IU Discussion Papers and Reports

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Bewusste und unbewusste Motive in der Führung und ihre Wirkung auf Erwartungen an Mitarbeitende. Eine qualitative Untersuchung auf Basis der PSI-Theorie
(IU Internationale Hochschule, 2025-11-05) Fink, Lotta; Berghammer, Anja
This article examines how both conscious and unconscious motives of leaders influence their expectations toward employees. While previous research has primarily focused on observable behavior and consciously articulated beliefs, this study specifically considers deeper, implicit motivational structures. The theoretical framework is Julius Kuhl’s PSI theory, which distinguishes four fundamental motives. Data were collected using selected modules of the TOP 120° assessment (MUT and OMT). The analysis of additional expert interviews reveals that conscious motives have a strong influence on the expectations leaders formulate. At the same time, unconscious motives also play a role, particularly when the strength of the unconscious motive significantly exceeds the conscious one. In addition to motives, personal experiences, social norms, and organizational structures also shape leaders’ expectations. These findings highlight the importance of reflecting on one’s own motives and their influence on leadership behavior. Targeted use of motive diagnostics can support self-reflection and, when combined with practical formats such as coaching or workshops, contribute to a more transparent communication of expectations.
Analyse der Potenziale und strategischen Anwendung generativer KI im Content Marketing am Beispiel der Spezialchemieindustrie
(IU Internationale Hochschule, 2025-10-29) Morick, Alexander; Perst, Florian; Schubart, Constantin
This Discussion Paper explores the potential and strategic application of generative artificial intelligence in content marketing, using the specialty chemicals industry as an example. Against the backdrop of the growing business relevance of the technology, concrete Use-Cases are identified in which generative AI can meaningfully support the production of content. A systematic evaluation of suitable tools, taking into account both functional and company-specific requirements, reveals which solutions are particularly well-suited for operational use. Practice-oriented recommendations are also derived, showing how the successful implementation of generative AI can be achieved within the framework of a structured change process to increase efficiency, foster creative processes, and enhance content quality. The results are based on a qualitative, exploratory research approach using semi-structured expert interviews. The results provide impetus for the structured integration of generative AI into content marketing within the specialty chemicals industry and contribute to the sustainable use of the technology at the intersection of digital advancement and business practice.
Welchen Platz hat agiles Arbeiten innerhalb deutscher Versicherer?
(IU Internationale Hochschule, 2025-10-21) Weymanns, Ben; Barth, Martin
Agilität gilt häufig als Antwort auf eine zunehmende Komplexität und Dynamik in Organisationen. Die deutsche Versicherungswirtschaft sieht sich in diesem Zusammenhang einem besonderen Spannungsverhältnis gegenüber: Traditionelle Unternehmensstrukturen treffen auf neue Anforderungen wie Digitalisierung, volatile Kundenbedürfnisse und einen wachsenden Konkurrenzdruck durch Insurtechs oder etablierte Versicherer. Dieser Artikel untersucht, welche spezifischen Erfolgsfaktoren für den Einsatz agiler Arbeitsweisen in den Anwendungsfeldern IT, Produktentwicklung und kundenorientierte Prozesse relevant sind. Zu diesem Zweck werden auf Basis qualitativer Experteninterviews sowohl generische als auch anwendungsfeldspezifische Erfolgsfaktoren identifiziert. Die Analyse zeigt, dass eine pauschale Übertragung agiler Prinzipien nicht zielführend ist. Vielmehr bedarf es differenzierter Umsetzungsstrategien je nach Anwendungsfeld. Zuletzt werden praxisnahe Handlungsempfehlungen abgeleitet, die strukturelle, kulturelle und regulatorische Besonderheiten der Branche berücksichtigen. Insgesamt ist Agilität für Versicherungsunternehmen kein Widerspruch, sondern bietet eine Möglichkeit, durch gezielten Wandel die langfristige Zukunftsfähigkeit und Kundenbindung zu sichern. Agility is often regarded as a response to growing organizational complexity and dynamic. In the German insurance industry, this aspiration encounters a particular tension: traditional corporate structures face new demands such as digitalization, volatile customer needs, and intensifying competition from insurtechs and established insurers. This article examines the specific success factors for implementing agile ways of working in the domains of IT, product development, and customer-oriented processes. Drawing on qualitative expert interviews, both generic and domain-specific success factors are identified. The analysis reveals that a blanket application of agile principles is not effective. Instead, differentiated implementation strategies are required depending on the area of application. Finally, the article derives practice-oriented recommendations that account for the structural, cultural, and regulatory characteristics of the industry. Overall, agility is not a contradiction for insurance companies but rather an opportunity to secure longterm viability and strengthen customer loyalty through targeted transformation.
