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57881.
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57882.
  • Preiholt, Håkan (författare)
  • Finance Marketing Research
  • 2002
  • Ingår i: Marketing Management Journal. ; 12:1
  • Tidskriftsartikel (refereegranskat)
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57883.
  • Preiholt, Håkan (författare)
  • Growth opportunities in luxury goods and real estate
  • 2006
  • Ingår i: Journal of Fashion Marketing and Management, Vol. 10. - : Emerald. - 1361-2026. ; 10:1, s. 114-119
  • Tidskriftsartikel (refereegranskat)abstract
    • The paper aims to discuss some similarities between design activities related to luxury goods and real estate.Design/methodology/approachThe paper discusses some similarities between design activities related to luxury goods and real estate. The focus is on new market opportunities and on shareholder value similarities for those two industries.FindingsThe paper finds that there is a fundamental similarity between the luxury goods and real estate industries. The common characteristic is the role played by designers and architects. They function as personified options in the sense that they give their firms opportunities to launch new projects at appropriate points in time.Research limitations/implicationsThis is a theoretical discussion backed up by cases from two types of industry. A broader empirical research can broaden the picture of this out of the ordinary field of research.Practical implicationsThe paper is a very useful source of information and impartial advice for those who are interested in luxury goods, fashion design, architecture, financial marketing, investor relations, and real estate.Originality/valueThe paper fulfils and identifies two fields of research, the real estate and the luxury goods industry. In the real estate industry, architects create new opportunities when they work with old buildings or with vacant land. In the luxury goods industry designers have a similar role.
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57884.
  • Preiholt, Håkan, 1950-, et al. (författare)
  • In Pursuit of Sustainability : Challenges of Swedish Fashion Companies
  • 2016
  • Konferensbidrag (refereegranskat)abstract
    • Problem – With this study the authors wish to start the debate of moving away from the two existing extreme categories, fast and slow fashion, as described in the current literature. First, the authors argue that because of Swedish fashion companies are increasingly focusing and working with sustainability, a new category of fashion in terms of sustainability should be introduced to the existing literature on fast and slow fashion, namely transitional fashion. Second, the authors examine which communication strategies the Swedish fashion industry adopt in terms of communicating their corporate sustainability and which challenges different types of sustainable fashion companies are facing in terms of communication.Design/methodology/approach – By way of interviews and secondary data analysis Swedish fashion companies are analyzed and categorized as slow, transitional or fast fashion companies. Categorization is based on extant literature whereby concept, product and production processes are analysed. Each category thus represents a specific type of sustainable fashion company. In addition, each category is analyzed in terms of its main focus when communicating its sustainability efforts and its major challenges.Findings – The findings showed that the two existing categories, fast and slow fashion, are describing two extreme ways of working with sustainability, not providing room for many of the sustainability efforts that fashion companies are working with today. As a consequence, it can create difficulties for both the company and consumer to position a certain brand in terms of sustainability. The findings showed that this confusing positioning of corporate sustainability can create problems for a company’s marketing communication. It was found that fashion companies within all three categories - fast, transitional and slow fashion – experience more or less difficulties in communication of their corporate sustainability, especially in terms of informing consumers about sustainable production processes and product materials.Originality/value – The paper contributes to the literature by introducing a new term, transitional fashion, which is necessary in today’s understanding and mapping of the fashion industry. The findings contribute by gaining an understanding of sustainability strategies adopted by the fashion industry of countries belonging to one of the most sustainable countries in the world, Sweden. The findings point out top Swedish fashion companies’ focus and challenges when communicating their sustainability efforts to the market. As such, the findings contribute to the literature of fashion marketing and management.
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57885.
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57886.
  •  
57887.
  • Preiholt, Håkan (författare)
  • Lighthouse Marketing
  • 2001
  • Ingår i: <em>The 9th International Colloquium in Relationship Marketing, John Molson School of Business, Concordia University, Montreal, Canada</em>.
  • Konferensbidrag (refereegranskat)
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57888.
  •  
57889.
  • Preiholt, Håkan (författare)
  • Strategic Relations and Dark Horses
  • 2000
  • Ingår i: The 8th International Colloquium in Relationship Marketing, Stockholm University, December 9..
  • Konferensbidrag (refereegranskat)
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57890.
  • Preiholt, Håkan (författare)
  • The art of financial relations : reflection on strategic growth
  • 2004
  • Ingår i: Corporate Communications: An International Journal. Vol. 9.. - : Emerald. - 1356-3289. ; 9:1, s. 50-56
  • Tidskriftsartikel (refereegranskat)abstract
    • The purpose of the present article is to discuss the role of financial marketing in the creation of self-reinforcing trends and bubbles. If the fundamental problems of financial marketing are not controlled, they can lead us to the world of the cynics, of raiders, of hostile takeovers where there is no free interplay of supply and demand. On the other hand, it would be wrong to consider every rise in the share price, which is not related to assets in place, as a bubble. The real art of financial marketing is to present to the public in an intelligible and convincing manner, the real options embedded in the firm's growth opportunities
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