Essays about: "Alex Mugrauer"

Found 2 essays containing the words Alex Mugrauer.

  1. 1. Marketing managers in the age of AI : A multiple-case study of B2C firms

    University essay from Umeå universitet/Företagsekonomi

    Author : Alex Mugrauer; Johannes Pers; [2019]
    Keywords : artificial intelligence; machine learning; decision-making; marketing; marketing manager; MarTech;

    Abstract : The growing capacity of artificial intelligence (AI) has been compared to how electricity transformed our world and industries a hundred years ago. AI is changing the rules, roles and tools of marketing, as marketing is one of the most prosperous areas to implement AI in. READ MORE

  3. 2. Coopetition in Industry Associations : A Study of Scandinavian Outdoor Group

    University essay from Umeå universitet/Företagsekonomi

    Author : Erika Granqvist; Alex Mugrauer; [2018]
    Keywords : Coopetition; industry associations; tensions; balancing; third party role; network; co-branding; sustainability;

    Abstract : Coopetition - the simultaneous pursuit of cooperation and competition, is a paradoxical situation where the pooling of resources has the potential to create greater advantages compared to if the involved actors solely compete. Previous research shows that coopetition is a difficult strategy to pursue due to the tensions arising from the paradox. READ MORE