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The impact of store atmosphere elements on the purchase behaviour and emotions of customers has an important significance in modern marketing. How to design and conceptualize a store atmosphere in such a way that it provides an unforgettable experience for the customer and entices him or her to arouse an interest in the store environment is one of the most fundamental concerns merchants and marketers must ask and think through these days – likewise, the role of culture in connection with store atmosphere is necessary to understand. The goal of this paper is to answer the question on how behavioural and emotional responses to store atmospheric elements such as visual, aural, olfactory, tactile, social, exterior design, interior design and layout & design differ across individualist and collectivist cultures. A cross-cultural analysis between Germans and non-Germans is made in respect to the posed question. A quantitative online survey was conducted, in which a total of 99 valid participants took part, of which 57 were Germans and 42 were non-Germans. This research extended the study of Barros et al. (2019) and added two more separate store atmospheric elements which are the general exterior design and the general interior design. The data was then analyzed, and the findings were ultimately presented. The findings showed that overall store atmosphere elements have similar emotional and behavioural effects on individualist and collectivist cultures with the exception of the general exterior design element, where a significant difference was found. This paper gives a comprehensive overview on the importance of store atmospheric elements in retail and the comparison between Germany which acts as a country that scored relatively high on the Individualism dimension of Hofstede’s national culture model and the countries Turkey, Russia, Portugal, Albania, Bosnia, Romania, Kazakhstan, Vietnam, Sri Lanka and Iraq which serve as a union of cultures that performed high on the Collectivism dimension. Additional research on the topic needs to be done on how culture affects shopper’s emotional and behavioural responses.
Einfluss des Klimawandels auf die deutsche Weinindustrie - Zukunftsanalyse für die deutschen Winzer
(2022)
Die vorliegende Bachelorarbeit gibt einen Überblick über die Auswirkungen des Klimawandels auf die deutsche Weinindustrie. Das Ziel war es, die zukünftigen Risiken wie auch Chancen für die deutschen Winzer zu ermitteln und anhand der Ergebnisse Handlungsempfehlungen für die zukünftige Weinindustrie zu entwickeln. Um die Forschungsfragen zu beantworten, wurde eine Szenario- Analyse durchgeführt, welche sich an den deutschen Winzern orientiert. Dabei wurden die Einflüsse betrachtet und anhand dieser wurden unterschiedliche Zukunftsprojektionen erstellt. Die Szenario-Analyse zeigte, dass die deutsche Weinindustrie bei den aktuellen Entwicklungen des Klimawandels deutlich als Gewinner hervorgeht. Dennoch müssen Winzer und andere Akteure der Wein- industrie heute bereits wichtige Entscheidungen treffen und sich den Bedingun- gen anpassen um in der Zukunft die entstehen Chancen nutzen zu können.
An average investor trying to allocate his wealth among multiple assets ideally has nearly infinite possibilities to do so. However, asset allocation strategies try to facilitate this process. Nevertheless, no consensus exists on which strategy is ideal and yields the best performance. Therefore, this paper aims to determine an ideal asset allocation strategy for an average investor by comparing two asset allocation strategies.
The focus is on comparing the practical application of Markowitz’s Modern Portfolio Theory (MPT), a sophisticated asset allocation strategy, with an equally weighted asset allocation, namely the 1/N strategy. The past performance of these two strategies is compared with the help of a calculation example based on historical data. The quantitative analysis covers three time periods of different lengths between 1991 and 2022. Also, the strategies are applied to portfolios with different amounts of assets during these periods. Although the existing literature is very controversial concerning the performance of the two strategies, this research shows a clear result. Compared to the 1/N strategy, this study’s findings show an outperformance of the MPT strategy during every period and each portfolio combination. However, the difference in performance regarding return and risk is minimal in most scenarios and would not significantly affect an average investor who invests over a long-term horizon.
This research identifies positive and negative influence factors by examining the effectiveness of digital video advertising. The objective is to discover ways of leveraging
these factors successfully through an extensive literature review. As this ad format has developed into a staple in most brands' media strategy, it is valuable to drive
understanding of effective implementation forward. Three brands that utilize digital video advertising are selected for an analysis of their recently published ads. This analysis is supported by a suggested model that was developed based on advertising literature to assess ad effectiveness. Results show that the perceived intrusiveness of an ad and the consequential ad avoidance behaviours in consumers represent a hindrance to ad effectiveness. In contrast, elements used in an advertisement that increase its value facilitated ad effectiveness. Credibility, entertainment and informativeness are ad value contributors and impact ad recall, the gateway to positive marketing outcomes such as purchasing decisions. The circumstances under which consumers are exposed to digital video advertisements play a role in if the ad message can effectively be conveyed.
While negative influence factors have their detriment, they can still be counteracted and leveraged. Advertisers and ad-supported video streaming sites like YouTube can find
ways to broadcast ads without significantly impeding the user experience and, in doing so, secure the continued profitability of this promotion format that depends on users
watching ads.
