In Southeast Asia, many small and medium-sized enterprises (SMEs) fail each year; in 2010, SME failure rate exceeded 50%. The purpose of this multiple case study was to explore strategies that some SME business leaders use to decrease the failure rate of SMEs in Southeast Asia. The target population consisted of 5 SME business leaders in Southeast Asia who demonstrated success in using strategies to decrease the failure rate of SMEs. The conceptual framework for this study was the Ulrich model, which supports the notion that a human resource manager needs to be involved in overall organizational decision making as a strategic partner, administrative assistant, employee champion, and a change agent for business continuity and sustainability. Data collection sources included semistructured interviews and analysis of company documents. Using Yin's 5-step data analysis approach resulted in 3 themes: governance, marketing and branding, and integration of information technology. The governance theme included employee engagement and leadership strategies, which could help business leaders to create an agile work environment and work commitment to decrease business failure. The marketing and branding theme included social media and networking strategies that could promote the brand and enhance company image. The implication for social change is that business continuation could lead to economic development, employment opportunities, and tax revenue for local governments, leading to an improved standard of living and overall prosperity of local communities.

One factor of the leadership stratagem is to account for the core values, operations, and growth of the organization. The purpose of this case study was to ascertain the financial strategies small business leaders incorporate to help ensure growth of small businesses. The conceptual framework of Schumpeter's innovation and entrepreneurship theory and the Grameen model were included to drive the scope and analysis of this study. A purposive sample of 8 leaders from successful small businesses in Islamabad contributed to a focus group session; 4 out of these participants originated from the finance and management department and 4 represented sales and product development departments working in 3 outlets of the firm. Transcript review and member checking were used to support the reliability of the interpretation of participants regarding what they said and meant from their responses. Moreover, company documents were reviewed to triangulate the data. Yin's 5-step data analysis plan was used for the final data analysis. Four major themes surfaced from data analysis: Microfinance, product quality, customer care, and strategic vision. These endorse business leader stratagem and association to their mission, financial strategy, overall business operations, and survival and growth. Product quality is vital to maintain and retain valuable customer for revenue generation. Customer care is emphasized for its importance as an ethical practice and gaining customers confidence. Strategic vision is recognized as the foremost leadership skillset to plan and organize future business strategies effectively, which impacts business growth and longevity. The outcome of this study may contribute to positive social change by enhancing understanding of the leadership strategies that impact the longevity of the business to secure jobs and benefit employees, their families, and the surrounding community.

以往有關資訊服務產業的文獻，大多將重點放在競爭策略、關鍵成功因素或組織結構的屬性上，且多屬於以問卷調查方式進行的「量的研究。至於以個案訪問的方式，深入探討資訊服務產業經營策略的「質的研究，並不多見。因此本研究乃以司徒達賢教授提出的策略矩陣分析法為架構，採用個案研究的分析方法，針對國內經營資訊服務產業的三家外商，進行綜合性的訪談；並輔以資策會ITIS計畫的次級資料，分析廣義的資訊服務產業價值鏈與策略要素，並進而與關鍵成功因素結合。然而，為了能將理論與實務結合，在郭崑謨教授的指導下，也進一步將廠商實際的配套作為，歸納為組織系統流程，希望透過外商實際的經驗，能對國內資訊服務業者有所助益。 本研究之目的包括：1. 台灣資訊服務產業價值鏈的界定；2. 以策略要素描述與驗證產業的經營策略；3. 找出產業關鍵成功因素與策略要素的關係；4. 建構產業的組織系統流程，以支援經營策略。而本研究亦得到以下五點結論：1. 整體而言，策略矩陣六大構面所含括的48個策略要素，全都可以在資訊服務產業中找到相對應的策略作法；2. 客戶對於整套解決方案的需求愈趨強烈，使得資訊服務業六大區隔的界線也愈趨模糊，因此，產業Know-How將成為資訊服務業者的核心競爭力所在；3. 專業人才將是資訊服務業者最重要的資產；4. 良好的學習性組織才能蓄積專業與經驗，使人才的培育與發揮成為可能，並且將成果留在組織的機制中；5.組織系統流程的建立，不僅使人人做專案成為常態，也使得快速反應市場與客戶，和彈性角色扮演的網路組織成為可能。 此外，本研究並針對台灣資訊服務業者，提出以下三點經營策略的思考方向：1. 資訊服務業必將主導資訊業走向；2. 資訊服務業將是進入障礙極高的產業；3. 組織系統流程將主導資訊服務業的工作模式。 第一章、緒論 1 第一節、研究背景與目的 1 第二節、研究對象與限制 3 一、研究對象 3 二、研究限制 4 第三節、研究程序 6 第四節、論文章節與結構 8 第二章、文獻探討與研究設計 10 第一節、策略管理的觀念 10 一、何謂策略 10 二、策略管理的範圍與層級 13 第二節、產業分析 15 一、五力分析 15 二、產業的策略構面 17 第三節、事業策略分析 18 一、策略規劃的程序 18 二、策略構面（Strategy Content） 21 三、策略類型（Strategy Pattern） 23 第四節、關鍵成功因素 28 一、關鍵成功因素的定義 28 二、關鍵成功因素的分析與確認 30 第五節、策略矩陣分析法 33 一、策略矩陣的構成 33 二、以策略矩陣分析法做產業與競爭分析 37 三、以策略矩陣分析法做事業策略分析 39 第六節、組織系統流程 41 第七節、資訊服務產業的相關研究 43 一、資訊服務業競爭策略、組織結構與績效滿意度 43 二、資訊服務業關鍵成功因素與競爭策略 47 三、資訊服務業者競爭的關鍵成功因素 49 第七節、研究設計與研究方法 50 一、研究設計 50 二、研究方法 52 第三章、台灣資訊服務產業現況 55 第一節、資訊服務業產業範圍 55 第二節、台灣資訊服務業的現況 61 第四章、台灣資訊服務業經營策略分析 64 第一節、資訊服務業策略矩陣 64 一、產業價值鏈的展開 64 二、策略矩陣的形成 75 第二節、資訊服務業者策略要素分析 76 一、與『產品線廣度與特色』有關的策略要素 76 二、與『目標市場之區隔與選擇』有關的策略要素 85 三、與『垂直整合程度之取決』有關的策略要素 92 四、與『相對規模與規模經濟』有關的策略要素 96 五、與『地理涵蓋範圍』有關的策略要素 100 六、與『競爭武器』有關的策略要素 104 第五章、資訊服務業組織系統流程 112 第一節、組織系統流程的建構 112 一、組織系統流程建構的原則 113 二、組織系統流程與關鍵成功因素 115 二、組織系統流程與策略要素 119 第二節、個案公司分析 121 一、策略型態 121 二、組織系統流程 124 三、關鍵成功因素 129 第六章、結論與建議 130 第一節、結論 130 第二節、台灣資訊服務業經營策略趨勢與建議 133 第三節、後續研究方向的建議 136 