List of associations
| Consumer | Jobseeker |
|---|---|
| Cohesion | Appreciation within company |
| Competent | Attractive employer |
| Customer-oriented | Cohesion |
| Family | Collegiality |
| Good working conditions | Distinct hierarchies |
| Handmade | Down-to-earth |
| Higher price | Family |
| High quality | Flat hierarchies |
| Honest | Generational conflict |
| Less innovative | Good promotion opportunities |
| Mittelstand | Innovative |
| Owner-managed | Lack of career prospects |
| Personal contact | Mittelstand |
| Regional | Nepotism |
| Reliability | Outdated |
| Responsibility | Owner-managed |
| Resistant | Personal |
| Several generations | Quality |
| Small | Regional |
| Social | Reliability |
| Sustainability | Security |
| Tradition | Small company size |
| Trust | Social appreciation |
| Warm-hearted | Tradition |
| Attractive employer | Unattractive employer |
| Appreciation/value-oriented | Value-based |
| Big company | Warm-hearted |
| Down-to-earth | Fair |
| Experience | Friendly |
| Fair | Higher salary |
| Flat hierarchies | Image |
| Heir | Responsibility |
| Hierarchical | Social |
| Image | Specific company names |
| Outdated | Successful |
| Positive atmosphere | Sustainability |
| Reputable | Trust |
| Specific company names | |
| Successful |
| Jobseeker | |
|---|---|
| Appreciation within company | |
| Attractive employer | |
| Cohesion | |
| Collegiality | |
| Distinct hierarchies | |
| Down-to-earth | |
| Family | |
| Flat hierarchies | |
| Generational conflict | |
| Good promotion opportunities | |
| Innovative | |
| Lack of career prospects | |
| Mittelstand | |
| Nepotism | |
| Outdated | |
| Owner-managed | |
| Personal | |
| Quality | |
| Regional | |
| Reliability | |
| Security | |
| Small company size | |
| Social appreciation | |
| Tradition | |
| Unattractive employer | |
| Value-based | |
| Warm-hearted | |
Notes:
Associations written in italics were not part of the mapping phase. The wording and final composition of this list was additionally agreed and adjusted through expert feedback
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