Background: Global services, particularly professional services, have become one of the world economy’s fastest growing sectors and professionals are becoming increasingly important as a result of this shift. Inherent differences, characterizing professional services, result in a scarcity of empirical evidence on how marketing communications are perceived and executed. Additionally, clients play a big role in the co-creation of the service, making relationships and communication between clients and PSF critical. Purpose: The purpose of this research is to investigate how PSFs communicate their services to clients. As an example of a PSF, the researchers chose to investigate the digital marketing agency, GA Agency, and their clients. This research aims to contribute to the academic field of services marketing and, more specifically, the stream of literature on PSFs and their communication and propose a theoretical model that represents their findings. Method: This research combines the interpretivism paradigm with qualitative research and an inductive approach, utilizing GA Agency as a single case study, to address the purpose of this research. The researchers designed open-ended, semi-structured research questions that were then posed to 11 employees of GA Agency and 2 of their clients. Conclusion: The findings of this research demonstrated the need for communication that is understandable for the clients, for example, in terms of resources. Additionally, educating the clients is important, to tackle the knowledge gap between agency and client, known as information asymmetry, and therefore build trust. Building a relationship between agency and client can help to enable communication and develop interactions and relationships simultaneously. This is represented in the conceptual model, showing the stages of relationship and according communication.

Globalization in the business environment today is something that affects almost every firm around the world. It has given opportunities not only to multinational enterprises (MNE) but also to small and medium enterprises (SME). In this study SME food service firms has been one of the main subjects and we find it interesting to investigate their internationalization process in the globalized market. This has been investigated with the help of a network approach and the main purpose of the thesis is to gain a deeper understanding in how SMEs in the food industry use a network approach when going into the international marketplace. The study used a qualitative case study as research method and the data has been gathered and analyzed from an interview with the CEO and founder of a food service firm in Sweden. The findings from the study suggest that it is crucial for SME food service firms to use their networks when expanding internationally. Furthermore, it is important to have a well thought out expansion strategy, including agents in the target market extending to strong market research. Our findings also suggest that SME characteristics are not fully applicable for SMEs in the food service industry. In addition to above, the findings also suggest that internal factors, for example a global mindset, is the strongest force in stimulating firms in the food service industry to start an internationalization process.

The purpose of this study is to answer the research question of how a service company (ServiceCo) could achieve a transfer price of its services. This is of particular interest, due to the growth of service firms that have rapidly increased and surpassed the manufacturing firms, as well as the dominant logic shifting towards services. However, the problem with this field of study is that transfer pricing with regards to the service industry, is a rather unexplored phenomenon in which the guidelines and theories are mostly directed towards manufacturing firms. This study uses a single case study approach where ServiceCo’s organizational characteristics were analyzed in order to attain the information required to understand how ServiceCo could achieve a transfer price of its services. Furthermore, this study uses the Eccles (1983) MAP and the OECD Guidelines, as well as incorporating Porter’s (1985) value chain. This study assesses that ServiceCo, in its current state, uses a sub-optimal transfer pricing method of its services. Therefore, a change in the transfer pricing method was suggested to ServiceCo. Given the organizational characteristics of ServiceCo, the results led to the conclusion that ServiceCo could benefit from a residual analysis in the profit split method, in which an actual full cost plus mark-up compensation could be used on its routine functions, and the residual profit could be split between the entities based on the intangible assets employed, functions performed and the risks carried.

Cette thèse a pour objet d’étudier les tensions que traversent les activités de services professionnels (audit, conseil...) depuis une trentaine d’années, à travers le prisme des enjeux d’équilibre de vie. Alors que ces entreprises sont mises en cause dans les medias pour leurs pratiques managériales encourageant leurs salariés à se dépasser sans cesse, elles n’ont jamais été aussi actives dans leur communication sur les enjeux de qualité de vie au travail. A travers l’analyse des travaux existants, nous montrons que le système incitatif en up- or-out des organisations professionnelles repose sur le présupposé que les professionnels aspirent principalement à être récompensés de leurs efforts par des bonus et des promotions. A travers l’analyse de 58 récits de carrière de consultants, nous identifions deux autres dimensions clés de leur expérience au travail : la nature des projets qui leurs sont assignés et l’équilibre de vie. Nous explicitons les techniques qu’ils mettent en œuvre pour tenter de répondre à ces aspirations. Dans un deuxième temps, après avoir analysé le discours managérial en vigueur dans 9 cabinets sur ces questions, nous décrivons - à travers l’étude comparative de deux cabinets de conseil – les ajustements qu’ils mettent en place pour mieux les soutenir. Nous discutons l’ampleur de la remise en cause du modèle d’organisation traditionnel de ces entreprises par ces évolutions, dans un contexte où elles sont de plus en plus menacées, que ce soit par une faible croissance de leurs activités, une pression sur les coûts, la sophistication de la demande des clients ou par un phénomène d’uberisation qui touche de façon croissante les services professionnels. / This thesis aims at studying the tensions that professional service firms (audit firms, consultancies...) have been facing for the past thirty years, through the lens of work-life balance. While these firms are increasingly questioned in the media for their managerial practices that encourage their salaries to excel themselves; they have never been so active in communicating on quality of work-life. Through a review of the literature, I show that the up- or-out incentive system of professional organisations lies on the assumption that professionals all mostly aspire to see their commitment rewarded by bonuses and promotions. Through the analysis of 58 consultants’ career stories, I identify two additional dimensions of their experience at work: the nature of the projects they are assigned and work-life balance. Then, the techniques they use to fulfil these aspirations are described. Second, after studying the managerial discourse on work-life balance in 9 consultancies, through the comparative case study of two firms I analyse the adjustments they have implemented to accommodate individual needs. I discuss the extent to which these evolutions challenge the traditional organisation of professional service firms, at a time when they are increasingly threatened by low levels of growth in the industry; pressure on cost; the sophistication of clients’ demands and the uberisation of the economy, which has also reached professional services.

The evolution of globalization and technology have changed the playground for international business and made it possible for smaller businesses to compete internationally among large and capital intensive companies. Markets become increasingly alike with converging product preferences and changing the world into one large integrated marketplace easily accessible for firms of all sizes. Recent research in the field of International Business has shed light on small firms that rapidly become international market players, called “born globals” (BGs). These firms’ behavior contradicting traditional theory, such as the Uppsala Model, which propose that internationalization is an incremental process where firms must gain market knowledge and psychical distance to markets to internationalize. The Uppsala Model describes internationalization as a relatively resource-demanding process. However, the BGs most often have scarce resources, but still manages to enter several markets simultaneously. Previous studies have focused on manufacturing exporting BGs when investigate this relatively new phenomenon. Yet, little light is shed on BG service firms and their internationalization. The purpose of this study is to investigate the facilitating factors of resource-scarce Internet-based service BGs’ internationalization and barriers connected to it. Thus, this study aims to fill the research field of BG Internet-based service firms with more empirical data. The research questions are formulated as followed: RQ1: What important factors enable internationalization for Swedish born global Internet-based service firms? RQ2: Do the perceived barriers to internationalization for SMEs apply to Swedish born global Internet-based service firms, or are there other barriers present in their internationalization? As a theoretical framework, the researchers have combined three main theories, explicitly the Resource-Based View, Dynamic Capabilities and Business Models. Further, SMEs’ perceived barriers to internationalization are included in the theoretical framework as a sub-theory, to investigate if those barriers apply to BG Internet-based service firms. The researchers have performed a qualitative exploratory multiple-case study including six Swedish companies. The empirical data acquired is presented in a case-by-case structure relating back to the theoretical framework. The data has further been analyzed in a thematic way based on theories using the cross-case analysis technique. From the study, the researchers have found that the most important factors enabling internationalization for Swedish BG Internet-based service firms are an internationally standardized business model, human capital, and the level of dynamic capabilities. Regarding SME’s perceived barriers to internationalization, no clear pattern was found regarding the sample firms’ perceived barriers to internationalization. Which implies that more research is needed in this area.

