The report aims to examine how property owners position themselves to reach their target market, and which strategies they use when positioning their product. The investigation has been carried out mainly in the form of a case study in which a number of interviews with Stockholm real estate companies has been conducted, focusing on commercial property market segment. The interviews have resulted in identification of common and specific strategies among the companies. These strategies have been analyzed in the light of the theory by Philip Kotler and Kevin Lane Keller, focusing on how an offer should be designed to reach a competitive position. It can be concluded that positioning is a key activity for successfully addressing the target market. Successful positioning mandates three key requirements to be met; determining the category to which the offer belongs, identifying similarities and differences compared to the competitors and developing a brand mantra. The result of the case study concludes that the property companies work similar in many ways. Furthermore a key prerequisite is to work with environment and sustainability as well as to focus on delivering on strategy execution of keeping a close relationship with the tenants. The results also show that main ways of working do not differ extensively between studied companies, except focusing on different target groups. Some companies have also indicated lack of clarity in defining their target group / Syftet med rapporten är att utreda hur fastighetsägare använder sig av positionering för att nå ut till sin målgrupp samt vilka strategier som används för att positionera sitt erbjudande jämfört med konkurrenternas. För att kunna utreda detta har en fallstudie genomförts där ett antal fastighetsföretag verksamma på Stockholms kontorsmarknad har intervjuats. Från intervjuerna har gemensamma och särskilda strategier identifierats. Dessa strategier har analyserats mot bakgrund av marknadsföringsteorin om positionering och segmentering. Denna teori av Philip Kotler och Kevin Lane Keller förklarar hur ett erbjudande utformas för att positioneras i jämförelse med konkurrenternas. Positionering är alltså en aktivitet för att nå målgruppen. För att lyckas med positioneringen bör tre krav uppfyllas; bestämmande av kategori som erbjudandet tillhör, identifiering av likheter och skillnader i jämförelse till konkurrenterna och utvecklandet av ett motto eller ledord. Resultatet från fallstudien visar att fastighetsbolagen arbetar lika på många sätt; att arbeta med miljö- och hållbarhet är en nödvändig strategi precis som att ha en nära relation med sina hyresgäster. Resultatet visar också på att trots att bolagen arbetar likvärdigt, har de ibland skilda målgrupper, eller ingen påtaglig målgrupp alls.

New ways of working with a flexibilization in time and space are characteristics of today’s office world, but at the same time stress-related health problems are on the rise. Nature contacts is shown to be a resource for health, and outdoor offices were invented to combine both flexible working and health resources at the workplace. As outdoor office work (OOW) is quite new and little is known about its usage, the aim of the study was to deepen our understanding about what circumstances lead to the consequence, that employees do not conduct office-related work tasks outdoors, even if they have access to outdoor spaces and green areas. Following research question was about to be answered by a grounded theory study: What factors hinder office workers to conduct office-related tasks outdoors? The data collection was conducted in 9 semi-structured online interviews and 3 phones calls with participants from Sweden, the Netherlands and Germany. The theoretical model was constructed through a process of coding and memo writing. The results show a theoretical model that entails one core category, Norms, and three main categories, Personal Factors, Organizational Factors and Practical Issues. The categories act interdependent, whereas existing norms have the most powerful impact. Work is perceived as something that should be conducted indoors at a desk, and as something that is stressful and can be inconvenient. The existing norms of how to conduct office work are influencing personal, organizational, and practical factors that lead to the consequence that employees do not conduct office work outdoors. The findings of the study provide useful knowledge for further research in the field of OOW, as well as for organizations that want to implement an outdoor office.

