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Course of studies
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.
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.
In two experiments, this empirical research examines consumers’ willingness to pay and the likelihood of purchase decisions by thoroughly investigating the neural, behavioral, and psychological properties of packaging design. A general theory is tested by functional magnetic resonance imaging (fMRI) and a NeuroPricing online survey on consumer behavior using the example product Tassimo. Hypotheses are tested with 592 German consumers who evaluated the packaging of Tassimo coffee. A closer look at the neural data from the brain imaging experiment shows that uncertainty can arise among consumers with regard to sustainable packaging and this can have a negative impact on the purchase decision and willingness to pay. The results from both experiments show that it is not possible to make a holistic statement as to which sustainable or enjoyment-focused packaging design increases the likelihood of a purchase decision or the willingness to pay. Implications for future packaging design research and underlying complexities with sustainable packaging are discussed.
Growing environmental awareness, especially among young generations, is reflected in the willingness to accept price premiums for sustainable and recyclable products. In recent years, marketers have focused on reinforcing consumers’ attention and interest in green goods by increasing the effectiveness of various sustainability information on product packaging.
In this thesis, an analysis of variance (ANOVA) investigated the effect of visual and verbal recycling claims on product packaging upon the willingness to pay (WTP). Although findings showed no changes in WTP related to a visual claim, the presence of a verbal claim positively impacted the WTP in two of four cases. Further, significant interactions between the two factors were detected. The results suggest that students considered an imagery seal irrelevant during product evaluation, whilst communicating recycling information with a textual message or with a conjunction of both claims showed a tendency to improve price-value perception. However, results for the verbal and interaction effects showed variations across products. Therefore, one may not draw unequivocal assumptions from the findings of this study without research replication on a larger scale.
Frugality has become a prerequisite for success in a low-resource environment, a reality exacerbated by the COVID-19 pandemic and the war in Ukraine. When it comes to consumer needs, the priorities affordability and functionality are increasingly coming into focus. This study examines how frugal products are performing in developed markets, whether they meet consumer needs, and ultimately if there is a demand for these products.
The aim of this paper is to assess the status of Frugal Innovation (FI) in developed markets, using Germany as an example, and thus consumer behavior, in order to better evaluate the current status and related potentials based on this. The link between FI and environmental and social sustainability can be traced back to and limited to the minimal use of resources. Against the backdrop of the current economic and political situation, these factors represent one of the most significant competitive advantages of today.
This multi-method experiment helps to understand the consumer behavior towards frugal products as well as the opinions and attitude towards it. As a result, it can be said that there is interest in innovation in general as well as FI. The respective buying decisions were balanced, what means that frugal products do not necessarily outperform non-frugal ones, but they are in strong competition. It can be concluded that there will be an increasing demand for frugal products in developed markets such as Germany, especially for certain product categories.
Due to technical advances, multisensory technologies have gained traction in the research and development of many industries. With the launch of virtual and augmented reality systems, the potential for these technologies increased even further. The senses of vision and hearing have long been integrated into current products, leading to the assumption that olfactory stimuli are likely to be included soon to stimulate the sense of smell.
With this trend, the issue of implementation into current digital products and services arises, as odors currently cannot be captured in one place and released in another on a large scale. Therefore, this thesis deals with the nature of smell from a cognitive psychological and technological viewpoint. We show why it makes sense to stimulate the sense of smell in multisensory experiences and present early and current technical standards. In addition to this, we conducted expert interviews enabling us to provide insights into the digital scent and olfaction industry. Among other aspects, our results suggest that there are fundamental challenges that developers have to overcome and that a successful implementation depends on the business application.
