Essays about: "Market- and Brand-Oriented Positioning"
Found 1 essay containing the words Market- and Brand-Oriented Positioning.
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1. ‘Brand New Food’ - Brand Positioning of Entrepreneurial Innovation: A Multiple Case Study in the Food Industry
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : While entrepreneurial brand building has received growing interest over the past years, the particular brand positioning practice around an innovation is little understood so far. The purpose of this study is to link the separate but interrelated academic domains of brand positioning, entrepreneurship and innovation and thereby to contribute to new theory building on entrepreneurial brand positioning practice. READ MORE
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