JBS wins Denmark's largest marketing award

Thursday afternoon, clothing manufacturer JBS won recognition as they were presented with the HBH Foundation's marketing award. Every year, the HBH Foundation awards a marketing prize worth up to DKK 100,000 in collaboration with CBS to a company, which, "in its marketing of a product or idea has attracted favourable notice through a well thought-out analysis and strategy".

Mogens Bjerre, Associate Professor at the Department of Marketing, presented the prize winner and told that JBS has pioneered sponsorships as a marketing tool. By being the sole sponsor of the then highly popular 6-day bicycle races, exposure of the name was guaranteed – on national TV!

Obviously, this was decades ago, but Mogens Bjerre demonstrated throughout his speech how JBS has kept developing their marketing activities, which has taken the company to a whole other level.
- The launch of the collaboration with celebrities like Mads Christensen, Caroline Wozniacki, and Cristiano Ronaldo has moved JBS from being a local underwear manufacturer to an internationally branded garment manufacturer.

Troubleshooter Prize
Last year, CBS and HBH broadened the collaboration and introduced the Troubleshooter Prize, which is given to one or more students at CBS for an outstanding master thesis written in dialogue with the recipient of the HBH award.

Tamás Kabay won one of the awards of DKK 50,000 kroner for his master thesis ”The role of business network and absorptive capacity in the process of internationalization – A Case Study on lauritz.com”.

Anders Budde and Tomek Liberda won the other award for their thesis “Internationalization of Scandinavian online auction houses”.

At yesterday's event, the research questions for next year's Troubleshooter Prize were asked on the basis of business issues that JBS encourages the students to discuss in their master thesis. One of the theses might win next year's Troubleshooter Prize.

Read more about the Troubleshooter Prize

About the HBH Foundation's marketing award
Behind the marketing award is Henrik Bødtcher-Hansen, who established the company H. B. Hansen A/S shortly after World War II and made HBH a household name within electric appliances.