As cadeias curtas de abastecimento alimentar tornaram-se formas alternativas de produção, comercialização e consumo de alimentos, redefiniram as relações e as interações com os espaços sociais e com o ambiente institucional, criando novas ligações entre os produtores e os consumidores. Também permitiram ao consumidor fazer novos juízos de valor com base no seu próprio conhecimento e experiência, fazendo com que, além das diferenças intrínsecas e funcionais do alimento, como sabor, nutrição e saúde, as características externas como a saúde pública, meio ambiente, ética e justiça social se tornassem critérios de avaliação, competição e características de qualidade. Em breve pesquisa bibliométrica, observou-se que os estudos sobre as cadeias curtas de abastecimento alimentar abrangeram uma variedade de temas, como por exemplo, desenvolvimento rural, geografia econômica, sustentabilidade e segurança alimentar, além de temas mais atuais, como agricultura urbana e comportamento do consumidor. Ou seja, observou-se uma mudança no foco analítico visto que os estudos passam a considerar as práticas de consumo alimentar como pontos centrais de análise. No entanto, considerando o aumento das preocupações com a natureza da colaboração e do conflito entre os atores envolvidos, esta tese buscou na abordagem da cocriação de valor uma forma de estudar e analisar essas relações nos três tipos de cadeias curtas de abastecimento alimentar. Abordando uma realidade na qual o consumidor deixou de ser um ator passivo e passou a ter papel de fundamental importância no mercado, a cocriação de valor tem ganhado um espaço cada vez maior na literatura empresarial, porém, como esta tese irá demonstrar, ainda não foi aplicada em cadeias curtas de abastecimento alimentar, revelando o caráter inédito deste estudo e uma oportunidade de pesquisa valiosa. Baseando-se nos estudos de Prahalad e Ramaswamy e Vargo e Lusch, assume-se que a cocriação de valor ocorre no mercado e no momento de uso de um produto ou serviço, pressupondo a existência de um novo contexto, no qual o valor está na experiência e não mais no produto em si, ou seja, ela ocorre quando o consumidor e a empresa estão intimamente envolvidos em, conjuntamente, criar o valor, que é único para o consumidor individual e para a sustentabilidade da empresa. Sendo assim, partindo dessas premissas e baseando-se nos elementos descritos pelos autores como fundamentais para se caracterizar uma relação cogeradora de valor − diálogo, acesso, risco e transparência (DART) − esta tese procura responder à seguinte pergunta de pesquisa: Existe cocriação de valor nos diferentes tipos de cadeias curtas de abastecimento alimentar? Para tanto, realizou-se 04 estudos de caso em diferentes regiões do estado do Rio Grande do Sul, abrangendo a tipificação de cadeias curtas de abastecimento alimentar descrita por Renting et al. (2003). Revisão integrativa de literatura, entrevistas on-line e pessoais, assim como observação direta foram as ferramentas escolhidas para o levantamento dos dados secundários. Os resultados revelaram que não há evidências de cocriação de valor em todas as cadeias curtas de abastecimento alimentar estudadas, ressaltando que as mesmas possuem especificidades importantes que precisam ser consideradas quando se analisam as relações entre os atores envolvidos. / Short food supply chains have become an alternative way of producing, selling, and consuming food, and redefined relations and interactions with social spaces and with the institutional environment, creating new connections between producers and consumers. They have also allowed the consumer to have new value judgements based on their own knowledge and experience, allowing, besides the intrinsic and functional differences of the food, such as flavor, nutrients and health, external characteristics, such as public health, environment, ethics, and social justice to become criteria for evaluation, competition and characteristics of quality. Through a brief bibliometric research, it was observed that studies about short food supply chains have covered a broad range of topics such as rural development, economic geography, sustainability, and food safety, and more current topics such as urban agriculture and consumer behavior. That is, there was a change in the analytical focus, and studies began considering food consumption practices as central points for analysis. However, considering the increase in the worries about the nature of the collaboration, and the conflict between the parts involved, this thesis tried, through the co-creation of value approach, a way to study and analyze these relations in the three kinds of short food supply chain. Approaching a reality in which the consumer went from a passive role to playing a fundamental part in the market, co-creation of value has been gaining more space in the business literature, but, as this thesis will show, still has not been applied to short food supply chains, then revealing the unprecedented character of this study, and a valuable research opportunity. Based on Prahalad and Ramaswamy and Vargo and Lusch, it is assumed that co-creation of value occurs in the market and in the moment the product or service is being used, presupposing the existence of a new context in which the value is in the experience, and not anymore in the product itself, which means it occurs when the consumer and the company are intimately involved in, together, creating a value that is unique for the individual consumer and for the sustainability of the company. So, starting from these premises and based on the elements described by the authors as fundamental to characterize a relation that co-generates value – the dialogue, access, risk and transparency (DART) – this thesis tries to answer the following research question: is there co-creation of value in the different kinds of short food supply chains? For that, four case studies were made in different regions of the Rio Grande do Sul state, covering the classification of short food supply chains described by Renting et al. (2003). Integrative review of the literature, online and personal interviews, as well as direct observation, were the tools chosen for secondary data collection. The results showed that there is no evidence of value creation in all the short supply chains studied, emphasizing that they have important specificities that should be considered when analyzing the relationships among the actors involved.

