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  • 51.
    Anderson, Helén
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Chernetska, Diana
    Högskolan i Halmstad.
    Danilovic, Mike
    Oskarsson, Steinthor
    Prototyping innovation2013Conference paper (Other academic)
  • 52.
    Anderson, Helén
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Dahlin, Peter
    Mälardalens Högskola.
    Havila, Virpi
    Uppsala Universitet.
    Holtström, Johan
    Linköping Unversity.
    Öberg, Christina
    Örebro Universitet.
    The stake of customers and suppliers in mergers and acquisition2016In: : , 2016Conference paper (Refereed)
    Abstract [en]

    No business day ends without news on a merger or an acquisition and most managers have experience of acquisitions and/or mergers. Mergers and acquisitions (M&A), that is, the acquisition of (the majority of) the shares in a target company or the legal unification of two organizations into one, are recurrent phenomena in business life (Cartwright and Schoenberg, 2006; Meglio and Risberg, 2010) appearing in waves (Martynova and Renneboog 2008; Shleifer and Vishny 1991). M&A not only result in changed shareholder value, but also in changed industry structures, reconsidered competitive landscapes, and form new key players in markets (Chandler, 1962; Cox, 2006; Finkelstein, 1997).

    Stakeholder research (e.g., Parmar, Freeman, Harrison, Wicks, Prnell and de Colle, 2010; Rowley, 1997) emphasizes the multi-actor, multi-interest perspective to strategic decisions. A value chain perspective on firms suggests customers and suppliers as important stakeholders of firms (e. g., Normann and Ramirez, 1993) and indicates that customers and suppliers may actually act vis-à-vis an M&A. But the picture of customers and suppliers as tradable assets or potential beneficiaries from the acquirer’s point of view seems to dominate. In this paper we particularly address the stake at stake for customers and suppliers in M&A. The following questions are asked:

     To what extent are customers and suppliers acknowledged in the M&A literature?

     How are customer and supplier stakes in M&A described?

  • 53.
    Anderson, Helén
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Danilovic, Mike
    Högskolan i Halmstad.
    Interaktiv Innovation genom Intervention2013In: Det mogna tjänstesamhällets förnyelse: Affärsmodeller, organisering och affärsrelationer / [ed] Per Andersson, Björn Axelsson, Christopher Rosenqvist, Lund: Studentlitteratur AB, 2013, p. 275-285Chapter in book (Other academic)
  • 54.
    Anderson, Helén
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Danilovic, Mike
    Halmstad University, Sweden.
    Chernetska, Diana
    Halmstad University, Sweden.
    Oskarsson, Steinthor
    Halmstad University, Sweden.
    Innovation Through Interaction for Bathroom Suppliers2016In: Extending the Business Network Approach: New territories, New technologies, New terms / [ed] Peter Thilenius, Cecilia Pahlberg, Virpi Havila, London: Palgrave Macmillan, 2016, p. 159-176Chapter in book (Refereed)
  • 55.
    Andersson, Amanda
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Andersson, Frida
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Här idag - Borta i morgon: En kvalitativ fallstudie om vilka möjligheter och risker pop-up butiker kan medföra för ett varumärkes image och identitet.  2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Title: Here today- gone tomorrow. A qualitative study about the opportunities and risks the affect of pop-up stores have on a brands image and identity.

    Authors: Amanda Andersson och Frida Andersson

    Tutor: Leif Rytting

    Examiner: Kaisa Lund

    Subject: Bachelor thesis 15 credits. Business administration III - Marketing. Retail and Service Management, Linnaeus University, Spring 2019.

    Purpose and research question

    The purpose of this study is to investigate in which way brands can strengthen their image and identity and the risks the concept can entail from a brand perspective.

     

    Research questions

    ·    Why do companies open pop-up stores?

    ·    What are the opportunities and risks for opening a pop-up store from a brand perspective?

    ·    In what way can pop-up stores help strengthen existing relationships between a brand and customer?

     

    Method

    This study is based on a qualitative case study in the furnishing industry. The empirical material are based on eight semi structured interviews with people with knowledge about pop-up stores.   

     

    Conclusion/Findings

    Pop-up stores can strengthen a brands image and identity by giving the brand a physical attendance to explicate the brand. The risk is if the brands pop-up stores doesn’t follow the themes with the other channels, or if they open pop-up stores everywhere can result in  brand overexposure.     

  • 56.
    Andersson, Amanda
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Danielsson, Rebecca
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Leverantörens varumärkesstrategi: En studie om hur konsumenters beteende kan påverka leverantörers varumärkesstrategi gällande private label och national brands   2014Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    Titel: The supplier's brand strategy-a study of how consumer behaviour can affect a supplier's brand strategy regarding private label and national brands

    Course: Master Thesis, Business Administration and Economics, Marketing, 30 ETCS (4FE62E)

    Institution: School of Buisness and Economics at Linnaeus University, Kalmar

    Authors: Amanda Andersson and Rebecca Danielsson

    Supervisor: Christine Tidåsen

    Examiner: Bertil Hultén

    Date: 2014-05-26

    Keywords: Private Label, National Brands, Brand Strategy, Supplier, Consumer Behaviour, Attitude loyalty, Behaviour loyalty

     

    Background: The brand range on the grocery shelves in the stores has changed. This thesis focuses on describing consumers behaviour regarding the brands private label and national brands. Further more the thesis focus on how consumer behavior can affect the suppliers brand strategy regarding private label and national brands.

     

    Purpose: This thesis purpose is to describe how consumers behaviour and thoughts can affect a suppliers brand strategy regarding private label and national brands. Furthermore the thesis generate conclusions regarding how suppliers can manage their brand strategy. Finally the thesis conclusions intends to be the basis for recommendations to the the supplier Nordic Stream.

     

    Method: This thesis is a qualitative study where consumer behaviour and thoughts is described in terms of four focus group interviews. The thesis has also conducted interviews with the supplier Nordic Stream and the retailers ICA and Bauhaus. The thesis is based on an abductive research approach. The theoretical framework is based on specific authors and theories in marketing.

     

    Conclusion: Attitude loyal consumers are consumers who have a positive attitude to the retailers store brand and are those who expressed a more positive attitude toward private label. Behaviour loyal consumers are consumers who revisits a retailer regardless of the attitude to this store brand and are those who expressed a more negative attitude toward private label. Suppliers brand strategies can be affected by consumer behaviour, both directly and indirectly. Consumers attitudes and expectations of different brands before making a purchasing decision affect suppliers brand strategy.

  • 57.
    Andersson, Annie
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Pranjko, Kornelia
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Olsson Torstensson, Amanda
    Linnaeus University, School of Business and Economics, Department of Marketing.
    "Det är ju kunderna som bestämmer": En kvalitativ fallstudie på livsmedelshandeln och dess digitala utveckling av försäljningskanaler2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Purpose and research question The purpose of the study is to investigate the change of various sales channels and the customer’s role in the retail sector and how representatives from companies believe that sales channels may develop in the future. With this as a starting point, four research questions have been developed with a focus on the grocery trade. 1. In what ways are sales channels considered? 2. What different types of customer values characterize the company’s work? 3. How is the customer’s role affected depending on the different sales channels? 4. How do representatives of the trade and consultants in the field consider sales channels may develop in the future? Method This thesis is based on this case study of qualitative method in the Swedish grocery trade. The foundation consists of a deductive approach with elements of induction aspects. Empirical data consists of eight semi-structured interviews, after which the respondents are representatives in both retail and grocery trade. Conclusion Digitization is the factor that has characterized the entire retail trade forward and developed new sales channels. The study's result revealed that the digitization together with the customer's role had the greatest impact on how the sales channels have developed. The study has also shown some problems with how ineffectively physical resources are utilized. Due to that the industry is believed to be increasingly digitized in the future. The grocery trade strives it’s best to satisfy the needs of the customer. This yearning has led to futher development. The results show that factors such as time optimization, increased focus on efficiency, and strengthening the integration of sales channels are necessary for the development of the industry. In the future companies will work to not only understand but meet a unique costumer need.

  • 58.
    Andersson, Anthon
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Guntell, Robin
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Advancing the COO Construct From an Affective Dimension: The Application of Projective Technique2015Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Master thesis, Master's degree program Marketing, Economic School Linnaeus University, Växjö Sweden, Spring semester 2015.

    Author: Andersson Anthon, Guntell Robin Tutor: Soniya Billore Examiner: Anders Pehrsson

    Title: Advancing the COO Construct From an Affective Dimension: The Application of Projective Technique

    Purpose: The purpose in this article is to break from traditional research and its accompanying cognitive research methods in order to advance the COO field from a more accurate perspective that also involves an affective dimension as well.

