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  • 1.
    Abelmazovs, Ivans
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Engström, Henrik
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Response strategies of traditional firms indisruptive times.: A case study on sustainable strategies of the hotel industry in response tothe sharing economy evolution.2016Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

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

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

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

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

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

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

  • 2.
    Abou Osman, Andrei
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Gerzic, Amela
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Content creation activities related to content marketing through social media.: A qualitative study in a B2B context2017Independent thesis Basic level (university diploma), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

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

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

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

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

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

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

  • 3.
    Adam, Marcus
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Rukwid, Linda
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Viererbl, Franziska
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Market Entry Strategy for InternationalFirms in South East Asia: A Case Study of Vietnam2013Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

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

  • 4.
    Adams, Nathalie
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Chyssler, Louise
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Tourism in Mexico: More than Tacos and Tequila?: A Case Study on CSR Strategies of Swedish and Mexican Tour Operators in Mexico 2014Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

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

  • 5.
    Adnan, Sonia
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Nhaily, Abir
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Wang, Hongyu
    Linnaeus University, School of Business and Economics, Department of Marketing.
    To Evaluate and Study the relationship between employees’ commitment and individual performance: A Quantitative Approach- Case Study of Kansai Paints2018Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

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

  • 6.
    Adolfsson, Henrik
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Davidsson, Elias
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Why even bother?: Exploring consumer perceived risks and benefits of online personalized advertisements2017Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

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

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

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

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

  • 7.
    Adolfsson, Sandra
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Vass, Rebecka
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Sälj din själ till Kent: En studie om fans relation till sitt favoritband2017Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    With this thesis, there is a will to find a greater understanding of fans and how they relate to their favorite band. The purpose is to look into how dedicated fans relationships looks like towards their favorite band and what such a relationship can mean for the fan.

    This thesis has been conducted as a case study of fans of the swedish rock band Kent and is based on a qualitative empiricism of qualitative interviews with twelve fans of the band Kent. With this, the hope is to create a deeper understanding for the subject. The approach has been abductive, that is, the thesis has switched between inductive and deductive approaches.

    With the help of empirical and theoretical analysis, we have found out that the relationship fans have to a band, is often of parasocial character. We also saw that loyalty and brand culture can strengthen the relationship. Being a fan is a feeling and a community towards other fans and is often a part of the relationship with the band. Some fans also exert their fandom through various forms of semiotic productivity. Being a fan often becomes a part of a person’s identity and music experiences like listening to music and concerts can have a valuable place in fans’ lives.

  • 8.
    Ahl, Matilda
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Ett trovärdigt budskap?: En studie om påverkan på Generation Y vid branded content2018Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Problem: In the beginning of September 2017, Instagram introduced an advertising policy that clearly distinguishes between advertising and influencers own opinions. As a result of the branded content advertisement it should be clear to users of the social network that the content of the influencer’s message is influenced by a business partner and that value exchange has taken place. The risk is therefore that influencers lose the credibility that is an important part of the conviction and influence of the consumer.

    Purpose: The purpose of this study is to understand how the consumer experiences that he or she in influenced by messages conveyed by branded content by influencer marketing at Instagram.

    Research question: How does the consumer perceive that he or she is affected by messages conveyed by branded content by influencer marketing at Instagram?

    Literature review: Word-of-mouth, celebrity endorsement, influencer marketing, Generation Y, reference group, self-concept, trust and the Ohanian Model of Source Credibility.

    Method: Primary data has been collected by conducting unstructured interviews with five respondents.

    Findings: This study found that messages conveyed through branded content overall were believed to lose credibility and thus also the potential for consumer impact. Therefore, in order for the consumer to be affected by that type of message, a credible message conveyed by a credible source is required, as previous research proved important for consumer conviction.

  • 9.
    Ahlström, Veronica
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Edlund Pihlaja, Frida
    Linnaeus University, School of Business and Economics, Department of Marketing.
    From zero to hero: En fallstudie om hur användandet av internt varumärkesbyggande tagit Gekås Ullared till toppen.2018Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Syfte och forskningsfrågor                               

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

     

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

    Metod                                              

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

     

    Slutsatser

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

  • 10.
    Ahmad, Danial
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Magariños, David
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Green Marketing - The impact on consumer-based brand equity: a quantitative study among the Swedish Generation Y in the fashion clothing industry2017Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

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

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

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

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

  • 11.
    Ahmad, Tania
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Berfenfeldt, Philippe
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Kondili-Sturesson, Georgios
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Corporate Social Responsibility and its Implications on Firm Performance: A case study of Emballator Lagan Plast2015Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

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

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

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

    Keywords:Corporate social responsibility, firm performance, stakeholders.

