Sökning: "Jamie-Lee Celine Lammers"

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  1. 1. ‘Brand New Food’ - Brand Positioning of Entrepreneurial Innovation: A Multiple Case Study in the Food Industry

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Jamie-Lee Celine Lammers; Karoline Ryll; [2016]
    Nyckelord :Brand Positioning; Entrepreneurial Brand Building; Innovation and Branding; Entrepreneurial Positioning; Start-Up Branding; Start-Up Positioning; Market- and Brand-Oriented Positioning; Brand Identity Filter; Authenticity; Business and Economics;

    Sammanfattning : While entrepreneurial brand building has received growing interest over the past years, the particular brand positioning practice around an innovation is little understood so far. The purpose of this study is to link the separate but interrelated academic domains of brand positioning, entrepreneurship and innovation and thereby to contribute to new theory building on entrepreneurial brand positioning practice. LÄS MER