Essays about: "Market positioning case"

Showing result 1 - 5 of 56 essays containing the words Market positioning case.

  1. 1. Brand Positioning Unveiled: An Insider's Perspective from Industry Professionals

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Felix Ellqvist; Niklas Kjellander; [2023]
    Keywords : Brand Positioning; Brand Management; Market Orientation; Brand Orientation; Schools of Positioning; Business and Economics;

    Abstract : Research Purpose & Aim: The purpose of this thesis is to shed light on how individual marketing- & brand-managers conceptualise and approach brand positioning. This study aims to vertically deepen the current knowledge of brand positioning in practice as well as horizontally broaden the literature by taking a unique managerial perceptual perspective. READ MORE

  3. 2. How sustainable are sustainable enterprises? Examining sustainability and economic value trade-offs in a Danish coffee company

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Dominik Mazur; Linnea Partelow; [2023]
    Keywords : sustainable enterprise; entrepreneurship; trade-offs; sustainability; triple bottom line; coffee roastery; Business and Economics;

    Abstract : Starting a sustainable business is challenging because growth decisions need to balance sustainability impact and economic feasibility. This thesis seeks to examine what trade-offs sustainable enterprises face and how they balance decision making when faced with these dual logics. READ MORE

  4. 3. Financial Technology's effect on the Swedish banking Industry - A study on competition and competitive strategies

    University essay from Lunds universitet/Produktionsekonomi

    Author : Douglas Wilsby; Knut Winström; [2023]
    Keywords : FinTech; competition; competitive strategy; digitalisation; technology; Open Banking; Strategy; Business model; Digital.; Technology and Engineering;

    Abstract : Titel: Financial Technology's effect on the Swedish banking Industry - A study on competition and competitive strategies Authors: Douglas Wilsby, Industrial Engineering 2018, LTH; Knut Winström, Mechanical Engineering 2018, LTH Supervisor: Ingela Elofsson, Division of Production Management at Faculty of Engineering LTH Background: The rapid advancement of technology has the potential to disrupt established industries, including the banking sector. Companies that fail to adapt to technological shifts risk losing their competitive advantage and face challenges. READ MORE

  5. 4. Extending the line : A case study of the marketing strategies used when managing cannibalization in the FMCG industry

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Josef Mannai; Nadezda Opacic; [2023]
    Keywords : ;

    Abstract : The purpose of this study is to enhance our understanding of the marketing strategies used to manage cannibalization when extending product lines within the fast-moving consumer goods (FMCG) industry. Previous research has mainly investigated the causes and consequences of cannibalization, while cannibalization management has gotten limited attention and does not include companies' strategic undertakings. READ MORE

  6. 5. Leveraging a Brand's Position on Opposition: An Exploratory Study of Mr Charlie's Communication to Position Itself in the Fast-Food Market

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Alice Ekeroth; [2023]
    Keywords : corporate branding; brand positioning; brand activism; anti-brand activism; brand communication; Social Sciences;

    Abstract : Brand activism has emerged as a prevalent phenomenon where brands engage in socio-political issues to differentiate themselves and build stakeholder resonance. Despite its growing prominence, research on brand activism is limited, particularly in relation to brand positioning. READ MORE