    Design/methodology/approach: Drawing from prior research in the COO field, the methodology accounted for assumptions that were tested in collage technique and ad copy technique.

    Findings: The results shows that some people only seems to be susceptible to COO influence when communicating emotional CSAs nonverbally, whilst some people only reveal rational CSAs when being cognitively asked about COO influence in a directed manner. As a result, the present findings might suggest that prior research in the academic field might suffer from bias.

    Practical implications: In the light of COO, managers should bear in mind that some people cannot be targeted with solely rely on a cognitive marketing communication strategy. More specifically, the ad copy technique provides guidelines for appropriate design of advertisements when one consider to serving the brand’s origin as salient cue in consumers’ minds.

    Originality/value: Advancing the COO construct with using collage technique, this study is to the best our knowledge the second to account for an affective dimension as well. 

  • 59.
    Andersson, Anthon
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Guntell, Robin
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Nilsson, Christoffer
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Konsten att kommunicera strategiskt2014Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Bakgrund: Fenomenet strategisk kommunikation har använts i den akademiska litteraturen i

    många år, men fortfarande betraktar forskare strategisk kommunikation som en djungel och

    påvisar att många olika och liknande begrepp likt strategisk kommunikation används om

    vartannat, allt eftersom flera forskningsfält har växt fram. Det är först nu på senare år som

    forskare har börjat närma sig en enhetlig och gemensam kunskapsbas av vad detta nya

    akademiska forskningsfält egentligen innebär. Vilket dock är ett svårt område och forskare

    belyser att strategisk kommunikation fortfarande är i ett väldigt tidigt skede vad det gäller

    vetenskapen och bör betraktas som ett outforskat område.

    Syfte: Studien avser att genom en fallstudie beskriva hur Växjö kommun arbetar strategiskt

    med kommunikation för att nå sina mål.

    Metod: Studien genomfördes genom en kvalitativ fallstudie med semistrukturerade

    intervjuer.

    Slutsats: Växjö kommun är en stor och politiskt styrd organisation där det är svårt att kunna

    kommunicera med alla anställda på ett önskvärt och tillfredsställande sätt. Detta gör att den

    interna kommunikationen till största del sker genom intranätet.

  • 60.
    Andersson, Aurora
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Åsenlund, Linnea
    Linnaeus University, School of Business and Economics, Department of Marketing.
    The marketplace of tomorrow: En kvalitativ fallstudie om The Lobby Stockholm2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The Lobby

    The Lobby is a marketplace, created by AMF Fastigheter with the purpose of finding new alternatives for the future of the retail industry. The marketplace is a physical retail platform where the pop-up concept, experience based marketplace and events will be used to attract customers and brands to The Lobby.

    Purpose and research questions

    This case study about The Lobby aims to investigate the primary factors which are required to create an experience based marketplace where the pop-up concept is central. Furthermore what purpose this kind of marketplace will hold in the future. Based on the purpose, the following research questions were formed:

    What are the main factors while developing a marketplace like The Lobby? 

    What role can this type of marketplace have in the future?

    Method

    This study is based on a qualitative case study on The Lobby in Stockholm, Sweden. The study has a deductive approach, with some elements of inductive approach. The empirical data consist of eight semi structured interviews and two observations. All the respondents has a connection to The Lobby.

    Theory

    The theoretical references used for this study are shopping mall, pop-up store and experience based marketplace. The theory of shopping mall will be studied as a marketplace where stakeholders are cooperating in one place. The theory will also describe the pop-up stores pros and cons and also the role of the experience based marketplace in the retail industry.

    Conclusion

    If a marketplace like The Lobby, where customers, retailers and partners have the opportunity to try new things, will continue to play a central role in the future, remains to be seen. One thing that can be said, however, is that the advantages of the temporary store are increasing.

  • 61.
    Andersson, Elin
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Neilan, Rebecca
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Nordén, Vilma
    Linnaeus University, School of Business and Economics, Department of Marketing.
    En sömlös upplevelse - från recept till färdig rätt: En kvantitativ studie om omnikanalers påverkan på kundbeteende i livsmedelsbranschen2017Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Problem definition: The digitalization has created increased channel-usage in customers buying process. Customers have started to demand consistency and recognition in every channel. The use of multichannel and the integration of these channels has established the concept omnichannels which purpose is to create a seamless experience for the customer. Previous research has shown a strategic orientation, mainly focusing on how companies should manage their channels. Thereby we are going to examine this phenomenon from a customer’s point of view. On this basis we are going to investigate how omnichannels affect value creation and customer loyalty.

     

    Purpose: The purpose with this study is to investigate omnichannels and how they affect customers in grocery retailing. Furthermore we aim to examine why omnishoppers use omnichannels, which features they value and how this affect their loyalty to a grocery company.

     

    Research questions:

    1. What types of omnishoppers, based on involvement and shopping motives, can be identified in the grocery retailing?

    2. How do the different types of customers value the different features of omnichannels?

    3. How does the customer loyalty in grocery retailing differ between omnishoppers and non-omnishoppers?

     

    Method: This study is based on a quantitative method with a deductive research approach. The research question has formed our hypotheses and the hypotheses are tested through an online survey, answered by 263 respondents. Our empirical data is analyzed in SPSS, and the hypotheses are then accepted or rejected.

     

    Conclusion: We could identify three different customer types in our study, one hedonic group, one utilitarian group and one high involvement customer type. The results from our study showed that the customer types valued different features of omnichannels and that the omnichannels did not affect the loyalty of a customer.

  • 62.
    Andersson, Elin
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Nyholm, Max
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Passagerarens Lustgård: - En studie om resenärens sinnesupplevelse på flygplatsens servicelandskap2016Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    This study is established on a qualitative industry sector research in order to obtain a deeper understanding of the airport's servicescape, and identify sensory marketing opportunities in the sector. The purpose of this study is to identify and discuss the value-enhancing factors that may be of importance for stakeholders in an airport. Further the study intends to clarify what travellers perceive as particularly important in the airport to finally clear the importance of sensory stimulations. In our study it was revealed that servicescape, sensory marketing and value co-creation as three components whose interaction has an impact on the traveler's overall experience in an airport environment. Five trends are highlighted; basic factors, sensory evidence, the regional character, barriers and self-governing passenger flows as key factors to consider in an airport. We find clear evidence that the airport with limited resources can make big impression with regard to creating an enhanced sensory experience for the traveler and a more attractive service environment.

  • 63.
    Andersson, Elise
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Olsson, Maria
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Vi vill se dig igen...: En studie om serviceinnehållets betydelse för relationer inom optikbranschen2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The purpose of this study is to investigate what the service content of a retail business means for the opportunities to create loyal relationships in line with the evolution of digitization. A case study in the optics industry is the starting point for a transfer to the retail trade.

    The study is based on a qualitative research method and the approach is based on deductive character with inductive elements. The empirical material has been collected through nine semi-structured interviews of representatives in the optics industry in Sweden.

    The result of the study indicates that the service content with its additional services can result in companies developing long-term relationships and receiving loyal customers. Furthermore, it has emerged that the activities in the service content are value-creating, but its importance varies between different companies and industries. Finally, our conclusion is that extra services can serve as a competitive advantage and show that the customer is in the company's focus.

  • 64.
    Andersson, Emma
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Könsstereotyper i Reklam: Motivering och påverkan2017Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Sammanfattning

    Syftet med denna uppsats är att diskutera anledningen till användningen av könsstereotyper inom marknadsföring samt undersöka om detta påverkar varumärkets image, attityd till företaget samt konsumenternas köpbeteende. Undersökningen sker utifrån ett företagsperspektiv. För att uppnå syftet med studien har följande huvudproblem formulerats:

    Hur påverkas varumärkesimage, attityd och konsumenternas köpbeteende av könsstereotypisk reklam? Dessutom har en underfråga formulerats: Är det någon skillnad på hur kvinnors respektive mäns köpbeteende påverkas av den könsstereotypiska marknadsföringen?

    I den teoretiska delen definieras genus, könsroller och könsstereotyper, varumärkesimage, attityder och konsumentbeteende.

    Studiens metod har varit kvalitativ med en deduktiv ansats, tillsammans med intervjuer via fokusgrupper. I den empiriska delen redovisas resultatet av de genomförda fokusgrupperna i Venndiagram, följt av analysen där empirin tolkas utifrån teorin.

    Studiens slutsats är att varumärkets image, attityden till företaget och delvis konsumentbeteendet påverkas negativt av alltför framträdande könsstereotyper i marknadsföringen.

