Open Access

A model is presented that allows for the calculation of the success probability by which a vanilla Evolution Strategy converges to the global optimizer of the Rastrigin test function. As a result a population size scaling formula will be derived that allows for an estimation of the population size needed to ensure a high convergence security depending on the search space dimensionality.

In the last few years the global interest on lead management has increased. This classic topic for marketing and sales departments is aimed at converting potential customers into sales. The following thesis identifies the challenges and solutions for marketing and sales departments in order to process effective lead management. Using data from a literature review and qualitative empirical research, conducted with representatives of marketing and sales departments, the results showed overall and task specific challenges and solutions. The research indicates that overall challenges and solutions regarding the gap between marketing and sales, new processes and data management including data quality, software and silos emerge. In addition task specific challenges and solutions concerning lead generation including purchased leads, lead qualification, lead nurturing and sales specific challenges and solutions conclusively the focus on existing customers, time famine and lead routing were identified. This thesis provides a framework for further studies regarding the challenges and solutions for marketing and sales departments processing lead management.

This study aims to address the research gap surrounding the role of leadership in the formation of high-performance teams within startup companies. While there is existing research on high-performing teams, limited attention has been given to leadership in this environment. To bridge this gap, the study combines a literature review and qualitative analysis through semi-structured interviews with diverse stakeholders in startups, with the goal of providing practical guidance for startup executives based on the research findings. The study uncovers key aspects of leadership in high-performance teams, emphasizing the importance of skills such as motivation and support for team members, fostering psychological safety and trust, and effectively managing uncertainty. In addition to resource constraints and high expectations, the study sheds light on the challenges faced by leaders in startup and high-performance team environments, particularly the blurring of traditional leadership roles as team members seek autonomy and decision-making authority. These findings present opportunities for future research to explore this progressive leadership style. Overall, this study contributes to our understanding of leadership dynamics within high-performance teams operating in the context of startups. It offers valuable insights that can help startup executives navigate the complexities of leadership and foster the development of successful and high-performing teams.

In an oversaturated market, companies are required to use innovative and, above all, creative advertising methods to capture their customers’ attention, and thus differentiate themselves from rival businesses. To this end, companies have been increasingly relying on the use of humor, a phenomenon that remains highly subjective and is perceived differently by each individual. This master’s thesis, which was completed as part of the International Marketing and Sales program at the FH Vorarlberg, focuses on this phenomenon of humor as well as its impact on advertising perception. With the aid of three different theories, the term “humor” is defined. Furthermore, this study explains and researches the so-called vampire effect, wherein various factors (in this case humor) draw attention away from the actual advertising message. In addition, this thesis takes a closer look at involvement, as a person’s involvement or interest in a brand or product can influence brand and product recall and recognition. An online survey was conducted to determine whether the vampire effect caused by humor is able to influence brand and product recall. In other words, this concerns whether the viewer can still remember the brand and product afterward or whether the humor employed triggers the vampire effect. Furthermore, this thesis explored whether the vampire effect caused by humor is able to influence brand and product recognition. Recall is the retrieval of information from memory without direct cues, whereas recognition refers to the recognition of information when it is presented again. Furthermore, within this context, it was discovered that brand and product recall varies with low and high involvement viewers of the advertisement. In other words, this means that the strength of the vampire effect caused by humor changes depending on the strength of the viewer’s involvement. During the course of this research, it was further observed that the humor employed significantly affects the perception of the advertising message, thus confirming the existence of the vampire effect. This effect also influences both brand as well as product recall and recognition. In both cases, participants in the survey were less able to remember the product and brand in the humorous advertising. Furthermore, it was proven that people with low involvement in the advertised product group are more heavily affected by the vampire effect. As such, they are more likely to not remember the product or brand after seeing the advertisement.

Projekte zeichnen sich aus durch ihre Einmaligkeit und Offenheit. Unternehmen sind bestrebt ihre Projekte zum positiven Abschluss zu bringen. In dieser Ausarbeitung wird die Rolle der Verhaltensökonomie im Projektmanagement beleuchtet. Dabei wird der Fokus auf die Projektplanung und insbesondere auf die Aufwandsschätzung gelegt. Der theoretische Rahmen bildet ein solides Verständnis von Verhaltensökonomie und Projektmanagement. Mittels systematischer Literaturrecherche für den Zeitraum von 2017 bis 2023 werden die gängigsten kognitiven Verzerrungen ergründet, die in Projekten, insbesondere bei Aufwandsschätzungen häufig auftreten. Die häufigste kognitive Verzerrung ist der Optimism Bias, gefolgt vom Escalation of Commitment, Strategic Misrepresentation bis hin zur Planning Fallacy und dem Endownment Effect. Das Ergebnis dieser Ausarbeitung zeigt, dass kognitive Verzerrungen den Projekterfolg maßgeblich beeinflussen können.