Sökning: "marketing"

Visar resultat 16 - 20 av 544 avhandlingar innehållade ordet marketing.

1. 16. The complex internationalization process unfolded : The case of Atlas Copco’s entry into the Chinese mid-market

   Författare :Mikael Eriksson; Ulf Holm; Mats Forsgren; Rian Drogendijk; Niina Nummela; Uppsala universitet; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; International Business; Internationalization process; Complexity; Process theory; Strategy process; Evolutionary process; Political process; Business Studies; Företagsekonomi;

   Sammanfattning : Despite its contemporary relevance, we still have limited empirical knowledge about the forces underlying complex internationalization processes as when multinational corporations (MNCs) seek to enter new growing markets. Based on a real-time process study comprising ninety interviews and two hundred hours of observation made between 2009 and 2012, Atlas Copco’s entry into the Chinese mid-market was investigated. LÄS MER

3. 17. Harmonising value in a car’s interior using sensory marketing as a lens

   Författare :Andreas Eklund; Adele Berndt; Klaus-Peter Wiedmann; Linnéuniversitetet; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; brand experience; brand image; sensory cues; sensory marketing; and service-dominant logic SDL ; Marketing; Marknadsföring;

   Sammanfattning : The human senses have always influenced people’s perceptions of thesurrounding environment and objects. As a consequence of the evolvement ofthe experience economy, research on the human senses has increasedsubstantially and attracted scholars from various research domains, includingsensory marketing. LÄS MER

4. 18. Collaboratively Learning Marketing: How Organizations Jointly Develop and Appropriate Marketing Knowledge

   Författare :Claus Baderschneider; Företagsekonomiska institutionen; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Nationalekonomi; economic policy; economic systems; economic theory; econometrics; Economics; Strategic alliances; Learning content; Marketing; Knowledge; Collaborative learning; Strategic collaboration; Organizational learning; Inter-organizational learning; ekonometri; ekonomisk teori; ekonomiska system; ekonomisk politik; Management of enterprises; Företagsledning; management;

   Sammanfattning : Business organizations increasingly face the problem of how to generate and share knowledge in collaboration with other, separate, business organizations. Researchers in the field of inter-organizational learning have started to study the partner-characteristic, partner-dynamic, and partner-situational factors that influence the process and outcome of such strategic learning collaboration. LÄS MER

5. 19. Social Marketing through Events

   Författare :Henrik Jutbring; Göteborgs universitet; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Social marknadsföring; Evenemang; Beteendeförändring; Konsumentupplevelser; Publicitet; Framing theory; Social marketing; Events; Behaviour change; Consumer experience; Publicity; Framing theory;

   Sammanfattning : In today’s society, events are used as a mens to achieve a variety of goals, including increased tourism and economic improvement. Events also offer opportunities for communication, both through the visitor experience and through the publicity that is generated. LÄS MER

7. 20. Offset Management for Large Systems : A Multibusiness Marketing Activity

   Författare :Magnus Ahlström; Lars-Gunnar Mattsson; Linköpings universitet; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Offset; countertrade; industrial co-operation; systems selling; project marketing; package deal; turnkey; buying behaviour; governmental procurement; local content;

   Sammanfattning : Offset, an advanced form of countertrade, is common in the international marketing of large infrastructure and defence systems. Offsets are activities that benefit the buying country for example in the form of local content, support of exports, subcontracts and technology transfer. LÄS MER