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HR Wachstumsstrategie bei P3
(2015)
The primary purpose of this thesis is to investigate and evaluate the current candidate experience of applicants and new employees at P3 Systems, in order to derive recommendations for the ongoing recruiting and onboarding processes. Therefore, the section on the candidate journey from the moment of the first direct contact, namely the face-to-face interview, up to and including the first 90 days in the company, has been highlighted. The latter will be referred to as onboarding phase. P3 Systems is one of 12 subsidiaries of the internationally operating P3 Group. Since 2006, it has specialized in automatic and manual testing of electric and electronic systems and their components. Due to the continuous increase in the number of employees, as well as the expectation of further growth, revising the current procedures is desirable to ensure future competitiveness. Data for this study was gathered with the help of theoretical models provided by findings in the customer experience management field, as well as from various surveys carried out over the last year. Using these insights, a first draft implementing a candidate experience management within the named company, has been drawn up. Furthermore, two internal surveys have been conducted to explore the candidates’ perspectives. These focused especially on the key touchpoints for P3Systems along the candidate journey. For this objective, 62 applicants, who already had participated in a face-to-face interview, but had not yet been informed about the outcome, were selected. They were invited to fill out an online questionnaire dealing with the experiences within the context of those interviews. Concurrently, 64 employees of P3 Systems were asked to share their impressions regarding their onboarding program. The results revealed areas of potential optimization, e.g. concerning the time - to - respond to candidates, the content design of the interviews, and the social and professional integration of new employees. Towards the end of this thesis, recommended courses of actions were suggested to improve the current candidate experience. In conclusion, the boundaries and shortcomings of this thesis were indicated.
Der Autor stellt in dieser Arbeit einen Referenzprozess dar, der die wichtigen Faktoren für die Implementierung der Quality Gate Systematik in ein Unternehmen detailliert betrachtet. Um die Zielführung der Quality Gate Systematik zu gewährleisten, stellt der Autor eine genaue Vorgehensweise für die Erstellung einer Quality Gate Checkliste bereit. Der Referenzprozess orientiert sich an bereits vorhandenen Quality Gate Systematiken. Er nutzt die Erkenntnisse dieser Vorgehensweisen, um eine detaillierte Beschreibung der wichtigsten Bausteine bereitzustellen. Die Erstellung der Quality Gate Checkliste steht dabei unter dem zentralen Punkt der Identifikation der zielführenden Checklisteninhalte. Zur Unterstützung dieses Vorgangs stellt der Autor verschiedene Analyse Methoden bereit, die eine zielführende und aussagekräftige Festlegung des Checklisteninhalts gewährleisten sollen.
Numerous, if not all, companies are faced with the very same challenge: To train their employees and to qualify them regarding ever new topics. But whilst enterprises are already cooperating in other business areas for quite some time, they do not (yet) share training materials treating the same topical areas. This thesis approaches this issue and thereby takes the first step in developing research on cross-company Content Sharing. This means the sharing of training materials between businesses. More specifically, the paper examines the question how the success of such a cooperation can be measured, to which extent success is likely to be achieved and how it can be developed. The work’s basis is formed by the scientific knowledge on inter-organizational cooperations and on learning objects. Starting from this point in-depth literature analysis and expert interviews were carried out. This resulted in the creation of the Evaluation-Criteria Framework for Content Sharing Cooperations. This model consists of four categories that group together ten evaluation criteria, 33 sub-criteria and 76 examination
elements. Subsequently the model was applied to a collaboration between Robert Bosch GmbH and DEKRA S.E., aiming at the joint development of training documents. To examine this inter-organizational relation a case study research was carried out. For this end various qualitative (interview, participant observation) and quantitative (questionnaire, cost calculation) methods. Seven out of then criteria were identified as fulfilled. The saving of five working days’ time as well as participant’s satisfaction can be emphasized. An unambiguous statement regarding costs, however, cannot be made. Finally, identified problems suggest that a thorough definition of target groups and their needs and requirements are of utmost importance for content sharing cooperations. The same holds for establishing the role of a (ideally company-independent) coordinator. In conclusion it can be recognized, that the Evaluation-Criteria Framework constitutes a reality-tested model which is also suitable for future research; like, for example, additional case studies to confirm validity of the second insight gained in this paper: Sharing training contents seems to be a promising approach for companies operating within the
knowledge society.
Jobsharing in Management
(2015)
According to a recent German law companies are obliged to increase the proportion of female managers in strategic significant departments because women are nationally and even globally underrepresented in management. Simply raising their share, however, won’t solve the more profound problem. Part of the thesis is the consideration of reasons to the current situation. Mentioned reasons are the management framework conditions and social norms. Furthermore the working model jobsharing in management will be presented as method that realizes a sustainable change in gender diversity. There are already companies which started projects for gender diversity management in order to acknowledge gender disparity and deal with it. A fact referring to social norms is that women still struggle more between their professional career and family than men do. Besides, society pushes women into their classical roles as home keeper. Studies prove that the main reason for women to quit their job is more time for their family. Another fact referring the management framework conditions is that managers often have to work more than 100 percent based on average working time. Jobsharing in management, later on called leadsharing, may enable qualified women not to choose either a management position or their family. Hence, companies may save experienced executives. In this time flexible working model two mangers own the same position and share their job related responsibilities. The characteristics of leadsharing as well as its benefits and challenges will be introduced in relation to eight reports of experienced leadsharers. Leadsharing has proven to be possible and successful but it’s anyway negatively associated with huge effort in communication, dependency within the leadsharing team and infeasibility in management. Thus, the most important requirement for leadsharing is a receptive cooperating company and the perfect partner who can be trusted. The German start-up Tandemploy is specialized on matching jobsharing interested employees and companies. Today’s technologies and circumstances on the shrinking specialists and executive staff market may also support a jobsharing popularity. For companies which are against stagnation and honestly promote gender equality the adoption of leadsharing is apparently a chance to ensure sustainable gender parity in management.
