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Course of studies
The aim of this bachelor thesis is to provide ZF Friedrichshafen AG with a flexible Human Resource concept for the successful handling of future joint venture projects in China. In order that future JV are planned and conducted successfully, a structured HR approach built on a combination of ZF experience and academic evidence has been developed. It points out cultural differences, creates awareness of potential organizational issues and gives advice. This thesis draws upon various academic resources which are expanded through ZF knowledge. For this, eight expert interviews with China experienced ZF managers were held.
This blueprint covers several of the HR issues that arise when setting up new joint ventures in China. By shedding light upon success factors a necessary flexibility when dealing with different partner firms is provided. After a theoretical outset and a brief introduction of ZF Friedrichshafen and ZF Passau this thesis peaks in the HR blueprint for joint ventures in China. Worth notable factors in setting up the structure, when recruiting and inheriting staff from the joint venture partner as well as considerations of the new Labor Contract Law and for policies and practices allow an understanding of what Human Resource issues can be anticipated in Chinese joint ventures. These then can be planned adequately for.
The results of this work offer a strategical Human Resource framework on how to best approach a next joint venture project in China. A broad range of HR issues have been analyzed and the most critical for joint venture success found implementation in the blueprint. Arranging a working organizational structure with a Chinese partner and implementing uniform policies and practices while considering cultural factors as well as complying with the legal requirements of the Peoples Republic of China is a task which is not easily carried out. Yet while setting up joint ventures in China already is a complex project, the partnering with a Chinese state owned enterprise is a challenge that requires special attention by HR professionals. The blueprint gives insights and guidance for stated issues.
Werte gewinnen zunehmende Bedeutsamkeit in der heutigen Gesellschaft. Auch in Unternehmen sind sie nicht mehr wegzudenken. In der vorliegenden Arbeit werden die Herausforderungen und Probleme, die bei der Einführung von Unternehmenswerten auftreten können, aufgedeckt. Dafür werden im ersten Teil der Arbeit drei Methoden zur Einführung eines Wertemanagementsystems ausgewertet und kritisch hinterfragt. Der zweite Teil der Arbeit konzentriert sich auf Interviews, die mit 20 Probanden der Michelfelder Gruppe durchgeführt wurden. Unter den Probanden befanden sich Mitarbeiter und Teamleiter. Die Studie wurde entwickelt um herauszufinden, welche Einstellung die Angestellten zu den Werten haben und inwieweit diese in der Praxis umgesetzt werden. Nach theoretischen Erkenntnissen hätte man die Werte anders einführen müssen, schaut man sich jedoch die Ergebnisse der Interviews an, kann man sagen, dass die genutzte Methode die richtige war.
In the time of a globalizing economy where the costs of production and the closeness to customers, due to transportation cost, become more and more important. More and more medium-sized companies seek for the advantages of production facilities abroad either to cut cost and stay competitive or to follow other companies using their products. For several years Freilacke has been active in the Russian Federation via a subsidiary company (sales office in Moscow). This paper will analyze chances and risks for a possible production facility inside Russia. After tremendous changes in the situation in Ukraine, the production location Russian Federation has lost a bit of attractiveness. Nevertheless Russia is largest country in the world and with more than 146.3 million inhabitants on the ninth rank due to population worldwide and therefore remains an interesting destination. Follow-up analysis and numbers will show that even if the western world will close the borders to east Eurasia, the domestic market bares a high potential and attractiveness for investors.
Recent work has pointed out the importance of social media for various components of a firm’s marketing communication strategy. However despite the clear movement to use social media as a marketing tool in general, the topic has captured little attention in academic literature, while limited research in general has closely examined online social media channels in the international content. To address this research gap the primary aim of this paper is to assess whether and to what extent international companies do adjust their marketing activities to the UK market. With the main focus on companies Facebook profiles this research paper focuses on the marketing efforts of the top 5 Facebook brands according to their number of followers from August 2014 to September 2015.
This paper elaborates the effectiveness of marketing channels for startups in all stages of their startup lifecycle. The focus here is put on startups operating in the German market. In general, nine out of 10 businesses fail within their first three years of operations. Even though there seem to exist numerous “how-to” guides and advices on how to run a startup, there are none giving a reasonable answer on customer acquisition strategies and on the effectiveness of channels startups may consider for their survival. Finding out common best practices for marketing should prevent the high failure rate that the market for startups undergoes. By investigating latest research findings and conducting expert interviews, this paper recommends best practices for a successful customer acquisition strategy and shows valuable insights based on an analysis of real startup cases. The results of the analyses reveal that a successful customer acquisition strategy does not depend on one marketing channel but rather on an interaction between all marketing channels providing overall consistency in communication. Furthermore, the stage of the startup is of utmost importance as the focus on different channels changes depending on its stage. This paper should not serve as a guide but rather as an inspiration for future marketing strategies considered by startups in their early stage.