參考文獻 138 中文部份 138 一、論文 138 二、書籍 140 三、期刊 142 英文部份 143 表目錄 表1-1 1995年台灣生產世界第一的資訊產品 2 表2-1 策略定義表 11 表2-2 策略的層級 14 表2-3 有關策略構面之不同分析觀點 22 表2-4 Glueck的四種策略類型格 23 表2-5 大前研一的四個基本策略 25 表2-6 關鍵成功因素的定義 29 表2-7 關鍵成功因素的確認方法 32 表2-8 中國砂輪公司的策略矩陣 35 表2-9 策略要素 36 表2-10 資訊服務業之碩博士論文研究 43 表2-11 各策略集群對於競爭策略構面的重視程度 44 表2-12 各策略集群對於競爭策略構面的Scheffe多重比較 45 表2-13 競爭策略與組織結構的相關性 46 表2-14 競爭策略與績效滿意度之相關性 47 表2-15 資訊服務業關鍵成功因素 48 表2-16 各區隔資訊服務業者競爭的關鍵成功因素 49 表3-1 資訊服務業產業結構 58 表3-2 資訊服務業市場規模 61 表3-3 資訊服務業各區隔市場剖析 62 表3-4 資訊服務業各區隔主要廠商 63 表3-5 資訊服務業個別廠商獲利能力 63 表4-1 各行業別資訊化現況與發展趨勢 68 表4-2 各行業別資訊化現況與發展趨勢 69 表4-3 資訊服務業策略矩陣 75 表4-4 產品/市場組合 77 表4-5 價值活動與規模經濟 97 表4-6 關鍵成功因素與策略形態 106 表5-1 組織系統流程與關鍵成功因素 116 表5-2 組織系統流程與策略要素 119 表5-3 策略型態、功能政策和組織方式的改變與配合 123 表5-4 組織系統流程（第一階段） 125 表5-5 組織系統流程（第二階段） 127 表5-6 組織系統流程（第三階段） 128 表6-1 企業用戶平均的資訊科技支出（百萬美金） 133 圖目錄 圖1-1 研究進行步驟 6 圖2-1 企業營運循環 12 圖2-2 產業分析的五力 15 圖2-3 策略規劃模式 18 圖2-4 事業策略制定之架構 21 圖2-5 研究架構 51 圖4-1 資訊服務的價值活動 67 圖4-2 與『產品線廣度與特色』有關的策略要素(一) 77 圖4-3 與『產品線廣度與特色』有關的策略要素(二) 83 圖4-4 與『目標市場之區隔與選擇』有關的策略要素(一) 87 圖4-5 與『目標市場之區隔與選擇』有關的策略要素(二) 91 圖4-6 與『垂直整合程度之取決』有關的策略要素 95 圖4-7 與『相對規模與規模經濟』有關的策略要素 99 圖4-8 與『地理涵蓋範圍』有關的策略要素 103 圖4-9 與『競爭武器』有關的策略要素 110 / In the past years, most of research of theses about Information Technology (IT) Service Industry are "quantitative" analysis via question sheet. As to the approach of "qualitative" analysis by case study is less. Thus, I'd like to do a deep analysis focused on the specific subject, business strategy, via the strategic matrix of Dr. Seetoo and the reports of III of ITIS project. Moreover, based on the instruction of Dr. Kuo, I try to combine the theorey and practice to build a systematic organization process. The objective of the thesis is: 1) Build the value chain of IT service industry in Taiwan; 2) To describe and verify the business strategy of the industry based on the strategic element s; 3) Find out the relationship between K.S.F and strategic elements; 4) Construct the systematic organization process to support the business strategy. By the way, the thesis also gets five results: The strategic practice of vendors of IT service could be modulized by the 48 strategic elements of six dimensions of strategic matrix; 2) Total solution makes the boundry of six segments of IT service unclear; 3) The most important asset is human resource for the industry; 4) The well learning organization could make it possible not only exercise of profession and experience but development also; 5) Make the project to be normal through the role play of systematic organization process. It will be helpful for quick response to both customers and markets.