VISION: Virtual Interactive Simulation vs. Online-Coaching: Ein Vergleich anhand der Methode „Inneres Team“
(IU Internationale Hochschule, 2025-08-30) Werning, Ellena; Pospiech, Jolanda
Die vorliegende Studie untersucht experimentell die Wirkfaktoren von Virtual Reality Coaching im Vergleich zu Online-Coaching am Beispiel der Methode „Inneres Team“. Ziel war es, herauszufinden, wie sich die Formate hinsichtlich Beziehungsgestaltung, Methodenerleben, Zielerreichung und technischer Einflussfaktoren unterscheiden. In einer Feldstudie wurden reale Coachingsitzungen mit insgesamt 18 Teilnehmenden durchgeführt, wobei sieben im Online-Format und elf in einer immersiven Virtual-Reality-Umgebung stattfanden. Die Ergebnisse zeigen, dass beide Formate als wirksam erlebt wurden. Virtual Reality ermöglichte insbesondere eine intensivere Identifikation mit inneren Anteilen, stärkere emotionale Perspektivwechsel und eine hohe immersive Fokussierung, zeigte jedoch höhere technische Anforderungen und stärkere körperliche Belastungen bei einzelnen Teilnehmenden. Online-Coaching wurde insbesondere im Hinblick auf technische Handhabung, Plattformunterstützung und körperliche Wahrnehmung als vorteilhaft wahrgenommen. Die Beziehung zum Coach wurde in beiden Formaten als überwiegend positiv bewertet. Erste Hinweise deuten darauf hin, dass VR-Coaching unter geeigneten Rahmenbedingungen ein wirkungsvolles Format darstellen kann, insbesondere wenn immersive Elemente gezielt zur Visualisierung und Emotionsregulation genutzt werden. Gleichzeitig zeigen sich Herausforderungen bei Technik, Onboarding und Akzeptanz. Die Ergebnisse dienen der Generierung weiterführender Hypothesen und bieten eine fundierte Grundlage für die zukünftige Forschung zur Wirkung immersiver Coachingformate.
Politische Bildung zwischen Apokalypse und Alltag: Demokratieförderung durch Affektbildung
(IU Internationale Hochschule, 2025-10-03) Keßler, Jutta
Die Förderung demokratiebezogener Persönlichkeitsbildung liegt nicht allein in der Verantwortung der Schule, sondern prägt das berufliche Selbstverständnis aller Akteur*innen im Sozial- und Bildungswesen. Politische Bildung wird als gemeinsame Aufgabe reflektiert, die durch gesellschaftliche Polarisierungen unter Druck gerät. Nach der Vorstellung symptomatischer Begriffe („Hystorien“, „Moralitis“) werden normative Begriffe („Neutralität“, „Überwältigung“, „Kontroversität“) untersucht. Grundlage der Analyse sind programmatische Orientierungsrahmen: die „Frankfurter Erklärung für eine kritisch-emanzipatorische politische Bildung“ (2015), der „Beutelsbacher Konsens“ (1976) und die „Kinder- und Jugendberichte“ von 2016, 2020 und 2024. Abschließend entwickelt der Beitrag konkrete Handlungsansätze für eine kompetenzorientierte politische Bildungspraxis, zieht didaktische Konsequenzen und stellt sieben praktische Aufgaben vor, die zentrale Aspekte politischer Urteilskraft – wie Dialogkompetenz, Affektsensibilität, Perspektivwechsel, Humorfähigkeit und Kontextbezug – erfahrbar machen. Politische Bildung wird phänomenologisch beschrieben, mit dem Ziel zu verstehen, was sich zeigt und wie. Im Zentrum steht die Frage, wie politische Bildung Haltung zeigen kann, ohne zu überwältigen, und Kontroversität ermöglicht, ohne in Beliebigkeit zu kippen. Promoting democracy-related personal development is not solely the responsibility of schools, but shapes the professional self-image of all actors in the social and education sectors. Political education is reflected upon as a shared task that is coming under pressure due to social polarization. After introducing symptomatic terms (“hystories,” “moralitis”), normative terms (“neutrality,” “overwhelming,” “controversy”) are examined. The analysis is based on programmatic orientation frameworks: the “Frankfurt Declaration for Critical-Emancipatory Political Education” (2015), the “Beutelsbach Consensus” (1976), and the “Children and Youth Reports” of 2016, 2020, and 2024. Finally, the article develops concrete approaches for competence-oriented political education practice, draws didactic conclusions, and presents seven practical tasks that make central aspects of political judgment such as dialogue competence, affect sensitivity, perspective change, humor, and context reference-tangible. Political education is described phenomenologically with the aim of understanding what is revealed and how. The focus is on the question of how political education can take a stance without overwhelming, and enable controversy without tipping into arbitrariness.
