IBM - International Business Management
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Over the past few decades, global economic circumstances lead to difficulties when attracting, retaining, and motivating staff. In these dynamic markets, HR departments are struggling with how to navigate among new techniques and generations. However, in recent years neuromarketing has gained popularity among managers due to resourceful insights applicable to various business areas. Drawing on an investigation, this study examines how the implications gained from neuromarketing can be used to conduct an employer branding strategy and if neuromarketing methods can be a useful tool for the HR department. Analyzing distinct advantages of neuroscience by applying techniques that allow examining essential elements of the employer branding, leads to the detection of challenges and limits within the employer branding management and suggest a new perspective. Considering the literature gap, the methodology to assess whether there are implications of neuromarketing on employer branding will be derived from product branding. This study will first investigate the comparability of product and employer branding and then examine the extent to which neuromarketing methods can complement supplant the employer branding strategies. Finally, the results show the moderate relevance of neuromarketing on employer branding.
Emerging markets are at the core of developing frugal innovations that create value in society. This research paper's overall purpose is to showcase how the emerging market of Zimbabwe has created frugal products through the company Econet Wireless Limited; that have brought a significant turnaround in the economy and, in doing so, have positively impacted the society. Additionally, the research problems of the company’s precise frugal innovations, how they create social value, and to what extent were investigated. The case study method was utilized, and data was collected using existing and or secondary data. Of the frugal innovations by Econet Wireless Limited, Ecocash, a mobile money service, provided a financial system for the unbanked and exbanked solving the money or coin shortage problem. Econet Solar, Econet’s brand for solar products, presented an alternative source to the country's lack of electricity. However, beneficial both products were discovered to have shortcomings that can be improved upon or corrected.
Brand ambassadors have the power to have a positive influence on how consumers feel and their relationship with the brand. Despite the popularity of brand ambassadors and their effectiveness, a company's employees as brand ambassadors have an ideal and credible impact on consumers and how the brand is perceived.
This bachelor thesis reviews the literature of theoretical and empirical nature to identify how business leaders strengthen the image of their corporate brands the objective is to examine and compare the case of Microsoft Bill Gates and Apples Steve Jobs illustrate how they strengthen their respective brand image.
The results indicate that even though the risk of having CEO’s as ambassadors may tarnish the image of the company in case of unethical behaviors, celebrity CEOs such as Steve Jobs and Bill Gates have a positive impact on their respective companies and strengthen the brand image.
This thesis examines the culture concerning the Celebrity-Endorsed Advertisements in Luxury Brands. Culture and its value have an impact on the effectiveness of the advertisement. Culture can also impact celebrity endorsement as a celebrity can be seen differently according to the cultural pattern. Luxury is also seen differently according to the cultural values, and brand can have an impact on the value of the luxury. Since the advertisement is a very crucial tool for marketing strategies, commercials should be made according to the values of the culture to increase its effectiveness. Culture is a group phenomenon, and it influences the behavior of an individual which impacts the brand and product. Culture creates a lifestyle and new markets; it also allows market adaptation according to the local taste. Culture helps us to understand the changing attitude of the market towards a product or service. Culture plays a role in the perception of the product and advertisement as people from a different country will perceive and interpret things differently according to their culture and experience.
This thesis addresses various diverse questions related to the culture regarding celebrity-endorsed advertisements in luxury brands. The foremost question which addressed is; the culture impact on the customer's perception of the brand image for celebrity-endorsed advertisements as to luxury brands. This thesis is based on the Qualitative research method, including descriptive case study-based research with observations, following an inductive approach to generate a theory, model, and explanation by analyzing the data to finding patterns. This thesis follows the research task based on theory and applying research models to new situations, explaining phenomena, and analyzing the relationships. The information and data for the research are taken from the online & social media platforms YouTube, Facebook, Instagram, and Twitter are used for TV commercials. The data is analyzed through observation by checking the advertisement like and dislike on the online platform. How often they are comment and what kinds of statements are used for an advertisement. Afterwards, the data is analyzed according to the culture models. The findings of this thesis answer and highlight the challenges along with the research questions. The study helps us to understand what culture is and how to target the market more effectively. It explains the importance of the brand and the value of the luxury associated with it. This thesis helps us to understand the impact of the celebrity in the advertainments and how to use them effectively. It also helps us to understand consumer behavior and the perception of the product value. This thesis highlights the fact that what can be seen offensive in the advertisement by a different culture and its impacts on the brand image.
The following thesis examines the role of drug advertising in the United States. It takes a theoretical approach to explore the relationship between drug sales and the corresponding advertising and their perception, effects and implications on the public by focusing on the opioid crisis in the United States. In order to assess the effectiveness of drug advertising, the theoretical hierarchical framework by Robert J. Lavidge and A Steiner was utilized as it provides a straight-forward and frequently applied model to examine the workings of advertising in general.
The thesis’s conclusions give a synopsis of the results both for drug advertising and its effects on sales, as well as the implications drug advertising can entail as demonstrated in the case of the opioid crisis.
Digital innovations and the opportunity to create new service-oriented business models are shaping the German power tools industry. Companies, such as Robert Bosch Power Tools GmbH strive for further differentiation and competitive advantage, as from a product-perspective the market seems to be saturated. The digital ecosystem Bosch PRO360, launched in May 2020, has high growth potential and should provide a solid basis for further digital offerings to professional craftsmen in the industry. A significant number of innovative product and service ideas, which can be integrated into PRO360 are present. Specifically, the selection of promising ideas represents a considerable challenge for innovators, thus, requires appropriate idea evaluation tools and techniques.
