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Wirtschaft und Management : Schriftenreihe zur wirtschaftswissenschaftlichen Forschung und Praxis / Die Akzeptanz von auf künstlicher Intelligenz basierten Recruiting Tools durch HR-Manager:innen
No full textZunehmend kommen im Personalwesen Tools unter Verwendung künstlicher Intelligenz zum Einsatz. Dies sind vorrangig Expert Systems und prädiktive Modelle, die in der Bewertung von Bewerbungen zum Einsatz kommen, außerdem werden zunehmend Natural Language Processing und Image und Video Processing angewendet. Diesen Tools wird, nicht zuletzt aufgrund von Medienberichten zu diskriminierenden Werkzeugen, von HR-Praktiker:innen ein hoher Grad an Skepsis entgegengebracht. Das Ziel dieses Beitrags ist, eine kritische Reflexion des bisherigen Forschungsstands zur Akzeptanz von KI-basierten Recruiting Tools zu präsentieren, mögliche Modelle vorzustellen und in Folge ein theoretisches Modell als Grundlage für weitere, empirische Forschung zu präsentieren. Folglich werden in diesem Beitrag zwei häufig verwendete Modelle zur Erklärung der Verhaltensabsichten bei der Nutzung von KI- basierten Tools bzw. e-HRM-Tools vorgestellt. Diese Modelle, das Technologieakzeptanzmodell und das Modell der einheitlichen Theorie der Technologieakzeptanz, wurden in einer Reihe von Studien erfolgreich angewendet und weiterentwickelt. Daneben gibt es jedoch auch eine Reihe anderer Faktoren, die als Prädiktoren für die Absicht, KI-basierte Tools in anderen Kontexten zu nutzen, untersucht wurden. Dazu gehören die berufliche Identität, die Technologiebereitschaft und die wahrgenommene Bedrohung des eigenen Fachwissens durch KI-basierte Werkzeuge. Auf der Grundlage der bestehenden Modelle und dieser zusätzlichen Faktoren wird in diesem Beitrag ein integratives Modell für die Akzeptanz von auf künstlicher Intelligenz basierenden Rekrutierungstools durch Personalmanager:innen vorgeschlagen.
Dieses Paper entstand im Rahmen des Stadt Wien Kompetenzteams „New Work-New Business“, das durch die MA 23 der Stadt Wien finanziell gefördert wird.Tools using artificial intelligence are increasingly deployed in personnel management. Primarily expert systems and predictive modelling are employed in the evaluation of job candidates, but also Natural Language Processing and Image and Video Processing are utilized in growing number. HR practitioners view these tools with a high degree of skepticism, not least due to media reports on discriminatory tools. This paper aims to present a critical reflection of the current state of research on the acceptance of AI-based recruiting tools, to introduce possible models, and subsequently to present a theoretical model as a basis for further empirical research. As such, the paper describes two frequently used models for explaining behavioral intent to using AI-based tools and e-HRM tools, respectively. These models, the technology acceptance model and the unified theory of technology acceptance model, have successfully been applied and further developed in a number of studies. Next to these models, however, various other factors have also been explored as predictors of behavioral intent to use AI-based tools in other contexts. These other factors include professional identity, technology readiness, and the perceived threat AI-based tools pose for one’s professional expertise. Based on the existing models and these additional factors, this paper proposes an integrative model for the acceptance of artificial intelligence-based recruiting tools by HR managers.Magistratsabteilung 23, Wirtschaft, Arbeit und Statistik Call 24-13 Kompetenzteam „New Work-New Business
The relationship among money supply and real estate price levels
No full textThe main aim of this paper is to explore the relationship that connects the mechanism of money creation and hence the supply of money with the residential real estate price levels in the cities of Vienna and London.
The peculiarities that characterize the real estate market and make it very different from every other market are two and very well known. First, the real estate market is highly leveraged and hence susceptible to changes in base interest rate. Secondly, a real estate unit can be seen both as a primary need (in the case of residential real estate) and as an investment.
In the next pages, the mechanism of debt (and money) creation will be analyzed and connected to the real estate market.