Die Hochschule Furtwangen University sieht für das 7. Semester des Studiengangs International Engineering anlässlich des Abschlusses des Bachelor of Science eine Anfertigung einer wissenschaftlichen Arbeit durch den Studenten vor. Dabei soll der Student mit dem Erlernten aus der Technik und der Wirtschaft während der gesamten Studienphase in einer Thematik mögliche Problemstellungen und relevante Lösungsansätze erkennen und ausarbeiten. Know-how-Transfer ist in der heutigen Welt ein wesentlicher Bestandteil für jedes Unternehmen auf internationaler Ebene. Kooperationen mit ausländischen Partnern, aber auch firmeninterne Expansionen ins Ausland sind der Schlüssel zur Unternehmensstabilisierung. Dabei gelten als Voraussetzung für eine erfolgreiche Transferrealisierung die sprachlichen Kenntnisse und kulturelles Verständnis des jeweiligen Landes. Student Yang Yu hat sich dieser Thematik in seiner Abschlussarbeit "Pad Clip - Know-how-Transfer im Rahmen eines Produktverlagerungsprozesses am Beispiel der Baumann GmbH" gewidmet. Dabei konnte er den kompletten Projektverlauf in einem deutschen Unternehmen, von der Materialbeschaffung bis hin zum Transferprozess nach China begleiten. Die dabei entstandene Problematik wurde analysiert und optimiert. Die herausgearbeiteten Optimierungsvorschläge können zukünftig für deutsche Berufstätige in China als Leitfaden zur Orientierung dienen.
The purpose of this study is to research the impact of enterprise social software on performance management in order to explain the statement of this thesis: performance management can benefit from social software. The thesis first defines the emergent collaborative performance management and enterprise social software systems against the background of the need for ‘modernized’ Human Resource systems. Then, interviews were conducted in order to determine the critical success factors of implementing enterprise social software into business systems and processes. Finally, the derived critical success factors are discussed and compared to different assumptions that are made in literature about the impact of enterprise social software on performance management.
It was concluded that performance management can benefit from enterprise social software, but under specific conditions such as rules and policies. Organizations that embrace new technologies and use enterprise social software in compliance with their objectives, strategies and policies can enjoy increased productivity and a collaborative business culture with highly engaged employees.
Gegenstand der hier vorgestellten Bachelorarbeit ist das Konsumentenverhalten der Automobilkäufer. Die einzelnen Faktoren, die einen Einfluss auf das Konsumentenverhalten haben, werden hierfür analysiert. Auf Geschlechterunterschiede wird dabei weit möglichst eingegangen. Der Untersuchungsschwerpunkt wird auf die Beeinflussungsfaktoren der Informationssuche von den Individuen vor einem Autokauf gelegt. Als Unterstützung wird eine empirische Studie in Form einer Umfrage an Studenten und Absolventen gesendet. Zu diesem Zweck wird die Nutzung von persönlichen und unpersönlichen Informationsquellen, im Zusammenhang mit subjektivem und objektivem Wissen untersucht. Zusätzlich wird der Wert der persönlichen Erfahrungen der Konsumenten hinterfragt. Es konnte festgestellt werden, dass signifikante Unterschiede bezüglich der persönlichen, aber nicht der unpersönlichen Informationsquellen bestehen. Außerdem ergab die Umfrage, dass die weiblichen Probanden ihr subjektives Wissen deutlich geringer einschätzen, als die männlichen Teilnehmer.
Mögliche Implikationen und Zukunftsaussichten für die Automobilindustrie werden diskutiert.
Situation
Due to the changes of the labour market, especially the lack of qualified personnel, the new generation and the war for talent, it is more difficult to attract employees. Particularly medium-sized companies are affected. Every enterprise has to present itself as an excellent employer. Additionally, companies should include and use current recruiting opportunities.
Aim of the thesis
The aim is to develop a target group oriented recruitment process with a social media campaign for the bielomatik Leuze GmbH + Co. KG. Besides this, the career website needs an update and optimization.
Approach and result
Through a current situation analysis in the HR department, an intended situation analysis could be done. This includes first suggested solutions and detailed approaches. The HR department received a completed concept for the career website optimization, target group oriented recruitment and image creation.
Modulare wandlungsfähige Produktionsanlagen bieten auch kleinen und mittelständischen Unternehmen gute Chancen, in einem zunehmend turbulenten Umfeld langfristig zu bestehen. Um die Verfügbarkeit modularer Produktionstechnik für die Mikrotechnikbranche zu erhöhen, muss der Entwicklungsaufwand für Prozessmodule reduziert und die Zeit vom ersten Entwurf eines Prozessmoduls bis zu dessen Einsatz in der Produktion deutlich verkürzt werden. Darum stellt diese Arbeit eine Methode vor, welche die technische und wirtschaftliche Bewertung von Prozessmodulen für Mikromontageanlagen bereits während der Entwicklungsphase ermöglicht. Die Bewertungsmethode für Prozessmodule in modularen Mikromontageanlagen vereint etablierte Bewertungsverfahren mit den besonderen Anforderungen der Mikromontage und fügt sich nahtlos in das schon bestehende Baukastensystem für Prozessmodule ein. Ausgehend von den Kriterien Zeit, Qualität, Präzision und Kosten schafft das kombinierte Bewertungsverfahren die Möglichkeit zum einfachen und schnellen Vergleich verschiedener Lösungsalternativen. Somit bietet es eine fundierte Entscheidungsgrundlage für die gezielte Auswahl und Zusammenstellung von Prozessmodulen zu einer modularen Produktionsanlage für eine bestimmte Mikromontageaufgabe. Ein standardisiertes Testverfahren zur Erfassung und Auswertung technischer Bewertungsdaten sowie ein Werkzeug zur vereinfachten wirtschaftlichen Bewertung ergänzen das kombinierte Bewertungsverfahren. Die Bewertung eines beispielhaften Anwendungsfalls evaluiert die Bewertungsmethode und fördert das Verständnis für die richtige Anwendung der vorgestellten Verfahren und Werkzeuge.
