Background: As of today, it is apparent that with the ever-changing demands and needs of customers, companies are facing enormous pressure to deliver the right value, on time, in the right way, and proper manner. To realize the full potential of Artificial Intelligence (AI), a careful plan and method need to be established in the development and deployment when incorporating the technology with marketing. Technology is evolving at a rapid pace and Artificial Intelligence (AI) can be found in a variety of applications. AI in marketing can provide valuable data clusterization and insights for personalized recommendations, customer segmentation, or even advertising optimization.  Problem:  To date, a few studies have been made due to the rapid development of AI which has shown an opportunity for marketers. From this hype, companies are looking into speedy implementation where one can forget that this technology comes with risks and threats. “The problem is that everybody has unconscious biases and people embed their own biases into technology” (Kantayya, 2021). Although machines can deliver personalized numerical information, it cannot deliver new solutions such as products and services, nor classify different outputs with a cognitive mindset which could result in biased results. The objective of this research is to utilize the information and insights gathered from experts in the field of engineering and marketing to gain a holistic view of the current and future capabilities of AI in marketing.  Purpose: The focus of this bachelor thesis is to provide additional insights in regards to Artificial Intelligence in relation to marketing, taking into consideration bias, personalization, the black box, along with other possible implications of AI systems, also referred to as the dark side. To fulfill the researchers’ objective, qualitative interviews with practitioners and employees with different roles within the field of AI and Marketing were conducted. The paper will be focusing on concepts, theories, secondary data, and interviews which will be further discussed and give opportunities for future research.   Method: To perform this research, a qualitative research design was applied, and 12 structured interviews were conducted with those who have knowledge and experience with AI, marketing, or both.  Results: The study elucidates the potentials and fallbacks of Artificial Intelligence in marketing. Where the findings suggest a mixture of human intervention and technology is needed to work against the perceptions, bias, and manipulation the technology can possess. The aims then guide towards the conclusion presenting the important cognitive and emotional skills that humans obtain that are currently lacking in AI.  This study finds several key areas both in terms of opportunities and risks. Such key areas involve the possibility of delivering new, unique personalized content to a mass audience at lightning-quick speed and at the same time presenting a handful of risks by giving machines the permission to make human decisions. Risks found in this study presented as the dark side include the bubble, bias, manipulation, fear of losing jobs, lack of transparency creating the black-box phenomena. Therefore, this research is interesting especially for marketing managers in how AI could be used both from an opportunity perspective and possible risks to consider.

The thesis investigates how one should determine the appropriate transparency of an information processing system from a receiver perspective. Research in the past has suggested that the model should be maximally transparent for what is labeled as ”high stake decisions”. Instead of motivating the choice of a model’s transparency on the non-rigorous criterion that the model contributes to a high stake decision, this thesis explores an alternative method. The suggested method involves that one should let the transparency depend on how well an explanation of the model’s output satisfies the purpose of an explanation. As a result, we do not have to bother if it is a high stake decision, we should instead make sure the model is sufficiently transparent to provide an explanation that satisfies the expressed purpose of an explanation.