Syftet med uppsatsen är att ta reda på mer om Gefle IF fotbollsförenings värden och undersöka hur dessa på ett bättre sätt skulle kunna användas i organisationen för att stärka varumärket.  Vi har valt att göra en fallstudie i tre steg. Vi började arbetet med att gå på ett föredrag som hölls av Gefle IF:s tränare och sportchef, Pelle Ohlsson. Detta gjorde vi för att komma in i ämnet och skapa oss en bild av problemet för Gefle IF. Nästa steg var att genomföra fem intervjuer med anställda inom föreningen. Intervjuerna var ett sätt att få en djupare förståelse för verksamheten och deras arbete med varumärket. Vårt sista steg var att göra ett besök på en av Gefle IF:s hemmamatcher. På så vis fick vi själva uppleva produkten, och ta del av den upplevda verkligheten som respondenterna uppgett.  Vårt resultat visar på att Gefle IF:s kärnvärden inte är tillräckligt uttalade internt inom organisationen, för att vi ska kunna få ett ordentligt svar på vilka de är. Hur dessa på ett bättre sätt skulle kunna användas blir därför svårare att svara på, dock kan vi komma fram till slutsatsen att dessa måste tas fram och kommuniceras inom organisationen, för att kunna användas överhuvudtaget. Våra teorier har visat på att all marknadskommunikation ska stämma överens med kärnvärdena för att ge en konsekvent bild av varumärket. Utan kärnvärden faller därför marknadskommunikationen. Det har vi fått flera bevis på i vår undersökning eftersom Gefle IF inte når ut med att de finns och verkar som det enda allsvenska laget norr om Stockholm.  För att göra den strategiska varumärkesplattformen komplett vill vi ge som förslag till fortsatt forskning att göra en undersökning som fokuserar mer på den externa delen. Det vill säga en undersökning som tar reda på om konsumentens bild av vad varumärket står för stämmer överens med den bild Gefle IF vill att de ska stå för. Detta är av stor vikt för Gefle IF för att kunna bygga ihop den interna och externa delen för att få ut högsta möjliga varumärkeskapital. Andra förslag till fortsatt forskning kan vara att se över hur andra allsvenska lag arbetar med detta, och göra en jämförelse. Ett exempel kan vara att ta reda på vad det är som AIK gör som Gefle IF inte gör. Eller se över hur något annat lag i allmänhet jobbar med sitt varumärke internt, exempelvis Brynäs hockey. Vårt bidrag är ett arbete för att påvisa vad som kan stärka just Gefle IF:s varumärke genom att ta reda på deras värden, och hur dessa kan stärkas för att locka fler intressenter till klubben. Vi tror att varumärket Gefle IF kan öka sitt kommersiella värde genom den extra försäljningen av produkter och tjänster som genereras på grund utav arbetet med att stärka varumärket enligt vår valda modell. Genom att utveckla områdena i modellen kommer Gefle IF att kunna skapa större varumärkeskännedom, igenkännande samt löften om kvalitet som kunderna kommer att associera till varumärket. / The purpose of the thesis is to find out more about Gefle IF football club’s values and see how these can be used in a better way within the organization to strengthen the brand.  We have chosen to do a case study in three steps. We started the study by attending a discourse by Gefle IF’s coach and sports director, Pelle Ohlsson. We did this to get more acquainted with the matter and to get a better understanding of the challenges that Gefle IF faces. The next step was to perform five interviews with employees of the organization. The interviews were a way of getting a deeper insight of the organization and their work with the brand. Our last step was to visit one of Gefle IF’s home matches. In that way we got to experience the product and got in on the perceived reality that the respondents had indicated.  Our findings show that the core values are not sufficiently pronounced internally within the organization, for us to get a proper response to what they are. How these could be used in a better way is therefore difficult to answer, however, we have come to the conclusion that these must be developed and communicated within the organization, to be able to use at all. Our theories have shown that all marketing communications must be consistent with the core values to provide a consistent picture of the brand. This means that without core values, the marketing communication fails. Our study has shown us proof of this, when Gefle IF has a problem of communicating to the market that they exist and that they are the only team north of Stockholm in the Premier Division.  In order to make the strategic brand platform complete, we want to give suggestions for further research to conduct a study that focuses more on the external part. That is, a study to determine if the consumer's image of what the brand stands for is consistent with the picture that Gefle IF wants them to stand for. This is of great importance to Gefle IF in order to build up the internal and external part to get the maximum brand equity. Other proposals for future research would be to review how other premier league teams are working on this, and do a comparison. An example would be to find out what it is that AIK does, that Gefle IF does not. Or have a look at how any other team in general is working with their brand internally, for an example Brynäs.  Our contribution is an effort to demonstrate what can strengthen Gefle IF’s brand, by studying their values, and how these can be strengthened to acquire more stakeholders to the club. We believe that the brand Gefle IF can increase its commercial value through the additional sale of products and services that is generated by efforts to strengthen the brand, according to our chosen theoretical model. By developing the areas of the model, Gefle IF will be able to create greater brand awareness, recognition and promises of quality that customers will associate with the brand.

