Cand.merc.EMF - Økonomisk Markedsføring / MSc in Economics and Marketing
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En tværfaglig undersøgelseKekec, Gamze Dilek; Pelit, Zühal (Frederiksberg, 2018)[More information][Less information]
Abstract: This master thesis investigates and reveals new knowledge to a topic, we think is a relatively new phenomenon - the use of social and political messages in marketing. More concretely, this thesis seeks to answer the question of why companies use the kind of marketing that resembles a social movements communication and what some of the communicative and social characteristics is for this marketing form. This thesis’ analytical strategy is to get inspired by Niklas Luhmann’s and Ernesto Laclau’s theoretical standpoints and to challenge traditional marketing models like the well-known Marketingmix. This thesis will especially use concepts such as empty signifier and dislocation, to understand some of the borders that the communication creates in order to understand the socialities, that is constructed in the Viral Videos. By looking to existing literature on Corporate Social Responsibility, marketing and advertising and by collecting 18 videos as our empirical data, this thesis is looking at, how companies can get a viral effect of the videos. Our motivation behind these subjects arises from the fact, that more and more companies use social and political messages in their videos on social medias and online in general. In line with a development in society, where digitization fills more, companies have to adjust their strategic efforts in order to meet the trends. Today the consumers no longer respond to the functionality of products, but they want to buy from companies, that are socially responsible and proactive. As consumers are more powerful today due to social medias, and as their demands have grown, companies have to address the consumers differently, why this new marketing phenomenon makes this master thesis relevant. This master thesis concludes that, communicatively, the Viral Videos can be characterized in to genres, which are the experimental videos and fast-sequence videos. The experimental videos are longer, and they mostly have one specific message with a storyline, whereas fast-sequence videos appeal to multiple-feelings in a shorter amount of time due to the multiple scenes, why they can be characterized by the lack of storyline. Moreover, we find some social characteristics, which are about the communities, that the communication creates. These are female community, minority community and the community of the free. As such, this thesis contributes with a reflexive and critical view on the marketingmix model and the videos in general, why we challenge the model by adding a 1B to the 7P’s in the model, where the B refers to having a citizen-oriented perspective to marketing. URI: http://hdl.handle.net/10417/6308 Files in this item: 1
Gamze Dilek Kekec og Zuhal Pelit.pdf (5.797Mb) -
et studie af krydstogtturismen på FærøerneArge Mortensen, Rúni; Holm, Jóhan Petur (Frederiksberg, 2016)[More information][Less information]
Abstract: For decades the cruise tourism sector has constituted the fastest growing segment of the global tourism industry, which gives rise to economic, sociocultural and environmental effects in cruise destinations. These effects constitute important areas of concern for tourism policy makers – especially whether or not the positive effects of cruise tourism - most often economic - are higher than the negative effects. This is especially relevant in small island destinations where the negative effects are more severe than in larger communities. The effects have also been discussed in the small island community in the North Atlantic, the Faroe Islands, which have experienced a higher growth in cruise tourism passengers than the international cruise figures, and where there is a lack of studies on the cruise tourism effects. In addition to this the academic literature on cruise tourism is said to be fragmented and inadequate. Therefore there is a need for studies that examine tourism managerial methods for the assessment of cruise tourism impacts and implementation measures in order to promote the positive effects and mitigate the negative effects. This study seeks to fill this gap by focusing on, how to improve the managerial and strategic marketing initiatives in order to increase the direct economic effects of cruise tourism in the Faroe Islands. Forerunner examples include the Icelandic and Orkney cruise tourism industry. The study showed the latter of these strategies to be more beneficial to the small island community where among others revenue management and experience economy showed as beneficial theoretical standpoints. Empirical evidence pointing towards how to use the strategy was presented. Key factors are focusing on customer knowledge and the perceived value of cruise companies, B2B and cruise passengers, B2C thereby creating valuable products tailored to the customer needs as well as strategic marketing attracting and servicing the high consuming, price inelastic customers identified, e.g. Americans. In relation to the cruise ship segments, studies showed, the higher ship class - where luxury is the top class - more spenders could be expected. Main factors hindering more spending were identified as being a feeling of on-shore time shortage, a lack of need and factors relating to the marketing mix. Regression analyses indicate that the further towards the end of the entire cruise ships route the higher customer spending can be expected. In order for the marketing strategies to be successful a key element is to improve cooperation locally and in the regional area due to the high interconnectedness with the international and regional cruise market context. URI: http://hdl.handle.net/10417/6192 Files in this item: 1
