Browsing by Subject "Specific sectors, industries"
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Item Restricted An analysis of influencers in the fashion industry in times of the corona pandemic(2020) Sivrikaya, Elif; Di Bella, Jessica; Poljsak-Rosinski, Petra; bachelor thesis in Business Administration"This thesis aims to examine the works of influencers that we frequently encounter while using social media, and will examine how they continue their practices based on the fashion industry, especially with the increasing competition among themselves during this pandemic period. For this purpose, it primarily focuses on the fashion sector, includes information on crisis management, and analyses the activities of influencers during the pandemic period. [...] Thus, the crisis in the fashion industry will be seen and then a connection will be established with influencer marketing. In the periods is determined, the activities of the influencers will be analyzed by looking at their average likes and comments."Item Restricted B2B & B2C social media communication before and amid the coronavirus pandemic in tech industry(2020) Yangin, Sultan; Di Bella, Jessica; Poljsak-Rosinski, Petra; bachelor thesis in Business Administration"The recent health crisis affected people, businesses and their social media marketing practices. Social Media Marketing is becoming more critical every day for all businesses, especially in the face of Coronavirus, and the tech companies are no exception. In the age of the COVID-19, organizations need to adapt their social media marketing strategies. Despite the importance of the technology companies today, there is very little information in the literature regarding principal differences of social media marketing practices in the tech industry. This paper focuses on exploring both the principal differences between B2B and B2C social media marketing (SMM) communication and the effects of the global COVID-19 health crisis on B2B and B2C tech companies' social media communication. The study briefly introduces the events that led to the birth and the rise of social media to construct a solid background for the reader. The paper continues with a comprehensive literature review on social media marketing basics and then presents the explored four main principle differences between B2B and B2C tech companies' social media marketing. The significance of this paper is that using a case study of Google, Microsoft & Facebook and conducting a template analysis on their social media handles the study analyzes and shows how COVID-19 affected tech companies' social media marketing practices in both B2C and B2B contexts. Keywords: social media, social media marketing, differences between B2B and B2C marketing in the tech industry, Coronavirus impact."Item Restricted Below the line advertising in the telecommunications industry : analysis for the case of Germany(2020) Talha Altaf, Muhammad; Behar Villegas, Erick; Mantel, Peter; bachelor thesis in Business Administration"This study is conducted with the aim of finding, understanding and analyzing the relationship between below the line advertising and consumer purchase intention in the telecommunication industry in Germany. The study also describes the relationship between above the line advertising and below the line advertising and how the latter has started to become a more profitable and efficient option. Due to the fact that below the line advertising includes many different promotional activities, this study only focuses on the three main branches, i.e. Billboards, Sponsorships and Sales Promotion. The study was carried with the help of the primary data collection which was obtained by the use of questionnaire answers and also with the help of secondary data obtained from different sources. The connection between the said below the line advertising activities and consumer purchase intention in the telecom industry was then analyzed and the results identified how significant sponsorships and sales promotions are in altering a customer's purchase intention in the telecom industry, meanwhile, billboards did not prove to be as effective. The study cannot be considered as the only answer to the question due to the limitations faced. Different factors such as the different localities and norms of the respondents, limited access to information and other external factors can have different implications on the findings of the study."Item Restricted Building an online platform : selling German second-hand automobiles to developing countries : the case of Afghanistan(2019) Safar Zada, Ali Yaser; Lieb, Manfred G; Mantel, Peter; Faculty of Business Administration; Berlin International University of Applied Sciences"This research paper analyzes the business opportunity of building an online platform for selling German second-hand automobiles to Afghanistan. The study investigates the demand for German automobiles in Afghanistan, automobile importers' obstacles, usage of online platforms among sellers and importers, obstacles for building such an online platform, and payment method needed for the online platform. The data analyzed shows that there is a business opportunity because the demand for German automobiles is in a considerable number