    Angående underfrågan om kvinnors respektive mäns köpbeteende påverkas av den könsstereotypiska marknadsföringen är visar studien att så är fallet.

  • 65.
    Andersson, Emma
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Eskesjö Wolffsen, Sabina
    Sundberg, Maja
    Design är mer än bara färg och form: En kvalitativ studie om hur design- och möbelmässor arbetar med tjänstedesign2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Title: Design is more than just colors and shapes Authors: Emma Andersson, Sabina Eskesjö Wolfssen & Maja Sundberg Examiner: Christine Tidåsen Tutor: MaxMikael Wilde Björling Subject: Bachelor thesis 15 credits. Business administration III - Marketing. Interior Decoration and Visual Merchandising, Linnaeus University, Spring 2019. Purpose and research question The purpose of this study, from a business perspective, is to investigate and describe how fair organizers in Swedish design and furniture fairs, with a physical character, are working with service design to create value for exhibition organizers and exhibitors. Based on the purpose of this study, the following research question was formulated: How does fair organizers, in design and furniture fairs, work with service design to create value for exhibition organizers and exhibitors? Method A qualitative research method with a deductive approach has been implemented to answer the research question and purpose of the study. The empirical data has been collected through five semi-structured interviews from a business perspective. In addition to this, interviews from a customer perspective and an expert perspective have been made. The empirical material of the study has been analyzed with the theoretical frame of reference as the starting point. Theory The theoretical references used in this study consists of service dominant logic, co-created value and the experiential world of the customer, which is the first step in the framework of Customer Experience Management. Finally these theories will lead to service design, which is the latest perspective in order to create valuable customer experiences. Conclusion The study shows that service design is an important approach to use to be able to create successful companies, although only partially applied by exhibition organization in design and furniture fairs. Planning and organizing can be seen as a strength. Furthermore, due to the limited contact between the two parties, the expectations that the exhibitors had were not met by the exhibition organizers. The study also shows that if service design is applied, value can be created for both fair organizers and exhibitors, in the form of circular value. Keywords Design, service design, design- and furniture fairs, exhibit organizers, exhibitors, customer experience, value, interaction.

  • 66.
    Andersson, Emmelie
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Gillberg, Andreas
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Låt inte resan förstöra resmålet: En kvalitativ studie om kommunikation av CSR  i resebranschen2015Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    Research questions: What should be included in a CSR-strategy for a travel agency?

    Sub question: How should a travel agency communicate this CSR-strategy to its suppliers?

    Purpose: This study aims to analyze what aspects and components that should be included in a travel agency’s CSR-strategy. The goal with the study is to create recommendations for travel agencies so that they can formulate their CSR-strategy. The aim is also to examine and analyze how the travel agency, as an intermediator, in best possible way can communicate this strategy to its suppliers to make the tourism industry more responsible. The study also aims to help and guide companies in the tourism industry to communicate their CSR-strategy.

    Methods: This qualitative research is inductive. The study has been built on data from semi-structured phone interviews, secondary data from relevant organizations and literature studies from well-known authors in the subjects of CSR and CSRcommunication.

    Results: The study has shown that CSR should be divided in to aspects and components, which in turn will lead to activities for companies in the tourism industry to take part of. These aspects, components and activities should then be communicated by agreements, dialogues and follow-ups.

  • 67.
    Andersson, Evelina
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Hedlund, Linda
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Skoglund, Hanna
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Att anpassa eller inte?: En kvalitativ studie om butikskommunikationen anpassas till ett lands kultur2016Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Title: To adapt or not? A qualitative study of visual merchandising adapted to a country's culture.

     

    Research question: The study is aimed at reviewing the following issue:

    How is visual merchandising adapted to the culture of Sweden?

     

    Purpose: The purpose of this study is to analyse if visual merchandising are adapted to a county’s culture.

     

    Limitations: To achieving a more focused study, limitations were carried out. Because visual merchandising is a wide subject, the authors choose  to focus on the fashion industry. Two companies, Company A and Company B are made as examples for this study.

     

    Method: In this study a qualitative research method was applied, where words and the interpretation in the collection of data and the analysis of it, had an  important relevance for this study. The study had an abductive approach. The study has shown a mixture of deduction, induction and elements of an iterative change between empiricism and theory. The method was based on the observation of two companies that were made as examples. The observations were of mixed characters, but the most central part was to study the phenomenon of visual merchandising in the right environment.

     

    Conclusion: The study concludes how visual merchandising can be adapted to a country’s culture. This can be done by taking the cultural elements into consideration. With the regard of language, cultural meaning of colors, traditions and celebrations. The study has also shown that the visual communication can be more clearly communicated through special displays of seasonal and celebration products and values. Visual merchandising can be adjusted to a culture by showing an understanding of a culture’s ethnicity. The study also concludes that companies can adapt their visual merchandising by taking into account Hofstede's cultural dimensions to avoid uncertainty, individualism and collectivism, masculinity and femininity and long- versus short-term orientation.

  • 68.
    Andersson, Johan
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Carlson, Adam
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Monié, Robert
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Sales performance: A study of the correlation between personality traits and sales performance in the Swedish car dealership market.2015Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Background: When a company is employing new salespeople, much is expected from these. The company is hoping that the new candidate is going to perform well and contribute to the fullest. One of the big questions that the organization has to face is how to evaluate and sift through sales candidates in order to find the best suited one. Previous studies have shown to some extent that a person's personality can be connected to how well they are performing in different occupations. One commonly used framework for assessing personality is the Five Factor Model (FFM) which is able to account for different traits without overlapping. One way to assess a person's personality traits is by the use of the big five inventory questionnaire (BFI). Purpose: To describe if there is a correlation between personality traits and sales performance in the Swedish car dealership market.Method: The research was a quantitative study of two Swedish car dealerships, where 60 out of 72 employees at Hedin Bil & Holmgrens Bil answered the BFI questionnaire. The response rate was 83%. The survey was sent out by mail to the two companies whose responsible managers divided their sales staff in three different groups (good performing, average performing and bad performing) according to the company's organizational goals.Conclusion: The conclusion of this study is that one of the hypotheses was supported and four rejected by the salespeople participating. The only hypothesis that was supported was that Neuroticism would correlate negatively with sales performance.

  • 69.
    Andersson, Jonna
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Nguyen, Stephanie
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Hur överlever e-handelsföretag i modebranschens djungel?: En studie om e-handelsföretag internationalisering och dess kundrelationer2014Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    SammanfattningKandidatuppsats, Ekonomihögskolan vid Linnéuniversitetet i KalmarKurs: International business and Global marketing VT14Titel: Hur överlever mikroföretag i modebranshens djungel - En studie om e-handelsföretags internationalisering och dess kundrelationerFörfattare: Jonna Andersson och Stephanie NguyenHandledare: Susanne SandbergBakgrund: E-handeln är en växande trend som fler och fler upptäcker som ett bekvämt sätt att utföra sina ärenden på. Under 1990-talet, slog konsument e-handeln slog igenom och idag fortsätter den att växa allt starkare. En av de mest framgångsrika branscherna av e-handeln idag är kläder. Modebranschen ses som en väldigt betydelsefull bransch för den växande upplevelseindustrin i Sverige.Frågeställningar: Vad krävs för att skapa ett konkurrenskraftigt e-handelsbolag internationellt? Hur arbetar e-handelsbolag för att bygga upp och bevara kundrelationer?Syfte: Syftet med denna uppsats är att beskriva och analysera vilka faktorer som är grundläggande för återförsäljande e-handelsföretag inom klädesindustrin för att vara konkurrenskraftiga internationellt. Vidare ska det undersökas hur e-handelsbolag inom denna bransch hanterar kundrelationer och hur de arbetar med kundvärde.Metod: Den valda undersökningsmetoden för uppsatsen är en kvalitativ metod utifrån en deduktiv ansats där fyra semistrukturerade telefonintervjuer har gjorts.Resultat och slutsats: Det som krävs för mikroföretag för att vara konkurrenskraftig är resurser, vilket mikroföretag ofta har brist på. Att ha ett internationellt nätverk är också en konkurrensfördel och att tillhandahålla kunderna det de efterfrågar leder till ett omtyckt företag som lättare kan skapa sig en kundkrets. För att vidare kunna bygga upp relationer med sina kunder, är förtroende en viktig faktor. Genom att minimera risker och hålla sina löften kan ett högt förtroende skapas, som är en bra grund till att långvariga relationer kan utvecklas. För att sedan kunna bevara kundrelationerna, är det viktigt att företagen förser sina kunder med värde som en bonus för att kunderna ska känna sig tillfredsställda.

