MSc in International Business Management

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An explorative Analysis of how Autonomous Driving Technology impacts the Business Model of the Automotive Premium Segment: A Case Study of the BMW Group.
(Griffith College, 2020) Kahlert, Alexander
The subject matter of this thesis is strategic innovation management. In particular, it analyses how business model innovation can help an incumbent firm to achieve long-term viability in times of disruptive technologies. The research was focused on one specific case: The BMW Group. With 133,778 employees and an overall revenue of approximately 104 billion euros it is one of the key companies of the German economy. Within the Group, the eponymous BMW brand of cars dominates the annual sales volume at 86%. This case study focuses on one disruptive technology development scenario: the achievement of high-end autonomous driving. The overall objective of this research was to outline the business model innovation implications of autonomous driving for BMW today and in the future. In order to achieve this objective and to structure the research the following lead questions were proposed: (A) Does the BMW Group face the typical Innovator’s Dilemma in regard of autonomous driving technology? (B) How could Business Model Innovation help BMW to solve the Innovator’s Dilemma in the future? (C) Which organisational conditions need to be stablished today to enable this kind of Business Model Innovation and the development of the autonomous driving technology? This explorative case study was based on semi structured interviews with a relevant expert panel of ten experts with heterogeneous backgrounds. Expert input was analysed through both deductive and inductive thematic analysis. This research contributes to existing innovation management literature by proposing new conceptual models in one framework. Firstly, a disruptive innovation needs to be sensed and evaluated. Secondly, the new arising opportunity is seized by analysing the business model innovation implications of it. Lastly, organisational conditions to enhance this exploration of business model innovation have to be established. The research strongly suggests that BMW will face the typical Innovator’s Dilemma since the internal structure of it is not aligned with the significant technology push and market pull triggered by autonomous driving. Only a significant shift of its business model towards a digital enhanced premium mobility service can ensure longterm viability for BMW. A far-reaching programme of business model innovation should be launched today, beginning with organisational exploration. The case study suggests enabling conditions of organisational exploration in three interrelated dimensions.
The Impact of Reward Management System on Employee Productivity: Study of the Banking Sector in Ireland.
(Griffith College, 2020) Akerele, Oluwakemi Oluwatimil
This research aims to assess the effectiveness of reward system in motivating, monitoring and controlling employees in the Irish banking sector. Rewards as a tool to enhance employee productivity and increase employee loyalty is also an objective of this study. Concepts such as Reward management system, employee productivity and employee loyalty were critically explained in the literature review in other to achieve the research objectives. The researcher also applied the use of Equity theory and Goal setting theory in investigating reward management system in the banking sector to find if there exists equity in the reward management system and how rewards have motivated employees to accomplish their goals since based on the assumptions of the theory that employees become more enthusiastic to accomplish goals because of the rewards that follow. The researcher carried out this study using a qualitative approach and conducted ten semi-structured interviews with employees from four different banks in Ireland. The findings generated from this study have brought to light the different reward systems that are active in the Irish Banking sector, the impact of rewards on employee productivity and also the relationship that exists between rewards and employee loyalty. The implications of the findings generated are explained, the research limitations are identified, and the researcher also gave recommendations for future research and practice.
A Case study of French Wine and Spirits Companies: Internationalisation and Marketing Strategy.
(Griffith College, 2020) Lava, Pauline
This dissertation focuses on the French wines and spirits companies regarding the process of internationalisation, and more in details the possible impact of the degree of internationalisation on the export strategy marketing. The literature review demonstrated the different drivers of internationalisation, proposed a definition of the degree of internationalisation and several authors demonstrated the implication between the organisational characteristics of a company and the level of internationalisation. Similarly, the link between the degree of internationalisation and marketing strategy in the context of wine and spirits exporting companies does not seem to have been studied by the literature, so a study of wine marketing strategies have been made to understand the specificities of this sector but also to understand how each company adapts its marketing mix according to its internationalisation. A mixed method approach of an inductive approach using the data collection method of semi-structured interviews with four export managers from French wine and spirits companies has been conducted in order to examine the particular case of this industry. Before the data collection takes place, the researcher provides information on the selected companies in order to classify them according to their level of internationalisation. This data collection was carried out upstream of the primary data collection, and provide information concerning the degree of internationalisation of French wines and spirits companies. Finally, primary data collection focuses on the different components of the export marketing mix of the firms studied, with a view to finding out whether there is standardisation or adaptation of marketing strategies according to the firm's export market(s). The data collection goes further by examining individually the different elements of the marketing mix, which are: the product, the price, the distribution network, and the promotion of the product on the external market(s) on the various companies. To conclude, this thesis shows that the degree of internationalisation in the special case of the French wine and spirits companies has an impact on the export marketing strategy of the firm. It also shows that it has an impact on the organisational characteristics of the company. This research does not attempt to draw a general theory as it takes place into a special industry, the one of the French wine and spirits, but recommendations are given for further academic research.
Business Social Responsibility Of Small and Micro Enterprises: A Case Study of a Brazilian Micro Supermarket.
(Griffith College, 2020) Silva Campos, Raquel
This dissertation investigates if a micro enterprise in the northeast of Brazil has business social responsibility actions towards its local community, the motivation for the support provided (if any) and if the perception of business success can be linked to being socially responsible. The focus is on a case study of a micro supermarket in the northeast of Brazil. The research has followed an interpretivist philosophy and employs a qualitative methodology. The researcher has chosen non-probability sampling with a sample size of nine interviews. The primary data was collected from semi-structured online interviews, focused on the owner of the company in study, three employees and five members of the community where the company is located. It was demonstrated in this study that the idea of business social responsibility can be subjective and that the size of the company, or the perception of size, can influence what people expect from it. The research has shown that financial measurements are used for small and micro enterprises, but that non-financial measurements were the most presented in this study as a way to measure the success of Mercantil Nazareno. In conclusion, the findings from this study have shown that the majority of the members of the community do not recognise the support provided by the business as being socially responsible. The main motivation to support the community was presented as enlightened self-interest. The findings of this research have partially reaffirmed other studies about the characteristics of owner, business and community as influencers of community support. Finally, the relationship between business social responsibility practices and the perception of business success has been found as inconclusive.
An Exploratory Study on Gender and Leadership Style Perception of the Entrepreneur in the Mexican Venture Capital Industry.
(Griffith College, 2020) Velasco Rodriguez, Ana Lucila
In this study, the leadership style of the Mexican entrepreneur was explored and understood from an investor´s perspective. Considering the lack of leadership research focusing on gender in the context, the research philosophy was interpretivist and in order to bring knowledge into the context, an exploratory study was made from an inductive approach. Qualitative data was collected through interviews in order to respond the research question. The findings provided substantial insights that could be helpful for future research in the industry. In a male dominated industry such as entrepreneurship, it was shown that leadership style is shaped by social constructions and its characteristics related to efficiency and success have traits that are proper to a transformational style of leadership. Gender stereotype and prejudice against women were topics that were covered in order to provide insights to reduce the gender gap in entrepreneurship. The dissertation also examined the difference between female and male entrepreneurs and to which extent they were of advantage or disadvantage for the industry. Therefore, it was concluded that traits for both male and female entrepreneurs could be of advantage and some others of disadvantage.
The Impact of Servicescapes on Customer Satisfaction: A Study on African Service-Based Small and Medium-Sized Enterprises (SMES) in Ireland.
(Griffith College, 2020) Olabode, Olubunmi Arinola
The objective of this study was to investigate the impact of servicescape (the physical environment of a business) on customer satisfaction amongst African service-based SMEs. Servicescape is an essential part of a business as it accentuates the experiences a customer has while receiving a service, this further leads to satisfaction or dissatisfaction. As such, the servicescape need to be properly constructed taking into cognisance the physical dimensions (lighting, spatial, ambient, scent, music etc), the social dimensions (crowd control) and the natural dimensions (supporting relaxation). This study also considered the impact of the COVID-19 pandemic which revised servicescapes to adhere to government regulations on social distancing. The study adopted the qualitative research methodology which uses non-numerical forms of data and analysis. Data was collected through the conduct of interviews with five (5) owners of African service-based SMEs and five (5) customers of these SMEs. Data was analysed using the thematic format, themes where was based on the research objectives. The study discovered that the use of the several dimensions of servicescape (physical, social and natural dimensions) by African service based SMEs resonated positively with customers thus keeping them satisfied and loyal to the business, furthermore the revised servicescapes due to the COVID-19 pandemic had both positive and negative effects on customer satisfaction, for some customers the revised servicescape enhanced their trust and loyalty to business as they had a feeling that the business owner was mindful of their health and safety, while to other customers the revised servicescape reduced the level of social interaction thus reducing the satisfaction gained whenever they visited such SMEs. The study recommends that considerations should be given to physical, social, and natural dimensions when constructing a servicescape. In addition, business owners should consider gender of their target market, when implementing servicescapes as what constitutes customer satisfaction and experience differs across gender lines. In addition, business owners should consider cushioning the effect of the strict Covid-19 guidelines on customers.
