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Generation Z born between 1995 and 2010 has a growing influence on the markets and businesses need to adapt their marketing strategies to meet the needs and expectations of said generation and therefore influence their brand perception, preferably positively. Consequently, it is essential to understand Generation Z, their values, characteristics and behavior.
The goal of this thesis is to answer how the modern marketing strategy cause-related marketing influences the brand perception of Generation Z. Thus, the following research questions are being posed: “How does cause-related marketing influence Generation Z’s brand perception in Germany?” and “How can cause-related marketing influence Generation Z’s brand perception in Germany positively?”.
To answer the research questions a quantitative study regarding brand perception was conducted. More specifically a survey was run to measure the brand perception of Generation Z regarding the practice of cause-related marketing. The respondents had to indicate how much they agree or disagree with statements about brands practicing cause-related marketing posed on a 5-level Likert scale to measure their brand perception.
The results of the study indicate that the perception of Generation Z gets influenced by the practice of cause-related marketing. Moreover, Generation Z’s brand perception gets influenced positively. This effect can be augmented if companies pay attention to the specific values, characteristics and behavior of Generation Z and choose their message, collaboration partners and causes accordingly. Additionally, Generation Z’s brand perception can be influenced positively if cause-related marketing is practiced originally, especially via suitable communication tools.
Further studies concerning cause-related marketing influencing Generation Z’s brand perception in other countries or how specific brands or industries are affected could be conducted. Additionally, studies focusing on the negative impacts of cause-related marketing could be performed.
Aufgrund der sich ständig weiterentwickelnden Marktsituation und dem Bestreben, seine Produkte kontinuierlich basierend auf den Wünschen seiner Kunden zu verbessern, gilt es zu untersuchen, wie die aktuelle Kundenzufriedenheit mit Accu-Chek Smart Pix Software ist. Ziel dieser Arbeit ist anhand der Durchführung einer quantitativen Kundenzufriedenheitsanalyse die Bestimmung von Faktoren, die sowohl für die Nutzung von Accu-Chek Smart Pix Software, als auch für die Nutzung von Fremdsoftware eine Rolle spielen. Des Weiteren gilt es zu ermitteln, welche Wünsche Nutzer bezüglich zukünftigen Produkteigenschaften haben, sodass eventuelle Ableitungen diesbezüglich getroffen werden können. Im Rahmen der Datenerhebung wurde ein Fragebogen entwickelt, welcher die zu untersuchenden Aspekte in Form einer expliziten,multiattributiven Methode beurteilen soll.
Die Auswertung der erhobenen Daten gab Aufschluss darüber, dass die Kundenzufriedenheit mit Accu-Chek Smart Pix Software als rundum positiv bewertet werden kann, sowie dass die Nutzung einer Diabetes Management Software tendenziell einen erheblichen Mehrwert generiert.
COVID-19 has caused severe consequences for the tourism sector, many small- to medium sized travel agencies went bankrupt. Furthermore, the digitalization has been an important global trend, which also affects tourism. The question “how a travel agency could survive in these external circumstances?” is now under the spotlight.
With information from secondary literatures, the macroenvironments surrounding the Chinese and German travel markets are examined. This comparison results in two PEST analyses in order to find out the differences. The case of KaiYuan GmbH, a travel company with Sino-German background, represents a survivor of COVID-19. The SWOT analysis on the company´s microenvironment shows that to possess a broad portfolio and to enter new markets are crucial. The results from the macro- and microenvironment analyses lead to the creation of the new business model Intelligent Travel Agency (ITA), which combines digital developments and a diversified product portfolio. Refined marketing strategies as a German travel agency towards Chinese customers are presented, such as utilizing different Chinese media channels. With feasible components and implementation suggestions, ITAs could replace traditional travel agencies and ensure the existence of travel agencies.
The bachelor thesis investigates the development and impact of electronic payment methods, specifically concerning the COVID-19 pandemic, consumer preferences, and the future of such methods. The primary objective of this study was to examine the effect of the pandemic and security concerns on consumer behaviour towards electronic payments. That was achieved through a literature review and a survey of 605 participants. The survey results indicate an increasing trend among consumers towards cashless payments due to their numerous advantages over cash transactions, including enhanced hygiene, quicker processing times, and improved security. As such, users exhibit a high level of comfort and convenience with electronic payment methods and are generally rarely worried about the security of their data. The study further reveals that electronic payment methods are gaining popularity worldwide, particularly mobile payments. The pandemic and improved security measures have led to a notable increase in their use, which is expected to continue to rise. Based on these findings, the study suggests that digital payments are the way forward and that these methods will be further developed to improve user-friendliness and security.
This thesis is written based on secondary research to understand the main determinants of purchase intention of Generation Y women towards Fast Fashion products and how important is sustainability among those determinants. There are many different studies dedicated to Generation X and Z, however, when it comes to Generation Y there are not many sources available. I decided to put them together in this study.