This dissertation focuses on Knowledge Intensive Business Services (KIBS). It aims to understand what these businesses are and to examine variety among them. In seeking to understand their diversity, I focus especially on the ‘knowledge bases’ at the core of their activities. The dissertation is based on three complementary studies. The first is a systematic review of the literature on KIBS. This is based primarily on a review of 130 carefully selected, relevant articles, and focuses on three questions: how are KIBS defined? how do KIBS compete? and how do KIBS innovate? The review shows that: (i) the literature is fragmented; most research does not build substantially on previous methods or findings; and (ii) while evidently heterogeneous, most of the literature has overlooked variety among KIBS. I also highlight what still needs to be known about KIBS.The second and third papers then focus on variety among KIBS, by classifying them according to their ‘knowledge bases’. In the first of these papers, I classify KIBS according to their primary knowledge bases, following the SAS Model, which identifies three: ‘analytical knowledge’, ‘synthetic knowledge’ and ‘symbolic knowledge’. Firms in three KIBS sectors: ‘architecture and engineering consultancy’; ‘specialist design’; and ‘computer and IT services’ are classified by their primary knowledge base according to information drawn from company websites. I then relate this classification to firm behaviour with respect to innovation, finding differences by primary knowledge base in the nature of the investments firms make to innovate, and in their propensities to innovate. In the second of the papers which relates ‘knowledge bases’ to KIBS, I develop the ‘knowledge bases’ approach conceptually, methodologically and empirically. Conceptually, I identify a hitherto unrecognised knowledge base: ‘compliance knowledge’. This relates to the knowledge of, and to interpretations of, laws and regulations. This knowledge base does not fit with any of the existing SAS types. Methodologically, I extract fuller information from company websites, and develop more sophisticated approaches to measurement, which allows multiple knowledge bases to be present in any one firm. Empirically, I successfully identify ‘compliance knowledge’, alongside ‘analytical’ and ‘symbolic knowledge’. I show that these are unevenly distributed across KIBS industries, including ‘advertising and design’, ‘architecture’, ‘engineering consultancy’ and ‘market research’, but importantly there is no one-to-one mapping between knowledge bases and industries. I discuss the implications of this, including for understanding the diversification of KIBS. This dissertation therefore contributes conceptually, methodologically and empirically to both understanding variety among KIBS and to the ‘knowledge bases’ literature.

This report combines theoretical and empirical findings to create a holistic framework for market oriented practices within professional service firms. Changes in the business environment of technology consultancy firms, has developed a need to adopt more structured procedures in assessing the market place and in responding, both through external activities as well as through internal optimization. An assumption was made that the market orientation concept was of relevance in addressing this need. A qualitative empirical investigation was conducted at a large professional service firm mainly operating within the construction consulting industry in Sweden. The result provides a conceptual framework for practising market orientation, based largely on empirical findings, which in the conclusion is summarized into a model to visualize the interconnection of the different parts of market orientation. The framework developed is ‘The Market Orientation Model’ which is made up four stages; (1) ‘Assess Current State’ in which the goal is to understand the current state of the firm; current market, current services and current competences. (2) ‘Collect Intelligence’ where the collection of market intelligence, using a set of different processes, about the needs and demands of current, new and internal customers should be gathered. (3) ‘Create Insight’ which is the process of identifying the Market Potential or the Market Demand through processes of organization wide dissemination and analysis of the gathered intelligence. (4a) ‘Create Response Initiative’ where the aim is to create new, or develop existing service offerings to meet the demand or need of the market. (4b) ‘Create Sales Initiative’ which is the initiation of a sales attempt of existing services to new or existing customers. The model creates a summarized picture of what constitutes market orientation and how it can be adapted to an organization. It can be used to create a standardized approach for an entire organization in building a market oriented firm. By continuously following this model in a market oriented firm, greater alignment with market should be achieved. / Denna rapport kombinerar teoretiska och empiriska resultat för att skapa ett helhetstäckande ramverk för marknadsorienterad verksamhet inom professionella tjänsteföretag. Förändringar i dessa företags omvärld har utvecklat ett behov av att införa mer strukturerade rutiner för att bedöma marknaden och genom både marknadsinsatser och interna processförbättringar möta dessa förändringar. Ett antagande gjordes att marknadsorientering var ett relevant koncept för att bemöta detta behov. En kvalitativ empirisk studie genomfördes på ett större professionellt tjänsteföretag på den svenska teknikkonsultmarknaden med inriktning mot byggbranschen. Resultatet består av ett konceptuellt ramverk för marknadsorientering, som till stor del bygger på empiriska resultat. Detta sammanfattas i en modell för att visualisera kopplingarna mellan de olika delarna av marknadsorientering. Ramverket benämns som "The Market Orientation Model" som består  av fyra steg; (1) "Utvärdera aktuellt läge" där målet är att förstå den nuvarande situationen för företaget, den aktuella marknaden, nuvarande tjänster och nuvarande kompetenser. (2) "Samla information" med  målet  att  samla  in  marknadsinformation  om  befintliga,  nya  och  interna  kunders tjänstebehov med hjälp av en uppsättning processer. (3) 'Skapa ins ikt’, som är processen för att  identifiera  marknadens  potential  eller  efterfrågan  genom  processer  för  organisatorisk spridning och analys av informationen som erhållits i steg två. (4a) ’Bemötande’ där syftet är att skapa nya, eller utveckla befintliga tjänsteutbud för att möta efterfrågan eller behov på marknaden.  (4b)  'Försäljningsinitiativ’  där  man  skapar  en  riktad  säljinsats  av  befintliga tjänster till nya eller befintliga kunder. Modellen ger en sammanfattad bild av vad som utgör marknadsorientering och hur den kan anpassas   till   en   organisation.   Det   kan   användas   för   att   skapa   ett   standardiserat tillvägagångssätt för en organisation att bygga ett marknadsorienterat företag. Genom att följa denna modell inom ett företag bör en bättre anpassning till marknaden uppnås.

