Aim: The aim of this study is to analyze how CSR affects consumer behavior and how consumers are affected by, act on and behave as a result of the CSR strategies implemented by Coop grocery stores. If people are aware, have knowledge and what they know about Coop´ CSR work will be analyzed and compared with the help of survey investigations conducted in both Stockholm and Gävle. Like most big food retailers, Coop has a stated policy, but we will investigate if their CSR work makes a difference and if so - how, in the mind of the consumers. Method: A survey with 16 questions was constructed and these questions were adjusted to previous research made about CSR and its impact on the consumers and their buying decision process. The data was collected at the entrance of two Coop food retails stores, one in Gävle and the other in Stockholm. People that were at least 18 years of age were asked to participate. A total of more than 200 questioners added together in both cities were willing to participate. The data was analysed with the help of the statistical analyse program SPSS, where a regression analysis was made which we combined with a thematic analysis. Result and Conclusion: Our research indicates that consumer doesn't engage in the grocery stores work with CSR. Consumers do consider the ecological assortment but they find the price to be an obstacle when it comes to actually buying ecological products. Our study shows that there is no link between buying ecological products and loyalty towards Coop. For Coop to sell more ecological products, we suggest they should lower the prices or increase the knowledge among consumers to motivate a higher pricing. Suggestion to further research: Our study could easily be made on other food retail stores as it would be interesting to investigate if and how the end results would differ. Contribution of thesis: Our thesis gives Coop the opportunity to evaluate their CSR work and more importantly, its impact on its consumers, where suggestions are made on how to improve their CSR strategy.

This thesis examines the influence of market, learning, and entrepreneurial orientation as sources of competitive advantage in fast-growth SMEs. It is taken that these three factors synergistically comprise an organization's business orientation, enhancing marketing capabilities and firm performance. In Australia, these firms tend to be emerging enterprises, usually less than 10 years of age, and comprise approximately 10% of all SMEs, contributing substantially to national revenue. Two studies (Study 1 and Study 2) were incorporated, utilizing a sequential explanatory design, which is characterized by undertaking quantitative data collection and analysis (path modelling), prior to conducting qualitative research (case studies/causal network modelling). Study 1 reveals that business orientations are significant antecedents to marketing capabilities. Accordingly, firms leverage advantages associated with a business orientation to strengthen their marketing capabilities. While superior marketing capabilities are important drivers of performance, these capabilities also mediate relationships between business orientation and performance. Without such capabilities, it appears that firm market, entrepreneurial and learning orientations provide little value to attainment of desired performance objectives. Fast growth SMEs invest in maintaining sound relationships with distributors and developing superior products/services for positional advantages. However, only product/service development capabilities contribute significantly to firm performance. Although Relationship Capabilities are related positively with Shared Vision (learning orientation) and Proactiveness (entrepreneurial orientation), this marketing capability dimension displays nonsignificant relationshi ps with performance measures. This finding suggests that even though FGF employees might have sound relationships with distributors/retailers, Relationship Capabilities are not a direct contributor to subjective measures of firm profitability, ROI, ROE, customer satisfaction, new product success, and overall marketing effectiveness, confirming that positional advantage does not necessarily lead to enhanced firm performance. In addition, marketing research, marketing management, marketing communications, and pricing are nonsignificant contributors within the context of the present hypothesized model. Study 2 extends the hypothesized model originating from Study 1. Based on an inductive analysis of case studies, qualitative findings reveal four significant qualities specific to these organizations: Leadership/CEO characteristics, human resource practices, organizational culture, and organizational climate. These characteristics can be regarded as intangible resources associated with fast-growth firms. These attributes appear to be significant antecedents to business orientation, marketing capabilities, customer value, and firm performance. Customer value features prominently. This model is also nonrecursive: firm performance sends a signal to potential employees and customers, impacting human resource related issues such as staff motivation, rewards, and recruitment. Successful firms tend to attract highly talented employees because potential staff want to be associated with winning enterprises. Information generated and disseminated from the renewal process adds new knowledge to superior organizational r esources, making the process nonrecursive. Perhaps, more importantly, Study 2 reveals that fast-growth companies seem to have an uncanny ability to remain ahead, preventing competitors from surreptitiously entering their markets. It might sound as a cliché, however, but these organizations appear to possess a commitment to customer centricity for at least some period of time, retaining customers by developing new products which continue to serve current customers as they change what they value.

