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Rebranding: A Case Study Approach, Maria Size
Rebranding: A Case Study Approach, Maria Size
Masters
The primary objective of this study is to explore how and why companies implement rebranding campaigns. The study stemmed from a realisation by the author that the area of rebranding is very much under-researched academically although anecdotal evidence indicates and increase in the occurrence of the phenomenon in recent years. Therefore the purpose of this research is to add to the insufficient body of literature on rebranding through exploring it from a corporate perspective. The two chapters of the literature review examine the available literature on the topic of rebranding it is holistic sense, and subsequently the possible effects of …
Rte Publishing Ltd, Gerry Mortimer
Rte Publishing Ltd, Gerry Mortimer
Case studies
The publishing division came into being as RTE Publishing Ltd in May 2003. Muirne Laffan was appointed Executive Director of RTE Publishing. Having spent several years in New York with the advertising agency McCann Erickson, Muirne had joined RTE to head up its commercial activities division some 18 months previously. With the reorganisation, some of these activities had been moved. Thus, for example, TV programme sales became part of the TV division to ensure that issues involved in programme sales were incorporated into programme planning at an early stage.
Green Engineering Services Limited, Gerry Mortimer
Green Engineering Services Limited, Gerry Mortimer
Case studies
“Sometimes in my darker moments I think that, if I had ducks they’d drown, and this is one of those moments. You will have heard the announcement that Fruit of the Loom are closing down the remainder of their operations in the northwest”, Manus Green said, discussing his latest predicament with his friend and occasional advisor Paul Staunton. Manus with his wife Claire, was owner of Green Engineering Services Ltd., a small precision engineering company based on an industrial estate in West Donegal.
In The Eye Of A Storm: Battling With The Discounters In A Local Market, Mary Wilcox, Edmund O'Callaghan
In The Eye Of A Storm: Battling With The Discounters In A Local Market, Mary Wilcox, Edmund O'Callaghan
Case studies
Chris Harmon, senior manager with the Moriarty Group of SuperValu symbol stores, sat at his desk contemplating the future. Despite the intensifying challenges of a dynamic grocery market he was well satisfied with the success of the Group’s three supermarkets. The three stores, owned by Luke Moriarty, operate under the aegis of the Musgrave Group of independent SuperValu retailers. These independent retailers had not only survived Tesco’s arrival in Ireland, but the group as a whole had grown market share.
Buy4now: Ireland's Online Shopping Centre, Joseph Coughlan, Aileen Kennedy
Buy4now: Ireland's Online Shopping Centre, Joseph Coughlan, Aileen Kennedy
Case studies
In February 2004 the CEO of Buy4Now, Ali Murdoch, finds himself in the enviable position of having several growth avenues and opportunities for company expansion to pursue. Domestically, he has issues such as customer acquisition and retention, new processes such as Central Checkout technology, growth in the adoption of broadband technology, the addition of new partners to the portal and the management and growth of advertising revenue demand attention. Recruiting additional staff is also on the agenda for 2004 across several functional areas.
Food Retailing In Ireland: At A Crossroads Of Change, Edel Foley
Food Retailing In Ireland: At A Crossroads Of Change, Edel Foley
Case studies
As a consultant in comparative retailing systems, Ulrike Johnson is responsible for advising international retailers about brands, markets, and key drivers of change. Her current assignment involves advising a European food retailer about current trends and prospects in the food retailing business in the Republic of Ireland, with a view to assessing the possibility of entering the market.