對電視台來說，擁有讓觀眾易於區分的品牌個性和風格是提高收視率的要素之一。因為，只有突出獨特的風格和打造品牌形象，方能形成影響力。簡而言之，品牌能簡化觀眾選台的決策過程，一旦該台成為觀眾腦海裡的選擇，就能讓他們在不需要花費太多時間與精力的條件下進行收視行為。基本上，品牌的塑造有賴於電視台全體台前幕後的員工，透過每一個環節和時段把品牌訊息和價值傳遞給觀眾，故品牌內部行銷的實施影響了電視台品牌深化和內化的成敗，也是員工能否掌握正確和全面的品牌訊息和理念的先決條件。 本研究旨在探討電視台品牌內部行銷的指標要件，從文獻中發展出八大構面作為評定品牌內部行銷的衡量指標，採用修正式德菲法作為研究方法，結合廣播電視領域、傳播管理與企業管理領域、品牌行銷和公關廣告領域專家學者之豐富意見與專業知識，萃取出適合電視台品牌內部行銷的指標要件，供產學界和後續相關研究作為參考。研究發現，衡量品牌績效作為獎賞依據是電視公司在施行品牌內部行銷時最重要的要件。指標方面，即「訂定出明確、清晰易懂的品牌願景」、「各部門同事間相互共同合作以完成工作」、「鼓勵員工發揮品牌創意和主動性」、「讓員工清楚知道品牌績效衡量項目」、「提供個人獎勵（如財務獎勵、正式場合公開表揚、職務升遷）」和「確保員工真正認可企業品牌的精神與承諾」這六項是品牌內部行銷最重要的項目。 / As a TV station, one of the elements to raising the ratings is to shaping the brand personality and style and allows the audience to distinguish the differences. This is because only the unique brand style and image can form the influence. In short, brand can simplify the decision-making process while audience selecting a TV channel. Once the TV station becomes the first choice in their mind, this can let them spend less time and energy searching the channel for deciding which channel they want to watch. Basically, branding depends on the employees no matter what are their positions, front stage or back stage. The brand message and brand value through every segment and time transmitted to the audience. Therefore, the success of TV station internal branding influenced by the implementation of brand internal marketing. This is a prerequisite for employees to hold the brand message properly and completely. This research aimed to explore the requirements of brand internal marketing. After developed eights dimensions for evaluation indexes from the literature review, this research applied with the Modified Delphi Method, collected the opinion from the experts and scholars from the field of radio and television, media management, business management, branding, public relationship and advertising, extract the indicators based on the result analysis and finally provided the findings to the industry and academia as a reference. The results showed that the most important dimensions of brand internal marketing for TV station is measure the brand performance as a reward basis. For the main indicators, “Set a clear and understandable brand vision”, “Colleagues from various departments work together to complete the task”, “Encourage employees to be creative and initiative in branding”, “Let employees know the measurement indicator of brand performance”, “Provide personal incentives (such as financial incentives, public recognition in formal occasions, job promotion)” and “Ensure employees recognize the brand spirit and brand commitment”, six indicators above are the most important indicators in brand internal marketing for TV station.