Die vorliegende Bachelorarbeit verfolgt zwei Ziele. Zum einen wird die Art der Vermarktung und die Konzeption einer Summer School, sowie deren praktische Umsetzung vorgestellt. Zum anderen wird eine Entscheidungsgrundlage geschaffen, auf deren Basis die Entscheidung getroffen werden soll, ob die Einführung einer Summer School durchgeführt wird oder nicht. Der Grundlagenteil dieser Arbeit befasst sich mit Kooperationen, Social Media Marketing, sowie mit dem Event-Planungs-Prozess Hierbei werden die Aufgaben der Kooperationspartner und die Nutzungsmöglichkeiten von drei online Marketingkanälen vorgestellt. Anhand eines Prozessmodels wird auf die Budget-, Personal- und Logistikplanung eingegangen. Den zweiten Teil der Arbeit bildet die praktische Umsetzung und stellt zunächst den Projektplan dar. Daraufhin wird detailliert auf zentrale Aspekte des Projektes und seiner Durchführung eingegangen. Abgeschlossen wird dieser Teil mit der Seminarplanung, welche den Ablauf der Veranstaltung zeigt und einen Speiseplan, sowie die Einkaufs- und Packliste enthält.
Participating in a Winter School offers to stay abroad for a short period of time while extending ones knowledge in an international environment. Introducing a Winter School by a higher-education-institution increases its international presence. Thus the concept of a Winter School serves the constantly growing demand of internationalization. In the present thesis it was examined whether and under which circumstances it is possible to realize a Winter School of the Hochschule Furtwangen University. Using the qualitative research approach, activities to be carried-out, necessary resources and possible risks were identified. Insights of service marketing formed an important basis. Besides, a desk study on competition provided additional findings. From this, the concept for an HFU Winter School was developed and implications for marketing were derived.
It was found that it is possible to implement an HFU Winter School under certain circumstances. Competitive ability and the existence of a sufficiently high demand are fundamental aspects. Besides, compliance with the elaborated concept components, existence of sufficient staff as well as the implementation of a given course management are essential. Cooperation in the fields of organization, human resources, marketing and finance additionally has a positive effect on a realization.
Die in letzter Zeit immer häufiger aufkommende Kritik am Wachstumsparadigma lässt
die Frage nach dem Verhalten von Unternehmen weitestgehend offen. Erste Lösungsansätze und ein Großteil der Diskussionen finden hauptsächlich auf
makroökonomischer Ebene statt. Wie aber können sich Unternehmen verhalten, wenn volkswirtschaftliches und unternehmerisches Wachstum begrenzt wird? Welche Form
von betriebswirtschaftlichem Wachstum würde sich unter den geänderten Rahmenbedingungen anbieten? Die Antwort auf diese Frage bleibt in den meisten Fällen, sowohl in Literatur als auch Politik gänzlich unbeantwortet.
Die folgende Ausarbeitung „Kritische Betrachtung wachstumsneutrale Unternehmen und Analyse alternativer Wachstumsformen am Beispiel kleiner und mittelständischer
Unternehmen“ soll eine erste Hilfestellung zur Beantwortung dieser Fragen bieten.
Hierfür wurden – aus verschiedenen Branchen kommend - fünf kleine und mittelständische Unternehmen in Deutschland ausgesucht. Diese wurden zum Teil aus
bereits vorhandenen Studien adaptiert und teilweise in Eigenrecherche als „wachstumsneutral“ definiert. Um die Frage nach wachstumsneutralen Wirtschaften besser beantworten zu können, wurden die einzelnen Unternehmensstrategien auf die jeweiligen, Faktoren der Wachstumsneutralität hin genauer analysiert und zusätzlich
versucht, die Motivation der Unternehmensleitung auszumachen. Diese fünf Unternehmen lassen bereits jetzt die möglichen alternativen Entwicklungswege für ein
ökologisch und ökonomisch sinnvolles Wachstum erkennen. Ergänzend dazu wurden neben den gängigen Wachstumsindikatoren der Betriebswirtschaftslehre noch
weitere, so genannte „qualitative Kennziffern“ beschrieben.
Zusätzlich zum betriebswirtschaftlichen Hauptteil soll mit Hilfe eines kurzen Exkurses in die Volkswirtschaft zum Bruttoinlandsprodukt und Wohlstand erweiternde
Kennziffern vorgestellt werden, welche die Entwicklung von Unternehmen positiv beeinflussen könnten. Hierfür wurde auf die bereits erwähnten, für die volkswirtschaftliche Diskussion vorhandenen Wirtschaftsmodelle zurückgegriffen und diese ausführlicher vorgestellt.
Diese Arbeit behandelt die Thematik der Kundenzufriedenheit, welche in Forschung und Praxis auf Grund ihres hohen Einflusses auf den Unternehmenserfolg nach wie vor an Bedeutung gewinnt. Anhand des Beispiels der SCOPE Messestrategie GmbH, Veranstalter der HORIZON Messe für Studium und Abiturientenausbildung, wird die
Vorgehensweise bei der Durchführung einer Kundenzufriedenheitsanalyse im Messewesen dargelegt. Die Ergebnisse dieser Analyse zeigen, welchen Dienstleistungseigenschaften einer Bildungsmesse besondere Bedeutung beizumessen ist und wie man auf Basis dieser Erkenntnisse eine Steigerung der Ausstellerzufriedenheit bewirken kann.
Aufgrund steigender finanzieller Notlagen in der europäischen Fußballindustrie, stehen Fußballvereine erstmals vor der Herausforderung sowohl ihre ursprünglichen Ziele in der Nutzenmaximierung des sportlichen Leistungsvermögens zu bewahren, als auch Mindestkriterien in finanzieller Hinsicht zu gewährleisten. Ausgangspunkt dieser Bachelorarbeit ist die Analyse der langfristigen Tragfähigkeit der europäischen Fußballvereine. Im zweiten Kapitel werden Maßnahmen untersucht, anhand derer die Risiken der Geschäftstätigkeit abgekoppelt werden können. Ein besonderes Augenmerk sei der revolutionären Financial Fairplay Regelung gewidmet, auf welche die Akteure der Fußballindustrie angewiesen sind, neuartige Konzepte zu entwickeln, die ihnen ermöglichen, schwarze Zahlen zu schreiben und in sportlicher Hinsicht wettbewerbsfähig zu bleiben.
