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Sales promotion are commonly used tool by marketers to manipulate consumer toward a certain offer or product. Attractiveness of a promotion can increase the demand of the promoted product. Monetary and non-monetary are considers the two main types of sales promotions. Monetary sales promotion, also known as price promotion, will provide immediate price discount upon purchase, for example 50% discount. Non-monetary sales promotions or premium promotion, on the other hand, usually grant consumer an extra free product or additional service for free. Previous studies also demonstrated that different sales promotion affect consumer behavior differently. Consumers’ value perception can be influenced by several factors. For instance, marketers use specific “phrase” such as “value pack” to influence consumer price perception. Rationally, consumers’ value perception should remain unchanged regardless of the phrases use to describe the promotion with same discount value. In this study, we examine the impact two sales promotion those are “50% discount” and “buy one get one free” on value perception of Thais consumers. These two deals have equal economic value but perceived differently by consumer. We aim to answer the question “does two different deals with the same value impact value perception of the same product differently?” In order to obtain logical answer, two set of questionnaires were send out to observe the maximum price which consumer willing to pay for “instant noodles” and “soy protein powder”. Unfortunately, the result from our survey were not significant enough for us to derive a concrete conclusion. We also discuss about potential cause of the unexpected result and interpret our result for better understanding. Even without a significant finding, this paper address that different sales promotions impact consumer in various ways supported by other literatures and also self-assumption.
This thesis examines the culture concerning the Celebrity-Endorsed Advertisements in Luxury Brands. Culture and its value have an impact on the effectiveness of the advertisement. Culture can also impact celebrity endorsement as a celebrity can be seen differently according to the cultural pattern. Luxury is also seen differently according to the cultural values, and brand can have an impact on the value of the luxury. Since the advertisement is a very crucial tool for marketing strategies, commercials should be made according to the values of the culture to increase its effectiveness. Culture is a group phenomenon, and it influences the behavior of an individual which impacts the brand and product. Culture creates a lifestyle and new markets; it also allows market adaptation according to the local taste. Culture helps us to understand the changing attitude of the market towards a product or service. Culture plays a role in the perception of the product and advertisement as people from a different country will perceive and interpret things differently according to their culture and experience.
This thesis addresses various diverse questions related to the culture regarding celebrity-endorsed advertisements in luxury brands. The foremost question which addressed is; the culture impact on the customer's perception of the brand image for celebrity-endorsed advertisements as to luxury brands. This thesis is based on the Qualitative research method, including descriptive case study-based research with observations, following an inductive approach to generate a theory, model, and explanation by analyzing the data to finding patterns. This thesis follows the research task based on theory and applying research models to new situations, explaining phenomena, and analyzing the relationships. The information and data for the research are taken from the online & social media platforms YouTube, Facebook, Instagram, and Twitter are used for TV commercials. The data is analyzed through observation by checking the advertisement like and dislike on the online platform. How often they are comment and what kinds of statements are used for an advertisement. Afterwards, the data is analyzed according to the culture models. The findings of this thesis answer and highlight the challenges along with the research questions. The study helps us to understand what culture is and how to target the market more effectively. It explains the importance of the brand and the value of the luxury associated with it. This thesis helps us to understand the impact of the celebrity in the advertainments and how to use them effectively. It also helps us to understand consumer behavior and the perception of the product value. This thesis highlights the fact that what can be seen offensive in the advertisement by a different culture and its impacts on the brand image.
Despite the fact, that women’s underrepresentation in finance is tried to be encountered by legal regulations, little research has been conducted on why most women still decide to not pursue a career in finance. Thus, finance currently remains to be a male-dominating sector. However, which potential consequences homogeneous versus heterogenous groups in finance have on the success of financial decision-making results in companies in the long term is still little studied. According to this research gap, this thesis sets out to research the cause of gender imbalance as well as the impact of the perception of gender differences in finance from a neuroscientific perspective.
