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Visar resultat 1 - 5 av 60 uppsatser som matchar ovanstående sökkriterier.

1. 1. Brand Positioning Unveiled: An Insider's Perspective from Industry Professionals

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Felix Ellqvist; Niklas Kjellander; [2023]
   Nyckelord :Brand Positioning; Brand Management; Market Orientation; Brand Orientation; Schools of Positioning; Business and Economics;

   Sammanfattning : Research Purpose & Aim: The purpose of this thesis is to shed light on how individual marketing- & brand-managers conceptualise and approach brand positioning. This study aims to vertically deepen the current knowledge of brand positioning in practice as well as horizontally broaden the literature by taking a unique managerial perceptual perspective. LÄS MER

3. 2. ESG Scores as Social Ethicality Motivators

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Annika Ebert; Isabella Larsson; [2023]
   Nyckelord :ESG Responsiveness; Russia-Ukraine War; Divestment Strategy; Brand Management; MNCs; Business and Economics;

   Sammanfattning : Relating to the ongoing discussion surrounding criticism and support for ESG scores, the purpose of this paper anchors itself in providing comprehensive, empirical evidence regarding the responsiveness of ESG scores to firm actions. The different strategic choices of multinational firms, resulting from political and stakeholder pressure, were to either fully withdraw, suspend or continue operations in Russia in light of the Russia-Ukraine war. LÄS MER

4. 3. ”Catch flights, not feelings”: A Qualitative Content Analysis of the Marketing Communication and Brand Management of Ryanair on TikTok and Facebook

   Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

   Författare :Victoria Friman; Karin Forslund; [2022]
   Nyckelord :Strategic communication; brand management; brand attitude; brand awareness; brand equity; human to human marketing; marketing communication; social media; Ryanair; TikTok; Facebook; Social Sciences;

   Sammanfattning : Due to the fast paced digitalization, marketers are met with higher demands in order to adapt to new contexts for marketing communication and brand management. The social media platform of TikTok is relatively new and rapidly expanding, creating both opportunities and risks for brands. LÄS MER

5. 4. Examination of Strategic Management Accounting Techniques among SMEs (Perception of the Usefulness, Adoption, and Outcomes) : A multiple Case Study of SMEs in the Food Processing Industry in Nigeria

   Master-uppsats, Linnéuniversitetet/Institutionen för ekonomistyrning och logistik (ELO)

   Författare :Muhammad Naveed Akhtar; Kayode Olumide Eniodunmo; [2021]
   Nyckelord :Strategic Management Accounting Techniques; Small and Medium Scale Enterprises; Food Processing Industry of Nigeria;

   Sammanfattning : Purpose: This thesis examines the perception of the usefulness of SMAT, its adoption, and expected outcomes among SMEs in the food processing industry of Nigeria. Research Questions: Three research questions have been addressed in this thesis; (1)What is the perception of the usefulness of SMAT among SMEs in the food processing industry in Nigeria? (2) What leads to SMEs adoption of SMAT (antecedents) among SMEs in the food processing industry in Nigeria? and (3) What outcomes (consequences) are believed to result from using SMAT among SMEs in the food processing industry in Nigeria?  Methodology: Qualitative studies are employed to handle empirical data gathering by semi structural interviews from four SMEs in the food processing industry in Nigeria. LÄS MER

7. 5. The rise of the FMCG flagship stores, a qualitative study exploring the phenomenon of FMCG flagship stores

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Olle Stenbäck; Albin Waldeck; [2021]
   Nyckelord :FMCG; Flagship stores; brand experience; consumer-brand relationship; customer-based brand equity; Business and Economics;

   Sammanfattning : Thesis Purpose: The purpose of this study is to explore and develop an understanding of the rather unexplored phenomenon of using flagship stores in the FMCG industry. We want to explore what an FMCG flagship store is to understand why it is used in the context of strategic brand management. LÄS MER