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Tendenz zur Personalisierung von Geschäftsberichten? Ein Vergleich von "Deutsche Bank" und "UBS Group AG"

Tendenz zur Personalisierung von Geschäftsberichten? Ein Vergleich von "Deutsche Bank" und "UBS Group AG"

          
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About the Book

Studienarbeit aus dem Jahr 2016 im Fachbereich Soziologie - Wirtschaft und Industrie, Note: 2,0, Universität Bielefeld (Fakultät für Soziologie), Veranstaltung: Unternehmen und Public Relations, Sprache: Deutsch, Abstract: Diese Arbeit befasst sich mit dem allgemeinen Trend der Personalisierung und fragt, ob sich am konkreten Fall der Geschäftsberichte der Unternehmen "Deutsche Bank" und "UBS Group AG" ein Personalisierungstrend beobachten lässt. Dementsprechend soll das Ziel dieser Ausarbeitung sein, eine eindeutige Aussage darüber treffen zu können, ob sich eine Tendenz zur Personalisierung in quantitativer und qualitativer Hinsicht feststellen lässt. Zur Überprüfung der Fragestellung werden jeweils die Geschäftsberichte der "Deutschen Bank" und der "UBS Group AG" im Zeitraum 2007-2015 hinzugezogen. Die Analyse erfolgt anhand von vier Indikatoren, die ich in Anlehnung an Talanow nutze. Diese sind wie folgt: Bebilderung, Interviews, Story-Telling und Porträts. Alle vier Indikatoren sollen sowohl quantitativ, also hinsichtlich der Häufigkeit, als auch qualitativ, also hinsichtlich der Länge und "Tiefe", analysiert werden. Im Kapitel 3.I werden die vier Indikatoren nochmal näher vorgestellt. Geschäftsberichte sind das wichtigste Dokument eines jeden börsennotierten Unternehmens. Einerseits aus gesetzlichen Gründen, andererseits aus Marketinggründen wird diesen innerhalb des Unternehmens viel Aufmerksamkeit gewidmet. So dienen die Geschäftsberichte vor allem als "Brücke" zwischen Unternehmen und Anlegern, wo sich ersteres präsentieren und profilieren kann und letztere sich Informationen über die wirtschaftliche Lage einholen. Kapitalmarktorientierte Unternehmen sind also für ihre operative Arbeit im hohen Maße davon abhängig, ob Investoren aufgrund der Informationen, die sie besitzen und die ihnen zur Verfügung gestellt wird, als Geldgeber auftreten und somit Geld in Form von Eigenkapital zur Verfügung stellen. Dementsprechend versuchen sie vor allem in dem wichtigs


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Product Details
  • ISBN-13: 9783668415911
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 24
  • Series Title: German
  • Weight: 45 gr
  • ISBN-10: 3668415919
  • Publisher Date: 17 Mar 2017
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm


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