BI Theses

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A Case Study on Employee Wellbeing in a Cosmetic Company Avon in Serbia
(2022) Sara Gudžević; Hynes, Jennifer; Wagner, Evamaria; Faculty of Business Administration; Berlin International University of Applied Sciences
AI-GENERATED ABSTRACT: Abstract: This chapter provides an introduction to the thesis, highlighting the importance of leadership in employee wellbeing and the lack of research in this area, particularly in the cosmetics industry. AVON, a popular cosmetics brand in the Serbian market, is chosen as the case study to investigate the leadership factors that affect employee wellbeing. The chapter emphasizes the negative consequences of neglecting employee wellbeing, both on an individual and organizational level. It also discusses the specific context of Serbia, where burnout rates are high and legislative policies do not adequately address mental health issues in the workplace. The chapter concludes by outlining the objectives and structure of the thesis, which include a literature review, methodology, results, discussion, and recommendations. Keywords: Leadership, employee wellbeing, burnout, work engagement, cosmetics industry, AVON, Serbia
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A Case Study on Tesla's Competitive Positioning in the Electric Car Industry
(2023) Uğurcan Türe; Artinger, Florian; Colorado, Camilo; Faculty of Business Administration; Berlin International University of Applied Sciences
AI-GENERATED ABSTRACT: Abstract: The objective of this article is to provide a response to the question, "How competitive is Tesla in the electric car industry?" Electric vehicles have captured the interest of customers in today's world, where fossil fuels are avoided, and innovative energy sources are desired. Many firms entered the electric vehicle industry after Tesla pioneered it. In this increasingly competitive climate, achieving a durable competitive advantage is critical. Tesla's internal and external resources are investigated using three different frameworks in this thesis, and whether it has a competitive advantage is identified. The analyses revealed that the electric vehicle sector had an oligopolistic structure and is highly competitive. The integration of manufacturing facilities has been found to be essential in lowering car costs. Simultaneously, it has been discovered that the fact that consumers have more bargaining power than manufacturers influence the industry's profitability rate, and that consumers can choose other alternatives to electric automobiles. Considering all of this, Tesla's strong brand value, incorporation of advanced technology into its products, ownership of high-tech manufacturing facilities, and demonstrating a firm market position enabled it to maintain a long-lasting competitive advantage. Keywords: Tesla, electric vehicles, competitive advantage, automotive industry, oligopoly, manufacturing integration, consumer bargaining power, brand value, advanced technology, market position
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A comparative analysis of the eﬀectiveness of advertising on TikTok and Facebook for acquiring customers"
(2024) Lourd Nathan, Leucadio; Colorado, Camilo; Mantel, Peter; Faculty of Business Administration; Berlin International University of Applied Sciences
AUTHOR-SUPPLIED ABSTRACT: This study investigates the effects of COVID-19 on job retention and employee satisfaction, focusing on remote work models. It aims to examine trends in different national contexts, evaluate challenges in remote work settings, and recommend strategies to enhance job satisfaction and support employee well-being in the post- COVID era. The research employs a secondary qualitative research method, utilizing the research onion approach. It adopts interpretivism philosophy, an inductive approach, and an exploratory design. Data collection involves analysing pre-existing studies, including journals and articles, to gather insights on remote work, job retention, and employee satisfaction. The study reveals that remote work has significantly transformed the employment landscape, offering benefits such as improved work-life balance and increased productivity. However, challenges including communication difficulties, isolation, and maintaining corporate culture were identified. Different countries approached remote work variably, with some embracing it more readily than others. Technological advancements, particularly in video conferencing and cloud computing, played a crucial role in shaping the remote work environment. The research also highlights the importance of clear communication, providing appropriate tools, and involving employees in decision-making to enhance job satisfaction and retention in remote settings. The study concludes that while remote work offers numerous benefits, organizations must address its challenges to ensure employee satisfaction and retention. Implementing supportive policies, leveraging technology, and maintaining clear communication are key strategies for success in the evolving post-COVID work landscape. i JOB RETENTION AND SATISFACTION IN THE POST-COVID-19 ERA berlin Berlin International H H University of Applied Sciences international Salzufer 6, 10587 Berlin, Germany UNIVERSITY OF APPLIED SCIENCES
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A Comparative Sentiment Analysis of Airbnb Hosts and Barcelona Locals Amid Short-Term Rental Policy Reforms
(2025) Carlota Moya Lafuente; Prof. Dr. Hasan Koç; Data Science and Business (BA); Berlin International University of Applied Sciences
This thesis explores the impact of STRs, in particular Airbnbs, on socioeconomic and demographic variables in Barcelona. Both district-level and sentiment data are analyzed to compare concern gaps between Airbnb hosts and Barcelona residents. A mixed-methods approach with multiple regression models assess the effect of Airbnb listings (as of 2025) to foreign resident density, work location, rental prices, and other variables. This analysis is then complemented with a qualitative sentiment and LDA topic modelling of Airbnb host Reddit discussions, compared to 2024 local municipal survey results. The findings identify a stronger correlation between Airbnb listings and work location than to household prices. Additionally, demographic shifts are strongly associated with Airbnb presence in central districts. This study concludes that a major concern asymmetry is observed between directly affected users (Barcelona residents) and indirectly affected ones (hosts). As a result, a reconsideration of policy reforms and further qualitative research is suggested for the case-study of STR presence in Barcelona, Spain.
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A comparative study between Filipino and western culture and its implications for business practice
(2020) Behar Villegas, Erick; Poljsak-Rosinski, Petra; bachelor thesis in Business Administration
"This study looks into the differences between Filipino and Western cultures and their implications for business practice. It aims to (1) critically review the existing literature on intercultural competences as well as cross-cultural studies regarding the Philippines, (2) identify the key success factors of Western firms and expatriates conducting business in the Philippines, and (3) characterize the context of the Philippine setting for businesses. With this, a qualitative approach has been used with data extracted from in-depth interviews with both Filipinos and Westerners with experience working with Filipinos. Data was also collected from few reputable blogs in which template analysis was used to organize the data. Grounded theory was used as its methodology, but constant comparison with existing literature in cross-cultural management and institution-based view was also made. To conclude, possible issues were identified and recommendations were provided on how to manage it. The context of the Philippines as a business setting was also provided. Keywords: intercultural competence, intercultural communication, cross-cultural."
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A Comparative Study of East Asian & Western Design Principles and how it shapes their approach to emotional design
(2024) Guilfoyle, Yasmin Camille; Demovič, Barbora; Tibus, Alexander Christian; Faculty of Architecture and Design; Berlin International University of Applied Sciences
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A cross-cultural comparison of influencer marketing campaign strategy on Instagram between German and Indonesian influencer
(2020) Gunawan, Gloria Stephanie; Artinger, Florian M; Lieb, Manfred G; bachelor thesis in Business Administration
"Influencer marketing is a highly relevant topic in digital marketing worldwide. It has proven to efficiently gain awareness and drive sales, especially on social media like Instagram. This study explores the influencer marketing campaign strategy on Instagram, looking at influencer's side in two different countries: Germany and Indonesia. Starting with the introduction of influencer marketing, influencer's characteristics, and Instagram as the sole platform analyzed in this study; this paper compares the influencer marketing development and national cultures of the two countries. The national culture comparison in this paper is based upon Hofstede's six dimensions, which will be reflected later in a marketing context. Methodological approaches to answer the research questions are elaborated afterward. The implication of the results is later discussed along with the recommendation for future studies surrounding this topic. The conclusion is drawn to point out the differences and similarities between German and Indonesian influencers in their strategies to promote campaigns on Instagram."
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A curative atmosphere? : the effect of interior design on in-patient recovery in psychiatric facilities
(2020) Westerlund, Judith Cornelia; Ebert, Carola; Martín, Javier; bachelor thesis in Interior Design
"By bringing knowledge of the human psyche into design practice, the spaces within which we spend time may help to both prevent poor mental health, and also contribute to treating mental illness in a more efficient way than they do today. Hence, understanding mental illness and mental health may prove an important development within design, and design may also prove an invaluable tool in furthering the understanding of mental disorders. Through this thesis, it is sought to describe the atmospheric qualities which evidently play a pivotal role in therapeutic spaces by identifying specific characteristics of a curative atmosphere. These characteristics can inform design strategies which may be employed to design psychiatric hospitals in order to better support the treatments taking place within them. Such characteristics have been identified via a literature review of predominantly psychiatric journals, hence allowing psychology to inform design strategies. These, in turn, can positively impact the practice of psychotherapy by producing engaging therapeutic environments. By categorising the recurring themes in the reviewed literature, a comprehensive list or guide of integral aspects and design features contributing to a curative atmosphere can be compiled, which designers and stakeholders of therapeutic environments should consider in the design process of such spaces."
