European Journal of Marketing 33,5/6 450 Received October 1996 Revised May 1997 Revised December 1997 Success factors of line extensions of fast-moving consumer goods Nijmegen Business School, Nijmegen, The Netherlands and Stern School of Business, New York, USA Keywords Brand extensions, Brands, Consumer behaviour, Marketing strategy, Product variety, Success Abstract Among the range of strategies available to a company, line extensions are an important way to keep a brand alive and to realize
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lu.se Åsa Thelander Department of Communication Studies Lund Universitety, Campus Helsingborg, P O Box 882 SE-251 08 Helsingborg, Sweden Paper accepted for presentation at the 1st Nordic Retail and Wholesale Conference in Stockholm (Norrtälje), 6-7/11, 2008 Abstract IKEA is rumored to be a very standardized retailer, i.e., a certain set of marketing strategies is used that are the same around the world. This indeed sets IKEA, operating on markets in Europe, US as well as Asia and Australia
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The Marketing Review, 2003, 3, 289-309 www.themarketingreview.com Demetris Vrontis1 and Iain Sharp2 Manchester Metropolitan University Business School and Legal and General The Strategic Positioning of Coca-Cola in their Global Marketing Operation Examines how Coca-Cola has strategically positioned it self within the world’s soft drinks market. Given that they operate in over 200 countries, they are faced with a clear choice of whether to standardise their product offerings globally
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the basic training on which students can build in the second-year. Consistent with the first-year program, FMP aims to provide: 1. An Introduction. The course provides the basic framework necessary to pursue further study in finance in the second-year of the MBA program and on his or her own thereafter. This framework is an orientation towards valuation. 2. Basic Mastery. The course emphasizes essentials, the tools and concepts that every general manager, entrepreneur, or manager in other functional
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Journal of Retailing and Consumer Services 18 (2011) 183–193 Contents lists available at ScienceDirect Journal of Retailing and Consumer Services journal homepage: www.elsevier.com/locate/jretconser Standardized marketing strategies in retailing? IKEA’s marketing strategies in Sweden, the UK and China ˚ Steve Burt a, Ulf Johansson b,n, Asa Thelander c a University of Stirling, Institute for Retail Studies, Stirling Management School, Stirling FK9 4LA, Scotland, UK Department of Business
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practitioners and researchers, reflecting the magnitude and impact of data-related problems to be solved in contemporary business organizations. This introduction to the MIS Quarterly Special Issue on Business Intelligence Research first provides a framework that identifies the evolution, applications, and emerging research areas of BI&A. BI&A 1.0, BI&A 2.0, and BI&A 3.0 are defined and described in terms of their key characteristics and capabilities. Current research in BI&A is analyzed and challenges
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Managing with a Global Mindset Group 4 Report Introduction Subsequent to an Accenture survey of 900 senior executives, Bellin and Pham (2007) identified the paradox faced by global enterprises of maintaining a common corporate culture and identity while recognising the need for diversity and flexibility to succeed in vastly different markets. Emerging economies will become a major source of new customers, accounting for over half of global consumption by 2025 and by 2050, 97% of the 438 million
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The Concept of Luxury Brands by Klaus Heine Technische Universität Berlin, Department of Marketing Prof. Dr. Volker Trommsdor Wilmersdorfer Str. 148, 10585 Berlin, Germany Phone: +49.30.314-29.922 • Fax: +49.30.314-22.664 Email: Klaus.Heine@marketing-trommsdor.de • Internet: www.marketing.tu-berlin.de Heine, Klaus (2011) The Concept of Luxury Brands, Technische Universität Berlin, www.concepto uxurybrands.com. Edition: 1.0 This paper is published as the rst part of the
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defence in Auditorium XII of the University main building Aleksanterinkatu 5, on Friday 11th April 2003 at 12 o'clock. Environmental Marketing Strategy and its Implementation in Forest Industries Academic Dissertation Opponent: Professor Juha S. Niemelä Seinäjoki Institute for Rural Research and Training University of Helsinki juha.s.niemela@helsinki.fi Supervisor: Professor Heikki Juslin Department of Forest Economics University of Helsinki heikki.juslin@helsinki.fi Pre-examiners:
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........................ 4 TOE Framework ................................................................................................................................. 6 Methodology....................................................................................................................................... 7 ITIL Framework ................................................................................................................................. 7 Hypotheses.....................
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