Aim: The aim of the study is to analyze what product mix Fujitsu Services AB should focus on in the future. That is if they should focus on service and consulting, or hardware products, or a mix of them both? The following sub-questions have been used to answer the research question.What is the optimal mix between consulting and services, and hardware and where does Fujitsu create the most value? Where is the potential for the future? Where can Fujitsu Services AB generate the most growth? How superior is the current foundation, that the company is building its strategies on and what do they need to add? What are their capabilities and how can they best be explored? Method: This study is a qualitative study with focus on Fujitsu Services AB where data has been collected through interviews with the leadership and management of the company with focus on how the company should carry on its business practices in the future. Result and conclusions: The result from the study is that Fujitsu Services AB should keep a mix between the services, consulting and hardware. I have also come to the conclusion that they can improve in other areas such as its internal communication. Suggestion for future research: Study of the change that the acquisition of Mandator will mean for Fujitsu Services AB Contribution of the thesis: Give an inside look at a high-technology company that is going through changes and is trying to establish its brand and grow in a local and international market

<!-- /* Font Definitions */ @font-face {font-family:Garamond; panose-1:2 2 4 4 3 3 1 1 8 3; mso-font-charset:0; mso-generic-font-family:roman; mso-font-pitch:variable; mso-font-signature:647 0 0 0 159 0;} /* Style Definitions */ p.MsoNormal, li.MsoNormal, div.MsoNormal {mso-style-parent:""; margin-top:0cm; margin-right:0cm; margin-bottom:9.0pt; margin-left:0cm; text-align:justify; mso-pagination:widow-orphan; font-size:12.0pt; mso-bidi-font-size:10.0pt; font-family:Garamond; mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Times New Roman"; mso-fareast-language:EN-US;} @page Section1 {size:612.0pt 792.0pt; margin:70.85pt 70.85pt 70.85pt 70.85pt; mso-header-margin:36.0pt; mso-footer-margin:36.0pt; mso-paper-source:0;} div.Section1 {page:Section1;} --><!--[if gte mso 10]> <mce:style><! /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Normal tabell"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0cm 5.4pt 0cm 5.4pt; mso-para-margin:0cm; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman"; mso-ansi-language:#0400; mso-fareast-language:#0400; mso-bidi-language:#0400;} > <! [endif] > Throughout time, marketing activities have moved from a transaction perspective to a relationship building perspective on the idea that service quality is an essential part to achieve competitive advantage. In building a strong service culture internal marketing can be used as a tool to increase the employees' commitment to their customers and raise the standards. Also, internal marketing can be used to make employees aware of and be a part of the brand identity of the company. One business where relationship marketing has become increasingly important is the banking sector. Today, a financial crisis is swiping over the world which has lead to questions about the stableness of banks. The purpose of this thesis is to investigate and analyse how Swedbank and Forex Bank use internal marketing to effectively transfer their brand identity to the employees. The focus will be on internal marketing and communication in crisis. This study has been conducted from a qualitative approach base on case studies of Forex Bank and Swedbank. Data have been collected through semi-structured interviews with people at different levels within the companies. In both the cases of Swedbank and Forex Bank the conclusions of this study showed that the employees were well aware of their respective companies' brand identities and was trying to live up to them as they were deeply rooted in the companies culture. Interviews revealed that none of the companies uses a clear internal marketing strategy. However, both Swedbank and Forex Bank use different internal marketing activities though with a slight difference in their focus. It was concluded that they would both benefit from having a structured internal marketing strategy. During the crisis Swedbank successfully use and enhanced their brand identity when communicating with their customers. Forex Bank on the other hand was not as successful, and some employees felt they were given some of the blame for the crisis, where the top management could have used the strong brand identity of the company to calm worried employees about the situation.< ><-->

