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The implementation of direct-to-consumer (D2C) business models has become more important for companies trying to develop a competitive edge and improve consumer engagement in today's rapidly expanding e-commerce market. This master's thesis investigates the important success elements and problems of deploying D2C models in the e-commerce business. The research question focuses on identifying the factors that contribute to the successful transition to D2C models and the obstacles businesses encounter along the way. Through qualitative research using the Eisenhardt method and in-depth case studies with industry experts, this study provides valuable insights into key success factors for direct-to-consumer (D2C) business models in e-commerce.The findings highlight that businesses that effectively implement D2C models utilize key success factors such as a clear value proposition, customer engagement and relationship build- ing, seamless online experiences, targeted marketing and digital advertising, brand identity and storytelling, and flexibility and adaptability. However, they also face challenges related to operational adjustments, marketing and branding investments, competition, and market saturation. Based on these research outcomes, this thesis provides recommendations for businesses seeking to switch to or implement D2C models in e-commerce. These recommendations emphasize embracing a customer-centric mindset, developing digital capabilities, foster- ing strong leadership commitment, leveraging data and analytics, establishing direct customer relationships, optimizing operational processes, building brand trust and credibility, and allocating resources wisely. This master's thesis provides a comprehensive analysis of the key success factors and challenges associated with the transition to or implementation of D2C business models in the e-commerce industry. It provides advice to help companies successfully transition to D2C models.
The rapidly evolving nature of Industry 4.0 has confronted corporates with the challenge of being able to react rapidly and nimbly (Van Solingen, 2020). Hence, many corporates need to embark on a journey of adaptation toward becoming agile organisations (Schmitz, 2018). However, this adaptation can only be achieved if employees fully commit to changing to an agile posture, and the required commitment is simply not forthcoming without proper corporate initiatives (Neves & Caetano, 2009). As there is no holistic summary of corporate initiatives required to boost employees' commitment to change when approaching an agile transformation, this study supplements the current research. The initiatives are derived from the existing literature and from unique insights given into a European automotive supplier that is currently managing a global agile transformation. Employees’ perceptions of the transformation in Austria and China were recorded and conclusions regarding what drives employees’ commitment to change and what led to job terminations were determined.
Marketing automation
(2021)
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.
The research activity described in this master thesis focus on global leadership in team sport. Football head coaches working or who have worked in the globalised Big Five leagues of England, France, Germany, Spain and Italy are investigated. These leagues are host to players, staff, executives, fandoms and head coaches from around the globe. Sport in general is posed as a valid platform to investigate global leadership. Elite and globalised clubs in association football are further posed the archetype of global sport. Head coaches at the helm of the on-field and off-field teams are hypothesised as global leaders, due to their squad, staff and networks of global nature and the span of their influence on individuals around the globe.
It is proposed that investigations of the leadership in this setting can usefully contribute to insights on global leadership. The research activity follow an exploratory purpose resulting from a gap found in the literature review. The research design framework is a first sequential loop of Ground Theory methodology with the aim to identify useful hypotheses for future theoretical sampling. Secondary data was gathered and analysed qualitatively. The data stems from the public domain and statements from interviews, commentaries, biographies, and conferences on or by the head coaches. The theoretical framework of the presented re-search covers the personal traits and attributes of the investigated individuals.
Findings both overlap and contrast with findings from other global leadership research activities. The differences were identified in properties of the global sport business such as constant public attention. Based on the findings from the purposive sampling and acknowledging applicable limitations on the findings, hypotheses for theoretical sampling are proposed. Theoretical sampling is the next step in the workflow of the Grounded Theory methodology used for this study.
Increasing international competition and accelerated technological change characterize the environment in which companies must maintain and, if possible, expand their competitive advantage. In this context, the new, popular keyword innovation management is often mentioned. Many corporations propagate and use it for marketing purposes. As a result, the companies have to evaluate, develop and launch innovations increasingly faster, which poses great challenges for many and requires a high degree of adaptability.
This master thesis analyzes innovation management (IM) in the automotive industry and in other industries (material manufacturers, service providers, medicine, ...) depending on the number of employees and turnover. In addition, the maturity levels of the IMs and the innovation management systems (IMS) are examined. It also tries to determine which design or "building blocks" are necessary for a successful innovation management. Furthermore, factual and monetary guidelines by the management are evaluated. The thesis also aims to find out how the success of IM is measured. Therefore, guideline-based expert interviews were conducted with responsible people from the innovation departments and then systematically analyzed.
In the literature, expenses for innovations are often wrongly equated with the R&D rate. In this master thesis, it could be shown that this ratio is highest in the automotive industry. However, it does not correlate with the number of employees, turnover, maturity level, success or design of the IM. Furthermore, it could be shown that larger companies have a higher degree of maturity. The reason for this is that more people are usually involved in innovation and that a holistic understanding of innovation is better anchored in large corporations. When designing the IM or the roles of the innovation department, large companies use several different types. While the IM departments in small and medium-sized companies are usually incubators and accelerators, large companies also use corporate venture capital to support start-ups and develop new business models. In this thesis, the success of IM was determined by the number of innovations implemented in customer projects. It was found that, regardless of the size of the company, a higher degree of maturity of the IM and the accelerator role seem to have a positive influence.
Unfortunately, there are rarely concrete goals and targets set by the management although these, along with a holistic understanding of innovation in the company, are without doubt the most important part of a successful innovation management.
This master thesis investigates effective leadership behaviour of multicultural teams during change management. Multicultural teams can be highly effective in dealing with complex change processes and can represent a key player to tackle today’s VUCA-world challenges.
Effectiveness of multicultural teams during change depends critically on leadership with a range of specific behaviours. Involvement and support of the employees in a coaching role is key. Leaders need to display behaviours such as continuous development of cultural and emotional intelligence, critical self-reflection, open-mindedness, and readiness to serve as authentic role models. Furthermore, the creation of a sense of unity based on good communication and common sense is essential to build multicultural teams, and to enable them to embrace their differences as opportunity. Trust, transparency and a holistic change process are vital. Effectiveness essentially depends on the following factors: the organization’s culture, the characteristics of the employees and of their leader, and on the external environment. Leaders should take these factors into consideration at all times.