Essays about: "Anna Groth"

Found 1 essay containing the words Anna Groth.

  1. 1. The Startup Hype - Just a bluff?

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Krista Glödstaf; Anna Groth; [2019]
    Keywords : Startup; Innovation; Nextopia; Techtopia; Consumer Behaviour; Positivity Bias; Brand Equity; Signalling Theory;

    Abstract : In the last few years increased media coverage on the successes of Swedish startups has lead to a considerable hype and aura around new and innovative companies that aim to disrupt their respective markets. But is this hype also represented and justified by consumer behavior? We aim to examine this phenomenon by comparing consumer choices in two types of products to determine the scope in which a product developed by a startup will be preferred to the same product produced by a traditional company. READ MORE