Essays about: "marketing failure"

Showing result 1 - 5 of 44 essays containing the words marketing failure.

  1. 1. Investigating Marketing Effects of Ancient Storytelling Techniques: Could Ancient Storytelling Techniques in Marketing Communications Be the Holy Grail of Marketing Needed in These Times of Failure?

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

    Author : John Örman; Arvid Özcan-Arvidsson; [2023]
    Keywords : Marketing Communications; Psychology in Marketing; Storytelling in Marketing; Building a StoryBrand; Donald Miller;

    Abstract : The landscape of marketing is growing in competitiveness (Digital ad spend worldwide 2026. 2022), and marketers are consequently compelled to explore new ways to stand out and make their voices heard. READ MORE

  3. 2. "Dissatisfaction in Consumers" : A qualitative study on Word of Mouth and how it affects consumer complaints and repurchase intention, in fast food chains

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Rasmus Nilsson; Rawan Abdulraham; [2022]
    Keywords : Word of Mouth; Repurchase Intention; Consumer Complaints; Negative Word of Mouth; Positive Word of Mouth; WoM; Dissatisfaction; Satisfaction; Core Service Failure;

    Abstract : Word of mouth has been considered a big factor for why brands do not need to make excessive marketing efforts, due to consumers recommending their products or services to other consumers through WoM. Given this thesis explores the relationship between WoM, complaints and repurchase intentions of consumers when it comes to fast-food restaurants, the WoM mostly is that of a negative aspect. READ MORE

  4. 3. Exploring unregulated climate offsetting as a means for private consumers to mitigate climate change : An analysis of 15 offset claims within the food and aviation sectors

    University essay from KTH/Skolan för industriell teknik och management (ITM)

    Author : Astrid Agering; Teodor Cervall; [2022]
    Keywords : Unregulated climate offsetting; environmental marketing; system boundaries; externality of climate change; aviation; food retail; private consumer; Oreglerad klimatkompensation; miljöpåståenden; systemgränser; klimatförändringar som externalitet; flygsektorn; livsmedelssektorn; privatkonsument;

    Abstract : Climate change has been described as “the greatest and widest-ranging market failure ever seen”. Unregulated climate offsetting has emerged as a way for consumers to internalize the externality of climate change. READ MORE

  5. 4. High-Tech is for Everyone: A Case Study of Commercialization to the Restaurant Industry

    University essay from Lunds universitet/Produktionsekonomi

    Author : Benjamin Johansson; [2022]
    Keywords : Commercialization Technology adoption Restaurant industry Lean startup Lean commercialization; Technology and Engineering;

    Abstract : Commercialization has been recognized as one of the most difficult phases of the innovation process. Failure rates are high, even for products with the potential to address real needs and deliver real customer value. This master's thesis explores commercialization in an even more challenging business context than the typical case. READ MORE

  6. 5. Key success factors for turning a high technology startup into a commercial success: A case study of a semiconductor startup

    University essay from Lunds universitet/Produktionsekonomi

    Author : Gustav Christensen; Alexander Bengtsson; [2021]
    Keywords : High-technology; startups; market focus; technology focus; technological capabilities; commercialization; semiconductor; Technology and Engineering;

    Abstract : While there have been numerous research papers defining and discussing high technology startup success, there is a lack of unity what the recipe for success is. Due to lack of market orientation being one of the most common reasons for startup failure, combined with the essentiality of having a strong technology base in a high technology environment, there is an interest to study their intersection also due to confine previous research in this area. READ MORE