Runi_Mortensen_Johan_Holm.pdf (12.10Mb) -
Dahl Sönnichsen, Sönnich (Frederiksberg, 2016)[More information][Less information]
Abstract: The subject of this assignment is a multiple stakeholder analysis, among stakeholders of BioVækst A/S, a company producing biogas and compost from organic waste, using a process called anaerobic digestion, which is a part of the circular economic perspective. To evaluate different stakeholders in the sphere of BioVækst A/S, there has been developed an analytical model that can provide a dynamic view over time, of how different waste cultures influence the discourse of waste treatment in Denmark and thereby the brand-value of BioVækst A/S. The model is, grounded in Michel Callon´s four processes of translation, whereby it is possible to determine how strong the building of heterogeneous relations are. The dynamics among the stakeholders, are analyzed through the their cultural 2 complementarities and the waste cultures of the stakeholders are differentiated by either being enhancing, orthogonal ore antagonistic, to a prechosen context ore central culture, in this case BioVækst A/S and the circular economic perspective. Five stakeholder groups have, been analyzed, showing huge differences among stakeholders perspective on anaerobic digestion. The government has changed waste handling culture from strong antagonistic, to very enhancing. EU has moved from orthogonal to very enhancing. The EU waste directive is the main driver ore motivation, for all stakeholders, in an environment that is changing to a perspective where the waste hierarchy, determines a larger focus on re-use and smaller focus on incineration. Owners of BioVækst, are strangely enough divided on the subject anaerobic digestion. The SolumGroup, who are the inventor of the technology, has a very enhancing culture, whereas the two waste companies Vestforbrændingen and Kara/Noveren, has an orthogonal to antagonistic view on part of their own business. They are, forced though to a more enhancing culture by the obligations the municipalities have, due to the waste directive. The municipalities are very different in their respective ways of dealing with organic waste. Examples show that some municipalities have a waste culture that is very enhancing to anaerobic digestion, but most municipalities have a culture that is orthogonal ore even antagonistic, to a culture with a higher degree of organic resource recovery. Advisers and industry associations does also have a differentiated approach on how to solve the challengers of handling organic waste. Some advisers, and industry associations are enhancing and promotes the anaerobic digestion as a liable solution, but most advisers and industry associations have a culture that is antagonistic to the handling organic waste with anaerobic digestion. On top of these different cultural complementarities and the dynamics in the network of BioVækst A/S, the company faces a strong dependency on the waste treatment companies, whereas they have the ´right and duty´ to collect and treat waste, which makes them to public monopolies. BioVækst A/S´s brand value are effected by all the dynamics of the multiple stakeholders in the network, and the company has not through time been able to 3 create a consensus that is strengthening the company as a top of mind brand. The waste directive and –hierarchy, has however placed the lowest ingot for waste treatment culture, which has had and will have a positive influence on BioVækst A/S brand value, among multiple stakeholder in the waste treatment sector. URI: http://hdl.handle.net/10417/6164 Files in this item: 1
Sönnich_Dahl_Sönnichsen.pdf (960.9Kb) -
Danske tweens relationer til mobil-brands og WOM effekterNevers, Mark (Frederiksberg, 2016)[More information][Less information]
