The content of the thesis is analysing current tools for building a positive image which IBM is trying to make in relationship with students. Related research helped to find out how the company influences students and if the activities of the IBM are effective. Theoretical part analyses the field of University Relations as a piece of Public Relation and connected company image. The next section describes the IBM company, especially the areas which are connected with the main topic of the thesis. The consequent own research discovered how IBM effect on university students, if students know about the possibilities which IBM offer them and which experiences students have with IBM. Based on the results of the research I have made few recommendations for company. The work was elaborated especially for employees of Communication and Marketing department in IBM to show them the possibilites of further improving of the company's image. The thesis may also be profitable for students. It can help them expand their awareness of the possibilities of cooperation with a prestigious company during their studies.

<p>Background: In the 1970’s, the first concerns regarding manufacturing pollu-tion headed off in Sweden and an enormous demand was cre-ated. The result came to be an enhanced consumption of ingredi-ent branded products such as KRAV, Bra Miljöval and The Swan to mention a few. Fair Trade entered the Swedish shelves in 1996 which gave the consumers the possibility to buy products and contribute to better conditions for farmers and employees in de-veloping countries.</p><p>Problem: In 1995 a research was performed, which showed that 50 percent of the respondents did not buy products with for instance an en-vironmental concerned label due to the significantly higher price. Some argue against this and believe that it is more of a marketing issue. Customers have become more aware in their shopping and, in order to keep them, companies must meet their demands by paying more attention to how they run their business.</p><p>Purpose: The aim with this thesis is to investigate why managers make decisions to purchase ingredient branded products, particulary Fair Trade.</p><p>Method: To accomplish this thesis a qualitative approach has been applied with the intention to describe the result from performed tele-phone and personal interviews with companies within chain res-taurants, hotels, grocery stores, and textile retail stores.</p><p>Conclusion: The study demonstrated that the decision to introduce Fair Trade labelled products depended on factors such as; the introduction year of these products, the history of the company and core values. Managers at the selected companies decided to purchase products with the ingredient brand Fair Trade for different rea-sons. Either since they had a long history of concern for fair production and rooted values or due to that the introduction of these products contributed to a good business image or to clean the company’s history.</p>

Background: In the 1970’s, the first concerns regarding manufacturing pollu-tion headed off in Sweden and an enormous demand was cre-ated. The result came to be an enhanced consumption of ingredi-ent branded products such as KRAV, Bra Miljöval and The Swan to mention a few. Fair Trade entered the Swedish shelves in 1996 which gave the consumers the possibility to buy products and contribute to better conditions for farmers and employees in de-veloping countries. Problem: In 1995 a research was performed, which showed that 50 percent of the respondents did not buy products with for instance an en-vironmental concerned label due to the significantly higher price. Some argue against this and believe that it is more of a marketing issue. Customers have become more aware in their shopping and, in order to keep them, companies must meet their demands by paying more attention to how they run their business. Purpose: The aim with this thesis is to investigate why managers make decisions to purchase ingredient branded products, particulary Fair Trade. Method: To accomplish this thesis a qualitative approach has been applied with the intention to describe the result from performed tele-phone and personal interviews with companies within chain res-taurants, hotels, grocery stores, and textile retail stores. Conclusion: The study demonstrated that the decision to introduce Fair Trade labelled products depended on factors such as; the introduction year of these products, the history of the company and core values. Managers at the selected companies decided to purchase products with the ingredient brand Fair Trade for different rea-sons. Either since they had a long history of concern for fair production and rooted values or due to that the introduction of these products contributed to a good business image or to clean the company’s history.

This master´s thesis is focused on the marketing research of customer satisfaction. It provides the theoretical knowledge concerning the field of marketing research, including its practical application in the company and presents the results of the analysis of obtained data. At the same time it proposes improvement suggestions of existing situation.

Made available in DSpace on 2015-03-05T18:40:07Z (GMT). No. of bitstreams: 0 Previous issue date: 30 / Nenhuma / Este trabalho tem como finalidade a busca de uma maior compreensão sobre o tema responsabilidade social corporativa e sua aplicação no contexto estratégico das empresas. Neste ambiente, foram analisadas as características da responsabilidade social corporativa e sua relação com valor de marca, imagem empresarial e performance financeira. Foram definidos três objetivos para este estudo: (a) identificar que atividades sociais os consumidores praticam e em que níveis se consideram socialmente responsáveis; (b) identificar qual o relacionamento entre as atividades de responsabilidade social corporativa praticadas pelas empresas e as percepções dos consumidores em relação a estas práticas; e (c) identificar as percepções dos consumidores em relação ao consumo socialmente responsável e suas implicações para a valorização da marca e da imagem das empresas. Estas inquietudes foram respondidas a partir de uma revisão da literatura e de uma pesquisa quantitativa realizada com consumidores da cidade de Porto Alegre, sen / The present study has the purpose of reaching a higher understanding over the subject corporative social responsibility and its practice in companies’ strategic context. In this environment the characteristics of corporative social responsibility were analyzed and its involvement with brand mark value, company image and financial performance. Three goals were defined for this study: (a) to identify how corporative social responsibility brings value and contributes to company’s image; (b) to identify the results obtained by the companies in the accomplishment of corporative social responsibility activities and what benefits they produce to the society; and (c) to identify the perceptions of the consumers regarding social responsibility and the consumption of socially responsible products. These questions were answered based on a review of existing literature and a quantitative research with customers from Porto Alegre, upon which analysis were conducted, correlating the research variables, offering theoretical