Background: The hotel market has become undiversified and the competition has increased rapidly. At the same time the environment aspects has been given higher priority and the trend continues to extend. A green marketing strategi has proven profitable if the company achieve a high credibility. Problem definition: What factors are important for hotel companies to attain long term business survival trough a green marketing strategy? Purpose: The purpose with this paper is to, trough a case study of Scandic Hotels analyze and find the relationship between trustworthy environmental work and internal factors. Method: This study is based on both qualitative and quantitative research methods. The qualitative data has been gathered through interviews with five different levels of personel, both management and employee, within the company. The quantitative data has been gathered through a customer survey. Discussion: Scandic Hotels have a well defined and comprehensible internal marketing. The company integrate the enviromental aspect in to all levels of the organisation and have established a high credibility. The combination of high involved customers and a well defined internal marketing as a strategy results in long term survival for Scandic Hotels. Conclusion: On the very competitive and undiversified hotel market a green profile could be crucial for a long term survival. The factors that are important when trying to establish a green profile is to make sure that the internal marketing is integrated with both employees and mangement. A well working internal marketing insures that all communications are interaktive, the company allows new knowledge to remain in the organisation and the management ensures the motivation of the employees by listening to their suggestions and informing them of the resluts of the green work.

The aim with the study is to find key factors relating to internal marketing and to improve the process between the operating organization and its customers. A qualitative study is carried out within an organization active in the Swedish healthcare. The qualitative approach is carried out by collecting empirical data through observations, personal interviews and group interviews. The Physiotherapy Clinic at the Karolinska University Hospital is in the focus of the empirical study. The study locates existing differences in perceptions and comes up with recommendations for actions to improve the process of organisations within the Swedish healthcare and their customers. The study's results are that internal marketing can bring a lot to service-selling organizations and that the organizations internal conditions are as important as the external ones. Communication appears to be a key factor for an organization that has applied internal marketing. For enabling the most optimal position, the organization requires a consistency between the internal, external, and interactive marketing functions.

Satisfying customers’ needs and wants has for a long time been the main focus for many companies, and through this the idea of satisfying the employees’ needs and wants first in order to achieve this has appeared. This has led to a greater focus on internal marketing and thereby the internal customer. It has also in later years been found that internal marketing can be used to build strong internal relationships. Having strong internal relationships has been discovered to be of importance as employees who work with friends work harder, and the work environment becomes more motivating when the relationships between the parties are strong. Considering, that stronger relationships between employees and management as well as between one employee and another is beneficial for the company as a whole, as there is a need to nurture and develop these internal relationships. Therefore building relationships have been proposed as an alternative approach to internal marketing and that this may be the right way to explore the area, however this needs substantial further investigation. This would mean an investigation of how internal marketing can be used for building relationships within a company. It is on this problem that we base this dissertation and choose to raise the question:“How can a company use internal marketing to strengthen the relationships within?”In order to answer this question, literature focusing on internal marketing, relationship marketing and especially what types of factors that is important for building relationships are presented. Based on this literature we have built a proposed model that was tested in order to answer the research question for this dissertation. The model includes five internal marketing tools, which are communication, education and learning, leadership, motivation and recruiting. These were tested to see if they can be used as an aid to strengthen trust and commitment in the company and thereby build stronger relationships between the members. This through analyzing the theoretical framework and the proposed model with a qualitative case study made with Mediaprovider Scandinavia AB including participant observation as well as interviews with focus on the relevant subjects. It was established that companies can use internal marketing in a number of ways in order to strengthen the relationships within. These include using communication, education and learning, leadership, motivation and recruiting as tools that can be adapted in order to achieve this goal. The proposed model was therefore found to be a way of strengthening relationships, however it is beneficial to not only measure strengthened relationships by trust and commitment, as there are other elements that are of importance.