Authors: JoAnna Caster & Dana Linnes Tutor: Setayesh Sattari Title: Internal Branding in Multinational Firms- A Gap Analysis of Internal Stakeholder Perceptions Background: As globalization increases, the topic of internal branding has grown in popularity, particularly as a way for firms to secure a competitive advantage in the global marketplace. The topic is quite new however, and there are many aspects that have not been fully explored, including the influence of internal stakeholder perceptions on a firm’s internal brand and related support activities. Purpose: The purpose of this research study is to 1) identify whether a gap exists between employee and manager perceptions of a firm’s internal brand and internal branding activities and 2) investigate the influence of a firm’s country of origin on those perceptions. Delimitations: The study was limited to only medium and large sized firms that have international operations. Additionally, only internal stakeholders were included in the study and the research was limited to respondent’s perceptions, and not necessarily the actual internal brand and related supporting processes or structures. Method: The research was qualitative and data was collected via 24 in-depth interviews of managerial and non-managerial employees at 10 medium and large sized firms. The data was then analyzed using a pattern-matching technique. Conclusions: Perceptions of both managerial and non-managerial employees did not indicate significant gaps, however there seemed to be an unclear understanding of what an internal brand is and what respondent’s firm’s internal brand represents. Also, the country of origin did not have a significant influence on those perceptions, as most respondents indicated that they perceived their firm’s internal brand as primarily “global.” Keywords: internal branding, internal brand, international marketing, marketing strategy, stakeholder perceptions, internal marketing orientation, human resource management, country of origin

Background A widely used concept within marketing is market segmentation, which companies use to create value. Many researchers have focused on different approaches to market segmentation and the segmentation process, but little attention has been given to how one can evaluate such a process. The thesis is written on behalf of the Swedish company Svenska Cellulosa AB that is currently working on a market segmentation project for their baby products category. Purpose The purpose of this thesis is to develop a standardized process for evaluating and measuring the value of a segmentation process. The evaluation process will then be used to give recommendations to SCA on how they can evaluate their own segmentation process. Method To better understand how companies utilize market segmentation, but also how and if they measure the value of such a process, this thesis is conducted using a qualitative approach. The authors chose to collect the primary data through interviews with selected companies. The information gained from the interviews was then used to build three case-studies. The secondary data was collected from reviewing both scientific journals and textbooks concerning the relevant topic. The interviews were further analyzed using qualitative analysis techniques and based on the analysis a segmentation evaluation process was then developed. Conclusion The authors have found some common denominators among the case study companies on how they utilize segmentation to create value. However, none of the companies had developed a structured process to evaluate their segmentation process. By matching the case study findings with the frame of reference in relation to the research purpose the authors were able to develop a standardized segmentation evaluation process. This process was then used to give recommendations to SCA regarding their segmentation project.

Denna studie syftar till att undersöka hur en medelstor kommun kan arbeta strategiskt med problematiken gällande kompetensförlust samt att vara en attraktiv arbetsgivare inför kommande pensionsavgångar. Vidare syftar studien till att, utifrån resultatet, arbeta fram ett förslag till HR-strategi för den problematik de förestående pensionsavgångarna för med sig. För att få svar på våra undersökningsfrågor har vi utfört en fallstudie i Falu kommun och för denna använt oss av semistrukturerade intervjuer med fyra personer i chefsposition och en mångfaldskommunikatör, samt en fokusgrupp bestående av fyra medarbetare från HR-avdelningen. Detta gav oss flera perspektiv på problematiken, vilket vi anser stärker tillförlitligheten i resultatet. I efterhand kan vi dock se att ett större antal intervjupersoner hade varit att föredra, detta för att få fler medarbetares tankar och åsikter om ämnet. Emellertid var detta inte möjligt då chefer i kommunen var svåra att få kontakt med.Resultatet visar att uppfattningen om pensionsavgångar är varierande då en av respondenterna menar att det inte är något att oroa sig över, medan övriga respondenter anser att det är en stor utmaning kommunen har framför sig. Resultatet visar även att Falu kommun i dagsläget arbetar strategiskt med ett flertal olika åtgärder för att stärka sitt arbetsgivarmärke externt såsom exempelvis ambassadörskap och