The Bachelor Thesis is about the efficiency of adidas’ sport sponsoring efforts at the Football World Cup 2014 – measured on the basis of digital marketing successes. This study has two major purposes: Firstly, to find out whether adidas was able to reach its pre-defined goals on digital platforms and secondly, to compare the digital effects of an official sponsor (adidas) with a on-official sponsor/ambush-marketer (Nike)showing that the extra costs were well invested. The author suggests that mbushmarketers - although they don’t have the official right to use the World Cup as their advertising rostrum - are also able to benefit from the World Cup itself and from starting some World Cup-related campaigns in social platforms, but not to the same extent as official sponsors. The thesis is divided into two parts - the theoretical part, that gives a theoretical background to the main topic and the practical part that analyses the two main questions of the empirical study. The analysis shows that adidas’ sport sponsoring efforts in social platforms were highly successful regarding the fact that they were able to achieve seven out of ten pre-defined goals. With regards to the three (pretty ambitious) goals that weren’t reached, the author further gives improvement proposals with precise ideas about what needs to be done in order to achieve them in the future. In the next step the author gives an overview of the privilegues that official sponsors of the World Cup possess in contrast to ambush-marketers and outlines the major differences. The comparison of the performance of an official sponsor with an ambushmarketer in digital platforms shows that most of the time indeed the official sponsor achieved higher effects than the ambush-marketer. But since there are also some other factors besides being an official or non-official sponsor that have an impact on the marketing effects of a company (like for example the success of the sponsored team, the degree of popularity of adidas/Nike and its testimonials etc.) the author also provides a critical acclaim about the findings of the thesis. Since adidas performed so well on digital platforms and achieved or even exceeded almost all of their pre-defined goals it can be concluded that sport sponsoring in social media platforms is a very potent and effective marketing method. Also the ambushmarketer Nike achieved some effects on digital platforms but not to the same extent as the official sponsor adidas.
The bachelor thesis “ international Markenführung in China- Wie kann man eine Marke auf dem Wachstumsmarkt China stärken?” was created in collaboration with the company GF Automotive in Schaffhausen and covers he topic of branding in China. Considering the growth strategy of GF, especially for the Chinese market, this thesis should answer the question to what extent the branding strategy needs to be adapted to Chinese culture in order to be successful and which actions need to be taken to strengthen the brand awareness. As brands are an important asset which can generate value and differentiate form competitors it is important to develop a strong brand identity which can successfully be applied to the highly competitors it is important to develop a strong brand identity which can successfully be applied to the highly competitive Chinese market.
Following a short introduction into the theory of branding and its relevance for the Chinese market there will firstly be undertaken and examination of the Chinese automotive market. In the next step the current brand appearance, its values and goals will be analyzed with respect to the Chinese market. Within the scope of the online survey there will take place an evaluation of the current brand loyalty of the employees of GF Automotive in China. As the theory is closely related to the identity- based brand management, the first step of all brand activities is to strengthen the brand internally and create a common understanding. Therefore, the results of this survey are important for the further investigations of this thesis. In addition, the expert interviews should examine the findings of the theoretical research and give further insights into the practices of branding in China. Marketing experts report about their experience and point out what needs to be taken into account for a successful brand strategy in China. As a conclusion, this research should identify problem areas, which need to be improved to successfully strengthen the brand GF in China. Thereupon will be developed recommendations for actions which need to be taken by GF. The thesis shows, that in order to strengthen the brand in China it is very important to partly adapt to the Chinese circumstances. The heterogeneity of the two countries, China and Swiss, makes it impossible to simply apply a standardized branding. The culture, the language, etc. require an adaption of the branding in order to successfully reach the Chinese audience. Therefore the transnational brand strategy turns out to be the most successful for GF Automotive in China. It covers both, standardization and adaptation.
This study has two major purposes: (1) to investigate the effects of the introduction of energy labels on the consumers’ purchase decision when buying an extractor hood and (2) to identify which other criteria have an impact on this decision. The research is conducted with particular reference to Miele & Cie. KG with the aim of adjusting its product management in accordance with consumers’ demands. During the last years the European Union has revised the energy labels for domestic appliances which had been introduced in 1992 and has established additional labels concerning a wider range of goods. Since 01 January 2015 this energy label is also mandatory for extractor hoods. Thus Miele & Cie. KG - as a manufacturer of hoods - is highly interested in doing research on the development of consumers’ preferences regarding the purchase of an extractor hood. In a first step the thesis provides an overview of its purpose and background before establishing the basis for the research in a second step. This includes basic principles of market research as well as the characteristics of the market for hoods and the concept of energy labels. In the following the thesis describes the product area of hoods and the implementation of the regulations concerning the energy label at Miele & Cie KG. A detailed central section explains the research which has been conducted in the context of this thesis. The empirical part of this study draws on a research carried out in Germany in November and December 2014. Data for this research were collected among twenty consumers and six dealers selling household appliances from Miele. The author of the thesis conducted face-to-face interviews on the basis of an interview guide which was developed beforehand. Finally the results of these interviews are presented, compared and summarized to enable the development of a recommended course of action for the product management of hoods at Miele & Cie. KG. The results of the research reveal that the most important purchase criteria regarding an extractor hood are an attractive visual appearance of the hood, the performance of the fan, the quality of the active charcoal and grease filters, the acoustic power level, a satisfactory lighting and a simple cleaning of the appliance. This study indicates that the energy label is of secondary importance regarding the purchase decision of a hood. The average energy consumption of a hood is relatively low in comparison to other household appliances. Therefore the energy saving potential for consumers is limited in this area. As a consequence the performance of a hood is a lot more important to consumers than its energy efficiency expressed by the label. Based on the results of this research, it can be concluded that the necessary modifications in the product development by virtue of the establishment of energy labels for hoods are quite small. Taken as a whole, the objectives of the product development of hoods at Miele & Cie. KG correspond to the consumers’ demands.
