Papers by Michael Neubert
BOD, 2025
Das vorliegende Werk „Eine kurze und einfache Anleitung zur Verwendung von
Fallstudien als Forsch... more Das vorliegende Werk „Eine kurze und einfache Anleitung zur Verwendung von
Fallstudien als Forschungsmethode“ bietet eine kompakte, aber umfassende
Einführung in die Methodik der qualitativen Fallstudienforschung. Der Leitfaden
richtet sich an Studenten, Doktoranden sowie an Wissenschaftler in der frühen
Phase ihrer akademischen Laufbahn, die Fallstudien als methodischen Zugang
zur Analyse komplexer Phänomene im organisationalen Umfeld nutzen möchten.
Im Zentrum steht ein achtstufiger Forschungsprozess, der von der Entwicklung der
Problemstellung über die Fallauswahl und Datenerhebung bis hin zur Analyse und
Ergebnisdarstellung reicht. Die Autoren kombinieren theoretische Grundlagen mit
praktischen Anwendungshinweisen, wobei sie sich auf anerkannte methodologi-
sche Ansätze%– insbesondere von Yin, Eisenhardt, Merriam, Halkias, Harkiolakis
und Stake%– stützen. Das Werk enthält zahlreiche tabellarische Übersichten, Bei-
spiele aus der Forschung und methodische Reflexionen zu Themen wie Replika-
tionslogik, Triangulation und ethische Verantwortung.
Besonderes Augenmerk liegt auf der induktiven Theoriebildung, der Berücksich-
tigung des Forschungskontextes sowie der Entscheidung zwischen Einzelfall-
und Mehrfachfallstudien. Darüber hinaus bietet der Leitfaden Hilfestellung bei
der Konstruktion des Interviewleitfadens, bei Sampling-Strategien und bei der
Kodierung qualitativer Daten.
Das Buch leistet einen praxisorientierten Beitrag zur Forschungsausbildung, in-
dem es wissenschaftliche Standards wahrt und zugleich verständlich und zu-
gänglich bleibt. Es eignet sich sowohl als begleitende Literatur für methodische
Lehrveranstaltungen als auch als praktische Anleitung für die eigenständige
Durchführung qualitativer Fallstudien in den Wirtschafts-, Gesundheits- und
Sozialwissenschaften.
European Journal of Management, Leadership and Health Care, 2025
This study analyses the impact of social media marketing activities (SMMAs) on customer behaviour... more This study analyses the impact of social media marketing activities (SMMAs) on customer behaviour in German tax advisory firms. The SO -R model is used to examine the influence of four SMMA dimensions-customization, entertainment, interaction, and trendiness-on perceived value (PV) and the resulting behavioural intentions (purchase intention, willingness to pay a premium, e-WoM). Following an online survey in January 2025 with 390 valid participants, the model was tested using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results indicate that social media marketing activities do not directly influence user behaviour. Instead, PV acts as the main mediator: as the perceived usefulness of the content increases, the purchase intention, willingness to pay, and willingness to recommend increase. Customisation and interaction have a positive influence on PV, while trendiness and e-WoM are less important. The significant explanatory power of the model (R² for PV = 0.649) confirms the importance of customised, interactive content for the digital communication of tax firms. The study offers both theoretical and practical insights. It adds a knowledge-based service to SMMA research and provides clear recommendations for the strategic use of social media in tax consulting. It also provides evidence of a suppression effect, where the positive influence of PV offsets negative immediate effects. Research shows that strategically important and benefit-focused content is crucial for the success of social media marketing in tax consultancy. The key conclusion is that social media, when used to deliver credible, user-centered value, becomes a powerful tool for trust-building, differentiation, and strategic client development in professional service firms.
