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  • 101.
    Arnesson, Malin
    Linnaeus University, School of Business and Economics, Department of Marketing.
    A business network analysis of the Botswana tourism industry: – Putting local ground operators relationships with foreign tour operators in the centre2014Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Purpose: This study aims to (1) describe and analyse the local ground operator’s role in the network of the Botswana tourism industry, (2) to investigate what factors characterize and influence their relationships with foreign tour operators, as well as (3) to provide implications for improving these relations.

    Methodology: This study has been conducted as a case study, where the empirical data was collected during a two months field trip to Botswana. A qualitative research method, and a deductive approach has been used. Five semi-structured interviews were conducted with ground operators to get their perspective of their own situation, and one with a person representing a governmental organisation. Most data was collected through the interviews, but participating observation also served as a source of information. The validity and reliability of the study has been enhanced by defining core concepts, interviewing several respondents, using an interview guide and recording most of the interviews.

    Results: Local ground operators play are crucial role in the network of Botswana’s tourism industry, as they are engaged in a high number of business relationships, are bringing the services at the destination together, and are connecting them to the tourists. They play a role as both customers and suppliers. Their relationship to tour operators abroad consists of a lot of resource ties, activity links as well as some actor bonds. Trust is found to be a very essential part of the relationship, and they perceive themselves as being dependent on the tour operators. Culture is not identified as a major influencing factor. As for managerial recommendations, a better communication in expectations and an increased adaptation of products and processes, to create customer dependence, are among the results advised.

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    A business network analysis of the Botswana tourism industry
  • 102.
    Arrehag, Peter
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Persson, Sofia
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Describing the relationship between Employer Attractiveness and Internal Brand Equity: A quantitative single cross-sectional study2014Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Background:

    Differentiation towards one’s competitors is crucial. Brand can symbolize competitive advantages through intangible assets, though the focus in both companies and academia has largely been on adding intangible values to products. To large extent employees has not been consider as an aspects that could add value, i.e. employees as brand builders.  Recently gained interest in both areas have make it possible to compared them both the see employees possibility to add brand value.

     

    Purpose:

    The purpose of this thesis is to describe the relationship between employer attractiveness and internal brand equity.

     

    Methodology:

    Conducted a quantitative study, with a single cross-sectional design and self-completion questionnaire as data collection method. Descriptive statistics and simple linear regression was thereafter performed. All with ethical principles in consideration.

     

    Conclusion:

    This study provides empirical evidence that confirms a relationship between employees and the brand equity through the concepts of employer attractiveness, and brand equity through the concept of internal brand equity. The study provides a regression analysis between the two concepts that indicates a relationship to a very large extent. The confirmed relationship thus adds new perspectives of how to add intangible value to a brand and thus adds to a potential success.

     

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    Employer Attractiveness and Internal Brand Equity
  • 103.
    Artman, Alexander
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Brunnberg, Anton
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Westerlund, Jesper
    Linnaeus University, School of Business and Economics, Department of Marketing.
    The Impact of CRM in Customer Relationships2013Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    CRM (Customer Relationship Management) are systems that in an efficient way help suppliers to support and keep a personal relationship to their customers. The purpose of this thesis was to investigate the role of CRM in the relationship between customer and supplier in a B2B context. The research was conducted within the banking industry.

    With help from previous research a model was created and three hypotheses were made. These hypotheses were used to measure CRMs impact on trust, satisfaction and commitment which was the three concepts used to represent relationship. A questionnaire was conducted and distributed by Email to companies within the area of Kronoberg. 902 companies got the chance toparticipate in this study, of which 92 responded. The results of the empirical investigation showed that CRM had a positive impact on all of the mentioned concepts, however the difference in impact on the different concepts should be noted and more research would be required around the area.

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    The Impact of CRM in Customer Relationships
  • 104.
    Arturén, Fanny
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Panovici, Alexandra
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Svensson, Beatrice
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Sustain for the future: How to gain competitive advantage from sustainability on the Chinese market2016Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Working actively with sustainability can give opportunities for Swedish companies to gain competitive advantage on the Chinese market. Even if sustainability still is a fairly new phenomenon in China, the demand is there, which provides opportunities to exploit, which in turn generate benefits that lead to competitive advantages. 

    Download full text (pdf)
    fulltext
  • 105.
    Arvidsson, Johanna
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Bror, Elin
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Packaging for who?: En kvantitativ studie om skillnader i män och kvinnors preferenser rådande visuell kommunikation på förpackningar2018Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Background: In order to market a company on the market, packaging of a product plays a more central part. Therefore, visual communications of the package requires more attention since it is one of the conclusive parts of a consumers buying decision. The attributes that are reflected on packaging in society today, is having visual features of being female and male. This is something that marketers need take under consideration, since the phenomenon is not always reflecting the reality of genders perceptions. 

    Purpose: The purpose of this thesis is to identify the similarities and differences in how women and men evaluate the visual communication of the semiotic meanings in pictures, colour, shape, font and the information on packaging. It is also embedded to investigate the genders level of engagement and how they are affected by the visual communication in the choice of packaging. 

    Method: To meet the purpose of the study, the authors of this thesis conducted a deductive study. The collection of data needed for the quantitative studies was gathered through a internet based survey, which reaches out to a broader range of respondents to join the study. The data gathered has then been analysed with the theoretical framework in order to answers the research question and meet the purpose of this thesis. 

    Conclusion: The result of this study cannot confirm to assure that there is any real difference between women and men in their perceptions of visual communication on packaging. The study do indicate that interaction effect occur between the genders, the study confirmed that both genders do prefer italic font and men did also prefer packaging with pictures instead of non-picture packaging. The study also confirm that the level of engagement did not show any significant differences between the genders but some trends in tendencies can be seen in both differences and similarities. These tendencies is something that the authors can see as interesting for further research.

    Keyword: Consumer behaviour, packaging, visual communication, male, female

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    fulltext
  • 106.
    Arvidsson, Petra
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Sjöberg, Evelina
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Svalling, Julia
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Alla för destinationen, destinationen för alla: En kvalitativ studie om ledarskap och samverkan mot ett enhetligt platsvarumärke2017Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Purpose and research question: The aim of this thesis is to research how places work with branding in a competitive environment. With this purpose as a background, the following three research questions are formulated with a focus on placebrand:

    1. How does leadership and controlling effect the brand for a place?

    2. How does cooperation and partnership effect the brand for a place?

    3. What factors distinguish the managing of a coherent brand for a place?

    Method:Our thesis is based on a qualitative research method with a deduction approach with inductive elements. The empirical data comes from twelve semi- structured interviews. The selection of the respondents is based on their experience and knowledge about the research subjects, which also helps us answering the purpose of the study.

    Conclusion:During the course of the thesis we have been able to state that leadership, controlling, collaboration and partnerships are of great importance for a competitive place brand. Furthermore, the study shows that place brands should strive to be heterogeneous as places can show a rich multifaceted image.

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    Alla för destinationen
  • 107.
    Ashton, Viktor
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Löf, Robert
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Who wants to be a Brazilionaire?: Deciphering the mystery of jeitinho and how it may influence Swedish companies doing business in Brazil. 2015Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The purpose of this thesis is to provide a deeper understanding of how the Brazilian cultural phenomenon of jeitinho affects Swedish companies that are doing business in the Brazilian market. In order to conduct this research, relevant aspects of the phenomenon has been identified and consequently analyzed in relation to entry strategies and intercultural relationships. By following a qualitative research method, a deeper understanding of the phenomenon and how it affects Swedish companies can thereby be acquired. The thesis has followed a deductive research approach, due to that the research area was considered to be rather unexplored, and thus a better pre understanding of the research area seemed warranted. 

    The literature review that has been established in this thesis includes theories related to internationalization, culture, relationships and jeitinho as a cultural phenomenon. The literature review has resulted in a conceptual framework, which demonstrates the relations between the different theories. This conceptual framework has thereafter been used in order to analyze the empirical data, which has been derived from multiple case companies. The empirical findings are then presented in the following chapter. 

    The analysis chapter involves a discussion of the differences and similarities between theory and empirics, and is structured in accordance with the conceptual framework. The following and final chapter of the thesis presents the conclusions that have been derived from the analysis and further contains implications, recommendations, limitations as well as suggestions for further research. The main theoretical implications that this thesis has resulted in, involves filling the research gap as well as a definition of the phenomenon of jeitinho in a context of international business. The main practical implication is that an understanding of jeitinho may not be required, although it can facilitate the business operations of Swedish companies in the Brazilian market. As this thesis introduces the phenomenon of jeitinho in a new context, it can be regarded as highly original. Furthermore, the research can be valuable for Swedish companies that have entered, or plan to enter the Brazilian market. 

