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  • 1.
    Feuk, Johanna
    Mälardalen University, School of Sustainable Development of Society and Technology.
    A Relationship with benefits: Relationship Marketing in Non-­profit Organisations in South Africa2011Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Purpose: The purpose of this article was to see how NPO’s can use relationship marketing in their activities to secure donors and funding for their causes and projects.

    Methodology: Unstructured interviews were held with representatives from different hospices as well as with representatives from the umbrella organisation, the HPCA.

    Findings: The findings showed that the concerned hospices all had similar issues and suffered with the same problems, both economical and communicative. Successful relations were built on personal contacts and projects where donors took an active part The higher the grade of involvement the higher commitment and loyalty towards the hospice/organisation. The factors that were salient in the successful cases are also factors that are salient in the theory of successful relationship marketing (e.g. loyalty, commitment, interaction).

    Value: The article highlights the complexity of the market of NPO’s in South Africa and some of the issues they are faced with.

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  • 2.
    Feuk, Johanna
    et al.
    Mälardalen University, School of Sustainable Development of Society and Technology.
    Wolffelt, Lisa
    Mälardalen University, School of Sustainable Development of Society and Technology.
    Förändrad identitet,ny logotyp?: -motiven till rebranding hos fyra företag2010Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Rebranding is a commonly accepted term in strategic marketing yet it lacksa concise definition. Changes in a company's profile, identity, name andlogotype are all included within the term rebranding. The purpose of thisstudy was to attain a deeper understanding of the motives for rebranding.Interviews were held with four companies which have implementedrebranding within the last eight years. The findings show that updating acompany's brand identity was the main reason/motive for rebranding. TheExpansion of foreign markets was identified as a key motive, as a Swedishname or logotype was no longer suited to such development. Other motivesinclude renewal and unification of brands.

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    FULLTEXT01
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  • en-US
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  • nn-NB
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