Essays about: "thesis on brand positioning"

Showing result 1 - 5 of 25 essays containing the words thesis on brand positioning.

  1. 1. Strategic Synergies in the Skies : The Role of Resource Sharing in Aviation Alliances

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Jacob Sonnesjö Nyqvist; Kevin Woodward; [2024]
    Keywords : Strategic alliances; resource sharing; resource-based view RBV ; aviation alliances; business networks.;

    Abstract : This thesis investigates strategic alliances in the aviation industry, focusing on resource sharing, using Scandinavian Airlines (SAS) within Star Alliance and SkyTeam as case studies. It examines the operational and competitive benefits of these collaborations through qualitative research, including interviews with executives and experts. READ MORE

  3. 2. Brand Positioning Unveiled: An Insider's Perspective from Industry Professionals

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Felix Ellqvist; Niklas Kjellander; [2023]
    Keywords : Brand Positioning; Brand Management; Market Orientation; Brand Orientation; Schools of Positioning; Business and Economics;

    Abstract : Research Purpose & Aim: The purpose of this thesis is to shed light on how individual marketing- & brand-managers conceptualise and approach brand positioning. This study aims to vertically deepen the current knowledge of brand positioning in practice as well as horizontally broaden the literature by taking a unique managerial perceptual perspective. READ MORE

  4. 3. The perceived value of place brand ecosystems : An exploratory research on tourist preferences

    University essay from Luleå tekniska universitet/Industriell ekonomi

    Author : Martin Nordström; [2022]
    Keywords : Place branding; Place brand ecosystems; Tourist preferences; Tourist perceptions;

    Abstract : In the pursuit of attracting more tourists in a market where competition is growing on a global scale, place branding has become increasingly more common. An underexplored alternative within the place branding literature is place brand ecosystems, and how they can create value for both the place brand itself as well as the tourists that travel there. READ MORE

  5. 4. Exploring frugal innovation and its enablement of sustainable product development

    University essay from Blekinge Tekniska Högskola/Institutionen för industriell ekonomi

    Author : Patrik Werius; Emma Ytterström; [2021]
    Keywords : Innovation; sustainability; frugal;

    Abstract : In developed countries, companies' product innovation has the problem of not incorporating sustainability in a sufficiently high degree. Companies in developed countries will however continue to innovate since it is required to stay competitive. READ MORE

  6. 5. The effect of corporate donations on a company’s market value in a short-term perspective : An event study approach

    University essay from Blekinge Tekniska Högskola/Institutionen för industriell ekonomi

    Author : Axel Andreasson; Gustav Bergman; [2020]
    Keywords : corporate donation; event study; corporate social responsibility; abnormal returns; market value; företagsdonation; event-studie; företags samhällsansvar; abnormal avkastning; marknadsvärde;

    Abstract : Background: Societies around the world have seen an increased willingness to contribute to social responsibilities activities. One way for corporations to commit to corporate social responsibility (CSR) have been to donate corporate assets. However, donating company assets has been questioned if justifiable. READ MORE