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Gotland: - Den magiska ön
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Gotland : The Magic Island (English)
Abstract [en]

We chose to perform a case study in Sweden. The study focuses on how a region with special conditions work to achieve its vision and goals by using marketing strategies for brands. We chose to investigate the island Gotland, which is distinguishes itself from other regions in Sweden because it is an island. The purpose of the stud is to investigate the extent of brand identity Gotland entails with their vision and objective until 2025. We examine how the region´s development programs develop through a document study that contains both steering documents and follow-up reports. The second method we have chosen for the empirical work is conducting interviews with two large Gotlandic businesses and an external consultant. The main results show the factors that underlie the region´s change process is the desire to attract capital. That is- more residents and companies in front of tourists. And the follow-up reports show the region has not fulfilled their goals. Our theoretical frame of reference consists of theories about brands, site marketing, change processes, and change leadership.

Place, publisher, year, edition, pages
2019. , p. 37
Keywords [sv]
Förändringsprocesser, platsmarknadsföring, regional tillväxt, utvecklingsprogram, varumärkesidentitet
National Category
Humanities and the Arts
Identifiers
URN: urn:nbn:se:uu:diva-393447OAI: oai:DiVA.org:uu-393447DiVA, id: diva2:1353300
Subject / course
Business Studies
Educational program
Bachelor Programme in Business Studies
Supervisors
Examiners
Available from: 2019-10-03 Created: 2019-09-22 Last updated: 2019-10-03Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
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Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
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