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  • 301.
    Diliwi, Avesta
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Ullberg, Christopher
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Jevinger, Johanna
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Likelihood of Using Online Personalization Services: An Explanatory Study2017Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Bachelor Thesis in Business Administration. Bachelor of Science with Specialization in Marketing – Main Field of Study: Business Administration. School of Business and Economics at Linnaeus University, Course Code 2FE21E, 2017. 

    Title: Likelihood of Using Online Personalization Services: An Explanatory Study

    Authors: Avesta Diliwi, Christopher Ullberg and Johanna Jevinger

    Supervisor: Michaela Sandell

    Examiner: Åsa Devine

    Background: Online personalization is the result of the rapid technological and digital development where consumers are provided products, services and content based on their individual preferences. Various research has been conducted regarding what factors influence the utilization and acceptance of personalization but does not provide a holistic view on the unified relationship of the recurrent variables of value for personalization, concern for privacy and trust building factors towards likelihood of using online personalization services.

    Purpose: The purpose of this research is to explain the relationship of value for personalization, concern for privacy, and trust building factors with the likelihood of using online personalization services.

    Methodology: This research replicated Chellappa and Sin’s (2005) research by modifying their theoretical model and testing it in another context. An explanatory, deductive, quantitative research approach and cross-sectional research design were utilized within this research, where self-completed questionnaires were distributed online with a number of 228 valid responses collected.

    Findings: The findings demonstrate that the new theoretical model is significant and that it explains the likelihood of using online personalization services with 62,3%. Value for personalization and concern for privacy are considered highly significant and are thus accepted hypotheses, while trust building factors is not considered significant and therefore rejected.

    Conclusion: This research provides an insight into consumers’ usage decision in regards to likelihood of using personalization. It also provides a furthering on prior research in regards to a theoretical development, the modified model tested in a new context, but also in the findings in how the three independent variables affect the dependent variable. In addition, this research provides support for practitioners of online personalization services to understand which factors actually affect consumers’ usage decision, and can potentially develop strategies accordingly.

    Keywords: Personalization; Online Personalization Services; Likelihood of Using Online Personalization Services; Value for Personalization; Concern for Privacy; Trust Building Factors 

  • 302.
    Dimitrova, Polina
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Sin, Isa
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Digital Marketing in Start-Ups: The role of digital marketing in acquiring   and maintaining business relationships2018Independent thesis Basic level (degree of Bachelor), 15 credits / 22,5 HE creditsStudent thesis
    Abstract [en]

    This study aims to explore the usage of the digital marketing to acquire and maintain business relationships, or more specifically, digital marketing in B2B start-ups within the Swedish market. Digital marketing is essential for businesses nowadays and has become a significant factor for business companies for improving and implementing their marketing strategies. Furthermore, business relationships have always taken an essential role among companies especially today due to the heightened level of digitalization. This case study attempts to answer two main research questions which this paper investigates on. To provide an exhaustive answer to the research questions: “How digital marketing contributes to acquiring business customers in B2B start-up context?” and “How digital marketing contributes to maintaining business customers in B2B start-up context?”, digital marketing approaches of eight respondents, theoretical implications and additional information will be examined in the upcoming chapters.

    The study concludes, that it was found that digital marketing is understood as an innovative and effective method for attracting, maintaining and building business relationships. However, the lack of resources is one fundamental reason why start-ups have difficulties in acquiring and maintaining business customers in practicing through digital marketing. Additionally, it was found that digital platforms and tools such as websites, industry specific platforms, and blogs provide the highest advantage for start-ups. Moreover, social media platforms like Instagram, LinkedIn and Facebook were in most use for presenting content that is informative, educational and honest.

    Digital marketing strategies in acquiring and maintaining business relationships are indicated in the analyses which give sufficient details in answering the research questions. The paper will provide suggestions for doing further research in improving the current topic in digital marketing.

  • 303.
    Disby, Emelie
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Engagemang i sikte!: En kvalitativ studie om sociala medier vid relationsskapande inom B2B - ur kundernas perspektiv2016Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    Research question: In what way can social media be used to engage business-to-business customers to relationship-building?

    Purpose: The purpose of this thesis is to analyze and interpret what engages customers to relationship-building, and how social media can be used in this context. I also intend to give the company LEAX Falun AB a glimpse of an innovative way to reach out to customers. Furthermore, I aim to provide a basis for the company’s decision making about changing the existing marketing strategy to reach out to customers.

    Method: This thesis has been conducted as a qualitative research with an exploratory purpose and an inductive approach. Data has been collected through interviews and analyzed through a qualitative data-analysis.

    Results and conclusions: I can conclude that there is potential in some of the features of social media that B2B customers believe, can give them increased value during the information seeking process, when they are searching for new suppliers. Informationcommunication on social media, if done properly, can engage B2B customers on both a rational to an emotional level.

    Theoretical and practical contributions: Theoretically, this thesis contributes to fill an identified knowledge gap, this by a revised research model. Practical contribution is given through this thesis by providing LEAX Falun AB with recommendations regarding how they can improve their use of social media for business purposes, and by showing them an innovative way to reach out to customers.

  • 304.
    Dittberner, Kajsa
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Åström, Emelie
    Linnaeus University, School of Business and Economics, Department of Marketing.
    The complexity of operating in a country rich in resources, yet constrained by its core: A qualitative case study of the South African business environment and how Swedish SMEs establishment are affected by economic and political changes2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Since 1994, South Africa has undergone comprehensive political and economic changes in a positive direction, however, the country’s business environment still constitutes of corruption and inequity. The purpose of this thesis was to investigate how South Africa’s business environment affects Swedish SMEs establishment in the country. The methodology chosen for this research was a qualitative multiple case study with an abductive approach. The theoretical framework was established based on various theories related to business environment, internationalization and risk management, these theories was interlinked into a conceptual framework. In the empirical chapter, the primary data gathered from four cases was presented and thereafter analyzed together with the conceptual framework. The research concludes that the South African business environment affects the Swedish SMEs business activities in the country differently, depending on the firm’s size. The last decade’s political changes have generated in a more cautious approach among Swedish SME and their establishment in the country. Lastly, limitations of the research and recommendations for further research is outlined.

  • 305.
    Djogic, Edina
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Nilsson, Agnes
    Light me up: En studie om hur ljus kombinerat med färg påverkar konsumentbeteendet i klädbutiker2017Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
  • 306.
    DO XUAN, KHOA
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Van Looy, Yannick
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Market entry timing and associating factors: A case study of Swedish firms2014Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Abstract

    Keywords

    Market entry timing, associating factors

    Background

    Market entry timing is an important concept that influences the success of firms in international business. Companies earn big profits due to their perfect market entry timing. In contrast, McKinsey 2005 report showed that for every successful entry, there are four failures. On the other hand, the academic world also pays attention to entry timing by investigating its associating factors. Since there are gaps in academic research together with the need for deeper understanding, this thesis is dedicated to market entry timing.

    Purpose

    The purpose is to understand associating factors and their relation to foreign market entry timing.

    Method

    This study is a multiple case study exploratory research analysed through pattern finding for qualitative research. Semi-structured in-depth interviews were conducted with four companies. Conclusion There are nine factors associating with entry timing decisions: home and host country characteristics, firm capabilities and characteristics, competition, cultural distance, economic factors, Window of Opportunity, Word-of-Mouth, Stepwise internationalization, near-market knowledge. The research focuses on the last four factors and their influence in entry timing were discovered. Window of Opportunity can be perceived as “right business connections” and companies tend to enter foreign markets once they find the right business connection. Word of Mouth has an impact on entry timing in the situation that firms can be prompted to enter foreign market when positive Word of Mouth effect existed. Stepwise internationalization is the choice of firms, whose entry timing would be slower than other options. Near-market knowledge of the economic system can be transferred between countries that firms operate in and firms will be likely to enter market when they gain necessary knowledge of a similar economic system. 

  • 307.
    Dolk, Emil
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Eriksson, Mikael
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Prognostisera i en hållbar era: Utvecklandet av en prognosmetod som värderar hållbara evenemang2016Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    Authors: Emil Dolk & Mikael Eriksson

    Mentor: Anders Hytter

    Examiner: Bertil Hultén

    Course: Master Thesis 30 credits, Master of Business and Economics, Marketing, Linnaeus University, Kalmar. Spring 2016, 4FE63E

    Name of report: Forecasting in a sustainable era.

    Research Question: How could a method for forecasting sustainable events be designed?

    Purpose: The main purpose of this study is to develop a method for forecasting whether events are sustainable or not for a destination, from an economical, sociocultural and environmental perspective. This method can be used as a decision support in the daily work with choosing which events to invest time and money in.