Numerous, if not all, companies are faced with the very same challenge: To train their employees and to qualify them regarding ever new topics. But whilst enterprises are already cooperating in other business areas for quite some time, they do not (yet) share training materials treating the same topical areas. This thesis approaches this issue and thereby takes the first step in developing research on cross-company Content Sharing. This means the sharing of training materials between businesses. More specifically, the paper examines the question how the success of such a cooperation can be measured, to which extent success is likely to be achieved and how it can be developed. The work’s basis is formed by the scientific knowledge on inter-organizational cooperations and on learning objects. Starting from this point in-depth literature analysis and expert interviews were carried out. This resulted in the creation of the Evaluation-Criteria Framework for Content Sharing Cooperations. This model consists of four categories that group together ten evaluation criteria, 33 sub-criteria and 76 examination
elements. Subsequently the model was applied to a collaboration between Robert Bosch GmbH and DEKRA S.E., aiming at the joint development of training documents. To examine this inter-organizational relation a case study research was carried out. For this end various qualitative (interview, participant observation) and quantitative (questionnaire, cost calculation) methods. Seven out of then criteria were identified as fulfilled. The saving of five working days’ time as well as participant’s satisfaction can be emphasized. An unambiguous statement regarding costs, however, cannot be made. Finally, identified problems suggest that a thorough definition of target groups and their needs and requirements are of utmost importance for content sharing cooperations. The same holds for establishing the role of a (ideally company-independent) coordinator. In conclusion it can be recognized, that the Evaluation-Criteria Framework constitutes a reality-tested model which is also suitable for future research; like, for example, additional case studies to confirm validity of the second insight gained in this paper: Sharing training contents seems to be a promising approach for companies operating within the
knowledge society.
Diese Bachelorarbeit beschäftigt sich mit der Erstellung eines strategischen Marketingkonzepts für das B-to-B IT-Serviceproviderunternehmen agilTech Information Technologies GmbH. Durch mangelnde strategische Ausrichtung und die vorherrschende Projektarbeit als Individualsoftware entwickler und IT-Berater, sah sich das Unternehmen bisher einem großen Absatzrisiko und einer volatilen Nachfrage ausgesetzt. So hat sich das Unternehmen opportunistisch am Markt bewegt, keine konkreten Unternehmensziele definiert und konzeptlose Marketingmaßnahmen ohne Zielgruppenbestimmung durchgeführt. Ziel dieser Arbeit ist somit die Entwicklung eines strategischen Marketingkonzepts, um agilTech wettbewerbsfähig am Markt zu positionieren, mehr Projektanfragen zu generieren und so ein strategisches Unternehmenswachstum im fragmentierten Individualsoftwaremarkt zu ermöglichen. Der Lösungsansatz dieser Arbeit basiert auf Taylor’s (2015) strategischem Marketingplanungsprozess, der sich in die Phasen Ziele und Marktanalysen, Strategieentwicklung und operatives Marketing einteilen lässt. Als Ergebnis entstand eine Marketingstrategie, Servicemarketing Mix-Maßnahmen und Kommunikationsmittel wurden identifiziert sowie Handlungsvorschläge unterbreitet. Für die Organisation und Implementierung der Servicemarketing Mix-Maßnahmen wurde ein detaillierter Plan erstellt, für die Marketing-Kontrolle je Servicemarketing Mix-Maßnahme mehrere Key Performance Indicators definiert und Messinstrumente vorgestellt. Damit das erarbeitete, strategische Marketingkonzept positive Resultate erzielen kann, ist jedoch Top Management Support in Form von Engagement sowie zeitliches und finanzielles Investment notwendig.
This document presents an investigation about the carbon footprint certification and the main three different standards that help during the reduction process of CO2 emissions. A summary of the certification bodies and the certificates it provided in this paper, including an evaluation of the differences and explanation of the standards. Moreover, since the beginning of globalization and the industrial development happened, the environment has been suffering several changes. Some of those changes made a notable difference in the climate and in the pollution of the planet. The result of the situation was the popular Global Warming process. Global warming is cause by the emission of greenhouse gases into the atmosphere; these gases capture the radiation coming from the sun and raise the world temperature. For improving the situation in a more sustainable way and reducing the environmental impact of the carbon footprint the next standards were developed: (1) ISO standards, (2) PAS 2050 and (3) GHG Protocol. Many companies, governments and civil societies apply the carbon footprint measurement and reduction process for achieving a more sustainable future and having positive repercussions. Being environmentally friendly has created many different ways of lowering the GHG emissions and the pollution in the environment. One of the methods is the carbon footprint certification and the creation of different standards for guidance and audit. On one hand these methods create excellent results, but on the other there is still a high percentage of people, countries and organizations which do not help with the reduction of the carbon footprint or any other problem the environment faces. For this reason making the society aware of the possibility to change the situation is of great importance.
