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Critical analysis of digital marketing regarding impact on sales and marketing performance
No full textThe purpose of this bachelor thesis is to describe and critically evaluate the impact of digital marketing on sales and marketing performance overall. For this purpose, this paper uses two main approaches: theoretical and practical. Firstly, starting from the basics of the human communication process, this paper explains the way people communicate with each other and the way it impacted and developed the main marketing channels: both traditional and digital ones, simultaneously outlining the main differences from the communication model’s standpoint. Afterward, the theoretical background section proves the increasing importance of digital marketing in the changing business environment while explaining the main terms and definitions in this area. Lastly, the theoretical part presents the limitations of the traditional marketing funnel, which drove the development of the alternative digital sales funnel, at the same time shaping the KPI's (key performance indicators) to be oriented and the consumer behavior as a whole.
After providing an in-depth theoretical background, the subsequent chapter of this bachelor thesis strives to assess the impact of digital marketing on sales performance based on practical examples. In order to get more prominent and unbiased evidence of digital marketing's effectiveness, I chose three businesses of different sizes and branches, which used digital marketing for diverse purposes. Moreover, each of the three case studies incorporates the interviews of experts. All the invited experts are working or used to work for these companies in marketing-related positions and have extensive knowledge of the marketing strategies being used
The Relationship between Interest Rate Changes and Stock Returns and its Implications for Private Investors
No full textBerufsbetreuer als "Garant" für das Wohl des Betreuten - Möglichkeiten und Grenzen der "Garantenfunktion" im Spannungsfeld zwischen Kontrolle und Selbstbestimmung
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Crowdlending Fintechs; Ihre Bedeutung und Auswirkungen auf das Bankenkreditgeschäft im Europäischen Markt
No full textDie Unternehmensfinanzierung ist ein essenzieller Teil des Erfolgs eines Unternehmens und kann in zahlreiche Arten unterteilt werden. Der Lebenszyklus eines Unternehmens gibt darüber Aufschluss, welche Art von Finanzierung für ein Unternehmen geeignet ist. Die Finanzierungsarten können in die Innen- und Außenfinanzierung unterteilt werden, von denen jede Besonderheiten aufweist und verschiedene Kapitalgeber*innen anspricht, die unterschiedliche Anforderungen sowie Interessen an Kapitalnehmer*innen haben. Die Kreditfinanzierung ist dabei eine der häufigsten Außenfinanzierungsarten und weist unterschiedliche Kapitalgeber*innen auf. Die Quelle des Kapitals ist der Finanzmarkt. Crowdlending Plattformen haben eine neue Finanzierungsquelle für KMU's gebracht, diese ist eine alternative Kreditfinanzierung
Driving the AI Readiness – Evolution or Revolution of Organisational Change Management
No full textArtificial intelligence (AI) is quickly moving from a differentiator to a necessity for many organisations with $37 billion estimated to be invested worldwide in its im-plementation in 2019. Nevertheless, this new technology is not always well under-stood by the businesses and its specific characteristics further complicate the adop-tion. Research has shown that merely half of all efforts to introduce new technology in organisations fully meet their set objectives. The application of organisational change management (OCM) methods is believed to increase the chances of success for such large and costly undertakings. This study aims to review general and tech-nology-specific OCM approaches and examine their relevance in the context of AI transformations. By contrasting existing work and practices on AI adoption against the OCM approaches used for previous technology implementations, the change management characteristics specific to AI are explored, as well as the suitability of the best-regarded established OCM methods is evaluated.
Based on a review of the literature on organisational change management, technol-ogy adoption and artificial intelligence, six semi-structured expert interviews were carried out. These conversations gathered qualitative data with the goal to enrich the existing knowledge on the topic, as well as to bridge some gaps with regards to AI’s practical adoption. Analysis of the responses, continuously compared to exist-ing research, showed that a few factors and AI traits require adjustments to the conventional OCM methods. Ethics, ambiguity, complexity, process and policy changes, speed, ubiquitous potential, as well as fear and anxiety highly influence AI transformations opposed to other technological adoptions. These might not re-quire revolutionary new OCM approaches but would imply focusing on developing organisational culture and ensuring an experimental and iterative change process. Kotter’s 8-step process and Prosci’s ADKAR model were found most appropriate in the face of organisational AI adoption. Further research is needed to validate these findings and examine them in specific contexts
Deployment of digital solution to overcome the disruption of medicine production influenced by mass customization
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