This diploma thesis deals with product launch marketing plan on B2B engineering market. The aim is to describe the marketing plan and comment it in terms of complexity and depth of this plan. The theoretical part describes the marketing plan and its parts considering the specifics of small business on B2B market. The practical part covers comments on the particular marketing plan in detail and suggests indicators which evaluate successful product launch. Finally, the conclusion evaluates marketing plan briefly and presents several suggestions to improve the plan based on specialized publications.

Submitted by Nadir Basilio (nadirsb@uninove.br) on 2016-06-21T14:15:01Z No. of bitstreams: 1 Marcius Koehler.pdf: 733203 bytes, checksum: 9a6d64929fe7426744bc83e9d23505e5 (MD5) / Made available in DSpace on 2016-06-21T14:15:02Z (GMT). No. of bitstreams: 1 Marcius Koehler.pdf: 733203 bytes, checksum: 9a6d64929fe7426744bc83e9d23505e5 (MD5) Previous issue date: 2016-03-30 / This work dealt with the topic networks in the basic context of Brazilian football. The study addressed small organizations involved in the Brazilian Base Football Movement - MFBB initiated by the Brazilian Football Confederation - CBF returned to discuss the problems of basic categories, mainly of harassment and "theft" of young talent and generate improvement proposals . This movement resulted in the formation of a network of grassroots clubs organized later by the Brazilian Football Association Executives - ABEX Football. The research was a multi-case study, qualitative, exploratory type, in order to explain how the network training contributed to the retention of talent in small clubs of Brazilian football. Processing of the data was collected mainly with semi-structured interviews and analyzed in tables (Word). We interviewed two representatives of ABEX, representatives of three clubs entered the network and three bookies entrepreneurs soccer athletes. It was based on intra-case analysis and inter-case performed to compare the data and obtain search results valid for the whole sample. As a result of research, it was found that the network interface of the base club has great influence on the retention of young athletes. They were identified and analyzed other elements that helped in the study for the research goal was reached. In addition, it was noticed that the relationship network, particularly for small clubs studied played an important role in young talent retention or receipt of compensation from its output. / Esta dissertação tratou do tema redes no contexto do futebol brasileiro de base. O estudo abordou pequenas organizações envolvidas no Movimento de Futebol de Base Brasileiro - MFBB iniciado pela própria Confederação Brasileira de Futebol – CBF voltado para discutir os problemas das categorias de base, principalmente os de assédio e “roubo” de jovens talentos e gerar propostas de melhorias. Este movimento resultou na formação de uma rede de clubes de base organizados mais tarde pela Associação Brasileira de Executivos do Futebol – ABEX Futebol. A pesquisa realizada foi um estudo multi-caso, de natureza qualitativa, do tipo exploratório, com o objetivo de explicitar como a formação em rede contribuiu para a retenção de talentos em pequenos clubes do futebol brasileiro. O tratamento dos dados foi coletado principalmente com entrevistas semi-estruturadas em profundidade e analisados em tabelas (Word). Foram entrevistados dois representantes da ABEX, representantes de três clubes inseridos na rede e três empresários agenciadores de atletas de futebol. Baseou-se em análises intra-caso e inter-caso realizadas para se comparar os dados e obter resultados de pesquisa válidos para o conjunto da amostra. Como resultado de pesquisa, constatou-se que a rede de relação dos clubes de base tem grande influencia na retenção de jovens atletas. Foram identificados e analisados outros elementos no estudo que auxiliaram para que o objetivo de pesquisa fosse atingido. Além disto, percebeu-se que a rede de relação, principalmente para os pequenos clubes estudados tiveram papel importante na retenção do jovem talento ou no recebimento da indenização proveniente da sua saída.