Prior research found extremeness aversion effects to be common and robust. Nevertheless, most research neglected the spatial arrangement's influence on a consumer's choice and placed the compromise option of a choice set simultaneously in the spatial middle. Following these findings, five bachelor theses were conducted to investigate both aspects by analyzing numerical and spatial choice architectures – their data comprised three online surveys and three field experiments. This study aimed to compare their findings and analyze their data sets to search for overarching effects. Therefore, we hypothesized that there is either information-format compatibility or a general tendency towards the spatial middle of a choice set. To research this hypothesis, we brought the data sets into a comparable format, analyzed our findings, and conducted t-tests to test for statistical significance. Even though the study could not find overarching effects across the data, it supports the notion that a choice set's spatial arrangement, like the numerical one, can influence consumer behavior. Furthermore, it led to valuable insights for future research approaches concerning expanding extremeness aversion into a spatial dimension.
A Descriptive Study on Customer Attitudes towards Green Branding in the Fashion Industry in Germany
(2021)
This paper attempts to provide an up-to-date representation and analysis of customers' attitudes towards green branding in the fashion industry and their willingness to pay (WTP) for sustainable and ethical clothing in Germany. Related literature strands are reviewed to understand how the fashion industry works, what green branding means, and how customer attitudes are shaped. After creating an attitude measurement model, an online questionnaire was designed and sent to Furtwangen University students, with 153 valid responses returned. The descriptive analysis sheds light on the three attitudinal components related to sustainability and ethics in the fashion industry. It is noted that customers do not hold a definite attitude. However, a tendency towards the positive end is ascertained. Significant gaps still exist in terms of knowledge and awareness of some commitment by fashion brands. Another huge factor influencing attitudes appears to be a lack of trust. The behavioral component showed that customers are trying to contribute through proper disposal and are willing to buy sustainable and ethical clothing more often. However, there is still some room for improvement in terms of customer education. Nevertheless, it is found that they are willing to accept an additional contribution for sustainable and ethical clothing. In general, it can be concluded that there is a foundation to improve the fashion industry towards more sustainability. However, all stakeholders, i.e., customers and fashion brands, as well as the government, need to work together to change the industry in the long run.
Prior research on choice in context demonstrated extremeness aversion to be very effective on consumers’ purchasing behaviour. However, it seems that previous studies have neglected to investigate the impact of the spatial arrangements of choice architectures on consumers purchasing behaviour. Based on indications of prior research, we pursued to demonstrate in this study that consumers who are uncertain regarding their
preferences tend to search for alternatives in the middle of a choice architecture. Therefore, we hypothesized that an alternative, positioned in the middle of a choice architecture, will present a relatively higher choice share. To research this hypothesis we conducted an online survey mainly in Central Europe, which involved a total number of
901 respondents at the age between 15 and 95. The study’s results demonstrate that the decision making of the majority of the participants is heavily influenced by a choice architecture’s spatial arrangement. It became evident that the choice share of one
alternative was higher when presented in the middle of a choice architecture than when presented in the periphery.
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.
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.
After the Second World War and especially in the early 70s a new phenomenon arose – today widely known as globalization. It eliminated barriers and thus increased international competition. Companies such as Siemens, General Electrics and Procter & Gamble were forced to act globally in order to stay competitive and therefore they had to redefine their businesses in a strategic and internationally oriented manner. As one of a company’s most essential departments, human resources was tremendously forced to adapt to the changed business environment. Language skills, cultural awareness and global mobility were only a few new requirements in human resources.
Early in the beginning of globalization, large companies recognized the opportunity to outsource specific departments with the goal of cost-saving and resource bundling. Manufacturing was and still is a predestined department to make use of outsourcing, whereas the situation for other departments including IT, procurement and human resources is more complex. The main fear is losing control to the outsourcing partner. Main departments with a strategic importance for the overall success are therefore only conditionally suitable for outsourcing. Companies need to ask themselves, how much control over their human capital they are willing to sacrifice for saving costs and staying competitive. With the purpose to evade this conflict of objectives, companies seek for a hybrid model, which allowed them maintaining control and cutting costs at the same time.