The aim of this thesis is to create a criteria catalogue with weighted criteria and the allocation of corresponding scale values serving as a supportive tool regarding idea evaluation procedures. To this end, a detailed literature review and analysis was executed. To gain validated conclusions of the catalogue, its application in practice was tested during five semi-structured interviews with customers of Robert Bosch Power Tools GmbH.
Results demonstrate that a standardised evaluation framework is beneficial to evaluators and, thus, should be retained for future reference. The developed framework provides clarity, transparency and security not only regarding the idea selection and decision-making process but also beyond, as it allows post-decision reviews, continuous improvement and adaption. Concerning the early stage of the project, this framework can be taken as a guidepost and support to taking the first steps towards the creation of new business models.
Chapter 1 will focus on explaining the main ideas around which this dissertation centers and explain individual terms that are crucial to understanding the problem of sustainability in the aviation industry and mention some measures that have been taken so far to tackle it. It will go through the development of aviation as we know it today, how climate change redefined business towards sustainability and modern trends among younger generations who fight for the protection of the environment and guarantee economic sustainability in order to provide future generations with a healthy planet to live and thrive on.
Chapter 2 will dive into the intricacies of taxing carbon emissions and its effects on the economy, the European Trading Scheme and how it has affected aviation in Europe and the world, as well as explaining what compensation initiatives are and focusing on atmosfair’s program to help offset carbon emissions.
Chapter 3 will finally present a set of new measures which would allow the aviation industry to be taxed more fairly and help reduce the amount of carbon emitted by relocating passengers to other modes of transport, motivate manufacturers to increase their innovativeness and come up with more efficient alternatives to fossil fuels, all of this without harming the global network of aviation that keeps our world united.
It will not focus on the politics behind the implementation of a new carbon compensation tax, only its economic impact. The cases and theoretical examples applied in the text will be centered on short-haul flights within the European Union and European Economic Area, although the covered initiative could also be applied to medium- and long-haul flights inside and outside of the EU.
In recent years, the topics of new work and agile practices have received growing at-tention. The concept and mindset Working Out Loud are embedded in this field. It is described by five practices and attitudes being visible work, relationships, leading with generosity, purposeful discovery, and having a growth mindset.
The present study attempts to evaluate whether it holds that this concept is predomi-nantly adopted by employees in hierarchical companies. The underlying assumption is that employees in hierarchical settings are deprived of a sense of self-efficacy which they gain by applying Working Out Loud. The results and conclusions are based on a combination of the findings of existing academic literature and the outcomes of con-ducted interviews with Working Out Loud promoters. As the concept Working Out Loud is not yet scientifically proven, the interviews are particularly important to draw relevant conclusions. For this purpose, employees were asked questions aiming at de-fining the present organizational structure in their companies and the underlying rea-sons for them engaging in Working Out Loud practices.
The conducted interviews and analyses yielded the result that employees tend to adopt Working Out Loud practices due to an underlying missing sense of self-efficacy, among other reasons. It could be shown that although not previously selected, the in-terview sample of Working Out Loud promoters appeared to be predominantly posi-tioned in hierarchical structures. Whether this proves the hypothesis right or whether the benefit and visible change in a hierarchical context is higher than in an agile one, needs to be further analyzed in future research.
Sales promotion are commonly used tool by marketers to manipulate consumer toward a certain offer or product. Attractiveness of a promotion can increase the demand of the promoted product. Monetary and non-monetary are considers the two main types of sales promotions. Monetary sales promotion, also known as price promotion, will provide immediate price discount upon purchase, for example 50% discount. Non-monetary sales promotions or premium promotion, on the other hand, usually grant consumer an extra free product or additional service for free. Previous studies also demonstrated that different sales promotion affect consumer behavior differently. Consumers’ value perception can be influenced by several factors. For instance, marketers use specific “phrase” such as “value pack” to influence consumer price perception. Rationally, consumers’ value perception should remain unchanged regardless of the phrases use to describe the promotion with same discount value. In this study, we examine the impact two sales promotion those are “50% discount” and “buy one get one free” on value perception of Thais consumers. These two deals have equal economic value but perceived differently by consumer. We aim to answer the question “does two different deals with the same value impact value perception of the same product differently?” In order to obtain logical answer, two set of questionnaires were send out to observe the maximum price which consumer willing to pay for “instant noodles” and “soy protein powder”. Unfortunately, the result from our survey were not significant enough for us to derive a concrete conclusion. We also discuss about potential cause of the unexpected result and interpret our result for better understanding. Even without a significant finding, this paper address that different sales promotions impact consumer in various ways supported by other literatures and also self-assumption.
The study investigated what is the generalist education in nursing, how Keppler-Stiftung Haus Raphael, Senior Citizens’ Centre will start the implementation of this training and how people can be well informed using social media to convince them for a career path in nursing. The study examined if the use of social media will increase the turnout of people for this education. This thesis also researched, if the use of this promotional medium can help change people’s negative impression about old people’s home, especially for its funny smells and that, senior citizens are not well taken care of there as expected. From the starting theoretical background consisting generalist education in nursing and the trends of social media were discussed in details. Based on the theoretical issued examined, the empirical research is established, collecting data from staff of old people’s homes in five provinces in Baden-Württemberg, Germany. Correlational analysis was used to test the sample on the two hypotheses. The positive correlation between social media campaign and the turnout for the generalist education in nursing was identified. The alternative hypothesis was supported because there was a significant relationship of independent variables to turnout of youths for generalist education in nursing