Essays about: "Maria Orrstenius"

Found 2 essays containing the words Maria Orrstenius.

1. 1. All Aboard the Change Train : Administrative Heritage and Its Influence on Rebranding

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Linda Javidi; Johanna Raga Waronen; Maria Orrstenius; [2017]
   Keywords : Rebranding; Structure; Culture; Strategy; Administrative Heritage; Branding; MNC;

   Abstract : Research Questions: How does the different aspects of administrative heritage influence the internal acceptance of a rebranding? What are the main determinants of administrative heritage for the internal acceptance of a rebranding?  Purpose: The purpose is to investigate how administrative heritage affects multinational corporations in order to leverage strengths and counterbalance limitations when striving for internal acceptance of a rebranding.  Method: This study applied a qualitative research with an abductive approach. READ MORE

3. 2. From Sweden with love : A study of the Swedish country image and its influence on Swedish companies

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : My Nyberg; Maria Orrstenius; Amanda Wallin; [2015]
   Keywords : Sweden; Swedishness; International markets; Country image; Country of origin; COO-effect; COO-strategies; Brand; Brand identity; Promotion; Standardization; Adaptation;

   Abstract : The purpose of this thesis is to explore the influence of the Swedish country image on the standardization or adaptation of promotion of a brand in an international context and provide deeper insights and understandings concerning this subject. Therefore, in order to achieve the purpose of the thesis, the following research question will be investigated and answered: How does the Swedish country image influence Swedish companies to whether standardize or adapt the promotion of their brand in international markets?   The theoretical framework comprises theories and findings from previous research related to country image, country of origin, brand and promotion and the chapter conclude in a conceptual framework. READ MORE