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Course of studies
Digitales Editorial Design
(2016)
Alkoholintoxikation
(2016)
The objective of this research paper is to analyse the current planning method of the Zumtobel Group AG with regards to traditional and more recent trends in the field of planning, more precisely budgeting and forecasting. Furthermore, a planning software tool is evaluated concerning its benefits and drawbacks for the Zumtobel Group AG. The aim is to find out whether the tool is appropriate for the company and if it is adding value to the planning process.
The first part of this research paper, which is analysing different approaches in budgeting and forecasting, is based on secondary data. In order to build the theoretical foundation of the paper, academic literature such as peer-reviewed journals, text-books and articles are used. The second part of the paper, which is focusing on the Zumtobel Group AG’s budgeting and forecasting process, as well as the software tool, is mainly based on primary data. First-hand interviews with experts of the Zumtobel Group AG are carried out along with supporting documents of the company.
The result of the research is that the planning approach of the Zumtobel Group AG reveals some advantages, but also disadvantages. However, a considerable percentage of these disadvantages can be eliminated by the implementation of a supportive planning software tool. As the optimal tool, SAP BPC is selected. This tool is able to depict the complex organisational structure of the company, as well as is adding value to the planning process by supporting planning and also reporting functionalities.
This research paper helps the Zumtobel Group AG first to make the decision in favour of implementing a planning software tool and second in making the decision which planning software tool is the most suitable one. The value which is added through the implementation can be better assessed.
Aufgrund der zunehmenden Bedeutung von Soft Skills in der beruflichen Praxis erfährt besonders die Ausbildung an Fachhochschulen eine Umstrukturierung, wozu die Implementierung von alternativen Lehrmethoden gehört, welche diese Schlüsselkompetenzen gezielter fördern sollen. Obwohl Unternehmensplanspiele zu diesen gehören, wurde deren Lernerfolg bisher jedoch nur durch eine begrenzte Anzahl von Studien wissenschaftlich untersucht, wobei besonders die langfristigen Effekte vernachlässigt wurden. Diese empirische Studie soll einen Beitrag dazu leisten, diese Lücke zu schließen, und zu zukünftigen Forschungen diesbezüglich anregen. Basierend auf theoretisch fundierten Fragebögen wurden zwei Stichproben, die sich aus Studenten einer Fachhochschule zusammensetzten, über den Lernerfolg bei der Anwendung des Unternehmensplanspiels „TOPSIM General Management II“ befragt. Obwohl durch den Planspieleinsatz hauptsächlich die fachlichen Fähigkeiten gestärkt wurden, verdeutlichen die Ergebnisse, dass zumindest aus kurzzeitiger Frist auch überfachliche Kompetenzen verbessert werden können und dass der Erfolg von zahlreichen Faktoren beeinflusst wird. Dagegen zeigen sich aus langfristiger Sicht nur geringere Effekte, sodass sich zukünftige Planspielveranstaltungen und Studien besonders auf die Langfristigkeit konzentrieren sollten.
Die vorliegende Bachelor-Thesis behandelt die Thematik der Frau als Selbstständige und Unternehmerin. Neben wichtiger, theoretischer Grundlagen, die auf einer Literaturanalyse basieren, befasst sich der praxisorientierte Teil mit der vom BMWi gegründeten Initiative „FRAUEN unternehmen“, die das Bild der Unternehmerin vorantreiben soll. Das Ziel der Arbeit ist es, die Unterschiede zwischen männlichem und weiblichem Unternehmertum darzustellen, sowie den aktuellen Stand und die sich daraus ergebende Zukunftsperspektive der Initiative zu betrachten.
84 Telefoninterviews und ein Workshop mit den Mitgliedern der Initiative machen ein zerrissenes Stimmungsbild, allerdings mit vorhandenem Potential für die Zukunft, deutlich. Auch einige der im theoretischen Teil ausgearbeiteten Unterschiede zum männlichen Unternehmertum, wie beispielsweise Motivation oder Verhalten, konnten durch die Telefongespräche bestätigt werden.
Zusätzlich zu dieser Initiative bedarf es zur nachhaltigen Modernisierung des Unternehmerinnenbildes in Deutschland jedoch weitere, durchschlagende Aktionen.
