Syfte:            Syftet med denna kandidatuppsats är att undersöka hur Collegium Restaurang & Konferens kan differentiera sin kylda färdigmat med fokus på kundens matval till kvällen, samt beskriva vilka möjligheter Collegium har att använda sig av relationsmarknadsföring. Metod:         Primärdata insamlades genom semi-strukturerade intervjuer med anställda och ägare på Collegium samt genom en enkät till nuvarande och potentiella kunder. Den insamlade informationen analyserades därefter till viss del kvantitativt (enkätsvar) och till viss del kvalitativt (intervjuer och de enkätsvaren med möjlighet till fria svar) med koppling till relevanta vetenskapliga teorier. Analysarbetet har dock till största delen genomförts kvalitativt genom användningen av the constant comparative method. Slutsats:       Studien som genomförts visar att kunderna inte äter färdigmat till kvällsmat särskilt ofta vilket innebär att det finns en marknadspotential. För att Collegium Restaurang & Konferens skall få kunderna intresserade av att köpa deras kylda färdigmat till kvällsmat, gärna oftare än de äter färdigmat idag, bör produkten vara lättillgänglig, resultera i en tidsbesparing men även vara ett socialt accepterat matval. Färdigmaten skall vara smakrik, ha tilltalande utseende, upplevas som nyttig och nylagad. Undvika tillsatser är också viktig differentiering. Företaget använder något som de kallar ”surdegsströssel”, vilket kan skickas med färdigmaten och som kommer resultera i att kunden upplever maten som krispig och nylagad. Företaget har flera möjligheter till relationsmarknadsföring där studien visat att en mobil app kan vara ett alternativ som passar många kunder. I denna app skulle företaget kunna ge kunderna tillgång till olika erbjudanden, menyer och recept, vilket kan hjälpa kunden med dennes måltidsplanering. / Purpose:      The purpose of this study is to investigate and analyze how Collegium Restaurang & Konferens can differentiate their HMR for the evening meal and describe the possibilities for Collegium to use relationship marketing. Method:       Primary data was gathered through semi-structured interviews with the personnel and owners at Collegium Restaurang & Konferens and a survey to current and potential customers. The information was partly analyzed quantitative (survey data) but also qualitative (interviews and the survey responses that was text answers) by referring to the scientific theories. However, the primary method for analyzing all data was the constant comparative method. Conclusion:  This study shows that the customers do not eat HMR for supper particularly often, which results in that market potential exists. To get the customers more interested in buying Collegium Restaurang & Konferens’ HMR for supper, than they buy HMR today, the product needs to be easy to buy, result in a time-reduction but also be a socially acceptable choice of food. The HMR needs to be appetizing, have an appealing look, being viewed as healthy and newly cooked. Avoidance of for example chemical flavourings is also an important differentiator. The company use something they call “leaven-sprinkles”, which could be a complementary product to their HMR. This will result in that the food is viewed as crispier and thus fresher. The company has several opportunities for relationship marketing, and our study showed that a mobile application can be an alternative that suits many customers. Through this application the company could give the customers access to different offers, menus and recipes. While the customers often lack pre-planning of their meals, the company could offer a service with for example weekly menus to assist the customer with the planning.

