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  • 251.
    Cederholm, Sofie
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Gustafsson, Linn
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Tillbaka till röttnerna: En fallstudie av ett etablerat detaljhandelsföretag2018Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [sv]

    Bakgrund:

    Hårdare konkurrens och e-handelns uppkomst har förändrat näringsidkares förutsättningar. Fysiska butiker står än idag för största delen av detaljhandelns försäljning, men e-handeln förutspås öka. För att överleva på en så konkurrenskraftig marknad måste ett varumärke skilja sig från mängden. Det kan av företag krävas att ompositionera sitt varumärke för att bli starkare, återta förlorade marknadsandelar eller inverka på konsumenters bild av det.

    Frågeställning:

    Hur kan ett företag använda sig av sin varumärkesidentitet vid ompositionering?

    Syfte:

    Syftet med uppsatsen har varit att undersöka hur ett detaljhandelsföretag kan utföra en ompositionering av sitt varumärke utifrån sin varumärkesidentitet.

    Metod:

    Uppsatsen har utförts genom en kvalitativ forskningsmetod, med ett hermeneutistiskt synsätt. Uppsatsen har antagit en induktiv forskningsansats med deduktiva inslag. Empiri är hämtat från semistrukturerade intervjuer som genomförts med ett utvalt fallföretag.

    Slutsats:

    Varumärkesidentitet är en central del i processer som innefattar ompositionering. Det är av vikt att beakta att ompositionering inte alltid handlar om att utveckla någonting nytt, utan det kan vara lika effektiv att fokusera på de fördelar som företaget redan besitter. Repositionering är den strategi som bör tillämpas när ett företag vill använda sin varumärkesidentitet.

  • 252.
    Celik, Rozelin
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Persson, Josefine
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Tkáč, Adam
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Who Cares?: A Comparison of Consumer Perceptions of CSR Between Western and Eastern Europe2018Independent thesis Advanced level (degree of Master (One Year)), 10 poäng / 15 hpOppgave
    Abstract [en]

    Corporate Social Responsibility (CSR) is a topic that has been widely researched and is still a progressing and important subject to study. Many researchers have focused on the importance and risks of CSR but have been unsuccessful in conducting research that brings forth managerial implications regarding the challenges and complexity that comes from contextual differences. Furthermore, little attention has been assigned to consumer awareness, perception of CSR as well as analysing differences in related markets such as developed Western European countries (WECs) and emerging Post-Communist countries (PCCs) of Eastern Europe. This research is essential as theoretical ground and for managers to be able to successfully adapt and implement their CSR strategies to various markets, something that is beneficial for gaining a long-term competitive advantage.

    This study wishes to fill the existing research gap by gaining an insight into the differences in perceptions of CSR between consumers from WECs and PCCs. The outcomeof this study contributes to the existing frame of research regarding consumers’ perceptionson CSR and the importance of adapting a firm's CSR strategies to differentiating perceptions when operating in various international markets.

    The research was executed by using a qualitative method, carrying out three focus groups with participants originating from the two different regions respectively, and later mixed in a third group. The outcome from these focus groups was analysed using relatedtheoretical frameworks such as Carroll’s pyramid for corporate social responsibility (1991)and Dhanapal, Vashu, and Subramaniam (2015), who explores influencers affecting consumer perception.

    The findings conclude that CSR is gaining awareness among consumers across both regions, who agree that companies should be engaged in CSR, whereas members from PCCs desires a higher commitment than is currently done. Consumers are willing to pay a higher price when they know that the companies implement philanthropic projects. However, for WECs, this depends on the price of the product, and for PCCs, on whether the activities are locally implemented or not. Finally, this study concluded that companies can gain a competitive advantage by concentrating on social CSR in the PCC region and environmental CSR in the WEC region since the findings indicate that these are the most prioritised issues in each region. Furthermore, managers should adapt their CSR strategies based on these findings in order to relate to the consumer, create legitimacy, and gain trust.

  • 253.
    Cerrudo Sampol, Macarena
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Perera, Melani
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Risk: from random to “learnable”: - A case study of Swedish SMEs in the Indian market2014Independent thesis Advanced level (degree of Master (One Year)), 10 poäng / 15 hpOppgave
    Abstract [en]

    The internationalization of small and medium sized enterprises (SMEs) has become a major worldwide trend. Firms internationalize predominantly to in nearby countries due to the fact that these countries are closer culturally and geographically. However, SMEs has started to enter more cultural and geographical distant markets. Emerging markets has been the focus of attention of Swedish SMEs during the last decades. Of those emerging markets India is one example of a foreign market that has experienced, to a large extent, the establishment of foreign companies in the past half a century. In the last decades India has undergone a remarkable change that has strengthened the establishment of foreign companies in the country. However, SMEs face risk and uncertainties when entering a new market like India. Therefore, companies need to acquire enough relevant knowledge about the country in order to identify and manage to potential risks that the might encounter. Although knowledge and risk management have extensively been studied, scholars have primarily studied them separately. Little attention has been given to the fact that the combination of knowledge and risk management might be the better solution to identify and manage risks in foreign countries. By analyzing the implementation of knowledge and risk management, it was possible to answer if through their utilization SMEs get a better understanding and be competitive in the Indian market. In order to conduct the study a qualitative case study to four Swedish SMEs was conducted. The collected data and the most significant theories chosen in this study are the starting point of the analysis. The main conclusion that can be drawn from the analysis is that, although knowledge and risk management are not SMEs main focus of attention, the combined utilization of them is beneficial for firms in foreign markets. Firms that better understand the foreign market and its risks are in a better position to be more competitive in that foreign market.

  • 254.
    Chauca Palma, Damaris
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Svensson, Mikaela
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    En strategi som engagerar: En kvalitativ studie om B2B företags möjligheter att skapa kundengagemang i sociala medier 2017Independent thesis Advanced level (professional degree), 20 poäng / 30 hpOppgave
    Abstract [sv]

    Författare: Damaris Chauca Palma och Mikaela Svensson

    Handledare: Docent Richard Afriyie Owusu Examinator: Professor Bertil Hultén

    Fakultet: Ekonomihögskolan vid Linnéuniversitetet

    Program: Civilekonomprogrammet med inriktning marknadsföring

    Kurs: Examensarbete i marknadsföring för Civilekonomprogrammet, 30 hp. VT 2017.

    Examensarbetets titel: En strategi som engagerar.

    Forskningsfråga: Hur bör B2B företag använda sociala medier för att skapa kundengagemang? Hur bör innehållet i sociala medier utformas av B2B företag för att skapa kundengagemang?

    Syfte: Uppsatsens syfte är att ge förslag till en social mediestrategi som kan användas av företag inom B2B för att skapa kundengagemang i sociala medier. Studien syftar till att bidra med kunskap om hur B2B företag bör använda sociala medier för att skapa kundengagemang i sociala medier samt förse Höganäs AB med kunskap om hur de bör använda- samt vilket innehåll de bör publicera i sociala medier.

    Metod: Studien har karaktären av en fallstudie med Höganäs AB som utgångspunkt. Genom en kvalitativ metod och med ett induktivt angreppssätt har data insamlats genom semistrukturerade djupintervjuer.

    Resultat och slutsats: Företag inom B2B bör använda plattformarna LinkedIn och YouTube och eventuellt Instagram. Plattformarna bör uppdateras i enighet med deras karaktär samtidigt som hänsyn tas till inläggens kvalitet. Företag bör planera hur ofta plattformarna ska uppdateras likväl som de bör kombinera social media med traditionell media. Höganäs ABs innehåll i sociala medier bör fokusera på kvalitet, kostnad och miljö då det är innehåll som har möjlighet att skapa kundengagemang inom bilindustrin.

    Teoretiskt och praktiskt bidrag: Studien bidrar med teoretiska kunskaper om hur kundengagemang hos B2B företag kan skapas genom rätt användning av och rätt innehåll i sociala medier. Studien bidrar även med praktiska implikationer till Höganäs AB om hur de bör använda sociala medier samt vilket innehåll de bör publicera i sociala medier för att engagera närmare kunder samt OEM företag i sociala medier.

    Nyckelord: Business-to-business, sociala medier, kundengagemang, social mediestrategi 

  • 255.
    Checheleva, Kristina
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Kucheryavenko, Tatiana
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Consumers’ preferences towards eco-labeled products and purchase intention: The moderating effect of national culture2017Independent thesis Advanced level (degree of Master (One Year)), 10 poäng / 15 hpOppgave
    Abstract [en]

    Eco-labeling is an important matter in the modern world, because of its relationship to the significant issues of the society, i.e. environmental and health care. More and more people pay great attention to the ‘green’ aspect of their lives. Many researchers, in their turn, unveil the topic devoted to the eco-labeling strategies in their academic papers.  However, there is a certain knowledge gap in the existing literature, which allowed the researchers of this paper to focus the study on consumers' preferences towards eco-labeled products and purchase intention in the context of cultural diversity.

    Cultural aspect might have the crucial effect and predetermine consumers’ behavior to some extent. Thus, for companies’ management it is highly important to be aware of cultural context of the country they are already operating in or only going to internationalize into. Prior to empirical data collection a literature review on eco-labeling, cultural diversity, and purchase intention were conducted, followed by the integration of gained information into the theoretical model.

    The theoretical model, developed by the authors, presents the research of the perceived association between consumers’ preferences, as presented by own health care and environmental care, and purchase intention under the impact of the moderating effect of national culture. In order to test the hypotheses formulated on the literature and model bases, primary data from respondents from three different countries (namely, the USA, Sweden, and Russia) and secondary data from existing literature were collected, the integration of which allowed getting some relevant conclusions and results.

    After the data collection and all the statistical process analyzing it, the researchers concluded that culture has an impact on the association of consumers' preferences and purchase intention of eco-labeled products, but this moderating effect varies in terms of the context of consumers' preferences and different cultural dimensions.

