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Reverse Mentoring
(2015)
The aim of this bachelor’s thesis is to give a detailed description of how Reverse Mentoring is applied in practice. Reverse Mentoring is the mentoring of a senior executive person in a company by a younger employee in topics like Web 2.0 and new technologies. Considering current trends like the demographic change, the multi-generational workforce, the digital transformation and the current demands on knowledge management, it becomes obvious that a new form of learning is required for an organization to stay competitive. Nine people that have experienced Reverse Mentoring in their company served as subjects for a study to further investigate about the practical application of Reverse Mentoring. The study was carried out via telephone interviews. The subjects responded to questions regarding the implementation of the program, the formal structure of the programs, the procedure of matching tandem partners, the characteristics of the program’s participants, the challenges they experienced, the positive and negative experiences and the factors they consider vital for a successful implementation. In a next stage the main aspects of the study’s results were compared to findings in literature in order to verify their generalizability and to develop those findings further in theory. The thesis concludes that Reverse Mentoring can be a tool that helps companies to face current trends, and the reader gets a detailed view on how Reverse Mentoring can be applied in a company.
Diese 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.
The aim of this Bachelor Thesis is to analyze the child safety lock offered by Samsung, which is one of the latest inventions on the market for Smartphones. It will be discussed if its abilities are a solution for ethical problems, which come along with Mobile Marketing on children. Furthermore it will be identified if the child safety lock, as a product, keeps the promises Samsung made to the consumers. Smartphones are gaining greater importance in today’s society and are not only used by adults, but by a great amount of children. A smartphone gives kids the possibility to enter the internet without barriers. They have access to all the offered websites and programs the internet contains, which opens up a lot of dangers. Marketing on children is getting more intensive, because children play a more important role in the buying decisions of their families than they did in the past. There are plenty of studies where children´s perception of advertisement was analyzed. A relationship between their perception of advertisement and the development of their cognitive thinking was detected. The more distinctive the cognitive thinking is, the better is their perception of advertisement.
Advertisement and other marketing methods can influence and manipulate children, without them realizing it. Due to that there a discussions on ethical level about the fairness of confronting children with contents they can´t understand because of their stage of development. Notably mobile marketing describes a lot of dangers for children owing to its availability on a Smartphone 24/7.
The two most important laws regarding media protection for children is the “Jugendschutzgesetz” (JuSchG), which is administrated by the German government and the “Jugendmedienschutz-Staatsvertrag”, which is in hands of the 16 federal states in Germany. The opinion of experts in the field of media education, as well as the opinion of parents and teachers about the mentioned topics is essential to bring different stakeholders into the account. This paper contains several empirical research methods which discuss these opinions. Key words: Marketing and Ethics, Smartphones, Marketing aimed on children, Mobile Marketing, Media Protection for children
Etablierung einer Willkommenskultur für griechische Pflegekräfte am Beispiel der BruderhausDiakonie
(2015)
Situation | Currently, there is a big lack of qualified labour in Germany. The recruitment of foreign workers and employees with a migratory background, which are still not employed, was identified as a solution for this problem. However, several companies still have a problem with this solution and they still see a lot of challenges. In Germany the word „welcome culture“ already exist, which describes minimization of barriers for immigrants and support for their integration. Now, they also like to use this strategy for companies. That’s why they like to develop different strategies to support, structure and simplify the integration process. Aim | The aim is to develop a recommended course of actions for the BruderhausDiakonie, based on interviews with people with migratory background, the analysis of the Greek culture and on several best practice examples as well as existing theories. This should be realized by taking care of the resources and request of the company. Concept | The main part of the welcome culture concept is made of practices which can be used individually to support recruiting processes for employees from abroad and employees with migratory background as well as for on-boarding-process of new employees. This concept considers internal and external conditions. Result | The result was an establishment of actions and the identifications of significant internal and external conditions, which companies have to face when they set the concept into practice. The concept has to be tested first by considering the identified metrics. Additionally it is recommended to implement the metrics into the Balanced Scorecard of the company. The shown practices should be set into practice in each department. The process of establishing a welcome culture should be seen as a long lasting learning-process and organizational development for which some responsible should be named.
