<p>‘Internationalisation of higher education’ is considered a significant issue in many countries.One effective way to achieve internationalisation is by having an exchange study program. Thisis something which has been promoted by universities all around the globe. It has been foundthat the experience of studying abroad is beneficial to the students. There has been a trend ofincreasing number of students going to study abroad. In Sweden, Jönköping InternationalBusiness School (JIBS) is one of the most internationalised business schools that promoteexchange studies extensively. To promote study abroad it is important to know what motivatesand influences the students to go on exchange. There has been previous research oninternationalisation and push-pull factors of student mobility which acted as a guideline for thisthesis. Thus it was appealing to study the reasons behind the phenomenon of students goingabroad for exchange studies.The purpose of this paper is to explore the push-pull factors influencing student’s destinationchoice for exchange study abroad. JIBS is the institution where the case study was conducted.The empirical data have been gathered by using a qualitative approach combining face-to-faceinterviews and focus groups with international exchange students and Swedish students. Toanalyse the findings, theories relating to marketing communications in service and productattribution were used.The results derived from the empirical findings show the push-pull factors which motivatestudents to go on exchange. The initial push factor is the promotion and encouragement tostudents for studying abroad by the university. Exchange studies helps to enhance students’personal development with intercultural communication, practicing language skills andtravelling. These skills and experiences add value to their CV.On the other hand the pull factors which the students take into consideration for deciding ontheir host countries and institutions are geographic location, weather, culture, and the economicand social position of the country. Living cost and the education system which includeslanguage used, courses offered, perceived image, communication and cooperation andrecommendations are factors influencing the choices of a student’s decision on the destinationfor studying abroad. The authors in this thesis summarised their findings in a model of pushpullfactors which is specialised only for exchange students. The process of considering thesefactors leads to the outcome of choosing the destination for studying abroad. The authorsbelieve the results of this study can be applied on other universities for further research andmay be appropriate for its own case to focus on areas where it needs to improve.ii</p>

‘Internationalisation of higher education’ is considered a significant issue in many countries.One effective way to achieve internationalisation is by having an exchange study program. Thisis something which has been promoted by universities all around the globe. It has been foundthat the experience of studying abroad is beneficial to the students. There has been a trend ofincreasing number of students going to study abroad. In Sweden, Jönköping InternationalBusiness School (JIBS) is one of the most internationalised business schools that promoteexchange studies extensively. To promote study abroad it is important to know what motivatesand influences the students to go on exchange. There has been previous research oninternationalisation and push-pull factors of student mobility which acted as a guideline for thisthesis. Thus it was appealing to study the reasons behind the phenomenon of students goingabroad for exchange studies.The purpose of this paper is to explore the push-pull factors influencing student’s destinationchoice for exchange study abroad. JIBS is the institution where the case study was conducted.The empirical data have been gathered by using a qualitative approach combining face-to-faceinterviews and focus groups with international exchange students and Swedish students. Toanalyse the findings, theories relating to marketing communications in service and productattribution were used.The results derived from the empirical findings show the push-pull factors which motivatestudents to go on exchange. The initial push factor is the promotion and encouragement tostudents for studying abroad by the university. Exchange studies helps to enhance students’personal development with intercultural communication, practicing language skills andtravelling. These skills and experiences add value to their CV.On the other hand the pull factors which the students take into consideration for deciding ontheir host countries and institutions are geographic location, weather, culture, and the economicand social position of the country. Living cost and the education system which includeslanguage used, courses offered, perceived image, communication and cooperation andrecommendations are factors influencing the choices of a student’s decision on the destinationfor studying abroad. The authors in this thesis summarised their findings in a model of pushpullfactors which is specialised only for exchange students. The process of considering thesefactors leads to the outcome of choosing the destination for studying abroad. The authorsbelieve the results of this study can be applied on other universities for further research andmay be appropriate for its own case to focus on areas where it needs to improve.ii