This thesis consists of secondary researches, mostly journal articles and case studies from different countries, with detailed specific information.
The gathered information is categorized into 3 small hypotheses, which include theoretical and practical approaches.
More research can be made conducting primary research in different countries using physical stores and online stores.
Unternehmensgründungen stärken das soziale Wohlergehen, indem neue Arbeitsplätze geschaffen werden und Märkte mit innovativen Produkten gefüllt werden. In Deutschland entschließen sich immer mehr Menschen mit Migrationshintergrund dazu, unternehmerisch tätig zu sein.
Diese Arbeit beschäftigt sich mit Determinanten des unternehmerischen Handelns von Frauen mit Migrationshintergrund. Ziel der Forschung ist es, die Gründungsintention sowie relevante Einflussfaktoren des unternehmerischen Handelns von Frauen mit Migrationshintergrund zu untersuchen. Außerdem sollen Handlungsempfehlungen ausgesprochen werden.
Um den Forschungsgegenstand dieser wissenschaftlichen Arbeit zu untersuchen wurde eine Onlinebefragung erstellt. Die Umfrage wurde durch Netzwerke von Gründungsberatungen und weiteren forschungsrelevanten Institutionen mit der spezifischen Zielgruppe geteilt. Im Anschluss an die Onlinebefragung wurden Tiefeninterviews mit Frauen der Zielgruppe geführt, um einige Forschungsgebiete detaillierter zu analysieren.
Aus der empirischen Forschung geht hervor, dass es in Deutschland erfolgreiche Unternehmerinnen mit Migrationshintergrund gibt. Die Entstehungsbedingungen und Einflussfaktoren sind zielgruppenspezifisch geprägt. Die Forschung hat belegt, dass sich der Gründungsprozess für den Großteil der Frauen als sehr herausfordernd erweist. Laut der Zielgruppe könnte das Gründerklima noch in einigen Bereichen verbessert werden.
Current work aimed to conduct the market research for premium surgical power systems market segment in China. Qualitative and quantitative primary and secondary researches were completed in order to set the right strategical direction for service, weight the opportunities in the market, set the right models and methods for service. Research results are describing the demand on service, mechanics of the business and the benchmark of the segment. Customer's profile, sales channels, service portfolio and 5 Ps for the service of surgical power systems were completed.
The aim of this bachelor thesis is to theoretically compare the most important sourcing strategies in the field of recruitment with regard to their effectiveness and then to empirically test them. Four different sourcing strategies are examined by analyzing their opportunities, risks and success factors. Using the findings from the literature review, the strategies are assigned to specific employee groups for which they are most suitable and effective. These match-ups consequently form the four hypotheses, which will be investigated by conducting a quantitative survey in the empirical part of this thesis. In addition, the survey project will provide further insights into the most effective instruments and important selection criteria for sourcing strategies, so that recommendations for action can be made.
Die Zielsetzung dieser Bachelorarbeit ist es, die Grundlagen der Globalisierung und Internationalisierung und dessen Bedeutung für Unternehmen zu beleuchten. Nach dem die Internationalisierungsstrategien bspw. Strategien der Markterschließung und Markeintrittsformen mit ihren jeweiligen Vor- und Nachteilen vorgestellt wurden, soll anhand einer PEST- Analyse das Land Russland als potenzielles Land für den Markteintritt analysiert werden. Des Weiteren sollen relevante Informationen über den russischen Markt, im allgemein sowie im Bereich der Medizintechnik, gesammelt werden. Zusätzlich sollen die Ergebnisse des Experteninterviews, nach der Analyse und Bewertung, in die Marktanalyse mit einfließen, um in der Folge eine erfolgreiche Markteintrittsstrategieempfehlung für iSYS Medizintechnik GmbH zu entwickeln.
Moving places in cars impacts human activity daily. Therefore, living in a world without cars is inconceivable. While demand for cars exists, supply experiences shortcomings. Customers receive their vehicles with only one key or must deal with long delivery times. There is a correlation between the car industry, supply shortfalls and the current state of the world regarding COVID-19. The objectives of this research are examining how the semiconductor chip shortage affected sales and production of German car manufacturers and what strategic conclusions can be drawn for the future. To reach the objectives a quantitative theory analysis of existing literature was applied. The chosen car manufacturers are Audi AG, BMW AG, and Mercedes-Benz Group AG.
The results show that all objects to the research topic experienced a decline in production and sales. Further, that the semiconductor shortage, mainly anticipated by the pandemic, revealed the fragility of supply networks of the automotive industry. Different strategic attempts may cure supply chain management issues as such; however, it depends on the evaluation of the automotive industry whether this crisis carries a sustainable effect with its presence or not.