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Connecting innovative manufacturing companies through the use of a mobile application

  • In an ever smaller and connected world, the need for instant access and communication is becoming more and more necessary. This is especially true in business, and no one understands this better than the people working at the Global Success Club. This is why they have decided to develop a mobile application specially catered to serve busy executives of innovative manufacturing companies, and help them find the right business partners for their next business venture or innovative collaboration. This thesis was written on the behalf of the Global Success Club to help them determine the optimal way to develop a mobile application that aims to connect innovative manufacturing companies in a global setting by looking at two research questions: 1. How to win B2B users/customers for a mobile application by focusing on smart user interface; and 2. Which method of marketing communication, direct marketing (emails & follow-up calls) or social media marketing, is more successful in winning over users in the internet affinitive US market. This paper will accomplish its task by first looking over past research done by authors and researchers about how mobile applications are changing the way of the world and the way we communicate. The paper will also explore why businesses are now deciding to adopt new technologies to help them with business processes that were traditionally done offline. In order to answer the questions posed by this thesis, research was conducted on previous studies and what they have suggested pertaining to the research questions. Based on the research, hypotheses were made and those ideas implemented into the final plans by the company for the design and marketing communication strategy. Conclusions were made about the most effective user interface designs based on the hypotheses, and a study will be carried out at a later to judge their effectiveness. A study on the marketing strategy taken by the company was able to show that a more direct marketing message is optimal to win users and would be more effective if combined with wide spread and cost-effective online marketing.

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Author:Michael Albanese
Advisor:Daniel Cerquera
Document Type:Bachelor Thesis
Year of Completion:2017
Granting Institution:Hochschule Furtwangen
Date of final exam:2017/02/28
Contributing Corporation:Global Success GmbH
Release Date:2017/03/09
Page Number:63
Degree Program:IBM - International Business Management
Functional area:Business Strategy
Licence (German):License LogoUrheberrechtlich gesch├╝tzt