Browsing BI Open by Author "Thjømøe, Hans Mathias"

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    • How Bureaucrats and Bean Counters Strangled General Motors by Killing its Brands 

      Olson, Erik L.; Thjømøe, Hans Mathias (Journal article; Peer reviewed, 2010)
      Purpose: To use branding literature to understand the rise and fall of GM’s brands. Design/Methodology/Approach: Case analysis using secondary sources covering GM’s brands and products, managerial leadership, and market ...

    • Sponsing – forretning eller lek med penger? 

      Thjømøe, Hans Mathias (Journal article; Peer reviewed, 2010)
      Sponsing har gått fra å handle om gaver og almisser til å bli et profesjonelt kommunikasjonsverktøy med krav til avkastning. Det finnes mye dokumentert kunnskap om sponsing, og en god del av denne kunnskapen ...

    • The relative performance of TV sponsorship versus television spot advertising 

      Olson, Erik L.; Thjømøe, Hans Mathias (Journal article; Peer reviewed, 2012)
      Purpose To compare the relative performance of TV sponsorships with the industry standard 30-second TV spot advertising on achieving common communication goals. Design/Methodology/Approach The two mediums are tested ...