Essays about: "Brand portfolio strategy"
Showing result 1 - 5 of 25 essays containing the words Brand portfolio strategy.
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1. CSR EMBEDDED IN THE CORPORATE DNA : A QUALITATIVE CASE STUDY OF CSR-BRANDING AND SUSTAINABILITY REPORTING WITHIN A NORDIC MULTI-BRAND ORGANIZATION IN THE BEAUTY INDUSTRY
University essay from Umeå universitet/FöretagsekonomiAbstract : CSR-branding has gained recognition and promotes organizations to incorporate CSRinitiatives into their branding strategies. Conversely, executing an effective CSR-brandingstrategy presents challenges such as aligning relevant initiatives with the corporate brand,assessing internal resources, and engaging external stakeholders. READ MORE
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2. Overstretching the Corporate Brand: How to Guide the Brand Image When Extending the Brand?
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Purpose: This paper aims to research how large corporations with diverse brand portfolios navigate their brand image and how they can avoid the brand overstretching issue. Design/methodology/approach: The methodology of this study implied qualitative case study analysis of three international brands imposed to the risk of brand overstretching, supported by the customer survey, as well as proposed theoretical framework based on the literature review secondary data. READ MORE
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3. Secret sustainability: A case study of why a company might go silent with its green achievements
University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledningAbstract : Greenhushing is acknowledged as a growing concerning behavior referring to when companies deliberately avoid communicating their green achievements. Thus, while companies do substantial work within sustainability, these efforts are strategically or involuntarily not communicated, but why? The research field on greenhushing remains nascent, and scholars have inadequately explained why greenhushing occurs, particularly has previous literature overlooked the strategic perspective and company- specific circumstances. READ MORE
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4. Visualizing Strategic Value in CVC - an Impossibility or Solely a Consequence of Inadequate Practices?
University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : This paper presents empirical findings from a multiple case study inspired by a transactional design on strategic value within the field of corporate venture capital (CVC), motivated by its increasingly prominent role in enhancing the strategy of large corporations. Steered by an identified lack of knowledge about how to concretize and measure the strategic value created by CVC firms, the paper contributes with a conceptual framework primarily directed to the automotive industry. READ MORE
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5. Sports sponsorship in Poland: A comparative study of companies’ sponsorship processes
University essay from Malmö universitet/Fakulteten för lärande och samhälle (LS)Abstract : Sports sponsorship has become a global and multi-billion dollar business. It is an integral part of the company's marketing strategy and viewed as a highly effective form of advertising. READ MORE