Essays about: "Victor Almerfors"

Found 1 essay containing the words Victor Almerfors.

  1. 1. Making sense of the brand extension decision

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Jesper Holmkvist; Victor Almerfors; [2021]
    Keywords : Brand extension decision; sensemaking; cues; environment; failing performances; identity;

    Abstract : 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