Problem och Syften:Det har visat sig att en vanlig orsak bakom icke framgångsrika tjänsteföretag är att företagets medarbetare inte är tillräckligt informerade om vad företaget står för vilket gör att de inte alltid levererar tjänsten på det sätt de lovat sina kunder. En av orsakerna till detta problem kan vara att företaget misslyckats med att marknadsföra sin tjänst och sitt varumärke internt. Med denna studie vill vi då undersöka hur ett tjänsteföretag kan gå tillväga för att försäkra sig om att de anställda levererar tjänsten i enlighet med kundlöftet: Hur får ett tjänsteföretag sina kundtjänstmedarbetare att leverera tjänster i enlighet med vad varumärket lovat sina kunder? Vi vill undersöka vilka faktorer och problemområden som inverkar på detta problem samt undersöka hur dessa kan påverkas och hanteras på ett tjänsteföretag. Det ena av uppsatsens två syften handlar om att vi vill kunna skapa en modell samt ge praktiska exempel för hur ett företag kan använda de två teorierna Internal Marketing och Internal branding, för att arbeta med detta problem. Det andra syftet med uppsatsen är att kunna ge det omskrivna [Företaget] konkreta råd för att förbättra den interna marknadsföringen. Metod:Vid genomförande av studien har vi utgått från ett hermeneutiskt perspektiv, detta grundar sig i att vi vill tolka och förstå mänskliga erfarenheter och situationer (Olsson &amp; Sörensen, 2011, s. 100). Baserat på uppsatsens problem samt dess syften kom vi fram till att en kvalitativ forskningsansats skulle vara bäst lämpad för den här uppsatsen. Vid en kvalitativ studie är det vanligast att författarna använder ett induktivt angreppssätt (Olsson &amp; Sörensen, 2011, s. 100). Dock ansåg vi inte att det induktiva passade oss vilket slutade i att vi identifierade studiens angreppssätt som ett abduktivt.  Teorier:För att kunna besvara uppsatsens problem och dess syften har vi utgått från två huvudteorier, Internal marketing och Internal branding. De förespråkar båda olika aktiviteter som syftar till att förbättra ett företags förmåga att kommunicera internt. Vår teoretiska forskning resulterade i en modell som syftar till att illustrera vilka likheter och olikheter det finns mellan Internal marketing och Internal branding. Denna modell fick sedan fungera som huvudsakligt underlag vid genomförande av den empiriska delen av uppsatsen Slutsats: De teorier vi läst har givit oss en inblick i hur Internal marketing och Internal branding kan användas för att ett tjänsteföretag ska kunna uppnå kundernas förväntningar på varumärket. Det har visat sig mycket tydligt att det inte enbart är en faktor eller ett problemområde som spelar roll, vilket faller sig ganska självklart. Alla de faktorer vi identifierat har olika stor inverkan både enskilt och tillsammans med varandra, men de två faktorer vi fann allra viktigast var; ledarskapet och den interna kommunikationen. Trots att vi kunnat urskilja dessa två utstickande faktorer är det ändå viktigt att varje företag ser till sig själva för att veta vilket eller vilka problemområden som är mest kritiskt hos just dem

Problem: Rebranding in the services is a recent trend, which brings focus to the impor-tance of the employees in this process. Their attitudes, perceptions and views need to be considered by the management when creating the internal communication strategy related to the rebranding in order to direct the employees to the desired brand image. This raises the problem as how employees perceive the management`s rebranding efforts. Purpose: This study aims to focus on how rebranding is executed and communicated in-ternally to the employees of the company. It is interesting to find out how the employees evaluate the communication strategy that the management implements and how they perceive the new image of the company. In order to get insight to the internal rebranding process the correlation between the perceived image by the employees and the components of the internal communication strategy is presented. Methodology: The empirical approach is a case study of the Bulgarian telecommunication company Vivacom. The research includes two interviews with the management of the company and a questionnaire based on the interviews and the relevant literature, which was sent to the employees of the company. Moreover, company`s documentation and website were used to complement the information. Conclusions: The results helped us identify the decisions that the management made re-garding the rebranding and the internal communication. The quantitative data indicated the relatively positive attitudes and views of the employees for the management`s rebranding efforts. They also showed good knowledge and awareness of the new brand elements.

