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När handeln flyttar från stadskärnan till annan arena: En kvalitativ studie om entreprenörernas sätt att attrahera kunder till city
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
When trading moves from city center to other arenas : A qualitative essay of entrepreneurs way to attract customers to the city (English)
Abstract [sv]

Bakgrund:Handeln på externa handelsområden ökar stadigt och har ett fortsatt högt tryck, då ny handelsyta om 2 miljoner kvadratmeter planeras byggas i Sverige. Trots det väljer vissa företagare att ha kvar sina verksamheter i stadskärnorna.

Syfte: Syftet är att skapa en djupare förståelse för vad entreprenörerna i Växjö city gör för att attrahera kunder tillbaka till stadskärnan efter att gallerian Grand Samarkand öppnat på en extern handelsplats i Växjö.

Metod:  En kvalitativ metod med ett induktivt angreppssätt har använts där empirisk data insamlats genom att låta intervjupersonerna berätta sin berättelse inom det valda ämnet.

Slutsats: Entreprenörerna väljer att inte bara stå still och låta motgångarna passera, vilket skulle vara ett steg i negativ riktning. De har flera idéer och tankar på hur de ska attrahera kunder till city. Genom att vara serviceminded och erbjuda kunderna webbhandel, egendesignade smycken, workshops, unika produkter och aktiviteter tillsammans med andra företagare och partners försöker de attrahera kunder till city för shopping.

Vidare forskning: Ta reda på kundens aspekt av att handeln flyttar till andra arenor och vad som skulle kunna få dem till att shoppa mer i stadskärnan.

Abstract [en]

Background: Trading on areas outside town centers is steadily increasing and this area have remained high pressure, new retail space of 2 million square meters are planned to be built in Sweden. But some entrepreneurs choose to keep their businesses in city centers.

Purpose: The aim is to create a deeper understanding of what entrepreneurs in Växjö city do to attract customers back to the city center after Grand Samarkand opened on an external trading place in Växjö.

Methodology: A qualitative method with an inductive approach has been used where the empirical data was collected by allowing respondents to tell their story in the chosen topic.

Conclusion: Entrepreneurs choose to not stand still and let the setbacks pass, which would be a step in a negative direction. They have several ideas and thoughts on how to attract customers to the city center. By being service minded and offering customers e-commerce, selfdesigned jewelry, workshops, unique products and activities with other business owners and partners they try to attract customers to the city for shopping.

Further research: The customer aspect of the trade moving to other arenas and what might get them to shop in the city centers.

Place, publisher, year, edition, pages
2017. , p. 62
Keywords [en]
Entrepreneur, added value, adversity, adaptation, innovation
Keywords [sv]
Entreprenör, mervärde, motgångar, anpassningar, innovation
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-64581OAI: oai:DiVA.org:lnu-64581DiVA, id: diva2:1104287
Subject / course
Business Administration - Other
Educational program
Enterprising & Business Development, 180 credits
Supervisors
Examiners
Available from: 2017-06-01 Created: 2017-05-31 Last updated: 2017-06-01Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf