Sökning: "branding born global"

Hittade 3 uppsatser innehållade orden branding born global.

  1. 1. Brand Building in Born Global Firms : The role of digitalization in brand building in young B2B Born Global companies internationalization

    Magister-uppsats, Umeå universitet/Företagsekonomi

    Författare :Johan Kjellstrand; Ouf Samar; [2017]
    Nyckelord :;

    Sammanfattning : Purpose: The purpose of this thesis is to create a deeper understanding of the impact of digitalization on branding and brand building in the internationalization of B2B Born Global SMEs. Design/methodology: The methods used were a mixed qualitative methodology including both interviews and open-ended surveys. LÄS MER

  3. 2. Global brand image creation by Swedish born globals

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Zsuzsanna Keremi; Wendy Beute; [2017]
    Nyckelord :B2B; Born global; branding; brand image; internationalisation; Sweden; Business and Economics;

    Sammanfattning : Introduction: Born globals are increasingly prevalent and very successful in doing business globally, which is quite remarkable when keeping in mind they operate with limited human and financial resources and international business experience. They have to utilise capabilities in a unique way in order to internationalise rapidly and successfully. LÄS MER

  4. 3. The Consequences of Consumer Brand Hate - A Case Study of Anti-branding Websites in the Airline Industry

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Lisa Scheider; Brittany Purkis; [2016]
    Nyckelord :Brand Hate; Anti-branding; Airline Industry; Consumer Brand Relationship CBR ; Consumer Complaint Behavior; Brand Avoidance; Consumer Dissatisfaction; Customer Service Quality.; Business and Economics;

    Sammanfattning : Title: The Consequences of Consumer Brand Hate: A Case Study of Anti-branding Websites in the Airline Industry Seminar Date: May 30, 2016 Course: BUSN39 - Degree Project in Global Marketing Authors: Brittany Purkis, Lisa Scheider Advisor: Annette Cerne Keywords: Brand Hate, Anti-branding, Airline Industry, Consumer Brand Relationship (CBR), Consumer Complaint Behavior, Brand Avoidance, Consumer Dissatisfaction, Customer Service Quality. Purpose: The purpose of the study is to draw further understanding and investigate the hate relationship between a particular company and consumers and to develop theory in this area of study that has grown in relevance. LÄS MER