Essays about: "Brand and Market Orientation Matrix"

Found 2 essays containing the words Brand and Market Orientation Matrix.

1. 1. How Artificial Intelligence is changing The Relationship Between The Consumer and Brand in The Music Industry

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Ilse van de Haar; Cecilie Pedersen Broberg; Ifigenia Doshoris; [2019]
   Keywords : Artificial Intelligence; Spotify; Music Industry; Brand and Market Orientation Matrix; STP model; Business and Economics;

   Abstract : Purpose - The aim of this paper is to analyze Artificial Intelligence in the music industry in order to provide an indication of how Artificial Intelligence is expected to continue impacting the connection between the consumer and the brand. Design/methodology/approach - The study is based on a qualitative single case study method and it discusses how Spotify has incorporated Artificial Intelligence into its practices supportive of its branding strategy. READ MORE

3. 2. A Brand Orientated Approach in Acquisitions

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Karl Pollinger; Mikael Omberg; [2014]
   Keywords : Corporate Brand Identity; Brand Acquisitions; Brand Orientation; and B2B; Business and Economics;

   Abstract : The purpose of this paper is to explore corporate approaches to brands in the assessment of potential acquisitions in business-­to­‐business settings. The paper examines the corporate brands of three case companies -­ ALS Global, Göteborg Energi, and Trelleborg AB -­ in regards to their acquisition activities. READ MORE