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From a product-centric to a customer-centric brand identity through servitization: The case of FOSS, a Danish food safety, and quality solution provider

Manole, Madalina LU and Bier, Kathleen LU (2018) BUSN39 20181
Department of Business Administration
Abstract (Swedish)
The purpose of this thesis is to explore the effects on the elements of a company’s brand identity when a firm is moving towards a customer-centric orientation by engaging in the process of servitization. By utilizing a single case study, we aspire to examine how the servitization elements portray the servitization level, as well as which elements of the Corporate Brand Identity Matrix are affected by the elements of the servitization process.
Please use this url to cite or link to this publication:
author
Manole, Madalina LU and Bier, Kathleen LU
supervisor
organization
course
BUSN39 20181
year
type
H1 - Master's Degree (One Year)
subject
keywords
servitization, brand identity, CBIM, customer-centricity, product-centricity
language
English
id
8947863
date added to LUP
2018-06-28 14:42:21
date last changed
2018-06-28 14:42:21
@misc{8947863,
  abstract     = {{The purpose of this thesis is to explore the effects on the elements of a company’s brand identity when a firm is moving towards a customer-centric orientation by engaging in the process of servitization. By utilizing a single case study, we aspire to examine how the servitization elements portray the servitization level, as well as which elements of the Corporate Brand Identity Matrix are affected by the elements of the servitization process.}},
  author       = {{Manole, Madalina and Bier, Kathleen}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{From a product-centric to a customer-centric brand identity through servitization: The case of FOSS, a Danish food safety, and quality solution provider}},
  year         = {{2018}},
}