A Quantitative Study on Factors That Influence the Choice of Being an Entrepreneur in Malaysia.
(Griffith College, 2020) Tan, Jing Jian
The objectives of this dissertation was to gain exposure to the entrepreneurial intentions in Malaysia and to identify the common personality traits of individuals, referring Big Five personality traits, with entrepreneurial intentions as well as the contextual factors that impacted their choices of becoming an entrepreneur. In order to achieve the research objectives, a conceptual framework and hypotheses were developed and being tested for data analysis using quantitative method. Multiple regression analysis was conducted with extraversion, conscientiousness, openness to experience, family background, and government policy as independent variables, which revealed the relationship between the dependent variable, entrepreneurial intentions. Over 200 questionnaires were circulated to Malaysians aged between 20 years old and 30 years old. It was grateful that 152 responses were useable, completed and satisfied with the requirement for analysed. The findings showed that most of the Malaysians do have entrepreneurial intentions. The personalities of extraversion and openness to experience were significantly and positively related to the entrepreneurial intentions, while conscientiousness was not contributed uniquely itself but still positively related. Family with entrepreneurial background has an impact and would influenced the individuals career decisions as entrepreneurs, and it was much favourable if family supports was given to them. It was found that Malaysians would be more preferred and considered to be entrepreneurs if there was a loose government policy such as ease to get loans, uncomplicated business procedures and even protection for new ventures. Further detailed and specialised research study is still needed in order to strengthen and achieve actualisation of the study.
An Evaluation of Leadership Skills on Organisational Performance in Financial Firms in Ireland.
(Griffith College, 2020) Adesanya, Seyi Ayomide
The objective of this study was to evaluate the impact of leadership on organisational performance, by critically accessing those leadership skills that make a leader successful from the employee perspective. The study focused on the financial sector in Ireland, because of its importance in contributing significantly to the Ireland economy, leadership in the sector is therefore paramount for the overall success of the sector. The study adopts the qualitative method of research which collects data from the conduct of interviews, seven (7) interviews were conducted with employees of several firms in the Irish financial sector. Analysis was done using the thematic process as provided by Braun and Clark (2006). From the analysis it was discovered that leadership skills that related to Interpersonal skills(Ability to motivate, interact and communicate) Expertise, and experience, Cognitive and strategic thinking skills were skills that made leaders successful, further a leaders ability to communicate required results and train staff to handle certain responsibilities themselves were essential for employee productivity as this skills stimulated employees to work more for the organisation. Also, leadership ability to provide non-material motivations and exemplary leadership was significant in keeping employees loyal to the organisation. The study thus discovered that leadership skills was essential for organisational performance, hence the study recommends that leaders should adequately take time to acquire and learn leadership skills as it will aid in enhancing employee commitment and the general success of their organisations.
Creating an Optimal Structure of Working Times and Workplace Environment to Maximize the Performance Level of Software Developers in Turkey.
(Griffith College, 2020) Doga Zeynep, Germen
In this dissertation, the main aim was creating an optimal physical office environment and working time patterns to maximize the performance levels of the software developers in Turkey. The main elements of the physical office environment were identified and handled as office structure, ergonomics of the computer workstation and dominant color of the office. The working hour patterns were identified and handles as flexibility of the working hours, duration of working hours and working at weekend and nighttime. This research had the Post-positivistic paradigm as philosophical background. To reach a conclusion and overall understanding of the mentioned concepts, a detailed literature research was made and critically analyzed and research survey was conducted with the software developers in Turkey. The survey conducted had both qualitative and quantitative features. As a result of the survey, regarding optimal physical office structure to maximize the performance level of the software developers in Turkey, it was found that an office with open office area, private personal rooms and private team rooms is the performance maximizing office structure. Additionally, a conclusion drawn as a computer workstation with ergonomic chair, desk, tools for keyboard and mouse usage and multiple monitors or a monitor with large screen and high resolution maximizes the performance level of the participants. It was found that dominant color of the office environment has not a significant effect on the participants, however, for the participants who are affected by the dominant color, the office should be white or nude colors to maximize the performance of the software developers in Turkey. With respect to performance maximizing working time patterns of the software developers in Turkey, it is found that flexibility of working hours with weekly duration of 30-40 hours is the most performance maximizing pattern. Additionally, it is concluded that working at weekend to complete the flexible working hours is a performance decreasing factor. However, this research concluded that opportunity of using nighttime to complete flexible working hours is performance maximizing element for the software developers in Turkey.