在台灣經濟的發展上中小企業一直扮演著關鍵性的角色，至今仍舊是維持台灣競爭力的一股強大力量，隨著企業的成長，許多中小企業逐漸轉型成為大型企業，然而卻依舊保持著小企業的經營格局或心態，潛藏著經營發展上的危機。本研究的主要目的即是針對台灣中小企業，探討其在不同的條件資源基礎或產業環境下，如何建構其策略優勢，並瞭解在企業發展的同時，會產生那些成長障礙，並探討其背後發生的原因。 　　本研究之研究目的包括： 　　1. 不同型態的中小企業，是如何利用其特質、產業特性或企業能力，選擇其策略重點，進而創造其策略優勢？ 　　2. 中小企業在發展過程中為何產生成長障礙？與企業特質、產業特性、企業能力或策略作為間的互動關係為何？ 　　本研究在研究模式上採行個案分析的探索性研究方法。以個案公司訪問與次級資料蒐集資訊的方式，來進行研究主題的探討。本研究個案公司主要以符合在產業相對規模為中小企業者，共計樣本數為七家公司。 　　本研究探討「策略優勢」與「成長障礙」的推論模式基礎在「策略優勢」方面有三，包括「企業特質－策略作為－策略優勢」、「產業特性－策略作為－策略優勢」、「策略作為－企業能力－策略作為－策略優勢」。在「成長障礙方面」有四，包括「企業特質－成長障礙」、「產業特性－成長障礙」、「策略作為－企業能力－成長障礙」、「策略作為－成長障礙」。 　　本研究的主要研究發現如下： 　　一、個案研究結果 　　本研究針對中小企業策略優勢的成因進行個案探討，主要的研究結論如下： 　　1. 創業資源、網路關係、企業主性格意向、組織規模，以及產業特性是形成中小企業策略優勢的來源，其中以創業資源為最主要的因素。 　　2. 中小企業創業者或企業主掌握產業技術與know-how是形成策略優勢的來源。 　　3. 中小企業主的企圖心是形成中小企業策略優勢的主要來源。 　　4. 中小企業透過網路關係掌握業務來源，創造競爭優勢。 　　5. 中小企業因為規模小而產生的經營彈性，可以創造市場競爭優勢。 　　6. 中小企業掌握產業特性，發展策略，可以形成競爭優勢。 　　本研究針對中小企業成長障礙的成因進行探討，主要的研究結論如下： 　　1. 創業資源、企業主性格意向、組織規模，以及產業特性是形成中小企業成長障礙的來源，其中以企業主性格意向為最主要的因素。 　　2. 中小企業在創業初期都將市場視為優先考慮的重點，而忽略了對人員的培養，使得人才不足成為發展上的障礙。 　　3. 中小企業主能順利從老闆的角色轉換到管理者的角色，是突破成長瓶頸的關鍵。 　　4. 中小企業主企圖心是否能持續維持，是影響企業未來發展的重要因素。 　　5. 中小企業主注重關係導向，許多中高階職務都由創業成員擔任，無法利用職位升遷的誘因來激勵非創業初期的新進員工，以致無法留住人才。 　　6. 中小企業通常專注於其擅長的工作部份，且此方面的能力愈累積愈強，組織規模擴大後，其他企業能力的不足會造成成長上的障礙。 　　7. 外在競爭環境的改變會形成中小企業成長上的障礙。 　　二、研究過程的其他觀察 　　本研究的其他觀察包括： 　　1. 中小企業透過策略作為所累積的企業能力，多為功能性的能力，較少為策略能力，此與一般中小企業主或創業者缺乏策略思考能力有關。 　　2. 中小企業的企業特質與策略優勢及成長障礙間有較密切的關係，形成策略優勢的因素，往往也是成長障礙的來源。 　　3. 網路關係代表中小企業運用外部資源的能力與意願，對中小企業而言通常可以帶來正面的利益，較少產生負面的影響。 　　4. 中小企業組織規模小可以創造許多大企業所沒有的優勢，但在「創業資源」結構特別複雜時，即使組織規模小，也較難發揮其規模小的優勢。

自從1972年Hunt首次提出「策略群組」(Strategic Group)一詞以來，此一觀念即被廣泛地應用於分析產業結構以及廠商競爭策略與績效之關係。策略群組的基本論點在於產業中之廠商並非同質性個體，根據策略行為的差異，通常可將廠商區分為數個策略群組，廠商的績效水準以及策略行為對績效之影響，亦隨不同策略群組而有所差異。然而以往相關文獻大都偏重對釀酒業、製藥業、家電業等製造業進行研究，相形之下對服務業方面的探討就僅佔少數，至於以出口貿易商為探討對象的研究則是付之闕如。 　　我國為一缺乏天然資源的海島型國家，故對貿易的依存度（進出口總額佔國民生產毛額的比值）均偏高。根據GATT在1993年所發佈的世界貿易統計顯示，目前我國為全球第十二大出口國及第十四大進口國，可見國際貿易對我國經濟發展的重要性。在我國數目龐大的中、小企業體系下，進出口業務的達成有賴貿易商提供的各項專業服務，因此，貿易商在國內的經濟體系中扮演了重要的角色。 　　本研究以出口貿易商為對象，根據中華徵信所出版之1994年TOP 500大企業名錄中，合乎標準的288家貿易商為樣本架構，採取普查的方式。研究目的為：一、瞭解出口貿易商的經營策略重點，及策略對經營績效的影響；二、依照策略作為的相似性將出口貿易商分群，並描繪其個別群組的特性；三、瞭解各策略群組在策略形態及經營績效間的關係；四、對各策略群組間移動障礙的瞭解。研究方法：運用因素分析法(factor analysis)、集群分析法(cluster analysis)、多變量分析(MANOVA)以及迴歸分析(regression analysis)等方法，希望藉此了解不同策略群組內廠商的競爭行為和廠商策略興績效之關係。 　　本研究之主要結論有： 　　一、出口貿易商在營運時最重視的策略作為有：「根據國外買主詢價後向其提出報價」、「安排貨務運輸及擔負交貨的責任」、以及「提供裝船前的暫墊款融資服務」等三項。相對而言較忽略的是「持有配額」、「作為廠商的融資保證人或提供重開票融資服務」、「在國外設立維修服務中心以服務當地顧客」等三項。 　　二、在出口貿易產業，發現有效樣本公司可區分為七個群組，分別為：群組一：穩健經營型；群組二：積極創新型；群組三：有待努力型；群組四：傳統保守型；群組五：短小精悍型；群組六：淬勵奮發型；群組七：銷售導向型。 　　三、經過複迴歸分析結果，得知影響員工生產力的關鍵變數有：技術性的出口服務、市場接觸的服務、提供營運空間的服務、產品促銷的服務、垂直整合、水平整合、目標市場、經營規模、專業人力資源規模．研發與創新的能力．建立及維繫網路關係的能力、與從事三角貿易的能力等十二項，而影響資本效率的策略變數為：合併的服務、改進貿易流程的服務、提供營運空間的服務、產品促銷的服務．出口服務對象、出口產品的銷售地區、水平整合、經營規模、專業人力資源規模、建立與維繫網路關係的能力、以及從事三角貿易的能力等十一項。所以證明經營策略對經營績效有顯著影響。 　　四、研究結果發現群組一在出口服務項目、出口服務對象、水平整合、專業人力資源規模方面形成的隔絕機能甚強；群組二在出口服務項目、出口服務對象、與從事三角貿易的能力方面所形成的移動障礙程度較高；群組六在出口產品的銷售地區、新產品的研發與創新能力上形成較高的隔絕機能。

Hårdare kundkrav, utveckling av informations- och kommunikationsteknologi, samt ökad miljömedvetenhet driver tillverkande företag att tjänsteorientera verksamheten och strategier. Istället för att enbart leverera fysiska produkter strävar företag att utveckla bredare och konkurrenskraftiga erbjudanden. En strategi för att hantera hårdare omvärldskrav är utveckling av funktionsförsäljning som också är förknippat med begrepp som dematerialisering och service innovation.Funktionsförsäljning bygger på idén att företaget, genom att sälja funktioner, bestående av produkter, tjänster, information och kompetens, kanöka kundvärdet, öka företagets konkurrenskraft och skapa förutsättningar för