Histology has long recognized the intimate link between structure and function. Over centuries histologists have utilized an assortment of optical microscopy techniques to elucidate functional attributes of tissues through investigating tissue architecture. This thesis includes developments in the field of nonlinear optical microscopy for use in histology and pathology. The main contributions focused on the study of fibrillar collagen in the extracellular matrix (ECM) with polarization-dependent second harmonic generation (P-SHG) microscopy and the study of harmonophore-stained cellular nuclei with third harmonic generation (THG) microscopy. The P-SHG microscopy technique, “polarization-in, polarization-out” (PIPO), was developed to accurately determine the second-order polarization properties of thin tissue sections. The polarization instrumentation was implemented into a nonlinear optical microscope and a custom fitting algorithm extracted ratios of the second-order nonlinear susceptibility elements at every pixel of an obtained image. Hierarchical organization, at every level of structure, can contribute significantly to the macroscopic second-order polarization properties of fibrillar collagen in the ECM and quantifiable differences between the various tissue architectures were observed. A framework was developed, based on the collagen hierarchical organization, to interpret the submicron polarization properties of various tissues. Complimentary to the P-SHG study of connective tissue, the structure of hematoxylin and eosin (H&E) stained nuclei was revealed by THG microscopy. Imaging the 3D organization of nuclei was possible using the inherent optical sectioning provided by nonlinear microscopy. The origin of THG was investigated with spectrally- and temporally-resolved measurements, as well as the THG ratio method. A rather complex situation involving multiple dye complexes was revealed. The structure of dye aggregates was investigated with THG PIPO microscopy. The techniques of PIPO and harmonophore-stained harmonic generation microscopy show great potential for ultimately furthering understanding of tissue structure and function. H&E stained tissue investigations with THG microscopy has applications as a tool for cancer diagnostics. PIPO can elucidate the symmetry and organization of materials beyond tissues, including starch, nanowires, and protein crystals. In pathology, the developed collagen framework has strong implications, as collagen is recognized as playing a more active role in a number of diseases including idiopathic pulmonary fibrosis, wound repair, and tumour development and progression.

Histology has long recognized the intimate link between structure and function. Over centuries histologists have utilized an assortment of optical microscopy techniques to elucidate functional attributes of tissues through investigating tissue architecture. This thesis includes developments in the field of nonlinear optical microscopy for use in histology and pathology. The main contributions focused on the study of fibrillar collagen in the extracellular matrix (ECM) with polarization-dependent second harmonic generation (P-SHG) microscopy and the study of harmonophore-stained cellular nuclei with third harmonic generation (THG) microscopy. The P-SHG microscopy technique, “polarization-in, polarization-out” (PIPO), was developed to accurately determine the second-order polarization properties of thin tissue sections. The polarization instrumentation was implemented into a nonlinear optical microscope and a custom fitting algorithm extracted ratios of the second-order nonlinear susceptibility elements at every pixel of an obtained image. Hierarchical organization, at every level of structure, can contribute significantly to the macroscopic second-order polarization properties of fibrillar collagen in the ECM and quantifiable differences between the various tissue architectures were observed. A framework was developed, based on the collagen hierarchical organization, to interpret the submicron polarization properties of various tissues. Complimentary to the P-SHG study of connective tissue, the structure of hematoxylin and eosin (H&E) stained nuclei was revealed by THG microscopy. Imaging the 3D organization of nuclei was possible using the inherent optical sectioning provided by nonlinear microscopy. The origin of THG was investigated with spectrally- and temporally-resolved measurements, as well as the THG ratio method. A rather complex situation involving multiple dye complexes was revealed. The structure of dye aggregates was investigated with THG PIPO microscopy. The techniques of PIPO and harmonophore-stained harmonic generation microscopy show great potential for ultimately furthering understanding of tissue structure and function. H&E stained tissue investigations with THG microscopy has applications as a tool for cancer diagnostics. PIPO can elucidate the symmetry and organization of materials beyond tissues, including starch, nanowires, and protein crystals. In pathology, the developed collagen framework has strong implications, as collagen is recognized as playing a more active role in a number of diseases including idiopathic pulmonary fibrosis, wound repair, and tumour development and progression.

Prior research has pointed out the importance of companies attending social media during company crises. Though limited studies have examined how crisis communication stands on social media platforms during real organisational crises. Done by a qualitative textual analysis conducted through official statements from H&M:s Facebook posts, Twitter posts and Instagram posts for this case, this study aims to explore how the crisis communication for H&M stood during their crisis “coolest monkey in the jungle” in January 2018 to see how H&M used effective crisis communication strategies. The textual analysis is used to study how the empirical material reveal recurrent strategies from Image repair theory together with the rhetorical concept of ethos pathos and logos. Based on prior research for crisis communication mainly made through case studies we use the same design which has been proven successful. Findings suggested how H&M regularly were using recurrent strategies from Image repair theory and the rhetorical concept in their crisis communication in this case. The outcome of this study shows an example for how crisis communication on social media can be and how effective crisis communication strategies can be used on social media.

