Title: To build and transport brands to the Internet – A qualitative case study of Getinge Infection Control and von Braun Sports Cars. Seminar date: 2009-06-09. Course/ subject: FÖ6016, Degree Project Undergraduate level, 15 University Credits Points (ECTS). Authors: Kristoffer Eriksson and Erik Kaplar. Advisor: Navid Ghannad. Key words: Branding, I- branding, Internet Marketing, Internet, Getinge Infecton Control and von Braun Sports Cars. Purpose: The degree project purpose is to gain better knowledge and get greater understanding in how the banding process in B2B and B2C is followed out. We will examine if there is any differences between the two contexts and examine why. Finally we will examine and try to get a greater knowledge in how the companies transport their brand to the Internet. Theoretical perspectives: The theory opens with the differences between the business contexts B2B and B2C. This is followed by Bergstrom’s (2000) and Melin’s (2006) theories of classical branding and finally how this is transported to the Internet with the 7C model. Methodology: In order to pursue our purpose a qualitative case study with a deductive effort has been chosen. The case study include two corporations that match our deliminations. Empirical foundation: Based on the theoretical perspectives the interviews has been performed with employees at both corporations. To the Getinge Infection Control case the corporations Brand manager and one of the project managers responsible for IT was interviewed. The second corporation is von Braun Sports Cars. The owner/ founder of the company and the CEO has been interviewed for the study. The two corporation’s homepages and one internal document has also been examined. Conclusions: The study shows that there are differences in both branding and how this is transported to the Internet. The differences are not based on the business contexts but rather on other factors like size, resources and priorities within the corporations. The study also emphasizes the importance of basic branding before it can be transported to the Internet.

Character Marketing is popular in recent years. Many studies of Spokes-Character conduct by the print media before, less on the Internet Marketing. Furthermore, the social media in the Internet Market has become a new trend. The social network service has been an important business strategy by the marketing of word of mouth, and it also strengthen the brand image of the corporate. Therefore, this study attempts by the case of the Spokes-Character, OKAPI, from The BOOKS.COM.Co.,Ltd. This main study aims to find the influent of advertising effect with different spokesperson of Facebook and different involvement in e-shopping. The Independent Variable of this study aims the different spokesperson in Facebook (Spokes-Character and Trademark) and involvement in e-shopping (high and low). Dependent Variable is advertising effects (advertising attitude and brand attitude). The survey conduct through the Internet by the internet users. In this main study, 325 valid questionnaires were collected, the findings shows that Spokes-Character as the spokesperson of Facebook will enhance advertising effects. And different level of involvement in e-shopping also influence the different advertising effect.

The internet marketing is a common tool for performing arts administrators to use today. However, there are still many things to improve since the environment, technologies and internet resources are changing quickly. To comprehend the variations and problems of internet marketing that performing arts companies may face in the future, the researcher studies the network environment, communication and its applications. The purposes of this study include understanding how performance companies utilize internet marketing, blog marketing and their influences. The primary cases of this thesis were selected from the lists of 2002-2006 ¡§The Support Plan for the Development of Performing Arts Groups¡¨ of The Council for Cultural Affairs. The data was collected through observations and in-depth interviews. This study shows that the most beneficial outcomes of internet marketing are ¡§brand management¡¨ and ¡§market expansion.¡¨ In the present circumstance, shortage of manpower and budget, search for external resources, and development of customers are still the major problems in performing arts marketing. On the other hand, by using blog marketing can greatly improve the performance companies¡¦ ¡§brand image,¡¨ ¡§media exposure,¡¨ and ¡§customer communication.¡¨ Most of study cases consider that the benefits of blog marketing are accumulated from many internet marketing tools. It is impossible to evaluate single factor of blog. Furthermore, the investment on blog marketing are limited, thus only a few cases can develop special promotion plans through blog marketing. Without certain statistic approval, most of performance companies can only adjust their blog marketing strategies by doing. This study suggests that performing arts companies should take advantage of the cyber communities. They can let audience share the internet space by offering them chances to participation openly. Secondly, they can combine with virtual or physical events to create viral and word-of-mouth marketing effects, and to expand the segmental community promotion through internet opinion leaders. Thirdly, the companies can use ¡§keyword search engine¡¨ and ¡§differential marketing¡¨ to create diversities among performing arts blogs. The study also makes four suggestions for blog service providers: customization threshold, cluster effect, performing arts blog portal, and sponsorship, and hope to encourage the cooperation between them and the performing arts groups.

