Eva Lang – författare

Studienarbeit aus dem Jahr 2021 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, , Sprache: Deutsch, Abstract: This paper examines the marketing strategy of Oatly. Founded in the 1990s by a Swedish research team, Oatly is today one of the world’s most popular brands of oat-based dairy alternatives. With the relaunch in 2014, the brand has taken up the cause of consumers’ and the planet’s well-being, heralding the transformation from a food production company to a purposedriven lifestyle brand. From the original oat drink, the company has diversified into several categories and in more than 30 countries.Oatly’s moral philosophy that revolves around the core values of sustainability, responsibility, and transparency resonates well with its main targets, i.e. consumers that seek dairy-free alternatives for health or ethical reasons. At the same time, refusing to be a niche brand, Oatly emphasizes its products’ taste and usability to make them appeal to the broad masses that are necessary to bring about the desired macrosocial shift. In fact, the brand’s purpose is not only to optimize its own resource efficiency but to drive a fundamental change in the global food system and society that goes beyond the own business. To this end, Oatly positions itself as an activist that aims to mobilize a debate around the cause of the planet’s health. These objectives are founded on the shared commitment of employees and suppliers which complete the four main strategic goals set by Oatly.

Scientific Essay from the year 2022 in the subject Sociology - Individual, Groups, Society, grade: 1,0, Copenhagen Business School, language: English, abstract: The objective of our study is twofold. Firstly, we aim to enhance the understanding of intergroup conflict, in particular, to illuminate subtle manifestations of discrimination that follow from ambiguous feelings toward outgroups. Secondly, we follow Crusius et al.'s (2012) call for addressing the underlying psychological mechanisms that shape economic behavior, here in precise the phenomenon of CC. For this purpose, we adopt a sociological perspective on prejudice which allows us to consider how individual psychology and behavior might be driven by social structures, specifically intergroup relations. We integrate theories of cognitive automatisms, emotions, stereotype formation, and group identity into a holistic framework and propose an empirical study to test the model. By doing so, we attempt to answer the following research question: Can conspicuous consumption in some cases be identified as a group-based bias mediated by envy?

Scientific Essay from the year 2020 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, Copenhagen Business School, language: English, abstract: Several studies investigated how marketing actions can affect consumers' product perception and thereby evoke a placebo effect. Notably, Irmak et al. (2005) were able to trigger identical objective body reactions for a product and its placebo. This suggests that manipulating marketing stimuli can not only alter subjective perceptions, but also objective physical product responses. This is in line with the inconsistent quality perceptions of NBs and PLs and leads to this paper's research problem: What are the subconscious processes that explain how price impacts subjective taste experiences?Taste experiences are closely linked to quality assessments which are both crucial for purchase decisions, thereby impacting a company s financial outcomes. It is thus relevant for marketers to understand how consumers derive their evaluations and how external attributes can affect them in a placebo-like manner. For this reason, the research question will be accompanied by a review of how neuroscientific approaches can add to the understanding of the placebo effect and how it can be leveraged by marketers.