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Artifizierung des Luxus : eine kritische Analyse von Einflussfaktoren und Instrumenten von Kunst im Luxusmarkenmarketing
No full textThe central aim of this master thesis is to identify and analyse how luxury brands grow and yet remain exclusive. The objective is to investigate whether the integration of art, the collaboration with artists, the implementation of experiential strategies with a focus on elegant sales spaces and extraordinary shows embedded in the strategic concept of a luxury brand lead to a competitive advantage and sustainable value creation for luxury brands.
In addition, the question of how the prosperity of a luxury brand influences the variables affecting its success through its conjunction with art is addressed, along with the fundamental statements that can be derived from these answers. Based on the current literature, the following research questions arise, which consist of one main question and two sub-questions: What special marketing tools can luxury brand companies uti- lize to link their luxury brand with art? What goals do luxury brand companies pursue when combining art with luxury brands and liaising with artists? On which influencing variables does the combination of luxury brands with art have an impact?
In order to answer these research questions, the theoretical framework was analysed and in a next step a qualitative content analysis according to Mayring was conducted by using expert interviews with five professionals in the field of luxury brand management.
The findings of the research are as follows: The fundamental marketing instruments such as product, distribution, assortment and pricing policy as well as communication policy are still considered as important instruments. In addition, the use of above-the- line advertising such as print and outdoor advertising as well as below-the-line adver- tising such as art fairs, events, PR and sponsoring are of decisive importance. In order to achieve the goal of successfully handling art cooperations, limited editions of indi- vidual products are distributed, which additionally underline the brand value in their artistic uniqueness. Another goal is to increase the reputation and popularity of a brand with the help of artists. Furthermore, the integration of art is intended to differentiate a company from the competition; free PR also represents a side effect. As with every retail company, customer centricity is a central factor in the luxury industry and has a significant impact on the success of a company. The employees, their motivation, their training and further education play an essential role. Their knowledge of contemporary art collaborations is a key factor for the prosperity of a company. An additional influencing variable is the Internet with its interactive possibilities. Visualizations of exquisite products, in which, for example, designers are involved, are a further determinant for the success of a company. The way in which art objects are effectively presented in stores is also significant.
The present study shows limitations; hence it is difficult to examine the effectiveness of individual variables in relation to art and the luxury sector in isolation.Wien, Fachhochschule des BFI Wien, Masterarb., 202
Working paper series by the University of Applied Sciences bfi Vienna / Dokumentation des Teaching Labs zum Lehrveranstaltungstyp Projektarbeit
No full textDie vorliegende Arbeit ist die Dokumentation des Konzepts eines Teaching Labs, durchgeführt im Rahmen des von der Magistratsabteilung (MA) 23 geförderten Projekts Innovative Didaktik. Die konkret bearbeitete Lehrveranstaltung Projektarbeit Maschinen- und Anlagenbau (Projektarbeit MuA) ist Teil des Bachelorstudiengangs Technisches Vertriebsmanagement (TVM) der Fachhochschule des BFI Wien und findet jeweils im fünften von insgesamt sechs Semestern statt.
Das Ziel dieses Teaching Labs ist es, mit Hilfe einer innovativen Didaktik einerseits den Transfer von Inhalten zu verbessern und andererseits durch die Form der Vermittlung, eine Emanzipation der Studierenden zu ermöglichen. Da im hier beschriebenen Teaching Lab auf den emanzipatorischen Aspekt das Augenmerk gelegt wird, wird in Folge die Bezeichnung innovative emanzipatorische Didaktik verwendet. Der Entwurf des hier dokumentierten Konzepts eines Teaching Labs basiert auf Erfahrungen aus bereits durchgeführter Interventionsforschung (u.a. Schuster 2012).
Interventionsforschung ist einerseits eine Forschung, die Interventionen verschiedener Art beforscht, und andererseits eine, die selbst Interventionen setzen will (vgl. Krainer/Lerchster 2012: 9). Dementsprechend werden in dieser Arbeit Erfahrungen vorangegangener Interventionsforschung kritisch reflexiv aufgegriffen und darauf aufbauend zukünftige Interventionen entworfen und argumentiert.Magistratsabteilung 23, Wirtschaft, Arbeit und Statistik Innovative Didakti
Die Verwendung von Storytelling in der Markenkommunikation
No full textThe impact of digitalization and globalization is increasing. As a result, competition has grown tremendously. There are many equivalent alternatives for most products and services. Therefore, it is no longer possible to differentiate only through functional benefits. Thus, communication is becoming more important, as it provides an additional emotional benefit for the consumer. Especially emotional communication tools like storytelling have become an essential part of communication.
