The structure of employment is important for companies to keep their policies. This structure changes continuously due to new technologies. At the beginning of the 90 ’s, for example, the number of highly educated workers increased at the expense of workers with little education. But later studies have shown that this trend has received competition from two other trends, one is a polarized structure, i.e., more workers with little or high education at the expense of workers with medium education, who mostly do administration. The other trend, which only has been observed among academic workers, is the opposite: more workers with medium education at the expense of high and low education. The problem with the last trend is that companies will grow in an inefficient way: More resources will go to the administration department and leaving less money for the Core department, which generates growth in the organization. Here we show which industries in the Swedish economy that are at risk of this inefficient growth. Results make it clear that this problem not only exists in the academic world but in every state-owned organization. In the state-owned category, we find medical care that is criticized for its high administration costs. Our findings show that medical care is one of the more efficient state-owned industries, with respect to the proportion of administration. Overall, our results demonstrate that it is not always positive to grow large as an state-owned organisation. These results suggest that state-owned organisations should avoid merging to maintain their efficiency.

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Den här artikeln avhandlar erfarenheter och reflektioner av teoriapplicering i arbetet ”MAFA från silo till service”. De två teorierna som avhandlas i arbetet är; Porters femkraftsmodell och Amit och Zotts artikel ”Creating Value Through Business Model Innovation”. Slutsatsen är att båda teorierna förtjänstfullt kan användas men att man som affärsutvecklare ska vara försiktig med att begränsa sitt urvalsperspektiv. Digitalisering går fort och man bör som företag ha ett aktivt förhållningssätt både till sin affärsmodell och sin omvärldsanalys. En analys bör stäva mot ett pluralistisk förhållningsätt till metoder och teorier för att inte riskera att missa vitala delar när gamla förklaringssätt inte alltid längre är relevanta.

The Capital Asset Pricing Model (CAPM) is frequently used in the world of finance to predict the price of various securities. In this thesis, the model will be examined on the Swedish pension fund market to evaluate three main questions. If CAPM holds on the Swedish pension fund market, to examine selected funds with various performance measurements and to predict the values for a smaller selection of funds and make a comparison to the actual returns. To achieve the aims, historical data has been used for the period of 2009-2017 selecting fifteen Swedish based pension funds from the four largest banks in Sweden. Time series regression was performed and also calculations for Sharpe, Treynor and Jensen’s Alpha. The result of the analysis is that CAPM holds for 9 of the 15 funds that was evaluated. Handelsbanken Svenska Småbolag was the top ranked fund in the ranking system, with highest position in all the performance measurements. The result of the prediction test was that the funds with the highest betas yielded the most accurate return.

Generational cohort theory suggests that shared events and influences in people’s forming years shapegenerational values and common beliefs. Leadership traits theory focuses on trying to predict emergence, effectiveness and promotion of leaders by investigating traits (roughly personal qualities or characteristics) that those leaders, or leader candidates, display. In the coming five years, the new generation Z is joining the workforce en masse. Aim of this thesis was to explore the perceptions of the Swedish generation Z on 10 different leadership traits, in comparison with older Swedish generations (Baby Boomers, generation X, generation Y). This is order to increase understanding of the leadership traits perceived to be important by generation Z, and thereby being able to make inferences about leadership aspects that need to be considered by line- or project manager when dealing with this new generation entering the workplace. Based on a structured survey at Blekinge Tekniska Högskola, AkzoNobel, and Softhouse, we found much more similarities than differences on the perceptions held by the different generations. The overall scoring profile proved to be highly similar and indicative for a joint ‘Swedish’ perception on leadershiptraits, shared by white collar employees and students in technical, manufacturing and IT positions in Sweden. Humility and Trustworthiness were perceived as most important leadership traits, closely followed by Farsightedness, Interpersonal Skills and Integrity. On the other hand, Charisma was deemed to be least important, followed by Expertise. Of intermediate importance were found Decision Making, Determination and Enthusiasm. Research linking generational cohort theory to perceptions on the workplace has received many critiques over the last years. Where some scholars, popular media, and consultancy companies alike tend to point out the (perceived) major differences between the generations, the majority of fact-based scientific research so far has pointed out that there are much more similarities than differences between generations when it comes to workplace perceptions. Even where differences are found, they are typically minor in size. The outcome of this thesis supports the observation that generational belonging is a too high level construct, and has poor predictive power regarding preferences on leadership aspects. This study contributes to theory by, for the first time to the authors’ knowledge, combining generationcohort theory with leadership traits theory. Furthermore, it contributes to practice by increasing the insightinto the Swedish generation Z’s preference regarding leadership, helping managers and leaders to prepare for this new generation entering the workplace.

In today's increasingly globalised world, research within cultural differences is called for to be able to categorize nations and aid cross border communications around the world. This thesis is a quantitative study of differences in advertising communication between what is considered high and low context cultures, through a deeper look into Sweden and Brazil. Trade agreements between these two nations are well-established and highly profitable, but differences in cultural bases are vast, potentially leading to misunderstandings and wrongful communications conduct if not taken in consideration. Studies within cultural differences classify Sweden as a low context individualistic nation and Brazil as a high context collectivistic nation, but these classifications were made many years ago and research within cultural imperialism, globalisation and transnational consumerism state that the world is changing and that further research within the specific communities is needed today. With this problem in mind we have in this study chosen to ask the question of what the differences in advertising context are between Sweden and Brazil and if the theories actually match reality as it is today? The purpose of this question is to further the frame of reference within the theories and to aid in cross border communications. This in order to understand the connection and if needed re-categorize the nations within the spectrum. The study was made through a comparative content analysis of television advertising in both countries, determining differences in context attribute frequency. The results and conclusions of the study show that theories of high and low context classifications do not match reality between these two nations, and that globalism has in fact had an effect on advertising communications.

Background: Integrated marketing communication (IMC) became increasingly popular since 2005, the IMC is built of four parts. The first part is a concept and it also is the process. The second part explains that IMC needs special skill and knowledges. The third part described the IMC have three pillars which focus on audience, channel and the result. The last part refers to that IMC attempts to the increase of company communication. The concept of IMC can be called “Speak with One Voice”. The meaning of IMC includes advertising, promotion, public relations, direct marketing. CI, packaging, news media and all other communication activities within the scope of marketing activities, but also enables companies to communicate unified communicate information to consumers.Purpose: The researchers of this thesis aim to explore the barriers when organizations implement integrated marketing communication.Methodology: In this paper, authors used qualitative research under deductive approach. The primary data was gathered with six participants from different advertisement agencies. All the interviews were conducted with semi-structured interview.Conclusion: Through the preview semi-structured interviews, there are two barriers has been agreed with all of these 6 participants who are from different advertising agencies. Authors defined these two barriers as the main barriers to implement integrated marketing communication by organizations: the management knowledge and Lack of horizontal communication. Authors also have some important finding about new barriers of implementation to integrated marketing communication. Three of our participants from different adverting agency with a lot of experience on IMC mentioned that the employees' trust in leadership of managers is also one of the main barriers. Authors believe this might be another main barrier for organization on implementation of IMC and should attract enough attention by marketers.Key words: Intergrated marketing communication, barriers, management knowledge and Lack of horizontal communication

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