Advanced search

Showing result 1 - 5 of 15 essays matching the above criteria.

  1. 1. Full Disclosure: Demystifying craftwork and (re-)enchanting craft consumption

    University essay from Göteborgs universitet/Graduate School

    Author : Brett Smith; [2023-07-03]
    Keywords : Demystification; Enchantment; Craftwork; Transparency; Music Production; Live Streaming;

    Abstract : This paper elucidates the relationship between demystification and enchantment in craftwork. Compared to mystification, demystification has received little attention in marketing research to understand how brands can foster transparency in a way that captivates and enchants consumers. READ MORE

  3. 2. Managing innovative talents

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Saheli Dasgupta; [2021]
    Keywords : Innovation; Identify; Attract; Engage; Retain; Talent Management; Employer Branding; Company Culture; Company Structure; Business and Economics;

    Abstract : Innovation is the means for successful implementation of new ideas in the company to produce materials, processes, outputs, or services which are new to the company. The vision of any innovation driven company is accomplished with a good inflow of innovative talents blessed with the capabilities of thinking out of box and generating new ideas with the entrepreneurial mindset. READ MORE

  4. 3. A Business Modelling Framework for the Front End of Innovation. : Customising a Guiding Material for an Early Phase of the Innovation Process for a Swedish Fintech Company.

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

    Author : Marcus Almqvist; Charlotta Lundberg; [2019]
    Keywords : Innovation; Uncertainty; Front End of Innovation; Business Modelling;

    Abstract : The Swedish Fintech company that is subject to this thesis has proposed a process through which all new ideas should go through before entering the development funnel, called the ‘Proof-of-Concept-process’. Today, there exists no material that helps and guides the idea owner through one of the more extensive phases of that process. READ MORE

  5. 4. Branding and consumers in the kitchen appliances industry context : An exploratory study with a focus on customer experience

    University essay from Uppsala universitet/Industriell teknik

    Author : Nicola Mantellina; Rosendo Solvas Navarro; [2019]
    Keywords : brands; consumers; consumers experience; competitive advantage; loyalty; marketing; business strategy; brand loyalty; branding strategies; brand management theories.;

    Abstract : Researchers have shown that strategies focused on building long-term competitive advantage tend to be more profitable for businesses. Further, companies have traditionally put their focus on strategies and on marketing tangible attributes of products and services such as quality, price and so on to differentiate from the competitors (Mascarenhas et al, 2006). READ MORE

  6. 5. Why Brands Still Cause Trouble : Revisiting Holt's dialectical theory of consumer culture and branding

    University essay from

    Author : Luis Grau; Andrei Vanetski; [2018]
    Keywords : brands; consumers; consumer culture; instagram; influencers; marketing; micro-celebrity; endorsement; Bourdieu s habitus; lacan s discourse;

    Abstract : The rise of social media in general and Instagram in particular has enabled a new type of celebrities, called micro-celebrities, that nowadays are being increasingly used by companies to endorse their products or establish their brands. While celebrity endorsement as a type of stealth branding together with some other marketing techniques characteristic of postmodernism were predicted to be unveiled and scorned by consumers (Holt, 2002), there are signs that through the practices of micro-celebrities, the language and logic of marketing have become even more ubiquitous in our contemporary social life (Khamis et al. READ MORE