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Corporate Web-Video - Chancen, Risiken und gesellschaftlicher Sinn: Fallbeispiel Allianz Versicherungs AG, München by Kunert, Matthias

Corporate Web-Video - Chancen, Risiken und gesellschaftlicher Sinn: Fallbeispiel Allianz Versicherungs AG, München

by Matthias Kunert
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Book cover type: Paperback
  • ISBN13: 9783838683904
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Diplom.de
  • Publisher Imprint: Diplom.de
  • Publication Date:
  • Pages: 388
  • Original Price: GBP 188.9
  • Language: German
  • Edition: N/A
  • Item Weight: 508 grams
  • BISAC Subject(s): Media Studies

Inhaltsangabe: Einleitung: Die Globalisierung steigert die Innovationsgeschwindigkeit und weckt den Bedarf nach beschleunigter Kommunikation und Synchronisation von Prozessen in Unternehmen. Verbesserte IT-Netze bieten für diese Nachfrage jetzt eine Lösung an: Corporate Web-Video, die Videoübertragung über Intra- und Internet für Unternehmenszwecke. Die Einsatzbereiche von Corporate Web-Video sind Unternehmenskommunikation, eLearning, Human-Resource sowie Sales & Marketing, die hohe Erwartungen in eine neue Kommunikationskultur wecken. Daimler-Chrysler hat bereits täglich einen aktuellen Videobeitrag im Internet. Forschungsziel der Untersuchung ist deshalb eine Einschätzung, welche Bedeutung Corporate Web-Video erlangen kann sowie welche Chancen und Risiken damit auf dem Weg in die Informations- und Selbstorganisationsgesellschaft verbunden sind. Dabei soll der gesellschaftliche Sinn ausgelotet werden zwischen dem Hoffnungsszenario von Produktivitätszuwachs und Wohlstand sowie der Annäherung an das Ideal von Information und Bildung für alle, und dem Beunruhigungsszenario von verschärften, ungleichen sozialen und regionalen Chancen sowie sozial verarmten Lernwelten und Kommunikationsformen. Problemstellung: Welche Herausforderungen kann Corporate Web-Video lösen? Dazu stellt diese Arbeit vier forschungsleitende Fragen: Wie steht es um die technische und organisatorische Machbarkeit, das betriebswirtschaftliche Kosten- und Nutzenverhältnis, unternehmens-interne Machtverschiebungen und den gesellschaftlichen Sinn von Corporate Web-Video? Gang der Untersuchung: Für das methodische Vorgehen wird - wegen des noch jungen Forschungsgebietes - eine hypothesenfindende Untersuchung als Untersuchungstyp festgelegt und als Explorationsstrategie die empirisch-qualitative Exploration ausgewählt. Dabei kommt eine Kombination zum Einsatz: Ein qualitatives Experiment als exemplarische Fallstudie, ergänzt durch die seit dem Experiment in der Allianz realisierten Anwendungen,

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