in Afghanistan market, and the importers have main obstacles for importing automobiles from Germany. Only 10% of adults in Afghanistan have bank accounts, and two-thirds of enterprises use the banking system on their daily business money transactions. However, the online platform for selling German second-hand automobiles can be built by offering transportation and payment services. The platform owner can open a bank account in Afghanistan for receiving money from the customers, and then transfer it to the seller. This online platform will have a competitive advantage in the market because it delivers the automobiles faster than the typical import companies."Item Restricted Development of individual mobility : the case of e-scooter(2020) Uysal Küp, Denis; Artinger, Florian M; Lieb, Manfred G; bachelor thesis in Business Administration"This research paper analyses the sharing economy's branch shared mobility and its disruptive and innovative transportation mode shared micromobility. The Study investigates two European capitals, Berlin and Paris, to analyze their shared e-scooter services in four areas; e-scooter development, companies operating and their prices, organisation of the companies and their operation areas, the existing problems and which solutions the cities implemented to solve them. The data analyzed shows that Paris and Berlin achieved three different solutions to tackle existing problems caused by e-scooters."Item Metadata only Diversity management as a model for success : diversity as a success factor in strategic human resources work(2018) Gökcek, Sevilay; Garg, Ritam; Kang, Long; Faculty of Business Administration; Berlin International University of Applied Sciences"Diversity management applies on the one hand to image politics, sometimes to the fulfilment of social and moral obligations such as equal treatment of men and women, but now also increasingly to a business management instrument for the use of the resource "diversity". To what extent strategic approaches have been developed in companies, which measures are applied and which advantages or difficulties companies see associated with this concept is determined in an international comparison of studies and afterwards in a questionnaire study with a German company. The focus is on understanding and dealing with cultural diversity in Germany. [...] there is a pluralisation of society in which individuals and subgroups are increasingly emerging from the large homogeneous mass. [...] This heterogeneous range has an impact on the labour market and must be taken into account in the recruitment and deployment of workers. Now, however, the combination of the needs of the companies and the supply on the market will lead to a certain adaptation, which, however, has to be coordinated. Diversity management, which is presented below as a tool for using diversity as a resource, is a good way of doing this (cf. Knight et al., 1999). [...] The aim of this scientific elaboration is to generate comprehensive knowledge about diversity management as such, to be able to rationally weigh up opportunities and risks and to know the various options for action of the respective dimensions of diversity derived from this. In order to create the necessary knowledge base, the terms diversity and management are discussed. Based on this, the opportunities and risks of companies involved in implementing diversity management are presented. In conclusion, the findings are summarized, followed by a critical analysis of the assignment. Finally, an outlook on possible changes is given. In order to test the theory in practice, a case study of the company DTP is presented."Item Metadata only How profitable is sports marketing?(2018) Lieb, Manfred G; Faculty of Business Administration; Berlin International University of Applied Sciences"This paper explains and present the importance of sports marketing for companies today, and if the companies make economic profit after said campaigns. In resume this paper used multiple sources of information, in specialized journalism papers, academic papers and real companies that use this type of marketing today. For the journalist papers the information was taken out from Forbes Magazine, German Magazine Absatzwirtschaft as well as other specialized papers. For the academic and scientific perspective papers from Wake Forest University and Concordia University at Saint Paul, both in USA, as well as other academic articles and papers including Principles of Marketing form Pearson editorial. Last and most important, the main source of information was actual companies that are deeply involved in sports companies like Deutsche Telekom, Rolex S.A, Red Bull and Emirates. This companies were studied and analyzed which gave the main results of the Paper. The main results, which concords with what people may think is that sports marketing can clearly be profitable, if used well, the issue and the main reason why companies like Apple or Facebook don't use them is the lack of tools that can quantify or the possibility to relate the actual income that produces these campaigns; different to buying stock shares from other companies or assets such as buildings and patents, investments that Facebook and Apple tend to use more."Item