TY - THES A1 - Vaeßen, Malte T1 - Market analysis in the industry field of implantable medical devices N2 - 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. KW - Market analysis KW - Medical devices KW - Hernia KW - New market entry KW - Australia Y1 - 2021 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:hbz:1383-opus4-7844 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 - Stolbova, Kristina T1 - What is the impact of the level of democracy on voter turnout among youth? N2 - In the last decades, two disturbing trends have been developing simultaneously: a declining state of democracy worldwide and a growing electoral disengagement of youth (18-24 years old). The purpose of this research is to examine the relationship between the level of democracy and youth voter turnout. Gathering secondary data from publicly available data sets and reports (the CSES, Afrobarometer, and the Economist Intelligence Unit), I conduct six correlation analyses between the level of democracy (and its components) and voter turnout among youth. As a result, I find a significant positive association between the level of democracy and youth turnout. Among the components of democracy, functioning of government demonstrates the most significant positive correlation with electoral participation among youth. I conclude that autocratisation could serve as an explanans of youth growing abstention from voting. At the same time, this suggests a potential for the level of democracy to boost the electoral behaviour of youth by influencing the functioning of government. While further research is needed to establish the causal relationship, this study lays a relevant foundation for it. KW - Youth voter turnout KW - Level of democracy KW - Correlation analysis Y1 - 2025 ER - TY - THES A1 - Müller, Anna T1 - The Dialectic of Enlightenment & Gender Equality : Potentials of Critical Theory for the Re- and Deconstruction of Women's Roles in a Patriarchal Society N2 - This thesis examines the ambivalent nature of a supposedly enlightened society using the tools of Critical Theory. The work employs the dialectical method, drawing on Horkheimer and Adorno’s 'Dialectic of Enlightenment' to analyze the contradictory development of gender relations within a seemingly rational and emancipated modernity. The central thesis posits that the ideals of the Enlightenment—devoted to liberty, reason, and equality—dialectically reverse into their opposites. The focus lies on the social role of women, who experience societal subjugation as a result. Through a historical analysis of Early, High, and Late Enlightenment, two structural concepts are identified that emerge from Enlightenment thought: (1) the categorically dichotomized production of knowledge, and the (2) transition from monarchical to physiocratic bourgeois systems. It is shown how a complementarity of the sexes is legitimized on the basis of categorial-dichotomized knowledge production, which is divided into dichotomized social spheres in the sense of an equal society on the basis of their supposedly natural abilities. This creates a dialectical moment that places women in a seemingly natural, but actually ideologically shaped position of subjugation. The third part of the thesis applies Negative Dialectics to deconstruct prevailing gender relations. It questions the foundations of dichotomous knowledge production and explores the compatibility of feminist theories with Critical Theory. Furthermore, it critically engages with identity politics. The aim is to rethink the concept of “woman” from a dialectical-feminist perspective and to outline possibilities for a more equitable societal order beyond rigid categorical designations. KW - Critical Theory KW - Dialectic of Enlightenment KW - Intersectionality KW - Negative Dialectics Y1 - 2025 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:hbz:1383-opus4-22319 ER - TY - THES A1 - Melnic, Snejana T1 - Drawbacks of law enforcement in the Euregio Rhine-Waal: the case of work migrants' exploitation in the border region N2 - This thesis examines the challenges of enforcing labor protection for migrant workers in the Euregio Rhine-Waal, a dynamic cross-border region extended across Germany and the Netherlands. The study addresses three core research questions: the specific difficulties faced by migrant workers in accessing adequate housing, fair labor rights, and social security; the role of EU directives and Member State discretion in shaping labor protections; and the enforcement gaps impacting workers’ rights and well-being. A qualitative approach was applied, focusing on the analysis of EU regulations, national policies, and case studies to identify systemic barriers and regulatory inconsistencies. The findings reveal significant disparities in housing standards, labor conditions, and access to social security, driven by divergent interpretations