In the early 70s, first companies found the solution in the Shared Service Center model, which then rapidly spread throughout a number of countries and industries. Human Resources Shared Service Centers can be defined as a hybrid model, combining advantages and avoiding disadvantages of outsourcing and decentralization of Human Resources. The Shared Service Center model is expected to lower costs, improve efficiency and service quality, and enable organizations to better focus on core functions. Although the strategy seems only having advantages, there are many aspects to consider in the pre-implementation phase. Moving to the Shared Service Center model represents an immense strategic project, including high risk, costs and impact on the overall success. For this reason, the project needs to be well planned, designed, implemented, monitored
and evaluated from the right people, at the right time and at the right place. Any small mistakes made during the project might have an unpredictable and irreversible impact and prevent the company from benefiting of the Shared Service Center model or might even force the organization to stop the project completely. Before deciding to implement Shared Service Centers, companies need to accept that there is neither guarantee for success nor a universally valid success strategy. Best and worst practices will be discovered during the transition at the earliest and a success evaluation can only happen in the post-transition phase. Although the Shared Service Center model is not a recent trend as it found first-time application many decades ago, the topic remains relevant as many companies still hesitate implementing this risky strategy. Some organizations succeeded, others failed and returned to their old approach while some are currently in the transition phase.
Before deciding to move to the Shared Service Center model, one of the top pharma company’s was facing the same issues as other companies on such a scale. The management increasingly felt the pressure to offer the same or an even better service quality at a lower price. Changing the strategy and implementing Shared Service Centers across the globe was seen as the most promising solution. The large pharma company with employees of many nationalities worldwide offers a huge variety of cultures, which can be seen as a chance, but also as an obstacle on the way to a successful Shared Service Center implementation. Primarily, the company has to consider that the project might not work in the same pace, quality and method for all countries. Finding best practices for all countries is a desirable goal, yet not easy to achieve.
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.
Purpose – To empirically examine the impact of a set of influencing factors on B-to-B sales call success from a buyer, salesperson and neuroscientific perspective
Design/methodology/approach – A literature review was conducted to find potential non-economic influencing factors and a set of hypotheses was generated. Subsequently, findings were verified through an expert interview. Then two surveys examining the buyer and sales perspective were carried out and hypotheses were tested. Lastly, results were aimed to be explained from a neuroscientific perspective.
Findings – The results show that trust, emotion and empathy are positively correlated to sales call success. However, communication, listening skills, empathy, appearance and personality variables were on average still perceived as somewhat important for sales call success by both survey groups. Neuroscientific literature could provide insights into the effects of trust, emotion, appearance and extroversion on sales call outcome.
Research limitations – The sample size permits only a general analysis and conclusions. Buyers participating in the survey tended to evaluate sales calls as rather successful, leading to an underrepresentation of “unsuccessful” sales calls in the data set. Neuroscientific literature provided insights but could not fully explain the suggested model.
Practical implications – Emotional and non-economic factors including trust, positive emotion and empathy should be part of a successful sales methodology so that the effects of these factors are considered to improve the outcome of sales calls
With information on corporate ethical behavior now more accessible than ever, consumers have become increasingly socially and environmentally aware, which has translated into a growing demand for ethically made products. For ethically minded consumers, certification labels such as fair trade or organic are simple indicators of whether a product meets their ethical standards. For companies that wish to become certified, which is a lengthy and sometimes expensive process, there are several pertinent questions to consider, such as how much customers really value particular labels and whether multiple labels yield significant added competitive benefits. One should also consider how best to collect this information, because simply asking customers via surveys isn’t guaranteed to return results that actually reflect or predict real-life behavior (Carrington et al. 2010). For this paper, we collected information on consumers’ willingness to pay for products with the organic and fair trade labels (both individually and in combination) using two different methods: a traditional questionnaire and a reaction-time based electronic research method designed to reveal subconscious value perceptions. The factors involved were product type and number of labels. We found little evidence to suggest that additional ethical labels significantly increase willingness to pay.
