search query: @indexterm terveys / total: 34
reference: 16 / 34
type: Pro Gradu thesis
| archive number: 11101
Author: | Vuorensyrjä, Päivi |
Title: | Management of international licensing relationships - control and coordination of marketing strategies in the functional food industry. Case: Valio Ltd. |
Series/department: | Markkinoinnin ja johtamisen laitos (Department of Marketing and Management)
2008 |
Discipline/programme: | International Business |
Index terms: | kansainväliset yhtiöt markkinointi strategia elintarviketeollisuus meijerit terveys elintarvikkeet lisenssit |
Language: | eng |
OEVS: | Electronic archive copy is available via Aalto Thesis Database.
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Contents: | 1: Introduction 2: Literature review - The global functional food market overview - Marketing strategies of functional foods - Licensing as internationalization strategy - Control and coordination of marketing strategies 3: Theoretical framework 4: Methodology 5: Empirical findings - Valio Ltd - Valio's functional food innovations - International marketing strategy at Valio - Licensing at Valio - Control and coordination mechanisms used in licensing relationship ma 6: Conclusions Key words: control, coordination, functional food, licensing, marketing Contents Sisällys |
THES