miljöanpassade cirkulära produktionssystem. Det är en strategi som syftar till att förbättra såväl företagets externa som interna effektivitet. Forskare och praktiker har uppmärksammat den logiska grunden för funktionsförsäljning som affärs- och miljöstrategi. Få har emellertidstuderat vilka hinder som är förknippade med utveckling av denna strategi i produktorienterade företag i praktiken. Denna avhandling behandlar både logiken och de strukturella hinder som är förknippade med utveckling och implementering av funktionsförsäljning i produktorienterade företag.Dessutom uppmärksammas vilka stödjande strukturer som är nödvändiga för att strategin skall kunna realiseras. Avhandlingen vänder sig såväl tillakademiker som praktiker intresserade av affärsutveckling och affärs- och miljöstrategisk förändring och syftar i grunden till att skapa ökadförståelse för förnyelse och utveckling i företag och organisationer. / <p>Diss. Stockholm : Handelshögskolan, 2004</p>

The research objective of this dissertation is to investigate the impact of institutional arrangements, with respect to vertical integration and cooperation, on competitive advantages within the commercial printing industry, with specific focus on digital printing. This dissertation comprises six research papers, based on four qualitative case studies and a quantitative survey study, all carried out in Sweden in the years 2004-2008.The results show that vertical integration is a way to achieve competitive advantages in the commercial printing industry and is a widely used strategy in Sweden. Being able to contract full service companies is appreciated by customers to printing houses, especially direct customers, due to their need for a supplier of complete solutions for printed matters. Consequently, a vertically integrated company can provide value added services which makes it possible for customers to minimize their organization regarding production and purchasing of printed matters. Other reasons for vertical integration are the need to ensure fast deliveries to customers and having a steady supply of appropriate jobs. Despite the believed strategic importance by the industry, the results show that the level of vertical integration has no significant impact on profitability. Vertical integration is strategically important for digital printing houses in order to develop their business because digital printing allows for fast deliveries, on-demand printing and variable data printing. Despite the commoditization of printed matter, the findings indicate that the industry, in general, focuses on providing a high service level even though it means having to set higher prices. Furthermore, the results point toward that this strategic positioning is beneficial for digital printing houses because they experience a lower degree of competition and a lower price pressure.Vertical integration can, however create inflexibility due to ownership and employment. The findings suggest that cooperation can be used to achieve fast access to valuable resources, such as production equipment and knowledge, and, hence, increase printing houses’ resource flexibility. Even though internal control of resources is regarded as important to be able to satisfy customers’ needs and produce customers’ orders on time, cooperation with partners can create similar strategic effects. Furthermore, cooperation can give cost and flexibility advantages compared to vertical integration by reducing internal need for production capacity and allowing access to complementary resources. Nevertheless, it is common to combine vertical integration with cooperation to create competitive advantages and make a company more flexible and dynamic toward market changes. / QC 20100827

