Essays about: "cognac"

Found 2 essays containing the word cognac.

1. 1. Hennessy to Henny: Brand Hijacking

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Moboluwarin Owoturo; Ida Xing Fredmark; Dimitra Papangeli; [2024]
   Keywords : Hennessy; brand heritage; luxury brand; brand positioning; luxury positioning; brand associations; hip hop; 2Pac; USA; cognac; LVMH; Business and Economics;

   Abstract : This master case study delves into Hennessy's strategic efforts to dissociate itself from associations with the US hip hop community during the 1990s to the early 2000s in order to reclaim control over their brand. Authored by three master's students, the case study teaching notes provides insights of how students can solve the case of Hennessy's branding challenges and learn from the the innovative strategies Hennessy employed to overcome them. READ MORE

3. 2. Spirit Valley Innovation Networks – Diversification and Related Variety as Drivers of Regional Economic Growth

   University essay from Lunds universitet/Ekonomisk-historiska institutionen

   Author : Lionel Sack; [2011]
   Keywords : spirits industry; product innovation; related variety; smart specialisation; cluster; regional innovation systems; innovation policy; Business and Economics; Social Sciences;

   Abstract : In the framework of clusters and innovation systems, several scholars have mentioned the phenomena of related variety and diversification. Variety in specific has been observed in a number of different industries and agglomerations, but not extensively examined yet. READ MORE