Bachelor thesis from 2007 in the Department of Media and Communication - Public Relations, Advertising, Marketing, Social Media, grade: 1.5, Université de Fribourg - University of Fribourg (Switzerland), 57 sources in the bibliography, Language: German.

Abstract: When looking at the daily updated business news, it becomes clear that the overall dynamic has increased substantially. Due to globalization, economic changes, and technological innovations, there is a change in customer behavior to which companies must react. The new competitive environment leads to new market structures and thus forces companies to change at all levels. To operate successfully in such an environment, companies must evolve and develop to maintain their competitiveness.