    Method: The study has an inductive approach, and both a quantitative and qualitative research method have been used. Some empirical data have been collected via surveys, but mainly through qualitative interviews with practitioners within the event industry.

    Results and conclusions: The study has developed a three factor forecast method. The economic factors are Visitors, Overnight stays, Sponsor revenue, Job opportunities and Participants. The second set of factors, sociocultural factors, are Media interest, Volunteer work and Goodwill factors. The third set of factors, environmental factors, are Environmental certification and carbon offsetting, Food and beverages, as well as Transportation and waste.

    Theoretical and practical contribution: The study does theoretically contribute to a new way of forecasting, above all, the environmental factors of an event. The practical contribution is a forecasting method which can be used by practitioners as a decision support when choosing to invest in an event or not.

    Keywords: Sustainability, events, forecast evaluation, destination development, economy, sociocultural factors, environment.

  • 308.
    Draguanova Mihaylova, Melliz
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Guldberg Lindqvist, Jennifer
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Matthys, Matilda
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Sustainability is here to stay: A quantitative study on the impact brand equity has on purchase intention2018Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    It is important for companies to reach their goal of marketing success and a way for them doing so is to improve their sales and differentiate themselves from their competitors. There is in fact a need for companies to focus on sustainable consumption and how customers are influenced by purchasing these products. Since several research has been studying the impact brand equity has on purchase intention, this paper intends to explain this impact further by adding the context of sustainability. In order to explain this, this paper used a quantitative approach where a survey was sent out. A total of 220 responses were collected and the answers given were calculated through the program SPSS. In SPSS a multiple regression line was conducted where the results could be found, where the developed hypotheses showed acceptance or rejection. The result showed that the variables of brand equity had different levels of impact, where three out of four hypotheses were accepted. Even though one of the variables was rejected, the overall representation of brand equity had a positive impact on purchase intention when the context of sustainability was added. 

  • 309.
    du Rietz, Marie
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Karlsson, Malin
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Besökare, invånare och näringsliv i symbios: En studie om regional platsmarknadsföring2013Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Syfte: Syftet är öka förståelse för hur kommuner har valt att arbeta med platsmarknadsföring för att attrahera tre målgrupper; invånare, näringsliv samt besökare. Vi kommer se till två medelstora kommuner inom Sverige för att kunna få ett tydligare fokus på regioner med liknande förutsättningar. I arbetet kommer vi även se till två aspekter av platsmarknadsföringslitteraturen: platsens varumärke och de tre olika målgrupperna, och undersöka vikten av dessa i arbetet med platsmarknadsföring.

     

    Metod: Vi har valt att undersöka ämnet med en induktiv ansats genom kvalitativa intervjuer med sex olika intervjupersoner som arbetar med platsmarknadsföring. Målet är att ta reda på hur intervjupersonerna arbetar med ämnet för att sedan jämföra deras svar med teorierna för att finna de faktorer som är viktigast i arbetet med platsmarknadsföring.

     

    Slutsats: Resultatet visar att platsmarknadsföring är en aktuell och viktig fråga att arbeta med. Det är av vikt att försöka förmedla ett starkt varumärke till alla målgrupper och att arbeta för att alla aktörer ska enas under samma varumärke. Vi fann att de tre olika målgrupperna hade en stark koppling till varandra och att det är viktigt för platsens utveckling.

  • 310.
    Duong, Tony
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Johansson, Victor
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Affärsrelationer mellan Sverige och Kina: En studie om hur affärskulturella skillnader påverkar och hanteras2013Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Abstrakt

    Bakgrund: Sveriges största handelspartner i Asien är Kina och samarbetet har ökat då allt fler svenska företag etablerar sig på den kinesiska marknaden. Detta har lett till ett ökat samarbete mellan svenska och kinesiska företag där allt fler affärsrelationer etableras.

    Syfte: Syftet med studien är att undersöka hur affärskulturella skillnader påverkar affärsrelationen mellan svenska och kinesiska företag. Studiens syfte ska också leda till svar om hur guanxi påverkar affärsrelationen.   

    Teori: Den teoretiska referensramen utgår från teorier kring kulturella dimensioner, Affärskulturella dimensioner, Svensk och Kinesisk affärskultur.

    Metod: Vi har i studien utgått från en deduktiv ansats och använt oss utav en kvalitativ forskningsmetod. I metodavsnittet utvecklas senare i en beskrivning av våra andra metodval.

    Slutsats: Enligt studien har vi kunnat identifiera att det finns ett flertal affärskulturella skillnader mellan Sverige och Kina. Dessa leder till en påverkan på affärsrelationen gällande kommunikation, affärsbeslut och samarbete. Vi har även kommit fram till att guanxi kan påverka svenska företags affärsrelation med kinesiska.  

  • 311.
    Duque, Juan Sebastian
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Social media influence: Qualitative study of Colombian consumer attitude toward social media and its influence2017Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    Master Thesis, Master of Science in Innovation through Business, Engineering and Design with specialisation in Business Administration

    Field of research: Business Administration, School of Business & Economics

    University: Linnaeus University, Växjö, Sweden.

    Course code:5FE07E Semester: Spring 2017

    Author: Juan Sebastian Duque L.

    Examiner: Saara Taalas

    Tutor: Soniya Billore

    Title: Social media influence

    Subtitle: Qualitative study of Colombian consumer attitude toward social media and its influence

    Background: The reason for conducting this master thesis in the field of Colombian consumer perspective and the influences on social media, was due to the realisation that there was a need for an increased understanding of the influences that social media is making on Colombian consumer. Besides, the main question is why Colombia? This country is a developing country that its level of growth in multiple sectors is remarkable. It is a market that is attracting multinational companies and expanding with prestigious national brands. The furniture industry is one of the most competitive businesses in this country, therefore using every single resource to acquire customers is a relevant aspect to take into consideration. However, the digital marketing and e- commerce are just emerging. Therefore, there is a need to understand how the Colombian consumer perceives and is influenced by the social media. Also, as Colombia is ranked number 15 with the most daily active users worldwide, meaning that the digital market on social media has a high potential. Colombian consumers are different than European consumer regarding online and social media purchase. Therefore, it is important to understand their attitudes and cognition about this subject.

    Research question: Q1: How do Colombian consumers perceive the purchase of furniture products through social media? Q2: In which way social media influence Colombian consumer’s attitudes toward purchasing furniture?

    Purpose: Identify what is the Colombian consumer’s attitude and perception toward purchase furniture through social media. Also, recognising how does social media influence Colombian consumer attitudes toward buying furniture.

    Method: The research design was qualitative and abductive manner. The empirical data was collected through Semi-structure interviews. It was essential for this study to settle in the ontological part as consumers’ behaviour was examined.

    Conclusion: This research found that Colombian consumers have a negative attitude towards social media. Nevertheless, this first attitude tends to change when it comes to the influences that social media have in their final decision making when purchasing furniture. Also, the Colombian consumer is seeking for information on social media for every purchase they make. Reviews are a key aspect that they take into consideration when purchasing an item of furniture. These reviews have the power to influences their perception of products and their final decision either to positive or negative. 

  • 312.
    Dyberg, Jacob
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Nord, Per
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Svensson, Johan
    Linnaeus University, School of Business and Economics, Department of Marketing.
    How to compete with the funny cat video?: A qualitative study to describe how micro-sized firms can create customer engagement on social medias2018Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Background: Social medias have contributed to big changes in the way firms and customers interact with each other. Due to the great amount of people using social medias, firms have understood the importance of incorporating social medias in their marketing strategy. However, due to increasing competition, customer engagement on social medias has become important. To generate customer engagement, firms must create engaging social media content that is worth the customer’s time and effort. The micro-sized firms are under researched and therefore the authors have chosen micro-sized firms as a study subject and hence the sender of the content.

    Purpose: The purpose of this thesis is to describe the key components of creating customer engagement on social medias for micro-sized firms.

    Methodology: This research took a qualitative approach in a deductive nature with a descriptive purpose and a cross-sectional research design. The need of primary data was collected by conducting seven semi-structured interviews with social media managers- and consultants. Participants were purposely sampled and the empirical findings were coded, concepts were identified and further categorised while trustworthiness was set to be a criterion for the quality of the research.

    Conclusion: The research provided seven key components of engaging social media content for micro-sized firms and further recommendations on how to implement them in the micro-sized firms social media management. The components are described together with an illustration.

    Keywords: Micro-sized firms, social media managers, social media, customer engagement, content appeals, social media targeting, social media timing and frequency, qualitative research, semi-structured interviews.