talent management, vilket tidigare forskning visar är en nödvändighet för en organisations konkurrenskraft och således attrahera samt behålla medarbetare. Gällande kompetensöverföring visar resultatet att det idag finns en medvetenhet om riskerna för kompetensförluster. Dock utförs ett begränsat arbete för att överföra viktiga kompetenser, åtminstone med syfte att hantera den risk för kompetensförlust som väntas i och med den förestående generationsväxlingen. Tidigare forskning inom området pensionsavgångar visar dock att förlusten av viktiga kompetenser är det största hotet.Vår slutsats av denna studie är att Falu kommun är på rätt väg att hantera den problematik som förväntas uppstå, dock behöver kommunen öka medvetenheten genom kommunikation och intern marknadsföring samt arbeta samman en gemensam syn på pensionsavgångarna i alla förvaltningar. Vi menar även att det är av stor vikt att se över kompetenserna i organisationen och börja agera för att inte mista viktiga kompetenser i och med de förestående pensionsavgångarna. Detta är områden som behandlas i det förslag till HR-strategi vi har arbetat fram. / This study aims to examine how a medium-sized municipality can work strategically with problems concerning loss of skills and to be an attractive employer for future retirements. Furthermore, the study aims to, based on the results, prepare a draft HR strategy for the problems the impending retirement brings. To get answers to our research questions, we conducted a case study of the Municipality of Falun, and this made use of semi-structured interviews with four people in managerial positions and a variety communicator, and a focus group of four employees from the HR department. This gave us more perspective on the problem, which we believe strengthen the reliability of the results. In retrospect, we can see that a larger number of interviewees would have been preferable, in order to get more employees thoughts and opinions on the subject. However, this was not possible as managers in the municipality were difficult to contact.The results show that the perception of retirement is different when one of the respondents believe that there is nothing to worry about, while other respondents think it is a great challenge municipality has in front of him. The result also shows that the Municipality of Falun in the current situation is working strategically with a variety of measures to strengthen its employer brand externally such as diplomacy and talent management, as previous research indicates is a necessity for an organization's competitiveness and thus attract and retain employees. Regarding the transfer of skills shows the result that today there is an awareness of the risks of skill losses. However, conducted a limited effort to transfer critical skills, at least in order to manage the risk of loss of skills expected in the forthcoming generation change. Previous research in the field of retirements shows that the loss of key skills is the biggest threat.Our conclusion from this study is that Falun municipality are right on track to deal with the problems that are expected to arise, however, requires the municipality to raise awareness through communication and internal marketing as well as working together a common vision of retirements in all administrations. Furthermore, we believe that it is crucial to review the competencies in the organization and start acting so as not to lose important skills in and with the impending retirements. These are areas addressed in the draft HR strategy we have developed.

The purpose of this paper is to examine the correlation between hotels, their brands and the frontline staff within the industry. A competitive, international environment characterizes today´s hotel industry where brands are one of the strongest sources for a successful position amongst competitors. In the brand delivery, the front line staff is of utmost importance since they in many ways incorporate the brand values and the projected identity of the hotel. Hotels can use a variety of ways to communicate the brands identity to the front line staff in order to create the desired brand behavior, some more effective than others. At the same time the Swedish hotel industry, as many other, is characterized by a high percentage of staff turnovers. This is caused by the fact that part time or seasonal front line employees staff much of the hotels. This creates a possible tension since those delivering the service often are staff with limited brand awareness while at the same time the hotels are dependent of a constant brand delivery to create a sustainable brand image. The study has been made through a qualitative approach and as a case study of a representative part of the Swedish hotel industry. We have conducted 7 interviews with various people, all working in management at different hotels. Research findings show that while there is an understanding of the front line staffs part in brand communication, the implementation phase is troublesome. In order for the staff to communicate the hotel brand true to the hotels proposed brand identity there is a need for a symbiotic relationship between the hotels management and the front line staff. A model for this relationship is therefore proposed by us.

