Essays about: "Marketing Capabilities"

Showing result 21 - 25 of 81 essays containing the words Marketing Capabilities.

  1. 21. Affordable Marketing - Closer than You Think

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Alexander Kirchmaier; Anton Vänskä; [2020]
    Keywords : entrepreneurial marketing; limited resources; word-of-mouth; human capital; social capital; entrepreneurship; new venture creation; inexpensive marketing; Business and Economics;

    Abstract : Purpose – This paper aims to improve the understanding how entrepreneurs practice inexpensive marketing by utilising human and social capital instead of financial resources. Methodology – This study was conducted following a qualitative methodology. READ MORE

  3. 22. An empirical study of the co-branding partner selection strategy : A perception from the negative perspective combing with consumer psychology

    University essay from Jönköping University/IHH, Företagsekonomi

    Author : Tongda Lu; Jiawen Ji; Jingming Zhang; [2020]
    Keywords : Co-branding; cross-branding; brand identity; consumer psychology.;

    Abstract : In recent years, the fashion industry has set off a trend of co-branding, and co-branding has become a unique marketing strategy for major brands to obtain benefits. However, there are potential risks when brands are selecting joint partners. READ MORE

  4. 23. Social enterprise and stakeholder relationships in Vietnam’s social innovation

    University essay from Lunds universitet/Ekonomisk-historiska institutionen

    Author : Ha Thuy Do; [2020]
    Keywords : social innovation; social enterprise; stakeholder relationships; social objective; value creation; empowerment; society; community.; Business and Economics; Social Sciences;

    Abstract : This thesis aims to investigate the role of social enterprise in coordinating stakeholder relationships to develop social innovation through the lens of stakeholder theory and its conceptual framework in sustainability management. Social enterprises are believed to feature the ability to establish and manage collaboration between stakeholders in the entrepreneurial process, therefore they are seen as the driving force in the success of social innovation. READ MORE

  5. 24. The Quest for the Holy Grail : How Nordic sports businesses incorporate sustainability and how it can be used as a strategy for competitive advantage

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Aleksi Leino; August Rosén; [2020]
    Keywords : Corporate sustainability; Nordic sports businesses; competitive advantage; sustainability marketing; branding; greenwashing; the UN Goals for Sustainanable Development.;

    Abstract : Creating a competitive advantage is often contextualized as the finding the Holy Grail of strategy. This study examines how Nordic sports businesses incorporate sustainability and how it can be used as a strategy to create a competitive advantage. READ MORE

  6. 25. The Challenges of a Swedish SME in Entering the Chinese market - A case study on the market entry process of Cibes Lift Group AB to the Chinese market

    University essay from Göteborgs universitet/Graduate School

    Author : Malthe Vesström; Syed Nabil Raiyan; [2019-03-19]
    Keywords : SME; internationalization; emerging market; China; barriers; internal; external; challenges;

    Abstract : As the world has become more integrated with governments lowering trade barriers, regulations and with advancement in technologies, the internationalization of SMEs have been seen to rise. Through internationalization, SMEs are able enhance their capabilities, competencies, expand their customer base, increase their production capacity, profit and growth. READ MORE