The following chapter will provide the reader with suggestions for further research on the topic.
143
Writing a thesis, and with a limited number of pages available, not all problem-areas, discussions or findings can be analyzed, presented or even touched upon. However, quite a few situations and perspectives have been discussed and evaluated between the authors.
Taking advantage of today’s social media when entering a market has been left almost unexplored, and Dunkin’ Donuts international marketing campaigns have been left
untouched, mainly due to the fact, that it has not been possible to establish any contact, or extract any useful information, from the Dunkin’ Donuts Corporation.
The biggest concern, and a big unresolved issue left out of this thesis, is an unanswered question of Dunkin’ Donuts’ branding strategy.
When evaluating the interviews and questionnaire conducted for the purpose of this paper, there was a clear unresolved issue with Dunkin’ Donuts and the way they are carrying their brand and name. Their name does not seem to carry them in a desired or wanted direction.
According to themselves, yes, they do sell donuts, but Dunkin’ Donuts now represents a beverage company with focus on low-calorie breakfast items, and they have been tweaking their image since 2006. Their branding efforts do appear to have worked in the U.S. as they have increased market share in both the breakfast and coffeehouse sector, but the effort has clearly not made it across the Atlantic, as they, in Denmark, are still being associated with fattening food.
To make things worse, the consumer behavior analysis showed that people, especially in the Copenhagen area, have become much more concerned with health, and fitness centers are booming. Dunkin’ Donuts has recently improved and expanded their menus to satisfy these customers’ specific health needs, by producing and selling low-calorie, gluten-free muffins and donuts, becoming the first major fast food company to jump on the anti-wheat bandwagon.
In conclusion, this enormous image and perception gap between company and potential customer may turn out to be a high-effort barrier to overcome before being able to harvest desired and sufficient amount of market shares and profits. Changing the name, Dunkin’
Donuts is too drastic a decision for the company, but a strong branding and marketing
144
campaign would surely aid in convincing Danish consumers that Dunkin’ Donuts is not what they originally thought.
145
Bibliography
Articles
Ansoff, Igor (1957), Strategies for diversification, Harvard Business Review, Vol. 35, No. 2, p.
113-124.
Bright, Roger et. al. (2006), Dunkin’ Donuts - The Bright Agency, published 2006
Christensen, C. & Cook, S. & Hall, T. (2014), Marketing malpractice: The cause and the cure, Harvard Business Review.
Christensen L. M., Iversen J. D., Biltoft-Jensen A, Petersen M. A., Søndergaard A. B., Matthiessen, J. (2014), Energidrikke i Danmark. Undersøgelse af indtaget blandt 10-35-årige. DTU
Fødevareinstituttet, November 2014
Christensen, Michael Ørtz (2012), Danskerne er verdens lykkeligste folk - igen. Berlingske Tidende, 4/4 2012.
Clark, T. (2008), Starbucked: A double tall tale of caffeine, commerce & culture. London:
Sceptre.
Collins, Marianne & Winrow, Brian (2010) Porter’s generic strategies as applied toward e-retailers post-Leegin. The Journal of Product & Brand Management. Vol. 19, No. 4, pp. 306-311.
Cone Communications (2014) Consumers Demand More Than CSR “Purpose” 2012 Corporate Social Return Tracker
Daneman, Matthew (2013), More cities ban polystyrene foam, citing environment. USA Today, December 2013.
Danmarks Nationalbank (2014), Kvartalsoversigt - 3. kvartal 2014, published September 2014, pp. 7-42.
Dahl, Henrik (2005), Hvis din nabo var en bil (2. udgave) Københavns Akademisk Forlag Dahl Larsen, Anne; Thomsen Volhøj, Klaus; Fagt, Sisse & Gross, Gitte. (2013), Mad på farten - hvad ønsker kunderne?. DTU Fødevareinstituttet, No. 4, 2013
Datamonitor (2005), Dunkin Donuts case study: developing a new growth strategy for coffee and baked goods, published April 2005, pp. 6-13.
Datamonitor (2008), Dunkin Donuts case study: Refocusing the quick serve model onto coffee, published October 2008, pp. 1-10.
146
Dunkin’ Brands (2013), Focused on Sustainable Solutions - 2012 corporate social responsibility report. 2013, pp. 1-31.
Dunkin’ Brands (2014), Dunkin’ Donuts Press Kit. June 2014, pp. 1-20.
