Submitted by Nara Lays Domingues Viana Oliveira (naradv) on 2015-06-23T19:22:03Z No. of bitstreams: 1 felipe jorge.pdf: 2189252 bytes, checksum: 78672488bfcb28fdd3fe9bfd716dbc6f (MD5) / Made available in DSpace on 2015-06-23T19:22:03Z (GMT). No. of bitstreams: 1 felipe jorge.pdf: 2189252 bytes, checksum: 78672488bfcb28fdd3fe9bfd716dbc6f (MD5) Previous issue date: 2012 / CAPES - Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / PROSUP - Programa de Suporte à Pós-Gradução de Instituições de Ensino Particulares / Este trabalho refere-se a estudos na produção de etanol em pequena escala no Rio Grande do Sul. O contexto riograndense de produção de etanol é único, de pequenas propriedades, pequenas usinas e cooperativas de pequenos produtores de cana de açúcar; devido principalmente à pequena escala o etanol produzido no estado não é competitivo em relação ao restante do país, e uma opção para tentar realizar uma mudança neste cenário seria a agregação de valor aos subprodutos da produção de etanol. Dentro da cadeia produtiva do etanol são inúmeras as possibilidades de estudos e inovações para agregação de valor, mas para que isso ocorra é necessária a realização de pesquisas e estudos sobre o tema, e para alavancar estes estudos e possibilidades um modelo de centro tecnológico para a realização de pesquisas, desenvolvimentos de coprodutos, processos e inovações em produtos e processos se faz necessário. Em encontro disso vem este trabalho que visa desenvolver uma proposta de centro tecnológico para agregação de valor aos subprodutos da produção de etanol no estado do Rio Grande do Sul. O trabalho se desenvolveu a luz da metodologia do Design Research onde, por ser uma forma prescritiva de trabalho, o processo criativo do autor fica evidenciado e, na tentativa de validar qualitativamente os resultados, duas rodadas de avaliações com especialistas da área foram realizadas. Ao final obteve-se um framework que representa o centro tecnológico e um quadro com suas funções, pesquisas e serviços. Não são apresentados os modelos operacionais para o centro, ficando estes para trabalhos futuros. / This research refers to studies on ethanol production on a small scale in Rio Grande do Sul State, south of Brazil. This context of ethanol production is unique, composed by small farms, small factories and cooperatives of small producers of sugar cane; due to its small scale and high production costs, ethanol produced in the state is not competitive with the rest of the country, and an option to try to make a change in this scenario would be the constant aggregation of value to the byproducts of ethanol production. In the production chain of ethanol are numerous the possibilities for research and innovation to add value, but for this to occur is necessary to carry out research and studies on these subject, and to leverage these studies, a model for a technological center for develop researches, develop coproducts, innovative products and processes seems to be a relevant step. Against it is this work which aims to develop a proposal for a technological center to add value to the byproducts of ethanol production in Rio Grande do Sul State. The work was developed using the methodology of Design Research, as a prescriptive way of work, the author's creative process is evident and, in an attempt to validate the results qualitatively, two rounds of evaluations with experts were performed. The result of the work is a framework that represents the technological center and a table with their functions, research and services. There aren’t presented the operational models for the center, leaving them for future work.

