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  • 1.
    Abelmazovs, Ivans
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Engström, Henrik
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Response strategies of traditional firms indisruptive times.: A case study on sustainable strategies of the hotel industry in response tothe sharing economy evolution.2016Independent thesis Advanced level (degree of Master (One Year)), 10 poäng / 15 hpOppgave
    Abstract [en]

    Purpose - Traditional firms within mature markets are challenged, as they have to rely a lot on adaptation of new technologies in order to keep their service sales among consumers and survive in a highly competitive globalized environment. One of the examples of a mature industry is the hotel industry, in which sustainability is a vital necessity, however implementation efforts are slow. Nowadays, a business shift is occurring from traditional to disruptive innovation models. One such model is that of the sharing economy. The aim of this thesis therefore targets the finding of the understanding and reaction, by analyzing and describing actions, of traditional hotel firms for sustaining their business in times when sharing economy firms become increasingly influential on the traditional business.

    Design/methodology/approach - An abductive approach was followed throughout the thesis spanning a qualitative data analysis of the empirical base of the study, which consisted of six semi- structured interviews of traditional hotel firms that were chosen through theoretical sampling. The multiple and holistic case study setup is a means of explaining response strategies in the hotel industry.

    Findings - The findings are that while some are aware of the growing impact of sharing economy on the mature industry, few firms have concrete strategies to sustain their own business in the light of the upcoming challenges. Moreover, the interviewed firms have lost large percentages of their traditional direct sales channels, making it essential to sell increasingly through online channels and third party providers such as online travel agencies. This adds to the challenge that the service offerings of sharing economy firms and established firms are becoming more comparable to each other, making it easier for the customer to compare directly which choice is preferable. The empirical data suggests that this is of relevance for both the leisure and business segment of travelers. However, there were also positive effects found, that the sharing economy is an opportunity for traditional firms to learn and for travel destinations to be boosted through increased supply and variety.

    Research limitations/implications - The chosen case study setup is a means of explaining responses from the hotel industry due to the sharing economy. However, there is an indication that a similar phenomenon can occur in a different mature industry, such as the taxi industry with Uber or the financial industry with Bitcoin. Moreover, this case had hotel firms operating on a 3-star level or higher, which imposes potential limitations for the applicability. However, for the research implications this thesis includes a model that contains theoretical description of a practical phenomenon within a shifting context.

    Practical implications - Traditional businesses must find new ways to highlight their unique values, core competences and what most significantly distinguishes their offering, for example beyond being an accommodation provider, in order to develop a sustainable business that can withstand the challenges in the 21st century. It is recommended for firms to assess their position in the market, their customers and competitors to decide on which strategy is best suited, as it may vary with every firm. Analogous, it is not recommended to rest on previous successes.

    Originality/value - Increasing influence of the sharing economy forces traditional firms to respond with their own strategic countermeasures. However, the response of traditional firms to the impact of sharing economy firms is not well described and has empirically been insufficient. In this way, the thesis contributes to the existing research on the sharing economy and its impact by studying the consequences for and responses of firms in a mature industry. Therefore, it addressed challenges in theory all well as in practice for the affected businesses. The finding and combination of response strategies in this thesis presents a valuable contribution to academia and practical implications for the mature industries.

  • 2.
    Abou Osman, Andrei
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Gerzic, Amela
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Content creation activities related to content marketing through social media.: A qualitative study in a B2B context2017Independent thesis Basic level (university diploma), 10 poäng / 15 hpOppgave
    Abstract [en]

    Background: Companies have lately been engaging their business activities onto social mediaand its platforms. They are taking advantage of the opportunities provided by social media and they are starting to realize the importance of content marketing.

    Problem Discussion: Content marketing has been researched previously research. However, the research regarding B2B content marketing and the differences between B2B and B2C content is still rather limited. The question lingers whether the same principles apply to firms working with B2B as well. Moreover, a clear framework or guide regarding the way that content should be created does not yet exist – a guide including the aspects may be taken into account when creating content and implementing content marketing.

    Purpose: The purpose of this study is to understand and describe how companies deal with the content creation process, within content marketing through social media.

    Research Question: How do companies handle content creation for content marketing through social media?

    Methodology: This thesis has taken a qualitative and abductive approach on the study. It hasbeen based on a multiple-case study, where semi-structured interviews took place with sevenfirms working with content marketing and content creation - in a B2B context.

    Conclusion: All seven firms have a uniform understanding of content marketing, aligned withprevious research. The study concludes that there are similarities between the ways that companies handle content marketing. Furthermore, the study concludes that there are general traits that needs to always be taken into consideration when creating content s.a. long term planning, providing value to the customer, well thought out message and choosing the right channels for content distribution.

  • 3.
    Adam, Marcus
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Rukwid, Linda
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Viererbl, Franziska
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Market Entry Strategy for InternationalFirms in South East Asia: A Case Study of Vietnam2013Independent thesis Advanced level (degree of Master (One Year)), 20 poäng / 30 hpOppgave
    Abstract [en]

    With projected economy growth rates of 5.5 percent over 2013 to 2017 (OECD, 2013),countries in South East Asia (SEA) are predicted a robust and resilient economicperspective. Consequently, this is accompanied by increased interest from internationalfirms of all size aiming at market shares. However, market entry appears to be prone todifficulties as high failure and withdrawing rates of foreign companies demonstrate. Thisstudy, therefore, contributes to the understanding of how emerging country markets canbe entered strategically, by evaluating how internal and external conditions can affectmarket entry strategy and how previous internationalization theory can be applied.Vietnam, as an example for a SEA country, comes with high economic growth rates,which have created vast business and growth opportunities for companies of all size andindustries. The case is examined based on a medium sized subsidiary of a Germancompany group, located in neighboring China, currently aiming at market entry inVietnam. As academic literature determines markets as business networks and entryprocess consequently as establishing an adept position built on relationships, it isassumed that entry strategy into Vietnam first of all depends on detecting the expedientanchor points within the complex environment of Vietnam. As, from a resource basedperspective scholars, furthermore, assume competitive advantage to rest in a firm´sparticular set of resources and capabilities, a successful market entry is considered todepend on establishing relationships into this network based on the firms inherentresources. The research was conducted by investigating the company’s resources,capabilities and its entry motives for Vietnam, the impact of the external environment inVietnam as well as appropriate strategies for gaining legitimacy from it. Empirically,findings are based on a qualitative single case study of the case company supported byinterviews with key company personnel and various Vietnam experts. Thorough analysisshowed that the case company’s market entry strategy is heavily impacted by weaknessesin brand management, which appeared to be necessity on customer side for the sale ofhigh involvement products in Vietnam, as well weaknesses in its sales managementconcerning the non-transferability of its current sales staff. External influences, such ashigh impact of the government, complicated retaining of labor; As a result forweaknesses on side of the company and difficulties in the market, a direct entry modewas recommended to the case company.

  • 4.
    Adams, Nathalie
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Chyssler, Louise
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Tourism in Mexico: More than Tacos and Tequila?: A Case Study on CSR Strategies of Swedish and Mexican Tour Operators in Mexico 2014Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [en]

    The purpose of this study is to explore whether tour operators work with CSR within their organizations in Mexico, and describe how they implement it as well as why they work with it. Furthermore, the paper will analyze similarities and differences between the Swedish and Mexican tour operator’s CSR strategies as well as the reasons for this. Lastly, recommendations will be made to the Mexican tour operators on how they can gain knowledge from Swedish tour operators on CSR strategies and the development of these.The theoretical framework contains descriptions of theories on strategy, competitive advantage, the CSR Pyramid, stakeholder theory as well as CSR in the context of developing countries, which are all relevant theories for the issue studied as well as for answering the research questions. The empirical findings that have been collected through interviews with two Swedish, and two Mexican tour operators address the respective tour operator’s work with CSR in Mexico.In the analysis the theoretical framework has been put in relation to the empirical evidence. The analysis consists of how and why CSR activities are implemented in the respective organization. It also addresses the difficulties tour operators from developed countries face when implementing CSR on destinations in developing countries.Lastly, our conclusions show that there are several ways of implementing CSR in developing countries, as well as different views on why taking social responsibility within the tourism industry is important. Moreover, the main reason for this divergence lies in different perspectives, which has also been shown to be a contributing factor to the challenges faced by Swedish tour operators in the context of a developing country.In the end of the thesis recommendations will be made to Mexican firms on how to develop, and implement CSR strategies more successfully as well as recommendations for further research within the field of CSR in developing countries.