The discipline of marketing is evolving from a product centric paradigm where all value is invested in the product by the supplier and it is exchanged for a market determined price by means of an arm’s length transaction, to a service centric paradigm where value is co-created by customer and supplier through complex relationships in which the rewards are determined through negotiation. This study recognizes that in practice a supplier will and ought to continue to have some customer relationships that are transactional and others that involve higher levels of value co-creation. A five point continuum of relationships from transactional to strategic alliance is defined. Dyadic data in which customer and supplier are asked to evaluate the same relationship from their respective points of view are analyzed resulting in a portfolio of a supplier’s relationships that include each of the five levels. Three structured equation models are validated: first, the customer’s assessment of the level of relationship as a function of new, behaviorally anchored measures; second, the supplier’s assessment as a function of new, behaviorally anchored measures of investment; third, the differences between customer and supplier assessments as a function of differences in ratings of new, behaviorally anchored measures. Additionally, segmentation of the customer base is identified based on the level of assessment of the current and desired future level of relationship. Servicing processes are defined to enable the supplier to match the right offerings to each level of customer thereby optimizing their investment in their customer portfolio.

The aim of this thesis is to examine how the central museums in Stockholm, Sweden, design and market their offerings by utilizing consumer knowledge. Current museum marketing research suggests that museums should be marketed as any organization; however, public museums are challenged by their mission to provide an offering that is framed by the state, and at the same time to attract visitors. Through semi-structured interviews with representatives from seven of the central museums in Stockholm, and a case study of a marketing campaign for an exhibition, information concerning the museums’ designing and marketing of offerings has been gathered. This information was analysed according to the theoretical framework which, building on co-creation of value theory, is an extended version of the DART-model to include word of mouth. The authors conclude that the museums are limited in their ability to adapt their offerings to consumer preferences due to their state given mission and a desire to be credible. Instead, online communication platforms are used to make the offerings available to more people and to market the offerings through the consumers’ online social networks.

The discipline of marketing is evolving from a product centric paradigm where all value is invested in the product by the supplier and it is exchanged for a market determined price by means of an arm’s length transaction, to a service centric paradigm where value is co-created by customer and supplier through complex relationships in which the rewards are determined through negotiation. This study recognizes that in practice a supplier will and ought to continue to have some customer relationships that are transactional and others that involve higher levels of value co-creation. A five point continuum of relationships from transactional to strategic alliance is defined. Dyadic data in which customer and supplier are asked to evaluate the same relationship from their respective points of view are analyzed resulting in a portfolio of a supplier’s relationships that include each of the five levels. Three structured equation models are validated: first, the customer’s assessment of the level of relationship as a function of new, behaviorally anchored measures; second, the supplier’s assessment as a function of new, behaviorally anchored measures of investment; third, the differences between customer and supplier assessments as a function of differences in ratings of new, behaviorally anchored measures. Additionally, segmentation of the customer base is identified based on the level of assessment of the current and desired future level of relationship. Servicing processes are defined to enable the supplier to match the right offerings to each level of customer thereby optimizing their investment in their customer portfolio.