The aim of this Bachelor Thesis is to analyze the child safety lock offered by Samsung, which is one of the latest inventions on the market for Smartphones. It will be discussed if its abilities are a solution for ethical problems, which come along with Mobile Marketing on children. Furthermore it will be identified if the child safety lock, as a product, keeps the promises Samsung made to the consumers. Smartphones are gaining greater importance in today’s society and are not only used by adults, but by a great amount of children. A smartphone gives kids the possibility to enter the internet without barriers. They have access to all the offered websites and programs the internet contains, which opens up a lot of dangers. Marketing on children is getting more intensive, because children play a more important role in the buying decisions of their families than they did in the past. There are plenty of studies where children´s perception of advertisement was analyzed. A relationship between their perception of advertisement and the development of their cognitive thinking was detected. The more distinctive the cognitive thinking is, the better is their perception of advertisement.
Advertisement and other marketing methods can influence and manipulate children, without them realizing it. Due to that there a discussions on ethical level about the fairness of confronting children with contents they can´t understand because of their stage of development. Notably mobile marketing describes a lot of dangers for children owing to its availability on a Smartphone 24/7.
The two most important laws regarding media protection for children is the “Jugendschutzgesetz” (JuSchG), which is administrated by the German government and the “Jugendmedienschutz-Staatsvertrag”, which is in hands of the 16 federal states in Germany. The opinion of experts in the field of media education, as well as the opinion of parents and teachers about the mentioned topics is essential to bring different stakeholders into the account. This paper contains several empirical research methods which discuss these opinions. Key words: Marketing and Ethics, Smartphones, Marketing aimed on children, Mobile Marketing, Media Protection for children
Mobile internet and smartphones have experienced a strong growth in the past years.
Teenagers and increasingly younger children consume the mobile internet via mobile end devices, especially smartphones. Such technical innovations are commonly
accompanied by social changes that affect societal as well as individual behaviours.
For this reason, the question of how mobile internet influences and changes children’s behaviour arises. Therefore, the topic being treated in this thesis is about
“Marketing to children: Do smartphones change children’s behaviour? – An approach to children’s consumer behaviour and the ethical perspective of the economy.” The objective is to find out whether children’s behaviour is changed by mobile internet and smartphones and which marketing opportunities arise due to these changes as well as observing which marketing practices are conducted. Firstly, general consumer behaviour, its theories and tendencies as well as the consumer behaviour of children is studied. Following that, the examination of the ethical perspective of the economy including general ethics and theories are treated and marketing ethics as well as answers to ethical issues that arise in business are scrutinised. Basic facts of marketing aimed at children practiced by the media as well as the neurological perspective and ethics of marketing directly to children is investigated. To get more
evidence of changes in children’s behaviour due to mobile internet and smartphones a practical experiment in the sports field is conducted to find out whether
smartphones lead to a lack of concentration during training.
As a result, the literature review confirms that mobile internet and smartphones lead to social changes and to changes in children’s behaviour such as variances in their
communicative, consummative and social behaviour which present new opportunities for modern mobile marketing practices. The hypotheses of the experiment that
smartphones lead to a lack of concentration could not be validated. Relating to the measurements, concentration under smartphone presence was higher than without it.
From an ethical perspective it is critical to use (mobile) marketing opportunities for targeting children as their brains are still in development and they are not able to
identify the intentions of marketing.
Ziel dieser Arbeit ist es ein Marketingkonzept für die Einführung einer International Summer School der Hochschule Furtwangen University auszuarbeiten.
Dafür wurden eine Marktanalyse sowie eine Marktforschung vorgenommen. Im Rahmen der Marktanalyse wurden die Daten von 36 Summer Schools im Bereich Business-Management erfasst und analysiert, woraufhin eine genauere Untersuchung der ausgemachten Hauptkonkurrenten durchgeführt wurde. Die Marktforschung erfolgte in Form einer Online-Befragung, bei der 94 internationale Studenten hinsichtlich ihrer Anforderungen an eine International Summer School befragt wurden. Auf Basis der Erkenntnisse wurden Strategien zur Erreichung der Oberziele sowie Maßnahmen zur erfolgreichen Implementierung definiert. Da eine Übertragung des traditionellen güterbezogenen Marketings aufgrund der besonderen Merkmale von Bildungsleistungen nicht möglich ist, wurde die Arbeit unter einem dienstleistungsorientierten Ansatz erstellt.
Mitarbeiterzufriedenheit in internationalen After-Sales Organisationen am Beispiel der Daimler AG
(2015)
Leading from the thesis that customer satisfaction depends on the level of employee satisfaction, the following work provides an analysis of different criteria which contribute to the satisfaction of employees. Furthermore, the demand for homogeneously designed concepts at Daimler AG provides a basis for the following question:
Is there a common denominator for employee satisfaction in the worldwide After-Sales Organisation of Daimler AG, considering cultural and organisational differences?
Based on selected literature the concept of employee satisfaction in international After-Sales organisations is discussed by linking the term of employee satisfaction to employee motivation and intercultural differences.
The centre of this work is an international employee survey which consists of a comparison of nine employee satisfaction criteria, implying that the interviewee has to decide which criterion contributes more to his employee satisfaction.
The different survey results of each nationality are discussed and compared regarding the differently weighted satisfaction criteria. There is no criterion which is commonly ranked to be most important among all three nationalities. The criterion which is ranked either on the first or on the second place in all three nationalities is the “income” of an employee, the second most important criterion is “working climate”. Linking these results to a model of interdependencies, it is revealed that “working climate” is the criterion which most influences the other criteria and can furthermore be easily influenced. As “working climate” is not only the second most important criterion to influence employee satisfaction, but is also the most influencing and influenced criterion, it can be said that “working climate” requires the most attention on behalf of the employer to increase general employee satisfaction.
The statement of this work is that there is no single criterion which accomplishes overall employee satisfaction but there are a few criteria which contribute more to the employees’ satisfaction than other criteria do.