Organized, competitive computer gaming, also referred to as eSports, are emerging sports within the sports entertainment industry. The industry generated almost 700 million U.S. Dollar in revenue and leading eSport titles attract millions of viewers to their events. This study aims to explore eSport live broadcasts of four leading titles and their appeal to be used as a communication media for marketers. It adopted secondary data from academic and scientific studies, journals and books from the fields of eSports, business and sports management to examine commercials, product placements, sponsorships and celebrity endorsements in regards of their applicability and effectiveness within eSports. Quantitative research in form of a survey among eSports viewership was carried out to gather data on viewership consumption patterns and perceptions towards said communication instruments and their effectiveness.
Findings suggest that the effectiveness of commercials rely on the timing shown during broadcasts. Product placements can be applied in many ways and show high effectiveness in terms of brand recognition in any form. Celebrity endorsements are highly ambiguous in terms of their applicability and effectiveness.
As banks have to close branches in the current low-interest environment and as customers show an increasing preference for online channels, existing channels of branch-centric banks no longer can guarantee to suffice the needs of the omni-channel consumer. Online consultation through video chat, called video banking, is a possible solution for these issues. In order to keep marketing activities effective and cost-efficient, it is of interest for the banking sector to define a socio-demographic target group for video banking.
Thus, the objective of this thesis is to find socio-demographic characteristics which influence the willingness to use video banking. The characteristics deemed as plausible predictors are then tested for their suitability as such through bivariate and multivariate analysis of an empirical study conducted among U.S. bank customers with internet access. The goal of the multivariate analysis is to find the regression model that best predicts the willingness to use video banking. Depending on the outcome, recommendations will be made about the definition of a target group for video banking.
This thesis investigates the effect choice options in e-commerce applications have on consumers’ decision making. Previous research showed that a large number of options
can affect consumers negatively. However, the conditions for such choice overload are unclear. After reviewing the existing research, the amount of information (entropy)
contained in a choice set and individual differences were determined as possible influencing factors in an online environment. In a choice experiment, choice sets with
varying information loads and an assessment of the Big Five personality traits were used to test the impact of the two identified factors on choice avoidance behavior. Results from chi-square-tests and a logistic regression model suggest choice overload but without entropy having an effect. A logistic regression model revealed that extraverted consumers are easier overloaded. A low Neuroticism score was found to be related to less occurrence of a too-much-choice-effect. Consumers with a high Openness score on the other hand choose one of the presented options more often and were therefore less often
overwhelmed by the assortment. An interaction effect between personality and the amount of entropy was not found. These findings extend the research on choice overload and offer valuable input for marketers targeting consumers online.
Rising globalization and digitization resulted in crises for the fashion industry. High competition and the interconnectedness of the consumers rule the market and put it under pressure. Owing to the growing power consumers possess, the requirements towards the fashion players are increasing. Customer experience is frequently discussed these days by academics as well as practitioners and emphasized as a competitive advantage. Yet, it is difficult to measure and to track its consequences.
Since customer experience is elusive and no industry specific measurement scale is defined, at first this work aims to identify relevant touch points of customer experience in the fashion industry by dint of a focused interview. The further objective of this paper is to enhance the comprehension of the touch points’ effects or rather the relationship of customer experience with brand loyalty. This is approached by a questionnaire based on the preceding qualitative analysis and the resulting model. This model defines the customer experience touch points as the independent variables while brand loyalty is examined as the dependent variable. The conducted linear regression analysis reveals a moderate effect of customer experience on brand loyalty and the touch points concerning the products as most relevant in this relationship. Additionally, the digitization aspect is addressed by the examination of the relationship in the offline and online channels separately. With respect to this, the present study recognizes that the extent of the customer experience’s impact on brand loyalty and the significant touch points vary across channels to a certain degree.