European Journal of Management, Leadership and Health Care, 2025
This paper comprehensively explores the foundations of academic philosophy and their direct relev... more This paper comprehensively explores the foundations of academic philosophy and their direct relevance to scholarly inquiry. It clarifies how core concepts such as ontology (the nature of reality), epistemology (the nature of knowledge), axiology (values), and methodology, form the foundation of research design and knowledge production. The paper traces the historical evolution of philosophical thought and outlines major research paradigms (positivist, constructivist/interpretivist, critical/ transformative, pragmatic) along with key reasoning approaches (deductive, inductive, abductive, etc.). Key insights highlight that each paradigm has distinct strengths and is suited to particular questions; understanding these differences is essential for aligning research questions with appropriate methods and for ensuring theoretical and methodological coherence. The analysis emphasizes that philosophical literacy enhances research rigor, ethical reflexivity, and interdisciplinary collaboration. For academic research, for example in healthcare and management, actionable recommendations are provided: explicitly identify and articulate your philosophical stance in proposals and dissertations; ensure your chosen methods align with your paradigm and research objectives; remain conscious of the values and ethical implications (axiology) inherent in your work; and be open to integrating diverse paradigmatic perspectives to address complex practical problems. By building this philosophical fluency, emerging scholars can strengthen their research's credibility, relevance, and impact.
European Journal of Management, Leadership and Health Care, 2025
Despite the evident market growth and technological advancements, there is a lack of studies exam... more Despite the evident market growth and technological advancements, there is a lack of studies examining the strategies employed by Chinese smart home technology firms to encourage the adoption of AI-based smart home technologies. This qualitative multiple-case study aimed to fill that gap by exploring how five leading Chinese smart home technology firms (Haier, Aqara, Xiaomi, Huawei, and LifeSmart) embed TAM-related adoption predictors into their consumer communication strategies, focusing on Millennials and Gen Z. This purpose leads to the research question: "How do five leading Chinese smart home firms embed TAM-related adoption predictors into their consumer communication strategies, focusing on Millennials and Gen Z?" The findings reveal that all five case study firms effectively tailor their communication strategies by leveraging TAM predictors to resonate with the preferences and expectations of Milennials and Gen Z, providing implications for both academic theory and practical marketing management. Future research could add further case study firms to the sample, extend the results to other geographical markets, or use longitudinal studies to analyse changes in consumer adoption and communication strategies.
European Journal of Management, Leadership and Health Care, 2024
The purpose of this quantitative study was to examine the factors influencing the agebased adopti... more The purpose of this quantitative study was to examine the factors influencing the agebased adoption patterns of AI-based Smart Home Technologies (AI-SHT) among Chinese millennials and Gen Z consumers. The theoretical foundation of the study was based on an extended Technology Acceptance Model (TAM), incorporating perceived usefulness, ease of use, trust, and user attitude as factors influencing purchasing intention. Data were collected from 388 Chinese millennials and Generation Z consumers through a standardized 5-point Likert scale survey in October 2024. The factor model exhibits high explanatory power, collectively accounting for 72% of the variance in consumer intention to adopt AI-SHT among Gen Z and Millenial consumers in China. This study advances the understanding of TAM's applicability across age groups, identifying specific needs and expectations of different age groups for AI-SHTs through factor analysis and correlation testing. This research contributes actionable insights for developers, marketers, and policymakers aiming to support demographic-specific adoption. Limitations include an absence of longitudinal data to track changes over time and the exclusion of other factors that may impact adoption behaviors. Future research should address these limitations to improve generalizability and depth of understanding.
European Journal of Management, Leadership and Health Care, 2024
This systematic literature review examines the complex relationship between patient expectations ... more This systematic literature review examines the complex relationship between patient expectations and realistic outcomes in aesthetic medicine. Driven by the growing prevalence of social media trends and shifting beauty ideals, the demand for aesthetic treatments has significantly increased in recent years. The analyzed studies address psychosocial and ethical dimensions, highlighting key themes such as the influence of social media platforms such as TikTok, Instagram, or FaceBook, which promote unrealistic beauty standards and foster exaggerated and often unattainable patient expectations. Practitioners usually feel pressured to fulfill patient requests that conflict with their clinical safety standards or own professional judgment, leading to ethical challenges. This article demonstrates that transparent communication, evidence-based decisions, and practitioner trust often drive patient satisfaction. Generational differences reveal that social media influences younger patients and aspire to cosmetic perfection, whereas older patients prioritize natural results and safety. A significant research gap exists in examining the long-term psychosocial effects of aesthetic procedures on patients' mental health, self-esteem, and social well-being. The need for personalized communication strategies is shown to address these unrealistic expectations effectively. Future research could analyze the impact of social media on patient decision-making, cultural differences driving expectations, and the development of evidence-based communication models. This systematic literature review underscores the importance of an interdisciplinary approach that integrates ethical, psychosocial, and clinical perspectives to bridge the gap between patient expectations and realistic outcomes while promoting sustainable and patient-centered practices in aesthetic medicine.
