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Marknadsföring med ändrade medievanor: En kvalitativ studie om småföretags syn på digital marknadsföring
Blekinge Institute of Technology, Department of Business Administration and Social Science.
Blekinge Institute of Technology, Department of Business Administration and Social Science.
Blekinge Institute of Technology, Faculty of Engineering, Department of Industrial Economics.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Marketing with changed media habits : A qualitative study about what small businesses think about digital marketing (Swedish)
Abstract [sv]

Sammanfattning

Titel: Marknadsföring med ändrade medievanor: En kvalitativ studie om småföretags syn på digital marknadsföring.

Författare: Fredrik Hoffner, Petrit Maliqi och Jesper Svensson

Handledare:

Institution: Managementhögskolan, Blekinge Tekniska Högskola

Kurs: Kandidatarbete i Företagsekonomi, 15 högskolepoäng

Syfte: Syftet med arbetet är att undersöka och analysera om småföretag inom byggbranschen anpassar sig till de ändrade medievanorna, samt varför eller varför inte de väljer att göra så.

Metod: En flerfallsstudie har gjorts med hjälp av åtta semi-strukturerade telefonintervjuer med cheferna för småföretag inom byggbranschen.

Slutsatser: Slutsatsen vi drog av detta arbete var att småföretag inom byggbranschen inte är redo för det digitala marknadsföringssättet då cheferna i hög grad saknade kunskap inom området, och eftersom cheferna har ett stort inflytande så påverkar deras egenskaper företagets resultat. De egenskaper vi fann avgörande var bland annat chefens ålder och utbildning.

Abstract [en]

Abstract

Title: Marketing with changed media habits: A qualitative study about what small businesses think about digital marketing.

Authors: Fredrik Hoffner, Petrit Maliqi och Jesper Svensson

Supervisor:

Department: School of Management, Blekinge Institute of Technology

Course: Bachelor’s thesis in Business Administration, 15 credits

Purpose: The purpose with this article is to examine and analyze if small businesses within the construction business adapt to the changing media habits, and why or why not they choose to do so.

Method: A multiple cases study has been done with the help of eight semi-structured telephone interviews with the manager of these small businesses within the construction business.

Results: The conclusion we made with this paper is that small businesses within the construction business is not ready to adapt into the digital way of marketing because the bosses generally lacks the knowledge that is needed. Seeing as the bosses have a big influence in these small companies the result will be affected. The attributes we found most deciding were age and education, among others.

Place, publisher, year, edition, pages
2015. , 45 p.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:bth-10588OAI: oai:DiVA.org:bth-10588DiVA: diva2:853572
Subject / course
FE1453 Bachelor's Thesis in Business Administration
Educational program
FEGIA Business Administration for Innovation and Business Development
Presentation
2015-08-27, J1280, Campus Gräsvik, Karlskrona, 13:55 (Swedish)
Examiners
Available from: 2015-09-17 Created: 2015-09-14 Last updated: 2015-09-17Bibliographically approved

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