Outcome from BIG12007-2009 - Research papers and projects

 

TITANS OF BRANDING – The Book
Titans of Branding is a 115 page book, a result of 14 month long research is based on the nuances of Branding, Innovation and Globalization (BIG). The book proposes a model in which the customer is at the centre and all the other steps-which are concurrent instead of being linear-emerge from the needs, desires, actions, and feedback of the customer.

 

TITANS OF BRANDING – The Seminar
In the end of March 2009, a high level seminar named “Titans of Branding” was held at Hanken. The highly topical subject of the event attracted more than 300 people including some of the world ´s most renowned and influential professionals in the area

 

BRANDING – The past, present, and future
This research project was an in-depth study of the evolution and future of branding. Branding literature ranging back to the 1940’s was studied, and the purpose of the study was to outlay and understand the drivers of branding development.

GLOBAL BRAND RESEARCH PRIORITIES
Brands are perhaps one of the most valuable off-balance sheet or intangible assets owned by companies. This research project focuses on challenges faced and best practices to be adopted in managing brands in global markets. It also sets the agenda on what we would like to learn – thereby identifying the “next” practices.

 

TAKING PRODUCTS GLOBALLY: INSIGHTS AND RECOMMENDATIONS
This study conducted by the Emory Institute of Marketing provides insights and recommendations in the globalization strategy of products. It brings forth new paradigms and existing live case examples from the global arena to benefit the readers of this report in understanding the nuances of globalization for success of various organizations round the globe.

BUILDING STRONG BRANDS THROUGH IMC IN VIRTUAL REALITY
This research focuses on the study of Second Life as a Virtual World platform. It

unravels what makes this the most popular Virtual Reality service present today and what are the opportunities for consumer interaction in this platform throughout the “virtual” life of an “avatar”.

 

MANAGING GLOBALIZATION OF SMES
This research study reflected on the globalization efforts of various Finnish SMEs. The research pointed out factors that aid SMEs in the globalization efforts, what deters globalization efforts and how can an SME sustain globalization efforts.

GLOBAL TOURISM TRENDS
Tourism is already the world’s largest industry, and one that is continuously growing. This TEKES paper studied Finnish tourism organizations and came up with several important recommendations for the firms that were involved.

ISLAND ECONOMIES: BRANDING STRATEGIES FOR A GLOBAL CHALLENGE
This paper discusses the branding activities required for island economies in a globalized world where economies of scale have offered preference to mainland economies.