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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.
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.
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.
Personality Traits and Work Engagement among Human Services Workers: The Role of Coworker Support
(2023)
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.
The modern work environment is subject to constant change with a notable shift from individual to team-based work structures. This transition necessitates an improved un-derstanding of how managerial actions influence the dynamics within these teams, to optimally align them for success. Despite the substantial research about leader effec-tiveness and team effectiveness based on organizational performance indicators, it is rather infrequent that the direct influence of leader behavior on teams is explored. This thesis aims to address this gap by answering how leader behaviors impact team pro-cesses in the context of German medium to large-scale IT-enterprises. Using a quanti-tative cross-sectional methodology, individuals working in team-based structures under direct supervision were surveyed. Analyzing data from 94 respondents via hierarchical linear regression analysis, several significant relationships were identified. In general, leader behavior has a strong positive impact on team processes. Furthermore, task-oriented leaders have the greatest positive influence on action processes, while relation-oriented leaders have the greatest positive influence on interpersonal processes. Change-oriented leaders also significantly influence action processes and interpersonal processes, albeit less strongly than their counterparts. These results provide implications for team management practices, emphasizing the importance of leader behavior for aligning team processes in the direction of success.
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.
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.