European Journal of Management, Leadership and Health Care, 2024
There needs to be a consensus about what Business Ethics means. This paper explores the complexit... more There needs to be a consensus about what Business Ethics means. This paper explores the complexity of business ethics and attempts to provide a definition, drawing from reviewing 187 scholarly articles referencing the term business ethics and covering more than 40 years. This study aims to offer a distinct and succinct definition of its communication yet sufficiently broad in its practical applications. As the term's origins can neither be unequivocally placed in academia nor practice, the definition concentrates on extracting the quintessence of Business Ethics using both spheres. Applying semantic analysis and building on the commonalities of 20 peer-reviewed definitions of the term, it is concluded that Business Ethics is widely present in scholarly works in multiple aspects. The implications and shortcomings of this definition are discussed.
European Journal of Management, Leadership and Health Care, 2024
The purpose of this systematic literature review was to explore the status of the literature abou... more The purpose of this systematic literature review was to explore the status of the literature about the factors influencing the adoption of AI-based Smart Home Technologies (AI-SHT) among Chinese consumers. The study synthesizes findings from 18 peer-reviewed articles published between 2019 and 2024, focusing on behavioral, social, and technological factors that impact AI-SHT adoption. Prominent theoretical models, including the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB), were frequently used to explore perceived usefulness, ease of use, social influence, and trust. Key barriers, such as privacy concerns, data security issues, and economic considerations, are discussed within China's unique cultural and economic landscape. Methodologically, quantitative studies dominated the reviewed literature, relying heavily on survey-based approaches to assess consumer attitudes and behaviors. Findings highlight the complexity of Chinese consumers' adoption motivations, suggesting a need for further research into generational preferences, alternative adoption models, and cross-industry applications of AI-SHT. This review provides a foundation for future studies and industry strategies to enhance AI-SHT adoption in China.
European Journal of Management, Leadership and Health Care, 2024
Business ethics is an ever-evolving field of theoretical and practical study that has enjoyed a s... more Business ethics is an ever-evolving field of theoretical and practical study that has enjoyed a steady stream of interest with a hockey stick of attention since globalization, especially global collaboration, which took off after 2000. There is a relatively new movement towards alterocentric ethics, a philosophical approach that places the "other" at the center of a company's consideration. Alterocentric ethics asks businesses to integrate responsibility toward stakeholders, the community, and the environment as intrinsic components of their operations. This study systematically reviews current literature on alterocentric business ethics. we applied a structured search methodology across academic databases, using predefined eligibility criteria to examine existing scholarly work comprehensively.
International Business Research, May 17, 2023
The purpose of this study is to explore the post-pandemic internationalization behavior of Paragu... more The purpose of this study is to explore the post-pandemic internationalization behavior of Paraguayan firms using a comparative multiple-case study design as research methodology. Data was collected through qualitative, in-depth interviews with senior managers of Paraguayan case study firms and other sources of evidence in 2022. The findings of this study suggest that the post-pandemic internationalization behavior differs from the pre-pandemic behavior. The data reveals that Paraguayan firms seem to have digitized their internationalization processes to connect with customers and distributors, to increase the productivity of internationalization, to manage internationalization cost, and to develop online distribution and marketing channels to acquire international customers directly. The "working from home" trend allows them to recruit more experts from abroad and with their global exporter business model, they may flexibly respond to business opportunities and to a growing geopolitical risk. The findings of this study have implications for practice and theory. Managers may use the results to improve their internationalization processes. Researchers may continue this research with quantitative research methods and in other countries to strengthen and verify the results.
