Blog in het kader van het onderzoeksproject ‘The Network is the Message‘ Met dit onderzoek willen Hogeschool Rotterdam en Hogeschool Utrecht een antwoord geven op de vraag: “Hoe kan de effectiviteit van communicatie in online sociale netwerken worden beoordeeld en verbeterd?” In deze blog: Inhakers werken! Ze worden gemiddeld drie keer vaker gedeeld op sociale media dan niet-inhakers (zoals branded content of advertenties) en bereiken bovendien meer mensen buiten de fanbase van de organisatie zelf (Waardenburg & Mazerant, 2018). Dit is nu niet direct een oproep aan alle merken om meteen met inhakers aan de slag te gaan: inhaakmoeheid ligt namelijk op de loer. Deze blog is een oproep om met kwalitatief goede inhakers aan de slag te gaan, want ze zijn alleen effectief als ze ook de moeite waard zijn om te delen.
Social media has become a prolific tool for companies to build their brands. An effective way to interact with stakeholders on social media has been the relatively new discipline of ‘influencer marketing’. Here, companies engage social media stars to use their large fan-base to promote products and services on their brand’s behalf. While related to the promotional tactic of word-of-mouth marketing, influencer marketing lacks a theoretical foundation in the academic discourse. This paper aims to fill this gap by offering a conceptualisation to operationalize the new discipline in practice. The conceptualisation proposes brand owners a methodology to choose the right influencers for their brands and guides influencers to perform optimally with their fan base. Lastly, a consumer perspective is taken to the discussion to emphasize the relevance of influencer marketing in the consumer purchase decision-making process.
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With employer branding (EB), businesses aim to align their organizational norms with the norms of their current and prospective employees, and they explicitly communicate about the firm’s norms. Communication, however, carries different meanings depending on the context in which one operates. Also, the organizational norms may vary depending on the context, i.e., industry, different countries, and geographical context in which a firm operates. As such, the process of EB may be context-dependent, too. This study explores if and how EB is applied differently in different country and industry contexts. The analysis draws on a quantitative content analysis of 226 job vacancies targeted at highly educated graduates and professionals in IT, energy, and healthcare from the North of the Netherlands and comparable regions from Germany and Bulgaria. Our findings show that EB, as manifested in core values and distinctive characteristics, is not widely adopted in the vacancies we included in our analysis. When adopted, different values are emphasized depending on the context. General information and job-specific information are most frequent among all industries and countries. EB is a multidimensional concept with different dimensions used according to the context. The study’s main implication is that companies need to be mindful of the context in which an EB strategy is used. A one-size-fits-all approach in EB is likely not the most effective. This is particularly relevant for multinationals that adopt a worldwide organizational brand.
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Denim Democracy from the Alliance for Responsible Denim (ARD) is an interactive exhibition that celebrates the journey and learning of ARD members, educates visitors about sustainable denim and highlights how companies collaborate together to achieve results. Through sight, sound and tactile sensations, the visitor experiences and fully engages sustainable denim production. The exhibition launches in October 2018 in Amsterdam and travels to key venues and locations in the Netherlands until April 2019. As consumers, we love denim but the denim industry, like other sub-sectors in the textile, apparel and footwear industries, faces many complex sustainability challenges and has been criticized for its polluting and hazardous production practices. The Alliance for Responsible Denim project brought leading denim brands, suppliers and stakeholders together to collectively address these issues and take initial steps towards improving the ecological sustainability impact of denim production. Sustainability challenges are considered very complex and economically undesirable for individual companies to address alone. In denim, small and medium sized denim firms face specific challenges, such as lower economies of scale and lower buying power to affect change in practices. There is great benefit in combining denim companies' resources and knowledge so that collective experimentation and learning can lift the sustainability standards of the industry and lead to the development of common standards and benchmarks on a scale that matters. If meaningful, transformative industrial change is to be made, then it calls for collaboration between denim industry stakeholders that goes beyond supplier-buyer relations and includes horizontal value chain collaboration of competing large and small denim brands. However collaboration between organizations, and especially between competitors, is highly complex and prone to failure. The research behind the Alliance for Responsible Denim project asked a central research question: how do competitors effectively collaborate together to create common, industry standards on resource use and benchmarks for improved ecological sustainability? To answer this question, we used a mixed-method, action research approach. The Alliance for Responsible Denim project mobilized and facilitated denim brands to collectively identify ways to reduce the use of water and chemicals in denim production and then aided them to implement these practices individually in their respective firms.
