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The fact that services have emerged a driving force and the fastest growing sector in international trade attracts researchers to follow the changes taking place in the service industry. This study extends the scientific discussion on internationalization of service firms. Unlike previous research that examined factors that influence a single firm’s decision to internationalize, I acknowledge the heterogeneity of services, and based on the results obtained from secondary analysis of primary qualitative data sets, answer the main research question how internationalization motives differ between people-processing services, possession-processing services, and information-based services. This research goes beyond identification of variation in internationalization motives and analyses the service characteristics that might be responsible for the differences. In addition, I assess the key trends in the service sector and predict the possible future internationalization motives that are likely to emerge from the current trends.
Findings of this study reveal two major issues. First, it is evident that reasons for internationalization differ among hotel, retail firms and Higher education institutions representing people-processing services, possession-processing services, and information-based services respectively. Second, a few motives are common across sub-sectors, however the significance of the motives vary from sub-sector to sub-sector. I conclude that the differences in underlying structures of the respective service sub-sectors is the fundamental cause for the variation in internationalization motives among service sub-sectors. Other factors such as distinctive characteristics of service, firm’s competitive strategies, income elasticity of demand, and life-cycle stage of the service sub-sector also contribute to the differences in internationalization motives.
This paper also presents three different factors, which are likely to emerge as significant factors that influence service firm internationalization decision in future. (1) Company’s urge to be socially responsible and the need to contribute towards the environmental well-being (2) The need to sell regional products and services to neighbouring nations and respond to consumers’ demand for sustainable consumerism (3) Decision to penetrate foreign markets facilitated by the low risks and low cost of internationalization.
In today’s world, companies feel the urge to disguise from competitors and to connect emotionally with consumers in order to foster a meaningful and long-lasting relationship. Simultaneously, stakeholders demand an increase of companies’ social responsibility. Cause-related marketing (CRM) is a marketing tool that addresses the change in societal values and the rising expectations from stakeholder groups. The increasing number of companies that choose to partner with a non-profit organization highlights that linking a charitable cause to the company's brand is an effective marketing tool. Authors illustrate that CRM, as a form of showing corporate social responsibility, will become even more important in the future. This master thesis examines the relationship between CRM, emotions, and culture. The research goal is to identify if CRM programs are effective in evoking emotions in consumers and if the cultural background of a consumer influences the evocation of certain emotions. The empirical findings outline that CRM programs are effective in evoking emotions. Other-focused emotions evoked by CRM programs are stronger expe-rienced by members of collectivistic countries than by members of individualistic countries. Likewise other-focused emotions evoked by CRM programs are stronger experienced by high interdependent selves than by low interdependent selves.
In this paper, low-loss Y-branch splitters up to 128 splitting ratio are designed, simulated, and optimized by using 2D beam propagation method in OptiBPM tool by Optiwave. For an optical waveguide, a silica-on-silicon material platform is used. The splitters were designed as a planar structure for a telecommunication operating wavelength of 1.55 m. According to the minimum insertion loss and minimum non-uniformity, the optimum length for each Y-branch is determined. The influence of the pre-defined S-Bend waveguide shapes (Arc, Cosine, Sine) and of the waveguide core size reduction on the splitter performance has been also studied. The obtained simulation results of all designed splitters with different S-Bend shape waveguides together with the different waveguide core sizes are discussed and compared with each other.
In this paper, we propose and simulate a new type of three-dimensional (3D) optical splitter based on multimode interference (MMI) for the wavelength of 1550 nm. The splitter was proposed on the square basis with the width of 20 x 20 µm2 using the IP-Dip polymer as a standard material for 3D laser lithography. We present the optical field distribution in the proposed MMI splitter and its integration possibility on optical fiber. The design is aimed to the possible fabrication process using the 3D laser lithography for forthcoming experiments.