Purpose of the Study The purpose of this study was to compare perceptions of vocational business teachers, entry-level office workers, and employers regarding employable qualifications for entry-level office workers in Utah. Business teachers, entry-level office workers, and employers were asked the following questions: 1. What occupational skills are performed by entry-level office workers? 2. What level off education is needed for entry-level office workers? 3. What are the reasons for selecting entry-level office worker applicants? 4. What are the reasons for not selecting entry-level office worker applicants? --- 5. What are the areas in which improvement should be made in the preparation of entry-level office workers? 6. What are the causes for termination of entry-level office workers ? 7. What are the personal characteristics desired by employers for entry-level office workers? 8. What is the relationship between participation in extracurricular activities in school to the job success of entry-level office workers? 9. What is the relationship between participation in on-the-job training programs and the job success of entry-level office workers? 10. What types of methods are used in the selection of entry-level office workers? 11. What further training is conducted by employers after hiring an entry-level office worker? Procedure The data for this study consisted of information obtained by questionnaires from vocational business teachers, entry-level office workers, and employers of entry-level office workers. Eighty percent of the 95 teachers surveyed responded, while 72 percent of the 232 businesses surveyed responded to the questionnaire. The data were then analyzed by one-way analysis of variance, Scheffe analysis, descriptive analysis and Chi-square programs. Principal Findings There is a difference between the perceptions of vocational business teachers, entry-level office workers, and employers regarding employable qualifications for entry-level office workers in Utah. Teachers indicate a greater frequency and a greater importance for the skills than did employers or employees. However, they do agree on the most important skills and the least important skills . There was a discrepancy among the three groups regarding the skills which were ranked between most important and least important . Teachers gave more importance to skills such as shorthand, filing, and running duplicating machines, while employers and employees gave more emphasis to the skills which require some sort of decision making or human relations skill. The three groups agreed that entry-level office workers need to complete high school before securing a job and that some college training was advisable. Personality was given as the primary reason for selecting entry-level office workers, while inability to communicate with employers was given as the primary reason for not hiring entry-level office workers. Once hired, making costly mistakes continuously was the reason given by the three groups for termination of entry-level office workers. Teachers viewed the ability to follow suggestions and instructions, employers the concern for productivity, and employees the ability to write and speak effectively as the areas most in need of improvement for entry-level office workers. Interviewing was the most common method used by employers in selecting entry-level office workers. Conclusion A continual evaluation of business education programs should occur to keep business education programs current with the changing demands of today's business world.

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Arbetsmarknaden och arbetsmiljön har genomgått stora förändringar. Förändringarna har möjliggjorts genom den tekniska utvecklingen och digitaliseringen i samhället.Arbetsmarknaden har blivit rörligare än någonsin och det har ställt krav på ökad flexibilitet inom många branscher. Kontorsmarknaden är inget undantag och nya flexibla lösningar har visat sig vara av stort intresse. Coworking är en lösning som haft en stark tillväxt i Stockholm sedan det introducerades på marknaden. Utbudet av coworking-aktörer blir allt större och den senaste tiden har även fastighetsbolag visat intresse för att driva egna coworking-koncept i egen regi. Studien syftar till att undersöka vilka konkurrensfördelar som fastighetsägare har gentemot coworking-aktörer och varför vissa fastighetsägare väljer att starta och driva egna koncept.Studien har sin grund i Porters teori om konkurrens och frågeställningen är framtagen med utgångspunkt i hans teori. Intervjuer med fastighetsägare och befintliga coworking-aktörer har gjorts för att få en inblick i hur de ser på marknaden och vilka utmaningar som finns. Koncentrerat går det att säga att fastighetsägarnas största fördel är att de äger den underliggande tillgången. De kan skriva hyreskontrakt med sig själva och nyckelmärka lukrativa ytor för deras coworking-koncept. I den enklaste formen av coworking finns det förutsättningar för att konkurrera, då fastighetsbolag kan erbjuda en annan prisbild än coworking-aktörer. Utmaningarna blir att profilera konceptet för att passa målgrupper som redan är kunder hos befintliga coworking-aktörer med olika typer av premiumtjänster. Det ställs andra krav när det kommer till att väva in en serviceverksamhet i fastighetsbolagens ursprungliga kärnverksamhet och därtill tillkommer en rad utmaningar. / The working place and working environment has changed. Technical development and digitalisation have enabled these changes throughout society. The labour market has become more mobile than ever and that has increased the demand for flexibility in many industries.The office market is no exception and new flexible solutions have been of great interest. Coworking is a solution with high growth in Stockholm, since it was introduced on the market. The range of different coworking companies have grown and lately, real estate companies have shown interest in starting and running their own coworking concepts. The study aims to examine which competitive advantages real estate companies have towards coworking companies and why some real estate owners choose to start and run their own concepts. The study is founded upon Porter's theory of competition and the main questions are developed and based on the theory. Interviews with real estate companies and coworking companies have been conducted to gain insight how they view the market and existing challenges. In its entirety, it can be said that real estate companies main competitive advantages are that they own the underlying asset and can create leasing contracts with themselves and they can assign lucrative spaces for their own concepts. In the simplest form of coworking, there are conditions for competition, as real estate companies can offer different prices than coworking companies. The challenges will be to profile the concepts to suit groups who already are customers of coworking companies with different types of premium services. A number of other challenges arise when weaving in a service business with the original core business.