Att realisera en film är ett unikt och kreativt projekt där olika aktörer med olika yrkesroller samarbetar. Syftet med denna studie är att beskriva hur en manusförfattare använder sitt kontaktnätverk inom den svenska filmbranschen för att realisera en film. Studien redogör för vilka upplevda värden, i form av förmåner, som aktörer samskapar med manusförfattaren och hur det föranleder andra aktörer att vilja delta i filmprojektet. Studien har genomförts genom intervjuer med etablerade aktörer inom filmbranschen. Erhållen data analyseras utifrån tjänsteekosystemets ansats, enligt vilken en aktörs resurs, i form av kompetens, måste göras tillgänglig, anpassas och integreras med andra aktörers resurser för att samskapa värden. Resultatet av studien visar att manusförfattaren har tillgång till andra aktörer via sitt kontaktnätverk samt anpassar sitt manus och sociala beteende efter olika aktörernas upplevda värden. Filmskaparna som studerats upplever värden i ett kreativt och kommersiellt manus, men även i andra filmskapares erfarenheter. / The making of a film is a unique and creative project where various individual actors with different professions co-operate. The aim of this study is to describe how a screenwriter uses his or her relations in the Swedish film industry in order to create a film. The study aims to describe which benefits, defined as perceived values, different actors co-create with the screenwriter which stimulate other individual actors’ desire to participate in the film project. The study has been conducted through interviews with established actors in the film industry. Acquired data is analysed with regards to the theory of service ecosystems, according to which an actor’s resource, defined as competence, has to be made available and adjusted to the resources of various other actors in order to co-create value. The result of this study shows that the screenwriter aquires availability to other actors through networks of actors and adjusts the script and social behaviour to the other actors’ perceived values. The studied filmmakers perceive values in a creative and commercial script as well as in the merits of other filmmakers.

As cadeias curtas de abastecimento alimentar tornaram-se formas alternativas de produção, comercialização e consumo de alimentos, redefiniram as relações e as interações com os espaços sociais e com o ambiente institucional, criando novas ligações entre os produtores e os consumidores. Também permitiram ao consumidor fazer novos juízos de valor com base no seu próprio conhecimento e experiência, fazendo com que, além das diferenças intrínsecas e funcionais do alimento, como sabor, nutrição e saúde, as características externas como a saúde pública, meio ambiente, ética e justiça social se tornassem critérios de avaliação, competição e características de qualidade. Em breve pesquisa bibliométrica, observou-se que os estudos sobre as cadeias curtas de abastecimento alimentar abrangeram uma variedade de temas, como por exemplo, desenvolvimento rural, geografia econômica, sustentabilidade e segurança alimentar, além de temas mais atuais, como agricultura urbana e comportamento do consumidor. Ou seja, observou-se uma mudança no foco analítico visto que os estudos passam a considerar as práticas de consumo alimentar como pontos centrais de análise. No entanto, considerando o aumento das preocupações com a natureza da colaboração e do conflito entre os atores envolvidos, esta tese buscou na abordagem da cocriação de valor uma forma de estudar e analisar essas relações nos três tipos de cadeias curtas de abastecimento alimentar. Abordando uma realidade na qual o consumidor deixou de ser um ator passivo e passou a ter papel de fundamental importância no mercado, a cocriação de valor tem ganhado um espaço cada vez maior na literatura empresarial, porém, como esta tese irá demonstrar, ainda não foi aplicada em cadeias curtas de abastecimento alimentar, revelando o caráter inédito deste estudo e uma oportunidade de pesquisa valiosa. Baseando-se nos estudos de Prahalad e Ramaswamy e Vargo e Lusch, assume-se que a cocriação de valor ocorre no mercado e no momento de uso de um produto ou serviço, pressupondo a existência de um novo contexto, no qual o valor está na experiência e não mais no produto em si, ou seja, ela ocorre quando o