Essays about: "Victor Almerfors"
Found 1 essay containing the words Victor Almerfors.
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1. Making sense of the brand extension decision
University essay from Uppsala universitet/Företagsekonomiska institutionenAbstract : The purpose of this study is to utilize the sensemaking perspective to increase the understanding of what makes managers consider brand extensions, and how the decision is formed throughout the sensemaking process. The study aims to add to the existing literature by providing knowledge about the largely unexamined domain of managerial practice related to brand extensions. READ MORE
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