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  • 251.
    Cederfeldt, Sofia
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Jassim, Amanda
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Sustainable marketing communication: With a focus on sustainability and certified labels within the grocery store sector2016Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Aim: The aim of the study is to investigate how certified labels are being communicated through sustainable marketing within the grocery store sector.

    Research Question: How can the grocery store sector use sustainable marketingcommunication in order to contribute to a wider knowledge regarding sustainabilityand certified products?

    Method: The study is of qualitative character, with a combination of an inductive and deductive approach. The empirical data has been collected through five semi-structured interviews and one telephone interview.

    Result and conclusion: Sustainable marketing communication can contribute with an increased knowledge regarding sustainability when communicating and defining the term in an easy and clear way which makes it possible for anyone, no matter age or education, to understand what sustainability means. Regarding certified labels, sustainable marketing communication can contribute with an increased knowledge by creating an interest for the label in question. This can be achieved by defining the certified labels brand image by clear and accurate associations.

    Recommendations: The grocery stores must communicate easy messages in order for the consumers to understand what sustainability is as well as using social media as a strategic marketing tool. The certified labels need to establish accurate associations while working with transparency.

  • 252.
    Cederholm, Sofie
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Gustafsson, Linn
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Tillbaka till röttnerna: En fallstudie av ett etablerat detaljhandelsföretag2018Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Bakgrund:

    Hårdare konkurrens och e-handelns uppkomst har förändrat näringsidkares förutsättningar. Fysiska butiker står än idag för största delen av detaljhandelns försäljning, men e-handeln förutspås öka. För att överleva på en så konkurrenskraftig marknad måste ett varumärke skilja sig från mängden. Det kan av företag krävas att ompositionera sitt varumärke för att bli starkare, återta förlorade marknadsandelar eller inverka på konsumenters bild av det.

    Frågeställning:

    Hur kan ett företag använda sig av sin varumärkesidentitet vid ompositionering?

    Syfte:

    Syftet med uppsatsen har varit att undersöka hur ett detaljhandelsföretag kan utföra en ompositionering av sitt varumärke utifrån sin varumärkesidentitet.

    Metod:

    Uppsatsen har utförts genom en kvalitativ forskningsmetod, med ett hermeneutistiskt synsätt. Uppsatsen har antagit en induktiv forskningsansats med deduktiva inslag. Empiri är hämtat från semistrukturerade intervjuer som genomförts med ett utvalt fallföretag.

    Slutsats:

    Varumärkesidentitet är en central del i processer som innefattar ompositionering. Det är av vikt att beakta att ompositionering inte alltid handlar om att utveckla någonting nytt, utan det kan vara lika effektiv att fokusera på de fördelar som företaget redan besitter. Repositionering är den strategi som bör tillämpas när ett företag vill använda sin varumärkesidentitet.

  • 253.
    Celik, Rozelin
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Persson, Josefine
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Tkáč, Adam
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Who Cares?: A Comparison of Consumer Perceptions of CSR Between Western and Eastern Europe2018Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Corporate Social Responsibility (CSR) is a topic that has been widely researched and is still a progressing and important subject to study. Many researchers have focused on the importance and risks of CSR but have been unsuccessful in conducting research that brings forth managerial implications regarding the challenges and complexity that comes from contextual differences. Furthermore, little attention has been assigned to consumer awareness, perception of CSR as well as analysing differences in related markets such as developed Western European countries (WECs) and emerging Post-Communist countries (PCCs) of Eastern Europe. This research is essential as theoretical ground and for managers to be able to successfully adapt and implement their CSR strategies to various markets, something that is beneficial for gaining a long-term competitive advantage.

    This study wishes to fill the existing research gap by gaining an insight into the differences in perceptions of CSR between consumers from WECs and PCCs. The outcomeof this study contributes to the existing frame of research regarding consumers’ perceptionson CSR and the importance of adapting a firm's CSR strategies to differentiating perceptions when operating in various international markets.

    The research was executed by using a qualitative method, carrying out three focus groups with participants originating from the two different regions respectively, and later mixed in a third group. The outcome from these focus groups was analysed using relatedtheoretical frameworks such as Carroll’s pyramid for corporate social responsibility (1991)and Dhanapal, Vashu, and Subramaniam (2015), who explores influencers affecting consumer perception.

    The findings conclude that CSR is gaining awareness among consumers across both regions, who agree that companies should be engaged in CSR, whereas members from PCCs desires a higher commitment than is currently done. Consumers are willing to pay a higher price when they know that the companies implement philanthropic projects. However, for WECs, this depends on the price of the product, and for PCCs, on whether the activities are locally implemented or not. Finally, this study concluded that companies can gain a competitive advantage by concentrating on social CSR in the PCC region and environmental CSR in the WEC region since the findings indicate that these are the most prioritised issues in each region. Furthermore, managers should adapt their CSR strategies based on these findings in order to relate to the consumer, create legitimacy, and gain trust.

  • 254.
    Cerrudo Sampol, Macarena
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Perera, Melani
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Risk: from random to “learnable”: - A case study of Swedish SMEs in the Indian market2014Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The internationalization of small and medium sized enterprises (SMEs) has become a major worldwide trend. Firms internationalize predominantly to in nearby countries due to the fact that these countries are closer culturally and geographically. However, SMEs has started to enter more cultural and geographical distant markets. Emerging markets has been the focus of attention of Swedish SMEs during the last decades. Of those emerging markets India is one example of a foreign market that has experienced, to a large extent, the establishment of foreign companies in the past half a century. In the last decades India has undergone a remarkable change that has strengthened the establishment of foreign companies in the country. However, SMEs face risk and uncertainties when entering a new market like India. Therefore, companies need to acquire enough relevant knowledge about the country in order to identify and manage to potential risks that the might encounter. Although knowledge and risk management have extensively been studied, scholars have primarily studied them separately. Little attention has been given to the fact that the combination of knowledge and risk management might be the better solution to identify and manage risks in foreign countries. By analyzing the implementation of knowledge and risk management, it was possible to answer if through their utilization SMEs get a better understanding and be competitive in the Indian market. In order to conduct the study a qualitative case study to four Swedish SMEs was conducted. The collected data and the most significant theories chosen in this study are the starting point of the analysis. The main conclusion that can be drawn from the analysis is that, although knowledge and risk management are not SMEs main focus of attention, the combined utilization of them is beneficial for firms in foreign markets. Firms that better understand the foreign market and its risks are in a better position to be more competitive in that foreign market.

  • 255.
    Chauca Palma, Damaris
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Svensson, Mikaela
    Linnaeus University, School of Business and Economics, Department of Marketing.
    En strategi som engagerar: En kvalitativ studie om B2B företags möjligheter att skapa kundengagemang i sociala medier 2017Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    Authors: Damaris Chauca Palma, Mikaela Svensson

    Supervisor: Docent Richard Afriyie Owusu  

    Examiner: Professor Bertil Hultén

    Faculty: School of Business and Economics at Linnaeus University

    Programme: Business Administration and Economics Programme

    Course: Degree Project in Marketing, 30 credits. Spring 2017.

    Name of report: An engaging strategy.

    Research questions: How should B2B companies use social media to create customer engagement? What content should B2B companies use in social media to create customer engagement?

    Purpose: The purpose of this thesis is to give implications for a social media strategy that can be used by B2B companies to create customer engagement in social media. The study aims to provide knowledge on how B2B companies can use social media to create customer engagement in social media. The study also aims to provide knowledge on how Höganäs AB should use social media and the content that they should post to create customer engagement in social media.

    Method: This case study is based on Höganäs AB and has used a inductive approach. Furthermore qualitative methods have been used and data has been collected through semi structured interviews.

    Results and findings: B2B companies should use LinkedIn, YouTube and possibly Instagram.  These platforms should be updated frequently based on the characteristics of each platform. Companies should form a plan which indicates how frequent every platform should be updated and integrate traditional marketing with social media. Höganäs AB should create social media content that highlights quality, costs and environmental aspects to engage their customers within the automotive industry.

    Theoretical and practical contributions: The study contributes to increased knowledge on how social media can be used by B2B companies and knowledge on which content that should be published on social media to create customer engagement. Further the study provides Höganäs AB with practical implications regarding how the company should use social media and the content that they should publish on social media to engage both their closer customers and OEM’s in social media.

    Keywords: Business-to-business, social media, customer engagement, social media strategy

  • 256.
    Checheleva, Kristina
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Kucheryavenko, Tatiana
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Consumers’ preferences towards eco-labeled products and purchase intention: The moderating effect of national culture2017Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Eco-labeling is an important matter in the modern world, because of its relationship to the significant issues of the society, i.e. environmental and health care. More and more people pay great attention to the ‘green’ aspect of their lives. Many researchers, in their turn, unveil the topic devoted to the eco-labeling strategies in their academic papers.  However, there is a certain knowledge gap in the existing literature, which allowed the researchers of this paper to focus the study on consumers' preferences towards eco-labeled products and purchase intention in the context of cultural diversity.