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    Who wants to be a Brazilionaire?
  • 108.
    Askling Bjurgert, Amber
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Eliasson, Malin
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Lundström, Moa
    Linnaeus University, School of Business and Economics, Department of Marketing.
    En destination - ett enhetligt varumärke: En studie om hur aktörer i Kalmar samarbetar för att skapa ett enhetligt destinationsvarumärke2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The creation of a destination image and brand is an effective positioning strategy. Destinations focuses on creating an attractive destination and thereby delivering a value to the visitor. There are, fewer empirical studies on how the collaboration on a destination and how a multi-actor perspective plays into creating an attractive destination and thus a strong brand. This leads the thesis into its research question: How collaboration at a destination can promote the destination brand? Which will also be answered with these questions: How does Destination Management Organizations and actors create a dynamic collaboration in order for them to cooperate towards the destination brand identity? and: How actors relate to working towards destinations´ common goals while considering their own interests? The purpose of the thesis is to investigate how actors in Kalmar work together to create an attractive destination and strengthen its brand, and to create an increased understanding of how the collaboration works to strengthen the brand.

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    fulltext
  • 109.
    Aslan, Jakop
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Jardner, Mathias
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Sinnen i butikerna: En studie om hur butikschefer använder sig utav sinnen för att skapa upplevelse i butiken2015Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Forskningsfrågor: Vilken är den teoretiska potentialen för sinnesmarknadsföring? Vilken är den subjektivt varsebliva potentialen bland butikschefer? Vilka är skillnaderna mellan den praktiska och teoretiska potentialen?Syfte: Syftet med uppsatsen är att beskriva butikschefers subjektiva perception av potential för sinnesmarknadsföring och analysera det med hjälp utav teoretisk potential för sinnesmarknadsföring för att se skillnaderna emellan, samt tillhandahålla rekommendationer för hur företag kan skapa sinnesupplevelser.Metod: Studien är gjord utav kvalitativmetod. Författarna har utfört intervjuer med fyra olika butikschefer inom livsmedelssektorn. Därefter har författarna analyserat datamaterialet med hjälp utav de utvalda teorierna.Slutsatser: De verktyg som används för att skapa upplevelse i den interiöra butiksmiljön är begränsad. I vissa fall blir den begränsad utav ekonomiska skäl och i andra fall utav andra aspekter. Slutsatsen blir att butikschefer inte använder sig utav sinnesmarknadsföring utan mer utav relationsmarknadsföring. Bland respondenternas svar gick det att uttolka att det handlade om att förmedla ”att vara en butik med låga priser” eller vara ”familjär” vilket kan tolkas mer som en känsla än upplevelse. Författarna anser att butikerna behöver skapa konkurrensfördelar genom att fokusera mer på att implementera större delar av den teoretiska perceptionsmodellen med att bland annat ta hänsyn till kundens omedvetna selektering och anpassa sortimentet och produktplaceringarna efter dessa principer.

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    Sinnen i butikerna
  • 110.
    Asp, Carl
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Inaeus, Martin
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Norman, Felix
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Spelbranschens nya verklighet.: En kvalitativ studie om spelbolags förmåga att differentiera sig på en generisk marknad.2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Syfte och forskningsfrågor: Studiens syfte är att klargöra vad som karaktäriserar spelbolagens förmedling av varumärken och relationsbyggande efter omregleringen. Utifrån syftet har vi formulerat fyra stycken forskningsfrågor som lyder; • Hur arbetar spelbolagen med sitt relationsbyggande gentemot kunder? • I vilken utsträckning spelar varumärket en roll, hur utmärker sig deras positionering? • Hur har bolagens möjligheter till att skapa differentierat värde förändrats? • Vad kännetecknar spelbolagens val av marknadskanaler? Metod: Forskningsmetoden vi har applicerat är en kvalitativ metod. Studien utgår från en abduktiv ansats. Insamling av data gjordes via semistrukturerade intervjuer med sju respondenter från olika organisationer med olika befattningar. Intervjuerna utfördes genom en intervjuguide som består av fyra huvudområden. Slutsatser: Resultatet av denna studie är att omregleringen har förändrat företagens förmåga att bygga långvariga relationer, genom att kombinera spelansvar och hållbarhetsfrågor kan varumärken skaffa sig unika konkurrensfördelar. Ett annat resultat är att bolag skapar kundvärde genom tjänstefunktionaliteter och inte genom kundinvolvering. Spelbolagen använder sig många olika marknadskanaler för att förmedla sina erbjudande och varumärket i sig, de använder sig primärt av traditionella kanaler för att förmedla sitt varumärke. Slutligen för att varumärken ska överleva spelbranschen måste de mikrosegmentera marknaden. III Studien mynnade ut i en nyanserad version av STP-modellen (Segmenting-TargetingPositioning), där vi ändrade Targeting mot E-plattform och lade till lojalitet. SPEL-modellen är unik för branscher som präglas av generiskt utbud och hög konkurrens.

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    fulltext
  • 111.
    Asp, Sofie
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Eriksson, Karin
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Laurell, Lizette
    Linnaeus University, School of Business and Economics, Department of Marketing.
    "Thank You For The Music": - En uppsats om hur filmmusik påverkar publiken och hur den används som kommunikation2014Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Syftet med denna uppsats är att skapa en djupare förståelse för hur populärmusik i film

    kan påverka filmens publik. Vi vill även undersöka hur musik kan marknadsföras

    genom samspelet av musik och film. För att besvara syftet har vi kommit fram till

    följande forskningsfrågor: Vad har samspelet av musik och film för effekt på filmens

    publik, och Hur kan synkronisering av musik i film leda till en exploatering av den

    medverkande musiken?

    Download (pdf)
    bilaga
  • 112.
    Asplund, Hannes
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Nilsson, Johan
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Paradoxen mellan individanpassad marknadsföring och personlig integritet: En kvalitativ studie om när individanpassad marknadsföring upphör att vara en konkurrensfördel2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Title: The paradox between individualized marketing and personal integrity. Authors: Hannes Asplund & Johan Nilsson Supervisor: Leif V Rytting Examiner: Richard Afriyie Owusu Course: Bachelor thesis 15 credits. Business Administration III - Marketing, Degree Project. Linnaeus University, Spring 2019. Purpose: The purpose is to investigate and clarify the importance for e-commerce companies of balancing the collection and use of consumer data at the individual level, taking into account the identity-related disadvantages that can be experienced by consumers.

    Research questions: • What is the significance of the collected consumer data in order to be able to personalize the marketing? • What advantages and disadvantages can there be from a company perspective with individualized marketing? • What challenges can companies experience with the integrity-related aspects of marketing? • To what extent is it possible to segment the consumer market in order to gain a greater knowledge of which consumers that are experiencing individualized marketing as intrusive?

    Method: The empirical material of the study has been collected through seven interviews, of which four of the respondents are highly ranked in various e-commerce companies and the remaining three work on outsourcing companies in form of media agencies. The study has an abductive approach.

    Conclusion: The results of the study shows that it is important that companies find a balance between collecting and using data. It has been shown that companies need to design the individualized marketing in such a way that consumers feel secure with the insight that the company has through the personal data. It appears that this approach makes it easier for companies to avoid crossing the limit of privacy infringement and can thus utilize the competitive advantages of individualized marketing.

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    fulltext
  • 113.
    Avdijaj, Sabrije
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Shabanaj, Tony
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Omnikanal: Att skapa en sömlös upplevelse för sina kunder2016Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The purpose of this study has been to create a deeper understanding of how Swedish companies can use omnichannel to create a seamless shopping experience for their customers by analyzing the integration between traditional and digital sales channels, the advantages and disadvantages the integration induce, as well as how companies can use content marketing when working with omnichannel to convey personalized messages to their consumers. In relation to the purpose, we have chosen the following research question: How can companies within retail use omnichannel to create a seamless shopping experience for their customers?

    This study has a qualitative research methodology due to the fact that we wanted to create a deeper understanding of the subject omnichannel. We have during the process of the study worked in parallel with our theoretical and empirical information, which has led to interplay between induction and deduction. The information has been collected through primary and secondary sources and the empirical material has been collected by conducting five semi-structured interviews.

    We have, in our analysis, pointed out that while the digitalization of the retail industry is an indisputable phenomenon, there is a need to emphasize that physical stores still play an important role for retailers today, particularly in acting as a marketing channel for their brand. Customers are getting smarter with more access to information and the modern customer expects a seamless shopping experience across all sale channels. To create conditions for an omnichannel outlook, companies need to take on a customer-centric strategy where they invest time and resources in structural changes and technical investments. We also emphasize that companies risk falling behind if they choose not to adapt to the modern customer and are unable to offer a seamless shopping experience.

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    fulltext
  • 114.
    Axelson, Linnéa
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Knape, Patrik
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Nestenius, Joanna
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Doftens betydelse: En kvalitativ studie om sinnesmarknadsföringens inverkan vid bostadsvisningar2018Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The real estate sector in Sweden is characterized as a small market with high competition amongst homes and apartments. With that in mind the real estate companies are forced to be unique in their strategic marketing way to stand out from the competitors. The traditional marketing tools are no longer suitable in order to be successful and new strategic marketing tools are constantly improved. Sensory marketing is a phenomenon which is relatively new and it is all about satisfying the humans five senses: sight, smell, taste, hearing and feeling. A humans five senses are unique and very individual. It is scientifically proven that a human has between six to ten million receptor cells in the nose and with the help of these we can identify 2000- 4000 different types of aromas. It is clear that smell as a sense is very central, since you cannot turn off this sense unlike the four others. A human can recognize around 10 000 different fragrance combinations, although it may diffuse to define a specific scent. The use of the marketing tool is used in varying degrees depending on which sector a company operates in. Within the retail sector many companies use sensory marketing in order to satisfy the customer on a new level. There are a number of clothing and interior stores who work with sense of smell and try to develop a sense that is compatible with the concept they offer. It has been proven that various companies have succeeded with their sensory marketing and have thereby gained market shares. Within the real estate sector the way of working with the senses are relatively limited and undeveloped. Many brokers talk about the visual which means what the eye sees in a home and they also emphasize that the feeling within a home should feel right for the buyer. There are no earlier studies about how added scenes can enhance the experience of a home and this has been our main research question.