In times of globalization the international market development poses one of the trend-setting challenges for many companies in the future. Companies are facing in an increasing intensity of competition in their market environment. This development is expedite by the growing technological exchangeability of products, so the differentiation on the technological dimension will be hampered significantly. All the more the necessity of the foreign sales come to the fore to counteract the degree of competition. The research question is: How can Kendrion IDS participate in the Northern European market to generate further growth?
The aim of this thesis is to detect the industry-specific market potentials for the target-oriented and strategic business development in Scandinavia.
In order to achieve the stated objective, the initial position of Kendrion IDS was investigated on the basis of a situation analysis. Within this analysis the internal strengths and weaknesses were examined. Afterwards the relevant markets and the industries were tested for opportunities in the market analysis and for external risks in the environmental analysis. The outcome of this is the developed SWOT-analysis, which states that depending on the country in Scandinavia there are potentials in different industries. The findings prove that different distribution channels lead to a different extent of success.
A comprehensive buying center analysis is an essential task for marketers who really want to understand the purchasing process of organizations which is usually characterized by group buying decisions. In the first step, it is important to identify the different stakeholders participating in a buying decision for a product or service, whereas in the second step the individuals’ relationships within the group structure and their influence behavior on the outcome should be analyzed. The obtained customer insights are key for prioritizing influential members and focusing marketing efforts on their criteria and interests to make sure that the final buying decision will positively affecting the selling organization. Due to the ongoing chances in healthcare, the medical device industry is one of the sectors increasingly dealing with complex buying center structures within hospitals. Therefore, also in the specific case of B Braun Aesculap and the development of its new orthopedic business model One Knee Vision for knee replacement procedures it has become indispensable to carry out an investigation of customer’s decision making unit. In order to a deliver a theoretical framework which enables to identify and analyze the buying center characteristics, the first part of this paper presents important fundamentals related to this research topic. It also covers the progressing digitalization aspect of sales activities and the resulting potential for supporting and optimizing buying center analyzes. Based on those theoretical facts, the second part focuses on B Braun Aesculap and the practical question of hospitals’ buying center in the United States regarding the purchase of a knee replacement system. In this context, a mix of qualitative and quantitative research methods is employed. The findings are subsequently explained by specific influence factors and used to point out the effects for purchasing decisions which come along with the identified buying center structure. A closing interpretation of all results allows the derivation of recommendations for a successful One Knee Vision marketing strategy.
Maßnahme einer Social Media Marketing Strategie des Schwarzwälder Freilichtmuseums Vogtsbauernhof
(2016)
Nowadays, in times of saturated markets, there may be observed an intensified competition among companies, while at the same time needs and demand of the customers are increasing as well. To counteract this growth of competition, companies need to continuously implement new and innovative strategies, if they don’t want to lose any market share among their market competitors. Under such conditions, innovated business modules and new market technologies have to be developed through the usage of Digitalization and the Internet and, especially the usage of Social Media; creating a new Touchpoint to deal with the customers, where companies can better get to know their requirements, enabling them better to serve the market and satisfy customer needs. Keeping this in mind, many large international companies already recognized the importance of Social Media within their business model, but until now they don’t have any real strategic plan yet in place to backup, utilize and exploit the situation over longer periods of time. The Schwarzwälder Freilichtmuseum Vogtsbauernhof, also recognized this important aspect and is already using Social Media, but until now, without any Strategic Plan or Model too. Beyond this the objective of this Bachelor Thesis is to create a complete a Strategic Model as well as some further strategic actions for the Schwarzwälder Freilichtmuseum Vogtsbauernhof, to adapt to changing market conditions and not to fall behind the competition but to excel above them. To achieve this objective, a Company and Competitor Analysis has to be carried out as an answer, if such a strategic implementation in Social Media might be useful for the business model of the Schwarzwälder Freilichtmuseum Vogtsbauernhof or not. Verifying this analysis, some Strategic Models from the literature will be presented, and applied as a combination at the business model of the company. As a different point of view, an empirical study will be used to apply the created Strategic Model in a suited way into practice. Due to this application, as well as due to some further Strategic Actions, there will be improved some already existing Social Media channels. Furthermore there will be established one completely new Social Media channel. To prove the success of the Strategic Model and its additional actions, a second empirical study and some Monitoring tools will be used as a measurement at the end of the Thesis. The results of the Company Analysis could be interpreted as first evidence, that a general strategic implementation of Social Media for the business model of the Schwarzwälder Freilichtmuseum Vogtsbauernhof might be useful. Additionally both methods of measuring results and performance show a partial success of the implemented Strategic Model which could be interpreted as a competitive advantage at least in the short run. This Thesis is especially written for the Online Marketing department of the Schwarzwälder Freilichtmuseum Vogtsbauernhof, but it doesn’t mean that for any other person, which isn’t part of the company, it might be completely useless. The Thesis is also directed to all the people, which already had recognized that classical Marketing methods won’t work any longer, and because of this, are looking for some digital alternatives. Because of this the results might be used as an inspiration or as a special kind of guide to establish a strategic presentation within Social Media.