This paper analyzes the importance of recommender systems for B2C e-Commerce businesses, using extensive literature review as well as a consumer survey. Readers will gain a basic understanding on how the technology behind the recommendation works, how competitiveness in e-Commerce can be defined and what the consumer perspective on recommender systems is. The paper will ultimately provide valuable insights into how recommender systems can create a major competitive advantage for online retailers and why an online-shop without a recommender engine will struggle to stay or become competitive.
Economic Valuation of Investments in Tangible Fixed Assets of BASF Asia Pacific: Methodology Review
(2015)
The objective of this thesis is to review and evaluate the valuation methodology for investments into fixed tangible assets methodology applied at BASF East Asia Regional Headquarters for the Asia-Pacific region to develop recommendations based on current research. The net present value, adjusted net present value and economic value added approaches are analyzed as well as other key performance indicators, real option analysis and methods of integrating volatility into the valuation criteria. A shift from the currently utilized basic net present value model is suggested as the static nature of the model can oversimplify or exclude many factors relevant to accurate investment valuations. Ultimately, the net present value should be split up to highlight areas of value creation, real options should be integrated into standard methodology and project cash flow volatility should be considered in the process. The latter can be integrated by use of Monte Carlo simulations, which can be re-run at relevant decision tree nods to show volatility differences throughout the projects timeline. These values can then, either via twin-security, market correlation or internally determined scales be integrated into the discount rate, thus effectively adjusting for project specific risk.
The German-French personnel consultancy Rheinbrücke Consulting intended to gain a deeper knowledge of the German market for personnel consulting. Due to the lack
of comprehensive literature, expert interviews were conducted in the framework of this thesis in order to analyse the structure of the German market for personnel consulting how it is changing and to derive consequences for the positioning of Rheinbrücke Consulting today and in the future. The result is that the German market for personnel consulting is opaque and that a lot of companies from sole entrepreneurs to personnel consulting concerns supply a lot of services that vary considerably in their quality. Potential clients prefer to employ recommended personnel consultancies that are specialised and supply performance-based billing. They aim for long term business partnerships with personnel consultancies wherefore the author recommends to Rheinbrücke Consulting to follow up in their strategy work with the key subjects networking, relationship between customer and personnel consultancy, specialisation and remuneration.
Diese Arbeit beschreibt die Erstellung und Umsetzung der Sanierung der Klinik für Biokinematik. Sie beschäftigt sich mit der Frage was die Klinik ist, was ihre Besonderheiten darstellen, wie sie entstanden ist und warum sie in Schieflage geraten ist. Daraus werden Schlussfolgerungen gezogen und in eine Umstrukturierungskonzept eingebunden, welches das Ziel hat die Klinik wieder voll in Familienhände zurück zu führen und wieder wirtschaftlich nachhaltig rentabel zu machen.
Jobsharing in Management
(2015)
According to a recent German law companies are obliged to increase the proportion of female managers in strategic significant departments because women are nationally and even globally underrepresented in management. Simply raising their share, however, won’t solve the more profound problem. Part of the thesis is the consideration of reasons to the current situation. Mentioned reasons are the management framework conditions and social norms. Furthermore the working model jobsharing in management will be presented as method that realizes a sustainable change in gender diversity. There are already companies which started projects for gender diversity management in order to acknowledge gender disparity and deal with it. A fact referring to social norms is that women still struggle more between their professional career and family than men do. Besides, society pushes women into their classical roles as home keeper. Studies prove that the main reason for women to quit their job is more time for their family. Another fact referring the management framework conditions is that managers often have to work more than 100 percent based on average working time. Jobsharing in management, later on called leadsharing, may enable qualified women not to choose either a management position or their family. Hence, companies may save experienced executives. In this time flexible working model two mangers own the same position and share their job related responsibilities. The characteristics of leadsharing as well as its benefits and challenges will be introduced in relation to eight reports of experienced leadsharers. Leadsharing has proven to be possible and successful but it’s anyway negatively associated with huge effort in communication, dependency within the leadsharing team and infeasibility in management. Thus, the most important requirement for leadsharing is a receptive cooperating company and the perfect partner who can be trusted. The German start-up Tandemploy is specialized on matching jobsharing interested employees and companies. Today’s technologies and circumstances on the shrinking specialists and executive staff market may also support a jobsharing popularity. For companies which are against stagnation and honestly promote gender equality the adoption of leadsharing is apparently a chance to ensure sustainable gender parity in management.
