TY - THES A1 - Mader, Annika T1 - Organisationales Lernen: Methoden zur Förderung organisationaler Lernprozesse mit Hilfe mentaler Modelle N2 - Seit den neunziger Jahren ist bekannt, dass organisationales Lernen der Schlüssel zu einer erhöhten Anpassungsfähigkeit der Organisation an die Umwelt ist und somit einen langfristigen Wettbewerbsvorteil verspricht. Die vorliegende Arbeit greift relevante Probleme der Umsetzung des organisationalen Lernens in die Praxis auf und gibt Hinweise zur methodischen Unterstützung. Verschiedene Theorien und Modelle zu organisationalem Lernen werden herangezogen, um die Bedeutung mentaler Modelle für den organisationalen Lernprozess herauszustellen. Es werden fünf Methoden auf verschiedenen Ebenen des organisationalen Lernprozesses identifiziert, die individuelle mentale Modelle aufdecken, verändern und die Schaffung von geteilten mentalen Modellen innerhalb der Organisation fördern. Die Klassifizierung und Bewertung dieser Methoden zeigt, dass ein hohes Maß an Selbstreflexion bei der Anwendung erforderlich ist und eine Kombination der Methoden auf Individuum-, Gruppen- und Organisationsebene am wirksamsten erscheint. Ziel der Arbeit ist es, Praktikern ein tieferes Verständnis für die Bedeutung geteilter mentaler Modelle zu vermitteln und Anregungen zur Verbesserung des organisationalen Lernens zu geben. KW - Organisationales Lernen KW - Mentale Modelle KW - Double-Loop learning KW - Methoden in der Praxis Y1 - 2015 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:hbz:1383-opus4-1258 ER - TY - THES A1 - Medvedeva, Olga T1 - What Marketing Strategies Are Used in the Shipping Industry? N2 - This work is dedicated to marketing strategies used in the shipping industry. During a collection of current data about the strategies of four maritime companies from Germany, Sweden, Russia and Turkey, an empirical study with a qualitative research method of one-on-one interviews was applied. The results of the work demonstrate an active use of both traditional and digital marketing strategies such as direct mail, printed media in a form of catalogues and magazines, telemarketing, trade shows, sales promotions, face-to-face communication, email marketing, website, SEM (Search Engine Marketing), SMM (Social Media Marketing), blogging and video marketing in all the interviewed enterprises. Brand creation is important in the shipping industry and is the main reason for an implementation of marketing strategies by maritime firms due to a great amount of advantages a strong brand brings. When measuring the effectiveness of the success of implied marketing strategies, non-financial metrics are more important for shipping firms than the financial ones due to their ability to measure some elements that are related to both a brand and a shipping enterprise such as market share, customer counts, take rate, churn rate, retention rate, customer satisfaction, occupancy of a shipping enterprise with orders, delivery time and variation order. KW - Business-to-Business Marketing KW - Brand creation KW - Marketing strategies KW - Shipping industry Y1 - 2020 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:hbz:1383-opus4-6920 ER - TY - THES A1 - Hoff, Benedikt T1 - Assessing new means of transportation: The role of eVTOLs N2 - This Bachelor Thesis shows, that when it comes to the emerging industry of eVTOLs, literature reveals that there is a lack of empirical data in order to assess future market adoption of the flight services reliably. The research question: “Is there a target group for eVTOLs?” is analyzed theoretically with the Disruptive Innovation Theory (Bower and Christensen, 1995) and particularly the Technology Acceptance Model (“T.A.M.”, Davis, 1989). One-to-one interviews, with potential regular- and premium users of eVTOLs are conducted and strive to verify the Expected results derived from theory, which are then classified as insufficient. The Results show, that there is an interest of potential users in eVTOL flight services. Distinct factors are displayed in the Results section, and while for regular users, trust in the vehicles and safety is important, premium users see time efficiency as a precondition. Overall, in addition to other factors, there is a lack of knowledge on the subject, which applies to both interview groups. KW - eVTOL KW - Transportation KW - Target group KW - Perception KW - Acceptance Y1 - 2024 ER - TY - THES A1 - Sharma, Neetu T1 - Analyzing Customer Behvior Patterns & Predicting Online Product Return Intentions: A Data Mining Approach N2 - During the past years, it is noticeable that the e-commerce industry has emerged drastically, offering accessibility to a variety of products to the customer where they can buy products from the comfort of their home. However, it is associated with a lot of new challenges for e-commerce businesses, particularly in understanding and managing the customer behavior patterns with the rising online product returns. Since the accessibility of online shopping has risen, assessing the critical factors related to product return and prediction has become a really challenging task for e-commerce vendors. This study also aims to segment the customers based on customer behavior prediction into two categories, i.e., high return risk and low return risk customers, and further develop strategies to reduce the online returns. This study is rather structured