The purpose of this thesis is to develop an understanding of the change in values, seen through company culture, experienced by a family business when the leadership transfers from the founding family to an external CEO. In a family business, strongly rooted family values are reflected by the very nature of the organization they have created. If a family member is the successor of a healthy and grow-ing family business, the successor should by default share most of the incumbent‟s personal values and as such be able to keep the organization on its current track. However, it is not possible to completely evade the possibility of mis-matching values, and this issue lingers and is even more pressing when the company is faced with an external leader. By conducting a qualitative multiple case study with semi-structured interviews on two Swedish family businesses, and then performing a case analysis through pattern matching, we attempted to answer if the family business‟ values, in the sense of organizational culture, change in relation to the change to external leadership, seen from an employees‟ perspec-tive. We also sought to answer why the organizational culture changes or not in relation to the change to external leadership, and what role the personal values of the leader play. From our analysis, we could conclude that the organizational values do change, even if only slightly, and that the reason for this is the fact that the external CEOs does not have iden-tical personal values to the founding families/owner. The pattern was found that recruiting an external leader enhances the value of efficiency in a company, and that the leader‟s per-sonal values reduces the resistance to change, influence the organizational culture and sub-sequently makes it change, given that the leader is an accepted part of the company‟s power structure. It would be beneficial to, in future research, connect our study one step further back in the causality chain and look at how previous experiences of the external CEO in-fluences the organizational culture.

A common perception in many SMEs is that the corporate culture is fuzzy and hard to manage. A common problem is that many business owners and managers in SMEs do not understand the importance of a well-functioned culture, but instead focus on the core business. Therefore, the purpose of this thesis is to examine how SMEs can strengthen and use the corporate culture as a competitive advantage. The research contains an analysis of corporate culture in four different Swedish SMEs, two small-sized and two medium-sized enterprises. In order to fulfil the purpose of this thesis a qualitative research method, through semi-structured interviews, is used. The empirical findings indicated that some companies embrace and develop actively with corporate more proactively than others. The overreaching conclusion is that all the participating companies see corporate culture as important. However, there are differences in how to manage corporate culture and also differences in which way the companies perceive their corporate culture as a competitive advantage. Significant findings from the research are that visions and motives help corporations to make their culture more tangible. Along with proper internal information the culture becomes stronger and more functional. The CEO has an important and influential role when managing corporate culture.

This report investigates the internal knowledge transfer process of consultancy firms on both the organizational and individual levels. Essentially, the creation and application of knowledge yield the key competence for consultancy companies, a large part of which in- volves knowledge transfer. Knowledge transfer is seen as a process of making knowledge available to the organization, allowing others to harvest the full value of it and ultimately creating value for the firm. However, the transfer of knowledge is no simple and linear process; it entails challenges that can impede the process and complicate consultancy com- panies’ daily operations. By being aware of these obstacles, companies can better prepare themselves against them. Therefore, this report seeks to reveal challenges arising on an or- ganizational and individual level for consultancy companies, why they occur and suggest ways to prepare for them. To conduct this study, we have been approaching the topic from a positivist perspective. Two case studies of prominent consultancy companies - KPMG and Grant Thornton - were constructed. The empirical findings were then analyzed and compared to renowned theories in the field: the SECI- model of knowledge conversion by Nonaka & Takeuchi (1991; 1995) and the stage theory of knowledge transfer by Szulanski (1996; 2000). The conclusion of this study is that challenges arising from knowledge transfer in consultancy firms concern individuals and time. Therefore, these two resources should be taken into account at all times.

The last thirty years there has been a dramatic change in relationship marketing. The use of computers connected to the Internet at work places has increased over time and social media is widely used in marketing strategies. Social media is a new phenomenon to communicate with each other, it enables market information based on individual consumer’s experiences. Therefore managers are seeking a way to incorporate social media into their strategies, but this is more common within B2C than B2B. The purpose is to investigate the potential for industrial corporations, within the warehousing industry, to use social media for maintaining established relationships within B2B, as a part of their marketing strategy. The primary data is collected by qualitative interviews with relevant corporations. The study includes four corporations within the industrial industry, an illustrative corporation that have issues regarding using social media or not, and one expert interview.  The secondary data is collected from previous research, articles and journals. From the theoretical framework and empirical research, it seems to be more useful for corporations acting in the market of B2C rather than in B2B to use social media. Major of the interviewed corporations were thinking of using social media as a part of their marketing strategy, but almost no one were using it as a tool today. The younger generation, raised in a technological society, seem to generally have a broader knowledge of social media and what advantages and disadvantages the use can lead to. From this thesis it does not seem that one social media is better than another since different social media platforms are used in different ways. Therefore, it is not possible to say that one specific social media suits all corporations. However, if a corporation decides to use social media as a marketing tool, they need to be aware of the time required for it and be prepared for negative effects since they are open platforms, free for everyone to express their feelings. Within B2B, the trend of having a personal relation with customer and supplier is very strong and social media can never replace this personal relationship. The conclusions and recommendations is instead to use social media as an integrated marketing tool within their strategy.