  • 313.
    Eberle, Lukas
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Reh, Annika
    Linnaeus University, School of Business and Economics, Department of Marketing.
    The slogan as part of the corporate visual identity (CVI) of multinational firms: Associations between industry, market and country of brand in terms of the slogan usage and adjustments in foreign markets2014Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Purpose: This paper aims to examine the association between two market environment factors

    (industry and nature of market) during the usage of the slogan as part of the corporate visual

    identity (CVI) of a multinational firm in the domestic market and adjustments of the slogan when

    firms enter a foreign market. Moreover, this thesis tries to broaden the knowledge about the slogan

    as an extrinsic brand of origin (BO) cue (in terms of the language).

    Methodology & Approach: Applying a deductive approach, a mixed method research has been

    chosen as research strategy, combining methods of both quantitative (content analysis via websites,

    N=329) and qualitative (semi-structured interviews, N=3) research strategies.

    Findings: Less than half of the observed sample (42.6%) uses a slogan as a tool for marketing and

    branding. The industry is significantly associated with the decision whether a company should use a

    slogan in their CVI. Furthermore, the factors industry and the market (B2B or B2C) are

    significantly associated with the decision of a slogan adjustment when firms internationalize.

    Besides that, the concept of country of origin (COO) does not play a significant role in the context

    of a slogan strategy as many firms mainly adjust the slogan to the foreign language when entering

    the foreign market. Qualitative interviews revealed that the COO concept depends on the country

    image and the industry. Moreover, a great share of English slogans in the primal state was found

    during the content analysis, which have been identified as more unlikely to be adjusted in foreign

    markets.

    Research limitations: The amount of the investigated companies as well as taking only one foreign

    market for each of the companies into consideration limited the sample. Moreover this observation

    was taken at a present point in time, neglecting possible causes and developments over time.

    Managerial implications: The findings demonstrated that it is crucial for managers in the context

    of the slogan to consider the market environments (i.e. industry, nature of market) when they enter a

    foreign market and when they create one in the domestic market. English slogans might be able to

    be transferred unchanged to the foreign market. In essence, some industries could trigger benefits

    by showing their origins in the slogan via their native language.

    Originality/value: As one of the first papers, the concept of CVI and COO has been combined,

    focusing on the slogan as an extrinsic cue for customers. Analyzing global companies (N=329) and

    conducting 3 in-depth interviews as a follow-up, several factors as associations to the usage of

    slogans and possible adjustments when entering a foreign market have been investigated.

  • 314.
    Eggel, Natascha
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Strekalova, Nadja
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Internets påverkan på den traditionella resebyråns framtid: En studie om resebyråns roll på marknaden2015Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The purpose of this study is to identify various types of value creation and competitive advantages that may occur in the physical travel agency by examining and analyzing; the use of information technology, the physical servicescape and the customer offering. In relation to the purpose we have chosen the following research question: How do traditional travel agencies enable the creation of various types of value for its customers through its physical servicescape?

    Our study is based on a qualitative research methodology, because we wanted a deep examination of our chosen research question. We have throughout our study used both primary sources and secondary sources. Our primary sources consisted of six interview respondents that have been collected through semi-structured interviews. During the analysis of the study we can distinguish that informationtechnolgy, the servicescape and the offering have a great impact on the traditional travel agencies opportunities to create value and competitive advantages to its customers. During this process we understood that the personal service and security plays a major role for the customer. It has emerged that the traditional travel agencies work very hard to retain the interaction with its customers by for example customize different types of travel offerings and being active online.

  • 315.
    Egonsson, Erika
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Ly, Ting Ting
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Bayarsaikhan, Khulan
    Linnaeus University, School of Business and Economics, Department of Marketing.
    After-Sales Services and Customer Relationship Marketing: A multiple case study within the Swedish heavy equipment machinery industry2013Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Due to growing complexities in business-to-business products, the relationship between a seller and a buyer usually never ends after the purchase transaction. Customers buy augmented products, expecting bundle of values that come with the product which will satisfy the buyer. Thus, integrating services into the core offerings in manufacturing industries has taken crucial importance. Especially, after-sales service is considered a tool for enhancing a valuable advantage for the customer as well as it is a business opportunity for the company.

    After-sales services have proven to be of importance, and a strategic after-sales framework is necessary. Three major activities that play a crucial role within the after-sales services in the manufacturing industry are field technical assistance, spare parts distribution and customer care. However, intensive studies regarding after-sales in a specific industry are lacking. This thesis focuses on the Swedish heavy equipment machinery industry organizations of different sizes and thus, the purpose of this study is to investigate the major activities of after-sales service focusing on customer relationship among three classified sizes of after-sales service providers.

    A multiple case study has been carried out in the form of semi-structured interviews with three organizations; one small, one medium and one large size after-sales service providers.

    The study reveals that customer care is the most focused activity of after-sales services in the heavy equipment machinery industry in Sweden. Simultaneously, it shows the most significant differences of offers depending on the size of the company, in relation to the remaining activities.  Field technical assistance appears to be the part of after-sales that produces least profit in the industry. Thus, it might be the reason that small organizations would rather tend to outsource it, in order to avoid high costs.  Spare parts distribution can be considered as the most profitable activity of after-sales. The warehouses and repair centers of companies naturally varied according to firm sizes. Although the organizations do not state formal goals for providing after-sales service to its customers, they are aware of its importance and aim for satisfying customer demands. All organizations are convinced that if after-sales services are not handled properly, they face the risk of losing the customer. Finally, this research indicates that organizations in the heavy equipment machinery industry have a lot of room for improvements to its after-sales activities with respect to their relationship with customers, which can be accomplished in strategic and systematic ways.

     

     

    Keywords: After-sales service, Field technical assistance, Spare parts distribution, Customer care, Customer relationship marketing, Firm size

  • 316.
    Ehrich, Alicia
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Jakobsson, Matilda
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Mårtensson, Frida
    Linnaeus University, School of Business and Economics, Department of Marketing.
    När inte köp står i centrum: En kvantitativ studie kring lojalitet gentemot köpcentrum2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Introduction:  The shopping center industry is undergoing a change. Experiences have become increasingly important in order to continue to create value for the consumer.

    Purpose:This study intends to examine how the attributes atmosphere, entertainment and food have an effect on the loyalty towards shopping centers.Further the study intents to examine if the loyalty varies between recreational-oriented and task-oriented consumers

    Research questions: Based on the purpose whit this study the following research questions that have been phrased: 

    1. How can the atmosphere, entertainment and food attributes affect the consumer's loyalty towards shopping centers?
    2. How does loyalty towards shopping centers vary between recreational-oriented consumers and task-oriented consumers?

    Theory: The study's theoretical section presents more in-depth explanations about shopping centers, experiences and shopping value. Further have atmosphere, entertainment, food, consumer satisfaction, loyalty and shopping orientations been explained more profound.

    Method: The study is based on a method of quantitative character and a cross-sectional design has been applied where a survey has been distributed. The empirical material has been analyzed using ANOVA and correlation analysis.

    Conclusion: It has been discovered that the division into two shopping segments isn’t enough instead a third segment, the place-oriented, has been found. Further, do the attributes atmosphere, entertainment and food affect the loyalty towards shopping centers.

  • 317.
    Ehsan Ullah, Ehsan
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Karlsson, Bukola
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Dada Olanrewaju, Dada
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Foreign Market Entry Srategies.: A Case study of IKEA entering Indian Market.2016Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Title: Foreign Market Entry Strategies

    A case study of IKEA entering Indian market

    Purpose: The purpose of this study is to describe factors that need to be considered

    when entering Indian market.

    Research Questions:

    (1) How does IKEA handles its market entry strategy in India?

    (2) What are the barriers for IKEA in Indian market?

    (3) Why is IKEA interested in Indian market?

    Methodology: This thesis has a deductive approach and a qualitative research method.

    The authors conducted a semi-structured interview with IKEA’s Managers and as well

    gathered information from the company’s website, google scholar and Linnaeus

    University library.

    Conclusion: According to the study findings and the analysis results, it was identified

    that IKEA takes into consideration different factors when entering the Indian market

    and in order to overcome these barriers IKEA consider sourcing locally and also uses

    franchising as a mode of entry to minimise any potential risk.

  • 318.
    Eibich, Wiebke
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Hein, Marten
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Global Sustainable Production: A case study of manufacturing units in differently industrialized countries2013Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    Introduction: Producing on a global scale is attractive for multinational corporations (MNCs) due to production cost savings and the proximity as well as simplified access to new high growth markets. In order to be successful in foreign markets it is vital for MNCs to understand the local market conditions. In particular stakeholders, also referred to institutions, and their diverse demands are likely to vary among differently industrialized country markets. Additionally, sustainability has emerged as an inevitable topic for businesses and countries alike.

    Purpose: Therefore, the purpose of this thesis is to describe and analyze different institutions and their demands in differently industrialized countries. Moreover, the aim is to describe and analyze capabilities that manufacturing companies can use to respond to these institutional demands in order to achieve a more sustainable production.

