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This thesis looks at the potential role of the IG Metall, the biggest German trade union, in the Green Transition of the German automobile sector. The IG Metall’s power and influence in the political, social and economic sphere will be analysed based on the Power Resource Approach by Dörre and Schmalz (2014). The analysis will show that there are two tendencies within the union: a conservative and a progressive approach, differentiated by their goals. Consequently, both wings have different ways to approach the transition and are each relying and focusing on certain power resources. The result is a tightrope walk of the IG Metall, balancing both tendencies within one union in an environment that is as torn as the union itself.
Piest, Laura, Marketing with Pride - A Study on the Success Factors of Marketing to the LGBT Community; Master of Arts (International Marketing Management), October 2020, Berlin School of Economics and Law, Berlin, Germany.
The purpose of this study was to investigate the success factors of companies tar- geting the LGBT community to provide relevant recommendations to B2C compa- nies on how to approach pride marketing while avoiding rainbow-washing accusa- tions. Specifically, the thesis was concerned with the attitudes, opinions, and ex- pectations of millennial LGBT individuals. This is an important topic for marketers as the LGBT community is no longer a niche market, but a consumer group that is growing in size and importance and therefore, it is key for companies to understand this segment.
To answer the research question, first, secondary research was conducted to inform the directions of the following primary research. Two methods of qualitative research, expert interviews and focus groups, were used as research instruments. Three professionals with experience in LGBT or cause-related marketing were in- terviewed and a total of 12 members of the LGBT community ranging from ages 22 to 35 were the research subjects in three focus groups. While the expert inter- views aim was to work out the success factors of marketing to the LGBT commu- nity from a professionals point of view to give a broader perspective and to uncover overall tendencies, the focus groups goal was to offer insights from the customers’ point of view and to allow a better understanding of the actions of the target group.
The study showed that there are two main success factors for pride market- ing targeted at the researched group, perceived brand authenticity and innovativeness, which will be discussed and elaborated upon in the recommendations section of the paper.
AI influencers - does it matter to consumers that their favourite influencer doesn't actually exist?
(2021)
This research aims at contributing to the growing scholarly interest in exploring and describing the journey towards data-driven marketing. As part of this, especially the establishment of a data culture seems to play an important role. Therefore, the study focuses on this aspect during the conduction of empirical research. The objective is to provide an overview of success factors for data- driven marketing, which might help change management teams or marketing leaders to transform the marketing approach into a data-driven one. Previous to the field research, a theoretical framework is developed on the basis of a structured review of relevant literature streams and expert opinions. At first, the literature on data-driven marketing and change management is consolidated and afterwards three consultants are interviewed to confirm the relevancy of the literature findings. An existing framework on managing change is adjusted according to the results and serves as guideline for the subsequent data collection and analysis. Eight expert interviews are conducted with marketing or data analytics managers from companies who find themselves in the middle of a transformation process. With the objective to gather practical information on how to establish a data culture, a thorough, qualitative content analysis of the interview transcripts is conducted. The results reveal that data analytics is a people business and if data-driven marketing is the objective, the change management team and the leadership have to consider the human factor during the transformation. This includes the establishment of a data culture by changing mindsets, behaviours, structures and processes as well as performance measurements. The leadership’s attitude, behaviour and decisions are critical factors in this context. The author recommends further exploration of this topic and a resumption of the interviews in the future, so that the success factors can be reviewed from a backward-looking perspective.
Over the past decades, consumers changed their purchasing behaviour. Instead of relying on their renowned sources, people nowadays are enabled to draw on information provided on online platforms. The existence of electronic word of mouth has changed consumer purchasing behaviour significantly. This phenomenon, however, also harbours various threats for companies as consumers are more likely to voice their grievances about a service or product. Especially in the service industry purchasing behaviour, word of mouth as well as complaint behaviour can have a formidable impact on a company.
The service offers a variety of activities with the aim of meeting a consumer’s individual needs. Yet, this uniqueness also comes with several drawbacks as consistent quality cannot be entirely promised. Thus, the fact that service failures occur should not be taken lightly as customer dissatisfaction may be the result and ramifications may be severe for businesses. To minimise displeased customers, companies can strive for compensating for initial inconveniences in the wake of a well-functioning service recovery approach.