Sweden possess the forth place as the most gender equal country in the world (World Economic Forum, 2013). But when it comes to women in higher-level positions, Sweden ends up below the European mean (European Commission, Justice, 2011). How can this be? And more importantly, how can Sweden work to attain gender equality in higher-level positions in the future? Why this gap exists in Sweden and how to reduce it is in need of further investigation and research. The thesis aims to investigate why men keep dominating higher- level positions within organisations in Sweden. A focus has been put on municipalities and their extensive work for gender equality. The thesis will address the extensive work Swedish municipalities have done within gender equality and why they are relatively equal when it comes to gender equality in higher- level positions. Further on it will provide a general understanding of their successful work and how it can be useful in other organisations. Additionally, it will be investigated how this extensive gender equality work, with a primary focus on gender equality policies and plans, and other regulations can help women reach and keep the higher-level positions in an organisation. A qualitative research approach has been used for this research. The primary data was collected through in-depth semi- structured interviews with five Swedish municipalities. The data was later analysed through qualitative data analysis. In conclusion, the most successful factors to include when working towards a gender equal workplace and encouraging more females to aim for higher-level positions are extensive work with gender equality policies and plans, including changes in the recruitment process together with providing options of how to allocate your working hours. This to open up for equal opportunities, excluding gender based prejudices, for those individuals who have the right competence and are interested in possessing a higher-level position in an organisation.

Background For ages people have commuted to work, or to other activities, located outside their home municipality. Statements found indicate that the basic decision for commuting are based on utility maximisation and no matter what the character of the benefit is; it should be higher than what can be found closer to the home location. This thesis aims to investigate if people are also commuting with the purpose of obtaining benefits from shopping. The shopping location will in this thesis be defined as a shopping mall. In order for shopping malls to attract customers and create awareness of which benefits they offer they must engage in branding. The authors of this thesis have chosen to investigate the terms; shopping, commuting and branding separately in order to find a definition for the term commuter shopping and to create understanding for what makes people engage in commuter shopping. Purpose The purpose of this thesis is to understand how the term commuter can be translated into the context of shopping. Moreover, the goal is also to identify the reasons for why people are willing to commute to a shopping destination not closest to their home location. The authors will also provide a definition for the term commuter shopping. Method In order to fulfil the purpose of this thesis, an abductive research approach was used. This includes a mixed method research, which allows both qualitative and quantitative data to be represented. The quantitative data in this research consist of a survey conducted at a shopping mall in Jönköping called A6 Center and used a sample of 402 customers as respondents. The qualitative part of the research includes an interview with A6 Center’s Centre Manager Kristoffer Krantz. The main source of information, however, is the collection of secondary data within the fields of commuting, shopping malls and branding which are combined in order to provide a definition of commuter shopping.   Conclusion The study contributes with understanding in the fields of research to the extent that means one can translate the term commuting into the context of shopping. Moreover, the thesis managed to identify the reasons for why people engage in commuter shopping and which attributes they value at a shopping location. As a result the thesis propose a definition: “Commuter shopping is when one or more people go to a shopping location, not closest to their home location, in order to obtain benefits satisfied by attributes offered.”

Background – Previous research has evaluated different distribution systems and chan-nels that companies operate through. However, research primarily has focused on the richness of online channels rather than the value of physical stores. The following report will examine the reasons and implications underlying the choice of channel strategy. Purpose – The purpose of this thesis is to examine the reason why companies within the fashion and apparel industry, operating in Sweden, choose to operate through a certain market channel strategy. The thesis aims to evaluate four types of market channel strat-egies with the help of case companies. Method – A qualitative approach to the research has been chosen which consists of a case study including four companies representing different channel strategies. Data col-lection for the analysis where conducted through interviews with persons having vital positions within one of the four companies. Results and Discussion – The case companies ASOS, Bubbleroom, Cubus and Dressmann each represent one of the chosen market channels. The interviews presented in the results section implied that the companies chosen channel was more appropriate for the market they operated in as well as the target group they were aiming to reach. Conclusion – Even though research states that today’s society is moving away from the physical store market channel, this study proved that one single strategy is not appropri-ate for all businesses. A company will have to research their target market before ap-propriately selecting a channel strategy.

This thesis explores the rapidly growing phenomenon of equity crowdfunding from the perspective of professional investors. The aim was to contribute to the relatively thin aca-demic field of equity crowdfunding, shedding light on why it is yet to be recognized as an important instrument for raising capital and provide suggestions for improvement. The data was collected through semi-structured in-depth interviews with Angel Investors that through their experience could identify benefits and constraints with equity crowd-funding not obvious to the crowd. Benefits of using equity crowdfunding platforms were outweighed by the identified constraints such as corporate governance issues, uncertainties concerning laws and regulations, high risk, and lack of intellectual capital. This eventually led to suggestions for improvements that included channelling the crowd investments through a mutual fund, and allowing the crowd to co-invest with Angel Investors to get around the constraints. Conclusively, the Angel Investors were positive towards the underlying ideology of equity crowdfunding of helping more entrepreneurial ventures reaching their full potential by tapping a previously unutilized source of capital, the crowd. However, there is scepticism to how the phenomenon is currently working in practice.

Entrepreneurial opportunities are found in literature to be discovered,recognized, and created by entrepreneurs. This thesis aims to explore andexplain the influences upon entrepreneurs in terms of knowledge, and knowledgesources, in the opportunity identification stage. However, even though it isfound in literature that knowledge is a main influencer in the first stage ofthe entrepreneurial process, the approaches to explain the influences onentrepreneurs for entrepreneurial opportunities are not consistent, whichcreates confusion about the sources of knowledge that influence entrepreneurs,in combination with the type of knowledge. In order to further explore andexplain the area, research is done, and cases are formed by interviewingentrepreneurs from eleven companies. The results from the interviews are thencompared, and related back to the literature findings. In the analysis it isfound that sources such as work-experience, education, hobbies, and role modelshelp entrepreneurs to gain knowledge in the industry where he or she havestarted a venture from an opportunity. These sources of knowledge havecontributed to market pull knowledge, and it is also found that there is arelationship between prior knowledge and alertness, which has to do with theability to find useful knowledge.

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