Essays about: "Jannike Sjölund"

Found 1 essay containing the words Jannike Sjölund.

  1. 1. Dynamic Marketing Capabilities : Organizational Renewal Towards Social Media Marketing

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Martin Hult; Jannike Sjölund; [2017]
    Keywords : Dynamic Marketing Capabilities; Dynamic Capabilities; Knowledge Management; Absorptive Capacity; Organizational Renewal; Social Media Marketing;

    Abstract : Through a qualitative study based on an integrative model of dynamic marketing capabilities (DMCs), we have aimed to investigate how acquisition and integration of market knowledge have affected the process of organizational adaptation towards social media marketing and how this has led to a reconfiguration and adaptation of the firms’ organizational resources and capabilities. The empirical data was collected through semi-structured interviews with five case companies; Bambino MAM, L’Oréal Nordics, Oriflame, Unilever, and Åhléns. READ MORE