  • 256.
    Chen, Ran
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Karahasonovic, Amela
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Napeiga, Ndobowah Irene
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Sustainable development by force? Stakeholder influence and strategic response towards sustainable development2013Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [en]

    Earlier, sustainable development was perceived as a hindrance to economic growth. This seems not to be the case today because strategies towards sustainable development are becoming more common, especially in nonprofit organizations. Sustainable development is about creation of strategies that include wellbeing of present and next generations. This shows that it is important for today’s organizations to be sustainable. However, stakeholders have a part to play in this since they are capable of influencing organizations towards sustainable development. To these influences organizations respond either in a proactive or defensive way. As a result the purpose of this study is to investigate the stakeholders’ influences on sustainable development in a nonprofit organization and how this nonprofit organization responds to these influences strategically. After looking at previous literature about relevant concepts, three research questions were formulated. This study is a case study where in five in-depth interviews have been carried in a Swedish nonprofit organization with an ongoing project about sustainable development. In the course of the study it became clear that there are several important aspects to consider when thriving for sustainability. Furthermore, some stakeholder groups possess more power to influence sustainable development and the organizational response might not have to be exclusively proactive or defensive. Lastly results of this study show that important identified factors of sustainability in this organization are economic, environmental and social. The internal stakeholders are the ones influencing sustainable development in this particular organization and the organization responds by creation of proactive strategies. 

  • 257.
    Chen, Ran
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Molina, Angélica Rodríguez
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Does reciprocity affect willingness to contribute?: An empirical study on crowdsourcing organizations2014Independent thesis Advanced level (degree of Master (One Year)), 10 poäng / 15 hpOppgave
    Abstract [en]

    Purpose – The aim of this thesis is to explain the factors that influence consumers’ willingness to contribute to crowdsourcing organizations, by applying the reciprocity theory.

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

    Findings – The findings of this research revealed that social proof is positively influencing willingness to contribute, either direct or indirect, through reciprocity. In addition, trust, commitment and identification were not directly influencing willingness to contribute, however they have an indirect positive impact on willingness to contribute through reciprocity.

    Research limitations/implications – This study has created a research model by the use of relevant literature in regards to reciprocity and willingness to contribute. Moreover, the limitations of this study are related to the chosen sample, since the generalization of the results is done based on three countries.

    Practical implications – The study provides some valuable insights for crowdsourcing organizations managers who aim to increase the amount of contributions through their online communities by the use of the reciprocity theory. Detailed explanation goes in the managerial implications section.

    Originality/value – This research is unique in that it presents a new model that shows reciprocity as a mediating factor for improving online communities’ users attitudes towards contributing to crowdsourcing organizations. 

  • 258.
    Chen, Xiyu
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Zhang, Jing
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    The Development Pattern of Chinese firms in the Foreign Market: A thesis for studying matching strategy and competitive strategy for Chinese firms in Swedish markets2015Independent thesis Advanced level (degree of Master (One Year)), 10 poäng / 15 hpOppgave
    Abstract [en]

    Internationalization of firms from mature markets to emerging markets has been an on-going process for several decades. However, with the economic development of China, more and more Chinese firms start to expand global market and many of them choose mature European markets since to compete with higher level competitors can force the firm to develop. Many firms have already set up subsidiaries in the Swedish market. Some firms have profitability to develop, but some firms faced serious problems since they can hardly adapt to the high psychic distance. This research will study what are the success factors for Chinese firms which operate in the Swedish market.

  • 259.
    Chika, Hirano
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Jing, Jing
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Research for online marketing strategy in Japanese elder care facilities: Learn form Swedish elder care facilities2015Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [en]

    Background: Since aging population keeps increasing, more and more private elderly care facility companies emerged in elderly care market, and this industry gradually became one of the pillar industries in Japan. However, a strange phenomenon is that private elderly care facilities in Japan fails to attract elderly customers while there are society demand to expand the number of facility. This leads to bankruptcies of private elderly care facilities. On the other hand, Sweden enjoys a high reputation of elderly care. Also Swedish elderly care industry is more mature than Japan, therefore this research takes Sweden as an objective of Japan.

    Purpose: Identifying the root cause of why elders do not choose private facilities even though there are social demand to expand elderly care facilities; from online-marketing perspective, take Swedish companies as examples, find out the way to apply online marketing strategy to Japanese elderly care facilities.

    Method: This is a qualitative research, with inductive approach, from interpretivist epistemology and constructionism ontology perspective. Structured phone interviews are conducted with 11 Japanese elders and their general view towards private and public elderly care facilities in Japan are studied; then, researchers choose 2 companies in Sweden and Japan respectively as cases and analyze online marketing strategy; following the "strategy exploring model" logic, analyze the development of online marketing strategy for Japanese private elderly care facilities.

    Results, conclusions: Elders in Japan choose public elderly care facilities instead of private, because of the high cost and lack of reliability. Therefore, marketing strategy ii

    goal is to lower the deposit and establish an image of security and safety of industry. According to the result of online marketing research, authors will give advice for Japanese elder care industry to achieve this goal.

  • 260.
    Chris, Miles
    et al.
    Bournemouth University, UK.
    Nilsson, Tomas
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Marketing (as) rhetoric: an introduction2018Inngår i: Journal of Marketing Management, ISSN 0267-257X, E-ISSN 1472-1376, Vol. 34, nr 15-16, s. 1259-1271Artikkel i tidsskrift (Annet vitenskapelig)
  • 261.
    Christerson, Louise
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Samsson, Erik
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Gerillakriget: En kvalitativ studie om taget utrymme2014Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [sv]

    Forskningsfråga: Vad karaktäriserar framgångsrik gerillamarknadsföring? 

    Syfte: Syftet med denna uppsats är att tydliggöra de väsentliga inslagen i gerillamarknadsföring för att öka förståelsen för denna marknadsföringsmetod. Vi gör detta genom att analysera och klarlägga kärnan i gerillamarknadsföring, metodens olika inslag samt dess styrkor och svagheter. Vi kommer sedan att analysera den funktion gerillamarknadsföring kan ha i företags och organisationers samlade marknadsföring. 

    Metod: Uppsatsen baseras på en kvalitativ studie som utgått från en deduktiv ansats med en induktiv karaktär. Den empiriska datainsamlingen gjordes främst utifrån semistrukturerade intervjuer med respondenter med spetskompetens inom det valda forskningsämnet. 

    Slutsats: Vår studie visar att framgångsrik gerillamarknadsföring karaktäriseras av stor kreativitet, men att gerillaaktiviteten inte får ta över budskapet. Just för gerillamarknadsföring är det särskilt viktigt för marknadsföraren att definiera målgruppen, då detta är avgörande för kampanjens utfall. Slutligen är gerillamarknadsföringens syfte att skapa engagemang för att bidra till den ”buzz” som krävs för kampanjens framgång.

  • 262.
    Christopher, Baude
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Olsson, Karl-Fredrik
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    The power of having friends: A study in how knowledge and levels of uncertainty relate to relationship commitment2014Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [en]

    The purpose of this paper is to increase the understanding of how knowledge and uncertainty can affect relationship commitment between companies in the international market. Therefore, knowledge accumulation, the various levels of uncertainties and the creation of business relationships will be examined. In order to achieve the purpose of the study the main research problem is formulated: How do Knowledge and uncertainty levels related to relationship commitment of internationalized firms?This thesis is based on the qualitative method since the aim of this study is to understand and analyse a phenomenon not quantitatively to measure it. This research is further based on the deductive approach since we have formulated our main research question on the basis of previous theory and apply it on real life cases. The empirical data is collected through a multiple case study with three companies active on the international market.The study's conclusion indicates that relationship commitment has an impact on knowledge and uncertainty in the international context. We demonstrate this by proving that companies can through relationships accumulate the necessary knowledge needed to reduce uncertainty in international business. Thus reducing the gap between knowledge possessed by the firm and knowledge needed to perform an international activity.

  • 263.
    Claesson, Jennifer
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Dijnér, Nina
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Service Recovery Paradox: A quantitative research concerning customer post-recovery satisfaction in the service sector2017Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [en]

    The phenomena when customers perceive a service as better after a failure and the following recovery process has occurred is called service recovery paradox. In the case of the paradox, customers are more satisfied post-recovery in comparison to if the failure would not have occurred. How to best manage a service recovery depends on the type of service failure since the recovery actions should be adjusted in order to match the failure in a suitable way. Three surveys were conducted in this study, one for each type of failure classified as (1) Service delivery failures, (2) Failure to respond to customer needs and requests and (3) Unprompted and unsolicited employee actions. Each survey presented a scenario in three parts. The first part of the scenario was neutral, the second part was post-failure and the third part was post-recovery. The respondents had to take a standpoint regarding their level of satisfaction after each scenario part. The findings from this study confirm the possibility for an increase in customer post-recovery satisfaction concerning (1) Service delivery failures combined with suitable recovery actions, hence the service recovery paradox was found. In the case of (2) Failures to respond to customer needs and requests combined with suitable recovery actions, the level of post-recovery customer satisfaction did not reach pre- failure satisfaction. The last type of service failure, (3) Unprompted and unsolicited employee actions, resulted in the lowest level of customer satisfaction both post-failure and post-recovery and was hence most far away from the paradox. 

  • 264.
    Claesson, Jennifer
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Gedda, Henrik
    Google Ads: Understanding millennials' search behavior on mobile devices2018Independent thesis Advanced level (degree of Master (One Year)), 10 poäng / 15 hpOppgave
    Abstract [en]

    Purpose: The purpose of this study is to understand millennials search behavior on mobile devices.

    Research Questions: How do millennials value organic and sponsored search results on mobile devices? What are the Web advertising variables that affect millennials attitudes towards sponsored search ads on mobile devices?

    Methodology: Data was collected from 103 Swedish millennials through an experiment and survey.

