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With the rise of the internet and the flood of information it provides at no cost, print is no longer the main source of information. The German magazine market has been highly affected by this change. Publishers are faced with declining sales volumes, loss of advertising income and increasing costs. The implementation of Augmented Reality technology could make print magazines less static by providing the opportunity to add extra content and create an interactive reading experience. However, so far the use cases of this technology in print magazines have been rare, which might be due to the deficiency of information publishers have about its likelihood of success. To reduce this information gap and provide some recommendations for publishers, a web survey and expert interviews were conducted to establish the consumer perspective on an implementation of AR technology and to provide a potential future outlook based on the opinions of German AR solution providers. It was concluded that an implementation of AR would lead to a value addition for consumers and would result in an increase in purchase intention. Despite also resulting in an improved perceived image of the magazine, it should only be implemented if it does not lead to an increase in price or the reduction of editorial content, to avoid losing readers, who will not access the additional content. The substantial costs involved in implementing AR as well as existing technological limitations, which affect the ease of use for consumers, will likely prevent many publishers from realising such an implementation. AR glasses will play a significant role in the decision if AR technology will have a future in German print magazines according to the interviewed experts, in case they are accepted by the general public.
Mit dem Fitnessboom in Deutschland profitiert auch die Nahrungsergänzungsmittelindustrie. Auf Social-Media-Kanälen wie Instagram wird immer sichtbarer wie Influencer der Fitnessbranche mit Produktplatzierungen für Nahrungsergänzungsmittel werben. Diese Arbeit untersucht das neue Marketingphänomen des Influencer Marketings bezogen auf die Nahrungsergänzungsmittelindustrie der Fitnessbranche in Deutschland. Für die Untersuchung wurde eine persönliche Befragung von Fitnessstudiobesuchern durchgeführt. Die Ergebnisse der Studie zeigen, dass das Influencer Marketing eine Rolle für den Erfolg von Herstellern der Nahrungsergänzungsmittelindustrie haben kann und diese neue Marketingdisziplin voller Potenzial steckt.
Globalisation and technological advancements over the last decade have changed the way that business organisations operate. In response to these developments many companies have opted for a global strategy which usually entails a form of standardisation. This thesis will focus on standardisation of human resources software. There are many articles and journals on the field of human resources management, the impact of technology of human resources and standardisation of processes in general but very little literature on standardisation of human resources software despite the huge role that it plays in supporting global HR strategy.
Using mainly qualitative research and primary first-hand experience this thesis will look into the factors affecting standardisation of human resources software. The assumption is that standardisation of HR software is the only option for global strategy and that it will increase efficiency, reduce costs and create other benefits for an organisation.
The research shows that when technical and non-technical factors are not equally considered standardisation of HR software is likely to take longer than intended and according to the measurements put in place it may fail completely or the perceived benefits are not fully realised. Additionally, constant technological innovations could redefine standardisation and the role of HR software in an organisation.
It has been common for retail firms to simultaneously operate multiple channels.
However, customers are increasingly demanding a seamless shopping experience and
cross-channel strategies have gained in importance for retailers across industries. It has
become evident that successful integration of online and offline channels can increase
customer loyalty and ensure a retailer’s long-term profitability. Although opportunities
presented by cross-channel retailing are diverse, until today only few retail companies
have successfully implemented such a strategy, as they face firm- and customer-related
limits. Thus, the purpose of this bachelor thesis is to provide a general understanding of
the concept of cross-channel retailing and to examine how new technologies can link
retailers’ sales channels on the one hand, but also pose major challenges on the other.
A literature review using academic journals, trade publications and academic books
provides valuable insights on the changes in customer shopping behaviour due to the
prevalence of new technologies and the consequences for retailers. Furthermore,
opportunities and limits of cross-channel retailing are critically examined following a
customer-centric approach. Primary research is conducted to illustrate customers’
experience with Artificial Intelligence in the form of a chatbot implemented by an US
apparel retailer. The thinking aloud method is used to gain insights into participants’
thought processes and to analyse the chatbot’s potential to replicate the experience
offered in a physical store. Findings include that showrooms and emerging technologies
such as artificial intelligence, big data analytics and beacons may present an opportunity
for retailers in the apparel industry, while privacy concerns, technology acceptance,
demographics and firm-related challenges need to be taken into account.
