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Course of studies
The international debate on cannabis legalization gained considerable momentum after US states Colorado and Washington adopted laws on legal recreational cannabis for the first time. Ever since, seven US states and nations such as Uruguay and Canada followed the lead. Germany is no exception from this development and there are various other countries considering to legalize marihuana for recreational purposes as well.
It is of high interest for policy makers in politics, economics and public health and safety to understand to what extent such an amendment influences different areas of society. The academic literature about coherent implications for the German state is scarce. The present thesis is an analysis of the economic consequences of a potential cannabis legalization in Germany and a weighing up of its pros and cons in monetary terms.
Information about properties of cannabis markets such as supply, prices, demand and their dynamics - predominantly from scientific research in nations with adopted legalization or decriminalization laws – were examined and transferred to Germany to compute likely income and expenditure related to or influenced by cannabis. Factors included are demand reactions and thereby impacts on tax income from marihuana, public expenditure for law enforcement and health, the alcohol industry, opiate consumption, as well as road safety
and drug-related crime. A legalization would result in a significant increase of annual cannabis consumption and regular users in Germany. The analysis identified public expenditure and tax income as substantial components with regard to the economic feasibility study. Interrelations to alcohol consumption are also important in determining the appropriateness of such an amendment. Severe adverse outcomes on road safety or other drug consumption are not expected. Drug-related crime and power of organized crime are likely to decrease.
This bachelor thesis is a comparative study between German and French consumers. Why do Germans spend less on food than French consumers? This question, which is the main one of this paper, leads to a subdivision in three other questions: How do the culture and some financial aspects of Germany and France impact their food buying decisions? German consumer vs. French consumer: how important are the characteristics of each consumer behaviour Profile? Are the other parameters being taken into account while buying food the reasons why French consumers spend more on food than Germans?
In order to answer the first two questions not only an analysis of both culture is required but also an examination of the consumption behaviours of each population. By means of qualitative and quantitative research methods the third question will be treated.
According to this comparative study, the results show that buying decision related to food is strongly influenced by some cultural aspects of each population. An answer of the main question of this study can also be derived after analysing the German consumer Profile.
This research explores the efficiency or effectiveness of video interviewing. It checked the effectiveness of video interviewing in the assessment of skills and the prediction of future performances. The research was comparative, meaning that video interviewing was compared to the other media of interviewing. This was done in terms of their advantages, innovativeness, efficiency and practicality. It describes what video interviewing is all about, what qualities and benefits it possesses and what downsides does have. 6 Recruitment Specialists and HR experts [Industry experts] took part in a survey. Results show that video interviewing has many benefits that emulate the basic characteristics of a face to face interview. However, video interviewing has even more advantages that make it more practical than face to face interviews at some stages of the recruitment process. All these observations led to the conclusion that video interviewing is a very effective interviewing media.
Surge pricing is a dynamic pricing strategy which has been developed by the American ride-sharing platform Uber. Based on demand and supply, the surge pricing algorithm calculates a trip fare for both, riders and drivers. In times when demand outstrips supply in a certain geographic area, the algorithm applies a so-called “surge factor” which is multiplied by the basic trip fare. This way, the provider can calibrate demand and supply until they reach the market equilibrium again. This paper examines whether dynamic surge pricing can also be applied to the offline food retail market. Consequently, it starts by giving some theoretical background on dynamic and surge pricing, and with the aid of a PESTEL analysis, highlights all the factors presenting opportunities and limitations for the implementation of surge pricing in supermarkets. In addition to that, by conducting a SWOT analysis of dynamic surge pricing, this thesis investigates what the prerequisites are to a successful implementation strategy. In the end, it outlines possible consequences for consumers if surge pricing is used in grocery stores. It will be found that, from a theoretic point of view, a dynamic surge pricing strategy is feasible in the offline food retail market. However, it does not present the optimal pricing method for neither of the market participants.
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.
Fast and flexible – today's two most desired traits within the business environment. The quickly rising technological advancement makes it difficult for organizations to keep up with their productivity. Owing to the digitalization, organizations have to rethink their structures and processes to be able to adjust to the constantly changing environment and ultimately continue to stay a successful force. A “one-size-fits-all” solution does not exist, which makes the initiatives time-consuming and difficult.
Since digitalization comes with major challenges that have to be tackled to decrease the gap in potential business productivity, the first objective of this paper is to identify relevant action points for organizations, together with the examination of the best practice of agility and its structural and cultural traits.
Further, this work aims to comprehend the structural and cultural traits of the case of [company name]. This is approached by a mixed method empirical analysis. First, by qualitative in-depth interviews with the first and second level managers based on the preceding theoretical framework of Spiral Dynamics and a concept of organizational culture analysis. Second, by a quantitative online survey with the remaining workforce based on the model of Competing Values Framework, assessing not only the current but also the by the workforce desired structural and cultural traits.
The model of Spiral Dynamics defines differing predominant core value systems of mankind, whereas challenges that cannot be accomplished with current behaviors initiate the evolution to another core value system – just like digitalization does with the case of [company name]. The Competing Values Framework is a scientifically justified concept to analyze organizational culture.
The last objective of this paper is to develop a set of tailored recommendations towards agile work approaches for the case of [company name] based on the preceding analysis and the theoretical framework of a scientifically justified change management process.
The conducted research reveals that the organization’s culture mainly shows traits of a traditional organization, with top-down decision-making and task assignments, selective transparency, silo-communication and a lack of interdisciplinary collaboration, which results in the predominant core value system of Success. Additionally, the analysis of the desired traits reveals a congruency with agile organizational traits, or in other words, the predominant value system of Synergy. With respect to the results, the study makes seven recommendations, incorporating the theory of a successful change initiative. Together with specified action examples, the way towards the desired predominant value system is paved.
The world is in a trend of urbanization, which leads to population surges in the major cities. The consequences are an increase in pollution and traffic congestion. With the rise of the sharing economy, bike sharing systems are a possible solution to the urban traffic problem, which at the same time is a sustainable “green” way of transportation. This trend is especially visible in China where the combination of bike sharing and the Internet of things has resulted in a new form of bike sharing: the free-floating bike sharing system. This paper seeks to analyse the new model, the underlying market conditions of China and Germany affecting the system and eventually tries to evaluate the chances and limitations of the FFBSS in the German market, considering the differences in the market and the opinions of expats who experienced the system first hand in China. This paper focuses on the two major operators of the free-floating bike sharing system, Mobike and Ofo bike, who have split most of the Chinese market between them, kicking out most of its competitors.
The European Monetary Union is a unique monetary system that exists for nineteen years now. An ongoing discussion about the workings and the role of the European Monetary Union is being conducted by researchers, who come to various conclusions. The current crisis made it clear that the current construction is not ideal, and there is a certain room for improvement.
This thesis introduces an in-depth analysis of the current role and workings of European Monetary Union, as well as a potential consideration of the benefits and risks connected to a potential entry of Hungary into the Eurozone. The literature review discusses the inner working of the unique case of the EMU, which is a monetary union, without budgetary union obligations for its member states. The literature review highlights the general benefits and risks connected to the membership in a monetary union, as well as mentions the unique benefits and risks connected to a membership in EMU.
The second part is dealing with the research methodology; macroeconomic indicators of Lithuania, Slovakia, Germany and Italy are being examined and analyzed, in order to determine the degree of influence EMU is having on the chosen macroeconomic indicators and outliers. A summary of the knowledge from the literature review is being applied for the subsequent analysis.
The third part first introduces the macroeconomic situation of Hungary, analyses the development of such factors and contemplates the compliance with the Maastricht Convergence Criteria, which need to be fulfilled in order to become part of EMU.
The fourth part of the thesis concludes the research by combining the knowledge from the literature review and knowledge gained from the country analysis. A conclusion about the potential risks and benefits of EMU entry by Hungary is being drawn.
The practical applications of the PMBOK Guide for the events industry - an analysis and case study
(2018)
The goal of this thesis is the investigation and analysis of the PMBOK Guide for its feasibility in the development, planning and executing processes of events and the implications of its employment on the overall project success. The analysis includes findings on which guidelines are most applicable, which require modifications, and which are not or only limited useful for event planning. The different processes and their usefulness in the events context are outlined and recommendations for their use are made. For illustration purposes a case study based on a trade show launch was developed and appropriate guidelines were applied, resulting in specific recommendations to the project team. Additionally, key performance indicators and other success measurements were developed in the course of this work. Since events need to pivot and are set in an agile environment, it is challenging to apply a waterfall method such as the PMBOK Guide to the project procedures making it advisable to ultimately employ a hybrid or selective approach. The results of this research can enable project managers in the events industry to more easily apply a waterfall methodology as a whole or in parts to their projects and provides a variety of indicators and measurements for performance evaluation.
Social media is important to the private lives of people. Marketers can use this to sell their products and create a competitive advantage. This study’s research questions were formulated in order to examine this topic more closely. The aim of this thesis is to provide a theoretical background on social media and the influence of purchase decisions, as well as empirical evidence. Secondary data from various journals and articles was used to provide a theoretical framework based on the latest information. Empirical studies by researchers in different industries have examined the topic with a statistical approach. Their findings are used to provide a practical perspective. The results show that social media has a positive influence on consumers’ purchase behaviour. The conclusion discusses recommendations for future research, limitations and a critical view on existing empirical research and theory on this topic.
The influence of quality labels on perceived product value - Marketing to the conscious consumer
(2018)
Quality labels are an important cue for customers in their search for indications of product quality. They provide consumers with valuable information about production standards. Whether the value-added by labels directly translates into price premiums is still an open question, as researchers could not reach consensus so far. Moreover, the use of multiple labels on one product is another topic discussed controversially in the research literature. Current research has further identified multiple factors affecting consumers’ willingness to pay for labelled food products. For this paper, a survey among 400 shoppers from the Villingen-Schwenningen area has been conducted, in an attempt to identify the significance of various influencing factors on willingness to pay for labelled products. Four distinct food products have been tested in this survey, each in four different labelling situations. Two labels were used on the products, one indicating social standards and another certifying ecological production standards. The study identified the following factors as influential on participants’ expressed willingness to pay: product type, information and label type. The influence of missing reference prices could not be proven to be significant. The marginal effect of a second label was found to decrease for only two of the products. As the effects of each of the factors varied between the products, no general conclusion about the effects of either of them could be drawn. Therefore, the paper concludes on the note, that a general assumption about label value should not be made.
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.
The changes between Taiwan and China since 1979 have closer both countries in many aspects. This study seeks for evidence proving the impact of cross-strait political events on Taiwan Stock Market. Major events from 1995 to 2017 are identified and examined with event study using market model and both parametric and non-parametric test. By defining 19 events into two groups- Good news and Bad news, the results present significant abnormal returns on event day [0] or after. This suggests that there is significant impact of cross-strait political events on Taiwan Stock Market. Moreover, due to the limited amount of events, this study can only weakly support that Taiwan Stock Market is semi-strong form.
The present work illustrates the challenges non-profit organizations are facing, especially in regard to marketing measures. Rapid technical advancements and the continuous development of digital assets opens new creative possibilities, which organizations must recognize in order to operate successfully.
Future philanthropists’ charitable contributions are shaped by generational characteristics. The new generation forces organizations to implement new strategies and to revise its approach in order to address given needs and to satisfy all participants. Social platforms, permanent internet access and specifically mobile phones influence promotional activities which emphasizes the great importance of a digital marketing concept. Furthermore, charity organizations need to adapt new ways of engaging with their donor base in order to build a sustainable and lasting relationship.
This paper aims to reveal generational impacts on charitable contributions. It focuses mainly on marketing measures and the upcoming challenges and specifically aims to examine existing evidence for the effectiveness of Video Marketing. Hence, the key question to be answered is if video illustrates the new sales tool to approach future philanthropists. Therefore, an interview with the expert Dennis van Dijk, the COO of MSSG B.V., is being conducted to support the possible result.
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.
