The work deals with associative thinking and its relation to form design. In contrast to present "conceptual procedures", the creative process is based on "Ad hoc" ways of working, where the designer / engineer becomes a handyman / bricoleur. However, if the architect becomes a bricoleur, he must also get rid of the conceptualization of the work through a plan. This apparent detail inevitably leads to the reconfiguration of other parts of the profession, present since the time of Alberti, when the relationship between the architect and the client is defined by the drawing - the plan. The project simulates the probable way of organizing the work of the architect / bricoleur of the present.

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Previous research into personal game making has found that few creators have any desire to join the game industry or monetize their works. Instead, they view their making as a form of playful self-expression where they can explore the boundaries of games. However, the status quo of game pedagogy is to provide workers to the male-dominated and technologically focused games industry. This paper proposes a new, alternative game design model that is more aligned with and supportive of personal game making. Using participatory and co-operative inquiry methods, the DREaM model (Dream, Roleplay, Experience, and Make) was developed in collaboration with individuals interested in or experienced with personal game making. The findings of the study indicate that the DREaM model provided several benefits when used as a tool to generate personal game concepts. Further research is needed to evaluate the model's impact on game development that goes beyond the conceptual stage. / <p>Det finns övrigt digitalt material (t.ex. film-, bild- eller ljudfiler) eller modeller/artefakter tillhörande examensarbetet som ska skickas till arkivet.</p><p>There are other digital material (eg film, image or audio files) or models/artifacts that belongs to the thesis and need to be archived.</p>

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澳洲的五金零售市場像許多歐美先進國家一樣，近年來由傳統的小型五金店家逐漸發展成大型連鎖五金零售店，許多地點不佳，規模不大，不具特色和競爭力的店家紛紛關閉，取而代之的是展示空間寬敞且明亮的大型企業型連鎖店。澳洲的五金零售市場現今是由一個獨大的公司型五金店和若干個次大的銷售集團所掌控的。五金零售通路之間在價格、產品線、促銷、客戶服務與開店地點方面彼此之間激烈地競爭著。因此想要銷售到這些零售通路的品牌批發商的處境更是困難，因為同業之間的競爭激烈，具有獨佔地位的客戶議價能力又強，如何能在這個傳統，技術層次不高的產業中持續的創新和成功，著實需要很強的企業核心能力與策略能力。 P公司憑藉著母公司的最高指導原則80/20和以客戶服務至上為宗旨的經營策略，在公司的配送運籌系統與內部作業流程持續地改善來降低成本，利用產品清楚地標示與使用說明來降低消費者的資訊搜尋成本和道德危機成本，和給客戶差異化的加值活動服務來增加效益和建立專屬成本。最重要地，P公司長久以來維持清楚與一致的品牌定位與市場區隔，因而建立了很高的品牌知名度與價值。 本文利用波特的五力分析先對澳洲五金批發商產業做競爭強度的 探討，後再使用邱志聖教授的策略行銷分析一書中4C的架構來分析P 公司的行銷策略。 從分析中我們得到品牌與差異化為這個產業的最大 優勢的結論。 唯有持續地創新來塑造品牌，致力於產品或服務的差異 化來增進效益，儘早地和客戶建立有形或無形的專屬資產，才能在這個 競爭激烈的產業環境中勝出。 值得為想要進入這個產業的企業借鏡。 最後的附註中有P公司數位資深主管們對這個產業與公司策略的 分析與寶貴意見，非常具有參考價值。 / Like many European and American advanced countries, in recent years the Australian hardware retail market has gradually developed from traditional small stores into large hardware corporately own chain stores. Many badly located, small scale stores do not have the breadth of product range and the competitive prices are shutting down. Replace theses stores, are the large corporately own hardware stores with brighter and spacious presentation. The Australian hardware retail channel is composed of one big dominator and a few secondary large promotion groups. These retail outlets are competing with each other on prices, product range, promotions, services and store locations. Therefore, those branded wholesalers who sell in the retail channels are in a more difficult situation. Due to the intensity of competitive rivalry and the strong bargaining power of customers, it is difficult for the wholesalers to survive in this traditional and low-tech industry. Large wholesale distribution company need to be continuously innovative, adding value to products and services, and requires a very strong core competency and strategic capability to survive. P company follows the guiding principle of parent company – “80/20" and customer service comes first as management strategy. The company is continuously improving on logistic/distribution system to lower cost. Its products offer clear product identification and user’s instruction to lower consumer’s information collection and moral hazard cost. P company also increase benefit and holdup cost with customers by differentiating its product and service to add value. Most of all, P company has long maintained unambiguous and clear brand positioning and product segmentation, so as to create very high brand awareness and value. This thesis uses firstly Porter’s 5 forces analysis to investigate the competitive intensity of Australian hardware retail industry. It then adopts Professor Chiou Jyh-Shen’s strategic marketing analysis theory - 4C framework to analyze P company’s marketing strategies. From the analysis, we conclude that brand and differentiation are the most important strategies in this industry. Every company should focus on innovation to create brand value, be devoted to the differentiation on products and service to create benefits for customers, build up tangible and intangible holdup cost with customers, so as to succeed in such highly competitive industry environment. These strategies are very important for enterprises who wish to enter this industry to learn.

