Publicação
The strategic importance of customer experience and brand identity for sustainable growth: a case of a global entertainment enterprise
| authorProfile.email | albrecht_larissa@gmx.de | |
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | |
| dc.contributor.advisor | Portas, Paulo | |
| dc.contributor.advisor | Oliveira, Vitorino Mello | |
| dc.contributor.author | Albrecht, Larissa | |
| dc.date.accessioned | 2026-06-30T10:23:50Z | |
| dc.date.available | 2026-06-30T10:23:50Z | |
| dc.date.issued | 2024-06-21 | |
| dc.date.submitted | 2024-05-17 | |
| dc.description.abstract | 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. | eng |
| dc.identifier.tid | 203902386 | |
| dc.identifier.uri | http://hdl.handle.net/10362/204188 | |
| dc.language.iso | eng | |
| dc.relation | UID/ECO/00124/2013 | |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | |
| dc.subject | Brand identity | |
| dc.subject | Brand loyalty | |
| dc.subject | Brand management | |
| dc.subject | Business model transformation | |
| dc.subject | Customer engagement | |
| dc.subject | Customer experience | |
| dc.subject | Digital innovation | |
| dc.subject | Education | |
| dc.subject | Strategic shift | |
| dc.subject | Sustainable growth | |
| dc.title | The strategic importance of customer experience and brand identity for sustainable growth: a case of a global entertainment enterprise | eng |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| thesis.degree.name | A Work Project, presented as part of the requirements for the Award of a Master’s degree in Management from the Nova School of Business and Economics |