  • 70.
    Andersson, Julia
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Göransson, Kristin
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Persson, Lina
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Den dolda marknadsföringen: -En kvantitativ studie om ambienta dofters inverkan på kunders beteende i en klädbutik.2013Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Context: Congruent ambient scents are not used extensively in marketing and there is only some research in this area within the Swedish retail. Moreover, there are not many studies that show how ambient scents influence customer behavior in a Swedish clothing store.

    Purpose: Examine and analyze which of the ambient scent vanilla and white orchid that suite and can provide a signature fragrance to the clothing store Kompaniet in Kalmar. The purpose of this study is therefore to compare how these scents affect the customers’ behavior in the servicescape.

    Method: A deductive research strategy with an experimental design. The experiment was performed in Kompaniet in Kalmar.

    Theory: Our theoretical framework consists of sensory marketing, male and female shopping behavior, the sense of smell and ambient scent in the servicescape atmospherics.

    Results: Here we present a presentation of Kompaniets servicescape. We present images and a store layout of Kompaniets environment. It also presents a clustered graph of the number of respondents. Moreover, results of the study are presented by statistical data.

    Analysis and discussion: This chapter analyzes and discusses the results, each hypothesis separately, based on the developed theory.

    Conclusions: Six of eight hypotheses are accepted in our completed study in Kompaniet, and we can thus interpret that the presence of an ambient scent affects customers' behavior in a clothing store´s servicescapes extensively. Based on the derived results and conclusions Kompaniet may benefit from using both associated ambient scents vanilla and white orchid as a signature scent to the store. Our study shows that customers are spending a long time in the store, approaching the clothes and more customers are touching the garment with the presence of an associated ambient scent in the servicescape.

    Suggestions for further research: It is relevant to develop a new signature scent that is unique to a store and therefore do not use a fragrance that is commonly found in other environments. Another aspect that can be explored is to place a scent in the entrance of a store to lure customers and then place the same scent at a specific area of the store. There is in the current situation not much contribution regarding how men and women experience the scent of the servicescape. This area therefore has great potential for development.

  • 71.
    Andersson, Kenni
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Nilsson, Fredrik
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Sjöstrand, Therese
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Resebyråers Relationer: Att skapa win-win genom marknadsföring och produktutveckling 2015Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Syfte: Syftet med den här uppsatsen är att förstå lokala Resebyråers relationer och samverkan ur ett nätverksperspektiv, för att kunna analysera produktutvecklingen och marknadsföringen. Med koppling till de valda syfte har följande forskningsfråga valts: Hur kan resebyråer använda sina relationer med leverantörer och samarbetspartners för att förbättra marknadsföringen och produktutvecklingen? Metod: Uppsatsen utgår från en kvalitativ undersökningsmetod och har en abduktiv ansats. Uppsatsen behandlar relationer och nätverk, vilket behandlas i ett eget kapitel. Informationen till kapitlet är insamlat genom sekundärkällor. Där efter presenteras och analyseras resultatet, resultatet är material från semistrukturerade intervjuer och telefonintervjuer. Slutsatser: Under arbetsprocessen har vi slutligen kunnat se hur resebyråer använder sina relationer och nätverk i utvecklingen av marknadsföring och produktutveckling. Vi har identifierat både likheter och olikheter med resebyråernas relationer och nätverk, men även möjligheter för resebyråerna att utveckla marknadsföringen och produktutvecklingen.

  • 72.
    Andersson, Maja
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Blomgren, Åsa
    Linnaeus University, School of Business and Economics, Department of Marketing.
    I begynnelsen av ett digitalt kretslopp: En studie om att lansera och kommunicera en digital tjänst2018Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Background: The digital market is expansive, therefore introducing a new product into the market is critical, launch is a crucial factor. The launch is often costly, but not enough interest is given to it. The market introduction of gamifications usually fails for the reason that the understanding of the user is inferior.

    Purpose: The aim of the study is to contribute to increased understanding of how a launching strategy for a digital platform, based on a gamification, can look in the swedish market.

    Method: The study is based on a hermeneutical approach, the study is dealt with inductively with deductive elements, the theoretical frame of reference was processed with the intention of generating understanding and being treated fundamentally for the empirical material. The survey is based on qualitative methodology, semistructured interviews have been conducted in the form of individual interviews and focus groups, with an interviewguide as basis. The interviews were recorded, after which the empirical material was transcribed. The collected data was encoded and categorized.

    Conclusion: The study revealed three essential categories; Interest, Communication and Continuity, which came to form the Model User Desired Lifecycle. An interest can be aroused by the target audience, if the service meets a need that facilitates the user's everyday life. As users are quick to discourage digital solutions, the context of the message should include usability and ease of use. Communication through influencers proves preferred. Furthermore, it emerged that continuity can be created if the digital service gives rewards to the user, resulting in motivation to use the service again. Furthermore, it was found that companies should listen to users' opinions in order to update the service, which could result in a more targeted service. 

  • 73.
    Andersson, Marcus
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Jurgaityte, Greta
    Linnaeus University, School of Business and Economics, Department of Marketing.
    The Missing Piece in the Labour Force Puzzle: The Impact of Highly Skilled Migrants on Internationalisation and Organisational Innovation in Swedish Companies2018Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Today Sweden is facing a significant shortage of highly educated labour force, which is recognized by various companies and which can have adverse consequences on the firms as well as the country as a whole. One of the solutions to this problem is identified to be highly skilled migrants (HSMs). Thus the purpose of this thesis is to research the impact that HSMs have on Swedish companies. By carrying out a qualitative research approach, a deeper understanding of the influences of HSMs on the internationalisation and the organisational innovation is gained, while the chosen abductive method allows exploring the subject by taking into consideration the real life issue as well as the related theories at the same time.

    The theoretical framework aids to build a foundation for this thesis regarding the relevant theories, including the bottom-up organisational design, the brain gain, RBV theory, internationalisation models and organisational innovation processes. This helps to construct a theoretical model which presents a theoretical answer to the research questions of the thesis.

    Thus the theoretical model helps to analyse the empirical data gathered from the interviews with five representatives of different Swedish companies. The cross-referencing of the cases helps to find the similarities and differences of the impact of HSMs in these companies. This is followed by the conclusions based on the analysis chapter. The main theoretical implications include the findings that the market and cultural knowledge seem to be the most important assets that HSMs bring, which, together with different educational backgrounds, technological competencies and networks, aid the internationalisation of the companies that can be understood through the Network and Born Global models. Furthermore, it is found that the new perspectives of HSMs encourage the organisational innovation through the increased tacit knowledge inside the organisations. Moreover, the managerial implications include recognising of the importance of HSMs for the Swedish companies and thus seeking a more international workforce, empowering the employees and being able to exploit the resources that they bring, while at the same time managing the cultural clashes that might occur. Therefore, this thesis helps to build a foundation for viewing HSMs a solution to Sweden’s problem of the lack of highly skilled workers.

  • 74.
    Andersson, Marcus
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Lindgren, Hanna
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Wenning, Oscar
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Att skapa sensation med en ny generation: En kartläggning hur mediebolag kan anpassa sin marknadskommunikation gentemot generation Z2017Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    Title: Create a sensation with a new generation

    Authors: Marcus Andersson, Hanna Lindgren, Oscar Wenning

    Supervisor: Lecturer Åsa Lindström

    Examiner: Professor Bertil Hultén

    Faculty: School of Business and Economics at Linneaus University

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

    Research question: How do media companies need to adapt their market communication to reach generation Z?

    Purpose: Based on generation Z and their consumption of media today, this study intends to provide the basis for SVT’s development of its marketing strategy to reach and attract members of generation Z. Thus, the study aims at identifying which channels generation Z uses and also during what hours of the day they are most active. It is also intended to analyze how the generation perceives the different types of communications, both in terms of content and different types of formats. By analyzing the different factors individually and in relation to each other the purpose of this study will present both theoretical and practical implications on how media companies in general, and SVT specific needs to adapt their market communication towards generation Z. In the long run, the purpose is to present practical implications that may benefit marketers in general that wishes to reach generation Z.

    Method: This study has an abductive approach, where the combinations of both quantitative and qualitative methods have been used. The data acquisition has consisted of studies of literature and empirical gatherings through semi-structured interviews and surveys. The empirical findings were divided into qualitative data that was analyzed through a qualitative data analysis and the quantitative data was analyzed through a cluster analysis.