    The purpose of this thesis is to provide a deeper understanding of how Swedish real estate agencies currently work with fragrances and also how they can be improved. By using a qualitative research method a deeper understanding regarding sense linked to the real estate sector has been acquired. The data has been collected from six different real estate companies in Kalmar. Based on the analysis, the outcome of this study shows that senses can not stand as a single element within homes that are for sale. Although, to add the right senses can be seen as a tool to create a extended experience for a speculator who visits a property that is for sale. In combination with homestyling, an added sense can awaken awareness of potential buyers and thereby a more emotional bond to the

    ii

    home can occur. The empirical findings shows that the development of fragrances within the real estate sector is interesting as long as it is done in the right way and matches the concept. The study can be compatible for Swedish real estate brokers and agencies who want to extend their way of working and implement sensory marketing. 

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    Doftens_betydelse_2018
  • 115.
    Axelsson, Isabell
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Grimsborn, Hanna
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Borgström, Johanna
    Linnaeus University, School of Business and Economics, Department of Marketing.
    "Det är bara käbbel!": En kvalitativ studie om hur politiska partier kan skapa förtroende hos Generation Y genom marknadskommunikation.2018Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Syfte: Studiens syfte är att undersöka hur politiska partier kan skapa förtroende hos Generation Y genom marknadskommunikation.

    Metod: Uppsatsen är utformad med en kvalitativ forskningsmetod och den empiriska insamlingen grundar sig i åtta semistrukturerade intervjuer. Studien baseras på ett växelspel mellan deduktiv och induktiv ansats.

    Slutsats: Studien har medverkat till att belysa olika strategier som politiska partier kan använda för att generera förtroende hos Generation Y. Utifrån studien har det framkommit att politiska partier behöver utvärdera hur de arbetar med kommunikation gentemot yngre väljare. Den politiska kommunikation genomgår en förändring och det behövs utvecklas en större förståelse och kunskap för vilka kommunikationskanaler som Generation Y använder sig av. Samtidigt ställs det högre krav på att politiska partier har inblick i hur kommunikation via sociala medier kan nå sin fulla potential, i ett samhälle som präglas av ett konstant informationsflöde. Studien belyser även att politiska partier bör uppmuntras till personliga möten med individer inom Generation Y eftersom det kan främja förtroendeskapande och bidra till långsiktiga relationer. 

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    "Det är bara käbbel!"
  • 116.
    Axelsson, Markus
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Åkesson, Yasha
    Linnaeus University, School of Business and Economics, Department of Marketing.
    The internal brand implementation: a study about which factors that affect the internal brand within organizations2014Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Research Questions: Which factors affect the internal brand implementation? Which factors regarding the perception of internal branding are shared and differ between two geographical locations within an organization?

    Purpose: The aim of this study is to mark and analyze internal factors within an organization in order to get an understanding of how there can sustain and develop the internal brand. Further, the purpose is to describe and analyze the differences in how aspects of internal branding are perceived by two geographical locations.

    Method: The study has primarily a quantitative research method and a deductive approach where the results from the collected data was analyzed through various tests in the statistic program SPSS.

    Conclusions: Through various analysis methods, the authors were able to find out which factors that had the strongest effect on internal branding. The conclusion further on reveals that there are two specific factors with a positive effect on the internal branding implementation as a whole. These factors consist of internal marketing and internal communication. Lastly the results also culminate in the shared and divergent perceptions of internal branding among employees within an organization. 

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  • 117.
    Ayoubi, Negin
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Brink, Amanda
    Linnaeus University, School of Business and Economics, Department of Marketing.
    "Alla känner alla": En studie om musikbolags relation till media2014Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The purpose of our study has been to analyze the character of the interaction between music labels and media and to examine to what extent the artist brand is being considered in music labels relationship with media. This has resulted in our research question:

    • What characterizes the large music labels relationship with media?

    For this study we have used a qualitative approach to achieve a deeper understanding of our chosen topic. We have conducted seven interviews with representatives from both major record labels and media companies with great knowledge about our subject. Five of the interviews were conducted face-to-face and two were performed via e-mail.

    In the final chapter we answer our research question and thus present our conclusions. By analyzing our empirical data along with theoretical framework we have identified twenty factors that characterize major record labels relationship with media. These features are: adaptation, trust, informality, regularity, participation, common interests, knowledge, respect, friendly distance, professional closeness, good will, networks, habitual behaviour, commitment, passion and exchange. Furthermore, the analysis of how the artist’s brand is being considered in the relationship between music labels and media has brought an understanding of the importance of brands to stand out in a noise society and how important the employee engagement is for the process.

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    "Alla känner alla": En studie om musikbolags relation till media
  • 118.
    Azizi, Farnoush
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Wang, XiLu
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Your secret weapon to achieve E-Loyalty: A Quantitative Study On Antecedents Leading To E-loyalty2018Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    With the rise of e-commerce, more and more retailers switch the focus to online environment. In order to gain customers’ e-loyalty, e-retailers have to pay more attention to e-loyalty itself and its antecedents. To help practitioners and academicians better understand e-loyalty, theory of e-satisfaction, e-trust and perceived value were introduced in this thesis. A conceptual model was structured to further explain the relationships towards e-loyalty.

    The purpose of this thesis is to explain the relationship of e-loyalty and its antecedents (e-satisfaction, e-trust and perceived value) and identify the strongest antecedent leading to e-loyalty.

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  • 119.
    Babakr, Renaz
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Nordh, Niklas
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Vet de att vi finns?: En studie om kommuners användning av marknadskanaler för ett starkare varumärke2017Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Syfte och Forskningsfråga:Syftet med studien är att klarlägga aktuella marknadsföringskanaler för kommuner i arbetet mot att stärka och bearbeta kommuners varumärken. En digital tid är här där många synsätt och tillvägagångssätt ständigt förändras vilket utgjort grund för följande forskningsfråga:

    Hur arbetar kommuner med olika marknadskanaler för att stärka sitt varumärke i en tid med digitala möjligheter?

    Metod: Denna studie har varit av kvalitativ karaktär där målet varit att få en djupare förståelse för kommuners arbete i att stärka sitt varumärke genom användningen av olika marknadskanaler. Utgångspunkten i studien har varit av deduktiv karaktär för att senare även tagit induktiva drag vilket gjort att den kan kategoriseras som en abduktiv ansats. Den empiriska delen utgörs av sju stycken djupintervjuer med respondenter som jobbar på olika sätt med kommuner och deras varumärkesutveckling och användning av marknadskanaler.

    Slutsatser: I studie har det framgått att kommuner ses som mer komplexa jämfört med vanliga varumärken. Ett samspel mellan kommun, invånare, näringsliv och besökare måste finnas för att kunna utveckla ett starkt varumärke för en kommun. De sociala medierna spelar en stor roll och är i tydligt fokus samtidigt som stora utvecklingsmöjligheter hittas för dessa kanaler. Med en ökad förståelse för de digitala kanalerna, ett tätare samarbete mellan samtliga delar hos kommuner samt ett helhetsperspektiv med samarbeten mellan regioner så hittar vi stora möjligheter inför framtiden. Detta i kombination med en utveckling av annonseringsverktygen för främst de sociala medierna så ges goda förutsättningar för kommuner i framtiden.

