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This paper examines the generational change in ownership of the company Randers Handsker and the changes it has brought. It investigates the modernization the company has undergone, which e.g., in-cluded the creation of a new brand named Rhanders. This paper outlines different branding and organization theories. The main method is through an interview with CEO and one of Rhanders’ owners, Rina Hansen. By doing this we have gained internal knowledge about the company, as well as Rina’s personal thoughts and her goals.