The growing complexity, speed and multitude of information prevalent in today’s knowledge era entail both challenges and chances for established and emerging enterprises. In order to keep pace with time and changing trends in the market, a growing number of organizations already exploit the advantages of network effects through the deployment of enterprise collaboration platforms (Thompson 2014, Leibhammer and Weber 2008, Arns 2013, Kane et al. 2014, Kiron et al. 2013b). Previously, research has mainly focused on technological aspects of the implementation process, dealt with scenarios about how to use those platforms, explained the functionalities of enterprise social networks and elaborated on the acceptance of social
business platforms. Even though the topic of social business has been previously examined, no tangible empirical studies have been undertaken which deal with the research questions of this thesis. The objective of this paper is to investigate the reasons for enterprise collaboration platform implementations, the essential prerequisites as well as the role of executives in this context in general terms. With the help of qualitative expert interviews, the empirical study aims at finding whether the hypotheses (based on the theoretical part of the thesis) find application in corporate practice or not. The following recommendations serve as guidelines for companies that are either at the beginning of the implementation phase or struggle on the journey they have already begun. The output of this paper highlights that organizations make use of social platforms to enhance cross-functional collaboration and communication, to facilitate knowledge sharing, to drive innovation, speed and efficiency and to ameliorate customer satisfaction as well as employee engagement. Furthermore, setting objectives, communicating in advance of the implementation, initiating changes in management, preparing for cultural change, appointing community managers and finding the suitable technology are among the most important prerequisites for implementing an enterprise collaboration platform.
The outcome moreover evinces that the role of executives in a social business includes six contrasting dimensions: the producer, the distributor, the recipient, the adviser and orchestrator, the architect and the analyst. Finally, the cross-sectional study based on non-experimental, qualitative research methods yielded that 60% of the theoretical findings have been confirmed in corporate practice. Solely 13% have been refuted.1 The succeeding eight recommendations depict the overall outcome of this thesis.
This paper elaborates the effectiveness of marketing channels for startups in all stages of their startup lifecycle. The focus here is put on startups operating in the German market. In general, nine out of 10 businesses fail within their first three years of operations. Even though there seem to exist numerous “how-to” guides and advices on how to run a startup, there are none giving a reasonable answer on customer acquisition strategies and on the effectiveness of channels startups may consider for their survival. Finding out common best practices for marketing should prevent the high failure rate that the market for startups undergoes. By investigating latest research findings and conducting expert interviews, this paper recommends best practices for a successful customer acquisition strategy and shows valuable insights based on an analysis of real startup cases. The results of the analyses reveal that a successful customer acquisition strategy does not depend on one marketing channel but rather on an interaction between all marketing channels providing overall consistency in communication. Furthermore, the stage of the startup is of utmost importance as the focus on different channels changes depending on its stage. This paper should not serve as a guide but rather as an inspiration for future marketing strategies considered by startups in their early stage.
In der vorliegenden Bachelorarbeit wird der Vertriebsprozess des externen Bahnmotorenvertriebs der MAN Truck & Bus AG im Werk Nürnberg analysiert. Die Optimierung erfolgt im Vergleich mit einem zweiten Prozess, dem Busvertrieb der MAN Truck & Bus AG in München und der in Büchern beschriebenen Theorie. Ziel der Thesis ist das Erkennen von Optimierungspotentialen, die sich im Vergleich zeigen. Die Theorie wurde mittels Fachbücher zum Thema Vertrieb erarbeitet. Diese stellen den theoretischen Hintergrund zur Praxis dar und sollen erste Einblicke in das Thema ermöglichen. Bei der Aufnahme der Prozesse wurde viel praktisch gearbeitet. Die Anweisungen des Unternehmens wurden als allgemeine Grundlage angesehen. Basierend auf den Experteninterviews und den Dokumenten aus dem Alltagsgeschäft, konnte der eigentliche Prozessablauf der beiden Standorte aufgenommen werden. Nach der Erfassung der Theorie und beider Vorgehensweisen stellten sich nach detaillierter Analyse einige Optimierungspotentiale dar. Würden diese umgesetzt werden, könnten sie zu einem effizienteren Prozessablauf führen und somit die Arbeit erleichtern.
Das äußere Erscheinungsbild eines Fahrzeugs beeinflusst die Kaufentscheidung des Kunden. Hierbei ist das Spalt- und Passungsbild ein wichtiges Qualitätsmerkmal. Durch den Anstieg der Anforderungen in der Automobilbranche und die stetige Medienpräsenz wird dieser Aspekt immer bedeutender. Das Frontend eines Fahrzeugs ist aus zahlreichen Bauteilen zusammengesetzt. Sie bilden eine lange Toleranzkette, die im Spalt- und Passungsbild sichtbar wird. In der aktuellen Entwicklung bei der Ford Werke GmbH, sollen die Spaltmaße im Frontend optimiert werden. Hierfür werden zunächst alle Beitragsleister der Toleranzkette in diesem Bereich ausfindig gemacht und in all ihren Aspekten detailliert untersucht. Diese Untersuchung erstreckt sich von den Fertigungsverfahren der Bauteile bis hin zu ihrem Einbau in das Fahrzeug. Im Anschluss wird eine interne und externe Benchmarking Studie durchgeführt um ähnliche Designmerkmale gegenüberzustellen und Fügeprozesse nachvollziehen zu können. Mit Hilfe der gewonnenen Erkenntnisse werden am Ende der Arbeit Optimierungsmöglichkeiten vorgestellt. Diese werden unter den Aspekten Kosten und Nutzen verglichen, um eine sinnvolle Entscheidung treffen zu können.
Optische Charakterisierung von Stress-relaxierten aktiven MOEMS-Membranspiegeln mit großer Apertur
(2015)
The objective of this paper is to examine the return and risk performance of 155 equity mutual funds that provide exposure to the BRIC-Countries and eleven corresponding exchange-tradedfunds from January 2009 until December 2014. The performance proxies are mean returns and risk-adjusted returns using Sharpe Ratio and Jensen’s Alpha. In addition to that, Tracking Errors for the exchange-traded-funds have been calculated. Further benchmarks for comparison are the following indices of Morgan Stanley Inc.: MSCI World, MSCI Emerging Markets, MSCI BRIC and the corresponding MSCI Country Index. The results show that all funds, equity mutual funds and exchange-traded-funds, could realize positive mean returns, whereas the returns of the exchange-traded-funds are lower than those of the equity mutual funds. Nevertheless, none of the funds could realize a Sharpe Ratio higher than one, which would implicate that the return has compensated for the risk. The results of Jensen’s Alpha suggests that 80% of the equity mutual funds were able to add value, as indicated by their positive alpha. Only two out of eleven exchange-traded-funds could generate a positive alpha. This result is controversial to the results of other studies, where only some or none of the examined funds have been able to add value.