Marketing automation
(2021)
The phenomenon of the increase of numerous widespread and common diseases, ranging from simple dental problems to obesity, high blood pressure or diabetes, is a concern which can be observed in various aspects of the entire world. Reasons for this is a combination of an unhealthy diet and insufficient physical activity. Consequently, governments across the globe are seeing the need to change consumer behaviour by introducing plain packaging regulations. From an entrepreneurial point of view, this would result in financial losses as well as various limitations in product design, branding and differentiation. Therefore, an empirical study with 232 respondents was conducted, which revealed that the use of images on packaging activates emotions in customers within a few seconds. This master thesis examines possible correlations and differences between the importance of emotionally loaded product packaging and consumer behaviour at the point of sale. The persuasive effect of images on purchase decisions is based on personal consumer experiences and validated processing in the brain which trigger specific emotions. Modern companies are able to communicate company values through emotions by using images correctly. The results of the conducted survey enable Diezano to successfully implement the communication strategy in the event of the introduction of plain packaging regulations. By using mountain graphics, Diezano conveys values such as home, regional, refreshment, tasty, memories of childhood and nostalgia, which the brand aims to convey to the market. Based on the result of this master thesis, it is concluded that the picture superiority effect is mostly underestimated, yet it is an indispensable medium for emotional differentiation and thus a company’s success.
With green cosmetics becoming widely used in Germany, this research would like to fill a research gap and investigate the impact of transatlantic transportation on the willingness of German customers to purchasing the product. With growing environmental awareness this information might be decisive for companies willing to expand internationally. They can take it into consideration when creating their international expansion strategy and deciding for the mode of entry.
Current research also explores the option of targeting the customers with marketing messages to share information about the low environmental impact of the transatlantic transport. It tests different marketing messages and analyses their impact on green purchase intention.
The term start-up has become indispensable when new ideas are to be turned into business ventures. The number of start-ups is continuously increasing, but at the same time, many new start-ups are marked by failure. The successful path from start-up to a stable business model is to be explored in more detail in this thesis. The focus here is on the various success factors and how decisive they are.
At present, start-ups are mainly focusing on the area of digitalisation, not only triggered by the Covid19 pandemic but also by the high demand for digital products and services. In the past, start-ups founded in Silicon Valley/USA have been incredibly successful. Nevertheless, currently many other countries offer decisive advantages for start-ups and are therefore more attractive than the Silicon Valley. In Europe, Spain stands out with a rapidly growing start-up scene, primarily in the metropolises of Madrid and Barcelona.
This Master's thesis aims to empirically investigate the interrelationships of the necessary success factors in the start-up scene for the country of Spain. The focus of the study here is on the digitalisation industry. Qualitative content analysis is used for closer examination and is carried out through expert interviews. Qualitative research allows a much deeper insight into the interviewees' personal experiences and examines non-measurable factors. The subsequent evaluation is intended to present correlations and provide new insights. In summary, a list of recommendations is generated to provide future founders with suitable suggestions and advice right from the start.
The purpose of an energy model is to predict the energy consumption of a real system and to use this information to address challenges such as rising energy costs, emission reduction or variable energy availability. Industrial robots account for an important share of electrical energy consumption in production, which makes the creating of energy models for industrial robots desirable. Currently, energy modeling methods for industrial robots are often based on physical modeling methods. However, due to the increased availability of data and improved computing capabilities, data-driven modeling methods are also increasingly used in areas such as modeling and system identification of dynamic systems. This work investigates the use of current data-driven modeling methods for the creation of energy models focusing on the energy consumption of industrial robots.
For this purpose, a robotic system is excited with various trajectories to obtain meaningful data about the system behavior. This data is used to train different artificial neural network (ANN) structures, where the structures used can be categorized into (i) Long Short Term Memory Neural Network (LSTM) with manual feature engineering, where meaningful features are extracted using deeper insights into the system under consideration, and (ii) LSTM with Convolutional layers for automatic feature extraction. The results show that models with automatic feature extraction are competitive with those using manually extracted features. In addition to the performance comparison, the learned filter kernels were further investigated, whereby similarities between the manually and automatically extracted features could be observed. Finally, to determine the usefulness of the derived models, the best-performing model was selected for demonstrating its performance on a real use case.
