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Showing result 1 - 5 of 51 essays matching the above criteria.

  1. 1. Bioeconomy Strategy effects in Rural Areas : A comparative study of the Alpine region and Inner Scandinavia

    University essay from Stockholms universitet/Kulturgeografiska institutionen

    Author : John Sudmeier; [2023]
    Keywords : bioeconomy; sustainability; agri-food; forestry; ecological farming; EU policy; heritage sensitive marketing;

    Abstract : The European Commission Bioeconomy Strategy aims to stimulate an ecologically sustainable economy to mitigate climate change, declining biodiversity, and as an economic and social strategy meant to provide jobs and stimulate growth. The aim of this research project is to understand how the European Commission Bioeconomy Strategy is being interpreted and implemented in two different rural European regions, Inner Scandinavia, and the Alpine region, and based on those findings discuss how a sustainable bioeconomy strategy can be understood primarily in relation to the ecological sustainability goals of decarbonizing the economy and protecting biodiversity. READ MORE

  3. 2. Destination Facelift: Unveiling the Dynamic Capabilities that Rejuvenate Madeira Island

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Ivelina Petkova; Sofia Rosin; [2023]
    Keywords : Destination Rejuvenation; Dynamic Capabilities; Destination Repositioning; Destination Diversification; Destination Marketing; Madeira Island; Business and Economics;

    Abstract : Title: Destination Facelift: Unveiling the Dynamic Capabilities that Rejuvenate Madeira Island Date of the seminar: 2nd of May 2023 Course: BUSN39: Degree Project in Global Marketing Authors: Ivelina Petkova & Sofia Rosin Supervisor: Magnus Nillson Keywords: Destination Rejuvenation, Dynamic Capabilities, Destination Repositioning, Destination Diversification, Destination Marketing, Madeira Island Research Purpose: The purpose of this research paper is to explore the dynamic capabilities that enable destination repositioning and diversification and investigate how they rejuvenate Madeira Island as a tourist destination. Theoretical perspective: Destination rejuvenation was originally presented as a stage in Butler's (1985) Tourism Area Life Cycle Model (TALC), however, it has become an independent focus area in research that concerns the repositioning and diversification of tourism destinations. READ MORE

  4. 3. Whoo’s laughing now? A qualitative study of User Responses to Native Content Marketing

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Lovisa Käll; Ebba Keller; [2023]
    Keywords : Native advertising; Content Marketing; Tiktok; Duolingo; Persuasion knowledge model; Associative processing model of humour; consumer attitudes; Social Sciences;

    Abstract : In the dynamic realm of social media marketing, maintaining a competitive edge is crucial; hence marketers are actively seeking strategies to stand out and increase levels of engagement. The study aimed to provide valuable insights into companies' utilisation of native content advertising on TikTok and users' attitudes towards this marketing strategy. READ MORE

  5. 4. CSR EMBEDDED IN THE CORPORATE DNA : A QUALITATIVE CASE STUDY OF CSR-BRANDING AND SUSTAINABILITY REPORTING WITHIN A NORDIC MULTI-BRAND ORGANIZATION IN THE BEAUTY INDUSTRY

    University essay from Umeå universitet/Företagsekonomi

    Author : Emelie Rantatalo; Linda Jonsson; [2023]
    Keywords : corporate social responsibility; corporate branding; CSR- branding; sustainability reporting; stakeholders;

    Abstract : CSR-branding has gained recognition and promotes organizations to incorporate CSRinitiatives into their branding strategies. Conversely, executing an effective CSR-brandingstrategy presents challenges such as aligning relevant initiatives with the corporate brand,assessing internal resources, and engaging external stakeholders. READ MORE

  6. 5. Influencers, a company's blessing or curse?

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

    Author : David Bergdoff; Fabian Eriksson; [2023]
    Keywords : influencer marketing; endorsement; influencer types;

    Abstract : As influencer generated content leads to increased brand attitude and purchase intention, compared to traditional media, the use of influencers has become the norm in many companies' marketing strategy. However, what happens when the influencer gets in trouble? Companies' brand perception risks being indirectly affected by the scandals of associated influencers. READ MORE