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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 record nr: 11101
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