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This paper aims to add to the existing literature in the field of disruption theory. It focuses on the reactions of established firms in a certain industry to the threat or opportunity of imminent disruption. By investigating cases in three industries (banking, music and taxi), an analysis is made of the possible responses. This reveals that incumbents’ reactions differ significantly across industries. The banking industry prefers collaboration with disruptors, while the music industry fully adopts innovations and the taxi industry fails to react appropriately.

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At some point in time, adolescents will be confronted with one of the most crucial decisions concerning their future. In addition to the field of study, students also need to choose the higher education institution that matches their personality and expectations in an abundance of colleges and universities. A logo can be a powerful marketing tool in the creation of the brand image and thus an important element in the decision process. The purpose of this paper is to investigate if the appearance of the logo affects the impressions students acquire about the institution. In this respect, a quantitative research was conducted by means of questionnaires presented to students in Belgium. Results suggest that shape and colour of a logo can have an impact on the warmth and competence perception of a higher education institution. Especially the use of cold colours in a logo can positively influence this perception.

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Corporate Social Responsibility is a frequently used marketing tool nowadays. Companies aim for a green reputation and customers hope for actual green performance. In case of a noteworthy gap between both, one speaks of greenwashing. In this study we aim to provide an answer to the key question ‘What kind of discursive delegitimation strategies are employed to sustain accusations of corporate greenwashing?’. Articles concerning three vexed companies, IKEA, KLM and The Body Shop, are analysed using the Critical Discourse Analysis to get insight on discursive delegitimation processes. From our findings, we can conclude that unfulfilled expectations represent the main reason for customer greenwashing accusations. In combination with the fact that companies mostly greenwash their business in order to be in line with these customer expectations, this thesis discovered an outstanding contradiction between both players.