Fagt, Sisse & Groth, Margit Velsing (2003), Danskernes kostvaner - Måltidsvaner, holdninger, sociale forskelle og sammenhæng med anden livsstil. Ernærings- og Husholdningsøkonomen;
Vol. 2, pp. 52-57.
Fagt, Sisse & Trolle, Ellen (2001), Forsyningen af fødevarer 1955-1999. København:
Fødevaredirektoratet. Vol. 1, pp. 62-87.
Fagt, Sisse & Groth, Margit Velsing (2000) Vi spiser fortsat mest traditionelt. Udviklingen i danskernes måltider. Ernærings- og husholdningsøkonomen Vol.1, pp. 34-45.
Grünbaum, B (2007) Starbucks på vej til Danmark. Berlingske Business, Retrieved 22/02 2015 from: http://www.business.dk/foedevarer/starbucks-paa-vej-til-danmark
Hansen Fogh, Kasper (2005), Glem Minerva - Kommunikationsforum
Higgins, James M. (2005), The Eight ‘S’s of Successful Strategy Execution. Journal of Change Management, Vol. 5. nr. 1. 3-13.
Holliday, Hill (2006), America runs on Dunkin’, retrieved 02/03 2015 from:
http://www.interpublic.com/our-agencies/recent-works?work_id=550&casename=America+Runs+on+Dunkin%27
Holm, Lotte & Iversen, Torben (1997) Moderne madvaner. Dansk Sociologi, Vol. 8, No. 4, pp.
37-52.
International Franchise Opportunities Brewin’ (2015) Dunkin’ Donuts
Jasper, Morten (2012) De danske kaffebarer holder bønne giganter stangen, retrieved 22/02 2015 from: http://www.business.dk/foedevarer/de-danske-kaffebarer-holder-boenne-giganter-stangen
Kristensen, Dorthe Brogård (2012), Sundhedsbranding. Institute for Marketing &
Management, Syddansk Universitet, pp. 6-16
Krogh, Tobias Alexander (2014), Fart over feltet for fitnessbranchen. Berlingske Research, June 2012. Retrieved 12/9 2014.
147
Li, Y., Gouhui, S., Eppler, M.J. (2008), Marketing Strategy Work: A Literature Review of the Factors Influencing Strategy Implementation. ICA Working Paper, February2008, pp. 1 - 46 Mintzberg, Henry & Waters, A. James (1985) Of Strategies, Deliberate and Emergent. Strategic Management Journal, July-September 1985, pp. 257-272.
Pedersen, Signe Ferslev (2014), Stor dansk kaffe-krig lige om hjørnet. Berlingske Business, May 2014. Retrieved 15/1 2015.
Pilgaard, Maja (2007), Danskernes motions- og sportsvaner - 2007 Nøgletal og tendenser.
Idrættens Analyseinstitut, June 2008.
Perry, C. (1987), Growth strategies: principles and case studies, International Small Business Journal, Vol. 5.
Proctor, T. (1997), Establishing a strategic direction: a review, Management Decision, Vol. 35.
No. 2.
Sahadi, Jeanne (2013), Top Income Tax Rate: how U.S. really compares. CNN money, April 1, 2013.
Schmidt, Ruth & Oldfield, Brenda (1999), Dunkin’ Donuts - The birth of a new franchising concept, Journal of Consumer Marketing, Vol. 16, No. 4, pp. 376-383.
Skovgaard, Lars (2011), Den store danske middelklasse. retrieved 01/03 2015 from:
http://www.business.dk/oekonomi/den-store-danske-middelklasse
Sniegowski, Don (2014), Dunkin’ CEO Nigel Travis Extends Contract, Aims To Up Franchisee Profit. Retrieved 05/01 2015 from:
http://www.bluemaumau.org/13685/dunkin%E2%80%99_ceo_nigel_travis_wants_raise_fra nchisee_profits
Statens Institut for Folkesundhed (2013), Hvordan har du det? En undersøgelse af trivsel, sundhed og sygdom blandt voksne i Danmark.
Sørensen, Jens Kjær (2009), Den farlige Vej ud af Krisen, Berlingske Tidende, 22/5-2009.
United Nations (2013), World population Ageing 2013, Economic & Social Affairs, New York 2013.
