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The relationship between health care practitioners and the pharmaceutical industry is increasingly drawing public attention due to misguided behaviour. Practices like gift giving, holding luxurious conferences or allowences for research are under scrutiny. With all these influences, how can practicioners stay neutral and have the interest of patients in mind? And what is the level of emotions and data used by the pharma industry when marketing drugs to a physician? In order to find out, we targeted pharmaceutical industry managers and directors to participate in an eleven question online questionnaire. For example, participants were asked to rate the best approach between data and emotions to persuade physicians. The results show tendencies in the data, but fail to show significant evidence for our hypotheses. Further research is needed in order to clarify which factors influence the decision for an emotional or data driven approach.
Decisions are made every day, every second of our lives, and are particularly important in a business context. Projects, from their objectives to their ending are a sum of organized and unorganized decisions where facts and data battle with human nature.
In this paper, we will analyse how those decisions are organized in project management, and in general.
After having defined extensively project Management, Decision-Making and their link, a new structure of decision-making will be presented. It is composed of seven steps:
1. Establishing the objectives
2. Identify and define the challenge
3. Analyse the challenge
4. Find solutions and alternatives
5. Evaluate alternatives
6. Choosing the best solution
7. Implementing the decision.
This structure is based on Simon, Drucker, Rolstadås and other researchers’ work. It completes and extends former models in order to go beyond classical schemes.
Everyone, from the CEO to the road sweeper goes through these steps, consciously or unconsciously. Of course, all responsibilities and stakes proportionally adapted.
According to the size of the project, the consequences of the decision, the risks and many other factors, this theoretical structure shifts to fit the needs and becomes less “heavy”, being reduced to its simple titles, becoming usable for simpler tasks.
Even though this structure identifies as instinctive and easy to use, it comes out managers rarely follow formal models or strict rules in projects and decision-making. Detailed models are more suited to strategic decisions and projects, as well as during the preparation of a project.
It is important to note that we are not looking for the way to take a “good” decision, but how to take a “right” decision, as the point is to analyse the process.
Search engines such as Google are an important information platform for international society. By actively applying Search Engine Optimization (SEO), website operators can influence their positioning in search engines and thus increase the visibility of their website. This thesis deals with search engine optimization in the context of digital marketing. The result of this work is the structural development of a search engine optimization strategy for international websites. This strategy is not limited to specific markets or industries, but its validity is tested by applying it to the practice-oriented case study of the Spanish website of sevDesk.
First of all, an overview of the search engine as a digital channel First of all, an overview is given and its functionality and significance for digital marketing is explained. The needs of search engine users are identified by analyzing the characteristics of search queries and search intentions and then classified according to the AIDA formula into different phases of the modelled purchasing process.
In addition to the analysis of the search engine users, a closer look is taken at the specific ranking algorithm of the search engine Google, a second important component of search engine optimization. Various studies are compared in order to work out influencing factors of the ranking algorithm. These are explained in more detail in the context of the disciplines of search engine optimization. The next step is a closer look at the international context and technical and cultural peculiarities of the optimization of international websites.
In the following, strategic process flows from the existing technical literature are considered and extended to the international market under appreciation and critical consideration of the literature search. The developed strategy will be implemented using the case study of a Spanish website. The data will be collected and first results will be presented and evaluated.
This paper explores the different techniques used by search engine optimizers to increase a website ́s ranking, thus visibility. The author focuses on modern methods from the areas of On-Page and Off-Page SEO. Findings, gathered through a literature review, conclude that SEO has become a more complex process, as search engines algorithm have advanced; transforming from a pure technical optimization to a more user-oriented optimization. Furthermore, the paper identifies several areas that a webmaster can use to collect data to monitor a website ́s performance. In addition, insights into what the data can have for a meaning, are given. The paper finales with a brief overview of various ways to monetize a website.
The present bachelor dissertation deals with the increasing popularity and attractiveness of fitness studios in the German market, the resulting competition and the possibility to differentiate oneself by adapting various marketing measures. The classical marketing mix and its existing instruments are explained in detail, and the possibility to use them in the area of sport and explicit fitness is reviewed. The effectiveness and application of the instruments are then explained using the example of McFIT, which has become the current market leader through their successful use. A competition analysis comparing McFIT and two competitors in the German market helps to identify existing strengths and weaknesses and compare the companies.
Global warming provokes our climate and the world how we know it today to change severely. The production of food together with its consumption is responsible for 19-29% of world’s greenhouse gas emissions caused by human activities and further rises are
expected. As a response to this phenomenon, the assessment of a product’s carbon footprint has awaken huge interest with the purpose of controlling food’s environmental impact during its life-cycle. In order to involve individuals in the target of reducing harmful emissions, besides governmental and business efforts, CO2 labels have been developed to communicate a product’s carbon footprint and enabling consumers to make more climate-friendly purchase decisions. However, it has been shown that a successful
implementation of CO2 labels on grocery products still confronts barriers from the consumer side.
