Cand.merc.EMF - Økonomisk Markedsføring / MSc in Economics and Marketing
Recent submissions:
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Et casestudie af nyopstartede virksomheders muligheder for at skabe sig et brandBerland, Claes (Frederiksberg, 2008)[More information][Less information]
Abstract: In this thesis I have examined the branding limitations and possibilities facing a start-up company. The theory contained within the branding field has not yet elaborated on the matter of start-up companies. The requirement of history leaves the start-up company in a situation, where branding does not seem to be an option, apart from the adaptation of history-based approaches. Through the work on this thesis, I have answered the following question: Without a basis in history, which branding possibilities do the start-up company have, seen in a cultural branding perspective? It is suggested that the entrepreneur’s personal history might be a possible substitute for the brands’ lack thereof. The Danish fashion industry has been chosen for the empirical part of the study. A theoretical discussion of the cultural brand perspective results in choosing the basic theoretical approach of Grant McCracken, which will be used to structure the thesis, with the support of chosen theories of Douglas B. Holt. A single study of the consumer today is conducted and finds that the understanding used in this perspective is evident in today’s society in Denmark. A brand genealogy is used to form a multi-case study of two Danish fashion brands. The brands are viewed from three different perspectives in order to understand what sort of meaning the brand is carrying seen from those perspectives. The perspectives are the company, the informants in the industry, and the consumers. The overall conclusion of the thesis is that branding will not be possible without a historical basis. Branding is not possible before the consumer has an opinion about the brand, and that can only be formed over time through information and personal experience. It is furthermore concluded that it is possible to substitute the brands’ lack of history with the personal history of the entrepreneur. But before any form of value is derived from this, the history has to be activated, and accepted by the consumer. URI: http://hdl.handle.net/10417/895 Files in this item: 1
claes_berland.pdf (2.300Mb) -
Cwiertnia Christensen, David (Frederiksberg, 2009)[More information][Less information]
Abstract: This master thesis is about the strategic possibilities of exporting Danish brands to the Polish consumer market. The general aim is to analyse the attractiveness of the Polish consumer market concerning selected Danish brands. The companies which are used in the master thesis are Montana, producing designer furniture and IC Companys, which is a clothing company. The thesis is split up into three main parts; intern, extern and strategy. The first part will analyse the two chosen companies from an inside out perspective. The second part will analyse the Polish market on three different levels; macro, meso and micro. The last part will be a discussion about which strategy should be chosen concerning the Polish market. The economic situation has been very good the last 3-4 years with high growth rates mainly because of Poland`s entrance to EU. The income distribution in Poland is very unequal and there is a big difference in the income distribution between cities and the country side. About 15 % of the Poles have an income which is on the same level or better than in Western Europe. The purchasing power is increasing, which means that the middle class is growing. The two mainly growth centres are Mazowieckie and Slaskie where 1/3 of the BNP is produced. It is also in those two counties where the income distribution is more advantageous. Consumer ethnocentrism is an element which exists in Poland where you can segment the polish consumers into three segments. There are variable as income and education which affects consumer etnocentrisme negatively where patriotism and conservatism affects positively. This is important knowledge to use when you segment the polish consumer market. It is suggested that Montana should use the direct export form via an interior designer if they want to start an export to Poland. Montana should brand themselves together with other Danish designer companies as it will be more advantageous. It is also important that Montana brand them as a brand which is Danish of origin as the polish consumers prefer foreign luxury brands. In case of IC Companys it’s suggested that they use the franchise concept for opening a shop in Poland. Concerning IC Companys it is suggested that they should introduce Tiger of Sweden through the franchise concept but because the economical crisis it is more rational to introduce Tiger of Sweden in one of their existing shops as it minimize the risk. IC Companys also considerate to produce Tiger of Sweden through their production facilities in Poland as Tiger of Sweden will appear as a brand which is made in Poland. Because some polish consumers prefer polish brands regarding brands which is characterized with a lower need. It is important that IC Companys brands Tiger of Sweden as a Scandinavian brand which is made in Poland. URI: http://hdl.handle.net/10417/641 Files in this item: 1
david_cwiertnia_christensen.pdf (2.089Mb) -
Testamentariske gaver til Kræftens BekæmpelseReffstrup, Tilde; Steffensen, Berit (Frederiksberg, 2008)[More information][Less information]