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  • 120.
    Babazade, Amin
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Paramzina, Uliana
    Linnaeus University, School of Business and Economics, Department of Marketing.
    FACTORS INFLUENCING GREEN CONSUMPTION: The moderating effect of market maturity2019Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Purpose – The purpose of this master thesis is to examine factors influencing green consumption and to explain the moderating effect of market maturity on these factors in developed and emerging markets.Design/methodology/approach – In this research the pragmatism epistemology was employed as the scientific perspective of the current research. Deductive reasoning has been selected as scientific approach. The formulation of hypotheses, the collection and analysis of the data were based on and derived from existing theories. In line with deductive approach the collected data was analyzed quantitatively within cross-sectional time horizon. SSPS program was applied to process the collected research data and present the research results. The data was collected via online survey (Google Forms) in Russia and Sweden as well as credible and reliable secondary resources.Findings – Based on correlation and multiple regression analysis it was found that factor perceived consumer effectiveness positively (Beta=0.227) and significantly (Sig.<0.05) influences green consumption among young people in Sweden. Price is determined to affect negatively (Beta=-0.279) and significantly (Sig.<0.05) green consumption among young people in Sweden. Perceived consumer effectiveness positively (Beta=0.225) and significantly (Sig.<0.05) influences green consumption among young people in Russia. The presence of moderating effect of market maturity was not revealed within the conducted research. That means the level of development of countries (in case of Sweden and Russia) does not make a significant influence on the association between studied factors and green consumption among young people. Perceived consumer effectiveness is determined to be the main driving factor which pushes the younger generation toward sustainable consumption both in Sweden and Russia.Research limitations – the first limitation relates to the size of the sample. Although the sample of 100 respondents for each country (Sweden and Russia) was considered adequate, still a larger sample size could have provided more heterogonous findings and might have led to a different conclusion. Another limitation considers geographical and industrial boundaries. The research applies the theoretical model to the context of only two particular countries, namely, Sweden and Russia by focusing on consumption of green products from FMCG industry. With this regard, the findings of the study might not be fully suitable for other emerging and developed countries or other industries. Also, the application of non-probability sampling limited the authors to add more validity to the research. The last limitation is such a phenomena as socially desirable responding or response biases that means a tendency to choose the desirable response or the most moderate response.Practical implications – The findings ensure a better understanding of the content of moderating effect of market maturity and explain more in details how particular factors influence green consumption in emerging and developed markets. The model conceptualized by the authors is supposed to be a good basis for future researches aimed at examining moderating effect of market maturity on relationship between green consumption and factors influencing it in other emerging and developed markets besidesRussia and Sweden. In practice a special emphasis on perceived consumer effectiveness by the companies which market green products and target young consumers could helpthem to supply their products more successfully both in developed and/or emerging countries. Particularly, they need create a perception among potential consumers that buying green products contributes to sustainability and solution of environmental problems by elaborating particular strategies. As the research revealed a negative and significant relation between price and green consumption on the developed market it is important that managers consider price policy while marketing green products among young generation in developed countries.

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  • 121.
    Bakalarska, Anna
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Schytt, Alexandra
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Handlar det bara om slumpen, egentligen?: En kvalitativ fallstudie om att anpassa reklambudskap internationellt2015Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Denna studie behandlar fenomenet anpassning av internationell marknadskommunikation. Tidigare studier har visat på att en anpassning av marknadsföring bör göras, speciellt gällande marknadskommunikation (Mooij, 2004). Samtidigt tas inte kulturteorier i beaktning när man studerar internationell marknadsföring, vilket vi tycker är oroväckande. I samband med denna studie har vi varit i kontakt med flera företag som berättar att de vill skapa marknadsföring som fungerar globalt, men att de inte vill anpassa sin marknadsföring. Vi tycker att det är av värde att studera anpassning av reklambudskap och hur kulturella aspekter speglas, då detta är av värde såväl för forskare som näringsliv. 

    Vår frågeställning är vilket samband mellan interkulturell anpassning av reklambudskap och Hofstedes Kulturella dimensioner kan ses? 

    Vår teoretiska grund består av definitioner som rör ämnena vi berör samt Hofstedes (2010) kulturella dimensioner, som ligger till grund för operationalisering och analys. 

    Detta är en kvalitativ fallstudie av IKEAs katalog för vår 2015. Kärnan i vår metod är djupgående analyser med hjälp av semiotik, där vi har studerat reklambudskap för samma produkt från länderna: Australien, Dominikanska Republiken, Japan, Kina samt USA. Därefter har vi analyserat detta material med hjälp av vår teoretiska grund och kunnat dra slutsatserna att: Man i anpassning av reklambudskap internationellt kan se ett samband till de kulturella dimensionerna, men att vissa speglas tydligare än andra. Vi har kommit fram till att anpassning till femininet, högt osäkerhetsundvikande och eftergivenhet kan användas i båda polerna, då vi anser att dessa justeringar inte har en negativ inverkan om de finns i reklambudskap och kan därför vara en bra grund. Därav kan vi dra slutsatsen att dessa anpassningar kan vara genomgående och att man kompletterar med anpassningar till motpolerna till dessa samt de övriga dimensionerna.

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  • 122.
    Banisaid, Atena
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Hur liten kan bli stark i den konkurrerande musikbranschen: En fallstudie av Company TEN2013Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The purpose of this work is to describe and analyze how Company TEN built and communicate their brand and how they are perceived by other companies. And the intention is to describe and analyze how corporate network relationships are used and contributes to their brand marketing. With this aim I’ve developed two research questions: • How can a small company build a strong brand and image in the music industry? • How can a small company manage and use their network relationships with other companies to build a strong brand in the music industry? This paper is a qualitative case study investigation with somewhat of an abductive nature. The company I have chosen to study is Company TEN, a small music company that works with 360 contracts. I have conducted six interviews, three of the employees within the company and three's with stakeholders of the company. Five of these were conducted face-to-face and one via Skype. Through the empirical analysis, and in the final debate it’s revealed what is vital to create a strong brand - brand identity and positioning. Company TEN has had a clear vision from the start, but what has been identified is that they have not been able to use the profile they have created, the network's and the development of the virtual world, well enough to allow the own brand to grow. The company can, after ten years, affect how well their brand is communicated in the market, both through a brand strategy, through the network created and in the virtual world with all its possibilites.

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    Hur liten kan bli stark i den konkurrerande musikbranschen
  • 123.
    Barakeh, Noura
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Fast Food Industry Purchase Process: A Study on Sustainability and Healthy Food 2014Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    During the past years, purchasing decisions have changed considerably in many companies. This is reflected in the increased attention on sustainability and health aspects in many companies, in particular fast food industries. An efficiently well managed purchasing can make a significant contribution to the company results and business goals. Traditionally, the purchasing department works on negotiating agreements and contracts with suppliers. However, this role is rapidly changing in all industries, specif-ically in fast food industries. Changing the traditional role, purchasing managers are taking in to ac-count sustainability and health more, aiming to get better performance. These are few important rea-sons why management is becoming critical in purchasing decisions of fast food industries.

    To investigate the purpose of the study a case study of Max purchasing decisions regarding sustainabil-ity and health aspects was made and interviews were conducted within Managers that are experts with-in the required fields. The study is based on theoretical framework including different relative theories. The empirical findings represent the interview answers and information from Max cooperation. In the empirical chapter, information regarding sustainability and health, suppliers, international expansion, and product portfolio were gathered. This gave a clear image about the purchasing decisions taken by Max to maintain sustainability and health which provide Max with a competitive advantage in the mar-ket. However, there is still space for adjustment for better results.

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  • 124.
    Baram, Laura
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Yaghi, Sara
    Linnaeus University, School of Business and Economics, Department of Marketing.
    "No matter how safe we play, we are all subjects to Mother Nature's whims.": A qualitative study of how Swedish companies perceive the risks from climate change and natural disasters in Indonesia2016Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The purpose of this thesis is to explore how the unpredictability of climate change and natural disasters impact the risk perception of Swedish companies. The literature chapter that has been elaborated in this study describes theories that are associated with effects of climate change and natural disasters, risk management and knowledge.

    Further on, the research has been conducted with a qualitative method in order to gain a profounder understanding of the topic and how it influences the risk perception of Swedish companies. The study has further on been following a abductive research approach since the area of research was rather unexplored. 

    We present the results of our study by answering to the research questions in the conclusion chapter that have been derived from the analysis. Furthermore, the conclusion chapter involves that the risks perception of the studied companies differentiates depending on the level and type on knowledge that the companies hold. 

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    Bachelor thesis Baram&Yaghi
  • 125.
    Barbaro, Martina
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Monllor López, Jesús
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Similar, but Different - Antecedents of Dynamic Capabilities in Family and non Family-owned SMEs2016Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The several turbulences that characterize our world are nowadays setting new challenges for the companies, especially for small and medium-sized entreprises, which are an essential type of business for the global economic growth, employment and innovation. Dynamic capabilities can be the solution to these changes and help SMEs overcome challenging environments.

    This research wants to shed light on the mystery around the antecedents of the development of dynamic capabilities in family and non family-owned SMEs. The literature has particularly focused on general SMEs and larger companies when researching this matter. However, to which extent can the literature of dynamic capabilities in SMEs be applicable for family-owned SMEs? What are the differences between the antecedents that drive family-owned SMEs to develop dynamic capabilities compared to the non family-owned SMEs? We argue that there is a need for more researches on the differences between these heterogeneous groups of SMEs.

    This study wants to compare the development of dynamic capabilities taking into consideration several variables: managerial attitude, resources and skills, organizational structure, learning orientation and organizational culture. These variables have been studied using a qualitative approach, through interviews with eight Spanish companies: four non family-owned SMEs and four family-owned SMEs.

    The findings advance in the research of dynamic capabilities and underline the importance of study these two groups of SMEs separately. Differences were found in the social capital and cognitive capabilities of the manager, the role of reputation, path dependency, implementation, coordination, traditions, learning motivation, commitment and entrepreneurial attitude. From the differences above mentioned, we conclude it is not possible to discuss SMEs without taking into consideration the ownership variable. Therefore, there is a need to start particularizing the future researches on SMEs.

