Abstract Course/level: 2FE16E, Bachelor Thesis Authors: Bång Andreas & Roos Cajsa Tutor: Krister Jönsson Examiner: Pejvak Oghazi Title: Digital Marketing Strategy within Manufacturing Industry – A qualitative case study Keywords: Digital marketing strategy, relationship, branding, profit/performance, social media, social commerce, service quality, digital channels, the Internet, digital development, importance of digital channels Background: The climate in B2B is very competitive and the need for a marketing strategy is vital for a company to stay competitive. Relationship, branding and profit/performance are three parts that are argued to be central in a marketing strategy. The Internet and digital marketing strategy is an area that lacks research in the context of the manufacturing industry. Therefore it could be of importance to identify how companies use the Internet and digital channels in their digital marketing strategy. Research questions:  RQ 1. How do small and medium sized companies in B2B sectors use the Internet and digital channels in their marketing strategy? RQ 2. Why do small and medium sized companies in B2B use the Internet and digital channels in their marketing? RQ 3. How do small and medium sized companies in B2B see at future development of the use of the Internet and digital channels? Purpose:  The purpose of this study is to identify how small and medium sized companies in B2B use the Internet as a tool for digital marketing strategy.   Methodology: Qualitative approach, multi case study, semi-structured interviews   Conclusion: Most used digital channel is the homepage. The more competition a company has results in a higher adoption of digital channels. Relationships can be enhanced through digital channels.

Submitted by Edileide Reis (leyde-landy@hotmail.com) on 2013-05-24T13:49:32Z No. of bitstreams: 1 Tenaflae da Silva Lordêlo.pdf: 1393238 bytes, checksum: 8ff40f8bf90e63873a1277040be83efe (MD5) / Made available in DSpace on 2013-05-24T13:49:32Z (GMT). No. of bitstreams: 1 Tenaflae da Silva Lordêlo.pdf: 1393238 bytes, checksum: 8ff40f8bf90e63873a1277040be83efe (MD5) Previous issue date: 2009 / Os canais digitais da Comissão Permanente de Legislação Participativa (CLP), disponíveis no website (www.camara.gov.br/clp), funcionam como meio de interação entre a sociedade civil e o sistema político. Os argumentos e processos oriundos desta interação são baseados em argumentos vinculados as compreensões de valores historicamente construídos. A aplicação de ferramentas tais como fóruns on-line e os processos de captação de sugestões de projeto de leis abre, por meio do poder legislativo em democracias liberais, a possibilidade de divisão efetiva do poder por meio de uma infra-estrutura tecnológica. A CLP através da experiência da Associação de Juízes Federais do Brasil (Ajufe), proponente da sugestão de projeto de lei 01/2001, a qual foi sancionada pelo presidente da republica em 2006 e transformada na Lei 11.419/06, demonstrou uma viabilidade efetiva, da presença da sociedade civil organizada, na tomada de decisão dos negócios referentes à condução do Estado. Assim a CLP se transformou em possibilidade viável para a realização das iniciativas populares, frente aos outros mecanismos de participação previsto na Constituição Brasileira de 1988. Mesmo diante deste resultado expressivo é necessário analisar qual a aplicação que a CLP, instituição do Poder Legislativo, faz destas ferramentas e as possibilidades de abertura para a sociedade civil atuar no sistema político. Tal análise é feita por uma compreensão da relação histórica entre sociedade civil e sistema político, pela compreensão da infraestrutura tecnológica e da própria CLP. A metodologia do presente trabalho é o estudo de caso norteado por um roteiro de perguntas para a coleta de dados, apoiado por entrevistas, documentos referentes a CLP, participação em fóruns e processos de acompanhamentos de tópicos debatidos. Assim os canais digitais da CLP colocam-se na pauta dos estudos de comunicação e política, sobretudo, no que diz respeito à relação das novas tecnologias do desenho do Estado, da emergência de novos sujeitos sociais, dispostos a colocar suas demandas e sugestões diretamente ao sistema político. / Salvador

En la presente investigación se busca conocer si los factores de la omnicanalidad tienen relación en la intención de compra en los canales digitales en tiendas por departamento de la categoría de prendas de vestir casuales; en hombres y mujeres de 18 a 50 años de Lima Metropolitana. Por consiguiente, el objetivo principal es ver si existe relación entre los factores de la omnicanalidad y la intención de compra del consumidor. Así mismo, las variables tomadas son: la Expectativa de rendimiento, Seguridad percibida, Expectativa de esfuerzo, Innovación personal, Influencia social, Hábito y Motivación Hedónica. Para ello, se realizó un tipo de investigación experimental para validar las distintas hipótesis. Asu vez, se recopiló información cuantitativa (encuesta a 318 personas) y cualitativa (entrevistas personales y focus groups). Por último, se buscarán aprobar las distintas hipótesis mediante la prueba de Pearson para posteriormente proponer estrategias que generan valor para las empresas en el rubro. / In the present investigation, it is sought to know if the omnichannel factors are related to the purchase intention in digital channels in department stores of the category of casual clothing; in men and women aged 18 to 50 years of Metropolitan Lima. Therefore, the main objective is to see if there is a relationship between omnichannel factors and the consumer's intention to buy. Likewise, the variables taken are: Performance Expectation, Perceived Security, Expectation Expectation, Personal Innovation, Social Influence, Habit and Hedonic Motivation. For this, a type of experimental research was carried out to validate the different hypotheses. Likewise, quantitative information (survey of 318 people) and qualitative information (personal interviews and focus groups) were collected. Finally, we will seek to approve the different hypotheses through the Pearson test and then propose strategies that generate value for companies in the field. / Trabajo de investigación

Background and problem: The perception of luxury fashion has been shaped throughout history with well-known brands’ innovative strategies and designs. Along with its crafts and arts, exclusivity has been one of the main pillars of luxury fashion, creating the perception of luxury fashion products only being available to the ‘elite’; which has been feasible to maintain in an analog society. However, as luxury fashion brands have moved into the digital landscape; using digital channels such as e-commerce, social media, and disruptive technologies such as augmented reality, virtual clothing; distribution channels have opened up, contradicting traditional practises.  It has been found that it is the consumers’ perception that determines luxury brands separation from the ordinary. Raising the question of how consumers may perceive luxury fashion brands when operating in the digital landscape; since the use of digital channels and disruptive technologies contradicts with the characteristics defining luxury fashion, in particular exclusivity.   Purpose: In order to contribute to literature and create new understandings of the digitalisation of the luxury fashion industry; the purpose of this study is to explore how consumers perceive luxury fashion brands’ use of digital channels and disruptive technologies, specifically regarding the perception of exclusivity.                         Method: The study broadly followed an interpretivist research philosophy where qualitative data was collected by conducting eight semi-structured focus groups with Swedish luxury fashion consumers, born between the years of 1992-2000. The empirical findings were analysed through the general analytical approach, and thereafter discussed in relation to the frame of reference.  Conclusion: The findings suggest that consumers perceive that luxury fashion brands’ use of digital channels and disruptive technologies are diluting the perception of exclusivity, as luxury fashion becomes more accessible and visible with an increased attainability.