This bachelor thesis aims at elaborating a relationship between corporate sabbatical programs and their impact on employee retention by taking the dimension of flexible working as mediating tool. The trend towards offering multiple ways of flexible working is growing as employees are demanding workplaces that encourage work-life balance. Sabbaticals are one type of flexible working arrangements regarding the continuity of work. Flexible working is becoming more and more commonly used by organisations with the goal to increase their recruitment attractiveness and their (employee) retention capability for “high potentials”. A relationship between sabbaticals and employee retention could be hypothesised in two theories. First, the component Flexible Working with the example of sabbaticals was added to the employee lifetime value (ELV) model. The ELV model describes an approach to employee retention, recognising the employee as an internal customer of the organisation. With applying the ELV model, an indirect relationship between sabbaticals and retention could be developed. Second, the retention impact of sabbaticals was implied by transferring the retention effects of flexible working in general on sabbatical leaves directly. The retention effects were measured in the dimensions of job embeddedness and organisational commitment. Both theories are able to design a relationship between the two variables, directly and indirectly, but always considering and linking flexible working to the concepts.
Due to the “War for Talents”, personal development in companies has become of utmost importance in recent years. In order to acquire high potentials, enterprises have to think about the essential reasons candidates take into consideration when choosing an employer and why an employee should stay with a company. This paper investigates the way personal development works in incubated startup companies. Nowadays, startups face challenges such as rapid growth, a dynamic organizational structure and the special needs of their employees. Therefore, it is likely that the functioning of personal development in startups differs heavily from how it works in established companies. Instead of off-the-job activities, startups rather focus on implementing a learning-culture, which stimulates individual growth. Based on qualitative expert interviews, this paper proves that personal development in startups is implicit and happens automatically.
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.
HR Wachstumsstrategie bei P3
(2015)
The primary purpose of this thesis is to investigate and evaluate the current candidate experience of applicants and new employees at P3 Systems, in order to derive recommendations for the ongoing recruiting and onboarding processes. Therefore, the section on the candidate journey from the moment of the first direct contact, namely the face-to-face interview, up to and including the first 90 days in the company, has been highlighted. The latter will be referred to as onboarding phase. P3 Systems is one of 12 subsidiaries of the internationally operating P3 Group. Since 2006, it has specialized in automatic and manual testing of electric and electronic systems and their components. Due to the continuous increase in the number of employees, as well as the expectation of further growth, revising the current procedures is desirable to ensure future competitiveness. Data for this study was gathered with the help of theoretical models provided by findings in the customer experience management field, as well as from various surveys carried out over the last year. Using these insights, a first draft implementing a candidate experience management within the named company, has been drawn up. Furthermore, two internal surveys have been conducted to explore the candidates’ perspectives. These focused especially on the key touchpoints for P3Systems along the candidate journey. For this objective, 62 applicants, who already had participated in a face-to-face interview, but had not yet been informed about the outcome, were selected. They were invited to fill out an online questionnaire dealing with the experiences within the context of those interviews. Concurrently, 64 employees of P3 Systems were asked to share their impressions regarding their onboarding program. The results revealed areas of potential optimization, e.g. concerning the time - to - respond to candidates, the content design of the interviews, and the social and professional integration of new employees. Towards the end of this thesis, recommended courses of actions were suggested to improve the current candidate experience. In conclusion, the boundaries and shortcomings of this thesis were indicated.
Mobile internet and smartphones have experienced a strong growth in the past years.
Teenagers and increasingly younger children consume the mobile internet via mobile end devices, especially smartphones. Such technical innovations are commonly
accompanied by social changes that affect societal as well as individual behaviours.
For this reason, the question of how mobile internet influences and changes children’s behaviour arises. Therefore, the topic being treated in this thesis is about
“Marketing to children: Do smartphones change children’s behaviour? – An approach to children’s consumer behaviour and the ethical perspective of the economy.” The objective is to find out whether children’s behaviour is changed by mobile internet and smartphones and which marketing opportunities arise due to these changes as well as observing which marketing practices are conducted. Firstly, general consumer behaviour, its theories and tendencies as well as the consumer behaviour of children is studied. Following that, the examination of the ethical perspective of the economy including general ethics and theories are treated and marketing ethics as well as answers to ethical issues that arise in business are scrutinised. Basic facts of marketing aimed at children practiced by the media as well as the neurological perspective and ethics of marketing directly to children is investigated. To get more
evidence of changes in children’s behaviour due to mobile internet and smartphones a practical experiment in the sports field is conducted to find out whether
smartphones lead to a lack of concentration during training.
As a result, the literature review confirms that mobile internet and smartphones lead to social changes and to changes in children’s behaviour such as variances in their
communicative, consummative and social behaviour which present new opportunities for modern mobile marketing practices. The hypotheses of the experiment that
smartphones lead to a lack of concentration could not be validated. Relating to the measurements, concentration under smartphone presence was higher than without it.