Technology Innovation Management Review, May 25, 2017
Technology Innovation Management Review, May 29, 2018
Digital is worth its weight when all parts of the choir sing their respective parts in harmony to... more Digital is worth its weight when all parts of the choir sing their respective parts in harmony to achieve a higher purpose and make a unique impact.
Central European Business review, Sep 30, 2017
This paper aims to understand how born global firms develop their international pricing strategie... more This paper aims to understand how born global firms develop their international pricing strategies, practices, and models. It aims to expand the study of international entrepreneurship and born global firms by including a broader and deeper range of pricing aspects than is normally found in the international entrepreneurship and pricing literature. The paper opted for a multiple casestudy research design using different sources of evidence, including four in-depth interviews with CEOs of born global firms. The case-study firms were selected using a purposive selection method. The theoretical framework of Ingenbleek, Frambach & Verhallen is used. The results suggest that successful leaders act as 'integrating forces' on two levels: by applying a structured and disciplined price-setting process with regular reviews and by mediating between corporate financial goals and the local market reality. The results support the claim that policy makers should offer insights, training and financial support to give promising born global firms the possibility to select the most efficient international pricing models and strategies. The results are relevant for entrepreneurs to understand the importance of efficient price-modelling processes and the influence of the different price strategies and price models on financial results and sales revenues.
The Universidad Paraguayo Alemana
The Innovative Business School, 2020
The Advantage of the Multiple Case Study Design for Management Researchers
Routledge eBooks, Feb 19, 2022
A Refresher on the Philosophical Foundations of Academic Research
Routledge eBooks, Feb 19, 2022
Applying Data Collection Methods in Multiple Case Study Research
Routledge eBooks, Feb 19, 2022
Writing and Publishing Multiple Case Study Research
Routledge eBooks, Feb 19, 2022
How Does the Novice Researcher Design a Multiple Case Study?
Routledge eBooks, Feb 19, 2022
Social Science Research Network, 2019
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Papers by Michael Neubert
Fallstudien als Forschungsmethode“ bietet eine kompakte, aber umfassende
Einführung in die Methodik der qualitativen Fallstudienforschung. Der Leitfaden
richtet sich an Studenten, Doktoranden sowie an Wissenschaftler in der frühen
Phase ihrer akademischen Laufbahn, die Fallstudien als methodischen Zugang
zur Analyse komplexer Phänomene im organisationalen Umfeld nutzen möchten.
Im Zentrum steht ein achtstufiger Forschungsprozess, der von der Entwicklung der
Problemstellung über die Fallauswahl und Datenerhebung bis hin zur Analyse und
Ergebnisdarstellung reicht. Die Autoren kombinieren theoretische Grundlagen mit
praktischen Anwendungshinweisen, wobei sie sich auf anerkannte methodologi-
sche Ansätze%– insbesondere von Yin, Eisenhardt, Merriam, Halkias, Harkiolakis
und Stake%– stützen. Das Werk enthält zahlreiche tabellarische Übersichten, Bei-
spiele aus der Forschung und methodische Reflexionen zu Themen wie Replika-
tionslogik, Triangulation und ethische Verantwortung.
Besonderes Augenmerk liegt auf der induktiven Theoriebildung, der Berücksich-
tigung des Forschungskontextes sowie der Entscheidung zwischen Einzelfall-
und Mehrfachfallstudien. Darüber hinaus bietet der Leitfaden Hilfestellung bei
der Konstruktion des Interviewleitfadens, bei Sampling-Strategien und bei der
Kodierung qualitativer Daten.
Das Buch leistet einen praxisorientierten Beitrag zur Forschungsausbildung, in-
dem es wissenschaftliche Standards wahrt und zugleich verständlich und zu-
gänglich bleibt. Es eignet sich sowohl als begleitende Literatur für methodische
Lehrveranstaltungen als auch als praktische Anleitung für die eigenständige
Durchführung qualitativer Fallstudien in den Wirtschafts-, Gesundheits- und
Sozialwissenschaften.