In the context of this master thesis, general tensions within the relationship between headquarters and their subsidiaries are examined using the practical example of a Swiss company with its subsid-iary in Kenya. Thereby, the influence of cultural aspects and the associated different expectations on management and leadership are emphasized. In doing so, two countries are compared which have not yet been considered in the same context. The objective of this master thesis is to develop a framework that enables the headquarter in the German speaking area of Switzerland and the sub-sidiary in the Bantu speaking area of Kenya to overcome cultural barriers and to increase mutual understanding in the business context. This will facilitate the identification of potentially dysfunc-tional aspects in the working relationship and provide a basis for optimizing the existing business relationship between the Swiss headquarter and the Kenyan subsidiary.
This thesis addresses the overarching question of what the two business entities need to know about each other in terms of cultural characteristics and emerging differences in business practices (in terms of management/leadership) in order to improve the overall cooperation and working rela-tionship between the headquarter and its subsidiary. Thus, the following topics are emphasized with-in this thesis: tensions within the headquarter/subsidiary relationship, concise country profiles of Switzerland and Kenya including a cultural overview of both countries, cultural concepts including organizational culture, common leadership theories related to the situational leadership approach, and finally, an evaluation of the current status quo in the working relationship between the Swiss headquarter and the Kenyan subsidiary based on interviews.
In this work, the simulation possibilities of transient magnetic fields are investigated. For this purpose, an experimental setup is established to compare the simulation results with actual measurement data.
The experimental set-up consists of two coils, which are placed on two U-shaped iron cores. These cores are then brought together to form two air-gaps. These two gaps are used for measurement and the optional insertion of samples. The simulations are carried out with the finite element method (FEM) program ANSYS Maxwell 19R3.
In the first experiments, static simulations and measurements are compared to verify the validity of the available material data and the simulation techniques, especially the symmetry considerations, excitations of the coils, and boundary conditions. The static simulations show two main sources of uncertainty. The B-H curve of the core material used in the simulations and the air-gap distance uncertainty.
After validating the simulations with the static measurements, transient experiments are performed. In these experiments, the qualitative agreement of the simulation and measurement, as well as the characteristic rise times are compared. The experiments show a decisive influence of the considered loss mechanisms on the agreement of the simulation results with the measurements. Therefore, several simulations with different loss mechanisms are performed.
Finally, also the simulation capability including a material sample in the upper gap is investigated. Therefore, the conformity of the relative change of the measurement and the simulation is compared.
In the experiments a good simulation capability within a 5% error bar is seen. The main difficulty of this work represents the uncertainty due to the available material data. It is assumed, that with more accurate material data the error can be reduced significantly.
This paper analyses an electrical test tower of the OMCIRON electronics GmbH and evaluates whether a Predictive Maintenance (PdM) strategy can be implemented for the test towers. The company OMICRON electronics GmbH performs unit tests for its devices on test towers. Those tests consist of a multitude of subtests which all return a measurement value. Those results are tracked and stored in a database. The goal is to analyze the data of the test towers subtests and evaluate the possibility of implementing a predictive maintenance system in order to be able to predict the RUL and quantify the degradation of the test tower.
By assuming that the main degradation source are the relays of the test tower, a reliability modelling is performed which is the model-driven approach. The data-driven modelling process of the test tower consists of multiple steps. Firstly, the data is cleaned and compromised by removing redundances and optimizing for the best subtests where a subtest is rated as good if the trendability and monotonicity metric values are above a specific threshold. In a second step, the trend behaviours of the subtests are analyzed and ranked which illustrates that none of the subtests contained usable trend behaviour thus making an implementation of a PdM system impossible.
By using the ranking, the data-driven model is compared with the reliability model which shows that the assumption of the relays being the main error source is inaccurate.