  • 12.
    Ahmicic, Indira
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Samuelsson, Danielle
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Barriers in Launching New Products: - A comparative study of Swedish B2B companies2015Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

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

     

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

     

  • 13.
    Akhsassi, Rania
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Foreign Market Entry Strategy & International Franchising: Doing Business in Morocco2014Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

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

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

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

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

  • 14.
    Alamine, Maria
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Chelala, Justina
    Linnaeus University, School of Business and Economics, Department of Management Accounting and Logistics.
    Can "lagom" save you in a Confucian world?: A study of how national cultural differences affect the use of management control systems of Swedish firms in China.2017Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

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

     

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

     

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

  • 15.
    Aldén, Sandra
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Lindström, Hanna
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Måsberg, Caroline
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Kritik mot etik?: En kvalitativ studie om etiska dilemman inom sinnesmarknadsföring utifrån ett konsumentperspektiv2016Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

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

  • 16.
    Alekic, Anisa
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Hjelte, Alexandra
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Fashion fades, style is eternal: En studie om fast fashion, trender & konsumentpåverkan2014Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Syfte & forskningsfråga:

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

    Metod:

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

    Slutsatser:

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

  • 17.
    Alexandersson, Simon
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Eckernäs, Hugo
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Larsson, Martina
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Kundupplevelsens roll i den digitaliserade detaljhandeln: En studie i hur fysiska butiker inom modebranschen kan bemöta showrooming2017Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
  • 18.
    Ali, Tahir
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Khalid, Saba
    University of Sharjah, United Arab Emirates.
    Trust-performance relationship in international joint ventures: the moderating roles of structural mechanisms2017In: The journal of business & industrial marketing, ISSN 0885-8624, E-ISSN 2052-1189, Vol. 32, no 7, p. 962-973Article in journal (Refereed)
    Abstract [en]

    Purpose

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

    Design/methodology/approach

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

    Findings

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

    Practical implications

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

    Originality/value

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

  • 19.
    Alihodzic, Amina
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Kiflay, Amanda
    Linnaeus University, School of Business and Economics, Department of Marketing.
    My Culture is not Your Costume!: En kvalitativ studie om kulturell appropriering inom musikbranschen.2018Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Purpose and research questions

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

     

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

     

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

     

    Method

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

  • 20.
    Aliyar, Shirin
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Mutambala, Clara
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Consumers' online purchase intention in cosmetic products2015Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

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

     

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

     

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

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

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

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

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

    Methodology: Survey study.

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

  • 21.
    Allerth, Erik
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Lorentzson, Carl
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Sinnesmarknadsföring i livsmedelsbutik: Ett experiment i samarbete med ICA Group2014Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

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

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

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

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

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

  • 22.
    Allmér, Hans
    Linnaeus University, School of Business and Economics, Department of Marketing.
    E-servicescape is Plausible2014In: IRIS Selected Papers of the Information Systems Research Seminar in Scandinavia: Issue nr 5 (2014) / [ed] Jacob Nørbjerg, Jan Pries-Heje, Harald Holone, IRIS Association , 2014Chapter in book (Refereed)
    Abstract [en]

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

  • 23.
    Allmér, Hans
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Marknadsföring i företag: Låtsaskunder2013In: Marknadsföring: Teori, strategi och praktik, Harlow, England: Pearson Education Academic Publisher, 2013, p. 343-343Chapter in book (Other academic)
  • 24.
    Allmér, Hans
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Marknadsföring i företag: Mystery Shopping2013In: Marknadsföring: Teori, strategi och praktik, Harlow, England: Pearson Education Academic Publisher, 2013, p. 338-338Chapter in book (Other academic)
  • 25.
    Allmér, Hans
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Marcusson, Leif
    Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
    Altruistic young elderly in Sweden: a pilot study2018In: International Journal of Business and Management Invention (IJBMI), ISSN 2319-801X, Vol. 7, no 5, p. 66-79Article in journal (Refereed)
    Abstract [en]

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

  • 26.
    Allmér, Hans
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Råberg, Michael
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Young-elderly and digital services2013Conference paper (Refereed)
    Abstract [en]

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

  • 27.
    Allmér, Hans
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Råberg, Michael
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Young-elderly and digital use2013Conference paper (Refereed)
    Abstract [en]

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

  • 28.
    Alm, Fanny
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Dickèr, Amanda
    Linnaeus University, School of Business and Economics, Department of Marketing.
    En magisk garderob: Storytelling i klädbranschen2013Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Problemformulering:

    På vilka sätt kan storytelling förstärkas genom

    sinnesmarknadsföring i provrum?