Fort he past decades Microfinance Institutions (MFIs) in Cameroon and the world over has been growing. Despite the restructuring of the Cameroon Banking sector after the Bank crisis that erupted in the late 1980`s, MFIs in Cameroon continue to grow and offering financial products and services to the unbanked population not served by commercial banks. The main objective of this research is to critically examine and analyse the factors responsible for the growth of MFIs in Cameroon in comparable to commercial banks and a recommendation on what need to be done to improve on the financial sector of Cameroon. The research method is an explorative approach base on empirical literature review. The research will examine social and financial performance factors that have been responsible for the emerging growth of MFIs in other developing countries in Africa Asia, Latin America and apply them to MFIs in Cameroon in order to find out if these same factors can also be responsible for the emerging growth of MFIs in Cameroon. At the end of this research study it was revealed that social performance factors which includes total number of clients served that measured the breadth of outreach,the poverty level of the clients which measured the depth of outreach, the total number of branches and products and services which measured the scope of outreach has been responsible for the emerging growth of microfinance institutions in Cameroon.
Key words: performance factors, Microfinance institutions,Commercial banks, Cameroon
Globalization brought high competition in the market. Therefore, international Marketers started to use a strategy of linking a product to its Country of Origin to get a potential competitive advantage on their product. Previous studies have found that the effect of Country-of-Origin on consumer´s product evaluation, perception and purchase intention. However, it was limited to find the County-Of-Origin effect on different age groups especially in Germany.
The purpose of this research was to analyze the effect of Country of Origin on German consumer´s product evaluation and different age groups. Projective test was adopted for designing the questionnaire and Italy, China and France were selected as the country. In the end, the data was represented by statistical analysis and graphic representation.
This research comes to the conclusion that the Country of Origin either has an impact or has no impact on German consumer´s product evaluation. Their evaluation showed various results based on country and product information such as Country image, Country of Manufacturer image, product category and brand. Therefore, this research was not able to define the general Country of Origin effect on German consumer´s product evaluation. However, this research will give an insight for designing a future research and a more comprehensive understanding of the Country of Origin effect on age groups.
As banks have to close branches in the current low-interest environment and as customers show an increasing preference for online channels, existing channels of branch-centric banks no longer can guarantee to suffice the needs of the omni-channel consumer. Online consultation through video chat, called video banking, is a possible solution for these issues. In order to keep marketing activities effective and cost-efficient, it is of interest for the banking sector to define a socio-demographic target group for video banking.
Thus, the objective of this thesis is to find socio-demographic characteristics which influence the willingness to use video banking. The characteristics deemed as plausible predictors are then tested for their suitability as such through bivariate and multivariate analysis of an empirical study conducted among U.S. bank customers with internet access. The goal of the multivariate analysis is to find the regression model that best predicts the willingness to use video banking. Depending on the outcome, recommendations will be made about the definition of a target group for video banking.
Die vorliegende Arbeit behandelt das Thema der Talentakquisition der Fachkräfte von Morgen. Es wird die Forschungsfrage bearbeitet ob durch teamspezifisches Active Sourcing die Qualität und Quantität der Bewerber am Beispiel des Teams der Funktionalen Sicherheit der MBtech erhöht werden kann. Hierfür werden verschiedene Methoden des Active Sourcings ausprobiert um die Auswirkung auf den Recruiting Prozess messen zu können und ob teamspezifisches Active Sourcing in unbekannten Bereichen nötig sowie sinnvoll ist. Diese Arbeit baut auf die momentane Situation der MBtech im Bereich der Personalbeschaffung durch Active Sourcing und beinhaltet mögliche Strategien und Handlungsempfehlungen.
The purpose of the thesis is to recognize the huge potential of the mobile sales channel through mobile websites and/or apps for the mobile shops in the sporting goods industries. Many retailers and fashion brands have already recognized the huge market of the M-Commerce. Surprisingly, sport brands till now have largely missed out on the M-commerce market. Only few of them have a mobile store and none of them provides a satisfying user experience. Therefore, those sport brands that already have a mobile shop need to rework their concept, and those that have no m-channel so far need to establish one. Given the exponential market growth, waiting is no longer an option. Sports brands that delay or fail to strengthen their mobile presence will fall behind competitors and miss a major opportunity to maximize their sales.
The main goal of the study is to analyze students’ buying intention towards e-learning program by developing a structural model of e-learning acceptance by the students and analyzing perceived usefulness, perceived ease of use, attitudes, subjective norms, motivations and buying intentions according to the developed model.
Erismann und die deutsche Tapetenindustrie sind mit sinkenden Absätzen konfrontiert. Laut einer aktuellen Studie haben die Deutschen ein negatives Bild von Tapeten und sind unzureichend über die Vorteile von Vliestapeten informiert.
Diese Arbeit entwirft einen strategischen Ansatz, um deutsche Endverbraucher über die Vorteile von Vliestapeten zu informieren. Die Möglichkeiten des Reichweitenausbaus Erismanns im Web und Sozialen Netzwerken werden erforscht, ein Ansatz zur Aufklärung der Endverbraucher wird erarbeitet und Vermarktungsempfehlungen ausgesprochen.
Basis der Arbeit ist eine Marktanalyse mit Modellen wie Porter’s 5 Forces und PEEST. Der Konsument, seine Kaufmotive, sein Customer Journey und Kaufverhalten werden untersucht. Eine Segmentierungsstrategie mit dem Ziel, Buyer Personas zu erstellen, wird entworfen. Das erleichtert die folgende Differenzierung und Positionierung. SEO Maßnahmen werden ausgewertet. Die Content-Marketing Strategie verfolgt das Ziel der Erstellung von Themenbereichen und Anwendung von Storytelling auf der Webseite und in Sozialen Netzwerken wie Facebook und Instagram.
Es zeigt sich, dass eine Reichweitenerhöhung mit SEO (Suchmaschinenoptimierung) Maßnahmen, Blogging, organischem Linkbuilding besonders über Influencer und der Erstellung zielgruppenrelevanter Inhalte durch Content-Marketing erreicht werden kann. Content-Marketing ist geeignet, um Konsumenten zu erreichen und über Produktvorteile aufzuklären.
Die Aufklärung über die Vorteile von Vliestapeten geht zwingend mit der Verbesserung des Images von Tapeten einher. Aufgrund der steigenden Bedeutung von SEO und Social Media Marketing muss Erismann Erfahrungen in diesen Bereichen sammeln und seine Online Präsenz ausbauen.
Understanding consumer behavior is a crucial task for businesses as it is fundamental to analyze and implement successful marketing strategies. The following Bachelor thesis investigates the consumer behavior of Millennials, a consumer group that, due to its size and unique consumer patterns, has become ever more interesting for businesses in recent years. Firstly, this work gives an overview of the necessary steps to analyze consumer characteristics to understand the main concept of consumer behavior as analyzing consumer characteristics forms the basis of developing and finally implementing appropriate marketing strategies. Secondly, as modern technologies play an important role in consumer behavior, this Bachelor thesis analyzes the influence of advanced technological marketing tools on consumer behavior in greater depth. Thirdly, this paper takes a closer look at the millennial generation, thereby focusing on its distinct consumer behavior and its importance for businesses and societies – across time as customers as well as employees. To understand the significance of the millennial customer segment, it is not only important to contrast the consumer behavior of Millennials to those of other generations but to also get familiar with the Millennials’ main characteristics that define their consumption patterns such as their focus on status and sustainable consumption. Finally, this Bachelor thesis outlines potential opportunities and challenges for marketers today and in the years to come and provides suited recommendations on how to effectively target the millennial customer segment to best meet the expectations of Millennials.
There was an increased in the number of high-skilled Spaniards that decided to leave their home country. The economic situation and the high unemployment rate have complicated the chances to find a well-paid job and responsibilities according to their level of education. Therefore, Spaniards with a tertiary education find new opportunities in foreign countries like Germany with a robust and stable labour market.
This issue is gaining importance and must be deeply analysed. Thus, the purpose of this thesis is, by the use of secondary and primary data, to describe what are the push and pull factors, and what are the consequences of the Spanish brain drain for Germany and Spain. The conclusion, will confirm and give possible recommendations that the Spanish government may apply in the future.
Abstrakt
Die sozialen Medien sind aus der heutigen Zeit kaum noch wegzudenken. Der Einfluss und die Wichtigkeit der Social Media Plattformen wächst sowohl für Privatpersonen, als auch für Unternehmen stetig. Besonders das Social Media Marketing konnte in den letzten Jahren an Bedeutung gewinnen. Auch die Vereine der ersten Fußball-Bundesliga haben das Potential erkannt und investieren zunehmend in das neue Marketing Instrument. Allerdings sollten einige Unterschiede von Vereinen aus der Fußball Branche, im Vergleich zu Unternehmen aus der Wirtschaft beachtet werden. Die vorliegende Arbeit erforscht die Erfolgsfaktoren, Anwendungsmöglichkeiten und Besonderheiten des Social Media Marketings für Fußballvereine. In diesem Zusammenhang wird der VfB Stuttgart als Beispiel aus der Fußball-Bundesliga herangezogen. Hierbei werden Interviews mit verschiedenen Experten aus der Sportbranche, eine Umfrage unter den VfB Stuttgart Fans und Literaturrecherche getätigt. Die Ergebnisse der Arbeit werden zu einer Handlungsempfehlung zusammengefasst.
Abstract
Nowadays the importance and impact of Social Media grows both, for private persons and companies. In recent years Social Media Marketing has become an established marketing tool and continues to gain importance. The clubs of the German “Fussball Bundesliga” have recognized the potential and are investing increasingly in their Social Media Marketing campaigns. Thereby, the difference between business companies and sports clubs should receive attention. In the following research key success factors of Social Media Marketing and characteristics of the sports industry are explored. For this purpose, the soccer club VfB Stuttgart has been chosen as an example. Interviews with various experts from the sports industry, a survey with VfB Stuttgart fans and a literature research are made. The bachelor thesis findings are summarized as a recommendation for action for the VfB Stuttgart soccer club.
Social media has become inseparable from our daily lives thanks to the widely use of internet and mobile technological advancement. Travel and tourism has benefited a lot from social media, especially the travelers. Not only can they find travel-related information on social media platforms, but they can also discuss and exchange necessary and relevant opinions and information.
The purpose of this research study is to examine how social media influences where German millennials determine their holiday destination. This dissertation analyzes to what extend social media influences the individual German millennial’s decision and whether reviews and comments affect their decisions.
The research study comprises of 5 chapters which represent the analytical process from beginning to end. The first chapter is the introduction, then literature reviews, then the methodology for primary research of this research is identified and explained. Results from the online questionnaire are then presented followed by an analysis and interpretation. Finally, the conclusion and limitation of the research have been discussed.
This research study concludes that social media does influence German millennials when they use social media to compare the holiday destinations in comparison to those who do not use social media for this purpose. It is clear that social media is the main source of information when they are looking for holiday destination information and is preferred compared to travel books and travel agencies. The results have shown that TripAdvisor is the most used holiday destination information page among other social media platforms. Furthermore, most of German millennials are passive users of travel-related social media platforms. That means they only consume information but do not necessarily write reviews or comments after their holiday experience.
Die Distributed-Ledger-Technology, die Blockchain und Smart Contracts sind derzeit eines der am meisten diskutierten Themen in der Bankenbranche. Es wird viel erforscht im Hinblick auf Potentiale, Anwendungsgebiete und Risiken bezüglich der Nutzung dieser Technologien. Diese Arbeit soll eine Übersicht über den aktuellen Stand in der Branche geben und welche Chancen sich hier-durch ergeben könnten. Auch wird analysiert, welche Auswirkungen Smart Contracts auf die Branche haben könnten. Auch schon deren Entwicklung stellt die Branche vor neue Herausforderungen im Bezug auf Prozesse in der Bank, in der Kollaboration mit Partnern und mit Kunden.
Selbstnominierung bedeutet, dass sich Mitarbeiter eigenständig für vakante Stellen oder ein Talentprogramm innerhalb des eigenen Unternehmens vorschlagen. Die vorliegende Arbeit beschäftigt sich mit der Fragestellung, ob es lukrativ ist, diesen innovativen Ansatz der internen Talentidentifikation als Alternative zur klassischen Nominierung durch den Vorgesetzten zu nutzen. Hierzu werden zunächst die Schwachstellen des klassischen Ansatzes der Nominierung herausgearbeitet. Als mögliche innovative Alternative wird im Folgenden die Selbstnominierung erläutert und analysiert. Unterstützt wird die Theorie durch Praxisbeispiele von Unternehmen, welche Selbstnominierung ausprobiert haben. Abschließend wird zudem auf mögliche Lösungsansätze hingewiesen, um eine gelungene Integration der neuen Alternative zu gewährleisten.