Psychologische Arbeitsverträge und Bindungsstile: Eine theoretische Analyse ihrer Wechselwirkungen in Arbeitsbeziehungen
(IU Internationale Hochschule, 2025-09-30) Dulgeridis, Marcel; Schattenberg, Lisa; Schattenberg, Christian
This discussion paper explores the intersection of attachment theory and psychological contracts within contemporary organizational contexts. Building on Rousseau’s typology of psychological contracts (2000) and rooted in attachment-based frameworks, the paper highlights how individual attachment styles significantly influence employees’ perceptions of fairness, trust, and psychological safety in the workplace. Securely attached individuals tend to resonate with relational and balanced contracts, characterized by mutual trust, emotional commitment, and long-term orientation. In contrast, ambivalently attached employees demonstrate heightened sensitivity to inconsistency and require structured but meaningful engagement to prevent emotional detachment or burnout. The paper further investigates how structural changes—such as mergers, downsizing, or managerial turnover—can induce contract breaches, leading to disengagement or loss of organizational commitment. Additionally, the study advocates for leadership strategies that are adaptive to diverse attachment patterns and emphasizes the role of leadership diagnostics, transparent communication, and psychological safety as key levers toward resilient employment relationships. By integrating insights from social exchange theory and commitment models, this paper provides recommendations for both HR management and leadership development, while also outlining directions for future research. The findings suggest that recognizing and integrating attachment dynamics can contribute significantly to improved employee well-being, trust-based leadership, and sustainable organizational performance.
Einsatz von KI zur Automatisierung von Rechnungslegungs- und Meldewesenprozessen in Banken: Chancen, Herausforderungen sowie Implikationen
(IU Internationale Hochschule, 2025-09-29) Dulgeridis, Marcel; Schubart, Constantin; Berndt, Felix
This paper examines how artificial intelligence (AI) can drive the automation of accounting and regula-tory reporting in banks. The objective is to provide practical guidance for the compliant and effective adoption of AI in a highly regulated environment, while assessing related opportunities and risks. Documented banking case studies are analysed to derive a technology-levels model and transferable best practices. In addition, a SWOT analysis identifies the key strengths, weaknesses, opportunities, and threats influencing AI integration. Combining both approaches, the study develops practical recommendations, highlighting that AI is particularly effective in standardised, data-driven processes such as regulatory reporting. At the same time, organisational readiness and regulatory compliance prove to be decisive success factors. Building on these insights, a ten-step roadmap is proposed as a hands-on guidance tool for banks. The findings contribute to the strategic evolution of regulatory reporting and illustrate how even highly regulated institutions can prepare for and benefit from AI-driven transformation.