Plastic products are currently been critically reviewed due to the growing awareness on the related problems, such as the “plastic soup”. EU has introduced a ban for a number of single-use consumer products and fossil-based polymers coming in force in 2021. The list of banned products are expected to be extended, for example for single-use, non-compostable plastics in horticulture and agriculture. Therefore, it is crucial to develop sustainable, biodegradable alternatives. A significant amount of research has been performed on biobased polymers. However, plastics are made from a polymer mixed with other materials, additives, which are essential for the plastics production and performance. Development of biodegradable solutions for these additives is lacking, but is urgently needed. Biocarbon (Biochar), is a high-carbon, fine-grained residue that is produced through pyrolysis processes. This natural product is currently used to produce energy, but the recent research indicate that it has a great potential in enhancing biopolymer properties. The biocarbon-biopolymer composite could provide a much needed fully biodegradable solution. This would be especially interesting in agricultural and horticultural applications, since biocarbon has been found to be effective at retaining water and water-soluble nutrients and to increase micro-organism activity in soil. Biocarbon-biocomposite may also be used for other markets, where biodegradability is essential, including packaging and disposable consumer articles. The BioADD consortium consists of 9 industrial partners, a branch organization and 3 research partners. The partner companies form a complementary team, including biomass providers, pyrolysis technology manufacturers and companies producing products to the relevant markets of horticulture, agriculture and packaging. For each of the companies the successful result from the project will lead to concrete business opportunities. The support of Avans, University of Groningen and Eindhoven University of Technology is essential in developing the know-how and the first product development making the innovation possible.
Als gevolg van de energietransitie wordt het steeds moeilijker om energieaanbod en -vraag op elkaar af te stemmen en ontstaan problemen op het elektriciteitsnet. Energieopslag biedt een oplossing: duurzame energie wordt opgeslagen op momenten dat er aanbod en weinig energievraag is en beschikbaar gesteld wanneer er weinig aanbod en veel vraag is. Lokale opslag biedt een kans om lokale uitval van het elektriciteitsnet te voorkomen en geeft meerwaarde aan duurzame energie. Opslag in waterstof is uitermate geschikt voor zowel toepassingen op MW-schaal (windparken), voor seizoensopslag en voor toepassingen waar distributie relevant is. De wens van bedrijventerreinen om te verduurzamen biedt een kans om gericht aan oplossingen voor lokale energieopslag in waterstof en bijbehorende toepassingen te werken. In dit project werkt de HAN samen met MKB-bedrijven, Saxion, TU Delft, lokale overheden en een aantal overige partners aan het ontwikkelen en optimaliseren van een energieopslagsysteem gebaseerd op waterstof en bijbehorende waterstoftoepassingen op en voor bedrijventerrein IPKW in Arnhem. Beschikbare windenergie van in aanbouw zijnde turbines langs de Rijn bij IPKW vormen de aanleiding voor het ontwerpen, modelleren, construeren en testen van een (geschaald) energieopslagsysteem gebaseerd op de productie, en opslag van waterstof. Specifieke toepassingen op het industriepark worden geïnventariseerd, en waar mogelijk gerealiseerd en gemonitord, voor met name lokaal bedrijfstransport en elektriciteitslevering. Scenario’s voor ontwikkeling en toepassing van de technologie ontwikkeld en haalbaarheidsstudies uitgevoerd. Kennis en expertise worden ontwikkeld om het proces van optimale implementatie van waterstof voor energieopslag in een energieketen met specifieke toepassingen op een bedrijventerrein te ondersteunen. Met dit project bouwen wij voort op de vele eerdere waterstofprojecten die bij de HAN zijn uitgevoerd en maken we gebruik van ons recent gerealiseerde shared facility HAN Waterstoflab op IPKW.