Utvecklingen inom byggindustrin går sakta men säkert framåt. Branschen har börjat förstå vilka framgångar och möjligheter det finns med att digitalisera sig, däremot är det är en lång resa som är under ständig förbättring. Inom byggbranschens digitalisering handlar det alltsomoftast om BIM, ett begrepp som har många olika betydelser. Enkelt förklarat handlar det om att en 3D-modell kopplas ihop med olika typer av information, vilket kan ge många möjligheter till att effektivisera byggets samt projektets gång. Främst talas det om möjligheten att genom en 3D-modell få fram både 4D (tid) och 5D (kostnad)-modeller. Många aktörer inom bostadsproduktion har påbörjat sin resa mot ett digitalt arbetssätt och JM AB är definitivt en utav dem. År 2018 började JM AB arbeta med sin ambition om att en dag vara branschledande inom digitalisering. En del av digitaliseringsarbetet sker inom kalkylavdelningen på JM, där avdelningen i detta nu gör mängdning samt kalkylering i mjukvaruprogrammet VO. Det är i sin tur kalkylavdelningen som tar fram produktionskalkylen inför byggstart och det görs också i VO. Tack vare utvecklingen inom digitaliseringen kan JM AB nu göra tydliga kopplingar mellan tid och kostnader med 3D-modeller som bas. En kalkyl som inte kopplas på detta sätt är arbetsomkostnadskalkylen. Här krävs en undersökning i hur kalkylen kan kopplas till en 5D-modell och på sikt kunna bidra till produktionskalkylens utveckling, vilket för oss till rapportens syfte. Examensarbetet fokuserar på att ta fram olika nyckeltal för arbetsplatsomkostnader som kan kopplas till 5D-kalkylering. I denna process har det krävts intervjuer med sakkunniga, för att få en tydlig bild gällande både, vem som upprättar kalkylerna och hur de tas fram. För att bekräfta och stärka det som har sagts i intervjuerna har litteratur i form av artiklar och böcker används. Resultatet redovisar vad som krävs vid 5D-kalkylering av produktionskalkylen i VO. Det visar även vilka nyckeltal för kontona Kran samt Bodar, kontor m.m. som har tagits fram baserat på data från de utvalda flerbostadshusprojekten. För att nyckeltalen på bästa sätt ska kunna visualiseras samt redovisas i VO, behöver dem kopplas till en tidsram, vilket i detta fall är tidsplanen. Målet med rapporten har varit att förbättra analysen av kalkylerade produktionskostnader med tillämpning av 5D-kalkylering. Sammanställningen av nyckeltal på arbetsplatsomkostnader, som visualiseras i VO, har som syfte att optimera projekten genom att ta fram tydligare kopplingar mellan kostnad och tid. Rapportens reliabilitet måste självklart valideras av företaget i fråga. Denna visualisering och nyckeltalsframställning är däremot ett exempel på hur ett möjligt tillvägagångsätt kan se ut. Tillvägagångsättet och 5D-visualiseringen är även det första i sitt slag inom företaget JM AB. / The development in the construction industry is slowly but surely moving forward. The industry has begun to understand the successes and opportunities of digitizing itself, but it is a long journey that is constantly improving. In the construction industry's digitization, it is mostly common that it talks about BIM, a concept that has many different meanings. Simply explained, it is about connecting a 3D model with different types of information, which can provide many opportunities for streamlining the construction of the building and the project. It is mainly talked about the possibility of obtaining a 4D (time) and 5D (cost) models through a 3D model. Many housing production companies have begun their journey towards a digital world and JM AB is definitely one of them. In 2018, JM AB began to work with its ambition to one day be the leading actor in the industry of digitization. Part of the digitization work takes place within the calculations department at JM, where the department in this now makes quantity and cost estimations in the Vico Office program. It is the calculations department that produces the production costing for the construction start and this is also done in VO. Thanks to the development in digitalization, they can now make clear connections between time schedule and costs with 3D models as a base. A calculation that is not linked in this way is the overhead cost calculation. This requires a study into how the calculation can be linked to a 5D model and in the long run be able to contribute to the development of the production costing, which for us