This thesis analyses the concept of Corporate Social Responsibility (CSR) with Husqvarna Group's sustainability reports as empirical basis. The concept of CSR has been studied and attempted to be understood by several previous researchers, but what remains is that it still is an unexplored concept. The aim of the study is to improve the understanding of the concept of CSR and its associated practices over time. To this aim, discourse analysis was identified as a relevant methodological approach. The purpose with discourse analysis is to interpret the written text, and this thesis is therefore based on the author's interpretations of the empirical material collected from Husqvarna Group's sustainability reports from 2010, 2017, and 2023. The empirical material has been analysed based on Carol Bacchi's "What’s the problem represented to be-approach" as well as the addressed theoretical frameworks, Carroll's pyramid of CSR and the neo-institutional concept of legitimacy. Through discourse analysis and the analysis tools, different discourses have been identified that account for mainly the social aspects of CSR. Diversity and innovation both compose an important part of Husqvarna Group's framing of CSR. In the empirical material, an inclusion discourse and an efficiency discourse were identified. Where the inclusion discourse aimed to solve an identified diversity problem, while the efficiency discourse aimed to solve an identified innovation problem. By, amongst others, attracting more women to the company, they contributed to increased diversity within the company. Through partnerships they believed that increased innovative solutions could be established. To follow the expectations and social norms during the given period, their work regarding diversity and innovation has in an unaffected way shifted over time, and thereby also their work regarding the concept of CSR.

<p><strong>Purpose</strong></p><p>The purpose of the thesis is to analyze the current challenges facedby Husqvarna Motorcycles in their brand building process, and todescribe ways in which applying the brand equity principles will enablean increase of the value of their brand.</p><p><strong>Background</strong></p><p>In the complex world of organizations and companies where thecompetitive position plays an important role in successful achievementsof the company, managers seek after building a sustainablecompetitive advantage. Building brand equity is an important focusfor a large company' improvement, since it raises interest of existingand new customers. The process of building brand equity takestime but through this process a company will have a stronger marketposition which creates brand value.</p><p><strong>Method</strong></p><p>In order to answer the purpose, the qualitative method with implementation of semi-structured interviews for collecting data wasused. The data was interpreted and then structured and analyzedusing theoretical framework.</p><p><strong>Conclusions</strong></p><p>During the research performed it was found out that the managersare facing several challenges in respect to building brand equity.Therefore, five components of building brand equity were implementedto draw the conclusions of how the managers could strengthentheir brand.</p>

Purpose The purpose of the thesis is to analyze the current challenges facedby Husqvarna Motorcycles in their brand building process, and todescribe ways in which applying the brand equity principles will enablean increase of the value of their brand. Background In the complex world of organizations and companies where thecompetitive position plays an important role in successful achievementsof the company, managers seek after building a sustainablecompetitive advantage. Building brand equity is an important focusfor a large company' improvement, since it raises interest of existingand new customers. The process of building brand equity takestime but through this process a company will have a stronger marketposition which creates brand value. Method In order to answer the purpose, the qualitative method with implementation of semi-structured interviews for collecting data wasused. The data was interpreted and then structured and analyzedusing theoretical framework. Conclusions During the research performed it was found out that the managersare facing several challenges in respect to building brand equity.Therefore, five components of building brand equity were implementedto draw the conclusions of how the managers could strengthentheir brand.

The aim of this thesis is to design Husqvarna FE 501 turbocharged engine piston for Formula Student competition using bioethanol as its fuel. Proposed concept originates in background research on design solutions of modern combustion engine pistons. FEM simulations are used for piston design.

<p>Abstract:</p><p>Purpose: The purpose of this thesis is to learn how brand heritage and retro brands can help HQM strengthen their brand identity.</p><p>Background: Companies with a long history have a strategic choice to make re-garding the use of their heritage in marketing communications. Such companies also enjoy a history of interesting products, for which some may exist the possibility for a retro relaunch. Husqvarna is such a company, which made it interesting to find out how these two strategic tools can or cannot strengthen the studied company‘s brand identity.</p><p>Method: Through an inductive and exploratory case study with interviews of the personnel at Husqvarna Motorcycles, Italy, three theoretical areas emerged to be researched, brand identity, brand heritage and retro brands. The latter two required the help of real life examples for better understanding. The analysis had a deductive approach where the studied theory was applied to the companies, and conclu-sions were drawn from the accumulated knowledge to help streng-then the brand identity of Husqvarna Motorcycles.</p><p>Conclusions: HQM is a brand with heritage in the process of taking a strategic de-cision to use its heritage as a tool to strengthen the brand identity, hence on the way to become a heritage brand in the true meaning of the definition. As the oldest brand on the market, HQM can use its heritage to differentiate itself from the competition, creating uni-queness impossible to copy. A retro product can be a useful vehicle to carry the newly uncovered heritage to surface. With the help of theory and a real life example, a contender within the historical company product portfolio was recognized. Finally, the band identi-ty as stated by HQM was redefined according to the findings.</p>