The housing market of London and Vienna will be examined and a framework that will investigate and explain the huge growth of real estate price level in those markets will be created.Masterarbeit Wien, Fachhochschule des BFI Wien 202
Herausforderungen der Digitalisierung für österreichische HR-Abteilungen : welche Vor- und Nachteile birgt der Trend zur Digitalisierung hinsichtlich produktiver Erfüllung der HR-Aufgaben aus unternehmerischer Sicht?
No full textZiel:
Die Ziele dieser Masterarbeit waren (1) die Herausforderungen der Digitalisierung für österreichische Personalabteilungen zu evaluieren, (2) die Vor- und Nachteile des Digitalisierungstrends in Hinblick auf die produktive Erfüllung von HR-Aufgaben aus der betriebswirtschaftlichen Sicht herauszufinden, (3) bereits erfolgreich digitalisierte Schritte und Prozesse im HR zu analysieren, (4) weitere Erwartungen der HR-Verantwortlichen an die Digitalisierung zu ermitteln, um die Effizienz von HR-Aufgaben zu steigern und (5) zukünftige Verbesserungspotenziale zu erfassen.
Methodisches Design:
Für die Recherche des theoretischen Teils wurden Bücher und wissenschaftliche Artikel verwendet. Für den empirischen Teil wurde eine qualitative Forschungsmethode durchgeführt. Es wurden sechs Experteninterviews geführt (ein Recruiting- und Onboarding-Spezialist, eine HR-Business-Partnerin, ein Mitglied des Kompetenzteams ,New Work – New Business‘ und Lektor, eine HR-Prozess- und Projektmanagerin, eine Abteilungsleiterin und Lektorin, und ein Personalleiter) aus verschiedenen österreichischen Branchen.
Ergebnisse:
Dabei zeigte sich, dass insbesondere Corona den Digitalisierungsprozess in vielen österreichischen Personalabteilungen vorangetrieben hat. Dennoch ist Österreich im Gegensatz zu anderen Ländern, wie Amerika, Dubai, Rumänien, Deutschland oder der Schweiz generell noch etwas unterentwickelt in Sachen Digitalisierung. Zusammenfassend sind die wesentlichen Vorteile der Digitalisierung die Beschleunigung von Arbeitsabläufen, die entstehende Transparenz, geringere Fehlerquote, der Wegfall von Papier und die geringere Subjektivität durch digitale Prozesse, die Wahrnehmungs- und Beurteilungsfehler vermeidet. Abgesehen davon sind die gravierendsten Nachteile die kostspieligen und zeitaufwändigen Einführungsphasen, der damit verbundene Schulungsaufwand sowie der Termin- und Zeitdruck, das fehlende Einfühlungsvermögen digitaler Tools und die Angst der Mitarbeiter/innen, durch Automatisierungsprozesse ersetzt zu werden. Die höchsten Erwartungen der Expert/innen sind die Anpassung des österreichischen Gesetzes an die Digitalisierung, eine angemessene Ausbildung und die Gestaltung kompatibler digitaler Systeme. Dennoch bestehen die größten Herausforderungen darin, zwischen jüngeren und älteren Mitarbeiter/innen eine gemeinsame Unternehmenskultur zu schaffen, neue Perspektiven zuzulassen und sich vom traditionellen Rollenbild der HR zu lösen. Verbesserungspotenzial wird in der Einbindung aller betroffenen Mitarbeiter/innen in die Planungs- und Evaluierungsphase der Digitalisierungsprozesse gesehen. Zukünftiges Potenzial wird auch darin gesehen, die Sprache der jungen Generationen zu erlernen, das eigene Employer Branding anzupassen und einen professionellen Medienauftritt zu betreiben.Purpose:
The aims of this master’s thesis were (1) to evaluate the challenges of digitalization for Austrian HR departments, (2) to find out the advantages and disadvantages of the trend towards digitalization with regard to the productive fulfillment of HR tasks from a business perspective, (3) to analyze steps and processes that have already been successfully digitalized in HR, (4) to discover further expectations of HR managers towards digitalization in order to increase the efficiency of HR tasks and (5) to research future potential for improvement.
