Sökning: "Rita Rakauskaite"

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  1. 1. An Exploration of Google's Acquisition through Integrating Strategic Brand Management and Network Theory

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Rita Rakauskaite; Carlotta Zorzi; [2014]
    Nyckelord :Google; acquisitions; strategic brand management; network theory; corporate strategy; corporate brand strategy; corporate brand identity; reputation; Business and Economics;

    Sammanfattning : The purpose or the study is to explore Google’s network expansion through acquisitions by integrating two different perspectives - Strategic Brand Management and Network Theory - in order to fill the gap in the existing branding literature in relation to network theory. In addition to Strategic Brand Management and Network Theory, the study also explores literature that is related to interrelatedness of networks and their impact on corporate brand identity and reputation as well as corporate and business strategy in relation to brand and market orientation. LÄS MER