    Conclusion: The findings of this research supports the variables of entertainment and incentives to have a positive association with millennials attitudes towards mobile search ads while irritation, informativeness and credibility were only partially supported when testing independently with attitudes. An overall negative attitude could be seen toward sponsored links when participants motivated their action to click. Moreover, the results illustrated a higher attitude value towards mobile search ads to reflect an increased click behavior on sponsored search results. 

  • 265.
    Clemes, Frida
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Destination vid kris: En studie om hur reseaktörer lyfter fram destinationer vid kris2017Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [sv]

    Det som märks är att kriser sker hela tiden, där gäller för reseaktörerna att vara förberedda. Krishantering är någonting som de flesta reseaktörer har men när det kommer till marknadsföringen av en destination vid kris ligger de lågt. Däremot marknadsför de destinationer i olika kanaler vanligtvis.

  • 266.
    Corell, Elsa
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF). Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för organisation och entreprenörskap (OE).
    Pkhikleshvili, Kristina
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF). Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för organisation och entreprenörskap (OE).
    Stockholm Valley; the new Silicon Valley?: - A qualitative research study of organizational resources and capabilities obtained through the Stockholm cluster to create international competitiveness for tech startups.2019Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [en]

    The purpose of the thesis was to identify the tech startups main organizational resources and capabilities received from the Stockholm cluster. Correspondently, how those encourage to sustained competitive advantage internationally. The aim was to ensure a deeper understanding with a qualitative research method with a multiple case study and an abductive approach. The empirical findings were based on seven case companies that were committing within the tech sector and were internationalized. Further, the literature review takes off with the definition of the segment, namely the tech startups followed by industrial cluster, the network - and social network theory, the Resource-based view with concertation on the different firms’ resources, the VRIO framework, and capabilities, and thereby internationalization including international competitiveness. The conceptual framework has illustrated the correlation between investigated variables, mentioned above. Moreover, the empirical findings chapter was constituted of primary data presented by the seven companies. The analysis was established on the basis of the three voices, which are theoretical, empirical and authors to examine contrast and correlation with each other. The analysis part was followed by a conclusion chapter that presented the main findings/conclusions, thus answered the research question. In addition, the chapter provided with implications, , limitation and recommendations for future research.  

    The findings displayed that the main organizational resources and capabilities obtained from Stockholm consist of human and financial capital, alliances and relationships, innovation/technology and reputation. However, they are only three of them that bring sustained competitive advantage, which are the human capital, alliance and relationships, and reputation capability.

  • 267.
    Corneliusson, Helena
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Kristoffersson, Frida
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Lagerberg, Caroline
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Kändisar som talespersoner: - Ett vinnande koncept för varumärken?2014Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [sv]

    Syfte & forskningsfråga

    Uppsatsens syfte har varit att, ur ett företagsperspektiv, undersöka och analysera vad som motiverar företag att använda kändisar som talespersoner i sina reklamfilmer. Vi ville undersöka hur företag väljer vilken kändis de ska samarbeta med och vad som krävs av kändisen vid ett samarbete. Vi ville även identifiera vilka positiva och negativa effekter det kan ge för varumärken, samt vilka risker det finns med att använda kändisar i sina reklamfilmer. Utifrån vårt syfte formade vi vår forskningsfråga: Hur påverkas varumärken av att använda kändisar som talespersoner?

     

    Metod

    Uppsatsen är skriven med en kvalitativ forskningsmetod och en induktiv ansats. Vårt empiriska material har samlats in genom sju kvalitativa intervjuer med respondenter som vi anser är relevanta för ämnet, både via telefon och personliga intervjuer. Vi har under hela uppsatsens gång strävat efter att våra teoretiska källor ska vara så aktuella och ämnesspecifika som möjligt. Därför har vi lagt stor vikt vid att i största möjliga mån använda oss utav artiklar publicerade i vetenskapliga tidsskrifter.

     

    Slutsatser

    I vår uppsatsprocess har det framkommit att kändissamarbeten är en mycket lyckad marknadsföringsstrategi eftersom det kan ge varumärket uppmärksamhet, ökad varumärkeskännedom och ett ökat kundintresse. Det har även tydliggjorts att om matchningen mellan kändisen och varumärket inte stämmer överens kan detta ge negativa effekter för företaget. Trots det har ändå studien visat att fördelarna med kändissamarbeten väger över de eventuella riskerna.

     

    Nyckelord: Kändisar, talespersoner, varumärken, reklam.

  • 268.
    Crambé Lundh, Michelle
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Wedin, Nellie
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    It is obvious that they are not afraid of what this might do: A Qualitative Minor Field Study of International Female Entrepreneurs in Thailand2019Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [en]

    For as long as internationalization has been a research topic, the risks surrounding it has been discussed. Several theories have emerged concerning how to go about international business, which entry modes and strategies to use as well as which markets to enter and at which pace - everything in order to reduce the risks of business failure. The lack of institutional and economic stability in emerging markets has evolved into warning signs for foreign firms as they are hesitant to enter these markets due to higher risks and furthermore, there are assumptions regarding low entrepreneurial skills in these markets, much due to the stability-barrier. In this regard, Thailand presents an interesting case, especially when aiming to look into females as entrepreneurs. The country presents a large number of females involved in business activities that show no sign of being hindered by the stability factor.  These interesting aspects paved the way for this thesis’ purpose “to examine and understand how Thailand's female entrepreneurs engage in international business activities.” Through examining the internationalization process from an aspect of both personal traits and network connections, findings have been presented regarding how the Thai female entrepreneur uses these components to initiate international business activities for her small- and medium-sized enterprise. These findings have enriched the understanding of how females approach and experience an internationalization process. To ensure a broader comprehension of the subject, this research has followed a qualitative research method combined with an abductive approach which this thesis has benefitted from as there is a lack of research on the subject. The theoretical framework starts with presenting the phenomena entrepreneurship, and then more in-depth explains concepts of female- and international entrepreneurship, introducing concepts like internationalization and psychic distance. Finally, the theoretical framework is concluded with a conceptual framework model explaining how all concepts are connected. Before presenting the empirical findings of the research, the methodology chapter explains how the researchers went about this study, how all the data was collected and under which circumstances. In order to tie the empirical findings with the theoretical framework, an analysis was made which presents this thesis’ findings in a theoretical manner before everything is tied together in a conclusion. The findings conclude that there is a significant bond between personal traits, networks, and firm internationalization and furthermore, this thesis suggests that Thai female entrepreneurs are fearless and therefore, encounter few of the barriers that other female entrepreneurs do. Finally, this thesis is concluded with theoretical and practical implications as well as suggestions for future research within the area. 

    It is obvious that they are notafraid of what this might do.” 

  • 269.
    Cöster, Fredrik
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Engdahl, Marcus
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Svensson, Johan
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Critical success factors: An evaluation to identify strategic capabilities2014Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [en]

    Background: Strategic capabilities are vital components for organisations to include in their business. Another essential elements in a strategy that can affect the performance of an organisation in both a negative and positive direction are critical success factors. This research will study if it possible to evaluate organisations CSFs in order to see whether a well performed CSF also can be identified as a strategic capability.

    Purpose: The purpose of this thesis is to evaluate organisations CSF in order to identify strategic capabilities

    Research question: What CSFs can be identified? Which CSFs are identified as strategic capabilities?

    Methodology: This thesis involved a qualitative pre-study consistent of a content analysis and semi-structured interview that were used to provide measurements to the quantitative survey.

    Conclusion: The findings indicate that it is possible to identify strategic capabilities by evaluating CSFs. In this study transportation, number of stores and the atmosphere were considered as strategic capabilities.

  • 270.
    Cöster, Fredrik
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Hwang, Vidar
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Svensson, Johan
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Country of origin: Does it really matter in the current globalization?2015Independent thesis Advanced level (degree of Master (One Year)), 10 poäng / 15 hpOppgave
    Abstract [en]

    COO is a construct that refers to the country which a consumer associates a certain product or brand as being its source, regardless of where the product is actually produced. Scholars like Magnusson et al. (2011) argue that COO is a salient cue in consumers’ product evaluation and purchase intention. In contrast, Usunier (2006; 2011) and Samiee (2010) criticize the COO effect, by explaining that due to multinational production, integrated worldwide supply chains and global branding there are other cues that have become more salient in consumers’ decision- making process.

    The purpose of this thesis is to extend the understanding about the relationship of COO in consumers buying process. The research questions followed: To what extent does country of origin influence consumers’ product evaluations and purchase intention? To what extent does the level of involvement affect the relationship between country of origin and consumers’ product evaluation? To what extent does the level of involvement affect the relationship between country of origin and consumers’ purchase intentions.

    Applying a deductive approach, a quantitative research has been chosen for this thesis involving survey as the source for data collection in order to test this research four main concepts: COO, product evaluation, purchase intention and product involvement.

    The findings indicated that COO has a significant direct effect in consumers’ product evaluations and purchase intention. The results also indicated on that when consumers’ perceive products to be low involvement, the COO effect is greater in consumers’ decision-making process.

  • 271.
    Dadzie, Samuel Ato
    et al.
    Ghana Institute of Management and Public Administration, Ghana.
    Owusu, Richard A.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Understanding establishment mode choice of foreign manufacturing firms in Ghana2015Inngår i: International Journal of Emerging Markets, ISSN 1746-8809, E-ISSN 1746-8817, Vol. 10, nr 4, s. 896-920Artikkel i tidsskrift (Fagfellevurdert)
    Abstract [en]

    Purpose – The purpose of this paper is to analyse the foreign direct investment (FDI) strategies ofmanufacturing firms in Ghana using the eclectic model in order to understand how ownership, location and internalization factors impact FDI to developing countries like Ghana.

    Design/methodology/approach – The authors use a quantitativemethodology in order to statistically explore the relationships between dependent and independent variables. The data comes from a sample of 75 multinational enterprises that invested in the manufacturing sector between 1994 and 2008.