<p>We were assigned to do this master thesis by Husqvarna AB who at the time for this thesis just had implemented a new material and production planning system called Replenishment system. Husqvarna AB wanted us to examine the effects of their new planning system to see if it was profitable or not. Husqvarna AB had for a time considered their delivery and supplier service to bee their biggest problem and they wanted to solve this problem by improving the communication with all involved actors in the logistic chain, which they hoped would result in a better mix of products in their warehouses. The aim of this report was therefor to analyze eventual effects for Husqvarna AB when changing from a traditional material- and production planing system to a more information intensive one. The result of this report showed effects on decreasing administrational routines and improved flexibility and lead-times. An increased information exchange and thereby a closer market control also improves the chances of a correct mix in stock which improves the lead-time to customer as the"correct"parts is in stock. These improvements must offcurse be considered together with the increased number of transports and the cost of the implementation in the organization.</p>

We were assigned to do this master thesis by Husqvarna AB who at the time for this thesis just had implemented a new material and production planning system called Replenishment system. Husqvarna AB wanted us to examine the effects of their new planning system to see if it was profitable or not. Husqvarna AB had for a time considered their delivery and supplier service to bee their biggest problem and they wanted to solve this problem by improving the communication with all involved actors in the logistic chain, which they hoped would result in a better mix of products in their warehouses. The aim of this report was therefor to analyze eventual effects for Husqvarna AB when changing from a traditional material- and production planing system to a more information intensive one. The result of this report showed effects on decreasing administrational routines and improved flexibility and lead-times. An increased information exchange and thereby a closer market control also improves the chances of a correct mix in stock which improves the lead-time to customer as the"correct"parts is in stock. These improvements must offcurse be considered together with the increased number of transports and the cost of the implementation in the organization.

Abstract: Purpose: The purpose of this thesis is to learn how brand heritage and retro brands can help HQM strengthen their brand identity. Background: Companies with a long history have a strategic choice to make re-garding the use of their heritage in marketing communications. Such companies also enjoy a history of interesting products, for which some may exist the possibility for a retro relaunch. Husqvarna is such a company, which made it interesting to find out how these two strategic tools can or cannot strengthen the studied company‘s brand identity. Method: Through an inductive and exploratory case study with interviews of the personnel at Husqvarna Motorcycles, Italy, three theoretical areas emerged to be researched, brand identity, brand heritage and retro brands. The latter two required the help of real life examples for better understanding. The analysis had a deductive approach where the studied theory was applied to the companies, and conclu-sions were drawn from the accumulated knowledge to help streng-then the brand identity of Husqvarna Motorcycles. Conclusions: HQM is a brand with heritage in the process of taking a strategic de-cision to use its heritage as a tool to strengthen the brand identity, hence on the way to become a heritage brand in the true meaning of the definition. As the oldest brand on the market, HQM can use its heritage to differentiate itself from the competition, creating uni-queness impossible to copy. A retro product can be a useful vehicle to carry the newly uncovered heritage to surface. With the help of theory and a real life example, a contender within the historical company product portfolio was recognized. Finally, the band identi-ty as stated by HQM was redefined according to the findings.

