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Globalization and the Internalization of Companies in a Value Chain Perspective

- Study Case: Grundfos A/S

Through differentiation, the goal for Grundfos is to globally integrate their activities and to have a global strategic co-ordination between the different parts of the company. Grundfos' goal is to customize its global strategy towards local conditions.

In this project, the following were analyzed:

  • Internationalization Plan and Market Entry Modes Decisions
  • Global Value Chain
  • Global Value Chain Governance modes
  • International Strategy
  • Generic Strategy

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Growth Strategy Proposal for Med25

In the project were defined both short and long term growth strategies for Med24. The recommendation for the short term strategy is to focus on acquisition, conversion, experience of the customers strategy; but also on value development. For the long term strategy the recommendations were to focus on the step strategy of internationalization and also to consider the E2E strategy.

In order to develop the growth strategy proposal, the following were considered:

  • Segmentation and ideal group of customers
  • Competitive Benchmarking

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Coffe Shop Chain Industry - Expansion Strategy

Case Study: Starbucks

According to the research which was made the following aspects were considered for shaping an expansion strategy for Starbucks:

  • Market Opportunities
  • Risk Management
  • Segment, Segment Concentration, Location, Diversification
  • Entry mode according to the environment and control degree wanted
  • Incremental vs. Simultaneous Approach

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Consumer Behavior and Marketing Decisions

Case Study: Vipp

The research was made with the purpose of building a successful strategy for Vipp A/S focused on how to improve the customer buying behavior in relation to the brand.

The following aspects were considered:

  • Consumer perceived value
  • Consumers' buying behaviour
  • Executive decision making
  • Brand Customization

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Brønderslev – How to Attract Tourists, Analitical and Strategical Perspective

Case Study: Brønderslev Erhverv & Turisme

This project was based on the situation in Brønderslev at the time. The aim of the project was to gain knowledge of the city's tourists, to clarify methods and build strategies on how to attract more tourists to the city.

In the process were considered the following:

  • Decision making process
  • Corporate mission, vision, values analysis
  • SWOT framework of the corporation
  • The inside-out and outside-in perspective
  • Segmentation
  • Short and long term strategy
  • Corporate brandig
  • Experience economy

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Country of Origin Image Influences on Consumer Product Evaluation

Case Study: Rumania

The aim of the project is to analyze if the Romanian consumers are influenced by country of origin image in their purchasing decisions. The consumer preference for domestic or imported products is analyzed and also the reasons for that. Moreover the weight that the country of origin variable has among other variables will be analyzed in different purchase situation and regarding different product categories.

In order to come up with the results, were studied the following aspects:

  • Image: brand image vs. country of origin image
  • Consumer understanding: culture, reference groups, segmentation
  • Product understanding: intrinsic and extrinsic variables, factors of influence in purchase decision
  • Consumer attitude understanding
  • Focus groups studies, analysis and interpretation

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The Impact of Multiple Countries of Origin Image on Consumer Perception Concerning Hybrid Products

In this project the focus was to analyze how consumers deal with the information regarding countries of origin in the case of hybrid products considering the fact that the decisional process of purchasing is more extensive due to the involvement that requires. Therefore the focus of the project was to answer the following question:

“What is the impact of multiple countries of origin image on the consumer perception concerning hybrid products in an emerging market setting?”

Hybrid products are considered for the study due to the fact that these products are composed from multiple components sourced in multiple countries and the investigator considers important to see how consumers evaluate products when the made-in label in decomposed in many source places.

In order to answer the investigative questions properly, a closed attention was given to theories dealing with:

  • Consumer culture and stereotypes
  • Consumer reference groups
  • Consumer segmentation
  • Consumer attitude
  • Consumer decision making

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The Impact of Multiple Countries of Origin Image on Consumer Perception Concerning Hybrid Products

In order to successfully answer the questions will be considered the following:

  • Relation between country perception and brand perception
  • Consumers’ purchasing decisional process and their perception of risk for hybrid products that they are not familiar with
  • Importance of country of origin in the case of Hybrid products

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Consumer Culture and Stereotypes

Studding the importance of culture and stereotyping in forming a product country of origin perception led to the following conclusions:

  • Country of origin image can be a way of perception learned from other individuals that share with others their opinions and perceptions but also country of origin image might be formed as response to a need for information when trying to evaluate a product.
  • Studding the characteristics of the culture characteristics, it can be inferred that country of origin image can change over time.
  • The creation of stereotypes can have a positive or negative impact on a product country of origin perception. The stereotypes can change over time but the process might be slow because people are often trying to confirm their stereotypes by pressing attention only to information that confirms their stereotypes and they ignore the information that proves otherwise.

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Consumer Reference Groups

Reference groups are influencing individuals when, for example they are lacking information regarding a product and they search for information at the ones that they consider trustworthy and knowledgeable, also when they are looking to better integrate in the group that they see themselves as belonging or they aspire to belong.

The image that individuals form about a products’ country of or origin is not always a personal image but the image that was transferred to them through reference group perception.

Social reference groups, such as family and friends, can be source of stereotypes. These might be passed down through jokes or comments.

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Consumer Segmentation

Were considered different types of segmentations:

  • Geographical and demographical: help locating the market but lacks in describing it.
  • Psychographic: concerns mostly the life-style, personality and attitude. The investigator finds it relevant for getting knowledge regarding what is the consumers’ attitude to country of origin image.
  • Segmentation by the degree of ethnocentrism vs. othercentrism and the degree of animosity vs. affinity: is based on the assumption that the consumer response to country of origin image is not homogeneous which bring a los of insight intogetting to know the consumer.

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Consumer Attitude

In this project, it was considered that consumers cannot be regarded without being connected with their attitude when dealing with the understanding of the country of origin concept. Therefore, the consumers’ attitude formation was analyzed in situations of unfamiliarity, situations when the consumers have a previous experience with a particular product and in situations when the consumer deals with a hybrid product and multiple countries of provenience.

There could be observed that, the lack of information and familiarity with a product has an impact on the importance of the country image variable when evaluating a product and that it might change over time through the acquisition of experience.

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Consumer decision making

Country image can be either a rational or an irrational variable to take into consideration in the process of decision making but most of all can be both, all depending on the individual and the buying situation.

The perception of risk is closely related with the concept of value perception, because consumers make a trade-off between product benefits and money sacrifice and as presented previously they adopt many strategies to decrease the perception of risk. All the variables that they take into consideration when they sense high risk, are extrinsic variables (brand image, store image, price, warranty, etc.) as country of origin is, from this being possible to infer that country of origin might be a piece of information important for consumer to judge the risk that the product pose.

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