is the purpose of the report. This study focuses on developing various key figures for overhead costs that can be linked to 5D calculation. In this process, interviews with experts have been required, in order to get a clear picture of both, who establishes the calculations and how they are produced. To confirm and strengthen what has been said in the interviews, literature in the form of articles and books has been used. The result in the report shows what is required in 5D calculation of the production costing in VO. It also shows which key figures have been produced based on data from the specified comparison projects. In order for the key figures to be best visualized and reported in VO, they need to be linked to a time frame, which in this case is the projects timetable. The aim of the report has been to improve the analysis of estimated production costs with the application of 5D calculation. The compilation of key figures on costs, which is visualized in VO, aims to optimize the projects by producing better connections between cost and time. The report's reliability must of course be validated on the basis of the company's, JM, response to the rapport. This visualization and key figures presentation are an example of how a possible approach might look. The procedure and the 5D visualization are also the first of its kind within the company JM AB.

Att byta ut en redan fungerande men gammal process kan vara tidskrävande och kostsamt. Detta har påvisats speciellt i byggbranschen där digitaliseringen sakta går framåt. Denna studie kommer att undersöka vilka aspekter i den traditionella mängdavtagnings- och kalkylprocessen på BTH Bygg AB som kommer att påverkas vid byte till en process byggd på modellering och BIM. Syftet med studien är att jämföra den traditionella mängdavtagningen och kalkyleringen med hjälp av Bluebeam och MAP mot en process som genomförs med modellering i programvaran ArchiCAD och en koppling till Vico Office för mängdavtagning och kalkylering. Skillnaden från den traditionella processen kommer vara att övergå från 2D-underlag med manuell mängdavtagning till att använda sig av 3D-modeller, BIM-modeller, och utföra automatiska beräkningar via Vico Office. Studien är en kvalitativ undersökning med inslag av en kvantitativ enkätundersökning. Där fokuseringen var på att få fram den mest arbetseffektiva och minst kostsamma lösningen för BTH Bygg. Jämförelser har gjorts på två olika byggprojekt med liknande storlek och förutsättningar, och avgränsats till att beräkna golv, innerväggar och undertak. Underlaget för studien har varit personliga intervjuer med personer från kalkylavdelningen på BTH Bygg för att samla in kunskap om deras process för mängdavtagning och kalkylering. Även intervjuer med anställda på företagen för programvarorna Bluebeam, ArchiCAD och Vico Office har utförts för att få en objektiv bild av samtliga programvaror. Att implementera informationsrika BIM-modeller i mängdavtagningen och kalkylering har visat sig vara lönsamt när det kommer till kvalitet genom minskat manuellt arbete vid koppling mellan programvarorna. Dessutom finns det stora möjligheter till tidsbesparing i övriga skeden genom att arbeta i en integrerad process där samtliga delar av byggprocessen är kopplade till varandra. / Replacing an already functioning but old process can be time consuming and unprofitable. This has been demonstrated especially in the construction industry, where digitization is progressing slowly. This study examines what aspects of the traditional process of quantity takeoff as well as calculation process at the company BTH Bygg AB will be affected when changing to a process based on modeling and BIM, Building Information Modeling. The purpose of the study is to compare the traditional quantity takeoff and calculation with the aid of Bluebeam and MAP against a process that is carried out with modeling in the software ArchiCAD with a connection to Vico Office for quantity takeoff and calculation. The difference from the traditional process will be to move from 2D manual quantity takeoff to using 3D models, BIM models, and performing automatic calculations via Vico Office. The study is a qualitative study with elements of a quantitative survey where the focus on getting the most work-efficient and profitable solution for BTH Bygg. Comparisons between two different construction projects has been made. The projects comprises similar