The BIG Project

The BIG research programme is focusing on the themes:

Globalization

> What does globalization mean for the value creation of Finnish companies?

Branding

> What is the role of brand in value creation?
> What is the role of cobranding and value networks?
> How does brandtobrand and brandtocustomer marketing evolve into brandtobrandtocustomer?

Innovation

> Proposal of a new framework in which stages of innovation are integrated with the consumer branding concept

Value creation through new business model

> Integrated framework of globalization, branding and innovation to provide a unified and consistent view for managerial action.