Service industry or service economy is now taking a big part of the whole economy. Service sector is still a fast growing market over the world, especially in the developing countries. The adoption of Total Quality Management (TQM), which focuses on customer satisfaction, was widely accepted by most service organization. However, very few organizations and researchers have paid attention to employees’ satisfaction. Especially in some developing countries, like China, government owned companies are the monopolists in the domestic market. Employee’s satisfaction is mostly not an element of business strategy. In recent years, some service organizations found that employees’ satisfaction has significant influences on customers’ satisfaction. Satisfying employees by providing internal quality services is now becoming apart of company’s strategy. Service organizations realized that they should treat their employees as internal customers and delivery quality services to them as to external customers. The purpose of this study is to introduce and illustrate the concept of internal service as well as internal customer, to help service organizations to implement an internal customer-oriented management philosophy and to establish an internal quality management system from a theoretical perspective. As Chinese market is more and more open, the competition in service sector, e.g. bank, insurance and hotel, will be extremely strong without a doubt. So, this study can also used by service organizations to gain competitive advantages by building and redesigning service production processes.

Research Objects: we choose two banks as research objects. One is a Swedish bank, Swedbank, which was founded in 1820, the other is a Chinese bank, Minsheng Bank (CMBC), which is a new bank when compared with Swedbank. Purpose &amp; Aim: The 2008 financial crisis hurt banks badly, and consequently how they can become stronger to resist future crises and gain competitive advantages is a key topic for them. There is no doubt that there are many factors that makes a bank successful, but employees are one of the most important factors in a service industry. Therefore, this research study is focused on internal marketing in banks. In addition, this study will attempt to assess whether two banks can learn from each other through the comparison of their internal marketing efforts. Research Methodology: this study will rely on the data collected from the interviews with a manager and an employee from two banks. Books and articles are also been used for secondary data collection. Findings &amp; Conclusion: The research revealed that Swedbank tend to do a better job in satisfying employees' needs, sharing value, having an appropriate organisational culture and being more conscious to treat the employees as customers, in comparison with CMBC. While CMBC need to make more effort in this regard, it does not mean that they must copy what Swedbank do, but rather to establish an appropriate organisational culture for their own internal market. Contribution &amp; Suggestion: In the end, the suggestions have been listed for both banks to improve their internal marketing programme.

Abstract In recent years, the Ministry of Education's policy on higher education is no longer the way to indulge control operation, the opposite order to improve the quality of higher education. The Ministry of Education used the double-dealing, first of all, the university evaluation system begin and regulate the so-called "university exit mechanism." In addition the education and implementation of large grants of accreditation providing subsidies to the better universities, and thus evaluation of poor schools can¡¦t get grants, so the formation of most of the subsidies to the school an excellent university, and therefore caused the situation to strong become more stronger, the weak become more weaker. Therefore, if colleges and universities can¡¦t achieve the minimum number of students remain in operation, and it will eventually be forced out of the education market, and then it will be accompanied by referred students, teachers, severance and other social issues. This study used the purposive sampling with snowball sampling, and questionnaires the domestic 14 private university teachers, a total of 224 valid questionnaires recovered, and then to use the SPSS 18.0 in statistical analysis and examination the collected date. The results showed: 1. Teachers with high degree of Internal Marketing consciousness will increase their organizational commitment in the university. 2. Teachers with high degree of environmental uncertainty Perceptions will reduce their organizational commitment in the university and it will affect the teaching quality. 3. Teachers with high degree of organizational commitment and the internal marketing consciousness will increase the teaching quality. 4. Teachers with organization commitment have positive mediation effect between the internal marketing consciousness and teaching quality 5. In the situation of internal marketing consciousness, the environmental uncertainty perception does not have any effect the organizational commitment and the teaching quality.