New technology and digital transformations create disruptions for businesses, which new artificial intelligence (AI) technology is projected to do. Knowledge management (KM) and professional service firms (PSFs) play a critical role in the innovation-driven era of the knowledge economy. Both KM and PSFs rely on learning and knowledge, which are concepts that the AI-tool ChatGPT is also closely connected to. Since ChatGPT is newly launched, it is an uninvestigated phenomena. The research purpose is therefore to explore what role ChatGPT has in knowledge-creating processes within PSFs. An inductive, qualitative study is conducted through semi-structured interviews on a case study. Through thematic analysis weidentify who, how, when, and why ChatGPT is used in regards to knowledge-creating processes. The study concludes that ChatGPT is used by knowledge workers and primarily those who rely less on tacit knowledge. ChatGPT’s design results in it mainly being used for knowledge-creating processes involving explicit knowledge, and when such knowledge can be verified. Its main benefits are time efficiency and relevance. / Ny teknik och digitala transformationer gör att företag står inför förändring, vilket även ny artificiell intelligens (AI) förväntas orsaka. Knowledge management (KM) och professionella tjänsteföretag spelar en avgörande roll i den innovationsdrivna eran av kunskapsekonomin. Både KM och professionella tjänsteföretag förlitar sig på lärande och kunskap, vilket även AI-verktyget ChatGPT gör. Eftersom ChatGPT är nylanserat är det ett oundersökt fenomen. Forskningssyftet är således att utforska vilken roll ChatGPT har i kunskapsskapande processer inom professionella tjänsteföretag. En induktiv, kvalitativ studie genomförs genom semistrukturerade intervjuer på en fallstudie. Genom tematisk analys identifieras vem som använder ChatGPT, likaså hur, när och varför verktyget används i kunskapsskapande processer. Studien kommer fram till att ChatGPT används av kunskapsarbetare, främst de som förlitar sig mindre på tyst kunskap. ChatGPTs design resulterar i att den primärt används förkunskapsskapande processer som involverar explicit kunskap, samt när sådan kunskap kan verifieras. Dess främsta fördelar är tidseffektivitet och relevans.

[pt] Essa pesquisa tem como objetivo estudar o quanto o desempenho de inovação de uma empresa, influenciado por atividades tecnológicas, habilidade da mão de obra e ligações externas, afeta o seu desempenho financeiro, considerando os impactos da inovação sobre o custo e o mercado. Para isso, o estudo utilizou pesquisas com empresas colombianas de serviço, incluindo o comércio, realizadas pelo Departamento Administrativo Nacional de Estatística (DANE) da Colômbia. Após o tratamento dos dados, restaram 238 empresas que responderam as pesquisas efetuadas no período entre 2012 e 2016. Para a utilização da base, um modelo de medidas foi desenvolvido, com o objetivo de validar as variáveis que representam cada construto. Em seguida, um modelo estrutural teórico e algumas hipóteses foram propostas e os testes foram realizados de forma quantitativa, utilizando a técnica multivariada conhecida como modelagem de equações estruturais (SEM). A pesquisa demonstrou que tanto atividades tecnológicas como habilidade da mão de obra e ligações externas possuem uma relação positiva com o desempenho da inovação. A inovação também impacta de maneira positiva aspectos relacionados ao mercado, porém, ao contrário do que era esperado, não influencia em questões que afetam o custo. Por fim, tantos os impactos no mercado como no custo se relacionam diretamente e de maneira positiva ao desempenho financeiro das empresas, como previsto no modelo. Assim, os resultados dessa pesquisa sugerem que, para empresas de serviço melhorarem financeiramente a partir de inovação, deve-se primeiramente investir em atividades tecnológicas, em habilidade da mão de obra e fortalecer laços com atores externos, impactando fatores relacionados ao mercado, através do melhor desempenho da inovação. / [en] This research aims to study how much a company s innovation performance, influenced by technological activities, skill of the workforce and external links, affects its financial performance, considering the impacts of innovation on cost and market. For this, the study used surveys with Colombian service companies, including commerce, carried out by the Colombia s National Administrative Department of Statistics. After the data treatment, there were 238 companies left that answered the surveys carried out in the period between 2012 and 2016. For the use of the database, a measurement model was developed with the purpose of validating the variables that represent each construct. Then, a theoretical structural model and some hypotheses were proposed and the tests were performed quantitatively using the multivariate technique known as Structural Equation Modeling (SEM). Research has shown that technological activities, skill of the workforce and external links have a positive relationship with innovation performance. Innovation also has a positive impact on market-related issues, but, contrary to expectations, it does not influence issues that affect cost. Finally, both market and cost impacts are directly and positively related to the financial performance of companies, as predicted in the model. Thus, the results of this research suggest that, for service companies to improve financially from innovation, it is necessary to invest first in technological activities, skill of the workforce and strengthen ties with external actors, impacting market-related factors through improved innovation performance.

