Advanced search

Found 1 essay matching the above criteria.

1. 1. Does reputation matter?

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Gustav Wingstrand; Björn Hellqvist; [2015]
   Keywords : CBIRM; Corporate Brand Management; Strategy; Porter’s Diamond; Cargo port industry; Business and Economics;

   Abstract : Purpose: Investigate how the corporate brand can play a strategic role within the cargo port industry through affecting the choice of cargo port from the customer’s perspective. Methodology: A qualitative method with an abductive approach has been used. The research design is based on semi-structured interviews. READ MORE