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- International Marketing Management M.A. (13) (remove)
Today’s labour market is exposed to rapidly changing influences. Digitalization and globalization play a major role in this development. Since, generation Y and Z grew up with these changes, they are used to live in fast-moving times and are mostly able to adapt and learn quickly. According to demographic changes both generations are becoming more and more important for organizations as employers. To ensure the future success of a business, employer branding and recruitment need to consider the upcoming generation’s needs to gain valuable talents. This paper examines generation Y and Z and the job and workplace conditions they prefer. The study identified trends of both generations as well as some discrepancies between them. The results give insights about the attraction, engagement, and retention of employees from generation Y and Z.
Mobile retention has recently become a focused issue for app-based companies due to its importance and contribution in achieving revenue goals. A crucial aspect of mobile retention is to monitor and control the churn rate of app users. This thesis therefore investigates how churn analysis can enable the improvement of mobile retention campaigns and give recommendations for better integration of churn analysis in planning retention activities. Six expert interviews conducted at app-based companies in multiple industries have provided precious insights, especially the usage of churn analysis in practical business situations. The findings were interesting: at most companies, churn analysis is not a new concept, yet has not been implemented properly due to lack of resources and customer data. However, it is believed by experts that the planning of mobile retention strategy should follow the suggestions from churn analysis since certain positive effects have been recorded. With these solid findings, a framework was presented to help improve the performance of mobile retention with churn analysis.
The role of branding in a marketing strategy against counterfeiting for high-fashion companies
(2019)
In order to contribute to our planet’s sustainability, a sustainable diet is inevitable. It turns out to be a challenge for consumers to identify the food products’ degree of sustainability. In this regard, quality labels can be a help. However, the latter contributes, inter alia, to consumer confusion. The latter occurs when the cognitive processing of product information is being disrupted, which can lead to postponing or abandoning the purchase decision. The present work determines the most relevant aspects of sustainability in the food context on the German market from a consumer’s perspective. Furthermore, it is being figured out, which requirements a quality label needs to meet when aiming to reduce consumer confusion.