Made available in DSpace on 2016-04-25T18:39:57Z (GMT). No. of bitstreams: 1 Douglas Vinicius Oliveira Sobrinho.pdf: 1851973 bytes, checksum: facc942231c993233fed8a58e8670e41 (MD5) Previous issue date: 2013-12-04 / The DVA is a statement that is part mandatory to the annual reports of publicly listed companies. The statement was adopted by Law 11.638/07 on December 28, 2007, and is one of the many ways that enables companies to be more transparent with regard to the provision and accounting of its social responsibility. Based on the CVM Resolution no 557 of November 12, 2008, CPC 09 was approved as of October 15, 2008, which provided for the general model of VAD to be used by businesses. This research aims, through the collection of data from DVA 's twenty largest companies that have created wealth in Brazil in 2012, to populate the GDP, according to the 2013 edition of the Melhores e Maiores Exame Magazine, that show why users of financial statements lose information if a firm produces and disseminates the DVA in the general model proposed by CPC 09. The work tries to answer this in 2012. The largest companies that have created wealth for the populating of the GDP released that statement by force of Law 11.638/07, which was the case of public companies, or for that matter, closed privately-held companies. We also sought evidence that is disclosed by the DVA that the twenty largest companies meet the basic requirements of the general model DVA. Finally, this study highlights the social indicators found in literature can be extracted from any DVA, since it is elaborated in the general model suggested by CPC 09, so as to arrive at conclusions about the usefulness of the DVA of companies in the market. The methodology used is descriptive and, for data analysis, refers to the study of multiple cases for the twenty best ranked companies as per Exame Magazine. The results show that not all the companies required to disclose only the DVA and the VAS do not follow the basic requirements suggested by CPC 09. Moreover, it turns out that it is not possible to extract all the indices proposed by the authors referenced based solely on the information disclosed in the Financial Statements / A DVA é um demonstrativo que faz parte, obrigatoriamente, dos relatórios anuais das empresas de capital aberto. Foi aprovada pela Lei 11.638/07, em 28 de dezembro de 2007, como uma das formas de tornar as empresas mais transparentes, no que diz respeito à prestação de conta sobre sua responsabilidade social. Por meio da deliberação da CVM no557, de 12 de novembro de 2008, aprovou o CPC 09, de 15 de outubro de 2008, que previa o modelo geral de DVA a ser utilizado pelas empresas. A presente pesquisa tem por objetivo, a partir da coleta de dados das DVA s das vinte maiores empresas que mais criaram riquezas em 2012 no Brasil, para formação do PIB, de acordo com a edição de 2013 da Revista Melhores e Maiores Exame, evidenciar por que os usuários das Demonstrações Financeiras perdem, em informações, quando uma empresa não elabora e divulga a DVA no modelo geral proposto pelo CPC 09. O trabalho tenta responder se em 2012, as maiores empresas que criaram riquezas para formação do PIB divulgaram aquele demonstrativo por força da Lei 11.638/07, que é o caso das companhias de capital aberto, ou se por espontaneidade, para as companhias de capital fechado. Também se buscou evidenciar se as DVA s divulgadas pelas vinte maiores empresas atendem os requisitos básicos do modelo geral de DVA. Por fim, evidencia se os índices sociais encontrados nas pesquisas bibliográficas podem ser extraídos de qualquer DVA, desde que elaborada no modelo geral sugerido pelo CPC 09, para assim, chegar às conclusões sobre a utilidade que a DVA tem na análise social das empresas atuantes no mercado. A metodologia utilizada é a pesquisa descritiva e, para análise dos dados, recorre-se ao estudo de casos múltiplos para as vinte empresas do ranking da Revista Exame. Os resultados mostram que nem sempre as empresas obrigadas são as únicas a divulgarem a DVA e que as DVAs não seguem os requisitos básicos sugeridos pelo CPC 09. Além disso, verifica-se que não é possível extrair todos os índices propostos pelos autores referenciados com base exclusivamente nas informações divulgadas nas Demonstrações Financeiras

Made available in DSpace on 2016-04-25T18:40:24Z (GMT). No. of bitstreams: 1 Fernando Rodrigues de Carvalho.pdf: 617036 bytes, checksum: 7ab186ff293b00ca904f6b4e2e83f426 (MD5) Previous issue date: 2007-06-21 / The aim of this paper is to show the relevance and contribution of the social data pertaining to the Social Report and mainly to the Added Value Statement. It is credited that its disclosure may help evaluate its effects upon the social environment as well as the remuneration attributed to several production factors. The wealth of management and financial data available is evidenced through the magnitude of the company of choice- Black & Decker do Brasil, a high income multi-national firm with limited responsibility and no obligation to publish its accounting reports. However, the 3.741/2000 bill which states that it is mandatory to make the accounting, financial , economic and social, led us to verify the applicability of such publications and the indexes of analysis commonly used. A bibliographic study, the Internet and a questionnaire given to one of the directors of the company were used to evaluate the applicability of such management ools. The diversity of material found in the Added Value Statement and the Social Report, which was used in the analyses, figures and conclusions, outstands the need of commitment of the productive sector in publishing their reports not only to their own clients but also to aware the general public of the responsibility of such companies in the economic context. Also, they would assure their reliability together with their politically correct role regarding the other stakeholders / O presente trabalho objetiva mostrar a importância e a contribuição das informações sociais contempladas no Balanço Social e, principalmente, na Demonstração de Valor Adicionado. Acredita-se, com a evidenciação destas demonstrações, na possibilidade de se avaliar os efeitos gerados no meio social e a remuneração atribuída aos diversos fatores de produção. A riqueza dos dados gerenciais e financeiros se mostra em um nível de relevância, perceptível ao se utilizar dados inspirados em uma empresa, neste trabalho, a Black & Decker do Brasil, referência utilizada, exatamente por se tratar de uma multinacional, de grande porte no tocante ao seu faturamento e de responsabilidade limitada sem a obrigatoriedade de publicação das demonstrações contábeis. Porém, com o Anteprojeto de Lei nº 3741/2000, e existindo entre seus artigos a obrigatoriedade de publicação de informações contábeis, financeiras, econômicas e também de aspecto social, desejou-se com este trabalho verificar a aplicabilidade quando da publicação dos relatórios descritos e dos indicadores de análise normalmente empregados. Valendo-se de referências bibliográficas, busca de informações na Internet e pesquisa por meio de um questionário aplicado junto a um dos Diretores da empresa, foi verificada a aplicabilidade das ferramentas gerenciais de análise mencionada. A diversidade de material oriundo da Demonstração do Valor Adicionado e das Informações Sociais, derivando-se em análises, cálculos e conclusões, podem expressar a importância e a responsabilidade dos empreendimentos produtivos em publicá-los não somente para o cliente interno, mas também para uma sociedade consciente a cada dia do papel responsável destas empresas no contexto econômico. Percebe-se assim, a relevância da publicação dessas demonstrações, não apenas pelas sociedades anônimas, mas por todas as empresas, expressando a sua idoneidade e o seu papel politicamente correto junto aos demais stakeholders

Made available in DSpace on 2016-04-25T18:40:26Z (GMT). No. of bitstreams: 1 Marcelo Fodra.pdf: 1228186 bytes, checksum: f7b10212cc5270bc5d0908c4304d7b16 (MD5) Previous issue date: 2007-10-29 / The availability of energy is a crucial element to the economic development of societies. In Brazil, in particular, predominate the use of electric energy that comes from hydraulic sources, because of the huge natural hydric potential that existing in Brazil. Since the beginning of the 20 th century, the government legislated and controlled the electrical sector as a whole, maintaining all the productive structure by natural monopole, exploring the services and taxing for the use, doing important services to the economic and social development of the country. Yet, when the State lost its investment capability, the predominant attitude nowadays was adopted, promoting the privatization of several productive structures, including the national electric facility. To do so, legal and organization measures, were taken, mainly determination of unverticalization of organization, building a competitive environment not consolidated yet. This assignment tried to compare the social and economic performance levels reached by the public and private Brazilian electrical companies, focusing on the added value, from financial and social demonstration elaborated by coletive groups that operated on the generation and distribution of energy from the hydraulic sources, between 2000 and 2003 / A disponibilidade de energia é elemento crucial ao desenvolvimento econômico das sociedades. No Brasil, em particular, predomina a utilização de energia elétrica proveniente de fontes hidráulicas, em razão do enorme potencial hídrico natural existente no país. Desde o início do século XX, o governo legislava e controlava o setor elétrico como um todo, mantendo toda a estrutura produtiva sob a forma de monopólio natural, explorando os serviços e cobrando tarifas pelo uso, prestando relevantes serviços ao desenvolvimento econômico e social do país. Contudo, à medida que o Estado perdeu sua capacidade de investimento, adotou-se a postura predominante no mundo atual, privatizando-se diversas estruturas produtivas, inclusive o aparato elétrico nacional. Para isso, providências legais e organizacionais foram tomadas, sendo a determinação de desverticalização das organizações uma das principais, criando-se um ambiente competitivo ainda não consolidado. Este trabalho consistiu em comparar os níveis de desempenho econômico e social alcançados pelas empresas públicas e privadas do setor elétrico brasileiro, com especial enfoque no valor adicionado, a partir das demonstrações financeiras e sociais elaboradas pelas entidades que operaram nos segmentos de transmissão, geração e distribuição de energia proveniente de fontes hidráulicas, entre 2000 e 2003. Os resultados mostraram que as empresas privadas apresentaram melhor desempenho financeiro, enquanto as públicas exibiram melhor performance dos seus indicadores sociais