  • 5.
    Adnan, Sonia
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Nhaily, Abir
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Wang, Hongyu
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    To Evaluate and Study the relationship between employees’ commitment and individual performance: A Quantitative Approach- Case Study of Kansai Paints2018Independent thesis Advanced level (degree of Master (One Year)), 10 poäng / 15 hpOppgave
    Abstract [en]

    Nowadays the companies want to make sure that they have strong resources that can face the rapid changes in the environment. One of the most important resources is human resources. The interest of the companies to have committed employees have been increased because there is a big difference between the performance of committed employees and the rest of the employees. Committed employees perform well in the organization and help the organization to grow and face the competitive environment. Based on this, this research aims to evaluate and study the relationship between organizational commitment and individual performance.To do this one of the Multinational corporation(MNC) is selected, this MNC is the Japanese company Kansai Paint who has one subsidiary in Pakistan. The theoretical model of this study was formulated based on one dependent variable which is the individual performance and three independent variables which are an affective commitment, continuance commitment and normative commitment.The data of the research was collected by questionnaires which sent to 100 employees on Kansai Paint in Pakistan, and SPSS testing was used to analyze the data. The finding of the study exposed that the affective commitment, continuance commitment and normative commitment have a positive impact on the individual performance. At the end of the research, the conclusion of the research was drawn and several of recommendations were developed.

  • 6.
    Adolfsson, Henrik
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Davidsson, Elias
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Why even bother?: Exploring consumer perceived risks and benefits of online personalized advertisements2017Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [en]

    The use of online personalized advertisements has drawn attention among firms, in efforts of acquiring and maintaining competitive advantage. By collecting individual consumer information, firms are able to personalize advertisements to specific individuals in online contexts.

    The collection and use of individuals’ personal information have given rise to privacy concerns among consumers. However, contemporary research displays disparate conclusions regarding the extent to which these privacy concerns influence the effectiveness of online personalized advertisements. In order to provide insights regarding this discrepancy, this study explored the theoretical foundations of consumer perceived benefits and risks, upon which contemporary research was based.

    Two focus groups were conducted to explore how consumers perceive benefits and risks of online personalized advertisements. Using pattern matching, the interpretation of the empirically gathered material implied that consumer perceived benefits, in form of perceived relevance, appears to be insufficient in appealing to the interests and preferences of consumers. Instead, consumers’ perceptions of relevance appear to be dependent on several elements.

    Furthermore, the findings imply that consumers are aware of the risks through personal information disclosure, yet appear to be unconcerned by them. Instead, consumers seem to possess a sense of hopelessness in online environments, that attempts to restrict the availability of their personal information are pointless.

  • 7.
    Adolfsson, Sandra
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Vass, Rebecka
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Sälj din själ till Kent: En studie om fans relation till sitt favoritband2017Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [sv]

    Med denna studie finns viljan att bredda förståelsen för musikfans och hur de förhåller sig till sitt favoritband. Syftet är att undersöka hur dedikerade fans relation ser ut till sitt favoritband och vad en sådan relation kan ha för betydelse för ett fan.

    Studien har utförts som en fallstudie av det svenska rockbandet Kents fans och bygger på kvalitativ empiri i form av kvalitativa intervjuer med tolv fans till bandet. Detta med förhoppningen av att kunna skapa en djupare förståelse för ämnet. Tillvägagångssättet har varit abduktivt, det vill säga att studien har växlat mellan induktivt och deduktivt synsätt.

    Med hjälp av en empirisk och teoretisk analys har vi kommit fram till att relationen fans har till ett band ofta är av parasocial karaktär. Vi såg också att lojalitet och varumärkeskultur kan stärka relationen. Att vara fan är en känsla och gemenskap till andra fans och är ofta en del i relationen till bandet. Vissa fans utövar också sitt fanskap genom olika former av semiotisk produktivitet. Att vara ett fan blir ofta en del av en persons identitet och musikupplevelser i form av musiklyssnande och konserter kan ha en värdefull plats i fansens liv. 

  • 8.
    Ahl, Matilda
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Ett trovärdigt budskap?: En studie om påverkan på Generation Y vid branded content2018Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [sv]

    Problem: I början av september år 2017 införde Instagram en reklampolicy som tydligare ska skilja på vad som är reklam och influencers egna åsikter. I och med reklammärkning av branded content framgår det därför tydligt för användare av det sociala nätverket att innehållet i influencerns budskap påverkas av en affärspartner och att ett värdeutbyte har skett. Risken finns därför att influencers förlorar den trovärdighet som är viktig för övertygelse och påverkan av konsumenten.

    Syfte: Syftet med denna studie är att förstå hur konsumenten upplever att han eller hon påverkas av budskap förmedlade genom branded content vid influencer marketing på Instagram.

    Forskningsfråga: Hur upplever konsumenten att han eller hon påverkas av budskap som förmedlas genom branded content vid influencer marketing på Instagram?

    Teoretisk referensram: Word-of-mouth, celebrity endorsement, influencer marketing, generation Y, referensgrupp, självbild, förtroende och the Ohanian Model of Source Credibility.

    Metod: Primärdata har samlats in genom ostrukturerade intervjuer som genomfördes med fem respondenter.

    Slutsats: Denna studie fann att budskap förmedlade genom branded content överlag upplevdes tappa trovärdighet och därmed även möjlighet till påverkan av konsumenten. För att konsumenten ändå ska låta sig påverkas av den typen av budskap krävs därför ett trovärdigt budskap samt att det förmedlas av en trovärdig källa, som tidigare forskning visat vara viktigt för övertygelse av konsumenten.

  • 9.
    Ahlström, Veronica
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Edlund Pihlaja, Frida
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    From zero to hero: En fallstudie om hur användandet av internt varumärkesbyggande tagit Gekås Ullared till toppen.2018Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [sv]

    Syfte och forskningsfrågor                               

    Syftet är att skapa en förståelse för internt varumärkesbyggande hos företag. Studien avser även att bidra med en insikt om hur den vetskapen kan ge bidrag till positiva kundvärden, för att stärka företagets goda anseende och därmed deras position på marknaden. För att undersöka det kommer vi utföra en fallstudie på företaget Gekås Ullared. Utifrån syftet formulerades två forskningsfrågor:

     

    1. Hur kan ett företag arbeta med internt varumärkesbyggande för att stärka sitt anseende och därmed sin position på marknaden?
    2. Hur kan ett företag med hjälp av internt varumärkesbyggande, skapa positiva kundvärde?                                                       

    Metod                                              

    Studien är en fallstudie över hur företaget Gekås Ullared arbetar med internt varumärkesbyggande. Studien utgår från en kvalitativ intervjumetod med en deduktiv forskningsansats. Vidare har det empiriska materialet samlats in genom sju semistrukturerade djupintervjuer.              

     

    Slutsatser

    Resultatet av studien visar att företag som tillämpar internt varumärkesbyggande, genom att öka förståelsen av vad varumärket står för, ämnar erhålla en mer motiverad och engagerad personalstyrka. Det i sin tur leder till att kunderna i större utsträckning mottar en positiv upplevelse av företagets varumärke. Det resulterar i att företagets goda anseende ökar och därmed stärks även dess position på marknaden.

  • 10.
    Ahmad, Danial
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Magariños, David
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Green Marketing - The impact on consumer-based brand equity: a quantitative study among the Swedish Generation Y in the fashion clothing industry2017Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [en]

    Introduction: Recent trends have shown a steady growth regarding environmental concerns along with the pro-environmental attitudes among the consumers, yet a contradicting behaviour is observed in the purchase of environmentally friendly products, giving birth to the phenomena of attitude-behaviour gap. A fair amount of researchers have studied this attitude-behaviour gap over the recent years, investigating this very inconsistency in order to present a solution. This specific study is based on the findings of Davari & Strutton in relation to this attitudebehavior gap, where the researchers presented a simplified model of their study as an effort in overcoming this inconsistency. This specific study is based on the simplified model, where the research unearths the effect of green marketing mix elements on four dimensions of consumerbased brand equity with Swedish Generation Y and clothing fashion industry in perspective.

    Purpose: The purpose of this study is to explain the impact of green marketing mix elements (product, price, place and promotion) on dimensions of consumer-based brand equity (brand loyalty, brand association, brand trust and perceived brand quality).

    Methodology: The research is based on quantitative approach designed in respect with the explanatory purpose. A closed-end online questionnaire was designed as the data collection method, resulting in 127 responses. The results were based on the multiple regression analysis, while the validity was tested against pearson's correlation method and reliability was tested through cronbach’s alpha.

    Conclusion: The study did not measure significant results, where green product stands out as the only element on the green marketing-mix having a positive relationship on one consumerbased brand equity dimension in this case, brand loyalty. Whereas the other elements were concluded as having no significance. Even t

  • 11.
    Ahmad, Tania
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Berfenfeldt, Philippe
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Kondili-Sturesson, Georgios
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Corporate Social Responsibility and its Implications on Firm Performance: A case study of Emballator Lagan Plast2015Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [en]

    Corporate social responsibility is a widely discussed concept in today’s business, with different perceptions as well as explanations regarding the meaning and impact of the concept. Organizations are becoming more aware of the concept as well as their responsibilities to the society, which in turn results in organizations devoting more resources into CSR related activities. Nowadays, it is significant to establish a proper CSR performance while also having a solid financial foundation in order to reach a long-term sustainable success.

    The purpose of this study is to describe how CSR is connected to firm performance, in terms of market share and market growth. While a growing number of studies have been made regarding investigating CSR and its various dimensions, it is still unclear what the underlying factors that tie the relationship together are. This purpose was tested on a company in southern Sweden; this company Emballator Lagan Plast (ELP) produces plastic packaging solutions for a number of industries. Alongside the literature research, a case study with semi-structured interviews was conducted at ELP in order to collect data needed to answer the purpose and research questions.

    One of the essential findings of the study revealed from the literature, which was also proven in the case study, was that CSR is a fundamental element in an organization and it should be implemented throughout the entire organization to gain maximum effect. Moreover, the findings indicate that CSR has a positive impact on ELP’s performance. Even though the relationship is not direct, it still exists through mediating roles, and it has played an important role in the company’s growth and success.

    Keywords:Corporate social responsibility, firm performance, stakeholders.

  • 12.
    Ahmicic, Indira
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Samuelsson, Danielle
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Barriers in Launching New Products: - A comparative study of Swedish B2B companies2015Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [en]

    The marketplace in the 21st century is intense and highly competitive. Customers have a great variety of products and services to choose from, therefor gaining competitive advantage is crucial for a company´s survival. Companies cannot rely on previous product success, they have to be innovative in order to meet the ever-changing customer needs and wants. New product launch is a critical and challenging phase for every company, which is proven by the high failure rates. There are many barriers that can hinder and determine a new product launch process. This study focuses on Business-to-Business, small and medium sized companies within the Swedish steel and metal industry with the purpose to investigate what barriers occur when launching new industrial products. The study also aims to answer the question on what actions can be taken in order to overcome these barriers. This is a qualitative and comparative study based on a theoretical framework combined with empirical findings gathered from five in-depth interviews. By analyzing and comparing the findings throughout this study, the authors can conclude that there are many barriers that can occur and affect a product launch process negatively. The main barriers identified were lack of knowledge, effort, planning as well as targeting and competition. The study also resulted in practical suggestions and actions that can be taken in order to overcome these barriers and ease the launch process.

     

    Key words: New product launch, Barriers in launch processes, B2B, Swedish companies, SME`s, Marketing

     

  • 13.
    Aittokallio, Mihail
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Provocation and Millennials: Explorative study on millennials ́ emotional response2019Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [en]

    Introduction​: Market has saturated in the point where customers are facing advertising overload. For companies it can be difficult task to achieve attention among desired target audience. Millennials

    have become one of the most valuable target group that companies are aiming to target. One way to achieve attention is to do provocative advertising that aims to shock, or violate millennials norms, principles or social cause. Millennials is a special demographic group, compared to previous ones, baby boomers and generation X, since they are more resistant towards provocation. Thys, thesis stress the importance of exploring millennials emotional response when they are exposed to provocation.

    Purpose: ​The purpose of this paper is to explore Millennials ́ emotional response when exposed to provocative advertising. Research Questions: ‘​Which negative emotions provoke millennials?’ and ‘Which positive emotions provoke millennials?’

    Theoretical Framework: ​Theory foundation is builded on provocative advertising and emotional response. Provocative advertising is divided into shock, and social cause. Emotional response concentrates on positive and negative emotions.

    Method: ​The authors of this paper used qualitative approach, deductive structure with explorative purpose that is aiming for in-depth information. Total amount of 8 semi-structured interviews were recorded. Information from interviews were further comprehended via coding schedule.

    Empirical Investigation: ​Empirical chapter presents the main patterns of information from interviews. Chapter is divided into negative and positive parts. This chapters are following the coding schedule structure where main chapters are divided into subchapters based on the sub-categories of coding schedule.

    Analysis: ​The analysis of the empirical investigation showed important information regarding millennials emotional response. Analysis presented that negative emotional response of fear, anger,

    sadness and disgust are evoked when millennials are exposed to provocative advertising. While emotional response of positive emotions, millennials expressed emotional response of contentment to provocative advertising. Thus, no emotional response of love, pride, or happiness was found.

    Conclusion: ​Conclusion of the thesis presented the important findings that millennials are more likely expressing negative than positive emotional response when they are exposed to provocative advertising. Thus emotional response of fear, anger, sadness, disgust or/and contentment were Millennials emotional response to provocative advertising.

  • 14.
    Akhsassi, Rania
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Foreign Market Entry Strategy & International Franchising: Doing Business in Morocco2014Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [en]

    Today’s market environment is increasingly growing due to the economical globalization; with international trade, financial transfers and foreign direct investments the economy is becoming highly interconnected. The advances in communication and transportation technology combined with free-market ideology, have given products and services remarkable mobility. Nowadays, international companies are focusing on opening the world markets to their goods especially in emerging markets in order to take advantage of these markets opportunities and be part of its developing and growing infrastructure.

    In order for international companies to enter foreign markets, there are a variety of factors to consider while planning a strategic approach to reach new customers and differentiate their products and services from national and international competitors within the chosen market. This thesis will focus on featuring the significant factors that could affect companies entering new markets; the study is a qualitative single case study of IKEA, it will specifically investigate IKEA’s franchising in the Moroccan market and forms of internal and external factors that could affect IKEA’s entry into the market as well as it will highlight the main concepts that managers should consider when planning to enter the Moroccan market.

    The study was based on theoretical framework combined with empirical findings that were collected from secondary data such as annually reports and trade documents as well as through conducting in-depth interviews with IKEA’s managers to increase the study reliability and validity.

    According to the study findings and analytical results, the conclusion is that IKEA will not face major internal and external obstacles that would affect their operations significantly. There are few factors that could arise while entering the Moroccan market but from a holistic view this minor interferences can be overcame through IKEA’s full awareness of the market and their application of a vigorous, flexible and convenient strategic approach.

  • 15.
    Al Daghstani, Asem
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Mousa, Husam Imran
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Rastegari, Mohammad
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Social media marketing in B2B: Can customer engagement help increase brand awareness? A Mixed Methods Study2019Independent thesis Basic level (degree of Bachelor), 15 poäng / 22,5 hpOppgave
    Abstract [en]

    As social media platforms are increasingly becoming more popular and a part of everyday life, Business-to-Business (B2B) marketers from different industries are realizing social media’s potential for achieving marketing purposes. However, scientific literature regarding social media usage in B2B contexts is still filled with gaps in knowledge; especially when compared to literature about social media usage in Business-to-Customer (B2C) contexts. One of these research gaps is the lack of niched information about each effect of using social media. This paper aims at contributing to filling this research gap by presenting an extensive literature review about social media marketing in B2B; followed by an analysis of empirical data gathered from 11 different cases of B2B companies engaged in social media marketing. Moreover, this is to answer the research questions; how are B2B companies using social media to increase brand awareness? Which types of content inspire the most customer engagement? And how can B2B companies amplify their chances of succeeding in increasing brand awareness through social media? This paper will further contribute to this research topic, by identifying further research gaps and present suggestions for future research.

  • 16.
    Alamine, Maria
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Chelala, Justina
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för ekonomistyrning och logistik (ELO).
    Can "lagom" save you in a Confucian world?: A study of how national cultural differences affect the use of management control systems of Swedish firms in China.2017Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [en]

    The purpose of this thesis is to analyze and provide a deeper understanding of how the national culture of China affects the use of formal and informal management control systems of Swedish firms, operating in China. In order to conduct this research, relevant theories concerning internationalization, culture and management control systems were gathered and analyzed in relation to each other. This resulted in a conceptual framework, which illustrates the interrelationships between the concepts. Thereafter, this was used as the ground to which the empirical findings were analyzed and compared to. The analysis chapter involves a discussion of the similarities and dissimilarities between theory and empirical data, which leads to the conclusions of this study. This is lastly followed by theoretical implications, practical implications and recommendations, limitations and suggestions for further research.

     

    The study has been conducted with a qualitative research method, in order to obtain a deeper understanding of how national culture can affect the use of  management control systems of Swedish firms in China. Further, due to the unexplored and limited research area of this complex subject, the study followed an abductive approach.

     

    The findings of this research indicate that the Chinese culture affects the use of formal control systems, in which they are used extensively within Swedish firms, operating  in China. However, the national culture of China does not have an effect on the informal control systems of Swedish firms. Nevertheless, the use of the informal control systems should not be undermined, as the use of these triggers for more innovation and creativity among the members of an organization. This in turn could lead to Swedish firms operating more efficiently in the Chinese market. This research can be valuable for Swedish firms that wish to internationalize to the Chinese market, as well as firms operating in China with concerns regarding the use of management control systems in relation to the culture.

  • 17.
    Albertsson, Emma
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Wallin, Fanny
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Westerlund, Mikaela
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Det fygitala intåget: En kvalitativ studie om hur olika företag i klädbranschen kan implementera fygital i sitt arbete2019Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [sv]

    Examensarbete, Programmet för Inredning- och butikskommunikation, Ekonomihögskolan Kalmar, Linnéuniveristetet. 2FE77E. VT19.

    Det fygitala intåget av Emma Albertsson, Fanny Wallin och Mikaela Westerlund

    Bakgrund: Från att den svenska handeln började med vandrande knallar på landsbygden till att utvecklas mot att låta kunden plocka varorna själv, det här var starten för detaljhandelsbranschen. När utveckling tillkommit blev det en multikanal som sedan utvecklades till en omnikanal. Från omnikanal utvecklades fygital som är aktuell för denna studie. Där de fysiska kanalerna sammanflätas med de digitala kanalerna och blir till en kanal.

    Frågeställning & Syfte: Studiens frågeställning är: Hur arbetar konsultföretag respektive onlinebutik och fysisk butik i klädbranschen med fygital? Syftet med studien är att få en ökad förståelse i hur de olika företagen i klädbranschen använder sig av fygital. Detta för att bidra med kunskap om vad fygital står för, samt vilka likheter och skillnader som existerar mellan företagen.

    Metod: Studien innefattar en kvalitativ metod med ett hermeneutiskt synsätt, genom en deduktiv ansats med induktiva inslag. Insamlingen av empiri har utförts genom semistrukturerade intervjuer med representanter från tre konsultföretag, en onlinebutik och en fysisk butik.

    Slutsats: Studiens resultat visar på att det fygitala inte går att förbise då digitaliseringen utvecklas konstant. Utvecklingen av digitalisering påverkar den fysiska butiken genom att butikerna kan bli mindre samtidigt som de kan erbjuda företagens hela sortiment. Därmed blir de digitala kanalerna inte en konkurrent till de fysiska kanalerna utan ett komplement till varandra då de fyller ut varandras brister. I framtiden kommer det omfatta en förändring och utveckling för att det fygitala ska samspela på bästa sätt.

  • 18.
    Aldén, Sandra
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Lindström, Hanna
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Måsberg, Caroline
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Kritik mot etik?: En kvalitativ studie om etiska dilemman inom sinnesmarknadsföring utifrån ett konsumentperspektiv2016Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [sv]

    Sinnesmarknadsföring är ett högaktuellt begrepp inom marknadsföringssammanhang som syftar till att använda sensoriska stimulanser för att tillfredsställa konsumenter genom en differentierad och personlig upplevelse av varumärket. Att investera i strategier för de samtliga fem sinnena, ljud, doft, syn, känsel och smak, kan medvetet som omedvetet leda konsumenter till köp. Sensoriska stimulanser kan därmed stödja dolda försäljningsmetoder och styra konsumenter mot impulsköp istället för att uppfylla deras behov. Detta lade grunden för ett ifrågasättande av etiska dilemman som kan uppstå vid applicerandet av sinnesmarknadsföring i butiks- och servicelandskap. Med anledning av att det saknas ett konsumentperspektiv gällande sinnesmarknadsföring och etik, är studiens syfte att beskriva och analysera etiska dilemman inom sinnesmarknadsföring utifrån ett konsumentperspektiv. Forskningsfrågan lyder: vad utgör oetiskt agerande inom sinnesmarknadsföring ur ett konsumentperspektiv? För att få svar på denna fråga har en kvalitativ forskningsmetod med tre genomförda fokusgrupper som insamlingsmetodik tillämpats. Resultatet visar på att majoriteten respondenter har svårt att konkretisera specifika situationer där etik och moral bryts. Ett fåtal företeelser som ses som oetiska har dock kunnat urskiljas ur diskussionerna. Konsumenter tar avstånd från sinnesmarknadsföring som används för att förvränga eller försköna produkter samt när det används på produkter som kan ha en negativ påverkan på deras välbefinnande. Det finns tillfällen där sinnesmarknadsföring går över gränsen och blir oetiskt, men att sätta en universell gräns för vad som är acceptabelt är inte möjligt på grund av att människor är olika. Vad som anses vara godtagbart och inte beror på våra tidigare erfarenheter och perception.

  • 19.
    Alekic, Anisa
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Hjelte, Alexandra
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Fashion fades, style is eternal: En studie om fast fashion, trender & konsumentpåverkan2014Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [sv]

    Syfte & forskningsfråga:

    Syftet med denna uppsats är att skapa en djupare förståelse för utvecklingen av dagens modemarknad och fenomenet “fast fashion” genom att analysera och undersöka trenders uppkomst, hur trender anammas av konsumenter samt konsumenters inverkan på modebranschen. Uppsatsens forskningsfråga formulerades med uppsatsens syfte i åtanke och frågan blev följande: Vad är karaktäristiskt för dagens modemarknad och vilken betydelse har konceptet “fast fashion” för marknadens utveckling?

    Metod:

    Vår uppsats är baserad på en kvalitativ forskningsmetod då vi önskade att få en djupare förståelse kring det valda forskningsämnet. Vidare kom uppsatsen att få en abduktiv karaktär då vi haft ett växelspel mellan vald teori och empiri. För att vidare få en bredare syn på forskningsområdet valde vi att variera oss i vårt urval av respondenter och intervjuade därför 7 respondenter med olika positioner inom modebranschen.

    Slutsatser:

    I uppsatsens analys har vi kunnat se ett mönster där vår valda teori i stor utsträckning stämmer överens med vår empiriska insamling. I vår studie framkom det även att trender är både komplexa och svåra att specificera samt att de både kan pågå under en kortare samt längre tid. Vidare visade det sig att konsumenter idag har en stor påverkan på modebranschen, där de mångt och mycket kan ses som trendsättare. Fast fashion är ett koncept som har bidragit till snabba trendväxlingar på marknaden och via vår studie framkom det att konsumenters syn på fast fashion har förändrats, och att de numera önskar ett lugnare tempo.

  • 20.
    Alexandersson, Simon
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Eckernäs, Hugo
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Larsson, Martina
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Kundupplevelsens roll i den digitaliserade detaljhandeln: En studie i hur fysiska butiker inom modebranschen kan bemöta showrooming2017Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
  • 21.
    Ali, Tahir
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Khalid, Saba
    University of Sharjah, United Arab Emirates.
    Trust-performance relationship in international joint ventures: the moderating roles of structural mechanisms2017Inngår i: The journal of business & industrial marketing, ISSN 0885-8624, E-ISSN 2052-1189, Vol. 32, nr 7, s. 962-973Artikkel i tidsskrift (Fagfellevurdert)
    Abstract [en]

    Purpose

    This study investigates the relationship between trust and performance in international joint ventures with the moderating effects of the structural mechanisms from transaction cost approach.

    Design/methodology/approach

    Using web-survey data is collected from 89 IJVs of Northern European firms in Asia, Europe and America. Empirical data is analyzed with Structural Equation Modeling and estimates moderating effects of symmetric dependence, symmetric equity share and resource complementarity.

    Findings

    The findings offer some interesting insights for transaction cost and the social exchange theory. This study demonstrates that a symmetric equity share between IJV partners does not moderate the trust -performance relationship, while a symmetric dependence and resource complementarity between partners effect positively. Therefore, trust takes on greater importance in enhancing IJV performance under symmetric dependence and resource complementarity and symmetric equity share between IJV partners deprecates the importance of equity distribution.

    Practical implications

    A symmetric dependence prevents the deceit from either partner in trusting relationships. Further, a trustful relationship enhances IJV performance regardless of the equity share in IJVs. IJVs with asymmetric equity share can also be successful, provided that IJV partners develop inter-partner trust.

    Originality/value

    The extant research has not examined how the trust–performance relationship is contingent on structural mechanisms of IJVs that transaction cost economics deem necessary to prevent opportunistic behavior. Three structural mechanisms of symmetric dependence, symmetric equity share, and resource complementarity moderate the trust-performance relationship in IJVs.

  • 22.
    Alihodzic, Amina
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Kiflay, Amanda
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    My Culture is not Your Costume!: En kvalitativ studie om kulturell appropriering inom musikbranschen.2018Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [en]

    Purpose and research questions

    The main purpose of this study has been to examine cultural appropriation in the music industry and what effects it can give an artist from a brand perspective.

     

    Two research questions have been formulated, based on the purpose:

     

    1. In what different ways can cultural appropriation occur in the music industry?
    2. What effects can cultural appropriation have on an artist’s brand and image?

     

    Method

    The essay is based on a qualitative research method and is written with a deductive approach with some inductive elements. The study's empirical data has been gathered from eight semistructured interviews. The selection of respondents has been based on their knowledge and experience in the field of research and has helped to answer the essay's purpose.

  • 23.
    Aliyar, Shirin
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Mutambala, Clara
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Consumers' online purchase intention in cosmetic products2015Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [en]

    Background: E-commerce is an evolving market; the number of retailers and the growth in online shopping has built up a competitive market. It is therefore essential for companies to continuously develop their online activity to remain and attract new customers. To do so, companies need to create value for the customers and meet their demands: therefore it is of great importance for companies to understand consumers’ buying behavior, and moreover investigate in which factors are related to the consumers’ online purchase intention.

     

    Purpose: The purpose is to explain the relationship between trust, perceived risk, shopping enjoyment, site design quality and online purchase intention.

     

    Hypotheses: The authors of this study set up the following hypotheses:

    H1+: Trust is positively related to consumers’ online purchase intention.

    H2-: Perceived risk is negatively related to consumers’ online purchase intention.

    H3: Shopping enjoyment is related to consumers’ online purchase intention.

    H4+: Site design quality is positively related to consumers’ online purchase intention.

    Methodology: Survey study.

    Conclusion: Hypothesis 1 was supported in this study. Hypothesis 2 was not supported in this study. Hypothesis 3 was supported in this study. Hypothesis 4 was supported in this study. 

  • 24.
    Allerth, Erik
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Lorentzson, Carl
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Sinnesmarknadsföring i livsmedelsbutik: Ett experiment i samarbete med ICA Group2014Independent thesis Advanced level (degree of Master (One Year)), 20 poäng / 30 hpOppgave
    Abstract [en]

    Context: In cooperation with ICA, we chose to investigate how much the auditory and visual stimuli in combination affects consumer behavior in grocery store. There are few studies in the area, which gives good practical and theoretical implications.

    Research question: How much influenced consumers' purchasing, movement and inspection behavior during exposure to auditory and visual stimuli in the fruit and vegetable department of a grocery store?

    Purpose: The purpose of this paper is to describe and analyze how much the auditory and visual stimuli affect consumer behavior in the grocery store. We do this through a quantitative experiment of our partner’s fruit and vegetable section, where we observe customer behavior in stores. The paper will result in a number of recommendations for the use of auditory and visual stimuli for our partner ICA.

    Method: We conducted a quantitative study that began in a deductive approach. We conducted an experiment in which we manipulated the auditory and visual stimuli. Observation and manipulation checks formed the basis of our empirical data collection.

    Conclusion: We got two of the four hypotheses accepted where inspection and purchasing hypotheses had a significance level of 95% or over. ICA can therefore use auditory and visual stimuli to influence customers to more inspections and more purchases in stores.

  • 25.
    Allmér, Hans
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF). Åbo Akademi, Finland.
    Digital wellness services' servicescape for young elderly2018Inngår i: 31th Bled eConference Digital Transformation - Meeting the Challanges,Conference Proceedings / [ed] Pucihar, Andreja Kljajic Borstnar, Mirjana Kittl, Christian Ravensteijn, Pascal Clarke, Roger Bons, Roger, Bled, Slovenia: University of Maribor Press , 2018, s. 159-170Konferansepaper (Fagfellevurdert)
    Abstract [en]

    Digital devices reshape the servicescape of wellness, helping people, e.g. young elderly, to benefit from digital wellness services (henceforth DWSs) provided in a digital servicescape. This paper builds on five prior studies and explores: (i) what requirements young elderly have, in order to benefit from DWSs, and (ii) what service providers should consider, and pay regard to, when they develop and offer DWSs to young elderly. Hence, this paper argues for DWSs to be subsets of a digital servicescape. This research developed a model for how different parties, e.g. young elderly, their friends and relatives, developers, providers, but also the society per se, could gain from the DWSs. The DWSs create opportunities for a win-win-win situation. Important for the young elderly are motivation, trust, and credibility. Important for developers and providers are to motivate the users, to create trustworthiness, to provide user guidance, and to develop through co-creation.

  • 26.
    Allmér, Hans
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    E-servicescape is Plausible2014Inngår i: IRIS Selected Papers of the Information Systems Research Seminar in Scandinavia: Issue nr 5 (2014) / [ed] Jacob Nørbjerg, Jan Pries-Heje, Harald Holone, IRIS Association , 2014Kapittel i bok, del av antologi (Fagfellevurdert)
    Abstract [en]

    Customers have over the years been used to buying products and services in shops or by ordering over the phone. By the end of the last century shopping over the Internet was added as a new important channel for commerce. As a result, it has become more and more important for organizations to attract customers and their site on the Internet; the interface, is one part of this. In the discourse of marketing there is a field named servicescape and a related field named e-servicescape. For the providers of information systems the different views of service, servicescape and e-servicescape can be confusing. Hence it has to be considered   interesting if the intention is to build not only reliable and trustable systems but also information systems that are in accordance with what the e-servicescape user needs and demands. The question raised in this paper is whether there is a need for further research on the relation and connection between the terms servicescape and e-servicescape. To determine if e-servicescape is fully possible, plausible or not possible in comparison with servicescape the Conceptual model of servicescape by Harris and Ezeh (2008, p. 393) is used. 

  • 27.
    Allmér, Hans
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Marknadsföring i företag: Låtsaskunder2013Inngår i: Marknadsföring: Teori, strategi och praktik, Harlow, England: Pearson Education Academic Publisher, 2013, s. 343-343Kapittel i bok, del av antologi (Annet vitenskapelig)
  • 28.
    Allmér, Hans
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Marknadsföring i företag: Mystery Shopping2013Inngår i: Marknadsföring: Teori, strategi och praktik, Harlow, England: Pearson Education Academic Publisher, 2013, s. 338-338Kapittel i bok, del av antologi (Annet vitenskapelig)
  • 29.
    Allmér, Hans
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Marcusson, Leif
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för organisation och entreprenörskap (OE).
    Altruistic young elderly in Sweden: a pilot study2018Inngår i: International Journal of Business and Management Invention (IJBMI), ISSN 2319-801X, Vol. 7, nr 5, s. 66-79Artikkel i tidsskrift (Fagfellevurdert)
    Abstract [en]

    Making it easier for Swedish young elderly (60-75 years) to live a rewarding life after retirement is an increasingly important issue in society. One way to achieve this is to give them a sense of purpose by helping other seniors, and to achieve that requires support systems. When developing an information system (IS) there is a need to know about the thoughts, demands and needs they (both those providing and receiving support) have about wellbeing and about use of IS. When designing IS and its interactive e-servicescape it is essential to identify consumer behavioural factors about wellbeing and the feeling of being needed. To do this, a pilot study with a survey was carried out and workshops conducted with a focus group. The conclusions are that expectancy, motivation, context, reward, and trust are the five key elements. These elements can be seen as a model for feeling needed when providing support to others and they also can provide important input to building an IS with its e-servicescape.

  • 30.
    Allmér, Hans
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Råberg, Michael
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Young-elderly and digital services2013Konferansepaper (Fagfellevurdert)
    Abstract [en]

    Abstract. In this paper we show what kind of services the group known as young-elderly (60-75 years old) using on Internet. To been able to develop more effective information systems (IS) we want to know more about the actual demands, needs and wants by the young-elderly target group. We will through an explorative study conducted through three focus group interviews show the importance of knowing behavioral factors when designing effective IS and setting up interactive virtual servicescapes. Our conclusions are that it is not just a need, when developing IS and setting up virtual servicescapes on Internet, to know the customers demands, needs and wants. The IS industry also need to create customer trust to the service provider and the services and also been able to set up guiding possibilities to helping the customers finding what they want and to letting the customer to customize the digital service interface. This will together overcome anxiety by the growing young-elderly target group.

  • 31.
    Allmér, Hans
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Råberg, Michael
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Young-elderly and digital use2013Konferansepaper (Fagfellevurdert)
    Abstract [en]

    Sometimes things are taken for granted. If people in general, and elderly people in particular are asked, they might have different views of what they need, demand and are interested in when it comes to services produced with computers and mobile devices, as compared to what the industry offers and assumes that they want, need and value. When Information Systems (IS) are designed it is important that they are developed in accordance with their target group. This explorative study investigates how the group known as young-elderly (60 – 75 years of age) in Sweden perceives services on the Internet and what is required in order to capture their interest. This study indicates that it is vital to build a servicescape in coherence with the customers’ demands, needs and interests as well as to establish credibility in order to gain their trust.

  • 32.
    Alm, Fanny
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Dickèr, Amanda
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    En magisk garderob: Storytelling i klädbranschen2013Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [sv]

    Problemformulering:

    På vilka sätt kan storytelling förstärkas genom

    sinnesmarknadsföring i provrum?

    Syfte:

    Uppsatsens syfte är att genom ett kundperspektiv identifiera hur storytelling

    förmedlas genom syn- och ljudsinnet i Monkis provrum och utifrån detta analysera på

    vilka sätt storytelling kan förstärkas.

    Metod:

    Uppsatsen har baserats på en kvalitativ studie som kommit att anta en

    abduktiv ansats. Den empiriska insamlingen har vi gjort med semistrukturerade

    intervjuer, där vi har intervjuat det valda företaget, enskilda kunder samt fokusgrupper

    för att få ett djup kring det ämnet snarare än en bredd.

    Slutsats:

    Vår analys visar på att storytelling kan förstärkas med hjälp av olika fysiska

    attribut i ett provrum som förmedlas genom synsinnet, exempelvis speglar och

    information. Storytelling kan även utvecklas via ljudsinnet genom röster och jinglar.

  • 33.
    Al-Shaaban, Sarah
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Wallin, Emmy
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Sjöqvist, Sarah
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Color associations in relation to context: A quantitative study concerning whether or not colors are contextually dependent/independent.2013Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [en]

    Background: Knowledge about consumers color preferences is important for marketers to be able to reach out with attractive product offerings to consumers. To determine the color that appeals to consumers, marketers have used color consultants. Associative to learning can help marketers better understand the evolution of color preferences.

    Purpose: The purpose of this study was to assess the contextual independence/dependence of consumers associations of colors.

    Findings: The result showed that color associations were dependent of the context. The two hypotheses, the association to the blue/black color on context is different compared to the general and symbolic associations to the color blue/black are not rejected. This means that the color associations depend on context. 

  • 34.
    Altergren, Johanna
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Obitz, Linn
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Jakten efter den röda tråden: - En studie om hur mobiltelefonen kan integreras i marknadsföringen2014Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [sv]

    Forskningsfråga

    • Hur kan mobiltelefonen integreras i detaljhandelsföretags marknadsföring?

    Syfte

    Syftet med vår uppsats är att urskilja och analysera likheter och olikheter mellan företag och konsumenter gällande marknadsföring med stöd av mobiltelefonen. Detta gör vi genom att klarlägga:

    • Konsumenters upplevda värde via mobiltelefonen
    • Företags användning av mobiltelefonen som marknadsföringsresurs 

    Metod

    Uppsatsen har baserats på en kvalitativ studie som kommit att anta en deduktiv ansats med inslag av induktion. Vi har gjort den empiriska insamlingen genom semistrukturerade intervjuer där vi valt att intervjua tre välkända företag inom detaljhandelsbranschen samt fokusgrupper.

    Slutsats

    Vår analys visar att mobiltelefonen kan integreras i detaljhandelsföretags marknadsföring på olika sätt. Det framkommer att mobila applikationer, den mobila hemsidan och SMS-utskick är de främsta marknadsföringsresurserna. Vidare framhålls enkelhet, tydligt syfte och struktur som betydande faktorer. För att företag ska lyckas integrera mobiltelefonen i sin marknadsföring, på ett bra sätt, visar vår studie att de måste erhålla en röd tråd genom samtliga marknadsföringskanaler.

  • 35.
    Alvén, Cecilia
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Huhtilainen, Paulina
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Aiming for a greener future: A study within green marketing strategy and subjective performance2013Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [en]

    As society’s concern for the natural environment has increased during the last decades, organizations worldwide have been forced to become more environmentally conscious. Just as it is considered important for organizations to take responsibility for the environmental consequences of their actions, sustainability has become a concept that is expected to become a moral obligation in the future. Consequently, green marketing strategy, also known as GMS, has appeared more in academia in recent years. The strategy in itself is referred to as the firm’s desire for developing actions aimed to align corporate and marketing objectives, while at the same time protecting the natural environment. Basically, it is a strategy that can be seen as a way of conducting business while avoiding harm to people and the planet.

    Previously conducted studies show that the strategy in itself led firms to improve their profitability by improving marketing performance and reducing costs. However, after conducting a literature review on GMS, firm performance, and subjective performance, a research gap was identified as previous studies focused on objective measures. More knowledge was therefore considered needed regarding the relationship between GMS and subjective performance, hence the purpose of the study has been to assess the relationship between the two.

    In order to answer the purpose of the study, a quantitative approach using questionnaires was chosen as the most appropriate method. CEOs, and environmental managers of 183 manufacturing companies in Sweden participated in the study and the findings indicated that there is in fact a relationship between the concepts measured, and that this relationship is medium positive. 

  • 36.
    Al-Zayat, Zaki
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Bäcklund, Jakob
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    The association between Cosmopolitanism and global brand loyalty: A quantitative study in developing and developed countries2015Independent thesis Advanced level (degree of Master (One Year)), 10 poäng / 15 hpOppgave
    Abstract [en]

    The effects of globalization has created a new global consumer segment known as Cosmopolitanism. It is a globally substantial segment that captures open-minded individuals whose consumption orientation transcends particular cultures, localities or communities and who appreciates diversity including trying products and services from a variety of countries”. In the same sense have global brands grown to take a central place on both developing and developed countries, and their competition with local brands has substantially increased. The Cosmopolitan consumer segment hold major strategic importance for global brands, but the understanding of this new segment has been markedly limited, especially on consumption related behavioral outcomes such as brand loyalty. Taking on a cross-national, comparative approach, the purpose of this study was; to understand the association between Cosmopolitanism and global brand loyalty in developing and developed countries. 

    Collecting data through online questionnaires in Sweden and Syria, 341 respondents were included within the study, and with regression analyses were three proposed hypotheses tested. The results showed a significant, but arguably weak, association between Cosmopolitanism and global brand loyalty. On the other hand, upon introducing economic development status as a moderating variable, it was seen that the association differed between the sampled countries, with a considerably stronger association in Syria. Managerial implications are presented based on these findings, and the paper is finalized with some essential limitations and avenues for suture research.

  • 37.
    Ambe, Honoria
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Online Brand personality in Sweden2015Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [en]

    This Paper is centered on online brand personality in the Swedish context. The study is carried out thanks to an existing Model of online brand personality. Precisely the online brand personality dimensions of Park et al., (2005). Parks et al’s. (2005) method was first tested in Korea which was also done in the Korean Language. It is now explored in the Swedish context.

    A literature review about brand personality in general and particularly online brand personality was conducted which led to the methodology used in the entire paper. A qualitative and cross sectional research design has been used in order to obtain data from customers. This study is thus carried out to explore Park et al. (2005) online brand personality model in the Sweden context. So far, it resulted to new model which involved thirty-one traits and six dimensions.

  • 38.
    Amelia, Johansson
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Nils, Svensson
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    "Det är svårt att göra kurslitteratur sexigt": En jämförelse mellan kunders och företags syn på värde genom digitalisering och innovation2018Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [sv]

    Titel: “Det är svårt att göra kurslitteratur sexigt”

    En jämförelse mellan kunders och företags syn på värde genom digitalisering och innovation

     

    Författare: Amelia Johansson och Nils Svensson

    Handledare: Åsa Lindström

    Examinator: Christine Tidåsen

    Kurs: Examensarbete 15hp, Linnéuniversitetet Kalmar, VT 2018.

     

    Forskningsfråga: Hur ser värdeskapande inom kurslitteratur ut hos kunden jämfört med företagen och hur ser de olika parterna på digitalisering och framtida innovationer som en möjlighet att påverka kundvärdet?

    Bakgrund och problemområde: 2007 var det endast hälften av alla högskolestudenter som köpte den obligatoriska kurslitteraturen då resten inte ansåg att de hade råd. Den övriga bokbranschen förändras och utdelningen av fysiska böcker samtidigt som digitala alternativ ökar. Detta ledde till funderingar kring modernare innovationer som skapar ett ökat kundvärde för studenter som inhandlar kurslitteratur. Ett övervägande av vad det finns för åtgärder för att minska gapet mellan företag och kund samt eventuella olikheter i värdeskapandeprocessen.

    Syfte: Syftet med denna uppsats är att skapa en större förståelse för de likheter samt olikheter som finns mellan kunder och företag inom kurslitteratur och dess värdeskapande. Studien undersöker hur bokförlagen jobbar med att skapa kundvärde genom användning av potentiella digitala lösningar och nya innovationer.

    Metod: Den metod som använts i studien har varit kvalitativ med en induktiv ansats där datainsamlingen skett genom semistrukturerade intervjuer med både företag och studenter. Forskarna har intervjuat de två största förlagen på marknaden vid namn Studentlitteratur och Liber, men även 23 stycken studentintervjuer för att kunna göra en jämförelse om värdeskapande.

    Slutsats: Slutsatsen visar att förlagen vet vad studenter efterfrågar men har svårt att tillfredsställa behoven. Det är ett komplicerat område att skapa värde inom då förlagen inte är förmedlaren av värde, utan det är istället läraren. Det finns ett flertal sätt för förlagen att skapa mervärde för studenterna, men svaret på forskningsfrågan är att det finns stora utvecklingsmöjligheter genom digitalisering och innovation som kan skapa stort värde enligt båda parterna. Enligt studien kan en streamingtjänst likt Spotify vara lösningen på att skapa det värde och den digitalisering studenter efterfrågar och som kan balansera ut marknaden.

  • 39.
    Amsteus, Martin
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Subjective Performance, Managerial Foresight, and Objective Performance2014Inngår i: Strategic Change, ISSN 1086-1718, E-ISSN 1099-1697, Vol. 23, nr 3-4, s. 133-146Artikkel i tidsskrift (Fagfellevurdert)
  • 40.
    Amsteus, Martin
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    The Validity of Divergent Grounded Theory Method2014Inngår i: International Journal of Qualitative Methods, ISSN 1609-4069, E-ISSN 1609-4069, Vol. 13, s. 71-87Artikkel i tidsskrift (Fagfellevurdert)
    Abstract [en]

    The purpose of this article is to assess whether divergence of grounded theory method may be considered valid. A review of literature provides a basis for understanding and evaluating grounded theory. The principles and nature of grounded theory are synthesized along with theoretical and practical implications. It is deduced that for a theory to be truly grounded in empirical data, the method resulting in the theory should be the equivalent of pure induction. Therefore, detailed, specified, stepwise a priori procedures may be seen as unbidden or arbitrary. It is concluded that divergent grounded theory can be considered valid. The author argues that securing methodological transparency through the description of the actual principles and procedures employed, as well as tailoring them to the particular circumstances, is more important than adhering to predetermined stepwise procedures. A theoretical foundation is provided from which diverse theoretical developments and methodological procedures may be developed, judged, and refined based on their own merits.

  • 41.
    Amsteus, Martin
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Al-Shaaban, Sarah
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Wallin, Emmy
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Sjöqvist, Sarah
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Colors in Marketing: A Study of Color Associations and Context (in) Dependence2015Inngår i: International Journal of Academic Research in Business and Social Sciences, ISSN 2308-3816, E-ISSN 2222-6990, Vol. 6, nr 3, s. 32-45Artikkel i tidsskrift (Fagfellevurdert)
    Abstract [en]

    Mirroring an increasing awareness of the importance of colors, today marketing managers are paying increasing attention to the deployment of color in marketing as well as to the applicability of universal color associations. Two colors considered to carry several specific universal associations are blue and black. Consequently, the purpose of this study is to assess the contextual independence/dependence of consumers’ associations with the colors blue and black. Associative learning theory was deployed to specify the hypotheses. The hypotheses were tested through a paired sample t-test. The results show that the universal associations with the colors are different from the associations with the colors when they are displayed in a specific context. The implications for further research and limitations of the study are presented. Managers may want to consider the associations colors have in the specific context rather than relying on universal associations of colors.

  • 42.
    Amsteus, Martin
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Andersson, Fredrik
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Henriksson, Dan
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Johnson, Emma
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    The Sound of Choice2016Inngår i: International Journal of Business and Social Science, ISSN 2219-1933, Vol. 7, nr 1, s. 42-49Artikkel i tidsskrift (Fagfellevurdert)
    Abstract [en]

    The purpose of this study is to testthe effect of suggestive music on consumer choice in cafés. It is proposed that suggestive music influences consumer choice in cafés. The hypotheses were tested through Chi-square on a totalof 283 measures. The results show that suggestive music has an effect on consumer choice in cafés. Managers who want to influence consumer choice in cafés through suggestive music may be able to do so. The results provide empirical support for the idea that suggestive music and the associations it carries represent information that consumers use for assessing choices and making selections.

