Publikationsserver der Fachhochschule des BFI Wien
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Generative Künstliche Intelligenz im Online Marketing : die Bedeutung des technologischen Fortschritts für Werbeagenturen
No full textMasterarbeit Wien, Fachhochschule des BFI Wien 202
Anwendungen und Auswirkungen von generativer künstlicher Intelligenz in Digitalagenturen
No full textIn recent years, generative AI has been rapidly integrated into a variety of industries, thereby effecting a transformation in the manner in which organizations approach creativity, automation, and innovation. This master's thesis is an investigation into the impact of generative AI within the digital agency sector, which is characterised by high levels of dynamism and innovation. These agencies, renowned for their pioneering work in design, marketing, and digital strategy, are particularly well-positioned to integrate AI technologies. The aim of this research is to examine the impact of the introduction and utilisation of generative AI on the operations, workflows and service offerings of digital agencies, as well as its broader implications for creativity and client relations. In order to fulfill the aforementioned objectives, the master's thesis employs a mixed-methods approach, combining an exhaustive literature review with qualitative data obtained through expert interviews. The literature review provides a theoretical foundation by analyzing existing research on the application of AI in creative and digital industries, while the interviews with industry professionals offer practical insights into the real-world usage and impact of generative AI tools. The results indicate that generative AI has already been widely adopted by digital agencies and plays an increasingly central role in their operations. It is used not only to enhance creative output but also to streamline processes, optimize campaigns, and develop innovative solutions for clients. The findings of the master's thesis indicate that generative AI has become a crucial component of the digital agency landscape. The perception of generative AI has shifted from that of a novel or experimental technology to a core component of the digital agency toolkit, with the capacity to markedly enhance efficiency and innovation capabilities. It is anticipated that the role of generative AI in digital agencies will continue to expand, with the technology becoming an integral component of both creative and operational processes. It is reasonable to posit that the influence of this technology will continue to grow, driving new forms of creativity and fundamentally altering the manner in which digital agencies deliver value to their clients.Masterarbeit Wien, Fachhochschule des BFI Wien 202
Einfluss konventioneller Maßnahmen der Europäischen Zentralbank auf Preisstabilität und Wirtschaftswachstum 2020-2022
No full textDiese Masterarbeit bietet eine eingehende makroökonomische Analyse der Geldpolitik der Europäischen Zentralbank von 2020 bis 2022. Unter Verwendung von Sekundärdaten untersucht sie kritisch die Strategien und Entscheidungen der Europäischen Zentralbank vor dem Hintergrund wichtiger wirtschaftstheoretischer Ansätze, wobei der Fokus auf deren Auswirkungen auf Inflation, Wirtschaftswachstum und Beschäftigung liegt. Die Forschung bedient sich einer Kombination aus qualitativer Inhaltsanalyse und quantitativen Methoden, um ein umfassendes Verständnis der Maßnahmen der Europäischen Zentralbank und deren Wirksamkeit bei der Bewältigung der wirtschaftlichen Herausforderungen dieses Zeitraums zu gewährleisten. Da die COVID-19-Pandemie ein neues Kapitel in der Geschichte darstellt, war es interessant, die Reaktionen und Ergebnisse in diesem Zeitraum zu analysieren. Unterschiedliche Gruppen befürworten modernere oder konventionellere Theorien der Geldpolitik. Deshalb müssen Entscheidungen von vielen Experten getroffen werden, wie es die Europäische Zentralbank ermöglicht. Die zentrale Forschungsfrage lautete: „Wie haben sich spezifische konventionelle Maßnahmen der Europäischen Zentralbank, wie z. B. Zinssatzentscheidungen zwischen 2020 und 2022 auf das Hauptziel der Preisstabilität und sekundäre Ziele wie Wirtschaftswachstum ausgewirkt?“. Daten zeigten, dass die Krise sehr schnell im Vergleich zu den Prognosen überwunden wurde. Die Europäische Zentralbank verfügte über eine sehr breite Palette von Gegenmaßnahmen. Ihr größtes Ziel ist die Gewährleistung der Preisstabilität. Das Wirtschaftswachstum wurde sofort angegangen und war nach einem Jahr wieder auf Kurs. Mit Ankaufprogrammen für Vermögenswerte und lukrativen Krediten gelang es, die Wirtschaft sehr schnell nach dem Einbruch aufgrund eines Rückgangs des privaten Verbrauchs zu beleben. Aufgrund der expansiven Geldpolitik und externer Schocks begann die Inflation über die Grenzen zu steigen. Die Europäische Zentralbank konnte die Inflation durch Straffung des Kreditmarktes und Anhebung der Zinssätze senken. Insgesamt haben die Maßnahmen gut funktioniert, um durch die Krise zu helfen, bargen aber auch das Risiko einer hohen Inflation, mit der wir uns jetzt auseinandersetzen müssen, um Stabilität und Wohlstand in der europäischen Wirtschaft zu erreichen und eine nachhaltigere Zukunft aufzubauen.This master’s thesis provides an in-depth macroeconomic analysis of the European Central Bank's monetary policies from 2020 to 2022. Utilizing secondary data, it critically examines the European Central