    Findings – The results reveal that large firm size, extensive international experience and large market size lead to the choice of acquisition mode of entry, while high cultural distance, high country risk, high proprietary assets and incentives lead to the choice of greenfield mode in the context of Ghana.

    Research limitations/implications – The results imply that the different economic, business

    and legal (locational) conditions of developing countries create different FDI strategies and paths of companies compared to developed markets.

    Practical implications – Policy makers in developing countries should make efforts to improve market size, the institutional and regulatory environment, as well as the availability of human capital in order to attract FDI.

    Originality/value – FDI studies have mainly analysed establishment mode strategies of firms in advanced markets. There is an increasing amount of research on FDI in emerging markets but very little on developing countries and African markets. Therefore, this study enables the authors to develop implications for existing theory and generate practical implications for firms and policy makers related to African and developing country markets.

  • 272.
    Dadzie, Samuel Ato
    et al.
    Ghana Institute of Management and Public Administration, Ghana.
    Owusu, Richard A.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Amoako, Kwarteng
    Ghana Institute of Management and Public Administration, Ghana.
    Aklamanu, Alphonse
    Ghana Institute of Management and Public Administration, Ghana.
    Do strategic motives affect ownership mode of Foreign Direct Investments (FDIs) in emerging African markets?: evidence from Ghana2018Inngår i: Thunderbird International Business Review, ISSN 1096-4762, E-ISSN 1520-6874, Vol. 60, nr 3, s. 279-294Artikkel i tidsskrift (Fagfellevurdert)
    Abstract [en]

    The objective of this study is to examine the influence of ownership, location, and internalization-specific factors, as well as strategic motives on ownership choice of foreign subsidiaries in Ghana. The authors use a quantitative methodology in order to statistically explore the relationships between dependent and independent variables by using the logistic regression model. The analysis was based on 115 manufacturing investments made by multinational corporations (MNCs) from different countries in 1994–2013. The results indicate that contractual risk leads to the choice of whollymowned subsidiary while cultural distance and country risk lead to the choice of the joint venture. In the case of the motives, efficiency-seeking and resource-seeking FDIs lead to the choice of the joint venture.

  • 273.
    Dahl, Martina
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Johnsson, Anna
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Extending the Understanding of Sales promotions’ Influence on Brand Knowledge: A Quantitative Study2015Independent thesis Advanced level (degree of Master (One Year)), 10 poäng / 15 hpOppgave
    Abstract [en]

    Title: A quantitative study extending the understanding regarding the influence of sales promotion on brand knowledge

     

    Background: Sales promotion is a marketing communication activity that aims to promote a purchase, usage or trial of a particular brand. Sales promotion activities can provide significant benefits and incentives that could help the brand to differentiate from competitors and can contribute to the consumer’s brand knowledge. Prior to this thesis, there has been little attempt to integrate research to determine the relationship between the use of sales promotions and brand knowledge, which is why this study intends to extend the existent understanding.

    Purpose: The aim of this study is to extend the understanding regarding the relationship between sales promotion and brand knowledge and its drivers.

    Research questions:

    R1: What influence does monetary promotions have on brand awareness?

    R2: What influence does monetary promotions have on brand image?

    R3: What influence does non-monetary promotions have on brand awareness?

    R4: What influence does non-monetary promotions have on brand image?

    Hypotheses:

    H1: Monetary promotions of a brand influence brand awareness

    H2: Non-monetary promotions of a brand influence brand awareness

    H3: Monetary promotions of a brand influence brand image

    H4: Non-monetary promotions of a brand influence brand image

     

    Methodology: In order to test the hypotheses a quantitative research approach was conducted and a questionnaire was used to collect data from Swedish consumers, the data was analyzed in the IBM SPSS program to find out if the hypotheses was supported or rejected.

     

    Conclusions:

    H1,H3 and H4: May from this study be supported.

    H2: May from this study be rejected.

  • 274.
    Dahlberg, Amanda
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Stenman, Madeleine
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Vi kan skapa nya saker hela tiden, men vi kan inte skapa en ny värld utan förändring.: En studie om Corporate Social Responsibility inom e-handeln.2014Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [sv]

    Syftet med denna uppsats är att få en djupare förståelse för arbetet med Corporate Social Responsibility (CSR) inom e-handeln genom att analysera:

    • Det engagemang som finns för CSR och det ansvar som tas av företag inom e-handeln.
    • Hur kommunikation av CSR används av företagen för att positionera sig och stärka sin image.
    • Vad konsumenter har för syn på CSR inom e-handeln och vad detta har för påverkan på företags arbete kring ämnet.

    I koppling till detta syfte har följande forskningsfråga formulerats:

    • Vad präglar e-handelsföretags arbete med Corporate Social Responsibility?

    Vi har valt att göra en kvalitativ studie då vi ville analysera vad företagare, experter och konsumenter inom e-handeln har för erfarenheter och åsikter kring arbetet med CSR. Studien har präglats av en abduktiv ansats där vi har haft ett växelspel mellan teori och empiri. Primärdatan har samlats in genom fyra personliga, semi-struturerade intervjuer samt en strukturerad intervju via mail. Vidare har vi även genomfört två fokusgrupper.

    Genom vår arbetsprocess har vi kunnat urskilja att det engagemang som finns för CSR inom e-handeln varierar beroende på den bransch företagen befinner sig i. E- handelsföretagen tar ett större socialt ansvar, än ett miljömässigt, då de bidrar till olika sociala projekt i samhället som gynnar företagens intressen och därmed bidrar till goodwill och positiv PR. Problem inom e-handeln, som vi kan notera, är främst de returpolicys som finns i Sverige, missförstånd mellan konsumenter och företagen gällande certifieringar samt brist i e-handelsföretagens CSR-kommunikation mot konsumenterna. Vidare skulle positionering genom CSR kunna stärka företagets varumärkesimage och därmed fungera som ett konkurrensmedel, dock måste företagen uppnå en viss trovärdighet för att möjliggöra detta.

  • 275.
    Dahlberg, Anna-Maria
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Åstemo Krans, Jelina
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Thorild, Sofie
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Ekologiskt eller inte?: En studie om vilka värderingar angående ekologiska livsmedel som är viktiga för konsumenten2014Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [sv]

    Bakgrund:Den ekologiska marknaden i Sverige växer i en rasande takt, mellan 2012 och 2013 ökade den totala försäljningen av ekologiska varor med 13 procent. Dock har den ekologiska livsmedelsmarknaden i Sverige endast en andel på cirka fyra procent av den totala livsmedelsmarknaden i landet. Forskningsresultat har visat att marknadskommunikation spelar en viktig roll när det gäller att motivera konsumenten att konsumera ekologiska livsmedel. Det anses vidare vara av stor vikt att denna kommunikation fokuserar på rätt värderingar när det gäller ekologiska livsmedel för att uppnå bästa möjliga respons från konsumenten.

    Syfte: Syftet är att beskriva vilka värderingar hos konsumenten som budskapet i marknadskommunikation om ekologiska livsmedel ska fokusera på

    Forskningsfrågor:

    Vilka värderingar angående ekologiska livsmedel är viktiga för konsumenten?

    Vilka värderingar ska ett budskap om ekologiska livsmedel fokusera på för att väcka konsumentens intresse?

    Metod: En tvärsnittsdesign med enkätundersökning som metod för datainsamling

    Slutsats: Budskap om ekologiska livsmedel uppmärksammas idag inte i någon större utsträckning. Dock har konsumenten förståelse för vad budskap om ekologiska livsmedel vill förmedla. Detta gör att slutsatsen kan dras att budskap om ekologiska livsmedel idag inte fokuserar på värderingar som är betydande för konsumenten vilket innebär att det uppfattas men inte når fram på ett önskvärt sätt. De värderingar som visade sig vara mest betydande för konsumenten gällande ekologiska livsmedel var hedonism och säkerhet. Av detta kan slutsatsen dras att dessa värderingar är de som ett företag ska fokusera på för att nå fram med budskap om ekologiska livsmedel.

  • 276.
    Dahlbo, Evelina
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Rehnberg, Edith
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Unisex is the new black: En kvantitativ studie i hur genusmedvetna konsumenters attityder kan gynna​ ​utformandet av fysiska servicelandskap2019Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [sv]

    Sammanfattning

    Studiens syfte är att identifiera kundattityder bland genusmedvetna millennials i avsikt att fastställa hur fysiska servicelandskap med unisexkoncept bör utformas. Utifrån denna information formuleras rekommendationer samt tillhörande modell för företag som ämnar integrera det könsneutrala konceptet i sin butiksprofilering.

    Studien kommer att behandla teorier utifrån kön, genus och unisex, begreppet konsumentbeteende med fokus på attityder, samt fysiska servicelandskap. Studiens metod är av kvantitativ karaktär och det empiriska materialet utgörs av en enkätundersökning med deskriptiv analys. Totalt inkom 312 svar från undersökningens respondenter varav 259 svar ansågs relevanta för studiens ändamål baserat på det etablerade åldersspannet för millennials, vilket i denna studie är konsumenter födda 1980-2000. Valet av millennials som undersökningsobjekt är grundat i att tidigare undersökningar har funnit att millennials är en genusmedveten kundgrupp, vilket innebär att de ställer sig kritiska till den traditionella och stereotypa könssegregeringen.

    Denna studie kan verka som praktisk grund för företag samt teoretisk grund för forskare till fortsatta studier då den genomgångna teorin samt empiriska datan indikerar på att kundsegmentet ​genusmedvetna millennials har ett intresse för en bredare implementering av unisexkoncept hos företag i klädbranschen. Studien bidrar med underlag till ett ämne väl värt vidare forskning då flertalet tendenser tyder på en förändring i antågande, där millennials är en betydande del av denna strukturförändring i samhället. För att inte förlora framtidens kunder behöver företag skapa sig en förståelse för unisexkonceptets kärna och inse att det inte handlar om att begränsa, utan att öppna upp design. Att göra allt tillåtet för alla.