From an ethical perspective it is critical to use (mobile) marketing opportunities for targeting children as their brains are still in development and they are not able to
identify the intentions of marketing.
“Is it feasible to use flexible benefits as a possible employee retention tool? A survey about the possibilities of a value-oriented flexible benefits system as a method for innovative employee retention on the example of the organisation EVOMOTIV GmbH”
Being an engineering company, the current changes in the labour market caused by a lack of qualified experts, have had quite an effect on the employee retention of the organisation EVOMOTIV GmbH. Therefore the aim of this thesis is to develop a value-oriented flexible benefits system which can support the organisation to improve employee retention. This flexible benefits scheme enables employees to choose between various benefits, which are provided by the employer. First this thesis elaborates the theoretical framework of the conducted empirical study. Therefore employee retention, value-oriented human resource management and value-oriented incentive system are explained. As a result, the information collected through the theoretical study illustrates that there is a growing demand for a value-oriented flexible benefits scheme. The second part of the thesis examines the present state of the organisation EVOMOTIV GmbH and presents the results of the company data analysis. The aim is to identify the influences on increasing turnover of staff and employee satisfaction. From these results, it can be concluded that the main cause of the turnover is the business model used by the company and that the employee satisfaction has been increasing yearly. To develop such a value-oriented flexible benefits scheme, an empirical study was conducted together with the employees of the EVOMOTIV GmbH. The study consisted of questionnaires in combination with a workshop. The aim was to establish contents for the flexible benefits scheme based on of the values and needs of the employees. The questionnaires were used to gain more information on the present state. The result of this thesis is a new flexible benefits system, which is based on the needs and values of the employees in the EVOMOTIV GmbH. Moreover the thesis demonstrates that the system supports the improvement of employee retention, yet its efficiency is limited through the effect of the business model. To measure the efficiency and to keep the system up-to-date with future employee values, a long-term survey is recommended by the author.
Die vorliegende Arbeit beschäftigt sich mit dem Einsatz von Web Analytics und Social Media Analytics zur Gewinnung primärer Marktforschungsdaten. Als Instrumente der Beobachtung von Inhalten des Internets sowie des Web 2.0 verzichten diese auf die direkte Befragung von Zielgruppen. Stattdessen basieren Web Analytics und Social Media Analytics auf der Analyse von Konversationen und Verhaltensmustern innerhalb einer virtuellen Welt. Im Laufe dieser Arbeit soll festgestellt werden, ob und inwieweit sich die Repräsentativität der durch Beobachtung des Internets gewonnenen Erkenntnisse von den durch direkte Befragungen ermittelten Ergebnissen unterscheidet. Dazu wird der Autor zunächst basierend auf einer umfangreichen Literaturrecherche grundlegende
Begriffe der Umfrageforschung, datenbasierten Marktforschung sowie des Web 2.0 definieren. Zusätzlich erhält der Leser einen Überblick über Methoden und Funktionen von Web Analytics sowie Social Media Analytics, die anschließend im praktischen Teil dieser Arbeit eingesetzt werden. In diesem werden mit Web Analytics und Social Media Analytics ermittelte Kennzahlen für Marken unterschiedlicher Produktkategorien in einen direkten Vergleich mit den Ergebnisses einer im Rahmen dieser Arbeit
durchgeführten Online-Befragung gesetzt. Basierend auf den im praktischen Teil dieser Arbeit gewonnenen Erkenntnisse erhält der Leser abschließend Handlungsempfehlungen zum Umgang mit Social Media als Marktforschungsinstrument.
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.
Hubert Burda Media ist ein international agierendes Medienunternehmen, das unter anderem in den Segmenten Woman, Luxury Lifestyle, Living und Food aktiv ist. Das Unternehmen befindet sich auf Expansionskurs und ist dabei bestrebt, neben dem Ausbau weiterer Geschäftsfelder (z.B. Digital), sein Wachstumspotenzial durch Internationalisierungsaktivitäten bestehender Zeitschriftentitel in anderen Märkten auszuschöpfen.
Die Koch- und Genusszeitschrift SAVEURS wird vom Burda Verlag Editions Hubert Burda Media in Paris publiziert und wurde bereits in Russland und Deutschland lanciert. Nach der Einführung der Zeitschrift auf anderen Märkten außerhalb des Heimatmarktes, soll das Potential für eine erfolgreiche Einführung auf dem brasilianischen Markt untersucht werden.