    Results and conclusions: The result of the study shows that generation Z should not be seen as homogenous group, although the generation to some extent shows similar behaviour. The study has also shown that there are major differences in generation Z when it comes to consumer behaviour of media, communication behaviour and interaction with companies. In addition to this, differences have also been identified when it comes to what they prefer to watch, content on social media, and the format of content to be presented in a way that satisfies them. What is evident in the study are four different developed profiles within the generation where everyone has different behaviours and approaches, factors that are relevant to SVT and other media companies to consider in their future market communication.

    Theoretical and practical contributions: The theoretical implications of this study consist of a description of generation Z’s behavioural patterns when it comes to the consumption of media and social media, interaction with companies and communication. The study also contributes to the theories of content marketing with a mapping of generation Z’s perception of different types of content on social media. The practical implications presented in the study are its findings, which contribute to the basis for SVT’s design of its marketing strategy to reach out with its message to generation Z. The results can also be interesting for other companies that wants to, through social media, reach out with a message to the generation.  

    Key words: Generation Z, media companies, market communication, social media

  • 75.
    Andersson, Markus
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Internal Communication of CSR Projects: A case-study within a multinational group.2016Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The interest for corporate social responsibility increases with the time and more companies conducts it for every year. The VINCI group is no different and has from 2002 had a Foundation, initially developed in France. However, over the years it has expanded into multiple countries throughout Europe and has now initiated a development of the VINCI UK Foundation with the purpose of fighting social exclusion and isolation. The decentralized company structure and the involvement of multiple subsidiaries demand a high quality of the internal communication regarding the project. That is also what this study will be investigating, how the internal communication of the VINCI UK Foundation was conducted.

    This research was conducted via a case study, with the author employed at VINCI Energies UK and RoI, working first hand with the subject whilst also conducting interviews with the people involved.

    Multiple perspectives of both corporate social responsibility and internal communication will be discussed and how the initiation was communicated to the employees within the subsidiaries. It is important for organizations to include the real reasons as to why it was initiated, not only providing the reason of being responsible as a company. Since this will develop a skepticism in the minds of the internal stakeholders affecting the trust towards the project, or even towards the organization.

    The different interpretation of what corporate social responsibility is, alongside with how the subsidiaries conduct their internal communication on a daily basis, resulted in that the information regarding the VINCI UK Foundation was communicated differently. For the years to come it could be important for the subsidiaries involved to meet prior to communicating the information in order to determine a code of conduct. This is important to develop a united front.

  • 76.
    Andersson, Mikaela
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Petersson, Louise
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Lost in translation: A qualitative study regarding the translation process of social media activities.2017Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Authors: Mikaela Andersson & Louise Petersson

    Suporvisor: Dan Halvarsson

    Examiner: Åsa Devine

    Title: Lost in translation - A qualitative study regarding the translation process of social media activities

    Keywords: Social media, Translation process, KPIs, Qualitative metrics, Quantitative metrics, Data collection, Data analysis

    Background: Social media as marketing tools have created many opportunities for marketers and companies that want to increase the social media use. However, the vast amount of data has generated many question marks, so there is a great need to understand how the translation process of social media activities is proceeding to have the ability to understand the effectiveness of the activities.

    Purpose: The purpose is to describe the translation process regarding the evaluation of social media activities.

    Research Question: How is the translation process described concerning social media activities?

    Methodology: The research is founded upon a qualitative approach with a descriptive purpose. It includes multiple-case studies and the data was collected through six semi-structured interviews. The result was derived by descriptions, categorizations and combination of the data.

    Conclusion: Despite having a fairly stable process including KPIs, metrics, data collection and analysis, there is no general way of translating social media indicators. Every translation process is dependent upon whom the client is, and what the objectives are, so it is difficult to describe the process in detail. However, the above-mentioned process can be viewed as an overall approach. 

  • 77.
    Andersson, Mindy
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Herman, Ella
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Lundgren, Emma
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Konsten att sammanfläta varumärkesidentitet och omnikanaler: En kvaltativ studie applicerat på modevarumärken2018Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
  • 78.
    Andersson, Oskar
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Lindahl, Abbe
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Trenter, Amanda
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Kiki, do you love me?: En kvalitativ studie om hur artister kan marknadsföra en låt med hjälp av koreografi2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Viral marketing is something that has always existed in one way or another. For the past few years, social media has taken a major part within marketing, especially for viral campaigns. In the past years, something called "challenges" has existed in our feeds on our various social media platforms. Many of these challenges are connected to dance. Many people recognize "In My Feelings Challenge, Harlem Shake, Watch Me (Whip / Nae Nae) and Gangnam Style". Today, many songs has gotten more attention and streams, thanks to a viral choreography connected to the song, that has spread in one way or another. The purpose of this study is to investigate how artists can use choreography to market a song, as well as which factors increase the potential to get it viral. Furthermore, we analyze the importance of image for an artist with the cnnection to the marketing of a song with choreography. How can a song become viral with the help of choreography? How can an artist spread their choreography through social media? These are questions that we in this study have answered in the best ability as possible. Our empirical data is based on 8 qualitative interviews with people who have a relation in some way or another to the subject. All respondents have contributed with very good thoughts and opinions. Our conclution with this study is that it is a great importance in which image the artist has, as well as the target group and the artists activity on social media. We also found that video marketing is an extremely important factor in the spreading of choreographies. To increase the potential of having a viral choreography, the artist can cooperate with suitable influencers, but the artist their selfes should not encourage their fans to start a choreography independently.

  • 79.
    Andersson, Pontus
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Sjöö, Mattias
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Björn Borg slår ett slag för sportkläder: En studie om marknadskommunikation i samband med varumärkesutvidgning för modeföretag2017Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    Title: Björn Borg strikes a hit for sportswear.

    Authors: Pontus Andersson & Mattias Sjöö

    Faculty: School of Business and Economics at Linnaeus University

    Programme: Business Administration and Economics Programme

    Course: 4FE63E- Degree Project in Marketing, The Business Administration and Economics Programme

    Supervisor: Lecturer Richard Owusu

    Examiner: Professor Bertil Hultén

    Research question: How should a fashion company communicate their brand in connection with a brand extension to new segments?

    Purpose: The purpose with this thesis is to study a Swedish fashion company in context with brand extension and marketing communication.  Thereby the thesis aims to study marketing communication associated with brand extension for a Swedish fashion company. The thesis will support how a fashion company can change consumer’s perception of the brand through marketing communication. In this thesis we will study the fashion company Björn Borg whom we aim to provide with implications for their brand extension, and suggestions for other fashion brands in similar situations.

    Methodology: The thesis has been created in cooperation with Björn Borg, with an inductive approach and a qualitative research method. The collection of the data is collected through interviews and focus groups with individuals in Sweden.

    Result and conclusions: The result shows that consumer’s values digital marketing communications with a more individually approach, which thereby should be used associated with brand extensions. The thesis shows that consumers are more easily reached by marketing communications through digital media with a focus on social media. The brand should use the positive associations the customers have towards the brand in order to include their sport clothes. It has also been proven through this thesis that using influencer marketing with bloggers, sportsmen or other types of role models is viewed as positive in relation to marketing communication.                                     

    Limitations: This thesis aims to study consumers on the Swedish market which therefore limits the study for Sweden and the Swedish market.

    Theoretical and practical contributions: The theoretical contribution from this thesis is that digital marketing which is individually customized is perceived positive from a consumer view. We have also detected that consumers today collects their daily information from digital media which results in a decreasing interest in traditional communication channels. The thesis shows that marketing communication via digital media in cooperation with brand extension gets the consumers attention, for instance should brands use influencers and/-or personalized commercials in order to reach out to consumers in today's society. The practical contribution we present for the case study company aims on the opportunity to use digital marketing communication and more specific communication by social media and influencers. By raising the amount of marketing communication on digital media we have detected a good opportunity improve consumers image of the extended brand Björn Borg.

    Keywords: Brand, Brand extension, Marketing communication, marketing, digital marketing, identity, image, differentiation, social media, influencers.

  • 80.
    Andersson, Robin
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Magnusson, Robin
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Sun, Zheng
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Wining and Dining in China: How Swedish companies perceive and adapt to cultural differences when managing business relationships in China2013Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    China as an Asian country has now an ever growing importance to the world economy and Sweden as a western country is having more and more collaboration in business with China. Due to the cultural differences between Sweden and China, managing relationships in B2B market has been challenging for Swedish companies doing business in China. Our study aims to find out what cultural differences are perceived by the Swedish companies and what adaptations they have made to the cultural differences so as to manage the business relationships. This study is based on the theories of Trompenaars and Hampden-Turner’s dimensions of human relations and Marx’s cultural shock triangle. Also we have referred to theories on Chinese relationships, Guanxi.

