Sökning: "marketing capabilities"

Visar resultat 16 - 20 av 94 uppsatser innehållade orden marketing capabilities.

1. 16. Capturing the Digital Era: Utilizing Digital Technologies to Strengthen Marketing and Communication -A multiple case study of eight Swedish international industrial organizations

   Master-uppsats, Göteborgs universitet/Graduate School

   Författare :Carl Eklund; Tobias Brandt; [2021-06-28]
   Nyckelord :;

   Sammanfattning : Recent technological developments during the 21st century has enabled organizations to meet its customers in new ways, giving birth to the concept of digital marketing and communication. Digital marketing and communication activities have for a long period of time been a central part of B2C-organizations marketing strategy. LÄS MER

3. 17. Impacts of COVID-19: Funding Business Operations and Adapting Marketing Strategies

   Magister-uppsats, Umeå universitet/Företagsekonomi

   Författare :Sejin Hahn; Sarafat Hossain; [2021]
   Nyckelord :Adaptation; Crisis Management; Financial Liquidity; Access to Capital; Government Aid; Alternative Finance; Marketing Strategy; Resource-based View RBV ; Customer-Centric; Stakeholder View; Brand; Authenticity; Knowledge; Capabilities; Marketing Management; Marketing-Finance Interface; Paid Marketing; Organic Marketing; Customer Loyalty; Community; Decision-Making;

   Sammanfattning : Purpose -- Given the enduring COVID-19 pandemic, this thesis set out to reveal an updated perspective of the service-oriented small business experience, particularly in their access and choice of financial resources to fund operations and adapt marketing strategy. By the time this study started, it was clear which businesses had been rising with the new tides of swelled categorical demand vs. LÄS MER

4. 18. Key success factors for turning a high technology startup into a commercial success: A case study of a semiconductor startup

   Master-uppsats, Lunds universitet/Produktionsekonomi

   Författare :Gustav Christensen; Alexander Bengtsson; [2021]
   Nyckelord :High-technology; startups; market focus; technology focus; technological capabilities; commercialization; semiconductor; Technology and Engineering;

   Sammanfattning : While there have been numerous research papers defining and discussing high technology startup success, there is a lack of unity what the recipe for success is. Due to lack of market orientation being one of the most common reasons for startup failure, combined with the essentiality of having a strong technology base in a high technology environment, there is an interest to study their intersection also due to confine previous research in this area. LÄS MER

5. 19. AI adaption in digital marketing : An investigation on marketers’ expectations from AI, and the applicable knowledge on search engine marketing.

   Kandidat-uppsats, Jönköping University/JTH, Avdelningen för datateknik och informatik

   Författare :George Iskef; [2021]
   Nyckelord :AI adaption; AI adaptation to marketing; Search engine marketing;

   Sammanfattning : Abstract The following research conceptualizes the applicability of AI in search engine marketing. Following a rigorous investigation on professionals’ opinions, the investigation regards their perceptual understanding of the applicable AI practices and the required level of interrelated knowledge to technical applicability for a more successful marketing strategy. LÄS MER

7. 20. Marketers are Watching You : An exploration of AI in relation to marketing, existential threats, and opportunities

   Kandidat-uppsats, Jönköping University

   Författare :Sofia Lindström; Sebastian Edemalm; Erik Reinholdsson; [2021]
   Nyckelord :Artificial Intelligence; AI; Marketing Automation; Machine Learning; Bubble; Bias; Personalization; Black Box; Manipulation; Marketing; Digital Marketing; Digitalization;

   Sammanfattning : Background: As of today, it is apparent that with the ever-changing demands and needs of customers, companies are facing enormous pressure to deliver the right value, on time, in the right way, and proper manner. To realize the full potential of Artificial Intelligence (AI), a careful plan and method need to be established in the development and deployment when incorporating the technology with marketing. LÄS MER