The main goal of the study is to analyze students’ buying intention towards e-learning program by developing a structural model of e-learning acceptance by the students and analyzing perceived usefulness, perceived ease of use, attitudes, subjective norms, motivations and buying intentions according to the developed model.
Mit dem Fitnessboom in Deutschland profitiert auch die Nahrungsergänzungsmittelindustrie. Auf Social-Media-Kanälen wie Instagram wird immer sichtbarer wie Influencer der Fitnessbranche mit Produktplatzierungen für Nahrungsergänzungsmittel werben. Diese Arbeit untersucht das neue Marketingphänomen des Influencer Marketings bezogen auf die Nahrungsergänzungsmittelindustrie der Fitnessbranche in Deutschland. Für die Untersuchung wurde eine persönliche Befragung von Fitnessstudiobesuchern durchgeführt. Die Ergebnisse der Studie zeigen, dass das Influencer Marketing eine Rolle für den Erfolg von Herstellern der Nahrungsergänzungsmittelindustrie haben kann und diese neue Marketingdisziplin voller Potenzial steckt.
Die Frage ob das Elektroauto mittelfristig den Verbrenner in Deutschland ablösen wird beschäftigt momentan Politik und Medien. Aktuell stellen Elektroautos trotz staatlicher Förderung noch ein Nischenprodukt am deutschen Pkw-Markt dar. Die vorliegende Arbeit untersucht innerhalb einer ausführlichen Marktanalyse von Sekundärdaten ob und gegebenenfalls wann Elektroautos in Deutschland den Massenmarkt ansprechen werden. Hierzu wird der deutsche Pkw-Markt mithilfe von Modellen der Diffusionsforschung untersucht. Ziel der Diffusionsforschung ist es, die Verbreitung einer Innovation am Markt im Zeitverlauf zu beschreiben und zu erklären. Es wird dabei herausgearbeitet: welche Käufer Elektroautos momentan ansprechen, welche Faktoren erfüllt sein müssen, dass sich Elektroautos am Massenmarkt in Deutschland durchsetzen können und welche Faktoren den Verlauf der Verbreitung von Elektroautos in Deutsch¬land in Zukunft beeinflussen werden. Aus Basis der gewonnen Erkenntnisse wird schließlich eine Prognose zur zukünftigen Verbreitung von Elektroautos in Deutschland erstellt.
Möglichkeiten und Grenzen von Online-Händlern im Multi-Channel-Handel – Ein analytischer Ansatz
(2017)
Die vorliegende Arbeit beschäftigt sich mit reinen Online-Händlern, die den stationären Handel als weiteren Vertriebskanal nutzen und somit im Multi-Channel-Handel tätig sind. Durch die Ausbreitung des Internets im Jahre 1990 hat sich der Handel grundlegend verändert. Eine neue Vertriebsmöglichkeit ist entstanden, die viele Vorteile mit sich bringt. Vor allem Start-Up Unternehmen haben begonnen im Online-Handel Produkte und Dienstleistungen anzubieten. Diese Chance auf mehr Umsatz haben auch stationäre Händler erkannt. Vermehrt haben sie ihre Betriebsform um Online-Shops erweitert und operieren somit im Multi-Channel-Handel. Bis heute ist Online-Shopping der schnellst wachsende Bereich der Internetnutzung, wohingegen die Umsatzzahlen im stationären Handel stagnieren. Kritiker des stationären Handels plädieren sogar zur gänzlichen Ablösung stationärer Ladenlokale durch den Online-Handel. Im Widerspruch zu dieser Kritik steht jedoch die Tatsache, dass unter anderem die erfolgreichsten Online-Pure-Player seit diesem Jahr stationäre Ladenlokale eröffnen. Demnach ist der stationäre Handel für den Konsumenten nicht gänzlich durch den Online-Handel zu ersetzen, anderenfalls weiteten Online-Pure-Player ihre Tätigkeiten nicht in den stationären Handel aus. Das Handeln erfolgreicher Unternehmen ist immer vom Kunden aus getrieben. Auch in der vorliegenden Arbeit liegt der Fokus auf dem Konsumenten. Es werden mit Hilfe der neusten Erkenntnisse des Konsumentenverhaltens, Potenziale für Online-Pure-Player im Multi-Channel-Handel erörtert. Zudem wird analysiert inwieweit soziale Determinanten, welche im Online-Handel nur passiv wahrgenommen werden können, für den Konsumenten beim Kauf von Relevanz sind. Abschließend werden die Chancen und Risiken von Online-Pure-Playern im Multi-Channel-Handel gegenübergestellt.
