The study investigates the Danish company B&O future prospects. To support this the study analyse the current situation of the firm. By extension, the study also investigates the launch of B&O Play and how this harmonizes with the main brand Bang & Olufsen. B&O Play was established in 2012 in response to the economic crisis and the company's weak results. The study elucidates the company's economic which had the beginning under the financial crisis. The study compares the crisis of B&O with the financial crisis, as it is assumed to begin at the time as the strategic initiatives the company made as a result of the economic downturn. Additionally, the study analyse the company’s current situation, in which the internal and economic conditions is included to discuss the the company’s future prospects. In addition, the study analyse whether the company's launch of the B&O Play harmonizes with the main brand, including involvement of the company's corporate storytelling based on the Danish market.
|Uddannelser||Basis - Samfundsvidenskabelig Bacheloruddannelse, (Bachelor uddannelse) Basis|
|Udgivelsesdato||21 dec. 2015|
|Vejledere||Du Plessis & Erik Mygind|
- B&O Play