Business & Management (Masters Theses)
Recent Submissions
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Empirical analysis of impulse buying among retail shoppers in Taiyuan, using structural equation modelling and neural network technique
(Dublin Business School, 2018)The impulsive buying behaviour is one of the most important part within the customer behaviour part and almost sixty percent sale was achieved by the impulse buying. The current research aims to explore the relationship ... -
Using electronic customer relationship management (e-CRM) practices to retain business customers: a French BMW car dealership case study
(Dublin Business School, 2018)The emergence of the Internet has conducted to a large amount of possibilities for both businesses and customers since the last years. One of them is related to customer relationship management, which became “e-CRM” by ... -
Purchase of organic products in discount supermarkets in Dublin
(Dublin Business School, 2018)Ireland sees the greatest growth of organic market in Europe with a positive future outlook. At the same time, the growth of discounter supermarkets in Ireland is crowned the top among multiple western countries with a ... -
An investigation of the application of technology-based marketing strategies in top 100 companies in consumer-packaged goods industry
(Dublin Business School, 2018)Purpose - The primary objective of this research is to investigate the application of 3 major emerging technologies to enhance marketing strategies as well as to find how the ongoing convergence of traditional marketing ... -
Capturing millennials and driving purchase: pop-up stores' retail strategy approaches in Paris
(Dublin Business School, 2018)Purpose: Today the retail sector is challenging, the pop-up store is a new tool of the marketing strategies. The purpose of this paper is to understand why pop-up stores match with millennials’ shopping expectation. It ... -
An investigation into fast food advertising and health consciousness in Ireland
(Dublin Business School, 2018)This research aim to investigate the influence of fast food advertising and healthy consciousness in Ireland, offering guidance on how restaurants can enhance advertising strategy, in relation to: food-related behaviour, ... -
The perception of Toulouse’s student millennials regarding French organic wine : impact of digital marketing
(Dublin Business School, 2018)In France, organic agriculture is expanding through the years. Nowadays, all the different sectors of the market are concerned about organic : food, textile, drinks… even the vineyards are concerned. In fact, wine industry ... -
The impact of consumers‘ actual behaviour on social media on their purchase behaviour
(Dublin Business School, 2018)THE PROBLEM The digital world and Social Media have changed the economic landscape. Marketers face challenges in succeeding in their marketing approaches. Real-time communication on a global level has not only made ... -
An exploration of social media strategies in the Meeting, Incentive, Conference, Exhibition; (MICE) market in France
(Dublin Business School, 2018)The 21st century is marked by a new global business world in which companies face new challenges, and are presented with new opportunities. In a highly competitive and interconnected world, social media is becoming a ... -
Proposition of branding strategies intended to initiate growth for the FC Nantes’ fan base by focusing on millennials living in the north-west of France
(Dublin Business School, 2018)The main purpose of this research is to identify the uses and habits of the Millennials living in the north-west part of France, as a football supporter and in the context of this work as a supporter of FC Nantes. The ... -
Investigating the significance of word-of-mouth marketing from a consumer perspective in the German sanitary industry
(Dublin Business School, 2018)The modern digital age leads to an ongoing communication between consumers and companies. Consumers exchange experiences about products and services, recommend them or warn others against a bad buy. In addition, consumers ... -
Craft beer: marketing strategies to survive the bubble bursting
(Dublin Business School, 2018)The craft beer industry is one of the most rapidly growing industries in Ireland. Many new companies have established over the last few years. From humble beginnings, craft brewers who had a passion for producing artisanal ... -
The perception of Toulouse’s student millennials regarding French organic wine: impact of digital marketing
(Dublin Business School, 2018)In France, organic agriculture is expanding through the years. Nowadays, all the different sectors of the market are concerned about organic : food, textile, drinks… even the vineyards are concerned. In fact, wine industry ... -
Neuromarketing in Ireland- an investigation on millennials attitudes towards neuromarketing in the era of GDPR
(Dublin Business School, 2018)Companies and marketers are facing the increasingly difficult to study the changing consumer behavior. Ingwer (2012, p.20) affirms that “customer satisfaction is used by 90 percent of companies as a benchmark for success”, ... -
Copycat fast casual restaurants: consumer response of Dublin professionals 25 - 39
(Dublin Business School, 2018)The fast casual market in Ireland is growing at a rate three times that of other restaurant categories. It is especially popular with young professionals age 25 - 39, representing more than 1/3 of their food spend. As ... -
Integrated but differential: an analysis of the preferences of marketing communication channels of consumers in Ireland
(Dublin Business School, 2018)Marketing communications are one of the most difficult but fundamentally vital components of modern marketing. With the explosion of new digital media options in the recent years, this challenge has been made even more ... -
Behavioural economics: priming and change in environment to increase food and drink consumption, and insights for future strategies the case of Servette FC north tribune’s refreshment bars.
(Dublin Business School, 2018)Background: Behavioural economics challenges the traditional economic dogma by portraying humans as being mostly irrational. Therefore, psychological bias can be used to influence behaviours through so-called nudges. Purpose: ... -
Does in-house mediation result in convincing outcomes for parties, employers and employees, involved in mediation within irish organisations?
(Dublin Business School, 2018)Mediation is a structured and efficient process incurred by the company in the resolution of disputes. It has an attractive quality to it when the company looks to mitigate risk, reduce expenses and preserve relationships. ... -
Empowering the employees’s voice through transfomative mediation
(Dublin Business School, 2018)The level of productivity in organisations have oftentimes be undermined by conflict. With the high cost of litigation and the publicity that comes with it organisations have sought for ways of managing conflict the problem ... -
An exploration into the potential value employee branding can bring to the mutual gains HRM framework among DBS students and the strategic implications
(Dublin Business School, 2018)This dissertation focused on the philosophy of strategic management research. More specifically, Guest (2017) introduced a new HRM framework that is fundamentally different then more dominant and myopic approaches that ...
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