Banks' strategies and decisions against the backdrop of major economic theories, focusing on their impact on inflation, economic growth, and employment. The research employs a combination of qualitative content analysis and quantitative methods, ensuring a comprehensive understanding of the European Central Banks' actions and their effectiveness in navigating the economic challenges of this period. Since the COVID-19 Pandemic is a new part of history it was interesting to analyse the reactions and results through this period. Different parties support more modern or conventional theories of money policy. That is the reason why decisions need to be made by many experts like the European Central Bank has to offer. The main research question was: “How have specific conventional European Central Bank actions, such as interest rate decisions between 2020 and 2022, affected the main objective of price stability and secondary objectives such as economic growth?”. Data showed that the crisis was conquered very fast in comparison to the predictions. The European Central Bank had a very broad list of countermeasures. Its biggest goal is to provide price stability. Economic growth was handled immediately and after one year it was back on track. With asset purchase programs and lucrative credits, it managed to grow the economy very fast after the collapse due to a decrease in private consumption. Because of the expansive monetary policy and external shocks, inflation has begun to rise over the limits. The European Central Bank managed to decrease inflation by tightening the credit market and raising the interest rate. Overall, the measures worked well to help through the crisis, but also risked a high inflation which we must deal with now to achieve stability and prosperity in the European economy and also build a more sustainable future.Masterarbeit Wien, Fachhochschule des BFI Wien 202
Perception of project managers on their role regarding sustainable development
No full textThis study explores how project managers see their role in sustainable development, including their influence on sustainability aspects, their responsibilities, and stakeholder expectations. The literature on sustainable project management, highlights how project managers can significantly impact sustainability in their projects and organisations. However, interviews with project managers in Austria and Germany indicate that many of them primarily see their main responsibility in completing projects on time and on budget, often placing sustainability as a lower priority. Because of limited resources, organisational structures and their formal responsibilities, they experience that their influence on sustainability aspects is very limited. Then again, the study also suggests that increased awareness could empower project managers to take on a more proactive role in driving sustainable development. All in all, the study points to a need for organisational support and training programs to support sustainable project management practices.Masterarbeit Wien, Fachhochschule des BFI Wien 202
Nachhaltige Finanzberichterstattung und IFRS : eine Analyse von Geschäftsmodellen und Unternehmensstrategien im Hinblick auf die ESG-Transformation, sowie des damit einhergehenden Berichtswesens mit besonderer Berücksichtigung der IFRS
No full textThis thesis examines the significant impact of the Environmental, Social, and Governance (ESG) transformation on business models, corporate strategy, and sustainability reporting, particularly in relation to International Financial Reporting Standards (IFRS). It explores the integration of ESG factors into business model elements, emphasizing how companies adapt their products and operations to meet increasing stakeholder expectations for sustainability. The paper highlights the challenges and opportunities companies face in aligning their business strategies with ESG principles, particularly in the context of regulatory pressures and evolving market demands. Furthermore, it provides an in-depth analysis of sustainability reporting, covering both Corporate Social Responsibility (CSR) and ESG reporting frameworks, and their implications for corporate transparency. Special attention is given to the European Sustainability Reporting Standards (ESRS) and the Corporate Sustainability Reporting Directive (CSRD), which have set new requirements for corporate disclosure regarding sustainability in Europe. The thesis also examines which IFRS standards are most capable of integrating sustainability aspects, with a focus on how these frameworks can align with ESG factors in financial reporting. The study concludes by reflecting on the critical role of transparent and accountable ESG reporting in building trust with investors and other stakeholders, ultimately contributing to long-term business success and sustainability.Masterarbeit Wien, Fachhochschule des BFI Wien 202
Tadition und Wandel : die Auswirkung der Digitalisierung durch Homeoffice auf die Unternehmens- und Führungskultur von österreichischen Medienunternehmen
No full textDiese Masterarbeit untersucht, wie Digitalisierung und die Zunahme von Homeoffice die Führungs- und Unternehmenskultur in österreichischen Medienunternehmen verändern. Angetrieben durch die COVID-19 Pandemie, navigieren diese Unternehmen durch ein neues Feld von Chancen und Herausforderungen. Dies erfordert sowohl eine Neubewertung von Arbeitspraktiken als auch von Führungsrollen.
