Uniportal Endoscopic Lumbar Interbody Fusion

Ralf Wagner,Monika Haefner 대한척추신경외과학회 2020 Neurospine Vol.17 No.sup.

The cause of radiculopathy is the compression of the nerve root which can be secondary to sliding of the vertebra and reduced disc height. In some patients, decompression alone does not resolve this problem. We describe the uniportal endoscopic transforaminal lumbar interbody fusion technique. Full-endocopic foraminotomy and discectomy are followed by cage implementation and percutaneous instrumentation. The goal of this surgical method is decompression of nerve roots, segment stabilization, disc height, and sagittal alignment restoration. Uniportal endoscopic facet sparing transforaminal transkambin lumbar interbody fusion is a good surgical option to treat degenerative disc disease, mechanical instability, and spondylolisthesis. This method shows favourable clinical outcomes in selected patients.

Back in time to move forward: An empirical study on luxury fashion vintage drivers

Camilla Keim,Ralf Wagner 한국마케팅과학회 2018 Journal of Global Fashion Marketing Vol.9 No.2

Vintage has been embodying an ongoing global trend in apparel for the last ten years. This vintage craze has managed to change consumers’ purchasing behavior, attitudes, and skepticism towards these bygone items in a short period of time, while succeeding in infl uencing several luxury brands as well. Previous academic research has shed the light on luxury and fashion consumption, focusing precisely on brandnew and second-hand luxury goods, or investigating fashion vintage ones. So far, there are no studies showing the consumption of luxury vintage fashion, or research defi ning the profi le of the consumers or the drivers to purchase luxury fashion vintage goods. The aim of the study is to investigate thoroughly the luxury fashion vintage market, the latter being identifi able as a specifi c sub-segment of the vintage sector which is currently the protagonist of an overwhelming trend and still unexplored. Particularly, this study focuses on understanding and underlining what the specifi c drivers to luxury fashion vintage are, starting from the study of possible antecedents and the employment of a mixed methodology approach concerning both the collection and analysis of the empirical data.

B-TO-B RELATIONSHIPS AND CO-CREATION OF VALUE IN THE DIGITAL AGE—QUO VADIS?

Christine Falkenreck,Ralf Wagner 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Internet of Things (IoT) research is devoted to the idea that a wide array of devices, including appliances, vehicles, buildings, and cameras, can be interconnected to collect and share their abundant sensory information to use for intelligent purposes. IoT technologies are universally seen as transforming the manufacturing and services sectors. Service-Dominant (S-D) logic focuses on a dynamic, ongoing way to co-create value through resource integration and service exchange. Based on research data from business-to-business and business-to-government customers, as well as feedback from employees and managers of two different manufacturers, our study addresses four questions: (1) In the light of the IoT-does the second axiom of the S-D logic—value is co-created by multiple actors, always including the beneficiary—still hold true for B-to-B and Business-to-Government (B-to-G) customers? (2)With reference to the IoT—is there a difference in the acceptance of digital services between B-to-B and B-to-G groups? Does the age group of the customers have to be considered? (3) Are there digital customer services already perceived as being ―co-created‖ in the sense of the S-D logic? (4) Marketing management in the digital age—how to implement IoT projects in buyer-manufacturer relationships considering the abovementioned chances and challenges. Discussing a background of disruption management and S-D logic, we examine factors that influence IoT buyer–manufacturer project success in organizational networks, and compare the attitude of different customer groups towards these projects. Our findings show that in the IoT-driven digital projects even long term customers that trust in their manufacturers have very strong reservations with regards to data safety. We propose a modular concept of a relationship alignment model to enhance trust in manufacturer's credibility in the context of disruptive IoT projects. The evaluation of our empirical studies revealed serious reservations of managers and service employees towards an active integration of customers into digital product maintenance. If manufacturers are not willing to incorporate customers in digital platforms and networks and provide them with digital services they are interested in, this will hamper A-to-A co-creation of value in digital IoT projects.

