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Olausson, Per-Håkan, and Carina Olausson. "Marketing management at Uppsala University Hospital : a case study in Swedish health care marketing; MBA-thesis in marketing." Thesis, University of Gävle, Department of Business Administration and Economics, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-4515.
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<p>Aim:The overall aim of this study was to obtain more knowledge on the implementation of health care marketing in Sweden, using Uppsala University Hospital (UUH) as a case study. Additionally, based on the results of this case study, the aim was also to give concrete suggestions on how to enable increased focus on the formulation and implementation of health care marketing management strategies. This gives the study a slightly normative approach and aim, since the line is not drawn at description and analysis but also advocate guidelines for the enabling of market orientation.</p><p>Method: The chosen methodology of the study was qualitative, as the study sought to explore, interpret and gain a deeper knowledge of the research area. Three different strategies of primary data collection were used; (1) interviews with key hospital managers, (2) a survey sent to all heads of clinical departments (68 departments) and (3) the study of selected UUH internal documents and UUH internal material related to the subject. The massive data was consolidated, reported and analyzed as separate parts and as well as an overview analysis from a health care marketing management theoretical framework.</p><p>Results & Conclusions:The study showed that UUH, despite the fact that they produce an annual revenue from health care services sales of approx 1,5 billion SEK, lacks almost every aspect of the tools and abilities necessary to function on a competitive marketplace. This included a non-marketing based planning process, the absence of a marketing organizational unit, no marketing research abilities etc. There were also facts pointing at severe flaws in the accounting systems, uncertainties of the legality of the current marketing activities and no marketing-stimulating incentive-systems in place. Besides these hard facts, the conservative, non-market oriented, organizational culture was deemed to make an attempted marketing adaption very hard to implement. The interviews provided valuable data for the structure and analysis. The survey had a very low response-rate, which didn´t provide any valuable data per se, but was interpreted to support the analysis of the organizational flaws in regard to marketing orientation. The internal document study also resulted in support of this analysis and increased the validity. Based on the analysis, a suggestion for a “road map” to successfully market-adapt Swedish health care was presented.</p><p>Suggestions for future research:Health care marketing most likely constitute its own area of research which also is specific for Sweden, which gives infinite opportunities for further studies. The implementation of marketing strategies in health care is an area that really needs to be further studied, therefore a suggestion for future research is to try and find out just how to enable implementation of a marketing-orientation in an organization which never had one. Another suggestion for further research could be the study of how economic incentive systems and other means of co-worker stimulation influence the production of health care services.</p><p>Contribution of the thesis:We believe that this study will strengthen the marketing understanding for UUH personnel at both managerial as well as all other organizational levels that are interested in the subject. We also believe that politicians, both locally and nationally, will benefit from practical knowledge regarding health care marketing mechanisms currently in place. Though conducted as a case study at one hospital, we deem that the analysis and suggestions are applicable for many other health care providers acting on the Swedish health care services marketplace, possibly contributing to the development of Swedish health care.</p>
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Palihawadana, D. "Marketing of management education : a case study related to the Strathclyde Business School." Thesis, University of Strathclyde, 1992. http://oleg.lib.strath.ac.uk:80/R/?func=dbin-jump-full&object_id=21274.
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This thesis examines the role of market orientation within the field of postgraduate management education in the UK. A detailed study of student expectations and outcomes was undertaken at the Strathclyde Business School in order to test the hypothesis that British management educational institutions are not adequately market orientated. The study was carried out in relation to MCom in Marketing, MSc in Marketing and MBA programmes offered by the SBS. Thus the study involved: a. A survey of the entering students: In addition to the basic purpose of examining the levels of academic, career, social and personal expectations students have when they embark on a study programme, the study attempted to examine the expectations students have about the course, the institution and the study environment. b. Current student survey: The same students surveyed at the entering stage were surveyed again after six months of enrolment to ascertain the extent to which they feel their expectations a re fulfilled by the programmes, the institution and the study environment. C. Past graduates survey: The purpose of carrying out this survey was to ascertain the extent to which past graduates feel their expectations are fulfilled by the programme, the institution and the study environment some time after the completion of the programmes. Analysis of the responses received at the three stages of the survey revealed that there are certain gaps that exist between expectations and outcomes. The direction of the relationship between expectations and outcomes was found to be curvilinear, suggesting that students change their evaluative criteria over time. The major thrust of the study is the necessity to conduct continual research of the market for management education and setting up and maintaining a database of both current and past students. Other recommendations which evolve from the findings of the study are related to internal marketing, staff/student interaction, promotion of programmes and the organisation and management of the programmes.
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Demishkevich, Maya. "Small Business Use of Internet Marketing: Findings from Case Studies." ScholarWorks, 2015. https://scholarworks.waldenu.edu/dissertations/1340.
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Internet marketing is critical for meeting changing consumer needs and staying competitive in the business environment. Small business owners need strategies on how to use Internet marketing to promote their products or services. The purpose of this multiple case study was to explore how 5 small business owners in Maryland developed and implemented an online marketing strategy. Participants were recruited for their roles as the chief decision maker of their business; additional prerequisites for their participation were that they used Internet marketing, represented different industries, and had fewer than 20 employees. Data came from semi-structured interviews with the small business owners, direct observations of the firms' online marketing processes and technology, and evaluation of companies' use of different Internet marketing channels. The data analysis strategy drew on resource-based view theory propositions, examinations of conflicting explanations discovered during the literature review, and cross-case synthesis. The 5 emergent themes encompassed unstructured planning, limited Internet marketing knowledge and expertise, use of Internet marketing channels and tools, lack of systematic approach to the management of Internet marketing, and inadequate measurement of Internet marketing efforts. By engaging in Internet marketing strategy planning, acquiring specialized Internet marketing knowledge, measuring marketing performance, and extending their Internal marketing resources through outsourcing, small business owners may develop and implement successful online marketing strategies. These findings may influence positive social change by contributing to more effective and efficient marketing practices in small firms that can lead to better financial performance, higher survival rates, and a healthier economic system.