Challenges and opportunities in building an Eastern European Brand: the Polish fashion market
(2015)
An insight on how domestic eastern European brands can go global The aim of the thesis is to find out how local eastern European brands can grow into international brands. There are already many global brands existing in the current world market. Most of these global brands are from developed countries. There are, however, brands from other countries which have great products. Eastern Europe, for example, has many products that are interesting, are of high quality but unknown to the world. For this reason the author would like to take Polish alcohol industry as an example. He will then look into the challenges and possible solutions of a domestic eastern European brand going global. The thesis first examines 4 big Polish liquor companies that start off unknown to the world. Through the implementation of a series of marketing and brand strategies they are able to become global players. Their product positioning are being looked into, and their marketing campaigns are being analyzed. The challenges that these brands faced before are summarized and possible strategies in coping with them are being suggested.
Generationenmanagement - Maßnahmen zur Motivation Mitarbeiter aller Generationene un Unternehmen
(2015)
Das wohl aktuellste und brisanteste Thema in den Personalabteilungen deutscher Unternehmen und der Politik ist der demografische Wandel und seine Auswirkungen auf die Arbeitswelt in der Zukunft.
Die gesamte Bevölkerung in Deutschland wird zunehmend altern und die Altersstruktur wir sich von Grund auf ändern mit Trend zu einer alten Gesellschaft. Auch steigen in der Zukunft die Anforderungen an Arbeitnehmer mit zunehmender Geschwindigkeit, während gleichzeitig allerdings kein Anstieg der qualifizierten Arbeitskräfte zu erwarten ist. Dies stellt Unternehmen vor ganz neue Herausforderungen, die es mit innovativen Maßnahmen zu bewältigen gilt.
Dazu gehört zum Beispiel die Frage, welche Folgen der demografische Wandel auf die Wettbewerbsfähigkeit der entsprechenden Unternehmen hat. Schließlich werden die bisherigen, traditionellen Führungsstile in deutschen Unternehmen kaum mehr effektiv funktionieren können, durch eine zunehmend größer werdende altersspezifische Kluft innerhalb der Unternehmen. Heutzutage arbeiten in einem Unternehmen bis zu fünf unterschiedliche Generationen Seite an Seite. Jede davon hat andere Erwartungen an den Arbeitgeber, Ansichten, Prägungen sowie Werte. Die vorliegende Arbeit setzt an diesem Punkt an und beleuchtet die unterschiedlichen Auswirkungen des demografischen Wandels, die unterschiedlichen Generationen sowie die Maßnahmen, die ein Unternehmen im Personalmanagement einbringen könnte, um sich an die Bedingungen des demografischen Wandels anzupassen. Ziel ist es, einen Führungsstil zu entwickeln, der mehrere Generationen zusammen effektiv führen kann und vor allem zu motivieren.
The purpose of this paper is a conceptualization of the identification and motivational methods for top distributors in the Chinese market for frequency converters. An examination of the market size, participants and segments is provided. Further the benefits for the manufacturer and distributor that occurring from a partnership are elaborated on and the term top distributor is defined.
Based on marketing channel literature a conclusive multidimensional model for the top distributor selection has been developed. The basic dimensions for distributor selection were determined as Sales/Market, Product/Service and Risk/Uncertainty factors. Those dimensions are supplemented by the China specific factors Guanxi and Human Capital. With special focus been given on the aspects that businesses might encounter when operating in China the reginal factors in distributor evaluation are also being discussed.
IN order to determine the value of different rewards two surveys were conducted. For the identification of the most valuable motivators a rewards portfolio was developed and applied on the data gathered in this surveys. The rewards portfolio was based on the portfolio analysis first developed by the Boston Consulting Group. The rewards determined as most valuable from both the manufacturers and distributor sides were “additional marketing and customer acquisition support”, “extended payment terms” and “market intelligence from manufacturer”. An explanation for the importance of those rewards is additionally provided.
The purpose of this study was to investigate the development process of renewable energy sector in Bulgaria and how far it is at the moment. Another aim was to find out the issues that exist in this field, as well as possible forecasts for the future.