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    Similar, but Different
  • 126.
    Barck, Lina
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Björnberg, Sofi
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Brico, Marija
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Vägen till ett hållbart varumärke: En studie om skobranschens CSR-kommunikation2013Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Bakgrund

    Det har blivit allt viktigare för företag att särskilja sig på dagens konkurrensutsatta marknad och kraven från konsumenterna har blivit allt högre. Kunderna idag förväntar sig dessutom att företag ska ta socialt ansvar och arbeta för ett hållbart samhälle. Många företag väljer idag att kommunicera ut sitt sociala ansvar för att möta kundernas behov och skapa värde för dem. Det har bidragit till att företag måste förändra sin bild av deras varumärkeskommunikation ut till kunderna.

    Syfte

    Syftet med uppsatsen är att utifrån ett företagsperspektiv undersöka hur skobranschen kommunicerar ut CSR genom att kartlägga följande delsyften:

    • Klargöra i vilken utsträckning skobranschen förmedlar CSR till konsumenterna.
    • Tydliggöra hur CSR påverkar ett varumärke.
    • Belysa hur branschen kan implementera CSR i varumärket.

    Metod

    Vi har i denna studie valt att använda oss av en kvalitativ forskningsmetod där uppsatsen grundat sig i en abduktiv ansats. Valet av metod var för oss självklar då vi ville komma närmare problemet samt få en djupare förståelse utifrån skobranschens perspektiv. Det empiriska materialet bygger på sju respondenter som föll oss naturligt att intervjua för att kunna klargöra problemetiken.

    Slutsatser

    Genom den här studien har vi identifierat att det finns en brist i CSR-kommunikation från företaget till kunden. Vi kan däremot urskilja att branschen aktivt arbetar med dessa frågor men att det idag är upp till kunden att ta reda på mer information. Den är bristen har bidragit till att kunden inte kan utföra ett medvetet val. Anledningen tros ligga i att branschen idag är rädda för att bli granskade och därför har gjort ett medvetet val att utesluta kommunikationen. Genom studien har det framkommit att CSR bidrar till mer positiva aspekter än att det skulle bidra till något negativt. Därav har vi funnit hur branschen kan applicera CSR som en del av varumärket.

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  • 127.
    Bark, Jenny
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Karlsson, Matilda
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Wulff, Christine
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Tillit i servicelandskap: En studie om tillit i traditionella servicelandskap och betydelsen tillit har för kunders relationer med företag inom detaljhandeln.2014Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Research questions

    • In what ways do companies within retailing show trust or lack of trust to their customers in servicescapes?
    • In what ways do customers perceive that companies trust or lack of trust in servicescapes affects their relationships with the companies?

    Aim

    The aim of this study is to give an increased understanding of how customers' relationships with companies in the retail sector are affected by whether companies show trust or lack of trust in the servicescape. This will be achieved by analyzing servicescapes design as well as customers experiences of how companies show or do not show trust to their customers in the servicescape.

    Method

    This study is based on a qualitative research method and is characterized by an abductive process. Since the aim involves the three main concepts servicescape, trust and relationships, each concept has been covered in individual chapters. In each chapter dealing with each concept theory and the analysis of the empirical data that has been collected through focus groups and semi-structured interviews is presented.

    Conclusion

    Companies within retailing show a lack of trust to their customers in the servicescapes mainly through locked goods, surveillance cameras as well as having the staff monitor the customers. The staff's lack of trust is what affects customers the most and whether the customers are affected by locked goods depends on the purpose of their purchase. To give customers freedom and control in servicescapes is a way for companies to show trust to their customers. Customers' relationships with companies are in turn influenced by the degree to which the customers are affected by the trust companies show or do not show in the servicescape.

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    tillit i servicelandskap
  • 128.
    Barua, Debashish
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Chowdhury, Mahmudur Rahman
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Market Entry Mode Strategies – A study of Bangladesh Mobile Telecommunication Market for Foreign Companies.2014Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Background: Now-a-days, the forces of globalization derive firms to go to international market. When a firm thinks to expand its business outside of the home market, it needs to explore the form of operation through which it will enter into the foreign market. International entry mode research deals with this matter. (Brouthers et.al.2007). Selection of an optimal entry mode strategy is very important because it is very difficult to change or correct and have a long-term impact on the firm’s foreign operation (Pedersen, Petersen, & Benito, 2002). Actually, it is very difficult for a firm to serve in the market on a permanent basis without a well formulated entry strategy. (Pehrsson A. 2008). Market entry mode strategies are influenced by both firm and country level factors and a firm must take into consideration these factors in choosing an appropriate entry mode.

    Purpose: The basic purpose is to gain a deep knowledge about the critical factors in selecting an optimal international market entry mode strategy to enter into an emerging market. The minor purpose is to justify the suitability of the target market.

    Methodology: Due to the dependency on subjective interpretation of text or other visual material and small sample was used to investigate the specific phenomena, qualitative method has been practised in this research process. Secondary data has been mainly collected from e-sources, and primary data has been collected through phone interview with the three foreign mobile telecom companies in Bangladesh.

    Findings: Bangladesh mobile telecommunication market is still attractive for the foreign entrants and the optimal entry mode strategy is joint venture to enter into the moderately attractive industry.

    Implications: The study has showed that international entry mode strategy is affected by various organizational, economical, Institutional, and sociological factors (categorized as country and firm level factors). This research has also provided relevant information to the potential foreign firms about which country and firm level factors should consider in formulating a well entry mode strategy in perspective of an emerging market.

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    Market Entry Mode Strategies – A study of Bangladesh Mobile Telecommunication Market for Foreign Companies.
  • 129.
    Basic, Ankica
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Batur, Angelica
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Numanspahic, Berina
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Kvantitet framför kvalitet: En kvalitativ studie om ekologiska kläder inom fast fashion industrin2017Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The research question has been formulated with the purpose of the study in mind:

    • How has organic clothes been embraced by the fast fashion industry?

    The study aims to get a deeper understanding of organic clothing by analyzing the

    clothes and how the clothes evolve in line with the fast changing fashion market. With

    this study we also highlight the character traits of organic clothes and how they are

    perceived from a trend perspective.

    Our intention with the study was to gain a deeper understanding of our chosen research

    subject, which meant that we chose a qualitative research method with an abductive

    approach. Our selection consisted of seven respondents, which all are active in the

    fashion industry and possess knowledge in our chosen subject.

    The conclusion is based on the empirical and theoretical analysis, through this study we

    have identified that organic clothes have been embraced by the fast fashion industry.

    We have also presented how organic clothes are perceived from a trend perspective and

    how the organic clothes are characterized. Furthermore it is identified that organic

    clothes must be developed in line with current trends in the market.

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  • 130.
    Basmanji, Jacqueline Sarah
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Rodriguez Molina, Angelica
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Customer loyalty in rural grocery stores: - a comparative study of Swedish and Spanish customers2013Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Purpose – The purpose of this research was to explain the determiners that influence customer loyalty in rural grocery stores with a comparison of Sweden and Spain.

    Design/methodology/approach – This is a quantitative research using a multi-cross sectional design with an explanatory approach. The data was collected with a questionnaire survey that was distributed using a face-to-face and online method.

    Findings – The findings of the research revealed significant support for customer perceived value, satisfaction, trust and commitment to influence customer loyalty. The research also confirms that there are differences in customer loyalty regarding rural grocery stores between Sweden and Spain.

    Research limitations/implications – This thesis extend previous research by testing an adapted conceptual model of customer loyalty in a context of rural grocery stores and explain the determiners of customer loyalty in Sweden and Spain. The limitations of the research are discussed and directions for future research areas are suggested.

    Practical implications – The study provides rural retailers with suggestions for marketing strategies related to the determiners (i.e. customer perceived value, satisfaction, trust and commitment) that might influence customer loyalty and attract the rural customers.

    Originality/value – This research adds to the current stream of rural research by investigating how customer loyalty can enhance profitability. This research has originality since it makes a comparison of two countries, which can be of great interest and inspiration for how to maintain and develop rural grocery stores. Lastly, the research is significant as it provides implications to rural retailers as well as Provincial Governments. 

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  • 131.
    Bauer, Andreas
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Söderberg, Emil
    Linnaeus University, School of Business and Economics, Department of Marketing.
    En perfekt balans: En kvalitativ studie om digital marknadsföring2020Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Uppsatsen syftar på att skapa en bild av hur mindre artister bör marknadsföras digitalt. Huvudfokuset ligger på festivalspelningar där flertal artister spelar under antingen en dag eller flera dagar. Intervjuer har gjorts med ett antal mindre artister samt managers för att få deras syn på hur de marknadsför sig själva. Intervjuerna innehåller frågor angående digital marknadsföring för festivalspelningar. Dessa är till exempel vilka sociala medier de använder och hur mycket ansvar artisten själv har när det kommer till marknadsföring. Mindre artister kan tjäna mycket på festivalspelningar då deras fanbase växer när de spelar med andra artister och nya individer upptäcker deras musik. Vikten i att vara unik som artist diskuteras även då artister måste hitta ett sätt att nå ut till sin publik och konkurrera med många andra artister. Även om detta är väldigt viktigt för artister måste de ändå vara vanliga nog för att passa publiken och göra dem nöjda. Att skapa en image som målgruppen kan relatera till är viktigt då det ger dem en känsla av äkthet och samhörighet genom deras marknadsföring. För att göra detta bör artisten skapa ett “paket” för marknadsföringen som reflekterar den image som artisten har. Genom att använda sig av en bild och video som matchar musiken kan de skapa en helhet i sin marknadsföring. Det finns även ett sammanhang mellan digital och fysisk marknadsföring där ett exempel som Spotify codes tas upp. Detta är en kod som kan sättas på posters som folk kan skanna med sina mobiler som leder dem till artistens Spotifysida. Detta gör det lättare för kunder att hitta nya artister och även komma ihåg dem. Sedan blir det en större interaktion för kunden vilket gör att de blir mer involverade i marknadsföringen. Artister och festivaler kan också använda varandras kanaler för att marknadsföra varandra. Artister kan till exempel förmedla att de ska spela på en festival för sina fans vilket gör att de blir mer intresserade att gå på festivalen. Festivalens marknadsföring leder även till nya fans för artisten. Artist och festival måste alltså samarbeta för att locka så många människor som möjligt till festivalen.

