RESEARCH PROJECT ABSTRACTS
ACADEMIC PREMASTER SBM June 2006 – 07 -08
1.
Title: Diversity in management teams
Gender differences and the role of a Management Development Programme
Author: Ingrid Miltenburg , graduated premaster SBM June 2006
Keywords: diversity, gender, motivation, performance, benefits, balanced teams
Abstract
The aim of this thesis is to increase the number of women in higher- and top management
functions in the corporate level of the X Group by implementing management development
programmes and using management diversity in order to create balanced management
teams for the company which in the end can result in better performance. Compared with
men the presence of women is low in the higher- and top management levels. The wider
objective related to this aim is: “To implement management diversity in the compilation of
management teams, in order to get more women in higher and top management teams to
create more balanced management teams by using Management development programmes
based on management competencies.”
The report starts with a situational analysis and theoretical approach of
management
diversity, management competencies and management development programmes.
Semi- structured interviews and questionnaires are conducted in four departments on the
corporate level of the Company.
As a conclusion, there can be said that making use of diversity, in this thesis making use of
gender, can create benefits for the employees and the company such as an increasing
performance, women work more than the stipulated hours, furthermore there is a lack of
secondary conditions and a last conclusion can be made about the demands of work and
home life. Referring to management competencies there can be concluded that there is a
need to have men and women in a management team. Different competencies employees
posses can complement in management teams in order to create balanced team.
As main conclusion there can be said that making use of diversity, management
competencies and management development programmes, will increase motivation and
recognition. In the end it may result in better performance for the company..
2.
Title: The impact of organisational culture, structure and leadership on
employee motivation
Author, Tessa Nijst , graduated premaster SBM June 2006
Keywords: leadership, perception of culture and structure, employee motivation,
performance, satisfaction
Abstract
In the past, managers worked according their personal objectives and goals and could
realise these as they wished. Nowadays, management has changed into a people-oriented
activity.
During this research this problem will be investigated within a company ( X) which has to
deal with a changing culture. The main problem which will be investigated in the two hotels:
‘What is the relationship between organisational culture, structure and leadership and
motivation and what is the effect on the performance of the employees within company X
and Y? The sub-questions that will be investigated are:
1. How is the structure of the hotel perceived by the managers and employees.
2. How is the culture of the hotel perceived by the managers and employees
3. How is the leadership of the hotel perceived by the managers and employees
4. Is there a relation between structure and motivation?
5. Is there a relation between culture and motivation
6. Is there a relation between leadership and motivation
7. How does motivation influence performance?
8. How does performance influence customer satisfaction?
This comparative research will be executed by means of an employee motivation survey and
interviews with departmental managers of two business units within the same company.
Furthermore interviews have taken place in the corporate level
The outcome of the fieldwork is that the higher the motivation is, the higher the customer
satisfaction is. The loyalty of the employees and managers of both units is high. It seems to
be that the team-feeling is very an important motivator. Furthermore it can be said that
employees of both units would like to get more autonomy and would like to have the
opportunity to develop new skills and to grow in the company. There is no goal-setting and
people of both unit do not have the feeling that the management listen to them. Employees
would like to get more recognition.
Based on these conclusions, recommendations are done: coaching focussed on teams.
Goals setting and rewarding in a way employees like and get recognition by means of
monthly set feedback. Finally the loyalty towards the company and the team-feeling
increases, use PDP’s.
3.
Title: ‘The effects of airline capacity problems on a business travel agency’s
profitability’
Author, Bart van Turnhout, graduated premaster SBM June 2007
Keywords: aviation, capacity, corporate loyality and profitability for travel agencies
Abstract
Fast transportation is the most significant motive for business travellers to travel by air.
However, the airline capacity available at business travel agencies leads to problems
concerning the delivery of services. The effect of airline capacity problems on a business
travel agency’s profitability was determined. In addition, the significance of corporate
satisfaction and corporate loyalty on behavioural intentions was specified. Content analysis,
in-depth and semi-structured interviewing led to the establishment of an operational model,
which was tested and adapted, with the use of the critical incident technique. It was found
that capacity problems caused no change in behavioural intentions. Therefore, despite
capacity problems corporations stuck to their own travel agency and thus contributed to their
profitability. Generally, the recommendations advocate further research to the responsibilities
of airlines in case of airline capacity problems and to a method to manage supply and
demand to improve business travel agency’s services.
4.