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Waddington, Andrew John. "Investigating the impact of brand reputation on brand architecture strategies : a study on a South African automotive company." Thesis, Rhodes University, 2012. http://hdl.handle.net/10962/d1002796.
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The brand architecture of an organisation has become increasingly important to global management and marketing professionals, as it deals with structures and designs of brands which are constantly influenced by a changing environment. The market realities and changes brands face continuously impact the reputation of the brand, which is critical to sustain competitive advantage. The primary purpose of the study was to investigate the impact brand reputation has on brand architecture strategies, and an automotive company was chosen as the focus of the research. This research aims to help managers, marketers and brand owners make informative decisions regarding the brand architecture of a company. A quantitative content analysis methodology was used along with a webpage keyword counting application (WebWords). The application was used based on the principles outlined by Corporate Brand and Reputation Analysis (COBRA), which uses a four step progressive filtering process in filtering traditional and consumer generated media. The results from WebWords were then aligned to the brand architecture strategies from the brand relationship spectrum (BRS) to gain insight as to which of the strategies from the BRS were most vulnerable to reputational damage. The study found that the branded house and sub-brand strategies were most vulnerable to reputational damage based on the number reputational hits received. The connection between the master brand and the sub-brands could cause both brands to be affected should any reputational issues arise.
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Hawkins, Rebecca. "The planning and management of tourism in Europe : case studies of planning, management and control in the coastal zone." Thesis, Bournemouth University, 1992. http://eprints.bournemouth.ac.uk/400/.
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This study is an investigation of aspects of tourism planning and management in Europe. In particular it is an examination within three distinct and complementary case study areas in the European coastal zone, of factors that may contribute to tourist area success. The historical development and the current problems of the tourism industry at international and national levels are discussed and the framework of European Community and national government approaches to tourism planning are analysed. Based on studies of the planning and management framework and extensive field work undertaken in Weymouth, the Algarve and Malta the thesis provides an interpretation of the mechanisms of development and control in operation at destination areas. It considers the extent to which the aims presented in the planning documentation for the area have been met in terms of visitor, resident and business success, and explores the relationships between these factors. The study concludes that, in general, the planning mechanisms and support for tourism development have been implemented only as a reaction to market failure and that resort managers are ill-equipped to deal with many of the problems that are evident in the tourism system. In particular the study highlights the importance of information and monitoring within the process of planning and control, and argues for greater emphasis on the role of residents, businesses and the quality of the environment in the tourism planning process.
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李安敏 and On-man Andrew Lee. "Some thoughts on the applications of management science in sales and marketing activities on the professional products." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1996. http://hub.hku.hk/bib/B31267397.
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Wang, Li, and Xin Xiong. "How to obtain Marketing Advantage for Corporation? : A case study of SuperMap Europe." Thesis, University of Gävle, Department of Business Administration and Economics, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-4523.
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<p>This master’s thesis was carried out at SuperMap.SuparMap is a Chinese company supplying the Geographic Information System (GIS)software and service. It is leading the way in GIS research. The product of SuperMapis called SuperMap GIS applied by lots of government agencies, schools, andorganizations. SuperMap actively gets involved in the market of Japan, Korea,Singapore, Vietnam, India, Kazakhstan, and South Africa. However, in 2008, it hasentered the Sweden market and tries to involve in the whole European market.In European market, the GIS technology is relatively mature and the most marketshares have been taken by ESRI the top GIS software company. SuperMap has toimprove the strategy to make the customers turn to it from the ESRI. According to the4Ps, 4Cs and Brand management theory, SuperMap adopt a series of measures onmarketing.In this article we will analyze those measures referring to the 4Ps, 4Cs and brandmanagement theory. At the end of our thesis, we summarized our suggestions basedon our thesis analyzing.</p>
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Chmielewski, Matthew D. "Successful Corporate Art Collections: Two Case Studies." University of Akron / OhioLINK, 2010. http://rave.ohiolink.edu/etdc/view?acc_num=akron1270923865.
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Dietrich, Katrina. "How to implant an intended Destination Image into the tourists mind : The case of Östersund, Sweden." Thesis, Mittuniversitetet, Institutionen för samhällsvetenskap, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:miun:diva-13147.
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The purpose of this paper is to explain the way destination marketing works and whatneeds to be done to implant a destination image into the tourists mind. The marketingclaims that the occurrence of recognition and recall makes an image become activelyrecognized in the mind of customers. To visualize this case, the Swedish city Östersund, isexamined to show how the responsible tourist information office succeeded with theimplementation of their image into the tourists mind. To clarify this, a comparison is madefrom questionnaires hold in the summer and winter 2010 as well as an qualitative interviewwith the managing director of the tourist office in Östersund Camilla Olsson.
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Zortea, Elisabeth, and n/a. "Refining an entrepreneurial orientation and its impact on driving markets behaviours." University of Otago. Department of Marketing, 2006. http://adt.otago.ac.nz./public/adt-NZDU20061108.145532.
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Firms adopting an entrepreneurial orientation (EO) can be described as firms that take risks, are proactive in pursuing opportunities, compete aggressively with their industry rivals, launch products that change market boundaries and market behaviour, and grant employees autonomy to facilitate the generation of such radical innovation. Although an EO has been widely investigated in entrepreneurship research, only a few attempts have been undertaken to refine and broaden the EO construct since its development in the early 1980s. The two characteristics competitive aggressiveness and autonomy have only recently been added to an EO. This thesis argues that more components should be incorporated to achieve a more comprehensive EO construct: opportunity recognition, growth commitment and organisational learning.
The current thesis suggests that an EO, as it is currently acknowledged in the literature, is in need of further refinement. More specifically, a detailed examination of the construct reveals several inconsistencies such as equivocal EO definitions (actual entrepreneurial behaviours and practices vs. propensities to act entrepreneurially), ambiguous EO components and poorly operationalised scales. Furthermore, the psychometric properties of an EO have not been clearly specified (unidimensional vs. multidimensional, formative vs. reflexive). Due to these discrepancies, this thesis calls for a clearer and more comprehensive discussion of an EO along with a more valid EO scale.
One of the consequences of an EO as presented in this thesis is that of driving markets. A firm�s ability to drive markets is considered a vital means with which to achieve firm success and long-term survival. Firms that drive markets engage in radical innovation, shape the needs of current and future customers, and change the market structure they are operating in. Unfortunately, however, firms often focus too closely on current customers and their needs, competitors and market conditions - that is, are market-driven. Instead of altering the composition of a market and/or the behaviours of market players, market-driven firms work within the confines of their markets, promoting incremental innovation rather than radical innovation.
Despite the importance of driving markets behaviours for firm success, there is little theoretical and empirical evidence to support how driving markets behaviours can be achieved. In order to address this gap, this thesis calls upon an EO as one possible antecedent of driving markets behaviours. Thus, following the development of an improved EO construct, this thesis then moves to establish a theoretical framework that describes an EO and its impact on driving markets/market-driven behaviours. To help establish an EO�s predictive validity, the framework is further enriched by adding a market orientation (MO), thereby comparing and contrasting both an EO and a MO in relation to driving markets and market-driven behaviours
The data used for this research is based upon a study of 836 New Zealand firms. Confirmatory factor analysis is used to test for unidimensionality and to set up stable measurement models for all constructs in question. Structural equation modeling is then applied to examine an EO�s psychometric properties and the relationship between an EO, a MO and driving markets/market-driven behaviours. The findings indicate that an EO is a multidimensional and formative construct, yet with only four contributing dimensions (R&D, proactiveness, autonomy, and growth commitment). It is further shown that an EO has a very strong direct impact on driving markets behaviours and also influences such behaviours considerably more than a MO. The same can be said about an EO�s effect on market-driven behaviours.
A MO�s direct impact on driving markets/market-driven behaviours is somewhat diminished by the suppressive negative effects of the responsiveness dimension of the MO construct, particularly on driving markets behaviours. Subsequent analysis shows that unlike an EO, a MO does not lead to driving markets behaviours, but rather to market-driven behaviours. In contrast, an EO is found to represent a more balanced approach, since it triggers both driving markets and market-driven behaviours.
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Khumalo, Wilson Mdala. "The value of measuring brand equity: the Ceres Fruit Juices case." Thesis, Nelson Mandela Metropolitan University, 2009. http://hdl.handle.net/10948/995.
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Measuring brand equity is an important brand management function but, the appropriateness of brand equity measurement methods remain a concern. This study applied levels three of brand equity measurement approach to have an understanding of consumers’ brand perception. It is hoped that this understanding could give brand managers the necessary tool to develop and deploy effective and efficient brand management strategies and tactics. At Ceres Fruit Juices (CFJ), brand equity is used to improve competitive marketing actions, gain larger margins, intermediary co-operation and management support for brand extension. This study measures CFJ Brand equity to understand consumers’ perception so that this understanding can be used to develop responsive brand management strategies and tactics. Brand equity measurement methods and model found in the literature shows that measurement success depends on the suitability of the method used. However, customers’ perception is at the centre of brand equity measurement approach – level three used in this study. With merger and acquisition taking place at Ceres Fruit Juices, brand equity measurement emerged as an important brand management function to leverage real brand value. This would inevitably lead to an improvement in customer service through adequate understanding of customers brand perception. Understanding gives brand managers the necessary tool to deploy responsive and efficient brand management strategies and tactics to lessen the severity of the negative impact merger and acquisition may have on brand equity. Thus, this study found measurement model and method to be an essential element of brand equity measurement.
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Mok, Yin-mung Glenda, and 莫燕夢. "A critical appraisal of the marketing strategy of a Hong Kong retail group: with particular reference to storepositioning." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1994. http://hub.hku.hk/bib/B31266174.
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Syed, Sameera Ali. "Small business marketing : managing word of mouth in small service businesses : longitudinal case studies of independent hotels and health and fitness clubs." Thesis, Kingston University, 2009. http://eprints.kingston.ac.uk/20285/.
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Word of mouth is generally agreed to be the foremost source of new business acquisition for small businesses and owners/managers often cite 'word of mouth' referrals as the main source of business generation (Carson, 1985; Curran and Blackburn, 1994; Stokes 2000). However, little is known about how small business owners know their firms gain word of mouth or, indeed, of the dynamics that influence the incidence of word of mouth. The objective of this study is to investigate the role of word of mouth in the operation of small firms in the service sector. The thesis draws upon extant theory and original empirical evidence. Specifically, the thesis seeks to examine how recommendation can be proactively managed, which is now a central element of contemporary marketing literature (Stokes 2002). The research has incorporated three sources of data for the purpose of triangulation of different perspectives, including interviews with owners/managers at key stages of the research, customer surveys and documentary evidence from the businesses. A Longitudinal case study approach is employed to achieve the research aims. This allows an exploration of the role and management of word of mouth within small firms and provides a theoretically informed insight into the triggers of referrals and recommendations. This approach is believed to have the potential of "systematically gathering enough information about a particular person, social setting, event or group to permit the researcher to effectively understand how it operates or functions" (Berg, 1998:212). The primary units of analysis are the owners/managers in the Leisure and Tourism sector, who have proactively managed word of mouth. However, the study also includes the customers' perspectives regarding their recommending and complaining tendencies. The study has produced an original investigation about the significance of word of mouth in service sector enterprises, which includes a conceptual model of the stimulants of recommendation in small businesses.
