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Dissertation
Les critères de sélection en audit au sein des Big Four et l'attractivité de ces cabinets auprès des jeunes diplômés
Authors: --- --- ---
Year: 2020 Publisher: Liège Université de Liège (ULiège)

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Abstract

Nowadays, the war for talent is omnipresent and plays in favor of young graduates. In this context, the success of large international Big Four-type firms largely depends on the recruitment of young university graduates and the retention of qualified professionals. The first objective of this thesis is to analyze the attractiveness of the Big Four to young university graduates. The second objective of this work is to understand the Big Four's up-or-out management system, in order to define the criteria that determine the success of the auditors within them. 

First, a review of the existing literature on the attractiveness and the management system of the Big Four is carried out. This literature review establishes the theoretical framework of this thesis. Following this, a qualitative study is conducted on three different targets using, on the one hand, the questionnaire survey technique and, on the other hand, the semi-directive interview technique. Our sample of interviewees is composed of Master 2 students enrolled in the "Financial Analysis and Audit" Master's degree at HEC-Liège, Junior auditors with one to two years' experience and professionals who have an insight into the recruitment process of some of these large firms. The results obtained are analyzed and compared to the theoretical framework. They lead to the conclusion and recommendations to be drawn from the concepts studied.

Based on the qualitative analysis that is carried out, it appears that the Big Four are attractive in the eyes of young university graduates – the most frequently cited assertion being that they are mainly interested in using this first professional experience as an asset for their future career. Then, in terms of the criteria that determine the success of the auditors, it appears that in the first two to three years, technical skills are quite important but that they are considered to be acquired from the Senior 2 grade upwards. Therefore, processes such as socialization and successful integration, which are set out as soon as the auditor joins the firm, reveal to be important for the auditor's success within the firm. Finally, three recommendations are made and addressed to large international firms regarding the maintenance of their attractiveness and one recommendation is addressed to young university graduates to ensure their success from the very beginning of their career with the Big Four.


Dissertation
Etude du positionnement stratégique du département Services de la société Diagenode.
Authors: --- --- ---
Year: 2020 Publisher: Liège Université de Liège (ULiège)

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Le secteur des Biotechnologies est en plein essor depuis plusieurs années et le marché ne cesse de croître. Cette croissance est une source importante d’opportunités pour les entreprises concernées. Diagenode est une société faisant partie de ce marché et a connu une croissance continue depuis sa création en 2003. Cette entreprise investit des sommes importantes en Recherche et Développement afin de rester un des leaders du marché des solutions Epigénétiques. Le portefeuille de produits de la société est vaste et comprend aussi bien des kits, que des réactifs et des machines. Depuis 2016, un département Services propose également aux clients de réaliser leurs expériences par des experts du domaine en utilisant les technologies disponibles chez Diagenode. Ce domaine de marché, bien qu’en croissance, est concurrentiel. De nouvelles sociétés sont créées (notamment en Asie) et de grands noms de la recherche développent également des offres de services risquant donc de limiter la part de marché de Diagenode.
L’objectif de ce mémoire a été de déterminer si le positionnement actuel du département Services de l’entreprise était adéquat et de formuler des recommandations le cas échéant. Un audit stratégique a donc été réalisé afin de déterminer les forces et faiblesses de la société, les caractéristiques du marché ainsi que l’analyse des ventes de services afin de déterminer l’attractivité de l’offre et la capacité de Diagenode à convertir ces opportunités en ventes. Une analyse de la segmentation du marché et du positionnement a ensuite été effectuée afin de tenter de déterminer comment la société se place sur le marché et comment elle est perçue par sa clientèle.
Il est apparu de ces analyses que Diagenode apparaissait comme étant une société de confiance possédant une expertise importante dans le domaine mais dont les prix sont élevés. Or, le message principalement mis en avant par l’entreprise est la possibilité d’obtenir des réductions sur son offre. L’image envoyée et la perception sont donc en décalage et peuvent donc nuire à la croissance du département. Une mise en avant des compétences du personnel et de la confiance que de grandes entreprises ont accordée à Diagenode pourrait différencier l’offre de l’entreprise et lui permettre de retrouver une croissance plus importante. The Biotechnology sector has been growing for many years and the market is still expanding. This implies a huge potential in sales for all the companies in the field. Diagenode is one of those and has known growth since its founding in 2003. This company invests a lot in Research and Development in order to remain one of the leader of laboratory equipment in the Epigenetic field. The portfolio of product of the company is composed of kits, reagents as well as machines. Since 2016, a Services department also offer the realization of experiment by field experts using the proprietary technologies available at Diagenode. This part of the market, currently growing, is competitive. New companies arrives on the market (from Asia) and big companies in the research sector also develop services offers that are competing directly with Diagenode and could decrease the market share of the company.
The objective of this thesis was to assess the accuracy of the positioning of the Services department of the company and recommend solutions if needs be. A strategic audit has been performed in order to determine the strengths and weaknesses of the society and the analysis of the services sales in order to determine the attractiveness of the offer and the capacity of Diagenode to convert opportunities into sales. An analysis of the segmentation of the sector and the positioning was also performed in order to determine how the company is placing itself in the market and how its customers perceive it.
From those analysis, Diagenode appears to have the trust of its customer and also a huge expertise in the field counterbalanced by high prices. However, the principal message sent by the company is the possibility to obtain reductions and decreased prices. The positioning and the perception are not aligned and could therefore be detrimental to the growth of the department. Positioning the company as a trustworthy expert, entrusted by great names in the field could differentiate Diagenode and allow it to reach the growth it once had.

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