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Tiffany & co.: perception of the brand and the luxury Jewelry industry by Gen Z and strategic recommendations on how to approach them

2023-01-16Dissertação de mestrado Acesso aberto
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datacite.subject.fosCiências Sociais::Economia e Gestãopt_PT
dc.contributor.advisorSilveira, Catherine da
dc.contributor.authorMahle, Laura
dc.date.accessioned2024-03-22T14:45:59Z
dc.date.available2024-03-22T14:45:59Z
dc.date.issued2023-01-16
dc.date.submitted2022-12-16
dc.description.abstractThe aim of this work project is to identify and formulate strategic recommendations for the brand Tiffany & Co. in Germany on how to address the target group Gen Z. Gen Z emerges as a new and very important consumer group within the jewelry industry. The elaborated strategies are grounded on conducted research for primary and secondary data and provide the basis for the succeeding analysis and conclusions. The brand’s main weakness and recommendation being discovered within this thesis is the development of a communication strategy under careful consideration of Gen Z’s demands and expectations in products and brandspt_PT
dc.identifier.tid203313356pt_PT
dc.identifier.urihttp://hdl.handle.net/10362/165295
dc.language.isoengpt_PT
dc.relationUID/ECO/00124/2013pt_PT
dc.subjectJewelrypt_PT
dc.subjectLuxury Jewelrypt_PT
dc.subjectGeneration Zpt_PT
dc.subjectTiffany & Co.pt_PT
dc.subjectCommunication strategypt_PT
dc.titleTiffany & co.: perception of the brand and the luxury Jewelry industry by Gen Z and strategic recommendations on how to approach thempt_PT
dc.typemaster thesis
dspace.entity.typePublication
rcaap.rightsopenAccesspt_PT
rcaap.typemasterThesispt_PT
thesis.degree.nameWork Project, presented as part of the requirements for the Award of a Master’s degree in Management from the Nova School of Business and Economicspt_PT

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NSBE - MA Dissertations