of EU directives by Germany and the Netherlands. Additionally, the lack of coordinated cross-border enforcement amplifies these issues, leaving many migrant workers vulnerable to exploitation. The study concludes that addressing these challenges requires enhanced cross-border cooperation, greater regulatory alignment, and targeted policy reforms to bridge the enforcement gaps. These recommendations aim to uphold the EU’s core value of free movement while ensuring social equity for migrant workers. This research contributes to the broader discourse on labor mobility by highlighting the interplay between legal frameworks and social justice in cross-border regions. KW - Euregio Rhine-Waal KW - Migrant workers KW - Labor mobility KW - Cross-border enforcement KW - EU directives KW - Housing rights KW - Social security Y1 - 2025 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 - Kapinos, Noah Joel T1 - The impact of Social Media Advertisements on the Buying Behavior of Gen Z N2 - Social media has changed digital marketing, which makes it possible for businesses to engage with consumers through targeted advertising. Generation Z is an important demographic because they spend a high amount of time on social media platforms and have strong purchasing power. This study explores the impact of social media advertisements on the buying behavior of Generation Z by investigating key factors such as platform preferences, ad effectiveness, trust in social media advertisements, and purchasing motivations. By using a mixed method approach, this study gives insights into the impact of social media advertisements from 200 participants with a survey. The findings show that Instagram and TikTok are the most influential social media platforms in driving purchasing decisions, while Facebook does not have a strong impact on this generation. In addition, this study emphasizes that specific advertising formats, such as Instagram Stories and TikTok In-Feed ads, are the most effective in catching attention and influencing purchases. Furthermore, this study shows that trust plays an important role in social media advertising and many consumers from this generation are skeptical toward social media advertisements over traditional stores emphasizing that companies need to prioritize authenticity, transparency, and influencer marketing. This research provides important insights for businesses to improve their digital marketing strategies and improve engagement with Generation Z. Companies can have higher conversion rates and enhance their advertising effectiveness by focusing on platform-specific ad formats, personalized advertisements, and trust building to influence this generation. KW - Social Media KW - Generation Z KW - Buying Behavior KW - Consumer Trends KW - Social Media Advertising Y1 - 2025 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:hbz:1383-opus4-21949 ER - TY - THES A1 - Jistel, Roland T1 - Male Refugees & Prostitution in Germany: Applying Bourdieu's Theory of The Forms of Capital on Sex Work to Analyze Refugees' Integration in German Society N2 - Due to the influx of refugee men into Germany over the past years, there is a growing interest in studying how integration can be achieved. This paper joins this conversation on how we can try to measure and understand integration in the context of which possibilities are offered by sex work. Analysing through the lens of Bourdieu’s forms of capital, and illustrating how refugee men use sex work to initiate upward social movement. For this paper seven MRSW (Male Refugee Sex Workers) were interviewed. The collected data was evaluated by the method of qualitative content analysis and by taking various important analytical categories (motivations, identity, practice) supported by the existing literature, into consideration. The findings show that MRSW use sex work in diverse ways, in order to generate different kinds of profits: While raising economic capital served as the main motivation, cultural and social capitals were generated as well. Language skills, peer bonding, and being able to understand German culture served as the greatest outcomes of sex work. As the motive, we can see that financial instability drives MRSW to sex work, but that social media plays a huge role in making sex work appear as a efficient and feasible option. For the interviewed MRSW in this research, sex work did show to have a positive impact on their ability and capability to integrate into German society. KW - Migration KW - Integration KW - Sex Work KW - Qualitative research KW - Refugees Y1 - 2020 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:hbz:1383-opus4-8106 ER - TY - THES A1 - Heidenreich, Kathrin Lilli T1 - Assessing National Resilience to Hybrid Threats: A Qualitative Comparative Analysis of European Countries N2 - Hybrid threats pose a growing challenge to European security, targeting