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Showing result 1 - 5 of 12 essays matching the above criteria.

  1. 1. Bridging the Attitude-Behavior Gap : A case study for how an FMCG company may decrease the attitude-behavior gap

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Josefin Norstedt; Felix Sjölinder; [2021]
    Keywords : ;

    Abstract : Marketing has a vital role in encouraging sustainable consumption. The purpose of this study is to examine how a company’s holistic green marketing orientation affects the ability to decrease the attitude-behavior gap in the FMCG industry. The attitude-behavior gap is caused by different barriers consumers face in sustainable consumption. READ MORE

  3. 2. Record labels' chance to drive the future! How record labels handle the changing landscape to create value in the relationship between record label and artist as well as artist and consumer

    University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning; Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Celina Johansson; [2020]
    Keywords : Music industry; Record labels; Market orientation; Service logic; Consumer engagement;

    Abstract : The digital advancement has enabled a shift in the power dynamics of different players in the industry. For instance, the digital music services and platforms that help artists to release their music independently, hence artists don't need the record labels to release their music and connect with fans. READ MORE

  4. 3. THE INFLUENCE OF RELATIONSHIP MARKETING AND CRM SYSTEM ON STAKEHOLDERS’ TRUST : A Qualitative Study on Multiple Stakeholder Groups in a Cosmetic and Beauty Industry

    University essay from Umeå universitet/Företagsekonomi

    Author : Athanasios Christopoulos; Puspita Hapsari Agoes; [2018]
    Keywords : ;

    Abstract : CRMsystem and relationship marketing are needed for a company in order to gain its stakeholders’ trust. In a company, there are two different stakeholders. Theinternal and external stakeholders. This thesis will consider both of the different types of stakeholders. READ MORE

  5. 4. What comes first: the market or the product? Strategic orientations among start-ups in the Øresund Region

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Nathanael Muscat; Ivaylo Ivanov; [2016]
    Keywords : Market Orientation; Product Orientation; Innovation; Start-ups; Business and Economics;

    Abstract : Market orientation and product orientation propose opposite approaches towards innovation and, thus, value-creation. This paper investigates the market-product orientation debate in the context of entrepreneurial start-ups. READ MORE

  6. 5. Seasonal Employees as Brand Ambassadors? - A Bachelor Thesis about Management Strategies for Seasonal Employee Commitment and Brand Ambassadorship

    University essay from Lunds universitet/Institutionen för tjänstevetenskap

    Author : Kristina Magnusson; [2014]
    Keywords : seasonal employment; contingent employment; employee commitment; branded service encounters; brand personality; brand ambassadors; Social Sciences;

    Abstract : Today, the majority of employees in the tourism industry work under contingent and fairly insecure working conditions, among them seasonal employees. In this industry, the business of amusement parks and resort hotels is one with a high quota of seasonally hired front-line employees. READ MORE