Digital Repository of Theses - SSBM Geneva

M&AXCELLENCE - Handling The Cultural And Psychological Complexity Of International M&A`s As Organizational Capability

2026-01-12T10:50:05+00:00

The aim of this research is the development of an applicable, people-centric M&A excellence framework that addresses the complexity of culture and psychology in international company transactions. For decades, M&As have been supporting the growth
and expansion strategies of organizations across all industries. However, reported high failure rates emphasize that achieving the initial M&A objectives is challenging, and many reasons for failure are related to the importance of human factors, such as cultural clashes or psychological reasons like resistance, fears, or distrust, which are even more critical in an international environment. Although the individual challenges have been examined and the literature on M&A and culture is vast, organizations are not sufficiently able to benefit from this knowledge through implementation, and a lack of comprehensive approaches was identified. Therefore, this work aims to answer the following research question: How can organizations be enabled to holistically address the cultural and psychological complexity of international M&As as organizational capability and driverfor M&A excellence?
With a focus on the applicability of all developments, the literature was systematically and critically reviewed to create a solid knowledge basis regarding culture, psychology, change, M&A, and ways to enable organizations to develop capabilities and
excellence. This was followed by an extensive primary data collection through a multiple case study approach with 100 interviews, covering 17 M&A cases within the predominantly examined organization, reflected against external expertise and experiences.
Synthesizing the findings from secondary and primary data led to the creation of M&AXCELLENCE®, a comprehensive framework which provides tools to understand and discuss relevant dimensions of culture and psychology, and reasons for M&A failure
and success, to analyze national and organizational culture as basis for conscious integration decisions, and to enable leaders to focus on individual needs of employees, especially in critical phases of transformation. These practical approaches are embedded
in a systematic model which compiles necessary measures regarding strategy, roles, processes, and knowledge for organizational excellence, M&A competences, and intercultural capabilities. This framework was critically appraised and verified by two focus groups. It facilitates organizational learning and continuous improvement with emphasis on human factors, and can contribute to sustainable success by bridging the identified gap between theory and practice.

R&D Expenditure and Financial Performance in the Pharmaceutical Industry: A Case Study of Pfizer

2025-12-17T09:32:14+00:00

This dissertation investigates the impact of R&D expenditure on Pfizer’s financial performance. The study examines the relationship between R&D investment and key financial indicators identified which are revenues and profitability. The analysis reveals a strong and positive correlation between R&D spending and revenue growth which highlights the necessity of sustained investment in innovation in order to protect the competitive edge. On the other hand, the link between R&D and profitability is weaker, which reflects the high costs associated with pharmaceutical R&D. the findings are consistent with industry trends including long development cycles and regulatory compliance impacting short term profitability. The literature review from various industries including banking and aviation highlight the role of strategic investment in improving financial outcomes. Nevertheless, these studies often fail to account for the unique feature of the pharmaceutical industry. This gap emphasizes the need for tailored approaches to evaluating the financial impact of R&D in the pharmaceutical sector. The dissertation recommends several strategies for Pfizer to enhance the financial impact of its R&D expenditures. These include streamlining R&D processes and leveraging advanced technologies such as artificial intelligence .These measures can help Pfizer align its R&D investments with both revenue growth and profitability goals.

R&D & Financial Performance in the Fast Food Industry: Case of McDonald’s

2025-12-17T09:30:28+00:00

This thesis seeks to investigate the impact of McDonald’s research and development (R&D) expenditure on its financial performance. The thesis focuses on revenues and net income. Despite its utility as a strategic tool, R&D’s role remains less explored in the fast food industry. The thesis will use McDonald’s financial data and employs quantitative case study methodology, applying multiple regression analysis to assess the relationship between R&D spending, revenues, and net income, SG&A expenditure included as a control variable.
The findings indicate that R&D expenditure does not have a statistically significant positive effect on either revenues or net income during the study period. In fact, the results suggest a weak negative association, highlighting that short-term financial performance is largely driven by SG&A rather than R&D. This implies that R&D in McDonald’s may contribute more indirectly, such as supporting long-term operational efficiency and digital transformation.
The study concludes that McDonald’s should continue to invest in R&D but align these efforts with strategic priorities such as health, sustainability and technology. At the same time McDonald’s should focus on improving the integration of innovation outcomes into marketing campaigns to enhance measurable financial returns.

