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Does reputation matter?

Wingstrand, Gustav LU and Hellqvist, Björn (2015) FEKN90 20151
Department of Business Administration
Abstract
Purpose: Investigate how the corporate brand can play a strategic role within the cargo port industry through affecting the choice of cargo port from the customer’s perspective.

Methodology: A qualitative method with an abductive approach has been used. The research design is based on semi-structured interviews.

Theoretical approach: The theoretical foundation complies theory from the strategic management and the brand management fields. It is based on Porter’s Diamond theory on national competitiveness and Urde and Greyser’s Corporate Brand Identity and Reputation Matrix on corporate brand management.

Empirical foundation: The empirical findings have been collected through interviews with customers of the case company, Copenhagen... (More)
Purpose: Investigate how the corporate brand can play a strategic role within the cargo port industry through affecting the choice of cargo port from the customer’s perspective.

Methodology: A qualitative method with an abductive approach has been used. The research design is based on semi-structured interviews.

Theoretical approach: The theoretical foundation complies theory from the strategic management and the brand management fields. It is based on Porter’s Diamond theory on national competitiveness and Urde and Greyser’s Corporate Brand Identity and Reputation Matrix on corporate brand management.

Empirical foundation: The empirical findings have been collected through interviews with customers of the case company, Copenhagen Malmö Port.

Conclusion: The study applies the theoretical foundation practically, and concludes that the corporate brand has a possible strategic role within the cargo port industry. It contributes with a deeper understanding for the decision-making process concerning the choice of port, and emphasizes the importance of external stakeholders. (Less)
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author
Wingstrand, Gustav LU and Hellqvist, Björn
supervisor
organization
course
FEKN90 20151
year
type
H1 - Master's Degree (One Year)
subject
keywords
CBIRM, Corporate Brand Management, Strategy, Porter’s Diamond, Cargo port industry
language
English
id
7510716
date added to LUP
2015-08-12 18:02:21
date last changed
2015-08-12 18:02:21
@misc{7510716,
  abstract     = {Purpose: Investigate how the corporate brand can play a strategic role within the cargo port industry through affecting the choice of cargo port from the customer’s perspective.

Methodology: A qualitative method with an abductive approach has been used. The research design is based on semi-structured interviews.

Theoretical approach: The theoretical foundation complies theory from the strategic management and the brand management fields. It is based on Porter’s Diamond theory on national competitiveness and Urde and Greyser’s Corporate Brand Identity and Reputation Matrix on corporate brand management.

Empirical foundation: The empirical findings have been collected through interviews with customers of the case company, Copenhagen Malmö Port.

Conclusion: The study applies the theoretical foundation practically, and concludes that the corporate brand has a possible strategic role within the cargo port industry. It contributes with a deeper understanding for the decision-making process concerning the choice of port, and emphasizes the importance of external stakeholders.},
  author       = {Wingstrand, Gustav and Hellqvist, Björn},
  keyword      = {CBIRM,Corporate Brand Management,Strategy,Porter’s Diamond,Cargo port industry},
  language     = {eng},
  note         = {Student Paper},
  title        = {Does reputation matter?},
  year         = {2015},
}