Essays about: "strategic orientations"

Showing result 1 - 5 of 17 essays containing the words strategic orientations.

  1. 1. Brand Positioning Unveiled: An Insider's Perspective from Industry Professionals

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Felix Ellqvist; Niklas Kjellander; [2023]
    Keywords : Brand Positioning; Brand Management; Market Orientation; Brand Orientation; Schools of Positioning; Business and Economics;

    Abstract : Research Purpose & Aim: The purpose of this thesis is to shed light on how individual marketing- & brand-managers conceptualise and approach brand positioning. This study aims to vertically deepen the current knowledge of brand positioning in practice as well as horizontally broaden the literature by taking a unique managerial perceptual perspective. READ MORE

  3. 2. Taking the Pole Position - Towards a Holistic Positioning Approach

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Dominykas Vidziunas; Sebastian Van Dijkman; [2022]
    Keywords : Positioning; holistic positioning; strategic orientations; Business and Economics;

    Abstract : .... READ MORE

  4. 3. Strategic Orientations and Brand Portfolio Management – A FMCG Case Study

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Julia Hüsam; Julia Herma Cornée Dorothée Bosveld; Linnéa Nordmark; [2022]
    Keywords : Strategic Orientation; Brand Orientation; Market Orientation; Brand Portfolio Management; Strategic Brand Management; FMCG; B2C; Business and Economics;

    Abstract : .... READ MORE

  5. 4. 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

  6. 5. Unwelcome: a study on the Employees´ Perspective on Sex Trafficking in the Hotel industry in Amsterdam

    University essay from Södertörns högskola/Turismvetenskap

    Author : Eleonora Rossi; [2021]
    Keywords : Sex trafficking; Hotel Industry; Employee´s perspective; Netherlands; Amsterdam;

    Abstract : Sex trafficking is a form of modern slavery which includes the sexual exploitation of individuals for personal gain. It currently affects 4 million people globally, and around 9 thousand in Europe. READ MORE