Methodical design:
For the research of the theoretical part books and scientific journals were used. For the empirical part a qualitative research method was conducted. There have been six interviews with experts (a Recruiting and Onboarding Specialist, an HR Business Partner, a Member of the Competence Team ,New Work – New Business’ and Lecturer, an HR Process and Project Manager, a Head of Department and Lecturer, and a Head of Human Resources) from different Austrian sectors.
Results:
It was found that Corona in particular has driven the digitalization process in many Austrian HR departments. Nevertheless, Austria is generally still a little underdeveloped regarding digitalization in contrast to other countries such as America, Dubai, Romania, Germany or Switzerland. In summary, the most significant advantages of digitalization are the acceleration of work processes, the arising transparency, lower error rate, the elimination of paper and the lower subjectivity due to digital processes, which avoids errors in perception and assessment. Apart from that, the most significant disadvantages are the costly and time-consuming implementation phases, the associated training and education effort as well as the deadline and time pressure, the lack of empathy of digital tools and the employee’s fear of being replaced by automation processes. The expert’s highest expectations are the adaption of the Austrian law towards digitalization, proper training and the design of more compatible digital systems. Nevertheless, the biggest challenges are creating a common corporate culture between younger and older employees, allowing new perspectives and breaking away from the traditional role model of HR. Potential for improvement is seen in the involvement of all affected employees into the planning and evaluation phases of the digitalization processes. Also, future potential is seen in the fact to learn the language of the young generations, to adapt the own employer branding and to pursue a professional media presence.Masterarbeit Wien, Fachhochschule des BFI Wien 202
Vom Start-up zum KMU : Ist-Stand – Veränderung – Ausblick am Beispiel der ENPULSION GmbH
No full textThis master thesis examines the current status and the change of the high-tech start-up ENPULSION GmbH in the field of organizational development.
The author of the thesis has been actively involved in the development process of the company since its foundation in 2016 and reflects on selected situations in the context of intervention research.
The central research question of this thesis, which interventions have been set since the foundation of the company and with which goal, is not a narrowly defined question. It is much more the framework for the analysis, based on the results of the experienced and designed development process. The most relevant interventions - from the author's perspective - that had the greatest impact in terms of changing structures and roles in the company were selected. The basis for this was the logbook kept by the author since the beginning of his work at ENPULSION, in which interventions, events and important observations were documented parallel to the organizational development process.
The analysis of the selected interventions clearly shows that they were individual steps, adapted to the needs of the system/organization ENPULSION. These interventions each pursued a specific goal and did not serve to entertain the team members, but had a purpose/meaning that provided clarity regarding the fulfillment of the end result. In the spirit of Kotter, the set interventions did not just fall from the sky, but emerged out of urgency.
The central, generally valid conclusion for designing successful change - especially in the sense of setting interventions - is the indispensable, individual examination of a company. If organizational development is understood as a driving element of change that should actually make a difference and not just as a description of the past.Masterarbeit Wien, Fachhochschule des BFI Wien 202
Social Media Marketing für Sportvereine : eine Analyse anhand von Sportorganisationen im DACH Raum
No full textIn today’s world social media is playing an increasingly significant part. Almost every person and company is registered on social media. The aim of this master thesis is to analyse and determine which content and platform work best for HC FIVERS WAT Margareten and their image. Another important topic in this thesis is paid media.
In general, it can be said that the study used a qualitative research method. First of all, the thesis is initiated with a theoretical input to introduce the reader to the topic. Furthermore, in the empirical input various clubs were examined. Based on this analysis four social media manager from sports organisations in the DACH region have been interviewed.