<p>Detta är en fallstudie med Axcent of Scandinavia som studieobjekt. Studien behandlar varumärket och imagen hos företagets klockförsäljning. Syftet med den här studien är att studera och analysera Axcent of Scandinavias tänkta image i jämförelse med konsumenternas upplevda image dels i Sverige och dels internationellt.</p><p>Författarna har använt tillfällighetsurval som underlag för enkätundersökningarna. En intervju med Chief Operating Officer på Axcent of Scandinavia, Liisa Männistö, har genomförts. Detta för att beskriva den tänkta imagen.</p><p>Resultaten från enkätundersökningarna och χ2 -testen visade harmoni beträffande den tänkta imagen och den upplevda imagen i Sverige. Internationellt visade χ2- testet dissonans mellan den tänkta imagen och den upplevda imagen. Fishers exakta test stödjer de resultaten.</p><p>Slutsatser: Axcent of Scandinavias kommunikation till den internationella marknaden har utsatts för brus, vilket har stört den tänkta imagen.</p> / <p>This is a case study, with Axcent of Scandinavia as the object of study. The study concerns the marketing policy, branding and image of the company’s sales of wrist watches. The main purpose of the study is to compare the company’s desired image with the image experienced by the consumers in Sweden as well as internationally.</p><p>The authors applied a random selection for the sample used in the survey. An interview was carried out with Chief Operating Officer of Axcent of Scandinavia, Liisa Männistö, to add to the information collected and to describe the company’s desired image.</p><p>The results from the survey and the χ2 -test showed that there was congruence between the desired image and experienced image in Sweden, but dissonance between them internationally. Fishers exact test supports these results.</p><p>Conclusions: Axcent of Scandinavia’s communication in the international market has been victim of noise, which has disturbed the desired image.</p>

<p><strong>Bakgrund: </strong>Kunderna inom armaturbranschen är idag mer involverade och konkurrensen för företagen är mer intensiv. Till följd av nya samarbetsformer har dessutom de enskilda leverantörerna förlorat möjligheten till direkt kontakt med slutkunden eftersom återförsäljare anlitas istället. Jobbet att kommunicera är därför mer krävande och svårhanterligt samtidigt som förutsättningen för leverantörens långsiktiga överlevnad är att de kan nå fram med sitt budskap.<strong></strong></p><p><strong>Problemformulering: </strong>Vilka värdeskapande samarbetsformer är viktiga för långsiktig överlevnad för armaturleverantörer?<strong></strong></p><p><strong>Syfte: </strong>Att mäta huruvida olika tillvägagångssätt av samarbetsformer och marknadsföringsstrategier påverkar armaturleverantörernas långsiktiga överlevnad. <strong></strong></p><p><strong>Metod: </strong>Undersökningen genomförs deduktivt där empirisk data samlas in med hjälp av metodtriangulering där både kvalitativa och kvantitativa metoder används. <strong></strong></p><p><strong>Teoretisk referensram: </strong>Utifrån teoriområden har författarna tagit fram faktorerna kommunikation, samverkan och mervärde och valt att studera variablerna enkel- och dubbelriktad kommunikation, värdekedja och värdestjärna samt hög- och låginvolverade kunder.<strong></strong></p><p><strong>Slutsatser</strong><strong>: </strong>För att kunna skapa mervärde och långsiktig överlevnad krävs att leverantörerna och slutkunderna möts på samma plan. Idag finns det ingen värdeskapande relation mellan leverantör och återförsäljare och därför kan inte mervärden uppfattas av slutkund. <strong></strong></p> / <p><strong>Background: </strong>The customers in the armature business is today more involved and the competition between companies is more intense. As a consequence of new cooperating forms suppliers has lost the direct contact with the customers, therefore it is more difficult for suppliers to communicate.  <strong></strong></p><p><strong></strong></p><p><strong>Problem formulation: </strong>Which value-making cooperation form is important for long-term survival in the armature business?<strong></strong></p><p><strong>Purpose: </strong>The purpose of the thesis is to examine whether different procedures of cooperating and marketing strategies effect armature suppliers long-term survival in the armature business.<strong></strong></p><p><strong>Method: </strong>The thesis is implemented with a deductive method where as empirical data have assembled<strong> </strong>with a triangulating approach.<strong></strong></p><p><strong>Theoretical frame of reference: </strong>On the basis of the theories the authors have chosen the factors communication, cooperation and added value. Studies have been made from the variables one way- and either way communication, value chain and value star and high- and low-involved customers.</p><p><strong>Conclusions:</strong> To be able to create added value and long-term survival, suppliers and customers have to be on the same level. Today, there is no value-making between suppliers and resellers, therefore the customers can't take in any added value.<strong> </strong></p>

