Bang & Olufsen

Cecilie Kruse Smith, Anne Mette Nørmark Madsen, Sofie Gade Holm & Christina Stendahl Johansen

Studenteropgave: Fagmodulprojekt


The purpose of this study is to get an understanding of the complications B&O came upon a few years ago by using consumer theory and brand equity. For many years B&O differentiated themselves from other electronic businesses by focusing on Scandinavian luxury design. However, in these very competitive times B&O found it necessary to rethink their strategy, and therefore will be focusing on cheaper products as well. Consequently, we strive to examine and achieve knowledge of what consumers think about the Danish company Bang & Olufsen. The project is based on the consumers’ point of view. Therefore we have collected empirical data and knowledge by using surveys and semi-structured interviews. Through our analysis we found two answers. The loyal consumer sees B&O’s new strategy as a problem, while others believe that B&O should lower their prices to get through the crisis.

UddannelserVirksomhedsstudier, (Bachelor/kandidatuddannelse) Bachelor
Udgivelsesdato20 dec. 2016
Antal sider73
VejledereAda Scupola


  • Bang & Olufsen
  • Virksomhed
  • Forbrugeradfærd
  • Branding