Sökning: "Sofia Rosin"

Hittade 3 uppsatser innehållade orden Sofia Rosin.

1. 1. Destination Facelift: Unveiling the Dynamic Capabilities that Rejuvenate Madeira Island

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Ivelina Petkova; Sofia Rosin; [2023]
   Nyckelord :Destination Rejuvenation; Dynamic Capabilities; Destination Repositioning; Destination Diversification; Destination Marketing; Madeira Island; Business and Economics;

   Sammanfattning : Title: Destination Facelift: Unveiling the Dynamic Capabilities that Rejuvenate Madeira Island Date of the seminar: 2nd of May 2023 Course: BUSN39: Degree Project in Global Marketing Authors: Ivelina Petkova & Sofia Rosin Supervisor: Magnus Nillson Keywords: Destination Rejuvenation, Dynamic Capabilities, Destination Repositioning, Destination Diversification, Destination Marketing, Madeira Island Research Purpose: The purpose of this research paper is to explore the dynamic capabilities that enable destination repositioning and diversification and investigate how they rejuvenate Madeira Island as a tourist destination. Theoretical perspective: Destination rejuvenation was originally presented as a stage in Butler's (1985) Tourism Area Life Cycle Model (TALC), however, it has become an independent focus area in research that concerns the repositioning and diversification of tourism destinations. LÄS MER

3. 2. The Moose in the Room: A Mercedes-Benz Case

   L3-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Ivelina Petkova; Sofia Rosin; Marvin Tittel; [2023]
   Nyckelord :Business and Economics;

   Sammanfattning : .... LÄS MER

4. 3. Overstretching the Corporate Brand: How to Guide the Brand Image When Extending the Brand?

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Nikolai Kozhevnikov; Sofia Rosin; Daniel Castro Jimenez; [2022]
   Nyckelord :Brand Extension Strategy; Brand Overstretching; Brand Portfolio Management; Brand Authenticity; Brand Image; Business and Economics;

   Sammanfattning : Purpose: This paper aims to research how large corporations with diverse brand portfolios navigate their brand image and how they can avoid the brand overstretching issue. Design/methodology/approach: The methodology of this study implied qualitative case study analysis of three international brands imposed to the risk of brand overstretching, supported by the customer survey, as well as proposed theoretical framework based on the literature review secondary data. LÄS MER