Essays about: "Nextopia"

Found 2 essays containing the word Nextopia.

1. 1. The Startup Hype - Just a bluff?

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

   Author : Krista Glödstaf; Anna Groth; [2019]
   Keywords : Startup; Innovation; Nextopia; Techtopia; Consumer Behaviour; Positivity Bias; Brand Equity; Signalling Theory;

   Abstract : In the last few years increased media coverage on the successes of Swedish startups has lead to a considerable hype and aura around new and innovative companies that aim to disrupt their respective markets. But is this hype also represented and justified by consumer behavior? We aim to examine this phenomenon by comparing consumer choices in two types of products to determine the scope in which a product developed by a startup will be preferred to the same product produced by a traditional company. READ MORE

3. 2. How Nextopia Impacts Satisfaction & WOM Post-Purchase

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

   Author : Staffan Steneryd; Andrea Goeres; [2013]
   Keywords : Product preannouncements PPAs ; Nextopia; Post-purchase behavior; Satisfaction; Word of mouth WOM ;

   Abstract : A growing number of products are being released in succession, making future related marketing concepts more relevant than ever before. Theory on the topic shows that consumers are positively biased towards the future and evaluate "to-be-released" products in a more favorable light than currently (identical) products on the market. READ MORE