    Methodology: The research method employed is a single embedded case study consisting of one Scandinavian multinational machinery and construction equipment manufacturer with three production units located in Sweden, Bulgaria and China. Semi-structured interviews with managers, a supplementary questionnaire and a literature review on institutional and capability theory serve as sources for primary and secondary data collection.

    Findings: There are differences between institutional demands among differently industrialized countries. The research found that manufacturing units in developed and ECMs can respond to these institutional demands through different capabilities. Next to institutional demands there are certain institutional influences that are beyond the control of the MNC and can only be absorbed. By having a diverse set of economic-, natural- and social capabilities which are difficult to copy and that are corresponding to various institutional efficiency and legitimacy demands as well as influences manufacturing companies can create a more sustainable business.

    Research and practical implications: Future qualitative research could seek to explore whether the results of this study are congruent for companies operating in other industries and other countries. Next, future research could seek to explore whether there are more evident natural and social based capabilities existing in the field.Within praxis, it is critical for managers to be aware that each country has its distinctive context and that it is necessary to locally adapt in order to satisfy the prevailing market conditions. Besides it is essential not only to satisfy the customer demands but also to identify and respond to other institutional demands to create a more sustainable production.

    Keywords: Capabilities, institutions, efficiency and legitimacy demands as well as influences, differently industrialized country markets, sustainability, economic-, social- and natural value, imitability, manufacturing, MNC, global sustainable production

  • 319.
    Ek, Jennie
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Persson, Robin
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Brexit - The Waiting Game: A qualitative case study about how Swedish forestry firms perceive and respond to the uncertainty regarding Brexit2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Brexit is the source of changes in the business environment in Europe. The situation generates uncertainty in which direction the United Kingdom wants to take on the decision of leaving the European Union. The situation is unique, the outcome and impact are unknown. The aim of the thesis is to gain profound knowledge and analyze how Swedish forestry industry firms perceive and respond to the uncertainty of Brexit. The reviewed literature present how uncertain business environments affect firms, the perception of uncertainty and strategy that generates a response to uncertainty. The conceptual framework illustrates the process and the connection between the elements. In order to gain profound knowledge on the subject, a qualitative study with an abductive approach was conducted. The applied research design was a multiple-case study that consisted of six cases. The analysis discusses the empirical data with a cross-case examination and pattern matching to the literature in order to identify similarities and differences between the cases. The perceived uncertainty is dependent on several elements and the findings display how changes in the business environment impact firms differently depending on the risk management of the firm, market commitment, information, experience and how the market is valued. These factors influence the process behind the response and the resources that are allocated to the process. The thesis contributes both to the theoretical and practical understanding of uncertainty and how to respond to uncertainty.

  • 320.
    Ekelund, Alexander
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Håkansson, Henrik
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Ståhl, Jonathan
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Grön marknadsföring: En kvalitativ studie om hållbarhet och grön marknadsföring inom livsmedelsbranschen2018Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Titel: Grön marknadsföring – En kvalitativ studie om hållbarhet och grönmarknadsföring inom livsmedelsbranschen.

    Syfte: Syftet med uppsatsen är att undersöka hur ledande företag inomlivsmedelsbranschen arbetar med hållbarhet och grön marknadsföringsamt vad det kan finnas för utmaningar. För att svara på syftet användsföljande forskningsfrågor:- Hur använder sig ledande företag av hållbarhet och grönmarknadsföring inom livsmedelsbranschen?- Vilken nytta har ledande företag av hållbarhet och grönmarknadsföring inom livsmedelsbranschen?- Vilka hinder kan ledande företag stöta på vid sitt arbete med hållbarhetoch grön marknadsföring inom livsmedelsbranschen?

    Metod: I uppsatsen använder vi en kvalitativ undersökningsmetod för att få svarpå syfte och forskningsfrågor. Vi har således använt en kombination av eninduktiv och deduktiv forskningsansats.

    Teori: Hållbarhet och Grön Marknadsföring.

    Empiri: Empirin samlades in från sex stycken intervjuer bestående av trepersonliga samt tre telefonintervjuer.

    Analys: En analys av befintlig teori och insamlad empirisk data.

    Slutsats: Utifrån vår analys av det teoretiska samt empiriska materialet har vikommit fram till ett antal slutsatser. Företag inom livsmedelsbranschen harett proaktivt förhållningssätt gentemot hållbarhet. Arbetet med miljö ochhålbarhet kommuniceras genom grön marknadsföring och ledande företagarbetar mot långsiktiga mål. Företag inom livsmedelsbranschen ser ennytta med hållbarhet och grön marknadsföring genom att det ger enkonkurrensfördel samt en långsiktig ekonomisk lönsamhet. Det finns ävenhinder vid arbete med hållbarhet och grön marknadsföring. På kort siktmedför det en större kostnad och arbetsbelastning, det är också enutmaning med att tillfredsställa konsumentens behov och samtidigt arbetamot en mer hållbar verksamhet. En stor prisskillnad mellan traditionellaoch miljövänliga produkter är också en utmaning för företag.

  • 321.
    Ekfeldt, Carl
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Lorentzon, Martin
    Linnaeus University, School of Business and Economics, Department of Management Accounting and Logistics.
    Marknadsplanering, en utmaning för bilåterförsäljare: En studie om hur ekonomisk information & budgetering påverkar marknadsplanering inom bilbranschen.2015Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    This study gives a understanding how car retailers structure and decide their marketing activities by using a marketing plan. We also integrate budgeting and using of economic information as a supplement for structure the marketing plan. In this study we analyze if there is any different between two different car retailers located in Sweden and how they use their marketplan. 

  • 322.
    Eklund, Andreas
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Harmonising value in a car’s interior using sensory marketing as a lens2019Doctoral thesis, monograph (Other academic)
    Abstract [en]

    The human senses have always influenced people’s perceptions of thesurrounding environment and objects. As a consequence of the evolvement ofthe experience economy, research on the human senses has increasedsubstantially and attracted scholars from various research domains, includingsensory marketing. In the marketing domain, research emphasises that value iscreated when consumers experience brands, products, and servicescapes that areexciting and fun to interact with through the human senses. In accordance withthe service-dominant logic discussion, value is created from the servicesurrounding the product, such as the experience, which includes manufacturersand consumers. Although this has partly been captured under sensorymarketing, little is known of how sensory marketing cues contribute to brandexperience and brand value. Theoretically, it is emphasised that creating valueis a service process, where the manufacturer’s goal is to plan and design amultisensory brand experience facilitated by the human senses leading toconsumer value, as well as to enhance the brand as an image. Hence, the purposeof this dissertation is to understand and explain how value is created within acar’s interior by applying sensory marketing as a lens.

    To address the purpose, an exploratory sequential mixed methods approachwas employed to capture different aspects of creating value. The empirical dataare based on a case study with a global premium car manufacturer, focusing onhow value is created and offered within a car’s interior. The qualitative sequenceexplored how the manufacturer plans and designs a value proposition byembedding sensory cues in the car’s interior. Furthermore, how value-in-use iscreated by providing a brand experience is analysed. The quantitative sequenceexamined the relationship between brand experience and brand image to explainhow consumer value as an experience is created.

    The dissertation concludes that creating value in the car’s interior followsthe logic of service-dominant logic and includes manufacturers and consumers.For the manufacturer, this was a strategic process to position the automotivebrand as premium by offering value in the car’s interior. To achieve this, valuewas planned and designed by embedding sensory cues in the car’s interior.However, sensory cues were not embedded in isolation; rather they wereharmonised with another to gestalt the coherent theme of Scandinavia in termsof colour, material, and shape to provide consumers with a brand experience forsense-making. Moreover, it was demonstrated that not all brand experiencedimensions impact brand image to create value as an experience. The resultsshow that sensory, affective, and harmony experience have a positiverelationship with brand image, which generates the consumer’s value as anexperience.

    Overall, the dissertation contributes to the process of creating value in thecar’s interior by relating sensory marketing with branding and service-dominantlogic, with harmony uniting these. Similar to an orchestra, where the conductorstrategically organises various instruments on the stage to play a harmoniousmelody for the audience, the manufacturer uses the car’s interior as a stage withsensory cues to provide consumers with a harmonious brand experience, leadingto a positive brand image. Harmony has been identified, operationalised,measured, and tested with a positive result. Theoretical, managerial, and ethicalimplications are discussed.

