Browsing FGV EAESP - MPGI: Dissertações, Mestrado Profissional em Gestão Internacional by Advisor "Rosenthal, Benjamin"
Now showing items 1-8 of 8
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Brand positioning in the pharmaceutical industry: content analysis applied to antiaging drugs
2017-12-13Under the shifting dynamics of pharmaceutical industries, companies must be responsive to adjust their strategies to the constantly evolving environment as well as predict future changes to be able to prepare and position ... -
BUILDING THE BRAND IDENTITY THROUGH AESTHETICS ON SOCIAL MEDIA: THE AESOP CASE STUDY
2021-02-09The increased competition in the retail industry has forced brands to adapt. Quality as well as availability are no longer enough to attract customers and increase market share, due to the standardization of mass production ... -
Competing online: a netnographic study on twitch influencers
2018-11-21The research, through the analysis of four influencers and the interviews of their staff members aimed to outline the most successful strategies used in building strong personal brands and the related communities. After ... -
How engagement with influencer marketing campaigns affect the brand performance: a case of stories on Instagram
2021-04-08Influencer marketing englobes many studies that aim increasing the engagement rate of the viewers with the content created by social media influencers, that could be considered opinion leaders. Content has a great impact ... -
Solo travel: extraordinary experiences and personal transformation
2020-04-16The purpose of this research is to analyze the transformative and enduring effects of extraordinary experiences. For this, the extraordinary experience of solo travel was explored, defined in this work as traveling alone ... -
Stereotyped and non-stereotyped advertising: revitalization of Mattel’s Iconic Barbie brand in the current context of feminine empowerment
2018-12-20Modelos plus size, casais homosexuais com filhos, mulheres em posições de lideranca, uma variedade de etnias e religiões representadas em propagandas de algumas das marcas mais renomadas do mundo. Apesar de estereótipos ... -
The terroir concept for food products: the case of the cheese market in Brazil
2020-02-10Este artigo analisa como o conceito de terroir aplicado a categoria de queijos é compreendido e valorizado pelos consumidores. Terroir é um conceito francês que representa a designação de um lugar englobando três dimensões ... -
Wellness tourism in Southeast Asia : the case study of Six Senses Hotels Resorts & Spas
2018-09-12A context of increased demand for wellness tourism is attracting new players in the tourism industry. The concept of wellness tourism has emerged but hasn’t broken through yet: it is already defined and presented in the ...
