Corporate branding in SMEs - Differences between Finland and USA

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi Lappalainen, Leeni 2012-03-30T01:30:31Z 2012-03-30T01:30:31Z 2011
dc.description.abstract Objectives of the Study The study aims to find new perspectives to branding by studying the role of country of origin in the branding process. The focus is specifically on SMEs that operate in software B2B markets. The first objective is to define a framework for corporate branding in SMEs. The second objective is to find out empirically whether country of origin has influence on this process. The final objective is to identify how the branding processes actually differ between Finnish and US case companies. Research Methods A qualitative approach was considered suitable for the research as it enables finding and examining profound and deep knowledge. A semi-structured interview method was used to carry out the data collection. Altogether eight companies were interviewed, including three software companies in both Finland and USA, as well as one advertising agency in each country. Coding was used to break down the data into themes that were analyzed in detail. Findings The main finding of the study is that country of origin does affect the corporate branding process in software SMEs. The results indicate that the branding processes of Finnish and US case companies differ from each other in such ways that can’t be explained with other reasons than their country of origin. en
dc.format.extent 93
dc.language.iso en en
dc.title Corporate branding in SMEs - Differences between Finland and USA en
dc.type G2 Pro gradu, diplomityö fi Kauppakorkeakoulu fi School of Economics en
dc.contributor.department Department of Marketing en
dc.contributor.department Markkinoinnin laitos fi
dc.subject.keyword Corporate branding process
dc.subject.keyword Business-to-business branding
dc.subject.keyword Small to medium-sized enterprises
dc.subject.keyword Country of origin
dc.identifier.urn URN:NBN:fi:aalto-201203311692
dc.type.dcmitype text en
dc.programme.major Marketing en
dc.programme.major Markkinointi fi
dc.type.ontasot Master's thesis en
dc.type.ontasot Pro gradu tutkielma fi
dc.subject.helecon markkinointi
dc.subject.helecon marketing
dc.subject.helecon brandit
dc.subject.helecon brands
dc.subject.helecon pk-yritykset
dc.subject.helecon smes
dc.subject.helecon prosessit
dc.subject.helecon processes
dc.subject.helecon Suomi
dc.subject.helecon Finland
dc.subject.helecon Yhdysvallat
dc.subject.helecon United States
dc.ethesisid 12767 2011-11-25
dc.location P1 I

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