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- W2204501178 abstract "Background For a long time, Axis has mainly focused on network cameras. But latelyAxis is turning its focus towards a different kind of approach, lookingmore at the customers and their needs, which has given end-to-endsolutions and customer segments increased attention in differentdepartments within Axis. A sustainable portion of Axis’ offering is itsaccessories, but this branch of products has never received any particularinterest. This case study aims to deepen the knowledge on how Axiscommunicates accessories and find ways to improve it both internally andexternally.Purpose The purpose of this research is to develop a framework that underlines theareas that high-technology companies can work with in order to improvetheir marketing communication of accessories.Method The project has been conducted as a case study in combination withexplorative and problem-solving approaches for the different researchquestions. The case study is a qualitative study based on interviews with18 different stakeholders with insight to the marketing communicationand sales of accessories at Axis Communications.Conclusions Existing literature offers little guidance for high-technology companieswho wishes to improve their marketing communication of accessories.This study shows that there are good reasons for companies to evaluatetheir work, and that is why a new framework has been proposed with theintention to work as an inspiration and guidance for the companies whowant to improve their marketing communication of accessories.Furthermore, a call-to-action plan has been created for Axis, whichcontains concrete measures and improvement areas that has beenidentified on the basis of the framework during the study." @default.
- W2204501178 created "2016-06-24" @default.
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- W2204501178 date "2015-01-01" @default.
- W2204501178 modified "2023-09-24" @default.
- W2204501178 title "A holistic view of marketing communication of accessories – A case study of Axis Communications" @default.
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