Relationship Between Consumer Behaviour And Branding in Selected Family Businesses in Lagos State.
(Griffith College, 2020) Ajibowu, Kehinde Oluwatosin
Consumers are burdened with large quantity of products and brands in the present Nigerian business environment, as result, family businesses are now saddled with the commitment of paying more attention to both consumer behaviour and the brand of their products or services, since branding can significantly increase their market share. This study was aimed at investigative the relationship between branding and consumer behaviour in family businesses. In order to accomplish this aim, the study employed descriptive survey research design which involves the collection of primary data. The primary data were sourced through the administration of online questionnaire to managers of family businesses in Lagos State, and were further analysed using descriptive and inferential statistical method. The study revealed that a significant relationship (p = 0.001) exists between advertisement as a strategy of branding and consumer behaviour in Lagos State; there is a significant relationship (p = 0.03) between brand image of family business and consumer behaviour in Lagos State. Furthermore, brand association of family business in Lagos State significantly (p = 0.014) influence consumer behaviour, while the relationship between brand equity of family business and consumer behaviour in Lagos State was found to be insignificant (p = 0.565). Implying that the investment on the adoption of branding strategies such as advertisement, brand image and brand association by managers of family business may be worthwhile in Lagos State. While on the other hand, in order to enhance brand equity managers of family business in Lagos State need to focus on how to maintain high quality of product and services. The study recommended that future studies should expand the scope of research to regional and national scale, while taking advantage of a lager sample size in order to increase informed decision-making by family business managers.
The impact of Neuromarketing on Consumer Behaviour.
(Griffith College, 2020) Marra, Emanuela
In this study, it was shown that the innovative field of neuromarketing is able to impact the mind of consumers and their behaviour. The main objectives of this study were to understand if neuromarketing has a real and (especially) measurable influence on consumer behaviour and to understand if the better performances obtained by the products could be due to the insights produced by neuromarketing tests. In order to reach these objectives, the researcher designed a qualitative study starting from an existing case study. Under the influence of critical realism as research philosophy, the researcher adopted a deductive approach. The best suitable strategy was identified to be the single case study, in which data were collected through interviews. These non-standardised, semi-structured interviews were conducted with a sample of fifteen people, divided respectively in three homogeneous groups, through videoconference apps. The participants were Italians aged between 25 and 60 years old, nationally representatives. The conduction of the interviews was supported by the vision of three different versions of a video, one per each group, that included the main object of the analysis: an humanitarian commercial in its two versions; when aired, the first obtained poor results while the second version, aired after neuromarketing tests, performed greatly. The results obtained from this research have confirmed the researcher's main hypothesis and therefore the relationship between the new insights produced by neuromarketing and the unquestionable better performance of advertising, especially in terms of awareness, emotions aroused and response to call to action. Another important issue was raised by this research, concerning the influence that each type of content, when interrupted by the commercial, have on the perception of the commercial itself; further investigation is required on this particular issue. In conclusion, this study was seen positively by the researcher who, on the basis of the results obtained, considers neuromarketing an extremely useful and reliable tool for the success of a marketing campaign and for businesses, with the issues related to the real context of use of the product and the market in which it is consumed to be always taken into account.
