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Humanoide Roboter: Vom Maschinenwesen über Dialogpartner zum Markenbotschafter

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  • Reger-Wagner, Kathrin
  • Kruschel, Sven

Abstract

Humanoiden Robotern (HRO) wird für die Zukunft eine gewichtige Rolle in unterschiedlichen Lebensbereichen zugeschrieben. In Wissenschaft und Praxis herrscht weitgehende Übereinstimmung, dass sich ihre Einsatzpotenziale mit dem technischen Fortschritt weiter ausdehnen werden. In diesem Zusammenhang stellen HRO ein innovatives Instrument für die Markenführung dar. Insgesamt ist zu konstatieren, dass bis dato kein Roboter in Gänze die kognitiven, sensorischen und motorischen Fähigkeiten besitzt, um vollumfänglich auf Umwelteinflüsse abgestimmt zu reagieren. Dennoch ergeben sich bereits heute interessante Anwendungen mit unmittelbarer Relevanz für die Markenbeeinflussung. Diese reichen von der Generierung von Kundenwissen über die Präsentation von Markeninhalten bis zur empathischen Dialogführung.

Suggested Citation

  • Reger-Wagner, Kathrin & Kruschel, Sven, 2020. "Humanoide Roboter: Vom Maschinenwesen über Dialogpartner zum Markenbotschafter," Jena Contributions to Economic Research 2020/1, Ernst-Abbe-Hochschule Jena – University of Applied Sciences, Department of Business Administration.
    • Handle: RePEc:zbw:fhjbwf:20201
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    References listed on IDEAS

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    Keywords

    Humanoide Roboter; digitale Markenführung; künstliche Intelligenz;
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