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Marcela Tuler de Oliveira

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Managing Cross-Cultural Change in Capital-Intensive Industries

Master thesis (2025) - J.M. Schaller, J. Rezaei, Marcela Tuler de Oliveira, M. Richter
In today’s global economy, digital transformation is not just a trend. It is a necessity for organizations seeking to remain competitive and innovative. For multinational corporations (MNCs) operating in capital-intensive sectors, the journey toward digital transformation is particularly complex. It involves not only new technologies but also the alignment of diverse cultures, structures, and strategic priorities.

Despite the growing body of research on digital transformation, there remains a significant academic gap: few studies have explored how cross-cultural dynamics shape digital transformation efforts in capital-intensive MNCs. This gap leaves both scholars and practitioners without clear guidance on how to navigate the unique challenges these organizations face.

This study addresses that gap by examining a real-world transformation project at a multinational semiconductor manufacturer. More specifically, the study investigated the Global Change System (GCS) project. It was an initiative to create a unified, global platform for managing and automating change processes across multiple manufacturing sites. While the research is academically motivated, its insights are designed to be accessible and actionable for a broad audience, including those responsible for leading digital change in complex, global organizations.... ...

A data-driven analysis of malicious IPs and compliance practices

Hosting providers are essential for maintaining the security and reliability of digital services, but they continue to face challenges from malicious activities in their network, such as malware and phishing. The European Union’s Digital Services Act (DSA) was introduced to improve accountability and create a safer online environment, but its effectiveness in helping hosting providers mitigate abuse remains unclear. This study investigates whether compliance with the DSA has contributed to reducing malicious activity among Dutch hosting providers and examines the broader relationship between compliance levels and cybersecurity outcomes.

This study evaluates the effectiveness of anti-abuse measures employed by Dutch hosting providers, with a focus on the role of the DSA in helping with compliance and reducing malicious activity. Specifically, it examines whether adherence to the DSA improves the ability of hosting providers to mitigate cyber threats, particularly in reducing the prevalence of malicious IP addresses. Using passive DNS data, the research examines changes in the prevalence of malicious IP addresses before and after the implementation of the DSA. Compliance levels were also analyzed to understand their correlation with malware percentages. The study employed statistical methods, including Interrupted Time Series (ITS) analysis and regression models, to evaluate trends and relationships between compliance and malicious activity.

The findings indicate no statistically significant reduction in malicious IP activity following the implementation of the DSA, suggesting that compliance alone does not automatically translate into improved security outcomes. While the DSA strengthens transparency and procedural accountability, hosting providers continue to face operational challenges in implementing effective anti-abuse measures. Factors such as cybercriminal adaptation, enforcement inconsistencies, and resource constraints likely influence the weak correlation between compliance and actual abuse reduction. These results shows the need for a more holistic approach to cybersecurity regulation, combining technical advancements, industry collaboration, and proactive security enforcement alongside regulatory compliance. Evaluating the effectiveness of frameworks like the DSA is essential to ensuring that they not only establish compliance standards but also provide hosting providers with practical tools to enhance online security and mitigate digital threats effectively.
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To Decrease the Cost of Trust by considering the Integrative Model of Organizational Trust

Traditional financial companies play a central role in ensuring financial stability and reliability. However, these companies face institutional problems due to inefficiencies, lack of transparency and limited innovation. For this reason, the use of distributed ledger technology, or blockchain, has been explored as an alternative and its integration into traditional finance towards a 'hybrid' approach. The Dutch mortgage market was chosen as the focus of this research and is further analyzed due to its high transaction costs, including the high cost of trust. This led to the research objective of designing a Hybrid Mortgage Lending System (HMLS) that reduces the cost of trust.

A design science research methodology was used for this research where two interwoven artefacts were developed. The first artefact was a contextualized trust model based on three trustworthiness factors: integrity, ability and benevolence. The second artefact was a demonstration for the HMLS using a technological model.

The trust model was validated through expert interviews and enriched with additional information. Based on the feedback from the expert interviews, nine meta-requirements for the technological model were developed. The proposed solution for the design of the HMLS is to automatically distribute fractional ownership of mortgages via Non-Fungible Tokens (NFTs) through an ecosystem with the traditional finance company as originator and public investors as lenders. The ownership of the NFTs is transparently tracked via the blockchain to monitor the fractional ownership of a home. These NFTs exist in mixed token pools and are controlled by the traditional finance companies. These pools are supplemented with other digital assets to create different risk profiles to suit different types of investors. A demonstration of these token pools is shown, with an overview of the architecture explaining the mortgage application and transaction processes through the different layers. Finally, a stakeholder map is shown and their roles within the ecosystem are explained. The research provided new insights by making the second model dependent on the first. The findings highlight new challenges for further research, such as prototyping or improving the versatility of the model.
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The logistics industry is undergoing a significant transformation with the integration of Internet of Things (IoT) technologies. The goal is to achieve smarter, more efficient operations, such as autonomous asset tracking, workflow optimization, and predictive maintenance in real-time. These advancements promise streamlined supply chains, reduced downtime, and improved customer satisfaction by enabling faster and more accurate deliveries. IoT tools, including GPS tracking, RFID tags, and predictive maintenance systems, enhance fleet monitoring, inventory management, and equipment repairs, leading to greater operational efficiency and reduced waste.

However, despite its potential, IoT adoption in the logistics sector, particularly among third-party logistics firms (3PLs), faces several challenges. Legacy systems are often incompatible with modern IoT solutions, requiring costly upgrades and extensive integration efforts. Organizational resistance also poses a barrier, as employees accustomed to traditional methods may be hesitant to embrace new technologies, especially if the benefits are not clearly communicated. Financial constraints further complicate adoption, with high upfront costs for hardware, software, and infrastructure, as well as ongoing expenses for maintenance, data management, and training. These factors often lead to "pilot purgatory," where IoT projects remain in the testing phase due to financial and organizational limitations.

To address these challenges, the IoT Technology Adoption Framework (ITAF) was developed as a structured approach to guide companies through IoT integration. ITAF outlines a stage-gated process, starting with identifying challenges and assessing organizational capabilities. This is followed by planning, pilot testing, and ultimately, large-scale implementation. Each stage includes decision gates to evaluate progress and determine the best course of action, ensuring a systematic and informed transition. Metrics are integrated into the framework to assess the technical, organizational, and financial feasibility of IoT projects.

Expert insights, particularly from FedEx Europe, helped refine the ITAF to better address real-world complexities. These include improving system interoperability, fostering organizational buy-in, and managing financial risks. Feedback led to enhancements such as greater vendor involvement, continuous reassessment of company capabilities, and cost-benefit analyses post-launch. These refinements make the framework adaptable for various company sizes and IoT applications, from fleet management to real-time inventory tracking.

The flexibility of ITAF allows it to be tailored to the needs of different logistics providers. Smaller companies can prioritize financial considerations, while larger organizations may focus on system compatibility and scaling solutions. Its modular design also makes it applicable beyond logistics to sectors like healthcare, manufacturing, and retail, which face similar IoT integration challenges. Testing the framework across diverse industries could further validate its scalability and refine its approach for broader applicability.

As IoT technologies rapidly evolve, ITAF emphasizes the importance of continuous reassessment and updates to ensure companies remain competitive and aligned with industry standards. Clear stakeholder ownership at each stage of implementation fosters accountability and minimizes delays. By providing a practical and adaptable roadmap, ITAF addresses the complexities of IoT adoption, enabling companies to unlock its transformative potential and maintain a competitive edge in an increasingly data-driven industry. ...