Jenny Walther – författare

Diploma Thesis from the year 2002 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0 (A), University of Cambridge (Ashcroft International Business School - Marketing Department), language: English, abstract: Cause-related marketing (CRM) has become a widely discussed topic as well as an increasingly important marketing technique. In this paper, the subject is analysed not from the usual perspective of companies, but from the charities' point of view, focusing on the example of British cancer charities. The study shows that cause-related marketing has developed in context of a changing business environment and growing customer demand. Its relevance is highlighted with regard to consumer behaviour theories, introducing CRM as an innovative and promising marketing tool. From the fierce competition in today s market-place for charities and the changing attitude of donors, emerges the need for new charity marketing techniques. CRM is already widely used in the marketing of cancer-related organisations, as show various examples outlined in the text. However, the potential is not yet fully exploited and some substantial problems remain, especially in terms of company cooperation and missing empirical data. As a result of the investigation, cancer charities are recommended to extend their CRM activities, to prepare for the arising tasks internally and to communicate their programmes openly to the public. Additionally, extensive future research is suggested to gain more knowledge about the effects of cause-related marketing. This study comprises comprehensive material from secondary sources, such as books, articles and reports, along with extensive Internet research. Complementary, an in-depth interview provides insight into the work of Cancer Research UK. The findings of this paper are of special interest for charities and companies alike, as well as for marketing students and lecturers. Key words: cancer charities, cause-related marketing, charities, charity marketing, donations.

Seminar paper from the year 2000 in the subject Sociology - Work, Education, Organisation, grade: 1,3, Ashcroft International Business School Cambridge, course: Contemporary Work and Organisational Life, language: English, abstract: Until our century the connection between work and the apprehension of time used to be a subject that was hardly observed. One of the main reasons may well be the fact that the everyday authority of time is so complete that it is usually taken for granted and, consequently, rarely appears to be problematic. With increasing awareness of the complex time-work relation, this issue is nowadays discussed from different perspectives within as well as beyond the field of sociology. To understand the sense of time and work in present days, it is interesting to examine how it has developed in history, especially under the influence of a changing industrial system. The focus of this essay will therefore be the question how capitalism has transformed the human sense of time. To discuss this I will concentrate on the theory of E. P. Thompson, its main ideas as well as arising problems and questions. I will start by outlining this theory in detail and continue to summarise its main points of criticism in connection with Richard Whipp's idea of an alternative model of time perception. Finally, I will conclude by giving a future outlook of the problem.

Seminar paper from the year 2002 in the subject Leadership and Human Resources - Miscellaneous, grade: 1,3, Ashcroft International Business School Cambridge, course: European Union - Industrial Policy, language: English, abstract: Nowadays, "e;unemployment is [...] regarded as Europe's foremost economic and social problem"e; (Artis and Weaver, 1997:52); and employment regulations as part of European social policy are a topic of ever-increasing importance. Social policy does not only seek to provide services and redistribute income, but also regulates and influences the labour market (see Purdy, 1997:270). The concept and understanding of social policy has changed significantly over time. Although the historical development is beyond the scope of this essay, it should be noted that before the 1980s, economic objectives clearly dominated social dimensions, whereas today a more balanced approach is taken to economics and social aspects (see Hantrais, 2000:221). Here, emphasis will be given to the current situation; nevertheless, the discussion should be perceived in the context of social policy evolution. Furthermore, social policy-making is closely linked to structural changes within the European labour market (see Mercado et al., 2001:204) and is, therefore, an on-going process rather than a static picture. The first section of this essay will give a short explanation of the statement in discussion. Afterwards, the necessity of European social policy and its benefits to business shall be examined. In the following, potential drawbacks and obstacles to competitiveness will be highlighted. The final part summarises the line of argument and provides a future outlook on the subject.