Essays about: "INTERNATIONAL BRANDS"

Showing result 1 - 5 of 102 essays containing the words INTERNATIONAL BRANDS.

1. 1. Breaking out of Boundaries: A multiple case-study examining the role of entrepreneurship for the internationalization of small skincare born global firms

   University essay from Göteborgs universitet/Graduate School

   Author : Celina Hua; Mimmy Ly; [2023-07-18]
   Keywords : Born Global; Internationalization; Entrepreneurial Capabilities; Effectual Logic; Human Capital; Networking Capabilities; Serendipity;

   Abstract : As the beauty and skincare market continues to grow globally, there is also a growing trend of early and rapid internationalization among skincare brands that are looking to capitalize on the global market. While this constitutes a great opportunity for companies, internationalization can be difficult for young and small firms, in particular, to effectively navigate. READ MORE

3. 2. Sustainable textile management and business practices among small scale fashion brands in Indonesia

   University essay from Lunds universitet/Institutionen för kulturgeografi och ekonomisk geografi; Lunds universitet/LUMID International Master programme in applied International Development and Management

   Author : Maria Yartseva; [2023]
   Keywords : Social Sciences;

   Abstract : The current fashion and textile industry is one of the largest contributors to climate change and environmental degradation. The industry uses toxic dyes and chemicals to cultivate, manufacturing and processing stages. READ MORE

4. 3. The Impact of Generation-Z on International Branding Strategy: An Analysis of Startup Fashion Brands : What are the possible challenges and advantages faced by startup fashion brands in adapting to the Gen-Z effect in their international branding strategies?

   University essay from Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)

   Author : Kristjana Zaka; Masood Muqdad Sami Al Juboori; [2023]
   Keywords : Generation Z; International Branding Strategy; Branding; Small Fashion Brands; Startups; New Ventures; Consumer Behavior; Qualitative Research.;

   Abstract : This study explores the profound impact of Generation Z (Gen Z) on the international branding strategies employed by small fashion brand startups. As digital natives born between the mid-1990s and early 2010s, Gen Z represents a dynamic force that challenges traditional marketing approaches. READ MORE

5. 4. Overstretching the Corporate Brand: How to Guide the Brand Image When Extending the Brand?

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Nikolai Kozhevnikov; Sofia Rosin; Daniel Castro Jimenez; [2022]
   Keywords : Brand Extension Strategy; Brand Overstretching; Brand Portfolio Management; Brand Authenticity; Brand Image; Business and Economics;

   Abstract : Purpose: This paper aims to research how large corporations with diverse brand portfolios navigate their brand image and how they can avoid the brand overstretching issue. Design/methodology/approach: The methodology of this study implied qualitative case study analysis of three international brands imposed to the risk of brand overstretching, supported by the customer survey, as well as proposed theoretical framework based on the literature review secondary data. READ MORE

6. 5. 'Made in China'- To Buy or Not to Buy, That is the Question : A Qualitative Study of the International Branding Strategies Chinese Firms can Implement to Gain Credibility in the Swedish Market

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Nellie Karlsson; Lina Carlberg; [2022]
   Keywords : Chinese Internationalisation; Chinese Brands; International Branding Strategies; Brand Establishment; Acquisitions; Brand Positioning; Brand Awareness; Brand Image; Credibility; Swedish Market;

   Abstract : There are major challenges for Chinese firms that may jeopardise the creation of credibility when establishing in the Swedish market. It is therefore important for Chinese firms to implement efficient international branding strategies that contribute to the formation of credibility for Chinese companies. READ MORE