Search for dissertations about: "entrepreneurship and marketing"

Showing result 1 - 5 of 19 swedish dissertations containing the words entrepreneurship and marketing.

2. 1. The marketing-entrepreneurship interface : an evaluation of hybrid entrepreneurs

   Author : Caitlin Ferreira; Esmail Salehi-Sangari; Julie S. Tinson; Luleå tekniska universitet; []
   Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Entrepreneurial marketing; hybrid entrepreneurship; experiential learning theory; self-determination theory; venture development; motivations; strategic orientation; brand equity; growth strategy; comfort entrepreneur; Industrial Marketing; Industriell marknadsföring;

   Abstract : Marketing and entrepreneurship may often be treated as distinct streams of academic research, however their complementary nature in practice highlights a number of areas of overlap between the two disciplines. The emergence and subsequent growth of entrepreneurial marketing has highlighted the intersection between marketing and entrepreneurship, with scholars expanding the context within which entrepreneurial marketing is examined. READ MORE

4. 2. Marketing Fads and Fashions

   Author : Christofer Pihl; Göteborgs universitet; []
   Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Social media; fashion; marketing practices; institutional entrepreneurship;

   Abstract : .... READ MORE

5. 3. Marketing fads and fashions - exploring digital marketing practices and emerging organisational fields

   Author : Christofer Pihl; Göteborg University Business and Law School of Economics; []
   Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Social media; fashion; marketing practices; institutional entrepreneurship;

   Abstract : The use of social media such as blogs has grown remarkably in Sweden during recent years. The largest segment of blogs consists of fashion blogs, i.e. blogs that focus on fashion brands, fashion products and fashion e-commerce. READ MORE

6. 4. Celebrity entrepreneurship and celebrity endorsement : Similarities, differences and the effect of deeper engagement

   Author : Erik Hunter; Per Davidsson; Helén Anderson; Claes Wahlbin; Eileen Fischer; Jönköping University; []
   Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Business studies; Företagsekonomi;

   Abstract : Increasingly, celebrities appear not only as endorsers for products but are apparently engaged in entrepreneurial roles as initiators, owners and perhaps even managers in the ventures that market the products they promote. Despite being extensively referred to in popular media, scholars have been slow to recognize the importance of this new phenomenon. READ MORE

7. 5. Competitive Advantage Strategies in Industrial Marketing : Using an Ecosystem Approach

   Author : Jeandri Robertson; Tim Foster; Stefanie Paluch; Luleå tekniska universitet; []
   Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; ecosystems; competitive advantage; competitiveness; network theory; social capital theory; resource-based view; dynamic capabilities; transient advantage; innovation; knowledge; entrepreneurship; Industrial Marketing; Industriell marknadsföring;

   Abstract : Intensified competitive pressures related to a dynamic and hypercompetitive global economy, technological advances, unpredictable customers and competitors, and blurring industry boundaries, have compelled industrial marketers to reconsider the strategic imperatives of the organization, in relation to the competitive context in which it operates. As it becomes increasingly difficult for individual firms to identify and respond to external competitive challenges and changes independently, new organizational perspectives have been proposed to thrive in the presence of these forces. READ MORE