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Produktlivscykeln på en digital marknad
University of Skövde, School of Business.
University of Skövde, School of Business.
2023 (Swedish)Independent thesis Basic level (degree of Bachelor), 15 credits / 22,5 HE creditsStudent thesisAlternative title
Product life cycle applied on a digital market (English)
Abstract [sv]

Att ha en framgångsrik produkt som fortsätter att växa på dagens marknad är komplext. På grund av det stora antalet marknadsföringsstrategier som är tillgängliga för företag som verkar på en global marknad. Syftet med denna forskningsstudie är finna hur digitala produkter marknadsförs i olika faser av produktlivscykeln med fokus på datorspelsindustrin. Därför kommer denna studie att undersöka om strategierna är tillämpliga i en mer global och digital miljö. Studien kommer således att försöka fylla det litterära gap som finns inom detta område. Empiriska data i denna studie samlas in genom intervjuer med personer som har erfarenhet eller arbetar inom dataspelsindustrin. Detta inkluderar affärscoacher och marknadsföringschefer som verkar inom dataspelsindustrin. Resultaten indikerar att varumärket är en av de viktigaste faktorerna för framgång på denna marknad. Men samspelet mellan de olika strategierna var märkbar och kunde inte bortses från. Intervjuerna har givit nya insikter om hur ett spel kan prissättas. Därför skulle en riktning för ytterligare forskning vara intressant att fokusera på prissättningen av digitala produkter.

Abstract [en]

To have a successful product that continues to grow in today's market is complex due to the amount of marketing strategies that are available to the operating firm, especially when they operate on a global market. The purpose of this research study is to find out how digital products are marketed in different stages of the product lifecycle with the focus on the videogame industry. Therefore, will this study examine if the strategies are applicable in a more global and digital environment. Thus, will this study attempt to fill the literature gap that exists in this field. The empirical data in this study are gathered through interviews with people who have experience or worked in the videogame industry. This includes business coaches and marketing managers who operate in the videogame industry. The findings indicate that brand is one of the most important factors for success in this market. But the interplay between the different strategies were noticeable and could not be overlooked. The interviews have given a new insight on how a game could be priced. Therefore, would a direction for further research be interesting to focus on the pricing of digital products.

Place, publisher, year, edition, pages
2023. , p. 65
Keywords [sv]
Produktlivscykeln, Produktlansering, Produkt cannibalism, After sale services, Brand equity, Ansoff matrisen, Dataspel
National Category
Business Administration
Identifiers
URN: urn:nbn:se:his:diva-22723OAI: oai:DiVA.org:his-22723DiVA, id: diva2:1769117
Subject / course
Business Administration
Educational program
Business Administration and Economics - Study Programme
Supervisors
Examiners
Available from: 2023-06-16 Created: 2023-06-16 Last updated: 2023-06-16Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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