The main purpose of this study is to develop a bankruptcy prediction model for the small business firm. Data was collected from the Dallas Small Business Administration (SBA), making this study specific to its decision makers. Existing research has produced models which predominately use financial ratios and information measures either independently or combined, and a few research models have used economic trends. This study varies from past studies in that it includes regional economic variables from the states of Texas. A sample of three-year data for 138 firms included fifteen bankrupt firms. This proportion of bankrupt/nonbankrupt firms approximates the proportion of repayed/defaulted loans in the SBA. Stepwise regression, set at the .15 level of significance, reduced a total of fifty-three variables to nine. These nine variables were then used to test twelve predictive models. All twelve models tested improved the SBA repayment rate and only two of the twelve would have caused the SBA to deny loans to applicants who eventually repaid. The study determined the model that included financial ratios, information measures, and Texas economic variables as best. It was also demonstrated that some of the variables used in this model could be eliminated without decreasing the predictive power of the model. The best of twelve models improved the SBA default rate by 40 percent without denying a loan to any applicant that eventually repaid.

This master’s thesis examines how the density of food-based businesses in New England’s post-industrial urban neighborhoods relates to neighborhood demographic characteristics. The relationship between food-based businesses and demographic change has been examined in larger metropolitan areas like New York City and Chicago and has found that younger, wealthier, and more highly educated residents tend to live where there are greater densities of food businesses. However, there has been little research on the topic in New England’s post-industrial cities that have historically struggled to attract highly sought knowledge workers. I find that food business density and the share of residents employed in creative class professions is positively correlated in most cases; however, over time, the share of creative class workers and food businesses per capita has a negative relationship. Additionally, the share of residents living below the poverty line and food business densities have a significant and positive relationship. Neighborhood racial composition is a less significant factor, overall. In sum, the findings from this study suggest that food business density and creative class populations have a more nuanced relationship in regional post-industrial cities compared to larger metropolitan areas.

La publicación es producto de los 10 años de experiencia de los autores asesorando proyectos de emprendimiento de familias empresarias. Los autores proponen un modelo innovador de gobierno y gestión estratégica que permite identificar, comprender y brindar soluciones efectivas a los problemas de este tipo de empresas. Para ello, los autores presentan tres aspectos claves para potenciar el crecimiento de las empresas: mantener, fortalecer la unidad y compromiso del grupo familiar y alcanzar la competitividad de sus negocios. / The publication is the result of the author’s 10 years of experience in advising entrepreneurial projects of business families. The authors propose an innovative model of governance and strategic management that allows identify, understand and provide effective solutions to the family business’s problems. In order to achieve success, the authors present three key aspects to enhance business growth: maintain, strengthen unity and commitment of the family group and reach the competitiveness of their businesses.

Prenumerationsmodellen är inget nytt fenomen, men har på senare tid spridit sig till nya branscher. Modellen har populariserats till följd av bland annat digitaliseringen, den ökade konkurrensen och nya framväxande kundvärden. Prenumerationsmodellen har fått positiv kritik för sina återkommande och förutsägbara intäkter, men för att det ska bli verklighet krävs det att kunderna stannar kvar. Flertalet prenumerationsföretag har låga utträdesbarriärer, vilket resulterar i att de kontinuerligt behöver skapa ett högt uppfattat värde för att kunderna ska stanna kvar. För att prestera väl och uppnå mål såsom att skapa ett högt uppfattat värde kan företag använda sig av prestationsmätning.Studiens syfte är att bidra med ny kunskap som förklarar hur företag med en prenumerationsmodell använder prestationsmätning i syfte att förlänga kundernas varaktighet.Studien har genomförts genom kvalitativa intervjustudier på fyra prenumerationsföretag inom olika branscher. Genom att studera likheter hos studieobjekten har slutsatser kunnat dras som kan förklara prenumerationsföretag generellt.Studien kom fram till att prenumerationsföretag, i syfte att förlänga kundernas varaktighet, använder prestationsmätning för de attribut som identifierats som särskilt värdeskapande för värdeerbjudandet. På så sätt kan prestationsmätningen användas mer optimalt för att skapa kundvärde och därmed förlänga kundernas varaktighet. Därtill fann studien att mål och mått i stor utsträckning är specifika för enskilda prenumerationsföretag. Studien fann även att värdeerbjudandet tycks påverka hur prenumerationsföretag använder sin prestationsmätning. Genom att prenumerationsföretag använder information från prestationsmätningen i syfte att agera på avvikelser, ökar deras möjlighet att förlänga kundernas varaktighet. Däremot tycks marknadsandel vara ett olämpligt mått för att besvara huruvida prenumerationsföretag skapar kundvärde och bör således inte användas i syfte att förlänga kundernas varaktighet. Slutligen fann studien att prenumerationsföretag använder en kombination av diagnostisk och interaktiv uppföljning och att det ständigt föränderliga kundvärdet innebär att uppföljningen till stor del är interaktiv.