  • 323.
    Eklund, Andreas
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Helmefalk, Miralem
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Brand experience and brand image: the mediating impact of brand passion and brand image in the context of car brands2019Conference paper (Refereed)
    Abstract [en]

    The automotive industry encounters fierce competition, in which distinguishing from competitive brands is imperative to ensure a positive brand image. Due that consumers are overwhelmed with car brands to select from, manufacturers need to consider how to make them loyal next time when purchasing a car. This paper examines the parallel meditation of brand passion and brand image between brand experience and brand loyalty for car brands. A questionnaire was distributed online through a car magazine among car consumers (n = 897). The parallel mediation was examined using Hayes PROCESS. Results show that brand passion and brand image positively mediate the relationship between brand experience and brand loyalty. These results allude that forward-thinking managers and researches not only need to consider the relationship between brand experience and brand loyalty but also that consumer’s brand passion and brand image mediate the linkage. Hence, brand experience can be tailor-made with brand-related stimuli to facilitate consumers brand passion and brand image, which will positively impact brand loyalty and make consumers intermittently purchase the same car brand again. Future research is encouraged to compare premium vs. non-premium brand with another with the parallel meditation effect to identify differences and similarities.

  • 324.
    Eklund, Andreas
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Helmefalk, Miralem
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Seeing through touch: a conceptual framework of visual-tactile interplay2018In: Journal of Product & Brand Management, ISSN 1061-0421, Vol. 27, no 5, p. 498-513Article, review/survey (Refereed)
    Abstract [en]

    Purpose - The purpose of this paper is to develop a comprehensive conceptual framework of visual-tactile interplay and consumer responses in brand, product and servicescape contexts. Design/methodology/approach - This paper performs a literature review of visual-tactile interplay by reviewing prior research in marketing and psychology. Findings - The review reveals that visual-tactile interplay provokes various consumer responses depending on whether brands, products or servicescapes are used. The paper develops a comprehensive conceptual framework mapping out visual-tactile interplay and the relationship with consumers' cognition, emotions and behaviors. Research limitations/implications - A conceptual model was developed with a novel view on how visual and tactile cues can together influence consumer responses. Practical implications - This paper shows how visual-tactile interplay is successful in brand, product and servicescape contexts and provides practical insight for firms into how to provoke consumers' cognitive, emotional and behavioral responses. Originality/value - This paper contributes to existing literature by developing a conceptual framework and model of visual-tactile interplay and consumer responses by drawing on research in marketing and psychology.

  • 325.
    Eklund, Andreas
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Helmefalk, Miralem
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Visual-Tactile Multisensory Interplay: Literature Review and Research Directions2017In: Proceedings of the 12th Global Brand Conference of the Academy of Marketing, 2017, p. 179-191Conference paper (Refereed)
  • 326.
    Eklund, Sofia
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Palmér, Linnea
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Sävenryd, Therese
    Linnaeus University, School of Business and Economics, Department of Marketing.
    ”Skomakarens barn”: En kvalitativ studie i hur medieföretag använder sociala medier för att stärka sitt varumärke och sina relationer på företagsmarknaden2017Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Syftet med denna studie är att undersöka hur småföretag inom mediebranschen använder sig av sociala medier för att stärka sina relationer, sitt eget varumärke på företagsmarknaden och hur en bakomliggande strategi för detta är utformad. Uppsatsen är utformad efter en kvalitativ branschstudie. Ansatsen grundar sig i en deduktion med inslag av induktion. Studiens empiriska data utgörs av åtta semistrukturerade intervjuer med personer inom mediebranschen. Studiens resultat visar att sociala medier öppnar upp för enkelhet, transparens och humor genom att visa upp personerna bakom varumärket. Detta bidrar till ett mer trovärdigt och personligt varumärke på företagsmarknaden. Sociala medier spelar en stor roll i den totala marknadskommunikation, däremot kan det inte ersätta den fysiska interaktionen. Resultatet visar att småföretag inom mediebranschen använder sig av sociala medier inom ramen för en icke uttalad strategi men som vi anser är att definiera som en strategi då ett likartat mönster visat sig. Ett mönster som påvisar att varumärkesbyggande sker genom referensmarknadsföring som möjliggörs lättare genom sociala medier. Därför bör sociala medier och referensmarknadsföring användas som en medveten strategi för att stärka varumärken och relationer på företagsmarknaden. 

  • 327.
    Eklöw Simonsson, Robin
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Ranonis, Julius
    Linnaeus University, School of Business and Economics, Department of Marketing.
    A Neighbor We Never Talk To: Internationalization barriers in the Baltic region: a knowledge based approach2013Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Today’s globalized economy puts considerable pressure on Small and Medium Enterprises (SMEs) as they are forced to compete in a world where business is often conducted over nations’ borders. This globalization has also led to the creation of free trade areas such as the European Union, where most traditional barriers to trade have been removed. Despite this there still seems to be several, more invisible, barriers that hampers business between member states.

    We therefore intend to examine how companies in two member states – Lithuania and Sweden – have been affected by such invisible barriers and how they are trying to cope with them. This research has been conducted using following theoretical foundation; Invisible barriers, knowledge, the Uppsala model, psychic distance and networks. Our empirical data have been gathered by holding semi structured interviews with 7 SMEs, this data have then been analyzed with the help of our theoretical foundation. We have found substantial evidence pointing towards the importance of psychic distance and lack of knowledge when explaining the barriers still in existence. Furthermore we have also discovered the duality of knowledge and networks which can be both barriers in themselves as well as ways for companies to work their way around previously mentioned barriers.

  • 328.
    Ekman, Emma
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Krus, Lina
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Ursäkta röran, vi bygger om ett butikskoncept!: En kvalitativ studie gällande Glitters varumärke och butikskoncept.2017Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Konsumenter tenderar att välja varumärken efter en kombination av personlighet och presentation där butikskoncept är den optimala kanalen för ett företag att sprida detta. Ett koncept utvecklas från ett företags varumärkesprofil och varumärkesimage och det är därför väsentligt att de stämmer överens med varandra, men det krävs även högt varumärkeskapital, varumärkeslojalitet och en tydlig positionering i konsumentens medvetande för att vara ett starkt varumärke.

    Ett företag vars inkonsekventa aktioner bidragit till en otydlig varumärkesprofil som skadat dess varumärkesimage är Glitter och det har även sargat målgruppens varumärkeslojalitet när dessa delar är oeniga. Därför är syftet med denna rapport att ta fram ett nytt butikskoncept åt Glitter med ambitionen att vända den negativa trenden.

    Arbetet använde en kvalitativ metod med en induktiv synvinkel och ett hermeneutiskt förhållningssätt eftersom det insamlade materialet inte skulle generaliseras utan tolkas. Då intresset låg i att skapa en förståelse för hur konsumenten uppfattar Glitter var således en kvalitativ metod att föredra för detta examensarbete. Därav måste läsaren även vara medveten om att resultatet av detta arbete kunnat se annorlunda ut om det utförts av andra författare.

    För att skapa en objektiv bild av företaget och dess konkurrentsituation togs en nulägesanalys fram och tillsammans med teori och empiri om koncept ligger den som grund för framtagningen av det nya butikskoncept för Glitter.

    Slutsatsen visar att Glitter måste arbeta för att höja konsumentens uppfattade kvalitet av varumärket vilket hade bidragit till en konkurrenskraftig position. Genom utförandet av ett enhetligt koncept till företagets butiker skapas en tydlig varumärkesprofil och om detta utförs korrekt kommer det att skapa en positiv varumärkesimage och varumärkeslojalitet hos Glitters målgrupp.

  • 329.
    Ekman, Felix
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Henriksson, Richard
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Explanatory Factors of Perceived Expansion Barriers2013Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Abstract

    Authors:   Ekman, Felix 890924

                   Henriksson, Richard 880325

    Tutor:       Prof. Anders Pehrsson

    Examiner: Ass. Prof. Sarah Philipson

    Title:         Explanatory Factors of Perceived Expansion Barriers

    Introduction: A characteristic of the twenty first century business environment is the increased globalisation. Due to the globalisation, it has become necessary for organizations to be involved in international business, and the globalisation of the marketplace in general has increased the export. When expanding to international markets, companies might face some obstacles and barriers, which makes it an important topic in the research field of international marketing and strategy. Since most research focuses just on the importance of the expansion barriers, it would be of importance to provide empirical evidence on what types of explanatory factors that are associated with firms’ perception of expansion barriers.

    Purpose: Gain an understanding of different explanatory factors regarding expansion barriers for companies’ expansion on international markets.

    Methodology: The research approach was quantitative with mainly primary data, which was collected through a questionnaire distributed through e-mail. The sample frame was Swedish companies that exporting goods to Norway, Poland, Russia and/or the Baltic region. A total of 157 completed questionnaires, response rate of 20%, were collected and was the foundation for the analysis and results.

    Conclusion: The explanatory factors that are associated with the perception of expansion barriers were; Geographical and Cultural distances, Market experience and Institutional collaborations. The fourth explanatory factor, intermediating strategy, has in this study no association to the perception of the barriers.

