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The strategic importance of customer experience and brand identity for sustainable growth: a case of a global entertainment enterprise
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| 7.48 MB | Adobe PDF |
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Resumo(s)
This master thesis examines how a 200-year-old brand like Madame Tussauds can grow by integrating digital technologies and enhancing educational offerings without losing its foundational appeal. It includes a case study on Madame Tussauds New York’s strategic shifts
to create a sustainable brand for the 2020s due to emerging trends and changing costumer preferences. Two teaching notes complement the case study: one from a business model/resource-based perspective and another from a marketing/brand perspective. Additionally, a company report analyzes current challenges and provides strategic recommendations for sustaining growth and brand relevance by enhancing customer satisfaction and brand loyalty.
Descrição
Palavras-chave
Brand identity Brand loyalty Brand management Business model transformation Customer engagement Customer experience Digital innovation Education Strategic shift Sustainable growth