    We have used deductive method and conducted seven interviews, namely five with Swedish companies that have business in China and two people respectively from the Swedish Chamber of Commerce in Shanghai and the Regional Court in Kalmar of Sweden. We have come to the result that the Swedish companies are mainly challenged by the cultural differences such as the language difficulty, time orientation of Chinese and the personal approach in business relationships management. In this case the companies have made efforts to increase knowledge in the Chinese culture but also to establish local sales offices and carry out a joint venture with the Chinese business partners.

  • 81.
    Andersson, Rosalinn
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Gustavsson, Sofie
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Med säljaren i huvudrollen: En studie om tjänsteföretags internationalisering samt internationella försäljning.2014Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The purpose of this thesis is to study and identify approaches for service companies to internationalize and sell their products. In order to do so, and to identify possible patterns, it is important to increase our understanding of how sales of the services is done, and how the sales person manages the cultural differences that arise in internationalization. 

    Our methodology is a qualitative study with a deductive approach. The theoretical framework includes well known models describing the process of internationalization of firms, also theories concerning service firms, international sales, the sales person’s role, and culture and communication are included. The empirical chapter which follows, contains a review for our case companies, and how they have handled their internationalization and international sales. Next, we have compared empirical data to theory in an analysis to identify an outcome regarding internationalization and international sales of services. 

    Finally in our conclusion, we have been able to present a pattern of the internationalization process of service firms, whereas the process is initiated mainly by driven individuals on a leading position. The process is dependent on the firm’s salesmen who network, build strong relationships, and communicate the benefits with the immateriell products. By inter alia, research they can increase their already existing knowledge in order to meet cutural differences and thereby be trustworthy for the customer. Thereafter the salesmen are able to sell the service by a promise where the customers expectations is placed on a realistic level. 

  • 82.
    Andersson, William
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Åhlander, Erik
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Cutting out the Middleman: The Increasing Disintermediation by Swedish Exporting Sawmills2016Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The Swedish sawmill industry is changing, and sawmills are increasingly pursuing disintermediation opportunities internationally. However, little is known, theoretically nor practically, regarding what is influencing sawmills in their pursuit of disintermediation. 

    This thesis investigates how the disintermediation opportunities in the sawmill industry is changing international operations, and the applied export choices made as a result of the phenomenon. 

    Results show that Swedish sawmills are influenced by disintermediation opportunities differently depending on various elements and conditions. A set of enabling and driving factors, as well as barriers, have been identified as variables affecting decisions and operations. Additionally, results indicate that sawmills enter markets with higher commitment more rapidly due to improved information accumulation and communication capabilities. 

  • 83.
    Andrey, Krysanov
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Shakotko, Mariia
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Managing growth in a socially responsible way: a case study of Russian companies2014Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    The problem of achieving and sustaining growth is vital for companies in any country market, but it is even more crucial for companies in an emerging market, such as Russia. Meanwhile, some companies in the Russian market succeed not only in growing but also in implementing several socially oriented activities and projects in their strategies. Thus, we identify what are the possible obstacles to growth in the industrial and internal firm environment like, and analyze how companies overcome them. Besides that, we aim to study the forms of corporate social responsibility activity, that Russian companies are engaged in, and how consistent this activity is with the companies' strategies and goals.

    We have conducted a qualitative case study of five Russian companies, which represent different segments of IT industry. The semi-structured interviews with the managers from the company have been the main sources of the empirical data, however some additional secondary data has also been used. Further on, the gathered empirical data served the materiel for the analysis of the dynamic capabilities the companies possess to overcome the growth challenges they encounter, what strategic innovation processes they implement in their strategies and if there are some socially oriented activities, including particular projects, that the companies are engaged in. If a company practices a certain socially oriented activity then the consistency of this activity with the company's strategy and goals has been analyzed. As social activities are seen as a prerequisite for sustainable business we also analyze if the companies bring natural value to the society and the environment.

    The results show that the companies with rather high growth figures may lack certain dynamic capabilities, which are or will be needed to overcome a particular growth challenge. Four of the five companies prove to act proactively, thus they have the prerequisite for strategic innovations. These companies also implemented different types of strategic innovation, although not the radical one.For those companies, that are engaged in socially oriented activities, these activities are seen as consistent with the companies' strategies.Meanwhile, only one company implements environmental-friendly solutions, thus it comes closest to running sustainable business.

    The general provided recommendations for the companies are to develop lacking dynamic capabilities to overcome growth challenges, to act proactively in order to be ready to implement strategic innovations and develop and keep their social activities consistent with their strategies.

  • 84.
    Angel, Viktoria
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Karlsson, Malin
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Managing the Thai smile: A minor field study exploring institutional impact on the strategic management of Swedish firms operating in Thailand2017Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Evidence has shown that internationalizing firms operating in

    emerging markets are facing institutional challenges different

    and more distinctive from those existing in developed

    markets. This requires firms to adapt their strategic

    management by taking institutional impact into consideration.

    Research providing knowledge on how to manage this issue

    is very limited, especially in the context of Thailand.

    This thesis aim to explore and provide knowledge about the

    institutional settings in Thailand and analyse how it impacts

    the strategic management of Swedish firms.

    “How do legal, political and cultural institutions impact the

    strategic management of Swedish manufacturing firms

    operating in Thailand?”

    This is a qualitative thesis which follows a deductive research

    approach. It takes an exploratory design, where semistructured

    interviews were conducted with five managers

    representing Swedish firms in Thailand.

    Political, legal and cultural institutions impact the strategic

    management of Swedish firms in different ways; the most

    evident challenges stemming from the legal institutions. It

    can further be concluded that it is of high relevance for firms

    to take the institution based view into consideration when

    formulating and implementing their strategies the Thai

    market, since it is easier to carry out intended strategies when

    possessing institutional knowledge

    International business;

  • 85.
    Anisimova, Tatiana
    Linnaeus University, School of Business and Economics, Department of Marketing.
    In organic food we trust2019In: ANZMAC 2019 Conference Proceedings, 2019Conference paper (Refereed)
  • 86.
    Anisimova, Tatiana
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Swedish solar car innovation: new product and venture development in a higher education and sustainability context2019In: Paper presented at the Australian Centre for Entrepreneurship (ACE) Research Exchange 2019 Conference, Sydney, February 5-8, 2019, Australian Centre for Entrepreneurship , 2019Conference paper (Refereed)
    Abstract [en]

    Student entrepreneurship has become an increasingly important topic for academics and practitioners alike. A major reason for that is the recognition that startups by students and recent university graduates have been found to be much more frequent than spin-offs by their faculty, and not of lower quality (Åstebro, Bazzazian & Braguinsky, 2012). According to the “Triple Helix” model (Etzkowitz et al., 2000) universities play a critical role in regional innovation systems and student’s entrepreneurial activities are found to be responsible of regional competitiveness (Guerrero et al., 2016). Jönköping University’s (JU) Solar Car Project (SCP) aims at fostering student entrepreneurship in an innovative pedagogical context. JU-SCP is a unique real-life and cross-functional collaborative educational project involving instructors and students from various Schools within JU (School of Engineering, International Business School, School of Education and Communication) as well as stakeholders from the wider community (e.g. industry and public sector organizations). The project provides the participating student with in-depth knowledge and skills in automotive engineering, entrepreneurship, marketing and project management as well as sustainability thinking, by combining theory with an innovative activity-based learning approach. Mastering JU-SCP requires the student to run and develop the entrepreneurial venture JU Solar Team (JUST) – the fundamental identity behind the SCP. Its core activity consists of: (i) constructing a competitive solar-powered electric car; (ii) venture marketing and finance; and (iii) planning and participating in the Bridgestone World Solar Challenge 2019. The presentation describes the SCP/JUST and its major outputs, with a particular focus on innovative pedagogy.

  • 87.
    Anisimova, Tatiana
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Brunninge, Olof
    Jönköping University, Sweden.
    Creating competitive brand advantage via connecting and disconnecting historical epochs through heritage brands2018In: 2018 Global Marketing Conference at Tokyo Proceedings, Global Marketing Conference , 2018, p. 1258-1260Conference paper (Refereed)
    Abstract [en]

    In times of rapid technological change and increasing global competition, the brand constitutes one of the few resources to ensure sustainable competitive advantage (Lindemann, 2003). An important brand attribute companies need to build and communicate to consumers is brand authenticity. The technological and economic dynamics of our modern times can have destabilizing social consequences, particularly during the uncertainty caused by economic or political crises – which robs individuals of their need for stability and continuity. In these times, the human desire for authenticity may be especially strong (Turner & Manning, 1988). But what drives the authenticity of a brand? Recent research has identified brand heritage, that is, a company’s active use of its past and legacy, as beneficial for achieving competitive advantage (Urde, Greyser, & Balmer, 2007; Balmer, 2009). 