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Liang, Ke Jiang. "Perspectives on needs and satisfaction with lubrication engineering service : views of providers and customers." Thesis, University of Macau, 2001. http://umaclib3.umac.mo/record=b1636663.
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Stenbeck, Joakim, and Robin Cabander. "The Link between Internal Marketing and Customer Relationship Management : A Case Study of one Nordea Call Center in Sweden." Thesis, Uppsala University, Department of Business Studies, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-88608.
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<p>Purpose: The purpose of this thesis is to increase the understanding of the link between internal marketing and customer relationship management by conducting a case study of one Nordea call center.</p><p>Background: Keeping existing customers is less expensive than acquiring new ones. Nowadays, up to sixty percent of marketing budgets are being dedicated towards retaining customers. So forth customer relationship manage-ment is slowly beginning to penetrate the banking industry as sustaina-ble relationships between organizations and their customers are becom-ing more evident.</p><p>Theory: The case study is based on an internal marketing model by Bansal et al. (2001) which shows how managers can influence the job satisfaction of their employees through six dimensions. Based on the previously men-tioned model, customer relationship management theory and the service marketing triangle by Kotler et al. (2002), the researchers present their our own model, at the end of the theoretical section, which seeks to en-hance the understanding of the link between internal marketing and cus-tomer relationship management.</p><p>Method: Since there was lacking theoretical evidence in how to link internal marketing to customer relationship management, the study was of exploratory nature. Qualitative data was collected by conducting two fo-cus groups (independently of each other) at one Nordea call center. The first focus group was composed of five managers and the second focus group of three frontline employees.</p><p>Conclusion: Nordea has been used as an example to illustrate that customer relation-ship management, such as using sales opportunities to strengthen rela-tionships with customers, is dependent on managers‟ ability to “sell” the organization‟s customer relationship management ideas to its front-line employees. Moreover managers have the ability through the six dimensions of internal marketing to affect job satisfaction which in turn will determine how frontline employees make use of the sales opportu-nities provided by Nordea‟s content management system (CMS).</p>
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Charoenrungsiri, Rungnapa, and Narana Charoenrungsiree. "Building a niche company in recruitment industry, a case study of Swedish company Multimind AB." Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-6085.
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<p>In this thesis, we aim to find out ways that Multimind’s create customer focused value and sustain the value in the recruitment industry and their customer relationship management in the niche market. Our purpose is also to study their strategy, policies and their organizational culture especially in customer focused value and relationship management in this service business. In this thesis we will study only on their strategy toward this niche market. Therefore, the scope of study will cover its business’s history on company’s objective, operation process, organization’s culture, company’s policy and strategy in market learning and innovation. We use qualitative method by conducting the interview with the informant. We use both primary and secondary data for collecting the data. In our primary data, judgment sampling method is being applied in selecting the interviewee. For Secondary data; we have searched the information from the company’s website, academic journals from university library. </p>
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Einarsson, Per, and Kristin Ahlberg. "A Comparative Study of Traditional Marketing and Doing More with Less : The Case of Four Swedish Firms." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-1345.
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<p>Background</p><p>Marketing spending has grown dramatically over the last decade but the traditional market-ing strategies such as advertising in TV, on billboards and posters might not be as effective as they used to be. The phenomena, how to work with marketing with the use of limited capital, has attracted attention in different contexts lately. It may sound hopeless to reach all the way through by the use of limited capital but it although exist examples of compa-nies that have succeeded with this; they are doing more with less.</p><p>Purpose</p><p>The main purpose of this thesis is to examine how firms, by the use of no or limited finan-cial resources, could market themselves successfully and how such a marketing process look like. The other purpose is to identify or map out the difference among traditional marketing and doing more with less.</p><p>Method</p><p>With a more inductive research approach and a qualitative research method the data was collected for this thesis. Four companies were carefully selected and interviewed over the phone. The chosen respondents are; Tomas Gustafsson representing Brämhults, Per Holk-nekt at Odd Molly, Jan Gustafsson at Saltå Kvarn and Hanna Lundgren at WeSC.</p><p>Conclusion</p><p>We have concluded that many strategies can be successful in doing more with less. The strategies found in this study are; Public Relations, Brand Management, Packaging, Product Placement, Event Marketing and Unique Selling Propositions. A coherent pattern or proc-ess could not be identified but it exist similarities in the way that companies make use of marketing strategies concerning doing more with less. Moreover we came up with the con-clusion that the difference between traditional marketing and the strategies identified as do-ing more with less, besides the obvious cost aspect, is the connection that they are often presented in a way which is not as easy for the potential consumer to perceive as commer-cial.</p>
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Yan, Hiu-kwan Andy, and 甄曉君. "A case study of management information system in Hong Kong Bank: how to gain competitive edge." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1996. http://hub.hku.hk/bib/B31267786.
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Blomkvist, Camilla, Mikaela Johansson, and Amanda Lindeberg. "Understanding the relationship between Brand identity and Brand image : A case study of Coop." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19419.
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Background: When it comes to brand communication, gaps can arise. These occur when the brand management’s view of the brand does not match the customers’ Brand image. In order to prevent reputation crises brand managements need to monitor the Brand identity and Brand image and identify possible gaps. Purpose: To identify and analyse what communication gaps that can occur between a company’s Brand identity and customers’ Brand image. Research question: What communication gaps can occur between a company’s Brand identity and the customers’ Brand image? Theory: Marketing Communication, Sender-Receiver model, Brand image and Brand identity focusing on Personality, Positioning, Vision & Culture and Relationship. Method: A case study of the Swedish food company Coop was conducted to investigate the relationship between their Brand identity and the customers’ Brand image. The case study was conducted in two steps; firstly, information concerning Coop’s Brand identity was gathered through in-depth interviews. Secondly, a questionnaire was handed out to Coop’s customers to see whether their Brand image was consistent with Coop’s Brand identity. The aim was to find similarities and dissimilarities between data and thereby identify communication gaps. Results: Several communication gaps were identified between Coop’s Brand identity and the customers’ Brand image when it came to the concepts of Personality, Positioning, Vision & Culture and Relationship. Coop experiences most communication gaps in Relationship, they has not managed to create close relationships with their customers.
