Essays about: "marketing fmcg industry"

Showing result 1 - 5 of 12 essays containing the words marketing fmcg industry.

  1. 1. Extending the line : A case study of the marketing strategies used when managing cannibalization in the FMCG industry

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Josef Mannai; Nadezda Opacic; [2023]
    Keywords : ;

    Abstract : The purpose of this study is to enhance our understanding of the marketing strategies used to manage cannibalization when extending product lines within the fast-moving consumer goods (FMCG) industry. Previous research has mainly investigated the causes and consequences of cannibalization, while cannibalization management has gotten limited attention and does not include companies' strategic undertakings. READ MORE

  3. 2. Secret sustainability: A case study of why a company might go silent with its green achievements

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

    Author : Antonia Alan; Jenny Trolläng; [2022]
    Keywords : Greenhushing; Green Blushing; Green Communication; Green Marketing; Corporate Social Responsibility;

    Abstract : Greenhushing is acknowledged as a growing concerning behavior referring to when companies deliberately avoid communicating their green achievements. Thus, while companies do substantial work within sustainability, these efforts are strategically or involuntarily not communicated, but why? The research field on greenhushing remains nascent, and scholars have inadequately explained why greenhushing occurs, particularly has previous literature overlooked the strategic perspective and company- specific circumstances. READ MORE

  4. 3. 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

  5. 4. FACTORS INFLUENCING GREEN CONSUMPTION : The moderating effect of market maturity

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Amin Babazade; Uliana Paramzina; [2019]
    Keywords : green consumption; green products; market maturity; moderating effect; factors influencing green consumption; emerging markets; developed markets.;

    Abstract : Purpose – The purpose of this master thesis is to examine factors influencing green consumption and to explain the moderating effect of market maturity on these factors in developed and emerging markets.Design/methodology/approach – In this research the pragmatism epistemology was employed as the scientific perspective of the current research. READ MORE

  6. 5. The Taco Theory : - A repeated measurement study of the effects of experiential event marketing on brand relationship quality in the FMCG industry

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Tiffany Dosé; Alexander Åström; [2017]
    Keywords : Experiential Event Marketing; Brand Relationship Quality; FMCG; Offline Marketing; Brand Experiences;

    Abstract : Consumer marketing scholars keenly emphasize a proposed paradigm shift toward interactive relationships and lived brand experiences. Yet, little has been done to investigate the link between the two. Until now. READ MORE