Search for dissertations about: "marketing the university"

Showing result 1 - 5 of 124 swedish dissertations containing the words marketing the university.

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. Industrial marketing communication : An empirical investigation on the use of marketing communication tools

   Author : Tim Foster; Luleå tekniska universitet; []
   Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Industriell marknadsföring; Industrial Marketing;

   Abstract : .... READ MORE

5. 3. Transfer of brand associations over time : the brand extension of Nivea

   Author : Kaisa Lund; Helén Anderson; Tomas Müllern; Mats Urde; Linnéuniversitetet; []
   Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Brand extension; Brand associations; Brand personality; Marketing; Marknadsföring;

   Abstract : Brand extension has been the source of strategic growth for many firms during recent decades. Introducing new products under existing brand names is one way to use the image of a brand name to enter new markets. READ MORE

6. 4. Harmonising value in a car’s interior using sensory marketing as a lens

   Author : Andreas Eklund; Adele Berndt; Klaus-Peter Wiedmann; Linnéuniversitetet; []
   Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; brand experience; brand image; sensory cues; sensory marketing; and service-dominant logic SDL ; Marketing; Marknadsföring;

   Abstract : The human senses have always influenced people’s perceptions of thesurrounding environment and objects. As a consequence of the evolvement ofthe experience economy, research on the human senses has increasedsubstantially and attracted scholars from various research domains, includingsensory marketing. READ MORE

7. 5. The role of the entrepreneur in the international new venture – opening the black box

   Author : Navid Ghannad; Svante Andersson; Karin Jonnergård; Per Servais; Högskolan i Halmstad; []
   Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; International New Venture INV ; entrepreneur; international entrepreneurship; internationalization process; psychic distance; innovation; sense-making; opportunity recognition; opportunity exploitation; childhood experience; mental model; small and medium-sized enterprises SME ;

   Abstract : Despite significant research output in recent decades on international new ventures (INVs),little attention has been paid to understanding the processes and conditions under whichthe entrepreneur identifies and exploits an opportunity and subsequently creates valuewithin the firm. As a result, the dynamics involved in the role of the entrepreneur during theestablishment and internationalization of INVs remain in a black box. READ MORE