Because of an increased Globalisation, it is no longer a question whether or not to operate on an international level. Globalisation refers to the fact that companies do not only compete with local companies; they also compete with companies that invade the domestic market. The international participation establishes a coercion to deliver a competitive international marketing. Guidelines for Internationalisation and international marketing have been done on the basis of the premise of big companies. Hence, when it comes to small and medium-sized B2B companies this thesis contributes with additional information.   The purpose is to explore how small and medium- sized B2B companies market themselves in an international context. Understanding how these companies have come as far as they have come, how these companies perform on the international market and how they act to reach new markets. This has been explored through literature revolved around major steps in internationalisation and standardisation or adaptation of the marketing mix in the context of SME and B2B.     The study is based on three case studies of three Swedish international small and medium-sized B2B companies. The research approach was abductive, and the empirical collection was of qualitative form. The empirical material was collected through in-depth semi structured interviews with knowledgeable representatives from international small and medium-sized B2B companies. The interviews were complemented with secondary data.   Findings reveal that even though the three companies are in stage three in their internationalisation, there are differences in regard to how active they are internationally. Regarding how the companies internationalises, these companies internationalised because of a demand abroad or the benefit of increase profit. These companies mainly used waterfall approach and entered countries one by one with the exception of one company who used sprinkler approach. Also, these companies entered countries that are similar and close compared to the domestic country Sweden. Furthermore, these companies entered a market through Direct Export in forms of subsidiaries and own or locally agents. Furthermore, insights in standardisation and adaptation of the marketing mix were revealed, where product and place were adapted by all companies. Price and promotion were adapted in two out of three companies and standardised in one company. Connected to the context of the study, being a small and medium-sized company was not a crucial limitation for the companies’ internationalisation. Additionally, regarding the context of B2B, quality & design, Long-term customers & Word of Mouth showed to be the most important key factors for B2B companies that operate internationally.

Medan en stor mängd forskning på affärsrelationer mellan företag har fokuserat på relationers utveckling efter ett avtalat samarbete, så har mindre forskning fokuserat på hur företagen först inleder och kommer fram till ett avtalat samarbete. Den forskning som finns på detta område har främst fokuserat på antingen större eller nyetablerade företag, medan mindre, redan etablerade företag inte studerats i lika stor utsträckning. En utmaning i detta är att förstå hur tillit mellan företag bildas i ett inledande skede av affärsrelationen. Detta arbete studerar därför hur tillitsbildande faktorer påverkar bildandet av affärsrelationer i mindre företag. Genom intervjuer med fem verkställande direktörer har studien illustrerat hur tillitsbildande faktorer påverkar relationsbildningen hos mindre företag. Sociala band, referenser och kommunikation anses i studien som de viktigaste faktorerna för lyckade relationsbildningar. Arbetet avslutas med att diskutera praktiska tillämpningar och rekommendationer för framtida forskning. / While a large amount of research regarding business to business relationships has focused on the development of relationships after an agreement to cooperate, less research has focused on the initial stage leading up to this agreement. Further, most of the research on this topic has focused on either large companies or startups, while small, already established ventures has not been studied to a great extent. A central issue in business relationships is how trust is initially built between companies. Using a relationship stage model and interviews with five CEO: s the study examines how trust building factors affect the development of small, already established companies relationships in the initial stage. Social bonds, references and communication are regarded in the study as the most important trust building factors for successful relationship initiation. The study concludes by discussing practical implications and recommendations for future research.