Der Einfluss unterschiedlicher Führungsstile auf die psychologische Sicherheit in Teams
(IU Internationale Hochschule, 2025-09-22) Wieczorreck, Sophie; Perst, Florian; Schubart, Constantin
Today's professionals are impacted by rapidly changing conditions, making teamwork increasingly im- portant. As a result, psychological safety in teams is becoming more relevant, as it leads to higher performance, successful collaboration, innovation, mutual support and appreciation. The behavior of a team´s leader has an impact on the team and its individual members, on the professional environment and on satisfaction. They can create trust and security or weaken or even destroy these through their leadership behavior. The aim of this study is therefore to investigate the influence of transformational, transactional, laissez-faire and authoritarian leadership styles on psychological safety using a quantitative online survey and to find out which characteristics have a promoting or inhibiting effect. The results show that transformational and transactional leadership styles have positive effects, while laissez-faire and authoritarian leadership styles have negative effects. Support and individual encouragement show strong positive effects, but transparent communication and the involvement of team members are also essential. Managers, on the other hand, should reduce control and supervision as much as possible. If managers avoid responsibility and decision-making, this also has an inhibiting effect on psychological safety in teams. This results in a large number of actions like support and transparent communication being recommendations for managers.
Gibraltar: The New EU Territory? Analysing the Historic 2025 Agreement
(IU Internationale Hochschule, 2025-09-17) Brandtjen, Roland
This paper analyses the transformative 2025 political agreement redefining Gibraltar’s relationship with the European Union (EU) in the post-Brexit era. Historically a British Overseas Territory with strategic significance, Gibraltar has long occupied a unique legal and geopolitical position. The new agreement, negotiated by the United Kingdom, Spain, the EU, and Gibraltar, introduces a hybrid governance model that integrates Gibraltar into the Schengen Area and a bespoke customs union while preserving British sovereignty. This arrangement eliminates physical border controls with Spain, enhances economic connectivity, and introduces dual border checks at Gibraltar’s port and airport. Drawing on historical treaties, legal frameworks, demographic data, and economic indicators, the study explores the implications of this model for sovereignty, identity, and European integration. Gibraltar’s evolving identity—marked by strong Gibraltarian, British, and European affiliations—underscores the territory’s complex sociopolitical landscape. Economically, the agreement opens new opportunities in trade, tourism, and financial services, while also presenting challenges related to sovereignty sensitivities and implementation logistics. The Gibraltar model exemplifies differentiated integration and offers a potential template for managing complex territorial arrangements in Europe. This study contributes to broader debates on flexible sovereignty, small-state resilience, and the future of EU external relations.
Echoes of Place: Mapping Europe's Cultural Mosaic: A Theoretical Framework for Understanding Regional Characterization
(IU Internationale Hochschule, 2025-09-17) Brandtjen, Roland
This study proposes a comprehensive theoretical framework for regional identity formation across 95 European regions integrating Social Identity Theory, constructivist approaches, and nested identity theory. Using virtual snowball sampling from 2019 to 2024, participants selected their region’s most salient characteristic among language, history, culture, societal norms, political autonomy, and economic independence. Findings show culture as the dominant identifier in 64% of regions, history in 26%, with notable language prominence in Spanish regions and varied autonomy emphasis in microstates and small European territories. Demographic correlations reveal stronger cultural identification among younger and economically vulnerable groups, whereas older participants favoured societal norms. These results support social identity and constructivist models, highlighting cultural identity’s role as a stable bridge between local and supranational attachments and suggesting policy implications for fostering territorial cohesion within European integration.
Do you feel European? An analysis of European identity and its demographic influencing factors
(IU Internationale Hochschule, 2025-09-17) Brandtjen, Roland
This study investigates the formation of European identity across European regions between 2019 and 2024. Drawing on Self-Categorization and Social Identity Theory, European identity (EI) is conceptualized as a collective identity rooted in shared democratic values, human rights, and the rule of law, rather than common language or ethnicity. A multilingual survey was conducted using snowball sampling across EU members, microstates, and autonomous territories. The analysis reveals significant regional disparities in EI, with stronger affiliations in regions more integrated into EU structures and weaker identification in areas with greater autonomy or historical detachment. Demographic variables such as age, gender, income, and education show weak correlations with EI. However, professional roles consistently emerge as a stronger predictor, particularly in public service and internationally engaged occupations. Notably, education often correlates negatively suggesting critical engagement with supranational governance. Temporal and regional variations underscore the fluid and context-dependent nature of identity formation. It highlights the importance of institutional, cultural, and occupational factors in shaping EI and suggest that efforts to foster cohesion should focus on professional and educational environments. This research contributes to the discourse on European integration and identity politics, offering empirical insights into how identities evolve in response to shifting societal landscapes.
