Sökning: "Nghiem Thuy Duong"

Hittade 2 uppsatser innehållade orden Nghiem Thuy Duong.

1. 1. Boeing: What to do when your employees think you are a monkey?

   L3-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Adrián Vázquez Anido; Suzanna Nikolic; Nghiem Thuy Duong; [2020]
   Nyckelord :Social Sciences;

   Sammanfattning : .... LÄS MER

3. 2. The Role of Online Brand Community and Social Networks in Corporate Brand Development: A focus on the machinery equipment industry

   L1-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Jiewen Cheng; Maria Contreras; Thuy Duong Nghiem; [2019]
   Nyckelord :B2B companies; Online brand community; Social networks; Relationship marketing; Corporate brand building; Business and Economics;

   Sammanfattning : Purpose – This paper aims to explore online brand communities on social media platforms, built by B2B companies in the machinery equipment industry, and how these virtual spaces can contribute to relationship marketing and corporate brand building. Design/methodology/approach – The paper adopts both literature review and a multiple case study approach of two companies, Caterpillar and John Deere, in order to provide in-depth understanding and new insights. LÄS MER