    Cultural aspect might have the crucial effect and predetermine consumers’ behavior to some extent. Thus, for companies’ management it is highly important to be aware of cultural context of the country they are already operating in or only going to internationalize into. Prior to empirical data collection a literature review on eco-labeling, cultural diversity, and purchase intention were conducted, followed by the integration of gained information into the theoretical model.

    The theoretical model, developed by the authors, presents the research of the perceived association between consumers’ preferences, as presented by own health care and environmental care, and purchase intention under the impact of the moderating effect of national culture. In order to test the hypotheses formulated on the literature and model bases, primary data from respondents from three different countries (namely, the USA, Sweden, and Russia) and secondary data from existing literature were collected, the integration of which allowed getting some relevant conclusions and results.

    After the data collection and all the statistical process analyzing it, the researchers concluded that culture has an impact on the association of consumers' preferences and purchase intention of eco-labeled products, but this moderating effect varies in terms of the context of consumers' preferences and different cultural dimensions.

  • 257.
    Chen, Ran
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Karahasonovic, Amela
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Napeiga, Ndobowah Irene
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Sustainable development by force? Stakeholder influence and strategic response towards sustainable development2013Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Earlier, sustainable development was perceived as a hindrance to economic growth. This seems not to be the case today because strategies towards sustainable development are becoming more common, especially in nonprofit organizations. Sustainable development is about creation of strategies that include wellbeing of present and next generations. This shows that it is important for today’s organizations to be sustainable. However, stakeholders have a part to play in this since they are capable of influencing organizations towards sustainable development. To these influences organizations respond either in a proactive or defensive way. As a result the purpose of this study is to investigate the stakeholders’ influences on sustainable development in a nonprofit organization and how this nonprofit organization responds to these influences strategically. After looking at previous literature about relevant concepts, three research questions were formulated. This study is a case study where in five in-depth interviews have been carried in a Swedish nonprofit organization with an ongoing project about sustainable development. In the course of the study it became clear that there are several important aspects to consider when thriving for sustainability. Furthermore, some stakeholder groups possess more power to influence sustainable development and the organizational response might not have to be exclusively proactive or defensive. Lastly results of this study show that important identified factors of sustainability in this organization are economic, environmental and social. The internal stakeholders are the ones influencing sustainable development in this particular organization and the organization responds by creation of proactive strategies. 

  • 258.
    Chen, Ran
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Molina, Angélica Rodríguez
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Does reciprocity affect willingness to contribute?: An empirical study on crowdsourcing organizations2014Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Purpose – The aim of this thesis is to explain the factors that influence consumers’ willingness to contribute to crowdsourcing organizations, by applying the reciprocity theory.

    Design/methodology/approach – This is a quantitative research which used a cross sectional research design with an explanatory approach. The data was collected with a questionnaire survey that was distributed using face-to-face and online methods.

    Findings – The findings of this research revealed that social proof is positively influencing willingness to contribute, either direct or indirect, through reciprocity. In addition, trust, commitment and identification were not directly influencing willingness to contribute, however they have an indirect positive impact on willingness to contribute through reciprocity.

    Research limitations/implications – This study has created a research model by the use of relevant literature in regards to reciprocity and willingness to contribute. Moreover, the limitations of this study are related to the chosen sample, since the generalization of the results is done based on three countries.

    Practical implications – The study provides some valuable insights for crowdsourcing organizations managers who aim to increase the amount of contributions through their online communities by the use of the reciprocity theory. Detailed explanation goes in the managerial implications section.

    Originality/value – This research is unique in that it presents a new model that shows reciprocity as a mediating factor for improving online communities’ users attitudes towards contributing to crowdsourcing organizations. 

  • 259.
    Chen, Xiyu
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Zhang, Jing
    Linnaeus University, School of Business and Economics, Department of Marketing.
    The Development Pattern of Chinese firms in the Foreign Market: A thesis for studying matching strategy and competitive strategy for Chinese firms in Swedish markets2015Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Internationalization of firms from mature markets to emerging markets has been an on-going process for several decades. However, with the economic development of China, more and more Chinese firms start to expand global market and many of them choose mature European markets since to compete with higher level competitors can force the firm to develop. Many firms have already set up subsidiaries in the Swedish market. Some firms have profitability to develop, but some firms faced serious problems since they can hardly adapt to the high psychic distance. This research will study what are the success factors for Chinese firms which operate in the Swedish market.

  • 260.
    Chika, Hirano
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Jing, Jing
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Research for online marketing strategy in Japanese elder care facilities: Learn form Swedish elder care facilities2015Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Background: Since aging population keeps increasing, more and more private elderly care facility companies emerged in elderly care market, and this industry gradually became one of the pillar industries in Japan. However, a strange phenomenon is that private elderly care facilities in Japan fails to attract elderly customers while there are society demand to expand the number of facility. This leads to bankruptcies of private elderly care facilities. On the other hand, Sweden enjoys a high reputation of elderly care. Also Swedish elderly care industry is more mature than Japan, therefore this research takes Sweden as an objective of Japan.

    Purpose: Identifying the root cause of why elders do not choose private facilities even though there are social demand to expand elderly care facilities; from online-marketing perspective, take Swedish companies as examples, find out the way to apply online marketing strategy to Japanese elderly care facilities.

    Method: This is a qualitative research, with inductive approach, from interpretivist epistemology and constructionism ontology perspective. Structured phone interviews are conducted with 11 Japanese elders and their general view towards private and public elderly care facilities in Japan are studied; then, researchers choose 2 companies in Sweden and Japan respectively as cases and analyze online marketing strategy; following the "strategy exploring model" logic, analyze the development of online marketing strategy for Japanese private elderly care facilities.

    Results, conclusions: Elders in Japan choose public elderly care facilities instead of private, because of the high cost and lack of reliability. Therefore, marketing strategy ii

    goal is to lower the deposit and establish an image of security and safety of industry. According to the result of online marketing research, authors will give advice for Japanese elder care industry to achieve this goal.

  • 261.
    Chris, Miles
    et al.
    Bournemouth University, UK.
    Nilsson, Tomas
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Marketing (as) rhetoric: an introduction2018In: Journal of Marketing Management, ISSN 0267-257X, E-ISSN 1472-1376, Vol. 34, no 15-16, p. 1259-1271Article in journal (Other academic)
  • 262.
    Christerson, Louise
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Samsson, Erik
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Gerillakriget: En kvalitativ studie om taget utrymme2014Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Research question: What characterizes successful guerrilla marketing? 

    Purpose: The aim of this paper is to clarify the essential elements of guerrilla marketing to increase the understanding of this marketing method. We do this by analysing and clarifying the core of guerrilla marketing and its various elements, as well as strengths and weaknesses. We will analyse which role guerrilla marketing can play in companies’ and organizations’ overall marketing. 

    Methods: The thesis is based on a qualitative study that assumes a deductive approach with an inductive character. The empirical data collection was done mainly based on semi-structured interviews with respondents with expertise skills in the chosen research topic. 

    Conclusion: Our study shows that high level of creativity characterizes successful guerrilla marketing, but also that the guerrilla activity may not take over the message. For guerrilla marketing, it’s very important for the marketer to define the target audience, as this is crucial for the campaign’s outcome. Finally, the aim of guerrilla marketing is to create engagement to contribute to the “buzz” required for the success of the campaign.

  • 263.
    Christopher, Baude
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Olsson, Karl-Fredrik
    Linnaeus University, School of Business and Economics, Department of Marketing.
    The power of having friends: A study in how knowledge and levels of uncertainty relate to relationship commitment2014Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The purpose of this paper is to increase the understanding of how knowledge and uncertainty can affect relationship commitment between companies in the international market. Therefore, knowledge accumulation, the various levels of uncertainties and the creation of business relationships will be examined. In order to achieve the purpose of the study the main research problem is formulated: How do Knowledge and uncertainty levels related to relationship commitment of internationalized firms?This thesis is based on the qualitative method since the aim of this study is to understand and analyse a phenomenon not quantitatively to measure it. This research is further based on the deductive approach since we have formulated our main research question on the basis of previous theory and apply it on real life cases. The empirical data is collected through a multiple case study with three companies active on the international market.The study's conclusion indicates that relationship commitment has an impact on knowledge and uncertainty in the international context. We demonstrate this by proving that companies can through relationships accumulate the necessary knowledge needed to reduce uncertainty in international business. Thus reducing the gap between knowledge possessed by the firm and knowledge needed to perform an international activity.