An electrical distribution network supplies power to many households at a time. Each house has various types of electrical appliances which consume different levels of power depending on its function and the load it supplies. An ideal case would be when no appliances cause power disturbances, however, in reality, many electrical appliances (e.g. refrigerators, computers, heat pumps, etc.), due to their inherent characteristics. The distribution network is now fed back with non-sinusoidal power, called harmonics, causing inefficiencies and potential failure in other appliances connected to the same network. Harmonics are the additional frequency components to the fundamental sinusoidal voltage or current (e.g. 50Hz fundamental frequency in Europe). To avoid the malfunction of the network, each electrical appliance in any household has to comply with the standard IEC 61000-3-2 (current rating $<$16A) defined by the International Electrotechnical Commission (IEC). According to these standards, current harmonics have been observed up to 40th harmonics. If the fundamental frequency is 50 Hz, then harmonic currents up to 2000 Hz have to be considered. Usually, the harmonics are quantified by the measurement when the appliance has been constructed at which point changes are costly and time-consuming.  This thesis investigates the possibility to model these appliances at an early stage of development enabling cost-effective and quick improvements. The model is achieved by reducing a heat pump into a set of chokes, an EMI filter, a rectifier, and a load represented by a variable current source to simulate the compressor which draws the majority of power the system uses. The state-of-the-art, referred to as white box modeling, uses schematics to model these components while this thesis presents a methodology to model without schematics, referred to as black box modeling.  For the black box model, impedance of the components is measured and equivalent circuits are modeled accordingly in Simulink to simulate the harmonics. The validity of a black box simulation model from the equivalent circuit extracted by the impedance measurements is investigated in this thesis. The black box modeling is compared with the white box modeling and measurements for the purpose of verification.   The result is good but more work is needed. The black box model is verified using two different systems which are similarly accurate. Simulating harmonics at a higher power level yields better results. The black box model is more accurate than the white box model, mainly due to the inclusion of parasitics in the EMI filter. Possible additional harmonics generation in unmodeled components is investigated and found to be insignificant.

Over the past three decades, interest in the topic of Business Incubation and more specifically University Business Incubation, has increased, due to its potential to encourage entrepreneurial activities, which initiate innovation and economic development. The literature on entrepreneurship devotes significant attention to BI as a tool for supporting entrepreneurs in overcoming difficulties associated with starting a business. Meanwhile, the fact that incubators themselves are vulnerable to different challenges needs to be sufficiently highlighted in the research currently in publication. By adopting an incubator’s perspective on developing entrepreneurs and, therefore, its dynamics that form new ventures, this qualitative study has focused on difficulties adjacent to the administration of the incubator. By building on the Black Box model of incubation, the Triad model, as well as Institutionalized entrepreneurship, the researchers have contributed to the phenomena of UBIs, and the many challenges they encounter when incubating business tenants. The thesis has successfully confirmed the inherent value of ensuring the financial viability of publicly financed incubators while shedding light on the challenges involved in achieving self-sufficiency. This examination has delved into the acquisition of government funds by incubators and explored the opportunities and constraints accompanying such support. Building on existing literature, which identifies sustainability and growth as key indicators, this study has provided empirical evidence and analysis that underscores the detrimental impact on the incubator's core mission when these criteria are not maintained.

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För att möta kundernas strikta krav på korta ledtider och krav på lågkostnadsprodukter med hög kvalitet, har många organisationer kommit att bero allt mer på underleverantörer för att utveckla konkurrenskraftiga produkter. Omfattningen av leverantörsintegrering kan beskrivas med mängden ansvar en leverantör får i beställarens produktutveckling och hur samarbetet ser ut mellan parterna. Graden av ansvarsdelning kan innebära allt från rådgivning till fullständigt ansvar för alla processer i produktutvecklingskedjan. Perspektivet i detta arbete har fokuserat på underleverantören och hur den kan skapa värde i beställarens produktutveckling. Vidare syftar denna rapport att ta reda på vilka faktorer som påverkas beroende på när en leverantör integreras i produktutvecklingen. Rapporten undersöker specifikt hur faktorer som tid till produktion, utvecklingskostnader och produktkvalitet påverkas av tidig integration med leverantören. Arbetet bygger på en förstudie av tidigare forskning inom integration av underleverantörer i produktutveckling samt en kvalitativ intervjustudie med två svenska företag. Företagens relation till varandra är kund och leverantör. Arbetet kommer fram till slutsatsen att tidig integration och nära samarbeten med en underleverantör kan ha positiva effekter på pris och kvalitet, men mindre tydliga effekter på tid till produktion. Arbetet visar även vikten av bra kommunikation mellan leverantör och kund för bättre resultat i produktutvecklingen. Faktorer som geografisk plats, mängden resurser som båda parter investerar påverkar dessa resultat i stor utsträckning. / In order to meet clients' demands for short development times and cheap products with high quality, many organizations are relying more and more on suppliers to develop products that can compete on today's ferocious global marketplaces. The focus of this paper is on the supplier and how it can affect the client’s product development positively. Furthermore, this paper aims to conclude which factors that are affected when the supplier is integrated into the client’s product development. This report looks at how specific factors such as time to production, development costs and quality of the products are affected by early integration with the supplier. The scope of supplier integration can be defined by the amount of shared responsibility of the product development between the supplier and the buying organization. The level of shared responsibility can mean everything from strictly consulting to complete responsibility of the entire product development process. This paper is based on a study of previous research of supplier integration into product development, including a qualitative interview study with two Swedish companies. The internal relationship of the two companies that take part in this study is that of client and supplier. The conclusions are that early integration and close cooperation with suppliers have positive effects on price and quality, but only marginal effects on development times. The paper shows that regular communication between client and supplier generates better results in product development. Factors such as geographical location and the amount of resources that both parts invest affect these results.