El presente trabajo de título tuvo como objetivo el diseño de una estrategia de marca para Frutos del Maipo que le permita diferenciarse de sus competidores. Como primera etapa se realiza un análisis de la situación actual, con el afán de identificar y comprender las variables relevantes que influyen en el mercado e identificar las oportunidades existentes en éste. Paralelamente se estudian casos en que se ha logrado crear valor de marca en categorías consideradas commodity. La principal fuente de información es un estudio de mercado cualitativo desarrollado en base a la teoría Means-End Chain y aplicando técnicas de Laddering, que buscó comprender las motivaciones que tienen los compradores de verduras congeladas para consumirlas. Se buscó además obtener una segmentación del comprador en base a las relaciones entre ellos y los productos. El estudio de mercado arrojó cuatro perspectivas de cómo los compradores se relacionan con los productos de la categoría: el primer segmento (I) reduce el riesgo de la compra mediante la observación de la verdura a través de la transparencia; el segundo (II) tiene como eje el sabor, lo que deriva en cocinar más rico y eso gatilla el reconocimiento; el tercero (III) tiene que ver con una mejor alimentación; el cuarto (IV) y último segmento busca una mejor calidad de vida, dado el ahorro de tiempo que se logra al cocinar verduras congeladas por sobre las frescas. Del estudio de mercado y el análisis de los resultados de las etapas anteriores, se decidió que el posicionamiento de la marca fuese en torno a la cadena “sabor””cocinar más rico””reconocimiento”. La idea es entonces adueñarse del sabor de la categoría y convertirse en la marca con mejor sabor en la mente de los consumidores. La esencia de la marca es entonces la sana nutrición con el mejor sabor. La sana nutrición se rescata del segmento III. La estrategia publicitaria desarrollada en base al MECCAS (Means-End Conceptualization of the Components of Strategy) Model define la forma de hablarle al target. El mensaje que se debe transmitir es: “Tus hijos necesitan la sano nutrición que este tipo de alimentos le proporciona, pero si tienen mal sabor no se lo comerán. Si cocinas más rico, tus seres queridos te lo agradecerán. Tus hijos esperan lo mejor de ti, y te sientes bien al poder cumplirles”. El valor del reconocimiento es gatillado cuando los seres queridos de dicen a la dueña de casa “estaba rico”. Para construir el posicionamiento, se crean líneas de acción que lo apoyen y entreguen el mensaje a los consumidores. Se proponen acciones en cuanto a publicidad, líneas de productos, envase, página web y promociones.

In order to find the variables for measuring customer value, at the first stage, this study adopts hard laddering technique to collect information from fifty purposive samples and conducts content analysis. According to the literature review and those variables found at the first stage, questionnaire for the measurement of customer value has been built at the second stage. This article chooses those customers who buy clothes for their children as our subjects. The results show: 1. By content analysis, the variables to measure the three levels of eight types of customer value have been categorized from qualitative information. 2. Only efficiency and play partially support the hypothesis that first-time customers focus primarily on attribute-level. Ethics confirms the hypothesis that short-term customers emphasize mainly on consequence-level, while excellence and spirituality partially support this hypothesis. Status, esteem and spirituality support the hypothesis that long-term customers focus primarily on goal-level, while efficiency, play and ethics partially confirm this hypothesis. It suggests that there is no one segment of customers could completely receives customer value which he actually needs. 3. Regarding to the analysis of single type of customer value, it shows that customers emphasize on the consequences provided by the attributes and also the goals the consequences reinforce. Furthermore, they seek the goals offered by the attributes when involve in consumption experience. Therefore, the means-end chain of single type of customer value has been constructed. 4. With regard to the analysis of eight types of customer value, it suggests that customers focus on the multiple consequences provided by one attribute or multiple attributes and also the multiple goals the consequences reinforce. Furthermore, they pursue the multiple goals offered by the attributes when involve in consumption experience. Therefore, the means-end chain of eight types of customer value has been built.