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A design proposal for the interior design of fashion shows : Raf Simons, Kraftwerk Berlin
(2018) Uyanik, Ceren; Martín, Javier; Pöğün-Zander, Yüksel; Faculty of Architecture and Design; Berlin International University of Applied Sciences
"The aim of the research is understanding of a fashion show design elements, through a deep research about the fashion design field from the past to the present. Furthermore, using different examples and case studies of different fashion shows, then last creating a fashion show with respect to all the research elements in design such as light, materials, story telling, music, and sitting areas for a fashion show of the brand Raf Simons in Berlin, the show is inspired by the city Berlin and the fashion show is a story telling of the city Berlin
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A new vision : how graphic design can help visually impaired people to make purchase decisions
(2020) Hillmann-Regett, Jan; Tibus, Alexander; bachelor thesis in Graphic Design
"With the rise of the internet and developing technologies, people with visual impairments had many more opportunities. Nevertheless, they are still facing many problems during their online shopping experience. Even though shopping online should encourage disabled people to be more independent and to be able to make their own purchase decisions, there are still gaps with the accessibility of numerous online shopping platforms. Many people are not aware enough yet that difficulties during the online shopping experience arise and how this affects visually impaired people's everyday lives. This thesis is, therefore, analyzing the current situation if and how accessible online shopping for visually impaired people is. It additionally examines the challenges of online shopping platforms by a qualitative study. Interviews with visually impaired people highlight insights, which reveal several complications and the gaps that appear during shopping online. It also clarifies how the decision-making purchasing process for visually impaired people works, compared to sighted consumers. Finally, an educational website that shares the results of this research is introduced to attract attention to the current problems in order to create awareness."
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A Qualitative Examination of Antecedents and Outcomes of Psychological Well-being at Work Amongst A sample of Active Duty and Veterans Within the US Army
(2023) Zhongthai Zhang; Hynes, Jennifer; Mantel, Peter; Faculty of Business Administration; Berlin International University of Applied Sciences
AI-GENERATED ABSTRACT: Abstract: To ensure optimal health and functioning ability for active-duty soldiers and veterans alike it is crucial to sustain their level of emotional and psychological wellbeing. Thus, this qualitative study seeks to explore how members of the US Army maintain such stability while on duty. The investigation will employ semi-structured interviews to capture positive/negative drivers (factors) influencing mental states while separating active-duty personnel from already retired veterans. The data from the interviews were analyzed using advanced qualitative research methods (narrative analysis) to uncover common themes and patterns among both active-duty personnel and veterans. Furthermore, the research focuses on protective factors like social support or personal character traits that facilitate resilient emotions in military members experiencing stressors within severe service environments. The findings of this study provide important insights into the factors that influence the psychological well-being of active-duty soldiers and veterans. Camaraderie and personal growth were identified as key factors that contribute to participants' emotional well-being. However, the study also uncovered challenges such as toxic leadership and difficulties experienced during the process of reintegrating into civilian society. These findings highlight the need for targeted interventions and improvements in leadership practices to effectively address these issues and promote psychological well-being. It is important to acknowledge that this study has limitations, including potential biases in interpreting narratives. Which could affect results derived from lived experiences rather than objective data. Despite these limitations, this research significantly adds to our understanding of the challenges faced by the active-duty personnel and veterans providing insights for policy improvements aimed at improving the quality of life for military personnel. Future research could benefit from larger sample sizes and incorporating quantitative methodologies to further strengthen programs designed to support military personnels psychological well-being. Keywords: psychological well-being, US Army, active-duty soldiers, veterans, qualitative study, narrative analysis, social support, resilience, military stressors, leadership practices
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A Qualitative Investigation of Needs Amongst Millennials and Generation Z Within the Social Media Marketing Industry : Lessons for Leadership
(2023) Celina von Eshen; Hynes, Jennifer; Villegas, Erick Behar; Faculty of Business Administration; Berlin International University of Applied Sciences