The study examines how explainable AI (XAI), and transparency can increase trust and facilitate the adoption of AI technologies within small and medium-sized enterprises (SMEs). These businesses face significant challenges in integrating AI due to limited technical expertise and resources. The purpose of the study is to explore how XAI could bridge the gap between complex AI models and human understanding, thereby enhancing trust and operational efficiency.   The research methodology includes a case study with a literature review and expert interviews. The literature review provides background and context for the research question, while the expert interviews gather insights from employees in various roles and with different levels of experience within the participating SMEs. This approach offers a comprehensive understanding of the current state of AI adoption and the perceived importance of XAI and transparency.   The results indicate a significant knowledge gap among SME employees regarding AI technologies, with many expressing a lack of familiarity and trust. However, there is strong consensus on the importance of transparency and explainability in AI systems. Participants noted that XAI could significantly improve trust and acceptance of AI technologies by making AI decisions more understandable and transparent. Specific benefits identified include better decision support, increased operational efficiency, and enhanced customer confidence.   The study concludes that XAI and transparency are crucial for building trust and facilitating the adoption of AI technologies in SMEs. By making AI systems more comprehensible, XAI addresses the challenges posed by limited technical expertise and promotes broader acceptance of AI. The research emphasizes the need for continuous education and clear communication strategies to improve AI understanding among stakeholders within SMEs.   To enhance transparency and user trust in AI systems, SMEs should prioritize the integration of XAI frameworks. It is essential to develop user-centered tools that provide clear explanations of AI decisions and to invest in ongoing education and training programs. Additionally, a company culture that values transparency and ethical AI practices would further support the successful adoption of AI technologies. The study contributes to the ongoing discourse on AI adoption in SMEs by providing empirical evidence on the role of XAI in building trust and improving transparency. It offers practical recommendations for SMEs to effectively leverage AI technologies while ensuring ethical and transparent AI practices in line with regulatory requirements and societal expectations. / Studien undersöker hur förklarbar AI (XAI) och transparens kan öka förtroendet och underlätta införandet av AI-teknologier inom små och medelstora företag (SME). Dessa företag står inför betydande utmaningar vid integrationen av AI på grund av begränsad teknisk expertis och resurser. Syftet med studien är att undersöka hur XAI kan överbrygga klyftan mellan komplexa AI-modeller och mänsklig förståelse, vilket i sin tur främjar förtroende och operationell effektivitet.   Forskningsmetodiken inkluderar en fallstudie med en litteraturöversikt och expertintervjuer. Litteraturöversikten ger bakgrund och kontext till forskningsfrågan, medan expertintervjuerna samlar insikter från anställda i olika roller och med olika erfarenhetsnivåer i de deltagande SMEs. Detta tillvägagångssätt gav en omfattande förståelse av det nuvarande tillståndet för AI adoption och den upplevda vikten av XAI och transparens.   Resultaten visar på en betydande kunskapslucka bland SME-anställda när det gäller AI teknologier, med många som uttrycker en brist på bekantskap och förtroende. Det råder dock stark enighet om vikten av transparens och förklarbarhet i AI-system. Deltagarna angav att XAI avsevärt kunde förbättra förtroendet och acceptansen av AI-teknologier genom att göra AI beslut mer förståeliga och transparenta. Specifika fördelar som identifierades inkluderar bättre beslutsstöd, ökad operationell effektivitet och ökat kundförtroende.   Studien drar slutsatsen att XAI och transparens är avgörande för att skapa förtroende och underlätta införandet av AI-teknologier i SME. Genom att göra AI-system mer förståeliga adresserar XAI utmaningarna med begränsad teknisk expertis och främjar en bredare acceptans av AI. Forskningen understryker behovet av kontinuerlig utbildning och tydliga kommunikationsstrategier för att förbättra AI-förståelsen bland intressenter inom SME.   