Essays about: "Harriet Mellenius"

Found 1 essay containing the words Harriet Mellenius.

  1. 1. Market Orientation as a Branding Strategy

    University essay from Företagsekonomiska institutionen

    Author : Harriet Mellenius; [2008]
    Keywords : Market Orientation; Branding; Fashion;

    Abstract : This paper studies the impact of market orientation strategy on brand awareness. Zara, a Spanish leading fashion retailer and an example of a brand using this strategy, is compared to three other multinational brands operating in Stockholm, Sweden, namely Topshop, Mango and United Colours of Benetton. READ MORE