Restricted Influence of social media in online fashion platforms (with a focus on ASOS)(2019) Pinto, Eduardo; Lieb, Manfred G; Mantel, Peter; Faculty of Business Administration; Berlin International University of Applied Sciences"Nowadays, social media is not only used by people, but also by business who attempt to make use of these platforms as an alternative way to display and sell their products and services, at the same time they connect with their customers. It has become a fundamental part in any business ́ digital marketing strategy. The main objective of this research is to identify the role that social media plays for online fashion platforms (ecommerce), focusing on ASOS. Trying to understand and dissect how this company uses its social media outlets to communicate successfully, focusing on its three main social networks which correspond to Facebook, Instagram and Twitter. In which their content will be extracted and analysed to draw conclusions and provide a general idea on how this kind of businesses should be using these platforms. Keywords: Social media; Ecommerce; Communication; Digital Marketing Strategy."Item Restricted Innovative marketing strategies for the hotel industry(2017) Aslan, Melisa; Kang, Long; Lieb, Manfred G; Faculty of Business Administration; Berlin International University of Applied Sciences"The new entrants, such as the sharing economy, offer consumers innovative ways with different accommodation possibilities compared to the traditional hotel concepts. This paper will analyze how hotels react to the growing pressures from competitors and observe their development in the market. Through digitalization, how can the hotel industry be more innovative than the sharing economy? What will change in the hotel industry? And finally, how can an innovative effective business strategy be created? [...] This thesis is structured into seven parts. In the first part, the reader is given an idea about what the current situation of the hotel industry is and what problems they face. Then, a theoretical part about the approaches to marketing strategies, marketing mix and how to identify competitors is described. Following the second part, the reader will get to understand marketing in hospitality and learn what innovations in hospitality mean. The third part includes the new innovative competitors and introduces the new concept of the sharing economy. In addition, some examples are given. Furthermore, from this, the reader will get to know about the challenges and opportunities of the hotel industry and sharing economy. The fifth part deals with the digital development of the hospitality industry. In the penultimate, sixth part, the reader will be given ideas about future hotels. The last part includes the conclusion."Item Restricted Talent retention within ecommerce industry in times of organizational change(2020) Almeida, Vitor; Artinger, Florian M; Mantel, Peter; bachelor thesis in Business Administration"Talent retention currently is a very important aspect in today's organizations. To maintain relevant talent within its boundaries is something crucial for the institutions, due to several different reasons, in order to prosper in the market that it operates. Taking to the eCommerce industry, this is an even more delicate topic, as skilled-labor force is scarce and the need for retention is beyond valuable. To the scenario of change, retention becomes a greater challenge. This article utilizes an interview study involving professionals in the industry in order to analyze the importance, impacts and how different strategies are applied in order to retain talent within the organizations. Continuing previous research, this study highlights the importance of talent management, the use of digitalization in order to boost positive outcomes and means to update previous research to the modern scenario. Furthermore, a model is developed to facilitate the comprehension of impacts of organizational change within the industry and known strategies of talent retention, as well as the idea of change enablers, which is a concept that facilitates handling the change and retention aspects so that transitions are gone through with ease. In this sense, this study aims to clarify aspects of talent retention within the eCommerce industry, in times of organizational change."Item Metadata only The creation of a brand : La Rue(2018) Krull, Manuel J; Lieb, Manfred G; Faculty of Business Administration; Berlin International University of Applied Sciences"La Rue is an independent fashion label started by Manuel Krull in Berlin, Germany. La Rue focuses on capturing the life in the city of Berlin, inspiring local as well as foreign customers and artists to enjoy each others company. In addition to offering stylish and unique clothing pieces at an affordable price point, La Rue hosts events to establish a sense of community, online and offline, allowing customers to interact with one another. Additionally to giving local artists an opportunity and platform to be heard, La Rue inspires its customers to try new things and explore alternative outlets. In the past, Manuel Krull a had multiple experiences working at and hosting events through out Berlin. La Rue will be hosting a 48 hour pop up shop in