The empirical study targets to give in-depth insights into consumers’ complaint behaviour as well as service recovery expectations in the German market. The results reveal that good service recoveries should not be underestimated as they may have beneficial impacts on businesses as well as the customers themselves. Furthermore, it is obligatory to act not only via offline channels but also through online channels. Thanks to the delivered insights, companies might be able to better adjust their approach of implementing a good service recovery strategy and to place greater value in their consumers’ opinions and concerns. This paper intends to provide a thorough explanation of how dissatisfied consumers can be beneficial to a business in the long-run and why they should not be ignored.
Digital fatigue – Analysis and evaluation of factors influencing the interaction with digital media
(2021)
Purpose – This thesis aims to investigate the impact of security, inquiry response time, type of bank, access and product diversity attributes on customer preference for internet banking services. It intends to understand the underlying logic behind how customers make their preferences.
Design/methodology/approach – Conjoint analysis was employed to investigate the attributes used in this study. Current attributes were selected after a comprehen- sive literature review on factors affecting internet banking services. Using different combinations of the respective levels of the attributes, 16 profiles were created through orthogonal design and respondents were asked to evaluate each profile. Data from a sample of 196 respondents were analyzed to reach findings.
Findings – Security was found to be the most important attribute affecting internet banking preference. Even though it might be less convenient, respondents tend to prefer higher security levels. Security attribute was followed by type of bank, ac- cess, inquiry response time and diversity of products respectively. The relative im- portance of each attribute and utility of attribute levels are presented in the results.
Practical implications – Internet banking is a major channel in the distribution of banking services. A successful digital strategy is of utmost importance to gain a competitive advantage and for long-term survival. Banks can understand how peo- ple value different attributes and findings can be used to design internet banking services. Designing aspect comes from the availability of different levels an attrib- ute can be offered. Apart from knowing the importance of an attribute, banks can use the utility values to create strategies and allocate their resources accordingly.
Originality/value – Unlike many other studies examining dimensions of internet banking services through factor analysis, the originality of this paper lies in the fact that it applies conjoint analysis to internet banking services. Respondents are pre- sented with a more realistic scenario where they have to make trade-offs. Further- more, the current study also focuses on customers’ perception of trust towards bricks-and-clicks banks and internet-only banks, providing a detailed comparison.
Purpose This study aims at examining the benefit of using poetry in a brand context. Hence, it strives at extending the art infusion effect, which had been found in previous research and demonstrated that art could enhance product and brand perceptions. Instead of focusing on visual art, this study aims at testing whether the effect is also perceivable for non-visual art, concretely, for poetry. It proposes that next to the art infusion effect, also a poetry infusion effect exists. In order to ascertain this assumption, it intends to measure specifically, whether the inclusion of poetry in advertising has a positive impact on product and brand perception.
Design/methodology/approach Next to a desk research, this study uses an experimental study to test the poetry infusion effect. By presenting advertising spots with and without poetry to different experimental groups, it is examined, whether people evaluate a brand and its products more positively, when having heard a poem before. Concretely the participants’ luxury and modernity perception of the brand, as well as their product evaluation are measured.
Findings The results of this study show that there is a direct effect between the presence of poetry and a positive product evaluation. Furthermore, it demonstrates that also the luxury and modernity perception is enhanced through poetry, and that both of these aspects have an impact on a more positive product evaluation.
Research limitations/implications On a managerial level this study implies, that it can be beneficial for brands to use poems in their advertising campaigns, or even cooperate with poets.
Originality/value Up to this point literature looking at the connection between brands and art has focused on visual art. This research extends this field of study, by examining the effect of a literary form of art, namely poetry, which constitutes a promising field of study in a marketing context, because poetry has always played an important role in the history of brand management and advertising.
This paper aims to investigate if and to which extent the brand fit between brand and art might influence the products of art business collaborations by taking the consumer involvement into account. This investigation focuses on solely fine art and its implementation in product design. An experiment (N = 180) was conducted to examine the effect of different brand fits on the product evaluation. The research indicates that the brand fit between brand and art has a significantly positive influence on the product evaluation, which is internally replicated across durable and non-durable products. However, this leveraging effect does not occur for all product categories since not all products fit with art to a high degree. An influence within consumer involvement is not confirmed. Although no negative effect could be exposed, a more conscious use of art regarding to the brand fit is recommended.