consumidor e a empresa estão intimamente envolvidos em, conjuntamente, criar o valor, que é único para o consumidor individual e para a sustentabilidade da empresa. Sendo assim, partindo dessas premissas e baseando-se nos elementos descritos pelos autores como fundamentais para se caracterizar uma relação cogeradora de valor − diálogo, acesso, risco e transparência (DART) − esta tese procura responder à seguinte pergunta de pesquisa: Existe cocriação de valor nos diferentes tipos de cadeias curtas de abastecimento alimentar? Para tanto, realizou-se 04 estudos de caso em diferentes regiões do estado do Rio Grande do Sul, abrangendo a tipificação de cadeias curtas de abastecimento alimentar descrita por Renting et al. (2003). Revisão integrativa de literatura, entrevistas on-line e pessoais, assim como observação direta foram as ferramentas escolhidas para o levantamento dos dados secundários. Os resultados revelaram que não há evidências de cocriação de valor em todas as cadeias curtas de abastecimento alimentar estudadas, ressaltando que as mesmas possuem especificidades importantes que precisam ser consideradas quando se analisam as relações entre os atores envolvidos. / Short food supply chains have become an alternative way of producing, selling, and consuming food, and redefined relations and interactions with social spaces and with the institutional environment, creating new connections between producers and consumers. They have also allowed the consumer to have new value judgements based on their own knowledge and experience, allowing, besides the intrinsic and functional differences of the food, such as flavor, nutrients and health, external characteristics, such as public health, environment, ethics, and social justice to become criteria for evaluation, competition and characteristics of quality. Through a brief bibliometric research, it was observed that studies about short food supply chains have covered a broad range of topics such as rural development, economic geography, sustainability, and food safety, and more current topics such as urban agriculture and consumer behavior. That is, there was a change in the analytical focus, and studies began considering food consumption practices as central points for analysis. However, considering the increase in the worries about the nature of the collaboration, and the conflict between the parts involved, this thesis tried, through the co-creation of value approach, a way to study and analyze these relations in the three kinds of short food supply chain. Approaching a reality in which the consumer went from a passive role to playing a fundamental part in the market, co-creation of value has been gaining more space in the business literature, but, as this thesis will show, still has not been applied to short food supply chains, then revealing the unprecedented character of this study, and a valuable research opportunity. Based on Prahalad and Ramaswamy and Vargo and Lusch, it is assumed that co-creation of value occurs in the market and in the moment the product or service is being used, presupposing the existence of a new context in which the value is in the experience, and not anymore in the product itself, which means it occurs when the consumer and the company are intimately involved in, together, creating a value that is unique for the individual consumer and for the sustainability of the company. So, starting from these premises and based on the elements described by the authors as fundamental to characterize a relation that co-generates value – the dialogue, access, risk and transparency (DART) – this thesis tries to answer the following research question: is there co-creation of value in the different kinds of short food supply chains? For that, four case studies were made in different regions of the Rio Grande do Sul state, covering the classification of short food supply chains described by Renting et al. (2003). Integrative review of the literature, online and personal interviews, as well as direct observation, were the tools chosen for secondary data collection. The results showed that there is no evidence of value creation in all the short supply chains studied, emphasizing that they have important specificities that should be considered when analyzing the relationships among the actors involved.

