Question

Topic: Branding

Help For Dissertation Topic Development Needed!

Posted by Anonymous on 2/10/2009 at 3:48 PM ET 250 Points
Hello,

I am a post grad of international marketing and am having difficulties in finding a dissertation topic.
I know I would like to do something that has to do with both "Scandinavian design" (many different brands & products, from clothes to kitchen ware under one roof) and brand management; however, I can not come up with an exact idea that combines these two, whilst at the same time identifies an academic research gap.
Every bit of help would be highly appreciated :-)
Many many thanks!
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RESPONSES

  • Posted by Mandy Vavrinak on 2/10/2009 at 4:52 PM Accepted
    Would identifying trends in consumer perceptions over a period of time (based on buying history or on reported purchases from stores/brands whose primary goods are of Scandinavian design) qualify as a research gap?

    I mean... *deep breath* take IKEA for instance... they didn't become ubiquitous overnight. What changed over time? How have people responded 25 years ago through to today to the unique characteristics that comprise 'Scandinavian design' (I'll leave you to define what those are) ?

    If you could identify three or four companies who sold goods over a period of 20 years or more (even if no longer in business) and tie trends in consumer perception to those companies' success or failure as brand managers and then their resultant overall success or failure, using IKEA as a benchmark... perhaps a dissertation?
  • Posted on 2/11/2009 at 12:54 PM Author
    Hello Mandy,

    many thanks for your suggestion. it does in deed sound interesting and I will have to look into it closer and see with my supervisor whether it goes with the guidelines.

    Thank you very much!
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