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Entwicklung eines Marketingstrategie am Beispiel einer gemeinnützigen Gesellschaft

  • In order to provide a platform for strategic decision-making and -implementation, regarding marketing strategy in a young and socially oriented business, this work has been elaborated mainly based on the theoretical guidelines for contemporary strategy provided by Robert Grant. Further there was realized an action research with the CEO’s of the respective company. The qualitative data was concluded from a strategy workshop with the decision-makers of the young and socially oriented fashion label GLIMPSE. The fashion is designed in Germany and produced in India, as GLIMPSE was found in 2012 in Stuttgart, in order to provide employment, education and a future for women in India that have been rescued out of forced prostitution. The results of this research describe a strategic process of formulation and implementation of marketing strategy for the company GLIMPSE, making use of continuous resource allocation through strategy meetings on a regular basis.

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Author:Madeleine Schober
Advisor:Wolf-Dietrich Schneider
Document Type:Bachelor Thesis
Year of Completion:2016
Granting Institution:Hochschule Furtwangen
Release Date:2016/05/20
Degree Program:IBW - Internationale Betriebswirtschaft
Licence (German):License LogoUrheberrechtlich geschützt