The Revive Turbo Cleaner is a cleaning fluid which removes carbon deposits from inside petrol or diesel engine systems. It is distributed internationally through wholesalers and sales agents to workshops and private car owners. After the acquisition of Revive Automotive Solutions Ltd by Bartec Auto ID Ltd in summer 2016, the new owners decided to further develop the brand and to move into the promising German automotive aftermarket, as the Cleaner had shown good sales figures in the home market UK and in a number of international markets. This paper examines environmental factors influencing the German marketplace, analyses Revive’s actual customer segments including consumers and business clients, provides profiles of its competitors and substituting technologies, regards the characteristics of the specific industry and defines the product’s qualities in order to draw a conclusion on the appropriate Marketing Mix to employ for the German market. In advance to the analytical work, the paper critically considers the range of theoretical frameworks used for the analysis, namely PESTEL, Porter’s Five Forces Analysis, the SWOT Analysis and the Marketing Mix in order to define and update original concepts as wells as adapt them to the research requirements.
The topic of simplicity has drastically increased in branding in recent years, as it allows companies to conquer a competitive world dominated by growth and complexity. There are studies explaining the benefits and power of simplicity in business in general. Nevertheless, simplicity is a field that has not been explored extensively for single industries.
The bachelor thesis attempts to investigate the critical importance and power of simplicity in the customer journey of the car rental business and to provide an overview of possible improvements for the customer experience on the example of car rental company Hertz. Secondary data adopted from academic books, academic journals, study reports and press articles are used to develop a comprehensive analysis and a theoretical framework on the topic of customer experience, customer loyalty in connection with simplicity. The car rental company Hertz and its customer journey are being investigated through the lens of simplicity. Qualitative and quantitative research is adapted to cover insufficient information on Hertz and to uncover the pain points in Hertz’s customer journey. An expert interview with a Hertz executive is conducted to gather first-hand insights on Hertz's viewpoint of simplification and to what extent the company aims to use simplicity as a tool for its customer journey. A succeeding customer survey is executed to gain a better understanding of Hertz customers' perceptions and towards Hertz and to collect a broader picture of Hertz's customer journey. The conclusion drawn is used to derive possible simplification enhancements for Hertz in order to achieve various desired business results. A critical assessment for future research on the topic and limiting conditions are discussed in the conclusion.
Beherrscht man die Suchmaschinen, so beherrscht man auch den Online-Markt.
Wie man im Allgemeinen Suchmaschinen-Optimierung betreibt, beschreiben bereits viele verlässliche und fundierte Quellen. Eine oft ungeklärte Fragestellung bleibt jedoch: Wie betreibt man Suchmaschinen-Optimierung für einen Online-Shop, der international und mehrsprachig vertreten ist? In dieser Thesis möchte ich auf die Besonderheiten eingehen, die man bei einer erfolgreichen und langfristigen Suchmaschinen-Optimierung im internationalen Kontext beachten sollte. Als Hauptquelle möchte ich hierbei die offiziellen Angaben seitens Google und einiger Experten vorstellen und analysieren.