Berlin inspired by the topic of refugees in Berlin. The pop up shop will serve as an event, highlighting the launch of La Rue, as well as giving a Syrian refugee the opportunity to display his artwork and conduct a live art show. La Rue is aimed at targeting middle class customers ages fifteen to thirty, with a general level of fashion awareness and interest in trends as well as seeking some knowledge in political matters. La Rue's customer base will buy products and visit events based on a communal factor which La Rue offers. Our customers are inclined to help others by supporting organizations which are set out to help those in need or actively participating. The paper allows the reader to fully understand the concept of La Rue and the mentioned pop up shop, describing the company in-depth. The main focus of the paper is research conducted in the importance of branding as a main marketing tool as well as giving the read the requirements La Rue's needs to take into consideration in order to run profitably."Item Metadata only The customer decision journey : how to overcome the weaknesses in the journey of the customer in a retail outlet with the help of digitalization?(2017) Gafar, Furkan; Kang, Long; Lieb, Manfred G; Faculty of Business Administration; Berlin International University of Applied Sciences"Understanding the customers and the way they interact with the businesses and markets was always beneficial to companies. Not only allowing to prioritize the efforts according to factors leading to generate the most profits but also giving a third person view on the sales process helped evolving companies to be more competitive. Nevertheless, the customer journey focuses as the name says on the customers and so human beings. The whole construct is built upon the behaviors and attitudes of a targeted group or a society. Encoding these and adapting the gained information to the business models is the key to success. However, these behaviors and attitudes changed drastically with the digitalization era - new challenges emerged. Customers are well informed and supplied products are getting of an identical type - differences barely recognizable. Therefore, aspects like services and customer friendliness are gaining more and more in importance - customer decide upon other criteria than the product itself. With the help of the customer journey, gaps between the desired customer experiences and the status quo are highlighted. The thesis aims at giving suggestions to overcome the weaknesses in the journey of the customer in a retail outlet with the help of digitalization."Item Restricted The development of marketing communication in the social media world : a closer look into the fashion industry's social media strategy(2019) Miranda, Amanda G. de; Lieb, Manfred G; Schroeder, Süheyla; Faculty of Business Administration; Berlin International University of Applied Sciences"This paper intends to explore the mechanisms in the human psyche, which are responsible for shaping decisions regarding purchasing behavior. The study focuses on the marketing communication tools responsible for directing consumers towards choosing a specific product or service, as well as analyzing how these strategies operate. A special outlook on the fashion industry's marketing strategies will presented to further solidify the research on the marketing tools explored throughout the paper. The analysis concerning the fashion industry strategies will be presented through the lens of fast-fashion and premium fashion products and how each sector's strategies and their characteristics shape consumer choices in a social media setting."Item Restricted The impact of low-cost airlines' CSR pratices on customers : the case of Ryanair and EasyJet(2020) Behar Villegas, Erick; Poljsak-Rosinski, Petra; bachelor thesis in Business Administration"Low-cost carriers have started to dominate the aviation industry since the beginning of 2000s. Growing concerns on ethical business practices forces companies to establish such programs towards their stakeholders and the environment. While having cost reduction strategy as a competitive advantage, how could LCCs adapt themselves without losing the market position? What do customers care most beyond the charming low prices? This study explores the corporate social responsibility applications of the low-cost airlines, particularly an analysis of Ryanair and EasyJet, and their impact on the customer opinion through conducting interviews with aviation customers. The results of this study are thoroughly analysed and extensively examined in the discussion part. The outcomes are expected to provide in-depth understanding on how low-cost airlines should approach socially responsible issues, considering the response of their customers."Item Restricted The impact of the spread of the coronavirus on the aviation industry : an analysis(2020) Ibragimov, Oleg; Behar Villegas, Erick; Poljsak-Rosinski, Petra; bachelor thesis in Business Administration"This paper gives an overview of the impact of the spread of the COVID-19 on the Aviation industry. It is concentrated explicitly on three airlines: Ryanair, Wizz Air, and EasyJet. The main focus is looking at the challenges the companies and their customers faced at