Rapporten avser ett produktutvecklingsprojekt hos ett företag. Företaget har ett problem avseende kontaktering i deras handhållna batteridrivna produkter, problemet har varit aktuellt att lösa under längre tid. Problemet yttrar sig i form av diverse olika tekniska, elrelaterade, sporadiska fel till följd av tillverkningsteknikens begränsningar i form av toleranssättning. När fullgod kontaktering (fullständigt hoptryckta kontaktdon) inte uppnås resulterar det också i att batteriet inte sitter helt inspänt och konstruktionen upplevs som racklig vilket minskar kvalitetsintrycket av produkten i sin helhet. Företaget kan, med modern tillverkningsteknik, inte garantera att batteriet placeras in i deras produkter på ett sätt som leder till fullgod kontaktering. Eftersom nolltolerans för variation i distanser och geometrier från produktion inte är realistiskt behöver företaget en ny konceptinriktning som tillåter normala avvikelser utan att skapa elektriska problem. Projektet har haft snäva ramar, krav och avgränsningar som har krävt en metodisk produktutvecklingsprocess. Kravbilden innefattar total kompabilitet med samtliga batterier i produktsortimentet, kontaktering med nolldistans i gränssnittet mellan produkt och batteri samt potential för fullständig universalitet i företagets olika produkter. Lösningen får dessutom inte öka komponentantalet eller monteringstiden avsevärt. Lösningen som tagits fram klarar variationer i distanser upp till fem millimeter och tillåter en svarande linjär rörelse i samband med placering av batteri. Oavsett vilka distanser, från det produktions tolererade intervallet, som en given produkt besitter uppnås fullgod kontaktering och batteriet spänns fast vilket minskar spel i placering av batteriet och ökar kvalitetsintrycket. Projektets ramar ledde till en lösning som både är kompakt och kan platsa i hela det handhållna sortimentet och som är fullständigt universell. Företaget har visat stort intresse för lösningen som anses besitta potential och lösningen kan komma att implementeras i företagets produktsortiment. / This paper describes a product development project at a company. The company has a technical issue regarding connection between the battery and a given unit in their handheld electrical range of products. The problem consists of a range of sporadic, technical electrical issues because of the inherent limitations of the manufacturing processes due to tolerance of variations in the produced units and it has been relevant to solve for some time. When the connection between a product and its battery isn’t apposite it results in a rattling battery which makes for a less appealing product. Modern methods of manufacturing don’t allow zero tolerance for variation from production and so, the company needs a new direction that allows for normal variations without them causing various electrical issues. The project has been affected by strict requirements and demarcations that have made for a strict, methodical product development approach.The requirements consist of an absolute compatibility with the range of batteries used with the Company’s handheld electrical products, connection with a zero-tolerance distance in the interface between the product and the battery and the potential for universal implementation in the Company’s various products. The resulting system is also not allowed to increase the number of components, or the time spent assembling the units in a substantial way. The resulting system developed can accommodate variations of a magnitude of five millimetres and allows a responsive linear movement when a battery is placed in its socket. Regardless of the magnitude of tolerated variations from production, the solution allows for a zero-distance connection in the interface between the battery and the unit. The system also holds the battery in place which diminishes the battery rattling and improves the impression of the products quality. The framework of the project led to a solution that can fit in the entire handheld product range meaning the solution is fully universal. The company has shown interest for the system and considers it to have potential for future implementation.

I ett samhälle som stävar alltmer mot hållbarhet och minskade utsläpp så är det viktigt att arbeta med nya material som bidrar till detta. Denna studie undersöker om den träfiberbaserade termoplasten Prime från Woodcomposites kan vara ett potentiellt ersättningsmaterial till toppkåpan på Husqvarnas Automower. Prime är en termoplast som innehåller 20% träfiber. Komponenten är idag tillverkad i ASA, vilket är en petroleumbaserad termoplast och nära släkting till ABS. På grund av den ökade tillgängligheten till materialdata för ABS jämfört med ASA och plasternas synnerligen liknande egenskaper så kommer samtliga tester i rapporten att utföras med ABS. Rapporten kommer att ta reda på om det går att minska koldioxidutsläppen vid tillverkning av kåpan, samt om Prime klarar av Husqvarnas hållfasthetskrav och att användas i utomhusmiljö. Förutom att de mekaniska egenskaperna är viktiga så spelar även ett materials utseende stor roll i hur attraktiv en produkt blir. Därför presenterar rapporten två designkoncept som syftar till att ge förslag på hur man kan integrera materialet i Husqvarnas design. Resultaten visar att det går att göra en minskning i CO2-utsläpp vid tillverkning på 34,7% om man byter ut ABS mot Prime. Dessutom, i kontrast till hypotesen så absorberar Prime endast marginellt mer fukt. Det handlar om tiondels procentenheter. Utöver detta så är det mer styvt än ABS och har ett liknande inköpspris vilket tyder på goda möjligheter att kunna använda Prime som alternativ till ASA i denna applikation. / In a society where sustainability and reduced carbon emissions is an increasingly important topic, it’s important to work with materials that contributes to this. This study is investigating if the wood-fibre based thermoplastic Prime from Woodcomposites has the potential to replace the material of the top cover for Husqvarna’s Automower. Prime is a thermoplastic containing 20% wood-fibres. Today the component is made from ASA, which is a petroleum-based thermoplastic that is closely related to ABS. Due to the increased availability of material data for ABS compared to ASA and the fact that they have very similar physical properties, all of the tests in this report will be performed with ABS. The study will find out if it’s possible to reduce the carbon emissions from manufacturing of the cover, but also if Prime is up to the material standards of Husqvarna and is fit to be used in an outdoor environment. Besides the importance of the mechanical properties, the look of the material also plays a big role in determining if it’s applicable to the product. It has to match the current design language and brand image of the company. Therefore, there are two design concepts presented in the report to give an idea of how the material can be implemented in Husqvarna’s design. The results show that it’s possible to reduce the carbon emissions from manufacturing by 34,7% if you change the material from ASA to Prime. Furthermore, in contrast to the hypothesis the absorption of moisture in Prime is only a fraction of a percent larger than ABS. Prime is also stiffer and has a similar price which speaks for the possibility to use it as an alternative to ASA in this application.