Ein Problem welches beispielsweise entsteht, wenn mehrere URLs zu gleichen Inhalten führen, ist der sog. Duplicate Content. Ein weiteres Problemfeld der Online-Anbieter liegt bei der Keyword-Kannibalisierung. Gemeint ist jene Situation, dass verschiedene Produkte eines Online-Shops mit weiteren ähnlichen Produkten desselben Anbieters (beispielsweise ein USB-Stick in verschiedenen Farb- und Kapazitäts-Ausführungen) bei Suchmaschinen untereinander konkurrieren.
Diese Thesis geht zum einen hauptsächlich darauf ein, wie man Duplicate Content und Keyword-Kannibalisierung bei internationalen und gleich- sowie mehrsprachigen Online-Shops und Webseiten vermeidet. Ein weiterer Kernpunkt dieser Thesis ist es, ein Domainkonzept und eine Content-Strategie zu entwickeln, die für einen Erfolg von internationalen Webauftritten unabdingbar sind. Ziel dieser Thesis ist es SEO-Maßnahmen zu erarbeiten, die das Ranking aller internationalen Ableger eines internationalen Online-Shops gleichermaßen, zeitgleich und langfristig verbessert.
Hubert Burda Media ist ein international agierendes Medienunternehmen, das unter anderem in den Segmenten Woman, Luxury Lifestyle, Living und Food aktiv ist. Das Unternehmen befindet sich auf Expansionskurs und ist dabei bestrebt, neben dem Ausbau weiterer Geschäftsfelder (z.B. Digital), sein Wachstumspotenzial durch Internationalisierungsaktivitäten bestehender Zeitschriftentitel in anderen Märkten auszuschöpfen.
Die Koch- und Genusszeitschrift SAVEURS wird vom Burda Verlag Editions Hubert Burda Media in Paris publiziert und wurde bereits in Russland und Deutschland lanciert. Nach der Einführung der Zeitschrift auf anderen Märkten außerhalb des Heimatmarktes, soll das Potential für eine erfolgreiche Einführung auf dem brasilianischen Markt untersucht werden.
Diese Bachelorarbeit beschäftigt sich mit der Erstellung eines strategischen Marketingkonzepts für das B-to-B IT-Serviceproviderunternehmen agilTech Information Technologies GmbH. Durch mangelnde strategische Ausrichtung und die vorherrschende Projektarbeit als Individualsoftware entwickler und IT-Berater, sah sich das Unternehmen bisher einem großen Absatzrisiko und einer volatilen Nachfrage ausgesetzt. So hat sich das Unternehmen opportunistisch am Markt bewegt, keine konkreten Unternehmensziele definiert und konzeptlose Marketingmaßnahmen ohne Zielgruppenbestimmung durchgeführt. Ziel dieser Arbeit ist somit die Entwicklung eines strategischen Marketingkonzepts, um agilTech wettbewerbsfähig am Markt zu positionieren, mehr Projektanfragen zu generieren und so ein strategisches Unternehmenswachstum im fragmentierten Individualsoftwaremarkt zu ermöglichen. Der Lösungsansatz dieser Arbeit basiert auf Taylor’s (2015) strategischem Marketingplanungsprozess, der sich in die Phasen Ziele und Marktanalysen, Strategieentwicklung und operatives Marketing einteilen lässt. Als Ergebnis entstand eine Marketingstrategie, Servicemarketing Mix-Maßnahmen und Kommunikationsmittel wurden identifiziert sowie Handlungsvorschläge unterbreitet. Für die Organisation und Implementierung der Servicemarketing Mix-Maßnahmen wurde ein detaillierter Plan erstellt, für die Marketing-Kontrolle je Servicemarketing Mix-Maßnahme mehrere Key Performance Indicators definiert und Messinstrumente vorgestellt. Damit das erarbeitete, strategische Marketingkonzept positive Resultate erzielen kann, ist jedoch Top Management Support in Form von Engagement sowie zeitliches und finanzielles Investment notwendig.