AI-GENERATED ABSTRACT: Abstract: The modern business arena is facing a myriad of challenges, prominently the retention of skilled employees amidst the ongoing "war of talent," with a significant percentage of the workforce experiencing job burnout and actively seeking new employment opportunities. The integration of Generation Z alongside Millennials represents a notable shift in the professional landscape, each bringing unique traits and motivations to the table, especially within the burgeoning domain of Social Media Marketing. This study aims to unravel the contrasting or aligning needs for power and achievement between these generations and elucidate the implications for leadership within the Social Media Marketing industry. Through a qualitative approach, employing a deductive thematic analysis, the investigation endeavors to answer three core questions concerning the significance of achievement and power to these generations and how leaders can support and meet their distinct needs. By comprehending and addressing the generational needs, organizations can foster a conducive work environment promoting collaboration, comprehension, and positive inter-generational relations, thus contributing to enhanced employee satisfaction, motivation, and reduced burnout, which are quintessential for gaining a competitive edge in today's dynamic business environment. Keywords: Generation Z, Millennials, Social Media Marketing, Employee Retention, Job Burnout, Leadership, Achievement, Power, Deductive Thematic Analysis, Inter-generational Collaboration
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A Review of Hemp’s Potential in Air Purification and Sustainability
(2025) Korkmaz, Sevket; Katharina, Lemke; Graphic Design and Visual Communication (BA); Berlin International University of Applied Sciences
The thesis is to guide a certain section of the Botanical Garden in Berlin due to the fact that cannabis or hemp absorbs carbon dioxide excessively, grows rapidly and is quite sustainable. This section is only made of hemp and the information area aims to show people how useful and sustainable hemp actually is, and in addition, the area where you can sit and relax allows you to spend time in nature and finally offers an environment where you can get away from the city and be completely in touch with nature with walking paths. Although hemp is used in many areas such as car parts, cream, food, paper and textile, its live use is very little. The thesis addresses this important detail and directs hemp to be used not only as a material but also as a living thing.. The fact that some areas in Berlin are close to the limit in air quality serves the purpose of this project. The main purpose of creating this area is that hemp absorbs more carbon dioxide than trees.
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A School Design for the Unknown Future : A System of Flexibility and Adaptability
(2022) Julia Hafez; Aquilar, Giorgia; Martín, Javier; Faculty of Architecture and Design; Berlin International University of Applied Sciences
AI-GENERATED ABSTRACT: Abstract: This thesis explores the concept of flexibility and adaptation in school buildings to understand how they adjust to change. The research aims to answer two main questions: how are school buildings subjected to change, and what role does interior design play in their adaptability? The study utilizes a qualitative methodology to examine the historical development of educational structures and collect data on change variables. The concept of flexibility and adaptability is defined and their benefits and implementation in interior spaces are explored. Four flexibility design projects are analyzed to showcase different approaches, and a design project created in relation to the research is also examined. The findings contribute to understanding the importance of flexibility in school buildings and the role of interior design in promoting adaptability. Keywords: School buildings, flexibility, adaptation, interior design, change, educational structures
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A Socio-cultural Approach to Interior Space in Co-housing to Enhance Social Interaction Between Residents of Different Age An
(2022) Jad Al Yousef; Starck, Adrian von; Faculty of Architecture and Design; Berlin International University of Applied Sciences
AI-GENERATED ABSTRACT: Abstract: This research focuses on exploring the role of interior architecture and design in achieving the social goals of co-housing. The study aims to provide a preliminary model of intergenerational and multicultural co-housing, emphasizing the importance of social interaction and shared facilities while maintaining privacy. The research questions examine how interior architecture can enhance social engagement in co-housing and identify shared facilities and activities that promote social interaction. The scope of the research is limited to the social aspects of co-housing from an interior architectural perspective, without considering economic or governance factors. The methodology involves qualitative research methods, including literature review, criteria definition, case studies, and comparison of projects. The findings are derived from selected academic resources, and the criteria are based on social characteristics and dimensions of co-housing. The case studies provide insights into the interior design of co-housing projects in Sweden, and the comparison helps evaluate the projects based on the defined criteria. The research aims to contribute to the development of a comprehensive co-housing model that enhances social interaction and meets the needs of diverse resident groups. Keywords: Co-housing, interior architecture, social interaction, shared facilities, case studies
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A Systematic Analysis of the Literature on Employee Psychological Well Being : Which Are the Variables That Have an Affect on It?
