This diploma thesis addresses the topic of frequent flyer programs for small and medium enterprises. The goal of this thesis is to analyze BlueBiz, the Air France-KLM frequent flyer program for small and medium enterprises, and to propose improvements for this program. The theoretical part consists of an introduction to marketing, commercial communications, and loyalty programs; the analytical part deals directly with the frequent flyer program BlueBiz. The analytical part introduces the airline companies Air France-KLM, and provides an analysis of BlueBiz terms and conditions, an analysis of the competitors' programs, analysis of program's communications and an analysis of BlueBiz awareness. The results of all analyses are summarized in a SWOT analysis, which creates groundwork for designing program's improvements.

Purpose This thesis aims to provide guidelines for cosmetic companies on how to use social media in times of crisis. Background In today’s society, cosmetic companies can face crises that can vary according to their level of impact and their level of controllability. These crises can go viral and reach a huge amount of stakeholders since social media can take on many different forms such as Facebook, Twitter, and YouTube. It is important to know how to manage these different com-   munication tools and it is even more crucial in times of crisis. However, social media and the cosmetic industry have not been combined in previous studies. Therefore, it is beneficial for cosmetic companies to have guidelines on how to use social media in times of crisis. Method The method is based on an inductive approach. Benchmarking case studies reflect crises that occurred in industries other than the cosmetic industry. The findings from the case studies are then complemented with a chosen company representative from the cosmetic industry. Finally, a semi-structured interview has been conducted to balance the research and add new valuable information to the investigation. Conclusion Based on the results of the analysis, the authors of the thesis have been able to provide guidelines to cosmetic companies on how to use social media in times of crisis. These guidelines are divided into two parts: the first part advises guidelines to follow while the second part recommends factors to avoid on social media.

Submitted by Cristiane Oliveira (cristiane.oliveira@fgv.br) on 2011-06-10T19:53:13Z No. of bitstreams: 1 83090200064.pdf: 2278221 bytes, checksum: 037a429dbfbd4dc5cb0121269d820662 (MD5) / Approved for entry into archive by Vera Lúcia Mourão(vera.mourao@fgv.br) on 2011-06-10T19:59:03Z (GMT) No. of bitstreams: 1 83090200064.pdf: 2278221 bytes, checksum: 037a429dbfbd4dc5cb0121269d820662 (MD5) / Approved for entry into archive by Vera Lúcia Mourão(vera.mourao@fgv.br) on 2011-06-10T20:00:47Z (GMT) No. of bitstreams: 1 83090200064.pdf: 2278221 bytes, checksum: 037a429dbfbd4dc5cb0121269d820662 (MD5) / Made available in DSpace on 2011-06-10T21:35:35Z (GMT). No. of bitstreams: 1 83090200064.pdf: 2278221 bytes, checksum: 037a429dbfbd4dc5cb0121269d820662 (MD5) Previous issue date: 2011-02-02 / Reputation is considered the most important asset of companies. It enables to set up business relationship and ensure the good functioning of the organization. When an unexpected even crops up, reputation could be threatened. Managers, leaders of the organization, need to demonstrate reactivity, a capacity of responding to stakeholders‟ requirements and a capacity to detect and to rectify faults within the organization through a learning process, in order to avoid negative consequences. The latter could tarnish reputation and impact the operational development of the company. Through crisis communication, we observed that Air France adopted different postures after the crash of the flight 447. These ones were adapted to stakeholders‟ requirements and to the degree of threat that the company suffered. Just after the accident, the company decided to use the recognition strategy by assuming a symbolic responsibility and by communicating uppermost to the families of victims and to the media. The following weeks, the company privileged the strategy of silence which consists in not to communicate directly with the media. Finally, Air France used the 'scapegoat' strategy when the company was subjected to direct attacks. Companies‟ reactions summed up to the advance of the ongoing judiciary investigation revealed 'historical' organizational faults within the company, as for instance, the lack of communication between pilots and managers or the managers technical and operational insensitivity. Although internal and external issues, Air France demonstrated that a well managed crisis communication limits financial and reputational impacts. Consequently, the company suffers limited negative consequences of this crisis. / A reputação é considerada o ativo mais importante das empresas. Ela permite o estabelecimento de relações comerciais e garante um bom funcionamento da organização. Quando um evento inesperado surge, a reputação pode ser ameaçada. Os gerentes, líderes da organização, têm então que demonstrar reatividade e capacidade em responder as necessidades dos stakeholders, e capacidade de detectar e consertar as falhas dentro da organização através de um processo de aprendizagem, para evitar conseqüências negativas que poderiam danificar a reputação e impactar o desenvolvimento operacional da empresa. Através da comunicação de crise, observamos que depois da queda do avião AF 447, a companhia Air France adotou diferentes posturas adaptadas ao pedido dos stakeholders e ao grau de ameaça sofrido. Logo depois do acidente, a empresa decidiu adotar a estratégia do reconhecimento, assumindo uma responsabilidade simbólica e comunicando prioritariamente para as famílias das vitimas e para a mídia. Nas seguintes semanas ela utilizou a estratégia do silêncio que consiste em não comunicar diretamente a mídia. Finalmente, ela usou a estratégia do 'bode expiatório' quando ela foi sujeita a ataques diretos. As reações da empresa somadas ao avanço das investigações judiciais revelaram falhas organizacionais 'históricas' dentro da própria empresa, como por exemplo, a falta de comunicação entre pilotos e gerentes ou uma falha de sensibilidade técnica e operacional da parte dos gerentes. Apesar de problemas interno e externo, a Air France demonstrou que uma comunicação de crise bem gerenciada limita os impactos financeiros e de reputação. As conseqüências negativas sofridas pela companhia Air France foram limitadas.

Syftet med denna uppsats är att undersöka om de grundläggande förmågorna är relevanta även i en anti-terrorist operation, då förmågorna hittills varit ett begrepp inom mellanstatliga konflikter. För att besvara detta används två frågeställningar: – Är de grundläggande förmågorna relevanta för denna typ av operationer? – Vilken eller vilka av de grundläggande förmågorna låg till grund för framgång/misslyckande i operationen? Studien genomförs som en jämförande fallstudie där fyra operationer av militär och polisiär karaktär analyseras utifrån de grundläggande förmågorna. Data erhålls genom textanalys av historiska skildringar som avhandlar respektive operation. Resultatet av studien visar att de grundläggande förmågorna är relevanta för anti-terrorist operationer och tillämpningen av dem kan bestämma utfallet av operationen. De förmågor som låg till grund för en lyckad eller misslyckad operation är verkan, skydd, und/info och ledning.