Sökning: "standardized vs. localized"

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  1. 1. Integrating and Communicating Sustainability Case Study: A global brand’s integration of sustainability in its corporate brand identity & external brand communication; a globalized & standardized vs. localized approach

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Louise Hägg; Louise Andersson; [2022]
    Nyckelord :global brand; IKEA; corporate brand identity; sustainability; external brand communication; standardized vs. localized; Business and Economics;

    Sammanfattning : This thesis has the purpose to research how a global brand integrates sustainability as part of its corporate brand identity and how the brand communicates sustainability to the local market, using a standardized or localized communication approach. The theoretical perspective is to incorporate the Corporate Brand Identity Matrix & Integration for sustainability — implementation model to analyze a global brand’s approach to integrate and communicate sustainability to the local market. LÄS MER