<p><strong>Bakgrund:</strong> Svenska transportföretag är utsatta för hård konkurrens från utländska företag. För attkunna överleva måste de svenska transportföretagen skapa mervärde åt sina kunder.</p><p><strong>Problemformulering:</strong> Vilka faktorer är viktiga vid utformning av tilläggstjänster för att svenskatransportföretag ska nå långsiktig överlevnad?</p><p><strong>Syfte:</strong> Syftet med detta arbete är att analysera och utvärdera transportköpande företags behov avtilläggstjänster.</p><p>Metod: Uppsatsen har ett hermeneutiskt synsätt. Författarna använder sig av en kombination avkvalitativa och kvantitativa undersökningsmetoder för att generera en djupare förståelse ochmöjlighet att dra vissa slutsatser. Forskningsansatsen är deduktiv.</p><p><strong>Teorier:</strong> De teorier som används i uppsatsen är: Mervärdesteorin, Involveringsteorin, Nätverkssynsättet.</p><p><strong>Empiri:</strong> Empirin består av primärdata inhämtad via intervjuer och enkäter med representanter fråntransportköpande företag.</p><p><strong>Resultat/Analys:</strong> Vi har kommit fram till att majoriteten av de tillfrågade företagen i dennaundersökning har önskemål om att få ta del av transportföretagens tilläggstjänster och att eventuellti samråd med dessa även utveckla nya.</p><p><strong>Slutsats:</strong> Transportköpande företag är i hög utsträckning höginvolverade i transporter. De är därförmottagliga för relationsmarknadsföring. Detta möjliggör för svenska transportföretag att interageramed kunderna. Genom värdeskapande aktiviteter med kunderna kan tilläggstjänster skapas och ettmervärde uppstår för båda parter.</p> / <p><strong>Background:</strong> Swedish transport companies are facing strong competition from foreign companies. To survive, the Swedish transport companies have to create value for its customers.</p><p><strong>Problem definition:</strong> What factors are important in the definition of additional services to Swedish transport companies to achieve long‐term survival?</p><p><strong>Purpose:</strong> The purpose of this work is to analyze and evaluate transport buying companies need of additional services.</p><p><strong>Method:</strong> This bachelor essay has a hermeneutical approach. The authors use a combination ofqualitative and quantitative research methods to generate a deeper understanding and ability todraw some conclusions. The research approach is deductive.</p><p><strong>Theories:</strong> The theories used in the essay is: Value theory, Involvement theory,</p><p><strong>Empiric:</strong> The empirical data consists of primary data gathered through interviews and questionnaire swith representatives from the transport buyers.</p><p><strong>Results/Analysis:</strong> We have found out that the majority of the companies surveyed in this study want to take part of the transport companies additional services and in consultation with these, and also develop new ones.</p><p><strong>Conclusion:</strong> Transport buying companies are often high involved in transports. They are therefore susceptible to relationship marketing. This makes it possible for Swedish transport companies tointeract with customers. By value‐adding activities with the customers the companies can create additional services and value for both parties.</p>

<p>Marknadsföring utgör inte någon särskiljande effekt idag och konsumenter blir visuellt överstimulerade av alla olika reklambudskap. På grund av detta måste företag numera skapa en djupare och personligare kontakt för att nå ut till sina kunder. Genom att använda sig av emotionella inslag i en produkt gör det att kunden uppfattar produkten mer som en upplevelse istället för enbart dess funktion. Skapandet av en upplevelse sker genom att sätta människans fem sinnen i centrum. Genom att använda sig av flera sinnen kan även ett mervärde skapas, vilket gör att företag inte längre enbart kan koncentrera sig på kärnprodukten. Den tidigare forskningen inom detta ämne är relativt liten, därför fann författarna det intressant att undersöka detta fenomen mer.</p><p>Syftet med denna uppsats ämnar att utifrån ett sändarperspektiv deskriptivt och explorativt undersöka och beskriva hur ett antal valda aktörer arbetar strategiskt och taktiskt med stimulans genom de fem mänskliga sinnena i miljöer och produkter.</p><p>Uppsatsen består av en kombination av en kvalitativ och kvantitativ ansats. Främst har en kvalitativ metod använts genom sex intervjuer med informanter från två museum, två butiker och två produkter. Författarna fann det intressant att koppla ihop en upplevelse av att gå på museum med butiker och produkter där det inte lika uppenbart faller sig naturligt att stimulera sinnena. Den tidigare forskning och litteratur som har varit tillgänglig inom området har samlats in och varit ett underlag för att kunna tolka och analysera resultaten utav den insamlade empirin.