  • 43.
    Amsteus, Martin
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    de Vries, Simon
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Hwang, Vidar
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Scent in Mail: The Effect of Scented Direct Mailings2015Inngår i: Journal of Economics and Behavioral Studies, ISSN 2220-6140, E-ISSN 2220-6140, Vol. 7, nr 6, s. 24-33Artikkel i tidsskrift (Fagfellevurdert)
    Abstract [en]

    The purpose of the present study is to test the effect of scent on response time and sales in direct mailings. It is proposed that congruent scent influences response time and sales in direct mailings. A total of 1571 direct mailings were sent out.The hypotheses were tested through a Mann-Whitney U test and a Wilcoxon signed-rank test. The results show that scent influences response time to direct mailings but that it does not influence sales.Future research should perform exploratory studies to test the effect of scent with regard to various forms of direct marketing and offerings as well as in general product and service contexts. Managers may want to consider scenting direct mailings when a fast response is critical. The result provides empirical support for the idea that scent has an effect on response time in direct mailings.

  • 44.
    Amsteus, Martin
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Liljegren, Felicia
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Markovic, Sandra
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Månsson, Malin
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Chocolate or Succulent Chocolate: the impact of sensory descriptions on choice2016Inngår i: International Journal of Business and Social Science, ISSN 2219-1933, E-ISSN 2219-6021, Vol. 7, nr 6, s. 213-224Artikkel i tidsskrift (Fagfellevurdert)
    Abstract [en]

    The purpose of this study is to test the impact of sensory descriptions on customer propensity to select among appetizers, main courses and desserts in restaurants. It is proposed that sensory descriptions lead to decreased customer propensity to select an appetizer, unchanged customer propensity to select a main dish, and increased customer propensity to select a dessert. A field experimental design was used to test the hypotheses on menus through Chi-square on a total of 1367 measures. The results show, in line with the hypotheses, that sensory descriptions have a statistically significant negative impact on propensity to select an appetizer; virtually no impact on the propensity to select a main course; and a positive but not statistically significant impact on the propensity to select a dessert. The results problematize the notion that sensory descriptions make customers choose a specific dish from a restaurant’s menu. The results are limited to the field setting in that original menus were used as controls. Managers may want to be cautious when deploying sensory descriptions on appetizers and more generous when deploying them on desserts.

  • 45.
    Amsteus, Martin
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Lindgren, Victor
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för ekonomistyrning och logistik (ELO).
    Think Outside the Package: Context Congruence and Product Placement on Packaging2015Inngår i: International Journal of Academic Research in Business and Social Sciences, ISSN 2308-3816, E-ISSN 2222-6990, Vol. 6, nr 3, s. 72-81Artikkel i tidsskrift (Fagfellevurdert)
    Abstract [en]

    The purpose of this study is to examine the effect of context congruence on attitudes towards product placement on packaging. It is proposed that congruence-/-incongruence between the context (packaging) and the (product featured as a) product placement has an effect on the attitude towards the (product featured as a) product placement. The hypotheses were tested through Man-Witney U tests on a total of 238 respondents. The results show that a congruent context and an incongruent context impact attitudes towards a product placement differently. A congruent context does not influence attitudes towards a product placement, while an incongruent context influences attitudes towards a product placement negatively. Managers may want to consider using a congruent product package context rather than an incongruent one when placing a product.

  • 46.
    Amsteus, Martin
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Olsson, Helena
    Paulsson, Rickard
    The Scent of a Successful Venue: (In) Congruent Scent and Consumer Attitude towards a Café2015Inngår i: International Journal of Business and Social Science, ISSN 2219-1933, E-ISSN 2219-6021, Vol. 6, nr 5, s. 232-243Artikkel i tidsskrift (Fagfellevurdert)
    Abstract [en]

    The purpose of this study is to test the effect of (in) congruent added scents on consumer attitude towards a café facility. It is proposed that adding a congruent scent in a café has a positive effect on consumers’ attitudes towards the café and that adding an incongruent scent has a negative effect on consumers’ attitudes towards the café. The hypotheses were tested through t-test for independent sampleson 209respondents. The results show that adding an (in)congruent scent in a cafédoes not have a statistically significant impact on attitudes towards the café – with the exception of a statistically significant positive effect of congruent scent on attitudes among women towards the café. Managers may want to consider deploying congruent scent specifically with women in mind.

  • 47.
    Anderson, Helén
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Berndt, Adele
    Internationella Handelshögskolan i Jönköping.
    Lund, Kaisa
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Animals and brand association in advertising2013Inngår i: NFF 2013: On Practice and Knowledge Eruptions. ISSN 2298-3112, Nordic Academy of Management, University of Iceland , 2013Konferansepaper (Annet vitenskapelig)
    Abstract [en]

    Advertising fulfils a number of functions for a brand, such as informing, persuading and reminding consumers of the brand. Advertising helps create and sustain brand associations in the mind of the consumer. Selecting the most appropriate symbols for a brand is part of the crea-tion of positive associations. Consumers are active in the creation process when they construct a comprehensive set of brand associations, which help them make infer-ences about the product or service and construct a brand image. A brand association is defined as “anything that is linked in memory to a brand”.We have observed more animals in advertising and assume that the animal is expected to benefit the organi-sation by creating positive brand associations. The pur-pose is to investigate the use of animals in advertising and conceptualize how the animals support the associa-tion process.Recent advertising shown in the Swedish media (dur-ing 2012) which featured animals was identified and analysed. Use was made of an analysis guide for coding purposes. In the advertising, the specific animal, the product (or service or brand), the way in which the ani-mal was shown as well as the specific associations were examined.Preliminary findings suggest that animals are used in a rational way when examining the product category (e.g. dairy products and cows, cat food and cats). But the use of animals can also convey a somewhat subtle mes-sage like the lifestyle of a person portrayed with no direct connection to the functionality of the product (e.g. dogs in advertisements for cars).

  • 48.
    Anderson, Helén
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Carius, Staffan
    Linnéuniversitetet, Fakulteten för teknik (FTK), Institutionen för fysik och elektroteknik (IFE).
    Läraranställning och anställningsordning vid Linnéuniversitetet: Förslag för förnyelse2019Rapport (Annet (populærvitenskap, debatt, mm))
  • 49.
    Anderson, Helén
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Chernetska, Diana
    Högskolan i Halmstad.
    Danilovic, Mike
    Oskarsson, Steinthor
    Prototyping innovation2013Konferansepaper (Annet vitenskapelig)
  • 50.
    Anderson, Helén
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Dahlin, Peter
    Mälardalens Högskola.
    Havila, Virpi
    Uppsala Universitet.
    Holtström, Johan
    Linköping Unversity.
    Öberg, Christina
    Örebro Universitet.
    The stake of customers and suppliers in mergers and acquisition2016Inngår i: : , 2016Konferansepaper (Fagfellevurdert)
    Abstract [en]

    No business day ends without news on a merger or an acquisition and most managers have experience of acquisitions and/or mergers. Mergers and acquisitions (M&A), that is, the acquisition of (the majority of) the shares in a target company or the legal unification of two organizations into one, are recurrent phenomena in business life (Cartwright and Schoenberg, 2006; Meglio and Risberg, 2010) appearing in waves (Martynova and Renneboog 2008; Shleifer and Vishny 1991). M&A not only result in changed shareholder value, but also in changed industry structures, reconsidered competitive landscapes, and form new key players in markets (Chandler, 1962; Cox, 2006; Finkelstein, 1997).

    Stakeholder research (e.g., Parmar, Freeman, Harrison, Wicks, Prnell and de Colle, 2010; Rowley, 1997) emphasizes the multi-actor, multi-interest perspective to strategic decisions. A value chain perspective on firms suggests customers and suppliers as important stakeholders of firms (e. g., Normann and Ramirez, 1993) and indicates that customers and suppliers may actually act vis-à-vis an M&A. But the picture of customers and suppliers as tradable assets or potential beneficiaries from the acquirer’s point of view seems to dominate. In this paper we particularly address the stake at stake for customers and suppliers in M&A. The following questions are asked:

     To what extent are customers and suppliers acknowledged in the M&A literature?

     How are customer and supplier stakes in M&A described?

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