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  • 132.
    Bawan, Saeid
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Hampus, Olsson
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Magnus, Kindberg
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Tillfredsställelse och dess påverkan på bibehållandet av anställda2016Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Background: Employee retention is a theory about retaining employees. An organization

    with a high employee turnover may have trouble with increased costs in the form of hiring

    new employees and replacement costs, given that their employees are leaving by choice.

    Employees are seen as a company’s most important assets since they are the ones delivering

    value and satisfaction to the customers, and should therefore be treated accordingly. Previous

    studies have focused on attracting new employees, however, keeping the employees within

    the company for the long run is equally as essential for the success of a business.

    Purpose: The purpose of this paper is to explain the relationship of satisfaction, towards

    employee retention.

    Hypotheses:

    H1: There is a positive relationship between employee empowerment and employee retention.

    H2: There is a positive relationship between employee engagement and employee retention

    H3: There is a positive relationship between employee branding and employee retention

    Methodology: This research had an explanatory approach, where a cross-sectional research

    design was used. Furthermore, an online self-completion questionnaire was conducted.

    Conclusion: Based on this research, it was proven that employee engagement and employee

    branding had a positive relationship towards employee retention.

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  • 133.
    Begieneman, Laura
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Rinnelt, Jens Oliver
    Linnaeus University, School of Business and Economics, Department of Marketing.
    De-internationalization of Small and Medium Sized Enterprises: How do the drivers and determinants affect the form and the path of de-internationalization for SME’s?2013Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    More and more SME’s, which create entrepreneurial spirit and innovation, which are

    primarily responsible for wealth and economic growth, are internationalizing. This

    increases their probability of business closure due to the increased risk they face from

    operating in foreign markets. Much of the world blames the U.S. financial excesses for

    these business closures, but at the same time there are also SME’s withdrawing

    activities from foreign markets in economic stable times. This indicates that there are

    more and other reasons for de-internationalization and raises the problem of how do

    SME’s close their businesses in foreign markets.

    The purpose of this study is to explore how the drivers and determinants of deinternationalization

    affect the form and the paths of de-internationalization for SME’s.

    The aim is to provide and contribute to a better understanding of deinternationalization.

    This was studied through developing four case studies with Dutch SME’s with a

    qualitative research approach. For empirical data collection interviews were conducted

    with the persons closely involved with the de-internationalization of the SME’s. This in

    combination with the developed theoretical framework, based on a theory discussion

    and synthesis, provided more insight into the de-internationalization topic.

    The findings of this study show that a unique combination of drivers and determinants

    of de-internationalization is present in each case study and the relative influence of

    them differs. Most of the de-internationalization took place in a voluntary way, due to

    the nature and predictability of the occurring drivers. Moreover, it was found that the

    drivers of de-internationalization combined with the determinants influence the form in

    which de-internationalization can take place. It was also found that the form of deinternationalization,

    which SME’s have chosen, determines the two paths of deinternationalization,

    which are partial divestment and full market exit.

    This study contributes to the better understanding of de-internationalization, by

    identifying the forms and paths which SME’s can choose when withdrawing activities in

    foreign markets. Moreover, the main drivers and determinants have been identified and

    it was analysed how they affect the different forms and paths of de-internationalization

    and this was conceptualized in a model. The recommendations are, that deinternationalization

    should be seen as a strategic option SME’s have and should be

    considered in corporate strategies. Therefore, the associations with this phenomenon

    could be seen (more) positive.

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    De-internationalization of Small and Medium Sized Enterprises
  • 134.
    Beheshti, Hooshang M.
    et al.
    Radford University.
    Oghazi, Pejvak
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Mostaghel, Rana
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Hultman, Magnus
    Leeds University Business School.
    Supply chain integration and firm performance: an empirical study of Swedish manufacturing firms2014In: Competitiveness Review: an international business journal, ISSN 1059-5422, E-ISSN 2051-3143, Vol. 24, no 1, p. 20-31Article in journal (Refereed)
    Abstract [en]

    Purpose – This article aims to explore the impact of supply chain integration on the financial performance of Swedish manufacturing firms.

    Design/methodology/approach – The literature review provided the foundation for the development of the survey instrument and hypotheses for the study. In addition, the survey instrument was tested by the experts in the field and modified before it was sent to the managers in the survey group.

    Findings – The findings show that supply chain integration at any level is beneficial to the financial well being of the firm. Companies with total supply chain integration reported the highest level of financial performance.

    Research limitations/implications – Data were collected from Swedish manufacturing firms without regard to the size of the firm. The results show that supply chain integration is beneficial at any level.

    Practical implications – The findings will assist managers with decisions regarding supply chain integration and its role as a critical factor in improving the financial performance of manufacturing companies.

    Originality/value – Limited empirical studies have been conducted in this area, especially in Sweden. This study provides insight for manufacturing managers with regard to the importance of supply chain management and the competitive nature of business in the global market.

  • 135.
    Beica, Victoria
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Eklöf, Lisa
    Linnaeus University, School of Business and Economics, Department of Marketing.
    "The strange thing about business is that you can't stop": A qualitative study of the internationalization initiation of female-owned SMEs in Uganda2018Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    During the past decade, entrepreneurship and its implications in a developing country context has gained increased attention in research. In Uganda, women in businesss are leading the way in the entrepreneurial development. In addition, the internationalization of small entrepreneurial firms has lately been given more attention within international business research. The purpose of this thesis is to combine these two emerging phenomena within international business in order to investigate how the female entrepreneur's means at hand influence the internationalization initiation of her small and medium-sized enterprise in Uganda. By investigating the subjects in the matter, important components of the entrepreneur's means has been examined. To ensure a deeper understanding, a qualitative research has been followed. This thesis derives from an abductive approach. Due to the lack of previous research on the subject, it benefitted from a combination of inductive empirical research combined with theoretical insights. The literature review takes off from the concept of entrepreneurship and thereafter explores the concept of opportunity, means and internationalization. A conceptual framework concludes the literature review by illustrating the relations between the concepts. The conceptual framwork provided themes for collecting and was used to analyze the empirical data gathered in Uganda by adopting a multi-case approach.

    The analysis discusses theoretical concepts and empirical findings in contrast and relation to each other, structured by the conceptual framework. This is followed by a concluding chapter stating implications, limitations and suggestions for further research. The outcome of this study has provided a deeper understanding of who the entrepreneur is, what she knows and how she uses her networks and personal ties to go abroad. The findings have resulted in the main theoretical implication of filling the research gap of female entrepreneurship in developing countries as well as providing an example of how the effectual approach can be used when studying entrepreneurship witin international business. We suggest that entrepreneurs and their SMEs benefit from engaging in business networks at an early stage of the internationalization process. Within networks, effectual means are working together to develop market knowledge and find opportunity for international activities. 

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    "The strange thing about business is that you can't stop"
  • 136.
    Belyaeva, Anna
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Eleweisi, Khaled
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Kozubenko, Valeriia
    Linnaeus University, School of Business and Economics, Department of Marketing.
    What can keep students in a city after completing their studies?2016Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Cities throughout Europe, including Växjö, a college city in the south of Sweden, have been developing and managing their city brands actively to attract young talents and students. Växjö has been a destination for students from Sweden and all over the world to study in Linnaeus University (LNU). However, the city, and according to its managers, has not been able to keep students in it after completing their studies. There are many previous studies that focus on destination and place marketing in general, however, only a few highlight the topic of city brands and branding.

     

    This research has been conducted in order to explore the factors that can contribute to Linnaeus University students’ (customers) satisfaction with the city of Växjö, and examine the relationship between Customer satisfaction and Customer retention and Intention to switch in relative to Växjö. Qualitative and quantitative methods have been used. The primary data for this research has been collected through an online questionnaire survey from 84 LNU students who fitted the target sample criteria, and 6 semi-structured interviews. The findings of this research suggest that majority of the students are satisfied with Växjö as they take their current situation as students into consideration, however, they have shown a low rate of city retention, and a high rate of intention to switch to another place in future. The results are limited to the city of Växjö. 