  • 277.
    Dahlgren, Sara
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Johnson, Amelie
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Liljenberg, Caroline
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Online Reviews - What Motivates You?: A qualitative study of Customers' Motivation to Write Online Reviews 2015Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [en]

    Background: To understand the consumers’ motivation to write online reviews is of importance, especially for companies since a large number of reviews have a positive influence on sales. Previous research has been done regarding what motivate consumers to provide user generated content, online word of mouth and also, to some extent, online reviews. However, these studies have primarily been adopted in a quantitative manner. To explore, from customers’ own perspective, the motivation to write online reviews is therefore valuable to add depth to the existing literature.

    Purpose: The purpose of this study is to explore customers’ motivation to write online reviews.

    Research question: What factors motivate customers to write online reviews?

    Methodology: The design of the research is a case study where the data collection method was conducted by semi-structured interviews.

    Conclusion: The result of this study shows that customers’ motivation to write online reviews is due to a variety of situations. The customers are motivated to write to enhance their selfimage, helping both customers and companies, and in some situations to even harm companies. Also, customers were motivated to write to obtain economical incentives. The features of the platform are important, where easiness and the opportunity to be anonymous were preferred.

  • 278.
    Dahlin, Helena
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Heiligers, Samuel
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Pihlblad, Jenny
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Fans och Lojalitet: En studie om hur lojala fans skapas och bibehålls i musikbranschen2013Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [sv]

    Syfte

    Syftet med denna uppsats är att tydliggöra samt klarlägga hur artister och teamen

    kring dessa arbetar för att bygga och bibehålla starka relationer mellan fan och artist.

    Fortsättningsvis vill vi även öka förståelsen kring hur fansen uppfattar denna typ av

    arbete för att upprätthålla relationen.

    Utifrån syftet har vi utvecklat följande forskningsfråga;

    - Vad präglar artistens och dennes medarbetares arbete med relationerna gentemot

    fansen?

    Metod

    Vi har i denna uppsats valt att arbeta utifrån en kvalitativ ansats för att kunna samla in

    relevant information från olika perspektiv och för att få en djupare förståelse för

    ämnet. Vi har intervjuat tio olika respondenter, både fans och inflytelserika personer

    inom musikbranschen. Dessa har genomförts face-to-face, via mail samt över Skype.

    Förutom intervjuerna har vi även analyserat litteratur, artiklar och onlinekällor.

    Slutsatser

    Uppsatsen sammanfattas i ett avslutande kapitel bestående av våra slutliga tankar och

    en kort sammanfattning av svaret till vår forskningsfråga. I detta kapitel presenterar vi

    att relationen mellan artist och fan behöver vara personlig för att en artist ska kunna

    skapa en varaktig lojal fanbase. Vi betonar även att en ständig och ihållande

    kommunikation mellan de två parterna är betydelsefull för att kunna bibehålla en lojal

    relation.

  • 279.
    Dahlin, Peter
    et al.
    Mälardalen University.
    Anderson, Helén
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Havila, Virpi
    Uppsala University.
    Holtström, Johan
    Linköping University.
    Öberg, Christina
    Örebro University.
    Including Customers and Suppliers in the Understanding of Mergers and Acquisitions2015Konferansepaper (Fagfellevurdert)
  • 280.
    Dahlström, Christofer
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Schönström, Rebecca
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Segorp, Martin
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Allt du behöver under ett och samma tak: En kvalitativ studie om köpcentrum med inriktning servicelandskap, butiksmix och stödtjänster2016Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [sv]

    Syfte: Att analysera hur olika faktorer kan bidra till ett attraktivt köpcentrum. Inom denna ram är avsikten att tydliggöra betydelsen av servicelandskap, butiksmix samt stödtjänster såväl nuläge som i ett framtidsperspektiv. Detta kommer studeras ur ett managementperspektiv.

    Forskningsfrågor: För att besvara vårt syfte har vi utformat tre forskningsfrågor:

    1. Vilken betydelse har servicelandskap i köpcentrum för att skapa en helhet?

    2. Vilken betydelse har olika kategorier av butiker för köpcentrum?

    3. Vilka typer av stödtjänster är av betydelse för köpcentrum?

    Metod: Uppsatsen grundas på en kvalitativ metod och utgår från ett växelspel mellan en deduktiv och induktiv ansats. Vi har genom semi-strukturerade intervjuer med personer som innehar kunskap inom den valda branschen samlat in den empiriska data som tillsammans med den framtagna teoretiska referensram ligger till grund för vår analys.

    Slutsats: Ett köpcentrum måste idag erbjuda mer än bara shopping då konsumenter bland annat ser det som en mötesplats. Studien påvisar att dagens köpcentrum måste erbjuda en kombination av servicelandskap, butiksmix samt stödtjänster för att skapa en attraktiv handelsplats. De bör erbjuda ett liknande butiksutbud och istället differentiera sig på andra områden så som servicelandskap samt stödtjänster för att attrahera konsumenter. Vi ser att dessa tre delar kompletterar varandra och skapar tillsammans en attraktiv helhet. Utifrån detta drar vi därför slutsatsen att dessa tre delar kan anses vara av lika stor vikt.

  • 281.
    Dalberg, Love
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Tellström, Amanda
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Tobon Spånglund, Ingmarie
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    ”Navet i hela grejen”: En kandidatuppsats om sociala mediers betydelse för crowdfunding inom musikbranschen2017Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [sv]

    Titel: “Navet i hela grejen" - En kandidatuppsats om sociala mediers betydelse för crowdfunding inom musikbranschen.

     

    Författare: Love Dalberg, Amanda Tellström och Ingmarie Tobon Spånglund.

    Handledare: Leif Rytting.

    Examinator: Kaisa Lund.

    Kurs: Kandidatuppsats 15hp. Företagsekonomi III - marknadsföring,

    Ekonomprogrammet - Music & Event Management. Linneuniversitét, HT 2017.

     

    Syfte och forskningsfrågor

    Syftet med denna uppsats är att undersöka och analysera kampanjskaparens upplevelser av att använda sig av crowdfunding samt betydelsen av sociala medier och hur de används när det kommer till att driva en crowdfundingkampanj inom musikbranschen.

     

    1. Vilka möjligheter och utmaningar upplever kampanjskapare att crowdfunding har?
    2. Vad innehåller ett inlägg på sociala medier som verkar positivt på skapandet av ett varumärke och hanteringen av relationer?
    3. Hur kan kampanjskaparen ta hänsyn till sitt varumärke under användandet av sociala medier i en crowdfundingkampanj?
    4. Hur kan kampanjskaparen via sociala medier bygga och utveckla relationer till fans och givare?

     

    Metod

    Uppsatsen är utförd med en kvalitativ forskningsmetod. Den har en deduktiv ansats med inslag av induktion. Den empirisk datan har samlats in genom åtta semi-strukturerade intervjuer som har skett via personliga möten och via videosamtal på Skype med undantag från ett telefonsamtal. Intervjupersonerna hålls anonyma för att empirin ska stå i centrum och inte fokusera på vem som har sagt vad.

     

    Slutsatser

    Resultaten i den här studien visar att det ligger mycket arbete bakom att driva en crowdfundingkampanj. Sociala medier har stor betydelse för en crowdfundingkampanjs framgång. Närvaron på sociala medier bidrar till utvecklandet av relationer, mer engagerade följare och kan även leda till långsiktiga relationer. Vidare kan varumärket stärkas genom att vara aktiv på sociala medier under kampanjen. Ett bra inlägg på sociala medier bör bestå av ett personligt innehåll och andra kvalitativa egenskaper. Utformningen av ett sådant inlägg bör vara personligt, känslosamt, tydligt, innehålla en framgångshistoria samt uppmana till handling.

  • 282.
    Danielsson, Karin
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Jönsson, Matilda
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Kunskap före köp: En studie om hur internetbaserade återfösäljare hanterar prisjäförelsesajters påverkan av pris och konkurrens2007Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
  • 283.
    Danielsson, Lukas
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Toss, Ronja
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Is Big data too Big for Swedish SMEs?: A quantitative study examining how the employees of small and medium-sized enterprises perceive Big data analytics2018Independent thesis Advanced level (degree of Master (One Year)), 20 poäng / 30 hpOppgave
    Abstract [en]

    Background: 

    Marketing is evolving because of Big data, and there are a lot of possibilities as well as challenges associated with Big data, especially for small and medium-sized companies (SMEs), who face barriers that prevent them from taking advantage of Big data. For companies to analyze Big data, Big data analytics are used which helps companies analyze large amounts of data. However, previous research is lacking in regard to how SMEs can implement Big data analytics and how Big data analytics are perceived by SMEs.

    Purpose: 

    The purpose of this study is to investigate how the employees of Swedish SMEs perceive Big data analytics.

    Research Questions:

    How do employees of Swedish SMEs perceive Big data analytics in their current work environment?

    How do the barriers impact the perceptions of Big data analytics?

    Methodology:

    The research proposes a quantitative cross-sectional design as the source of empirical data. To gather the data, a survey was administered to the employees of Swedish companies that employed less than 250 people, these companies were regarded as SMEs. 139 answered the survey and out of those, the analysis was able to use 93 of the answers. The data was analyzed using previous theories, such as the Technology Acceptance Model (TAM).

    Findings:

    The research concluded that the employees had positive perceptions about Bigdata analytics. Further, the research concluded that two of the barriers (security and resources) analyzed impacted the perceptions of the employees, whereas privacy of personal data did not.

    Theoretical Implications:

    This study adds to the lacking Big data research and improves the understanding of Big data and Big data analytics. The study also adds to the existing gap in literature to provide a more comprehensive view of Big data.