Due to the increasing internationalisation and globalisation of competition, companies become more and more international. The commercialisation of products and services in different countries means, that companies are often confronted with cultural differences. By reason of these cultural differences it can happen, that the advertising remains inefficient, because the target group can’t understand the message. The most failures in international marketing happen because of the neglect of cultural differences. Therefore every international company should carefully think about a differentiation or standardisation of their products and advertising in other countries. The aim of this work is to identify the cultural differences in communication and advertising and therefore show the difficulties which can be connected with international products and advertisement. Furthermore this work should demonstrate how culture can affect advertisement and explore if there is a potential for standardisation in international marketing. The focus of this work is on cultural diversity and the impact on international marketing. To find out more about the perception of international advertisement an online questionnaire was created. Therefore it was possible to gain important information. This questionnaire and the literature research lead to the conclusion of this work. The questionnaires as well as the literature research are showing that it is very difficult to achieve a total standardisation in international marketing. Although people are using worldwide almost identical products, the cultural differences are still too great for a global market. Advertisement which is created for a specific market seems more often reliable and comprehensible. However for some parts of the marketingmix a standardisation is definitely possible. Therefore the best strategy for companies is to use a mix between differentiation and standardisation. Cultural differences will still remain in the future. The consideration of cultural differences in the future will therefore lead to a competitive advantage. Companies should pay attention to culture diversity, although it can lead to higher costs, to achieve the best results in international markets.
Die immer schneller werdende Bekleidungsindustrie verlangt von Modeunternehmen eine sehr hohe Flexibilität und schnelle Reaktionszeiten auf neue Trends. Dies setzt eine reibungslose Lieferkette in allen Bereichen voraus. Die hier fokussierte Warenbereitstellung mit Zutaten für die Konfektionsbetriebe bildet einen wichtigen Bereich dieser Lieferkette. Folglich wird untersucht welche Voraussetzungen und Vorbereitungen getroffen werden müssen um den Materialfluss im Zutatenlager der Marc Cain GmbH anhand eines automatisierten Kleinteilelagers zu optimieren. Nachdem eine theoretische Vertiefung in den Fachbereich der Logistik und explizit in die Lagerhaltung und Kommissionierung durchgeführt wurde, konnten anhand einer Wertstromanalyse Optimierungspotenziale für das Zutatenlager ermittelt werden, welche folglich die Einführung eines automatisierten Kleinteilelagers als Ergebnis hatte. Mit einer Nutzwertanalyse konnten in Zusammenarbeit mit unterschiedlichen Lagersystemherstellern verschiedene automatische Lagersysteme verglichen und abgegrenzt werden. Als Ergebnis stellte sich das AutoStore System als geeignetes Lagersystem heraus. Durch die Einblicke in alle gängigen automatischen Lagersysteme werden sowohl klare Grenzen der Systeme als auch unterschiedliche Kriterien für die Lagersystembewertung dargestellt. Das AutoStore System der Firma Hatteland bietet demnach die besten Voraussetzungen für eine optimierte Lagerlösung im Zutatenlager der Marc Cain GmbH. Die Voraussetzungen und Vorbereitungen sowie der finanzielle Aspekt der Amortisationszeit, wurden dementsprechend am AutoStore Lagersystem analysiert. Daraus resultieren sowohl einige prozessorientierte als auch technische Anpassungen die für eine Implementierung erforderlich sind.
