The aim of this paper is to investigate which portfolio extension option: either a cheaper subbrand or a private label endorsed by the national brand is better from the consumer perspective. Two hypothetical product concepts from a leading beer brand were tested among Dutch consumers. The findings show …

Since the establishment of the Centre for Research on Multinational Corporations (SOMO) in 1973 many factors have changed. Communication, mobility and accessibility being a part of an on-going technological progress have created new challenges and opportunities. In order to facilitate new strategies …

The rise of populist movements in Europe is partly explained by the power of mass media. The press, public and politicians keep each other prisoner. The media increases incidents and looks for personal stories while politicians respond to those stories in order to be noticed by the public. Therefore …

It has been almost fifteen years since the brutal conflict in the Democratic Republic of Congo (DRC) started, and has been causing tremendous suffering for the Congolese civilians ever since; leaving millions of people dead, and causing another hundreds of thousands of people to flee their homes, while …

Private Labels have transformed from value purchases into powerful brands. This paper develops a framework based on the four strategic dimensions of brand breadth, positioning, segmentation, and relationship with the store brand that retailers can uniquely draw upon to organise their brand portfolios. …

In this paper the design and development of a new type of greenhouse with an integrated filter for reflecting near infrared radiation (NIR) and a solar energy delivery system is described. Especially the optical parts as the spectral selective film, the properties of the circular reflector and the efficiencies …

purpose of this research is to design a high-level strategic communication plan that can help Spotzer to position their product or concept to small and medium enterprises in The Netherlands. The objective of the communication plan is to increase awareness of online video advertising to Dutch SMEs. These …

The central question of this dissertation is what lessons can be learned from Surinam when it comes to the integration of immigrants. Surinam consists of five main population groups and to assess this process of integration this dissertation is structured by the following questions: What is integration …

One needs three things to create a successful startup: to start with good people, to make something customers actually want, and to spend as little money as possible. Most startups that fail do it because they fail at one of these. A startup that does all three will probably succeed. (Graham, 2005) Five …