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En analys av galleriorna i Västerås och Norrköping: Ett centrumledarperspektiv
Karlstad University, Faculty of Arts and Social Sciences (starting 2013).
Karlstad University, Faculty of Arts and Social Sciences (starting 2013).
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
An analysis of the malls in Västerås and Norrköping : A mall managers perspective (English)
Abstract [sv]

Media har i flera år skrivit om att centrumhandeln i många städer har en negativ tillväxt. De externa köpcentrum har under den senaste tiden haft en positiv tillväxt. Under de 10-20 senaste åren så har stora detaljhandelskedjor haft som strategi att etbalera sina nya butiker i de externa köpcentrumen. När de väljer att etablera sig där så ökar konkurrensen för centrumgalleriorna. Syftet med denna uppsats är ta reda på centrumledarnas syn på situationen för centrumgalleriorna och de externa köpcentrumen i Västerås och Norrköping.

Åtta centrumledare på centrumgallerior och externa köpcentrum i Västerås och Norrköping har intervjuats samt en fastighetsmarknadsutvecklare i Norrköping. De var sex män och tre kvinnor med en medelålder på 44 år. Vi valde att undersöka bokslut från de företag som förvaltar galleriorna och de externa köpcentrumen för att kunna få en mer opartisk bild.  

Sammanfattningsvis så visar det sig att det råder en överetablering av centrumgallerior i Västerås och i Norrköping så har konkurrensen ökat markant de senaste åren. Städerna visar en tendens till att ett externt köpcentrum har vuxit sig större och tagit marknadsandelar av centrumgalleriorna och de övriga externa köpcentrumen. I båda städerna ser de externa köpcentrumen centrumgalleriorna som ett komplement till deras handel men centrumgalleriorna ser de externa köpcentrumen som en konkurrent. 

Abstract [en]

The media has for years written about the decline of retail in city centers. The external malls have recently experienced a positive growth. In the last 10-20 years large retail companies have had a strategy to establish their new stores in the external malls. After the establishment the competition for city center malls increased. The purpose of this paper is to find out the mall managers view on the situation of the city center malls and external shopping centers in Västerås and Norrköping.

Eight mall manager in Västerås and Norrköping were interviewed and a real estate market developer. There were six men and three women with a mean age of 44 years. We also chose to examine the financial statements from the malls companies in order to get a more impartial view.

Summary of the results shows that in Västerås there is an over establishment of the city center malls and in Norrköping the competition has significantly increased over the last several years. The cities show a tendency that one external mall has grown larger and taken market shares of city center malls and other external malls. In both cities the external malls see the city center malls as a complement but the city center malls see the external shopping malls as a competitor. 

Place, publisher, year, edition, pages
2013. , 37 p.
Keyword [en]
City center mall, external mall, mall manager, competition
Keyword [sv]
Centrumgalleria, externa köpcentrum, centrumledare, konkurrens
National Category
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-27881Local ID: FE:4OAI: oai:DiVA.org:kau-27881DiVA: diva2:628778
Subject / course
Business Administration
Supervisors
Examiners
Available from: 2013-07-02 Created: 2013-06-14 Last updated: 2013-07-02Bibliographically approved

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