Titel: Säsongsanställda i tjänsteföretag: En kvalitativ studie i hur man överför servicekultur till säsongsanställda. Kurs: Företagsekonomi III - detaljhandel och service management, examensarbete (kandidat) – 15hp - VT18 Syfte och forskningsfrågor: Vad har säsongsanställd servicepersonal för betydelse för ett företag i paketresebranschen och hur kan den interna servicekulturen överföras till de säsongsanställda? Följande delsyften har analyserats och klargjorts: 1. ... vad säsongsanställda i frontlinjen bidrar med för ett företag i paketresebranschen. 2. ... hur man med hjälp av intern marknadsföring och internal brand strategy kan överföra ett företags interna servicekultur till säsongsanställda. Metod: Studien har använt sig av en kvalitativ metod i form av semistrukturerade intervjuer med människor inom paketresebranschen som anses har haft insikt i fenomenet säsongsanställda. Uppsatsen har utformats i ett växelspel mellan deduktion och induktion vilket resulterat i en abduktiv forskningsmetod. Slutsats: Studiens slutsatser har visat att säsongsanställda bidrar med flera faktorer för att berika kundernas upplevelse och har således en stor betydelse för ett företag i paketresebranschen. Förutom den direkta kontakten med kunden är säsongsanställda även viktiga för att kunden själv skall kunna skapa mervärde för sin resa. Det har visat sig att kombinationen av att anställa rätt människor och att behålla de erfarna anställda är de största faktorerna för att överföra den interna servicekulturen ett företag har. Även ledningens exempel har en effekt på hur servicekulturen upptas av nyanställda. Nyckelord: säsongsanställda, intern marknadsföring, service management, servicekultur / Title: Seasonal employees in service companies: A qualitative study in how to transfer service culture to seasonal employees. Course: Business Administration III - Retail and Service Management, Degree Project (Bachelor) - 15hp – VT18 Purpose and research questions: What importance do seasonal service employees have for a company in the package travel industry and how can the internal service culture be transferred to seasonal employees? To answer the research question the following parts have been analyzed and clarified... 1. ... what do seasonal employees contribute with to a company in the package travel industry 2. ... how can you with the help of internal marketing and internal brand strategy transfer a company’s service culture to seasonal employees Method: This study has used a qualitative method in the form of semi structured interviews with industry people knowledgeable of the phenomena. The study has alternated between deduction and induction, which has resulted in an abductive research method. Conclusion: The conclusions show that the seasonal employees contribute with several factors to enrich the customers experience. Therefore, the seasonal employees are of a significant importance for a company in the package travel industry. Besides the actual interactions with the customers the seasonal employees also play an important part in enabling the customer to create value for their trip themselves. The study has shown that the combination of hiring the right people and getting experienced employees to stay with the company are instrumental in transferring the service culture of the company. Along with this the example set by the management of the company also plays a part. Keywords: seasonal employment, internal marketing, service management, service culture.

Syfte: Syftet med denna uppsats är att undersöka kompetensutvecklingens roll inom dagligvaruhandeln och möbelbranschen samt hur den påverkar de anställdas motivation och deras lojalitet till företaget.  Forskningsfrågor:  Hur använder ledningen inom dagligvaruhandeln och möbelbranschen kompetensutveckling för att motivera sina anställda? Hur påverkar kompetensutveckling serviceanställdas lojalitet till företaget inom dagligvaruhandeln och möbelbranschen?  Finns det några särskiljande karaktärsdrag för kompetensutveckling inom dagligvaruhandeln respektive möbelbranschen? Metod: Studiens empiriska data utgår från tio stycken intervjuer med anställda i olika positioner inom dagligvaruhandeln och möbelbranschen samt experter inom kompetensutveckling. Studien har en abduktiv ansats.  Slutsatser: Studiens resultat visar att kompetensutveckling bidrar i allt större grad till att skapa lojala och motiverade anställda. Det har påvisats både likheter och skillnader dagligvaruhandeln och möbelbranschen emellan, men en slutsats som framkommit är att strukturen på organisationen spelar en stor roll i hur kompetensutvecklingen används. / Purpose:The purpose of this thesis is to research capacity building and its function in the grocery and furniture industry and how it affects employee’s motivation and their loyalty to the company.                                                                                                                                                                                          Research questions:  How does management in the grocery industry and the furniture industry use capacity building to motivate their employees? How does capacity building affect the service employee’s loyalty to the grocery industry and the furniture industry? Are there any distinctive features for capacity building between the grocery industry and the furniture industry? Method:The study is based on ten interviews with employees in various positions in the grocery and furniture industry as well as experts in capacity building. The qualitative study has an abductive approach. Conclusion: The study's results shows that capacity building is increasingly contributing to the creation of loyal and motivated employees. Similarities and differences between the grocery industry and the furniture industry have been demonstrated, but a conclusion has appeared that the structure of the organization plays a major role in how capacity building is used.

