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Social Marketing - Eine kommunikationspolitische Analyse am Beispiel der COVID-19 Kampagnen der Bundesregierung
No full textProzessoptimierung im Wandel der Zeit - Welchen Einfluss hat die Digitalisierung auf die Optimierung von Geschäftsprozessen?
No full textIn dieser Arbeit wird der Einfluss der Digitalisierung auf die Prozessoptimierung untersucht
Wandel der Arbeit – Die Entwicklung der Telearbeit in Deutschland unter Berücksichtigung der COVID19-Pandemie
No full textDie folgende Arbeit untersucht die Entwicklung der Telearbeit in Deutschland. Dabei wird besonders auf den Einfluss der COVID-19-Pandemie eingegangen. Es sollen die Chancen und Risiken, die mit dieser Arbeitsform einhergehen untersucht werden. Der rasante Anstieg von „Heimarbeitenden“ während der Krise hat die positiven ebenso wie die negativen Aspekte der Arbeitsform verdeutlicht
Optimizing Sales Forecasting With Sentiment Analysis
No full textWhat does the end consumers think about our recently launched smartphone and how does this translate to future sales prospects? What are the implications of economic sanctions on our business? Economists and business analysts are facing these questions in their daily work. Sentiment analysis allows answering such questions as it enables corporations to evaluate web content on a large scale. Exploring the possibility of inte-grating global sentiments into the sales forecast is the aim of this research paper. Twitter has been chosen as the sole source for data retrieval due to its unique property of being a social network-, news broadcasting- and advertising-platform. The analysis reveals the opportunities and limits of sentiment analysis and its integration capability. The results show that a causal relationship among the public's opinion and sales development is present. Sanctions are reflected in the voice of the public with immediate effect but have moderate impact on sales in the short-term. In the midterm, such political and economic measures could impact the sentiments and – among other micro-economic factors –translate into decreasing sales. Ultimately, the sentiment analysis is suitable for a con-tinuous monitoring procedure and thus optimizes the comprehensiveness of convention-al forecasting methods
The Future of Urban Logistics – Can Collaborative Logistic Concepts Overcome the Operational Challenges of Urbanization?
No full textIn times of progressive urbanization, cities are increasingly confronted with a series of nega- tive effects. The roads are overcrowded, the environment is polluted, and citizens are deprived of valuable urban space. In addition to the problem, customers are purchasing more and more over the internet and shipments are becoming more fragmented. Consequently, the cityscape is characterized by a large number of delivery vehicles that put a strain on the infrastructure. As this development is taking place, solutions are increasingly being sought to mitigate the negative effects of these trends. These include, in particular, collaborative logistics concepts in which various players come together and develop joint approaches to supplying cities. Hub structures are a promising concept here, which enable a consolidated supply of inner cities. Even though a multitude of such projects have already been initiated, only a few of them have managed to be permanently implemented. City projects often fail due to insufficient funds or poor stakeholder management. The city authorities play a central role in the development and realization of collaborative logistics concepts. They must take on a coordinating role and en- sure that innovative solutions are adequately promoted in order to achieve long-term success and thus mitigate the negative effects of urbanization
Markenführung im Conversational Commerce: Herausforderungen und Lösungsideen für eine Markenführung im Zeitalter von digitalen Assistenten
No full textBrand Purpose Best practices and success factors in purpose-oriented marketing
No full textBrand purpose has gained considerable importance in recent years. However, the term is not uniformly defined which makes an exemplification more difficult. The aim of this study is to give a detailed view on current brand purpose illustrations and practices. Therefore, an overview of different brand purpose interpretations is given, and a unified definition provided. Within this study brand purpose is defined as an organization’s inner core which is driving value for stakeholders by addressing a societal issue.
An extensive literature review in combination with expert interviews is performed to identify potential success factors for the implementation of brand purpose. The outcome of this analysis resulted in a brand purpose framework with five dimensions and 26 underlying success factors. This framework is then evaluated within a multiple-case study. By analyzing four best practice organizations in their implementation of brand purpose the previous results of the literature analysis are examined. The outcome of the case study research represents an updated brand purpose framework in which the success factor authenticity has notably stood out as one major aspect in brand purpose practices.
Lastly recommendations for the implementation of brand purpose are given. Therefore, it is important to build a community to collectively practice purpose- oriented activities which are creating value for the organization’s stakeholders