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Fischer, Carolyn. "An investigation into whether young teens change their clothing consumer behaviour and brand preferences after the transition from primary school (grade seven) to high school (grade eight) in the South Western Cape." Master's thesis, University of Cape Town, 2007. http://hdl.handle.net/11427/14644.
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Includes bibliographical references (leaves 149-159).<br>This study focused on two segments that have emerged from an evolution within the children's market- the tween and young teen markets. However, few market researchers had investigated the transition between these two stages - leaving primary school and going to high school. Despite there being a rather small age gap between older tweens and young teens, the numerous challenges brought about due to the transition from primary school to high school could affect areas such as academic performance, friendships and so forth. It was the aim of this study to uncover any changes in relation to the consumer behaviour and brand preferences of young teens occurred due to this transitional period. The literature review looked at the international and South African older tween and young teen markets through market identification and characterization. The transition phase from primary school to high school looked at the similarities and differences of older tweens and young teens and the social and academic impact of school transitions on grade eights. Four areas were identified that were said to influence one's clothing consumer behaviour and brand preferences as a result of the school transition to high school. These were developmental changes; the influence of one's reference groups; role models and the media that one subscribes to, and the financial circumstances in which one lives. The researcher also investigated brand loyalty and the influence of peer pressure on the clothing consumer behaviour and brand preferences of young teens. Furthermore, the literature review covered branding and how fashion and brands influenced the consumer behaviour of young teens. Both quantitative and qualitative research methods were used in this study. The primary research tools used were the two surveys that were successfully administered to two hundred and seventy four grade sevens and eights in ten schools in the South Western Cape. Permission was obtained from the Western Cape Education Department and a time restriction was given for the surveys to be administered to the schools. The researcher also used qualitative research methods in the form of experience interviews with nine members of the academic and business community who were deemed knowledgeable on the topics of child development, branding, consumer behaviour and school transitions. Limited focus groups were conducted, although this was primarily used to construct the questionnaires. Furthermore, the researcher made use of secondary data sources such as reputable and peer reviewed journal articles, books and so forth. Out of the five school sets in this research study the De Kuilen school set showed statistically significant results between grade sevens and eights with regards to developmental, reference group, financial and brand preference changes. The Kuils River school set also showed statistically significant results with regards to developmental, role models, peer pressure and brand preference changes. However, the rest of the school sets showed minor or failed to show statistical differences between the two grades in question. On the whole no significant developmental, reference group, role model and peer pressure changes were noted between grade sevens and grade eights. On the other hand, two of the findings agreed with the initial hypotheses that were put forward. Financial changes did occur, as grade eights received more pocket money than grade sevens and parents were still involved in purchasing clothing for their young teens; and as expected, young teens failed to prove brand loyal. Consequently, although two null hypotheses (financial changes and brand loyalty) were accepted out of six proposed and two school sets out of the five showed statistical differences between the two grades on the matters investigated, the primary null hypothesis was rejected. The researcher concluded that young teens in the South Western Cape did not change their clothing consumer behaviour and brand preferences after entering high school. However, this conclusion was limited only to those schools and students who participated in the study. The researcher recommended that in general both grades could be targeted together as one clothing brand market. Especially when young teens were in the first part of grade eight, as both markets liked wearing brands such as Billabong and Roxy for very similar reasons. In addition, the lack of brand loyalty was not seen to be a hindrance, but an opportunity for marketers to attract young teens due to the fashionability and affordability of the clothing. Their purchasing power not only by themselves, but also more often than not with the help of their parents made them a lucrative market worthy of attention. On the other hand, while the researcher may have gained more knowledge from using more qualitative research, as some information from the questionnaires contradicted each other, it was also suggested that due the two age groups being so similar, it may have been more beneficial to compare two differing age groups such as grade sevens and nines.
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Samkange, Tichaona. "An evaluation of the brand campus concept implemented at Mercedes-Benz South Africa : a case study /." Thesis, Rhodes University, 2009. http://eprints.ru.ac.za/1576/.
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Thesis (M.B.A. (Rhodes Investec Business School)) - Rhodes University, 2009.<br>A dissertation submitted in partial fulfilment of the requirements for the degree of Master of Business Administration (MBA)
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Bell, Sandra. "International brand management of Chinese companies : case studies on the Chinese household applicances and consumer electronics industry entering US and Western European markets /." Heidelberg : Physica, 2008. http://www.gbv.de/dms/zbw/558190448.pdf.
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Ford, Caroline Morgan. "Smartphone Apps on the Mobile Web: An Exploratory Case Study of Business Models." Digital Archive @ GSU, 2012. http://digitalarchive.gsu.edu/bus_admin_diss/14.
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The purpose of this research is to explore the business strategies of a firm seeking to develop and profitably market a mobile smartphone application to understand how small, digital entrepreneurships may build sustainable business models given substantial market barriers. Through a detailed examination of one firm’s process to try to commercialize their mobile app, we identify various business model decisions and marketing strategy approaches that hindered the company’s efforts. The case study describes two distinctly different business models adopted in succession, as well as the various adjustments the firm makes to its target market, distribution and pricing approach that led to their current strategy. This research looks closely at business-to-business-to-consumer distribution arrangement for mobile apps and in doing so challenges the rising positive bias that exists for the app store as the dominant actor in the mobile value chain. For practice, this paper suggests unanticipated hurdles small digital entrepreneurs may face if they rely heavily on mobile advertising and the app store to launch and sustain their business.