Explore the role of psychic distance in order to understand the challenges of managing remote foreign teachers in China’s English-language training firms
(Griffith College, 2020) Hu, Kang
The lack of foreign teachers makes effective management of remote foreign teachers be necessary for Chinese language training companies. The aim of this research is to explore the role of psychic distance and identify the challenges related to psychic distance in remote foreign teacher management in order to understand the challenges being faced in a more comprehensive way. To meet the research aims, this dissertation was based on an extensive review of relevant literature and the implementation of empirical research that was conducted through a case study strategy by using semi-structured interviews with remote foreign teachers and Chinese managers. This research generated a number of findings: the mechanism by which psychic distance plays its role in the remote management of foreign teachers lies in the effective communication between teachers and managers; Foreign teachers and Chinese managers have different views on cultural distance and its influence; Chinese government policies in the administrative distance are vague in terms of remote foreign teacher management; Time difference and network problems are the predominant challenges caused by geography; high human resource cost is not the leading challenge associated with economic distance. The main conclusions drawn from this study include: both managers’ and team members’ perception are important; although both managers and teachers realize the existence of cultural differences, managers haven’t paid adequate attention to them in management; administrative distance with changing Chinese government policies which could directly affect online foreign teacher management which is uncontrollable; Geographic distance challenged managers more than foreign teachers; economic distance caused high operating costs for companies. This dissertation recommends that a sound communication mechanism should be established internally; taking culture-related training as a part of work in daily management; managers need to pay attention to government policies and update relevant news with foreign teachers; remote foreign teachers should be managed as a team, and should start with recruiting suitable candidates and establishing a reasonable promotion system to control operating costs.
The impact of a digital transformation strategy: A case study of the AccorHotels group.
(Griffith College, 2020) Lenoel, Thomas
In the past two decades, the development of the internet and new digital technologies led to new means of consumption, new ways to capture and create value and to new channels of communication. These changes were a source of opportunities and threats for existing companies, leading them to ask themselves if digital transformation was a necessity if they wanted to remain competitive in a more digitalised industry. The Hotel industry was particularly impacted by these transformations, with the rise of new digital competitors, either driving their profits down or deviating business from them. The present research aimed to analyse if the implementation of a digital transformation strategy was a necessity for a company of the hotel industry to remain competitive. To answer this question, the research process revolved around several objectives: Identify the motivations, whether they are threats or opportunities that led the company to undertake a digital transformation strategy, outline the new ways to capture value that resulted from it, assess the impact of this strategy, and finally determine if digital transformation allowed the company to remain competitive. The research process took the shape of a qualitative analysis of a single global company, operating at the highest level of the hotel industry, Accor. Interviews were conducted with executives of the company and documents regarding the company’s digital transformation were gathered. Several things emerged from the analysis of the collected data. The first one being that the digital transformation process goes far beyond technology, but also encapsulates a deep change in the company’s organisation, how it operates and how it thinks its products. Additionally, this strategy led to a diversification of the group’s operations in sectors complementary to the hotel industry, through digital. It was also a mean to acquire new skills and competencies that would allow the company to take advantage of the use of data towards its revenue maximisation. It also emerged that digital transformation became a way to broaden the company’s partnerships and, most importantly, it allowed Accor to amend the threats that arose in its industry and to take advantage of digital opportunities; leading us to conclude that the digital transformation process was a necessity if Accor wanted to remain efficiently competitive in its native industry.
The Effect of Mergers & Acquisitions on Employees: Amazon & Whole Foods.
(Griffith College, 2020) Bondu, Rahul Karthik
The aim of this research has been to understand the perspective of the employees regarding the influence of merger between the Amazon and Whole Foods. Further, the objective of the research has been based on analysing the financial conditions, perspectives, psychological conditions and likelihood of cultural conflicts amongst the employees post the merger between Amazon and Whole Foods. Literature review has been significant in providing detailed concept on the merger and acquisition followed by its influence on the employees. In addition, theoretical aspects have been provided to furnish strong analogy on the research subject. Detailed glimpse on the influence of Amazon-Whole Foods merger on the working conditions of both the organisations have been provided. Methodological aspect has been oriented to positivism and interpretivism philosophy along with the abductive framework in terms of furnishing the detailed overview of the subjective area of the research. Collection of data has been oriented to both quantitative and qualitative approach. Research findings have been based on statistical analysis of the survey data which has been conducted on 100 employees. Systematic documentation has been propagated for interview data conducted on 8 managers of Whole Foods and Amazon, 4 in each case. Moreover, news articles have also been considered. Lastly, conclusion defined the pathway through which has provided contribution to the research. Recommendation has been furnished for both research topic and future research.