    Keywords: Expansion Barriers, Explanatory Factors, International Marketing Strategy.

  • 330.
    Ekman, Viktor
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Imamov, Sulaimon
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Klouchkou, Stsiapan
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Managing business-to-business relationships between Swedish and Russian SMEs in the Russian market2014Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    In recent times the Russian market has been exposed to significant changes, both in the challenges of the transition from planned to market economy as well as the opportunities that has spurred a willingness for foreign companies to exploit the vast potential of the market. The aim of this thesis is to explore how business relationships are managed between Swedish business-to-business(B2B) SMEs and Russian counterparts. In our study we overview Swedish companies which are well established on the Russian market and have well-developed relationships with their representatives in Russia and try to discover which aspects of their relations is decisive for the success of the companies. To conduct our research we created reseach questions "What role do business relationships play between Swedish and Russian SMEs in the Russian market?, and how are the business relationships managed?". We collected data from both Swedish and Russian perspectives to determine the main features of their relations and draw up guidance for potential Western newcomers to Russia.

  • 331.
    Ekstedt, Elin
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Kantonen, Tove
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Social media: The new killer application in the building of customer relationships2013Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Research questions: Wherein social media lies the challenges for companies in order to build customer relationships?

    Purpose: This bachelor thesis was aimed to describe the challenges companies face in the building of relationships through social media.

    Theoretical framework: The thesis was based on theories about how companies can build loyal relationships and what factors that must be included, how social media is defined and what it is composed of, and finally how companies can build relationships through social media and what factors that must be included.

    Methodology: The data collection was based on a qualitative research in which semi- structured interviews were used.

    Conclusions: The authors have after this study reached the conclusion that the main challenges, when it comes to create relationships through social media, are the allocation of resources, the lack of understanding within the organization and the difficulties related to the understanding of what consumers’ value. The lack of understanding concerns three areas, which are the treatment of criticism from the consumers, the importance for companies to get involved in social media and how much resources that are required from the companies when they decide to participate on social media in relationship building purposes. The last mention lack of understanding could be connected to the challenge of allocation of resources, since companies have to understand that an investment in social media requires resources in the form of employees with a strong engagement. The challenge of what consumers value, involves that companies need to find out what the consumers actually value, which can be done by making use of different monitoring systems. Companies must therefore, also learn how to handle these systems, in order to use them in the best possible way. There are thus, organizational requirements that must be achieved in order to create long-term and loyal relationships through social media.

  • 332.
    Ekström, Kristin
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Johansson, Ida
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Lind, Agnes
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Mässan - en fossil eller framtidens mötesplats?2014Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Syftet med denna uppsats är att identifiera samt analysera karaktärsdrag, trender och potentiell utveckling för mässan som verktyg för relationsbyggande B2B. Vi har i denna uppsats valt att göra en kvalitativ studie med en induktiv ansats med deduktiva inslag. Detta då vi ville få en djupare förståelse för ämnet snarare än att se till det bredare perspektivet. Insamlingen av empiriskt material skedde genom sex intervjuer med personer som arbetar med att marknadsföra sitt företag på mässor. Tre intervjuer genomfördes personligen, två via videokonferens och en via telefon. Genom analysarbetet har vi identifierat att mässan har stor betydelse för relationsbyggande mellan företag. Detta speciellt då den fungerar som ett verktyg som underlättar för företag att underhålla befintliga relationer samt skapa nya. Vi har även identifierat en trend som indikerar på att företag mer specifikt väljer ut vilka mässor de ska närvara vid, där en definierad målgrupp värderas högt för att företagens budskap ska nå fram. Vi har kommit fram till att virtuella mässor bör fungera som ett komplement snarare än ersätta den traditionella mässan eftersom det personliga mötet är av stor vikt inom B2B. Generationsskiften på arbetsmarknaden bidrar till att andra förhållningssätt till teknologi kommer att råda. Detta gör att företag måste förstå vikten av de förändringar som sker och agera därefter.

  • 333.
    Elbrink, Anni
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Jönsson, Johanna
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Den osynliga vägen: En kvantitativ studie om visuell stimuli påverkan på konsumenters rörelsemönster i en klädbutik2016Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Forskningsfrågor

    - Hur påverkar användandet av visuell stimuli konsumenters rörelsemönster?

    - Hur påverkar användandet av visuell stimuli möjligheten att vägleda konsumenter

    med hänsyn till inkongruent och kongruent färg?

    Syftet med examensarbetet är att analysera hur användandet av visuell stimuli, i form av

    en visuell symbol, påverkar konsumenters rörelsemönster. Studien som är av

    experimentell karaktär undersöker hur användandet av stimuli kan vägleda konsumenter

    till specifika avdelningar samt längre in i en butik.

    Arbetet bygger på ett kvantitativt angreppssätt med en deduktiv ansats. Med en

    litteraturgenomgång som utgångspunkt har hypoteser formulerats som sedan empiriskt

    prövats i form av experiment och observationer i klädbutiken Gina Tricot i Kalmar

    centrum.

    Användandet av visuell stimuli, i form av en visuell symbol, påverkar möjligheten att

    vägleda konsumenter till mer avlägsna avdelningar samt tiden som konsumenterna

    spenderar i dessa. Utförandet av visuell stimuli avseende dess färg och storlek spelar en

    avgörande roll i dess möjlighet att påverka konsumenters rörelsemönster.

  • 334.
    Eldefors, Miriam
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Rosvall, Hanna
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Small but mighty: en kvalitativ studie om lokala designföretags marknadskommunikation2018Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The purpose of this study was to describe, as well as gain a deeper understanding of local design companies' marketing communication. The research questions were as follows: Which channels for marketing communication do local design companies use? and How does local design companies work with content and design languages ​​in their market communication?

    Through a qualitative method of deduction, eight semistructured interviews were conducted with both entrepreneurs and experts. Furthermore, a content analysis and structured observations were conducted of five companies' digital and social channels. The result shows that there are common aspects when it comes to which channels and what content companies use and publish. It is also possible to read that all companies have a clear product orientation in their communication. The design language is based on the company's own aesthetics. Finally, the study results are presented in a model, based on Shannon-Weaver's communication model from 1948, and proposals for future research are clarified.

  • 335.
    Eldforsen Nilsson, Carolina
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Jakobsson, Emma
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Kung i livsmedelshyllan: En matnyttig rapport om imagebyggande faktorers påverkan på varumärkeskapitalet för premiumvarumärken inom livsmedelsindustrin2015Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    Author: Carolina Eldforsen Nilsson and Emma Jakobsson

    Mentor: Åsa Lindström

    Examiner: Bertil Hultén

    Course: Master Thesis 30 credits, Master of Business and Economics, Marketing,

    Linnaeus University, Kalmar, Spring 2015 4FE62E.

    Name of report: King of the food shelf - A nutritious study on image building factors and their impact on brand equity for premium brands in the food industry.

    Research question: To what degree does the image building factors impact on brand equity for premium brands in the food industry?

    Purpose: The purpose of this study is to rank the underlying factors and explain their impact on brand equity for premium brands within the food industry. As a subsidiary aim, we intend to create a basis for decisions making regarding the factors that food companies should focus on in their marketing of premium brands to enhance brand equity.

    Method: The research approach of this thesis is deductive and both a quantitative and a qualitative research have been conducted. Data has been collected through a survey and in-depth interviews.

    Results and conclusions: We have ranked the seven image building factors due to their impact on brand equity and found that brand experience, uniqueness and CSR are the factors that have the greatest impact on brand equity of premium brands in the food industry.

    Theoretical and practical contribution: Our thesis will contribute to the theory by filling some existing knowledge-gaps. Our study provides a rank based on the impact of the image building on brand equity for premium brands in the food industry. The result of our study also high-lights the proven impact of brand experience on brand equity. In practical terms, this information can serve as a basis for decision-making regarding the factors that food companies should focus on in their marketing of premium brands to enhance their brand equity.

    Keywords: Premium brands, brand equity, food industry, brand image, price premium, brand experience

  • 336.
    Elfström, Jesper
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Extended Warranties Beneficiaries and Marketing Strategy: A study of the marketing strategies, its influences on consumers and the beneficiaries of the extended warranties.2016Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The thesis titled “Extended Warranties Beneficiaries and Marketing Strategy” seeks to inquire on the impacts of a company's marketing strategies on customer’s decision making process and buyer behavior when selling extended warranties, and who benefits from the sale of extended warranties; the consumers or the manufacturers. To conduct the enquiry, the thesis will review three economic theories on warranties. These theories include signaling, exploitation and investment theories. Additionally, the thesis will review four perspectives of consumer behavior-namely behavioral, personality, attitudinal, and cognitive perspectives. Further, the research will conduct a qualitative research that will rely on primary and secondary data to determine the most suitable answers to the research questions. The use of qualitative data is selected for the study due to the wide scope required in the study. Thereafter, an analysis of empirical findings will be conducted to explain some trends in the participant’s responses. This will be followed by a conclusion, which will provide answers to research question, and recommendations on the research about the influences of extended warranties on consumer behavior and the beneficiaries from the sales of extended warranties.