First, it is examined whether distinct biological factors in men and women lead to different interests, skills, and abilities that explain a superior natural suitability to perform in finance. Further, it is discussed how the brain processes financial decisions and which internal- as well as external factors impact decision-making. This will be set in context with major findings from psychologist Iain McGilchrist and his hemispheres-approach, and Daniel Kahnemann and his dual-process theory. Further, it is investigated how particularly women respond to stereotype-threat, applying the latest theories by neuroscientist Gina Rippon, and how this influences women’s ability to perform in the financial sector. According to this, it is explained how deep-rooted gender roles, stereotyping and unconscious biases lead to self-fulfilling prophecies in performance, and thus, restrain the advancement of gender diversity in finance. Finally, it is researched in what way homogenous groups in finance are susceptible to overconfidence and groupthink and to what extend enhancing gender diversity can improve financial decision-making. According to this, neuroscientific strategies that counteract unconscious biases and irrational decision-making in finance are discussed.
When scaling, startups face managerial challenges and a downfall in innovation. A growing team and the resulting increased communication and organizational complexity bring issues previously not existing. Accountability Systems can assist startups overcome the mentioned issues and maintain their essence of innovation, vital for their success.
This paper discusses the relevance and benefits of implementing formal managerial systems in a growing startup. By mapping out the interdependence of culture, innovation and growth, it is demonstrated how Accountability Systems can support the preservation of an innovative culture when scaling a startup.
In a time when innovation is often disregarded due to a focus on process efficiency, Accountability Systems can provide a valuable tool for managing transition. This thesis serves as a general evaluation of Accountability Systems and their benefits. It is important to note that this paper is not intended to serve as a directly adaptable guide for startups.
In recent decades, the topic of increasing wealth and income inequalities has received growing attention in research. The focus was frequently placed on examining past developments and influencing factors, which might have produced the present distributions.
This thesis attempts to summarize the effects of past developments and tendencies on the distribution of income and wealth of households based on the findings of existing academic literature. An understanding of the underlying forces is particularly important to respond correctly and effectively to rising inequality. In addition, this thesis aims at presenting the distribution of income and wealth in the euro area with respect to similarities and differences across euro area countries. For this purpose, data provided through the Household Finance and Consumption Survey has been used. Furthermore, the observations have been compared to corresponding data on income and wealth distributions in the United States, allowing for a better assessment of the circumstances in the euro area. The Federal Reserve Board and the U.S. Census Bureau published data on household wealth and income in the United States, which has been utilized in this thesis. The observed points in time are 2010 and 2014.
The conducted investigations and analyses yielded the result that relevant developments have been the process of globalization, the technological advancement, the evolution of labour markets, the growing importance of capital, the changes in governmental policies and societal developments. Furthermore, it could be shown that both income and wealth tend to be unequally distributed within and between euro area countries. In fact, wealth appeared to be much more concentrated than income. Large heterogeneity across countries was detected. Nevertheless, the degree of inequality is less severe than the one observed in the United States.
The study analyses the German immigration profile and its impact on the labour market, put into a global context. An extensive literature review and an empirical analysis provide insights into the current situation of migration in Germany and on a global level. Furthermore, profiles of a global migrant and German immigrant will be created. For the analysis of the labour market, selected research articles provide econometric results that are being used to determine the impact of immigrants on the labour market on a global level as well as in Germany.
These two main areas of immigration are then basis for the comparison of Germany and the global level. The main goal is to find out, whether Germany is in a particularly challenging situation with migration and its impact on the labour market.
The results indicate firstly, it faces the second highest number of immigration worldwide as of 2019. Secondly, the recent high inflow of asylum-seekers has to be absorbed in society and labour markets and thirdly, Germany has to compete against other countries with more attractive pull-factors for highly-skilled workers. Indeed, it can be concluded that Germany is in a challenging situation regarding migration. Nontheless, the labour market impact results show little variation comparing Germany and the global level and indicate positive effects of immigration on certain skill-levels. However, there is no ultimate consensus reached so far.
The contributions of migrants will then be further elaborated, connected to migration patterns observed and result in an outlook on migration and in recommendations for policymakers.
