Prof. Dr. Adrienne Steffen wins Best Paper Award

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Prof. Dr. Adrienne Steffen.

Heidelberg, 07. Mai 2015/Aveiro, Portugal 01. – 02.05.15. The IPAM Business School organized its second International Conference on Innovation and Entrepreneurship in Marketing and Consumer Behaviour (ICIEMC) in Aveiro this year. The conference which covered innovation and consumer behaviour topics offered an opportunity to exchange ideas with participants from Portugal, Lebanon, Spain, Turkey and Brazil.

Prof. Dr. Adrienne Steffen and her research partner Dr. Peter Atorough from Robert Gordon University in Scotland presented their paper on “The consequences of poor staff performance and poor selling traits on consumer behaviour” and won the best paper award in the conference track consumer behaviour for their work.

Steffen-Portugal in About 150 full papers were submitted to the organisers, of which only 41 conference papers and 7 luminary speeches were delivered in different sessions. Prof. Dr. Steffen’s study investigates the consequences of poor staff performance (staff incompetence) and poor selling traits (staff pushiness, staff unfriendliness) in retail shopping.

The results show that the sales person has a great impact on shopping stress and coping behaviours. Especially staff unfriendliness and staff incompetence influence shopping stress. Stressed consumers tend to become disloyal in the future rather than to defer their choice, perhaps because they simply do not want to enter the store again. Such consumers are most likely to engage in negative word of mouth activities which could have a tremendous effect on the retailer’s image. Retailers could avoid these controllable factors in the shopping environment and so improve the overall customer experience.


Erstes öffentliches BarCamp an der HIM am 28. März 2014

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1897749 1420535284858712 1900566461 N in Heidelberg, 20. März 2014. Die Studiengruppe „International Eventmanagement Level 3“ veranstaltet im Rahmen des Level 3 Moduls „Meeting and Trade Fair Management“ das BarCamp  #imEventCamp  und lädt dazu ein:

Liebe BarCamp-Fans,

Gelangweilt von den traditionellen Konferenzen? Dann seid dabei bei unserem BarCamp ‘#imEventCamp’!

Wir (#imEventCamp) starten unser erstes öffentliches BarCamp an der HIM.

Datum: 28. März 2014

Uhrzeit: 09:30 bis 15:30 Uhr

Wo: Hochschule für Internationales Management Heidelberg (HIM)

Was sonst noch wichtig ist

Die Themen drehen sich rund um die Eventindustrie. Wie bei einem richtigen BarCamp wollen wir, dass ihr die interessantesten Themen auswählt, welche dann von uns präsentiert und von allen diskutiert werden! Gerne könnt ihr auch selbst Themen vorbereiten, die euch besonders interessieren und dann kurz und knapp vorstellen.

Also seid offen für Diskussionsrunden und gebt reichlich Input!!! 

Auch wenn die Themen hauptsächlich eventspezifisch sind, freuen wir uns auch über alle anderen, die Interesse daran haben, teilzunehmen (natürlich außerhalb der regulären Vorlesungen).

Die Sessions können nach BarCamp-Regeln jederzeit betreten und verlassen werden, wenn euch also ein Thema doch nicht so interessiert könnt ihr auch noch nach Beginn wechseln oder wenn ihr aus anderen Gründen nicht pünktlich zur Session da sein könnt, dürft ihr trotzdem noch gerne dazu kommen.

Wir wollen unser BarCamp auch in die virtuelle Welt erweitern, daher gilt: twittern ist während den Sessions ein Muss. Am besten richtet ihr euch also schon vorab ein Account ein, folgt @HimEventCamp auf Twitter und bringt eure Smartphones etc. aufgeladen mit zum Camp.

Für alle Infos Rund ums BarCamp schaut euch am besten dieses Video an.

Das #imEventCamp-Team freut sich auf euch!!!

Dr. Steffen delivers the keynote speech at the European Marketing Conference in Munich

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Konferenzmunich-300x225 in Munich, 09-10.08.12. The Lupon Business Center for Business Research organized the LCBR European Marketing Conference in Munich this year. Because many international researchers participated in the conference, the conference started with a visit of the Franziskaner Brewery, which is one of the most traditional beer producers in Munich since 1663. The official opening ceremony in the evening offered a lot of opportunities for networking with participants from 23 countries.

On the conference day, Dr. Adrienne Steffen opened the conference with her keynote speech on “Sustainability – A New German Consumer Value” in which she discussed the roots of CSR in Germany and the shift of consumer values that has taken place over the past decades.

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Dr. Adrienne Steffen.

The conference programme continued with the presentation of 46 conference papers that were organized in different sessions. Dr. Steffen presented another research paper with the title “Sales People as Stress Factors in Retail Shopping”. The presentation discussed the extent to which consumers feel stressed by sales people.

The intensity of individual shopping emotions was shown to differ after a negative shopping experience depending on whether or not a sales person was involved in creating the negative experience. Staff incompetence and staff unfriendliness increased the level of experienced consumer shopping stress.