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  • 137.
    Benda, Tim
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Lindblom, John
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Olsson, Viktor
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Hedonic value of social media sharing: A quantitative study of how intentions to share affects hedonic value2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The purpose of the paper is to explain the relation between motivations of intention to shareon social media and hedonic value. There has been a deductive approach to the research ofthe paper. The data which have been gathered has been done in a quantitative manner, bymaking use of a survey. The theoretical concepts which have been operationalized for thesurvey are the following, social conversation, social presence, easy-connection, intention toshare and hedonic value. There are four different hypotheses that have been developed andtested in the project. Social conversation has a positive impact on the intent to share contenton social media. Social presence has a positive impact on the intent to share content on socialmedia. Easy-connection has a positive impact on intent to share on social media and intentionto share has a positive impact on the hedonic value of social media use. The findings arefollowing, the first three hypotheses got rejected therefore, motivations of intention to shareon social media are connected with easy-connection, social conversation, and social presence.Additionally, intention to share on social media is accepted as having a positive impact on thehedonic value of social media use.

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    Hedonic value of social media sharing
  • 138.
    Benediktsson, Birkir
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Levenius, Jonas
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Ramos, Sebastian
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Engaging the consumer online: A quantitative study of attaining consumer engagement through social media in the luxury fashion segment2018Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Good communication is an important factor for a firm to think about when wanting to engage their consumers. Recently there has been an interest over the concept of consumer engagement within the context of social media by business practitioners. Social media today is used in most aspects of life and it is important to understand how to use it in order to enhance business strategies when approaching consumers. Consumer engagement has been defined through existing research in different ways, having no clear model for practitioners to follow when attempting to engage consumers. This is one of the main problems within existing research, as well as each focusing on different social media triggers. It is important to understand which triggers are more relevant when trying to attain consumer engagement. As well as bringing up the benefits that comes from utilizing such a concept. Research regarding consumer engagement within social media is required within a different context, in order to determine the triggers relevancy to the concept of engagement. Therefore, the purpose of this study is about attaining consumer engagement through the use of social media in the luxury fashion segment, which was done through the use of Brodie et al conceptual model of consumer engagement. The research that was conducted was of a quantitative nature, utilizing a cross-section research design. To gather primary data a questionnaire was created and distributed through social media, where 101 respondents out of a desired 90 were used for the analysis. The data gathered through the questionnaire was then analysed through the statistical program of SPSS, where descriptive statistics, a correlation analysis and a regression analysis were conducted. This was done in order to ensure the validity and reliability, as well as getting results to accept or rejected the presented hypotheses. The findings of this paper show that each of the five independent variables has a significant effect on the dependent variable of consumer engagement when tested on their own. However, when all the variables were tested together three out of the five hypotheses presented were rejected, these being the independent variables of co-developing, advocating and socializing. This does not mean that the variables for which hypotheses got rejected should be disregarded according to the results obtained from the regression analysis, according to the data gathered these triggers are still individually relevant to the attainment of consumer engagement within the luxury fashion segment via social media.   

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  • 139.
    Bengtsson, Anton
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Alm, Martin
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Ivarsson, Pär
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Bakomliggande motiv, alla har dem: En kvalitativ fallstudie om varför kunder sprider e-WOM på sociala medier2014Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Course/Level:      2FE16E, Bachelor Thesis

    Authors:               Martin Alm, Anton Bengtsson, Pär Ivarsson

    Tutor:                   Dan Halvarsson

    Examiner:            Åsa Devine

    Title:                     Underlying motives, everybody has them.

    Keywords:            e-WOM, electronic word-of-mouth, e-wom motives, social media, Facebook.

     

    Background:        Knowing why customers will share and spread information about companies has become important for companies if they want to improve their marketing on the Internet. Much of the previous research regarding e-WOM has focused on the effect but not about customers underlying motives to spread e-WOM. Research has also shown that there are differences in how customers spreading e-WOM on social media compared to other platforms on the Internet. It is therefore significant that in a profound way explore what customers’, from their perspective, have for underlying motives to spread information about companies on social media are.

     

    Research question: Why do customers spread e-WOM on social media?

    Purpose:               The purpose of this thesis is to explore customers underlying motives to spread e-WOM on social media.

     

    Methodology:       Conducted as a single embedded case study through six semi-structured interviews.

     

    Conclusion:         The empirical investigation revealed that there are 15 underlying motives for customers to spread e-WOM on social media. Some of the underlying motives are the element of surprise, the ability to influence others, to obtain confirmation and for friends and acquaintances to benefit from the information.    

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    Bakomliggande motiv, alla har dem
  • 140.
    Bengtsson, Carl
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Lundin, Paula
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Metal-logotyper och konsumenter: En studie om identitetsskapande2017Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Syftet är att undersöka vilken påverkan heavy metal bands logotyper har och vilket budskap de förmedlar till kunden. Därefter vill vi undersöka vilken identitet dessa logotyper förmedlar till kunden.

    1. Vad formar relationen mellan kund och logotyp för att skapa en identitet hos konsumenten inom heavy metal subgruppen?

    2. Vilken påverkan har heavy metal bands logotyper på kunden?

    Metod

    Uppsatsen är formade efter kvalitativ studie. Ansatsen är anpassad efter induktion. Empiriska datan utgörs av fem semistrukturerade djupintervjuer och två semistrukturerade fokusgruppsintervjuer.

    Slutsatser

    Studiens resultat i den första forskningsfrågan identifierar fem lager av relationer till varumärket som är i ordningen: Utseende, lojalitet, samhörighet, provokation och den personliga identiteten. De tillsammans skapar det som definierar kundens identitetsskapande förhållande till logotypen. Andra forskningsfrågan har vi identifierat att logotypen är en del av identiteten då den symboliskt representerar bandet och musiken medan det underliggande budskapet hos logotypen representerar minnet, gemenskapen, intresset och identiteten.

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  • 141.
    Bengtsson, Erik
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Nielsen, Christoffer
    Linnaeus University, School of Business and Economics, Department of Marketing.
    International Business Negotiations: A study analyzing Swedish SME:s on the Chinese market2015Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    iAbstractThe purpose of this thesis was to describe and analyzehow cross-cultural differences affect the outcome of thenegotiation process between Swedish small and medium sized enterprises (SME)and Chinese companies. The cultural differences are to be seen as the underlying factor of complications in negotiations. Therefore,do the cultural differences have a central role inthis research. Furthermore,we formulatedour main research question as: how can cross-cultural differences affect thenegotiation process between Swedish SMEs and Chinese companies.This thesishas been conducted with andeductiveapproach, i.e.we started our researchfrom already existingtheories, anda qualitative researchmethod.The primary data was collected through semi-structuredinterviews with corporatemanagers from four different Swedish SMEs. The theoretical framework for this thesis has its foundation in theories related to cross-cultural differences, negotiationsstyles and communication and business behavior. The data for the empirical part describesthe case companies and their experience when negotiating with Chinese companies. In the analysis,wehavepresenteda discussion of the empirical findings together with a comparison of how they correlateto the theoreticalframework.The conclusion indicates that future research regarding cross-cultural differencesisto regardas a necessity, because of its increasing importance in today ́s business world. Furthermore,our conclusion providesa description of the most important factors that affectinternational business negotiations. We believe this will be beneficial for negotiators at Swedish SMEs to use as guidance in order to be successful in their negotiations. 

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  • 142.
    Bengtsson, Fanny
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Fredholm, Nea
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Karlsson, Jill
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Click yes to enter e-commerce success: A qualitative study of the barriers faced by Swedish e-commerce SMEs in Russia and China2017Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
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  • 143.
    Bengtsson, Johanna
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Nagy, Robyn
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Nilsson, Emelie
    Linnaeus University, School of Business and Economics, Department of Marketing.
    En detaljhandel i förändring: En studie om klädbranschens förändring, utveckling och framtid2018Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Title: A retail in change - A study on the fashion industry's change, development and future.

    Authors: Johanna Bengtsson, Robyn Nagy och Emelie Nilsson

    Tutor: Leif Rytting

    Examiner: Kaisa Lund

    Subject: Bachelor thesis 15 credits. Business administration III - Marketing.

    Tourism studies, Linnaeus University, Fall 2017.

    Purpose and research question

    The purpose of this study is to investigate the development of different distribution channels, as well as the changing future of the fashion industry. The study´s starting point is from an enterprise perspective.

     

    With the purpose as a background, we have formulated the following research questions focusing on the fashion industry.

    1. What is characteristic of the distribution channels in today's clothing trade?

    2. How do representatives of trade and consultants in the area expect physical stores and e-commerce to develop in the future?

     

    Method

    This study is based on a qualitative case study in the fashion industry. It utilises deductive approach whilst also incorporating some inductive aspects. The empirical data consists of eight semi structured interviews with representatives and consultants in the retail and fashion industry.

     

    Conclusion

    The result of the study suggest that the customer is the centre of the fashion industry, which means that everything that develops and changes is for the customer's buying process. Integrating their distribution channels has been highlighted as an importance for clothing companies and also that physical stores need to offer a shopping experience that is more than just shopping. However, the study also demonstrates the problem of meeting both the customer’s demands of low prices and at the same time on sustainability. 