    Limitations:

    The main limitation of the study was that previous literature has been vague and ambiguous and therefore may not be applicable.

    Practical Implications:

    The study helps SMEs understand how to better implement Big data analytics and what barriers need to be prioritized regarding Big data analytics.

    Originality:

    To the best of the author’s knowledge, there is a significant lack of academic literature regarding Big data, Big data analytics and Swedish SMEs, therefore this study could be one of the pioneer studies examining these topics which will significantly contribute to current research.

  • 284.
    Danielsson, Matilda
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    The current need for energy efficiency on the market for residential and commercial properties: -    A qualitative study on the situation of energy efficiency in properties today and the service offer, from a consumer perspective.2013Independent thesis Advanced level (degree of Master (Two Years)), 20 poäng / 30 hpOppgave
    Abstract [en]

    Title: The current need for energy efficiency in residential and commercial buildings; a qualitative study on the situation for energy efficiency in properties is today, from a consumer perspective.

    Key words: Energy efficiency, energy efficiency services, efficiency needs, property managers, property owners,

    Background: Energy efficiency is something that could help preserve the resources we have and to get maximum output from the efforts put in. Sweden has as a member of the EU goals of rationalization the energy use and reducing the emissions, CO2 in particular. The objectives for Sweden are a reduction in greenhouse gas emissions with 40 percent, a share of renewable energy by 50 percent, a more efficient energy use by20 percent and a share of 10 percent of renewable energy in the transport segment. These objectives are to be met by 2020 and will be related to the levels of 1990. The market of commercial and residential properties is large and could with the right tools help with improving energy efficiency and reduce emissions in society. As all organizations have their activities in some type of building, they are all concerned with this.

    Research question: How is the situation of the need for energy efficiency on the market for residential and commercial properties, from a consumer’s perspective?

    How should the offer from energy consultants be designed from a consumer’s perspective?

    Methodology: Interviews have been carried out with 28 participating respondents managing or owning properties on the market for residential and commercial buildings in Sweden. The respondents were chosen with a convenience sample from the total population. The collected empirical information was analyzed through interpretation of words and patterns were identified.

    Result: The need for energy efficiency on the market for residential and commercial buildings is rather strong. Organizations are interested in the potential savings that can be made by working with energy efficiency questions and are therefore investing to a large extent in this field.

    First and foremost the clients emphasize that the social factor is very important when doing business with any company. The social aspect of a service should definitely be handled with great caution and be adaptable to each consumer with specific needs. Other than that of course the competence of the consultant company is a significant feature in a service, if not the most essential one.

  • 285.
    De Jong, Stefan
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Svensson, Peter
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Sustainable drivers and performance in Corporate Social Responsibility2014Independent thesis Advanced level (degree of Master (One Year)), 10 poäng / 15 hpOppgave
    Abstract [en]

    Purpose

    To determine sustainable Resource Based View drivers (RBV) (i.e. resources, capabilities) and motivation for the successful (i.e. positive Financial (FP) / Social Performance (SP)) implementation of Corporate Social Responsibility (CSR) in the strategies of top performing companies in regards to CSR. In addition to find out how these drivers are being nourished, developed and utilized in order to contribute to the sustainable development in companies.

    Design/ Methodology/ Approach

    Interviews are held with CSR-managers from top performing companies based on their engagement and performance in CSR. In addition, their Corporate Responsibility (CR) reports are observed in order to apply triangulation on the company’s engagement in CSR. Furthermore shall reports by third party organizations be observed to get multiple perspectives on the concept of CSR and Sustainability? Lastly an exclusive guest lecture at Linnaeus University is attended which provided insight on corporate partnership in regards to CSR from the point of view of a charitable organization.

    Findings

    The most important non-financial drivers of CSR and Sustainability are; knowledge flow, capabilities and competence. Knowledge can be acquired through active engagement with all the company’s stakeholders, especially by collaborating with universities and for example charitable organizations. Companies have invested in the training of top level management in their understanding of the importance of CSR and Sustainability. This is because the top level management is seen as the driving and deciding force within the company to engage in CSR and Sustainability. Some companies have invested research in the understanding of their stakeholders’ perceptions on Sustainability issues which they deem as most important.

    Delimitations/ Limitations

    This research investigates the non-financial drivers (i.e. sources and antecedents) of CSR and Suitability in order to invest in and develop the drivers with the purpose of further developing Sustainability. This research is primarily focussed on Swedish companies as they seem to be further advanced in this subject due to for example legislation and the fact that Sweden is one of the most prosperous countries in the world. The purpose of this research is not to generalize the findings, but to provide insight so other companies could learn and develop themselves further in their pursuit for Sustainability.

     Implications

    In order to develop Sustainability further companies need to create tighter collaborations with especially universities as the managers and business leaders for the future, but also other employees, are the students of today. Especially business students complain about the way their subject is being taught as it fails to thoroughly address current and future business problems. Furthermore the concept of Sustainability should be taught not only at universities but at high schools as well, because the society as a whole needs to collaborate to deal with the mega forces that await us in the not too distant future.

     Originality/ Value

    CSR finds itself in a cross-section in academic literature between different affecting disciplines. By combining the different disciplines the authors want to contribute to sustainable development and competitive advantage in CSR-strategies by examining top performing companies who are (perceived to be) well advanced in this subject. Previous research has primarily focussed on proving the relationship between implementing CSR and positive Financial Performance (FP) as the driver of CSR. Much less have other antecedents to CSR been investigated with purpose of further improving sustainable development.

  • 286.
    Dedic, Arnela
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    The phenomena of Online Purchasing: Why do consumers make the choice of canceling their purchase online?2017Independent thesis Advanced level (degree of Master (One Year)), 10 poäng / 15 hpOppgave
    Abstract [en]

    Purpose: This study aims to identify the most influential aspects that affect the consumer’s behavior regarding purchasing online, also why consumers choose not to complete their purchase or actually do complete it. 


    Research questions: How do an online retail store companies create a consumer experience resulting in a purchase or cancellation, and how do consumers perceive online experience?

    Methodology: A qualitative research approach was conducted, utilizing semi-structured interviews with two online retailing stores and five online consumers.

    Conclusion: The wants and needs in order to fulfill a purchase is the same for the companies and the consumers. However, the companies are clearly lacking on some aspects since they both confirmed that they have plenty of cancellations and items left in the basket.  Consumers base their knowledge on previous experience, and companies base their knowledge on their own investigations. The connection is lost sometimes, and then i results in cancellations and left items.

  • 287.
    Degerman, Isabel
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Eckerbom, Johanna
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Gu, Hong
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    How do B2B companies approach CRM and the management of customer data in today’s era of social media and GDPR?: A Multiple Case Study2019Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [en]

    This multiple case study focuses on the customer relationship management (CRM) processes and the management of customer data within two international business-to-business (B2B) companies based in the southern parts of Sweden. 

    This study explores and compares these companies’ approaches to CRM in today’s era of social media and the General Data Protection Regulation (GDPR). A qualitative research method in the form of 12 semi-structured interviews were conducted and later analyzed through coding using grounded theory.  

    The findings of this study show that the companies studied work in both different and similar ways when it comes to CRM, with one having recently implemented a new CRM system while the other relies on their enterprise resource (ERP) system for the same purposes. Neither company are proactively using social media and although both companies have taken action to adapt to the new rules set by the GDPR, neither seem to know exactly how it works.

    Through its theoretical-, managerial-, as well as social policy implications, this study contributes to the existing research on CRM in a B2B context by providing a contemporary perspective which takes into account the influence of social media and the GDPR.

  • 288.
    Delemazure, Olivier
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Mallégol, Olivier
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Laplanche, Vincent
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    The effect of the senses on consumers experience in clothing stores2018Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [en]

    This research explores the sensory marketing and more specifically the effect of the senses on consumers experience in the clothing distribution sector. The purpose of this paper is to understand if all the senses have an effect on the customer experience in clothing stores. To do this a primary quantitative data has been collected through a questionnaire from clothing store customers to assess the effect of different senses on their consumer experiences. The results obtained by the analyzing of the questionnaire through regression analysis concluded that there are two senses that really stand out of the lot, firstly the smell then secondly the sight.

  • 289.
    Delgado Forrich, Katherina
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Lindberg, Liza
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Wihlborg, Anna
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Displaytekniker i en heminredningsbutik: En kvantitativ studie om displayteknikers påverkan på försäljningen2016Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [en]

    This study aims to exam which display technique of “grouping”, “layers” and “repetition” that generates the highest amount of units sold in a home furnishings store. Another aim is to describe display techniques and analyze their impact on the highest amount of units sold and to provide recommendations to the home furnishing store. During this study no information has been found in existing literature on which display technique that generates the highest amount of units sold and how it supposed to be used in order to maximize sales. It’s considered to be a problem and therefore the study is important. In the theoretical framework the sales effect of the special displays and the three display techniques will be presented. Based on the theory three hypotheses were made in order help answering the research question. IKEA has been chosen as the examination object and their intern manuals has been studied to be able to collect empirical information in order to accomplish the field experiment which is the design of the research. Tests as a contingency table and Spearman’s rho has been performed on the data, the amount of units sold, that has been handed over by IKEA. The experiment lasted for three weeks that resulted in 21 measurement points and these were entered and analyzed in a computer program, SPSS. The result of the study shows that when the display technique “layers” was exposed the highest amount of units were sold. However a connection couldn’t been made between display technique and amount of units solds. Since none of the tests had an significant level below (p) 0,05 which resulted in that the produced tests has low credibility. A reason to that none of the results were significant could be due to that the amount of measurement point were not enough. The conclusion is therefore that the display technique doesn’t have an impact on the amount of units sold and that the consumers is shopping regardless which display technique they are exposed to. 