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Zhou, Gang. "Relationship marketing strategies at distribution channel in gas appliance market in Guangdong." Thesis, University of Macau, 2000. http://umaclib3.umac.mo/record=b1636678.
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Hall, Edward John. "The influence of occasion on consumer choice: an occasion based, value oriented investigation of wine purchase, using means-end chain analysis." Title page, contents and abstract only, 2003. http://web4.library.adelaide.edu.au/theses/09PH/09phh1756.pdf.
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Includes list of Supplementary refereed publications relating to thesis; and of Refereed conference papers, as appendix 1 Includes bibliograhical references (p. 316-343) Focusses particularly on the purchase of wine and the factors that influence consumer choice and the values that drive the decision process across different consumption occasions. The effectiveness of occasion as part of the theoretical model of means-end chain analysis is investigated, as well as the feasibility of occasion in the Olsen and Thach (2001) conceptual framework of consumer behavior relating to wine.
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Wu, Xian Ce. "A study of some Chinese e-commerce models." Thesis, University of Macau, 2000. http://umaclib3.umac.mo/record=b1636672.
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Wismiarsi, Tri 1966. "Relationship between the degree of internationalisation, firm characteristics, international market orientation and learning orientation." Monash University, Dept. of Marketing, 2004. http://arrow.monash.edu.au/hdl/1959.1/5337.
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Burton, Zachary T. "Servants to the Lender: The History of Faith-Based Business in Four Case Studies." Bowling Green State University / OhioLINK, 2017. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1499366069449044.
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Baosuwan, Kunthorn. "The study to determine customers preference of using claims system via the internet at National Insurance Company Limited, Thailand." CSUSB ScholarWorks, 2005. https://scholarworks.lib.csusb.edu/etd-project/2939.
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Thorburn, Robert H. (Robert Henry). "Towards the new company : proactive corporate ethics in a globalised business environment." Thesis, Stellenbosch : Stellenbosch University, 2004. http://hdl.handle.net/10019.1/50202.
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Thesis (MA)--University of Stellenbosch, 2004.<br>ENGLISH ABSTRACT: The corporation is fast becoming, or may already have become, the prevalent
structure in human society. As such, its successes and failures impact heavily on
society as a whole.
This study will endeavour to examine past shortfalls in corporate thinking and
practice, explaining much of this by referring to lag between societal and corporate
change in their respective responses to globalisation. It is furthermore argued that this
change is still far from complete( d), if indeed it ever will be complete( d) with a fixed
end. This global change, has to a large extent, caught corporations off guard, with
their old management styles no longer providing results - with civil resistance to
corporate activity resulting in some instances.
The central aim of this study is to not only understand this situation, but also to
explore potential remedies. In so doing two unique ideal states, namely the old and the
new company, will be developed. With the old company representing corporate
structure and thinking that no longer functions effectively. The new company, on the
other hand, is not a present state but a future one. Thus it is the destination of the
societal and corporate changes examined within this thesis. Consequently, the main
subject examined will be a move away from the old company.
Finally, it will be shown that dealing with problems within the corporate context no
longer requires the heavy hand of yesteryear. Instead, a proactive approach should be
adopted, both for financial and ethical reasons.<br>AFRIKAANSE OPSOMMING: Dit kan geargumenteer word dat korporasies binnekort die dominante struktuur in
menslike organisasie kan wees, indien dit nie reeds die geval is nie. As sulks, het die
suksesse en mislukkings van die korporasie 'n merkbare impak op die menslike
samelewing.
Gevolglik beoog hierdie studie om voormalige tekortkominge in korporatiewe denke
en praktyk te ondersoek en te verduidelik, grotendeels met verwysing na die verskil in
tempo waarmee beide die samelewing en korporasies reageer op die nuwe uitdagings
wat gepaardgaan met globalisering. Dit word verder geargumenteer, dat hierdie proses
van verandering geen voorspelbare einde het in die klassieke sin nie. Juis daarom het
die voortdurende verandering oudmodiese bestuurstyle en tegnieke onkant betrap, met
nagevolge wat strek tot by burgerlike verset.
Sentraal aan die ondersoek van hierdie situasie is nie net die intensie om dit te
verstaan nie, maar ook die soeke na strategieë om dit reg te stel. Om die onderneming
te fasiliteer word twee ideaal state, naamlik die ou en die nuwe maatskappy
ontwikkel. Die ou maatskappy verteenwoordig uitgediende strategieë en
bestuurspraktyke, terwyl die nuwe maatskappy 'n toekomstige staat is en dus nog nie
gerealiseer is nie. Die fokus is dus op die beweging van die ou na die nuwe
maatskappy.
Laastens sal dit ook aangetoon word dat uiters outoritêre bestuurstyle en strategieë nie
meer van pas, of suksesvol is in die hantering van korporatiewe probleme nie.
Alternatiewelik word 'n proaktiewe benadering, op beide etiese en finansiële gronde,
aanbeveel.
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Kaplan, Michael. "Acquisition of electronic commerce capability : the cases of Compaq and Dell in Sweden." Doctoral thesis, Handelshögskolan i Stockholm, Marknadsföring, Distributionsekonomi och Industriell Dynamik (D), 2002. http://urn.kb.se/resolve?urn=urn:nbn:se:hhs:diva-583.
