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Imageinvesteringar i allmännyttiga fastighetsbolag
Halmstad University, School of Business, Engineering and Science.
Halmstad University, School of Business, Engineering and Science.
2015 (Swedish)Independent thesis Basic level (university diploma), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Syfte: Syftet med denna uppsats är att beskriva och jämföra vad imageinvesteringar kan innebära för allmännyttiga fastighetsbolag utifrån ledningens perspektiv. Vidare vill vi undersöka vilka imageinvesteringar som genomförs och hur de motiveras.

Metod: Uppsatsen utgår från en kvalitativ ansats. Empiri har samlats in genom besöksintervjuer med tre allmännyttiga fastighetsbolag, AB Helsingborgshem, AB Höganäshem och AB Ängelholmshem. Innan intervjuerna genomfördes samlades sekundärdata in i form av relevant litteratur och vetenskapliga artiklar som har legat till grund för den teoretiska referensramen. Utifrån den teoretiska referensramen togs en intervjuguide fram som användes under insamlingen av primärdata.

Slutsats: Slutsatser som dras är att imageinvesteringar kan ha olika innebörd för allmännyttiga fastighetsbolag. Till viss del genomförs imageinvesteringar för att leva upp till ägardirektiv genom att ta samhällsansvar men investeringarna genomförs även för att skapa abstrakta värden i form av attraktionskraft för intressenter och på sikt stärka fastighetsbolagets varumärke. 

Abstract [en]

Purpose: The purpose of this paper is to describe and compare what image investments may mean to public real estate companies from a management perspective. Furthermore we want to investigate what image investments that are carried out and how they are justified.

Method: The thesis is based on a qualitative approach. Primary data were collected through interviews with three public real estate companies, AB Helsingborgshem, AB Höganäshem and AB Ängelholmshem. Before the interviews secondary data were conducted in form of relevant literature and scientific articles that have been the basis of the theoretical framework. Based on the theoretical framework was an interview guide developed that was used during the collection of primary data.

Conclusion: The conclusions drawn are that image investments may have different meaning for public real estate companies. To some extent image investments are implemented to live up to the owner's directive by taking social responsibility but also to create abstract values in terms of attractiveness to stakeholders and ultimately strengthen its brand. 

Place, publisher, year, edition, pages
2015. , 45 p.
Keyword [en]
Image investments, public real estate company
Keyword [sv]
allmännyttiga fastighetsbolag, imageinvesteringar
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-28991OAI: oai:DiVA.org:hh-28991DiVA: diva2:839805
Subject / course
Business; Business
Presentation
2015-05-29, Halmstad, 08:00 (Swedish)
Supervisors
Examiners
Available from: 2015-07-14 Created: 2015-07-05 Last updated: 2015-07-14Bibliographically approved

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