In der vorliegenden Abschlussarbeit wird das Thema „Potenziale und Hemmnisse grenzüberschreitenden Recruitings: Wie kann die EMS Systemgastronomie KG durch diese Potenziale und Hemmnisse das Recruiting in Frankreich effizienter nutzen?“
Als Mitarbeiterin im Personalwesen zweier Unternehmen, die McDonald’s-Restaurants sowohl in Deutschland als auch in Frankreich betreiben, sah ich mich mit Problematiken konfrontiert, die offensichtlich auf den Unterschieden zwischen Deutschland und Frankreich beruhen, sowohl in kultureller als auch in rechtlichen Fragen.
Die EMS Systemgastronomie KG, für die ich während der Erstellung dieser Arbeit im französischen Recruiting tätig bin, hat keinerlei Erfahrungen mit der Personalarbeit in Frankreich und hier konnte ich mit meinen Kenntnissen aus den Praktika bereits einige Fragen klären.
Diese Arbeit soll nun die zukünftige Personalarbeit im grenzüberschreitenden Recruiting insofern vereinfachen, dass auch Mitarbeiter, die im französischen Ausland bislang keine Erfahrungen sammeln konnten, diese Arbeit problemlos und rasch erledigen können.
Als Quellen dienten mir neben der Fachliteratur und Informationen, die ich von den verschiedenen Arbeitskollegen aus Frankreich und Deutschland erhielt, auch meine eigenen Erfahrungen und Kenntnisse, die ich aus der Personalarbeit beider Firmen mitnehmen konnte.
Die zu beachtenden Problematiken liegen nicht nur in der unterschiedlichen Höhe des französischen und deutschen Mindestlohnes, sondern reichen über dies auch in kulturelle Themen und arbeitsrechtliche Punkte hinaus.
Mit dieser Arbeit können die wichtigsten Punkte schnell erfasst und für die Zukunft vermieden bzw. erörtert werden.
Traditional costing methods apply overhead costs of indirect areas to products or production areas based on predetermined overhead rates. Many years ago when the direct costs were high and indirect costs were low any inaccuracy in the charging of overhead costs to products was not significant.
Nowadays, the traditional costing method for overhead costs is not suitable for complex manufacturing environment, where goods are produced by smaller customized batches which leads to high proportion of overhead activities – such as quality control – which are not related to the production volume.
In this bachelor thesis the author discusses about this relevant problem relating to the department “quality assurance in procurement” of the Heidelberger Druckmaschinen AG.
The bachelor thesis contains theoretical basics of the meaning of quality, as well as the principles of quality management systems. The theoretical basics of the activity-based costing are also discussed. Moreover it is important to say that the overhead costs of the “quality assurance in procurement” are reflecting at the same time quality costs. In this way the importance of a cooperation between the controlling department and the quality management in relation to managing quality costs are also displayed.
The second part of the bachelor thesis deals with the practical application. To provide a basis, initially, the company, the department “quality assurance in procurement” and the current cost accounting system are displayed. Afterwards all steps to develop a new allocation method by the help of an activity-based costing system are showed and described. Finally, in a short version a key figure model for non-conformity costs is worked out.
Im Rahmen dieser Bachelorarbeit wird der MQB Powerpack Induktionserwärmungsprozess der ZF Lenksysteme GmbH analysiert. Bei diesem Prozess wird ein Aluminium-Druckguss Motorgehäuse an der Fügefläche induktiv erwärmt, damit ein Steuergerät eingeschrumpft werden kann. Dieser Fügeprozess wird über die Fügekraft und den Fügeweg überwacht und gesteuert. Zwischen den beiden Bauteilen befindet sich ein O-Ring, der für die Dichtheit des Motorinnenraums sorgt. Dieser O-Ring darf einer Temperatur von über 250° C nicht ausgesetzt werden, da er sonst seine Funktion verliert. Im Rahmen dieses Projektes wird die Datenrückverfolgung mithilfe eines zu implementierenden Messsystems erweitert, wobei das System nicht nur eine Überschreitung der kritischen Temperatur vermeiden, sondern auch Informationen für eine Ist-Zustandsanalyse liefern soll. Der Prozess entstand aus der Historie, deswegen müssen die Parameter überprüft sowie Potentiale zur Effizienzsteigerung in Bezug auf Qualität und Taktzeit im Rahmen der Prozessentwicklung ermittelt werden.
Nachhaltigkeit und die Berichterstattung über Nachhaltigkeitsaspekte nehmen bei Unternehmen eine immer größer werdende Rolle ein. Bereits im Jahre 2011 veröffentlichte Puma die erste eigens entwickelte ökologische Gewinn- und Verlustrechnung, in der die Auswirkungen auf die Natur durch die Geschäftstätigkeit von Puma gemessen und monetisiert wurden. Im Jahr 2016 plant der Mutterkonzern der Puma SE Kering eine konzernübergreifende Einführung der ökologischen Gewinn- und Verlustrechnung. Die vorliegende Arbeit untersucht die Vorgehensweise der Monetisierung von Umweltauswirkungen am Beispiel der Treibhausgasemissionen. Zur Monetarisierung der Auswirkung durch eine Tonne CO2 wird von Puma das bereits etablierte Konzept der sozialen Kosten von Kohlenstoff verwendet. Ziel der vorliegenden Arbeit ist es, die Herleitung der sozialen Kosten von Kohlenstoff auf Basis von aktueller Fachliteratur zu untersuchen und die Anwendungen des Konzeptes sowie die Vorgehensweise durch Puma zu analysieren. Anhand der Kriterien Validität, Wirtschaftlichkeit, Transparenz und Übertagbarkeit wird die Vorgehensweise von Puma bewertet. Auf Basis der Erkenntnisse werden Handlungsempfehlungen für den Mutterkonzern Kering abgeleitet. Aus der Analyse geht hervor, dass das Konzept der sozialen Kohlenstoffkosten nur bedingt für die Anwendung aus der Unternehmensperspektive geeignet ist. Die durch Puma verwendete Datenbasis und der Prozess der Übertragung von Studienergebnissen weisen Ungenauigkeiten und unplausibel Annahmen auf. Aus Gründen der Wirtschaftlichkeit stehen deshalb die Verbesserung der Datenbasis und der Übertragungsmethode sowie eine transparentere Darstellung der Annahmen und Ergebnisse im Mittelpunkt der Handlungsempfehlungen.
