Sökning: "Brand portfolio strategy"

Visar resultat 1 - 5 av 27 uppsatser innehållade orden Brand portfolio strategy.

1. 1. CSR EMBEDDED IN THE CORPORATE DNA : A QUALITATIVE CASE STUDY OF CSR-BRANDING AND SUSTAINABILITY REPORTING WITHIN A NORDIC MULTI-BRAND ORGANIZATION IN THE BEAUTY INDUSTRY

   Magister-uppsats, Umeå universitet/Företagsekonomi

   Författare :Emelie Rantatalo; Linda Jonsson; [2023]
   Nyckelord :corporate social responsibility; corporate branding; CSR- branding; sustainability reporting; stakeholders;

   Sammanfattning : CSR-branding has gained recognition and promotes organizations to incorporate CSRinitiatives into their branding strategies. Conversely, executing an effective CSR-brandingstrategy presents challenges such as aligning relevant initiatives with the corporate brand,assessing internal resources, and engaging external stakeholders. LÄS MER

3. 2. Overstretching the Corporate Brand: How to Guide the Brand Image When Extending the Brand?

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Nikolai Kozhevnikov; Sofia Rosin; Daniel Castro Jimenez; [2022]
   Nyckelord :Brand Extension Strategy; Brand Overstretching; Brand Portfolio Management; Brand Authenticity; Brand Image; Business and Economics;

   Sammanfattning : Purpose: This paper aims to research how large corporations with diverse brand portfolios navigate their brand image and how they can avoid the brand overstretching issue. Design/methodology/approach: The methodology of this study implied qualitative case study analysis of three international brands imposed to the risk of brand overstretching, supported by the customer survey, as well as proposed theoretical framework based on the literature review secondary data. LÄS MER

4. 3. Secret sustainability: A case study of why a company might go silent with its green achievements

   D-uppsats, Handelshögskolan i Stockholm/Institutionen för företagande och ledning

   Författare :Antonia Alan; Jenny Trolläng; [2022]
   Nyckelord :Greenhushing; Green Blushing; Green Communication; Green Marketing; Corporate Social Responsibility;

   Sammanfattning : Greenhushing is acknowledged as a growing concerning behavior referring to when companies deliberately avoid communicating their green achievements. Thus, while companies do substantial work within sustainability, these efforts are strategically or involuntarily not communicated, but why? The research field on greenhushing remains nascent, and scholars have inadequately explained why greenhushing occurs, particularly has previous literature overlooked the strategic perspective and company- specific circumstances. LÄS MER

5. 4. Visualizing Strategic Value in CVC - an Impossibility or Solely a Consequence of Inadequate Practices?

   C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Författare :Filippa Dunér; Melvin Olsson; [2022]
   Nyckelord :Corporate venture capital; Performance measurement; Strategic value; Key performance indicators; Automotive industry;

   Sammanfattning : This paper presents empirical findings from a multiple case study inspired by a transactional design on strategic value within the field of corporate venture capital (CVC), motivated by its increasingly prominent role in enhancing the strategy of large corporations. Steered by an identified lack of knowledge about how to concretize and measure the strategic value created by CVC firms, the paper contributes with a conceptual framework primarily directed to the automotive industry. LÄS MER

7. 5. Sports sponsorship in Poland: A comparative study of companies’ sponsorship processes

   Master-uppsats, Malmö universitet/Fakulteten för lärande och samhälle (LS)

   Författare :Dorota Celczynska; [2020]
   Nyckelord :Sponsorship; Sports event; Poland; Decision-making; Exchange process;

   Sammanfattning : Sports sponsorship has become a global and multi-billion dollar business. It is an integral part of the company's marketing strategy and viewed as a highly effective form of advertising. LÄS MER