Toxizitätsmetriken als Steuerungsinstrument im Community-Management: Datenbasierte Erkenntnisse aus dem Gaming-Bereich
(IU Internationale Hochschule, 2025-09-17) Schubart, Constantin; Dulgeridis, Marcel; Bürger, Lucas
Dieses Discussion Paper untersucht die Rolle von Toxizitätsmetriken als Steuerungsinstrument im Community-Management und stellt datenbasierte Erkenntnisse aus dem Gaming-Bereich vor. Am Beispiel des größten deutschsprachigen Minecraft-Servers wird gezeigt, wie ein auf Bidirectional Encoder Representations from Transformers (BERT) basierendes Natural-Language-Processing-Modell genutzt werden kann, um toxisches Kommunikationsverhalten automatisiert zu erfassen und mit betriebswirtschaftlichen Kennzahlen wie dem Customer Lifetime Value (CLV) zu verknüpfen. Die Analyse verdeutlicht, dass geringe Ausprägungen toxischer Kommunikation schwach positiv mit dem CLV korrelieren, während moderat bis stark ausgeprägte Toxizität signifikant negative Auswirkungen auf den CLV hat. Diese Ergebnisse unterstreichen, dass datengetriebene Ansätze ein wirkungsvolles Instrument zur Verbesserung der Community-Kultur und zur Steigerung des wirtschaftlichen Erfolgs digitaler Plattformen sein können. Abschließend werden Handlungsempfehlungen für den Einsatz automatisierter Moderationsverfahren sowie ein Ausblick auf den Einsatz kontextsensitiverer Large Language Models gegeben.
Protagonist:innen in Point&Click Adventures: Eine Analyse der Gemeinsamkeiten und Unterschiede männlicher und weiblicher Spielercharaktere in PCAs
(IU Internationale Hochschule, 2025-08-14) Burbach, Jörg; Trautzsch, Nadine; Rohde-Grimm, Manuela
Dieser Beitrag untersucht die Darstellung von Protagonist:innen in klassischen Point & Click-Adventures der 1990er-Jahre – mit besonderem Fokus auf die Figuren Zanthia (The Legend of Kyrandia: Hand of Fate, 1993) und Guybrush Threepwood (The Secret of Monkey Island, 1990) als kontrastierende Fallbeispiele. Ausgangspunkt ist die Hypothese, dass die spezifische Ästhetik und Interaktionsstruktur des Genres – begrenzte grafische Mittel, sprachbasierte Mechaniken – eine Darstellung von Geschlecht begünstigte, die sich von den stereotypen Repräsentationen anderer Spielgenres jener Zeit abhebt. Mittels narrativer, visueller und linguistischer Analyse wird gezeigt, dass Charaktere in Point & Click-Adventures eher komplexere Rollen einnehmen oder Stereotype als Protagonistinnen Gameplay-geprägter Spiele. Das Paper diskutiert diese Darstellungen im Kontext feministischer Medientheorie, der Game Studies sowie aktueller Repräsentationsforschung und bezieht Spieler:innenwahrnehmungen sowie historische Designkontexte mit ein. Abschließend wird das Potenzial weiblicher Protagonistinnen für das Genre – insbesondere im Hinblick auf narrative Diversität und Spieler:innenidentifikation – diskutiert. Ein Ausblick auf aktuelle Indie-Entwicklungen unterstreicht die Relevanz des Themas für die Zukunft erzählorientierter Spiele.
