The Power of B2B Brands : A case study of how B2B companies in the forest industry can communicate sustainability through their Brand

Bachelor thesis English OPEN
Bålfors, Joakim; Ståhlspets, Johan;
  • Publisher: Umeå universitet, Företagsekonomi
  • Subject: marketing | brand management | sustainability | marketing communication | marknadsföring | varumärke | hållbarhet | marknadskommunikation

Today’s B2B companies operate in a global business world that is characterised by product homogenisation and intense competition. Finding sources for differentiation and consequently competitive advantage is a concern that no company with a long-term horizon can ignore.... View more
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