The car business is confronting huge change, with expanding challenges in shopper requests, innovation advancement, globalization, incorporation, and joint effort. A new future is rapidly coming in which automotive industry is moving towards more digitalized & mobility world. Multimodular transportation will turn out to be progressively normal, and shrewd vehicles will oblige various customer requirements for data, ecological obligation, and security. Automotive organizations need to create new and advanced business models to maintain and gain sales growth. In this unique new age, I trust, an emphasis on the advancement of convincing individual versatility arrangements, retail change, worldwide execution and broad banding together will be the keys to accomplishment in 2020
In times of talent shortage and increasing competition, companies are constantly
looking for methods to recruit better fits in a more time and cost-efficient manner. One
such method, which an increasing number of companies turn towards, are so called
“Robot Recruiters”, or more specifically, artificial intelligence enhanced digital
recruiting tools. However, the impact of the associated automation and dehumanization
of parts of the recruitment process on the candidate experience, remains unclear. In order to assess the potential influence of mentioned tools, candidate experience influencing factors are elaborated, to then analyze how these factors are affected in an artificial intelligence supported recruiting process.
The analysis has shown, that AI recruiting tools do have the potential to satisfy
candidates’ needs by automating simple, yet time consuming tasks like scheduling or initial communication. However, candidates are likely to show adverse reaction to their
usage in later stages of the recruitment process, which are traditionally characterized
by personal interaction.
The creation of a positive organizational culture has become of increasing interest during the past decades. Various studies have assessed the impact of organizational culture and employee satisfaction in relation to individual and organizational performance. A cross-comparison of these studies is difficult, as the results strongly depend on the definition of the investigated variables. Additionally, the concept of organizational culture remains a unique concept within the group and is influenced by the respective organizational structures and processes.
Therefore, this bachelor thesis attempts to investigate the concept of organizational culture and its determinants in general, as well as making the case of the critical im-portance of organizational culture, specifically for the company MS Plastic Welders, LLC (MSPW).
In this context, to form a comprehensive analysis and theoretical framework, secondary data was examined. In line with the qualitative findings, the application of a descriptive employee survey at MSPW intended to examine the employees’ perceptions towards their job satisfaction and the overall working environment. The aim of the study was to uncover the main areas for improvement, forming the basis of leading a positive culture change. Following the survey, conclusions about the organizational culture at MSPW were drawn and put into perspective in the form of recommendations for the company. The survey results indicated that the company needs to communicate a clear organizational mission and additionally needs to determine and communicate their organizational values, in order to clearly direct the employees’ mindsets, behavior and actions. After determining the organizational direction, the internal structures and processes need to be aligned to support the desired behavior patterns and in order to enhance the long-term organizational performance perspectives through positive culture change.
Relevanz und Anforderungen des E-Commerce im Internationalen Key Account Management der SICK AG
(2018)
Die Arbeit beschäftigt sich mit dem Thema E-Commerce im Internationalen Key Account Management. Dabei wurde untersucht, welche Relevanz dem E-Commerce im B2B Geschäft zugeschrieben wird, welche Herausforderungen sich aus dem E-Commerce für die Lieferanten ergeben und wie der E-Commerce mit dem klassischen Key Account Management vereinbar ist. Das Thema wurde am Beispiel der SICK AG untersucht. Als Untersuchungsverfahren wurde intern eine Onlinebefragung der Tochtergesellschaften und Experteninterviews mit Spezialisten aus verschiedenen Bereichen durchgeführt.
Resultierend aus den Untersuchungen nimmt die Bedeutung des E-Commerce weltweit deutlich zu. Die elektronische Vernetzung mit dem Lieferanten ist zu einem wichtigen Kriterium für die Lieferantenauswahl geworden. Gleichzeitig konnte aufgezeigt werden, dass die rein elektronische Abwicklung aller Geschäftsprozesse Nachteile birgt, die für den Key Account nur schwer erkennbar sind.
Abschließend sind Handlungsempfehlungen spezifisch für die SICK AG abgeleitet worden.
Ein Relaunch ermöglicht Produkten eine neue Wachstumsphase innerhalb des Produktlebenszyklus zu erzeugen. Dabei gibt es verschiedene Wege der Konzeption. Im Gesundheitswesen gibt es andere Voraussetzungen als in anderen Branchen. Deren Einfluss auf eine neue Zielgruppe und ein neues Marketingkonzept wird untersucht, um das Potenzial eines Relaunches abwägen zu können. Für eine wahrheitsgetreue Empfehlung wurden empirische Daten erhoben.
Die ermittelten Ergebnisse der Recherche werden mit einem Fallbeispiel der Diagnostika-Industrie auf Anwendbarkeit überprüft.
This thesis analyzes reverse logistics exemplified by Kärcher, a manufacturer of cleaning devices, and elaborates a conceptual framework for developing a business model for reverse logistics. A literature review is undertaken for theoretical infor-mation; expert interviews and a quantitative study are carried out. The aim of the lit-erature research is to investigate the importance of reverse logistics and its future viability. Reverse logistics can be divided into two parts, the entry channel and the value-adding part, whereas this thesis focuses on the value adding part. Previous studies mention that reverse logistics is ignored and underestimated by companies; nevertheless it is important for a functioning returns process as return quantities are increasing in the future inter alia because of online retailing. Furthermore, the re-verse logistics process of Kärcher is compared to the industry-wide standards. For understanding the process at Kärcher, exploratory interviews with several SDCs and a census are conducted. To compare the Kärcher reverse logistics process with the industry, a benchmark is performed. The benchmark is carried out with competitors based on short expert interviews and two international companies are analyzed from the literature. The outcome of the benchmark is that until now, there are no industry-wide standards to be found and therefore Kärcher cannot adhere to standards. Last-ly the business model concept Canvas is investigated in theory and applied to the reverse logistics process at Kärcher with the objective to explore, to what extent Canvas can be implemented. In addition, the Canvas is used to define a conceptual framework for further elaboration with the aim to possibly regain value from returns in the future. Finally a recommended course of action for Kärcher concerning reverse logistics is derived.
Im Rahmen dieser Bachelorarbeit wird untersucht, ob ein Outsourcing der Rekrutierungsprozesse unter Zugrundelegung der Annahmen der Transaktionskostentheorie und des Resource-based View eine geeignete Alternative zur internen Leistungserbringung ist. Hierbei werden die Aspekte Kosten, Leistung, Qualität und Außenwirkung näher beleuchtet, um darauf aufbauend einen theoriebasierten Entscheidungsrahmen in Bezug auf ein sinnvolles Recruitment Process Outsourcing (RPO) abzuleiten.
Mit Hilfe gezielter Literaturrecherche konnten einige Faktoren identifiziert werden, die einen starken Einfluss auf den Erfolg eines kompletten Recruitment Process Outsourcings besitzen. Wichtige Faktoren sind hierbei der Personalbedarf, die Arbeitgebermarke, der Ruf des RPO-Anbieters und der Einsatz detaillierter Kooperationsvereinbarungen. Ebenso zeigte die Untersuchung unter welchen Voraussetzungen eine selektive Auslagerung der Rekrutierungsprozesse erfolgsversprechend ist.
Small and Medium Enterprises are facing challenges when it comes to outsourcing. This piece of work investigates the factors that are needed for Small Medium Enterprises (SMEs) in the European Union to attain outsourcing criteria. Some of the challenges in the European Union face include; rising cost, risk uncertainty, large companies’ potency, internationalization and lack of entrepreneurship and innovation. Through understanding and choosing outsourcing criteria, they can select a type of outsourcing in line with their objectives and goals. Therefore, they end up achieving benefits. This could assist them in different sectors across the European Union ease risks. They find solutions to obstacles derived from within the different sectors located in the European Union.
This thesis analyses how the SMEs decide on outsourcing criteria challenges and how they can be changed into benefits. The literature findings help in contrasting sectors around the European Union to determine which outsourcing criteria could aid them in achieving resolutions. The complications and objections are due to the following outcomes which include; no loss or gain observation, no specific benefit construction, unexplored innovation strategies, supplier opportunism, outsourcing drivers and cultural fit.
Optimization of an omni-channel strategy in fashion retail – the case of Hunkemöller International
(2018)
In fashion retail, omni-channel management has become an important strategy to offer the customer a seamless shopping experience across various channels. Customers want to shop from anywhere and at any time. Therefore, retailers integrate their operations among all channels and manage them simultaneously. The customer´s interaction with the brand along various touchpoints is thereby an important factor, since the number of touchpoints along a customer´s journey is increasing. This work analyzes a fashion retailer that is already executing an omni-channel strategy, to find challenges that the company is facing and thus an approach for optimization. This is done for the example of Hunkemöller International B.V., a Dutch lingerie retailer, which is dedicated to consistently improve its omni-channel strategy.
The following work examines current literature of omni-channel management in fashion retail and sets up a framework of success factors. These are compared to the current state of the company´s omni-channel strategy through qualitative research in form of an expert interview. This research is followed by more inter-views, which give insights to the challenges that stores are facing while execut-ing omni-channel activities. In addition, the work focuses on the purchasing phase of a customer´s journey and builds a framework to investigate customer touchpoints in the respective phase. Quantitative research is carried out through an in-store customer survey that gives insights on challenges from customer´s side and on customer´s attitude towards omni-channel. Thereby a customer touchpoint analysis is conducted. The conclusion presents recommendations for Hunkemöller on how to face the challenges and optimize the current omni-channel strategy. Limitations of the research and points for future research are discussed in the end.
Die vorliegende Bachelorarbeit schafft einen Überblick über das Thema Prozessmanagement und Qualitätssicherung in der Abteilung der Produktion der Firma Camfil APC in Tuttlingen. Durch eine erhöhte Rückmeldung an Reklamationen seitens eines bedeutenden OEM-Kunden, ist die Notwendigkeit zur Verbesserung vorhandener Prozesse gegeben. Vor diesem Kontext soll die Frage beantwortet werden, welche Maßnahmen zur Verbesserungen von bestehenden Prozessen ergriffen werden können, um qualitativ hochwertige Prozessergebnisse zu garantieren und zu sichern. Dabei werden Prozessmanagementmethoden wie das, von dem Unternehmen verwendete, Lean Management und weiterführende Methoden des Qualitätsmanagements bei der Analyse der Fertigungsvorgänge in der Serienfertigung und Standplatzmontage für den OEM-Kunden eingesetzt. Durch die im Rahmen der Observation aufgedeckten Potentiale werden spezifische Verbesserungsansätze für die Fertigungsebene generiert.
Johannes Mohr, the owner of the start up company KARMA foods, has made it his life's mission to do something good for humanity. His idea is to make the world a better place by selling organically and sustainably produced products from Sri Lanka. Therefore, the company is also one of the so-called social entrepreneurs. Social Entrepreneurs are companies for which social thinking has the highest priority while doing business. KARMA foods thus supports social projects in Sri Lanka as well as animal welfare in Germany with every product sold. This is done by injecting a certain amount of money per product sold into the projects.
The social trend has changed significantly in recent years. As a result, businesses today are forced to adapt to the increasing health and environmental concerns in order to come up to the consumers' needs in the future. This growing health trend, especially with regard to healthy nutrition, also brought many superfood products to the market. Also the products of KARMA foods. The product range includes four products, the Moringa leaf powder, the Moringa capsules, the virgin coconut oil and the organic monkey mousse.
The aim of this bachelor thesis is to show the company different online marketing models, which are suitable for the marketing of superfood products. These are especially important in making KARMA foods better known to its target audience and gaining reach. On the other hand, they are more cost-saving than conventional marketing models. This is especially important for start ups with low budgets.
Another part of the work is to create a business plan for KARMA foods in order to give the company a structure and a guideline for orientation. This structure is a great help not only for the company itself, as all important business processes have been written down, but also a helpful document when borrowing money. Because potential lenders want to know who they are dealing with and whether they can trust the company or not. The work thus provides the company with important tips on how to make the KARMA foods brand and its products more widely known to consumers, as well as providing guidance on where the company currently stands and what it can achieve in the future.
Due to the globalization and talent shortage in Germany, companies are starting to recruit their new employees from abroad. These skilled professionals are relocating from abroad to Germany to live and work, leaving everything behind. Therefore, a successful integration into the company and into the community is essential.
This bachelor thesis is dealing with the different ways of how foreign professionals can be and should be integrated into the German workplace to be considered as successfully integrated. The aim of this thesis is to have a set of suggestions, a roadmap for companies to use as a guide to integrate foreign professionals in Germany.
