Essays about: "MARKETING dissertation"

Showing result 1 - 5 of 67 essays containing the words MARKETING dissertation.

1. 1. Cultural awareness for competitiveness in the global market  IKEA’s Japan adventures as case study

   University essay from Linnéuniversitetet/Institutionen för organisation och entreprenörskap (OE)

   Author : Yulia Lindholm; [2022]
   Keywords : Culture; Culture awareness; Globalization; Marketing Mix; Adaptation; Standardisation; Case Study;

   Abstract : In internationalisation, entering new markets is a challenging and risky process.  There are various factors to consider when planning a strategic approach to meet the demand and preferences of customers in a foreign market. To meet this challenge, knowledge of the new market plays a major role in the outcome of internationalization. READ MORE

3. 2. “Milk is milk” versus “Ditch milk” : A case study of consumers’ attitudes towards brands involved in brand rivalry

   University essay from Högskolan Kristianstad/Fakulteten för ekonomi

   Author : Pernilla Lerberg; Kajsa Nilsson; [2020]
   Keywords : Consumer attitudes; brand rivalry; public conflict; buzz marketing; brand; word-of-mouth;

   Abstract : For the last five years, Sweden has seen a quite remarkable milk war between the traditional Arla serving dairy products and the innovative Oatly offering vegan milk substitutes. The purpose of this thesis was to investigate how consumers’ attitudes are affected by firms’ involvement in brand rivalry, where the conflict between Arla and Oatly served as a case. READ MORE

4. 3. Making sense of distance. Mobility in staycation as a case of proximity tourism

   University essay from Lunds universitet/Institutionen för tjänstevetenskap

   Author : Alexandra Rosu; [2020]
   Keywords : tourism; mobility; distance; staycation; local travel; Social Sciences;

   Abstract : Purpose: The aim of this dissertation is to explore mobility in a proximity tourism context. Mobilities are being widely discussed in connection to society, everyday life, and tourism as a whole. Thus, it focuses on the staycation phenomenon as a case of proximity tourism. READ MORE

5. 4. The oat growth : The way to grow an innovative firm on the European market

   University essay from Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap

   Author : Antonia Melovic; Qazi Toukir; [2020]
   Keywords : Innovative firms; Internationalization process; Marketing mix; European markets;

   Abstract : Background: Growth and innovation are two well-known words in particular for the 21st century, however, no previous studies are focusing on the growth of an innovative firm.  Research question: How does an innovative firm enter the European market? What factors makes the internationalization process on the European market successful for an innovative firm?  Purpose: The purpose of this dissertation is to identify initiatives implemented by innovative firms in order to ensure successful growth in the international market. READ MORE

6. 5. Exploring brand identity practice in video game start-ups : Industrial Marketing

   University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

   Author : Andreas Harding; [2019]
   Keywords : Brand Identity; Corporate brand; Corporate identity; Corporate brand identity; Company brand; Start-ups; Strategic brand management.;

   Abstract : The video game industry is a rapidly growing industry due to technology advancements andhas made video games to a mass phenomenon. The diffusion of today’s technologies has created and expanded the video game market, both demographical and geographical, which has attracted more customers and increased the intensity of the competition. READ MORE