Sökning: "Ludvig Björn"

Visar resultat 6 - 6 av 6 uppsatser innehållade orden Ludvig Björn.

  1. 6. Bjorn again – A new opportunity for Björn Borg to conquer the U.S.

    Kandidat-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Ludvig Blom; Eric Malm; [2009]
    Nyckelord :Country of origin; Brand Equity; Fashion marketing; Corporate storytelling; The Uppsala internationalization model; Push and Pull theory; National stereotypes; Management of enterprises; Företagsledning; management; Business and Economics;

    Sammanfattning : We found that Swedish fashion companies are ambivalent towards enhancing or concealing their country of origin. Although brand managers acknowledge Swedish country of origin effects as positive in general, their marketing communication is sometimes more focused on positioning the brand as an international label without boundaries. LÄS MER