Varumärke och univetsitet - Varumärkeskapital ur tre målgruppers perspektiv
AssociationerVarumärkeskapitalKännedomUpplevd kvalitetLojalitetPrispremiumImageManagement of enterprisesFöretagsledningManagementBusiness and Economics
The purpose of this thesis is to outline an appropriate model in order for companies to successfully act and compete physically as wholesalers at the same time as acting on the virtual market by selling directly to the end consumer. The approach of this thesis is hermeneutical and abductive with elements of hypothetically deductive approach. Our research has a qualitative research strategy based on case studies and interviews as well as on secondary data. Interviews were conducted with the case company JaymJay Wear AB as well as with other companies, so called mini cases. The secondary data consists mainly of textbooks, web sites and journals. This thesis results in a model developed to help companies to act physically as wholesalers at the same time as acting on the virtual market by selling directly to end consumers. The model is developed in two steps; through theory and through empirical findings. Further more, some important considerations i.e. Organisation, Supply Chain, Relations, Marketing and Strategy are identified and evaluated, as well as the Rich Bitch project.