Essays about: "internal marketing orientation"

Showing result 6 - 10 of 12 essays containing the words internal marketing orientation.

  1. 6. Who’s the driver and who’s the passenger in the luxury industry? : a study of how internal factors influence a company’s marketing strategy

    University essay from Sektionen för hälsa och samhälle

    Author : Caroline Gleerup; Linn Nordqvist; [2013]
    Keywords : Market orientation; market driven approach; market driving approach; internal factors; structure; financial resources; organizational culture; luxury industry;

    Abstract : Today, it is important for companies to deliver superior customer value in order to be successful on the market. There are two different ways of achieving this advantage; a company can either follow a market driven approach or a market driving approach. READ MORE

  3. 7. A TYPOLOGY OF BRAND ORIENTATION - A CASE STUDY OF CORPORATE BRAND MANAGEMENT

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Gustaf Holmblad; Christina Ericsson; [2013]
    Keywords : Brand Orientation; CBIM Framework; Strategic Orientation; Market Orientation; Strategic Brand Management; Social Sciences;

    Abstract : ABSTRACT Title: A Typology of Brand Orientation Case Study of Corporate Brand Management Seminar date: 27/05/13 Course: Degree project in International Marketing and Brand management, Master Level, BUSN 39, 15 University Credit Points (15 ECTS). Authors: Christina Ericsson & Gustaf Holmblad Supervisor: Mats Urde Key words: Brand Orientation, CBIM Framework, Strategic Orientation, Market Orientation, Strategic Brand Management Thesis purpose: The purpose and the main focus of this study is to give empirical examples as well as to contribute to a typology showing ways in which organizations can be brand oriented. READ MORE

  4. 8. Internal Branding in Multinational Firms : A gap analysis of internal stakeholder perceptions

    University essay from Institutionen för marknadsföring (MF)

    Author : JoAnna Caster; Dana Linnes; [2013]
    Keywords : internal branding; internal brand; international marketing; marketing strategy; stakeholder perceptions; internal marketing orientation; human resource management; country of origin;

    Abstract : Authors: JoAnna Caster & Dana Linnes Tutor: Setayesh Sattari Title: Internal Branding in Multinational Firms- A Gap Analysis of Internal Stakeholder Perceptions Background: As globalization increases, the topic of internal branding has grown in popularity, particularly as a way for firms to secure a competitive advantage in the global marketplace. The topic is quite new however, and there are many aspects that have not been fully explored, including the influence of internal stakeholder perceptions on a firm’s internal brand and related support activities. READ MORE

  5. 9. Brand Internationalization through Brand Identity and Alignment : The case of Swedish Outdoor SMEs

    University essay from Företagsekonomi

    Author : Maria Göppel; Ruth Omonigho Mrabure; [2013]
    Keywords : Brand identity; Brand Image; Brand management; Employer branding; Entrepreneurial Orientation; Internationalization; SME branding; Outdoor;

    Abstract : A brand is more than a product and small-medium-enterprises (SMEs) have the possibility to exploit the full potentials of branding. Even when currently still underestimated, branding provides benefits for SMEs. READ MORE

  6. 10. Investigating Brand Building in SMEs: A study on how brand building can enable the internationalisation of Swedish SMEs

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

    Author : Victoria Senkpiel; Janine Woithe; [2011]
    Keywords : Brand Building; SME; Entrepreneurial Marketing; Internal Capabilities; Internationalisation;

    Abstract : There appears to be a wide recognition domestically in Sweden that small companies need to grow for the Swedish economy to be sustainable in the long term. Supplying products and services that the market wants no longer entails taking a purely domestic perspective; in fact it requires an international outlook from the outset. READ MORE