Abstract: This paper takes departure in decision-making related to legacy gifts to the Danish organization Kræftens Bekæmpelse. Kræftens Bekæmpelse is working with cancer related issues, and is one of the largest fundraising organizations in Denmark. The main income source for the organization is legacy gifts. However there is a lack of knowledge concerning the donors’ motivation, and how the process proceeds from need recognition until the will is completed. For examining this subject, traditional consumer behavior theories have been applied, combined with new perspectives from neuroscience. The latter propose that basic emotional processes in the brain have a governing influence on the behavior and they play a major role in decision-making. The purpose has been to bring results that will contribute to the organization’s knowledge of their legacy prospects and how to efficiently communicate to them. The thesis statement is: Which factors are influencing the decision process related to legacy gifts to Kræftens Bekæmpelse, especially considering emotional factors - and how can the organization apply this knowledge in order to improve the communication with legacy prospects? Eight qualitative interviews have been completed, grounded on the theoretical framework. Based on the analysis, we have acquired an extensive understanding of the core subject. From this we have developed a number of suggestions that we believe will be useful for Kræftens Bekæmpelse in their marketing and communication. Our primary recommendation for Kræftens Bekæmpelse is to increase their attention to smaller legacy gifts in their communication, and change the legacy prospects’ perception of the ‘typical legacy donor’. This, we believe, will make legacy gifts relevant for a larger number of the population and in the long run generate supplementary funding. Nevertheless, the “traditional”, large legacy gifts are still crucial for the organization and must not be under prioritized. We also recommend the organization to use elements in their advertising, which will influence positive emotional responses. Our analysis of different feeling words opens up alternatives to actions that may develop the desired response patterns. Finally, we suggest conducting further research in the topic by quantitative means, in order to verify and enrich the results. URI: http://hdl.handle.net/10417/322 Files in this item: 1
tilde_reffstrup_og_berit_steffensen.pdf (3.993Mb) -
Kokborg Pedersen, Christian; Stokholm Pedersen, Casper Dahlen (Frederiksberg, 2008)[More information][Less information]
Abstract: This thesis provides an evaluation of the initial business potential of a new Internet-based business idea at the conceptual stage. The business idea is founded in the creation of a new Internet-based community based on the review, rating and discussion of advertisements. The concept aims to facilitate, process and structure community user information in preparation for the creating of an efficient, affordable and differentiated tool/product for testing advertisements and doing marketing research. Methods of analysis include qualitative market research on potential clients of the product and quantitative market research on potential users of the online community. Other analysis and calculations include statistical analysis and a brief competition survey. A Concept Development Framework (CDF) is developed to track the results of the analysis and the impact on the business idea. All results and calculations can be found in the thesis and the appendices. Results of collected and analyzed data show the existence of an initial business potential. Potential clients find the business idea appealing, but highlight the need for more traditional, customized, marketing research product solutions in a differentiated (faster, easier and more affordable) format. Furthermore, a concern with regards to overall business volume, not being large enough to sustain a long term business, is expressed. It is also noticeable that the potential clients are indifferent to how the data is obtained, (whether it’s through a forum or a traditional web panel) – they just want reliable consumer insight. The potential users of the community can be categorized with regards to interest and visit-intention. Certain characteristics are significantly predictive regarding users visit-intention towards the website. It is particularly notable that potential users find the overall business concept idea of rating and review interesting, but not necessarily the content which is advertisements. Results also indicate that a website should focus on the rating and review aspect, combined with community activity. The potential users do not find the social community aspect appealing in this context. The results have led to a modification of the original business concept idea. The recommendation put forward by this thesis is that further studies are needed to evaluate the business potential of the modified business concept. These studies should include; client and user interest and attitudes towards the modified concept; the potential overall business volume; and the impact, on users and clients, of changing the content of the website. Overall, the apparent business potential is not huge and therefore alterations to the business concept are needed, on the basis of further market studies, in order to obtain maximal potential. The need for further studies is underpinned by the fact that the results of this thesis are limited by small survey sample sizes, a brief competition survey and a complete disregarding of other business idea aspects such as sales, marketing, economics, et cetera, which are to be developed at a later stage. URI: http://hdl.handle.net/10417/319 Files in this item: 1