Die Untersuchung basiert auf Interviews mit Führungskräften führender Medienunternehmen, darunter ORF, Sky Österreich, ATV und ServusTV, um die Auswirkungen dieser Veränderungen zu analysieren. Die Ergebnisse geben Einblick in die Anpassung an flexible Arbeitsmodelle und die Entwicklung neuer Kommunikationsstrategien. Darüber hinaus wird skizziert, wie sich Führungsstile anpassen müssen, um in neuen Arbeitsumgebungen erfolgreich zu sein.This master's thesis focuses on how digitalisation and the rise of homeoffice have transformed the leadership and corporate culture in Austrian media companies. Accelerated by the COVID-19 pandemic, these developments have brought opportunities as well as challenges, which have forced companies to rethink their work practices and the roles of executives.
Through interviews with executives from media companies such as ORF, Sky Austria, ServusTV and ATV the challenges and opportunities associated with these changes are being analysed.
The study shows how Austrian media companies are adapting to flexible work models, implementing new communication strategies, and redefining leadership to navigate new work environments. It provides insights into the current challenges and opportunities of the digital workplace and encourages further research about the long-term effects of these changes on work culture.Masterarbeit Wien, Fachhochschule des BFI Wien 202
Blockchain technology as a paradigm shift in banking and investment : perspective and adaptation among the Gen-Z in Slovakia and Austria
No full textThe view on traditional banking has been changing in recent years. With new technologies being introduced, this thesis focuses on Generation Z and their evolving relationship towards blockchain technology. By focusing on respondents from Slovakia and Austria a better understanding about the potential of blockchain being an alternative to traditional banking is examined. Generation Z being the digital generation focusing on efficiency, flexibility and digital integration which in theory positions blockchain as an adequate, though still challenging alternative. This study focuses on how familiar Generation Z is with blockchain, various factors that affect their thought process and confidence, and how financial literacy shape their attitudes towards blockchain based and traditional banking based systems.Masterarbeit Wien, Fachhochschule des BFI Wien 202
Generationenmanagement in österreichischen Unternehmen : Herausforderungen, Chancen und Strategien zur Optimierung des Wissens- und Kommunikationsmanagements
No full textThis thesis explores generational management within Austrian companies, focusing on the critical fields of knowledge management and communication. Given the growing age diversity in the workplace, effectively integrating various age groups has become a strategic necessity for Austrian companies. This study investigates the distinct challenges and opportunities presented by intergenerational collaboration and identifies practical management actions to optimize these dynamics. Methodologically, the research combines theoretical analysis with qualitative insights from expert interviews and the Fitness Check Digi+ demographic consulting program. Key findings reveal that structured communication and knowledge transfer mechanisms are essential for fostering a productive intergenerational workforce. Programs that promote mutual knowledge exchange, such as mentoring and digital coaching, emerged as effective strategies for bridging generational divides. Furthermore, the study highlights regional variations in the acceptance and implementation of generational management initiatives, underscoring the need for tailored approaches that address specific organizational and demographic contexts. These insights provide actionable recommendations for Austrian companies, emphasizing a balanced approach to leveraging the complementary strengths of different generations for sustained competitive advantage.Masterarbeit Wien, Fachhochschule des BFI Wien 202