  • 264.
    Claesson, Jennifer
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Dijnér, Nina
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Service Recovery Paradox: A quantitative research concerning customer post-recovery satisfaction in the service sector2017Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The phenomena when customers perceive a service as better after a failure and the following recovery process has occurred is called service recovery paradox. In the case of the paradox, customers are more satisfied post-recovery in comparison to if the failure would not have occurred. How to best manage a service recovery depends on the type of service failure since the recovery actions should be adjusted in order to match the failure in a suitable way. Three surveys were conducted in this study, one for each type of failure classified as (1) Service delivery failures, (2) Failure to respond to customer needs and requests and (3) Unprompted and unsolicited employee actions. Each survey presented a scenario in three parts. The first part of the scenario was neutral, the second part was post-failure and the third part was post-recovery. The respondents had to take a standpoint regarding their level of satisfaction after each scenario part. The findings from this study confirm the possibility for an increase in customer post-recovery satisfaction concerning (1) Service delivery failures combined with suitable recovery actions, hence the service recovery paradox was found. In the case of (2) Failures to respond to customer needs and requests combined with suitable recovery actions, the level of post-recovery customer satisfaction did not reach pre- failure satisfaction. The last type of service failure, (3) Unprompted and unsolicited employee actions, resulted in the lowest level of customer satisfaction both post-failure and post-recovery and was hence most far away from the paradox. 

  • 265.
    Claesson, Jennifer
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Gedda, Henrik
    Google Ads: Understanding millennials' search behavior on mobile devices2018Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Purpose: The purpose of this study is to understand millennials search behavior on mobile devices.

    Research Questions: How do millennials value organic and sponsored search results on mobile devices? What are the Web advertising variables that affect millennials attitudes towards sponsored search ads on mobile devices?

    Methodology: Data was collected from 103 Swedish millennials through an experiment and survey.

    Conclusion: The findings of this research supports the variables of entertainment and incentives to have a positive association with millennials attitudes towards mobile search ads while irritation, informativeness and credibility were only partially supported when testing independently with attitudes. An overall negative attitude could be seen toward sponsored links when participants motivated their action to click. Moreover, the results illustrated a higher attitude value towards mobile search ads to reflect an increased click behavior on sponsored search results. 

  • 266.
    Clemes, Frida
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Destination vid kris: En studie om hur reseaktörer lyfter fram destinationer vid kris2017Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    What you can notice is that crisis occur all the time, here it is important that tour operators is prepared. Crisis management is something that most of them have however marketing a destination in crisis they do not make any fuss. By contrast they marketing destinations in different distributaries channels.

  • 267.
    Corell, Elsa
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing. Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
    Pkhikleshvili, Kristina
    Linnaeus University, School of Business and Economics, Department of Marketing. Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
    Stockholm Valley; the new Silicon Valley?: - A qualitative research study of organizational resources and capabilities obtained through the Stockholm cluster to create international competitiveness for tech startups.2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The purpose of the thesis was to identify the tech startups main organizational resources and capabilities received from the Stockholm cluster. Correspondently, how those encourage to sustained competitive advantage internationally. The aim was to ensure a deeper understanding with a qualitative research method with a multiple case study and an abductive approach. The empirical findings were based on seven case companies that were committing within the tech sector and were internationalized. Further, the literature review takes off with the definition of the segment, namely the tech startups followed by industrial cluster, the network - and social network theory, the Resource-based view with concertation on the different firms’ resources, the VRIO framework, and capabilities, and thereby internationalization including international competitiveness. The conceptual framework has illustrated the correlation between investigated variables, mentioned above. Moreover, the empirical findings chapter was constituted of primary data presented by the seven companies. The analysis was established on the basis of the three voices, which are theoretical, empirical and authors to examine contrast and correlation with each other. The analysis part was followed by a conclusion chapter that presented the main findings/conclusions, thus answered the research question. In addition, the chapter provided with implications, , limitation and recommendations for future research.  

    The findings displayed that the main organizational resources and capabilities obtained from Stockholm consist of human and financial capital, alliances and relationships, innovation/technology and reputation. However, they are only three of them that bring sustained competitive advantage, which are the human capital, alliance and relationships, and reputation capability.

  • 268.
    Corneliusson, Helena
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Kristoffersson, Frida
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Lagerberg, Caroline
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Kändisar som talespersoner: - Ett vinnande koncept för varumärken?2014Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The purpose of this study has been to analyze, through a business perspective, how brands get affected by using a celebrity as a spokesperson and what motivation factors that drives the collaboration. We wanted to examine how brands choose which celebrity to collaborate with and what is required from the celebrity. We also wanted to identify the positive and negative effects as well as the risks that may occur when using a celebrity as a spokesperson.

     

    In relation to our purpose we have chosen the following question: How do brands get affected by using celebrities as spokespersons?

    This study is based on a qualitative research methodology with an inductive approach. To gather our empirical material we conducted seven interviews with respondents relevant to our essay. Throughout the essay process our mission has been to gather theoretical sources that are up-to-date and as relevant as possible. That is why we have aimed to use articles published in scientific publications as widely as possible.

     

    Our essay process has revealed that celebrity endorsement is a very successful advertising strategy, since it can increase brand attention, brand awareness and create customer interest. It has also emerged that if the match does not fit between the brand and the celebrity, negative effects for the brand may occur. Despite this, the study has shown that the benefits with celebrity endorsement overcome the potential risks.  

     

     

    Keywords: Celebrities, spokespersons, brands, advertising.

  • 269.
    Crambé Lundh, Michelle
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Wedin, Nellie
    Linnaeus University, School of Business and Economics, Department of Marketing.
    It is obvious that they are not afraid of what this might do: A Qualitative Minor Field Study of International Female Entrepreneurs in Thailand2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    For as long as internationalization has been a research topic, the risks surrounding it has been discussed. Several theories have emerged concerning how to go about international business, which entry modes and strategies to use as well as which markets to enter and at which pace - everything in order to reduce the risks of business failure. The lack of institutional and economic stability in emerging markets has evolved into warning signs for foreign firms as they are hesitant to enter these markets due to higher risks and furthermore, there are assumptions regarding low entrepreneurial skills in these markets, much due to the stability-barrier. In this regard, Thailand presents an interesting case, especially when aiming to look into females as entrepreneurs. The country presents a large number of females involved in business activities that show no sign of being hindered by the stability factor.  These interesting aspects paved the way for this thesis’ purpose “to examine and understand how Thailand's female entrepreneurs engage in international business activities.” Through examining the internationalization process from an aspect of both personal traits and network connections, findings have been presented regarding how the Thai female entrepreneur uses these components to initiate international business activities for her small- and medium-sized enterprise. These findings have enriched the understanding of how females approach and experience an internationalization process. To ensure a broader comprehension of the subject, this research has followed a qualitative research method combined with an abductive approach which this thesis has benefitted from as there is a lack of research on the subject. The theoretical framework starts with presenting the phenomena entrepreneurship, and then more in-depth explains concepts of female- and international entrepreneurship, introducing concepts like internationalization and psychic distance. Finally, the theoretical framework is concluded with a conceptual framework model explaining how all concepts are connected. Before presenting the empirical findings of the research, the methodology chapter explains how the researchers went about this study, how all the data was collected and under which circumstances. In order to tie the empirical findings with the theoretical framework, an analysis was made which presents this thesis’ findings in a theoretical manner before everything is tied together in a conclusion. The findings conclude that there is a significant bond between personal traits, networks, and firm internationalization and furthermore, this thesis suggests that Thai female entrepreneurs are fearless and therefore, encounter few of the barriers that other female entrepreneurs do. Finally, this thesis is concluded with theoretical and practical implications as well as suggestions for future research within the area. 

    It is obvious that they are notafraid of what this might do.” 

  • 270.
    Cöster, Fredrik
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Engdahl, Marcus
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Svensson, Johan
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Critical success factors: An evaluation to identify strategic capabilities2014Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Background: Strategic capabilities are vital components for organisations to include in their business. Another essential elements in a strategy that can affect the performance of an organisation in both a negative and positive direction are critical success factors. This research will study if it possible to evaluate organisations CSFs in order to see whether a well performed CSF also can be identified as a strategic capability.

    Purpose: The purpose of this thesis is to evaluate organisations CSF in order to identify strategic capabilities

    Research question: What CSFs can be identified? Which CSFs are identified as strategic capabilities?

    Methodology: This thesis involved a qualitative pre-study consistent of a content analysis and semi-structured interview that were used to provide measurements to the quantitative survey.

    Conclusion: The findings indicate that it is possible to identify strategic capabilities by evaluating CSFs. In this study transportation, number of stores and the atmosphere were considered as strategic capabilities.

  • 271.
    Cöster, Fredrik
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Hwang, Vidar
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Svensson, Johan
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Country of origin: Does it really matter in the current globalization?2015Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    COO is a construct that refers to the country which a consumer associates a certain product or brand as being its source, regardless of where the product is actually produced. Scholars like Magnusson et al. (2011) argue that COO is a salient cue in consumers’ product evaluation and purchase intention. In contrast, Usunier (2006; 2011) and Samiee (2010) criticize the COO effect, by explaining that due to multinational production, integrated worldwide supply chains and global branding there are other cues that have become more salient in consumers’ decision- making process.

