Nowadays companies need higher educated engineers to develop their competences to enable them to innovate. This innovation competence is seen as a remedy for the minor profitable business they do during the financial crises. Innovation is an element to be developed on the one hand for big companies as well as for small-and-medium sized companies through Europe to overcome this crisis. The higher education can be seen as an institution where youngsters, coming from secondary schools, who choose to learn at higher education to realize their dream, what they like to become in the professional world. The tasks of the Universities of applied Sciences are to prepare these youngsters to become starting engineers doing their job well in the companies. Companies work for a market, trying to manufacture products which customers are willing to pay for. They ask competent employees helping achieving this goal. It is important these companies inform the Universities of applied Sciences in order to modify their educational program in such a way that the graduated engineers are learning the latest knowledge and techniques, which they need to know doing their job well. The Universities of applied Sciences of Oulu (Finland) and Fontys Eindhoven (The Netherlands) are working together to experience possibilities to qualify their students on innovation development in an international setting. In the socalled: ‘Invention Project’, students are motivated to find their own invention, to design it, to prepare this idea for prototyping and to really manufacture it. Organizing the project, special attention is given to communication protocol between students and also between teachers. Students have meetings on Thursday every week through Internet connection with the communication program OPTIMA, which is provided by the Oulu University. Not only the time difference between Finland and the Netherlands is an issue to be organized also effective protocols how to provide each other relevant information and also how to make in an effective way decisions are issues. In the paper the writers will present opinions of students, teachers and also companies in both regions of Oulu and Eindhoven on the effectiveness of this project reaching the goal students get more experienced to set up innovative projects in an international setting. The writers think this is an important and needed competence for nowadays young engineers to be able to create lucrative inventions for companies where they are going to work for. In the paper the writers also present the experiences of the supervising conditions during the project. The information found will lead to successfactors and do’s and don’ts for future projects with international collaboration.
Twitter timelines are increasingly populated with brand tweets that are linked to public events, a practice that is also known as real-time marketing (RTM). In two studies, we examine whether RTM is an effective strategy to boost sharing behavior, and if so, what event- and content-related characteristics are likely to contribute to its effectiveness. A content analysis of brand tweets from Nielsen’s top-100 advertisers (n=1500) shows that not all events are equally effective. RTM is only a more effective strategy (vs. no real-time marketing), when brand messages are linked with unpredictable events but not when brand messages are linked with predictable events. In a follow-up study, we examined what content characteristics improve the shareability of predictable RTM messages. A content analysis of RTM messages (n=143) from the Forbes top-100 brands showed that predictable events yield more retweets when the event is visually integrated in the brand tweet (vs. not visually integrated). The presence of event-driven hashtags did not lead to more retweets. Implications for theory and practice are discussed.
Facebook marketing is becoming an increasingly important tool for companies to influence consumer decision-making. However, there is currently little empirical knowledge about the extent of influence of Facebook marketing on the decision-making process of consumers. This study contributes to these gaps in the literature and investigates the influence of Facebook marketing activities on the decision-making process of consumers. The theory revealed four Facebook marketing activities that affected the first two phases of the decision-making process. These Facebook marketing activities were advertisements, recommend/share, likes and reviews. Whether they actually had an impact has been tested with the help of survey among 112 respondents. The results of the regression analysis showed that all four Facebook marketing activities had a positive influence on the decision-making process. https://scholarspace.manoa.hawaii.edu/bitstream/10125/64054/1/0252.pdf
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