    Syfte:

    Uppsatsens syfte är att genom ett kundperspektiv identifiera hur storytelling

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

    vilka sätt storytelling kan förstärkas.

    Metod:

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

    abduktiv ansats. Den empiriska insamlingen har vi gjort med semistrukturerade

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

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

    Slutsats:

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

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

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

  • 29.
    Al-Shaaban, Sarah
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Wallin, Emmy
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Sjöqvist, Sarah
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Color associations in relation to context: A quantitative study concerning whether or not colors are contextually dependent/independent.2013Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

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

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

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

  • 30.
    Altergren, Johanna
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Obitz, Linn
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Jakten efter den röda tråden: - En studie om hur mobiltelefonen kan integreras i marknadsföringen2014Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Forskningsfråga

    • Hur kan mobiltelefonen integreras i detaljhandelsföretags marknadsföring?

    Syfte

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

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

    Metod

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

    Slutsats

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

  • 31.
    Alvén, Cecilia
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Huhtilainen, Paulina
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Aiming for a greener future: A study within green marketing strategy and subjective performance2013Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

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

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

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

  • 32.
    Al-Zayat, Zaki
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Bäcklund, Jakob
    Linnaeus University, School of Business and Economics, Department of Marketing.
    The association between Cosmopolitanism and global brand loyalty: A quantitative study in developing and developed countries2015Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

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

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

  • 33.
    Ambe, Honoria
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Online Brand personality in Sweden2015Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

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

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

  • 34.
    Amelia, Johansson
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Nils, Svensson
    Linnaeus University, School of Business and Economics, Department of Marketing.
    "Det är svårt att göra kurslitteratur sexigt": En jämförelse mellan kunders och företags syn på värde genom digitalisering och innovation2018Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Title: “It’s hard to make course literature sexy”

    A comparison between customers and companies views on value through digitalization and innovation

     

    Authors: Amelia Johansson and Nils Svensson

    Supervisor: Åsa Lindström

    Examiner: Christine Tidåsen

    Course: Bachelor Thesis 15hp, Linnaeus University Kalmar, VT 2018.

     

    Research question: What does value creation look like with the customer compared to the company’s perspective and what are the two parties views on digitalization and future innovation as a possibility to increase customer value?

    Background and problem area:

    In 2007 only half of the students enrolled in a university bought the mandatory course literature because they assumed they could not afford it. The remaining book market is changing and the publishing of physical books is slowing down while digital options are increasing. This led to thoughts around what more modern innovations could do to create customer value for students who buy course literature. A consideration was what measures could be used to decrease the gap between customers and companies, and also potential differences in the value creation process.

    Purpose: The purpose of the study is to create a greater understanding of the differences and similarities that exist between customers and companies within the market of course literature and how value is created. The study is meant to research how the publishers work with creating customer value by using potential digital solutions and new innovations

    Method: The method used in this essay is a qualitative method with an inductive approach. The data was collected through semi-structured interviews with both companies and customers. The researchers interviewed 23 students and two of the greatest publishers on the market today to be able to do a comparison between their views on value creation.

    Conclusion: In the conclusion, it was shown that the publishing companies knew what the students were requesting but have a hard time satisfying the needs, it is a hard area to create value within since the companies do not have direct contact with the students. Instead, they focus on the professors to sell their products. There are many ways for the companies who publish course literature to create value for the students. The answer to the research question is that there are huge possibilities for development through digitalization and innovation that can create value which both parties agree on. According to the study, the answer to creating value and satisfy the need the students are asking for with digitalization might be a streaming service much like Spotify, it can also create a balance in the market.

  • 35.
    Amsteus, Martin
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Subjective Performance, Managerial Foresight, and Objective Performance2014In: Strategic Change, ISSN 1086-1718, E-ISSN 1099-1697, Vol. 23, no 3-4, p. 133-146Article in journal (Refereed)
  • 36.
    Amsteus, Martin
    Linnaeus University, School of Business and Economics, Department of Marketing.
    The Validity of Divergent Grounded Theory Method2014In: International Journal of Qualitative Methods, ISSN 1609-4069, E-ISSN 1609-4069, Vol. 13, p. 71-87Article in journal (Refereed)
    Abstract [en]

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

  • 37.
    Amsteus, Martin
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Al-Shaaban, Sarah
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Wallin, Emmy
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Sjöqvist, Sarah
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Colors in Marketing: A Study of Color Associations and Context (in) Dependence2015In: International Journal of Academic Research in Business and Social Sciences, ISSN 2308-3816, E-ISSN 2222-6990, Vol. 6, no 3, p. 32-45Article in journal (Refereed)
    Abstract [en]