Title: The Impact of a Corporate Mission Statement on a Partnership
A Case Study of the City Partnership Berlin – Buenos Aires
Author, Cecilia Braun, graduated premaster SBM June 2008
Keywords: (corporate) mission statement, (city) partnership, organisational values,
cultural exchange
Abstract
A mission statement has long been argued to lead to better performance. However,
empirical evidence supporting this argument in the sphere of alliances is scarce.
Particularly, the concept of city partnerships is poorly understood and therefore, this
thesis reports the results of a case study of the city partnership Berlin – Buenos Aires,
focussing especially on the cultural exchange aspect of the partnership. By means of
contrasting theory with practice, the impact of a corporate mission statement on a
partnership was evaluated from a theoretical perspective and in‐ depth interviews
with Berlin‐ based partner institution were conducted in order to investigate the
current profile of the city partnership. The findings served to develop a corporate
mission statement including shared values and common objectives, which –upon
ratification– aims to further develop the city partnership, especially by improving the
coordination through the Senate Chancellery of Berlin.
5.
Title: Kids motivations to visit outdoor recreation parks
Author, Biorella Hooy , graduated premaster SBM June 2008
Keywords: kidsmarketing, push motives, pull motives, memorable experiences,
outdoor attraction parks
Abstract
This study is concerned with the motives of kids (4-10 years old) for visiting outdoor
attraction parks. It seeks to develop a Kids’ Leisure Scale entailing the push and pull motives
of kids. Fifteen motives have been developed. Ten have been found to be push motives
pushing kids to visit attraction parks, whereas five motives have been defined as pull
motives; pulling kids to a particular outdoor attraction park.
The push motives are believed to come from within the individual and are believed to explain
the choice for a particular leisure activity. The ten defined push motives are; ‘Competence
mastery’, ‘Enjoyment’, ‘Enhancement of kinship relationships’, ’Stimulation’,
‘Regression/Fantasy’, ‘Facilitation of social interaction’, ‘Prestige’, ‘Escape’, ‘Selfdevelopment’ and ‘Autonomy’. The five defined pull motives on the other hand are believed
to explain the choice for a particular attraction park and are; ‘Attractions’, ‘Nature’, ‘Novelty’,
‘Education’ and ‘Characters’.
6.
Title: Determinants in the decision making process influencing the choice for
an incentive agency
Analysis of the rational factors and the role of emotions illustrated by the
empirical research with focus on the agency X in Palma de Mallorca
Author, Carina Weimann, graduated premaster SBM June 2008
Keywords: decision-making, rational factors, emotion, agency, incentive
Abstract
.To be successful in the competitive MICE industry it is crucial to know how to influence
potential clients for ones company. However, there is a lack of data on how buyers make
their purchase decisions. This study sets out to investigate the rational factors that determine
the choice for a particular agency. Moreover, it claims that emotions play a crucial role in the
decision-making process as well. The topic is investigated with focus on the incoming MICE
agency X situated on Mallorca with regard to German incentive travel groups. Field research
in the form of semistructured interviews with experts in the incentive industry revealed that
emotions indeed play a significant role while suggesting that specific rational criteria are of
less importance.
7.
Title: Strategy Implementation and the Management of Organizational Change
Author, Dorina Bitterman, graduated premaster SBM June 2008
Keywords: : organisational change, management, resistance, motivation,
communication,strategy, culture change
Abstract
Going through a major transformation, a Dutch multi-utility company forms the sample for
studying the practice of organisational change management. Having chosen a strategy of
operational excellence the public company attempted to prepare itself for a liberated and
competitive energy market. This case study examined how the change was managed in
practice, which was then contrasted with theoretical approaches. The general field of focus:
change management was specifically researched in regard to the role of managers within
change, how they try to motivate willingness to change, resistance to change, effective
communication in times of change and successful culture transformation. Gaps between the
perceptions of managers and employees were identified. While the managers appeared to
have a relatively good theoretical idea of their role in change processes, aspects such as
participation and communication crystallized as problematic from the perspective of
employees.
Keywords
8.
