Essays about: "Parjanya Holtz"

Found 1 essay containing the words Parjanya Holtz.

  1. 1. The Challenges in Entrepreneurial Brand Building

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Daniel Mason; Parjanya Holtz; [2017]
    Keywords : ​entrepreneurial marketing; brand identity; brand image; branding; startups; Business and Economics;

    Abstract : Extant research within the entrepreneurial marketing field has typically focused on the migration away from traditional marketing concepts while mostly ignoring the inclusion of branding as a fundamental principle of marketing. This paper is specifically interested in the often overlooked element of a young firm’s ability (or lack thereof) to control its brand and brand identity as perceived by its brand interest group (Mühlbacher & Hemetsberger, 2008). READ MORE