To gain an inside into the current integration techniques of German companies, that are at the same time recruiting internationally, in-depth interviews have been conducted. On the other hand, to get an inside into the integrated employees minds and their experience with the German integration techniques, an online survey has been executed. Based on the findings, a set of recommendations have been made for companies.
The results of the empirical research have shown that there are already techniques and procedures that are more or less successfully used in integrating foreign professionals, but those techniques are general and not tailored towards the needs of an international. Hence, there is still a need for improvements. Furthermore, personnel and time, both two of the main reason for the missing structure, are scarce.
Das Ziel der vorliegenden Bachelorarbeit ist, die internationale Bekanntheit der HFU-Summer School zu erhöhen um somit die Nachfrage für die Veranstaltung fortwährend zu steigern. Hierfür sollte das aus den Vorjahren bestehende Marketing-Konzept neubearbeitet und fortentwickelt werden. Für dieses Konzept wurden im theoretischen Teil zunächst einige grundlegende Begriffe des traditionellen Marketings sowie des Online-Marketings erläutert. Im praktischen Teil wurden dann, anhand dieser Grundlagen, neue Marketing-Instrumente für die HFU-Summer School festgelegt und Entscheidungen hinsichtlich der Übernahme und Fortentwicklung der erfolgreichen Marketing-Instrumente des Vorjahres getroffen. Die dadurch hervorgegangene neue Marketing-Strategie, wurde zeitgleich zu dieser Arbeit umgesetzt und die daraus resultierenden Ergebnisse wurden analysiert, um darauf flexibel, in Form von Änderungen, reagieren zu können.
The aim of this bachelor thesis is to increase the international awareness of the HFU-Summer School in order to continuously increase the demand for this event. To this end, the existing marketing concept from previous years was to be reworked and further developed. For this concept, the theoretical part first explains some fundamental concepts of traditional marketing and online marketing. In the practical part, these basics were used to set new marketing tools for the HFU Summer School and make decisions regarding the adoption and development of the successful marketing tools of the previous year. The resulting new marketing strategy was implemented simultaneously to this work and the results generated in this way were analyzed in order to be able to react flexibly, in the form of changes.
Das Thema ETPs/ETFs im Allgemeinen ist, obgleich nicht mehr brandneu, nach wie vor eines der aktuellsten und relevantesten des Investmentbankings. Untermauert wird diese Feststellung durch das ständige Wachstum und die Innovation der Branche sowie durch das Volumen an Vermögen, das heute in ETFs verwaltet wird (Assets under Management).
In dieser Arbeit werden verschiedene Methoden und Aspekte der Indexkonstruktion, sowie die Funktionsweise von ETFs erklärt und diskutiert, um anschließend, basierend auf den gewonnenen Erkenntnissen, einen Produktvorschlag für das Fondsmanagement der Deka Investment GmbH ETFs herauszuarbeiten. Hierbei handelt es sich um ein Indexkonzept, das abzubilden die Aufgab eines neuen Deka ETFs wäre. Die zentralen Punkte, die untersucht werden sind die allgemeine Funktionsweise und Struktur von ETFs, Gewichtungsmethoden und Faktoren sowie deren Rolle bei der Indexkonstruktion.
Mit gewissen Vorgaben durch das Unternehmen und durch eigene Recherche wird eine Strategie formuliert, die eigenständig mit Hilfe der Portfolio Management Software von FactSet getestet und optimiert wird. Hierbei wird unter anderem durch einen Backtest untersucht, wie sich der Index, bei Quartalsweiser Anpassung in den letzten 10 Jahren verhalten hätte.
In dieser Arbeit soll eine Motorsteuerung für einen 3-Phasen-Asynchronmotor mit Kurzschlussläufer realisiert werden. Dabei soll der Motor in einem Gleichstromnetzwerk mit einer Spannung von 325V betrieben werden. Drehzahl und Drehrichtung des Motors sollen variabel sein. Der Motor wird dabei bei konstantem Lastdrehmoment betrieben. Des Weiteren soll die Steuerung eine Drehzahl des Motors von bis zu 25000 1/min ermöglichen.
Die Arbeit behandelt dabei einführend die Funktionsweise des Asynchronmotors und leitet ein mathematisches Modell ab, das anschließend für die Erstellung des Steueralgorithmus verwendet wird. Bei der Realisierung der Schaltung wird u.a. die Problematik mit parasitären Induktivitäten und der Umgang mit motorinduzierten Spannungsspitzen behandelt. Realisiert wird die Motorsteuerung als Umrichterschaltung. Dabei finden ausschließlich N-Kanal-MOSFETs Verwendung. Für die Ansteuerung der MOSFETs kommen Gate-Treiber-ICs mit Bootstrap-Kondensatoren zum Einsatz. Angesteuert wird der Motor über einen STM32-Board. Der implementierte Steueralgorithmus realisiert dabei eine Grundfrequenztaktung. Über diesen Aufbau der Motorsteuerung können die Anforderungen erfüllt werden.
This research presents a cross-country comparison between China and Germany to examine the differences in mobile payment adoption. Past developments indicated that mobile payment penetration varies across countries, where some countries successfully adopted mobile payment, whereas others are still in a development phase. Lerner (2013) indicated that the difference in mobile payment adoption can be attributed to the difference between developed and developing countries. Therefore, a theoretical model was developed, on which basis the adoption in Germany (a developed country) and China (a developing country) was compared and tested for differences. Based on the technology acceptance model (TAM), the model was extended by Perceived Trust, Perceived Risk and Value Added Services. Furthermore, the model was tested in each country and compared through structural equation modeling (SEM) in AMOS. As a result, a significant difference in adoption of mobile payment between China and Germany was found. Perceived Risk showed a significantly stronger impact on the adoption of mobile payment in China than in Germany. These findings have managerial implications on the design and promotion of mobile payment to increase penetration.
Die Sportartikelbranche ist eine extrem dynamische Branche, seit Jahren durch enormes Wachstum und nahezu unerschöpfliches Potential geprägt. Für den Kunden ist der stationäre Handel nach wie vor die erste Anlaufstelle und somit spielen persönliche Verkäufer in dieser Branche eine besondere Rolle und benötigen wie andere Fachkräfte Motivation.
Diese Arbeit zeigt, dass allein monetäre Anreize kein taugliches Mittel sind um die Motivation dieser Mitarbeitenden positiv zu beeinflussen. Durch die Auswertung von Expertengesprächen, sowie einer großzahligen Mitarbeiterbefragung wird deutlich, dass rein monetäre Anreize eine Vielzahl an negativen Auswirkungen mit sich bringen.
Diese Auswirkungen werden dargelegt und auch quantifiziert. Am Ende ergibt sich eine Übereinstimmung mit anderen Untersuchungen und Studien. Es kann das Fazit gezogen werden, dass es zusätzlich immer auch der Mittel der intrinsischen Motivation bedarf um Mitarbeitende zur vollen Entfaltung ihrer Leistungsfähigkeit zu bewegen.
Die vorliegende Bachelorarbeit gibt eine Übersicht über die Gründe, Chancen, Risiken und den potentiellen Mehrwert des Mehrkanalvertriebs in der 3D Druck- und Scanindustrie. Dabei wurden die aktuellen Vertriebsstrategien einiger Hersteller analysiert. Durch ein Experteninterview wurde ein theoretisches Modell des Mehrkanalvertriebs für Shining3D entwickelt und untersucht. Mit Hilfe einer SWOT-Analyse wurden die aktuellen Schwächen ermittelt und der Mehrwert des Mehrkanalvertriebs, im Vergleich zum aktuellen Vertriebssystem, genau beschrieben. Die Ergebnisse der theoretischen Untersuchung zeigen, dass der Mehrkanalvertrieb die Schwächen in einem Vertrieb minimieren oder eliminieren kann. Durch das Dazugewinnen des direkten Vertriebs kann der Hersteller näher am Markt agieren und sich besser um zukünftige Innovationen und deren Einführung kümmern. Der Mehrkanalvertrieb verbessert durch das Erreichen neuer Kanäle nicht nur die Wirtschaftlichkeit, sondern bietet auch ein Risikoausgleich durch Bildung eines Absatzkanalportfolios. Sollte ein Kanal schwächeln, so kann er durch die anderen aufgefangen werden. Abschließend werden mögliche Konfliktfelder analysiert und Lösungsansätze für deren Beseitigung beschreiben.
This thesis Increasing Business Success through emotionalisation? Chances and limitations of Neuromerchandising® in the food retailing industry based on the example of HIT Markt deals with the changed customer behaviour of the modern customer and the resulting challenges for the dealers in the food retailing industry. Solely providing the merchandise is nowadays not sufficient anymore to hold its own in a further developing market of the food retailing industry.
Nowadays’ consumers want to be entertained and to be addressed with all their senses. Therefore, the dealers, may it be discounters like Aldi or Edeka or high-quality dealers like HIT or Rewe are searching for ways to satisfy the changed customer needs. This requires, besides an appealing design of the store a lot more: a rethinking of the dealers by which means one can bind the customers to the own store in a very active business environment.
One thing dealers have learned by now is that you can only be sustainably successful if you address the customers on an emotional level. During this thesis it will be analysed if and how an emotionalisation of the store leads to more business success. With the help of latest findings in neuroscience the changed consumer and buying behaviour will be explained.
On this basis, the possibilities and limitations of neuromarketing® in the food retailing industry will be discussed. With regard to current developments in the food retailing industry concrete proposals for solutions will be developed, how dealers can satisfy modern customer needs better. This will be realized with a concrete practical example: the HIT Markt in Engelskirchen, on which the practical part of this thesis focusses. Finally it will be analysed how current developments will influence the future of the dealers and the food retailing industry.
In order to address the many challenges that the global population is currently facing, effective policies and therefore effective measurement concepts of development are necessary. However, disagreement regarding the methods to create and implement measurement concepts prevails. Furthermore, the abundance of development indicators makes it difficult to keep a clear overview of available measurement options. Therefore, this study clarifies the current status of the discussion regarding development. It also provides a comprehensible summary of the criteria that a valid development indicator should fulfill as well as a clearly structured overview of the most important development measures – divided into single and composite measures, then further broken down according to whether the components are aggregated and whether they are weighted. To make the results more tangible, this study assesses the Human Development Index and the World Happiness Report in greater detail and applies both to Germany and Bhutan. This is concluded by a set of general recommendations regarding the sensible application of development indicators.
Die personalisierte Medizin wird in der Zukunft ein relevantes Thema sein. Die Medizintechnikbranche und die Pharmaziebranche spielen dabei eine große Rolle. Durch moderne Technologien und neue Geschäftsmodelle entstehen hier enorme Potentiale im Hinblick auf die Massenpersonalisierung. Die Fraunhofer Gesellschaft führt zurzeit ein Projekt zu genau diesem Thema durch. Bei diesem Projekt geht es um die Massenpersonalisierung und der Hinführung zum „Business-to-User“ Prinzip. In der vorliegenden Arbeit werden Impulse, die durch dieses Projekt gesetzt werden, berücksichtigt. Das Ziel dieser Arbeit ist es, die Chancen und Potentiale sowie die Herausforderungen bezüglich der Implementierung der Massenpersonalisierung und des „Business-to-User“ Prinzips in der Medizintechnik und in der Pharmazie zu diskutieren und im Zuge dessen eine Prognose aufzustellen. Der Fokus liegt dabei auf der technologischen und wirtschaftlichen Durchführbarkeit, sowie auf der Perspektive des Konsumenten. Prognostiziert wird, wie sich die Massenpersonalisierung in der Medizintechnik und in der Pharmazie in den nächsten 15 – 20 Jahren voraussichtlich entwickeln wird. Die Informationen zur Erstellung dieser Arbeit wurden aus Experteninterviews, Literaturrecherche und internen Quellen der Fraunhofer Gesellschaft gewonnen.
Die Duravit AG ist ein international tätiges Unternehmen mit Stammsitz in Deutschland. Aufgrund der jahrelangen starken Fokussierung auf den Heimatmarkt, sind viele Prozesse auch auf den selbigen und die vorherrschenden Normen abgestimmt. Für die Erstellung der technischen Dokumentation wird als Basis immer eine Step by Step Fotoanleitung, gemeinsam mit der Anwendungstechnik, erstellt. Diese dient als Basis für alle weiteren länderspezifischen Unterlagen. Die Anwendungstechnik kann die Montageanleitungen jedoch nur freigeben, wenn sie die Marktgegebenheiten wie beispielsweise Normen und Installationsvorschriften kennt. Hinzu kommt, dass die Duravit AG bei der technischen Dokumentation vermehrt auf die Bedürfnisse der Kunden eingehen möchte, da die Montageanleitungen von großer Bedeutung für das Unternehmensimage, z.B. in den USA sind.