The research was based on different literature sources and primary research techniques like interviews, which succeeded to answer the proposal questions. The key challenges Bulgaria is faced with were also identified through provided industry analysis and detailed outlook of the available renewables in Bulgaria.
The analyses of the thesis indicate the main issues that appear in the current legislative and administrative structure. Furthermore, the investigation found that there is a lack of liberalization of the market, which leads to confusion in the whole business picture of Bulgaria.
This research contributes for better understanding the potential of the renewables in Bulgaria although the non-availability of great political conditions as well as the pure issues in the social and economic growth. The results provide also suggestions for making better policies and finding more partners due to the fact that sustainable future is better for all of us.
In cooperation with the Customer Relationship Management and Communication department at Volkswagen AG the thesis “The future of Service Marketing in the automotive industry” was written. The sales part of After Sales is relatively small compared to the total turnover, but it is the biggest part of benefits of a car manufacturer. This is just one reason why After Sales has such a big relevance in the automotive industry. This thesis defines After Sales and Service Marketing, gives reasons for the importance of After Sales and details how to attract the right customer groups in the context of After Sales. Additionally, it is discussed how customer needs are best addressed and fulfilled, and what kind of new Service Marketing tools could help Volkswagen to exploit the full market potential of its after sales division. The data on which this paper is based was drawn from various company-internal and external sources. The most important company-external data sources were articles about the after sales practices of other car manufacturers and companies of completely different industries. With regards to internal sources, this paper is based on internal best practices and data collected in an expert workshop regarding the internal visions that are shaping the future of Service Marketing. The given data was qualitatively analysed and resulted in a collection of potential Service Marketing tools for the international Brand Volkswagen Cars markets. The most important findings are new digital communication tools, new customer relationship tools and point of sales tools.
Especially in the past years, the Internet of Things and strategic alliances between different companies have become increasingly important. While previous research has mainly focused on the purpose of alliance failures and the success of partnerships in general, this paper introduces a standardized partner evaluation tool for connected products and digital services to prevent poor candidate selection. Based on an extensive literature study, this work analyzes the core industry of the home appliances manufacturer BSH Hausgeräte GmbH with a particular focus on the Internet of Things. Through the conduction of expert interviews, literary findings about strategic alliances are verified. Additionally, the interviews support the optimization of the decision instrument and prove its relevance and suitability. Further, the paper aims at identifying whether the home appliance manufacturer lacks knowledge in selecting suitable partners for digital services and whether such a tool will improve the speed and preciseness of the decision-making process in the future. Lastly, future research questions are discussed. This study confirms that rating partners by standardized criteria is especially beneficial to support the selection decision in front of other stakeholders. The results of this work significantly contribute and add value to the Corporate Digital Transition Department at BSH Hausgeräte GmbH. In particular, managers with the responsibility to evaluate potential partners to extend the digital services portfolio of BSH’s smart home solution will benefit from this paper.
According to the United Nations, more than 70% of the world trade is carried out by the multinational companies which represent nearly 250% increase in the last four decades. This also represents the extended number of inter-company transactions such as transfer of money as well as transfer of goods and services from parent company to daughter company and vice versa. This issue of transfer of goods and more specifically transfer of money – as in transfer of profits – gave rise to debates in ‘Transfer Pricing’ in the international context. The companies use number of complex business models such as the Principal Company model as their supply chain network and move profits between different entities and create the tax advantages on basis of corporate tax rates in the different tax jurisdictions by allocating all the sales and profits to the principal company. The entities in high-tax jurisdictions, however, perform business activities on contractual basis and remunerated on cost plus mark-up by the principal company. This results several tax saving benefits for the group as a whole.
Under this behavior of the MNCs, the finance ministers of G20 and the authorities in OECD developed a 15 Action Plan under Base Erosion and Profit Sharing (hereafter “BEPS”) Agenda to develop ways to avoid tax evasions by the multinational corporations in the high-tax jurisdictions. The Action 7 of BEPS Agenda – artificial avoidance of Permanent Establishment status – was introduced for the change of wordings in the Article 5 of the OECD Model Tax Convention which explains the definition of a Permanent Establishment. By doing so, the contractual entities in high-tax jurisdictions, performing business activities on behalf of their cross-border parent in a low-tax jurisdiction, will be given a status of a PE and the sales and profits generated by these entities will be allocated to them and subjected to be taxed accordingly in a high-tax jurisdiction.
The analysis of the profit distribution and taxation of the contractual entities of the cross-border principal company in Germany is conducted by the author in this piece of research and shows the effect on the taxation of a company if the Action 7 of BEPS Agenda carries forward as a local legislation in the OECD countries.