Reagierende Schriftzeichen
(2015)
Mit der vorliegenden Bachelorarbeit soll die Auslegung des Druckausgleichselements, das in einem Radarsensor der Firma Continental verbaut ist, untersucht werden. Durch Höhenänderungen entstehen Druckdifferenzen zwischen der Umgebung und dem Sensor. Wird diese Druckdifferenz nicht vollständig über das Druckausgleichselement ausgeglichen, kann durch einen Unterdruck Wasser über die Kabelschnittstelle in den Sensor angesaugt werden. Dadurch kann es zu einem Kurzschluss oder zu Fehlfunktionen beim Radarsensor kommen. Eine spezielle Messvorrichtung wurde konstruiert, um eine Passfahrt zu simulieren. Hierfür wurde ein Umgebungsdruck in einem Behälter erzeugt, und darin wurde der Innendruck des Sensors gemessen. Ein entsprechendes Berechnungsmodell wurde zusätzlich erstellt, um die Druckdifferenz im Sensor zu berechnen. Zusätzlich wurde die Durchlässigkeit der Kabelschnittstelle untersucht. Durch das Berechnungsmodell und verschiedene Messungen kann ausgeschlossen werden, dass bei einer Passfahrt Wasser über die Kabelschnittstelle in den Sensor gesaugt wird. Ein Gasaustausch an der Kabelschnittstelle kann jedoch nicht ausgeschlossen werden.
Reverse Mentoring
(2015)
The aim of this bachelor’s thesis is to give a detailed description of how Reverse Mentoring is applied in practice. Reverse Mentoring is the mentoring of a senior executive person in a company by a younger employee in topics like Web 2.0 and new technologies. Considering current trends like the demographic change, the multi-generational workforce, the digital transformation and the current demands on knowledge management, it becomes obvious that a new form of learning is required for an organization to stay competitive. Nine people that have experienced Reverse Mentoring in their company served as subjects for a study to further investigate about the practical application of Reverse Mentoring. The study was carried out via telephone interviews. The subjects responded to questions regarding the implementation of the program, the formal structure of the programs, the procedure of matching tandem partners, the characteristics of the program’s participants, the challenges they experienced, the positive and negative experiences and the factors they consider vital for a successful implementation. In a next stage the main aspects of the study’s results were compared to findings in literature in order to verify their generalizability and to develop those findings further in theory. The thesis concludes that Reverse Mentoring can be a tool that helps companies to face current trends, and the reader gets a detailed view on how Reverse Mentoring can be applied in a company.
Diese Arbeit beschreibt die Erstellung und Umsetzung der Sanierung der Klinik für Biokinematik. Sie beschäftigt sich mit der Frage was die Klinik ist, was ihre Besonderheiten darstellen, wie sie entstanden ist und warum sie in Schieflage geraten ist. Daraus werden Schlussfolgerungen gezogen und in eine Umstrukturierungskonzept eingebunden, welches das Ziel hat die Klinik wieder voll in Familienhände zurück zu führen und wieder wirtschaftlich nachhaltig rentabel zu machen.
Sicht der Pflege
(2015)
Smarter Lernen
(2015)
Spielräume: Virtual Settings
(2015)
This bachelor thesis deals with the topic of a better design for the process of Recruiting of a mid-sized company (WERMA). It should answer the question whether these requirements can be met by the introduction of a digital applicant management system. The goal is to prove whether such a system increases the efficiency and / or effectiveness and how this effect occurs. The question will be discussed with the help of specialist literature, a review of the current candidate process and an employee survey at WERMA. The providers of the digital applicant management systems are consulted likewise for more information. The result shows that it is quite possible to increase the efficiency and effectiveness in Recruitment with the introduction of such a system. The previous processes can be accelerated or they disappear. It emerged clearly that the efficiency is more important for WERMA than effectiveness. The main reason is that the core processes of Recruiting will still be the same. The system helps to operate them faster.
Considering the ever-increasing government debts of industrial countries as well as missing financial resources of emerging and developing countries, the international press outdoes themselves with headlines on the subject tax, tax evasion, tax dodging and tax shifting. International corporations like Amazon, Apple, Google, Ikea or Starbucks are obviously able to shift their profits legally across the world in order to deliberately save tax payments. The arising tax loss out of such activities in Europe is estimated to be around one trillion Euro, while in Germany it is estimated to be around 160 billion euros. In order to counteract this phenomenon states as well as the OECD are developing concepts, practices and actions to combat tax shifting of corporations on an international base. The true objective is, to pay taxes where the actual added value creation takes place.
This bachelor thesis considers the general representation of this subject and provides a deeper look on the different parties involved in tax shifting operations as well as on their respective motifs. Basic constructions of techniques are outlined and shown. By assumption models it can be determined that in Non-Tax haven countries tax shifting leads to a substantial economic loss, whereas for countries considered as tax havens this characteristic does not necessarily lead to a greater economic growth in the country. Further it is illustrated to which extent companies are able to establish a competitive advantage over other companies through tax shifting methods. Additionally it becomes obvious that the use of tax havens is finally leading to a closure of gaps in the law within the different tax systems and consequently it will lead to an increased tax justice in the long run.