Title: Enhancing service quality at the Montague Hotel on the Gardens
by improving staff motivation
Author, Evelijn Schook, graduated premaster SBM June 2008
Keywords: : Employee motivation; Employee performance; Service quality; Expectancy
theory; Motivational factors; Hospitality industry
Abstract
The research objective of this study is to analyse the aspects that motivate the employees of
the Montague on the Gardens and the relation between their motivation and job
performance. In order to achieve this quantitative, deductive research was conducted from a
functionalist paradigmatic position. Primary research consisted of orientation interviews,
observation and in-depth interviews, but comprised mainly of social surveys. In total 68
surveys were collected. The foundation of the research was the modified expectancy model
of Chiang and Jang (2007). The results show that there is a moderate positive relation
between employee motivation and job performance. Besides, employees believed that high
motivation leads to enhanced job performance. Moreover, employees believed that
they can influence their job performance and that good performance results into rewards.
Furthermore, the demoting as well the motivating strength of twenty-two motivational factors
was analysed.
9.
Title: EYES INTO THE FUTURE
A scenario approach to the tourism demand of Rotterdam to 2018
Author, Fleur Van Dullemen, graduated premaster SBM June 2008
Keywords: tourism, demand, scenario, planning, driving forces, uncertainty
Abstract
A variety of factors shape the development of global tourism. Many of these factors go hand
in hand with large uncertainty. Moreover most of these factors can hardly be influenced by
the tourism industry. A literature discussion revealed two opposite perspectives on predicting
tourism demand. The first implies that it is possible to make accurate predictions on the
future. The second, states that it is not possible to predict the future. The environment is
considered too complex and uncertain to make predictions based on probabilities.
This research performed for X adopts the latter perspective in determining the tourism
demand to Rotterdam. A scenario approach has been selected for the execution of the
research. In order to map uncertainties this research offers four scenarios for the
tourism demand of Rotterdam to 2018.The outcome of the research is a framework for
thinking into the future.
10.
Title: To be the best in Nigeria
An analysis of cultural, political, socio-economic and geographic factors influencing
business expansion to Nigeria.
Author, Florinne Boellen, graduated premaster SBM June 2008
Keywords: cultural differences, business expansion
Abstract
Nigeria, a country with a lot of oil resources is a very attractive site for many foreign
companies like the offshore company X.
In this research project it is demonstrated that Nigerian society of an extended family system
resulting into patron-client relations that is the result from and at the same time the
foundation of a corrupted system with many implications for the business environment.
In the comparison of organisational culture of X with the business culture of Nigeria,
differences in hierarchy, power distance, control execution, communication and job
commitment are discussed and as a result of a contribution between cultural differences and
differences deriving from society.
11.
Title: How to create value-innovation in order to gain competitive advantage in
the Dutch export consulting industry
Author, Aleksandra Marceta, graduated premaster SBM June 2008
Keywords: competitive advantages, culture , organisational learning
Abstract
The Dutch export consultancy industry is of highly competitive nature. Therefore, the creation
of competitive advantage can only succeed with an innovative strategy, which departs from
the standard approaches applied by other participants in this market. Those companies
which manage to offer a completely new product or service, which is perceived to be better
than the offers of competitors, are said to have a competitive advantage. Competitive
advantage normally gets overhauled by the initiatives of competitors, which try to copy
successful approaches. Therefore, a successful competitive advantage strategy needs to
have a long term focus by competing on core competences, which are hard
to copy by competitors. After having thoroughly compared several theories which lead to
competitive advantage, the value innovation strategy, also known as the Blue Ocean
strategy, was found to best meet the market conditions and the resources of GBP
International.
The main goal of this exploratory research was to look at the relationships of culture,
organisational learning and value innovation for the Dutch market. Organisational learning
has been identified as a crucial concept while reviewing the literature.
12.
Title: CAN SUPERMAN SAVE THE DAY? | WILL THE MAN OF STEEL PREVAIL? WHO
IS SUPERMAN?
Author, Frank Cornelissen, graduated premaster SBM June 2008
Keywords: attraction parks, new attractions, intellectual properties, visitor numbers, visitor
satisfaction ,teeming and storytelling
Abstract
.X Park Germany invested millions in 2007, adding two new themed areas to the park. But
what revenue will these new attractions / additions provide? Through an econometric model,
the influence of new attractions on overall attendance has been quantified – together with
several other variables that have an effect on visitor numbers. In addition, several factors that
positively affect the influence of new attractions on attendance were identified. A more indepth quantitative as well as a subsequent qualitative study provided additional insights into
these factors. It was found that the inclusion of intellectual properties in new attractions
increases their effect on visitor numbers. Additionally, intellectual properties have an indirect
influence on visitor satisfaction. Finally, it is also hypothesized, yet not fully proven, that
teeming and storytelling function as interaction variables regarding the afore
mentioned effects of intellectual property appreciation on satisfaction.