This thesis explores human resource management (HRM) adoption by investigating the influence of multiple HRM actors’ social position, capital resource(s) exchange mechanism, dispositions, social classes, habitus, social expectation, and national and global environmental factors. The objectives of this thesis were achieved through systematically conducting three different studies for the thesis. The first study was carried out to gain insight into the influence of social position on HRM academics’ adoption. The major contribution of this study was a theorising model on HRM academics’ adoption. It shows which capital resource is very sought after and how it plays a role in developing HRM academics’ dispositions, which in turn provides them with the drive and motivation to adopt western HRM ideas and knowledge. The second study was carried out to gain insight into the mechanism and formation of capital resource(s) exchange that influences HRM practitioners to adopt western HRM ideas, knowledge, and practices. The main contribution of this study comprised empirical insights into the importance and role of social class (élite and emerging class); habitus and socialisation (primary and secondary socialisation) as developers and controllers of the mechanism of capital resource(s) exchange; and formation of social position. The third study investigated a gap between accepted (adopted) HRM ideas and knowledge, and actual HRM practices. The major contribution of this study was its theorising on the factors that influence this gap. It explored the influences of conflicting factors such as actors’ professional and occupational orientation and position, social position, and social expectation, which develop the gap. This thesis adopted a qualitative abductive research approach. It conducted qualitative indepth interviews with 19 HRM academics, 15 MBA-Alumni HRM practitioners, and 10 non-MBA-Alumni HRM practitioners. Qualitative observation in two business schools and five business organisations in multiple industries was carried out to enrich the data collection. This thesis contributes to the existing body of knowledge by providing insights into individual actors’ level HRM adoption, which is an underexplored area in Pakistan and similar developing countries. By employing theoretical and analytical tools based on Bourdieu’s theory of practices and social position, Rogers’s and Tarde’s theorising of adoption, and findings of empirical studies of macro institutions, cultural sensitive views, and institutional factors’ framework in the diffusion of HRM, this thesis explored, examined, and theorised HRM adoption at different individual actors’ level in business organisations and business schools in Pakistan. In that respect, this thesis theoretically contributes to Bourdieu’s theory and its unique use in international HRM, organisation studies, and management research. This thesis empirically contributes to the understanding of management and think tanks in business schools, business organisations, educators, HRM practitioners, and relevant government and regulatory bodies who can benefit from the findings of this research by understanding the different factors and social structures affecting western HRM’s effectiveness and its applications. It also suggests to these stakeholders the factors that affect individuals’ and employees’ adoption of western HRM and western management ideas, knowledge, and practices; any change in strategies, policies, and procedures; and problems in their implementation.

Previous studies have indicated that the creation of outstanding consumer value was for spa hotels to achieve sustainable financial and market success. In this study we identified the key factors that affected consumers¡¦ behavior or purchasing decisions, and the process how consumers chose a particular hotel for spa service, which was appropriate for themselves under such intensely competition among spa hotels in Taiwan. The study aims to assess a relational perspective on the value perception relationships, and to examine the main effects and the processes linking perceived value, its antecedents and willingness to buy in Taiwan spa hotel industry. The economical deduction was adopted to provide the constructs positioning and adequate rationality of the conceptual model. The analysis of Pearson correlation indicated that the recent downsizing economy might be the source that affected the attitude of ¡§leisure service consumption¡¨ in more conservative way because of the weakly significant relationship between perceived value and willingness-to-buy. The hierarchical multiple regression (HMR) was used to assess the main effects and the processes. The HMR analyses revealed that customers separately considered perceived quality and perceived price, the immediate situational factors of benefits and sacrifices, particularly when purchasing a spa service product, which will lead to changes in behavior. Perceived quality totally mediated the price-value relationship, and perceived value partially mediated the quality-willingness and price-willingness relationship. Sex and living location moderated the quality-value relationship. Marriage status and consumptive times moderated the value-willingness relationship. The finding indicated that the perception of customer value was very much dependent upon quality and much less dependent upon risk and price in Taiwan spa hotel industry; management and advertising objective should focus on increasing customer value by improving the customer perceptions of overall product and service quality. The moderation of demographic variables provides managers directions to offer proper packages to potential customers.

Heterochromatin in the budding yeast Saccharomyces cerevisiae is composed of polymers of the SIR (Silent Information Regulator) complex bound to nucleosomal DNA. Assembly of heterochromatin requires all three proteins of the Sir complex: the histone deacetylase Sir2, and histone binding proteins Sir3 and Sir4. Heterochromatin establishment requires passage through at least one cell cycle, but is not dependent on replication. Inhibition of chromatin modifying enzymes may be a mechanism for how cells limit assembly. Dot1 dependent methylation of H3K79 is suggested to inhibit de novo assembly. Halving the levels of Sir4 in cells causes a loss of silencing, suggesting that Sir4 protein abundance regulates the assembly of heterochromatin. We examine de novo assembly using a single cell assay. Half the level of Sir4 affects establishment, but not the maintenance, of silencing at HM loci. Additional Sir4 accelerates the rate of assembly. Epistasis analysis suggests that Dot1 dependent chromatin modification may act upstream of Sir4 abundance. We hypothesize that dot1Δ mutants speed assembly by disrupting telomeric heterochromatin, which liberates Sir4 to act at the HM loci. Deletion of YKU70, which specifically disrupts telomeric silencing, also speeds de novo assembly, without altering the methylation of histone H3. Consistent with our model, we have shown that Sir4 abundance falls during pheromone and stationary phase arrests after which several cell cycles are required before silencing can be reestablished.