Pauw, Jan-Valentin R.
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Item-typ:Veröffentlichung, Analysing and Comparing Colombia’s and Panama’s Branding Strategies: A Critical Appraisal of the Competition between Nations in the Context of Current Global Challenges.(2022-07-28); Due to the globalization a new challenge arose: Countries compete for investment, tour-ism and trade. To attract foreign investors, attract international tourists and to sell ex-ports, countries actively try to influence their image abroad by developing nation brand-ing strategies. Panama and Colombia have both experienced strong economic growth before the COVID-19 pandemic and became increasingly attractive. This research devel-ops strategies for both countries to create a positive national image and to successfully attract investment, trade and tourism. Furthermore, major differences and similarities between Colombia and Panama and their unique strengths and weaknesses, concerning the countries’ competitiveness and current branding practices are identified. To assess attractiveness (a key driver of competitiveness), the macroeconomic environment, cur-rent performance and conditions, findings from the Competitiveness Index are analysed. Additionally, the Nation Brand Equity Model by Dinnie and the Diamond Model by Porter are applied to the countries. Current nation branding practices are examined by analys-ing the organizations responsible for the attraction of trade, investment and tourism and their missions, visions, objectives, slogans, logos and webpages. To quantify both coun-tries’ attractiveness, a scoring model is developed, highlighting strengths, weaknesses and differences. Nation branding strategies are evaluated according to major strengths and weaknesses as well as clarity, competitiveness, coherence and credibility. The scor-ing model shows that both countries are similar with regard to many factors. Neverthe-less, Panama is, according to the selected criteria, slightly more attractive. On the other hand, Colombia’s nation branding approach demonstrates more strengths in comparison to Panama’s. Finally, recommendations for action are given to the governments and to the promotional organizations of both countries. In this context, the concept of compet-itiveness, in respect to global challenges is critically evaluated. Theoretical concepts from Nalebuff, Brandenburger and Anholt show that collaborative actions can have a positive impact on national images and that even in a competitive environment, countries can profit from cooperation.Abschlussarbeit455 294 - Some of the metrics are blocked by yourconsent settings
Item-typ:Veröffentlichung, Fehlende Geschlechtervielfalt in Führungspositionen und ihre Auswirkungen auf die Unternehmensleistung(2023-08-31); Im Rahmen der Arbeit ist das Ziel der vorliegenden Forschung herauszufinden, inwiefern sich das Fehlen von Geschlechtervielfalt in Führungspositionen auf die Unternehmensleistung auswirkt. Des Weiteren sollen gegenwärtige Herausforderungen identifiziert und geeignete Maßnahmen zur Überwindung dieser Herausforderungen erforscht werden. Abschließend soll die Forschung einen geeigneten Leitfaden entwickeln. Dieser soll die wichtigsten Maßnahmen für eine Implementierung von Geschlechtervielfalt in Unternehmen darstellen. Um den Zweck, einer erfolgreichen Implementierung sicherzustellen.Abschlussarbeit421 673 - Some of the metrics are blocked by yourconsent settings
Item-typ:Veröffentlichung, The application of Chatbot Technology in Online Shopper Marketing of the German Fashion Industry(2022-09-08); Since the internet has gained importance as a business platform, the world has seen an influx of ideas and new online tools. Internet as well as digitalisation have significantly altered the business landscape in many industries. One of the new tools that has been entering the market for several years now is the chatbot. The possibilities of chatbot technology are already quite well recognised in terms of its use as a service bot that answers simple recurring questions. However, for shopper marketing it is still a very new and hardly explored technology. The aim of this bachelor thesis is to assess the possibilities of chatbot technology in online shopper marketing. The fashion industry has been chosen as the target market for this research. For this purpose, an insight into the fashion industry is first given. In the course of this, it will be explained why online shopper marketing has gained such an importance for the fashion industry in recent years, as well as what activities are included in it. In this context the chatbot solution will be introduced. It will be dealt with the question how to maximise the utilisation of chatbot technology in order to improve online shopper marketing. In the course of this work, a survey will be conducted to clarify the acceptance of Germans towards chatbot technology as well as desired chatbot characteristics. The conclusion will provide guidance on how a chatbot should look like in the German fashion market and can be used by companies as a reference for the implementation of chatbot technology.Abschlussarbeit471 279