Sökning: "Janine Brand"

Hittade 2 uppsatser innehållade orden Janine Brand.

1. 1. Gender, Products & Marketing - A study of product gender perception and the need for product gender congruency in Generation Y

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Janine Hem Lee; Annett Hellwig; [2011]
   Nyckelord :Gender Marketing; Gendered Products; Product Gender Congruence; Generation Y; Management of enterprises; Företagsledning; management; Business and Economics;

   Sammanfattning : This study contributes to existing theory by underlining that product brands do have a gender. In addition, the results of this study show that the need for product gender congruence is minimized in Generation Y. LÄS MER

3. 2. Investigating Brand Building in SMEs: A study on how brand building can enable the internationalisation of Swedish SMEs

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

   Författare :Victoria Senkpiel; Janine Woithe; [2011]
   Nyckelord :Brand Building; SME; Entrepreneurial Marketing; Internal Capabilities; Internationalisation;

   Sammanfattning : There appears to be a wide recognition domestically in Sweden that small companies need to grow for the Swedish economy to be sustainable in the long term. Supplying products and services that the market wants no longer entails taking a purely domestic perspective; in fact it requires an international outlook from the outset. LÄS MER