Search for dissertations about: "brand strategy"
Showing result 1 - 5 of 27 swedish dissertations containing the words brand strategy.
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1. Competitive Capabilities of a Technology Born Global
Abstract : Since the early 1980s, rapidly internationalizing start-ups have captured attention of the academia, media and institutions. These ’born global’ firms seem to disregard the traditionally established views of firm internationalization. READ MORE
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2. Corporate Brand Positioning – Case Studies across Firm Levels and Over Time
Abstract : Positioning is a key concept in the fields of branding, marketing, and strategy. In brand management, positioning deals fundamentally with finding a balance between sameness and differentiation. Empirical research predominantly examines the effectiveness of certain strategies. READ MORE
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3. Supplier brand image - a catalyst for choice : Expanding the B2B brand discourse by studying the role corporate brand image plays in the selection of subcontractors
Abstract : This thesis discusses brands and branding in a B2B context by investigating the role corporate brand image plays during the selection of subcontractors and, furthermore, how subcontractors might pursue branding as an active communication strategy. The background for these questions can be found in the evolving topics of corporate communications and B2B branding. READ MORE
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4. Consumers and Mixed-Brands: On the Polysemy of Brand Meaning
Abstract : Brands have become one of the most discussed phenomena of marketing research in recent years. They are ubiquitous in the marketplace and virtually impossible for consumers to avoid. READ MORE
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5. The marketing-entrepreneurship interface : an evaluation of hybrid entrepreneurs
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