This doctoral thesis ‘Real Estate Development: a Customer Perspective’, mainly concerns questions that are related to why consumers make a choice and what they are looking for. The first part of this thesis is the result of the research project ‘Models for the Construction Sector’ (MoPo) and the second part is the result of a collaborative project between KTH Royal Institute of Technology, the Construction Sector Innovation Centre (BIC), five private companies[1] and four municipalities in Stockholm County. Since the Latham report (Latham, 1994), there has been considerable debate about the need for an increased focus on the end customer in the construction process. The housing sector in Sweden has a strong tradition in focusing on construction and project management issues and less on customer satisfaction. Similar findings have been reported in ‘Skärpning gubbar’ (Swedish Government Official Report, 2002) and recently, ‘Sega gubbar’ (Byggkommisionen, 2009), which show that attitudes and processes in the housing sector in Sweden have not really changed since the initial report in 2002. From the perspective of consumer-oriented research in residential development, this issue concerns the ability to understand why customers buy (cognition), what they want (the product) and how the message, relating the product to the consumer, should be formulated (marketing). Investment decisions could be improved if developers ask what kind of values have proved to be important for residents and buyers for a specific type of residential development, what the functional and psychological consequences they are looking for are, and then ask what kind of product attributes can be provided, given economic constraints. Paper one shows the main activities in how to provide needed facilities and their relationship to the end users’ core business. Paper two shows how the laddering technique can be used to elicit buyers’ beliefs about the built environment, according to the means-end chain theory. The means-end chain theory postulates that buyers purchase a product because it satisfies personal values and desired consequences, which from their perspective are more important than product attributes. Paper three shows the development of a multi-item attitude scale. This scale identifies five key dimensions that are important for the customer when deciding to purchase an apartment in a residential development. The dimensions are: urban environment, architecture, safety, relaxation and liveliness. Paper four shows structural modelling evidence supporting the theoretical assumption that personal values have an impact upon expectations and perceived performance. The structural sub-models show that if perceived performance is increased, customers’ satisfaction will be positively affected. During our research, we have not found any current knowledge in the construction industry in Sweden on how to investigate and measure customers’ values and their beliefs, or how to model customers’ evaluation of product performance using structural equations. [1] Besqab, JM, NCC, Stockholm municipality, Solna municipality, Sollentuna municipality, Swedbank, Upplands-Väsby municipality, Veidekkke. / <p>QC 20100729</p> / Formas 244-2004-183

Housing preferences are unique to each individual. Nevertheless, there are certain similarities between the residential needs within the same demographic groups. This research will focus on the students’ housing preferences. The aim is to understand the factors affecting the decision-making process regarding the choice of housing by students in Lublin, Poland. The findings provide guidelines for the future student housing (re)development in the local area. The theoretical concepts used are The Theory of Basic Human Values and The Means-End Chain Theory. They assume that when making decision, the consumer is affected by his/her core values. The research strategy uses qualitative approach. It consists of both primary and secondary data. The first includes conducting interviews with 15 students. The second is based on the literature review and the official documents available at the official local government’s website. The limitations of the research are the bias of authors’ interpretation and exclusion of the students attending smaller, private universities, which may give an inadequate picture for the generalisation of the population. The findings are that the location, finance, privacy continue to be the key determinants in students’ housing choices. Moreover, students value the ability to personalise their rooms and having no noise distractions. They are also attracted to the attributes that improve their sleeping quality. The new generations of students value happiness and have high expectations. Thus, people responsible for the future (re)developments should keep those in mind, when designing the accommodation for students. The implications and guidelines are at the end of each section of data analysis. / Bostadspreferenser är unika för varje individ. Dock, finns det vissa likheter i bostadsbehov inom samma demografiska grupper. Denna studie fokuserar på studenternas boendepreferenser. Syftet är att förstå de faktorer som påverkar beslutsprocessen kring val av bostad för studenter i Lublin, Polen. Resultaten ger ett förslag till framtidsutvecklingen för studentboende i lokalområdet. De teoretiska begreppen som används är Theorin av grundläggande mänskliga värderingar och The Means-End Värdekedja. De innebär att när beslut fattas då påverkas konsumenten av sina grundläggande värden. Forskningsstrategin är baserad på kvalitativ metodologi. Den använder både primär och sekundär data. Den första inkluderar intervjuer med 15 studenter. Den andra baseras på litteraturöversikten och de officiella dokumenten som finns på den offentliga kommunens hemsida. Forskningsbegränsningarna här bias som kommer ifrån författarnas tolkning och resultatet är begränsat med syn på eleverna som går på privata universitet, vilket kan ge inte tillräcklig bild för generaliseringen från den statistiska populationen. Slutsatser är att lokaliseringen, finansieringen och integriteten fortsätter att vara de viktigaste determinanterna i studenternas bostadsval. Dessutom värderar eleverna förmågan att anpassa sina rum på individnivå och inte ha bullerstörningar. De lockas också till de attributen som förbättrar deras sömnkvalitet. De nya studentgenerationerna uppskattar lyckan och har höga förväntningar. Således bör personer som är ansvariga för framtidsutvecklingen tillämpa dem när de utveckla studentboende. Slutsatser och förslaget på de nya riktlinjerna finns i slutet av varje dataanalyskapitel.

