From a product-centric to a customer-centric brand identity through servitization: The case of FOSS, a Danish food safety, and quality solution provider
(2018) BUSN39 20181Department 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:
http://lup.lub.lu.se/student-papers/record/8947863
- author
- Manole, Madalina LU and Bier, Kathleen LU
- supervisor
-
- Tommy Shih LU
- organization
- course
- BUSN39 20181
- year
- 2018
- 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}}, }