In the last two decades a drive for sustainable fashion emerged, grew and ultimately failed. In its beginnings the boom of green fashion and the saturation of labelled so-called sustainable garments, followed by the realization that most of the labelling did not hold any consistency behind it, overwhelmed consumers and made them immune to the effects of green marketing. This occurred because of the approach the fashion industry took regarding the topic. They needed to sell their products no matter what, and if a green tag with a recycling logo and a “green is the new black” motto would help them, they would embrace it. However, after several scandals and inquiries about the validity of the sustainable claims advertised, consumers grew rapidly disappointed and eventually unconcerned, falling back into their usual consumption habits without regard for ethical and environmental aspects. Nevertheless, once uncovered, the issues emerging from the production of garments could not be hidden once again, and companies were then required to take regulatory measures in order to mitigate the effects of the industry, if only to satisfy the general public’s knowledge and perceptions of the brands. As is well known this is not yet standard procedure and the ideal scenario for sustainable fashion production is still a road that continues on, but a small battle was won in the sustainability agenda and corporate social responsibility is nowadays common practice within large enterprises, again, if only for the sake of their stakeholders view. The truth, however, proves to be that this is not enough. Of the main environmental issues caused by clothing, not production, but use and consumption proved to be the most critical points in the larger picture. The amount of water, energy and waste created by laundering alone poses one of the biggest threats to the sustainable fashion notion, as well as the ever increasing textile waste in landfills. These issues are related entirely to each individual user and their actions, but the endeavor of making the large public aware of this issue is being undertaken by several, relatively small enterprises both private and public that don’t seem to be succeeding according to the studies. The public is not going to voluntarily wake up and undertake the quest for consuming and disposing sustainably unless they become aware first of their actions, and are given enough infrastructure to do so. This thesis concentrates on the problematic of consumer awareness regarding both use and disposal phases as well as the existing or possible solutions that help mitigate the devastating effects on the environment clothing is causing nowadays. / Program: Master programme in Fashion Management

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Do-it-yourself (DIY) is the practice of household members undertaking home improvement or maintenance on their own, instead of hiring professional help. While DIY is a substantial and steadily growing cultural and economic phenomenon in several developed countries, in India, it is still in a stage of infancy. The objective of this research is to understand whether DIY can be introduced and developed in India as a significant consumer activity based on an understanding of the DIY markets in developed countries (like USA, UK & France) and the business models in place to service them. The concept of DIY started sometime in middle of the 20th century in the USA and it eventually spread to UK and rest of Europe in the later part of the century. Currently, in most developed countries DIY constitutes a significant portion of the Home Improvement and repair Market and there are specialized organized retail chains to cater to the DIY demand. In India and most developing countries, DIY is not an established practice and does not contribute at all to the Home Improvement and repair Market. Organized retail in most developing countries is very small and most of the Home Improvement Market is serviced through local decorative and hardware distribution outlets. Brazil is an exceptional case due to its large organized retail structure for servicing the home improvement market. Organized retail to service the Home Improvement and repair Market in China has started in a big way and is witnessing exponential growth year on year. Similar phenomenon has started in India as well. However, both in China and India, there is no specific demand for DIY products and the same clearly needs to be created. Existing research literature on DIY, focuses mainly, on the determination of variables that influence the decision to take up a DIY or a home improvement project. Apart from this, a large number of business reports and studies profiling specific DIY markets are available over the internet. Work has also been done to trace and record the history of DIY and its impact on culture and society. While there has been some research work carried out that deals with the development of strategy for DIY markets in developed countries, no such work has been done in the context of developing countries. The purpose of this research is to do just that but the scope is limited to household painting and carpentry. The pilot study (focussed group discussions) and the questionnaire survey reveal that, in India, there is a clear bias against DIY mainly on account of perceived lack of time and knowledge. But it is possible to define a demographic profile of people that will show the highest inclination towards DIY. The survey reveals that this profile varies depending on the type of the DIY activity (Electrical, Plumbing, Indoor Painting, Outdoor Painting, carpentry and Gardening). The final part of the research involves the formulation of a holistic marketing strategy, based on the research findings and the understanding of prevalent business models to service DIY in developed countries, to create and service demand for DIY products related to household painting and carpentry in India.

Open Source och relaterade mjukvarukoncept och utvecklingsmodeller är vid det här laget allmänt bekanta och har varit föremål för många studier. Open Source Hardware är mindre spritt och studerat, och så även emergent teknologi som för in traditionellt industriella tekniker som 3D-printing, laserskärare, och CAD-baserade produktionsverktyg i mindre skala i hem- och hobbymiljöer. Dessa ämnen har främst studerats ur mer renodlat tekniska perspektiv, snarare än att sättas i samband i en vidare kontext. Denna kombinerar internet som infrastruktur och socialt medium för kunskaps- och resursdelning; open source-koncept; de möjligheter som tillgängligheten av mer och mer kapabel och överkomlig hårdvara byggd på öppen design bereder; och andra relaterade socio-tekniska fenomen vilka börjat framträda de senaste 5-10 åren. I denna uppsats undersöker jag denna större kontext. Uppsatsen har utförts i form av en litteraturstudie av existerande forskning inom ovanstående diskreta områden, och i den mån de finns även dess inbördes relationer. Denna kontext framträder som ett emergent paradigm kring produktion av hemelektronik, och även som exemplifierande trenden av teknologins fortsatta intåg som allestädes närvarande i våra liv och vår omgivning. Resultaten indikerar en gryende förändring i hur vi interagerar med teknik, vilka som gör det och varför, i vilka kontexter, och ett framträdande av en ny ekonomi. Jag visar på att ytterligare forskning behövs, och att perspektivet bör flyttas från att analyseras enbart i diskreta termer som teknik, open source-principer, DIY et cetera, utan även till vad som framstår som resultatet där dessa konvergerar, den naturliga konsekvensen av ett folkligt anammande av denna teknik och open source-koncept.