Apesar do valor percebido pelo cliente ser um dos principais determinantes da intenção de compra, lealdade e da satisfação dos clientes, observa-se que não existem modelos abrangentes de sistemas de serviço orientados para a entrega de valor ao cliente. Visando preencher esta lacuna, esta tese teve por objetivo desenvolver um modelo abrangente de sistema de serviço orientado para a entrega de valor ao cliente. Nesse sentido, inicialmente realizou-se uma pesquisa bibliográfica para levantar na teoria de marketing os diversos aspectos relacionados ao projeto e gestão dos sistemas de serviço e identificar modelos de sistemas de serviço focados no cliente desenvolvidos anteriormente. Os resultados da pesquisa bibliográfica forneceram a base para a construção do modelo proposto, o qual se fundamenta na orientação para o mercado, na cultura de serviço e no marketing interno para implementar os seguintes processos, cada qual se constituindo em um subsistema do sistema de serviços: desenvolvimento da orientação para o mercado; desenvolvimento da cultura de serviço; desenvolvimento de inovações; projeto do sistema de serviço; implementação do sistema de serviço; monitoramento do desempenho; desenvolvimento das ações de marketing interno. Para conferir maior robustez ao modelo proposto, considerou-se importante que ele fosse complementado com a visão de empresários do setor de serviços sobre os aspectos relacionados à entrega de valor ao cliente, a qual foi obtida mediante a realização de uma pesquisa empírica de dois estágios. No primeiro estágio realizou-se uma pesquisa descritiva quantitativa para identificar empresas cujos empresários possuíam atitude favorável à adoção do foco no cliente como direcionador-chave para o sucesso nos negócios e dos esforços para aperfeiçoamento do sistema de serviço. De uma amostra de 16 empresas, 4 foram selecionadas como casos a serem estudados no estágio 2. O segundo estágio da pesquisa envolveu a realização de um estudo de caso de caráter exploratório e natureza qualitativa para captar e entender a visão dos empresários das empresas objeto do estudo de caso sobre os diversos aspectos relacionados à entrega de valor ao cliente, o que foi feito através da condução de entrevistas semi-estruturadas. As informações obtidas a partir dessas entrevistas proveram reflexões sobre os aspectos valorizados pelo cliente, as dificuldades relacionadas à entrega de valor ao cliente, as ações para se garantir a entrega de valor ao cliente e o projeto do sistema de serviço visando à entrega de valor ao cliente, as quais foram utilizadas para complementar o modelo construído anteriormente. Por ter sido concebido com base na abordagem sistêmica, o modelo se comporta como um sistema aberto que se relaciona com o ambiente, recebendo elementos dele (fatores motivadores, condicionantes externos e condicionantes internos), processando-os (atividades desempenhadas pelos diversos subsistemas que compõem o sistema de serviços) e devolvendo os elementos processados ao meio (resultados), gerando uma corrente de entradas e saídas, a qual faz com que o sistema opere como uma caixa preta, mas com mecanismos de controle e auto-regulação (feedback) que permitem conduzir e adaptar o processo de transformação de modo a se alcançar o objetivo de se entregar valor aos clientes. O modelo proposto destaca a necessidade de alinhamento entre filosofia, valores, comportamentos, métricas e sistemas a fim de se projetar um sistema de serviço orientado para a entrega de valor ao cliente e a necessidade de uma liderança forte para se implementar o projeto desenvolvido. Espera-se que o modelo proposto contribua para a ampliação do conhecimento sobre os componentes do sistema de serviço, dos relacionamentos entre eles e de como o aperfeiçoamento deles pode contribuir para a entrega de valor ao cliente, constituindo-se, assim, em uma ferramenta eficaz para o projeto e gestão dos sistemas de serviço. / Customer perceived value is one of major antecedents of buying intention, loyalty and customer satisfaction. In spite of it, we observe theres no comprehensive service systems oriented to customer value delivery. For filling this gap, this thesis had the purpose of developing a comprehensive model of service system oriented to customer value delivery. For getting this objective, a bibliographic research focusing marketing theory was conduced for collecting factors related to design and managing of service systems. The results of bibliographic research provided the foundation for building the proposed model, which is based on market orientation, service culture and internal marketing to implement the following processes, which are subsystem of service system: market orientation developing; service culture developing; innovation developing; service system design; service system implementation; performance monitoring; internal marketing developing. For fostering the proposed model, it was complemented with a perspective provide by service sector entrepreneurs about the aspects related to customer value delivery, which was obtained by a two-stage empirical research. The first stage used a descriptive