Search for dissertations about: "Johan Gromark"

Found 1 swedish dissertation containing the words Johan Gromark.

  2. 1. Brand orientation in action : Towards a relational approach

    Author : Johan Gromark; Företagsekonomiska institutionen; []
    Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Brand orientation; Brand co-creation; Market orientation; Transformational learning; Organisational narcissism; Brand orientation; Brand co-creation; Market orientation; Transformational learning; Organisational narcissism;

    Abstract : Along with the ever-expanding interest in brands, the brand orientation concept has since its inception in the early 1990s steadily received more and more attention from scholars and practitioners alike. Brand orientation ultimately captures how organisations can develop sustainable competitive advantages in the form of brands. READ MORE