Essays about: "Brand Sustaining"
Showing result 6 - 10 of 13 essays containing the words Brand Sustaining.
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6. Value co-creation and Industry 4.0 : A comparative cross-case study of luxury vs. fast-fashion brands
University essay from Högskolan i Borås/Akademin för textil, teknik och ekonomiAbstract : Consumers have changed their behaviour from passive roles to active ones, demanding their beloved brands to be integrated into long-lasting customer-brand relationships. With this ideology, which is the basis for the S-D logic, there is an on-going scientific debate on the value co-creation phenomenon and its effects on sustaining long-term brand-customer relationships in the context of the fashion industry. READ MORE
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7. Escaping the free zone - What makes users pay for freemium online content?
University essay from Göteborgs universitet/Graduate SchoolAbstract : Purpose: Ensuring long-term revenue by turning free users to premium users and sustaining premium users are main challenges for all freemium service providers. This study investigates factors contributing to purchase intentions of free and paid consumers in the context related to freemium online media content (OMC) services. READ MORE
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8. Disruptive innovation theory in the paper- and packaging industry : Applying Clayton Christensen in a new context
University essay from Uppsala universitet/Institutionen för teknikvetenskaperAbstract : The paper- and packaging industry has for a long time transitioned from a production-focused industry towards a customer-orientation – today the customers have become fundamental. Managers are searching for ways to create superior innovations in the industry which can compete against the oil-based solution, i.e. plastic. READ MORE
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9. Fortification of New Venture Branding through Brand Image and Brand Identity : An exploratory study to shed new light on branding for new venture entrepreneurs
University essay from Högskolan i Jönköping/IHH, FöretagsekonomiAbstract : Introduction Entrepreneurs embarking upon a new business venture have a vast amount of responsibilities to consider during the new venture phase, therefore strategically taking action to gain a competitive advantage in the marketplace is a necessity. While there exist many routes towards acquiring an edge over the competition, branding proves to be a highly effective and influential strategy. READ MORE
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10. BIG TOBACCO HAS CANCER. IS INNOVATION THE CURE? Marketing innovation in the context of regulation: A case study of the tobacco industry
University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : Objectives: The tobacco industry has faced increasing marketing regulations since the danger of smoking was widely acknowledged in the 1960s. Critics have pointed out that the "big tobacco" have unlimited resources to circumvent regulations. READ MORE