Developing a Brand Image on the B2B Market: An case study on the SaaS company PinMeTo
(2020) BUSN39 20201Department of Business Administration
- Abstract
- Developing a Brand Image on the B2B Market: An explorative case study on brand image of SaaS company PinMeTo
2020
BUSN39
A case study on PinMeTo with 7 semi-structured interviews.
The purpose of this study is to explore the most important brand image elements for SaaS companies in a B2B market from an internal perspective and determine how they develop a brand image.
Conclusion
The findings reveal several influential brand image elements within various brand image dimensions from an internal point of view for an SaaS company in the business-to-business market and presents the internal processes of how they developed their brand image.
Practical Implications
The findings present for practitioners that in a developing... (More) - Developing a Brand Image on the B2B Market: An explorative case study on brand image of SaaS company PinMeTo
2020
BUSN39
A case study on PinMeTo with 7 semi-structured interviews.
The purpose of this study is to explore the most important brand image elements for SaaS companies in a B2B market from an internal perspective and determine how they develop a brand image.
Conclusion
The findings reveal several influential brand image elements within various brand image dimensions from an internal point of view for an SaaS company in the business-to-business market and presents the internal processes of how they developed their brand image.
Practical Implications
The findings present for practitioners that in a developing business-to -business market such as the SaaS market, knowledge sharing and collaboration both externally and internally are essential in the development of brand image. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9030662
- author
- Pataki, Alexander LU and Aittokallio, Mihail
- supervisor
-
- Tommy Shih LU
- organization
- course
- BUSN39 20201
- year
- 2020
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- SaaS, Brand Image, B2B branding, B2B, B2B Market
- language
- English
- id
- 9030662
- date added to LUP
- 2020-10-15 12:15:59
- date last changed
- 2020-10-15 12:15:59
@misc{9030662,
abstract = {{Developing a Brand Image on the B2B Market: An explorative case study on brand image of SaaS company PinMeTo
2020
BUSN39
A case study on PinMeTo with 7 semi-structured interviews.
The purpose of this study is to explore the most important brand image elements for SaaS companies in a B2B market from an internal perspective and determine how they develop a brand image.
Conclusion
The findings reveal several influential brand image elements within various brand image dimensions from an internal point of view for an SaaS company in the business-to-business market and presents the internal processes of how they developed their brand image.
Practical Implications
The findings present for practitioners that in a developing business-to -business market such as the SaaS market, knowledge sharing and collaboration both externally and internally are essential in the development of brand image.}},
author = {{Pataki, Alexander and Aittokallio, Mihail}},
language = {{eng}},
note = {{Student Paper}},
title = {{Developing a Brand Image on the B2B Market: An case study on the SaaS company PinMeTo}},
year = {{2020}},
}