13.
Title: Take Care!
Author, jaap Baarends, graduated premaster SBM June 2008
Keywords: senior market, care hotels, health care sector, CIT, quality service model
Abstract
, “ a comparison between three target groups of care hotels, namely vacationers who need
additional care, recovering customers and temporary-stay customers and their perception of
service quality in care hotels”. ,
Because the senior market is growing, costs of health care are rising, and the health care
market opened for competition, entrepreneurs in health care need to ensure a healthy
financial position. Care hotels maneuver between the hotel and health care sector and are
relatively new. In order to best serve the new customers of care hotels it is important to
asses who the customers of care hotels are and what they perceive as service quality. This
enables the delivery of a tailored service and a beneficial business result. Using the Critical
Incident Technique (CIT), this research reveals the differences between three target groups
in care hotels, namely vacationers who need additional care, recovering customers, and
temporary-stay customers. Furthermore, a model for measuring service quality in care hotels
is presented and recommendations are given.
14.
Title: Brand and value perception in the hotel industry
:an investigation into the importance of the brand and perceived value of the
Intercontinental Berlin by its corporate customers
Author, Joana Muehlen, graduated premaster SBM June 2008
Keywords: hospitality industry, brand and value perception, brand image, customer
value, brand equity, organisational buyers, MICE market
Abstract
Concerning the hotel industry there is a current belief that branding has become a “powerful
source” Moreover there is the prevailing opinion that the brand contributes to delivering
perceived customer value which has become essential in all businesses including the
hotel industry and has been described as the next source of competitive advantage.
This paper investigates the importance of brand and value perceptions of the corporate
customers of the Intercontinental X. More specifically, the influence of the elements of
the perceived value of the brand -i.e. customer based brand equity including among others
customer value and brand image - on the willingness to accept prices is analysed. Moreover,
the influence of the elements of the offering namely service, personnel and product is looked
into, in order to find out what aspects (brand or product related attributes) actually influence
corporate customers in their decision processes. An extensive literature review on brand
image, customer value and brand equity models and theories provided the basis for the
construction of a suitable theoretical model. The latter in turn was used as a basis for the
subsequent qualitative research approach, conducting in – depth interviews with 12
corporate customers. The assumed influence of the brand on the acceptance of prices
suggested in the literature was not supported by this research. The corporate customers
consider other aspects such as service quality and personnel and the communication with
the sales team as being more important in their decision making processes. The brand only
provides value in the sense of ensuring a certain quality level and standard which is used for
orientation. Due to its qualitative nature, the research results cannot be generalised, but can
be used as
recommendations for the Intercontinental X. A quantitative approach handling this
topic is highly recommended as it may provide more measurable information about the
influences of the brand on the willingness to accept prices by corporate customers.
15.
Title: “City Style”. An evaluation of a national tourism marketing campaign
Author, Kerstin Weimeijer, graduated premaster SBM June 2008
Keywords: destination marketing, marketing evaluation, communication, lifestyle, city
breaks, Dutch cities, Dutch National Tourism Board
Abstract
The evaluation of destination marketing campaigns recognises an increasing importance. To
ensure that marketing activities have been implemented effectively, this study seeks to
evaluate the current city marketing campaign of the Dutch National Tourism Board. By
means of an online survey and semi-structured interviews, the communicative objectives
were evaluated and the lifestyle of the prime target group reviewed. On the one hand, the
findings enrich the existing information about the target group’s lifestyle with regard to city
breaks to Dutch cities. On the other hand, this research indicates that the communicated
messages succeeded to change the image, knowledge and attitude of the target group
towards city breaks to The Netherlands.
16.
Title: Walking on tightrope. Strategies of cultural non-pro_ t institutions to
meet economic and cultural requirements
Author, Lena Maeusezahl, graduated premaster SBM June 2008
Keywords: Culturalisation of economy, economisation of culture, cultural non-profit
institutions, cultural politics, organizational strategies, cultural entrepreneurship
Abstract
Whereas traditionally economy and culture were considered dichotomous,
nowadays their relationship is deemed to be mutually profitable. This thesis
examines how the changes in this relationship, termed “economisation of culture”
and “culturalisation of economy”, impact the strategies of cultural non-profit
institutions. Exemplified by three qualitative case studies the research explores how
cultural institutions, meeting economic and cultural requirements, manage the
change. In search for additional sources of income, the institutions strive to attract
new target groups and commercial enterprises by professionalized marketing and
integrating themselves into local cultural networks. With a mindset of self responsible
and service oriented cultural entrepreneurs they render internal
processes economical and transparent.
