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Showing result 1 - 5 of 6 essays matching the above criteria.

1. 1. Success Factors of the Product Relaunch : The Influence of the Advertising Strategy on the Success of Product Relaunch Campaigns

   University essay from Högskolan i Halmstad

   Author : Julia Bissdorf; [2016]
   Keywords : Product relaunch; product modification; consumer goods; advertisement; communication;

   Abstract : Introduction: The product relaunch, in terms of the recycling of an existing product lifecycle, is a common marketing tool within the consumer goods industry. Cases like the reintroductionof Mondelēz Oreo cookie and the promotion of the facelift of the PorscheCayenne are examples how relaunch campaigns can successfully introduce existingproducts in a modified version and increase their sales and brand recall drastically. READ MORE

3. 2. Identifying and testing success factors for brand extensions in the Video Game Industry : The differences between segments of players and a model for predicting success in the Tomb Raider Series

   University essay from IHH, Företagsekonomi

   Author : Jeronimo Ruiz Victoria; Arne Samuel Löffler; [2012]
   Keywords : brand extension; video games; tomb raider; marketing;

   Abstract : Background Brand managers often use brand extension as a “lower” risk alternative when introducing new products. A lot of research has been conducted about brand extensions but mostly focusing on fast moving consumer goods, therefore ignoring the impact that this strategy carries on experience goods and more precisely, the video game industry. READ MORE

4. 3. Mervärden inom svensk nötköttsproduktion : kommunikation och drivkrafter

   University essay from SLU/Dept. of Animal Nutrition and Management

   Author : Emma Dahlberg Sundling; [2010]
   Keywords : Mervärden; Nötkött; Svenskt; Kommunikation; Drivkrafter;

   Abstract : Today a lot of consumer and media interest lie in food production. Food is something everyone of us has a relationship to hence foodstuff and their making is a topic of current interest.Cattle’s rearing is one of many factors that have begun to play a bigger role when consumersare selecting beef from the shops’ meat counters. READ MORE

5. 4. Immigrant Entrepreneurship : A case study of Immigrant Entrepreneurs' challenges in the Jönköping Municipality

   University essay from IHH, EMM (Entrepreneurskap, Marknadsföring, Management)

   Author : Drilon Shala; Simon Kidane; Wan Roe Ong; [2009]
   Keywords : Immigrant entrepreneurs; ethnic entrepreneurs; challenges; strategies; context; medium-sized town; Jönköping; Sweden;

   Abstract : Background & Problem discussion: Recently, there has been an increased interest in topics such as immigrant entrepreneurship. Considering that most of the research until now is done in America with American examples, it would be beneficial if such results are verified or refuted in other countries as well, such as Sweden (Brundin, Bögenhold and Sundin, 2001). READ MORE

6. 5. Relationship marketing with a dash of guanxi : the recipe for success for Sino-Swedish business?MBA-thesis in marketing

   University essay from Institutionen för ekonomi

   Author : Maria Lustig; Mats Nilsson; [2008]
   Keywords : Relationship marketing; Chinese business culture; internationalization process; guanxi;

   Abstract : Aim: After discussing marketing issues with representatives from a number of companies established on the Chinese market, we came to the conclusion that it would be interesting and useful to further investigate relationship marketing models from a Swedish perspective when doing business in China.   The aim of the study is to highlight, by examples and experiences from firms dealing with or on the Chinese market, what makes up successful marketing between Swedish and Chinese businesses. READ MORE