  • 337.
    Elfver, Hanna
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Thyr, Hanna
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Cser, Johanna
    Linnaeus University, School of Business and Economics, Department of Marketing.
    A study in consumption of interior products and identity: I am what I have2013Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The society of today has evolved to a consumption society and peoples´ lives have become continuously evolving projects. Today, a huge trend in personalized homes can be identified which express the importance that the homes express the identity of the residents. This together with that the Swedish market for home decoration has increased by 64% during the last decade makes it an interesting area to investigate. Based from these findings, the purpose of this thesis is to investigate the connection between consumption of interior products and identity.  

     

    The method approach used for this research is of a qualitative nature, and three different focus groups have been conducted. To increase the response rate several in-depth interviews were also conducted. This has contributed to the empirical findings, which connected to the literature review has lead to the analysis and conclusions of this research.

     

    The conclusions that were found reveal several strong connections between consumption of interior products and identity. In the process of decorating one's home the identity will inevitably shine through, much due to personal preferences that reflects the identity. Further, people seem to believe that others form judgements based on their home decoration, which also affects the connections between the identity and consumption of interior products.

  • 338.
    Elfving, Zakk
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Viberg, Rasmus
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Ett filter av marknadsföring: En kvalitativ studie om hur Augmented Reality potentiellt kan förändra hur företag kommunicerar med konsumenten2018Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The purpose of this thesis is to research the potential role Augmented Reality can have as an experiential kommunikations tool from business to customer

  • 339.
    Eliassi Sarzeli, Hero
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Jändel, Emma
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Influera mera: En studie om olika aktörers syn på digital marknadsföring genom influencers via sociala medier2016Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    Authors: Hero Eliassi & Emma Jändel

    Supervisor: Åsa Lindström

    Examiner: Bertil Hultén

    Course: Master Thesis in Marketing 30 ECTS, Business Administration and Economics Programme, Linnaeus University Kalmar, Spring 2016.

    Research question: How does different actors view the usage of influencers’ social media channels in digital marketing?

    Purpose: The purpose of this thesis is to analyze the usage of influencers and their social media channels in digital marketing. The phenomenon will be studied from the perspective of four different actors; influencer marketing-agencies, companies, influencers and consumers, to be able to examine how to combine the different actors’ views in order to make influencer marketing more effective. We aim to interpret the different actors’ views of influencer marketing to be able to provide implications to companies using or thinking about using influencer marketing and to influencer marketing-agencies that act as intermediaries between companies and influencers. We also aim to provide influencers with implications.

    Method: This thesis had a qualitatively oriented case study with an inductive approach and an explorative purpose. Data formation consisted of a literature review and an empirical study through semi-structured interviews and focus groups. The empirical data obtained was analyzed through a qualitative data analysis.

    Results and conclusions: We can conclude that the four actors view influencer marketing as an effective marketing method which is preferred over companies' own marketing. A number of requirements should be taken into consideration when producing influencer marketing-campaigns in order for the messages to reach out to the intended audience. For the messages to be received by the consumers as credible matching must occur between brands and influencers, the cooperation should be genuine and inspiring, the messages should fit into the context in which they are presented and balance should be found between personality and professionalism.

    Theoretical and practical implications: The theoretical implications of the thesis consists of a revised research model with key stakeholders and relevant social media channels for influencer marketing. The practical implications are made up of a TRIMPP-model in which the concepts of trustworthiness, relevance, inspiration, matching, personality and professionalism are presented as important in the creation of influencer marketing- campaigns.

    Key words: Influencer marketing, influencers, social media, digital marketing 

  • 340.
    Elmén, Max
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Pantzar, Hannah
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Nyheter i en uppkopplad värld: En studie om hur konsumtionen av digitala nyheter påverkas av individuella preferenser  och ålder2016Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    Research question: How is the consumption of digital news affected by individual preferences and age?

    How is the attitude towards digital news on different digital channels affected by individual preferences and age?

    Purpose: The purpose of the study is to describe the consumption of digital news in different age groups and to analyse consumers’ individual preferences regarding this. The purpose is furthermore to analyse factors influencing the consumption of digital news. It is also to describe and analyse different age groups preferences and attitudes towards news on different digital channels. The final purpose of the study is to provide digital news agencies with recommendations that they can use to meet individual preferences regarding the consumption of digital news.

    Method: The study is based on an inductive approach and a qualitative research method. The data has been collected through interviews and focus groups.

    Results and conclusions: Based on the study’s results we conclude that the consumption of digital news is affected to a greater extent by individual preferences than age. Furthermore factors that affect the consumption of news were identified, where interest was shown to be one of the most important factors. The respondents showed positive attitudes towards mobile news applications and social media as digital channels for news.

    Theoretical and practical contribution: The study contributes eight factors that affect the consumption of digital news. Furthermore the study clarifies different age groups attitudes towards news on different digital channels. The study’s results could form the basis for how digital news agencies can accommodate consumer preferences.

    Keywords: Consumer behaviour, Consumption pattern, individual preference, age, digital news

  • 341.
    Elo, Maria
    et al.
    Shanghai Univ, Peoples Republic of China;Univ Turku, Finland;Migrat Inst Finland, Finland.
    Sandberg, Susanne
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Servais, Per
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Basco, Rodrigo
    Amer Univ Sharjah, United Arab Emirates.
    Cruz, Allan Discua
    Univ Lancaster, UK.
    Riddle, Liesl
    George Washington Univ, USA.
    Taeube, Florian
    European Management Sch, Germany;Univ Libre Bruxelles, Belgium.
    Advancing the views on migrant and diaspora entrepreneurs in international entrepreneurship2018In: Journal of International Entrepreneurship, ISSN 1570-7385, E-ISSN 1573-7349, Vol. 16, no 2, p. 119-133Article in journal (Other academic)
  • 342.
    Elo, Maria
    et al.
    University of Turku, Finland.
    Sandberg, Susanne
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Servais, Per
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Discua Cruz, Allan
    Lancaster University Management School, UK.
    Basco, Rodrigo
    American University of Sharjah, United Arab Emirates.
    Editorial2019In: International Journal of Entrepreneurship and Small Business, ISSN 1476-1297, E-ISSN 1741-8054, Vol. 36, no 1/2, p. 1-14Article in journal (Other academic)
  • 343.
    Elo, Maria
    et al.
    Shanghai University, People's Republic of China;University of Turku, Finland;Migration Institute of Finland, Finland.
    Servais, Per
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Migration perspective on entrepreneurship2018In: The Palgrave Handbook of Multidisciplinary Perspectives on Entrepreneurship / [ed] Romeo V. Turcan & Norman M. Fraser, Palgrave Macmillan, 2018, p. 355-386Chapter in book (Other academic)
    Abstract [en]

    Migration- a form of globalization- influences new venture creation, internationalization and overall economic landscape. These global flows of people shift human capital, entrepreneurial ideas and activities across places, but little is known on the interconnectedness of migratory and entrepreneurial dynamics. Theoretical lenses, such as migration theories, epidemic dynamics, gravity laws and bandwagon effects, among other explanatory models, have not really diffused into explaining entrepreneurship. This chapter broadens the view and addresses migration dynamics implanting entrepreneurs into new contexts and between contexts, and discusses the types of entrepreneurs and businesses “in dispersion”. The chapter advances the understanding of the intertwined nature of these two dynamics and contributes to the analytical clarity of the terminology employing the idea of topology.

  • 344.
    Eltahan, Sam
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Kristl, Jan
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Javed, Ahsan
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Circular business model – Access based car service: A Quantitative Study from customers´ perspective2018Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    This study develops the knowledge and understanding of Circular Business Model (CBM) from the consumers´ perspective in Sweden. It is of great importance, for the Swedish companies that are planning to establish collaborative consumption or move towards other CBMs, to understand how and what are the consumers´ attitudes, behaviour, and the level of purchase intention towards circular business models. Consumer behaviour regarding CBM is an undiscovered terrain with a very little research that has been done from customer’s perspective. In this study the Access Based Car (ABC) service is used as CBM service which sets the context for the research.

