Sökning: "brand positioning new"

Visar resultat 1 - 5 av 55 uppsatser innehållade orden brand positioning new.

  1. 1. Strategic Synergies in the Skies : The Role of Resource Sharing in Aviation Alliances

    Kandidat-uppsats, Uppsala universitet/Företagsekonomiska institutionen

    Författare :Jacob Sonnesjö Nyqvist; Kevin Woodward; [2024]
    Nyckelord :Strategic alliances; resource sharing; resource-based view RBV ; aviation alliances; business networks.;

    Sammanfattning : This thesis investigates strategic alliances in the aviation industry, focusing on resource sharing, using Scandinavian Airlines (SAS) within Star Alliance and SkyTeam as case studies. It examines the operational and competitive benefits of these collaborations through qualitative research, including interviews with executives and experts. LÄS MER

  3. 2. Brand Positioning Unveiled: An Insider's Perspective from Industry Professionals

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Felix Ellqvist; Niklas Kjellander; [2023]
    Nyckelord :Brand Positioning; Brand Management; Market Orientation; Brand Orientation; Schools of Positioning; Business and Economics;

    Sammanfattning : Research Purpose & Aim: The purpose of this thesis is to shed light on how individual marketing- & brand-managers conceptualise and approach brand positioning. This study aims to vertically deepen the current knowledge of brand positioning in practice as well as horizontally broaden the literature by taking a unique managerial perceptual perspective. LÄS MER

  4. 3. Secret sustainability: A case study of why a company might go silent with its green achievements

    D-uppsats, Handelshögskolan i Stockholm/Institutionen för företagande och ledning

    Författare :Antonia Alan; Jenny Trolläng; [2022]
    Nyckelord :Greenhushing; Green Blushing; Green Communication; Green Marketing; Corporate Social Responsibility;

    Sammanfattning : Greenhushing is acknowledged as a growing concerning behavior referring to when companies deliberately avoid communicating their green achievements. Thus, while companies do substantial work within sustainability, these efforts are strategically or involuntarily not communicated, but why? The research field on greenhushing remains nascent, and scholars have inadequately explained why greenhushing occurs, particularly has previous literature overlooked the strategic perspective and company- specific circumstances. LÄS MER

  5. 4. Blands – A not so bland new trend in branding? An exploratory study of the phenomenon blands

    L3-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :James Brattström; Hugo Röken; Hanna Welander; [2021]
    Nyckelord :Blands; Brand Personality; Positioning; Me-too brand; Business and Economics;

    Sammanfattning : Abstract Purpose: A new phenomenon has emerged in the world of branding which has not yet been researched in an academic setting. Brands that look the same, feel the same, offer similar business models towards consumers but still somehow feel modern and unique at a first glance. LÄS MER

  7. 5. Exploring frugal innovation and its enablement of sustainable product development

    Magister-uppsats, Blekinge Tekniska Högskola/Institutionen för industriell ekonomi

    Författare :Patrik Werius; Emma Ytterström; [2021]
    Nyckelord :Innovation; sustainability; frugal;

    Sammanfattning : In developed countries, companies' product innovation has the problem of not incorporating sustainability in a sufficiently high degree. Companies in developed countries will however continue to innovate since it is required to stay competitive. LÄS MER