Building upon the Sport Experience Design (SX) framework of Funk (2017), this dissertation investigates consumer experience with activewear in different usage contexts. The intersection of user and context in the SX framework is examined by integrating the means-end chain theory of Gutman (1982) and the situation research of Belk (1975). This theoretical integration creates a conceptual approach to understand how consumers construct and evaluate the sport experience in different contexts. Three research questions were asked about what types of perceptions consumers develop with activewear, how the perceptions form the means-end chain structure, and how the structure varies across fitness and non-fitness contexts. Findings of Study 1 revealed five important attributes (i.e., fashion design, color and pattern, fit, functional design, and fabric), four consequences (i.e., physical appearance, physical comfort, social relationship, and task facilitation), and three end-state values (i.e., fun and enjoyment, self-respect, and sense of accomplishment) that connect and form the means-end chain structure. Informed by findings of Study 1, Study 2 found the direction of means-end chain structure and its specific paths vary across fitness and non-fitness contexts. Findings contribute to the SX framework by using the means-end chain theory as a theoretical approach to examine consumers’ experience with a sport product while considering the context in which the product is used. Practical implications are provided on how brands can link product attributes with consumers’ self-concepts to enhance the consumer experience. / Tourism and Sport

No Brasil, a cafeicultura é uma cadeia produtiva de grande importância econômica, cultural, histórica e social do País. Dentro dessa cadeia, o produtor rural de café está mudando seu comportamento devido às preocupações com inovação, qualidade do produto, tecnologia e fatores financeiros, buscando um negócio sustentável no longo prazo. Esse produtor vem procurando alternativas na produção de café, sendo que uma opção encontrada é a certificação da produção, já que essa pode trazer uma diferenciação ao produto e, consequentemente, vantagens competitivas ao negócio. Essa certificação possui exigências, e muitas delas estão relacionadas às características dos produtos utilizados, portanto, o produtor rural como grande comprador de diversos produtos da indústria agropecuária, precisa estar atento a essas especificações no momento de compra desses insumos. Estudos como de Lagerkvist et al. (2012) e Okello et. al (2014) mostram que a decisão de compra dos agricultores é um processo de resolução de problemas em que os critérios emocionais, sociais e funcionais são influenciadores. Dentre esse fatores se destacam os valores pessoais que estão associados às escolhas e podem explicar determinadas ações, auxiliando na compreensão da escolha dos produtores na compra de defensivos agrícolas para sua produção. Portanto, o objetivo desse estudo foi identificar e analisar os valores pessoais que motivam a tomada de decisão dos produtores rurais de café na compra de insumos, da categoria de defensivos agrícolas. Para atingir esse objetivo, foi utilizada a técnica laddering, baseada nos conceitos do Modelo de Cadeia Meios-Fim, que permite a identificação e quantificação da relação atributo, consequência (beneficio) e valor. Foram realizadas 40 entrevistas em profundidade por meio da técnica laddering, sendo 20 com produtores de café com certificação e 20 sem certificação da produção, na região Nordeste de São Paulo e Sul de Minas Gerais, regiões grandes produtoras de café. Algumas etapas das análises propostas pela técnica foram desenvolvidas por meio do software LadderUX. Os valores pessoais identificado nos dois grupos foram, i) vida confortável: prosperidade do negócio, obter recursos financeiros para si e para a família; ii) senso de realização: continuidade do negócio, contribuição duradoura, satisfação no que faz; e iii) harmonia interna: liberdade de conflitos internos, fazer o que é certo. Esses valores mostram a satisfação dos produtores ruais de café com a atividade, e preocupação com a continuidade e sustentabilidade do negócio. O atributo do produto destacado pelos produtores com certificação da produção foi a toxicidade e pelos produtores sem certificação o preço. Os produtores com certificação da produção mostraram-se racionais e emocionais nas suas escolhas e os produtores sem certificação da produção mais racionais. A análise dos valores pessoais dos produtores rurais de café ajudou a compreender os motivadores na tomada de decisão de compra, para melhor compreensão e promoção de ações específicas para esse público. / In Brazil, coffee production is an important chain at economics, cultural, historical and social aspects. Coffee farmers is changing their behavior because of concerns with innovation, product quality, technology and financial factors, seeking a sustainable business in a long term. Besides that, they have been searching for alternatives to survive in the market, thus a relevant option is the production certification, which brings: product differentiation and competitive advantages. This certificate has obligations, many of them are related of characteristics of the products are used, and the farmer as big consumer of products of agricultural industry, must be aware of these specifications at the time of purchase these inputs. Researches as Lagerkvist et al. (2012) e Okello et. al (2014) show that the