Essays about: "outside-in perspective"

Showing result 1 - 5 of 17 essays containing the words outside-in perspective.

1. 1. The challenges and opportunities of sustaining a brand through repositioning: The Jägermeister Case

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Rebecka Kullenberg; Felix Ellqvist; Nicholas-Joel Kisling; [2022]
   Keywords : Repositioning; corporate brand identity matrix; brand identity; brand image; Jägermeister; Business and Economics;

   Abstract : Purpose: The purpose of this research paper is to examine the challenges of repositioning both in aligning the brand image with the brand identity and in sustaining the brand equity through creating consistency. This research is examined through the case of Jägermeister. Methodology: A qualitative research method was conducted. READ MORE

3. 2. Fill up the bottle with iconic liquid: a qualitative research conceptualising iconic packaging

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Linnea Svensson; Amanda Nordlander; Emilia Eckerholm; Isabell Schönström; [2021]
   Keywords : Cultural branding; iconic brands; packaging design; brand equity; brand identity.; Business and Economics;

   Abstract : Purpose: The purpose of this study is to investigate how a brand’s packaging design becomes iconic through entering pop culture/art. Design/methodology/approach: This paper is of qualitative nature, based on a traditional literature review along with multiple case-study research. READ MORE

4. 3. Act of kindness: A study on modern day crisis handling and its effect on brand identity

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Teodora Hertanu; Mette Holm Bertelsen; Mads Hüsig Jeppesen; [2020]
   Keywords : Crisis management; crisis handling; act of kindness; core values; product offerings; strategy approach; Business and Economics;

   Abstract : Purpose: This paper aims to explore and examine how companies have reacted to suddenly occurring crises in the 21st century. The paper will investigate how companies have adapted – or stayed in hiding – during the COVID-19 pandemic, and how this has impacted their corporate brand identity and their core values. READ MORE

5. 4. BRINNOVATION - A case study of an innovation contest’s influence on interorganisational innovation network creation

   University essay from Göteborgs universitet/Graduate School

   Author : Philip Smedjevik; [2019-07-09]
   Keywords : Innovation contest; interorganisational innovation network; network creation; realising open innovation;

   Abstract : Innovation is at the very heart of most organisations’ research and development, with the innovation process starting with creation of innovation opportunities. As brought forth by several previous researchers and authors, creation and selection of such innovation opportunities historically occurs within the boundaries of an organisation. READ MORE

6. 5. Key Business Services within Open Innovation Collaboration between Startups and large established Firms : A multiple case study of the value offering of Swedish corporate accelerators and incubators from a startup perspective

   University essay from KTH/Skolan för industriell teknik och management (ITM)

   Author : Houda Abu Zeid; Tanya Syed; [2019]
   Keywords : Open innovation; startup; outside-in model; corporate accelerator; accelerator program; corporate incubator; incubation hub; Öppen innovation; startups; outside-in model; företagsaccelerator; acceleratorprogram; företagsinkubator; inkubationsnav;

   Abstract : Open innovation is a term that has become popularised over the years, due to changes in how business is done as a result of globalisation and digital transformation. Efforts are being made by incumbent companies to collaborate with external parties to a greater extent, and at the same time, the startup landscape has contributed with new technologies and innovations that in some cases have disrupted markets. READ MORE