three different times: beginning, peak, and end of the Coronavirus Crisis. It will give briefly give the overviews of those companies and define Crisis Management. Three cases of the companies and how they manage the situation with crisis and will look at their interaction with their customers at three different times. Template analysis and 4Ps will be applied to analyze the data and come up with the results, conclusions, recommendations. Keywords: Template analysis, 4Ps, Risk, Crisis, Crisis Management, the beginning, peak, and end of the Coronavirus crisis, EASA, COVID-19, Coronavirus Crisis, Ryanair, EasyJet, Wizz Air."Item Restricted The integration of business intelligence and technological tools in the managerial decision making process : a case study on BMW Group(2020) Artinger, Florian M; Mantel, Peter; bachelor thesis in Business Administration"In order to respond to the rapid changes in the business environment due to the rapid globalisation and technology development, organisations are asked to analyse and evaluate an elevated amount of information from multiple sources. In applying correct managerial decisions, suitable and efficient data gathering systems need to be integrated into the Decision-Making process within the organisational context. The concept of Business Intelligence aims to satisfy this necessity and support managers by improving the quality and understandability of information, which is then transformed into organisational knowledge. This paper focuses on the importance of Business Intelligence solutions for the managerial decisions and how modern decisions require an accurate information gathering support. An overview on the Decision-Making process will be provided, followed by a description of what is intended for 'Business Intelligence'. Successively, the different aspects of the Business Intelligence tool's composition and operations will be then analysed, along with its beneficial functionalities for data management and organisational performance. Other related data analytical concepts, such as Big Data, Competitive Intelligence and Artificial Intelligence are also included into the study. Moreover, a case study on BMW will report how BI softwares and Data Analysis systems are integrated within different departmental levels for a multinational automaker. Finally, the findings on the German automaker will show the application of a BI software by BMW dealers for data storage and reporting activities, the role of data analytics and AI systems into modern manufacturing facilities, the project of an autonomous driving system and the creation of a new datacenter."Item Restricted The role of sustainability in purchasing decisions of young consumers in the fashion industry : cases of H&M and Zara(2020) Saybak, Cansu; Behar Villegas, Erick; Poljsak-Rosinski, Petra; bachelor thesis in Business Administration"This thesis declares to cover the topic: 'the role of sustainability in purchasing decisions of young consumers in the fashion industry'. It aspires to have an unconventional and alternative informational source of H&M and Zara in connection to young consumers' decision-making processes. Being and behaving sustainable or unsustainable has an important impact on the environment. Variations of internal and external factors affect young consumers' purchasing decisions which have both positive and negative outcomes. A better awareness of the definition of sustainability can serve to influence different companies, consumers, and governments to conform to more positive social and environmental behaviours. Data was collected by published and unpublished raw sources. Keywords: Young Consumers, Decision-Making Process, H&M and Zara, Sustainability, Business Behaviour, Fast Fashion, Fair Fashion."Item Restricted Under the influence of #sponsored : the development of advertising to influencer marketing in regard to how this particular method is engaging targeted audiences in today's digital world(2019) Humphries, Georgia Mae; Lieb, Manfred G; Mantel, Peter; Faculty of Business Administration; Berlin International University of Applied Sciences"This paper highlights the necessity for fashion and lifestyle brands to adopt the modern digital world of marketing, including one of the forefront methods, influencer marketing. Beginning with an overview of the development advertising has seen to reach the point where influencer marketing has become one of the most effective ways to promote products and services to a targeted audience, the paper illustrates why brands should be engaging and investing in campaigns. The different forms of campaigns are then discussed with insights as to which are most beneficial for various business scenarios, followed by the four 4 M's of influencer marketing, offering a structure for companies to achieve optimum results. Common issues are brought up for which solutions are then provided later in the paper. Methodology subsequently covers strategies surrounding data collection and considerations. The results of the study are observed and reflected upon with critical analysis of the topic in the discussion section, which concludes the paper answering the question as to how this method is beneficial to brands wishing to directly engage their audience."