With the growing trend of the manufacturing of sustainable products by the apparel brands, the eco-friendly consumers are becoming more interested in knowing the brands’ sustainability communication and their claims. This study has taken the Katz’s attitude functions theory as a framework to better understand the factors which can help in calculating the consumers’ attitudes towards the sustainability communication of H&M, the leading apparel brand of Sweden. This research paper used qualitative research method and have done the ‘focused group analyses’ to investigate the consumers attitude towards sustainability communication of H&M. Four focus groups interviews were conducted and then transcribed to generate themes to interpretate the results. Researcher utilized the Interpretative Phenomenological Analysis (IPA) approach as a qualitative research method, to explore the ‘lived experience’ of the research participants. Author then interpretated the results and found out that the consumers are aware from the H&M sustainability communication. Although most of them positively influenced from the brand’s sustainability, yet some of them have doubts on the sustainability claims of H&M.

The theories of the law of one price and purchasing power parity are thought to hold almost exactly in financial market, but it seems less likely to occur in international trade where arbitrage opportunities take place. The purpose of this study is to test whether the purchasing power parity holds for commodities in various national markets, for which a quantitative method is followed. For identical goods, the prices should be equal across countries. In fact, the prices vary significantly across ‘truly homogenous’ goods within a product group. The finding suggests that differences in productivity and value-added tax do have significant positive impacts on price settings. As a consequence, purchasing power parity definitely does not prevail as well as law of one price does not. Further studies can use these findings to examine the extent and permanence of violations of the law of one price.

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The Circular Economy (CE) represents a transformative approach to sustainable development, aiming to replace the traditional linear "take-make-waste" model with a regenerative system that minimizes waste through the continual use of resources. This thesis provides an up-to-date examination of the adoption of CE principles within a selection of Swedish companies, exploring how these principles are integrated into their business models and the challenges and opportunities that arise from their implementation. Through a comprehensive analysis, including literature reviews, document analysis, comparative analysis, and thematic analysis, this study provides a detailed insight into the operationalization of CE in Sweden and a hypothetical case study scenario with recommendation on implementing CE practices. Companies such as IKEA and H&M are highlighted for their robust CE practices. The findings suggest a positive trend toward sustainability, driven by a combination of regulatory support and strong corporate commitment to environmental stewardship, although challenges related to operational and regulatory constraints persist. This thesis contributes to the broader discourse on sustainable economic practices by outlining actionable strategies for enhancing CE adoption across industries.

The demand for sustainability initiatives is increasing by both consumers and organizations (Gittell, et al. 2013). It changes the way businesses are operating and communicating, hence the interest for sustainable marketing has increased. Sustainable marketing should not only be about initiatives to appear more environmental friendly or socially conscious, but rather about a more substantive and meaningful levels of commitments (ibid). Alongside these practical ideas of sustainable marketing, consumers’ requirements for sustainability have sometimes been used as a strategy to create sustainable communication, although companies are lacking initiatives of sustainability. The idea of marketing as a strategy to create desire and needless spending along with sustainability goals has been criticized as being in direct contradictories (Meller & Magaš 2014, Pettie 2001, Pettie & Belz 2010). Thus, the problematics compose of the discussed oxymoron between sustainability and marketing together with the difference between sustainable communication and communicating sustainability.   This qualitative study has been done with a starting position from the idea of addressing how sustainable marketing is practiced, why it is practiced and how the future outlook of the concept is perceived from a company perspective. The chosen theories for this study compose mainly of basic marketing theories and models with a sustainability adaption. A qualitative study addressing this issue from a company perspective has not been discovered in previous researches, which resulted in the idea of highlighting different companies’ opinions and practices of sustainable marketing. The findings have discovered the usage of sustainable marketing today and potentially in the future, together with reasons for why it is practiced. Sustainability has become a well-known concept with a lot of business scandals associated to it, which has been mentioned in this study as one of the reasons for the predictions of a future demand of real sustainable marketing practices.

