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What's in a name? The importance of branding in the laboratory analysis industry

2025-09-24Dissertação de mestrado Acesso embargado
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authorProfile.emaillclancy364@gmail.com
datacite.subject.fosCiências Sociais::Economia e Gestão
dc.contributor.advisorCardoso, Elizabete
dc.contributor.authorClancy, Lauren
dc.date.accessioned2026-06-03T10:13:26Z
dc.date.available2026-06-03T10:13:26Z
dc.date.issued2025-09-24
dc.date.submitted2025-06-16
dc.description.abstractThis thesis explores the role of branding using the case of a Colombian service provider, expanding into product distribution through partnership with a U.S. based manufacturer. Ninesemi-structured interviews across different stakeholders identified which branding elements matter most for supplier selection and how a company leverage its brand towards the success of its new line. The findings reveal certifications, reputation, and support services as most important and that branding strategies provide guidance for market expansion. The thesis provides theoretical insights on B2B branding and recommendations for scientific-based companies undergoing similar transitions.eng
dc.identifier.tid204128765
dc.identifier.urihttp://hdl.handle.net/10362/203656
dc.language.isoeng
dc.relationUID/ECO/00124/2013
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.subjectB2B branding
dc.subjectLaboratory analysis
dc.subjectBrand equity
dc.subjectLeveraging reputation
dc.subjectCEMS MIM
dc.titleWhat's in a name? The importance of branding in the laboratory analysis industryeng
dc.typemaster thesis
dspace.entity.typePublication
thesis.degree.nameA 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

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NSBE - CEMS MIM Dissertations