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

  • 38.
    Amsteus, Martin
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Andersson, Fredrik
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Henriksson, Dan
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Johnson, Emma
    Linnaeus University, School of Business and Economics, Department of Marketing.
    The Sound of Choice2016In: International Journal of Business and Social Science, ISSN 2219-1933, Vol. 7, no 1, p. 42-49Article in journal (Refereed)
    Abstract [en]

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

  • 39.
    Amsteus, Martin
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    de Vries, Simon
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Hwang, Vidar
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Scent in Mail: The Effect of Scented Direct Mailings2015In: Journal of Economics and Behavioral Studies, ISSN 2220-6140, E-ISSN 2220-6140, Vol. 7, no 6, p. 24-33Article in journal (Refereed)
    Abstract [en]

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

  • 40.
    Amsteus, Martin
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Liljegren, Felicia
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Markovic, Sandra
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Månsson, Malin
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Chocolate or Succulent Chocolate: the impact of sensory descriptions on choice2016In: International Journal of Business and Social Science, ISSN 2219-1933, E-ISSN 2219-6021, Vol. 7, no 6, p. 213-224Article in journal (Refereed)
    Abstract [en]

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

  • 41.
    Amsteus, Martin
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Lindgren, Victor
    Linnaeus University, School of Business and Economics, Department of Management Accounting and Logistics.
    Think Outside the Package: Context Congruence and Product Placement on Packaging2015In: International Journal of Academic Research in Business and Social Sciences, ISSN 2308-3816, E-ISSN 2222-6990, Vol. 6, no 3, p. 72-81Article in journal (Refereed)
    Abstract [en]

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

  • 42.
    Amsteus, Martin
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Olsson, Helena
    Paulsson, Rickard
    The Scent of a Successful Venue: (In) Congruent Scent and Consumer Attitude towards a Café2015In: International Journal of Business and Social Science, ISSN 2219-1933, E-ISSN 2219-6021, Vol. 6, no 5, p. 232-243Article in journal (Refereed)
    Abstract [en]

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

  • 43.
    Anderson, Helén
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Berndt, Adele
    Internationella Handelshögskolan i Jönköping.
    Lund, Kaisa
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Animals and brand association in advertising2013In: NFF 2013: On Practice and Knowledge Eruptions. ISSN 2298-3112, Nordic Academy of Management, University of Iceland , 2013Conference paper (Other academic)
    Abstract [en]

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

  • 44.
    Anderson, Helén
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Chernetska, Diana
    Högskolan i Halmstad.
    Danilovic, Mike
    Oskarsson, Steinthor
    Prototyping innovation2013Conference paper (Other academic)
  • 45.
    Anderson, Helén
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Dahlin, Peter
    Mälardalens Högskola.
    Havila, Virpi
    Uppsala Universitet.
    Holtström, Johan
    Linköping Unversity.
    Öberg, Christina
    Örebro Universitet.
    The stake of customers and suppliers in mergers and acquisition2016In: : , 2016Conference paper (Refereed)
    Abstract [en]

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

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

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

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

  • 46.
    Anderson, Helén
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Danilovic, Mike
    Högskolan i Halmstad.
    Interaktiv Innovation genom Intervention2013In: Det mogna tjänstesamhällets förnyelse: Affärsmodeller, organisering och affärsrelationer / [ed] Per Andersson, Björn Axelsson, Christopher Rosenqvist, Lund: Studentlitteratur, 2013, p. 275-285Chapter in book (Other academic)
  • 47.
    Anderson, Helén
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Danilovic, Mike
    Högskolan i Halmstad.
    Chernetska, Diana
    Högskolan i Halmstad.
    Oskarsson, Steinthor
    Högskolan i Halmstad.
    Innovation Through Interaction for Bathroom Suppliers2016In: Extending the Business Network Approach: New territories, New technologies, New terms / [ed] Peter Thilenius, Cecilia Pahlberg, Virpi Havila, London: Palgrave Macmillan, 2016, p. 159-176Chapter in book (Refereed)
  • 48.
    Andersson, Amanda
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Danielsson, Rebecca
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Leverantörens varumärkesstrategi: En studie om hur konsumenters beteende kan påverka leverantörers varumärkesstrategi gällande private label och national brands   2014Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    Titel: The supplier's brand strategy-a study of how consumer behaviour can affect a supplier's brand strategy regarding private label and national brands

    Course: Master Thesis, Business Administration and Economics, Marketing, 30 ETCS (4FE62E)

    Institution: School of Buisness and Economics at Linnaeus University, Kalmar

    Authors: Amanda Andersson and Rebecca Danielsson

    Supervisor: Christine Tidåsen

    Examiner: Bertil Hultén

    Date: 2014-05-26

    Keywords: Private Label, National Brands, Brand Strategy, Supplier, Consumer Behaviour, Attitude loyalty, Behaviour loyalty

     

    Background: The brand range on the grocery shelves in the stores has changed. This thesis focuses on describing consumers behaviour regarding the brands private label and national brands. Further more the thesis focus on how consumer behavior can affect the suppliers brand strategy regarding private label and national brands.