The purpose of this master thesis is to determine how storytelling can affect brand communication. It also aims to find out whether there are differences in storytelling between product and service brands. Furthermore, the most important success factors for creating a brand story should be identified.
Storytelling is especially beneficial, because of its emotional impact. It allows the brand values to be communicated authentically. This makes it easier for recipients to identify with the brand and can lead to customer loyalty. However, storytelling can also have negative effects on the brand image, if the communicated content is perceived as not authentic or inappropriate. Therefore, it is very important to focus on the brand core and the target group throughout the entire storytelling process.
When using storytelling, it is important to differentiate between product and service brands. This communication method is usually considered more essential for service brands, as they are depending on emotions due to their immateriality. Moreover, employees play an important role in service brands, as they are an essential part of the customer journey. For this reason, they should be in the focus of the communicated story. In contrast, in the case of product brands, the focus should be on the product itself and the associated brand world.
In conclusion, it could be said that storytelling is advantageous for both product and service brands. The most important thing here is the quality of the communicated story.Wien, Fachhochschule des BFI Wien, Masterarb., 202
New Work in österreichischen Unternehmen
No full textIn dieser Arbeit wird das Thema New Work und seine Aktualität in österreichischen Unternehmen untersucht. Der Schwerpunkt dieser Arbeit liegt darin, die Haupttreiber von New Work (Digitalisierung, Globalisierung, Wertewandel, Dezentralisierung, Industrie 4.0 und Kostenreduktion) näher zu betrachten und dabei die Auswirkungen auf den österreichischen Arbeitsmarkt zu berücksichtigen. Besondere Aufmerksamkeit erfährt vor allem das Thema rund um die Flexibilisierung der Arbeitszeit und des Arbeitsortes, welches nicht zuletzt durch die Covid19 Pandemie besonders in den Fokus gerückt wurde. Um die Theorie mit der Praxis zu vergleichen wurde eine empirische Forschung durchgeführt. Anhand leitfadengestützter Interviews wurden HR-ExpertInnen zu dem Thema New Work in ihren Unternehmen befragt. Diese Forschung hat gezeigt, dass besonders wenn es um das Thema Home-Office geht, die österreichischen Unternehmen noch viel Aufholpotential haben. Die InterviewpartnerInnen geben an, dass erst durch die Covid19 Pandemie im Jahr 2020 Home-Office einen höheren Stellenwert im Unternehmen gefunden hat. Ebenfalls ein wichtiges Thema ist der Wertewandel der Generationen. Die neuen Generationen am Arbeitsmarkt haben ein anderes Werteverständnis als die Generationen davor. Die Unternehmen müssen darauf reagieren und ihre Strukturen und Prozesse an die neue agilere Lebensweise ihrer MitarbeiterInnen anpassen. Auch der Fachkräftemangel begleitet die Unternehmen in Österreich schon ein paar Jahre und wird sich weiterhin verschlimmern. Eine offenere Einstellung der österreichischen Unternehmen gegenüber Fachpersonal aus dem Ausland wäre langfristig wichtig, um auf dem globalisierten Arbeitsmarkt wettbewerbsfähig zu bleiben. Die Ergebnisse der Experteninterviews können als Anregung für österreichische Unternehmen verstanden werden, um sich mit dem Thema New Work auseinanderzusetzen.The main topic in this thesis is New Work and its impact on Austrian employees and employers. The focus of this thesis is to take a closer look at the main drivers of New Work (digitization, globalization, changing values, decentralization, Industry 4.0 and cost reduction) and to consider their effects on the Austrian labour market. Particular attention is paid to the topic of flexibilization of working hours and the workplace, which has been highlighted by the Covid19 pandemic. In order to compare theory with practice, empirical research was carried out in which experts were interviewed on the topic of New Work using guideline-based interviews. This research has shown that Austrian companies still have a lot of potential, especially when it comes to the topic of home office. The interview partners stated that only with the start of the Covid19 pandemic that home-office became more important to their companies and especially to their management team. Another important topic is the change of values between generations. The new generation on the labour market has a different understanding of values than the generations before them. Companies must respond to this and adapt their structures and processes to the new and more agile lifestyles of their employees. The shortage of skilled workers has also accompanied companies in Austria for a few years now and will continue to get even worse. A more open attitude towards skilled personnel from abroad is important if Austrian companies want to remain competitive in the globalized labour market. The results of the interviews can be seen as a suggestion for Austrian companies to address the issue of New Work.Wien, Fachhochschule des BFI Wien, Masterarb., 202
Maßnahmen zur Bindung von MitarbeiterInnen in der Personalentwicklung für die Generation Z : eine quantitativ empirische Erhebung am Beispiel Studierender in Österreich
No full textOver the last couples of years demographic changes resulted in a shortage of skilled and management personnel as well as in a war for talents. Therefore, companies do not only have to focus on recruiting staff but also on the retainment of existing employees. Retention Management should be considered as strategic attitude within the human resources process chain. Companies are now facing up to four generations of employees working within the same enterprise. In order to ensure that their differing needs are met, generation-specific measures should be adopted. While previous studies analysed predominately the demands of the Generation Y, first members of the Generation Z had already entered the labour market. For them, lifelong education and development opportunities constitute a decisive factor to remain within the company.