For a better understanding of the meaning of mentioned labels, this thesis deepens the theoretical backgrounds of greenhouse gas emissions and the carbon footprint related to the food industry. In a second step, the acceptance and effectiveness of carbon labels on
groceries will be analysed critically by using contextual literature reviews and a case study on German purchase behaviour.
The rapid pace of change is posing a series of challenges both in industrialized and in emerging economies. Throughout history, one important measure to deal with change was to further develop technology, to find the right solution, to improve the current standard, in one word: to innovate. Over the past decades, different types of innovation have emerged. One fairly recent form is frugal innovation. The principle of frugal innovation is to build a strategic fit between affordability, quality and sustainability with the aim to create a greater value for customers while using fewer resources as capital, time or material. In view of contemporary developments like globalization, climate change, or increasing poverty which create issues across countries, industries and social classes, frugal innovation can offer solutions. Existing literature mainly reports about frugal innovation as an option to serve consumers from low income markets in developing countries. However, the concept might be already or might become in future equally crucial for industrialized economies. The purpose of this research is to investigate the future development of frugal innovation in industrialized economies. A critical question in this paper is to identify how much innovation concepts in industrialized economies differ from innovation concepts in emerging countries and in the following, to assess to what extend the frugal innovation concept would imply a reorientation for industrialized economies. The results indicate that innovators in industrialized economies still follow the typical “higher, faster, further strategy” and that different mind-sets might be necessary to introduce a frugal innovation approach. Moreover, the results show that frugal innovation offers a unique combination of principles that respond to a very high degree to present consumer, market or eco-political trends. A limitation of this paper is that in industrialized countries, hitherto there exist very few examples of frugal innovation concepts. Subsequently, the theoretical and empirical literature, which can be reviewed, is limited.
The bachelor thesis 'Strategic Positioning and German market entry of ... ' deals with the development of a market entry strategy for a small start-up company in the wellness segment.....is a small but fastgrowing company that provides wood-fired wellness products for private customers.
Expansion policies and growth are important to survive in a changing competitive environment, so this work focusses on analysing the german hottub market and choosing an appropriate strategy.
The goal was to derive a good strategic position for the german market entry. Therefore the company was analysed internally and externally to find out the drivers of the industry, and which factors are critical for succeeding in the market. Different strategic approaches were compared to find out, which is the most appropritate for the company. All analysing led to a marketing mix and a milestoneplan how to implement the strategies for the german market entry. That means a well-grounded recommendation for a strategic concept can be communicated.
Die Bedeutung preispsychologischer Effekte bei Events - Aktueller Forschungsstand und Perspektiven
(2019)
Die Preispsychologie trägt maßgeblich zur Erklärung des menschlichen Kaufverhaltens bei. Zahlreiche empirische Studien zur Wirkungsweise preispsychologischer Effekte zeigen, dass eine gezielte Beeinflussung der Preiswahrnehmung des Kunden möglich ist. Demzufolge liegt es nahe, dass diese auch bei Events Möglichkeiten zur Steigerung der Zahlungsbereitschaft und Verbesserung der Gewinne bieten können. Die Eventbranche kennzeichnet sich durch eine zunehmende Professionalisierung und Diversifizierung, daher nimmt auch der Preis sowohl aus Nachfrage- wie auch Anbietersicht eine zunehmend wichtige Rolle ein. Mittels einer Befragung von zwölf Eventmanagern untersuchen wir empirisch, welche Überlegungen zur Preisgestaltung von Events einfließen und inwieweit preispsychologische Effekte in der Bepreisung berücksichtigt werden. Die Ergebnisse bestätigen eine Lücke zwischen der theoretischen Kenntnis der Effekte einerseits und der praktischen Anwendung anderseits. Daraus ergeben sich konkrete Ansatzpunkte für eine verstärkt am Kundennutzen orientiere Preisgestaltung sämtlicher Einnahmequellen von Events.
Diese Arbeit untersucht den Bullwhip-Effekt und dessen Einfluss auf die Supply Chain und der jeweiligen Teilnehmer. Da Unternehmen stetig nach Wachstum streben, ist ein reibungsloser Materialfluss entlang der Lieferkette Grundvoraussetzung. Aufgrund von globalen und immer komplexeren Lieferketten, ist die Zusammenarbeit zwischen den Unternehmen nicht immer einfach und optimal. Fehlerhafte Bestellpolitik und das Treffen von irrationalen Entscheidungen stellen für die Unternehmen Probleme dar. Genau diese Probleme spiegelt der Bullwhip-Effekt wider, indem durch mangelnde Kooperation letztendlich Entscheidungen, bezüglich des Bestellvorgangs autonom getroffen werden und diesen Effekt somit bestärken. Diese Arbeit untersucht die Entstehung und den Einfluss des Bullwhip-Effekts auf die Supply Chain. Des Weiteren werden Methoden, die den Bullwhip-Effekt reduzieren bzw. beseitigen können erläutert. Auf Grundlage dieser Erkenntnisse werden die theoretischen Ansätze anhand eines Simulationsbeispiels gestützt und erklärt.