    The purpose of this thesis is to extend the understanding about the relationship of COO in consumers buying process. The research questions followed: To what extent does country of origin influence consumers’ product evaluations and purchase intention? To what extent does the level of involvement affect the relationship between country of origin and consumers’ product evaluation? To what extent does the level of involvement affect the relationship between country of origin and consumers’ purchase intentions.

    Applying a deductive approach, a quantitative research has been chosen for this thesis involving survey as the source for data collection in order to test this research four main concepts: COO, product evaluation, purchase intention and product involvement.

    The findings indicated that COO has a significant direct effect in consumers’ product evaluations and purchase intention. The results also indicated on that when consumers’ perceive products to be low involvement, the COO effect is greater in consumers’ decision-making process.

  • 272.
    Dadzie, Samuel Ato
    et al.
    Ghana Institute of Management and Public Administration, Ghana.
    Owusu, Richard A.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Understanding establishment mode choice of foreign manufacturing firms in Ghana2015In: International Journal of Emerging Markets, ISSN 1746-8809, E-ISSN 1746-8817, Vol. 10, no 4, p. 896-920Article in journal (Refereed)
    Abstract [en]

    Purpose – The purpose of this paper is to analyse the foreign direct investment (FDI) strategies ofmanufacturing firms in Ghana using the eclectic model in order to understand how ownership, location and internalization factors impact FDI to developing countries like Ghana.

    Design/methodology/approach – The authors use a quantitativemethodology in order to statistically explore the relationships between dependent and independent variables. The data comes from a sample of 75 multinational enterprises that invested in the manufacturing sector between 1994 and 2008.

    Findings – The results reveal that large firm size, extensive international experience and large market size lead to the choice of acquisition mode of entry, while high cultural distance, high country risk, high proprietary assets and incentives lead to the choice of greenfield mode in the context of Ghana.

    Research limitations/implications – The results imply that the different economic, business

    and legal (locational) conditions of developing countries create different FDI strategies and paths of companies compared to developed markets.

    Practical implications – Policy makers in developing countries should make efforts to improve market size, the institutional and regulatory environment, as well as the availability of human capital in order to attract FDI.

    Originality/value – FDI studies have mainly analysed establishment mode strategies of firms in advanced markets. There is an increasing amount of research on FDI in emerging markets but very little on developing countries and African markets. Therefore, this study enables the authors to develop implications for existing theory and generate practical implications for firms and policy makers related to African and developing country markets.

  • 273.
    Dadzie, Samuel Ato
    et al.
    Ghana Institute of Management and Public Administration, Ghana.
    Owusu, Richard A.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Amoako, Kwarteng
    Ghana Institute of Management and Public Administration, Ghana.
    Aklamanu, Alphonse
    Ghana Institute of Management and Public Administration, Ghana.
    Do strategic motives affect ownership mode of Foreign Direct Investments (FDIs) in emerging African markets?: evidence from Ghana2018In: Thunderbird International Business Review, ISSN 1096-4762, E-ISSN 1520-6874, Vol. 60, no 3, p. 279-294Article in journal (Refereed)
    Abstract [en]

    The objective of this study is to examine the influence of ownership, location, and internalization-specific factors, as well as strategic motives on ownership choice of foreign subsidiaries in Ghana. The authors use a quantitative methodology in order to statistically explore the relationships between dependent and independent variables by using the logistic regression model. The analysis was based on 115 manufacturing investments made by multinational corporations (MNCs) from different countries in 1994–2013. The results indicate that contractual risk leads to the choice of whollymowned subsidiary while cultural distance and country risk lead to the choice of the joint venture. In the case of the motives, efficiency-seeking and resource-seeking FDIs lead to the choice of the joint venture.

  • 274.
    Dahl, Martina
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Johnsson, Anna
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Extending the Understanding of Sales promotions’ Influence on Brand Knowledge: A Quantitative Study2015Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Title: A quantitative study extending the understanding regarding the influence of sales promotion on brand knowledge

     

    Background: Sales promotion is a marketing communication activity that aims to promote a purchase, usage or trial of a particular brand. Sales promotion activities can provide significant benefits and incentives that could help the brand to differentiate from competitors and can contribute to the consumer’s brand knowledge. Prior to this thesis, there has been little attempt to integrate research to determine the relationship between the use of sales promotions and brand knowledge, which is why this study intends to extend the existent understanding.

    Purpose: The aim of this study is to extend the understanding regarding the relationship between sales promotion and brand knowledge and its drivers.

    Research questions:

    R1: What influence does monetary promotions have on brand awareness?

    R2: What influence does monetary promotions have on brand image?

    R3: What influence does non-monetary promotions have on brand awareness?

    R4: What influence does non-monetary promotions have on brand image?

    Hypotheses:

    H1: Monetary promotions of a brand influence brand awareness

    H2: Non-monetary promotions of a brand influence brand awareness

    H3: Monetary promotions of a brand influence brand image

    H4: Non-monetary promotions of a brand influence brand image

     

    Methodology: In order to test the hypotheses a quantitative research approach was conducted and a questionnaire was used to collect data from Swedish consumers, the data was analyzed in the IBM SPSS program to find out if the hypotheses was supported or rejected.

     

    Conclusions:

    H1,H3 and H4: May from this study be supported.

    H2: May from this study be rejected.

  • 275.
    Dahlberg, Amanda
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Stenman, Madeleine
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Vi kan skapa nya saker hela tiden, men vi kan inte skapa en ny värld utan förändring.: En studie om Corporate Social Responsibility inom e-handeln.2014Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The purpose of this study is to provide a deeper understanding regarding the work of Corporate Social Responsibility (CSR) within e-commerce by analyzing:

    • The commitment towards CSR and the responsibility companies take within e-commerce.
    • How communication of CSR is used by companies to positioning themselves and strengthen their image.
    • What consumers think of CSR within e-commerce and what effects it has on the companies.

    In addition to the purpose, we have formed the following research question:

    • What characterizes the e-commerce companies work with Corporate Social Responsibility?

    This study is based on a qualitative research methodology since we wanted to analyze how businessmen, experts and consumers within e-commerce experience and think about CSR. The study has been characterized by an abductive approach where we had an interplay between theory and empirical data. The primary data were collected through four personal, semi-structured interviews and one structured interview by email. Furthermore, we have also conducted two focus groups.

    Throughout our research process, we have been able to distinguish that the commitment towards CSR within e-commerce varies depending on the industry. E-commerce companies are taking a greater social responsibility than an environmental, as they contribute to various social projects in the community that favor corporate interests and hence contributes to the goodwill and positive PR. Problems in e-commerce, as we note, is mainly the return policies in Sweden, misunderstandings between consumers and companies concerning certifications, and a absence of CSR-communication from e- commerce companies towards consumers. Furthermore, the positioning through CSR can be used to strengthen the company's brand image and thereby act as a competitive advantage. However, companies must achieve a certain credibility to make this possible. 

  • 276.
    Dahlberg, Anna-Maria
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Åstemo Krans, Jelina
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Thorild, Sofie
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Ekologiskt eller inte?: En studie om vilka värderingar angående ekologiska livsmedel som är viktiga för konsumenten2014Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Bakgrund:Den ekologiska marknaden i Sverige växer i en rasande takt, mellan 2012 och 2013 ökade den totala försäljningen av ekologiska varor med 13 procent. Dock har den ekologiska livsmedelsmarknaden i Sverige endast en andel på cirka fyra procent av den totala livsmedelsmarknaden i landet. Forskningsresultat har visat att marknadskommunikation spelar en viktig roll när det gäller att motivera konsumenten att konsumera ekologiska livsmedel. Det anses vidare vara av stor vikt att denna kommunikation fokuserar på rätt värderingar när det gäller ekologiska livsmedel för att uppnå bästa möjliga respons från konsumenten.

    Syfte: Syftet är att beskriva vilka värderingar hos konsumenten som budskapet i marknadskommunikation om ekologiska livsmedel ska fokusera på

    Forskningsfrågor:

    Vilka värderingar angående ekologiska livsmedel är viktiga för konsumenten?

    Vilka värderingar ska ett budskap om ekologiska livsmedel fokusera på för att väcka konsumentens intresse?

    Metod: En tvärsnittsdesign med enkätundersökning som metod för datainsamling

    Slutsats: Budskap om ekologiska livsmedel uppmärksammas idag inte i någon större utsträckning. Dock har konsumenten förståelse för vad budskap om ekologiska livsmedel vill förmedla. Detta gör att slutsatsen kan dras att budskap om ekologiska livsmedel idag inte fokuserar på värderingar som är betydande för konsumenten vilket innebär att det uppfattas men inte når fram på ett önskvärt sätt. De värderingar som visade sig vara mest betydande för konsumenten gällande ekologiska livsmedel var hedonism och säkerhet. Av detta kan slutsatsen dras att dessa värderingar är de som ett företag ska fokusera på för att nå fram med budskap om ekologiska livsmedel.

