resources (knowledge, technology, social, and financial) during the different stages of the innovation journey (ideation, development and prototyping, commercialization and diffusion). In contrast to prior work, we focus on different makerspace user groups within an industry‐specific makerspace and investigate how open innovation strategies (inbound, outbound, and coupled) are used to leverage the makerspace resources to develop innovation projects. Since the object of investigation is broadly unexplored and complex, we use an embedded single case study approach to explore 10 different projects within a makerspace with a specific focus on photonics. Photonics is described as a so‐called enabling technology that carries a considerable potential for cross‐industry innovation. The qualitative content analysis revealed that professional and hobby users differ in their makerspace resource use and their modes of openness across the innovation journey. Furthermore, we find that makerspaces can take the role of a facilitator or incubator depending on who uses the makerspace to innovate.

RePEc: Research Papers in Economics, Mar 5, 2007

ABSTRACT In this paper, we address spin-off ventures from research centres. Based on an analysis ... more ABSTRACT In this paper, we address spin-off ventures from research centres. Based on an analysis of existing empirical studies on spin-offs we identify major groups of success factors. Empirical evidence shows a notable lack of studies which refer to the technology transfer process, especially the conversion of research results into marketable products or services. We present an empirical investigation on spin-offs from public research centres in Germany. The results show the impact of technological maturity and innovativeness of the starting idea, and the market uncertainty on successful product and service innovation by spin-offs. Furthermore, the study confirms the generally positive relationship between innovation speed and the achievement of competitive advantages.

RePEc: Research Papers in Economics, Mar 14, 2008

The aim of this paper is to explain successful product and service innovation by spin-offs from p... more The aim of this paper is to explain successful product and service innovation by spin-offs from public research centres and to investigate how innovativeness, stage of development, market knowledge and parent support influence the market entry and the long term market performance of spin-offs. The results demonstrate a positive effect of the characteristics of the spin-off idea on innovation success. As settled by the resource based view of the firm the technological base is a resource that notably matters during market entry and beyond. The newness and exclusiveness of the starting idea, and the amount of technology transfer have a positive effect on the formation of competitive advantages and on innovation success.

RePEc: Research Papers in Economics, Nov 1, 2004

Spin-off-Grï¿ ½ndungen von wissenschaftlichen Mitarbeitern universitï¿ ½rer und auï¿ ½eruniversit... more Spin-off-Grï¿ ½ndungen von wissenschaftlichen Mitarbeitern universitï¿ ½rer und auï¿ ½eruniversitï¿ ½rer ï¿ ½ffentlicher Forschungseinrichtungen sind hï¿ ½chst innovative Unternehmen mit einem enormen Erfolgspotential. Ziel derartiger Grï¿ ½ndungen ist es, ...

International Journal of Business and Globalisation, 2013

Spin-off firms from research organisations are an important means of technology transfer from aca... more Spin-off firms from research organisations are an important means of technology transfer from academia to business. Similar to other technology-based firms, spin-offs have to combine financial, structural and personal resources in order to overcome different challenges within the starting process. The specific of spin-off firms compared to other technology-based firms constitutes their main challenges, particularly with regard to the distinct novelty of the spin-off idea and the cooperation with the parent research organisation. Existing literature demonstrates several gaps in the empirical investigation of research-based spin-offs. There is a notable lack of studies which refer to the conversion of a specific spin-off idea into marketable products or services and the involvement of the parent research organisation, and compare them to the influence of external factors. We investigate how innovativeness, stage of development, market knowledge and parent support influence the market entry and the long term market performance of spin-offs.

ABSTRACT Topic of this paper are research-based spin-offs from public organisations. Initial poin... more ABSTRACT Topic of this paper are research-based spin-offs from public organisations. Initial point is a discussion about the economic benefit of such companies and an overview of spin-off activities in Germany. The paper investigates influencing factors on generation, development, and growth of research-based spin-offs build on scientific know-how or research results. An analysis of previous empirical studies allows the identification of three major groups of success factors, concerning the founder, the environment, and the later company itself. On this basis we draft a model of entrepreneurial success and we identify vacancies in empirical evidence and guidelines for future research.