state vulnerabilities through combined military and non-military means. Resilience has become the key strategy to counter these threats, yet little empirical research explains why some countries are more resilient than others. This thesis uses Qualitative Comparative Analysis on 36 European countries to identify which conditions lead to national resilience. Findings show that resilience results from specific combinations of factors: strategic prioritization of hybrid threats, prior exposure to attacks, EU and NATO membership, and the absence of Soviet-era legacies. The study recommends states develop clear strategies, institutionalize learning from past incidents, and strengthen multilateral cooperation. Y1 - 2025 ER - TY - THES A1 - Gumiel Silva, Karen T1 - DECOLONIZING THE INDIGENOUS FEMALE BODY IN BOLIVIA: BRAIDS AND ATTIRE. N2 - This thesis explores the decolonization of the Indigenous female body in Bolivia, focusing on the cultural significance of traditional attire and hair practices among Chola women. It examines how the pollera (traditional skirt) and braids, initially imposed during the colonial era, have been reappropriated as symbols of cultural pride and resistance against ongoing discrimination. Through ethnographic research, including interviews and digital ethnography, this study investigates how Chola women navigate and redefine their identities within a society marked by racial and social hierarchies. The research draws upon postcolonial feminist theories, particularly the works of Gayatri Chakravorty Spivak, Aníbal Quijano, and María Lugones, to analyze the complex interplay of power, representation, and agency in the context of Bolivian Chola culture. The findings highlight the resilience and agency of Chola women in transforming symbols of oppression into powerful expressions of cultural identity and resistance, contributing to a more nuanced understanding of their experiences in contemporary Bolivian society. KW - Indigenous women KW - Chola KW - Decolonization KW - Identity KW - Resistance Y1 - 2024 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:hbz:1383-opus4-21809 ER - TY - THES A1 - Gole, Rutu T1 - Right to Information in the Republic of India: At the Intersection of Social Inequality N2 - ‘Right to Information in the Republic of India: At the Intersection of Social Inequality’ seeks to explore the interrelationship between the exercise of the right to access state-held public information and social inequality in India. A large body of literature suggests that social inequality impacts the accessibility of democratic rights while the democratization of rights strengthens civil society and anchors the process towards social equity. Drawing on this hypothesis, the methodological framework of documentary research is employed for examining the social realities surrounding India’s Right to Information Act since its inception in 2005. To meet the research objective, numerous public documents that contain quantitative and qualitative data published by the government of India, experts in the field and recognized national and international organizations are referenced. The inferences drawn from this social investigation are analyzed from the lens of a theoretical triangle inclusive of: 1) Social inequality by Solga, Berger and Powell (2009) 2) Intersectionality by Hill Collins and Bilge (2016) 3) Citizenship and social class by Marshall (1950) With an aim to further explore this correlation, the effects of the utilization of the right to information on social inequities in India are examined. Standing at the intersection of social inequality in the Republic of India, the Right to Information Act 2005 exemplifies the interconnection between democratic practices and social disparity. KW - Inequality KW - Right to information KW - Democracy KW - Documentary research KW - Intersectionality Y1 - 2021 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:hbz:1383-opus4-8937 ER - TY - THES A1 - Flören, Marie Catherine T1 - Immersives Erleben Ein Einblick in das Immersionsverständnis der Anbieter:innen immersiver Besucherattraktionen N2 - Immersive experiences have been gaining popularity for the past few years within the tourism industry. This bachelor thesis aims to collect and present the understanding of the word immersion as it is interpreted by different organizers of immersive experiences within the tourism industry. Further, this thesis seeks to collect strategies and artistic methods used in the creation of immersive events and attractions to understand which are used to facilitate an immersive experience for the visitors. Moreover, looking to the future, the thesis also intends to garner possible future developments within the immersive industry, as predicted by the organizers interviewed for this thesis. To answer these questions, five organizers and designers of different