The present study examines stock split announcements with regard to the semi-strong form of the efficient market hypothesis. Daily security price data and a sample of 262 stock split announcements observed on the New York Stock Exchange during the ten-year period from January 2006 to December 2015 are applied on parametric as well as nonparametric tests. The test results provide empirical evidence in favor of the semi-strong form of market efficiency. This implies that the marketplace immediately and efficiently reacts to stock split announcements by adjusting security prices. Therefore, it is not possible to generate significant abnormal returns by trading on the information content implicit in stock split announcements.
The thesis introduces a case study research presenting the transfer pricing problem of a selected MNE. Hereby, the researcher derives an appropriate method for the case and concludes with a comparison of theory and practice. The theoretical part of the thesis evaluates existing transfer pricing methods as explained by the OECD, Germany and the USA. The second part is about the choice of the research methodology, case study research and expert interview.
The third part first introduces the case study, analyzes a theoretical framework of the transfer pricing process and evaluates the existing transfer pricing methods, which allows for the derivation of the most appropriate transfer pricing method for the case. The fourth part concludes the research by applying the derived transfer pricing method, the Cost Plus Method, to the particular case study. By combining theoretical and practical approaches, a solution to the problem is determined.
For a long time, car sharing has been known as a niche market, not able to attract a significant number of people. The cause of this has not only been car sharing services being inflexible with their offers, but also the high societal value of owning a car. Today, car sharing is more flexible with its offers and enjoys a rising popularity within the Federal Republic of Germany. A steadily increasing number of citizens is registered with local car sharing providers. This trend represents one of the many sub-categories resulting from the sharing economy, which stands for community consumption. Instead of owning an object, the customer pursues the objective of temporary use. Using an online survey as well as expert interviews, this thesis investigates if car sharing has an impact on car ownership. In addition, this research aims to find out if and how the endowment effect, which describes the phenomenon of people valuing something higher that they own than something they do not own, impacts the connection between car sharing and car ownership. Results suggest that a low degree of psychological ownership potentially could lead to a higher tendency to select a car sharing vehicle over a private vehicle. Relevant factors, as suggested by research results, are price and convenience. This implies that the endowment effect and the related factors should be taken into consideration when trying to establish car sharing services and reach customer groups, which have not been reachable so far.
This bachelor thesis deals with the changing qualification requirements caused by In-dustry 4.0 and provides an overview of the current qualifications of employees and the accompanying future training measures to improve their qualifications, using Daimler and its strategies as an example. The results regarding necessary future qualifications are derived from an extensive literature research as well as an employee survey and qualitative expert interviews. Previous studies depict that due to Industry 4.0 and the transformation from internal combustion engines to electrical engines many current job positions are dissolving, but in return new fields of work are being created. Conse-quently, to see what challenges companies and employees will face in the future, the-oretical concepts were described and analyzed. As theoretical basis the resource-based, competence based and knowledge-based view as well as the strategic leader-ship approach were chosen, which explain how companies grant their competitive ad-vantage and future success. Afterwards, the theoretical foundations were applied to the resources, competences, knowledge and leadership styles relevant to Industry 4.0. In addition, the company, which served as the research object, was presented with its business units, departments and strategies. Conclusively, the results state that it is necessary and possible to invest primarily in basic knowledge using further training measures. Additionally, more intensive communication is required for the effi-cient implementation of the company's strategy. Lastly, recommendations regarding training measures to increase competences, limitations and further measures are dis-cussed.
The employee referral program and the relation of extrinsic and intrinsic motivation to referrals
(2018)
The aim of this bachelor thesis is to give an overview of current practices in employee referral programs and to establish the link between motivation and propensity to refer on the basis of motivational theories in order to identify which methods a company can use to obtain the highest possible quality referrals from its employees. On the basis of relevant scientific literature, the employee referral program is described, related rewards explained and relevant motivational theories outlined. The factors of intrinsic, prosocial and extrinsic motivation, as well as the overjustification effect are evaluated, to understand their impact on an employee’s propensity to refer and to draw conclusions for practical implications.
Gamification has been a hotly debated topic since 2010, when it was coined as an official term. The promising effects of the application of gaming elements in a non-game context include enhancement of motivation and performance. For this reason, interest aroused especially for the application of gamification in a corporate context. However, to date there has been only little academic research on the assessment of particular gaming elements and their motivational implications in specific fields of management. On this status quo grounds the aim of this thesis. In a comprehensive literature review the motivational background of games is assessed. Based on this analysis, the particular gaming elements were matched with the theories of motivation to assess the ways in which game elements that can trigger motivation. To gain further insights into valuable application fields of gamification, the previous findings about the analyzed gaming elements are matched with the critical success factors of knowledge management, change management and performance management. The information acquired of the respective application fields reveal relevant insights to consider for a practical implementation.