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Assessment of Neck Muscle Shear Modulus Normalization in Women with and without Chronic Neck Pain
(2022)
Abstract
The large-scale impact of the climate change on all regions and industries of the world underlines the need for action in the logistics sector. Despite literature in this field has matured fast since the last 5 years, it neglects the consideration of digital tools or measures to introduce sustainability in the sector. Consequently, precise recommendations on how to manage digital disruptions in order to reach sustainability goals in Logistics are lacking.
The objective of this thesis is to develop those recommendations and to facilitate their implementation for practitioners in the truck container transportation sector. To do so, the impact as well as the evolution of digitalization must be determined. Besides, factors for managing digital change successfully and measuring their impact in this sector shall be ascertained. Finally, a holistic framework to support the implementation process for becoming more sustainable by using digitalization should be presented.
A single-case study at the Logistics Start-Up “driveMybox” intends to fill the identified gap in knowledge. Particularly, it is studied how the organization manages to use digital tools to offer CO2-neutral truck container transports on their platform. Thereby, the different approaches are being looked at. Besides, data is gathered through qualitative interviews and other internal documents.
The first outcome of the thesis is an overview that illustrates the role of digitalization in Logistics. It increases the awareness of the digital impact and helps practitioners to take useful actions. Furthermore, a clear set of success factors to forward sustainability in the transportation sector was developed. Finally, a holistic result depicts which steps can lead to a more sustainable transportation process. Summarising, the thesis contributes to extant literature by combining digitalization with approaches to sustainability. The given recommendations consider the particularities of Start-Ups and support practitioners in this field with valuable guidelines and a holistic framework.
Generation Z born between 1995 and 2010 has a growing influence on the markets and businesses need to adapt their marketing strategies to meet the needs and expectations of said generation and therefore influence their brand perception, preferably positively. Consequently, it is essential to understand Generation Z, their values, characteristics and behavior.
The goal of this thesis is to answer how the modern marketing strategy cause-related marketing influences the brand perception of Generation Z. Thus, the following research questions are being posed: “How does cause-related marketing influence Generation Z’s brand perception in Germany?” and “How can cause-related marketing influence Generation Z’s brand perception in Germany positively?”.
To answer the research questions a quantitative study regarding brand perception was conducted. More specifically a survey was run to measure the brand perception of Generation Z regarding the practice of cause-related marketing. The respondents had to indicate how much they agree or disagree with statements about brands practicing cause-related marketing posed on a 5-level Likert scale to measure their brand perception.
The results of the study indicate that the perception of Generation Z gets influenced by the practice of cause-related marketing. Moreover, Generation Z’s brand perception gets influenced positively. This effect can be augmented if companies pay attention to the specific values, characteristics and behavior of Generation Z and choose their message, collaboration partners and causes accordingly. Additionally, Generation Z’s brand perception can be influenced positively if cause-related marketing is practiced originally, especially via suitable communication tools.
Further studies concerning cause-related marketing influencing Generation Z’s brand perception in other countries or how specific brands or industries are affected could be conducted. Additionally, studies focusing on the negative impacts of cause-related marketing could be performed.