I samband med att e-handeln på bara några få år ökat är teknologin ett verktyg för företag att växa. Följande studie undersöker därmed hur företag inom möbelbranschen knyter an sina digitala kanaler med fysiska butiker och ifall de använder sig av digital capabilities. Vidare diskuterar studien hur digitaliseringen påverkat handeln och hur det kommer att se ut framöver. Undersökningen är genomförd med en kvalitativ metod genom intervjuer med sex respondenter i kombination med en kvantitativ metod i form av en webbenkät. Resultatet visar att det i princip krävs en fysisk butik som ett komplement till de digitala kanalerna för att företagen ska få ett ökat värde, både gentemot kund men också gentemot företag. Vidare visar resultatet också att respondenterna inte är insatta i användningen av den nya teknologin i samband med digital capabilities. I diskussionen förklaras hur möbelföretag kan kombinera sina digitala kanaler med sina fysiska butiker, vad som krävs för att frodas i den digitala världen och hur företagen förhåller sig till digital capabilities. / Within a few years e-commerce has grown, which leads to that technology has become a tool for companies to grow. This study examines how companies in the furniture industry associate and combine their digital channels with their physical channels and if they aim to use digital capabilities. The study also discusses how digitalization has affected the trade and what it will look like in the future. The survey was conducted using a qualitative method through interviews with six respondents. The result shows that a physical store is needed as a complement to the digital channels in order for companies to gain added value, both towards the customer, but also towards the company. Furthermore, the results also show that the respondents are not familiar with digital capabilities. The discussion explains how digital channels can be combined with physical stores, what it takes to thrive in the digital world and how the companies relate to digital capabilities.

Concepts of tree coding and of rate-distortion theory are applied to the problem of the transmission of analog signals over digital channels. Coding schemes are developed which yield improvements of up to six dB in signal-to-noise ratio over conventional techniques for the reproduction of speech waveforms. / Thesis / Master of Engineering (MEngr)

This bachelor thesis is based on a internship on IBM Sweden within Södertörn University’s bachelor program ’IT, Media and Design’ during the spring semester of 2016, majoring Media technology. The thesis is based on a practical work, which treats the company’s digital presence where I, as a student, stepped in and helped the marketing and communication department. I’ve done a survey of their Swedish digital channels, and business intelligence where I’ve collected details about the Nordic IBM companies digital channel structure and linking between accounts. Maintenance of the Swedish IBMs social media accounts have also been included such as development of an suggestion of an digital ecosystem for future work with the company's digital presence. The information in this thesis is classified as open.

Young people have low influence on societal issues even though one of the general objectives of politics for youth is to give young people the opportunity to participate and influence. The municipalities of Sweden have an important role to increase the democratic participation of young people. In order to succeed, the municipalities need to get better knowledge about how they reach out to young people, how young people prefer to express their opinions and the requirements for participation. The purpose of the study is to investigate how digitalization can strengthen the democratic participation of young people. To find out what is needed for young people to become more involved and which digital channels that can be used to create better conditions for participation. To answer the problem of the study, triangulation is used between qualitative and quantitative approaches, and the research strategies are literature study, questionnaire and interviews. The results of the survey show that important conditions for participation are that young people have the resources, as platforms and knowledge, to participate in societal issues in an active way. In addition, it is a prerequisite for young people to feel that their opinions can make a difference. If these conditions are fulfilled, participation among young people may be increase. The digital channels that young people prefer to use to provide feedback and to receive information from the municipality are websites, applications and emails. Another digital channel that the municipality can use to reach out to young people with information is Facebook. Finally, it is important that municipalities are responsive and keep up to date with what young people ask for, as trends on digital channels changes continuously. / Ungdomar har idag svagt inflytande i samhällsfrågor trots att ett av de övergripande målen inom ungdomspolitiken är att ungdomar ska ges möjlighet till delaktighet och inflytande. Sveriges kommuner har en viktig uppgift i form av att öka ungdomars demokratiska deltagande. Om det ska lyckas behöver kommuner få bättre kunskap om hur de når ut till ungdomarna, hur ungdomarna helst vill framföra synpunkter och vilka förutsättningar som krävs för delaktighet. Syftet med studien är att undersöka hur digitaliseringen kan stärka ungdomars demokratiska deltagande. Detta genom att ta reda på vad som krävs för att ungdomar ska bli mer delaktig samt vilka digitala kanaler som kan användas för att skapa bättre förutsättningar för delaktighet. För att besvara studiens frågeställningar används triangulering mellan kvalitativa och kvantitativa ansatser och de forskningsstrategier som används är litteraturstudie, enkätundersökning och intervju. Resultatet av undersökningen visar att viktiga förutsättningar för delaktighet bland annat är att ungdomar har resurser, i form av plattformar och kunskap, för att aktivt kunna delta i samhällsfrågor. Dessutom är en förutsättning att ungdomarna upplever att deras synpunkter faktiskt kan göra skillnad. Om dessa förutsättningar uppfylls kan deltagandet bland ungdomar öka. De digitala kanaler som ungdomar helst använder för att lämna synpunkter och för att ta emot information från kommunen är hemsidor, applikationer och mejl. En annan digital kanal som kommunen kan använda för att nå ut med information är Facebook. Till sist är det viktigt att kommuner är lyhörda och håller sig uppdaterade på vad ungdomar efterfrågar då trender gällande digitala kanaler ändras kontinuerligt.

