Search for dissertations about: "marketing theory"
Showing result 1 - 5 of 114 swedish dissertations containing the words marketing theory.
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1. Designing Interactive Value Development: Perspectives and Strategies for High Precision Marketing
Abstract : This dissertation addresses the design of value productive episodes at the customer/firm boundary. Its purpose is: To provide perspective and help articulate strategies for increasing precision of the design of interactive marketing and value productive efforts at firm/customer boundaries. READ MORE
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2. 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
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3. Specifying and Operationalizing an Organizational Theory of Crowdsourcing
Abstract : Introduction: Despite rapid developments across multiple areas of research and practice, an organizational-level theory of Crowdsourcing has yet to emerge.Objectives: Therefore, this thesis has two major objectives; 1) specify the boundaries, constructs, and relationships of an organizational-level theory of Crowdsourcing, and 2) begin the theoretical validation process by operationalizing the theory for new exploratory, explanatory, and conceptual research. READ MORE
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4. Rhetorical business : A study of marketing work in the spirit of contradiction
Abstract : Marketing has traditionally been understood from the perspective of marketing management. This causes problems when we study marketing practices because the normative discourse of marketing management is not particularly useful for describing the day-to-day work of marketing practitioners. This calls for marketing research from new perspectives. READ MORE
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5. The complex internationalization process unfolded : The case of Atlas Copco’s entry into the Chinese mid-market
Abstract : Despite its contemporary relevance, we still have limited empirical knowledge about the forces underlying complex internationalization processes as when multinational corporations (MNCs) seek to enter new growing markets. Based on a real-time process study comprising ninety interviews and two hundred hours of observation made between 2009 and 2012, Atlas Copco’s entry into the Chinese mid-market was investigated. READ MORE