As cadeias curtas de abastecimento alimentar tornaram-se formas alternativas de produção, comercialização e consumo de alimentos, redefiniram as relações e as interações com os espaços sociais e com o ambiente institucional, criando novas ligações entre os produtores e os consumidores. Também permitiram ao consumidor fazer novos juízos de valor com base no seu próprio conhecimento e experiência, fazendo com que, além das diferenças intrínsecas e funcionais do alimento, como sabor, nutrição e saúde, as características externas como a saúde pública, meio ambiente, ética e justiça social se tornassem critérios de avaliação, competição e características de qualidade. Em breve pesquisa bibliométrica, observou-se que os estudos sobre as cadeias curtas de abastecimento alimentar abrangeram uma variedade de temas, como por exemplo, desenvolvimento rural, geografia econômica, sustentabilidade e segurança alimentar, além de temas mais atuais, como agricultura urbana e comportamento do consumidor. Ou seja, observou-se uma mudança no foco analítico visto que os estudos passam a considerar as práticas de consumo alimentar como pontos centrais de análise. No entanto, considerando o aumento das preocupações com a natureza da colaboração e do conflito entre os atores envolvidos, esta tese buscou na abordagem da cocriação de valor uma forma de estudar e analisar essas relações nos três tipos de cadeias curtas de abastecimento alimentar. Abordando uma realidade na qual o consumidor deixou de ser um ator passivo e passou a ter papel de fundamental importância no mercado, a cocriação de valor tem ganhado um espaço cada vez maior na literatura empresarial, porém, como esta tese irá demonstrar, ainda não foi aplicada em cadeias curtas de abastecimento alimentar, revelando o caráter inédito deste estudo e uma oportunidade de pesquisa valiosa. Baseando-se nos estudos de Prahalad e Ramaswamy e Vargo e Lusch, assume-se que a cocriação de valor ocorre no mercado e no momento de uso de um produto ou serviço, pressupondo a existência de um novo contexto, no qual o valor está na experiência e não mais no produto em si, ou seja, ela ocorre quando o consumidor e a empresa estão intimamente envolvidos em, conjuntamente, criar o valor, que é único para o consumidor individual e para a sustentabilidade da empresa. Sendo assim, partindo dessas premissas e baseando-se nos elementos descritos pelos autores como fundamentais para se caracterizar uma relação cogeradora de valor − diálogo, acesso, risco e transparência (DART) − esta tese procura responder à seguinte pergunta de pesquisa: Existe cocriação de valor nos diferentes tipos de cadeias curtas de abastecimento alimentar? Para tanto, realizou-se 04 estudos de caso em diferentes regiões do estado do Rio Grande do Sul, abrangendo a tipificação de cadeias curtas de abastecimento alimentar descrita por Renting et al. (2003). Revisão integrativa de literatura, entrevistas on-line e pessoais, assim como observação direta foram as ferramentas escolhidas para o levantamento dos dados secundários. Os resultados revelaram que não há evidências de cocriação de valor em todas as cadeias curtas de abastecimento alimentar estudadas, ressaltando que as mesmas possuem especificidades importantes que precisam ser consideradas quando se analisam as relações entre os atores envolvidos. / Short food supply chains have become an alternative way of producing, selling, and consuming food, and redefined relations and interactions with social spaces and with the institutional environment, creating new connections between producers and consumers. They have also allowed the consumer to have new value judgements based on their own knowledge and experience, allowing, besides the intrinsic and functional differences of the food, such as flavor, nutrients and health, external characteristics, such as public health, environment, ethics, and social justice to become criteria for evaluation, competition and characteristics of quality. Through a brief bibliometric research, it was observed that studies about short food supply chains have covered a broad range of topics such as rural development, economic geography, sustainability, and food safety, and more current topics such as urban agriculture and consumer behavior. That is, there was a change in the analytical focus, and studies began considering food consumption practices as central points for analysis. However, considering the increase in the worries about the nature of the collaboration, and the conflict between the parts involved, this thesis tried, through the co-creation of value approach, a way to study and analyze these relations in the three kinds of short food supply chain. Approaching a reality in which the consumer went from a passive role to playing a fundamental part in the market, co-creation of value has been gaining more space in the business literature, but, as this thesis will show, still has not been applied to short food supply chains, then revealing the unprecedented character of this study, and a valuable research opportunity. Based on Prahalad and Ramaswamy and Vargo and Lusch, it is assumed that co-creation of value occurs in the market and in the moment the product or service is being used, presupposing the existence of a new context in which the value is in the experience, and not anymore in the product itself, which means it occurs when the consumer and the company are intimately involved in, together, creating a value that is unique for the individual consumer and for the sustainability of the company. So, starting from these premises and based on the elements described by the authors as fundamental to characterize a relation that co-generates value – the dialogue, access, risk and transparency (DART) – this thesis tries to answer the following research question: is there co-creation of value in the different kinds of short food supply chains? For that, four case studies were made in different regions of the Rio Grande do Sul state, covering the classification of short food supply chains described by Renting et al. (2003). Integrative review of the literature, online and personal interviews, as well as direct observation, were the tools chosen for secondary data collection. The results showed that there is no evidence of value creation in all the short supply chains studied, emphasizing that they have important specificities that should be considered when analyzing the relationships among the actors involved.