Empirisch, explorative Untersuchung zu Bedarfen in der digitalen, regionalen Versorgungssteuerung im deutschen Gesundheitswesen
(IU International University of Applied Sciences, 2025-08-14) Wellenreuther, Claudia; Appel, Jan
Regional healthcare in Germany is facing considerable challenges in the face of demographic change, a shortage of skilled workers and economic restrictions. The aim of this study is to systematically identify key problems and the potential of digital and cross-sector solutions. A mixed methods approach was chosen for this purpose: In a first phase, exploratory interviews were conducted with 15 experts from different areas of the healthcare sector. Building on the qualitative results, a quantitative online survey (n = 165) was conducted in order to provide a broader empirical basis for the identified topics. The results highlight the high demand for regionally oriented, cross-sector care models in which digitalization and organizational innovation can act as key enablers. At the same time, there are significant technical, regulatory and structural barriers that hinder progress. The analysis provides an empirical based foundation for the development of sustainable regional healthcare strategies and the targeted promotion of digitally supported healthcare solutions. The analysis provides an empirical based foundation for the development of sustainable regional healthcare strategies and the targeted promotion of digitally supported healthcare solutions.
Ethische Verantwortung und digitale Sichtbarkeit von Sparkassen-Vorständen auf LinkedIn: Untersuchung der Interaktion und Ableitung eines Verhaltenskodex
(IU Internationale Hochschule, 2025-08-05) Schubart, Constantin; Glaubert, Nele
Corporate communication is becoming more important, especially in the digital space. Social media platforms are key channels for professional interaction, and the way executives present themselves online strongly influences public perception. This study examines the LinkedIn communication of Sparkassen board members, who, as leaders, have a special responsibility for clear and professional communication. To analyze their communication, the study uses the models of Paul Watzlawick and Friedemann Schulz von Thun. These models help assess how well board members present their roles, responsibilities, and corporate values on LinkedIn. Based on these theories, specific criteria are developed to evaluate their communication. The results show both strengths and areas for improvement. While some board members use LinkedIn effectively to communicate their professional role and engage with others, some aspects of their communication could be improved. Based on these findings, the study develops a code of conduct. This guideline, built on the research results, aims to improve the professional and responsible digital communication of Sparkassen board members. It provides recommendations for a consistent, trustworthy, and transparent online presence.
Chancengleichheit in der öffentlichen Verwaltung: Herausforderungen anonymisierter Bewerbungsverfahren aus der Perspektive des Change Managements
(IU Internationale Hochschule, 2025-08-05) Krill, Rosa; Fischer, Helge
This paper deals with the challenges of implementing anonymized application procedures in public ad ministration, particularly with regard to promoting diversity and equal opportunities in personnel selec tion. Based on interviews with experts, key barriers and challenges are identified that occur at both an individual and procedural level. The main challenges include the lack of necessary resources, the consid eration of legal requirements and the digitalization backlog, which can stand in the way of successful im plementation. In addition, individual resistance from employees can also have a lasting impact on the implementation process. These barriers are examined in detail in the context of established change man agement models according to Kotter and Lewin as well as the “psychology of change”. The work develops a sustainable concept for the successful introduction of anonymized application procedures, which in cludes the phases of initiation, planning and preparation, implementation and continuous evaluation. The concept aims to increase the acceptance, efficiency and effectiveness of anonymized procedures through targeted measures and thus actively contribute to the promotion of diversity and equal opportunities in public administration.
Echoes of the 1930s: A Scientific Comparative Analysis of Pre-WWII Dynamics and Contemporary Geopolitics
(IU International University of Applied Sciences, 2025-08-04) Brandtjen, Roland
This paper compares the inter-war 1930s with the post-2014 international system to identify structural continuities that threaten contemporary stability. A tri-layer literature review integrates archival records, modern governmental datasets and global opinion surveys, normalising disparate time-series for direct cross-epoch comparison. Four recurring fault lines emerge: expansionist revisionism, democratic backsliding, intergenerational economic strain and multilateral erosion. Case comparisons—Germany-Austria 1938 vs. Russia-Crimea 2014; League of Nations budget collapse vs. today’s UN funding crisis—demonstrate how weak enforcement and fiscal shortfalls embolden aggressors and extremist movements. Quantitative indicators show youth incomes 13% below parental cohorts across the OECD and UN humanitarian appeals funded at only 13%, echoing Great-Depression-era precarity and institutional paralysis. Yet divergences—nuclear deterrence, digital mobilisation and global value-chain interdependence—moderate direct analogies, constraining full-scale war while amplifying ideological contagion. Early-warning thresholds for expansionism, democratic erosion, economic discontent and multilateral under-funding are proposed to guide automatic policy responses. Recognising both historical rhymes and contemporary differences is essential to forestall a reprise of the 1930s’ systemic collapse.