purchasing farmers decisions is a problem-solving process that suffer influence of emotional, social and functional factors. An important factor is the personal value, which can be associated with choices and can explain actions, assisting in understanding the choice of farmers to purchase agricultural inputs for their production. The aim of this study was to understanding the personal values that motivate the decision-making of coffee farmers to purchase inputs. In order to achieve this goal, it was used laddering technique based on the concepts of Means-end Chain Model, which identifies and quantifies the relations of attribute, consequence (benefit) and value. Moreover, 40 in-depth interviews were conducted using laddering technique, 20 certified and 20 non-certified farms, in the northeast region of São Paulo and southern Minas Gerais, large coffee producing regions. Some steps of the analysis were developed through LadderUX software. The personal values identified were, i) comfortable life: prosperity of the business, obtain financial resources for themselves and family; ii) sense of accomplishment: business continuity, lasting contribution, satisfaction; and iii) internal harmony: freedom of internal conflicts, do what is right. These values show satisfaction with the activity and the concern for the continuity and sustainability of the business in both groups analyzed. The attribute highlighted by certified farmers was the toxicity and non-certified farmers the price. Certified farmers proved rational and emotional in their choices and non-certified farmers more rational. Analysis of coffee farmers\" personal values helped to understand purchasing motivators and promote specific issues to this public.

This thesis focuses on pre-conditions for organisations to implement knowledge management systems (KMS). Prior research suggests knowledge management (KM) is a capability and, as such, organisations need to know if they are ready to embark on KM initiatives that develop this capability. The findings of my research contend that measuring readiness is a prerequisite for implementing KMS holistically. I argue that effective KMS integrates the creation, mobilisation and diffusion stages of the knowledge life-cycle. Therefore, a system for gauging organisational readiness for KMS necessitates understanding the organisation’s inclination to create, mobilise and diffuse knowledge. Drawing from Socio-Technical Systems (STS) Theory, this study uses three dimensions, Infrastructure, Knowledge Structure and Knowledge Culture, to gauge each stage of the knowledge life-cycle. This study develops an instrument – the Knowledge Implementation Assessment Tool (KIAT) – to assess an organisation’s readiness for KMS. An organisation’s readiness can be said to increase as the measure on each dimension increases. In addition, this study found that structurally diverse Communities For Performance are needed to leverage Communities Of Practice in delivering direct business results, and that the implementation of KMS must be governed within and by cross-functional business processes. The knowledge-based theory of the firm and the knowledge life-cycle theory provide a conceptual understanding that managing the creation, mobilisation and diffusion of knowledge can yield competitive advantage. Based on these theories, an in-depth case study was conducted in Schlumberger’s technical service delivery process. The study analysed the implementation and the use of InTouch, Schlumberger’s KMS. The case study was conducted using an Abductive research strategy. The Means-End Chain approach and its laddering technique were used to collect and analyse data to establish 35 attributes vital for the implementation of an effective KMS – one that brings beneficial results. These attributes form the basis for creating the readiness assessment instrument – KIAT. A KMS implementation affects the social and technical aspects of an organisation. This study categorised the attributes along the three STS dimensions. The basis of the categorisation was the fit between each attribute and an STS dimension. The result is an assessment instrument to measure organisational readiness. The instrument, KIAT, consists of 50 factors to measure organisational readiness along the three STS dimensions for the creation, mobilisation and diffusion of knowledge. KIAT is operationalised in three organisational cases in different industries and processes. This allowed the instrument to be refined and led to the development of procedures to apply KIAT. The cases suggest that KIAT provides useful insights to discover or confirm KMS readiness where a cross-functional business process is the unit of analysis. The research contributes to research methodology in the KM field, as it is the first to use the Means-End Chain approach into knowledge management research by representing a hierarchy of organisational goals in a knowledge management initiative. For practitioners, my research makes two contributions. One, the KIAT readiness assessment instrument to diagnose their organisational readiness and take informed decisions. Two, the understanding of Communities For Performance. This study points the way for further research. This includes directions to explore the relationship between the levels of readiness and the effectiveness of KMS implementation, the relationship between organisations’ experience and their readiness, and the relationship between the dynamics of the KIAT Factors and organisational learning.