(2022) Kejsli Jaupi; Hynes, Jennifer; Koç, Hasan; Faculty of Business Administration; Berlin International University of Applied Sciences
AUTHOR-SUPPLIED ABSTRACT: Abstract: Nowadays organisations value their workers as one of the most important resources, however, the effects of globalisation and high competitiveness, rapid changes in the market needs have made organisation and the workplace environment very complicated to develop into. Each day work is becoming more and more demanding, and this has generated open-wide concern regarding different illnesses and impairments affecting humans who work (Prada-Ospina, 2019). Nowadays the majority of employees face impaired motivation, satisfaction and interest. Furthermore, the COVID19 pandemic added to this phenomenon by producing detrimental effects on the individual and organisational outcomes. The purpose of this thesis is to provide a general overview of the concept of employee psychological wellbeing during the years 2019-2022 and identify the variables that during this period have positively or negatively affected it. From the results obtained, it was possible to determine which are the variables that have affected employee psychological well being positively, and which ones have affected it negatively. The results can be later on used by organisations to establish programs tailored to the enhancement of employee psychological well being. Keywords: organisations, workers, globalisation, high competitiveness, market needs, workplace environment, work demands, illnesses, impairments, motivation, satisfaction, interest, COVID19 pandemic, individual outcomes, organisational outcomes, employee psychological wellbeing, variables, enhancement
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A Systematic Literature Review on Alternatives to the Shareholder Value Maximization Approach
(2023) Harish Sharma; Koç, Hasan; Mantel, Peter; Faculty of Business Administration; Berlin International University of Applied Sciences
AI-GENERATED ABSTRACT: Abstract: Maximizing shareholder value seeks to grow stockholder wealth by enhancing Company operations and making strategic decisions that benefit stockholders, the Company, and the business. This strategy promotes prudent management, transparency, and accountability. This concentrates on the evolution of the Shareholder-maximizing approach to corporate governance and its theoretical foundations, focusing on "shared value". Due to its extensive coverage across academic disciplines, Scopus is a crucial database for exploring new perspectives on corporate governance and management. This literature review encompasses Academic and professional publications from 2011 to the present, primarily utilizing academic articles sourced from Scopus. To ensure reliable results and a meaningful literature review significant research was included, while insignificant research was excluded. This study follows specific criteria for inclusion and exclusion to generate valuable insights into the research questions. After extracting data from Scopus, duplicate studies eliminated, and the data collected from the Scopus database by downloading a CSV file and selecting all pertinent information regarding shared value. Following data collection, Co-authorship Analysis based on countries, Co-occurrence Analysis based on keywords, and Bibliographic Coupling was conducted using VOS viewer software. Additionally, a trend analysis was performed in Excel to assess the potential scope of future publications. Addressing the first research question, the study examines the current relevance and usefulness of the Shareholder value maximization strategy. Trend analysis revealed that the number of articles written on this subject has increased over time. The statistics suggest a growing recognition of the shortcomings of the Shareholder-centric paradigm in dealing with intricate socio-economic and ecological problems. Addressing the second question, the concept of shared value, which benefits society and business, has garnered significant attention as a more holistic approach to decision-making that considers the interests of stakeholders. This approach aims to integrate economic strategies with social and environmental objectives. Keywords: Shareholder Value Maximization, Shared Value, Corporate Governance, Corporate Social Responsibility, Conscious Capitalism, Systematic Literature Review
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A systematic literature review on factors and outcomes of lonliness in the digital workplace
(2024) Kreye, Feline; Hynes, Jennifer; Koç, Hasan; Faculty of Business Administration; Berlin International University of Applied Sciences