Creating a competitive advantage is often contextualized as the finding the Holy Grail of strategy. This study examines how Nordic sports businesses incorporate sustainability and how it can be used as a strategy to create a competitive advantage. The climate change debate, and increased consumer environmental consciousness has compelled companies to endeavor for a sustainable development. The sport industry has in general lacking behind in the green transition. However, they are now progressively trying to reconstruct their businesses model to a more sustainable approach. Consequently, more companies are today trying to market their brands to be perceived as sustainable. Although, the challenge is to how position a brand as sustainable without being accused for greenwashing. The thesis structure is based on three segments. Corporate sustainability, sustainability marketing and corporate transformation. The study was based on a qualitative research method, based from six case study interviews with companies from Sweden and Finland. The main research findings was that sustainability has become an increasingly important issue for Nordic sports businesses. The driving force behind the sustainable development is three different stakeholder. Customers, policy makers and employees at the own organization. The Agenda 2030 can be seen as a powerful and tangible set of framework, used to better implement sustainability. Another finding is that sustainability is mostly communicated on product level rather than on corporate level because of the fear of greenwashing accusation. Finally, creating a competitive advantage through corporate sustainability is the main objectives. In order to accomplish that desired outcome, the strategy have to been based on sound businesses practices which depends on how the company is using, and absorbing both internal and external resources and capabilities.

Prior research has examined entrepreneurial businesses spatially located in the physical or offline context; however, recent radical information and technological breakthroughs allow entrepreneurs to launch their businesses completely online. The growth of the online business industry has been phenomenal. Predictions for worldwide online sales estimate it to reach $2 trillion in 2016. Virtual entrepreneurship refers to the pursuit and exploitation of opportunities via virtual platforms. Web 2.0 cybermediaries offer web-based platforms that function similarly to traditional intermediaries in a virtual setting and minimize barriers to entry for virtual entrepreneurial firms. The use of such cybermediaries with increasing success suggests an implicit shift in the dominant logic that typically underpins the functioning of entrepreneurial firms operating in the physical world. In this relatively uncharted territory, marked by a focus on profit, cooperation, collaboration and community, three ideal-type institutional logics i.e. Market, Corporation and Community, blend together. It is posited that a Virtual Entrepreneurial Logic guides the norms, behaviors, and practices of entrepreneurial firms operating via these virtual platforms. This raises the question whether the blending of three ideal-type logics leads to the existence of different antecedents of performance. A business model antecedent addressing the economic dimension, a community antecedent addressing the community dimension and a co-creation antecedent addressing the collaborative dimension of the Virtual Entrepreneurial Logic were therefore empirically examined in this study. Thus, three research questions were investigated to explicate the antecedents. Primary data from 1396 virtual entrepreneurial firms was collected (business model antecedent n=366, community antecedent n=732 and co-creation antecedent n= 298) to test the proposed hypotheses. Results provided support for the three antecedents. This study makes important theoretical and practical contributions to understanding the domain of virtual entrepreneurship from a blended logics perspective. Using the theoretical lens provided by institutional logics helps shed light on the pivotal role played by cybermediary platforms in the Web 2.0 context. The primary role of synergistic effects, cooperative behavior, and collaboration have important implications for virtual entrepreneurship. Findings also contribute to other related streams in entrepreneurship such as microenterprises. The study offers theoretical extensions of prior work on co-creation to virtual small entrepreneurial ventures. From a practical standpoint, insights can help entrepreneurs to better understand and leverage performance drivers in virtual contexts in general and on cybermediary platforms in particular.