För att öka transparensen och användarförtroendet i AI-system bör SME prioritera integrationen av XAI-ramverk. Det är viktigt att utveckla användarcentrerade verktyg som ger tydliga förklaringar av AI-beslut och att investera i kontinuerliga utbildnings- och träningsprogram. Dessutom kommer en organisationskultur som värderar transparens och etiska AI-praktiker ytterligare stödja det framgångsrika införandet av AI-teknologier. Studien bidrar till den pågående diskursen om AI-adoption i SME genom att tillhandahålla empiriska bevis på rollenav XAI i att bygga förtroende och förbättra transparens. Den erbjuder praktiska rekommendationer för SME att effektivt utnyttja AI-teknologier, och säkerställa etiska och transparenta AI-praktiker som är i linje med regulatoriska krav och samhälleliga förväntningar.

Plasmonic nanostructures can enhance light-matter interactions in the subwavelength domain, which is useful for photodetection, light emission, optical biosensing, and spectroscopy. However, conventional plasmonic devices are optimized to operate in a single wavelength band, which is not efficient for wavelength-multiplexed operations and quantum optical applications involving multi-photon nonlinear processes at multiple wavelength bands. Overcoming the limitations of single-resonant plasmonics requires development of plasmonic devices that can enhance the optical interactions at the same locations but at different resonance wavelengths. This dissertation comprehensively studies the theory, design, and applications of such devices, called "multiresonant plasmonic systems with spatial mode overlap". We start by a literature review to elucidate the importance of this topic as well as its current and potential applications. Then, we briefly discuss the fundamentals of plasmonic resonances and mode hybridization to thoroughly explore, classify, and compare the different architectures of the multiresonant plasmonic systems with spatial mode overlap. Also, we establish the black-box coupled mode theory to quantify the coupling of optical modes and analyze the complicated dynamics of optical interactions in multiresonant plasmonic systems. Next, we introduce the nanolaminate plasmonic crystals (NPCs), wafer-scale metamaterials structures that support many (>10) highly-excitable plasmonic modes with spatial overlap across the visible and near-infrared optical bands. The enabling factors behind the NPC's superior performance as multiresonant systems are also theoretically and experimentally investigated. After that, we experimentally demonstrate the NPCs application in simultaneous second harmonic generation and anti-Stokes photoluminescence (ASPL) with controllable nonlinear emission properties. By designing specific non-linear optical experiments and developing advanced ASPL models, this work addresses some important but previously unresolved questions on the ASPL mechanism as well. Finally, we conclude the dissertation by discussing the potential applications of out-of-plane plasmonic systems with spatial mode overlap in wavelength-multiplexed devices and presenting some preliminary results. / Doctor of Philosophy / Emergence of electronic devices such as cellphones and computers has revolutionized our lifestyles over the past century. By manipulating the flow/storage of electrons at the nanometer scale, electronic components can be very compact, but their speed and energy performance is ultimately limited due to ohmic losses and finite velocity of the electrons. In parallel, photonic devices and circuits have been proposed that by molding the flow of light can overcome the mentioned limitations but are not as integrable as their electronic counterparts. Plasmonics is an emerging research field that combines electronics and photonics using nanostructures that can couple the light waves to the free electrons in metals. By confining the light at deep subwavelength scales, plasmonic devices can highly enhance the light-matter interactions, with applications in ultrafast optical communications, energy-harvesting, optical sensing, and biodetection. Conventionally, plasmonic devices are optimized to operate with a single light color, which limits their performance in