  • 290.
    Demse, Habtesilase Ketema
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Challenges of Multimodal Transport Services:The Case of Ethiopian Shipping and Logistics Service Enterprise: Ethiopia- Sweden-Denmark and UK trade routes operation2018Independent thesis Advanced level (degree of Master (One Year)), 10 poäng / 15 hpOppgave
    Abstract [en]

    Abstract

    Purpose: is to identify the challenges of multimodal transport service of ESLSE in the Europe trade routes operation from origin up to destination and to analyze the contribution of network partners to ESLSE solving these challenges.

     

    Design\Data collection\Approach: This thesis relied on qualitative research design in order to identify the key challenges of multimodal transport services and to show how the network partners contribute to solving these challenges. Moreover, to achieve the objective of the study, semi structure interviews were used, and the responses from 14 experts were analyzed.

     

    Theoretical framework: The theoretical base and concepts are used to determine the theoretical boundaries of the research. It provides an overview of the literature that exists in the challenges of multimodal transport services. The theoretical framework firstly encompassed the logistics performance and personnel, followed by the description of multimodal transport services, customs facilitation, ICT, infrastructure, network partner integration and port administration. Lastly, theoretical synthesis is developed that are identified from the theory to demonstrate the interrelationship between individual concepts.

     

    Findings: The findings of this study revealed that multimodal transport service was impacted by a number of challenges even if the network partners contributed some solutions. The results of the study showed that the lack of skilled logistics personnel; poor ICT system; lack of integration between network partners; lack of effective infrastructure; inadequate and ineffective capacity of trucks; material theft; corruption; security risk; lack of prompt response in the operation between network partners; monopoly of the operation by ESLSE; and lack of quality of transported cargo are the main challenges for multimodal transport services.

    Managerial implication: For managers of network partners, it is recommended that they should be aware that the challenge of multimodal transport service is the result of poor ICT systems; lack of integration between network partners; lack of effective infrastructure; lack of skilled logistic personnel; inadequate and ineffective capacity of trucks; material theft; corruption; security risk; lack of quality of transported cargo; and lack of prompt response in the operation between the network partners Hence, they should take action to solve the problems by integrating with shipping agents and steering committees such as customers office, transport minister, and maritime authority. Moreover, the shipping agents managers can use the results of the study to enhance their contribution in order to solve the challenges of multimodal transport services by communicating with the ESLSE.

     

    Limitations: The small sample size without adequately diverse geographical spread and sample of shipping agents and dry ports since the study is only limited to Europe trade routes and it did not take in to consideration other continents like Africa and Asia which could have given additional information on the topic. The sample of shipping agent and dry ports was limited with 3 out of 11 and 3 out of 7 respectively.

     

    Originality\Value: This thesis is one of the first to analyze the challenges of multimodal transport in the case of Ethiopia to Europe trade operation by interviewing both the ESLSE and shipping agents.

  • 291.
    den Adel, Menno
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Müller, Tobias
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Re-Internationalisation: Exploring Opportunities in Turbulent Environments2017Independent thesis Advanced level (degree of Master (One Year)), 10 poäng / 15 hpOppgave
    Abstract [en]

    Our thesis is based on the constantly changing internal and external environment causing firms to increase or decrease their internationalisation efforts. The focus of this thesis is going to be on describing the process of re-internationalisation, including the different stages of de-internationalisation, time-out, and re-entry as well as identifying the influences of the internal and external environment on the process of re-internationalisation.

     

    The influences of the internal and external environmental on the process of re-internationalisation are analysed and accompanied by secondary data about the German biogas market, which the case company is considering to re-entry. The aim of the thesis is to contribute to existing literature by exploring the process of re-internationalisation and its stages of de-internationalisation, time-out and re-entry, to enhance the understanding of SME internationalisation patterns, and the influence of the internal and external environment

     

    The process of de-internationalisation for the case company was characterised by a lower degree of market commitment in contrast to a complete exit. The degree of commitment was maintained during time-out stage, but due to changes in the internal and external environment a move towards re-entering the market was considered. The main influences, found in this single case study, can be separated along the stages of de-internationalisation, time-out and re-entry. The de-internationalisation was mainly driven by poor economic results and a lack of resources. During the time-out, the company’s acquisition led to a change in firm objectives. The re-entry was mainly influenced by changes in institutional policies and the previously altered company objectives caused a consequential increase in resources. The change in institutional policies was perceived as a business opportunity. However, the analysis of the case company’s market showed a deviation between perceived and actual business opportunity, highlighting the importance of acquiring up-to-date market knowledge.

  • 292.
    Denckert, Emilia
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Pankko, Linnéa
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Vad får dig att stanna?: En studie om varumärkeslojalitet hos konsumenter av livsmedelsprodukter i dagligvaruhandeln2016Independent thesis Advanced level (professional degree), 20 poäng / 30 hpOppgave
    Abstract [sv]

    Författare: Emilia Denckert och Linnéa Pankko

    Handledare: Universitetsadjunkt Åsa Lindström

    Examinator: Professor Bertil Hultén

    Fakultet: Ekonomihögskolan vid Linnéuniversitetet

    Program: Civilekonomprogrammet med inriktning marknadsföring

    Kurs: Examensarbete i marknadsföring för Civilekonomprogrammet 30 hp

    Examensarbetets titel: Vad får dig att stanna?

    Forskningsfråga: Vilka attribut ligger till grund för en varumärkeslojalitet hos konsumenter av livsmedelsprodukter i dagligvaruhandeln?

    Syfte: Syftet med detta examensarbete är att analysera och fastställa vilka attribut hos en produkt och ett varumärke som bidrar till att konsumenter bygger upp en lojalitet gentemot varumärket ifråga. Studien kommer att förklara vardera attribut, samt kombinationer av dessa, och klargöra huruvida de ligger till grund för konsumenters lojalitet till varumärken på livsmedelsprodukter som säljs i dagligvaruhandeln. Vidare ämnar studien uppfylla ett delsyfte, vilket är att ge implikationer till Smiling Group AB beträffande vilka attribut som genererar en varumärkeslojalitet. Resultatet av denna studie kommer därmed även att bistå med underlag till företags utvecklande av marknadsföringsstrategier som i sin tur kan påverka varumärkeslojaliteten positivt.

    Metod: Detta examensarbete har en deduktiv ansats. Vidare har kombinationer av kvantitativa och kvalitativa metoder använts. Insamlingen av studiens primärdata har tagit sig form dels som en enkätundersökning, och dels som djupintervjuer.

    Resultat och slutsats: Vi har konstaterat att kvalitet och pris är de attribut som till störst del ligger till grund för en varumärkeslojalitet hos konsumenter av livsmedelsprodukter i dagligvaruhandeln. Vidare har vi fastställt tre olika kombinationer av de fem attribut som ingått i studien samt vilken grupp av konsumenter som föredrar vilken kombination.

    Teoretiskt och praktiskt bidrag: Studiens teoretiska bidrag består dels av att vi identifierat några av de attribut vilka ligger till grund för en varumärkeslojalitet hos konsumenter av livsmedelsprodukter i dagligvaruhandeln. Vi har också tillfört konsumenters engagemang som en aspekt, vilken bör tas i beaktning när denna typ av varumärkeslojalitet studeras. Vi har praktiskt bidragit genom implikationer till Smiling Group AB om hur de bör förhålla sig till studiens fem attribut, och kombinationer av dessa, för att generera varumärkeslojala kunder. Detta bidrar även praktiskt till andra företag i branschen, då de kan använda studiens resultat och slutsats som underlag vid utformning av framtida marknadsföringsstrategier. 

    Nyckelord: Varumärkeslojalitet, varumärke, lojalitet, attribut, konsumenter, dagligvaruhandeln, livsmedelsbranschen 

  • 293.
    Deplasse, Julien
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Jacinaite, Lina
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Business Relationships in the context of De-internationalization: A Case Study of Swedish SMEs2013Independent thesis Advanced level (degree of Master (One Year)), 10 poäng / 15 hpOppgave
    Abstract [en]

    Every firm in the world in one way or another is touched by the prevailing globalization trend. In order to survive in the 21st century businesses in every industry are taking steps to expand through trade outside their home markets.  Thus this global expansion evokes stimulus by firms to internationalize. The internationalization process of firms has been studied extensively among various business scholars with the main focus on the growth or positive development of firms. However, an area which has received fairly limited attention is the de-internationalization process. In this field the role of small and medium sized enterprises (SMEs) under non-crisis conditions, where this phenomenon is seen as a strategic decision of firms or subsequence of internationalization process rather than a market failure, has been underestimated.

    This paper aims to contribute to the theoretical understanding of cross-border activities of small firms by looking into business relationships as a new perspective on analyzing de-internationalization motives. This was studied through a qualitative case study of Swedish SMEs operating globally. Interviews with sales and marketing directors of the companies together with secondary data compose the gathered empirical data for analyzing de-internationalization process. The study sheds light on business relationship constructs - dependence, bond, investment, and atmosphere - and their influence on the key factors for internationalization - trust, knowledge and commitment - which in turn determine the strategic decision by firms to reduce their market involvement in foreign markets. It has been found out that these key factors of internationalization were affected by the relationship constructs mostly negatively: the market knowledge in majority of cases was lacking due to the weak bond, the commitment determined by unbalanced dependence and reduced investment has gradually decreased along the time and the level of trust influenced by a negative atmosphere was not sufficient enough which played a decisive role on the reduced level of market involvement by firms. Thus the results of the study indicate that unfortunate business relationships influenced the decision of three case companies to de-internationalize through the key factors of internationalization. 