Agri-Photovoltaics is a novel renewable energy technology. Amid rising climate change concerns, integrated photovoltaic systems are gaining in importance. Problems such as the increasing scarcity of land and the sealing of fertile soils are becoming more and more serious. Land consumption is often at the expense of agriculture. Farmers are struggling to cope with the ever more difficult conditions due to the effects of climate change. Therefore, the world must increasingly deal with dual use of land. However, especially in Germany the technology of agri-photovoltaics is not yet very advanced. The objective of this thesis is to identify the potential of this technology for the energy transition in Germany. Furthermore, the economic potential for regional farmers in Germany will be elaborated based on an investment appraisal of a vertical agri-photovoltaic system. The application possibilities of agri-photovoltaics are versatile. The work shows that already today farmers in Germany can diversify their income by investing in an agri-photovoltaic system. The costs are higher than for ordinary ground mounted systems, however the land can still be used for agricultural purposes. The investment calculation is carried out in different scenarios. Particularly, the remuneration per kWh as well as the discount factor are decisive for a positive net present value project. The results of this work show that the potential of agri photovoltaics is high for both the energy transition in Germany and the economic benefits for regional farmers. For an increasing expansion of the technology, more precise legislation and appropriate subsidies for agri-photovoltaics are needed.
Currently, the technology is insufficiently covered in German legislation, which needs to be addressed.
This paper aims to create a foundation for further, in-depth research of the topic Indigenous entrepreneurship in Colombia and other countries, as well as to facilitate the analysis of obstacles in Indigenous businesses. To answer the research question, seven experts are interviewed using semi-structured interview guides based on several deductive categories. The findings are then analysed through a thematic content analysis before they are presented and discussed.
The results show that there are various inter-connected obstacles impeding more success of Indigenous businesses in Colombia, which are not sufficiently studied and addressed. The most important obstacles are corruption and marginalization, as well as resulting conditions like a lack of infrastructure and education. This study emphasizes the importance of, and encourages the realization of further,
profound research regarding this and related topics.
We, a group of students from the "International Business Administration (IBW)" course at the Faculty of Business and Economics, have carried out a project as part of the subject "Managing Business Processes" that is intended to strengthen HFU's international reputation. This digital cookbook is intended to provide our guest students from partner universities with the opportunity to root the culture they have brought with them. On the other hand, we as hosts would like to convey the local culture to our guest students. By sharing diverse, broad and varied cuisines, we as a community could fulfill our motto of students for students. Not only does the HFU CookBook focus on the culinary arts, but it was also possible to facilitate personal student exchanges through an individual fact sheet. Due to the Corona situation, HFU could not live up to its usual standard for international exchange. Therefore it was important for us to enable the students a personal exchange, based on cultural facts, personal experiences and certain background information.
We hope that all readers of this book will enjoy cooking the recipes and learning about the different cultures.
Bon appétit!
Die bisherige Forschung zu nachhaltigen und sozial verantwortlichen Investitionen konnte finanzielle, nichtfinanzielle und soziale Einflussfaktoren für die Investitionsentscheidung nachweisen. Ziel dieser Arbeit war die Identifikation der wichtigsten Motiven und Barrieren, die junge Menschen in Deutschland beim Investieren wahrnehmen. Dafür wurde eine Umfrage mit 354 Teilnehmern, die zwischen 18 und 25 Jahre alt waren, durchgeführt. Es wurden Daten zu neun Motiven und elf Barrieren erhoben. Entgegen der Annahme, dass nichtfinanzielle Motive überwiegen, zeigen die Ergebnisse, dass junge Menschen vor allem an einen Trend von nachhaltigen und sozial verantwortlichen Geldanlagen glauben und davon profitieren möchten. Junge Menschen sind demnach vom Wachstum des Marktes überzeugt. Als wichtigste Barriere wurde Informationsdefizite der Anleger angenommen. Die Erkenntnisse aus der Studie zeigen jedoch, dass für junge Menschen die Intransparenz der Anlagen die relevanteste Barriere darstellt. Unternehmen, Anbieter und regulierende Marktteilnehmer sollten, um das Wachstum des Marktes zu fördern, Maßnahmen einleiten, die diese Barriere abbaut.
This paper aims to evaluate the European Green Bond market's current state by analyzing the issuer countries, types, and sectors. Moreover, the impact of regulatory developments in the last two years on the market is analyzed. As a basis for discussion, both literature review and qualitative research in the form of a semi-structured interview were conducted. The interviews were held with four market experts to gain insight into the actual market's reaction to the EU Green Bond Standard and the upcoming EU Taxonomy. In detail, the following questions are answered: What is the current state of the European Green Bond Market? How many bonds are currently issued in Europe and in which countries? Which entities are the most active issuers, and to which sectors do they belong? What are the current developments with regards to regulations? How might upcoming regulations affect the market actors? The European green bond market made up 45% of the global market in 2019, dominated by Germany, France, the Netherlands, Sweden, Spain, and Italy. The market is still in its growth phase, with the amount issued nearly doubling each year. With the introduction of an EU Green Bond Standard, detailed standardization and framework is established. It will help issuers to overcome market barriers such as the risk of greenwashing and helps in identifying eligible projects. However, with the alignment of the EU GBS, an entity has to align with the extensive EU Taxonomy as well, which represents entry barriers to else willing corporations. Whether an activity counts as green or not based on thresholds is defined by the classification of economic activities. The thresholds are heavily discussed in the market as either too high and excluding whole sectors from the market or too low and not ambitious enough. The alignment with the EU GBS and thus with the EU Taxonomy is connected to various efforts. Nonetheless, it offers a great chance for the market by emphasizing the need for climate action. Through this, a strong green market can emerge and hopefully impacts the world positively.