Anhand einer Zielgruppenanalyse in den USA, eines Experteninterviews, mehrerer Mitarbeitergespräche sowie der Literaturrecherche werden in dieser Arbeit die wichtigsten Normen für die technische Dokumentation gesammelt und ein detailliertes Kundenbild erstellt. Aus diesen Erkenntnissen geht hervor, dass das bestehende Konzept zur Erstellung der technischen Dokumentation an die Herausforderungen in den USA angepasst werden muss.
Die vorliegende Bachelorarbeit gibt einen Überblick darüber, wie Unternehmen ihre Treibhausgasemissionen managen können. Dazu wird die Deutsche Post AG als Beispiel herangezogen. Im ersten Teil werden relevante theoretische Grundlagen behandelt. Es wird gezeigt, dass der Transport eine der Hauptquellen ist, die am meisten Emissionen produzieren. Um dem entgegenzuwirken, will die Logistikbranche grüne und umweltfreundlichere Lösungen anbieten. Für eine erfolgreiche Darstellung und Messung der Treibhausgase greifen Unternehmen auf das Controlling Instrument, das Carbon Accounting genannt wird, zurück. Mit Hilfe des Carbon Accountings ist es möglich ein regelmäßiges Reporting über den Verbrauch von Energie und Kraftstoffen zu erstellen. Im zweiten Teil, werden die Emissionswerte der Deutschen Post dargestellt. Es wird zudem gezeigt, dass ein konzernweites Effizienzmanagement mit Hilfe des Carbon Accounting angewendet wird und dass das Unternehmen somit in 10 Jahren ihre CO2-Effizienz erfolgreich um 30% verbessern konnte.
After the global financial crisis of 2008, central banks in many advanced economies reacted with an expansionary monetary policy to counteract deflation. Various economies have reached the zero-lower bound ever since, but central banks have still been involved in asset purchase programs to further stimulate the economy and to reach price stability goals. This paper examines the changes in income structures commercial banks face because of the low interest environment. Concluding the theoretical impact of a low-interest environment, it can be said that banking profitability worsens in the interest business mainly because of the zero-lower bound whereas banks benefit in non-interest operations and loan loss provisions as they diversify their business and occur fewer nonperforming loans. Through the risk-taking channel, banks change their perception towards risk and are more willing to commit to riskier business but this increased risk-taking does not threat financial stability. The empirical analysis of 112 banks of the Euro area confirms that relevant bank key performance indicators deteriorate, especially after the global financial crisis in 2008. The conducted regression analysis indicates that the net interest margin is compressed because of the zero-lower bound and persistent low short-term rates and the shape of the yield curve. For key performance indicators of return on average assets and return on average equity the positive link is only given for the short-term interest rates but not the yield curve. For these key performance indicators, a sound economy is more important than the interest rate level. Overall, the banking sector of the Eurozone appears to be not immediately threatened by a low-interest environment as they were able to increase non-interest related income. In the long run, higher market interest rates, however, are needed to establish profitability in the interest business.
Konzeption einer Social-Media-Strategie am Beispiel der Firma BMSC für den französischen Markt
(2018)
Die vorliegende Bachelorarbeit befasst sich mit der Konzeption einer Social-Media-Strategie für den französischen Markt. Die Firma BMSC dient hierzu als Praxisbeispiel. Zunächst werden Grundlagen von Social Media und Social-Media-Strategien thematisiert. Anschließend wird eine Social-Media-Strategie mit Unterstützung einer Social-Media-Strategie-Methode schrittweise erarbeitet. Grundlage für die Entwicklung der Social-Media-Strategie stellt eine Zielgruppen- und Konkurrenzanalyse, eine Ressourcen- und Kompetenzanalyse des Unternehmens sowie eine prägnante Marktanalyse, gestützt durch Experteninterviews, dar. Die Definition der Ziele, die durch einen Social-Media-Auftritt erreicht werden sollen, hilft bei der Entwicklung von Handlungsempfehlungen, der Auswahl der Kanäle und der Entwicklung von passenden Inhalten in den sozialen Netzwerken. Abschließend werden ein Redaktionsplan und Social-Media-Guidelines entwickelt und Kennzahlen definiert, die dem Unternehmen helfen den Social-Media-Erfolg zu messen.
Within the last few years, the traditional retail industry in Germany has changed dramatically, experiencing a shift from stationary to multi-channel retailing. Whereas big corporations in trading can profit from recent developments, small and medium- sized retail companies struggle to stay competitive. The underlying paper examines these developments with a focus on small and medium-sized companies in the music equipment retail industry in Germany using studies and recent findings on the area as well as expert interviews that have been carried out in order to get deep insights into the industry. On the basis of the conducted analysis, the paper shows that the only way to stay competitive is through strategic specialization, which means differentiating itself from competitors within a promising niche. The strategy is implemented in an exemplary company within this industry and necessary steps for the strategy to succeed, such as a resourced-based view and a step-by-step execution have been undertaken. Even though it does not represent the one perfect way of implementing it, it does in fact provide guidelines and limits of such a strategy.
The growing desire of firms to engage in international business, is the continuous need for growth. This paper is focus on designing an international market entry strategy for KARL OTTO BRAUN GmbH Co. & KG an OEM company, a producer of medical textile products. A prerequisite is market selection and entry, should only be possible with own branded products. As an OEM, KOB produces and packages medical textile products for other companies, who market and distribute the products under their own brand names. In this paper, qualitative and quantitative research methods are used. Expert interviews, desk research and questionnaires are employed, to gather evident data that will assisst in identifying a suitable market for KOB and determine an adequate market entry mode. Since KOB produces for other companies, caution is exercise not to enter markets, where existing key customers are present. This paper also studies market development strategies and in addition to questionnaire feedbacks, will support in elaborating a suitable market development strategy for KOB own branded products in a chosen market. The goal of the paper is to use the results of the empirical study to recommend KOB an international market entry strategy.
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.
In 2016, Germany’s population consisted of 22.5% of individuals with a migration background and the share is expected to further grow in the future. Therefore, how to successfully integrate migrants is a recurring topic. This paper examines the labour market integration and identificative integration among one of Germany’s largest minorities, migrants from the former Soviet Union. Due to a lack of data on the second-generation migrants and outdated findings on older migrants, secondary research and primary research in form of an online survey is conducted to disclose the current integration status and how it is affected by the cultural background of both generations. Furthermore, possible differences in the integration process of migrants of different ages are investigated.
The results show that the integration of the target population is characterized by a relatively high employment rate, a positive attitude towards Germany and pursuit of the most rewarding acculturation strategy. However, the lack of interethnic networks and the strong presence in blue-collar jobs leave room for improvement. Through the deployment of migrant networks, the target group benefits from its cultural background but also feels discriminated because of it. Only a few significant differences between the integration of migrants of different ages are discovered, including the command and use of German as well as the role of migrant networks.
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.
Durch veränderte Rahmenbedingungen für die Gesellschaft verändern sich auch Lernprozesse in Unternehmen und dabei rückt informelles Lernen immer mehr in den Vordergrund. Dementsprechend gibt die vorliegende Arbeit einen Einblick in das Thema informelles Lernen in der betrieblichen Weiterbildung und stellt eine Handlungsempfehlung mit Maßnahmen zur Optimierung der informellen Lernprozesse sowie der informellen Lernangebote der ZF Friedrichshafen AG dar. Die ausführliche Literaturrecherche in Kombination mit der empirischen Untersuchung ergibt, dass informelles Lernen bereits ein fester Bestandteil des Arbeitsalltags der ZF-Mitarbeiter ist. Jedoch hat die Personalentwicklung Potenzial, die bestehenden informellen Lernangebote zu optimieren und neue innovative Lernmethoden, wie z. B. Micro-Learning und Mentoring, einzuführen.
Dank sozialer Medien können Influencer eine grosse Reichweite und Bekanntheit aufbauen. Vor allem die jüngeren Zielgruppen fühlen sich von diesen Meinungsführern angezogen und bilden Scharen von Followern in den verschiedensten Themenbereichen. Immer mehr Firmen versprechen sich günstige und effiziente Werbung durch Kooperationen mit den Meinungsmachern. Vor diesem Hintergrund soll die Frage nach der Bedeutung von Influencer Marketing für Unternehmen in Deutschland geklärt werden. Die Forschungsmethode beinhaltet die Erarbeitung des theoretischen Hintergrunds, der anschließend anhand einer empirischen Untersuchung im Zuge einer Online-Befragung von Konsumenten überprüft wird. Die Ergebnisse der Studie bekräftigen den aktuelle Stellenwert der Influencer und das daraus resultierende Potenzial der Disziplin. Trotz Kritik an der Glaubwürdigkeit und Zweifel an der Objektivität von Influencern bei Kooperationen mit Unternehmen, bietet die Disziplin viele Vorteile wie die kostengünstige Reichweite und das Erreichen der gewünschten Zielgruppe ohne viel Streuverluste. Werbetreibende müssen sich jedoch anpassen und ihren Partnern genügend Vertrauen entgegenbringen, sodass die Zusammenarbeit Früchte tragen kann. Die Werbeform birgt Risiken wie potenzielle Shit-Storms bei schlechter Anwendung, aber auch Chancen wie die virale Steigerung der Bekanntheit und der Sichtbarkeit der Marke im Internet. Die Thematik ist heute schon höchst relevant und wird ihren Stellenwert hinsichtlich der zunehmenden Professionalisierung der Branche voraussichtlich weiterentwickeln. Bereits weit mehr als ein Trend hat Influencer Marketing das Potenzial, sich in Zukunft zu einer essentiellen Disziplin zu entwickeln.
Die vorliegende Ausarbeitung gibt einen Überblick über die unbewusst wahrgenommenen Wirkungsweisen von hochwertigen Druckprodukten. Das durch den Wertewandel hin zur Digitalisierung bedrohte Printmarketing gibt Anlass dazu der Frage nachzugehen, inwiefern die Nutzung von veredelten Druckwerbeprodukten einen Mehrwert für die Verbraucher darstellt. Dazu werden vier Hypothesen erarbeitet, die die Wirksamkeit von verschiedenen Veredelungsarten und hochwertigem Papier testen. Zur Prüfung der Hypothesen wird eine neurowissenschaftliche Studie durchgeführt, die die Wirksamkeit anhand der Ausprägung der Gehirnaktivitäten misst. Aus der Studie geht hervor, dass sich stärker veredelte Druckprodukte positiv auf den Verbraucher auswirken können solange diese keine extremen Ausprägungen annehmen. Die höhere Wirksamkeit gegenüber keinen Veredelungen wird angenommen. Außerdem zeigen sich Wirkungsunterschiede innerhalb des visuellen und haptischen Sinnes. Daraus resultierend wird Druckereien empfohlen werbetreibenden Unternehmen von der verbesserten Wirksamkeit zu überzeugen. Diese können höhere Investitionen in Druckwerbeprodukte eingehen, da die entstehenden Mehrkosten durch den Marketingerfolg kompensiert werden. Dabei gilt es stets die Zielgruppenbestimmung im Auge zu behalten.
Renewable energies play an increasingly significant role both in politics in Germany and especially in the energy market. The latter meanwhile is determined by the prices of the different energy sources in the mix of the German market. The goal of the present work is to analyse the influence of renewables on energy prices on the Spot and the Futures market and to find indicators, that help to better predict energy prices and therefore could be decisive for the time of purchase. Due to the limited scale of this thesis and because of the leading role of wind and solar energy, the main focus is on these two energy sources. Therefore, a quantitative data analysis by means of Pearson’s correlation coefficient is performed. The results are analysed to find main influencing factors on energy prices. Using the results, it can be concluded by what kind of event the resulting price changes are caused and how these events can be forecasted.
