Sökning: "Strategic positioning"

Visar resultat 6 - 10 av 37 avhandlingar innehållade orden Strategic positioning.

  1. 6. Social mättnad, relationell hunger : strategisk kommunikation i förändring när matindustrin utmanas av folklig misstro

    Författare :Maria Rosén; Institutionen för strategisk kommunikation; []
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; relationellt perspektiv; strategisk kommunikation; positioneringsteori; arena; expertis; känslor; multilog; konsumentengagemag; misstro; Livsmedel; relational perspective; strategic communication; positioning theory; arena; expertise; emotions; multilogue; consumer engagement; distrust; food;

    Sammanfattning : The purpose of the dissertation is to provide new knowledge on how strategic communication can be understood and practiced when companies and authorities are challenged by digitally organized citizens who mobilize dissatisfaction and question traditional experts. The dissertation is based on a relational perspective, which means interest in how different actors constitute themselves and relate to each other. LÄS MER

  3. 7. ‘Collaborative Competition’ : Stance-taking and Positioning in the European Parliament

    Författare :Nazli Avdan; Leelo Keevallik; Angelika Linke; Frank Baasner; Jan Anward; John DuBois; Linköpings universitet; []
    Nyckelord :HUMANIORA; HUMANITIES; SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Parliamentary Interaction; Questions and Questioning; the European Parliament; Stancetaking; Intergroup Positioning;

    Sammanfattning : The European Parliament (EP) is the scene where certain issues concerning over 500 million ‘Europeans’ are publicly debated and where politically relevant groupings are discursively coconstructed. While the Members of the Parliament (MEPs) pursue their political agendas, intergroup boundaries are drawn, reinforced, and/or transgressed. LÄS MER

  4. 8. Varumärket som strategiskt konkurrensmedel - Om konsten att bygga upp starka varumärken

    Författare :Frans Melin; Företagsekonomiska institutionen; []
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; resource based strategy.; positioning; core values; brand orientation; brand loyalty; brand identity; brand equity; Brand management; brand strategy; Management of enterprises; Företagsledning; management;

    Sammanfattning : In recent years the importance of strong brands has come very much into focus both among theoreticians and practitioners. In order to gain a better understanding of the nature of brand strength, I have chosen to analyse the branding process. LÄS MER

  5. 9. Rearranging a business model towards market orientation : strategic and operational dimensions and the impact of E-commerce

    Författare :Daniel Kindström; Linköpings universitet; []
    Nyckelord :Business model; market orientation; strategic positions; operative platforms; E-commerce; SOCIAL SCIENCES; SAMHÄLLSVETENSKAP;

    Sammanfattning : The overall purpose of this thesis is to explore and describe the rearrangements of a company (changes), from a business model perspective, as it attempts to strategically reorient itself towards market orientation. E-commerce, and more specifically, the impact of e-commerce in this process will be explored. LÄS MER

  7. 10. Corporate Brand Positioning – Case Studies across Firm Levels and Over Time

    Författare :Christian Koch; Företagsekonomiska institutionen; []
    Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Brand positioning; corporate branding; organizational change; strategy formation; process;

    Sammanfattning : Positioning is a key concept in the fields of branding, marketing, and strategy. In brand management, positioning deals fundamentally with finding a balance between sameness and differentiation. Empirical research predominantly examines the effectiveness of certain strategies. LÄS MER