Weihrich, Heinz (1982), The TOWS Matrix - a tool for situational analysis, Long Range Planning, Vol. 15, No. 2, pp. 54-66.
148
Wiggins, Jenny (2014), McDonalds set to mug Starbucks in Europe, retrieved 03/03 2015 from: http://www.ft.com/cms/s/0/6580e22a-4a1a-11de-8e7e-00144feabdc0.html Books
Andersen, Ib (2010) Den Skinbarlige Virkelighed: vidensproduktion inden for samfundsvidenskaberne. København: Forlaget Samfundslitteratur.
Andersen, Johannes (2000) Hverdagens centrifuge - det daglige liv og den moderne livsform. Århus, Hovedland.
Andersen, Ole (2011) Forstå forbrugerne - og bliv en bedre markedsfører. Frederiksberg:
Samfundslitteratur.
Bay, Morten & Ralund, Julie Schytte (2008) Generation Netværk. København: DR forlag.
Crotty, Michael (2003) The Foundations of Social Research - meaning and perspective in the research process. London: SAGE Publications.
Dahl, Henrik (2005). Hvis din nabo var en bil. København: Akademisk Forlag.
Dowling, G. R. (2005). The Art and Science of Marketing - marketing for marketing managers.
Oxford: Oxford University Press.
Downes, Larry & Mui, Chunka (1998) Unleashing the Killer App - digital strategies for market dominance. Boston: Harvard Business School Press.
Fischer, Louise & Rasmussen, Christian (2008) Målgruppeanalyse - lær din målgruppe at kende.
København: Nyt Teknisk Forlag.
Fischler, Claude (1996) Food, Self and Identity. Social Science Information. London: SAGE publications.
Heldbjerg, Grethe (1997) Grøftegravning i et metodisk perspektiv. København: Samfundslitteratur.
Hooley, Graham; Piercy, Nigel & Nicoulaud, Birgitte (2012) Marketing Strategy & Competitive Positioning. Harlow: Pearson Education Limited
Ingebrigtsen, Stig & Ottesen, Otto (1993) Markedsføringsplanlægning og -ledelse. København:
Samfundslitteratur.
Inglehart, Ronald & Baker, Wayne (2005) Modernization, Cultural Change, and Democracy – the human development sequence. Cambridge: Cambridge university Press.
149
Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2009). Marketing management.
Harlow, Essex: Pearson Prentice Hall.
Leinsdorff, Torben (2003) Erhvervsøkonomi i grundtræk. København Ø: Handelshøjskolens Forlag.
Loudon, David L & Della Bitta, Albert J. (1995) Consumer Behavior - concepts and applications.
United States of America: McGraw-Hill inc. .
Miles, Steven & Anderson, Alison & Meethan, Kevin (2002) The Changing Consumer. London:
Routledge
Miller, David (1995) Acknowledging Consumption - a review of new studies. London and New York:
Routledge
Morrison, Janet (2011) The Global Business Environment - meeting the challenges. London:
Palgrave Macmillan.
Morsing, Mette. & Beckmann C, Suzanne (2006) Strategic CSR Communication. Copenhagen: DJØF Publishing
Peters, Thomas J. & Waterman, Robert H. (1984) In Search of Excellence - lessons from America´s best-run companies. New York: Harper & Row, Publishers Inc.
Proctor, Tony (1996) Marketing Management - integrating theory and practice. London:
International Thomson Business Press
Randall, Geoffrey (1993) Principles of Marketing. London & New York: Routledge.
Saunders, Mark; Lewis, Philip & Thornhill, Adrian (2012) Research methods for business students.
Harlow: Pearson
Schiffman, Leon G & Kanuk, Leslie L. & Hansen, Håvard (2008) Consumer Behaviour - a European outlook. Harlow, England: Pearson Education Limited.
Spinelli, Stephen; Rosenberg, Robert & Birley, Sue (2004) Franchising: pathway to wealth creation.
New Jersey: Prentice Hall.
Ziegler, C. O. (2006) Marketing management: kort & godt. Frederiksberg: Samfundslitteratur.