AUTHOR-SUPPLIED ABSTRACT: Purpose — By examining the factors and impact of workplace loneliness in the digital context, this systematic literature review aims to unveil relationships of loneliness in modern work contexts. This shall help inform practical adaptations for organisations, that employ remote or hybrid knowledge workers and contribute to the extant literature of loneliness in modern forms of working. Methodology — A combined approach of the PRISMA framework and thematic analysis was applied for a systematic process that provides transparency over processes and potential biases. Findings — Several factors of workplace loneliness and outcomes in well-being, including mental health, job satisfaction, and job performance, relevant in the digital workplace were identified Originality/Contribution — By bringing together and analysing the recent literature on workplace loneliness, specifically in the digital workplace, this research contributes to the existing body of knowledge on workplace loneliness, specifically relevant to modern work forms, that have established since the start of the pandemic. Keywords — workplace loneliness, professional isolation, digital workplace, remote working, digital workplace loneliness factors and outcomes Acknowledgements: I want to thank my thesis advisor, professors and fellow students who have accompanied me throughout my studies at BI for helping me grow and enjoy my studies as much as I did
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A SYSTEMATIC LITERATURE REVIEW ON THE DRIVERS AND BARRIERS OF A CULTURE OF HEALTH: WHAT LESSONS CAN BE LEARNT FOR HR PROFESSIONALS?
(2025) Batoul Maghmouma; Prof. Dr. Jennifer Hynes; Prof. Dr. Despoina Glarou; Human Resource Management and Leadership (BA); Berlin International University of Applied Sciences
This thesis conducts a systematic literature review on the drivers and barriers of a Culture of Health (CoH) in the workplace and explores lessons for HR professionals. Using the PRISMA framework and thematic analysis, the research synthesises organisational, cultural, and leadership factors that influence employee well-being and organisational health. The findings identify leadership commitment, employee engagement, and supportive environments as key drivers of CoH, while toxic leadership, low engagement, unhealthy workplace culture, and diversity challenges emerge as significant barriers. The review highlights the central role of HR and leadership in shaping health-supportive organisational cultures through strategies such as wellness programmes, flexible work practices, and inclusive policies. Practical contributions include the importance of training leaders to model healthy behaviours, fostering open communication, and embedding well-being into HR strategy. Theoretically, the study integrates perspectives from human resource management, public health, and organisational psychology, framing CoH as a multidimensional construct. Future research directions emphasise the role of digital leadership, hybrid work structures, and HR interventions in sustaining health-oriented workplaces. Overall, the thesis underscores that prioritising employee well-being is both a strategic imperative and an ethical responsibility. By overcoming barriers and reinforcing drivers, HR professionals can create sustainable workplace cultures where health is integral to organisational success.
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A systematic literature review on the impact of water security on sustainable economic growth
(2024) Drobotov, Denys; Glarou, Despoina; Villegas, Erick Behar; Faculty of Business Administration; Berlin International University of Applied Sciences
AUTHOR-SUPPLIED ABSTRACT: The generative predefined transformers (GPTs) are becoming important in today's business having influence on various aspects of business. GPTs can process large volumes of unstructured text data. This thesis is aimed to analyze how business models based on GPT contribute to the financial health of companies. The main objective of the study is to define the impact of the applying of GPT technologies on different spheres of business such as Human resources, Customer interactions, financial analysis, Automatization and Marketing to understand how it impacts on key factors of financial health. Firstly, From the literature review was understood that GPT is already used in lots of companies for improving customer service by creating intelligent chatbots. Secondly, the key advantage is the ability to automate routine processes and tasks. Finally, it improves productivity by applying it in HR and marketing. Moreover, was defined that the effective use of GPT in business models can significantly improve the financial well-being of enterprises, ensuring their competitiveness and market stability in the modern business environment. However, despite the significant benefits, there are also risks associated with data confidentiality and ethical aspects of the use of AI. That’s why was mentioned to discuss these topics: • The role of GPTs in business. • Identification of the most popular GPTs integrated into the business model. • Analysis of business models that have successfully integrated GPT. • Possible risks of implementing the GPT in the business model. It is important to note that integration a GPT into business processes can lead to financial stability of the company and reduce amount of work did by departments for focusing on more important task