The main goal of this bachelor thesis is to examine whether pricing research methods are equally applicable in the Business-to-Business segment as they are in theory, using the example of MAN Truck & Bus AG. Based on the outcome, recommendations for action were made, which could be implemented into the specific case of National Key Accounts. Price research being conducted in the small business client area but not in the continuously growing key account field were the primary motivation of this paper. Analysis of literature and qualitative interviews with experts of sales force of three strategically important countries build the foundation to this thesis. Results show that there is no one solution, with which market price transparency can be achieved. Rather, a combination of methods currently used and existing but untested ones could achieve this goal. As a proposal to solve this issue, the author suggests a three-point plan consisting of a personal client interview with a behavioral pricing aspect, a follow-up phone interview and, finally, the creation of an interactively usable client database. This bachelor thesis may be of interest to business students with an affinity to the automobile industry as well as any company operating in the business-to-business sector.
In order to provide a platform for strategic decision-making and -implementation, regarding marketing strategy in a young and socially oriented business, this work has been elaborated mainly based on the theoretical guidelines for contemporary strategy provided by Robert Grant. Further there was realized an action research with the CEO’s of the respective company. The qualitative data was concluded from a strategy workshop with the decision-makers of the young and socially oriented fashion label GLIMPSE. The fashion is designed in Germany and produced in India, as GLIMPSE was found in 2012 in Stuttgart, in order to provide employment, education and a future for women in India that have been rescued out of forced prostitution. The results of this research describe a strategic process of formulation and implementation of marketing strategy for the company GLIMPSE, making use of continuous resource allocation through strategy meetings on a regular basis.
Die Verlagerung ihres Absatzschwerpunktes in die Volksrepublik China und die Internationalisierung der dortigen Finanzmärkte sind Anlass für die Volkswagen AG den lokalen Markt vermehrt auch für Finanzierungszwecke zu erschließen. Diese Arbeit ermittelt das zu einem gegebenen Zeitpunkt optimale Finanzierungsinstrument für eine Investitionsfinanzierung der Volkswagen AG in der Volksrepublik China und prüft so, inwiefern die theoretischen Vorteile internationaler Finanzierung am chinesischen Bondmarkt realisiert werden können. In einer fiktiven Fallstudie der Konzerngesellschaft Volkswagen Automatic Transmission Tianjin kam eine gewichtete Nutzwertanalyse zum Einsatz, um die relative Vorteilhaftigkeit einer Finanzierung lokaler Investitionen mit Offshore RMB Bonds (DimSum Bonds) gegenüber einer Finanzierung mit Onshore RMB Bonds (Pandabonds), bzw. einer klassischen Eurobondfinanzierung mit Währungsswap zu bewerten. Als Ergebnis lässt sich sagen, dass für die Volkswagen AG unter den am 1. September 2015 herrschenden Marktbedingungen die Emission eines Eurobonds gegenüber der Begebung eines DimSum Bonds bzw. eines Pandabonds relativ vorteilhaft für eine Finanzierung der Konzerngesellschaft ist. Der Vorteil gegenüber dem DimSum Bond rührt i.W. von der Markt- und Preislage auf dem Offshore RMB Markt zum Emissionszeitpunkt her; gegenüber dem Pandabond ist die Vorteilhaftigkeit i.W. in der Ineffizienz begründet, die durch den dokumentarischen Aufwand beim Pandabond auftritt.
Dennoch herrscht am chinesischen Bondmarkt Potential, um bei einer Emission durch Hedging, Arbitrage von Zinsdifferentialen und Nutzung von Marktasymmetrien von den Vorteilen einer internationalen Außenfinanzierung zu profitieren. Die Vorteile gelten für den Onshore RMB Markt und den Offshore RMB Markt dabei jedoch in unterschiedlich starkem Ausmaß.
Die Zielsetzung dieser Bachelorarbeit ist es, die Grundlagen der Globalisierung und Internationalisierung und dessen Bedeutung für Unternehmen zu beleuchten. Nach dem die Internationalisierungsstrategien bspw. Strategien der Markterschließung und Markeintrittsformen mit ihren jeweiligen Vor- und Nachteilen vorgestellt wurden, soll anhand einer PEST- Analyse das Land Russland als potenzielles Land für den Markteintritt analysiert werden. Des Weiteren sollen relevante Informationen über den russischen Markt, im allgemein sowie im Bereich der Medizintechnik, gesammelt werden. Zusätzlich sollen die Ergebnisse des Experteninterviews, nach der Analyse und Bewertung, in die Marktanalyse mit einfließen, um in der Folge eine erfolgreiche Markteintrittsstrategieempfehlung für iSYS Medizintechnik GmbH zu entwickeln.
Führung im Spannungsfeld
(2016)
Zusammenarbeit ist gefragt
(2016)