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Showing result 1 - 5 of 24 essays matching the above criteria.

  1. 1. Cultural awareness for competitiveness in the global market  IKEA’s Japan adventures as case study

    University essay from Linnéuniversitetet/Institutionen för organisation och entreprenörskap (OE)

    Author : Yulia Lindholm; [2022]
    Keywords : Culture; Culture awareness; Globalization; Marketing Mix; Adaptation; Standardisation; Case Study;

    Abstract : In internationalisation, entering new markets is a challenging and risky process.  There are various factors to consider when planning a strategic approach to meet the demand and preferences of customers in a foreign market. To meet this challenge, knowledge of the new market plays a major role in the outcome of internationalization. READ MORE

  3. 2. “Milk is milk” versus “Ditch milk” : A case study of consumers’ attitudes towards brands involved in brand rivalry

    University essay from Högskolan Kristianstad/Fakulteten för ekonomi

    Author : Pernilla Lerberg; Kajsa Nilsson; [2020]
    Keywords : Consumer attitudes; brand rivalry; public conflict; buzz marketing; brand; word-of-mouth;

    Abstract : For the last five years, Sweden has seen a quite remarkable milk war between the traditional Arla serving dairy products and the innovative Oatly offering vegan milk substitutes. The purpose of this thesis was to investigate how consumers’ attitudes are affected by firms’ involvement in brand rivalry, where the conflict between Arla and Oatly served as a case. READ MORE

  4. 3. Making sense of distance. Mobility in staycation as a case of proximity tourism

    University essay from Lunds universitet/Institutionen för tjänstevetenskap

    Author : Alexandra Rosu; [2020]
    Keywords : tourism; mobility; distance; staycation; local travel; Social Sciences;

    Abstract : Purpose: The aim of this dissertation is to explore mobility in a proximity tourism context. Mobilities are being widely discussed in connection to society, everyday life, and tourism as a whole. Thus, it focuses on the staycation phenomenon as a case of proximity tourism. READ MORE

  5. 4. The oat growth : The way to grow an innovative firm on the European market

    University essay from Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap

    Author : Antonia Melovic; Qazi Toukir; [2020]
    Keywords : Innovative firms; Internationalization process; Marketing mix; European markets;

    Abstract : Background: Growth and innovation are two well-known words in particular for the 21st century, however, no previous studies are focusing on the growth of an innovative firm.  Research question: How does an innovative firm enter the European market? What factors makes the internationalization process on the European market successful for an innovative firm?  Purpose: The purpose of this dissertation is to identify initiatives implemented by innovative firms in order to ensure successful growth in the international market. READ MORE

  6. 5. Consumers attitudes towards Virtual Reality Marketing in Sweden : Does Personalized Virtual Reality Marketing intrude on consumers integrity?

    University essay from Högskolan i Halmstad/Centre for International Marketing and Entrepreneurship Research (CIMER)

    Author : Sanne Norgren; Felicia Lindqvist; [2017]
    Keywords : ;

    Abstract : Title: Consumers attitudes towards Virtual Reality Marketing in Sweden: Does Personalized Virtual Reality Marketing intrude on consumers integrity?  Date: 2017-05-19 Level: Bachelor Thesis in Marketing Author: Sanne Norgren and Felicia Lindqvist Supervisor: Thomas Helgesson Examiner: Christine Tidåsen Problem formulation: Despite the fact that VR is the new way of marketing, very rarely virtual worlds have been understood by marketers. VR marketing is a relatively unexplored area and the research within the area is limited. READ MORE