Abstract: Due to a constantly growing mass of advertising and opportunities of choice, customer behavior are shifting from a focus on materialism towards quality and affiliations towards brands. This af-fects the current methods of conducting marketing, which is moving from a transactional to a rela-tionship based focus, aiming at higher customer retention, stronger economic gains by increased loyalty and positive effects of word-of-mouth. Almost every single Danish tween nowadays owns a smartphone, which they carry great interest for, and use with a very high frequency. The possibil-ity of long-term economic gains and costless advertising, by establishing stronger and long-lasting relationship with tweens, serves as primary motivation for this thesis. By gathering primary case specific data from semi-structured interviews with different tweens and one single adult, this thesis seeks to investigates how Danish tweens relates to brands in the smartphone market, and how they assess and conduct word-of-mouth. Furthermore a profound literature review seeks to investigates drivers for strength and loyalty in customer-brand relation-ships, tweens overall relations to brands, how attitudes and choices are affected, and outcomes of word-of-mouth. The analysis initially suggests that tweens can possess several drives for strong and long lasting relationships. The results indicate both abstract and tangible associations and judgments that are positive, some clear signs of loyalty and willingness to trust in brands delivering overall high quali-ty products. The analyses also discusses that tweens are very concerned and influenced by, what other people think, which can affect their ability to form independent judgments on brands. Con-sequently it is suggested, that relationships to mobile brands are based on needs for belonging to a certain group. For some tweens, relationships are also based on a connection to their identity, and a commitment by perceiving a high brand partner quality. These drivers are important for strength and loyalty, but most tweens seem to lack thorough knowledge of their brand, resulting in the absence of other important drivers. The questioned tweens also reveal that word-of-mouth have great presence in their social surroundings, but the specifics on how this is conducted re-ceived much less attention, which led to difficulties in discussing the effectiveness. This thesis pro-vides the literature with further insights on how tweens relates to brands in the mobile phone business, and the future possibilities of positive effects of word-of-mouth that arises from these relationships. URI: http://hdl.handle.net/10417/6149 Files in this item: 1
mark_nevers.pdf (1.641Mb) -
[More information][Less information]
Abstract: This master thesis investigates and reveals new knowledge to the relatively new phenomenon “shitstorms”. By looking into existing literature, collecting empirical data from experts on the subject, and information from Danish companies who has suffered a shitstorm, this thesis will look deeper into the dynamics that creates and develop a shitstorm. Furthermore this research will give some guidelines for future crisis handling, and how to prevent a forthcoming shitstorm based on the collected empirical data. Shitstorms are a new phenomenon that has, since 2012, taken Denmark by storm. Companies as well as experts in the field have limited information and data on the subject. By defining the concept of a shitstorm and investigating the technical aspect and the behavior of the consumers, a better understanding on the matter can be achieved. This information is therefore of great interest for companies in order to be prepared on how to handle and prevent shitstorms. Shitstorms occur on social media, primarily Facebook, and grows exponential because of the algorithm Facebook uses and the ever-changing consumer behavior. Shitstorms are defined by the rapidly growth and wide spread amongst consumers, made possible by Facebook. The numbers of participants in shitstorms are enormous, and make companies fear the risk of ending up in a possible shitstorm. But as we see more and more shitstorms, many companies claims shitstorms have no effect on their business, neither financial or on any other parameter. This paradox is the reason for the title of this master thesis. Negative electronic Word of Mouth is the backbone of a shitstorm, and the motive of the engagement in triggering a shitstorm and participation is important. By understanding these factors along with knowledge in social media and crisis management, companies should be able to stand a chance of preventing shitstorms, handle them and minimize the consequences they may or may not have. The analytic approach in this thesis is based on a qualitative approach, where interviews with three Danish companies (Telenor, Tivoli and Jensens Bøfhus) and with three experts on the matter have been made. The three companies have been involved in shitstorms, and they have had notable media attention. The cases are furthermore chosen because of the differences, such as how the shitstorm was triggered, how it developed and what the consequences was, for investigating every aspect of a shitstorm. By using relevant literature a theoretical framework in the form of a Shitstorm timeline is made to guide the reader and deduce hypothesis. The hypothesis is confirmed or rejected from the results of the collected empirical data. The key findings of this study is the making of the revised Shitstorm timeline where all the findings are put into use and gives an overview of a Shitstorm lifecyclus where crisis management actions are deduced. A 5 company can use the model to prepare themselves for a shitstorm and maybe be able to prevent a potential shitstorm from being realized. URI: http://hdl.handle.net/10417/6028 Files in this item: 1
frederik_bulow.pdf (2.815Mb)