This study aims to deliver a strategic and systematic analysis about the consumer loans banking business with the integration of industry 4.0. Industry 4.0 itself comprise of a lot of things in regards of advance technology being used in order to create more value to the company. The purpose of this study also determine which components of industry 4.0 are suitable and applicable in the consumer loans banking business. This thesis uses secondary data as a primary resource to provide research objective. The secondary data collected through the use of published journal literature as well as the academic literatures. The research starts by providing the general information and literature about the consumer loans banking business and the industry 4.0 as well. Following by the reason why the consumer loans banking business need the technological advancement of industry 4.0. Next, this thesis also gathers the quantitative data related to financial measurement to provide more understanding the consumer loans banking business. The analysis is carry out by using the three level of environmental analysist segmentation in which commonly use for the industry analysis. The first factor is the PEST analysis, it resembling the external factor of the industry, second is the Porter’s five forces to explaining the operating forces within the industry, the third is the value chain analysis. The findings of this thesis pose important implication for bank consumer loans business stakeholders with the purpose to integrate or related to industry 4.0 technological advancement, providing enough information about the keys factor and analysis behind the industry.
Artificial Intelligence (AI) is often said to increase efficiency which is why it is especially interesting to companies seeking possibilities to improve existing processes. Consequently, this thesis, written in cooperation with the Corporate Communications and Marketing / Public Affairs department at Marquardt GmbH, explores opportunities in this field by determining prerequisites that should be met when considering working with AI as well as risks that should be taken care of. In order to determine the department’s level and progress in the field of AI, the employees involved in the existing tasks and processes completed a questionnaire, resulting in the department being at the lowest level. Moreover, providers of tools within the fields of social bots, document classification, content marketing, media planning and sentiment analysis are compared with the help of utility analyses, allowing for a recommendation regarding what the next steps of the department should be. The fields were chosen premised on the emplyoees’ current tasks while information required for the analyses was obtained by contacting the providers as well as their websites. Based on findings of the thesis, the department is recommended not to follow the trend of AI immediately as the effort required would be disproportionate to the return.
Brand ambassadors have the power to have a positive influence on how consumers feel and their relationship with the brand. Despite the popularity of brand ambassadors and their effectiveness, a company's employees as brand ambassadors have an ideal and credible impact on consumers and how the brand is perceived.
This bachelor thesis reviews the literature of theoretical and empirical nature to identify how business leaders strengthen the image of their corporate brands the objective is to examine and compare the case of Microsoft Bill Gates and Apples Steve Jobs illustrate how they strengthen their respective brand image.
The results indicate that even though the risk of having CEO’s as ambassadors may tarnish the image of the company in case of unethical behaviors, celebrity CEOs such as Steve Jobs and Bill Gates have a positive impact on their respective companies and strengthen the brand image.
Chapter 1 will focus on explaining the main ideas around which this dissertation centers and explain individual terms that are crucial to understanding the problem of sustainability in the aviation industry and mention some measures that have been taken so far to tackle it. It will go through the development of aviation as we know it today, how climate change redefined business towards sustainability and modern trends among younger generations who fight for the protection of the environment and guarantee economic sustainability in order to provide future generations with a healthy planet to live and thrive on.
Chapter 2 will dive into the intricacies of taxing carbon emissions and its effects on the economy, the European Trading Scheme and how it has affected aviation in Europe and the world, as well as explaining what compensation initiatives are and focusing on atmosfair’s program to help offset carbon emissions.
Chapter 3 will finally present a set of new measures which would allow the aviation industry to be taxed more fairly and help reduce the amount of carbon emitted by relocating passengers to other modes of transport, motivate manufacturers to increase their innovativeness and come up with more efficient alternatives to fossil fuels, all of this without harming the global network of aviation that keeps our world united.
It will not focus on the politics behind the implementation of a new carbon compensation tax, only its economic impact. The cases and theoretical examples applied in the text will be centered on short-haul flights within the European Union and European Economic Area, although the covered initiative could also be applied to medium- and long-haul flights inside and outside of the EU.