The impact of organizational culture on virtual team performance in international project management
No full textDiese Arbeit untersucht die komplexen Auswirkungen der Organisationskultur auf die Effizienz virtueller Teams im globalen Projektmanagement im Rahmen eines zunehmend digitalen Arbeitsplatzes. Den Rahmen für die Untersuchung bildet die zunehmende Tendenz zu Fernarbeit und hybrider Arbeit unter Einsatz digitaler Technologien, die durch die COVID-19-Pandemie noch verstärkt wurde. Die Studie basiert auf der Deutschen Social Collaboration Studie 2023 der Technischen Universität Darmstadt, die die Wettbewerbsvorteile digitaler Arbeitsräume bei der Gewinnung von Top-Talenten und der Steigerung der Mitarbeiter:innenzufriedenheit hervorhebt. Die drei Hauptfragen, die in dieser Studie untersucht werden, sind, wie sich die Organisationskultur auf die Dynamik virtueller Teams auswirkt, wie sich kulturelle Unterschiede auf die Kommunikation und die Entscheidungsprozesse auswirken und welche Taktiken Organisationen anwenden können, um ihre Kultur für eine verbesserte Teamleistung in globalen Kontexten zu optimieren.
Die Methodik umfasst eine Literaturrecherche zu Organisationskultur und virtuellen Teams sowie eine anonyme Online-Umfrage zur quantitativen Analyse an einer breiten Stichprobe.
Die Ergebnisse betonen die Bedeutung konsistenter Kommunikation und Teamausrichtung, wobei gute Kommunikation allein nicht ausreicht, um die Teamleistung zu steigern. Organisatorische Unterstützung und kulturelle Intelligenz fördern den Teamerfolg, indem sie helfen, Missverständnisse zu vermeiden und produktive Zusammenarbeit zu ermöglichen. Verschiedene kulturelle Perspektiven verbessern die Entscheidungsfindung, erfordern aber proaktive Maßnahmen zur kulturellen Sensibilisierung. Besonders in virtuellen Teams ist Vertrauen entscheidend, das durch klare Kommunikationsstrukturen und Rückmeldungen gestärkt werden muss, um sprachliche und kulturelle Barrieren zu überwinden. Die Arbeit zeigt, dass vertrauensbildende Maßnahmen in virtuellen Umgebungen entscheidend sind und kontinuierlich unterstützt werden sollten.Masterarbeit Wien, Fachhochschule des BFI Wien 202
Mitarbeiterwahrnehmung Mitarbeiterinnenwahrnehmung
No full textThe present study analyzes the relationship between HR employees' perceptions of their leaders' personality and authenticity along with how these perceptions influence their affective commitment within organizations in the DACH region. A comprehensive literature review was conducted, exploring the dimensions of authentic leadership and organizational commitment. The Big Five personality traits were also discussed as a relevant framework for understanding how leadership authenticity is perceived and how affective commitment is influenced.
The empirical study employed a quantitative approach, utilizing a sample of 233 HR employees. Measures of perceived leader personality and authenticity, as well as the affective commitment of employees, were conducted through an online survey. The analyses followed a linear regression approach, aiming to explain the relationships between these variables. Using several linear regression analyses, the study demonstrated that affective commitment is significantly predicted by employees' perceptions of their leaders' authenticity, particularly when leaders exhibit traits such as extraversion, agreeableness, conscientiousness, and openness. In contrast, neuroticism negatively impacts the perception of authentic leadership. The analysis of this study enabled the testing of 15 hypotheses.
These insights provide valuable recommendations for organizations to enhance employee commitment by fostering the personality and authenticity of their leaders, thereby contributing to long-term organizational stability. This research offers significant implications for leadership development, emphasizing the role of personality and authenticity in cultivating a committed workforce.Masterarbeit Wien, Fachhochschule des BFI Wien 202