{ "@context": { "@base": "https://medienarchiv.zhdk.ch/", "madek": "https://medienarchiv.zhdk.ch/ns#", "madek_system": "https://medienarchiv.zhdk.ch/vocabulary/madek_system:", "Keyword": "https://medienarchiv.zhdk.ch/vocabulary/keyword/", "Role": "https://medienarchiv.zhdk.ch/roles/", "rdf": "http://www.w3.org/1999/02/22-rdf-syntax-ns#", "rdfs": "http://www.w3.org/2000/01/rdf-schema#", "owl": "http://www.w3.org/2002/07/owl#", "madek_core": "https://medienarchiv.zhdk.ch/vocabulary/madek_core:", "madek_zhdk_bereich": "https://medienarchiv.zhdk.ch/vocabulary/zhdk_bereich:", "madek_media_content": "https://medienarchiv.zhdk.ch/vocabulary/media_content:", "madek_copyright": "https://medienarchiv.zhdk.ch/vocabulary/copyright:" }, "@graph": [ { "@id": "https://medienarchiv.zhdk.ch/entries/a788fdc0-341c-499c-93a8-a244a5b8259b", "@type": "madek:MediaEntry", "madek_core:title": { "@value": "Strategische Kundenzentrierung im Packaging-Design-Prozess", "@type": "madek:Text" }, "madek_core:subtitle": { "@value": "Am Beispiel der Migros", "@type": "madek:Text" }, "madek_core:description": { "@value": "Technologischer Fortschritt und Digitalisierung im Detailhandel machen Konsumenten emanzipierter und den Markt umkämpfter. Konsequente Kundenzentrierung ist für zukunftsfähige Detailhändler unabdingbar, da wirkungsvolles Packagingdesign das Interesse der Kund*innen visuell stimulieren, Informationen transportieren und Kaufentscheide beeinflussen kann. Wie lässt sich die bislang vernachlässigte Kundenzentrierung im Packagingdesign-Prozess der Migros strategisch fördern? Auf Basis theoretischer Grundlagen aus dem Design Thinking sowie dem Neuromarketing erörtert die Autorin, wie Konsument*innen Entscheidungen treffen, sie analysiert die bestehenden Prozesse der Migros und befragt Kund*innen im Supermarkt. Im Resultat entwickelt sie ein prototypisches Framework mit kostengünstigen Methoden, um die Kundensicht im Packagingdesign-Prozess zu berücksichtigen. Dieses ist auch für andere Abteilungen/Unternehmen anwendbar.", "@type": "madek:Text" }, "madek_core:authors": { "@id": "https://medienarchiv.zhdk.ch/people/fc9d5641-7fae-427c-a297-7c754eb17435" }, "madek_core:portrayed_object_date": { "@value": "2020", "@type": "madek:TextDate" }, "madek_core:keywords": { "@id": "https://medienarchiv.zhdk.ch/vocabulary/keyword/bf2e8bd1-2bca-42e8-9245-9d594e44d1f4" }, "madek_media_content:type": { "@id": "https://medienarchiv.zhdk.ch/vocabulary/keyword/c87159bb-acbe-435a-bfe4-57cd4e82acfd" }, "madek_zhdk_bereich:project_leader": { "@value": "Stefano Vannotti, Danica Zeier, Katharina Nill", "@type": "madek:Text" }, "madek_zhdk_bereich:institutional_affiliation": { "@id": "https://medienarchiv.zhdk.ch/people/aaf7eaa9-90c3-4030-ba6e-305b4bd0b5db" }, "madek_zhdk_bereich:project_type": { "@id": "https://medienarchiv.zhdk.ch/vocabulary/keyword/1ecab382-d875-45c2-aeef-4420b702ec69" }, "madek_zhdk_bereich:academic_year": { "@id": "https://medienarchiv.zhdk.ch/vocabulary/keyword/a9b8268a-a023-43f8-bf85-2bc5fc86e60b" }, "madek_core:copyright_notice": { "@value": "Zürcher Hochschule der Künste", "@type": "madek:Text" }, "madek_copyright:license": { "@id": "https://medienarchiv.zhdk.ch/vocabulary/keyword/bc1934f6-b580-4c84-b680-c73b82c93caf" }, "madek_copyright:copyright_usage": { "@value": "Das Werk darf nur mit Einwilligung des Autors/Rechteinhabers weiter verwendet werden.", "@type": "madek:Text" } }, { "@type": "madek:MetaKey", "@id": "madek_core:title", "rdfs:label": [ { "@language": "de", "@value": "Titel" }, { "@language": "en", "@value": "Title" } ], "rdfs:comment": [ { "@language": "de", "@value": null }, { "@language": "en", "@value": null } ] }, { "@type": "madek:MetaKey", "@id": "madek_core:subtitle", "rdfs:label": [ { "@language": "de", "@value": "Untertitel" }, { "@language": "en", "@value": "Subtitle" } ], "rdfs:comment": [ { "@language": "de", "@value": null }, { "@language": "en", "@value": null } 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"rdfs:comment": [ { "@language": "de", "@value": null }, { "@language": "en", "@value": null } ] }, { "@type": "madek:MetaKey", "@id": "madek_media_content:type", "rdfs:label": [ { "@language": "de", "@value": "Kunstgattung / Disziplin" }, { "@language": "en", "@value": "Genre / discipline" } ], "rdfs:comment": [ { "@language": "de", "@value": null }, { "@language": "en", "@value": null } ] }, { "@type": "madek:MetaKey", "@id": "madek_zhdk_bereich:project_leader", "rdfs:label": [ { "@language": "de", "@value": "Dozierende/Projektleitung" }, { "@language": "en", "@value": "Lecturer / head of project" } ], "rdfs:comment": [ { "@language": "de", "@value": null }, { "@language": "en", "@value": null } ] }, { "@type": "madek:MetaKey", "@id": "madek_zhdk_bereich:institutional_affiliation", "rdfs:label": [ { "@language": "de", "@value": "Bereich ZHdK" }, { "@language": "en", "@value": "Institutional affiliation" } ], "rdfs:comment": [ { "@language": "de", "@value": null }, { "@language": 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