It was very inspiring to exchange ideas with researchers from all over the world.
Dr. Adrienne Steffen

Highlights from the International Blended Learning Conference in England

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DSC00142-225x300 in Heidelberg, 27.06.2012. The 7th International Blended Learning Conference organized by the The University of Hertfordshire’s Learning and Teaching Institute in partnership with JISC (Joint Information Systems Committee (The UK’s expert on information and digital technologies for education and research – an organisation promoting easy and widespread access to information and resources, with a focus on technology and information management) took place from June 13th to 14th at the University of Hertfordshire in England and provided the opportunity for University staff from around the world to engage in discussion and reflection on the innovative use of technology particularly in those contexts where it is embedded into the programme to complement face-to-face classes.

Papers presented ranged from work done using tools such as E-portfolios, Electronic Voting Systems, Course Management Systems like Moodle, for example, in pedagogically meaningful ways and in line with institutional and other national and international educational objectives.
Two of the keynote speakers, Dr. Norm Vaughan from Mount Royal College in Canada and Dr. Mark Brown from Massey University in New Zealand, joined us virtually to share their concepts and understandings of how we might continue to improve the experiences we provide for our students in blended contexts.
The support and advances made in this field by the Joint Information Systems Committee was also well featured at the conference.

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Tanyasha Yearwood.

It was definitely a pleasure, alongside such well known names in the international landscape, to have had my proposal accepted for presentation and to have had colleagues share their views and experiences as it related to my research on “Promoting participation via a multiple-discussion online forum: Student perspectives on the experience”.

This presentation detailed the results of an Appreciative Inquiry approach to determining the positive learning impact of online discussion fora and was based on a project I carried out within the Level 1 Engllish for International Business and Study Module.

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The conference can be said to have been complemented by the focus of the UK Professional Standards Framework for Teaching and Supporting Learning Workshop which I had the privilege of attending on April 24th, 2012. This latter event, organized by the Staff and Educational Development Association focused on ensuring that all University staff are provided with the opportunity and encouraged to engage in reflective practice and that processes are put in place to allow them to obtain professional qualifications in Supporting Learning and, in this way, provide evidence of the dual professional which all teachers in Higher Education are required to be: subject and educational specialists.
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One final highlight of this conference for me, was the work of the graphic facilitator, Joel Cooper, whose ongoing artistic portrait captured all the ideas generated throughout the conference.

A masterpiece reflective of a very stimulating conference.
Tanyasha Yearwood

International Conference on Sustainability in the MENA region in Cairo

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Dr. Adrienne Steffen at International Conference on Sustainability.

The conference
The Second International Conference on Sustainability took place in Cairo on Mach 1-March 2nd 2012 and was organized by the German University of Cairo and the American University of Cairo in cooperation with many local sponsors.

The conference was opened by Prof. Dr. Belz, the author of the award-winning textbook “Sustainability Marketing”. He drew attention to the challenges developing countries are currently facing but also explained the impact of mass consumption on our globe.
Over the next two days, different speakers from the MENA region, Germany, the USA and Turkey proposed ways for moving towards a more sustainable world. Intelligent new traffic solutions for Cairo were presented. Companies like Vodafone, P&G, The Arab African International Bank and several NGO’s presented their efforts to reduce illiteracy, school-drop outs or the environment. Dipl. Ing. Angeli Büttner from Berlin explained how she greens the city of Berlin with local inhabitants and works on landscape remodeling projects.

It was evident that the revolution is one of the main drivers for the attitude change towards sustainable consumption. Many speakers referred to pre-and post-revolution Egypt in their presentations and the 25th of January was often mentioned as a breaking point. Dr. Dalia A. Kader even labeled the Egyptian revolution ”as a cry for sustainability” to improve the economic, governance, environmental and social conditions of the Egyptian population.

It was impressive to see the enthusiasm and spirit amongst especially young student presenters and conference participants, who will be the future managers of Egypt.

HIM presentation on Cause-Related Marketing
Konferenz-steffen in Dr. Adrienne Steffen presented the case study “Success Factors of Cause-Related Marketing- What Developing Countries can Learn from a German Sweets Campaign”. The case study was written together with Sabine Günther, a recent HIM graduate who wrote her business dissertation on cause-related marketing.

The case examines the differences of corporate social responsibility in developing and developed countries. It evaluated the HARIBO “Ein Herz für Kinder” cause-related marketing campaign from 2010 based on five success factors and proposed what developing countries can learn from the evaluation. Because the addressed stakeholder groups in CSR campaigns and consumer motives differ in developing and developed countries, it was recommended that developing countries should not simply copy CSR strategies from developed countries. Instead they should research the macro-environment, consumer motives for sustainable consumption and the consumers’ basic needs.

It was proposed that using CRM campaigns to target the poor, who are unable to spend money on organic products, might be a better short-run solution. Spending the raised money on local projects and education about sustainable consumption and recycling could change consumer attitudes and consumption patterns in the long-term.

The case is currently under review for publication in The MENA Business Case Journal.