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Brand strategy adaptations during economic crisis

By Agnė Naureckienė

Abstract

This master work examines brand strategy adaptation during economic crisis for chocolate tablets in Lithuania. Objective of master‘s work is to study theoretical studies of brand strategy adaptation during economic crisis and to check empirically hypotheses from theoretical part for chocolate tablets branch in Lithuania. The master works contains of three main parts. The first part of master work includes theoretical analysis of brand, brand management, brand strategy and brand strategy adaptations during economic crisis. The second part of the master work includes theoretical brand strategy adaptation model, methodical rules and empirical research, task, purposes and the suggestions of the research. The third part of the masters consists of research analysis of the qualitative study with corporate strategist and two quantitative data results, one with marketing and sales specialists, another with chocolate tablet users. Also includes result analysis of each study and model development after results

Publisher: Institutional Repository of Vilnius University
Year: 2011
OAI identifier: oai:elaba:2190763
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