     

    Purpose: This thesis purpose is to describe how consumers behaviour and thoughts can affect a suppliers brand strategy regarding private label and national brands. Furthermore the thesis generate conclusions regarding how suppliers can manage their brand strategy. Finally the thesis conclusions intends to be the basis for recommendations to the the supplier Nordic Stream.

     

    Method: This thesis is a qualitative study where consumer behaviour and thoughts is described in terms of four focus group interviews. The thesis has also conducted interviews with the supplier Nordic Stream and the retailers ICA and Bauhaus. The thesis is based on an abductive research approach. The theoretical framework is based on specific authors and theories in marketing.

     

    Conclusion: Attitude loyal consumers are consumers who have a positive attitude to the retailers store brand and are those who expressed a more positive attitude toward private label. Behaviour loyal consumers are consumers who revisits a retailer regardless of the attitude to this store brand and are those who expressed a more negative attitude toward private label. Suppliers brand strategies can be affected by consumer behaviour, both directly and indirectly. Consumers attitudes and expectations of different brands before making a purchasing decision affect suppliers brand strategy.

  • 49.
    Andersson, Anthon
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Guntell, Robin
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Advancing the COO Construct From an Affective Dimension: The Application of Projective Technique2015Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Master thesis, Master's degree program Marketing, Economic School Linnaeus University, Växjö Sweden, Spring semester 2015.

    Author: Andersson Anthon, Guntell Robin Tutor: Soniya Billore Examiner: Anders Pehrsson

    Title: Advancing the COO Construct From an Affective Dimension: The Application of Projective Technique

    Purpose: The purpose in this article is to break from traditional research and its accompanying cognitive research methods in order to advance the COO field from a more accurate perspective that also involves an affective dimension as well.

    Design/methodology/approach: Drawing from prior research in the COO field, the methodology accounted for assumptions that were tested in collage technique and ad copy technique.

    Findings: The results shows that some people only seems to be susceptible to COO influence when communicating emotional CSAs nonverbally, whilst some people only reveal rational CSAs when being cognitively asked about COO influence in a directed manner. As a result, the present findings might suggest that prior research in the academic field might suffer from bias.

    Practical implications: In the light of COO, managers should bear in mind that some people cannot be targeted with solely rely on a cognitive marketing communication strategy. More specifically, the ad copy technique provides guidelines for appropriate design of advertisements when one consider to serving the brand’s origin as salient cue in consumers’ minds.

    Originality/value: Advancing the COO construct with using collage technique, this study is to the best our knowledge the second to account for an affective dimension as well. 

  • 50.
    Andersson, Anthon
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Guntell, Robin
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Nilsson, Christoffer
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Konsten att kommunicera strategiskt2014Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Bakgrund: Fenomenet strategisk kommunikation har använts i den akademiska litteraturen i

    många år, men fortfarande betraktar forskare strategisk kommunikation som en djungel och

    påvisar att många olika och liknande begrepp likt strategisk kommunikation används om

    vartannat, allt eftersom flera forskningsfält har växt fram. Det är först nu på senare år som

    forskare har börjat närma sig en enhetlig och gemensam kunskapsbas av vad detta nya

    akademiska forskningsfält egentligen innebär. Vilket dock är ett svårt område och forskare

    belyser att strategisk kommunikation fortfarande är i ett väldigt tidigt skede vad det gäller

    vetenskapen och bör betraktas som ett outforskat område.

    Syfte: Studien avser att genom en fallstudie beskriva hur Växjö kommun arbetar strategiskt

    med kommunikation för att nå sina mål.

    Metod: Studien genomfördes genom en kvalitativ fallstudie med semistrukturerade

    intervjuer.

    Slutsats: Växjö kommun är en stor och politiskt styrd organisation där det är svårt att kunna

    kommunicera med alla anställda på ett önskvärt och tillfredsställande sätt. Detta gör att den

    interna kommunikationen till största del sker genom intranätet.

1234567 1 - 50 of 1042
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