Websites
A.J. (2014) Denmark to run on Dunkin’ Donuts, retrieved 12/11 2014 from:
http://cphpost.dk/news/denmark-to-run-on-dunkin-donuts.9329.html
Farfan, Barbara (2012) Dunkin’ Donuts Mission Statement - 12 values behind quick, fresh &
delicious, retrived 10/02 2015 from:
150
http://retailindustry.about.com/od/retailbestpractices/ig/Company-Mission-Statements/Dunkin--Donuts-Mission-Statement.htm
Geoghegan, Tom (2013) To tip or not to tip…. Or shoud it be banned?, retrieved 08/02 2014 from: http://www.bbc.com/news/magazine-22846846
Hansen, Fogh Kasper (2005),Kommunikationsforum (2005). Glem Minerva, retrieved 20/02 2015 from: http://www.kommunikationsforum.dk/artikler/glem-minerva
Pollack, Judann (2013), Six Steps To Simplify Marketing, From Dunkin’ Brands Marketing Chief, retrieved 07/11 2014 from: http://adage.com/article/special-report-ana-annual-meeting-2013/dunkin-donuts-john-costello-6-steps-simplify-marketing/244611/
Prive, Tanya (2012) Top 10 Qualities That Make A Good Leader, retrieved 15/02 2015 from:
http://www.forbes.com/sites/tanyaprive/2012/12/19/top-10-qualities-that-make-a-great-leader/
Trefis, Tim (2014), Dunkin’ Brands To Accelerate Expansion In Western & Emerging Markets, retrieved 10/03 2015 from:
http://www.forbes.com/sites/greatspeculations/2014/09/29/dunkin-brands-to-accelerate-expansion-in-western-emerging-markets/
Walkup, Caroline (2010), Nigel Travis Talks Dunkin’s Strategy, retrieved 15/01 2015 from:
http://www.qsrmagazine.com/executive-interviews/nigel-travis-talks-dunkin-s-strategy Weiser, Benjamin (1999) Dunkin’ Donuts Sues Shop Owner over Mice, retrieved 09/02 2015 from: http://www.nytimes.com/1999/01/05/nyregion/dunkin-donuts-sues-shop-owner-over-mice.html
Zollinger, Paul, (2013), Is it time fast food restaurants became responsible? retrieved 22/10 2014 from: http://www.theguardian.com/sustainable-business/time-fast-food-became-responsible
www.analysedanmark.dk, Analyse Danmark (2010), http://danskernes/kaffevaner/en markedsundersøgelse/analyse/danmark.html
www.articles.latimes.com, Doughnut app arrives: Dunkin’ Donuts accepts mobile payments, retrived 06/11 2014 from: http://articles.latimes.com/2012/aug/17/business/la-fi-tn--dunkin-donuts-app-20120816
www.altomkost.dk, Det du spiser mellem hovedmåltiderne, retrieved 22/10 2014 from:
http://altomkost.dk/servicemenu/nyheder/nyhed/nyhed/det-du-spiser-mellem-hovedmaaltiderne/
www.avestatechnologies.com, Dunkin Donuts Store Manage System: retrieved 03/01 2015 from: http://www.avestatechnologies.com/dunkin-donuts.html
151
www.borsen.dk, Baresso om Dunkin’ Donuts: Velkommen til Danmark, retrieved 06/11 2014 from:
http://borsen.dk/nyheder/virksomheder/artikel/1/281473/baresso_om_dunkin_donuts_vel kommen_til_danmark.html?hl=RHVua2lu
www.borsen.dk, Dansk kaffekæde konkurs, retrieved 30/10 2014 from:
http://borsen.dk/nyheder/virksomheder/artikel/1/280302/dansk_kaffekaede_konkurs.html www.borsen.dk, Fastfood-gigant åbner for madbestilling på mobilen, retrieved 07/11 2014 from:
http://borsen.dk/nyheder/virksomheder/artikel/1/293873/fast_food-gigant_aabner_for_madbestilling_paa_mobilen.html?hl=U3Vuc2V0
www.business.dk, Arbejdsgivere bør tage ansvar for sundhed: retrieved 09/02 2015 from http://www.business.dk/diverse/arbejdsgivere-boer-tage-ansvar-for-sundhed
www.business.dk, Dunkin’ i dansk doughnut-fremstød, retrieved 04/11 2014 from:
http://www.business.dk/detailhandel/dunkin-i-dansk-doughnut-fremstoed www.businessdictionary.com, Focus Strategy (2015), retrieved 5/3 2015 from http://www.businessdictionary.com/definition/focus-strategy.html
