Essays about: "Marketing Capabilities"

Showing result 36 - 40 of 81 essays containing the words Marketing Capabilities.

1. 36. Assessing the business opportunity for royalty-free music in public spaces targeting SMEs

   University essay from Lunds universitet/Produktionsekonomi

   Author : Pontus Akervall; Richard Laurens; [2017]
   Keywords : In-store music; Royalty-free music; Software-as-a-Service SaaS ; Small and medium-sized enterprises SMEs ; Market assessment; Value offering; Go-to-market strategy; Technology and Engineering;

   Abstract : The digitalization of the music industry has meant a drastic increase of public accessibility of recorded music, which has transformed the way in which music is being consumed. From initially being restricted by the physical disposition of CDs and vinyl, the prospect of digital downloading and music streaming has rapidly transformed the music landscape as the world knows it. READ MORE

3. 37. The use of digital technologies to improve the post-purchase phase of a traditional company in the white goods sector: Case study on Electrolux

   University essay from KTH/Industriell Marknadsföring och Entreprenörskap

   Author : Luisa Cunha; Delila Kidanu; [2017]
   Keywords : Customer engagement; customer experience; digital marketing; digital transformation; experience economy; post-purchase phase;

   Abstract : Digital transformation effects the way companies engage with their customers, which is reflected in the post-purchase offerings. This change and added utilization of digital technologies allow companies to capture more data about their customer through different sources and by having the digital capabilities to transform this data into knowledge, companies can offer better products and personalized experiences. READ MORE

4. 38. The Influence of Organisational Culture on Dynamic Marketing Capabilities : A case study in the e-tail industry

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Anne Herzig; Maria Karlsson; [2017]
   Keywords : Dynamic capabilities; dynamic marketing capabilities; organisational culture; the competing values framework; e-tail; retail. international marketing;

   Abstract : Purpose and research question: The purpose of this research is to explore how dynamic marketing capabilities in international e-tail companies are influenced by organizational culture. Furthermore, the aim is to contribute to the theoretical field of marketing capabilities, as well as providing practical implications to managers in international e-tail companies. READ MORE

5. 39. Refining Big Data: The impact of data analytics in the retail industry

   University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Author : Emma Wikefeldt; Stina Itzel Westerberg; [2017]
   Keywords : Big Data; marketing capabilities; retail industry; resource-based theory;

   Abstract : We live in the most dynamic and expansive age of all time with immediate and virtually unrestricted access to information. This is changing the business landscape in the way companies interact, operate and make decisions. READ MORE

6. 40. Counting Your Chickens Before They Hatch - How to Manage Rapid Venture Growth Ensuing from “Blockbuster” Crowdfunding Campaigns

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Julia Beyer; Simon Schoen; [2017]
   Keywords : Reward-based Crowdfunding; Kickstarter; New Ventures; Rapid Venture Growth; Growth Management; Strategic Management.; Business and Economics;

   Abstract : Research Problem:​ While research on rapid venture growth has mostly focused on high-growth firms in later stages of development, the topic has become increasingly important to understand for new ventures as well. With the establishment of crowdfunding as an alternative source of financing, companies have access to tools that enable quick expansion of their marketing, funding and distribution capabilities that can speedily result in phases of rapid venture growth. READ MORE