Exploring the Impact of Social Media Marketing on Brand Engagement and Sales among Canadian Shoppers

2025-12-17T09:26:16+00:00

This study explores the impact of social media marketing (SMM) on brand engagement and sales among Canadian shoppers, focusing on popular platforms such as Instagram, Facebook, and TikTok. It examines how different content types and user interactions influence purchasing decisions and investigates the connections between brand engagement, user-generated word-of-mouth, and consumer buying behavior. Furthermore, this study identifies key demographic and regional trends across Canada to offer actionable insights for marketers aiming to optimize their strategies.
A mixed-method approach was employed, incorporating a comprehensive literature review and an online survey administered to 105 Canadian residents aged 18–45 years. The findings indicate that social media marketing positively influences brand engagement, which significantly enhances purchase intention. Moreover, brand engagement mediates the relationship between social media exposure and consumer purchasing behavior.
This study recommends that brands invest in fostering consumer engagement through diverse content formats, influencer partnerships, and consistent publishing schedules. Additionally, leveraging engagement metrics and private consumer data can help refine content strategies tailored to specific demographic segments and regional preferences of the audience. The research also revealed notably higher engagement and sales activity among older consumers and those who reside in Eastern Canada.
These insights contribute to the growing body of literature on digital marketing and offer practical implications for businesses in the Canadian retail space. As the social media landscape continues to evolve, this study emphasizes the importance of data-driven, regionally sensitive, and demographically targeted marketing strategies to remain competitive and relevant.

The Effectiveness Of Different Types Of Digital Marketing Channels

2025-12-17T09:22:36+00:00

Digital marketing has become a cornerstone of modern business strategy, offering small businesses opportunities to compete with larger firms through costeffective and measurable channels. This thesis examines the effectiveness of six key digital marketing channels—social media marketing, search engine optimization (SEO), content marketing, email marketing, pay-per-click (PPC) advertising, and influencer marketing—evaluating their mechanisms, reach, and return on investment (ROI). A qualitative methodology was adopted, drawing on secondary data, academic literature, industry reports, and case studies to assess their impact on small business performance.
Findings reveal that social media marketing fosters strong brand awareness, customer engagement, and community-building, while SEO provides sustainable visibility and organic traffic at relatively low cost. Content marketing emerges as an essential tool for authority-building and trust, also enhancing SEO and social media strategies. Email marketing consistently delivers among the highest ROI, excelling in customer retention and personalized communication. In contrast, PPC advertising offers immediate
visibility but demands careful budget control due to rising costs and competitive pressures. Influencer marketing demonstrates considerable potential in niche markets, though its success depends on authenticity, relevance, and strategic partnership
management.
The study concludes that a balanced, integrated digital marketing strategy—tailored to the specific goals, resources, and customer base of the small business—achieves the greatest ROI. Practical recommendations include prioritizing SEO and content marketing as long-term investments, leveraging email for retention, and applying PPC and influencer campaigns selectively for short-term impact. By implementing these insights, small businesses can strengthen competitiveness and drive sustainable growth in the digital marketplace.

The Relationship Between Entrepreneurial Activity (In Switzerland) Against Motivational Index, Innovation, Business Service Sector

2025-12-17T09:14:05+00:00

This research paper investigates the relationship between entrepreneurial activity in Switzerland and three variables: the Motivational Index, Innovation, and the Business Service Sector. The aim of the study is to investigate how motivational index, innovation and business service sector influences individuals in Switzerland to intend to start an entrepreneurial project or to actually engage in starting a new business. Using data from the Global Entrepreneurship Monitor (GEM), this research employs a quantitative approach through multi-linear regression models to assess the significance of each variable on entrepreneurial activity and intention. The findings reveal that among the variables studied, only the Motivational Index has a significant influence on entrepreneurial activity. Furthermore, the results reveal an insignificant impact on Entrepreneurial Intention from all the included variables. The results support individual-level theories such as the Theory of Planned Behavior, while challenging institutional theories like the Entrepreneurial Ecosystem model. Recommendations are made for Swiss policymakers to prioritize motivationenhancing policies and raise awareness about innovation and support infrastructure. This research contributes to theory, practice, and policymaking by identifying the key drivers that stimulate entrepreneurship in Switzerland.

The Benefits Of A Multicultural Workforce: How Cultural Diversity Drives Success In The Workplace

2025-12-17T09:11:30+00:00

The world has become increasingly globalised over the last few decades. In this regard, the word cultural diversity has become increasingly prevalent and relevant. Thus, cultural diversity has become not only more common but also gives a competitive advantage to companies with regards to growth within an organisation and globally. This thesis will investigate some of the benefits of a multicultural workforce and examine how diversity can be a key factor in the success of the company, and why it is important for an organisation to incorporate a multicultural workforce in today’s globalised world. The thesis will use a comprehensive review of academic literature, empirical data, as well as industry reports and case studies. It aims to explore the relationship between cultural diversity and key outcomes within organisations, such as innovation, employee satisfaction, collaboration, teamwork, and business performance.
The thesis will look at different leadership adaptations that should be used in order to drive a multicultural workforce to success, as well as different inclusive leadership approaches for overcoming cultural challenges and finding methods that can drive the entire team to success, such as effective communication styles and using different cultural norms to the team’s advantage. It will also discuss human resource (HR) strategies that can be implemented to ensure long-term success, and policies that will ensure fair treatment for everyone within the organisation.
The findings suggest that when a multicultural workforce is well-managed, cultural diversity within teams will lead to more innovation, higher-performing teams, and a more dynamic and inclusive work environment. The organisations that actively try to find win-win solutions and not discriminate based on a cultural background are more likely to benefit from a wide range of perspectives, thus resulting in improved customer understanding, better adaptability, and higher success rates.

