Insights on Brand Identity Creation of Start-ups in Business Incubators: An Exploratory Research Conducted in Sweden and Macedonia
(2013) BUSN39 20131Department of Business Administration
- Abstract (Swedish)
- Title
Insights on Brand Identity Creation of Start-ups in Business Incubators: An Exploratory Research Conducted in Sweden and Macedonia
Course
BUSN 39 Degree Project in Global Marketing, Spring 2013
Authors
Aleksandar Joshevski and Lucas Noordhoorn
Supervisor
Magnus Lagnevik
Keywords
Brand identity creation, entrepreneurship, business incubators, start-up, Sweden, Macedonia
Research Questions
In what way do start-ups that are part of business incubators located in Macedonia and Sweden create and build their brand identity? In what way do business incubators influence brand identity creation and building in startups that are located in Macedonia and Sweden?
Purpose
The purpose of this thesis is to conduct an... (More) - Title
Insights on Brand Identity Creation of Start-ups in Business Incubators: An Exploratory Research Conducted in Sweden and Macedonia
Course
BUSN 39 Degree Project in Global Marketing, Spring 2013
Authors
Aleksandar Joshevski and Lucas Noordhoorn
Supervisor
Magnus Lagnevik
Keywords
Brand identity creation, entrepreneurship, business incubators, start-up, Sweden, Macedonia
Research Questions
In what way do start-ups that are part of business incubators located in Macedonia and Sweden create and build their brand identity? In what way do business incubators influence brand identity creation and building in startups that are located in Macedonia and Sweden?
Purpose
The purpose of this thesis is to conduct an exploratory study, in order to get a better understanding of brand identity relevance, creation and building across a diverse sample of countries and start-ups.
Theory
The theoretical framework of the thesis deals with three areas: Entrepreneurship, new ventures and start-ups; Brands, branding and related concepts; and Business incubators. The development of these areas of research is discussed as well as the relevance to this study.
Method
This study is an exploratory research using a constructionist ontological approach. Semi-structured interviews are aimed at gaining an in-depth understanding of the analyzed sample. However, this qualitative method technique is subjective and non-quantifiable.
Conclusion
The creation of a brand identity can be an extremely valuable tool in the creation a financially viable company according the previously conducted research. Arguably, this holds for start-ups in business incubators as well. This study concludes that not enough importance or efforts are placed in the establishment of brand identity as a priority for start-ups. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/3994508
- author
- Noordhoorn, Lucas LU and Joshevski, Aleksandar
- supervisor
- organization
- course
- BUSN39 20131
- year
- 2013
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Brand identity creation, entrepreneurship, business incubators, start-up, Sweden, Macedonia
- language
- English
- id
- 3994508
- date added to LUP
- 2013-08-23 13:44:20
- date last changed
- 2013-08-23 13:44:20
@misc{3994508,
abstract = {{Title
Insights on Brand Identity Creation of Start-ups in Business Incubators: An Exploratory Research Conducted in Sweden and Macedonia
Course
BUSN 39 Degree Project in Global Marketing, Spring 2013
Authors
Aleksandar Joshevski and Lucas Noordhoorn
Supervisor
Magnus Lagnevik
Keywords
Brand identity creation, entrepreneurship, business incubators, start-up, Sweden, Macedonia
Research Questions
In what way do start-ups that are part of business incubators located in Macedonia and Sweden create and build their brand identity? In what way do business incubators influence brand identity creation and building in startups that are located in Macedonia and Sweden?
Purpose
The purpose of this thesis is to conduct an exploratory study, in order to get a better understanding of brand identity relevance, creation and building across a diverse sample of countries and start-ups.
Theory
The theoretical framework of the thesis deals with three areas: Entrepreneurship, new ventures and start-ups; Brands, branding and related concepts; and Business incubators. The development of these areas of research is discussed as well as the relevance to this study.
Method
This study is an exploratory research using a constructionist ontological approach. Semi-structured interviews are aimed at gaining an in-depth understanding of the analyzed sample. However, this qualitative method technique is subjective and non-quantifiable.
Conclusion
The creation of a brand identity can be an extremely valuable tool in the creation a financially viable company according the previously conducted research. Arguably, this holds for start-ups in business incubators as well. This study concludes that not enough importance or efforts are placed in the establishment of brand identity as a priority for start-ups.}},
author = {{Noordhoorn, Lucas and Joshevski, Aleksandar}},
language = {{eng}},
note = {{Student Paper}},
title = {{Insights on Brand Identity Creation of Start-ups in Business Incubators: An Exploratory Research Conducted in Sweden and Macedonia}},
year = {{2013}},
}