  • 294.
    Deviatykh, Marina
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Sobakina, Ekaterina
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Dynamic capabilitites and growth strategy sustainability: A case-study of Russian high-growth private companies2014Independent thesis Advanced level (degree of Master (One Year)), 20 poäng / 30 hpOppgave
    Abstract [en]

    Companies operating in emerging markets face highly turbulent and complex environments. Russia is no exception; the firms acting on the Russian market perform in the conditions of economic instability, energy export dependence, state bureaucratic constraints and unfair competition from the part of oligarchic groups. However, despite all these challenges, more and more private owned companies manage to enjoy high growth and margins. A critical group of firms are the so-called high-growth private companies. These firms arouse special interest since they are believed to be main growth generators and, particularly in Russia, could become a key to new economic growth model. Operating in a highly turbulent Russian market requires companies to adopt and continually develop their strategies to quickly changing conditions in order to sustain growth and stay competitive in the long term. This can be achieved with the help of dynamic capabilities which serve as one of the sources of sustainable competitive advantage. However, there is a lack of research on Russian high-growth private companies and their growth strategies, even in Russian academic circles. The purpose of this study is to explain the sustainability of growth strategy by describing the linkages between Russian high-growth private companies’ dynamic capabilities, choice of growth strategy and sustainability of this growth strategy. This was studied through a qualitative multiple-case study of five Russian high-growth private companies within the IT-industry, which is one of the most rapidly developing industries in Russia. Interviews with CEOs and managers of the companies together with secondary data represent the gathered empirical data. Key issues such as companies’ dynamic capabilities, growth strategies, competitive advantages as well as the sustainability of companies’ strategies were analysed based on the empirical data. The results of the study indicate that the sustainability of company’s growth strategy depends on (1) combination of different strategic scopes (2) growth strategy foundation on company’s dynamic capabilities (3) sustainability of competitive advantage it provides (4) successful management of all the interconnected dimensions of growth. All five case companies possess sustainable competitive advantages and pursue sustainable growth strategies with a number of potential weaknesses. The study contributes to the knowledge of Russian high-growth private companies and their growth strategies as well as sustainability of growth strategies. Finally, we make recommendations for the case companies based on the results. Companies can sustain growth by building new competences and making certain changes to the existing strategies.

  • 295.
    Devine, Åsa
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Building a Microfoundation on the basis of the Upper Echelon Theory2014Inngår i: Strategic Management Society Special Conference 2014, 2014Konferansepaper (Fagfellevurdert)
  • 296.
    Devine, Åsa
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    The importance of top leaders for international diversification: an empirical study of Swedish SMEs2013Inngår i: Paper presented at EIASM 4th workshop on top management teams and business strategy, Top management teams in an international context: an institutional perspective, Copenhagen, Denmark, October 17-18, 2013, EIASM , 2013, s. 1-18Konferansepaper (Annet vitenskapelig)
    Abstract [en]

    Purpose - To explain the importance of top leaders on international diversification among SMEs.

    Design/methodology/approach – Empirical data was collected among 98 micro, small and medium-sized furniture producers in Sweden using a survey questionnaire. The impact of top leader characteristics on international diversification was assessed using multiple linear regression analysis.

    Findings – The result is in line with the strategic choice perspective, and upper echelon theory, in that individuals impact the organizational behavior through strategic decisions. More precisely, the top leader’s attitude was found to have a strong direct impact on the firm’s international behavior, i.e. international diversification. Also, the top leaders’ foreign experience from living and working abroad had an impact on international diversification. Finally, market knowledge measured in terms of current customer certainty impacted international diversification positively. Of the control variables, only firm size appeared to be of any importance, with an increase in size having a positive impact on international diversification.

    Research limitations/implications - The empirical data used originate from within a highly homogeneous group of companies, restricting generalization of the results. In addition, the number of respondents was low. The key informant approach was used, and thus collecting empirical data from other individuals constituting the corporate elite of the firm could be valuable.

    Originality – In many studies striving to explain firm behavior the value of including cognitive measures is emphasized. Still demographic data frequently substitute for lack of cognitive data. Here, both demographic and cognitive measures at top leader level are included. In addition, while the association between the top leader of SMEs and the firms’ international behavior has been well researched, the impact of the top leader on the firm’s international conduct has been described as relatively unexplored. Here, such impact is in focus.

  • 297.
    Devine, Åsa
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Sandell, Michaela
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Exploring the intra-organizational journey of a vague management concept through a translation theory lens2019Inngår i: Proceedings of the 11th International Joint Conference on Knowledge Discovery, Knowledge Engineering and Knowledge Management: September 17-19, 2019, in Vienna, Austria / [ed] Jorge Bernardino, Ana Salgado & Joaquim Filipe, SciTePress, 2019, Vol. 3: KMIS, s. 56-61Konferansepaper (Fagfellevurdert)
    Abstract [en]

    In the quest for change, management at times introduces vague management concepts in organizations. The use of such a concept instigates translation journeys, which may end in affecting an organizations competitive advantage. While performance outcomes of change are pertinent, it is the journey towards change that is emphasized here based on translation theory. This study explores the intra-organizational journey of the vague concept “knowledge platform” within a business school. The empirical data originates from 102 written documents dating from 2009 to 2018 produced by faculty and departmental levels. The data coding reveals six distinct subseries which together depicts how the knowledge platform passes through phases of de-contextualization and contextualization as it travels iteratively between the source and recipient contexts.

  • 298.
    Devine, Åsa
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Sandell, Michaela
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Promoting deep learning in Marketing Strategy through integration of a tri-sequel role play2017Inngår i: Paper presented at the Strategic Management Society 27th Annual Conference, Houston, USA, October 28-31, 2017, Strategic Management Society , 2017Konferansepaper (Fagfellevurdert)
    Abstract [en]

    Marketing Strategy is by its nature difficult for students to grasp. The subject is abstract since the students most often have not yet encountered the ideas, processes and concept in their working life. One way to overcome this difficulty is to deploy active learning. We have in our course Cases in Marketing Strategy made use of the active learning technique of role play in order to make the concepts more fathomable for the students and also through deep learning have the students make them their own. In our experience of role play we have run into some obstacles, such as, reluctance to participate which we will discuss in this paper as well as suggest changes for improvement.

  • 299.
    Dietrich, Martina
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Fletcher, Audrey
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    So Far, Yet So Close.: An Examination of the Impact of Psychic Distance on Online Purchasing Behaviors of Consumers from five Countries2017Independent thesis Advanced level (degree of Master (One Year)), 10 poäng / 15 hpOppgave
    Abstract [en]

    The phenomenon of psychic distance has been thoroughly researched regarding its influence on the internationalization patterns of firms into foreign markets. Psychic distance has been determined by a plethora of existing literature as an inhibitor to trade; however, much of this research only takes on the perspective of the firm. The construct of psychic distance has primarily been examined on the supply side, while a lack of literature exists examining the impact of psychic distance from the consumer’s perspective. Furthermore, the academic world has devoted little attention to applying the psychic distance construct to e-commerce, especially in terms of retail.

    Due to the continuously rising significance of e-commerce, especially in terms of cross-border retail, understanding the way in which consumers perceive foreign international online vendors (IOVs) is essential to business success. This thesis contributes to the existing research regarding psychic distance, by seeking to answer the following research questions:

    "How do varying levels of perceived psychic distance impact the online purchasing behaviors of consumers?" and "How does the impact of perceived psychic distance on purchasing behaviors vary based on consumer’s nationality?". To answer these questions, empirical data is collected through the conduct of five focus groups of varying nationalities, each either containing consumers of French, German, Swedish, Russian or Chinese nationality. The analysis of empirical data is built upon a theoretical foundation using the conceptualization of distance defined by Dow & Karunaratna (2006), consumer nationality and retailer country of origin (COO).

    The findings of this thesis conclude that perceived psychic distance likely has somewhat of an influence on consumer online purchasing behaviors. However, factors such as development level of retailer COO, retailer COO familiarity, development level of consumer nationality, and consumer ethnocentrism have more measurable impacts on the purchasing behaviors of consumers in the online retail context.

  • 300.
    Diliwi, Avesta
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Ullberg, Christopher
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Jevinger, Johanna
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Likelihood of Using Online Personalization Services: An Explanatory Study2017Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
    Abstract [en]

    Bachelor Thesis in Business Administration. Bachelor of Science with Specialization in Marketing – Main Field of Study: Business Administration. School of Business and Economics at Linnaeus University, Course Code 2FE21E, 2017. 

    Title: Likelihood of Using Online Personalization Services: An Explanatory Study

    Authors: Avesta Diliwi, Christopher Ullberg and Johanna Jevinger

    Supervisor: Michaela Sandell

    Examiner: Åsa Devine

    Background: Online personalization is the result of the rapid technological and digital development where consumers are provided products, services and content based on their individual preferences. Various research has been conducted regarding what factors influence the utilization and acceptance of personalization but does not provide a holistic view on the unified relationship of the recurrent variables of value for personalization, concern for privacy and trust building factors towards likelihood of using online personalization services.

    Purpose: The purpose of this research is to explain the relationship of value for personalization, concern for privacy, and trust building factors with the likelihood of using online personalization services.

    Methodology: This research replicated Chellappa and Sin’s (2005) research by modifying their theoretical model and testing it in another context. An explanatory, deductive, quantitative research approach and cross-sectional research design were utilized within this research, where self-completed questionnaires were distributed online with a number of 228 valid responses collected.

    Findings: The findings demonstrate that the new theoretical model is significant and that it explains the likelihood of using online personalization services with 62,3%. Value for personalization and concern for privacy are considered highly significant and are thus accepted hypotheses, while trust building factors is not considered significant and therefore rejected.

    Conclusion: This research provides an insight into consumers’ usage decision in regards to likelihood of using personalization. It also provides a furthering on prior research in regards to a theoretical development, the modified model tested in a new context, but also in the findings in how the three independent variables affect the dependent variable. In addition, this research provides support for practitioners of online personalization services to understand which factors actually affect consumers’ usage decision, and can potentially develop strategies accordingly.

    Keywords: Personalization; Online Personalization Services; Likelihood of Using Online Personalization Services; Value for Personalization; Concern for Privacy; Trust Building Factors 

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