@masterthesis{Becker, type = {Bachelor Thesis}, author = {Becker, Jamila}, title = {Global Mobility - Failure or Success and possible Improvements of the Reintegration of International Assignments}, url = {http://nbn-resolving.de/urn:nbn:de:hbz:1383-opus4-2147}, school = {Hochschule Rhein-Waal}, pages = {105}, abstract = {In the current era of globalization and internationalization, markets spread across borders and companies need to line up internationally. The question is how to manage the employees in this global context. This study looks at the use of international assignments as a solution of transferring employees internationally. Especially, this paper focuses on the reintegration of internally assigned employees. Corresponding to the literature, the reintegration proves to be the most difficult stage in an international assignment, as most companies still underestimate the impact and do not invest sufficient in this phase. Therefore, the thesis aims to identify how the reintegration is handled in organizations and which aspects can be considered as critical in this process. Consequently, on the basis of analysis, the author comes up with improvement options. In order, to receive detailed insights in the experiences and opinions of dispatched employees and human resource managers of multinational companies, the author used a qualitative research method (expert interviews). Results show that there is not a great need for cultural reintegration measures, as expatriates assume coming home to be easy and human resource managers do not see the willingness and demand for such arrangements. Anyhow, interviewees described problems in the new work environment and mentioned the request for some enhancements. Therefore, this thesis discusses improvement options for the re-entry, including a reintegration plan set in agreement with the employee and the company before the assignment.}, language = {en} } @masterthesis{Grabowski, type = {Bachelor Thesis}, author = {Grabowski, Laura}, title = {The Demand for Change Management in the German Financial Service Sector}, url = {http://nbn-resolving.de/urn:nbn:de:hbz:1383-opus4-2784}, school = {Hochschule Rhein-Waal}, pages = {66}, abstract = {The thesis contributes to the research field of change management by conducting empirical research and by analyzing how the changes in the financial service sector can be managed regarding the example of Bank X. Following questions are researched: Why is there a demand for change in the financial service sector and how can financial service providers shape the future and cope with changes? According to the methodological approach the thesis firstly draws on a literature review in order to evaluate the demand for change management. Then the thesis, in the empirical part, applies the method LEGO® SERIOUS PLAY® with regard to the case of Bank X for deriving possible ideas how a financial service provider can cope with change. In the findings five categories are outlined, which can be seen as fields of actions, describing how financial service providers can cope with change.}, language = {en} } @masterthesis{Cojocari, type = {Bachelor Thesis}, author = {Cojocari, Mihaela}, title = {The Impact of Influencer Marketing on Consumer Behaviour}, school = {Hochschule Rhein-Waal}, abstract = {Social media marketing represents a highly effective promotion strategy, however, to achieve the expected success, companies must constantly adapt to emerging changes and trends in this environment. Influencer marketing represents nowadays one of the most popular marketing strategies online. Given its significant expansion, it is necessary to gather a better comprehension of this widespread phenomenon. The present paper aims to explore the impact of influencer marketing on consumer behaviour in order to offer novel insights to the literature on influencer marketing and to provide the practitioners with meaningful knowledge in the domain. Specifically, the research investigates in-depth how this marketing strategy influences the consumer behaviour during the consumer decision making process and how factors of different nature such as influencers' trustworthiness, consumers' self-esteem and wishful identification as well as sales promotions affect their behaviour. This study applied an inductive, qualitative approach because of the exploratory nature of the research purpose. The empirical study was conducted by means of semi-structured interviews with ten young female adults from the Republic of Moldova. The interviews concentrated on respondents' personal experiences and attitudes regarding influencer marketing and it researched particularly the beauty and fashion industries on Instagram. The findings of this study uncovered and explained the buying behaviour patterns of female consumers that appear as a result of influencer marketing influence throughout the consumer decision making process. Beyond this, the findings illustrate how different influencing factors shape the resultant consumer behaviour. Subsequently, appropriate theoretical and practical implications were derived.}, language = {en} } @masterthesis{Vaessen, type = {Bachelor Thesis}, author = {Vaeßen, Malte}, title = {Market analysis in the industry field of implantable medical devices}, url = {http://nbn-resolving.de/urn:nbn:de:hbz:1383-opus4-7844}, school = {Hochschule Rhein-Waal}, pages = {53}, abstract = {This thesis deals with the problem of missing research on market analysis in the specific healthcare market of implantable medical devices. The thesis is done in collaboration with the medical device company, FEG Textiltechnik mbH, which produces medical meshes used in hernia repair. To deal with the problem, the market of mplantable medical devices in the healthcare sector as well as market analysis tools were analysed on the basis of a literature analysis. On the basis of these information a good approach was developed and tested in a case study including two test phases. One is a comparison with a market analysis from the collaborating company, FEG Textiltechnik mbH, while the other one is a theoretical example of a market analysis on the Australian market for the previously named company. The developed good approach aims at a market entry in a foreign market. The case studies showed that the good approach has a valuable potential for companies in the industry of implantable medical devices. However, some points were falsely included, which would have been better fit at later stages of the market entry. However, the good approach can be used by companies in the industry, due to its broad fit and can be further optimised with real world applications or tests and can be used outside of the industry after some modifications.