Motivated employees represent a competitive advantage and are indispensable when a company undergoes a structural change to successfully head for an Initial Public Offering. To provide an insight into the areas in which Captec Ltd can improve the motivation of its workforce, a quantitative employee motivation survey is created, conducted and analysed. On this basis, selected immaterial incentive tools to increase the motivation of the employees are recommended. A neuroscientific view is consid-ered to complement the psychological theories and overcome their limitations re-garding the practicability in organisations. Together this secondary data serves as the foundation of creating the employee survey questions, hence the primary data. It was found that neuroscientific approaches and findings serve well to see work motivation from a supporting but also complementary perspective. Nonetheless, they have to be handled with care as they are only at an early stage of development. According to the descriptive analysation, it can be argued that Captec Ltd seems to do a good job in motivating its workforce. However, there are some areas at Captec Ltd where em-ployees, especially the male production employees, feel motivation can be increased. It is recommended to continue employee motivation surveys on a regular basis to see improvements over time, where also tangible incentive tools need to be considered as this dissertation was limited to increase motivation with intangible tools. Both, intan-gible and tangible tools need to be turned into an employee motivation plan, to im-plement at Captec Ltd.
In the period from 2007 to October 2017, exchange traded funds (ETFs) exhibited an exceptional growth in assets under management from 0.8 to 4.4 trillion US-Dollar, causing significant developments within the financial industry that raised concerns regarding their negative impact on market quality and systemic risk. This work examines the development of ETFs and evaluates their effects on the financial system by conducting an analysis of secondary research and market data. Thereby, the findings do not recognise a significant risk stemming from ETFs, but in fact identify multiple necessary areas of research. Firstly, it is demonstrated that the growth of ETFs benefits investors through their stimulating effect on competition within the fund industry, as well as their essential role in robo-advise. Moreover, the alleged negative effect of passive ETF investments on companies’ corporate governance are examined and in fact turn out to exhibit a positive impact. Furthermore, it is shown that ETFs deteriorate liquidity and information efficiency of their underlying stocks in the long run, yet there has been no examination of the implications so far. Lastly, it becomes apparent that the pricing mechanism of ETFs requires further exploration as there are proofs of an inherent capability of transferring and amplifying liquidity shocks between ETFs and their underlying assets, causing price distortions and drops.
Digitalization has made business virtual. As the current workforce is slowly adapting to it, the “digital natives” come into play.
We all know, that Millennials have a different approach to media and virtuality. They are practically born with it. But how would they perform if they had to use virtual media in a professional setting? Does the experience and the technology surrounded upbringing give them a clear advantage? Or will they struggle with this entirely new dimension of communication the same way older generations do? This Thesis focusses on the challenges of virtual teams, predominantly in cross cultural situations. But especially on how Millennials tackle virtual teams in a global setting, if they did not have extensive prior preparation.
The first part tries to identify the theoretical background of this paper – the classical challenges of cross-cultural communication in virtual teams but also the willingness of Millennials to use digital work tools for their future.
The main segment then introduces data and observations collected on the GVT project - a pilot project from the Hochschule Furtwangen University, where students from Spain, Finland and Germany took part in a simulation of virtual teamwork. In groups, these students had to develop a project about Erasmus at their university – but purely virtual to experience physical borders in teams.
A pre-survey and a post survey have been carried out on this group to analyze and investigate how perception and reality differ. Furthermore, the participants left testemonials and many virtual meetings were monitored.
This Thesis will conclude with chapter 3 to show if Millennials have a valid advantage in working with virtual teams. It will also show the necessity to train young people and change our education to a more digital approach, as business will inevitably become increasingly virtual.
Global mobility in academia
(2018)
The influence of working mobility on perceived job satisfaction of academics stays incredibly unknown. This research paper has centred on the effect of traits of mobility at the perceived professional achievements of academics. External factors at the level of receiving high education institution, as well as internal factors at family and socio-cultural level were studied. Records had been gathered with the help of a web questionnaire from 10 academics from different countries at different stages of their career. Using data analyses, results have confirmed that successful socio-cultural integration is crucial for a positive perceived career success of academics.
Through the worldwide changing world where the availability and accessibility of data becomes more and more important, companies have to take advantage of these new trends and embrace the change. The thesis aims to explore the evolution of the human resources department in organizations especially focusing on people analytics.
The objective of the presented study is to analyze the development of the human resources organization towards a more data-driven function. In addition to that, a practical study in cooperation with the corporate people analytics team at Nestlé was conducted. As the HR function of Nestlé goes through its global transformation between 2018 and 2020, one result is the changing role of the HR business partner. In the future, they will have to apply analytical skills such as sourcing data and analyzing data, and generating people and organization insights to enable high quality decision making. In order develop and train the HR business partner in these additional competencies, a training program on people analytics has been elaborated through this study. The research concludes with strategic recommendations how to incorporate the training within Nestlé.
The study explores the factors relevant to enticing consumers to purchase goods online at German drugstores and the measures the drugstores can take to address these factors. Based on the Online Shopping Acceptance Model and sector characteristics, enticing factors are derived and corresponding measures relevant to B2C e-commerce are identified. Qualitative research to support the validity is done in the form of in-depth and expert interviews, and of a case study on a company successful in e-commerce, Zalando SE. Results show that currently few factors are enticing and measures to target these are limited, and that only certain aspects of Zalando’s success can be transferred to drugstores. Given the current situation drugstores are advised not to aim at shifting large parts of their business to online channel. Nevertheless, the study provides drugstores a number of measures to improve their online offering in the context of their multi-channel strategy.
Junge Touristen der Generation Y stellen zukünftig die wohl wichtigste Touristengruppe sowohl in Bezug auf die Größe dieses Segments als auch auf das Wachstum und die Kaufkraft dar. Steigende Ansprüche der Touristen stellen die Anbieter im Tourismusmarkt vor zunehmende Herausforderungen. Globale Trends heben die steigende Nachfrage hinsichtlich nachhaltigen, authentischen Reiseerlebnissen hervor. Um im Markt wettbewerbsfähig zu bleiben wird es zukünftig immer wichtiger für die Akteure in der Tourismusindustrie, die Zielgruppe der jungen Touristen zu erreichen und anzusprechen.
Ziel der Arbeit ist es, das Potential und die Auswirkungen der Generation Y auf die Tourismusdienstleister im Zusammenhang eines nachhaltig orientierten Tourismus aufzuzeigen. Es gilt zu untersuchen, welche Motive und Verhaltensmuster junge Touristen in Bezug auf ihr Reiseverhalten haben sowie welche Einstellung diese gegenüber Nachhaltigkeit aufzeigen. Die gegenwärtige Diskussion zu nachhaltigem Tourismus wird hierbei außen vorgelassen. Weiterführend werden basierend auf den Ergebnissen dieser Analyse Empfehlungen für die Akteure der Tourismusbranche gegeben, um die Zielgruppe der Generation anzusprechen und darauf ausgerichtet zukünftige Strategien entwickeln zu können.
Mit der Generation Y hat sich eine Zielgruppe entwickelt, welche sich vom Massentourismus abwendet, lokal produzierte Produkte und Dienstleistungen vorzieht, an naturnahe und umweltbezogenen Aktivitäten interessiert ist und authentische, individuell ausgerichtete Reisen sucht. Diese Präferenzen des Reiseverhaltens zeigen Übereinstimmungen hinsichtlich nachhaltig orientiertem Reisen auf. Aus den Erkenntnissen lassen sich Annahmen treffen, dass Interesse und Bereitschaft an nachhaltig orientiertem Reisen besteht und die Generation Y als potentielle Zielgruppe für nachhaltig orientierte Angebote der touristischen Dienstleister zu gewinnen ist.
Diese Bachelorarbeit hat das Ziel, die Existenz von Geschlechtsunterschieden im Kon-sumentenverhalten aufzuzeigen. Hierfür wurden Ergebnisse aus verschiedenen Wissens-gebieten interdisziplinär zusammengefasst. Gemeinsam mit der Geschlechterforschung werden Aussagen darüber gegeben, ob sich Frauen und Männer von Natur aus unterschei-den oder ob vorgegebene Geschlechterrollen der Grund dafür sind. Durch eine empirische Studie wurden die theoretischen Feststellungen explanativ überprüft und explorative er-weitert. Untersucht wurde dabei das Kaufverhalten einer Stichprobe aus weiblichen und männlichen Probanden. Die Ergebnisse bestätigen zum großen Teil die theoretischen Feststellungen. Gender Marketing im Konsumgüterbereich ist sinnvoll und befriedigt an-geborene sowie anerzogene Unterschiede. Gleichzeitig führt dies zur Manifestierung von Geschlechterrollen. Ebenfalls konnten Erkenntnisse gewonnen werden, welche über die theoretischen Annahmen hinausgehen. Folglich können Handlungsempfehlungen fürs Marketing abgegeben werden und Anstöße für weitere Untersuchungen gegeben werden.
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.
People are surrounded by many offers every day, a discount, a gift or a special sale. A walk through a store can lead us to purchases which are not necessary but in our minds are worth it. Pricing may be one of the easiest ways to influence consumers and to make products more attractive.
This study compares the pricing practices “use of word free/free offers” for example buy one get one free and “discount.” Those two practices have different influences on the consumer behaviour and the product perception. A discount tends to be less worth it than a free offer if an average customer would be asked. A survey of over 200 people was made to witness this statement.
This number of people were divided into two groups which were asked different questions via an A/B testing survey. Group A was asked about a free product, and group B was asked about a discount. Additionally, this study includes a field validation in the form of observation. Customers of a transregional drugstore were observed when buying a product. This drugstore where the validation was made offers a bi-weekly brochure with promoted products. Among them are discounts and free offers. The number of sales was compared and analysed to confirm the results of the survey.
The purpose of this bachelor thesis is to find out whether there are indicators that point out a convergence of nonprofit and for-profit businesses. Therefore, various business concepts and the money markets of for-and nonprofit businesses are analyzed by implementing a qualitative content analysis. The results show that most of the concepts and both money markets show clear features of for- and nonprofit businesses. In conclusion, indicators of convergence could be identified.
The MENA region workplace represents a strong glass ceiling for women who wish to climb the corporate ladder and reach higher managerial and leadership positions. To succeed, a woman must face deeply-embedded cultural and societal norms, which puts her in an inferior and dependent situation.
This issue is growing in importance and has only started to be covered by studies for the MENA Region, hence the purpose and contribution of this paper. This thesis will shed a light on the limitations encountered, as well as on success factors shaping the career development of these women. By recurring both to secondary and primary data, the discovery of unknown barriers will be possible. Moreover, it will discuss Entrepreneurship as an eventual alternative to independently overcoming the glass ceiling. The conclusion will look at modernization as a progress factor for the professional success of these leaders.
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.
The awareness of environmental issues is growing worldwide. Accordingly, green marketing is becoming increasingly essential for the strategies and competitive advantage of international companies.
However, although the public is voicing concerns about the state of the environment and stating their intention to purchase green products, only a small percentage of consumers does so.
The analysis of several studies and relevant literature aims to find the barriers to green buying behavior, as well as counteractive influences. Additionally, opportunities for green marketing in China and the United States are explored.
The findings show relevant hindrances to green buying behavior, as well as influences, which could support the spanning of the green gap, and suggest significant opportunities for green marketing in the Chinese market.
This bachelor thesis explores the opportunities of Talent Scouting at ZF Friedrichshafen AG in terms of a cross-divisional internal talent management measure in line with future requirements and the frame of a CoE function. It deals with the definition of talent within the scope of Talent Scouting, ZF specific demands with regard to matching internal talents with key positions and the general framework that must exist in order for Talent Scouting to be successful.
The thesis is supported with primary and secondary research data. A theoretical framework is set up through a comprehensive literature review and used as a foundation for a qualitative data research approach. The literature review comprises the talent definition within the business scope, the frameworks of TM and a first look at Talent Scouting. Furthermore, relevant internal TM measures at ZF are examined. The research includes expert interviews conducted with ZF internal employees. The gained insights are then discussed and concluded into recommended actions for a Talent Scouting process at ZF.
Major findings include a new understanding of talent and the need for a transparent process to encourage and enforce internal mobility division-wide. Additionally, the requirement for an overall coherent TM strategy is accentuated. This is emphasized with demands for a cultural and organizational mindset change. Additionally, a talent life cycle is established and the concept of a Talent Conference is considered. Further topics discussed include the use of big data, staffing rules in placement processes and possibilities on increasing visibility of talents.
Finally, the thesis provides a brief outlook on the potential of people analytics and system-aided processes for HRM in the future.