Unemployment and Economic Consequences: Case Study on the Financial Burden in Gasabo District, Kigali – Rwanda

2025-12-17T09:08:46+00:00

This research study investigated the financial burdens faced by unemployed households, specifically seven core financial burdens. A descriptive survey design was used, with data collected through distributed questionnaires from a sample of 240 unemployed households.
Findings show that the primary financial burden in the sampled unemployed households is family responsibilities (37.39%), the second is daily living expenses (18.26%), the third is debt (17.83%), the fourth is housing (15.65%) and the fifth is education which accounts for 10.87% of the financial burden, on the other side healthcare was not reported as a significant concern due to high health insurance coverage and health policy where health facilities are decentralized to the level of village under the support of volunteers (Abajyanama b’ubuzima) and health posts to the cell level.
Income sources during unemployment vary by age group, where young households rely mainly on family support and informal work, while older groups of households depend mostly on savings and government assistance. This study provided the economic consequences of unemployment, which include financial instability and increased dependency on external support.
To overcome these challenges, the study recommends the government more intervention through job creation programs, financial support, more effort in vocational training, and formal and informal education. Additionally, further research should make more focus on sustainable employment and financial assistance programs. These findings can guide policymakers and stakeholders in addressing the unemployment issue and its financial burdens effectively.

Digital Influence: Consumer Behavior And Brand Dynamics In Fashion

2025-12-17T09:06:47+00:00

This thesis investigates how digital marketing shapes consumer behavior and firm performance in fashion through a qualitative, multiple–case study of Gucci (luxury) and ASOS (fast fashion). Using secondary data (peer-reviewed studies, industry reports, company materials) and descriptive analysis of publicly reported indicators (social metrics, revenue trends, conversion effects), the study compares channel mixes (social/influencer, email/CRM, SEO/SEM), experiential tools (AR/VR), and data-driven personalization. Findings show that Gucci’s blend of immersive storytelling, influencer strategy, and AR try-ons coincided with a rise in revenue from €3.9B (2015) to >€9.6B (2019) alongside follower growth from ~10M to >40M on Instagram; AR footwear try-ons were associated with conversion lifts of up to 300%. ASOS’s multi-channel personalization (segmentation, recommendations, app notifications) contributed to material revenue uplifts (e.g., ~$77.5M in one year), a 19% YoY rise to ~£3.26B, and rapid community growth, illustrating the commercial impact of data-centric execution at scale. The cross-case synthesis concludes that digital is not monolithic: for luxury, narrative depth and experiential media (AR/VR) best amplify perceived value and loyalty; for fast fashion, operational agility and mass personalization drive frequency and conversion. Managerially, brands should (i) align channel strategy to positioning, (ii) invest in privacy-aware data infrastructure and omnichannel orchestration, and (iii) treat AR/VR and creator ecosystems as performance levers, not mere brand theater. The study offers a practical framework linking tactic, consumer response, and business outcome, and outlines avenues for future research on causal measurement and long-horizon loyalty effects.

Technological Innovation and Sustainable Development in Africa-Europe Agribusiness Collaboration: A Framework for Modern Agricultural Transformation

2025-12-17T09:04:40+00:00

Agribusiness plays a vital role in economic and social development, especially in Africa and Europe. This thesis explores the opportunities and challenges in the agri-food sector and how collaboration between these regions can support sustainable agricultural growth. It focuses on key issues such as food security, job creation, and climate change, showing how joint efforts can build stronger, more competitive, and inclusive agricultural markets that benefit both regions.
The research begins with a historical overview, explaining how traditional farming has evolved into today’s complex global systems. This helps highlight the importance of cooperation in overcoming current challenges. The study then focuses on Africa, examining difficulties such as limited access to quality seeds and fertilizers, outdated farming methods, poor infrastructure, and the effects of climate change. It also explores ways to modernize agriculture and promote sustainable development through improved policies and investment in local agribusiness.
Technology plays a major role in this transformation. The thesis looks at innovations such as digital agriculture, precision farming, blockchain, and biotechnology, which can help increase productivity, reduce food waste, and encourage knowledge-sharing between Africa and Europe. It also discusses strategies to strengthen agricultural trade, including investing in infrastructure, aligning policies, providing financial support, and encouraging young people to engage in agri-tech businesses.
This research offers practical solutions for policymakers, industry leaders, and researchers. By focusing on the benefits of collaboration, the thesis aims to show how Africa and Europe can work together to create a more sustainable, inclusive, and resilient agri-food system that supports economic growth, enhances food security, and tackles global challenges effectively.