Taking everything into consideration, the outcome is that Facebook, Instagram, Twitter, LinkedIn and TikTok should be used to reach innumerable target groups on social media. Experts estimate that the future belongs to the platforms Instagram and TikTok, due to the youngest target group. The younger generation cannot be achieved on Facebook, because these days younger people avoid using Facebook and the users are becoming older. LinkedIn should be used for B2B topics. Moreover, Twitter is a news channel where you can publish as much as you want. Another aspect to bear in mind is that video content will be more crucial in the future, though the production of qualitative video content takes a lot of time and effort. Images are the common content on social media platforms. Additionally, paid advertising on social media is especially relevant for sales products like ticketing or merchandising. In summary of all interviews, it can be said, that advertising plays especially a main role on Facebook or Instagram.Masterarbeit Wien, Fachhochschule des BFI Wien 202
Einfluss der digitalen Transformation auf den Vertrieb von Versicherungslösungen innerhalb der österreichischen Versicherungsbranche
No full textDie gegenständliche Masterarbeit beschäftigt sich mit dem Thema „Einfluss der digitalen Transformation auf den Vertrieb von Versicherungslösungen innerhalb der österreichischen Versicherungsbranche“. Aufgrund des Zeitpunktes, zu dem gegenständliche Arbeit verfasst wurde, wurde zusätzlich der Einfluss von Corona und den damit verbundenen Lockdowns auf den persönlichen Kundenkontakt untersucht und eruiert, ob der persönliche Kundenkontakt an Bedeutung verloren hat und ob dieser gegebenenfalls weiter an Bedeutung verlieren wird. Ebenso wurde untersucht, ob die Bereitschaft, Versicherungen zukünftig verstärkt online abzuschließen, gestiegen ist. In einem ersten Schritt der Arbeit erfolgt eine Begriffsdefinition sowie die theoretische Erläuterung von „modernen“ Technologien.
In einem weiteren Schritt wird Sekundärforschung rund um das Thema digitale Zukunft in der Versicherungsbranche gesichtet, anschließend folgt die Primärforschung. Auf Basis von standardisierten Fragebögen (einerseits wurden direkt Endkunden des österreichischen Versicherungsmarktes befragt, andererseits wurden Vertriebsmitarbeiter stellvertretend für Kunden ohne Internetzugang befragt), welche über soziale Medien verteilt wurden, soll die zukünftige Erwartungshaltung an den Verkaufsprozess und an die Kundenbetreuung erhoben werden. Auf Basis der Ergebnisse werden exemplarische Use-Cases sowie Handlungsempfehlungen für Entscheidungsträger von Versicherungsunternehmen erstellt, um am Markt langfristig konkurrenzfähig bleiben zu können sowie die Erwartungshaltung der Kunden bestmöglich zu erfüllen.Masterarbeit Wien, Fachhochschule des BFI Wien 202
Community Marketing : die strategische Bedeutung von Online Communities für Unternehmen
No full textThe thesis of this paper examines the strategic importance of online communities for business known as Community Marketing. Starting with a definition of online communities, this study continues to explore their origins, characteristics, different types, and media channels. In addition, this master thesis will focus on approaching the term Community Marketing by identifying its mode of action, key to success, performance measurement and the challenges that can be faced. Due to the important role that online communities take in today’s society, particularly so-called consumer communities can be turned into profitable business assets for marketing purposes by extending customer reach as well as increasing sales, customer satisfaction and loyalty.
Furthermore, a detailed analysis of case studies is going to be applied to demonstrate two best practice examples for successful Community Marketing. For this purpose, the toy manufacturer LEGO with its online platform LEGO IDEAS and the online community of the multinational beauty retailer Sephora will serve as detailed case studies by depicting their modus operandi. Lastly, two worst practice examples are going to demonstrate how easily negligence in Community Marketing can turn into negative leverage for a company. This will occur through the examples of the frozen pizza brand DiGiorno and the e-commerce company for swimwear Sunny Co. Clothing.
The results of this study indicate the strategic importance of Community Marketing for business. The case studies show how improving and increasing customer satisfaction and loyalty through Community Marketing affects business performances positively. Consumer communities support customers in developing a communal spirit by sharing and exchanging information, providing mutual support and entertainment to each other. This allows the company to interact directly with their (potential) customers and more importantly, to gain fundamental data on their target group which can be used for improving own and developing future products and / or services.Studiengang laut Titelblatt "MBA Digital Marketing & Data Management", tatsächlicher Abschluss MBA Online Marketing.Masterarbeit Wien, Fachhochschule des BFI Wien 202
Die Digitale Transformation in Städten und Gemeinden : Entwicklung einer Methode zur Evaluierung des digitalen Reifegrades von Stadt- und Gemeindeverwaltungen
No full textNew digital technologies are developing very rapidly and the last few years have shown that these changes do not only affect individual areas of our lives.
