@thesis{Vetter2022, author = {Vetter, Dominik Sebastian}, title = {Purpose Driven Organisation}, subtitle = {die notwendige Dimension zur Weiterentwicklung von Unternehmen, die die derzeit vorherrschenden Manipulationen der Stakeholder mit einer sinnhaften und zukunftsf{\"a}higen Ausrichtung ersetzen wollen}, publisher = {Technische Hochschule Ingolstadt}, address = {Ingolstadt}, url = {http://nbn-resolving.de/urn:nbn:de:bvb:573-34188}, pages = {vii, 62}, year = {2022}, abstract = {Purpose ist die notwendige Dimension zur Weiterentwicklung von Unternehmen, die die derzeit vorherrschenden Manipulationen der Stakeholder mit einer sinnhaften und zukunftsf{\"a}higen Ausrichtung ersetzen wollen. Diese Hypothese der Thesis kann noch um folgende Aussagen erg{\"a}nzt werden, die die Fragestellung der Arbeit weiter pr{\"a}zisiert. Purpose-Driven-Organisationen sind langfristig erfolgreicher und ihre Konkurrenten verdr{\"a}ngen. Sie nehmen alle Vorteile moderner Management- und Unternehmenssteuerungsphilosophien auf und entwickeln sich kontinuierlich, unter Einbeziehung der f{\"u}r das Unternehmen guten Umwelteinfl{\"u}sse, weiter.}, language = {de} } @thesis{Bembnista2023, author = {Bembnista, Tomasz Stanislaw}, title = {Low Code als zuk{\"u}nftiges Entwicklungsmodell f{\"u}r Unternehmenssoftware}, publisher = {Technische Hochschule Ingolstadt}, address = {Ingolstadt}, url = {http://nbn-resolving.de/urn:nbn:de:bvb:573-39586}, pages = {VI, 67}, year = {2023}, language = {de} } @thesis{Azzarito2022, author = {Azzarito, Giacomo}, title = {Design of a marketing strategy for the diabetes management app DiaEasy}, publisher = {Technische Hochschule Ingolstadt}, address = {Ingolstadt}, url = {http://nbn-resolving.de/urn:nbn:de:bvb:573-35767}, pages = {71, XXI}, year = {2022}, abstract = {DiaEasy is a startup that is about to be founded, with the mission to become the most useful, the most easy and the most downloaded app for diabetics in the world. The objective of this thesis is to develop a marketing strategy to successfully launch this app, optimizing the ratio between budget and downloads. For this purpose, the author has defined a global roadmap, including a pre-launch, a launch and a post-launch phase, with a strong focus on the pre-launch phase. Social networks pages have been created and a tool for contents generation (diabetes trends analysis on Twitter) was coded. This solution made it possible to generate awareness and interest in DiaEasy, gaining visibility on social networks (a thousand followers), possibly providing a downloads' boost on launch day. As part of the pre-launch phase, the market potential has been calculated: there are over eight millions diabetics in DACH region. A diabetic spends about €1.000 net a year on diabetes care in DACH region. A competitors' analysis has been conducted in two distinct periods of the year (March and October), evaluating the companies' growth curves over the time. Freestyle Libre is currently the market leader for diabetes management apps, Dexcom is growing rapidly. Competitors' presence on social media has also been analyzed over the time: Instagram and Facebook are the most favorite digital marketing channels. An empirical market research has been designed and carried out by the author. The empirical study is made up of a qualitative part (including both direct interviews and focus groups) and a quantitative one. The results have been analyzed with a strong focus on the marketing implications of the study. The qualitative study revealed, through the means-ends chain evaluation, four terminal values which drive the buy intentions of a diabetic: sense of safety, sense of simplicity, sense of independence, spontaneity. The quantitative study confirmed a correlation between age groups and touchpoints and confirmed the initial hypothesis, revealing a real and concrete market gap: diabetics are not satisfied with the currently available apps on the app stores. As a result of the empirical research, three personas with specific pain points, touchpoints and psychographics have been defined. As a starting point of the launch phase, the author has set the CPI (cost per install) to 3,51€ and the churn rate to 93\% (both benchmark's data). Based on the estimation of the market potential, the author defined a (conservative) share of 1\% acquisitions as target of the marketing campaign, corresponding to approximately sixteen thousand new customers in one year. The needed marketing budget has been calculated: c.ca 800.000€ are required for the whole campaign, corresponding to a CPA (cost per acquisition) of 50,14€. Basing on personas' touchpoints, the author identified the optimal channels for each segment. Consulting the current ads prices, the budget for each specific marketing activity has been determined. Regarding the post-launch strategy, the author suggested special mobile intelligence providers both to analyze the app's insights and to optimally manage the customers' tickets and reviews. This approach aims to minimize the churn rate by continuously improving the user experience.}, language = {en} } @thesis{Bein2024, author = {Bein, Torben}, title = {Plattform{\"o}konomie in der Versicherungswirtschaft}, subtitle = {die Entwicklung eines Vorgehensmodells zur Entstehung von digitalen Insurance-as-a-Service Gesch{\"a}fts- und Kooperationsmodellen als Teil der digitalen Transformation in Versicherungsunternehmen}, publisher = {Technische Hochschule Ingolstadt}, address = {Ingolstadt}, url = {http://nbn-resolving.de/urn:nbn:de:bvb:573-48291}, pages = {67, XXVIII}, year = {2024}, language = {de} }