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Showing result 1 - 5 of 39 essays matching the above criteria.

  1. 1. Should we do it ourselves or should we let somebody else do it?

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Nicholas-Joel Kisling; Julia Herma Cornée Dorothée Bosveld; [2023]
    Keywords : In-House Agency; Make-or-Buy; Insourcing; Outsourcing; External Agencies; Marketing; Brand Management; Advertising; Business and Economics;

    Abstract : Title: Should we do it ourselves or should we let somebody else do it? An exploratory study of in-house agencies and external agencies in marketing and brand management Course: BUSN39 - Degree project in Global Marketing Authors: Nicholas-Joel Kisling & Julia Herma Cornée Dorothée Bosveld Keywords: In-House Agency, Make-or-Buy, Insourcing, Outsourcing, External Agencies, Marketing, Brand Management, Advertising Purpose: The purpose of this study is to explore the dynamics of make-or-buy decisions in the context of marketing and brand management. Specifically, the research investigates the role and scope of in-house agencies beyond advertising, and analyses the motivations that drive companies to either insource or outsource marketing and brand management functions. READ MORE

  3. 2. Shifting Gears: Entering the Automotive Vertical

    University essay from Lunds universitet/Innovationsteknik

    Author : Tobias Anderberg; Axel Svensson; [2023]
    Keywords : Online automotive advertising; performance-based pricing; classifieds; marketplaces; transactional models; monopolistic markets.; Technology and Engineering;

    Abstract : Tradera, Sweden's leading online marketplace for circular consumption, is considering entering the online automotive advertising market in Sweden as a new vertical to diversify its business. This thesis aims to determine if Tradera should enter the online automotive advertising market and to propose a strategic roadmap for entry if it is determined to be beneficial. READ MORE

  4. 3. SBM Paper: The House of Gucci in 2022

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Jessica van Zeijderveld; Siannie Quartero; Iris Martine Theresia Arts; [2022]
    Keywords : SBM paper; case study; Gucci; Social Sciences;

    Abstract : “You smell that? Smell that. This is legacy.” - Aldo Gucci [Al Pacino, The House of Gucci] Recently, the movie ‘House of Gucci’ was released revolving around the dark twists and turns that the brand Gucci went through internally. Including the rise and fall of the Gucci dynasty, from betrayal to murder. READ MORE

  5. 4. From Champagne showers to the back of the grid: A case study of Williams Racing

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Mirza Bander; Yasmine Hartvig; Caoimhe O'Sullivan; [2021]
    Keywords : Brand heritage; Heritage brand; Brand identity; Brand reputation; Formula 1; Brand Management; Sponsorship; Business and Economics;

    Abstract : Williams is a long standing, family owned and operated Formula 1 team. Their track record of success is closely tied to their status as a skilled and independent constructor in a highly competitive and monetized sport. When founder Frank Williams steps aside and his daughter Claire takes over, the team struggles to produce the glory of yesteryear. READ MORE

  6. 5. Avoiding the Service Paradox : A Capability-Based Framework for Sustained Financial Performance in Triadic Service Ecosystems

    University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

    Author : Fredrik Månsson; Norbert Linhart; [2021]
    Keywords : Servitization; service paradox; integrated solutions; service ecosystems; triadic value constellations; capabilities; Tjänstefiering; tjänsteparadox; integrerade lösningar; tjänsteekosystem; triadiska värdekonstellationer;

    Abstract : This thesis aims to enhance the current literature by investigating the causes for the service paradox in service ecosystems and the capabilities required to avoid them. To fulfill this purpose the following research questions were derived: RQ 1: What are the possible key causes for the service paradox for integrated solution providers in a triadic value constellation? RQ 2: What key capabilities allow integrated solution providers to avoid the service paradox in a triadic value constellation? This study used an exploratory, qualitative, single-case study of a service ecosystem, with an abductive research approach. READ MORE