     

    A quantitative approach was chosen. Based on the literature review and theoretical framework a proposed research model and 14 hypotheses were developed by using The Theory of Planned Behaviour and the New Ecological Paradigm. The questionnaires were sent to a sample of Swedish participants which resulted in receiving 317 complete responses with a response rate of 31%. The hypotheses were then tested by using multi-regression analysis, mediation analysis and MANOVA.

     

    The study showed that the Swedish consumers´ purchase intention of ABC car service is positively influenced by their concern about the environment, their information of the ecological products, their willingness to pay premium and their attitude towards the CBM. Furthermore, it was found that Swedish individuals have positive attitudes towards ABC service with high purchase intention. Additionally, they are willing to pay premium for the service yet there is price sensitivity. The findings suggest that the best segment for this service would be the postgraduates and individuals between 26-35 years old. It is due to their higher earning power, awareness of ethical products, awareness of the environment and their willingness to pay premium. Such segments are present in larger cities, this can also be an important fact in product launches in such cities.

  • 345.
    El-Tahan, Samir
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Poblete, Daniela
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Social media use in B2B context: A multi-case study on the use of social media by B2B companies 2017Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    In the past decade, there has been a transformation in how businesses are done, many business chose to adopt digitization and others were forced to go with the flow. As a part of this digital revolution, social media has reserved a big share of this transformation in how companies do their marketing and communicate their product and brand image to their customers. Social media in a business to customer context has been very common since the birth of social media, companies had realized its benefit, and however, it is still in an early phase in a business to business context. Social media has become an effective marketing tool for B2B companies, yet, there are still drawbacks when companies fail to know how to use such platforms to their benefit and merely have a shy presence or do not have a well-defined strategy to the use of social media in the most effective way. A vital step when incorporating social media in marketing is to create a clear goals and metrics. However, it has been seen that many companies lack the expertise, resources and the know-how, to implement a social media marketing strategy. Therefore, the purpose of this study is to explore the practices of B2B companies when they use social media without a clearly defined social media marketing strategy, what they do when they use social media. 

  • 346.
    Emma, Herbring
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Resultaten och varumärket2013Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Bakgrund: Varumärken inom idrotten har traditionellt sett inte värderats särskilt högt. Dock omsätter idag fotbollslag i Europa summor som gör att de måste prioritera både marknadsföring och varumärkesbyggande. Varje fotbollsmatch är unik och resultaten kan inte förutspås. Detta är själva tjusningen med sporten och det som lockar fram ett så stort engagemang hos supportrarna. Dock skapar detta även utmaningar för de som arbetar med marknadsföring och varumärkesbyggande inom en fotbollsklubb.

    Syfte: Syftet med examensarbetet är att analysera och klargöra PSV:s marknadsföringsarbete samt att undersöka hur PSV:s intressenter uppfattar varumärket PSV.

    Metod: Studien har genomförts med ett kvalitativt angreppsätt. Empirin består av elva intervjuer, tre för att besvara frågeställningarna runt marknadskommunikation och åtta för varumärket.

    Slutsats: PSV arbetar med alla verktyg i marknadskommunikationen. Eindhoven, Philips och mästare är de attribut som marknaden främst förknippar med PSV. Dessa attribut stämmer väl med PSV:s önskade varumärkesidentitet. Detta tyder på att PSV har kommit långt i sitt varumärkesarbete. Resultaten är mycket viktiga för ett fotbollslags varumärke.

  • 347.
    Emontspool, Julie
    et al.
    University of Southern Denmark, Denmark.
    Servais, Per
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Learning in various types of new ventures: the role of “incoming” entrepreneurs2019In: Diaspora Networks in International Business: Perspectives for Understanding and Managing Diaspora Business and Resources / [ed] Maria Elo & Indianna Minto-Coy, Springer, 2019, p. 41-54Chapter in book (Refereed)
    Abstract [en]

    This chapter investigates different learning process in some specific types of international new ventures according to the founder’s previous experience and background, especially those of foreign outset (migrant, transnational) compared to domestic entrepreneurs. After a brief review of existing literature about entrepreneurial learning in the international context, this chapter proposes a framework where differences between the entrepreneurs’ and firms background and international experience shed further light on entrepreneurial learning. By identifying different types of founders with various backgrounds, the chapter thus offers the possibility for future research on the need for learning and the learning styles according to the different categories of new ventures. © 2019, Springer International Publishing AG, part of Springer Nature.

  • 348.
    Enblom, Elin
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Music, Anita
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Recept på differentiering: En studie om differentiering och kundlojalitet på den svenska apoteksmarknaden2017Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    Title: Recipe for differentiation - A study in differentiation and customer loyalty in the Swedish pharmacy market

    Authors: Elin Enblom & Anita Music

    Supervisor: Richard Afriyie Owusu

    Examiner: Bertil Hultén

    Course: Master Thesis 30 ECTS, Business Administration and Economics Programme, Linnaeus University Kalmar, Spring 2017.

    Research questions: How does Swedish pharmacies use differentiation strategies to achieve competitive advantages against the market actors? How is customer loyalty affected by differentiation in the Swedish pharmacy market?

    Purpose: The purpose of the study is to investigate and analyze how differentiation strategies are used by pharmacies and what impact this has on the loyalty of the customer. The aim will be examined from the perspective of both consumers and pharmacists to provide a more objective view. The study aims to interpret the views of the two perspectives on the pharmaceutical industry's current work regarding differentiation and customer loyalty to contribute to increased knowledge in the field. Through this we wish to contribute theoretical implications to existing theory. The study also aims to provide general practical implications for the pharmacy market and its future development in ​​differentiation and loyalty. Finally, the study will contribute more specific implications to the client Apoteksgruppen AB on how they should differentiate to positively influence customer loyalty. Through these proposals, we wish to display how Apoteksgruppen AB can strengthen its competitiveness against other actors in the market.

    Method: The study has used a qualitatively oriented case study with an abductive approach. The data collection of primary data has been conducted through focus groups and interviews based on both a customer and business perspective.

    Results & conclusions: Differentiation strategies used by Swedish pharmacies and which provide competitive advantages are brand, offer, location and loyalty programs. Differentiation has a positive impact on both behavioral and attitudinal aspects of loyalty, primarily in terms of location, service and offerings.

    Theoretical & practical implications: The theoretical implications consist of a revised survey model explaining the relationship between differentiation and loyalty in the Swedish pharmacy market. The study gives both general practical implications and implications specific to Apoteksgruppen AB, where the opportunities of development available to the market are presented.

    Keywords: Differentiation, differentiation strategies, loyalty, behavioral loyalty, attitude loyalty, pharmacy.

  • 349.
    Engblom, Josephine
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Rahimzadeh, Neda
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Modebranschens Internationella Arena: En studie om svenska modeföretags etablering och varumärkesbyggande på internationella marknader2014Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The purpose of this paper is to describe the internationalization process of Swedish fashion companies’. Therefore, the network's importance, the barriers impact, choice of market entry mode and brand building in the internationalization will be examined and analyzed. In order to achieve the purpose of our study the following main question were formulated:

     

    How do Swedish fashion companies proceed with expansion and brand building in the international market?

     

    The theoretical base of the thesis includes Swedish fashion companies’ establishment in the international market which affects the internationalization process, the network perspective, barriers, market entry mode and brand building. The study is based on a qualitative research method with a deductive approach where four case studies have been applied. In the empirical data a comparison is presented between the four case studies, followed by analysis where the empirical data is compared against the theory.

    The study’s conclusion implies that Swedish fashion companies’ internationalization process implies that companies’ face different challenges such as the choice of market and finding partners and the choice of market entry mode for the business and brand building on the international market. Finally, we present the gap we found in the theory, theoretical contribution, practical recommendations and highlights suggestions for further research.

  • 350.
    Englund, Alicia
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Öberg, Amanda
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Den mobila bankkunden: En kvalitativ studie om kundrelationer och värdeskapande inom den svenska banksektorn.2018Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Title:The mobile bank customer - A qualitative study about customer relations and value creation in the Swedish banking sector. 

    Purpose: The purpose of this research is to investigate the relationships between large commercial banks and their customers in Sweden. This will allow us to examine the changes that have occurred as a result of the digitalization of commercial banking. In addition, it will give an insight into how banks can adapt and be of value for today’s increasingly mobile customer. 

    Research questions: How do commercial banks maintain relations with their increasingly mobile customers? How do banks try to make value for their mobile customers? 

    Method:An inductive approach has been applied in this study, and through qualitative semi structured interviews data has been gathered. A hermeneutical approach has given rise to the study, since we want to understand and depict how banks maintain customer relations and create value for their customers.

    Conclusion: No matter how society is affected by digitalization, we found that it is very important for the banks to focus on the customer. The customer is a participant in the service and the central focus is the customer's satisfaction and convenience in the service. The customer's value is created by the bank contributing with security, trust, consideration, communication and development. 

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