Griffith Open: No conditions. Results ordered -Date Deposited. 2024-03-29T05:31:47ZEPrintshttps://go.griffith.ie/images/sitelogo.pnghttp://go.griffith.ie/2020-02-03T14:55:57Z2020-02-03T14:55:57Zhttp://go.griffith.ie/id/eprint/300This item is in the repository with the URL: http://go.griffith.ie/id/eprint/3002020-02-03T14:55:57ZAn exploration of the impacts of digitalisation in the procurement sectorThis dissertation provides an overview of the leading digital technologies that will revolutionise procurement. The aim of this exploratory study was to investigate if procurement organisations and professionals are taking strategic actions to equip themselves with the changing business environment that digitalisation will bring to the procurement sector. An interpretivist approach has been taken for the purpose of understanding the different perspectives that research participants shared for the data collection. Therefore, a survey in the form of a semi-structured questionnaire has been conducted with seventy-three procurement professionals from a wide range of industries. The questionnaire was conducted through online platforms, which facilitated the process of approaching experts in the industry. Through primary data collected, it was found that companies and procurement professionals are aware of the impact of digitalisation in the procurement sector. However, most of the organisations presented in this study do not have a well-designed strategy that includes digital technology in their procurement processes. However, as leading companies have already adopted digital tools to transform the way their procurement operations, the lack of initiative from smaller players towards utilizing digital technology leads to missing opportunity in cost savings and competitiveness. Hence, this study aims to give an overview of the main digital technologies that will revolutionise procurement.Cinthia Fernandes Pinho2019-10-23T10:44:07Z2019-10-23T10:44:07Zhttp://go.griffith.ie/id/eprint/260This item is in the repository with the URL: http://go.griffith.ie/id/eprint/2602019-10-23T10:44:07ZAn exploration of brand perceptions and purchase motivations of non-targeted customers – A Case Study of Fjällräven and their Kånken backpack in the German market.In this study it was shown that offline channels have an intense influence on non-targeted customers in terms of the trend products. A trend product attracts the attention of targeted customers but also non-targeted customers. The product’s popularity is an important factor for a trend product’s success, but it is still not enough for non-targeted customers to make a purchase decision for a foreign brand’s product. A friend’s recommendation or the own gathering of information is still necessary for them to decision on purchasing the product.
The study focused on Fjällräven’s Kånken backpack and gained deep insight of non-targeted customers. The objective was to find out the non-targeted customers’ brand perception and purchase motives. The data collection dealt with targeted and non-targeted customers of the Fjällräven Kånken backpack. Those two customer groups differ in terms of purchase motives, lifestyle and brand knowledge. The qualitative primary data was collected by face-to-face interviews and showed that especially non-targeted customers were confronted by emotional factors and influences, i.e. the feeling of belonging. The Kånken backpack as a trend product changed the non-targeted customers’ behaviour and purchase factors, some of them still do not know the brand Fjällräven itself or they have mentioned associations with the brand. But due to the intense effect of offline WOM the lack of knowledge and identification became unimportant. Additionally, the backpack’s USP’s and its functionality were well communicated among targeted and non-targeted customer by the offline WOM. The non-targeted customer’s focus appeared to be on the product itself rather than the brand Fjällräven.Annika Struhalla