Auflistung nach Autor:in "Stanic, Ivana"

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Artificial Intelligence in the Creative Industry
(Hochschule für Wirtschaft FHNW, 2018) Garley, Ike; Stanic, Ivana; Sterchi, Martin; Wirz Communications AG, Zürich
AI in the advertising industry is currently still in a phase of exploration, where possibilities and limitations are just being examined. But the advertising agencies are in disagreement whether to anticipate the tremendous potential of AI with fear or joy. Therefore, this empirical study defines the status of the AI usage of Swiss advertising agencies and the impact that AI will have on them. Additionally, it identifies the improvements through AI and provides a recommendation for Swiss advertisers on how to prepare for the advances of AI.
11 - Studentische Arbeit
Trademark Licensing Agreement Mövenpick
(Hochschule für Wirtschaft FHNW, 2017) Hammacher, Mathilde; Loeffel, Nathalie; Ragosa, Tobias Luca; Stanic, Ivana; Niedermann, André; Mövenpick Schweiz AG, Baar
This live project is concerned with trademark licensing of the food and beverage industry in Switzerland, as well as globally. The client, Mövenpick Schweiz AG, is acting as a licensor and questions its licensing business model. The main objective of the live project is to provide Mövenpick Schweiz AG a better understanding of the licensing business in the highly competitive food industry and to further analyze why similar companies perform better with their trademark licensing agreements. Consequently, the authors have formulated the following research questions: • What are the value-added contributions of the licensor and licensee? • Which are the success factors for sustainable growth in sales and revenues? • What are the best practice examples for trademark licensing in the food and beverage market? • Which are the success factors derived from the best practices?
11 - Studentische Arbeit