No Brasil, o amplo incentivo e a disponibilidade de financiamento à produção habitacional de baixa renda, nos últimos anos têm estimulado a padronização do produto e aplicação de conceitos de produção em massa neste setor. No entanto, a entrega de produtos altamente padronizados a clientes com diferentes necessidades, desconsiderando seus modos de vida e percepções de valor, frequentemente resulta em produtos inadequados, os quais necessitam ser modificados logo após a entrega. A customização em massa tem se destacado como uma estratégia para aprimorar a geração de valor e aumentar o grau de satisfação de clientes na indústria da manufatura. No contexto da habitação de baixa renda, a definição de um conjunto de opções relevantes do ponto de vista dos clientes, baseado na sua percepção de valor, é um dos principais desafios para a implementação desta estratégica. O objetivo da presente pesquisa consiste em propor um método para identificar atributos customizáveis da empreendimentos habitacionais customizados, baseado em um modelo conceitual denominado cadeia meios-fim. Este modelo foi adaptado ao contexto de habitação de baixa renda, de forma a ser utilizado para relacionar os atributos do produto com os valores dos clientes, por meio da aplicação da técnica laddering. Além disso, a pesquisa tem como objetivo específico desenvolver dispositivos visuais que apoiem a tomada de decisão sobre a oferta de espaços de solução para unidades habitacionais customizadas. Com o objetivo de testar a aplicabilidade da solução desenvolvida, foram realizados dois estudos empíricos. O primeiro estudo foi desenvolvido para o segmento de mercado específico de uma empresa construtora de habitações, enquanto no segundo estudo fez-se a comparação de quatro segmentos de mercado delineados no Programa Minha Casa Minha Vida. A principal contribuição do método proposto é indicar as unidades de customização que são mais relevantes para os clientes finais e modelar a geração de valor na perspectiva dos usuários finais, de forma a entender as prioridades estabelecidas pelos mesmos. Além disso, os resultados permitem entender diferenças sobre a geração de valor para diferentes perfis de clientes e identificar oportunidades de melhoria em produtos habitacionais existentes. / In Brazil, high incentives and availability of funding for low-cost housing projects, in recent years, have encouraged product standardization and the application of mass production ideas in that sector. However, the delivery of highly standardized housing units to customers with different requirements, without considering their lifestyles and perceptions of value, often results in inadequate products, which need to be modified soon after delivery. Mass customization has been pointed out as an effective strategy to improve value generation and increase the degree of client satisfaction in the manufacturing industry. In the context of low-cost housing, the definition of a set of relevant options from the point of view of clients, based on their perceptions of value, is a major challenge for the implementation of this strategy. The aim of this research work is to propose a method for identifying value-adding attributes in customized housing projects, based on a conceptual model named means-end chain. That model was adapted to the low-cost housing context in order to connect product attributes to clients’ values, by applying the laddering technique. Besides, this investigation has the secondary aim of devising visual devices that can support decision-making related to the solution space of customised housing units. Two empirical studies were carried out in order to assess the applicability of the proposed solution. The first study was developed considering the specific market segment of a house-building company, while in the second study a comparison was made between four segments of the My House My Life Program. The main contribution of the proposed method is to identify which customization units are the most relevant ones for the final clients, as well as to model value generation from the point of view of clients, with the aim of understanding the priorities established by them. Moreover, the results explain differences in value generation for distinct client profiles, and identify improvement opportunities for existing housing products.