The Belt and Road Initiative topic will be discussed further with the support of evidence of statistical data, qualitative information and decisions between both countries through the following chapters. Chapter 1 will present and discuss the history of the Belt and Road Initiative. Chapter 2 will speak about the influence of the new competition on the German industry. Competition can play a role through the cost and quality of the products which can be produced or manufactured by China. In addition, we will see Germany’s reaction to China’s competitive advantage and entrance to the German market. Chapter 3 includes research and discussion on the impacts on china’s port, the possibility of the expansion of the maritime roads by China and whether the expansion in the arctic will give china more authority in the Belt and Road Initiative project. Chapter 4 will argue the choices for Germany as there is now two corridors alliances who are computing over ports development for faster and reachable products through Pakistan-china or India -Iran. Chapter 5 will discuss the effect of the Hamburg port.
China’s increasing importance in the pharmaceutical industry has attractedthe attention of the mechanical engineer for packaging machinery, Christ Packing Systems. Issues in entering the market have raised questions about the understanding of target customers in China and how the distribution system works. An in-depth understanding of the Chinese pharmaceutical market allows Christ Packing Systems to successfully approach the market.Based on interviews with experts in the field, industry reports and strategic analysis, this research paperwill provide insights into the pharmaceutical industry in China and its challenges and opportunities for Christ Packing Systems. Results show that pharmaceutical companies and their suppliers have to cope withgreat uncertainty. The involvement of the Chinese government stimulates the development of more and more innovative manufacturers of brand medicine. Drastically reducing prices for medicineand making them affordable for everyone in Chinais one of the governments’big goals. After supply shortages of critical medicines during the Covid-19 crisis, China has to expect that foreign groups will move some of their production closer to their customers in Europe and the United States. On the other hand, China is one of the most attractive marketsfor pharmaceutical companies. The largest population of the world which is ageingand increasingly suffers from chronic diseases, demands high quantities of medicine. Adding to that, the growing middle class and an improved healthcare system enables more and more people in China to afford and have access to pharmaceuticals. With this great market potential, Christ Packing Systems is advised to further pursue and intensify its market expansion to China. There are several alternatives to successfully enter the market while keeping the risks and costs at a reasonable level.
Digital innovations and the opportunity to create new service-oriented business models are shaping the German power tools industry. Companies, such as Robert Bosch Power Tools GmbH strive for further differentiation and competitive advantage, as from a product-perspective the market seems to be saturated. The digital ecosystem Bosch PRO360, launched in May 2020, has high growth potential and should provide a solid basis for further digital offerings to professional craftsmen in the industry. A significant number of innovative product and service ideas, which can be integrated into PRO360 are present. Specifically, the selection of promising ideas represents a considerable challenge for innovators, thus, requires appropriate idea evaluation tools and techniques.
The aim of this thesis is to create a criteria catalogue with weighted criteria and the allocation of corresponding scale values serving as a supportive tool regarding idea evaluation procedures. To this end, a detailed literature review and analysis was executed. To gain validated conclusions of the catalogue, its application in practice was tested during five semi-structured interviews with customers of Robert Bosch Power Tools GmbH.
Results demonstrate that a standardised evaluation framework is beneficial to evaluators and, thus, should be retained for future reference. The developed framework provides clarity, transparency and security not only regarding the idea selection and decision-making process but also beyond, as it allows post-decision reviews, continuous improvement and adaption. Concerning the early stage of the project, this framework can be taken as a guidepost and support to taking the first steps towards the creation of new business models.
This paper includes a brief summary of the theoretical background on onboarding and links the findings to modern trends. To answer the questions about expectations and needs of young employees survey results of a study conducted with over 400 participants between the ages of 18 and 27 will be evaluated. The results show that onboarding practices are highly expected by young adults and that integration is of very high importance for the age group. According to the survey results, onboarding programs can also help organizations improve their attractiveness as an employer. Furthermore, the open-ended questions of the survey provide detailed information on which specific measures should be included in an onboarding process. With the use of theoretical knowledge, the findings from the survey and results of a survey with department heads of the company, an onboarding process for Bürstner GmbH & Co.KG was developed. The plan includes specific steps from before the first working day, to the first weeks in the company until the end of the probationary period. Measures include a new employee profile, an initial training plan, a learning management system based online course and more. Through a transferability check of the process, it is concluded that many aspects can be transferred to other organizations; subject to adaptions. In the future further studies and employee feedback examining the onboarding measures, will have to be carried out to evaluate the effectiveness of the developed onboarding process and provide more insight into current trends.