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    En detaljhandel i förändring - Johanna Bengtsson, Robyn Nagy och Emelie Nilsson
  • 144.
    Bengtsson, Mathilda
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Påverkar kultur konsumenters attityd mot reklam?: En kvantitativ studie om konsumenters attityd mot kulturellt inkongruenta reklambudskap2016Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    In today’s globalised world, international marketing is everyday business for many companies. Culture is a factor that might affect the effectiveness of international marketing. The purpose of this study is to examine how Swedish consumer’s attitude towards advertising is affected by cultural incongruence in the advertising message. To test this, a survey with four different versions of an advertising message was used. The different advertising messages were congruent, incongruent and two that were partly congruent with Swedish culture. The two versions that were partly congruent acted as the control version. If the advertising message was congruent with Swedish culture or not, was decided by the use of Hofstede’s theory of cultural dimensions. The result was that Swedish consumer’s attitude was no different regardless if the advertising message was congruent, incongruent or neither.

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  • 145.
    Bengtsson, Sabrina
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Wiklund, Cecilia
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Wass Granquist, Angelica
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Musikbolags kommunikationsprocess via social media2014Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    SAMMANFATTNING

    Titel: Musikbolags kommunikationsprocess via social media

    Författare: Sabrina Bengtsson, Angelica Wass Granquist och Cecilia Wiklund

    Handledare: Joachim Timlon

    Kurs: Kandidatuppsats 15 hp i Företagsekonomi inriktning Marknadsföring, Music &

    Event Management, Linnéuniversitetet, Hösttermin 2013-2014.

    Forskningsfråga

    Hur kommunicerar svenska musikbolag med sina kunder genom social media?

    Syfte

    Syftet med uppsatsen är att beskriva hur kommunikationsprocessen ser ut via social

    media, analysera hur svenska musikbolag kommunicerar via sociala medier samt ge

    rekommendationer till hur de på bästa sätt kan kommunicera med kunderna via de

    sociala medierna.

    Metod

    I uppsatsen har vi valt att göra en kvalitativ undersökning med en abduktiv

    forskningsansats. Detta gjorde vi då vårt mål har varit att komma så nära vårt

    problemområde som möjligt och gå på djupet istället för bredden. Den empiriska

    studien bygger på fem intervjuer med personer som har en koppling till kommunikation

    och musikindustrin.

    Slutsatser

    Vi har genom analysen kommit fram till att musikbolagen inte marknadsför sig själva

    utan sina artister. Något av det bästa ett musikbolag kan göra är att anpassa sig efter sin

    målgrupp. Genom att noggrant segmentera marknaden och se till livsstilsfaktorer kan

    musikbolagen utforma sin kommunikation på ett sätt som tilltalar valda segment. Det är

    viktigt att finnas på det ställe som kunderna befinner sig samt att innehållet är relevant

    och passar artistens image.

    Nyckelord: kommunikation, kommunikationsprocess, sociala medier, Facebook,

    Instagram, Twitter, Spotify, Youtube, internet, musikindustrin, musikbolag

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  • 146.
    Bengtsson, Sofia
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Stein, Edgar
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Centralise to Internationalise: A single case study on Internal Control and International Business Strategy within forestry2018Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Sweden is a main extractor of natural resources, leading the exploitation of forestry in Europe. Forestry counts for ten percent of exported goods from Sweden and has the most significant trade balance of all industrial categories. Forestry is a branch that has remained traditional for a long time and has not actually been the focus for research in this field. Internal control is implemented in all Swedish companies to protect company assets and minimise risk. The aim of International business strategies is mainly to achieve success on the international market. Through a qualitative single case study, with empirical data extracted from interviews and observations, conclusions were drawn. The interaction between the two terms internal control and international business strategy are investigated, and results show that they do indeed relate to each other. Another finding was that the sampled forestry company, SCA centralised administrative functions to improve Internal control had affected their International business strategy positively and their international subsidiaries could focus on remaining main tasks. In conclusion, the forestry benefit from having centralised administrative functions to improve efficiency and decentralise departments such as sales to drive revenue abroad. 

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    Centralise to Internationalise
  • 147.
    Bengtsson, Sofie
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Rockmyr, Sofia
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Conquering the Global Village of Artificial Intelligence- it’s not always cheap and cheerful: A qualitative study on how Artificial Intelligence companies internationalise to the BRIC countries2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Companies within Artificial Intelligence are receiving increased international attention in many industries and the technology is affecting the everyday life of many people, with or without their knowledge. Simultaneous to this development, the BRIC countries have gained a spot in the global sitting room due to their rapid growth and industrialisation, which in its turn has made way for vast business opportunities. The purpose of this thesis has therefore been to explore how Artificial Intelligence companies utilise these opportunities and internationalise to the BRIC countries. This has been done through a qualitative study where four cases have been interviewed to explore whether traditional or new internationalisation processes are applicable in this context. Additionally, the drivers and barriers of this market expansion have been researched to broaden the view of the process. The findings reveal that Artificial Intelligence business is global and that networks are significant in the success of internationalising to the BRIC countries. It is also found that there are great drivers and challenging barriers that affect the decision to enter the BRIC countries and the success in these markets. Lastly, several topics for future research are presented in the hope of encouraging more contributions to the field. 

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    Conquering the Global Village of Artificial Intelligence
  • 148.
    Berg, Johanna
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Karlsson, Sebastian
    Linnaeus University, School of Business and Economics, Department of Marketing.
    När vi två blir en: relations- och nätverksbyggande i musikbranschen2014Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The purpose of this paper is to investigate and analyze the importance of networking and relationships in the music industry. We also want to see whether these factors have any impact on the Swedish music exports.

    These musings have led to the formulation of the following question;

     

    -          How can the musiclabels in the music industry make use of networks and relationships to strengthen the Swedish music exports to the U.S. and make it more efficient?

     

    The essay is written with a qualitative method with an abductive perspective. That’s because our research question has demanded that we get a deeper view of the subject to be able to answer it.

    The empirical data is collected through telephone or email interviews. Our interviews have been implemented with people who have the knowledge about and are well versed in the industry.

     

    From the theoretical and empirical analysis, some patterns have emerged. The results show that relationships are very important for the various actors in the music industry and most relationships are based on friendships that go back way in time. The networks that exist are informal, but we would like to point out that there are formal networks, in the form of interest- and membership-organizations. Musiksverige that will be presented in the text further on and has a prominent role in this paper is an example of one of those organizations. Trust and commitment is important in the music industry and that is why we belive the actors usually choose to form businessrelationships with old friends or family.

    Throughout the research we have found that the industry would benefit from a more transparent and structured collaboration, but they are required to communicate with each other and not just to different organizations. A more developed co-opetition would also make the industry more efficient. 

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    När vi två blir en - relations- och nätverksbyggande i musikbranschen.
  • 149.
    Berggren, Tobias
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Sofia, Petersson
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Tholén, Malin
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Relationer – En komplex ekvation: En kvalitativ studie om konsumentrelationer inom banksektorn2017Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Purpose and research questions: Our aim is to investigate and analyze the creation of relations within the banking sector, which occurs through physical personal interaction and online customer participation. The intention is to contribute with knowledge regarding what influences the creation and development of consumer relations.

    1. Which are the key factors for creation and development of relations within the banking sector?

    2. Which are the prominent aspects of the customer's role in the traditional and virtual servicescape?

    Method: The study is of qualitative character and was completed through an interaction between deduction and induction, which resulted in an abductive approach. The empirical data was gathered through five semistructured interviews with knowledgeable representatives from the banking sector.

    Conclusion: The study has resulted in knowledge, that it is essential for banks to be available both physically, through personal meetings, and through online platforms. We have found that different aspects, depending on the way the bank meet their customer, physically or virtually, is important for developing and maintaining the customer relations. We have identified seven key factors to make the relation between the bank and the customer as beneficial as possible for both parties: proactivity, acceptance of fintech services, seamless- and easy-navigated platforms, educating the customers, active social media channels, usage of CRM systems, and adaptation of the physical environment to satisfy the customers well-being. 

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    Relationer – En komplex ekvation
  • 150.
    Bergkvist, Hanna
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Palmér, Sabina
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Upplevelser i Sociala Medier: En studie om användares upplevelser på den sociala medieplattformen Instagram2015Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Companies are putting a large emphasis on the creation of experiences, which makes the fourth economic offering. The Experience Economy is growing, while products and services are being digitalized to a larger extent. The usage of social media is growing, with especially large focus on visual social media that are centered around pictures. Experiences also exist in digital environments and there is plenty of information available on how companies best should design these. Since there is no clear definition of the concept experience in the literature and a consumer perspective is missing regarding experiences in digital environment, the purpose of the study is to explore and create an understanding for user experiences on Instagram with a research question that investigates how different factors on Instagram affect the user experience. The study is exploratory, qualitative and deductive with an interpretative and constructionist position. To gain meaningful insights within the subject, two focus groups were conducted. The study shows that experiences on Instagram consist of consumption of pictures in the form of observation and interaction. Expectations, user accessibility and past experiences affect the user experience on Instagram that is created through the senses, participation and feelings. The experience potential is higher on Instagram than on other types of social media that are not focused on pictures but lower than in real life, as less senses can be stimulated.

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    fulltext
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