www.business.dk, Dunkin’ Donuts vil udfordre Baresso og Joe & The Juice, retrieved 04/11 2014 from: http://www.business.dk/detailhandel/dunkin-i-dansk-doughnut-fremstoed www.business.dk, Baresso tjener ikke en bønne, retrieved 30/10 2014 from:
http://www.business.dk/diverse/baresso-tjener-ikke-en-boenne
www.businessdictionary.com, Cost Leadership Strategy (2015), retrieved 5/3 2015 from http://www.businessdictionary.com/definition/cost-leadership.html
www.businessdictionary.com, Differentiation Strategy (2015), retrieved 5/3 2015 from http://www.businessdictionary.com/definition/differentiation-strategy.html
www.cafax.dk, Danskerne går langt for en god kop kaffe, retrieved 04/11 2014 from:
http://www.cafax.dk/nyheder/danskerne-vil-have-god-kaffe.aspx www.cefal.dk, Cefal bliver til Konventum, retrieved 14/02 2015 from:
http://www.cefal.dk/ny-virksomhedsstruktur
www.cspnet.com, 7-Eleven: Fourth-Largest Seller of Coffee in U.S., retrieved 04/11 2014 from:
http://www.cspnet.com/category-news/foodservice/articles/7-eleven-fourth-largest-seller-coffee-us
www.danskerhverv.dk, Portræt af den Moderne Forbruger, retrieved 13/8 2014 from:
https://www.danskerhverv.dk/MinBranche/handel/Forbrugerpolitik/tendenserogundersoeg elser/Sider/portraetafdenmoderneforbruger.aspx
152
www.danskerhverv.dk, Trendanalyse: De vigtigste forbrugertrends i 2014, retrieved 06/11 2014 from: http://www.danskerhverv.dk/Nyheder/Sider/Trendanalyse-De-10-vigtigste-trends-i-2014.aspx
www.dol.gov.com, Minimum wage and hour division - U.S. Department of Labor, retrieved 24/2 2015 from: http://www.dol.gov/whd/minwage/america.htm
www.dst.dk, Hvert tredje hjem har et smart tv, retrieved 16/02 2015 from:
http://www.dst.dk/pukora/epub/Nyt/2014/NR227.pdf
www.dunkinbrands.com, Dunkin Brands (2014), Dunkin’ Donuts announces franchise opportunities brewin’ in several Texas communities, retrieved 11/03 2015 from:
http://dunkinbrands.com/news/dunkin-donuts-announces-franchise-opportunities-brewin-in-several-texas-communities
www.dunkindonuts.com, Dunkin’ Donuts, Company Snapshot, retrieved 19/12 2014 from:
http://www.dunkindonuts.com/content/dunkindonuts/en/company.html
www.dunkindonuts.com, Dunkin’ Donuts (2014): Nutritional Information, retrieved 9/10 2014 from: http://www.dunkindonuts.com/content/dunkindonuts/en/menu/nutrition.html www.dunkinfranchising.com, International Franchise Opportunities Brewin’: retrieved 15/11 2014 from:
http://www.dunkinfranchising.com/content/dam/franchisee/international/DD%20Internati onal%20Brochure_ForWeb.pdf
www.epn.dk, Hvis du vil spise sundt, så tag på McDonalds: retrieved 9/10 2014 from:
http://epn.dk/brancher/foedevarer/ECE6558207/hvis-du-vil-spise-sundt-sa-ta-pa-mcdonalds/
www.fda.gov, Guidance for Industry: A Labeling Guide for Restaurants and Other Retail Establishments Selling Away-From-Home Foods, retrieved 21/10 2014 from:
http://www.fda.gov/Food/GuidanceRegulation/GuidanceDocumentsRegulatoryInformation/
LabelingNutrition/ucm053455.htm
www.files.shareholder.com, Dunkin´ Donuts Annual Report 2011, retrieved from:
http://files.shareholder.com/downloads/ABEA-68SCR9/2556218952x0x650114/408603D0-6E62-422F-AB40-3A7C89686005/DNKN_2011_Annual_Report_Final_.pdf
www.fitness-guide.dk, Danskerne dyrker motion som aldrig før, retrieved 15/9 2014 from:
http://www.fitness-guide.dk/danskerne-dyrker-motion-som-aldrig-for/
