Benjamin Chee – författare

Seminar paper from the year 2017 in the subject Communications - Intercultural Communication, grade: 1,3, Hong Kong Polytechnic University, language: English, abstract: In order to find out solutions for leadership and communication conflicts of Western expatriates in Asia, this paper examines cultural characteristics of the Asian, as well as Western, leader-follower construct and how miscommunication could occur. Furthermore, expected leadership styles are explained and which leadership traits and behaviors are desirable from the Asian point of view. Finally, improvement approaches for better cross-cultural conflict management and expatriate leadership in Asia are discussed, while pointing out their limitations. In an increasingly globalized world, it is more and more common to work in intercultural teams with intercultural leaders. This paper is about the problems that arise when leadership is not meeting the expectations in a particular culture and when conflicts are not managed with regard to the cultural backgrounds. Asian societies tend to be collectivist cultures, where conflicts are usually avoided and where harmony is the ultimate goal. In Western societies, conflict resolution is usually characterized by direct confrontation. Expectations to a leader also differ: In Asian societies, a paternalistic leadership approach seems to be more common, whereas in Western societies a participative leadership style is used. Awareness is the first step of a successful cross-cultural cooperation, but it does not give instructions how to act in a certain situation.

Research Paper (undergraduate) from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, University of Mannheim, language: English, abstract: Founders of online businesses often encounter the question of which digital marketing channel to invest in at an early stage. This report gives insights into the practical steps of setting the foundation of a digital marketing strategy. Furthermore, it will test the effectiveness of search engine marketing, a popular digital marketing channel consisting of search engine optimization and search engine advertising. It will be evaluated whether search engine optimization and search engine advertising are an adequate marketing strategy for traffic growth of My German Finances. The goal of developing a digital marketing strategy is to find an impactful and cost-efficient way to grow the audience of the website. For this purpose, the report focuses on the two elements of search engine marketing, namely search engine optimization and search engine advertising. Both fields are very complex and take a lot of effort to set up. Many on- and off-page adjustments need to be made for a noticeable effect on traffic and revenue. For search engine advertising, multiple factors need to be taken into account, such as website relevance and ad quality, in order to be able to run a successful ad campaign.

Research Paper (postgraduate) from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, University of Mannheim, language: English, abstract: This paper examines the academic research that has been published during the past 20 years concerning search engine marketing. It classifies the most prominent papers and establishes a conceptual framework consisting of three broad areas and 20 different research themes. This is the first literature review of search-engine-related research, proposing a comprehensive conceptual framework. The purpose of this study is to conceptualize past research on search engines, develop a framework of topic areas and their relationships among each other, and identify research gaps and questions for future research. The literature review covers all academic research papers from five acclaimed journals of the past 20 years that match predefined keywords and deal with search engines as parameters in modern-day marketing. This literature review of search engine research is the first of its kind, creating a framework of research fields exclusively for online search. Furthermore, it presents the related academic work in an interdependent structure of topics and suggests future research fields.