In business development, a wide range of ideas and conceptual tools are employed to facilitate understanding and change. Graphical models are commonly used to express and communicate the views of people involved. However, without knowledge of what business modelling means for business development, the efforts can easily be hindered instead of supported. This thesis contributes new insights relevant both for professionals involved in business development, and for researchers exploring information and business. It comprises eleven distinctive chapters, seven of which have been previously published in conference proceedings and edited books. In addition to introduction and integration chapters, the thesis comprises four main parts that deals with theoretical structuring, empirical description, frame development, and frame application, respectively. In the part on theoretical structuring, a conceptual framework of the use of business models in development work is developed. Based on theories of signs, learning, and knowledge paradigms, the framework characterises different model artefacts, model activities, and model assumptions. For the part on empirical description, two cases of business development and the use of graphical models are provided. The first case addresses concerns and challenges for process owners at Ericsson Radio, and the second deals with dilemmas that influence the work on process orientation and business descriptions at Sweden Post. In the third part of the thesis, frame development, a set of business frames in the form of modelling perspectives are elaborated. Three specific frames – value, process, and concept – are detailed in conjunction with three critical areas of exploration within a business: strategy solutions, operations solutions, and information solutions. For the part on frame application, the elaborated set of business frames is used in eleven cases of business analysis in order to explore framing challenges in practice. For overall conclusions, the meaning of business modelling for business development is characterised in four ways: First, it means versatility, in that not only different model artefacts, but also different model activities and model assumptions influence the development work. Second, it means depth-seeing, in that the frames together give extra dimensions to the framing of business. Third, it means delimitation, in that the modelling frames not only comprise specific perspectives on the business, but also imply more or less explicit ideas on what to include and exclude. Finally, business modelling means dual dependencies, in that the models are seen as reliant both on the business itself, and on the people producing and using the models. Table of contents: INTRODUCTION   1. Business Modelling for Business Development PART I: THEORETICAL STRUCTURING   2. The Role of Business Models in Development Work PART II: EMPIRICAL DESCRIPTION   3. Process Ownership in a Rapid Growth Situation  4. Sweden Post’s Exploration of Processes and Descriptions PART III: FRAME DEVELOPMENT   5. Using Business Models in Process Orientation  6. Value Modelling for Exploring Strategy Solutions  7. Process Modelling for Exploring Operations Solutions  8. Concept Modelling for Exploring Information Solutions PART IV: FRAME APPLICATION   9. Challenges in 11 Cases of Business Analysis INTEGRATION   10. What Business Modelling Means for Business Development  11. Implications and Reflections / <p>Diss. Stockholm : Handelshögskolan, 2005</p>