into four integral parts, where each part provides the comprehensive analysis. The first aspect involves analyzing and identifying the customer behavior patterns leading to product returns. The second aspect predicts the online product return based on selected features and the third is to segment the customers based on online product return prediction and categorize them into high return risk, and low return risk customers. The final step involves development of strategies to reduce the product return based on the intense analysis conducted. To achieve this meaningful research outcome, data analysis is conducted to understand the customer behavior patterns, and a Random Forest feature selector is used to identify the customer behavior patterns that lead to product return. Based on the identified features, classification models were applied to classify and predict whether the customer is going to return product or not. Furthermore, in these seven classification models such as Logistic Regression, Ada Boost, Decision Tree, Naive Bayes, XG Boost, K-Nearest Neighbors, and Random Forest were implemented and used to compare the performance of the classification models to find out the best performing model. Lastly, the segmentation of customers is carried out based on the online product prediction using Logistic regression with classification threshold method into high return risk and low return risk customer categories. The results obtained help in understanding the customer behavior and reduce the online product return by developing the strategies. This study will eventually help the online businesses in reducing returns which will also enhance the customer satisfaction. KW - Customer behavior KW - Product return KW - Data mining KW - Data analysis KW - Customer segmentation Y1 - 2024 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:hbz:1383-opus4-19240 ER - TY - THES A1 - Steup, Maike T1 - Untersuchung der Präferenzen der Generationen Z und Y bei der Arbeitgeberwahl unter Betrachtung der Arbeitgeberattraktivität - eine empirische Untersuchung N2 - Das Ziel der vorliegenden Bachelorarbeit ist die Präferenzen der Generation Z und Y gemessen an der Arbeitgeberattraktivität zu analysieren und entsprechend zu vergleichen. Dazu wurden 93 Studierende in einer quantitativen Onlineumfrage befragt. Die Umfrage basiert auf der Employer Attractiveness Scale von Berthon, Ewing & Ha aus dem Jahr 2005 sowie auf der Authentic Living Scale von Wood et al. aus dem Jahre 2008. Ergänzungen wurden in den Bereichen ethischer Diversität, Unternehmenskultur, Glaubwürdigkeit, Authentizität und persönliche Werte vorgenommen. Diese Aspekte sind im Fragebogen von Berthon, Ewing & Ha im Vergleich mit anderen Arbeitsattraktivitätsmodellen, beispielsweise das Treiberfaktorenmodell von Nagel (2011), unterrepräsentiert, haben allerdings laut einer umfassenden Literaturrecherche für die jungen Generationen Z und Y an Wichtigkeit zugenommen. Die Ergebnisse liefern einen umfassenden Vergleich zu allgemeinen Aspekten der Präferenzen beider Generationen an den Arbeitgeber. Die jungen Generationen unterscheiden sich nur leicht voneinander, was aufwändige Anpassungen an HR-Strategien und Praktiken nicht notwendig macht. Die Bachelorarbeit ist für jegliches Unternehmen interessant, das ihre Zielgruppen (Generation Y & Z) zum Zweck der Rekrutierung besser verstehen möchte. Die Ergebnisse können in Recruiting- und Employer Branding Maßnahmen adaptiert werden. KW - Employer Branding KW - Generation Z KW - Generation Y Y1 - 2023 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:hbz:1383-opus4-17447 ER - TY - THES A1 - Olfert, Jennifer T1 - Sustainability and the Fast Fashion Paradox of Gen Z - A qualitative Analysis of Consumer Characteristics and Cognitive Dissonance N2 - This study delves into the fashion preferences and decision-making processes of six Gen-Z participants, shedding light on their intricate choices. Despite a shared emphasis on visually appealing fashion and moderate sustainability knowledge, participants showed a limited inclination towards sustainable choices. Notably, price takes precedence, reflecting a prevalent budget-conscious approach. Surprisingly, participants exhibit a low preference for consistency, challenging the expectation of significant cognitive dissonance in their fashion choices. The results suggest a minimal role of cognitive dissonance, indicating a relaxed decision-making style. The study underscores the dominance of ultra-fast fashion, design, and affordability in participants' choices. Future research is encouraged to address and reduce Gen-Z's (ultra-) fast fashion consumption, promoting sustainability knowledge and a greater preference for sustainable fashion. KW - Generation Z KW - Fast Fashion KW - Sustainability KW - Cognitive Dissonance Y1 - 2025 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:hbz:1383-opus4-21720 ER - TY - THES A1 - Celik, Sizel T1 - Virtual Influencers in Brand Management: A comparison between human and artificial Influencers N2 - This Bachelor Thesis examines the impact of Virtual Influencers (VIs) on Brand Management by comparing them with Human Influencers (HIs) in various dimensions. The research question is: "What impact can Virtual Influencers have on Brand Management?". The aim is to identify the advantages and disadvantages of VIs from a Brand Management perspective. The research