Denna uppsats behandlar service, ett fenomen som har växt sig starkare de senaste årtiondena och som har kommit att bli ett avgörande verktyg för många företag för att kunna skapa marknadsfördelar. Att ett företag förvaltar mötet dem och kunden emellan på bästa sätt är ofta en kritisk faktor för att få kunden att återvända till butiken även nästa gång. Vissa företag är mer och andra är mindre beroende av ett bra servicesystem och därför är syftet med denna uppsats att undersöka huruvida serviceförväntningarna hos två olika kundgrupper liknar eller skiljer sig från varandra. Kundgrupperna som valts ut tillhör konfektionsföretagen, H&M som är en kedja i lågprissegmentet och Acne som är ett företag i högprissegmentet. Frågeformuleringen som besvaras i uppsatsen gäller som följer: Hur skiljer sig H&M-kunden från Acne-kunden i sina förväntningar på service i butik? För att besvara frågeställningen används en kvantitativ metod en så kallad muntlig strukturerad intervju som är riktad mot de två kundgrupperna. Undersökningen är gjord på totalt sett 100 personer med en jämn föredelning mellan kundgrupperna.I teorikapitlet får läsaren ta del av en litteraturöversikt och olika studier som bedrivits inom service. En fördjupning av service som fenomen presenteras sedan för att ytterligare fördjupas inom en rad viktiga delar som utgör stommen i servicebegreppet. Dessa är bland annat word of mouth, butiksatmosfär, sanningens ögonblick och självfallet gapmodellen som beskriver gapet mellan kundens förväntningar på service och upplevd service.Datainsamlingen visar att nästan alla som tillfrågats är återkommande kunder hos företagen och att Acne:s kunder i större utsträckning är tillfredsställda med kötid, hjälp från butiksbiträde och antal provrum än vad H&M:s kunder visar sig vara. Datainsamlingen visar också att kunderna som handlar hos Acne spenderar mer pengar än kunderna som handlar hos H&M. Majoriteten av H&M:s kunder ligger i intervallen 0-499 kronor samt 500-999 kronor per månad medan majoriteten av Acnes-kunder handlar för 1500- 1999 kronor och uppåt.Slutsatsen som presenteras är således att Acne-kunderna har högre krav på företaget, då vi ser att H&M-kunder återvänder trots att de inte är nöjda med mycket hos företaget. Ett företag som Acne som ligger i högprissegmentet kan också vara mer tvungna att erbjuda god service då de säljer mycket dyrare plagg. H&M-kunderna verkar dock förvänta sig en högre servicenivå än den rådande standarden men förmodligen är den inte lika hög somAcne-kundens förväntningar.This thesis deals with the concept service. It is a phenomenon that has grown stronger the last decades and is today a vital tool for many companies to create market advantages. That a company manages the meeting between them and their customer in the best way possible is often a critical factor to get the customer to return to the store. Some companies are more than others dependent on a good service system and therefore are the purpose of this paper to examine whether the service expectations of two different customer groups are similar or different from each other. The customer groups that are chosen belong to a store chain in the lower price segment, H&M and one in the higher price segment, Acne. Both companies are active in the Swedish clothing industry. The query formulation that this paper aims to answer is: How do an H&M customer and an Acne customer vary in their expectations on service in a store? To answer this question a quantitative method is used, were an oral structured interview directed to the two customer groups are performed to collect data. Altogether 100 customers got interviewed, with an even division between the customer groups.In the theory chapter the reader gets to take part of a literature review and different studies that has been done on service. A recess of service as a phenomenon are presented and further recessed through a row of important parts that is the body of service, such as word of mouth, store atmospheric, moment of truth and the Gap-model that describes the gap between what the customer expects in service and what the customer are experiencing.The collected data shows that almost every respondent are a returning customer at the companies and that the customers at Acne in general are more satisfied with the store’s queuing time, help from the shop assistant, and number of fitting rooms than the customers at H&M proves to be. The collected data also shows that the customers that shop at Acne are spending more money on clothes every month than the H&M-customers do. The majority of H&M’s customers are in the intervals 0-499 SEK and 500-999 SEK each month, while the majority of the Acne-customers are shopping for 1500-1999 SEK and up.The conclusion that is presented is that the Acne-customers have higher expectations on the service provided by the company, as we can see that the H&M-customers are returning customers although if they not are satisfied with a lot at their store. A company as Acne that is in the higher price segment may also be more forced to provide a good service when the customers are paying a notable larger amount of money for their clothes. The H&M-customers seems to expect a higher service level at H&M than received but probably are these expectations not as high as the Acne-customer’s expectations. / Program: Textilekonomutbildningen

In fin actuation systems, the performance of classical linear control systems is not satisfactory due to uncertainty of the system parameters and disturbances of the working medium. For this reason, sliding mode, H2 or H&infin / robust controllers are widely used in literature for such systems. However, use of such controllers results in very conservative system responses. Based on this fact, in this thesis, development of a more effective robust controller is aimed via integration of the optimum properties of the existent pure H2 and H&infin / type robust controllers. To achieve this, during the controller synthesizing procedure, some of the optimization parameters are weighted according to H2 norm minimization, and parameter uncertainties and other variables are weighted according to H&infin / theorem. First, the system set up to be controlled is physically constructed and performed system identification processes. Then, two different types of robust controllers H2 and H&infin / controllers are designed and tested over both the real system and simulation. Finally an H2/H&infin / mixed type controller synthesized and the results are compared with the outputs of the robust controllers of the previous step.