The technical advancement of new Artificial Intelligence (AI) has increased during the last decade due to larger data collections. As a result, AI investments within the private sector have increased significantly. However, previous research has demonstrated that many firms struggle to successfully implement AI, and most of these initiatives end in failure due to a lack of available frameworks. Therefore, this study aims to investigate the affordances and constraints a Professional Service Firm (PSF) must navigate to pave the way for the implementation of AI technologies. To fulfill the purpose of the study, semi-structured and unstructured interviews were conducted with respondents from a Swedish medium-sized consultancy firm. The company is labeled as a PSF and offer software solutions and strategies for organizational resilience and training readiness. Moreover, interview data and internal documents were analyzed through the combination of two theoretical frameworks, Technology, Organization and Environment (TOE) framework, and Technological Affordances and Constraint Theory (TACT). The results reveal several factors that influence the emphasis on implementing AI within the contexts of technological, organizational, and environmental. Trustworthiness and accuracy concerns, policies for the use of generative AI as well as competing with large tech firms are identified as key findings. The discussion delves into how these AI factors afford or constraint PSFs concerning AI implementation. Overall, successful AI implementation hinges on balancing these opportunities with the inherent risks and issues depending on PSF type and size. In conclusion, the findings result in a series of affordances and constraints that need to be addressed to pave the way for the implementation of AI technologies. The study contributes to current research by demonstrating a dual theoretical lens to identify factors that either afford or constrain the emphasis to implement AI. This research guides PSFs on how to leverage AI to enhance service offerings, improve operational efficiency, and gain a competitive edge by identifying the affordances and constraints within technological, organizational, and environmental contexts. / Den tekniska utvecklingen av ny artificiell intelligens (AI) har ökat under det senaste decenniet på grund av större datasamlingar. Som ett resultat har investeringar i AI inom den privata sektorn ökat avsevärt. Tidigare forskning har dock visat att många företag har svårt att framgångsrikt tillämpa AI, och de flesta av dessa initiativ misslyckas på grund av brist på tillgängliga ramverk. Därför syftar denna studie till att undersöka de möjligheter och begränsningar som ett konsultföretag måste navigera för att möjliggöra implementering av AIteknologier. För att uppfylla studiens syfte genomfördes semistrukturerade intervjuer med respondenter från ett svenskt medelstort konsultföretag. Företaget klassificeras som ett professionellt tjänsteföretag (PSF) som erbjuder mjukvarulösningar och strategier för organisatorisk motståndskraft och beredskapsträning. Dessutom analyserades intervjuprotokoll och interna dokument genom kombinationen av två teoretiska ramverk, Technology, Organization and Environment (TOE) ramverket, och Technological Affordances and Constraint Theory (TACT). Resultaten avslöjar flera faktorer som påverkar viljan att implementera AI inom teknologiska, organisatoriska och miljömässiga sammanhang. Tillförlitlighet och noggrannhetsproblem, policyer för användning av generativ AI samt konkurrens med stora teknikföretag identifieras som nyckelfynd. Diskussionen fördjupar sig i hur dessa AI-faktorer möjliggör eller begränsar PSF:er i relation till implementering av AI. För en framgångsrik AI-implementering behöver dessa möjligheter balansera med risker och problem beroende på PSF-typ och storlek.svis resulterar fynden i en rad möjligheter och begränsningar som behöver bearbetas för att möjliggöra implementering av AI-teknologier. Studien bidrar till aktuell forskning genom att visa ett dubbelt teoretiskt perspektiv för att identifiera faktorer som antingen möjliggör eller begränsar implementering av AI. Denna forskning vägleder PSF:er om hur de kan använda AI för att förbättra serviceerbjudanden, operationell effektivitet och uppnå en konkurrensfördel genom att identifiera möjligheter och begränsningar inom teknologiska, organisatoriska och miljömässiga sammanhang.