Title: The future of Real estate lies in the Internet of Things Date: 2018-05-22 Grade: Bachelor Thesis Authors: Fabian Henningsson & Harley Ljungdahl Supervisor: Navid Ghannad Purpose: Understand how IoT can create value when implemented within real estate companies Frame of reference: In this part we will present our frame of reference. Our key concepts when gathering this secondary data was IoT, Value creation. These key concepts formed how our model for Value Creation in IoT for real estate companies would look like. Method: In this chapter we have described the method we used to collect our primary data. We have also presented a discussion about why we have chosen the methods we have used and what relevance they have for our survey. Finally, we present the reliability and validity of our sources and research. Empiric: We have interviewed three companies active on the Swedish real estate market. How they use and how they look at the use of IoT technology in an enterprise perspective. Analysis: We have made both a within and cross case analysis on the empirical findings and this has resulted in our model explaining the primary value drivers of IoT in real estate companies. Conclusion: With the help of our primary value drivers in our model and innovation, it´s suggested that the real estate companies can create value with the help of IoT solutions. Keywords: IoT, IoT and real estate, Smart cities, value creation, IT and value creation, IoT value creation and value chain model. Examiner: Thomas Helgesson

In Quality Management and Total Quality Management (TQM) customer focus and customer value creation is of importance and in organisations it is of high priority. Quality Management has had an internal focus when it comes to customer value creation but in the 21st century there is a need for an outward orientation and to go beyond the organisational borders. Also an increasing interest in social, societal and environmental issues can be seen, for instance by customers, organisations, quality awards and within the quality area. An area that considers these issues is the societal entrepreneurial sector.   The purpose of this thesis has been to contribute to the knowledge and understanding about customer value creation from a system view. Additionally the purpose has been to contribute to the development of Quality Management. In order to fulfil the purpose, case studies have been performed. Cases within the societal entrepreneurial area have been studied and seven studies have been performed. Data have been collected through interviews, direct observations, participating observations and documents. All data have been collected empirically except in one study where a literature case study was used. The data were analysed through tools such as process mapping, attribute value mapping and rich picture process maps combined with analytical methods for case study research. The research journey started out from TQM and an internal perspective on customer value creation. As the studies went on, the system borders became wider as other areas important to customer value creation were identified: the customer value creating system went from an internal perspective to include an external perspective.    The findings contribute to earlier research findings and give a comprehensive and simplified picture of a complex phenomenon and an opportunity to understand customer value creation from a system view. This thesis provides an overall map of the customer value creating system. Additionally it contributes to the development of Quality Management by expanding the view on customer value creation to include both an internal and an external oriented perspective. It also contributes by suggesting a fifth step in the quality management movement ´System Quality Management´ that considers social, societal and environmental factors through continuous improvement before, during and after value creation for customers. Further it contributes with a developed view on customers and the concept of customer value creation.   The overall map provided includes three areas. Growth and development of societal entrepreneurial initiatives. The result shows important components for the creation of societal value based on the growth and development of societal entrepreneurial initiatives. Included are the processes, input and output important for societal value creation from unidentified needs until societal value can be delivered, management process and support process fields.  Customer value creation in the customer sphere.  Customer value has been found to be created beyond the use or purchase of a product or service. Value has also been found to be created for those that are not in direct contact with an initiative or its product or service. Customer value has been found to spread into society like ripples in a complex system of value creation. And Value Ripple Logic has been developed to describe this phenomenon. Management role in customer value creation. The management’s role in value creation has been found to be of importance in the creation of customer value in an indirect way through interaction with the surroundings and the initiative.  Factors and behaviours have been found which are connected to the leaders and their essential management processes along with their input and output.   The findings presented in this thesis have considerable potential for development. Further studies need to be done within the area concerning how customer value is created and to achieve an even more comprehensive picture of the customer value creating system and the suggested fifth step. The results presented in this thesis are a contribution to the knowledge and understanding about customer value creation from a system view and the development of the Quality Management. / <p>Vid tidpunkten för disputationen var följande delarbeten opublicerade: delarbete 6 accepterat för publicering och delarbete 7 inskickat.</p><p>At the time of the doctoral defence the following papers were unpublished: paper 6 accepted for publication and  paper 7 submitted.</p>