An Analysis of The Optimal Advertising Format for Artificial Intelligence (AI) Tools
(IU International University of Applied Sciences, 2025-08-01) Cornelsen, Jens; Mählck, Anna
This discussion paper examines the success factors of different advertising formats on AI platforms and based on this, develops a practice-oriented guide for the successful implementation of operational advertising measures for AI tools. The relevance of the topic results from the growing importance of AI in everyday digital life as well as the challenges for existing advertising measures to "prevail" in an increasingly advertising-resistant environment. This article is based on an IU master's thesis in which comprehensive literature research was combined with expert interviews and focus groups. Methodologically, potential success factors of different forms of advertising are identified and then evaluated regarding their "target group performance" using a self-developed “AI Advertising Relevance Score” (AARS) based on an utility model. The work further develops existing research on the integration of advertising formats in AI tools while also providing valuable implementation recommendations for operational practice. The still largely limited use of advertising in AI tools shows that further empirical studies are required to validate the direct applicability of the research results presented here in different scenarios. Overall, however, the work makes a valuable contribution to the fundamental understanding of the possibilities and limits of different advertising formats in AI tools and provides practical implications for the sustainable economic stabilization or "monetization" of conversational AI systems such as ChatGPT, Google Gemini or CoPilot.
Künstliche Intelligenz und Jobs: Eine Untersuchung aus der Perspektive der Theorien zur beschränkten Rationalität
(IU Internationale Hochschule, 2025-07-28) Würtemberger, Sonja; Villalobos Baum, Tatiana
Since the introduction of ChatGPT in November 2022, the societal debate on the impact of artificial intelligence (AI) on the labor market has intensified. Advances in data processing technology have long been seen as drivers of productivity, significantly influencing businesses worldwide. This study examines why AI is regarded as a major disruptive force in the workplace and how its impact can be measured. The theory of "Bounded Rationality" (BR) serves as the theoretical framework to analyze how AI transforms decision-making and problem-solving processes in organizations, particularly in areas where human judgment has traditionally played a crucial role. After an introduction to the fundamental workings of AI, the study explores the BR theory and its various developments that shape the extent of AI's influence including coded bias. The goal is to provide a deeper understanding of how AI affects human rationality in decision-making and what implications this has for future workplace structures.
Impact of Environmental, Social and Corporate Governance (ESG) practices in Bulgarian SMEs access to finance
(IU Internationale Hochschule, 2025-07-21) Manolov, Mladen; Berrones-Flemmig, Claudia Nelly
Given the European Union’s commitments of achieving net zero by 2050 and advocating Environmental, Social, and Corporate Governance (ESG) targets, ESG is having an increasingly larger impact on businesses (Alamillos & De Mariz, 2022). Various studies have concluded that if a company has a high ESG score, it typically borrows at a cheaper rate, receives more favorable credit terms and conditions, has higher valuation, achieves better financial performance, as well as other benefits relating to its access to finance (Jang et al., 2020; Srivastava et al., 2022; Albuquerque et al., 2019; Friede et al. 2015). The same studies focus, however, predominantly on large companies in developed economies. On the other hand, the issue of the financing gap in Small and Medium-Sized Enterprises (SMEs) is experienced globally and especially in developing economies (World Bank, 2019; PwC, 2021). Given the positive impact of ESG on companies access to finance as found in existing literature and the presence of the SME finance gap in developing economies, this research investigates the impact of ESG practices on Small and Medium-Sized Enterprises access to finance in the context of Bulgaria. An overview of current and planned ESG-related European Union regulations impacting SMEs is provided. With a focus on Bulgarian SMEs, a total of 27 experts in the fields of banking, venture capital, angel investing, SME ownership or management, and ESG consulting were interviewed. This study adds to the limited body of research pertaining to the impact of ESG on SMEs financing in a developing economy setting. The research concluded that Bulgarian SMEs engaged in ESG have better debt and equity financing terms, more opportunities and dedicated channels for receiving financing, as well as benefits adding to their competitiveness, such as better access to international supply chains, reduced firm risk, tax exemptions, ability to attract and retain top talent, and higher potential for top line growth, among others.

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