Essays about: "Marketing Capabilities"
Showing result 16 - 20 of 81 essays containing the words Marketing Capabilities.
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16. Marketers are Watching You : An exploration of AI in relation to marketing, existential threats, and opportunities
University essay from Jönköping UniversityAbstract : Background: As of today, it is apparent that with the ever-changing demands and needs of customers, companies are facing enormous pressure to deliver the right value, on time, in the right way, and proper manner. To realize the full potential of Artificial Intelligence (AI), a careful plan and method need to be established in the development and deployment when incorporating the technology with marketing. READ MORE
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17. The Utilisation of Capabilities in Born Globals’ Internationalisation Process - A Multiple Case Study of Swedish Born Globals
University essay from Göteborgs universitet/Graduate SchoolAbstract : The subject of research in this paper is born globals’ utilisation of capabilities in their internationalisation process. The purpose of this multiple case study is to gain a deeper understanding of what and how capabilities Swedish born globals utilise when expanding abroad. READ MORE
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18. Contextualizing Data in Marketing Practice
University essay from Göteborgs universitet/Graduate SchoolAbstract : Purpose - As data is becoming more available than ever for companies, this article aims to uncover the role of data within marketing practices by following its path through the marketers value creation process. That is, the factors deciding the use or non-use of data generated insights and how we can understand the dynamics between them. READ MORE
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19. One-Click Internationalisation through E-Commerce Marketplaces? A qualitative study of the key capabilities for SMEs
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Purpose – While e-commerce marketplaces have changed the way SMEs operate across borders, literature connecting digital platforms with the internationalisation of firms is scarce. Although the Uppsala Model and the Born Global concept acknowledge the influence of digital technologies, they do not capture the phenomenon of e-commerce marketplaces as a new mode of entry. READ MORE
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20. Sustainable Solutions in the Aviation Industry : A scenario analysis of electrified aircrafts, sustainable aviation fuels and carbon offsetting
University essay from KTH/Skolan för industriell teknik och management (ITM)Abstract : Global warming is an issue that affects the entire world. The aviation industry accounts for around three percent of global emissions, and actions are needed to help steer the industry towards a sustainable transition with new technologies and alternative aviation fuels to reduce emissions. READ MORE