}, language = {en} } @masterthesis{Erarslan2025, type = {Bachelor Thesis}, author = {Erarslan, Kerem}, title = {"Failed Innovations - What can we learn from failures?"}, url = {http://nbn-resolving.de/urn:nbn:de:hbz:1383-opus4-21738}, school = {Hochschule Rhein-Waal}, pages = {56}, year = {2025}, abstract = {In today's fast-changing world, innovation is essential for staying competitive and makes it very important to understand what leads to the success or failure of innovations. This thesis examines the question: "How can lessons from failed innovations be used to improve organizational strategies and boost future innovation success?". With the help of a comprehensive analysis of case studies involving mainly failed innovations, this study identifies the key lessons that companies learn from past failures. Using a solid theoretical framework, including the innovation matrix and innovation management success factors, the study highlights the importance of organizational learning, the importance of corporate identity, adaptability and strategic alignment. The results of this paper show that companies can improve their innovation strategies by analyzing failures in a systematic way, embracing a culture of defensibility and implementing structured processes for regular improvement. The results also show that a company's own corporate identity, combined with the loyalty of its customers, can sometimes be of great value. The study contributes to innovation management by providing actionable recommendations for innovators trying to manage the complexity of innovation in a fast-changing environment. Finally, the insights gained from this study emphasize the value of learning from mistakes as a path to sustainable innovation success.}, language = {en} } @masterthesis{Hadi2025, type = {Bachelor Thesis}, author = {Hadi, Abdul}, title = {Impact of Artificial Intelligence on Capital Market Efficiency and Investment Behavior: A Comparative Analysis of Investors in Developed and Emerging Markets}, url = {http://nbn-resolving.de/urn:nbn:de:hbz:1383-opus4-22350}, school = {Hochschule Rhein-Waal}, pages = {73}, year = {2025}, abstract = {This thesis explores the transformative impact of Artificial Intelligence (AI) on capital market efficiency and investor behavior, with a comparative lens on developed and emerging markets. It investigates how AI technologies—such as machine learning, robo-advisors, and algorithmic trading—are reshaping investment strategies, reducing behavioral biases, and influencing market dynamics. The study integrates theoretical frameworks, including the Efficient Market Hypothesis, Behavioral Finance, and the Adaptive Markets Hypothesis, to contextualize AI's role in modern finance. A mixed-methods approach combines literature review, empirical analysis, and survey data from Germany, India, and Pakistan to assess regional disparities in AI adoption, trust, and effectiveness. Findings reveal that while AI enhances decision-making and market efficiency, its benefits are unevenly distributed due to infrastructural, regulatory, and digital literacy gaps. German investors exhibit higher trust and adoption rates, leading to more efficient and diversified investment behavior, whereas emerging markets face barriers such as limited access and awareness. The thesis concludes with policy recommendations to foster inclusive AI integration and outlines future research directions to bridge the digital divide in global financial systems}, language = {en} } @masterthesis{Hinz, type = {Bachelor Thesis}, author = {Hinz, Nikola}, title = {Brand Equity's Impact on Firm Performance and the Supporting Role of Social Media}, url = {http://nbn-resolving.de/urn:nbn:de:hbz:1383-opus4-15258}, school = {Hochschule Rhein-Waal}, pages = {36}, abstract = {The 21st-century has brought about a range of new, digital media which have experienced an exponential growth in popularity. This has been further supported by the emergence of social media, which provides users a platform for social networking and brands and firms an opportunity to reach consumers in a new manner. The integration of social media into marketing communications of a firm offers numerous benefits, including the strengthening of branding activities and the creation of heightened levels of brand equity, which ultimately translate into increased levels of financial performance as a result of increased sales and augmented pricing strategies and overall firm performance. Due to the tremendous impact of social media platforms, it is necessary for firms to strategically assess this topic and to consider numerous aspects to be able to fully grasp the benefits social media inherits. Therefore, a practical model was developed, which provides firms with a strategic approach towards integrating social media into their marketing practices and provides means for monitoring and controlling the new marketing channel. By utilizing social media, firms and brands can augment their overall performance as well as brand equity levels, which provides them with a competitive advantage and positioning in the market against the multitude of competitors. However, due to the dynamic nature of the sphere of social media, new developments and changes must be closely observed and adapted to, which requires an agile management and marketing of firms, as well as the allocation of adequate resources.