  • 88.
    Anisimova, Tatiana
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing. Jönköping University.
    Mavondo, Felix
    Monash University, Australia.
    Weiss, Jan
    Jönköping University.
    Controlled and uncontrolled communication stimuli and organic food purchases: the mediating role of perceived communication clarity, perceived health benefits, and trust2019In: Journal of Marketing Communications, ISSN 1352-7266, E-ISSN 1466-4445, Vol. 25, no 2, p. 180-203Article in journal (Refereed)
    Abstract [en]

    Despite a growing demand worldwide, organic food remains a niche category, with consumers only purchasing it some of the time. This study examines the mediating effects of consumers’ perceived clarity of organic food-related communication, trust for, and perceived health benefits of organic foods in the relationship between controlled and uncontrolled communication stimuli and organic food purchases. We test our hypotheses on a sample of 1011 Australian organic food consumers using Structural Equation Modeling. We find that all mediators except perceived communication clarity perform as hypothesized, with the latter not mediating the relationship between uncontrolled communications and perceived health benefits of organic foods. The results suggest that marketers should ensure clarity in controlled organic food communications, signal health benefits of organic food and build consumer trust to generate organic purchases.

  • 89.
    Anisimova, Tatiana
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Weiss, Jan
    Jönköping University.
    Mavondo, Felix
    Monash Univ, Australia.
    The influence of corporate brand perceptions on consumer satisfaction and loyalty via controlled and uncontrolled communications: a multiple mediation analysis2019In: Journal of Consumer Marketing, ISSN 0736-3761, E-ISSN 2052-1200, Vol. 36, no 1, p. 33-49Article in journal (Refereed)
    Abstract [en]

    Purpose Drawing on the stimulus-organism-response (S-O-R) model, the purpose of this study is to investigate mediating effects of controlled and uncontrolled communications of corporate brand perceptions on consumer satisfaction and loyalty. Design/methodology/approach Structural equation modeling (SEM) was used to test the hypotheses on a sample of 271 Australian automobile consumers. Findings The authors find that while consumer satisfaction is indirectly influenced by corporate-level attributes via controlled and uncontrolled communication, the authors did not find an indirect effect between consumer benefits on consumer satisfaction via controlled and uncontrolled communication. By contrast, the authors find highly significant indirect effects - via controlled and uncontrolled communication as well as consumer satisfaction - for the relationship between, on the one hand, corporate-level attributes and consumer benefits and consumer brand loyalty on the other. Uncontrolled communication was significantly associated with consumer loyalty, a relevant finding that indicates an importance of tracking media coverage and maintaining favorable relationships with the media.

  • 90.
    Anja, Jablanović
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Çakanlar, Özden Aylin
    Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
    Hohls, Christiane
    Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
    Fast Fashion in the Experience Economy: Comparing online and in-store shopping experiences2015Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Fast fashion retailers have faced a difficulty in translating in-store experiences to online experiences. Although online shopping is increasing, the in-store shopping is still very important for a superior shopping experience. Technology has had a major impact in making multichanneling retail more consistent, although there are gaps that technology can not fill.

    This study attempted to measure how consistent the customer experiences were online and in-store. Shopping experiences were measured with different concepts such as: flow, usability, interactivity, atmospherics and tactility. These concepts were measured separately in-store and online, in order to be compared. The purpose was to find out which concept is inconsistent so the authors could make recommendations for improvement to fast fashion retailers. The research approach was a mixed method approach and the chosen research design was cross sectional, using quantitative research to corroborate qualitative research findings.

    The results from a quantitative questionnaire of 263 experienced fast fashion consumers in Sweden show that the consistency varies between the concepts. The qualitative study was done at two occasions on a sample of six interviewees in each focus group, and gave a deeper understanding for why the shopping experience was or wasn't consistent. The qualitative results varied amongst the individuals and show that reasons for being inconsistent are intrusive salesmen, insufficient size measuring tools, long queues, lack of tactility and the most interesting of all: making better return and ordering policies.

    The future lies in making it easier to order online, in order for the consumer to be able to experience the product in real life, through staff-free fitting rooms and showrooms and such, rather than making the experience better online. The future seems to lie in solving the reverse of the start point of this study, namely translating online to in-store experiences. 

  • 91.
    Anrep-Nordin, Emma
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Lund, Maja
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Rosén, Malin
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Gör det rätt från början: En studie om framtagande och lansering av nya varumärken i enskilda företag2013Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Syftet med uppsatsen är att ur ett företagsperspektiv analysera och klargöra hur enskilda företag arbetar vid framtagande samt lansering av nya varumärken. Uppsatsen syftar också till att identifiera samt utvärdera likheter och skillnader i varumärkesbyggandeprocessen mellan olika företag. I anslutning till uppsatsens syften har vi formulerat följande övergripande forskningsfråga; Vilka kännetecken kan urskiljas i varumärkesbyggandeprocessen av ett nytt varumärke inom konsumenthandeln?

    För denna uppsats har vi valt att genomföra en kvalitativ studie som kommit att anta ett abduktivt perspektiv. Valet av metod baseras på att vi ämnade erhålla en fördjupad kunskap samt att metodens tillvägagångssätt tilltalar oss. Det empiriska kapitlet bygger på kvalitativa intervjuer med sju personer som alla verkar inom konsumenthandeln och som besitter värdefull kunskap om ämnet i fråga. Genom vår analys har vi kunnat klargöra likartade inslag för varumärkesbyggande i enskilda företag. Det framgår dock att tillvägagångssätten skiljer sig åt och det beror på att alla varumärken startas med olika förutsättningar. Vi har kommit fram till att tidigare kunskap, finansiella medel och nätverk är av betydelse i det inledande skedet för hur processen vidare utvecklas. Vi har även identifierat väsentliga aktiviteter för varumärkesbyggandeprocessen där varumärkesgranskning, skapandet och upprätthållandet av varumärkesidentiteten samt lanseringsprocessen beskriver hur varumärkesinnehavarna kan gå till väga.

  • 92.
    Antai, Imoh
    et al.
    Jönköping University.
    Mutshinda, Crispin
    Mount Allison University, Canada.
    Owusu, Richard A.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    A 3-R principle for characterizing failure in relief supply chains’response to natural disasters2015In: Journal of Humanitarian Logistics and Supply Chain Management, ISSN 2042-6747, E-ISSN 2042-6755, Vol. 5, no 2, p. 234-252Article in journal (Refereed)
    Abstract [en]

    principle for characterizing failure in humanitarian/relief supply chains’ response to natural disasters,and describes a Bayesian methodology of the failure odds with regard to external factors that mayaffect the disaster-relief outcome, and distinctive supply chain proneness to failure.Design/methodology/approach – The suggested 3Rs combine simplicity and completeness,enclosing all aspects of the 7R principle popular within business logistics. A fixed effects logisticregression model is designed, with a Bayesian approach, to relate the supply chains’ odds for success indisaster-relief to potential environmental predictors, while accounting for distinctive supply chains’proneness to failure.Findings – Analysis of simulated data demonstrate the model’s ability to distinguish relief supplychains with regards to their disaster-relief failure odds, taking into account pertinent external factorsand supply chain idiosyncrasies.Research limitations/implications – Due to the complex nature of natural disasters and the scarcityof subsequent data, the paper employs computer-simulated data to illustrate the implementation ofthe proposed methodology.Originality/value – The 3R principle offers a simple and familiar basis for evaluating failure in reliefsupply chains’ response to natural disasters. Also, it brings the issues of customer orientation withinhumanitarian relief and supply operations to the fore, which had only been implicit within thehumanitarian and relief supply chain literature.

  • 93.
    Antas, Linnéa
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Digitaliseringens framfart – blommar den blott tillfälligtvis?: En kvalitativ studie om fysiska butiker inom detaljhandeln 2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Digitaliseringen har inneburit förändringar inom handeln, vilket kräver att de fysiska butikerna anpassar sig till viss mån mot den konstant tillgängliga och flexibla e-handeln (Ott & Sonneck, 2010). För att inte hamna helt i skuggan av den handeln som sker över internet är det idag viktigare än någonsin att hänga med i utvecklingen (Jeansson et al., 2017). Vidare kan den digitala transformationen beskrivas och att gränserna mellan den handel som bedrivs fysiskt eller digitalt har suddats ut, där konsumenten utvecklats till att handla multi-kanalt, genom många kanaler, där kunden önskar effektiv systemintegration där alla kanaler interagerar med varandra (Brynjolfsson et al., 2013).

