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The primary purpose of this thesis is to gain a deeper understanding of how factors influence sport sponsorship, especially in football. In order to fulfill this purpose the thesis identifies, describes and tries to explain sponsorship in general as a non-classical communication instrument, the selection of sponsorship objects, companies´ objectives of sport sponsorship activities. In addition, the thesis considers companies´ planning process of sport sponsorship and finally, an identification of several factors, which may have an impact on sport sponsorship. Two examples of application of a company in the telecommunication industry and of a company in the automobile industry are pointed out, where the aspects of sponsorship of the German Fußball Bundesliga respectively the German national team, are studied. The paper makes use of studies which shows how respondents remembered sponsorship activities. It is possible to conclude from the thesis that many factors will have an effect on sport sponsorship. The paper demonstrates that image, memorizing, duration and the fit between sponsor and event or sponsor and sponsee are relevant criteria. Finally, the thesis summarizes the results and outlines of the possible future of football sponsorship.
Analyse der Berufsgruppe Architekten zur Ermittlung einer zielgruppengerechten Kommunikation für einen Baustoffhersteller
Analysis of the occupational group of architects to determine a communication appropriate to the target audience for a building materials manufacturer
This thesis deals with the specialties of addressing the occupational group of architects in Germany. It examines their role and approach in the process of buying building material with the aim of finding out a suitable way for a building materials manufacturer to communicate with the target audience. For this purpose a secondary analysis of architects is carried out and replenished with a primary data acquisition.
After analyzing the work, role and way of obtaining information of the architect the theory of corporate communication is explained. This chapter shows the requirements and possibilities and examines the features of communication for a business-to-business company. Following the primary data acquisition in the form of expert interviews is carried out. In conclusion the outcome of the secondary and primary research is merged, which allows the derivation of a recommended course of action.
The results show that architects have a powerful role in the buying center and therefore a tremendous influence on the buying process of building materials. However it emerges to be difficult to address the target audience, since they communicate in a passive way. Furthermore the study identifies that architects are artists and builders in one person. This is why it is important to them that their projects do not only look good but are also functional. Another result is that architects often do not feel respected as experts, although they have a wide specialized knowledge. Moreover the research shows that the target audience has to face new challenges with every project, which is why they are always searching for new inspiration and ideas. Finally it emerges that architects feel a special enthusiasm for their occupation and work as well as architecture in general.
From the insights gained it could be derived that the appropriate way to communicate with architects is in two phases. On the first stage the attention of the target audience needs to be won in the right moment, which is why the manufacturer has to show a steady presence. In the second phase the company has to provide all information needed to the architect. In conclusion of this thesis it is highly recommended for building materials manufacturers to address architects in an appropriate way because in the long run it will improve the market position of the company.
Der Begriff Wissensmanagement bietet eine Fülle an unterschiedlichen Definitionen, Interpretationen, Auffassungen und Sichtweisen. Hierbei wird der Schwerpunkt oft auf ITgestützte Systeme gelegt und nicht auf den Menschen als Hauptwissensträger. Auch der Bedeutung der Wissensverteilung innerhalb des Unternehmens wird nicht ausreichend Beachtung geschenkt. Aus diesen Gründen legt die vorliegende Arbeit das Hauptaugenmerk auf die Wissensverteilung und den Mensch als Wissensträger im
Unternehmen. Im Rahmen der Ausarbeitung werden unterschiedliche Sichtweisen zum Thema Wissen und Wissensmanagement vorgestellt und anerkannte Modelle
beschrieben. Weiter liefert die Arbeit einen Überblick an Methoden und softwaretechnischen Unterstützung, die auf die Wissensverteilung abzielen. Fallbeispiele
zeigen, wie Wissensmanagement schon erfolgreich umgesetzt wurde aber auch wie die Umsetzung in Unternehmen scheiterte. Im Anschluss wird mit Hilfe von empirischen
Studien ein Vergleich zwischen den theoretischen Ansätzen und der Praxis gezogen.
Auf Grund der gewonnenen Erkenntnisse schließt die Arbeit mit einer Empfehlung für Unternehmen ab.
Die Abschlussarbeit beinhaltete nicht nur die Implementierung des Shopfloor Management sondern auch die sorgfältige Analyse davon und den dazugehörigen Lean Methoden. Shopfloor Management bedeutet führen, kommunizieren und steuern am Ort der Wertschöpfung. Jeder Prozess besteht aus Wertschöpfung und Verschwendung und mittels der Lean Prinzipien die auch im Shopfloor Management angewandt werden, soll die Verschwendung vermieden werden. Durch eine transparente Visualisierung der aktuellen und wichtigen Kennzahlen direkt am Ort wird eine Akzeptanz bei den Mitarbeitern geschaffen. Diese neue Unternehmensführung sieht vor, eine offene Fehlerkultur zu entwickeln und die Fehler nachhaltig zu vermeiden. Es wurde die Wichtigkeit einer regelmäßigen Kommunikation erläutert, in denen die Themen und Probleme angesprochen werden. In dieser Arbeit wurden die Lean Prinzipien herausgearbeitet und ein Shopfloor Board entwickelt mit dem gestartet wurde. Zudem wurden die Mitarbeiter auf die Einführung vorbereitet und geschult. Die Mitarbeiter sollen durch das Shopfloor Management gezielt in den Verbesserungsprozess einbezogen werden und eine Eigenverantwortlichkeit entwickeln. Der optimale Zustand sieht vor, dass durch dieses System jeder Mitarbeiter die Ziele des Unternehmens kennt und durch die tägliche Revision der Kennzahlen, nachhaltige Poblemlösungsmethoden angewandt werden um die Ziele zu erreichen.
The thesis is about how an outsourcing process could be implemented at the company Kendrion in a bottleneck situation. The aim of this work is to develop a framework for outsourcing to effectively minimize a bottleneck in the production. Core issues are an analysis of the product roster and a cost calculation of possible outsourcing. In the theoretical part books and scientific articles are evaluated. In the practical part the theory is applied and experts are asked for their opinions.
Based on literature research a specific procedure with five phases is created for Kendrion. With the analysis of the product roster and current situation important information can be gathered. This makes it possible to find out how many parts each machine is producing. The turning plant produces mainly low volume series. Over 1,200 different parts were turned in the last two years. The focus for the outsourcing is the machine group G200 and the machine TNK-28. This decision is based on the amount of backlog days of the machine groups. After several analysis a list of articles which could be outsourced is produced. One such analysis is transaction cost economics. This range of selected parts is enough to eliminate the bottleneck. For the outsourcing the full cost accounting is recommended. In the calculation, depreciation is included to make future and necessary investments visible. After a cost comparison of five parts, one article of the G200 is outsourced. The costs difference between the TNK-28 and the external offers are too high. After further analysis, the result is that the TNK-28 is a very economic machine for Kendrion. The recommendation is to keep these parts in house.
The analysis of product roster should be done once a year. Furthermore, analyses should be carried out for the other machine groups.