size and conditions as well as limited to calculations of floors, interior walls and ceilings. The basis for the study has been personal interviews with people from the calculation section at BTH Bygg to gather knowledge about their process for quantity takeoff and calculation. Interviews with employees of the companies for the software Bluebeam, ArchiCAD and Vico Office have also been carried out to obtain an objective picture of all the software. The conclusion is that implementing information-rich BIM models in the quantity takeoff and calculation has proved to be profitable when it comes to quality through reduced manual work when connecting between software. In addition, there are great opportunities for saving time in other stages by working in an integrated process where all parts of the con- struction process are linked to each other.

Office chairs are vital in various work environments, providing comfort during long hours ofwork. Poor ergonomic design can result in musculoskeletal issues, especially due to prolongedsitting. Therefore, the design and construction of office chairs must prioritize ergonomics toaddress these concerns. The project was conducted in collaboration with Malmstolen, a company specializing inergonomic seating solutions. The objective was to design an armrest for Malmstolen's officechairs, emphasizing functions, aesthetics, and ergonomics. The design process followed was the Bootcamp Bootleg process in the project. The processbegan with understanding the product, the user, and the market, followed by drawingconclusions and defining the problem. This was done to explore solutions and generate ideasfor a final concept, which would be presented through renderings and prototypes. The selectedmethods for the project laid the foundation for research and understanding the outcome. / Kontorsstolar är avgörande i olika arbetsmiljöer och ger komfort under långa arbetspass. Endålig ergonomisk design kan leda till muskuloskeletala problem, särskilt vid långvarigt sittande.Därför måste designen och konstruktionen av kontorsstolar prioritera ergonomi för att ta itumed dessa bekymmer. Projektet genomfördes i samarbete med Malmstolen, ett företag som är specialiserat påergonomiska sittlösningar. Målet var att designa ett armstöd till Malmstolens kontorsstolar medbetoning på funktioner, estetik och ergonomi. Designprocessen som följdes var Bootcamp Bootleg-processen i projektet. Processen börjademed att förstå produkten, användaren och marknaden, följt av att dra slutsatser och definieraproblemet. Detta gjordes för att utforska lösningar och generera idéer för ett slutgiltigt koncept,som skulle presenteras genom renderingar och prototyper. De valda metoderna för projektetlade grunden för forskning och förståelse av resultat.

The purpose of this study was to explore the relationship between windows and interior design preferences in enclosed office spaces. The research sample consisted of forty executives from NASA. Subjects were asked to plan the interior design of an executive office space (simulated with a scale model) in response to four different window types and then asked to choose one of the four window types for the space. Subjects' reactions were observed and questioned throughout the experiment, to study the relation between windows and interior design preferences. Window functions and configurations, subjects' age, sex, country of origin, activity, and interaction levels were investigated as independent variables influencing the dependent variable perception of the relation between windows and interior design preferences. The data was analyzed by means of descriptive statistics and in-depth theoretical analysis of individual responses. Subjects' consciousness of the relation between windows and interior design preferences increased as activity and interaction levels increased. Window configurations and functions influenced interior· design preferences, especially furniture arrangement and color selection preferences. Interior design preferences influenced the choice of a window type to a considerable extent, perhaps as much as view and daylight. An overview of the study indicates that windows and interior design preferences are parts of a cyclic inter-relationship where each factor influences the other and therefore should each be considered with equal importance by both architects and interior designers. / Master of Science