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Electronic commerce is in a state of growth and the number of firms engaging in electronic commerce has increased rapidly during the late 1990s. As a result, electronic commerce has become an essential part of commercial life. As firms have struggled to implement electronic commerce there have been successes and failures. Hence there is a need to improve our understanding of how electronic commerce can and should be deployed. In this thesis electronic commerce is explored and discussed in terms of what firms need to know and how they can acquire that knowledge in order to engage in electronic commerce to remain or become competitive. The focus is on the process of acquiring new capabilities for electronic commerce. Capabilities are regarded as high-performance routines that can reside within and between organisations and confer a firm with a temporary competitive advantage. These capabilities can be acquired by utilisation of four categories of means: in-house innovation, cloning, collaboration and firm purchasing. Four hypothesises for understanding and explaining capability acquisition are formulated with regard to how the means can be used. By surveying the literature, drawing on numerous research traditions in an eclectic manner, it is posited that the supply of capabilities, the current capability portfolio, the nature and maturity of the firm trajectory, and the performance of the firm influence the capability acquisition process. The cases of Compaq and Dell in Sweden are employed to investigate the issue of capability acquisition. Compaq has utilised an indirect approach working through intermediaries, while Dell has utilised a direct approach working directly with customers. The cases are analysed with the four hypothesises. Five capabilities are identified as critical for electronic commerce: addressability, interactivity, customisation, personalisation and postponement. It is shown that these capabilities are acquired in a process following a trajectory. This process involves suppliers, partners, customers and competitors. It is shown that firms working indirectly acquire capabilities mainly from competitors. In contrast, firms working directly acquire capabilities mainly from customers. Furthermore, working directly with customers – as opposed to working indirectly – is found to be a good vehicle for acquiring electronic commerce capability.<br>Diss. Stockholm : Handelshögsk., 2002
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Moran, Madeline Elyse. "An environmental and cost comparison between polypropylene plastic drinking straws and a "greener" alternative: An Oberlin case study." Oberlin College Honors Theses / OhioLINK, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=oberlin1526393902586631.
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Oh, Shih-Hao Steven 1977. "Case studies in project management." Thesis, Massachusetts Institute of Technology, 1999. http://hdl.handle.net/1721.1/80170.
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Fonduca, Antonio. "Marketing Management in China : MBA thesis in marketing." Thesis, University of Gävle, Department of Business Administration and Economics, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-224.
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<p>This study has been written to increase our knowledge about Sino-Western business relations and to understand how to successfully embark in China. It aims to create a deeper context understanding of the Chinese consumer and the Chinese market – in order to successfully manage your business in China. A qualitative case study methodology is used, involving the abductive method and a hermeneutic approach. Appropriate interviewees have been selected, i.e. those having valid and reliable insights and experiences to this study. The empirical results are portrayed as short stories along with reflections, to enlighten key findings in the research. Results of the investigation show that a willingness to understand and being humble are key in the creation of a successful business relationship with the Chinese. Certainly, the importance of guanxi and trust are tremendous. Thus, learn the rules and play by them – use them to your advantage. Show empathy and patience and trust the universal law of reciprocity. Indeed, as we understand the underlying forces, the cultural values and traditions, we appreciate how to effectively communicate with the Chinese and ultimately how to deliver value to create a healthy business relationship in our marketing efforts. A plethora of stories are presented that illuminate various situations that experienced Western business managers have encountered, and how to manage these. Key findings in this research may benefit not only academics, as new theory is introduced, but also everyone interested in China and aiming to create a healthy Sino-Western relationship. Finally, top managerial implications are presented that are of relevance to readers both intending to and already doing business in China. Some of the most important ones advise us to remain patient, to gather all the information possible and to never underestimate the Chinese.</p>
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Assen, Marcel Fulco van. "Empirical Studies in Discrete Parts Manufacturing Management." [Rotterdam]: Erasmus Research Institute of Management (ERIM), Erasmus University Rotterdam ; Rotterdam : Erasmus University Rotterdam [Host], 2005. http://hdl.handle.net/1765/6767.
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Grooms, Thomas Fletcher. "Marketing intelligence : executive management pereceptions of value." Thesis, Henley Business School, 2001. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.247301.
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HEMAIS, MARCUS WILCOX. "INTERNAL MARKETING IN BRAZIL: CASE STUDIES OF SERVICE FIRMS." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2005. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=6511@1.
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COORDENAÇÃO DE APERFEIÇOAMENTO DO PESSOAL DE ENSINO SUPERIOR<br>O marketing interno é um conceito que surgiu pela
preocupação das
empresas em manter um alto grau de consistência na entrega
de seus serviços. O
fato do pessoal de contato se envolver diretamente com os
consumidores no ato da
venda, tornou essencial que eles sempre fossem capazes de
atender às
necessidades dos clientes. Portanto, a valorização dos
funcionários e seu uso
como meio de se atingir metas estratégicas são os
principais objetivos do
marketing interno. No Brasil, são escassos os estudos
sobre este tema e as poucas
pesquisas a respeito mostraram iniciativas ainda
principiantes. Esta pesquisa
busca explorar a literatura de marketing interno, através
de análise e crítica, e
verificar como as empresas brasileiras tratam deste tema,
no que diz respeito a sua
interpretação e implementação. Dentre os resultados
obtidos, percebe-se que o
marketing interno é um conceito novo, mas que já demonstra
gerar mudanças
culturais. O que não é mencionado na literatura, porém é
mostrado aqui, é que a
sua implementação não deve ser igual na empresa toda, pois
existem áreas, como
as de apoio, em que o programa de marketing interno deve
focar mais as suas
atenções.<br>Internal marketing is a concept that emerged from the
concerns of
companies in maintaining a high standard of services. The
fact that contact
personnel interact directly with the customer in the
moments of truth, makes it
essential that companies are always able to fulfill the
client`s needs. Thus,
valuing the employees and using them as a vehicle to
obtain strategic objectives is
the main goal of internal marketing. In Brazil, case
studies on this theme are rare
and the little existing research shows that internal
marketing is still in initial stage.
The present research explores the literature on internal
marketing, through
analysis and criticism, and verifies how Brazilian
companies address this theme,
interpret it and implement it. The results suggest that
internal marketing is a new
concept, but one that is already generating cultural
change. What is not
mentioned in the literature, but demonstrated here, is
that internal marketing
should not be implemented uniformly throughout the whole
company, because
some areas, such as the support ones, need more attention
within the internal
marketing program.
