Essays about: "FMCG-industry"

Showing result 11 - 15 of 27 essays containing the word FMCG-industry.

  1. 11. Digital Maturity & Operational Performance : A case study in the supply-chain of the Scandinavian FMCG industry

    University essay from KTH/Industriell ekonomi och organisation (Inst.)

    Author : Gustav Johansson; Sofie Wilhelmsson; [2018]
    Keywords : Digital Maturity; Digital Transformation; Operational Performance; SCOR; KPI; Digital Mognad; Digital Transformation; SCOR; KPI;

    Abstract : Manufacturing companies are currently experiencing a digital transformation pressure as focus on concepts such as Industry 4.0 are growing. Industry 4.0 a concept inheriting, among other technologies, IoT, Cloud manufacturing and advanced analytics. READ MORE

  3. 12. The Taco Theory : - A repeated measurement study of the effects of experiential event marketing on brand relationship quality in the FMCG industry

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Tiffany Dosé; Alexander Åström; [2017]
    Keywords : Experiential Event Marketing; Brand Relationship Quality; FMCG; Offline Marketing; Brand Experiences;

    Abstract : Consumer marketing scholars keenly emphasize a proposed paradigm shift toward interactive relationships and lived brand experiences. Yet, little has been done to investigate the link between the two. Until now. READ MORE

  4. 13. Game of Trust: Brand-generated content vs Consumer-generated advertising : A qualitative study of Arla Foods

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Emelie Cheng; Nadia Khan; [2017]
    Keywords : Social media advertising; Brand-generated content; Consumer-generated advertising; Trust; Purchase intention; Fast-moving consumer goods;

    Abstract : This thesis studies how trust in two different types of social media advertising, brand-generated content (BGC) and consumer-generated advertising (CGA), influence Millennials purchase intention towards brands in the fast-moving consumer goods (FMCG) industry. The phenomenon of CGA has caught researchers’ interest since it is believed to influence consumers’ purchase intention by affecting their trust in the advertising. READ MORE

  5. 14. Maze of Media : A Multiple Case Study on Brand Message Coordination of Fast-Moving Consumer Goods

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Johanna Nurmi; Hanna Vuorimaa; [2016]
    Keywords : Branding literature; Multichannel management literature; Service-dominant logic; Channel integration; Service ecosystem; Stakeholder interaction; Value proposition; Brand communication; Perceived value; Brand image;

    Abstract : Technological advancements have initiated the development of a dispersed media landscape, and expanded possibilities for multichannel brand communication. The shift encourages brands in the fast-moving consumer goods (FMCG) industry to establish seamless channel integration, and examine interactions in the stakeholder network. READ MORE

  6. 15. Big Data in Practice: An Explorative Study of how Big Data Relates to Market Orientation within the FMCG Industry

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

    Author : Malin Axelson; Rebecca Johansson; [2016]
    Keywords : Big Data; Loyalty card data; Market orientation; Market intelligence; FMCG Suppliers;

    Abstract : An enormous amount of data is created, stored and analyzed every day, hour and second. Companies all over the globe are receiving trillions of bytes of information from their customers, spurring the interest for 'Big Data' and the opportunities it provides. READ MORE