Die vorliegende Arbeit ist aufgrund der Beobachtung von wiederkehrenden Phänomenen in der Markenführungspraxis entstanden. Es konnte beobachtet werden, dass trotz einer vorhandenen strategischen Markenführung, eines Markenperformance Measurement und weiteren Instrumenten umfassende...

During Peter Drucker's talk entitled "The Organization in Transition – Are the Traditional Functions Obsolete?" he discusses functions that remain centers of specialized knowledge and training, but cease to constitute the organizational base of the work itself. During his lecture, he talks...

The title of this study is "The Effect of Competitive Advantage In Marketing Strategy Formulation Of Brand Image In Field Wong Solo Restaurant". Restaurant Wong Solo, Medan is a fast-food restaurant business is located on Jl. Gajah Mada No.. 22 Medan. The purpose of this study was to determine...

This three-essay thesis focuses on how value of the brand, i.e. brand equity is created, with each study investigating different parts of the relationships within the brand value chain.My first essay identifies and tests a new set of brand equity drivers such as brand structure and positioning,...

When a nation is establishing a new identity and making recompense for exclusively regulated economy of recent history, the corporate marketing function must respond. A new paradigm is required if the communities that comprise future markets are to favour businesses whose success is based on the...

The purpose of this study was to investigate how licensing is used as a strategic tool within the apparel industry, to understand the relationship between licensing as a strategic tool and lifestyle branding, and to understand how license reacquisition impacts the competitive strategy of firms....

This doctoral thesis draws on the financial economics, strategic management, product innovation, and health technology literatures to investigate and explain conditions under which corporate acquisitions in the medical device industry have enhanced or eroded shareholder wealth and financial...

The research in this thesis focuses on the pharmaceutical R&D investment decision. The two primary hypotheses I test are that: (1) capital market imperfections in the market for pharmaceutical R&D finance impart a lower cost of capital to internal funds relative to external debt and equity, and...

Privacy preservation has become an important requirement in information systems that deal with personal data. In many cases this requirement is imposed by laws that recognize the right of data owners to control whom their information is shared with and the purposes for which it can be shared....