Benjamin Wagner vom Berg

Sustainable Online Reporting Model: A Web Based Sustainability Reporting Software

The chapter presents the main motivation and achieved goals of the project “Sustainable Online Reporting Model” (STORM) and successive research based on the developed prototype. STORM was established in September 2009 and ended in September 2010 with the aim of developing a web based sustainability reporting software based on dialog-based communication, efficiency, expandability and adaptability. The chapter will give a short introduction to the project group and the project STORM which was performed in an interdisciplinary approach at the University of Oldenburg by combining a business informatics project group and economic project group called “Sustainability and Management in Web2.0”. The chapter will present furthermore the reference architecture of dialogue-based sustainability reporting system. Further information is available on the project website of STORM (2010) including a Live-Demo of the system. The chapter will present an outlook on ongoing research in our faculty e.g. for inter-organizational sustainability reporting.

An Agent-based Framework for Adaptive Sustainable Transportation

In this paper we present a framework for agent based adaptive business applications, as applied to the problem of multi-modal transportation. The framework is built taking into account a set of requirements for the New Generation of Adaptive Applications. These requirements originate both at the field of Adaptive Hypermedia and the field of Business Informatics. A life-size use case of the framework is presented which aims at solving the problem of sustainable multi-modal transportation by increasing the users sustainability awareness using an adaptive application.

Customer Segmentation Based on Compensatory Fuzzy Logic within a Sustainability CRM for Intermodal Mobility

Today Customer Relationship Management (CRM) is a major part of companies’ strategies to increase consumption of customers with the goal of profit maximization. The integration of sustainability in CRM is in progress on different levels (e.g. Green Marketing), but sustainability is not integrated yet in a holistic approach in CRM strategies, processes and systems. A main contribution of such a Sustainable CRM can be to influence the behavior of customers to a more sustainable consumption. For identifying the right customers and applying effective marketing activities it is necessary to build customer segments. The data of customers in this context are various and often fuzzy. In this approach compensatory fuzzy logic is used for customer segmentation based on user preferences. The case study shows the appliance of this customer segmentation within a service for e-mobility for different means of transport (electric car, public transport, train, etc.) with the aim to lead costumers to a more sustainable mobility behavior.

An Approach for a Comprehensive Knowledge Base for a DSS to Determine the Suitability of Open Data Business Models

With the technological trends and changes concepts like open data are gaining more and more public attention. Even governments and organizations recognize their data as a new raw material for economic value creation. Thus, an increasing number of organizations recognize the benefits of opening their own data. But opening their data presents the organizations with new challenges. An appropriate business model which considers the individual interests and situation of an organization while taking account on a huge amount of highly diverse influential factors is one of the most complex tasks. This paper investigates the present business models for open data and their accompanying decision factors with the main focus on smart mobility business models. Subsequently an approach for a comprehensive knowledge base, which can be used as a foundation for a decision support, is proposed.

Entwicklung eines konzeptionellen Frameworks für Elektromobilitätskonzepte mit dem Fokus auf Geschäftsmodellen sowie IKT

Mit einer besseren Marktdurchdringung von Elektromobilitatskonzepten kann eine nachhaltige Umgestaltung des Verkehrs erfolgen und dadurch wesentliche Umweltschutzmasnahmen (z. B. Reduzierung von CO2-Emissionen) erzielt werden. Dabei konnen dienstleistungsbasierte Geschaftsmodelle den derzeitigen Nachteilen (z. B. hohe Anschaffungskosten, geringe Reichweiten und lange Aufladezeiten) von Elektromobilitatskonzepten wirksam entgegenwirken. Zudem konnen Elektromobilitatskonzepte durch die Nutzung von Informations- und Kommunikationstechnologien (IKT) fur Kunden komfortabler gestaltet werden und Unternehmen die Moglichkeit zur Generierung zusatzlicher Mehrwerte bieten. Trotz dieser aussichtsreichen Perspektiven bleibt der grose Erfolg von Elektromobilitatskonzepten aktuell aus. Darum wird in diesem Beitrag ein konzeptionelles Framework dargestellt, anhand dessen eine erste Bewertung innovativer Geschaftsmodelle sowie potenzieller Einsatzmoglichkeiten von IKT fur Elektromobilitatskonzepte vorgenommen wird. Dieser Beitrag untersucht inwiefern innovative Geschaftsmodelle im Verbund mit IKT fur Unternehmen sowie Kunden Mehrwerte generieren kann und somit die Marktdurchdringung von Elektromobilitatskonzepten begunstigt werden kann. Das Ziel dieses Beitrags ist es die Entwicklung innovativer Geschaftsmodelle und IKT-Einsatzmoglichkeiten im Bereich der Elektromobilitat zu fokussieren.

Trends in Mobility: A Competitive Based Approach for Virtual Mobility Providers to Participate in Transportation Markets

Mobility is necessary to participate on day-to-day life, but comes along with negative implications on our environment. A change in our mobility behavior caused by the growing digitalization and arise of new mobility services is essential to reduce the environmental impact of our mobility. To achieve such goal, new services with a strengthened competition has to be established. In addition, sharing of workforce and operating supplies between companies are addressed to adopt new business models. B2B sharing, including occasional workers, has huge potential to generate new services and business models, especially in the service sector. The described approach of a mobility broker provides such a tool for sharing between businesses, but also between businesses and occasional working persons in the field of mobility services.

Using Key Performance Indicators and Multi-Criteria Decision Analysis to Compare the Sustainability of Mobility

This work is a result of the increasing social awareness around the term of sustainable mobility. It identifies the mayor problems in current solutions and comes up with a foundation for solving these problems. According to the authors, the basic problem can be found within the increasingly complex and immeasurable system of mobility. A foundation is provided by making heterogeneous alternatives for mobility (transportation modes) comparable in the context of sustainability, while putting heavy emphasis on the ecological dimension of it. The key to a successful comparison of such transportation modes is stated as the selection of semantically suitable key performance indicators (KPI) and a reasonable decision analysis method, which will be covered throughout this work. A healthy set of KPIs is selected by considering various existing indicators, like indicators for measuring resource consumption or air pollution. This work provides a method for comparing the relative sustainability of multiple modes of personal transportation by using key performance indicators and the multi-criteria decision analysis method PROMETHEE II. Some possible practical use cases which are able to create real world added value are introduced by the authors as well.

Using MCDA to enable individual preference-based matchmaking in the sustainable mobility domain

This work provides a foundation to make heterogeneous alternatives for mobility (transportation modes) comparable in the context of sustainability and providing possibilities to also compare them in other contexts such as costs or flexibility. The key to a successful comparison of such transportation modes is stated as the selection of semantically suitable key performance indicators (KPI) and a reasonable decision analysis method, which will be covered throughout this work. A set of KPIs is selected by considering various existing indicators, like indicators for measuring resource consumption or air pollution. This work provides a method for comparing the relative sustainability or any other desired dimension, given the requirement that a suitable set of KPIs is selected, of multiple modes of personal transportation by using key performance indicators and the multi-criteria decision analysis method PROMETHEE II. In addition to the introduced objective decision support, the authors also provide a way to enable subjective decision support by taking the preference-based model of an individual decision-maker into account. A method to enable individual preference based matchmaking is introduced to provide the mathematical foundation for mapping each individual to their subjectively optimal transportation mode. Some possible practical use cases which are able to create real world added value by automated appliance of the introduced models are given by the authors as well..

Data Mining im Rahmen eines Sustainable Customer Relationship Management zur Optimierung intermodaler Mobilität

Fur eine nachhaltige Entwicklung ist die Veranderung bestehender Konsummuster von groser Bedeutung. Vor diesem Hintergrund bietet sich eine nachhaltigkeitsorientierte Anwendung des Customer Relationship Managements an. Der an der Universitat Oldenburg entwickelten Routenplanungssoftware Jinengo liegt ein solches Verstandnis des Customer Relationship Managements zugrunde. Die Plattform ist eine mobile Anwendung zur Planung von Reiserouten unter Berucksichtigung verschiedener Verkehrsmittel und ermoglicht so intermodale Mobilitat. Die von Jinengo empfohlenen Routen basieren auf den individuellen Anwenderpraferenzen, motivieren aber jeweils zur Wahl nachhaltiger Alternativen. Die personlichen Daten des Anwenders sowie seine in der Vergangenheit gewahlten Reiserouten werden fur die Empfehlungen bislang allerdings nicht berucksichtigt. Die vorliegende Arbeit diskutiert daher den Einsatz von Data Mining zur Analyse von Grunden und genauer Ausgestaltung individuellen Mobilitatsverhaltens. Dazu werden die Methoden Assoziation, Clustering und Klassifikation bezuglich ihrer Potentiale zur Verbesserung des Marketings nachhaltiger Mobilitatsangebote untersucht. Auf diese Weise wird der Closed Loop zwischen operativem und analytischen Customer Relationship Management exemplarisch geschlossen.

Sustainable CRM for Mobility Services based on SOA architecture

Transportation is a field that has potential for reducing emission and pollution through technological and social innovation. Today we face the problem of sustainable multi-modal transportation. This chapter presents a way to approach the problem by increasing the user’s sustainability awareness using an adaptive application. The proposed application is strongly related to a CRM system since today CRM aims at increasing consumption of customers with the goal of profit maximization without integrating sustainability into CRM strategies, processes and systems. The solution is built on top of a framework taking into account a set of requirements for the New Generation of Adaptive Applications. These requirements originate both at the field of Adaptive Hypermedia and the field of Business Informatics.