  • 277.
    Dahlbo, Evelina
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Rehnberg, Edith
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Unisex is the new black: En kvantitativ studie i hur genusmedvetna konsumenters attityder kan gynna​ ​utformandet av fysiska servicelandskap2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Summary

    The purpose of this study is to identify customer attitudes among gender conscious Millennials to establish how physical service landscapes with a gender-neutral concept should be customized. Based on this information recommendations are formulated, accompanied by a model for businesses who intend to integrate a gender-neutral concept with their business profiles.

    This study will present theories regarding sex, gender and the gender-neutral concept, the consumer behaviour concept with a main focus on attitudes, as well as the physical servicescape. The methodology used in this study is of a quantitative character and the empirical material constitutes of a survey with a descriptive analysis. A total of 312 answers were submitted by the respondents of which 259 answers were relevant for the purpose of the study based on the established age range for Millennials; which in this study is consumers born 1980-2000. The choice of Millennials as the object of interest is based on previous research which has found that Millennials are a ​gender-sensitive ​generation, which means that they have a critical view on traditional and stereotypical gender segregation.

    This study can act as a physical base for companies and a theoretical base for researchers to further study the subject since the theory and empirical data indicates that the customer segment ​gender conscious Millennials have an interest of further implementation of the gender-neutral concept in companies in the clothing business. This study contributes with a foundation to a subject well worth further research since a multitude of tendencies indicates that a change is coming, where Millennials are a significant part of this structural change in society. So as not to lose the future customers, companies need to create an understanding for the core of the gender-neutral concept and realize that it’s not about limiting, but to open up design. To make everything allowed for everyone.

  • 278.
    Dahlgren, Sara
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Johnson, Amelie
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Liljenberg, Caroline
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Online Reviews - What Motivates You?: A qualitative study of Customers' Motivation to Write Online Reviews 2015Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Background: To understand the consumers’ motivation to write online reviews is of importance, especially for companies since a large number of reviews have a positive influence on sales. Previous research has been done regarding what motivate consumers to provide user generated content, online word of mouth and also, to some extent, online reviews. However, these studies have primarily been adopted in a quantitative manner. To explore, from customers’ own perspective, the motivation to write online reviews is therefore valuable to add depth to the existing literature.

    Purpose: The purpose of this study is to explore customers’ motivation to write online reviews.

    Research question: What factors motivate customers to write online reviews?

    Methodology: The design of the research is a case study where the data collection method was conducted by semi-structured interviews.

    Conclusion: The result of this study shows that customers’ motivation to write online reviews is due to a variety of situations. The customers are motivated to write to enhance their selfimage, helping both customers and companies, and in some situations to even harm companies. Also, customers were motivated to write to obtain economical incentives. The features of the platform are important, where easiness and the opportunity to be anonymous were preferred.

  • 279.
    Dahlin, Helena
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Heiligers, Samuel
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Pihlblad, Jenny
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Fans och Lojalitet: En studie om hur lojala fans skapas och bibehålls i musikbranschen2013Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Syfte

    Syftet med denna uppsats är att tydliggöra samt klarlägga hur artister och teamen

    kring dessa arbetar för att bygga och bibehålla starka relationer mellan fan och artist.

    Fortsättningsvis vill vi även öka förståelsen kring hur fansen uppfattar denna typ av

    arbete för att upprätthålla relationen.

    Utifrån syftet har vi utvecklat följande forskningsfråga;

    - Vad präglar artistens och dennes medarbetares arbete med relationerna gentemot

    fansen?

    Metod

    Vi har i denna uppsats valt att arbeta utifrån en kvalitativ ansats för att kunna samla in

    relevant information från olika perspektiv och för att få en djupare förståelse för

    ämnet. Vi har intervjuat tio olika respondenter, både fans och inflytelserika personer

    inom musikbranschen. Dessa har genomförts face-to-face, via mail samt över Skype.

    Förutom intervjuerna har vi även analyserat litteratur, artiklar och onlinekällor.

    Slutsatser

    Uppsatsen sammanfattas i ett avslutande kapitel bestående av våra slutliga tankar och

    en kort sammanfattning av svaret till vår forskningsfråga. I detta kapitel presenterar vi

    att relationen mellan artist och fan behöver vara personlig för att en artist ska kunna

    skapa en varaktig lojal fanbase. Vi betonar även att en ständig och ihållande

    kommunikation mellan de två parterna är betydelsefull för att kunna bibehålla en lojal

    relation.

  • 280.
    Dahlin, Peter
    et al.
    Mälardalen University.
    Anderson, Helén
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Havila, Virpi
    Uppsala University.
    Holtström, Johan
    Linköping University.
    Öberg, Christina
    Örebro University.
    Including Customers and Suppliers in the Understanding of Mergers and Acquisitions2015Conference paper (Refereed)
  • 281.
    Dahlström, Christofer
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Schönström, Rebecca
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Segorp, Martin
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Allt du behöver under ett och samma tak: En kvalitativ studie om köpcentrum med inriktning servicelandskap, butiksmix och stödtjänster2016Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Syfte: Att analysera hur olika faktorer kan bidra till ett attraktivt köpcentrum. Inom denna ram är avsikten att tydliggöra betydelsen av servicelandskap, butiksmix samt stödtjänster såväl nuläge som i ett framtidsperspektiv. Detta kommer studeras ur ett managementperspektiv.

    Forskningsfrågor: För att besvara vårt syfte har vi utformat tre forskningsfrågor:

    1. Vilken betydelse har servicelandskap i köpcentrum för att skapa en helhet?

    2. Vilken betydelse har olika kategorier av butiker för köpcentrum?

    3. Vilka typer av stödtjänster är av betydelse för köpcentrum?

    Metod: Uppsatsen grundas på en kvalitativ metod och utgår från ett växelspel mellan en deduktiv och induktiv ansats. Vi har genom semi-strukturerade intervjuer med personer som innehar kunskap inom den valda branschen samlat in den empiriska data som tillsammans med den framtagna teoretiska referensram ligger till grund för vår analys.

    Slutsats: Ett köpcentrum måste idag erbjuda mer än bara shopping då konsumenter bland annat ser det som en mötesplats. Studien påvisar att dagens köpcentrum måste erbjuda en kombination av servicelandskap, butiksmix samt stödtjänster för att skapa en attraktiv handelsplats. De bör erbjuda ett liknande butiksutbud och istället differentiera sig på andra områden så som servicelandskap samt stödtjänster för att attrahera konsumenter. Vi ser att dessa tre delar kompletterar varandra och skapar tillsammans en attraktiv helhet. Utifrån detta drar vi därför slutsatsen att dessa tre delar kan anses vara av lika stor vikt.

  • 282.
    Dalberg, Love
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Tellström, Amanda
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Tobon Spånglund, Ingmarie
    Linnaeus University, School of Business and Economics, Department of Marketing.
    ”Navet i hela grejen”: En kandidatuppsats om sociala mediers betydelse för crowdfunding inom musikbranschen2017Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The purpose of this paper is to examine and analyze the creators experience with crowdfunding. We also want to research the meaning of social media and how it is used when it comes to running a crowdfunding campaign within the music industry. This is a qualitative study that is based on eight interviews with musicians, festivals and experts within crowdfunding.

     

    The results in this study show that there is a lot of work behind running a campaign. Social media is of great importance for the success of a crowdfunding campaign. The creators presence on social media contributes to the development of relationships, more committed followers and also long-term relationships. Furthermore, the brand can be strengthened by being active on social media during the campaign. A good post on social media should consist of personal content and other qualitative features. They need to be personal, emotional, clear, contain a story of success and call to action.

  • 283.
    Danielsson, Karin
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Jönsson, Matilda
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Kunskap före köp: En studie om hur internetbaserade återfösäljare hanterar prisjäförelsesajters påverkan av pris och konkurrens2007Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
  • 284.
    Danielsson, Lukas
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Toss, Ronja
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Is Big data too Big for Swedish SMEs?: A quantitative study examining how the employees of small and medium-sized enterprises perceive Big data analytics2018Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    Background: 

    Marketing is evolving because of Big data, and there are a lot of possibilities as well as challenges associated with Big data, especially for small and medium-sized companies (SMEs), who face barriers that prevent them from taking advantage of Big data. For companies to analyze Big data, Big data analytics are used which helps companies analyze large amounts of data. However, previous research is lacking in regard to how SMEs can implement Big data analytics and how Big data analytics are perceived by SMEs.

    Purpose: 

    The purpose of this study is to investigate how the employees of Swedish SMEs perceive Big data analytics.