}, language = {en} } @misc{Walser, type = {Master Thesis}, author = {Walser, Heidy}, title = {Personality Traits and Work Engagement among Human Services Workers: The Role of Coworker Support}, url = {http://nbn-resolving.de/urn:nbn:de:hbz:1383-opus4-16706}, school = {Hochschule Rhein-Waal}, pages = {74}, abstract = {It has been increasingly important to study the well-being of workers in the human services industry as the society benefits from their care and effort abundantly. Most research on human services workers has been focused on the topic related to mental "un-well being" such as exhaustion and burnout, instead mental "well-being". However, lately a more positive approach of work engagement was introduced as a form of positive psychology. Since previous studies of work engagement have focused mainly on its environmental factors, this study attempted to explore the construct from another perspective which is the personality differences (extraversion and neuroticism). The main objective is to answer the question of why some individuals are more engaged than others while working in the same conditions. Moreover, the moderating effect of perceived coworker support as a form of social support is also examined in the model. A total of 246 nurses and caregivers working in Germany participated in an online survey. Findings show that extraversion and neuroticism are significant predictors of work engagement which indicates that extraverted workers are more engaged compared to the ones with high level of neuroticism. Coworker emotional support was found to buffer the negative effect of neuroticism on work engagement. However, there is no evidence of a moderating effect from coworker instrumental support on the relationship between personality traits and work engagement. The result of this study can be useful particularly for practitioners who may benefit from designing training programs that foster helping behavior among workers hence improving their work engagement.}, language = {en} } @masterthesis{Wienands2025, type = {Bachelor Thesis}, author = {Wienands, Noa Lilly}, title = {The Motivation behind the International Mobility of German University Graduates and Students: A focus on Economic Perceptions and Aspirations for Cultural and Professional Growth}, url = {http://nbn-resolving.de/urn:nbn:de:hbz:1383-opus4-22620}, school = {Hochschule Rhein-Waal}, pages = {89}, year = {2025}, abstract = {This thesis examines the motivations behind the international mobility of German university students and graduates focusing on the role of economic conditions, personal motives, the labor market and perceived career opportunities. It evaluates how the assessment of these aspects influences the willingness to pursue a life and career abroad through a review of existing literature and an online survey conducted by the author. The theoretical background draws on Push-Pull Theory to present migration motives, Neoclassical Economics and the New Economics of Labor Migration to highlight economic reasons and the evaluation of cost and benefits, and Expectancy-Value Theory and Self-Determination Theory to examine the connection of expectations and intrinsic motivations and values related to migration intentions. The data of the survey, conducted among German university students and graduates shows that the economic assessment is not a main motivator for a life abroad but a mix of socioeconomic factors can increase the willingness to go abroad. The study highlights the importance of personal reasons, especially personal growth and cultural experience as it increases the willingness among educated Germans to migrate. Professional growth particularly, if evaluated as better abroad as well as a bad assessment of the German labor market increase the willingness for international mobility. The thesis contributes to a better understanding on the dynamics behind the international mobility intentions among highly skilled individuals in Germany.}, language = {en} } @masterthesis{Simsek2025, type = {Bachelor Thesis}, author = {Simsek, Seyda}, title = {The Impact of Increasing Use of Artificial Intelligence in Human Resource Management on Employees}, url = {http://nbn-resolving.de/urn:nbn:de:hbz:1383-opus4-22687}, school = {Hochschule Rhein-Waal}, pages = {58}, year = {2025}, abstract = {This study examines the application of artificial intelligence (AI) in human resource management (HRM) and its effects on employees, considering both operational benefits and the ethical, social, and psychological implications. Its analyzes real-world applications of AI in recruiting, performance management, talent development, and HR administration using qualitative secondary data from academic papers, industry publications, and case studies published between 2018 and 2024. To examine employee experiences, organizational issues, and ethical implications, a combined analytical approach is used, which incorporates the Technology Acceptance Model, Job Demand-Control Model, human-centered AI concepts, and the European Commission's Ethics Guidelines for Trustworthy AI. While AI can increase effectiveness, reliability, and strategic HR results, the findings highlight concerns about algorithmic bias, reduced human engagement, and risks to employee autonomy and well-being. This paper addresses the significance of organizational planning, transparency, and responsible oversight in AI implementation, highlighting that technology should supplement rather than replace human judgment. The study offers an understanding of the human-centered and ethical aspects of AI in HRM, as well as insights for organizations seeking to use AI responsibly while maintaining employee trust and engagement.}, language = {en} }