The aim of the research paper was to identify appropriate measures in the human resources development that could be adopted in order to retain young talents. With regard to the acquired theoretical insights four instruments were selected and evaluated by 122 Austrian students aged between 18 and 25 in form of a quantitative online survey.
The results indicate that members of the Generation Z attach importance to extensive measures within the human resources development. In particular, mentoring as well as education opportunities are considered being most effective in retaining young talents. Furthermore, companies should focus on strengthening the affective component of young employees’ organisational commitment. In doing so the perceived support of the company is a decisive factor for success. Limitations of the study, recommendations for action and important implications for human resources departments are discussed.Masterarbeit Wien, Fachhochschule des BFI Wien 202
Flexible Arbeitszeitmodelle als Instrument der MitarbeiterInnenmotivation und -Bindung bei ArbeitnehmerInnen mit einem berufsbegleitendem Studium
No full textDue to advancing technologies and demographic change as well as globalisation, the work requirements in terms of place and time have changed. Working students are also not something uncommon any more, and they need flexible working-time models in order to be able to manage their job and studies. In addition, flexible wor-king-time models make companies attractive for the labour market and can thus motivate employees and increase their satisfaction. However, flexible working-time models are not enough to allow companies to retain employees. In order for com-panies to retain them in the long term, the offers have to be adapted to their respec-tive needs and different incentives have to be offered.
This master thesis aims to show how the existence of flexible working-time models affects the motivation and loyalty of employees who study part-time.
Through the theoretical findings of this thesis, empirical results are supplemented and compared. The data for the empirical part were collected using qualitative social research in the form of nine qualitative interviews. The data obtained were evaluated using qualitative content analysis according to Mayring (2015). The theoretical and empirical findings of the present research thesis suggest that flexible working-time models are very important in order to be able to study successfully while working at the same time. This is already seen as a prerequisite when choosing an employer. In particular, research has determined that employees who started studying after a few years of professional experience are most motivated by taking on responsibility in their work, further development and personal growth, and that these factors can also contribute to possible company loyalty. In any case, the working atmosphere factors, which include the relationship to colleagues and superiors, are obstructive if it is bad. The literature, as well as empiricism, concludes that it is more difficult for companies to bind the younger generation in particular.Masterarbeit Wien, Fachhochschule des BFI Wien 202
Positive Psychologie : Integrationsmöglichkeiten von Positive Leadership in bestehende Führungspraxis
No full textThe focus of the present master thesis is the question how to integrate aspects of Positive Leadership in your personal leadership style.
Positive Leadership is a quite new leadership approach, which focuses on potentials, strengths and talents. Positive leaders know exactly how to strengthen the employee’s strengths and develop continuously their potential and talents in the most efficient way. As a result extraordinary high performance is encouraged, which positively influences also the performance and success of the whole company.
In order to create a deeper understanding of the history and development of Positive Leader-ship, this master thesis first gives a theoretical overview about Positive Psychology. As Pos-itive Leadership is an area of study within Positive Psychology, the different theories such as POS and POB including their key elements will be explained to finally describe what Positive Leadership is.