and qualitative research for identifying companies whose entrepreneurs had a positive attitude to customer focus adoption a key-driver for getting success in the business and driving the efforts for service system improvement. From a sample of sixteen companies, four were selected as cases to be studied in the second stage. The Second stage of research involve a exploratory qualitative case study for getting and understanding the perspective of case study companies entrepreneurs about several aspects related to customer value delivery, which was done by conducing semi-structured interviews. These interviews provided insights about the aspects fostered by the customer, difficulties related to customer value delivery, and the design of service system oriented to customer value delivery. These insights were used to complement the proposed model. Because it used systemic approach, the proposed model works as an open system linked to the environment, receiving elements from it (drivers factors and external an internal antecedents) processing these elements (activities executed by the several subsystem of service system) and sending back these processed elements to the environment. This way, the proposed model provides an interrupt flow of entries and outs, which make the system work as a black box with feedback mechanisms that allow conducing and adjusting the transforming process for getting the purpose of customer value delivery. Proposed model highlights the need of aligning between philosophy, values, behaviors, metrics and systems towards designing a service system oriented to customer value delivery and of a strong leadership to implement the system designed. We hope proposed model helps to increase the knowledge about service system components, relationship between the components, and as their improvement can contributes to customer value delivery, working as an effective tool for designing an managing of service system.

This thesis describes the design of a marketing plan for the Moravan hostel, which provides short-term accommodation for tourists and long-term accommodation for workers. This thesis contains literature part, which describes the concepts related to the creation of a marketing plan. It also contains an analytical part, where are individual analyzes including comprehensive SWOT analysis made. In the last part is marketing plan created, including the determination of cost, schedule, risks and benefits of proposals and inspection plan for a possible correction of the individual elements is determined.

Dans la majorité des entreprises de services, le rôle du « Personnel en contact » est devenu un élément de différenciation; vu qu'il est souvent en interaction avec le client. D’autre part, la place importante accordée au Marketing relationnel dans le secteur des services ne cesse d’évoluer. Cette évolution, affirmée par plusieurs auteurs et particulièrement par Berry (1983), nous ramène à une nouvelle orientation du marketing qu’est le Marketing interne. Cette recherche vise à définir et étudier ce nouveau phénomène.Un examen de littérature a permis de construire un modèle étudiant, d’une part, l’impact du Marketing interne sur les attitudes et comportements du personnel en contact et, d’autre part, sur la performance de l’entreprise de services. Pour valider la revue de littérature, la recherche s’appuie sur la combinaison de deux méthodes d’investigation : une étude qualitative et une étude quantitative auprès deux populations différentes : le personnel en contact et les clients. Les résultats obtenus montrent que le Marketing interne a un impact sur la satisfaction au travail et l’orientation client du personnel en contact ainsi que sur la performance de l’entreprise. Le rôle de la satisfaction au travail apparaît aussi comme un élément déterminant favorisant la relation entre le marketing interne et la satisfaction des clients. / In the majority of the service firms, the role of the “contact employees” became an element of differentiation; considering that it’s often in interaction with the customer. On the other hand, the important place granted to relational Marketing in the sector of the services does not cease evolving. This evolution, underlined by several authors and particularly by Berry (1983), brings back to us to a new orientation marketing which is Internal Marketing. This research intends to study this new phenomenon.A review of literature has built a model studying, on the one hand, the impact of internal marketing on attitudes and behaviors of service employees and, on the other hand, on the business performance of services companies.To validate the literature review, research based on the combination of two methods of investigation: a qualitative and a quantitative study with two different populations: the service employees and customers. The results obtained show that Internal Marketing has an impact on job satisfaction and employees customer orientation and on the performance of the company. The role of job satisfaction also appears to be a key factor promoting the relationship between internal marketing and customer satisfaction.