An analysis of a possible anomaly detection model for a PdM is evaluated which shows that an anomaly detection is not possible for the test towers as well. The implementability of PdM for test towers and other OMICRON devices is discussed and followed up with proposals for future PdM implementations as well as additional analytical analyses that can be performed for the test towers.
With the digitalisation, and the increased connectivity between manufacturing systems emerging in this context, manufacturing is shifting towards decentralised, distributed concepts. Still, for manufacturing scenarios manual input or augmentation of data is required at system boundaries. Especially in distributed manufacturing environments, like Cloud Manufacturing (CMfg) systems, constant changes to the available manufacturing resources and products pose challenges for establishing connections between them. We propose a feature-oriented representation of concepts, especially from the manufacturing domain, which serves as the basis for (semi-) automatically linking, e.g., manufacturing resources and products. This linking methodologies, as well as knowledge inferred using it, is then used to support distributed manufacturing, especially in CMfg environments, and enhance product development. The concepts and methodologies are to be evaluated in a real world learning factory.
Companies worldwide and, therefore, companies from Vorarlberg face a common problem: the lack of skilled workers that led to the so-called “war for talents” in the last decades. This problem encouraged scientists to investigate the importance of many different monetary incentives and non-cash benefits to win this war for talents. This master’s thesis aims to examine if and how companies in Vorarlberg already use non-cash benefits. Furthermore, the most important benefits and their influence on the attractiveness of job advertisements are identified.
For this purpose, interviews with three HR managers from companies in Vorarlberg are carried out. Subsequently, in a quantitative survey, 21 different monetary incentives and non-cash benefits, intangible non-cash benefits, and corporate culture are evaluated by 316 participants. Furthermore, the participants ranked five different job advertisements to conceive results on the research questions.
The results clearly show that non-cash benefits are far more critical for future employees than classical monetary incentives. Although the number of international participants was lower than the number of Austrian and German participants (41 to 81 to 194), it is still obvious that independent of nationality, non-cash benefits can lead to a competitive advantage for companies in Vorarlberg. The interviews show that companies already work with such benefits in their daily business but do not strategically communicate on the topic.
To summarize, it can be concluded that a variety of non-cash benefits should be implemented within a company and also should be mentioned in job advertisements as they can help to attract more applicants not only from Austria but also from abroad and, therefore, help to win the war for talents.
Leadership, leader-follower relationship, and
subordinates’ behaviors during the Covid-19
pandemic
(2021)
This master thesis investigates leadership traits and how they can drive success within international organizations in the digital era. The basic principles of what defines a leader have undergone significant scrutiny throughout the past one hundred years, however, the digital revolution has created the most upset when considering the requirements for efficient leadership.
This paper utilizes a literature review to first determine how modern leadership theory developed and the implications of current research, followed by an empirical study designed to collect real-world data which represents how current leaders active in various industries understand their role as a leader and what skills they use to promote success within their organization.
Cross-examination of these sources indicates that the most effective leaders employ a combination of Transformational Leadership Theory and Emotional Intelligence-based leadership. The extent to which a leader must individualize their style is strongly contingent on the organizational culture, the individual employees, and the external environment. While traits such as communication, charisma, and trustworthiness are certainly strong indications of an efficient leader, agility and adaptability clearly stand out as the traits which are most required for highly effective leaders in the digital era.
This paper gives an insight into how cybersecurity is built inside and outside banks in Austria. The research was conducted based on information received from bank representatives in Austria as well as on literature, participation in various kinds of online conferences, and so on. The main objective of this paper was to investigate the cybersecurity execution scheme and to consider the possible impact of the cultural factor on cybersecurity execution. Due to a force majeure situation like coronavirus, the author was able to obtain little information from participants, but even this helped to draw satisfactory conclusions and make recommendations to banks. Thanks to the vast amount of literature and research, confirmation of the factor under study was found, confirming the relevance of the work and the potential for further research.