</p><p>Slutsatsen av studien visar på att genom involvering av sinnena skapas en upplevelse för kunden som även leder till ett mervärde. De undersökta aktörerna har lyckats stimulera flera sinnen och genom det har deras budskap blivit starkare.</p> / <p>Marketing gives no distinctive effect today and consumers become visually over-stimulated by all the different advertising messages. Due to this, companies must create a deeper and more personal connection to reach their customers. By making use of the emotional elements of a product it makes the customer perceive the product more as an experience instead of just its functioning. Putting the five human senses in focus makes the creation of an experience. By using more than one sense an added value can be created, which means that companies cannot only focus on the core product. The previous research on this subject is rather thin; therefore the authors found it interesting to investigate this phenomenon.</p><p>The purpose of this study, which is based on a sender perspective, is to in a descriptive and exploratory study investigate how a number of selected participants are working strategically and tactically with stimulation through the five human senses in environments and products.</p><p>The study consists of a combination of a qualitative and a quantitative approach. Foremost a qualitative method has been used, six personal interviews with informants from two museums, two stores and two products has been conducted. The authors found it interesting to combine the experience of visiting a museum with stores and products, where it is less obvious to naturally stimulate the senses. Previous research has been collected as a basis for interpreting and analyzing the results out of the collected empirical data.</p><p>The conclusion of this study is that by involving the senses an experience is created for the customer, which leads to an added value. The participants in this study have managed to stimulate several senses and through that their message has become stronger.</p>

Bakgrund: Svenska transportföretag är utsatta för hård konkurrens från utländska företag. För attkunna överleva måste de svenska transportföretagen skapa mervärde åt sina kunder. Problemformulering: Vilka faktorer är viktiga vid utformning av tilläggstjänster för att svenskatransportföretag ska nå långsiktig överlevnad? Syfte: Syftet med detta arbete är att analysera och utvärdera transportköpande företags behov avtilläggstjänster. Metod: Uppsatsen har ett hermeneutiskt synsätt. Författarna använder sig av en kombination avkvalitativa och kvantitativa undersökningsmetoder för att generera en djupare förståelse ochmöjlighet att dra vissa slutsatser. Forskningsansatsen är deduktiv. Teorier: De teorier som används i uppsatsen är: Mervärdesteorin, Involveringsteorin, Nätverkssynsättet. Empiri: Empirin består av primärdata inhämtad via intervjuer och enkäter med representanter fråntransportköpande företag. Resultat/Analys: Vi har kommit fram till att majoriteten av de tillfrågade företagen i dennaundersökning har önskemål om att få ta del av transportföretagens tilläggstjänster och att eventuellti samråd med dessa även utveckla nya. Slutsats: Transportköpande företag är i hög utsträckning höginvolverade i transporter. De är därförmottagliga för relationsmarknadsföring. Detta möjliggör för svenska transportföretag att interageramed kunderna. Genom värdeskapande aktiviteter med kunderna kan tilläggstjänster skapas och ettmervärde uppstår för båda parter. / Background: Swedish transport companies are facing strong competition from foreign companies. To survive, the Swedish transport companies have to create value for its customers. Problem definition: What factors are important in the definition of additional services to Swedish transport companies to achieve long‐term survival? Purpose: The purpose of this work is to analyze and evaluate transport buying companies need of additional services. Method: This bachelor essay has a hermeneutical approach. The authors use a combination ofqualitative and quantitative research methods to generate a deeper understanding and ability todraw some conclusions. The research approach is deductive. Theories: The theories used in the essay is: Value theory, Involvement theory, Empiric: The empirical data consists of primary data gathered through interviews and questionnaire swith representatives from the transport buyers. Results/Analysis: We have found out that the majority of the companies surveyed in this study want to take part of the transport companies additional services and in consultation with these, and also develop new ones. Conclusion: Transport buying companies are often high involved in transports. They are therefore susceptible to relationship marketing. This makes it possible for Swedish transport companies tointeract with customers. By value‐adding activities with the customers the companies can create additional services and value for both parties.