www.foodbusinessnews.net, Dunkin’ details four-prong plan for 2014, retrieved 01/02 2015 from:
http://www.foodbusinessnews.net/articles/news_home/Financial- Performance/2014/02/Dunkin_details_fourprong_plan.aspx?ID=%7B9659E339-A71B-4EA5-9076-3C8795D72475%7D&cck=1
153
www.foodwire.dk, Foodwire (2014): Er McDonalds det sundeste sted at spise? retrieved 9/10 2014 from: http://www.foodwire.dk/2014/03/17/er-mcdonalds-det-sundeste-sted-at-spise/
www.forbes.com, Why is The Starbucks Mobile Payment App So Successful? retrived 07/11 2014 from: http://www.forbes.com/sites/quora/2014/06/13/why-is-the-starbucks-mobile-payments-app-so-successful/
www.forbes.com, The Best - and worst - customer service: retrieved 08/02 2015 from:
http://www.forbes.com/sites/tompost/2013/06/04/the-best-and-worst-customer-service/
www.fvm.dk, Fødevarestyrelsen, retrieved 15/9 2014 from:
http://fvm.dk/foedevarer/indsatsomraader/
www.horesta.dk, Tendens, en økonomisk analyse fra HORESTA, retrieved 19/11 2014
from:http://www.horesta.dk/Oekonomi-Statistik/~/media/Filer/Materialer/tendens/2006/Tendens_01_2006_Juli_Restauranter.ashx www.kaffeinfo.dk, Danmark, retrieved 3/6 2014 from: http://kaffeinfo.dk/historie/danmark/
www.kaffeinfo.dk, Kaffe i Tal, retrieved 3/6 2014 from: http://kaffeinfo.dk/kaffe-i-tal/
www.itues.apple.com, iTunes Preview/Baresso smartphone download application, retrieved 17/02 2015 from: https://itunes.apple.com/dk/app/baresso/id546609045?mt=8
www.mckinsey.com, Decoding Leadership: What really matters, retrieved 25/1 2015 from:
http://www.mckinsey.com/insights/leading_in_the_21st_century/decoding_leadership_what_
really_matters
www.mm.dk, Statens kostkampagner rammer ved siden af: retrieved 04/11 2014 from:
https://www.mm.dk/statens-kostkampagner-rammer-siden
www.mx.dk, Hér får man den dårligste kundeservice i Danmark, retrieved 07/02 2015 from http://www.mx.dk/penge_erhverv/nyheder/story/16330106
www.nationalbanken.dk, Den Danske Nationalbank, retrieved 24/9 2014 from:
http://www.nationalbanken.dk/da/Sider/default.aspx
www.netpromotersystemblog.com, A finely balanced brew: Consistency with personality, retrieved 11/02 2014 from: http://www.netpromotersystemblog.com/2015/01/15/a-finely-balanced-brew-consistency-with-personality/
www.nielsen.com, Nielsen, A. C. (2005) Minerva snap shot. retrieved 22/02 2015, from:
http://dk.nielsen.com/products/downloads/Markedsinformationer/MarketMonitor/DK/Min ervaSnapMo
www.nytimes.com, Calorie Data to Be Posted at Most Chains, retrieved 22/10 2014 from http://www.nytimes.com/2010/03/24/business/24menu.html?_r=0
154
www.online.wsj.com, Americans´Eating Habits Take a Healthier Turn, Study Finds: retrieved 21/10 2014 from:
http://online.wsj.com/articles/SB10001424052702304149404579323092916490748 www.paywizard.com, Minimum wage tipped workers, retrieved 24/02 2015 from:
http://www.paywizard.org/main/salary/minimum-wage/tipped-workers www.politiken.dk, Vi dyrker fitness af lyst, retrieved 21/10 2014 from:
http://politiken.dk/motion/ECE626460/vi-dyrker-fitness-af-lyst/
www.rafn.it, Danske unge drikker mere kaffe, retrieved 18/6 2014 from:
http://www.rafn.it/kaffe/kaffe.html
startvaekst.virk.dk, Flad organisationsstruktur, retrieved 16/02 2015 from:
https://startvaekst.virk.dk/vaekst/ledelse/ledelse-og-organisation/organisationsdesign/flad-organisationsstruktur
www.qsrmagazin.com, Dunkin’ Donuts Launches Liverpool FC Sweepstakes, retrieved 18/02 2015 from: http://www.qsrmagazine.com/news/dunkin-donuts-launches-liverpool-fc-sweepstakes
155