immersive experiences were interviewed. The results show that the understanding of the term immersion differs between different organizers. It was possible to identify that the individual definitions range from overly spatial and design-oriented to strongly narrative-oriented, as well as an immersion as the absorption of an environment or the participation within the environment. Furthermore, it was possible to identify multiple strategies used in immersive experiences, some of which have not yet been found in current research. The interviewed organizers suggest that immersive design will be a trend within the tourism industry. However, they also state that the term is currently already being overused and diluted in its meaning. This work establishes a basis on which future research can expand by further investigating the definition of the term ‘immersion’ within the tourism industry. KW - Immersive Experiences KW - Immersion KW - Spatial Design KW - Narrative Design KW - Experience Economy Y1 - 2025 ER - TY - THES A1 - Ferraresi Moura, Rafaela T1 - How Could a Global Company Communicate and Work Interculturally? Detecting Cultural Patterns of Communication to Successfully Work in a Global Company N2 - This research considers the hidden aspects of culture suggested by Edward T. Hall and Joseph Shaules, when referring to intercultural communication. It uses the cultural dimensions from Erin Meyer, Geert Hofstede, and Richard Lewis to explain cultural misunderstandings between the German and Indian teams of a multinational. It also considers the Expectancy Violations Theory from Judee K. Burgoon to improve communication among dissimilar cultures. KW - Intercultural communication KW - Intercultural studies KW - Social psychology KW - Macro-Culture KW - Cultural dimensions Y1 - 2023 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:hbz:1383-opus4-17563 ER - TY - THES A1 - Büsch, Ida T1 - Decades in Deadlock: Analysis of the Intergovernmental Discourse among Middle Eastern States about a Weapons of Mass Destruction-Free Zone in their Region N2 - Despite intense international efforts to make progress regarding the establishment of a Middle Eastern Weapons of Mass Destruction-Free Zone (ME WMDFZ), governments have spent decades in deadlock on the issue. This thesis examined the intergovernmental discourse among Middle Eastern states about the proposed zone by analyzing the prevalent topics and sentiments of Middle Eastern governments in the discourse. The thesis applied a quantitative approach, in which documents from an international context about a ME WMDFZ were analyzed using computational text analysis and interpreted by drawing on models of political discourse analysis. The conducted analysis contributed to close a research gap related to the evolution of the discourse on a ME WMDFZ and explored the application of computational text analysis to political documents. KW - Arms control KW - Disarmament KW - Middle East KW - Nuclear weapons KW - United Nations Y1 - 2023 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:hbz:1383-opus4-17465 ER - TY - THES A1 - Baumann, Ines-Paul T1 - Empowered as Community, Disempowered as Parents? Factors of Success for Decisions and Forms of LGBTIQ*-Parenthood. N2 - In a cis-heteronormative society, LGBTIQ*-people learn to negotiate lacks of legal and social equality. Their experiences might also serve as an expertise when negotiating LGBTIQ*-parenthood. In this research, episodic interviews with LGBTIQ*-people living and working in the field of LGBTIQ*-parenthood in Germany were conducted. The findings of the thematic qualitative text analysis suggest that empowering ways to handle scripts of parenthood are probably linked to empowering ways to handle scripts of sexual and gender identities the participants have developed before. Communities and exchange are crucial for accessing and applying the available strategies, notably handling normative scripts with different scripts than predominantly legitimizing their power to disempower. The possibility of making such changes within an existing societal system that still disempowers due to inequalities and disadvantages does not imply any specifications in regards to the way that individuals perform their ways of parenthood. Yet, counselling, activism and research might gain from understanding that scripting disempowering scripts about LGBTIQ*-parenthood as basically effective and legitimate might rather impede than support the transfer of the strengthening factors for becoming and being parents. A society where traditional family models and care work are subjects of change might instead benefit from nonnormative people with their expertise of negotiating norms. KW - LGBTIQ* KW - Parenthood KW - Queer theory KW - Sexual scripts KW - Care revolution Y1 - 2021 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:hbz:1383-opus4-10631 ER -