The usage of visions and strategies is something that helps an organisation to create an imaginary scenario and guide them of how to realize these goals. During the years of 2006-2008 Region Gotland presented a document that was supposed to show the region's visions. The theoretical framework of this thesis is based on the stakeholder theory, Balanced Scorecard (BSC) and Management Control Systems Package (MCS). Personal interviews were conducted within the organisation Region Gotland, with individuals whom are directly linked to the visions and strategies of the organisation. The purpose of this study is to clarify the concepts of vision and strategy, and what their impact is on the organisation's work on the operation level. The results show the importance of how the organisation alters its visions and strategies. As well how this is directly linked to the stakeholders changing their requirements on the organisation. Further explanation of why it is difficult to create successful strategies, is that it can be difficult to build a natural link between strategy, goals and vision. The study has shown that participation and communication is a key factor to succeed with visions and strategies within the organisation.

This research paper has been prepared by Bachelor students from Dalarna University in Borlänge. The project is centered on a case study of ICA – Kvantum and its brand awareness among customers. The purpose of this study is to find out that which measures can help ICA-Kvantum to create brand awareness among its current and potential customers by looking in to the importance of information of its offerings and use of effective communication tools to convey this information. Further, to recommend them what they need to do, to increase brand awareness among their customers with the help of managerial implications. The research question was formulated as what actions could be seen effective for ICA-Kvantum to maintain or improve brand awareness among its current and potential customers.The project was created with the help of theoretical concepts of brand awareness, brand loyalty, perceived quality, consumer decision model, integrated marketing communication approach and strategic planning process. These theories were applied in this thesis in order to find out the most effective communication measures to maintain or improve brand awareness among current and potential customers of ICA-Kvantum.The primary and secondary data was collected. Primary data was gathered through the survey among ICA-Kvantum customers in the front of the store in Borlänge. The personal interview with manager was conducted in the office of ICA-Kvantum store located in Borlänge. Secondary data was gathered from textbooks, academic journals, theses and websites.The empirical findings have been presented in detail and then analyzed with the help of theoretical concepts. The analysis and further results from survey and interview focused on importance of information, marketing communication tools, brand awareness and loyalty, perceived quality and implementation of strategic planning process. Moreover, the main weaknesses and strengths of ICA-Kvantun have been evaluated. The conclusion including short summary of analysis and its results have been provided at the end. Each weakness of issues related to brand awareness i.e. importance of information, effectiveness of marketing communication tools and strengths and weaknesses of ICA-Kvantum discussed in the paper, has been pointed out along with solutions and managerial implications.