hkr.sePublikasjoner
Endre søk
RefereraExporteraLink to record
Permanent link

Direct link
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annet format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annet språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
Crafting a Dual-Market Strategy: A case study of Burberry
Högskolan Kristianstad, Sektionen för Hälsa och Samhälle.
2010 (engelsk)Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
Abstract [en]

In today’s competitive environment, companies compete for the same customers. Therefore, it is important to be able to satisfy the ever changing needs of customers. Companies can satisfy customer demand by learning about the customer and by alternating offerings in accordance to changing needs. These are actions undertaken by market driven companies. Alternatively, market driving companies satisfy customer demand by being creative and by focusing on customers’ future needs, an action which implies educating customers. However, there are also companies which pursue both of these strategies simultaneously. The purpose of this dissertation is to examine how companies implement a dual-market strategy, and how the strategy is incorporated into the business. Based on literature on closely related research fields, a framework is developed. This framework suggests that certain components influence a dual-market strategy. A study is conducted on the luxury fashion company Burberry. Through semi-structured interviews with employees at Burberry, this study investigates how the company’s use of a dual-market strategy affects the organisational culture and vision. The results indicate that the phenomenon of duality is noticeable in the company’s culture and vision. Due to the lack of research on a dual-market strategy, this study attempts to provide a deeper understanding of the phenomenon of duality. Companies can use the conclusions drawn from this study, as guidelines for how to pursue a dual-market strategy. However, more research is necessary before any generalisations can be made.

sted, utgiver, år, opplag, sider
2010. , s. 82
Emneord [en]
Market driven, Market driving, Dual-market strategy, Burberry, organisational culture, vision
Identifikatorer
URN: urn:nbn:se:hkr:diva-6889OAI: oai:DiVA.org:hkr-6889DiVA, id: diva2:331174
Uppsök
Social and Behavioural Science, Law
Tilgjengelig fra: 2010-08-16 Laget: 2010-07-21 Sist oppdatert: 2010-08-16bibliografisk kontrollert

Open Access i DiVA

fulltekst(684 kB)2781 nedlastinger
Filinformasjon
Fil FULLTEXT01.pdfFilstørrelse 684 kBChecksum SHA-512
18abc60a2b74677f59f6cc56c564ffd4b617410566f25ed640c0a99707dbc5b95608f4b54c21545001ab592ca3cfd9e7dd1782641116c138db30dcd7ef1dac42
Type fulltextMimetype application/pdf

Av organisasjonen

Søk utenfor DiVA

GoogleGoogle Scholar
Totalt: 2786 nedlastinger
Antall nedlastinger er summen av alle nedlastinger av alle fulltekster. Det kan for eksempel være tidligere versjoner som er ikke lenger tilgjengelige

urn-nbn

Altmetric

urn-nbn
Totalt: 8359 treff
RefereraExporteraLink to record
Permanent link

Direct link
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annet format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annet språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf