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Prospective students´ choice of their university is a topic of rising relevance worldwide. As competition on the higher education market and the resultant fight for students increases, universities need to deal with questions of how, when, and why young people decide where to study. This knowledge forms the basis for developing adequate and effective communication strategies enabling university marketers to recruit the best and most suitable students for their institutions. Despite extensive research on these questions, there still are fundamental gaps like the nonobservance of sense making activities, the neglected role of emotions and higher education policies, the suboptimal choice of research methods as well as problematic theoretical assumptions previous research is based upon. In this dissertation, I address all of these gaps in three complementary articles. In the first paper, I compare American with German research on university choice by focusing on the three aspects of theoretical approaches applied in previous studies, choice factors, and information sources prospective students use. On the basis of this literature review, I identify major research gaps with a focus on, but not limited to, the German context. In the second article, by using the Zaltman Metaphor Elicitation Technique (ZMET), I identify mental models of prospective students that represent their sense making activities. Through this, I get a profound understanding of which rational and especially emotional issues are relevant for the students when they try to make sense of the marketing messages they are confronted with during their university choice process. In the third paper, I challenge the theoretical approaches previous research is based upon by identifying two very different types of decision-makers with their respective choice strategies and logics. Overall, this dissertation contributes to a much more detailed understanding of prospective students´ university choices by identifying their sense-making activities and choice styles, highlighting the role of emotions and context factors, and refining the theoretical foundations university choice research is based upon.
Entrepreneurs and Freelancers: Are They Time and Income Multidimensional Poor? - The German Case
(2016)
Entrepreneurs and freelancers, the self-employed, commonly are characterized as not only to be relatively rich in income but also as to be rich in time because of their time-sovereignty in principle. Our introducing study scrutinises these results and notions about the well-being situation of self-employed persons not only by asking about traditional single income poverty but also by considering time poverty within the framework of a new interdependent multidimensional (IMD) poverty concept. The German Socio-economic panel with satisfaction data serves as the data base for the population wide evaluation of the substitution/compensation between genuine, personal leisure time and income. The available detailed Time Use Surveys of 1991/92 and 2001/2 of the Federal Statistics Office provide the data to quantify the multidimensional poverty in all the IMD poverty regimes. Important result: self-employed with regard to single income poverty, single time poverty and interdependent multidimensional time and income poverty in both years are much more affected by time and income poverty than all other active persons defining the working poor. A significant proportion of non-income-poor but time poor of the active population are not able to compensate their time deficit even by an above poverty income. These people are neglected so far within the poverty and well-being discussion, the discussion about the ´working poor´ and in the discussion about time squeeze and time pressure in general and in particular for the self-employed as entrepreneurs and freelancers.