The customer’s role as a co-creator of value is an essential element in the service-dominant (S-D) logic, highlighting the importance for firms to develop relationships with customers through dialogue. By providing feedback customers become co-developers, and help create a competitive advantage. Moreover, the Internet offers an abundance of digital channels for dialogue. Payne et al (2008) have developed a framework for value co-creation, which in this paper is adapted to communication in digital channels, focusing on a company perspective. The purpose of this study is to investigate how companies in the Swedish telecommunication industry use digital channels, including social media, for value co-creation with customers. To enable this a case study is conducted with three network operators. The data collection consists of several interviews. Findings indicate that the companies are indeed customer-centric in their offerings, and that communication and feedback in digital channels are of strategic importance. Furthermore, changes in technology, industry logics and customer preferences offer opportunities as well as challenges. Another challenge lies in finding suitable metrics and in knowledge management. The concept of lead users is presented as a potential resource. It is concluded that communication in digital channels enhances the features of the S-D logic.

For a retailer, who has a close and everyday contact with its customers, understanding the customers can be of benefit if they know how to use the information in the right way. One way of using the customer is to integrate customers when developing new services, to enhance the possibility of the new service gaining market acceptance. Customer insight, Omnichannel retailing and Big Data are areas that recently have caught the interest of retailers. The latter two are of interest as these provide retailers with better possibilities of gaining customer insight, by taking the opportunities to observe the customers’ virtual footsteps to a whole new level. This thesis is a study made with the market research company Nepa as employer of the thesis, in order to develop their B2B offer with end-customer integration. Why and how customers are integrated were further studied through the frame of reference. The factors that were chosen to describe from a theoretical standpoint how customers can be integrated were type of integration, role of the customer, type of customer and timing of the integration. The underlying factors that were chosen to answer why retailers choose different alternatives among the above mentioned factors were market orientation, service/goods dominant logic, environmental uncertainty and market maturity. The study was made with a qualitative, positivistic approach using a collective case study. The case study is a good way to be able to answer both how and why-questions and was therefore chosen as method. By investigating multiple cases and performing a cross case analysis the authors were able to draw more generalizable conclusions. Five retailers took part in the study and for each of these a developed service was chosen as case for investigation. By doing low structured interviews using a method called story-telling, the authors let the respondents from each company speak freely about the chosen case, and that information could then be analyzed. The conclusions of the study concern the different ways retailers choose to integrate customers and the reasons they do it in different ways. A company’s market orientation affects if and what type of customer integration is used in the idea-generating phases. The degree of market orientation also affects the amount of occasions and what type of customer integration is used in the execution-oriented phases. Retailers’ turbulent technology environment has influenced their general perception of risk and the risk of unacceptance with the specific project. This results in that a company can initially integrate customers proactively to let them guide the company or the company can consider customer integration to be secondary. Retailers generally are guided by a goods dominant logic which leads to them not choosing to integrate the customers in active roles in the innovation process. Instead, the retailers combine different integration techniques to gain some of the advantages that active customer could have brought. This is also connected to the retailers wanting to get quickly through the early phases of the process and instead use agile development after the launch of the service. The retailers do not choose different types of customers for integration, but the combination of integration techniques can still provide them with some of the characteristics of the more knowledgeable customer.