Dagens textilbransch karaktäriseras till stor del av snabbt föränderliga trender. Det råder en hård konkurrens på marknaden och kunden besitter i stor utsträckning en god kunskap och en medvetenhet, vilket ställer högre krav på det utbud som företaget erbjuder. Vidare har hemtextilbranschen under de senaste åren präglats av en ökad konkurrensnivå. Flera aktörer så som exempelvis stormarknader, färghandlare och byggvaruhus har utökat sitt sortiment med hemtextil och är därmed med och tävlar om hemtextilkunderna. I denna situation är det viktigt att ha ett välplanerat sortiment eftersom det bland annat speglar företagets affärsidé samt kommunicerar vad affärsidén erbjuder och till vem. Vidare kan en medvetenhet kring sortimentsstrategier användas för att kommunicera rätt image till kunden och dessutom vara ett viktigt konkurrensmedel.Syftet med uppsatsen är att beskriva hur ett hemtextilföretag bör arbeta med sin sortimentsplanering för att på en strategisk nivå använda sortimentet som ett konkurrensmedel. Vidare ämnar uppsatsen även undersöka hur ett sortiment kan påverka ett hemtextilföretags image.Uppsatsen bygger på en kvalitativ studie av hemtextilföretaget Hemtex med inriktning mot företagets babysortiment. Genom semistrukturerade intervjuer med en Business area manager på Hemtex, samt potentiella kunder för sortimentet har uppsatsen kartlagt vilka avsikter Hemtex har med babysortimentet samt hur det betraktas ur ett kundperspektiv.Resultatet av studien visar att sortimentets utformning har ett starkt inflytande över hur ett hemtextilföretag betraktas av kunden. Med stöd av den teoretiska referensramen visar studien att de intervjuade kunderna bygger en stor del av sin uppfattning om Hemtex på hur sortimentet är utformat samt hur det presenteras i butik. Slutligen försöker uppsatsen finna konkreta tanke- och tillvägagångssätt som ett hemtextilföretag kan tänkas tillämpa i sin sortimentsstrategi. Bland annat presenteras modeller gällande förhållningssätt för sortimentets utformning, vilka analyseras utefter fallföretagets förutsättningar. Studien visar att Hemtex nuvarande sortimentsstrategi gynnat babysortimentet. Företagets strategi att hålla sortimentet renodlat, med färre produktvarianter, visar sig vara god då de genom detta kan minimera produktionskostnaderna och hålla ett lägre pris. Slutsatsen blir att Hemtex i sin sortimentsstrategi bör eftersträva att bevara och förstärka sin image som ett företag som tillhandahåller prisvärda produkter.The current textile industry is highly characterized by rapidly shifting trends. The market involves a high level of competition as well as consumers who possess a lot of knowledge about the products. These elements increase the demands on what a company is required to offer. Today’s home textile market has also increased its level of competition since many more companies, such as supermarkets, paint dealers and builders’ merchants are expanding their assortments to include textile products. In these circumstances a well-planned assortment is very important since it reflects the company’s business concept. The assortment communicates what is involved in the business concept and the target audience. A company may then use an awareness of different assortment strategies to communicate the right image to the appropriate audience. This may also be used as an important competitive weapon.The purpose of this essay is to describe how a home textile company can use assortment strategies in order to use their product-mix as a competitive device. This paper also intends to investigate how a company´s image will be affected by the assortment. This essay is based upon a qualitative study of the home textiles company Hemtex, with a focus towards the company´s Baby assortment. This study was carried out through semi-structured interviews with a Business Area Manager at Hemtex and a number of potential customers within the category of baby products. With the information gained from the interviews, the essay has mapped out how the Baby assortment is regarded from a customer´s perspective. The result of the study identifies that assortment strategies have a strong affect on a consumer´s perception of a home textile company. With support from the theoretical framework the study shows how the interviewed consumers build a significant part of their opinion about Hemtex upon the design and presentation of the assortment. In the final chapter of the essay, it attempts to find concrete strategies for planning and implementing favorable assortment strategies. Theoretical models relating to assortment design are evaluated according to the conditions of Hemtex. The study shows that the company´s baby assortment has performed better since implementing the present strategy. Keeping the baby assortment refined, with a smaller range of varieties, has proven to be a well-suited strategy. This is particularly important since the customers place a strong emphasis on good value for money. The conclusion is that Hemtex should strive to maintain and further strengthen their image as a company that provides a product worth its price. / Program: Textilekonomutbildningen

