This study focuses on leadership within the wellness and fitness context. The aim of this study was to describe and analyse Swedish group fitness instructors' views on training, health and body; and also to understand these views in terms of glocalization -the localisation of global ideas. Semi-structured interviews were conducted with six female instructors working with pre-choreographed group training concepts which originated in New Zealand and have spread through the golbal fitness community. The analysis used a theoretical framework based on Pronger's ideas about ”the technology of physical fitness” (2002). The results suggested that the instructors' views were consistent with the five texts that constitute ”the technology of fysical fitness” and that successful instructors have extensive knowledge of physiology, good communication skills and lively personalities. Overall, the instructors adapted the global pre-choreographed concepts to their local context and in balancing the ”inner” and ”outer” aspects of health they devoted less attention to body form and appearance.

The aim of this study was to understand how project participants in a project between a Western country and an Africa country experience the exchange of knowledge and experiences. The study was conducted through qualitative semi-structured interviews with a hermeneutic approach. We interviewed nine participants from the project Tlokwe Inclusivity Disability Sector II, an international project between Växjö in Sweden and Potchefstroom in South Africa. Four of the interviews were conducted with participants from South Africa, and five of the interviews were conducted with participants from Sweden. The analysis of the material was based on previous research in the field and the theories of postcolonialism and indigenization. The result of the study shows that the participants from South Africa have received knowledge from Sweden that they have tried to adjust to their local conditions. The Swedish participants also feel that they have learned from this project, but a different kind of knowledge than the theoretical knowledge that they have conveyed to the South African participants. Cultural differences were central in all interviews, but although all participants that we have interviewed talked about these differences, it was not seen as a problem in the project.

Syftet med studien är att undersöka och belysa faktorerna som kommer till uttryck i reklamfilmer, utifrån Hofstedes nationskulturella perspektiv. Detta genom att granska tre olika idrottsrelaterade bolag utifrån tre olika marknader. En kvalitativ metod tillämpades genom att observera tolv reklamkampanjer, fördelat på fyra per bolag. Detta för att skapa förutsättningar för att utförligt svara på studiens syfte och frågeställningar. Resultatet visar att vi utifrån studien kan dra slutsatsen att företagen inte använder sig av endast ett tillvägagångssätt, i vad som kommer till uttryck i videoklippen. Dock finns underlag som talar för en standardisering hos alla tre företagen ur ett globalt perspektiv. Det förekommer också en lokal anpassning som däremot uttrycker sig olika bland företagen.

Genom att ta utgångspunkt i ett nyinstitutionellt organisationsteoretiskt perspektiv studeras de processer som det kommunala miljömålsarbetet består av. Studien utfördes som en fallstudie av miljömålsarbetet på en kommunal förvaltning och bygger på intervjuer med personer som på något sätt har eller har haft en nyckelroll i förvaltningens miljömålsarbete. Studien syftar till att undersöka: Vilka begränsningar och möjligheter finns för en förvaltning att uppfylla sin kommuns miljömålsprogram? Analysverktygen utgår från det nyinstitutionella organisationsteoretiska perspektivet och består av begreppen: översättning och materialisering, glokalisering, legitimitet, särkopplingar samt hyckleri. Studien visar att det finns en formell struktur i förvaltningen som återspeglar samhällets förväntningar och som upprätthåller förvaltningens legitimitet. Däremot uppstår det särkopplingar mellan den formella strukturen och översättningen och materialiseringen av miljömålen vilket begränsar miljömålsarbetet. Begränsningen döljs av den formella strukturen och ger upphov till hyckleri. Den formella strukturen skapar även möjligheter för att tillföra kunskap, tid och resurser i miljömålsarbetet och som på så vis minskar särkopplingarna mellan den formella strukturen och det faktiska handlandet. Hur miljömålen kan översättas och materialiseras på ett sätt som samtidigt uppfyller andra krav på en organisation är angelägna frågor för kommande studier eftersom det är på den lokala nivån som de globala miljöproblemen behöver lösas. Genom att utgå från det nyinstitutionella organisationsteoretiska ramverket tillför den här studien ett nytt perspektiv på det kommunala miljömålsarbetet inom fältet för miljövetenskap. / Based on a new institutional organizational theoretical perspective, the processes that comprise the municipal environmental goals work are studied. The study was conducted as a case study of the environmental goals work of a municipal administration and is based on interviews with people who in some way have or have had a key role in the administration's environmental goals work. The question that the study seeks to answer is: What are the limitations and opportunities for a municipal administration to fulfill its municipality's environmental goals program? The analysis tools are based on the new institutional organizational theory perspective and consist of the concepts: translation and materialization, glocalization, legitimacy, de-couplings, and hypocrisy. The study shows that there is a formal structure in the administration that reflects society's expectations, and which maintains the legitimacy of the administration. On the other hand, there are de-couplings between the formal structure and the translation and materialization of the environmental goals, which limits the environmental goal work. The restriction is hidden by the formal structure and gives rise to hypocrisy. The formal structure also creates opportunities to add knowledge, time, and resources in the environmental goal work, which in this way reduces the de-couplings between the formal structure and the actual action. How environmental goals can be translated and materialized in a way that simultaneously meets other requirements of an organization are important issues for future studies as it is at the local level that global environmental problems need to be solved. Based on the new institutional organizational theory framework, this study provides a new perspective on the environmental goal work in the field of environmental science.

Non-profit organizations’ communicational challenges in a glocal market – A pre-study to a communication plan for the non-profit organization Humlan. This study intends to examine and analyze the current strategic position of the non-profit organization Humlan, and how the organization can develop their communicational efforts to make themselves more competitive in the glocalized market in which they compete. This has been examined by qualitative interviews with the employees of the Humlan, and a quantitative survey of Humlans potential target group, students.  The results of the interviews showed that the employees of Humlan experienced the competition in the market as fierce, and that they experienced a need to communicate their uniqueness as a non-profit organization. The employees also expressed a wish for the Humlan brand to become associated with quality. In turn, the student survey showed that the students had a low knowledge-level regarding Humlan, that they were interested in a wide array of cultural expressions, and that they mainly wanted to communicate with Humlan by taking part of information such as news. In summary, the study showed that Humlan could develop their communicational efforts by creating awareness about the organization and its uniqueness among students. However, the study showed that this could be problematic due to the students’ communicational preferences. The results also showed that it is possible to see a resemblance between the communicative issues faced by Humlan and communicative issues faced by other types of non-profit organizations.