<p>In this thesis, we aim to find out ways that Multimind’s create customer focused value and sustain the value in the recruitment industry and their customer relationship management in the niche market. Our purpose is also to study their strategy, policies and their organizational culture especially in customer focused value and relationship management in this service business.  In this thesis we will study only on their strategy toward this niche market. Therefore, the scope of study will cover its business’s history on company’s objective, operation process, organization’s culture, company’s policy and strategy in market learning and innovation. We use qualitative method by conducting the interview with the informant. We use both primary and secondary data for collecting the data. In our primary data, judgment sampling method is being applied in selecting the interviewee. For Secondary data; we have searched the information from the company’s website, academic journals from university library. </p>

In this thesis, we aim to find out ways that Multimind’s create customer focused value and sustain the value in the recruitment industry and their customer relationship management in the niche market. Our purpose is also to study their strategy, policies and their organizational culture especially in customer focused value and relationship management in this service business.  In this thesis we will study only on their strategy toward this niche market. Therefore, the scope of study will cover its business’s history on company’s objective, operation process, organization’s culture, company’s policy and strategy in market learning and innovation. We use qualitative method by conducting the interview with the informant. We use both primary and secondary data for collecting the data. In our primary data, judgment sampling method is being applied in selecting the interviewee. For Secondary data; we have searched the information from the company’s website, academic journals from university library.

Companies have started to concentrate more on customer relationship, meaning more attention on customer contact, instead of concentrating on the product. Those thoughts have further developed into that companies continuously create and add value for their customers, to keep them loyal and satisfied. Value can be created in different ways, and the companies need to understand the value factors that are considered most important among their customers. For the same reason IKEA commissioned this thesis; to know how to deliver greater customer value. Therefore the purpose of this thesis is to evaluate and rank the factors that perceive customer value for IKEA’s business customers in the kitchen market. With a quantitative approach in mind a market research is accomplished to find opportunities and solve problems of the existing strategy. Data was collected with help from a survey, in accordance with the method chapter. Further was the survey analyzed and interpreted with help from the theory in the frame of reference. The conclusions are presented in the end of the thesis. The theories within the subject of customer value show that price, performance and personalization are the main factors that contribute to perceived customer value. Good customer value can be achieved when price, performance and personalization are in harmony and exceeds customer expectations. When companies only present parts of the triad, maximization of perceived customer value cannot be reached. The empirical data, received through market research and personal communication with A. Larsson at IKEA, was analyzed with assistance of the theories. Through market research the factors that perceive customer value are identified, evaluated and ranked. The findings have made it possible to test if the model of price, performance and personalization is ac-curate in accordance to the reality. The findings show, in ranked order, that price, quality and distribution activities are the main variables creating customer value in the business-to-business relationship in the kitchen market. The authors found that price and performance are the main drivers behind perceived customer value. Personalization is also considered contributing to customer value, but works more as a motivation factor that is strengthening the business relationship. This guides us to the question; what’s in it for you? It is of high importance to understand that customers and groups of customers perceive value in different ways. This leads to that IKEA needs to consider what factors that are in there for you, as a business customer, and how those variables can be improved for a better business relationship.

Purpose/Research questions Aiming at the problem that the management efficiency of many Chinese small and medium-sized enterprises is generally low, the paper is to find the method in the aspect of marketing management to improve the management for the enterprise to meet challenges of globale market competition. According to the thoughts of Kotler(2006, p814), the future marketing shall be in a direction towards holistic marketing from marketing department . The paper discusses whether it is feasible for the Chinese small and medium-sized enterprises to use the precision marketing management method to optimize and integrate the resources and improve enterprises’ capacity. Research design/methodology/Approach The paper discusses the feasibility of the research subject through combination of theoretical research and case discussion. Analyze and discuss on experience of Parker Hannifin(China) to summarize ideas and implementation methods of precision marketing management to provide reference to the management of Chinese small and medium-sized enterprises. Findings Through the analysis and discussion on Parker Hannifin(China) and combination of marketing theory and value chains theory, I find that lean thinking may help the small and medium-sized enterprises inChinato utilize the limited resources in a reasonable way and improve enterprise capacity. Research limitations/implications Starting with marketing management, the paper discusses how to improve the efficiency of value delivery and thus win advantage through changing the extensive management method of enterprises. However, the small and medium-sized enterprises inChinastill have the problems such as brand resources and technological resources, etc., therefore, precision marketing can not generally improve the enterprises’ comprehensive competitive capability. Several competition methods, such as technique introduction, strategy alliance and so on are still needed to improve the enterprise’ comprehensive competitive capability, only in this way can the enterprises may win in the competition. Originality/value of the research Different from other papers, the paper, in the light of the characters of Chinese existing small and medium-sized enterprises, mainly discusses the application of precision marketing management of small and medium-sized enterprises adopting extensive management. Therefore, it has the particularity in marketing cultural environment, such as Chinese policy and customers' preference; its application shall be more specific, and has stronger pertinence.