Organized, competitive computer gaming, also referred to as eSports, are emerging sports within the sports entertainment industry. The industry generated almost 700 million U.S. Dollar in revenue and leading eSport titles attract millions of viewers to their events. This study aims to explore eSport live broadcasts of four leading titles and their appeal to be used as a communication media for marketers. It adopted secondary data from academic and scientific studies, journals and books from the fields of eSports, business and sports management to examine commercials, product placements, sponsorships and celebrity endorsements in regards of their applicability and effectiveness within eSports. Quantitative research in form of a survey among eSports viewership was carried out to gather data on viewership consumption patterns and perceptions towards said communication instruments and their effectiveness.
Findings suggest that the effectiveness of commercials rely on the timing shown during broadcasts. Product placements can be applied in many ways and show high effectiveness in terms of brand recognition in any form. Celebrity endorsements are highly ambiguous in terms of their applicability and effectiveness.
Office working environments experience continuous change and are subject to many external factors. This thesis paper analyzes the changes of office working environments and derives the requirements for office lighting solutions for the German based lighting producer Herbert Waldmann GmbH & Co. KG. According to the results, major changes arise from the areas: technology, social and cultural environment and ecology. To adapt to those changes accordingly, this thesis paper provides possible product solutions and evaluates them critically. In the following, three main product solutions are generated through the application of a morphologic matrix. To understand product preferences and the corresponding willingness to pay for supplemental product functions, an extensive market research is conducted in the form of an online customer survey. The results of this survey are analyzed at the end of this thesis paper and provide the basis for recommendations for a competitive strategy in the business area “office lighting solutions”. In addition, product recommendations are made in order to strengthen the market position and to conquer promising niche markets.
Entwicklung von Handlungsempfehlungen für ein nachhaltiges Vielfaltsmanagement bei der Hansgrohe SE
(2018)
Im Zuge dieser Arbeit wird das Unternehmen Hansgrohe SE hinsichtlich seines gegenwärtigen Umgangs mit Diversity untersucht und mit der ausgearbeiteten Diversity Zielsetzung abgeglichen. In Folge dessen werden bedarfsgerechte Handlungsempfehlungen unterbreitet, um ein nachhaltiges Vielfaltsmanagement bei dem Unternehmen einzuführen.
Durch die Anwendung der Grounded Theory Methodik wurden sowohl primäre als auch sekundäre Daten analysiert und für Hansgrohe den gegenwärtigen Organisationsreifegrad und den im Unternehmen bestehenden Diversity-Ansatz, entsprechend der Theorien von Cox (1991) und Thomas & Ely (1996), bestimmt.
Die Ergebnisse zeigen, dass Hansgrohe noch am Anfang des Diversity-Entwicklungsprozesses steht. Aus diesem Grund wurde bei der Ausarbeitung der Handlungsempfehlung zunächst der Fokus auf die Schaffung eines Bewusstseins für Vielfalt und den Abbau von Vorurteilen gelegt. Im weiteren Verlauf soll der Vielfaltsaspekt sowohl in der Unternehmensphilosophie als auch im Führungsleitbild und der strategischen Zielsetzung berücksichtigt werden. Für die nachhaltige Entwicklung des Diversity Managements wird des Weiteren die Einführung eines Arbeitskreises diskutiert, der die Diversity-Maßnahmen bei Hansgrohe langfristig antreiben soll.
Retention Management ist heutzutage ein wichtiger Bestandteil vieler Unternehmen. Bereits im Ausbildungsverhältnis findet dieses Anwendung, um besonders talentierte Studierende langfristig an das Unternehmen zu binden, die Herausforderungen des „War of talents“ erfolgreich zu meistern und das Unternehmen als attraktiven potenziellen Arbeitgeber hervorzuheben. Aufgrund der hohen Relevanz wird im Rahmen dieser Arbeit ein betriebsindividuelles Retention Management für Studierende der Rolls-Royce Power Systems AG entwickelt. Die Gestaltung basiert auf der Analyse der Angebote für Studierende anderer Unternehmen sowie auf einer empirischen Forschung innerhalb der Rolls-Royce Power Systems AG. Sie dient der Evaluierung der Wünsche, Vorstellungen und Bedürfnisse der Studierenden des Unternehmens bezüglich eines Retention Managements und wird in den Maßnahmenportfolios zur erfolgreichen Studentenbindung berücksichtigt.
This bachelor thesis covers the theme of idea management in public administration. With a qualitative research method, a workshop, an idea management process was created with the help of the employees of the city administration of Kehl. Moreover, an analysis about motivation and obstacles that will lead to more or less participation in the idea management process was done. Also, a definition of an idea and evalua-tion criteria as well as reward system were developed.
Ziel der vorliegenden Bachelorthesis ist die Entwicklung einer evidenzbasierten Marketing-Strategie des gebündelten Produktportfolios der Aesculap AG für die OPCAB-Indikation. OPCAB wird die Operationsmethode der koronaren Bypass-Operation ohne Herz-Lungen-Maschine genannt. Zur Realisierung des sogenannten Scientific Marketings, die Implementierung von evidenzbasierten Ergebnissen in die Marketing-Strategie, wurde eine Analyse ausgewählter klinischer Studien und Meta-Analysen durchgeführt. Neben dieser Studienanalyse ergeben die Ergebnisse einer Repräsentativbefragung der Anwender, welche einen Teil des erarbeiteten Buying-Centers darstellen, Informationen zur Entwicklung der Marketing-Strategie und Planung des Produktportfolios. Die Zusammenstellung dieses Produktportfolios erfolgte durch die Festlegung des benötigten Instrumentariums zur Durchführung der OPCAB-Operation, welches mit dem bestehenden Aesculap Portfolio abgeglichen und zu schließende Lücken identifiziert wurden. Darüber hinaus wurden die internen und externen Faktoren innerhalb der strategischen Situationsanalyse untersucht, um eine erfolgreiche Marketing-Strategie zu implementieren. Das letzte Kapitel bildet der evidenzbasierte Marketing-Mix, welcher auf die klinischen Ergebnisse abgestimmt ist.
Die vorliegende Arbeit beschäftigt sich mit der Preisfestsetzung im Bankengeschäft. Aufgrund aktueller Marktentwicklungen, wie der Niedrigzinsphase und wachsender Konkurrenz, müssen Finanzinstitute mehr Wert auf das Preismanagement legen. In diesem Zusammenhang wurden die Methoden der Preisbildung gegenübergestellt und kritisch betrachtet. In einem weiteren Schritt wurde empirisch untersucht, wie Banken aktuell mit diesem Thema umgehen und inwiefern die theoretischen Ansätze in der Praxis angewendet werden. Hierzu wurden über 150 deutsche Bankinstitute befragt. Die Ergebnisse der Onlineumfrage zeigen auf, dass es einen Trend hin zur präzisen Sollmargenkonzeption gibt. Immer mehr Institute wechseln von einer ungenauen Bruttomargenkalkulation zu einer genaueren Deckungsbeitragsrechnung. Zudem erkennen Banken den Bedarf, dass der Fokus zukünftig mehr auf den Kunden gelegt werden muss, um Preisbereitschaften besser ausschöpfen zu können. Nichtsdestotrotz dominieren zurzeit immer noch die Dimensionen Kosten und Wettbewerb bei der Preisfestsetzung.
This paper seeks to understand how the financing market for the technology sector has grown from the early 2000s until recently. It seeks to understand how the private equity firms and the venture capital firms view the technology market and what attracts the new entrants into this market. This paper will outline the market situation before the financial crisis and after the financial crisis. It will also seek to define what or how the financing firms view the current market and give a definition of the current market situation for any private equity firm or venture capital firm. This paper will also identify the risk associated and the latest trends of financing done by the Private Equity and Venture Capital Firms
With today’s trends of higher flexibility in production processes and Industry 4.0, there is a heightened demand for flexible sensor solutions. SICK IVP is catering to this demand by providing highly customizable vision sensor systems. However, in the past, customization was mainly done by experts in the vision market and so, vision sensors were primarily sold in a B2B market. Recent development
towards easier to use micro-software solutions, so called apps, enable the end user to develop his own solutions. This allows SICK to market their vision products more directly to the end user, or in other words
in a B2C market.
These trends necessitate new marketing strategies and User Experience Design. Accordingly, this thesis evaluates the current marketing approach for the SICK vision apps, namely, the SICK AppPool and sick.com by mapping customer experience for a specific given task. In-depth empirical research on
customer experience was conducted. Finally, recommendations on a marketing approach for the SICK vision apps, including training, a pricing model and a UX Design concept are given.
In der Geschichte des Geldes gab es bereits viele Veränderungen. Anfangs gab es den Tauschhandel, bei dem man Brot gegen Eier getauscht hat. Danach wurde Gold als Zahlungsmittel akzeptiert. Später gab es Papiergeld und anschließend zusätzlich Kredit- und Girokarten. Neuerdings wird immer häufiger diskutiert, ob die neuartigen Kryptowährungen nun der nächste Schritt in der Entwicklung des Geldes sind. Die vorliegende Bachelorarbeit gibt einen Überblick über die bekannteste Kryptowährung Bitcoin sowie die ihr zugrundeliegenden Blockchain Technologie. Die jeweiligen Funktionsweisen werden erklärt und es wird auf die einzelnen Vor- und Nachteile eingegangen. Die Arbeit befasst sich zudem mit der Zukunftsfähigkeit von Bitcoin als alternative Währung und die möglichen Einflussfaktoren auf den Bitcoin Preis. Es stellt sich heraus, dass die Volatilität von Bitcoin nur schwer erklärbar ist und somit als alternative Währung zum aktuellen Zeitpunkt noch keinen Bestand hat. Die Blockchain Technologie hingegen bietet viele mögliche Applikationen, abgesehen von der Kryptowährung, wie beispielsweise dezentralisierten Wahlen oder Crowdfunding.
Eigenverantwortliches Lernen gewinnt in Unternehmen zunehmend an Bedeutung. Immer mehr Firmen, so auch Schwäbisch Media, erkennen den Vorteil einer Lernplattform, welche es Mitarbeitern ermöglicht, schnell und problemnah eigenverantwortlich Wissen anzueignen. Die Einführung einer Lernplattform stellt Unternehmen jedoch vor große Herausforderungen, da sie nicht nur ein neues Lerninstrument mit sich bringt, sondern verstärkt eigenverantwortliches Lernen von den Mitarbeitern fordert. Ziel dieser Arbeit ist es herauszufinden, welche Voraussetzungen in einem Unternehmen gegeben sein müssen, damit eigenverantwortliches Lernen mit einer Lernplattform ermöglicht und gefördert wird. Untersucht werden die Treiber und Barrieren von eigenverantwortlichem Lernen, um Firmen und speziell Schwäbisch Media Handlungsempfehlungen für die erfolgreiche Implementierung aufzuzeigen.
Die VBM Medizintechnik GmbH hat sich in der Vergangenheit bewusst gegen den Direktvertrieb entschieden, obwohl die meisten Mitbewerber diesen Absatzkanal zur Umsatzgenerierung einsetzen. Divergierende Marktbedingungen, ein sich veränderndes Einkaufsverhalten und neue Distributionswege, die durch das Internet entstanden sind, lassen das Unternehmen an der Modernität und Potenzialausschöpfung der aktuellen Vertriebsstrategie zweifeln. Die vorliegende Arbeit untersucht, ob die Firma den Direktvertrieb implementieren sollte. Anhand verschiedener Methoden, wie bspw. der SWOT-Analyse, werden die Vor- und Nachteile der unterschiedlichen Absatzkanäle sowie der derzeitigen Vertriebsstrategie kritisch bewertet. Außerdem erfolgt eine Analyse des Medizintechnikmarkts in Deutschland. Es geht hervor, dass Verbesserungspotenzial in der Distributionsstrategie besteht und das Absatzsystem der VBM Medizintechnik GmbH an neue Marktbedingungen angepasst werden muss.
Die vorliegende Bachelorarbeit diskutiert vier digitale Innovationstrends in der Bauindustrie sowie ihre Auswirkungen auf Unternehmen des Wirtschafszweiges. Basierend auf jüngsten Erkenntnissen aus Literatur und Experteninterviews zeigt die theoretische Arbeit, dass digitale Medien zu geringem Maße in der deutschen Baubranche etabliert sind. Jedoch gibt es Ansätze die Industrie zu digitalisieren, die zudem staatliche Unterstützungen finden. Trotz dieser Förderungen ist die Industrie von vielen Normen, Regularien und Verfahren geprägt, die einer verstärkten Nutzung digitaler Dienste entgegenstehen. Aufgrund der geringen Erfahrung im Umgang mit digitalen Medien sind manche Unternehmen der Baubranche noch vorsichtig im Einsatz digitaler Innovationen. Dennoch besteht großes Interesse und permanente Investition in digitale Unterstützungen, da ihr Potenzial erkannt wird. Diese Arbeit ist für Beschäftigte und Studierende der Bauindustrie sowie für Studierende der Wirtschaftswissenschaften interessant.