An Evaluation of Social Media on the Growth and Expansion of Small Scale Entrepreneurship: A Case Study of Small Scale Businesses in Nigeria.
(Griffith College, 2020) Mikailu, Hannah Nzeke
Social media has become a formidable tool for business growth and expansion (Tim, 2017), with over 2 billion people using social media it becomes a potent meeting place for business owners and customers (Kamz, 2017). This research tries to investigate the role of social media on business growth and expansion focusing on Small Scale Businesses in Nigeria. The research is informed by the need to study how businesses adopt social media to increase brand awareness, connect with potential clients, obtain customer reviews, increase product salability, and also the marketability of goods (Kemp, 2019). This study adopts the qualitative research strategy which collects data from conducting interviews, 8 interviews were conducted with small scale entrepreneurs in Nigeria via snowball sampling methods. Data is analyzed using thematic analysis, eight (8) themes are discovered which proves the potency of social media for business use in the 21st century. The findings of this research reveal that social media has more benefits for business especially in terms of communication, building customer relationships, advertising, low cost in operations, and using several digital channels, which increases the business presence. This study thus, recommends the use of social media for business and also constantly updating social media platforms to keep up with trends as the online environment is dynamic.
An Exploratory Case Study of the Influences Personal Abilities and Self-Efficacy have on Performance for Remote Workers.
(Griffith College, 2020) Araujo Marques, Monica
This dissertation explores the personal abilities and self-efficacy variables that have an influence on performance in the context of remote work, advances in technology and the global spread of COVID-19. The recent pandemic has forced many companies to increase employees’ physical proximity from their place of work and, in order to maintain service levels, precipitated a vast expansion in remote working. The research aims of this study were developed to investigate which tools remote workers have available to overcome obstacles in a virtual environment and the challenges faced while performing their jobs. To represent these objectives and provide structure to the research, the following research questions were proposed: 1. What is the importance of self-efficacy for employees in performing their tasks when working remotely? 2. What are the challenges remote workers face when performing their job? The study has an extensive literature review of the pertinent subjects relevant for remote work which allowed for the development of a conceptual framework and informed the approach for primary research. This dissertation takes the form of an exploratory qualitative case study methodology and semi-structured interviews as a data-gathering tool, this approach was selected after considering the research questions and the context of this dissertation. This research contributes to the existing literature by proposing that organisations address certain core issues when adopting remote work as a business strategy, and the role of personal abilities and self-efficacy during the evaluation of the performance of remote workers.
A Study on the Effects of the Buyer-Supplier Relationship on Purchasing Performance and Satisfaction in Supply Chain Management in Malaysia.
(2020) Bok, Hansoo
Due to the competitive environment in the Business industry, most firms try to establish and maintain a long-term relationship and cooperation between supplier and buyer that allow companies to make more flexible strategies for better operations and management. This study explores three main factors that are elational aspect, Resource dependence, and transactional cost. Each factor has sub-sections such as commitment, trust, cooperation for relationship Aspect, information sharing for resource dependence, and long-term relationship orientation for tractional cost. This study will study the effects of the variables whether they have significant impacts on purchasing performance and satisfaction. In this research, there are three hypotheses that five factors can induce positive purchasing performance. The fourth hypothesis is that positive purchasing performance affects positive purchasing satisfaction. Those studies will be analyzed through the survey. A questionnaire survey was conducted among 100 professional employees of electronics, automobiles, drinks and so on in the industrial zone in purchasing departments where author work in Malaysia. There are six hypotheses and Trust, Information sharing, long term orientation has positive influences on purchasing performance. On the other hand, Commitment and cooperation were identified which had no positive impact on purchasing performance. Besides, purchasing performance has a significance in purchasing satisfaction according to this study. In conclusion, buyers should take recommendations from this study that they should try to improve trust, information, and long-term orientation for retaining a good relationship with a supplier to reduce transactional cost and work more flexible to avoid risks such stock-out and overstock situations. For trust, an increased number of having meetings will help buyers have interactions with suppliers and exchange business opinions. About information sharing, ERP system will help buyers to share concise information with suppliers that avoid mistakes of quantity orders and communications. Lastly, Long term orientation can be improved by investing in supplier’s production facility that makes the suppliers increase more dedication to supply planning for the buyer.
Emotional Branding and Experiential Marketing Play a Role in the Consumer Behaviour and Loyalty: The Case Study of Victoria Secret.