    Research Questions:

    How do employees of Swedish SMEs perceive Big data analytics in their current work environment?

    How do the barriers impact the perceptions of Big data analytics?

    Methodology:

    The research proposes a quantitative cross-sectional design as the source of empirical data. To gather the data, a survey was administered to the employees of Swedish companies that employed less than 250 people, these companies were regarded as SMEs. 139 answered the survey and out of those, the analysis was able to use 93 of the answers. The data was analyzed using previous theories, such as the Technology Acceptance Model (TAM).

    Findings:

    The research concluded that the employees had positive perceptions about Bigdata analytics. Further, the research concluded that two of the barriers (security and resources) analyzed impacted the perceptions of the employees, whereas privacy of personal data did not.

    Theoretical Implications:

    This study adds to the lacking Big data research and improves the understanding of Big data and Big data analytics. The study also adds to the existing gap in literature to provide a more comprehensive view of Big data.

    Limitations:

    The main limitation of the study was that previous literature has been vague and ambiguous and therefore may not be applicable.

    Practical Implications:

    The study helps SMEs understand how to better implement Big data analytics and what barriers need to be prioritized regarding Big data analytics.

    Originality:

    To the best of the author’s knowledge, there is a significant lack of academic literature regarding Big data, Big data analytics and Swedish SMEs, therefore this study could be one of the pioneer studies examining these topics which will significantly contribute to current research.

  • 285.
    Danielsson, Matilda
    Linnaeus University, School of Business and Economics, Department of Marketing.
    The current need for energy efficiency on the market for residential and commercial properties: -    A qualitative study on the situation of energy efficiency in properties today and the service offer, from a consumer perspective.2013Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    Title: The current need for energy efficiency in residential and commercial buildings; a qualitative study on the situation for energy efficiency in properties is today, from a consumer perspective.

    Key words: Energy efficiency, energy efficiency services, efficiency needs, property managers, property owners,

    Background: Energy efficiency is something that could help preserve the resources we have and to get maximum output from the efforts put in. Sweden has as a member of the EU goals of rationalization the energy use and reducing the emissions, CO2 in particular. The objectives for Sweden are a reduction in greenhouse gas emissions with 40 percent, a share of renewable energy by 50 percent, a more efficient energy use by20 percent and a share of 10 percent of renewable energy in the transport segment. These objectives are to be met by 2020 and will be related to the levels of 1990. The market of commercial and residential properties is large and could with the right tools help with improving energy efficiency and reduce emissions in society. As all organizations have their activities in some type of building, they are all concerned with this.

    Research question: How is the situation of the need for energy efficiency on the market for residential and commercial properties, from a consumer’s perspective?

    How should the offer from energy consultants be designed from a consumer’s perspective?

    Methodology: Interviews have been carried out with 28 participating respondents managing or owning properties on the market for residential and commercial buildings in Sweden. The respondents were chosen with a convenience sample from the total population. The collected empirical information was analyzed through interpretation of words and patterns were identified.

    Result: The need for energy efficiency on the market for residential and commercial buildings is rather strong. Organizations are interested in the potential savings that can be made by working with energy efficiency questions and are therefore investing to a large extent in this field.

    First and foremost the clients emphasize that the social factor is very important when doing business with any company. The social aspect of a service should definitely be handled with great caution and be adaptable to each consumer with specific needs. Other than that of course the competence of the consultant company is a significant feature in a service, if not the most essential one.

  • 286.
    De Jong, Stefan
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Svensson, Peter
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Sustainable drivers and performance in Corporate Social Responsibility2014Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Purpose

    To determine sustainable Resource Based View drivers (RBV) (i.e. resources, capabilities) and motivation for the successful (i.e. positive Financial (FP) / Social Performance (SP)) implementation of Corporate Social Responsibility (CSR) in the strategies of top performing companies in regards to CSR. In addition to find out how these drivers are being nourished, developed and utilized in order to contribute to the sustainable development in companies.

    Design/ Methodology/ Approach

    Interviews are held with CSR-managers from top performing companies based on their engagement and performance in CSR. In addition, their Corporate Responsibility (CR) reports are observed in order to apply triangulation on the company’s engagement in CSR. Furthermore shall reports by third party organizations be observed to get multiple perspectives on the concept of CSR and Sustainability? Lastly an exclusive guest lecture at Linnaeus University is attended which provided insight on corporate partnership in regards to CSR from the point of view of a charitable organization.

    Findings

    The most important non-financial drivers of CSR and Sustainability are; knowledge flow, capabilities and competence. Knowledge can be acquired through active engagement with all the company’s stakeholders, especially by collaborating with universities and for example charitable organizations. Companies have invested in the training of top level management in their understanding of the importance of CSR and Sustainability. This is because the top level management is seen as the driving and deciding force within the company to engage in CSR and Sustainability. Some companies have invested research in the understanding of their stakeholders’ perceptions on Sustainability issues which they deem as most important.

    Delimitations/ Limitations

    This research investigates the non-financial drivers (i.e. sources and antecedents) of CSR and Suitability in order to invest in and develop the drivers with the purpose of further developing Sustainability. This research is primarily focussed on Swedish companies as they seem to be further advanced in this subject due to for example legislation and the fact that Sweden is one of the most prosperous countries in the world. The purpose of this research is not to generalize the findings, but to provide insight so other companies could learn and develop themselves further in their pursuit for Sustainability.

     Implications

    In order to develop Sustainability further companies need to create tighter collaborations with especially universities as the managers and business leaders for the future, but also other employees, are the students of today. Especially business students complain about the way their subject is being taught as it fails to thoroughly address current and future business problems. Furthermore the concept of Sustainability should be taught not only at universities but at high schools as well, because the society as a whole needs to collaborate to deal with the mega forces that await us in the not too distant future.

     Originality/ Value

    CSR finds itself in a cross-section in academic literature between different affecting disciplines. By combining the different disciplines the authors want to contribute to sustainable development and competitive advantage in CSR-strategies by examining top performing companies who are (perceived to be) well advanced in this subject. Previous research has primarily focussed on proving the relationship between implementing CSR and positive Financial Performance (FP) as the driver of CSR. Much less have other antecedents to CSR been investigated with purpose of further improving sustainable development.

  • 287.
    Dedic, Arnela
    Linnaeus University, School of Business and Economics, Department of Marketing.
    The phenomena of Online Purchasing: Why do consumers make the choice of canceling their purchase online?2017Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Purpose: This study aims to identify the most influential aspects that affect the consumer’s behavior regarding purchasing online, also why consumers choose not to complete their purchase or actually do complete it. 


    Research questions: How do an online retail store companies create a consumer experience resulting in a purchase or cancellation, and how do consumers perceive online experience?

    Methodology: A qualitative research approach was conducted, utilizing semi-structured interviews with two online retailing stores and five online consumers.

    Conclusion: The wants and needs in order to fulfill a purchase is the same for the companies and the consumers. However, the companies are clearly lacking on some aspects since they both confirmed that they have plenty of cancellations and items left in the basket.  Consumers base their knowledge on previous experience, and companies base their knowledge on their own investigations. The connection is lost sometimes, and then i results in cancellations and left items.

  • 288.
    Degerman, Isabel
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Eckerbom, Johanna
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Gu, Hong
    Linnaeus University, School of Business and Economics, Department of Marketing.
    How do B2B companies approach CRM and the management of customer data in today’s era of social media and GDPR?: A Multiple Case Study2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    This multiple case study focuses on the customer relationship management (CRM) processes and the management of customer data within two international business-to-business (B2B) companies based in the southern parts of Sweden. 

    This study explores and compares these companies’ approaches to CRM in today’s era of social media and the General Data Protection Regulation (GDPR). A qualitative research method in the form of 12 semi-structured interviews were conducted and later analyzed through coding using grounded theory.  

    The findings of this study show that the companies studied work in both different and similar ways when it comes to CRM, with one having recently implemented a new CRM system while the other relies on their enterprise resource (ERP) system for the same purposes. Neither company are proactively using social media and although both companies have taken action to adapt to the new rules set by the GDPR, neither seem to know exactly how it works.

    Through its theoretical-, managerial-, as well as social policy implications, this study contributes to the existing research on CRM in a B2B context by providing a contemporary perspective which takes into account the influence of social media and the GDPR.

  • 289.
    Delemazure, Olivier
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Mallégol, Olivier
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Laplanche, Vincent
    Linnaeus University, School of Business and Economics, Department of Marketing.
    The effect of the senses on consumers experience in clothing stores2018Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    This research explores the sensory marketing and more specifically the effect of the senses on consumers experience in the clothing distribution sector. The purpose of this paper is to understand if all the senses have an effect on the customer experience in clothing stores. To do this a primary quantitative data has been collected through a questionnaire from clothing store customers to assess the effect of different senses on their consumer experiences. The results obtained by the analyzing of the questionnaire through regression analysis concluded that there are two senses that really stand out of the lot, firstly the smell then secondly the sight.