The digital transformation challenges business enterprises, private households but also public administration institutions.
City and municipal administrations are particularly challenged, as the next changes, such as smart city concepts, have already appeared on the horizon.
This change cannot only be managed by the application of new technologies. Administrative institutions must be restructured in many areas. Processes need to be rethought. Structures need also to be adapted. New forms of internal and external communication are essential. Very extensive changes have to be initiated and coordinated holistically.
Many communities ask themselves how to manage the tasks ahead appropriate. Where to start and how to proceed? These and other questions are currently on the mind of a large number of those responsible in the field of public administration.
The following work is about answering these questions.
For this purpose, the current environment will be examined first. Based on this consideration, the potentials are highlighted at the beginning and afterwards explained by using best practice examples.
Furthermore, this paper deals with the advantages and disadvantages of existing models for assessing digital maturity.
Based on these findings, the specification, creation and pre-testing of the maturity model MAMM (Municipal Administration Maturity Model) was carried out. The city and municipal administrations should consequently be enabled not only to survey their own status, but also to derive or continue a strategy based on the findings.
The findings from the pre-testing were analysed specifically for the participants. A concluding analysis of those findings that apply to all participants and the resultant recommended actions (incl. discussion) complete the observations.
Special thanks go to the participating administrations, as only their contributions made a practical discussion possible.Masterarbeit Wien, Fachhochschule des BFI Wien 202
US fintechs and envrionmental sustainability
No full textPurpose: First, this research paper seeks to provide a brief understanding and explanation of sustainability and its categories. Second, it provides theoretical insights on FinTechs and views on the categorization of FinTech services. Furthermore, it identifies few ways on how FinTechs can contribute to environmental sustainability. Lastly, via an empirical analysis, it evaluates different categories of US FinTechs in terms of their contribution to environmental sustainability.
Design/methodology/approach: A literature research is conducted based on highquality journal articles, books, and reports in sustainability and finance. This literature review provides theoretical insights on sustainability and FinTechs. In addition, it identifies few ways on how FinTechs can contribute to environmental sustainability. The empirical part of the paper consists of a case study analysis on 293 US FinTechs and the contribution of these companies to environmentally SD.
Findings: This thesis concludes that FinTech companies have great potential to contribute to environmental sustainability. However, it is not easy to identify these FinTechs or the types of solutions they provide to contribute to environmentally SD.
Originality/value: This paper contributes to the existing literature in different ways. First, it provides insights on sustainability and different classifications of the term. Second, it analyzes the evolution of FinTechs and provides different views on the categories of these companies. In addition, it presents an overview of the FinTech industry in the United States. Lastly, via a practical analysis, it identifies different ways that FinTechs can contribute to environmental sustainability.
Practical implications: Entrepreneurs, Investors, Students.Masterarbeit Wien, Fachhochschule des BFI Wien 202
Die Bedeutung des Decentralized Finance für die Zukunft des österreichischen Bank- und Finanzwesens
No full textWhich are the challenges that the expanding DeFi Ecosystem is laying at the doorsteps of Austria's banking system? This is the research question of this master's thesis. The investigation of this research question is conducted by way of the mixed-method ap- proach which lends itself to the analysis of complex research questions in the social sciences. A core element of the investigation is the analysis of five interviews with experts from Austria's financial sector. In the course of the investigation, it becomes apparent that due to regularly constraints Austria's banks are currently not proactively preparing for a confrontation with the rising DeFi Ecosystem. It also appears to be the case that as a rule Austria's banks do not possess a solid in-house expertise on the blockchain technology. For the immediate future this means that Austria's banks are tasked with the job of lobbying for a more favorable regularly environment that allows them to truly engage with and experiment with the services that the DeFi Ecosystem is offering. Regarding the mid- to long-term challenges for Austria's banks it is con- cluded that the transformative force of digitalization makes it likely that banks as an institution – and that includes Austria's banks – will have to reinvent themselves in the upcoming age of the Internet of Things.Masterarbeit Wien, Fachhochschule des BFI Wien 202