(Griffith College, 2020) Meneroud, Aurélie
Emotional branding and experiential marketing play a role in the consumer behaviour and loyalty: The case study of Victoria Secret. Competition between companies is evolving every day, in order to make a difference brands are using various strategies: the creation of a unique identity, for example. To succeed, brands are using a new approach that focus on the consumer in order to create a relationship on a deeper level. Emotional branding is a concept that combines marketing techniques in an attempt to arise emotions for the consumer. Experiential marketing is a concept that create experience and looking for engaging consumers during the experience. Those concepts have evolved over the last decade as new approach of marketing discipline focusing on the consumer. This study investigates the relationship between emotional branding and experiential marketing from the customer perception in the lingerie sector in France. This empirical study proceeded with a review of an existing literature that lead to a development of a conceptual framework. This research adopted a qualitative multi-method approach: observation and semi-structured interview. The data analysis identified themes that helped to understand the experience such as: brand experience, brand loyalty and brand attachment.
Perceptions and Preferences of employees towards Performance Appraisal: Sales Industry
(Griffith College, 2020) Bhatia, Smriti
The subject matter of this Dissertation is Performance Appraisal and the perception and preference of employees of sales industry regarding Performance Appraisal. This Dissertation also examines the different areas linked to the concept of Performance appraisal and how broad this concept it and what are the different variables that can affect the process of performance evaluation. This paper explored what kind of performance appraisals are preferable to the employees of sales industry from their own insight. It is identified withing this paper that how motivation theories, work related behaviour and rewards system, Biased behaviour and Fair Performance appraisal can affect this process and the satisfaction derive from the appraisal. The process of collecting data for this paper was through a series of semi-structured interviews with the employees working withing sales industry for better understanding of the concept. The result indicates that the preference of employees of sales industry is more towards monetary rewards due to the nature of the industry, Most of the employees are more likely to prefer monetary rewards. There are many factors contributing to this conclusion based on their Salary packages. This research also found out that in sales industry, employees are not receiving good basic salary, and this is the reason for their preference towards monetary rewards. It is also found out that in the Initial stage of their job, employees are more inclined towards Monetary rewards but after getting enough, they are slightly inclined towards Non-Monetary rewards. Employers working withing the sales industry are recommended to communicate with the employees and ask them about their employee’s actual preference about what kind of rewards are preferable to them and should also check on their evaluation process as well.
An Exploratory Analysis of the Characteristics and Prerequisites of an Appropriate Business Partner in the Early Stage of Start-up Business.
(Griffith College, 2020) Palani, Pugazheanthi
This study shows the overall selection criteria which need to be considered while selecting a co-founder and founding team member in the early stage of a start-up business which includes characteristics and prerequisites. Most of the start-up business fails due to conflict and miscommunication among co-founder's caused by inappropriate selection at the founding stage of the start-up business which can be recovered by educating the start-up entrepreneurs with the help of Elite Co-founder theory. This research will propose the Elite Co-founder’s theory for Entrepreneurial academic purpose and Elite co-founder model for real-world start-up co-founder selection process. Based on both academic and business demand for co-founder problems in a start-up, this Elite Co-founder model was created with three brain systems of intuition are head, brain, heart (Soosalu et al., 2019). Co-founder conflicts are the main reason behind every aspect of start-up business failure backed by miscommunication and assumptions based on situations. ‘’With the long hours it takes to get a start-up off the ground, you’ll spend more time with your co-founder than your spouse’’ (Bornstein, 2017). The constructivist grounded theory of Elite Co-founder is designed and developed to support the Elite Co-founder model and it's is a one-page template contains all the essential and critical characteristics and prerequisites required for the co-founder candidate for a start-up (Alvarez et al., 2010). Overall, the eligibility check consists of evaluation methodology between a founder and co-founder profile to check the similarity rate / complementary rate. If the co-founder candidate scores above 52% in similarity rate / complementary rate, then they would be preferred candidates with optimum eligibility to work in a start-up business as a co-founder, interviewed, and graded by the founder of that start-up with the help of Elite Co-founder model. The results achieved by doing the co-founder evaluation test, is fully up to the founder intuition, knowledge, belief, skills, character, thoughts, requirements, and expectations (Pérez and Canino, n.d.).

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