17.
Title: Cultural change at adidas. A practical approach to the implementation
of standards in an organisation’s culture
Author, Lilia Weicken, graduated premaster SBM June 2008
Keywords: Quality standards . Cultural change process Learning organisation.Mental
models Communication and dialogue,
Strategic conversation. Learning
Abstract
This study focuses on investigating means of how to implement a cultural change, by
embedding standards in the organisational culture of X. It was presumed that
communication, dialogue and interaction would enhance mutual understanding as well as the
creation of shared mental models and thus organisational learning. On account of this
assumption, a quality workshop, promoting these concepts was conducted.
The outcomes showed that dialogue and the strategic conversation provoked a shift in
opinion and created a learning experience. Due to the results representing a negative
outcome, the author suggests to focus on keeping a sense of urgency and enhancing the
communication of the importance of quality standards. In order to achieve sustainability,
follow-up group meetings were recommended to warrant sustainability.
18.
Title: Market segmentation for cultural organisations on the basis of the
omnivore-univore argument
Author, Philippe Limbrock, graduated premaster SBM June 2008
Keywords: cultural interests, junge Kultur, cultural consumption ( music, visual arts,
cinema),marketsegmentation
Abstract
In this paper, data on cultural interest is used to cluster different interests in genres of the
categories music, cinema and visual arts into homogeneous market segments. The data
collection process as well as the statistical analysis by means of latent class analysis with
LatentGOLD is described in detail. The fundamental idea of this research is to apply the
omnivore-univore argument to market segmentation research for the cultural organisation
X junge Kultur GmbH in Germany, in order to give recommendations how its business
problem of small visitor amounts can be solved.
Among the three categories, six different cultural interest levels are identified: Inactives,
univores, entertainment paucivore, demanding paucivores, paucivores and omnivores. For
each of these types a detailed description of the media consumption behaviour and an
analysis of the sociodemographic background in regard to cultural consumption theory are
provided. The non representative findings reinforce the omnivore-univore argument as far as
the dimensions cinema and visual arts are concerned. However, neither the omnivoreunivore argument, nor the homology argument hold true for the distribution of interest in
music. In this case, the covariate age has the strongest impact on the respondent’s interest
level.
19.
Title: The Influences of Cultural Differences.
A comparative study of the decision-making process of Dutch and German campsite
managers
Author, Nina Ketels, graduated premaster SBM June 2008
Keywords: culture, cultural differences, cultural dimensions, cultural influences,
decision-making process, effective intercultural communication, internationalization
Abstract
To expand business activities, many companies nowadays cross national borders
and strive to influence business decisions of potential international clients. Emerging
international environments require intercultural communication which might arouse
difficulties, since often similarities are assumed where differences exist. This
research creates insight into cultural differences that influence the decision-making
process in order to allow effective intercultural communication. A comparative study
of Dutch and German campsite managers exemplifies the relation by conducting
semi-structured in-depth interviews and applying content analysis. The research
deduced that the decision-making process is influenced by cultural differences
which require special attention. In order to communicate effectively with German
campsite managers, the concluded German’s more collectivistic and masculine
orientation as well as their higher avoidance of uncertainty need to be taken into
consideration.
20.
Title: Customer Loyalty .Finding new approaches for increasing customer
loyalty.
Author, Kristiina Urban, graduated premaster SBM June 2008
Keywords: customer loyalty, customer retention, re-patronage, attitude, behavior, conjoint
based analysis, total utility
Abstract
Loyalty has become a key strategic goal for many service organizations, including hospitality
firms. Restaurant managers are beginning to understand that loyal customers are more
profitable and less costly than casual customers. This research for a Michelin star restaurant
in the Netherlands studies the influence of various factors on customer loyalty and retention.
Based on the literature and relevant concepts, an operational model was constructed that
was tested through a customer survey carried out on restaurant Parkheuvel. The results
revealed that attitude and behavior, indicated as independent in the literature, were in fact
significantly correlated. A second finding revealed that conjoint based analysis can also be
used to statistically measure customer loyalty. The benefit of using this method lies in the
richness of the collected data, based on which conclusions and recommendations can be
drawn and presented to the organization.