Based on a survey of 162 respondents, interviews with H.J. Heinz employees and a literature review, this thesis aims to answer the question: ‘How should H.J. Heinz translate the Dutch consumer preferences in their Heinz Tomato Ketchup product format rationalization?’ Following a reorganization and a …

Careers work is a very political business. Since the early 1990s, successive governments in England and the Netherlands have persistently challenged those working in the careers sector to demonstrate the educational, social and economic value and impact of their work. In this context, the marketisation …

The relationship between China and the Netherlands can be situated on a dynamic scale. Chinese entrepreneurs are finding their way to the Netherlands, thereby continuously renewing and shaping this relationship. Currently, there are about 300 Chinese companies in the Netherlands, which amounts to approximately …

Korean edition! Positioning is hot. Not only in the realm of consumer goods manufacturers, but also for other companies, institutions, governments and even individual persons. An explosion of good quality products on the market and targeted media and advertising campaigns has led to an increasing interest …

Positioning is hot. Not only in the realm of consumer goods manufacturers, but also for other companies, institutions, governments and even individual persons. An explosion of good quality products on the market and targeted media and advertising campaigns has led to an increasing interest from organizations …

The developments in the field of media, technology and business models are going faster and ensure that the publisher can choose from a wide range of publish possibilities. As well private as in practice the consumer changes its search-, read- and buying motive. Companies within but also outside the …

Parallel trade is 'the legal importation of genuine goods into a country by intermediaries other than authorised distributors' (Albaum, Duerr, Strandskov, 2005, p. 313). It has been concluded that parallel import is a result of price differences across European countries, which in turn, is the result …

Tchibo is an international retail, coffee and consumer good company. Throughout the company´s history a unique business concept combining coffee expertise with a weekly changing range of consumer goods was created. This paper aims to analyse and outline the market characteristics of the Mexican market …