Sökning: "Coopetitive Branding"

Hittade 3 uppsatser innehållade orden Coopetitive Branding.

  1. 1. Frenemies in Business: A Case Study on the Phenomenon of Coopetition

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Alexandra Hagman; Victoria Camps; [2019]
    Nyckelord :Coopetition; Cooperation; Competition; Coopetitive Relationship; Competing Companies; Coopetitors; Coopetition Process; Drivers; Challenges; Possible Positive Outcomes; Possible Negative Outcomes; Business and Economics;

    Sammanfattning : Title: Frenemies in Business: A Case Study on the Phenomenon of Coopetition Research Question: What are drivers and challenges behind coopetition, as well as possible outcomes of the relationship? Keywords: Coopetition, Cooperation, Competition, Coopetitive Relationship, Competing Companies, Coopetitors, Coopetition Process, Drivers, Challenges, Possible Positive Outcomes, Possible Negative Outcomes Purpose: The purpose of this paper is to explore the drivers behind coopetition and to identify challenges that organizations have to overcome when cooperating with their competitors. Further, this paper will explore the possible outcomes of a coopetitive relationship. LÄS MER

  3. 2. Challenging coopetitive branding alliances : a study on how coopetitive branding affects consumers’ brand image

    Kandidat-uppsats, Högskolan Kristianstad/Avdelningen för ekonomi

    Författare :Oskar Gudmundsson; Joel Leteus; [2018]
    Nyckelord :Coopetition; Co-branding; Coopetitive Branding; Strategic Alliances; Consumer Based Brand Equity CBBE ; Brand Image;

    Sammanfattning : The increased competitive intensity in several global markets has encouraged firms which traditionally compete, to also collaborate with each other, that is coopetitive branding alliances. Coopetitive branding has, to the best of our knowledge, not been researched from a consumer perspective. LÄS MER

  4. 3. Coopetition in Industry Associations : A Study of Scandinavian Outdoor Group

    Uppsats för yrkesexamina på avancerad nivå, Umeå universitet/Företagsekonomi

    Författare :Erika Granqvist; Alex Mugrauer; [2018]
    Nyckelord :Coopetition; industry associations; tensions; balancing; third party role; network; co-branding; sustainability;

    Sammanfattning : Coopetition - the simultaneous pursuit of cooperation and competition, is a paradoxical situation where the pooling of resources has the potential to create greater advantages compared to if the involved actors solely compete. Previous research shows that coopetition is a difficult strategy to pursue due to the tensions arising from the paradox. LÄS MER