  • 94.
    Antell, Filip
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Darnfors, Daniel
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Acquired SME:s in the IT-service industry: A multiple case study on firms in Denmark and Sweden2013Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    There is a gap in the theory of acquisition, little investigation have been made on the acquired firm within the acquisition process and in service industries. Because of the lack of research in this area, this research is focusing on acquisition theory and how it positions to the acquired firm rather than the firm making the acquisition. Therefore a need to investigate the acquisition theory on acquired firms on SME: s in the IT-service industry is interesting. To do so, three case studies have been made on three firms that have been acquired. The empirical results from the case studies have shown how the relationship between the parent company and the subsidiary has differences. The company culture and the relationship to the parent firm differs if the parent firm is foreign or not; and if the acquisition process is mutual between two firms rather than a market extension acquisition.

    By analyzing the data of this research the study show that the previous theories of acquisition are adaptable to implement on firms that have been acquired on SME:s in the IT-service industry.

     

  • 95.
    Anton, Aldevinge
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Market your destination: An investigation of how destination marketing organizations can reach generation Y2016Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    Background: The tourism industry and especially those that market destinations, destination marketing organizations (DMOs), face challenges to meet generation Y, with an uncertainty of how to do it. DMOs need to be adaptable to an everyday changing market in order to attract visitors to their destinations.

    Purpose: The purpose of this study is to explore how destination marketing organizations can market their destinations to reach domestic tourists within the population of generation Y.

    Method: A literature review was made in order to explore previous research regarding DMOs’ marketing strategies and tourists’ information search behavior. The literature review has been used in order to make hypotheses and a research model which lay the foundation for the design of a survey to test the hypotheses. An interview guide, based on the literature review, was made to address potential tourists and get deepen understanding of the field. Contrast and compare have been made between potential tourists’ opinions and the theoretical part, in order to draw conclusions on the subject.

    Results and conclusions: Results of this study have shown that for the chosen population, generation Y, are search engines and DMOs’ websites seen as the best way to reach tourists. DMOs have high possibilities to be seen on the web (their website and social media sites) if they actively use search engine optimization. Social media sites are also important, but in a different way, and DMOs need to work harder and cleverer on these sites to market their destinations.

  • 96.
    Antonova, Alexandra
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Ceder, Josefin
    Linnaeus University, School of Business and Economics, Department of Marketing.
    The Placebo Effect of Eco-Labelling on Consumer Attitudes: An Explanatory Study2015Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Recently the question of eco-labelling has become increasingly important, especially when used as a green marketing tool. Surprisingly, the marketing placebo effect of eco-labelling and the influence it has on the performance of a product has received little attention.

    The purpose of this study is to explain the placebo effect of eco-labelling on consumer attitudes. Fishbein’s model of attitudes is implemented whereby a focus group is used as a basis to create a questionnaire and a tasting experiment.

    The findings of the study provide an explanation and evidence of the placebo effect of eco-labelling. The product with an environmental label is perceived as tastier, healthier and of higher quality than the same product without ecological label.

  • 97.
    Ardhe, Hanna
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Östergren, Vilma
    Linnaeus University, School of Business and Economics, Department of Marketing.
    We built this city, together!: En kvalitativ fallstudie om platsmarknadsföringens betydelse för Kalmars platsvarumärke2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Syfte och problemformulering: Syftet med undersökningen är att få fördjupad förståelse för innebörden av platsmarknadsföring och platsvarumärke för Kalmar som destination. Undersökningens delsyften ligger i att få uppfattning för hur destinationen arbetar med platsmarknadsföring för att stärka platsvarumärket. Vidare kommer undersökningens delsyfte, med grund i platsvarumärket, att granska hur destinationen kan bli en mer attraktiv turistdestination.

    Hur kan Kalmar som destination arbeta med platsmarknadsföring för att skapa, stärka och bevara sitt platsvarumärke?

    Metod: Undersökningen bygger på en abduktiv ansats med ett kvalitativt tillvägagångssätt. Den empiriska datan grundas i nio semistrukturerade intervjuer. Undersökningen grundas i en fallstudie om Kalmar stad.

    Teori: De teorier som har använts avhandlar turismens grundbegrepp: transport, boende/logi och mat, attraktioner samt evenemang. Vidare innefattar det teoretiska kapitlet vikten av nätverk på destinationer, platsmarknadsföringens olika marknadskanaler samt de förväntningar som bör uppfyllas för att erhålla återkommande besökare. Slutligen behandlas teorier om utvecklandet av ett starka platvarumärken och varumärkesbilder.

    Slutsats: Det har framkommit att en destinations olika aktörer bör samverka vad gäller platsens marknadsföring, varumärke och turism för att bli attraktiva samt konkurrenskraftiga. Vidare har det påvisats att kunskapsutbytande är betydelsefullt då det genererar i gemensamma mål och syften. Resultatet av vår studie fastslår därmed att samverkan i nätverk är grundläggande för framgångsrika destinationer och starka platsvarumärken.

  • 98.
    Arnesson, Malin
    Linnaeus University, School of Business and Economics, Department of Marketing.
    A business network analysis of the Botswana tourism industry: – Putting local ground operators relationships with foreign tour operators in the centre2014Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Purpose: This study aims to (1) describe and analyse the local ground operator’s role in the network of the Botswana tourism industry, (2) to investigate what factors characterize and influence their relationships with foreign tour operators, as well as (3) to provide implications for improving these relations.

    Methodology: This study has been conducted as a case study, where the empirical data was collected during a two months field trip to Botswana. A qualitative research method, and a deductive approach has been used. Five semi-structured interviews were conducted with ground operators to get their perspective of their own situation, and one with a person representing a governmental organisation. Most data was collected through the interviews, but participating observation also served as a source of information. The validity and reliability of the study has been enhanced by defining core concepts, interviewing several respondents, using an interview guide and recording most of the interviews.

    Results: Local ground operators play are crucial role in the network of Botswana’s tourism industry, as they are engaged in a high number of business relationships, are bringing the services at the destination together, and are connecting them to the tourists. They play a role as both customers and suppliers. Their relationship to tour operators abroad consists of a lot of resource ties, activity links as well as some actor bonds. Trust is found to be a very essential part of the relationship, and they perceive themselves as being dependent on the tour operators. Culture is not identified as a major influencing factor. As for managerial recommendations, a better communication in expectations and an increased adaptation of products and processes, to create customer dependence, are among the results advised.

  • 99.
    Arrehag, Peter
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Persson, Sofia
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Describing the relationship between Employer Attractiveness and Internal Brand Equity: A quantitative single cross-sectional study2014Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Background:

    Differentiation towards one’s competitors is crucial. Brand can symbolize competitive advantages through intangible assets, though the focus in both companies and academia has largely been on adding intangible values to products. To large extent employees has not been consider as an aspects that could add value, i.e. employees as brand builders.  Recently gained interest in both areas have make it possible to compared them both the see employees possibility to add brand value.

     

    Purpose:

    The purpose of this thesis is to describe the relationship between employer attractiveness and internal brand equity.

     

    Methodology:

    Conducted a quantitative study, with a single cross-sectional design and self-completion questionnaire as data collection method. Descriptive statistics and simple linear regression was thereafter performed. All with ethical principles in consideration.

     

    Conclusion:

    This study provides empirical evidence that confirms a relationship between employees and the brand equity through the concepts of employer attractiveness, and brand equity through the concept of internal brand equity. The study provides a regression analysis between the two concepts that indicates a relationship to a very large extent. The confirmed relationship thus adds new perspectives of how to add intangible value to a brand and thus adds to a potential success.

     

  • 100.
    Artman, Alexander
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Brunnberg, Anton
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Westerlund, Jesper
    Linnaeus University, School of Business and Economics, Department of Marketing.
    The Impact of CRM in Customer Relationships2013Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    CRM (Customer Relationship Management) are systems that in an efficient way help suppliers to support and keep a personal relationship to their customers. The purpose of this thesis was to investigate the role of CRM in the relationship between customer and supplier in a B2B context. The research was conducted within the banking industry.

    With help from previous research a model was created and three hypotheses were made. These hypotheses were used to measure CRMs impact on trust, satisfaction and commitment which was the three concepts used to represent relationship. A questionnaire was conducted and distributed by Email to companies within the area of Kronoberg. 902 companies got the chance toparticipate in this study, of which 92 responded. The results of the empirical investigation showed that CRM had a positive impact on all of the mentioned concepts, however the difference in impact on the different concepts should be noted and more research would be required around the area.

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