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Course of studies
- IBW - Internationale Betriebswirtschaft (73)
- IBM - International Business Management (39)
- IMM - International Management (6)
- INM - Informatik (1)
- MBA - International Business Management (1)
- MIB - Medieninformatik (1)
- SEM - Sales & Service Engineering (1)
- WPI - Wirtschaftingenieurwesen - Product Innovation (1)
The interest in topics such as the environment, health and sustainability has increased dramatically in recent years, due to concerns about global warming and demographic change, giving way to the concept of “green branding”.
This bachelor thesis proposes the application of a green branding strategy in order to position Irish agri-food products in the German grocery retail market, and explores its potential effectiveness and current relevance. Firstly, this work intends to offer an overall understanding of the characteristics and implications of a green branding strategy. Secondly, it analyses the connection with Ireland as a country of origin for agri-food products, by putting forward the different arguments for its suitability for the respective products. Finally, the key learnings regarding the successful implementation of a green branding strategy are discussed, based on a real-life best-practice case.
This research employed previous academic and trade literature to develop a theoretical foundation for understanding the concept of green branding in a marketing context. Various forms of industry, consumer and retail insights were used to identify the extent of demand for green brands in Germany and to analyse strength and weaknesses of the Irish agri-food industry in this regard.
An expert interview with the Marketing Manager for Kerrygold in Germany was conducted to uncover points arising from the best-practice application of a green branding strategy.
The findings indicate that there is significant theoretical and practical evidence to suggest that the application of a green branding would be an effective positioning strategy for Irish agri-food in the German consumer market.
Die SICK STEGMANN GmbH verkauft ihre Motor-Feedback-Systeme als Komponenten zum Einbau in Servo-, Linear- und Torquemotoren verkauft. Die Motoren werden wiederrum in Maschinen und Anlagen verbaut. Vor allem Motoren mit Einkabeltechnologie, die durch die Schnittstelle HIPERFACE DSL® von SICK bereitgestellt wird, gelten als entscheidender Vorteil für den Maschinenbauer, der dadurch letztlich einen geringeren Verkabelungsaufwand hat. Das Problem entsteht dabei, dass der Maschinenbauer nur den fertigen Motor sieht und die Produkte von SICK als Komponenten für ihn nicht ersichtlich sind. Weiterhin gewinnen umfangreiche Servicestrukturen immer mehr an Bedeutung, diese hatten in der Vergangenheit in der Business Unit „Motor-Feedback-Systeme“ einen geringen Stellenwert. Die Thesis soll klären, inwieweit der Wandel vom Komponentenhersteller hin zum Service- und Solution Provider vollzogen werden kann und welche Positionierungsmaßnahmen dafür notwendig sind. Im Rahmen von Experteninterviews und einer internen Kundenbefragung mit Hilfe eines standardisierten Fragebogens wird der Ist-Zustand beschrieben und daraufhin eine Soll-Analyse zur Klärung der Forschungsfragen abgeleitet. Die Analysen zeigen, dass Veränderungen auf Produkt- und Serviceseite notwendig sind, um vermehrt Maschinenbauer anzusprechen und hier einen Kaufwunsch zu platzieren. Im Detail beschäftigt sich die Thesis mit der Ausarbeitung neuer Positionierungsstrategien für Motor-Feedback-Systeme und Services. Ferner werden Handlungsempfehlungen zu weiteren strategischen Überlegungen beschrieben. Die Evaluierung schließt die Bachelorthesis ab.
"Wie beim 'Weißen Hai'"
(2019)
The presented paper analyzes share repurchase announcements of currently DAX, MDAX and SDAX listed companies during the 20-year span of 1998 to 2018. The findings show a significantly lower average abnormal return on the announcement day (1.937%) and a lower cumulative average abnormal return around the announcement day (1.943%) than previous studies reported. Moreover, the medium-term cumulative abnormal returns are found to be significant and positive (2.70%). This study finds evidence for the signaling hypothesis, which states the intention behind the repurchase of a company being a perceived undervaluation.