This study aims to investigate potential B2B customer segments in Umeå concerning company-wellness and rehabilitation services. We will investigate the market, identify a prospect target market and evaluate this target market on commission from Svenska-Re. The company Svenska-Re offers a service where customers travel to Gran Canaria, Spain, for a three week rehabilitation program. They offer various programs and are specialized in work-related injuries. By evaluating the target market we will investigate if there is an interest and need of the services provided by Svenska-Re in Umeå.

There are numerous 100% continuous casting process steel making plants planning to build in the coming years, and therefore competitions in-between are to be more severe. To be competitive in the future , the on-the-time-being steel making furnace plant must be agile and responsive to changing market, yet also able to operate efficiently. Customer Relationship Management (CRM) is necessary for the present enterprise to retain valuable customers and to acquire valuable potential customers rather than to merely achieve market share. In the data based marketing area, customer response model with characters of targeting and predicting customers is gradually important than the past. Further more, supply chain management (SCM) is another important competitive trend in industry, in which information is one of the active performance factors. The company of this case study has abundant transactions data and relies heavy on information communicating with customers. This study following the rule of CRM 10C model, gathering customers relationship data in the first place, distinguishing customers with customer¡¦s value and customer¡¦s response model, can hopefully extract customerized needs of implicit information sharing knowledge on the purpose of CRM by improving SCM efficiency. There are four distinct clusters from analyzing 414,651 customer¡¦s transaction data of two years which are ¡§The right Stuff¡¨ , ¡§ Fatal Attractions¡¨ ,¡¨Odd Couples¡¨ and ¡§Ghosts¡¨ , and clustering were verified by the ¡§K-means¡¨ method commonly used in Clustering analysis. By analyzing the questionaries collected from customers, subjected to the aspect of needs of information sharing levels, types , qualities and extents came out different cluster¡¦s needs vary in information levels, qualities and extents. As more study on information sharing and customer¡¦s loyalty, results of customer loyalty affected by information sharing were found and would be more dominant if trust is add in between information sharing and customer¡¦s purchasing will .

The rapid development of the information technology (IT), coupled with the dynamic changing industrial environment, is promoting the IT as a significant application for the banking to quickly response customer needs and maintains competitive advantage. To do so, banking need to have the ability to investigate the emerging technology, match the technology for economic opportunity, adjust the innovation for business grow, and evaluate the customer value for doing so. This study uses the ¡§Net-Enabled Business Innovation Cycle¡¨ (NEBIC) theory to analyze the above issues for the banking when banking promotes the electronic payment system. The results indicate that the application of the electronic payment system can create new value in opening the business globalization opportunity and reducing the transaction cost and time, repetitive data input and chance of human error. Based on these findings, some measures for emerging IT implementation are suggested. The study offers insights that the adopters can focus on to improve their understanding in business opportunity, needed capability for innovation and potential customer value when implementing an emerging technology.

<p>Companies have started to concentrate more on customer relationship, meaning more attention on customer contact, instead of concentrating on the product. Those thoughts have further developed into that companies continuously create and add value for their customers, to keep them loyal and satisfied. Value can be created in different ways, and the companies need to understand the value factors that are considered most important among their customers. For the same reason IKEA commissioned this thesis; to know how to deliver greater customer value. Therefore the purpose of this thesis is to evaluate and rank the factors that perceive customer value for IKEA’s business customers in the kitchen market.</p><p>With a quantitative approach in mind a market research is accomplished to find opportunities and solve problems of the existing strategy. Data was collected with help from a survey, in accordance with the method chapter. Further was the survey analyzed and interpreted with help from the theory in the frame of reference. The conclusions are presented in the end of the thesis.</p><p>The theories within the subject of customer value show that price, performance and personalization are the main factors that contribute to perceived customer value. Good customer value can be achieved when price, performance and personalization are in harmony and exceeds customer expectations. When companies only present parts of the triad, maximization of perceived customer value cannot be reached.</p><p>The empirical data, received through market research and personal communication with A. Larsson at IKEA, was analyzed with assistance of the theories. Through market research the factors that perceive customer value are identified, evaluated and ranked. The findings have made it possible to test if the model of price, performance and personalization is ac-curate in accordance to the reality.</p><p>The findings show, in ranked order, that price, quality and distribution activities are the main variables creating customer value in the business-to-business relationship in the kitchen market. The authors found that price and performance are the main drivers behind perceived customer value. Personalization is also considered contributing to customer value, but works more as a motivation factor that is strengthening the business relationship.</p><p>This guides us to the question; what’s in it for you? It is of high importance to understand that customers and groups of customers perceive value in different ways. This leads to that IKEA needs to consider what factors that are in there for you, as a business customer, and how those variables can be improved for a better business relationship.</p>