  • 290.
    Delgado Forrich, Katherina
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Lindberg, Liza
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Wihlborg, Anna
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Displaytekniker i en heminredningsbutik: En kvantitativ studie om displayteknikers påverkan på försäljningen2016Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    This study aims to exam which display technique of “grouping”, “layers” and “repetition” that generates the highest amount of units sold in a home furnishings store. Another aim is to describe display techniques and analyze their impact on the highest amount of units sold and to provide recommendations to the home furnishing store. During this study no information has been found in existing literature on which display technique that generates the highest amount of units sold and how it supposed to be used in order to maximize sales. It’s considered to be a problem and therefore the study is important. In the theoretical framework the sales effect of the special displays and the three display techniques will be presented. Based on the theory three hypotheses were made in order help answering the research question. IKEA has been chosen as the examination object and their intern manuals has been studied to be able to collect empirical information in order to accomplish the field experiment which is the design of the research. Tests as a contingency table and Spearman’s rho has been performed on the data, the amount of units sold, that has been handed over by IKEA. The experiment lasted for three weeks that resulted in 21 measurement points and these were entered and analyzed in a computer program, SPSS. The result of the study shows that when the display technique “layers” was exposed the highest amount of units were sold. However a connection couldn’t been made between display technique and amount of units solds. Since none of the tests had an significant level below (p) 0,05 which resulted in that the produced tests has low credibility. A reason to that none of the results were significant could be due to that the amount of measurement point were not enough. The conclusion is therefore that the display technique doesn’t have an impact on the amount of units sold and that the consumers is shopping regardless which display technique they are exposed to. 

  • 291.
    Demse, Habtesilase Ketema
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Challenges of Multimodal Transport Services:The Case of Ethiopian Shipping and Logistics Service Enterprise: Ethiopia- Sweden-Denmark and UK trade routes operation2018Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Abstract

    Purpose: is to identify the challenges of multimodal transport service of ESLSE in the Europe trade routes operation from origin up to destination and to analyze the contribution of network partners to ESLSE solving these challenges.

     

    Design\Data collection\Approach: This thesis relied on qualitative research design in order to identify the key challenges of multimodal transport services and to show how the network partners contribute to solving these challenges. Moreover, to achieve the objective of the study, semi structure interviews were used, and the responses from 14 experts were analyzed.

     

    Theoretical framework: The theoretical base and concepts are used to determine the theoretical boundaries of the research. It provides an overview of the literature that exists in the challenges of multimodal transport services. The theoretical framework firstly encompassed the logistics performance and personnel, followed by the description of multimodal transport services, customs facilitation, ICT, infrastructure, network partner integration and port administration. Lastly, theoretical synthesis is developed that are identified from the theory to demonstrate the interrelationship between individual concepts.

     

    Findings: The findings of this study revealed that multimodal transport service was impacted by a number of challenges even if the network partners contributed some solutions. The results of the study showed that the lack of skilled logistics personnel; poor ICT system; lack of integration between network partners; lack of effective infrastructure; inadequate and ineffective capacity of trucks; material theft; corruption; security risk; lack of prompt response in the operation between network partners; monopoly of the operation by ESLSE; and lack of quality of transported cargo are the main challenges for multimodal transport services.

    Managerial implication: For managers of network partners, it is recommended that they should be aware that the challenge of multimodal transport service is the result of poor ICT systems; lack of integration between network partners; lack of effective infrastructure; lack of skilled logistic personnel; inadequate and ineffective capacity of trucks; material theft; corruption; security risk; lack of quality of transported cargo; and lack of prompt response in the operation between the network partners Hence, they should take action to solve the problems by integrating with shipping agents and steering committees such as customers office, transport minister, and maritime authority. Moreover, the shipping agents managers can use the results of the study to enhance their contribution in order to solve the challenges of multimodal transport services by communicating with the ESLSE.

     

    Limitations: The small sample size without adequately diverse geographical spread and sample of shipping agents and dry ports since the study is only limited to Europe trade routes and it did not take in to consideration other continents like Africa and Asia which could have given additional information on the topic. The sample of shipping agent and dry ports was limited with 3 out of 11 and 3 out of 7 respectively.

     

    Originality\Value: This thesis is one of the first to analyze the challenges of multimodal transport in the case of Ethiopia to Europe trade operation by interviewing both the ESLSE and shipping agents.

  • 292.
    den Adel, Menno
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Müller, Tobias
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Re-Internationalisation: Exploring Opportunities in Turbulent Environments2017Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Our thesis is based on the constantly changing internal and external environment causing firms to increase or decrease their internationalisation efforts. The focus of this thesis is going to be on describing the process of re-internationalisation, including the different stages of de-internationalisation, time-out, and re-entry as well as identifying the influences of the internal and external environment on the process of re-internationalisation.

     

    The influences of the internal and external environmental on the process of re-internationalisation are analysed and accompanied by secondary data about the German biogas market, which the case company is considering to re-entry. The aim of the thesis is to contribute to existing literature by exploring the process of re-internationalisation and its stages of de-internationalisation, time-out and re-entry, to enhance the understanding of SME internationalisation patterns, and the influence of the internal and external environment

     

    The process of de-internationalisation for the case company was characterised by a lower degree of market commitment in contrast to a complete exit. The degree of commitment was maintained during time-out stage, but due to changes in the internal and external environment a move towards re-entering the market was considered. The main influences, found in this single case study, can be separated along the stages of de-internationalisation, time-out and re-entry. The de-internationalisation was mainly driven by poor economic results and a lack of resources. During the time-out, the company’s acquisition led to a change in firm objectives. The re-entry was mainly influenced by changes in institutional policies and the previously altered company objectives caused a consequential increase in resources. The change in institutional policies was perceived as a business opportunity. However, the analysis of the case company’s market showed a deviation between perceived and actual business opportunity, highlighting the importance of acquiring up-to-date market knowledge.

  • 293.
    Denckert, Emilia
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Pankko, Linnéa
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Vad får dig att stanna?: En studie om varumärkeslojalitet hos konsumenter av livsmedelsprodukter i dagligvaruhandeln2016Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    Authors: Emilia Denckert and Linnéa Pankko

    Supervisor: Lecturer Åsa Lindström

    Examiner: Professor Bertil Hultén

    Faculty: School of Business and Economics at Linnaeus University

    Programme: Business Administration and Economics Programme

    Course: Degree Project in Marketing, The Business Administration and Economics Programme

    Title: What makes you stay?

    Research question: What attributes are the basis for brand loyalty among consumers of food products in grocery stores?

    Purpose: The purpose of this thesis is to analyze and determine the attributes of a product and a brand that helps consumers build up a loyalty to that brand. The study will explain each attribute, as well as combinations of these, and clarify whether they are the basis of consumers’ loyalty to brands of food products sold in grocery stores. Furthermore, the study intends to fulfill a subsidiary aim, which is to give implications to Smiling Group AB about what attributes that generates brand loyalty. The result of this study will thus also assist with data for corporate development of marketing strategies, which in turn can affect brand loyalty positively.

    Method: This thesis has a deductive approach. Furthermore, combinations of quantitative and qualitative methods have been used. The collection of the study's primary data has taken shape both as a survey, and as in-depth interviews.

    Results and conclusions: We have stated that the quality and price are the attributes that to the greatest part is the basis for brand loyalty among consumers of food products in grocery stores. Furthermore, we have established three combinations of the five attributes that are included in the study and what groups of consumers who prefer which combination.

    Theoretical and practical contributions: The theoretical contribution partly consists of identification of some of the attributes which form the basis of a brand loyalty among consumers of food products in grocery stores. We have also added consumer engagement as an aspect which should be taken into consideration when this type of brand loyalty is studied. We have practically contributed by implications to Smiling Group AB about how they should relate to the study’s five attributes, and combinations thereof, to generate brand loyalty. This also contributes practically to other companies in the industry, since they can use the study's findings and conclusions as a basis for the design of future marketing strategies. 

    Key words: Brand loyalty, brand, loyalty, attribute, consumers, grocery store, food industry 

  • 294.
    Deplasse, Julien
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Jacinaite, Lina
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Business Relationships in the context of De-internationalization: A Case Study of Swedish SMEs2013Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Every firm in the world in one way or another is touched by the prevailing globalization trend. In order to survive in the 21st century businesses in every industry are taking steps to expand through trade outside their home markets.  Thus this global expansion evokes stimulus by firms to internationalize. The internationalization process of firms has been studied extensively among various business scholars with the main focus on the growth or positive development of firms. However, an area which has received fairly limited attention is the de-internationalization process. In this field the role of small and medium sized enterprises (SMEs) under non-crisis conditions, where this phenomenon is seen as a strategic decision of firms or subsequence of internationalization process rather than a market failure, has been underestimated.