BACK IN TIME TO MOVE FORWARD: AN EMPIRICAL STUDY ON LUXURY FASHION VINTAGE DRIVERS

Camilla Keim,Ralf Wagner 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07

Starting from the analysis of possible antecedents, the study aims at investigating the luxury fashion vintage purchasing drivers. Luxury fashion vintage market is a specific sub-segment of the vintage sector which is currently the protagonist of an overwhelming trend which is still unexplored and neglected by recent academic research.

MARKETING STRATEGIES ON MACRO-ENVIRONMENT LEVELS- SUCCESS DETERMINANTS AND POST MARKETING PLAN IMPROVISATION DURING GLOBAL TRADE POLICY CHANGES

Christine Falkenreck,Ralf Wagner 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07

Political conflicts and trade tensions affect entrepreneurial activities. This paper qualitatively evaluates the success factors of a B2B company’s marketing management strategies within the context of trade policy changes. Results indicate that a strong brand, personal ties to customers, retailers and competitors, and international manufacturing sites reduce the risk. Companies not only face the challenge of disruptive innovation caused by global digitalization activities. In addition, disruptions in the macro-environment are actually increasing. One example that impedes the growth of industrial activities is the current, still escalating, US-China trade war. Unusual forms of marketing coalitions and networks in trans-organizational systems are considered key constellations to ensure future company success (Achrol, 1991). What are the success factors for a B2B company’s marketing management strategies within the context of disruptive economic market and industry conditions, e.g., international trade policy changes?

THE DARK VS. THE BRIGHT SIDE OF STUDENTS’ SOCIAL MEDIA ENGAGEMENT

Julia Eschenbacher,Christine Falkenreck,Ralf Wagner 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07

This study quantifies drivers and consequences of positive and negative electronic word-of-mouth (eWOM) engagement on social networking sites building upon social identity theory. Fitting a structural model using software smartPLS 4.0, the analysis compares two distinct groups of respondents. Though these groups seem to belong to the same in-group. Nevertheless, group members differ with respect to the drivers and consequences of their positive and negative eWOM engagement. As engagement is often used in the context of service-dominant logic, we reveal which non-monetary value co-creating and value-reducing consequences result from positive and negative eWOM engagement. This study highlights the impact of eWOM engagement on self-brand connection and self-brand incongruity and identifies commitment as a major driver. For international respondents negative eWOM does not automatically increase self-brand incongruity but low negative eWOM has a positive effect on the self-brand connection.

Mass fraction assignment of folic acid in a high purity material

Westwood, Steven,Josephs, Ralf,Choteau, Tiphaine,Daireaux, Adeline,Stoppacher, Norbert,Wielgosz, Robert,Davies, Stephen,Rego, Eliane de,Wollinger, Wagner,Garrido, Bruno,Fernandes, Jane,Lima, Jonathan BUREAU INTERNATIONAL DES POIDS ET MESURES 2018 METROLOGIA -BERLIN- Vol.55 No.1

Intimacy of the Russian upper middle class with luxury fashion

Anna Peshkova,Taylan Urkmez,Ralf Wagner 한국마케팅과학회 2016 마케팅과학연구 Vol.26 No.2

Russia has developed into one of the most important markets for luxury goods in the world. The aim of this study is to determine the factors influencing Russian consumers’ intentions to purchase luxury fashion goods. We focus on the growing high-middle- and middleclass consumer behavior patterns. This study attempts to contest practitioners’ knowledge and folklore with research hypotheses and to evaluate these in a rigorous quantitative process. We investigate the factors influencing Russian consumers’ intentions to purchase goods of luxury fashion brands based on two different models. The “Attitude toward Luxury Brands” (social-adjustive function) quantifi es the extent to which luxury brands are facilitating self-expression of the owner and the projection of a particular image in socia settings. Additionally, we use the “Attitude toward Luxury Brands” (value-expressive function) in order to quantify the degree to which luxury brands are expressing the buyer’s self (beliefs, attitudes, values). The results of our analysis confi rm practitioners’ prior beliefs that Russian consumer behavior patterns in luxury markets predominantly correspond to characteristics of symbolic consumption.