utilizes a literature review and comparison to evaluate key dimensions such as authenticity, credibility, engagement, diversity, flexibility and Marketing effectiveness. The results show that VIs offer significant benefits, including flexibility, adaptability, diversity, high engagement rates, increased brand awareness and cost-effectiveness. VIs can operate without time, location or health restrictions and can be precisely customized to the brand strategy. They also achieve higher engagement rates, especially with sponsored posts, and can effectively increase brand visibility and recognition. However, the study also identifies several challenges associated with VIs. These include authenticity issues, as VIs do not have real-life experiences, making it difficult to develop real emotional connections with followers. In addition, VIs may struggle to gain credibility when promoting physical products and may not be as effective at generating purchase intention as HIs. The reduced parasocial interactions and initial distrust of users are also notable drawbacks. Overall, the research concludes that while VIs offer great potential for Brand Management and bring unique benefits, brands need to carefully consider the challenges associated with them. Integrating VIs into Marketing strategies requires addressing authenticity and emotional connection issues to maximize their effectiveness in influencing consumer behavior and building trust-based relationships. KW - Virtual Influencers KW - Brand Management KW - Human Influencers KW - Marketing effectiveness KW - Influencer Marketing Y1 - 2024 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:hbz:1383-opus4-20735 ER - TY - THES A1 - Zerwas, Marvin T1 - Financial Stability of Football Clubs: Theoretical Background and Empirical Analysis of Selected European Clubs N2 - Professional football's economic attractiveness is enormous due to its popularity and broad anchoring in society. Consequently, the conditions for clubs have also changed. Today it is not only important to be successful in sports, but also to do business in a solid and sustainable way. Nevertheless, many clubs are still not able to do so. This is due on the one hand to a lack of experience and deficits in the management and control systems and on the other hand to the mindset to buy sporting success by all means. This frequently leads to clubs operating beyond their means and regularly posting high losses. Sustainable investments and future growth are often disregarded. That is why UEFA decided to introduce the Financial Fair play regulations in the year 2013. The rule is in place to avoid debt and to ensure healthy business operations over the long term. The analysis shows that in 2018 clubs will be more focused on using less debt to finance their activities and will be able to pay more debt than in 2012. KW - Football clubs KW - UEFA KW - Financial Fairplay KW - Ratio analysis KW - Financing Y1 - 2020 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:hbz:1383-opus4-6322 ER - TY - THES A1 - Takafakare, Chiyedza T1 - A critical assessment of the impact of an organization’s affiliationtosocial movements on brand equity: A study of the Black Lives Matter Movement N2 - Brands and advertising agencies have successfully tapped into the cultural momentum of social and political issues to attract new customers and promote their products. Numerous studies have examined the link between marketing and social and political movements, but advertising firms have largely ignored them. This study was titled “Acritical assessment of the impact of an organization’s affiliation to social movements on brand equity: A study of the Black Lives Matter Movement”. The study was guided by the objectives which were to identify the benefits of organizational allegiance to social movements on brand equity, determine the factors affecting social allegiance to social movements on brand equity, and recommend strategies that enhance brand equity. The study adopted a mixed methods approach whereby using a sample size of 65, online surveys were administered. Data was analyzed using descriptive means and SPSS was the main analysis tool. Findings illustrated that organizational allegiance to social movement has an impact on brandequity, profitability, and brand recognition. Brands are increasingly using social movements to promote their products, and much recent research has been done to understand what constitutes a socio-political activist brand, to explore consumers' attitudes, and determine if the perception of a brand as being socio-politically engaged has animpacton consumers' product use. When companies adopt a socio-political stance, they give consumers a far better opportunity to identify with them, while also allowing them to differentiate themselves from competitors by using secondary sources of meaning. Nonetheless, there are still untapped resources to be discovered, particularly in connection to the relationship between organizational allegiance and social movement participation. KW - Brand Equity KW - Black Lives Matter KW - Social Movements KW - Brand Activism Y1 - 2022 ER - TY - THES A1 - Hinz, Nikola T1 - Brand Equity’s Impact on Firm Performance and the Supporting Role of Social Media N2 - 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. Y1 - 2022 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:hbz:1383-opus4-15258 ER -