    This paper aims to contribute to the theoretical understanding of cross-border activities of small firms by looking into business relationships as a new perspective on analyzing de-internationalization motives. This was studied through a qualitative case study of Swedish SMEs operating globally. Interviews with sales and marketing directors of the companies together with secondary data compose the gathered empirical data for analyzing de-internationalization process. The study sheds light on business relationship constructs - dependence, bond, investment, and atmosphere - and their influence on the key factors for internationalization - trust, knowledge and commitment - which in turn determine the strategic decision by firms to reduce their market involvement in foreign markets. It has been found out that these key factors of internationalization were affected by the relationship constructs mostly negatively: the market knowledge in majority of cases was lacking due to the weak bond, the commitment determined by unbalanced dependence and reduced investment has gradually decreased along the time and the level of trust influenced by a negative atmosphere was not sufficient enough which played a decisive role on the reduced level of market involvement by firms. Thus the results of the study indicate that unfortunate business relationships influenced the decision of three case companies to de-internationalize through the key factors of internationalization. 

  • 295.
    Deviatykh, Marina
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Sobakina, Ekaterina
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Dynamic capabilitites and growth strategy sustainability: A case-study of Russian high-growth private companies2014Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    Companies operating in emerging markets face highly turbulent and complex environments. Russia is no exception; the firms acting on the Russian market perform in the conditions of economic instability, energy export dependence, state bureaucratic constraints and unfair competition from the part of oligarchic groups. However, despite all these challenges, more and more private owned companies manage to enjoy high growth and margins. A critical group of firms are the so-called high-growth private companies. These firms arouse special interest since they are believed to be main growth generators and, particularly in Russia, could become a key to new economic growth model. Operating in a highly turbulent Russian market requires companies to adopt and continually develop their strategies to quickly changing conditions in order to sustain growth and stay competitive in the long term. This can be achieved with the help of dynamic capabilities which serve as one of the sources of sustainable competitive advantage. However, there is a lack of research on Russian high-growth private companies and their growth strategies, even in Russian academic circles. The purpose of this study is to explain the sustainability of growth strategy by describing the linkages between Russian high-growth private companies’ dynamic capabilities, choice of growth strategy and sustainability of this growth strategy. This was studied through a qualitative multiple-case study of five Russian high-growth private companies within the IT-industry, which is one of the most rapidly developing industries in Russia. Interviews with CEOs and managers of the companies together with secondary data represent the gathered empirical data. Key issues such as companies’ dynamic capabilities, growth strategies, competitive advantages as well as the sustainability of companies’ strategies were analysed based on the empirical data. The results of the study indicate that the sustainability of company’s growth strategy depends on (1) combination of different strategic scopes (2) growth strategy foundation on company’s dynamic capabilities (3) sustainability of competitive advantage it provides (4) successful management of all the interconnected dimensions of growth. All five case companies possess sustainable competitive advantages and pursue sustainable growth strategies with a number of potential weaknesses. The study contributes to the knowledge of Russian high-growth private companies and their growth strategies as well as sustainability of growth strategies. Finally, we make recommendations for the case companies based on the results. Companies can sustain growth by building new competences and making certain changes to the existing strategies.

  • 296.
    Devine, Åsa
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Building a Microfoundation on the basis of the Upper Echelon Theory2014In: Strategic Management Society Special Conference 2014, 2014Conference paper (Refereed)
  • 297.
    Devine, Åsa
    Linnaeus University, School of Business and Economics, Department of Marketing.
    The importance of top leaders for international diversification: an empirical study of Swedish SMEs2013In: Paper presented at EIASM 4th workshop on top management teams and business strategy, Top management teams in an international context: an institutional perspective, Copenhagen, Denmark, October 17-18, 2013, EIASM , 2013, p. 1-18Conference paper (Other academic)
    Abstract [en]

    Purpose - To explain the importance of top leaders on international diversification among SMEs.

    Design/methodology/approach – Empirical data was collected among 98 micro, small and medium-sized furniture producers in Sweden using a survey questionnaire. The impact of top leader characteristics on international diversification was assessed using multiple linear regression analysis.

    Findings – The result is in line with the strategic choice perspective, and upper echelon theory, in that individuals impact the organizational behavior through strategic decisions. More precisely, the top leader’s attitude was found to have a strong direct impact on the firm’s international behavior, i.e. international diversification. Also, the top leaders’ foreign experience from living and working abroad had an impact on international diversification. Finally, market knowledge measured in terms of current customer certainty impacted international diversification positively. Of the control variables, only firm size appeared to be of any importance, with an increase in size having a positive impact on international diversification.

    Research limitations/implications - The empirical data used originate from within a highly homogeneous group of companies, restricting generalization of the results. In addition, the number of respondents was low. The key informant approach was used, and thus collecting empirical data from other individuals constituting the corporate elite of the firm could be valuable.

    Originality – In many studies striving to explain firm behavior the value of including cognitive measures is emphasized. Still demographic data frequently substitute for lack of cognitive data. Here, both demographic and cognitive measures at top leader level are included. In addition, while the association between the top leader of SMEs and the firms’ international behavior has been well researched, the impact of the top leader on the firm’s international conduct has been described as relatively unexplored. Here, such impact is in focus.

  • 298.
    Devine, Åsa
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Sandell, Michaela
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Exploring the intra-organizational journey of a vague management concept through a translation theory lens2019In: Proceedings of the 11th International Joint Conference on Knowledge Discovery, Knowledge Engineering and Knowledge Management: September 17-19, 2019, in Vienna, Austria / [ed] Jorge Bernardino, Ana Salgado & Joaquim Filipe, SciTePress, 2019, Vol. 3: KMIS, p. 56-61Conference paper (Refereed)
    Abstract [en]

    In the quest for change, management at times introduces vague management concepts in organizations. The use of such a concept instigates translation journeys, which may end in affecting an organizations competitive advantage. While performance outcomes of change are pertinent, it is the journey towards change that is emphasized here based on translation theory. This study explores the intra-organizational journey of the vague concept “knowledge platform” within a business school. The empirical data originates from 102 written documents dating from 2009 to 2018 produced by faculty and departmental levels. The data coding reveals six distinct subseries which together depicts how the knowledge platform passes through phases of de-contextualization and contextualization as it travels iteratively between the source and recipient contexts.

  • 299.
    Devine, Åsa
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Sandell, Michaela
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Promoting deep learning in Marketing Strategy through integration of a tri-sequel role play2017In: Paper presented at the Strategic Management Society 27th Annual Conference, Houston, USA, October 28-31, 2017, Strategic Management Society , 2017Conference paper (Refereed)
    Abstract [en]

    Marketing Strategy is by its nature difficult for students to grasp. The subject is abstract since the students most often have not yet encountered the ideas, processes and concept in their working life. One way to overcome this difficulty is to deploy active learning. We have in our course Cases in Marketing Strategy made use of the active learning technique of role play in order to make the concepts more fathomable for the students and also through deep learning have the students make them their own. In our experience of role play we have run into some obstacles, such as, reluctance to participate which we will discuss in this paper as well as suggest changes for improvement.

  • 300.
    Dietrich, Martina
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Fletcher, Audrey
    Linnaeus University, School of Business and Economics, Department of Marketing.
    So Far, Yet So Close.: An Examination of the Impact of Psychic Distance on Online Purchasing Behaviors of Consumers from five Countries2017Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The phenomenon of psychic distance has been thoroughly researched regarding its influence on the internationalization patterns of firms into foreign markets. Psychic distance has been determined by a plethora of existing literature as an inhibitor to trade; however, much of this research only takes on the perspective of the firm. The construct of psychic distance has primarily been examined on the supply side, while a lack of literature exists examining the impact of psychic distance from the consumer’s perspective. Furthermore, the academic world has devoted little attention to applying the psychic distance construct to e-commerce, especially in terms of retail.

    Due to the continuously rising significance of e-commerce, especially in terms of cross-border retail, understanding the way in which consumers perceive foreign international online vendors (IOVs) is essential to business success. This thesis contributes to the existing research regarding psychic distance, by seeking to answer the following research questions:

    "How do varying levels of perceived psychic distance impact the online purchasing behaviors of consumers?" and "How does the impact of perceived psychic distance on purchasing behaviors vary based on consumer’s nationality?". To answer these questions, empirical data is collected through the conduct of five focus groups of varying nationalities, each either containing consumers of French, German, Swedish, Russian or Chinese nationality. The analysis of empirical data is built upon a theoretical foundation using the conceptualization of distance defined by Dow & Karunaratna (2006), consumer nationality and retailer country of origin (COO).

    The findings of this thesis conclude that perceived psychic distance likely has somewhat of an influence on consumer online purchasing behaviors. However, factors such as development level of retailer COO, retailer COO familiarity, development level of consumer nationality, and consumer ethnocentrism have more measurable impacts on the purchasing behaviors of consumers in the online retail context.

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