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Online Surveys vs. Online Observations: A Comparative Analysis of Online Research Methods and their Impact on Brand Management

Bíró, Szilvia; Botzenhardt, Florian; Ferdinand, … - In: Markenbrand (2014) 2/2014, pp. 49-56

The internet offers market researchers a broad variety of possibilities to gather information and insights. Online surveys and online observations are to commonly used research methods. In this article, both methods are being compared and their possible value proposition in terms of brand...

Persistent link: https://www.econbiz.de/10010352742

Social Media im Recruiting

Schwarz, Annika; Botzenhardt, Florian; Pätzmann, Jens U. - In: Markenbrand (2012) 1/2012, pp. 6-12

Die Autoren untersuchen im vorliegenden Artikel den Einfluss der zunehmenden Nutzung von Social Media auf das Personalmanagement. Dabei liegt der Fokus vor allem auf dem Bereich Employer Branding, weil die Veränderungen des Medienkonsums und Kommunikationsverhalten, die durch die Nutzung von...

Persistent link: https://www.econbiz.de/10010420382

Brand Management in a Digital World: An examination of Hugo Boss's efforts in social media

Fähnle, Sabrina; Teichmann, Julia; Pätzmann, Jens U. - In: Markenbrand (2012) 1/2012, pp. 13-23

The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer goods industry. Social Media platforms as innovative and open communication channels have to be integrated in the established media mix while preventing the damage of the...

Persistent link: https://www.econbiz.de/10010420967

Linking corporate reputation and shareholder value using the publication of reputation rankings

Tischer, Sven; Hildebrandt, Lutz - 2011

Good corporate reputation is seen as one of the most valuable assets. It is believed to cause a multitude of favorable impacts within different stakeholder groups. As a consequence, a multitude of studies analyzed the relationship between corporate reputation and financial performance. However,...

Persistent link: https://www.econbiz.de/10010281513

Das bankbetriebliche Reputationsrisikomanagement und dessen Umsetzung

Pohl, Michael; Zaby, Simon - 2008

Controlling-Regelkreis einer Bank ein. Die drei Teile des Forschungsberichts enthalten zudem jeweils die Ergebnisse einer Ende …

Persistent link: https://www.econbiz.de/10011428790

The Balanced Scorecard - Dinosaur or Giant?

Schulke, Arne - 2020

No concept of corporate management has spread as quickly in global business practice as the Balanced Scorecard (BSC) by Robert S. Kaplan and David P. Norton. This discussion paper examines its origins, theoretical foundation, practical distribution and key points of criticism in the literature a...

Persistent link: https://www.econbiz.de/10012216803

A literature review on the impact of digitalisation on management control

Fähndrich, Jochen - In: Journal of Management Control 34 (2022) 1, pp. 9-65

Digitalisation affects management control (MC). It leads to changes in the way MC activities are organised, performed and analysed. Companies of all industries, locations and sizes have to adapt their MC to digital circumstances, starting with the understanding and delimitation of MC tasks,...

Persistent link: https://www.econbiz.de/10015323800

Qualitätsmanagement: Eine Aufgabe des Controllings, des Marketings oder des Risikomanagements?

Wrede, Florian - 2008

Persistent link: https://www.econbiz.de/10010301003

Verfahren der Kundenwertermittlung: Darstellung und Bewertung der Kundenwertmessung als Bestandteil des Marketing-Controlling

Mengen, Andreas - 2009

wesentliches Element des Marketing-Controlling und wird von immer mehr Unternehmen durchgeführt. Hierbei wird versucht auf Fragen …Längst ist Controlling als Unternehmensfunktion nicht mehr weg zu denken und beschäftigt sich mit Themen, die bei … Effektivität und Effizienz beim Management der knappen Marketing- und Vertriebsressourcen sicher zu stellen. Credo: Nur die Kunden …

Persistent link: https://www.econbiz.de/10011304547

Brand Differentiation in German Online Job Boards

Palinkas, Tami; Botzenhardt, Florian; Pätzmann, Jens U. - In: Markenbrand (2014) 2/2014, pp. 39-48

The increasing overload of information that bothers people is affecting businesses on online job boards as well. Although there is no doubt about the benefits of those platforms, companies are threatened to get lost in the sheer mass of similar advertisements. Considering the background of the...

Persistent link: https://www.econbiz.de/10010420964