The goal of this master thesis is to identify, how leaders can integrate aspects of Positive Leadership in their personal leadership style. Within the empirical study, six leaders were interviewed to generate more information about their personal leadership style. Furthermore, the aim was to get a better overview about the potentially already integrated aspects of Pos-itive Leadership to their personal leadership style. The results show, that some aspects are already part of the personal leadership style and other aspects need to be stronger considered in the future. It is very easy for leaders to foster positive emotions, motivate their employees and appreciate their accomplishments at work. In addition, specific measures to integrate Positive Leadership in the personal leadership style were identified. Leaders provide their employees feedback on a continuous basis and try to communicate in an open and honest way. They also try to build positive relationships within their teams. In addition challenges related to aspects of Positive Leadership integrated in the personal leadership style are shown in the results. Leaders know how important it is, that their employees know the meaning of their work. However, they also say that explaining the meaning the way that everyone can understand, is one of the biggest challenges they have to face.Masterarbeit Wien, Fachhochschule des BFI Wien 202
Entwicklung eines Führungs-, Motivations- und Belohnungskonstruktes für den technischen Außendienst im deutschsprachigen Raum, unter besonderer Berücksichtigung von ausgewählten Motivations- und Führungstheorien
No full textIn the course of the last few years, the demands placed on managers in companies have become increasingly differentiated as the economy has become more complex. In particular, these demands relate to concrete management action and mean a rethinking of management styles on the one hand and a stronger consideration of the motives of the employees on the other. Especially the technical field service is characterized by specific demands on social and professional competences, which makes high demands on the managers in this area. In a first step, this work deals with different perspectives of leadership and points to the increasing relevance of the adaptation of leadership actions, which - taking situational contexts into account - ranges from authoritarian delegating to participatory conducting. With Fredmund Malik's systemic-cybernetic approach to management and leadership, the relevance of leadership in the context of complex companies is also addressed and a holistic understanding of leadership is explained. Based on Maslow's pyramid of needs, central concepts for the motivation of employees are presented, which represent the personal reference point for leadership actions away from task orientation. Here, too, it becomes clear that a differentiated consideration of motives is necessary. Thus, the ERG theory according to Alderfer illustrates the need to move away from a strict hierarchy of needs. Herzberg's two-factor theory breaks down the dichotomy of satisfaction and dissatisfaction. The relevance of cognitive expectations and their significance for the situational definition of needs are illustrated by the VIE theory. The findings of the conducted quantitative survey of technical field staff are linked to these theoretical foundations and make clear that challenging work as well as remuneration and opportunities for advancement can be regarded as central motives. Secondarily, aspects such as freedom of action and decision-making as well as good social contacts come into play. The central factors influencing these motives are empirically shown in the subjective assessment of the field of activity as well as the ties to the company and the remuneration. The factor leadership in the sense of leadership style as an influencing factor depends on the trust in the manager as well as in the company. Ultimately, the empirical results make it clear that these factors can be regarded as central guidelines for managers or for the company, which become effective with regard to the subjective hierarchy of motives of employees.Masterarbeit Wien, Fachhochschule des BFI Wien 202
Die digitale Transformation in öffentlichen Verwaltungen : Rückschlüsse und Handlungsempfehlungen für die CDU/CSU-Fraktion im Deutschen Bundestag
No full textDigitization is by far not a short-term phenomenon. It will change our social and economic life significantly. Politics will be an integral part of the necessary digital change process.
This thesis deals with the questions, what problems does the CDU/CSU-Parliamentary Group has do deal with on its way to digitization? Which structural, organizational and personnel changes can help within the transformation process?
No research can be found on such a new topic to the parliamentary group. Given its similarities in structure, culture and the way of doing its work to public administration, research on public administration is used as basis for further research in this thesis. Factors critical to success in digitization in public administration were used in a case study on the implementation of an address-management-system in the parliamentary group. Using structural content analyses, interviews where evaluated and abstracted.
The interviews confirmed that digital transformation is not done by the process of digitization itself by only converting analog in digital processes. Successful forwardlooking digital transformation calls for structural and organizational changes. The way of leading and working in teams as well as user focus and smart business process management will be much more important. Using the talents of employees, empowering them with a digital mindset and coaching them in new ways of working together will be critical to the success of transformation. At the end, it’s the people that are responsible for making change happen.
Finally, four recommendations for the parliamentary group could be worked out: Implementing an executive department for digitization to support leadership in decision making, intensifying project team work, strengthening communication and information and a modern HR management by digitally qualifying and empowering employees to take responsibilities.Masterarbeit Wien, Fachhochschule des BFI Wien 202
The potentials of artificial intelligence in Austrian retail banking : an analysis of chatbots
No full textThe aim of this master thesis conducted in “International Banking and Finance” is to provide a general overview of the technologies of AI and its capabilities in business, specifically in banking. The master thesis starts with necessary technical definitions in the field of AI. To give a better understanding about the capabilities of AI today, the history of AI development will be described first before continuing with the capabilities of AI in business and the application of AI in business. Further, the chances and risks of AI are analysed by means of chatbots in banking. After the master thesis the reader gets an overview of the challenges and opportunities of AI in banking.Masterarbeit Wien, Fachhochschule des BFI Wien 202