Carla Merz

Carla is 25 years old and is doing her Master of Science in Business Administration at the Philipps University in Marburg, Germany.

She is currently writing her master’s thesis about the impact of Corporate Social Responsibility on the buyers’ decision to choose an airline.

Corporate Social Responsibility of businesses is getting more and more attention and can transform into a competitive advantage if implemented properly.

In advance to her thesis she gained some insights into the industry by doing an internship at the German airline Lufthansa. She experienced the industry as fascinating with versatile facets and decided to choose the aviation industry as study context.

By using Choice-Based-Conjoint Analysis Carla wants to find out how important Corporate Social Responsibility is in contrast to other factors, which are taken under consideration when choosing an airline.