Essays about: "Marcela Oderich Linke"

Found 1 essay containing the words Marcela Oderich Linke.

  1. 1. Beer is yellow, neither blue nor pink

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Marcela Oderich Linke; Johanna Aronsson; [2013]
    Keywords : Gender segmentation; segmentation strategy; core values; cultural shifts; beer industry.; Business and Economics;

    Abstract : Purpose: The purpose of this study was to investigate how theories regarding core values and cultural shifts could contribute to the segmentation research field. The aim of this study was further to investigate how to attract an additional segment without loosing the original target audience. READ MORE