La Identidad Visual Corporativa (IVC) desempeña un papel significativo en la imagen de una empresa, ya que al ser atractiva facilita la comprensión y mejora la capacidad de retención de la misma. Por ello, se planteó como objetivos diagnosticar la problemática en función a la IVC de la empresa Laceados & Color Chiclayo; identificar los elementos de un manual de IVC que se aplicarán a la empresa; y estructurar dicho manual de IVC. La investigación tuvo un enfoque cualitativo con un diseño fenomenológico. Se utilizó como técnicas entrevistas a especialistas y focus group y cuestionarios como instrumentos. Los sujetos de estudio fueron 3 especialistas en publicidad y marketing, 10 clientas originarias de la ciudad de Chiclayo, así como el gerente de Laceados & Color Chiclayo. Se concluyó que la empresa enfrenta desafíos significativos relacionados con su IVC; además, el estudio identifica los elementos esenciales que componen un manual de IVC; asimismo se destacan elementos adicionales como la tipografía principal y secundaria, la paleta de colores corporativos, elementos de papelería y directrices para aplicaciones de marca, junto con recomendaciones para la gestión de merchandising. Finalmente se estructura el manual de IVC de la empresa por medio de un contexto histórico, información general sobre la marca, orientación gráfica sobre el logotipo, etc. / The Corporate Visual Identity (CVI) plays a significant role in the image of a company, since being attractive facilitates understanding and improves its retention capacity. Therefore, the objectives were set to diagnose the problem based on the CVI of the company Laceados & Color Chiclayo; identify the elements of an IVC manual that will apply to the company; and structure said IVC manual. The research had a qualitative approach with a phenomenological design. Interviews with specialists and focus groups and questionnaires as instruments were used as techniques. The study subjects were 3 advertising and marketing specialists, 10 clients from the city of Chiclayo, as well as the manager of Laceados & Color Chiclayo. It was concluded that the company faces significant challenges related to its IVC; Furthermore, the study identifies the essential elements that make up an IVC manual; Additional elements such as primary and secondary typography, corporate color palette, stationery elements and guidelines for brand applications are also highlighted, along with recommendations for merchandising management. Finally, the company's IVC manual is structured through a historical context, general information about the brand, graphic guidance on the logo, etc.

The background of our thesis is the fact that properties and their related industry have a big negative impact on our environment. Since the real estate business is an important part of how the society is constructed, environmental solutions and sustainable real estate development can contribute to positive climate changes globally. The last decades have shown an increasing number of green properties, however the proliferation on the Swedish market is still slow. Existing research describes different benefits and motivators that should encourage investments in environmentally certified properties among real estate companies. Benefits that are established are for example lower energy- and maintenance costs, lower vacancy rate, an improved company image and increasing market value. We believe there is a gap of information considering how the real estate companies experience that these benefits are generated from a green building, as well as how motivators have impacted on the companies’ investment decisions. The purpose of this thesis is therefore to explain how different motivators affect real estate companies to invest in environmentally certified properties. To answer the purpose of our thesis, we have created four different hypotheses based on existing research which includes an improved result, increased economic profitability, improved company image and the opportunity of incentive programs and economic contributions. The hypotheses of our study have been tested with a quantitative method, through a survey. Collected data from our study has been analysed through a multiple regression analysis, where the four motivators have been analysed against the real estate companies share of investment decisions in environmentally certified properties. The conclusion of this thesis is that none of the hypotheses reached statistical significance and therefore the collected data cannot prove any relations between the motivators and companies’ investment decisions. Although, through our study, we have been able to identify both differences and similarities between theoretical claims and the result from our study. Even though statistical relations cannot be confirmed, the survey has collected descriptive data which contributes to a general view of how Swedish real estate companies today evaluate environmentally certified properties and how they are motivated to invest in these properties.

This master’s thesis deal with assertion personal marketing in company. Theoretical part of this work is focused on the knowledge of assertion of marketing in HR sphere. In the second, practical part of this master thesis analysis the current state of company, which should help in  the identification of problematic areas of personal marketing in the company. This analysis part of this work is enriched by the views of employees. The aim of this thesis is to evaluate the  current situation of the company’s personal marketing in order to improve the areas identified as problematic.

This thesis focuses on the theoretical definition and description of issues related to customer satisfaction and loyalty, and also affects the appearance and behavior of the company's overall customer satisfaction. It also defines the basic methods and techniques of marketing environment analysis firm principles and a questionnaire survey. Theoretical knowledge is applied to specific manufacturing company, described the current situation, and including basic analysis of external and internal environment, concluded with a summary SWOT analysis. Based on a questionnaire survey found customer satisfaction, the company unveiled a wish and shortcomings perceived by customers. Use these outputs are set concrete proposals leading to a better company image and increase customer satisfaction.