„We are not thinking machines that feel, we are feeling machines that think.” (A.R. Damasio). This quote from famous neuroscientist Antonio R. Damasio illustrates the significant role emotions play in human perception, behavior and decision making. Marketers in Business-to-Consumer and Business-to-Business sectors increasingly realize that establishing an emotional connection with the company’s or brand’s target group is crucial to aid differentiation, competitiveness and awareness. Especially in highly competitive environments it is important to find ways to connect more closely with the target groups. KLS Martin Group, a medical technology company based in Tuttlingen, Germany, strives to strengthen its brand awareness through Audio Branding and Influencer Marketing and thereby adding an emotional value to the brand. Hence, this bachelor thesis investigates how these two concepts can contribute to this ambition. An empirical qualitative study has been conducted with eight cases to examine the concept of Audio Branding and nine cases regarding the topic of Influencer Marketing as tools to emotionalize the brand and to find out how they can support awareness-raising endeavors. This thesis reveals and illustrates frameworks, emphasizing the dimensions of acceptance, identifiability, continuity and adaptability for Audio Branding and the 4-C framework including the elements credibility, content communication, closeness and control. Further, practical approaches regarding the implementation of Audio Branding and Influencer Marketing in the context of emotions at KLS Martin Group are expounded.
The sustainability consciousness of the German population has been continuously increasing throughout the past years. After the financial crisis in 2008/9 the establishment of social banks has brought a new alternative to conventional banks: While conventional banks exclusively focus on financing profit-maximizing projects, social banks set a focus on the sustainability of their projects. As the number of German households owning one or more smartphones, a prerequisite for using mobile banking options, has also increased over the past years, these developments made it possible for social mobile banks to appear in the banking sector and offer an alternative to conventional banks. This bachelor thesis intends to capture the knowledge and acceptance of social mobile banking among students enrolled in German universities. Through an online survey, relevant data was collected and offers an insight into the topic. While social mobile banking is unknown to most of the participants, the acceptance of this way of banking, nevertheless, is moderate to high, with 62.6% of the participants showing a high acceptance level for social mobile banking.
The presented thesis studies Artificial Intelligence-based tools which are currently used in recruiting. The guiding research questions ask which ethical implications exist when using different so-called robot recruiting tools, and how these implications apply to the German healthcare sector. The analysis is based on a comprehensive literature review. First, an overview over eight different tools is given, then they are analyzed regarding their ethical implications. Finally, the practical example of the healthcare sector in Germany is discussed. The eight tools are considered in regard to the specific need of larger hospitals. The thesis shows that when applying artificial intelligence-based tools, severe ethical concerns, mostly on the questions of non-discrimination, data security and integrity of an organization, can arise. Because of that, the thesis recommends that human resource managers should be very careful when applying Artificial Intelligence-based tools.
The research analyses current literature and available data on the lithium market, an analysis of the environment, particularly the surge in demand for the metal for the production of lithium-ion batteries, evaluates the potential for a significant rise in production for the metal throughout years 2020 to 2030 among many competing countries. The focus of the research is set on predicting the contributions to the GDP of Chile derived from future lithium compound exports in the timespan between years 2020 to 2030 via multiple linear regression. The results of the study estimate contribution values to increase by 291% by 2030 and find a high degree of statistical relevance for lithium prices and battery electric vehicles in use in the production of lithium.
Emerging markets are at the core of developing frugal innovations that create value in society. This research paper's overall purpose is to showcase how the emerging market of Zimbabwe has created frugal products through the company Econet Wireless Limited; that have brought a significant turnaround in the economy and, in doing so, have positively impacted the society. Additionally, the research problems of the company’s precise frugal innovations, how they create social value, and to what extent were investigated. The case study method was utilized, and data was collected using existing and or secondary data. Of the frugal innovations by Econet Wireless Limited, Ecocash, a mobile money service, provided a financial system for the unbanked and exbanked solving the money or coin shortage problem. Econet Solar, Econet’s brand for solar products, presented an alternative source to the country's lack of electricity. However, beneficial both products were discovered to have shortcomings that can be improved upon or corrected.