Marknadsföring utgör inte någon särskiljande effekt idag och konsumenter blir visuellt överstimulerade av alla olika reklambudskap. På grund av detta måste företag numera skapa en djupare och personligare kontakt för att nå ut till sina kunder. Genom att använda sig av emotionella inslag i en produkt gör det att kunden uppfattar produkten mer som en upplevelse istället för enbart dess funktion. Skapandet av en upplevelse sker genom att sätta människans fem sinnen i centrum. Genom att använda sig av flera sinnen kan även ett mervärde skapas, vilket gör att företag inte längre enbart kan koncentrera sig på kärnprodukten. Den tidigare forskningen inom detta ämne är relativt liten, därför fann författarna det intressant att undersöka detta fenomen mer. Syftet med denna uppsats ämnar att utifrån ett sändarperspektiv deskriptivt och explorativt undersöka och beskriva hur ett antal valda aktörer arbetar strategiskt och taktiskt med stimulans genom de fem mänskliga sinnena i miljöer och produkter. Uppsatsen består av en kombination av en kvalitativ och kvantitativ ansats. Främst har en kvalitativ metod använts genom sex intervjuer med informanter från två museum, två butiker och två produkter. Författarna fann det intressant att koppla ihop en upplevelse av att gå på museum med butiker och produkter där det inte lika uppenbart faller sig naturligt att stimulera sinnena. Den tidigare forskning och litteratur som har varit tillgänglig inom området har samlats in och varit ett underlag för att kunna tolka och analysera resultaten utav den insamlade empirin. Slutsatsen av studien visar på att genom involvering av sinnena skapas en upplevelse för kunden som även leder till ett mervärde. De undersökta aktörerna har lyckats stimulera flera sinnen och genom det har deras budskap blivit starkare. / Marketing gives no distinctive effect today and consumers become visually over-stimulated by all the different advertising messages. Due to this, companies must create a deeper and more personal connection to reach their customers. By making use of the emotional elements of a product it makes the customer perceive the product more as an experience instead of just its functioning. Putting the five human senses in focus makes the creation of an experience. By using more than one sense an added value can be created, which means that companies cannot only focus on the core product. The previous research on this subject is rather thin; therefore the authors found it interesting to investigate this phenomenon. The purpose of this study, which is based on a sender perspective, is to in a descriptive and exploratory study investigate how a number of selected participants are working strategically and tactically with stimulation through the five human senses in environments and products. The study consists of a combination of a qualitative and a quantitative approach. Foremost a qualitative method has been used, six personal interviews with informants from two museums, two stores and two products has been conducted. The authors found it interesting to combine the experience of visiting a museum with stores and products, where it is less obvious to naturally stimulate the senses. Previous research has been collected as a basis for interpreting and analyzing the results out of the collected empirical data. The conclusion of this study is that by involving the senses an experience is created for the customer, which leads to an added value. The participants in this study have managed to stimulate several senses and through that their message has become stronger.