Essays about: "marketing orientation and marketing strategy"

Showing result 26 - 30 of 32 essays containing the words marketing orientation and marketing strategy.

1. 26. Marketing Practices of Chinese Township Enterprises : MBA-thesis in marketing.

   University essay from Institutionen för ekonomi

   Author : Eric Lin; [2008]
   Keywords : marketing strategy; competition; China; guanxi; rural enterprises; township;

   Abstract : Aim: The aim is to explore the Chinese way of marketing activities in township enterprises by linking the formation and implementation of marketing strategies and tactics with the impacts of environmental factors and contextual conditions. Specifically, the aims are: - Identify the managers’ perceptions of their marketing environments; - Explore how their perceptions of the environments shape the formation and implementation of the marketing strategies and tactics; - Explore how social cultural values influence the marketing activities at these enterprises, Method: Fieldwork was conducted in the summer 2007, at three enterprises in Fujian province in southern China. READ MORE

3. 27. Market Orientation as a Branding Strategy

   University essay from Företagsekonomiska institutionen

   Author : Harriet Mellenius; [2008]
   Keywords : Market Orientation; Branding; Fashion;

   Abstract : This paper studies the impact of market orientation strategy on brand awareness. Zara, a Spanish leading fashion retailer and an example of a brand using this strategy, is compared to three other multinational brands operating in Stockholm, Sweden, namely Topshop, Mango and United Colours of Benetton. READ MORE

4. 28. Gaining Competitive Advantage through Customer Satisfaction, Trust and Confidence in Consideration of the Influence of Green Marketing

   University essay from Institutionen för ekonomi

   Author : Ina Landua; [2008]
   Keywords : CRM; relationship management; green marketing; eco-labeling; customer satisfaction and trust; confidence; sustainability;

   Abstract : Research Question/Purpose: Due to environmental legislation, economic influences and increasing concern about the environment among the general public, today’s businesses are becoming more committed to environmental issues. Some enterprises yet have implemented a green strategy. READ MORE

5. 29. Investigating the relationship between Entrepreneurial and Market Orientations within French SMEs and linking it to Performance

   University essay from Handelshögskolan vid Umeå universitet

   Author : Matthieu Couppey; Ysaline Roux; [2007]
   Keywords : Corporate entrepreneurship; entrepreneurial orientation; risk; innovation; proactiveness; marketing; market orientation; customer orientation; competitor orientation; interfunctional coordination; performance; growth; SME; France;

   Abstract : This study empirically investigates the levels of entrepreneurial orientation (EO) and market orientation (MO), and their links to performance within the context of French Small and Medium Sized Enterprises (SMEs). SMEs represent today the heart of the European strategy and account fro 99% of the total companies in France. READ MORE

6. 30. Swedish designers go Nippon : An empirical study of small Swedish design firms' entry to Japan

   University essay from IHH, EMM (Entrepreneurskap, Marknadsföring, Management)

   Author : Emma Rudén; Karin Ertman; Emma Henningsson; [2006]
   Keywords : internationalisation; export; market entry; design; small firms; Japan;

   Abstract : Internationalisation is today part of every firm’s reality and impossible to deny. Researchers have developed several models and theories concerning this topic describing firms internationalisation in terms of innovation models, behavioural-, sequential-, and learning processes. READ MORE