The development of social media platforms like YouTube gave marketers a possibility to share advertising content among hundreds of thousands of users globally. Many companies are searching for techniques and tools, which could help to create promotion that would “go viral”, and let the advertisement to be shared actively with low costs. Digital, storytelling advertisement is considered as one of these tools. Storytelling ads are broadly used for increasing brand awareness and establishing connections with the customers. However, the ability of “viral ads” to cross the borders of the countries, forces marketers to consider possible risks, which could occur when the same advertising content is perceived by people from different cultures.
This research represents the first attempt to define differences in the narrative composition of advertising videos from different countries and to determine whether or not these differences can influence the attitudes of international viewers. For the purposes of the research, a set of 34 advertising videos from India, Russia, Thailand and the United States was analyzed.
The results shows, that that the most significant differences in the narrative structures refer to the number and type of main characters, to the choice between single and multiple stories, and to the amount of brand appearance during the video.
Results of the semi-structured interviews shows, that frequency of the brand appearance can significantly influence the perception of the viewers, awake critics of the story flow and impact the desire to share the video.
Considering these research findings, it is recommended to pay particular attention on the structure as well as onto the content of the storytelling advertising.
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.
Im Rahmen dieser Bachelorarbeit sollen die potenziellen zukünftigen Determinanten des Wirtschaftswachstums der angolanischen Wirtschaft ausgearbeitet werden. Als Grundlage hierfür dient das als in der volkswirtschaftlichen Literatur bekannte neoklassische Solow Modell. Anhand dieses Modells soll zunächst definiert werden wie das Wirtschaftswachstum gemessen wird. Anhand dieses Modells wird zudem auch deutlich, welche Faktoren langfristig in einer Volkswirtschaft zu Wirtschaftswachstum führen. Im zweiten Teil der Arbeit wird anschließend untersucht, welche Faktoren in der heute erfolgreichen mauritischen Volkswirtschaft zum lang anhaltenden Wirtschaftswachstum geführt haben. Die empirische Studie, anhand derer diese Faktoren ermittelt wurden, basiert ebenfalls auf das Solow Modell. Das Wachstum der mauritischen Volkswirtschaft dient dann als Vorbild für die angolanische Wirtschaft. Die Auswertung der Daten zeigt, dass für Angola in den Bereichen der Diversifizierung, Humankapitalbildung und dem technologischen Fortschritt noch viel Verbesserungspotenzial besteht.
In der vorliegenden Bachelorarbeit werden Grundlagen bezüglich zu beachtender Faktoren am Messestand geschaffen sowie ein Konzept, das verschiedene alternative Präsentationsmöglichkeiten eines Produktes beinhaltet, konzipiert. Zunächst wird die Bedeutung der Messe im Marketing-Mix einer Messe untersucht. Daraufhin werden Aspekte wie das Informationsverhalten der Besucher, verschiedene Gestaltungsmöglichkeiten hinsichtlich eines Produktes und dem Einsatz von Farben und Licht sowie Trends auf einer Messe, analysiert. Diese Faktoren werden in der Konzepterarbeitung berücksichtigt.
Die für TRUMPF konformen alternativen Methoden werden auf Basis einer Zielgruppenanalyse, den Ressourcen und Fähigkeiten, einer Nutzwertanalyse und der konkreten Konzeptziele ermittelt. Folgend werden Handlungsempfehlungen hinsichtlich der Gestaltung und Auswahl der Möglichkeiten ausgesprochen, um eine erfolgreiche Vermarktung der Maschine auf einer Messe zu ermöglichen. Abschließend wird eine Messe-Toolbox erstellt, die den TRUMPF Tochtergesellschaften verschiedene Ideen hinsichtlich alternativer Ausstellungsmöglichkeiten bieten soll.
Die Frage ob das Elektroauto mittelfristig den Verbrenner in Deutschland ablösen wird beschäftigt momentan Politik und Medien. Aktuell stellen Elektroautos trotz staatlicher Förderung noch ein Nischenprodukt am deutschen Pkw-Markt dar. Die vorliegende Arbeit untersucht innerhalb einer ausführlichen Marktanalyse von Sekundärdaten ob und gegebenenfalls wann Elektroautos in Deutschland den Massenmarkt ansprechen werden. Hierzu wird der deutsche Pkw-Markt mithilfe von Modellen der Diffusionsforschung untersucht. Ziel der Diffusionsforschung ist es, die Verbreitung einer Innovation am Markt im Zeitverlauf zu beschreiben und zu erklären. Es wird dabei herausgearbeitet: welche Käufer Elektroautos momentan ansprechen, welche Faktoren erfüllt sein müssen, dass sich Elektroautos am Massenmarkt in Deutschland durchsetzen können und welche Faktoren den Verlauf der Verbreitung von Elektroautos in Deutsch¬land in Zukunft beeinflussen werden. Aus Basis der gewonnen Erkenntnisse wird schließlich eine Prognose zur zukünftigen Verbreitung von Elektroautos in Deutschland erstellt.
Die Umwelt ist im Wandel durch den Einfluss der Digitalisierung, kaum ein Bereich ist davon ausgenommen. Auch dem Bereich der Wirtschaftsprüfung stehen bedeutende Änderungen bevor. Diese Änderungen stellen die gesamte Branche vor große Herausforderungen und Risiken, bietet jedoch auch viele Chancen. Die vorliegende Arbeit erforscht und evaluiert genau diese Risiken, beziehungsweise Chancen der Digitalisierung und gibt einen Einblick auf die momentan größten Technologie Trends und Anwendungen.
Die vorliegende Arbeit beschäftigt sich mit der Frage, wie das Berufsbild des Wirtschaftsprüfers zukünftig ändern wird und inwiefern Risiken und Chancen diese Entwicklung beeinflussen. Zur Verdeutlichung der derzeitigen Vorgehensweise der Großen Wirtschaftsprüfungsgesellschaften werden die verschiedenen IT Perspektiven anhand eines Praxisbeispiels erklärt. Die Resultate der Arbeit werden zu einem Fazit und Ausblick zusammengefasst.
The main goal of this thesis is to examine various factors that determine the price of crude oil. The analysis shows that the interdependency between the crude oil price and the global economic situation has shifted over the past decades. The oil price shocks of the 1970s and 1980s and the behaviour of the oil price throughout the twenty-first century give some indication of the change of this relationship. Furthermore, OPECs market power and the role of supply and demand elasticities are taken into account. Alternative energies, fracking and the behaviour of supply and demand in several market conditions are considered in the determination process of the crude oil price.
In consequence of the prevailing low values of elasticities and the limited number of substitutes in the crude oil market, price rigging and the regulation of oil supply becomes apparent. This yields higher profits for companies and countries acting in this sector, especially for OPEC. Nevertheless, the analysis shows that OPECs market power varies from time to time and is strongly linked to the conditions in the global market. This positive correlation ensures that no oil price increase can be enforced in a period of falling demand. An important role for the determination of the crude oil price can be found in expectations by global demand towards future oil supply. Increasing inventory demand due to tightening oil supply conditions usually result in higher demand for oil, hence higher oil prices. Given the fact that crude oil is a finite resource that cannot be produced endlessly, future price increases are likely. This process can be slowed by the development of alternatives and the possibility to substitute oil. Innovations and improvement of these alternatives can shift demand toward renewable energy sources. In conclusion, there is an upward trend for the future price of crude oil. However, the actual future price of oil will strongly depend on the impact of each factor.
Even though women and men have entered the managerial ranks of organizations
to the almost same numbers, women still remain drastically underrepresented. Of
the Fortune 500 CEO positions only 5.2% and about 21.2% (Catalyst 2018) of the
board seats are held by female leaders. For women of color the numbers are
shockingly low. These women are almost absent on most Fortune 500 companies
and only hold 3.1% of board seats in this category (Catalyst 2015). In Europe
however, the percentage of female director at STOXX 600 companies has
increased constantly over the past years and therefore resulted in slightly better
numbers. By 2015 almost 25% of directors were female and the average
percentage of female holding board seats made 2.8% (EWoB 2015). Research of
Carter, N.M. and Silva, C. (2010) shows, that even if women are graduating from
global leading business schools their career progress lags in comparison to their
male counterparts. This means that despite the organizations efforts of
implementing gender discrimination policies and focusing on gender equality, they
have not been able to fuel women´s career development (Ely et al. 2011).
But why do organizations still struggle to increase the number of female leaders
today? This report will elaborate possible factors that are causing failing attempts
of organizations in general to then conclude a strategic solution for Philips to
successfully change their people strategy towards gender equality. Research
shifted from the assumption of intentional gender discrimination within companies
towards invisible barriers that cause thriving women not to reach the top (Ely et al.
2011). Those barriers are deeply rooted assumptions about gender that have a
long history in the evolution of our society. Starting with how society is influencing
how people think about women being leaders and the assumptions they make
about the ability one being a leader based on gender (Anderson et al. 2006; Eagly,
Carli 2003). The key to success might be a shift in people´s mindset. Here fore, this report will introduce the reader to the problematic of the unconscious bias
(Cheryl Staats 2014). Speaking of invisible barriers this theory might be the most
important factor for organizations to make a difference. However, the question of
why so many women get stuck in the c-suite remains unanswered. One answer to
this question repeatedly pops up in research reports and papers which is “Glass
Ceiling” (Susan Chira 2017).
Because gender equality becomes more and more important for organizations in
order to stay competitive, Philips decided to shift its people strategy towards
“Inclusion & Diversity” in 2017 (Jong, de 2017). The reason for this shift also lies
within the innovative aspect. Diversity fosters creativity and therefor innovation
which is a differentiator for Philips. However, this report tries to answer the
question on how Philips can actually increase the number of senior female leaders.
It will identify possible barriers that need to be removed in order to support the
development of female employees to the top ranks of management.
The structure or this report is as followed. Chapter 1 will introduce the reader to the
research structure to set expectations and give an overview about how the content
has been created. Chapter 2 will introduce Philips as an organization after the split
of Philips Lighting in 2012. Showing how the function of Human Resource
Management is structured and what parts of it are directly influenced by the set
KPI. To give an overview on the literature that has been conducted and therefore
methodology, chapter 3 will offer explanation on basic concepts that have a direct
impact on women in leadership. Here the report will start to focus on gender
diversity and two major obstacles women have to overcome in today’s workplace in
order to be successful. Chapter 4 will provide a deep dive into the internal talent
management processes of Philips and identify possible improvement areas.
Chapter 5 will then analyze common concepts on how to support the development
senior female leaders and show opportunities as well as limitations for Philips.
Moreover it will be discussed how to best merge external concepts with internal processes in order to build a framework for the organization and its workforce.
Finally, the importance of engaging men into the discussion of gender diversity will
be underlined. Analyzing possible barriers men experience to determine what
prevented them in the past to join the gender discussion. Possible solutions will be
identified on how to remove those barriers. Chapter 6 will summarize the findings
of this report. It will be discussed how the new approach can be realized for Philips
as an organization.
For investors, it is common to have a look at the annual reports of the company of interest, before making an investment decision. But looking at the numerical data in isolation is not sufficient to get an impression on how the firm will develop in the future and if the investment might generate an appropriate return.
In this bachelor thesis, an approach to incorporate industry factors in the traditional financial statement analysis is tested. The structure-conduct-performance paradigm is used to justify the importance of the industry for a company’s performance. By identifying the critical success factors of the industry via a 5-forces and PEST analysis, and measuring the firms’ performance on this basis, a more comprehensive picture of a company can be drawn.
This method will be applied on the tire manufacturing industry, with Michelin and Bridgestone as examples, and the IT-service industry with Atos and Adesso.
The results of the analysis have shown that by regarding the industry CSF in the analysis, varying aspects besides the financials were taken into account, adding significant value to the analysis. After having identified trends and developments in the industry, it was also possible to better evaluate the financial performance of a company in the light of challenges that all firms of the industry will face in the next periods. With this new perspective, the possible future performance can be predicted more reliably.