wavelength-multiplexed operations and ultrafast non-linear optics. For such applications, it is far more efficient to use the more advanced "multiresonant plasmonic systems with spatial mode overlap" that can enhance the optical interactions at the same locations but for multiple light colors. This dissertation comprehensively studies these systems in terms of the fundamental concepts, design ideas, and applications. Our work advances the plasmonic field from both science and technology perspectives. In particular, we explore and classify the strategies of building multiresonant plasmonic systems with spatial mode overlap for the first time. Also, we establish the black-box coupled mode theory, a novel framework for analysis and design of complicated plasmonic structures with optimized performance. Furthermore, we introduce the "nanolaminate plasmonic crystals" (NPCs), large area and cost-effective devices that can enhance the optical processes for both visible and near-infrared lights. Finally, we demonstrate NPCs ability in simultaneous frequency-doubling and broadband emission of light and come up with advanced theoretical models that can explain the light generation and color conversion in plasmonic devices.

This thesis has through a case study of the company Eriksberg Vilt & Natur AB investigated, using customer-oriented marketing theories, how their customers perceive sustainability. Subsequently, looking into promotion tools it has examined what implications the customers’ opinions give for the communication channels the company use. For the case study secondary data has been collected, a survey addressing Eriksberg’s customers has been conducted and a semi-structured interview has been performed with the CEO of the company. The results have shown that the opinions of Eriksberg and their customers in many ways are congruent and that customers perceive sustainability to be important, which Eriksberg do too, but also that many customers are not aware of the company’s work in sustainability. The conclusion is that Eriksberg should communicate information about their sustainability work using communication channels in which their customers have the ability to respond and react. / Denna uppsats har genom en fallstudie av företaget Eriksberg Vilt & Natur AB och genom att använda kundorienterade marknadsföringsteorier undersökt hur deras kunder uppfattar hållbarhet. Därefter har den genom att se till säljfrämjande marknadsföringsverktyg undersökt hur kundernas åsikter påverkar de marknadsföringskanaler företaget använder. För fallstudien har sekundärdata samlats in, en enkätundersökning riktad till Eriksbergs kunder har genomförts och en semistrukturerad intervju har gjorts med bolagets VD. Resultaten har visat att Eriksbergs och dess kunders åsikter i många fall är samstämmiga, att kunderna upplever hållbarhet som viktigt, vilket även Eriksberg gör, men också att många kunder inte känner till företagets hållbarhetsarbete. Slutsatsen är att Eriksberg bör kommunicera information om sitt hållbarhetsarbete till kunder genom kommunikationskanaler där kunderna kan svara och reagera.

Genom detta arbete installerades en färdskrivaranläggning, Voyage Data Recorder, på sjöfartshögskolans fartyg Calmare Nyckel. Syftet med installationen var att skapa ett hjälpmedel till läraren då denne ska ge återkoppling på nautikerelevernas manöverövningar med fartyget. Arbetet utfördes i projektform under sista året på sjöingenjörsprogrammet samt bitvis under de tre efterföljande åren. Resultatet blev en anläggning som spelar in informationen från den bryggutrustning som bedömts vara central för att korrekt kunna återspegla en körning med fartyget, samt möjligheten att kunna återuppspela denna information. / Through this exam work, a Voyage Data Recorder was installed on the Kalmar Maritime Academy’s school ship Calmare Nyckel. The purpose of the installation was to create a tool for the teachers when they are giving feedback on the students’ manoeuvring exercises with the school ship. This work was made in project form during the last year of the marine engineer programme and partly during the following three years. The result was an installation that records the information from the bridge equipment that was judged to be central to be able to correctly mirror the manoeuvring of the ship, and the possibility to replay this information.