With the growing trend of globalization, the local OEM businesses in Taiwan are facing challenges from their global counterparts. This is mainly because the globalization results in the international specialization in production. The operation model based on the large-scale production to reduce the unit cost has to change because OEM business face dropping profits year by year and the profit is far less than that from the OBM. In addition, the counterparts in China and the other Southeast Asia countries grab the OEM market share with the low labor cost advantage. To address these challenges, many OEM manufacturers establish subsidiary companies overseas to reduce the production costs. Recent years, the information asymmetry between the customers and suppliers is on the decline due to the advance in Internet and information technology. As the OEM manufacturers can obtain the market information easily, the relationship among upper, middle and lower streams in the supply chain has also changed. The OEM manufacturers in Taiwan can try to set up a new business operation model and find out an optimum Internet marketing strategy in order to expand the market. New market can be created and new customers can be acquired through the Internet marketing. This study focuses on a new operation model of the target company that sells custom sports goods to global market directly through the Internet platform, and also analyzes the strategy and outcomes of developing global market through Internet marketing. This study can provide a new way of thinking for the Taiwan OEM manufacturers about their first leap into global market.

Dissertation (MBus) -- AUT University, 2008. / Includes bibliographical references. Also held in print ([ix], 74 leaves : ill. ; 30 cm.) in City Campus Theses Collection (T 658.872 DHA)

Thesis (M.S.)--West Virginia University, 2003. / Title from document title page. Document formatted into pages; contains iii, 49 p. Includes two sample banner ads: one animated and one content-specific. Vita. Includes abstract. Includes bibliographical references (p. 34-37).

published_or_final_version / Business / Doctoral / Doctor of Philosophy

The thesis aims to investigate how the development of Internet consumerism in the age of web 2.0 shifted the conventional manufacturer and customer relationship, and transforms the consumer’s behavior inherited from Fordism and post Fordism period hence re-shaping the urban and logistics landscape. Web2.0 emphasis interaction and exchanging information between individuals and business corporates, two major fundamental changes to traditional consumer’s behavior would be discussed in the thesis. Firstly, the development of online selling connects manufacturers directly to their customers, where retail front is no longer a place for simple transaction but a place where it emphasis customers experience. Secondly, web2.0 promoted the consumers to consumer’s activities (C2C), which allows the exchanging of physical resources between individual more frequently. The C2C activities transform the consumer’s behavior, which in turn transform the landscape of consumption. Two of the effects brought by the Internet consumerism on the site of consumption, i.e. branding of space and territory merging (collistive programme) of landscape will be discussed in the thesis. To seam line the existing logistics system for the consumers to consumers trading activity and enhance the convenience of online shopping experience, a new business model will be proposed after series of studies on the existing logistics system regarding the Internet consumerism. The proposed business model is operated by a third party logistics company i.e. Fedex, UPS and DHL etc. There are three major components in the proposed system, regional distribution hubs on a district level in Hong Kong, drop off points scattered in a community level and vehicles which serves as mobile store. Detail operation of the system will be discussed in the thesis. Finally, a regional distribution hub in Kwun Tong and several drops off points will be selected for the design execution. The thesis aims to implement the above ideas of territory merging and collistive programme with a design project and illustrate the establishment of brands with a landscape design. / published_or_final_version / Architecture / Master / Master of Landscape Architecture

Not available / text

Strategy gives an organisation direction. In order to continue successfully into the future, the organisation's strategy must be developed to ensure that the vision is ultimately achieved. Strategy cannot be achieved successfully without an in depth understanding of the internal resources and capabilities of the organisation nor can it be achieved without a deep understanding of the changing external environment. The strategic question of the suitability of marketing products over the Internet in South Africa has been addressed. This study evaluates the Watches Unlimited organisation in relation to the changing environment of the South African economy with specific research into the changing requirements of the new electronic economy (e-conomy). The research covers the theory of strategy bringing to light the requirements of the new e-conomy. A model of strategic suitability has been developed and used to evaluate the internal resources of the Watches Unlimited organisation to the external environment. The evaluation reveals the suitability of the organisation to the changing requirements of the external environment, specifically the Internet, while not loosing sight of the vision, mission and objectives of the organisation. Having understood the requirements of the organisation and the South African external environment, strategic options have been developed to underpin the vision of the organisation. Recommendations have been made and conclusions drawn that will prepare the organisation for the grand strategy of market development. / Thesis (MBA)-University of Natal, Durban, 2003.