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Siu, Wai Sum. "Small firm marketing : an analysis of small firm marketing approaches in Hong Kong." Thesis, Durham University, 1997. http://etheses.dur.ac.uk/1645/.
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Li, Bo. "Supply Chain Inventory Management with Multiple Types of Customers: Motivated by Chinese Pharmaceutical Supply Chains among Others." University of Toledo / OhioLINK, 2013. http://rave.ohiolink.edu/etdc/view?acc_num=toledo1371136834.
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Matheson, Fiona Combe. "Museum policy and marketing strategies." Thesis, Northumbria University, 1992. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.333143.
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Ruff, Nancy Schoettinger. "The successful secondary marketing teacher: case studies of teaching award recipients in marketing education." Diss., Virginia Polytechnic Institute and State University, 1989. http://hdl.handle.net/10919/54406.
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The purpose of this study was to develop a profile of the successful secondary marketing teacher based upon perceptions of teaching award recipients in marketing education. A naturalistic inquiry paradigm using the case study approach was the research design selected for the study. Semistructured, open-ended interviews were conducted with 11 teachers who were recipients of the annually presented, state-level teaching award in marketing education in the states of North Carolina and Virginia.
Data collected from the interviews were analyzed according to tenets associated with the constant comparative method. The perceptions of the participants were organized and coded into the following five core categories established by the research questions: (a) teacher preparation, (b) personal motivations and abilities, (c) students, (d) professional roles and practices, and (e) teaching environment. Conceptual categories which emerged within each core category formed the framework for a perceptual profile of the successful secondary marketing teacher presented in the case report.
Based on the findings from this study, it can be concluded that the successful secondary marketing teacher: (a) approaches the job with enthusiasm and strives to accomplish more than the minimum job requirements; (b) receives satisfaction from watching students experience success and develop positive self-concepts; (c) is professionally committed and involved; (d) is a very caring, student-centered teacher; (e) is most effective when allowed the freedom to work with minimum supervision; (f) performs teaching and other program duties in a somewhat structured, methodical manner; (g) realizes the success of the marketing education program is dependent on his or her ability to maintain good interpersonal relationships; and (h) receives thorough preparation in both technical content and pedagogy.
It is recommended that secondary marketing teachers attempt to improve their performance in teaching, coordination, and other areas of the job through the emulation of the profile produced from this study. Additional recommendations are presented for education policymakers, teacher educators, and future research.<br>Ed. D.
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Mohamed, Reda Benaich. "International Marketing Implementation for B2B SME : Case Study: ARTISAMA." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-14576.
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Drury, Peter. "Information management and intelligence : NHS case studies." Thesis, University of Surrey, 1990. http://epubs.surrey.ac.uk/843534/.
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As a contribution to the social theory of organisations, this thesis develops a comprehensive conceptual framework for the analysis of "organisational intelligence". It is developed in the context of some of the empirical problems of information management in the NHS. The framework is based on an information processing perspective. It has a number of components, each of which may be used, individually or collectively by information and social analysts. Organisational intelligence is, therefore, a relative concept, being concerned in essence with assessments of contextually appropriate behaviour and/or information. Organisational intelligence focuses on and reflects how actors / organisations do knowledgework. A number of generic knowledgework processes are proposed, together with some associated pathologies. But the question for information management is how to develop the supporting knowledgebase component. The development of information products of, or for, intelligence is another component of the framework. All these processes and products need to be assessed in their historical, political and information-related contexts. Finally, attention is paid to assessments in the light of experience of the issues in question. The case studies are based on material gathered firstly while working as a District Information Officer in a Health Authority, and then as co-ordinator for the project determining the information requirements of the NHS after the 1991. These studies are supplemented by analyses of secondary material. After a series of case studies using the organisational intelligence framework to illustrate different aspects of the information management in the NHS during the 198 0s, there are two detailed local studies, and then one concerning national developments in information policy in the early 1980s, followed by an analysis of the information requirements of the NHS post-Review. Finally, the case study material is drawn together to illustrate some characteristics of the organisation of intelligence.
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The'berge, Marc W. "Three case studies of management information systems." Thesis, Monterey, California : Naval Postgraduate School, 1990. http://handle.dtic.mil/100.2/ADA238310.
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Thesis (M.S. in Information Systems)--Naval Postgraduate School, September 1990.<br>Thesis Advisor(s): Haga, William J. Second Reader: Zviran, Moshe. "September 1990." Description based on title screen as viewed on December 21, 2009. DTIC Identifier(s): Management Information Systems, Naval Operations, Data Bases, Instructional Materials, Decision Aids, Aviation Accidents, Antisubmarine Warfare, Naval Training, Local Area Networks, Theses. Author(s) subject terms: Case Studies, Database Management Systems, Local Area Networks, Decision Support. Includes bibliographical references. Also available in print.
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Liu, Sandra Shouming. "Typology of strategic marketing management for universities-in-transition." Thesis, University College London (University of London), 1998. http://discovery.ucl.ac.uk/10006599/.
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Hudson, David. "Marketing in English professional football clubs." Thesis, De Montfort University, 2003. http://hdl.handle.net/2086/4083.
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Cousins, Laura. "Marketing planning in theory and practice." Thesis, London Business School (University of London), 1994. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.296594.
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Shiner, Donald Victor. "Marketing planning in high technology firms." Thesis, University of Bradford, 1989. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.236565.
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Ying, Fan. "Strategic groups : a strategic marketing perspective." Thesis, University of Ulster, 1992. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.274587.
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Schonewald, Roger William. "Marketing strategy for commercial aircraft engines : a case study." Thesis, Massachusetts Institute of Technology, 1989. http://hdl.handle.net/1721.1/14478.
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