Bücher von Marco Berschneider

Seminar paper from the year 2019 in the subject Leadership and Human Resources - Management Styles, grade: A-, University College Dublin, language: English, abstract: The aim of this literature review essay is to outline the potential of global teams, along with highlighting possible obstacles in their cooperation and the subsequently moderating role of multicultural leaders to enhance the overall team performance. Global team members are characterized by their heterogeneity in language, origin, and culture and thus, have a great potential to increase the performance of international operating organizations significantly. Nevertheless, higher creativity through different mentalities and low groupthink could be impeded by cultural misunderstandings and language barriers. Multicultural leaders, who are identifying themselves with more than one culture, have the possibility to overcome these obstacles by enabling global teams to successfully cooperate. Cultural Intelligence, a global mindset and cross-cultural communication skills are required competencies on which multicultural leaders depend on in their roles as boundary spanner, bridge maker and blender.

Seminar paper from the year 2019 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: A-, University College Dublin, language: English, abstract: "Brands are machines for delivering high quality earnings at high margins" is a claim made by Tim Broadbent in Advertising Works 2000. Strong and well-promoted company labels are visible across the world, influencing consumers and triggering purchasing decisions. Thus, companies and organizations intent to develop positive-perceived brand images to increase their recognition and consequently their revenues and profits. Nevertheless, Tim Broadbent¿s statement neglects disadvantageous brand characteristics and negative features, which cause opposite effects, such as loss in revenue or negative brand recognition. In addition, the statement made in the year 2000 is no longer up-to-date. Disruptive Megatrends, inter alia Digitalization, are shaping the overall business environment and thus changing the opportunities and challenges of brands across industries. Social Media and other forms of "instant-communication" increase the vulnerability of brands, while automation technologies will possibly impact the brand perception of consumers within a shorter time.