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Consumer Behavior
Fiskars Case Study
Review the Fiskars Case study and answer the following questions following the assignment guidelines below.
How did enlisting Fiskateers help the brand?
How can a company like Fiskars gain the most out of a WOM program? What obstacles may have to be overcome internally?
How do you measure WOM success?
Why do people, in particular young women, want to be part of an online interest group such as Fiskars’ fanpage?
Assignment Requirements:
Write between 200-300 words per question using Microsoft Word
Be sure when answering each question, you incorporate concepts from the chapter and/or lecture to show your understanding of the topic.
Use font size 12, 1” margins and double spaced.
Include cover page & reference page (if needed)
At least 80% of your paper must be original content/writing
No more than 20% of your content/information may come from references.
Use at least three references from outside the course material, one reference must be from EBSCOhost. Textbook, lectures and other materials in the course may be used but are not counted toward the three reference requirement.
Cite all reference material (data, dates, graphs, quotes, paraphrased words, values, etc.) in the paper and list on a reference page in APA style.
References must come from sources such as scholarly journals found in EBSCOhost, CNN, online newspapers such as The Wall Street Journal, government websites, etc. Sources such as Wikis, Yahoo Answers, eHow, blogs, etc are not acceptable for academic writing.
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