SAMMANFATTNING  Datum:                    9 juni 2020   Nivå:                        Kandidatuppsats i företagsekonomi, 15 hp    Institution:              Akademin för Ekonomi, Samhälle och Teknik, Mälardalens högskola   Författare:              Alice Jonsson          Elin Rombing                                                       (97/04/17)               (98/04/18)         Titel:                        ”Ingen spaning, ingen aning” – En kvalitativ studie av organisationers                                   omvärldsanalys och hur det används i det strategiska arbetet.    Handledare:           Kerstin Nilsson   Nyckelord:              Omvärldsanalys, omvärldsanalysprocess, strategi                                  omvärldsbevakning   Frågeställning:       Hur arbetar organisationer med omvärldsanalys?                                  Hur använder organisationer omvärldsanalyser för att utveckla strategier?     Syfte:                       Syftet med uppsatsen är att jämföra och analysera hur företagen arbetar med omvärldsanalyser kopplat till strategier.    Metod:                     Metoden som författarna har valt är kvalitativ metod med semistrukturerade intervjufrågor.    Slutsats:                   Även fast omvärldsanalysen anses ha en betydande roll vid strategiutformning, så har det visat sig att omvärldsanalyserna inte är direkt sammanlänkade med organisationens strategier. Detta kan förklaras av att företagen har andra syften med sin omvärldsanalys. / ABSTRACT  Date:                        June 9 2020   Level:                      Bachelor thesis in Business Administration, 15 cr    Institution:              School of Business, Society and Engineering, Mälardalen University    Authors:                  Alice Jonsson                                Elin Rombing                                  (97/04/17)                                    (98/04/18)   Title:                      “No scouting, no clue” – A qualitative study of organizations competitive                                  intelligence and how it is used in the strategic work.    Tutor:                     Kerstin Nilsson   Keywords:             Competitive intelligence, competitive intelligence process, strategy,                                  environmental scanning.   Research  questions:                How do organizations work with competitive intelligence? How do organizations use competitive intelligence to develop strategies?    Purpose:                  The purpose of the thesis is to compare and analyze how companies work with competitive intelligence linked to strategies.    Method:                  The method the authors have chosen is a qualitative method with semi-structed interview questions.    Conclusion:             Although competitive intelligence is considered to play a significant role in developing strategies, it has been found that the competitive intelligence is not formulated to be adapted to the organizations’ strategy. This can be explained by the fact that the companies have other purposes with their competitive intelligence.

Denna studie är en del av ett forskningsprojekt inom Katastrofmedicinskt centrum (KMC) som gårut på att undersöka hur arbetet med omvärldsanalys av samhällsviktig verksamhet utförs av engrupp inom KMC . Ett antal befattningshavare inom KMC med uppdrag att göraomvärldsbevakning och omvärldsanalys intervjuades. Intervjuerna spelades in ochtranskriberade s. Datamängden bestående av transkriberingar analyserades med hjälp av tematiskanalys och förutbestämda teman för att kartlägga data kopplat till dessa teman.En verksamhetsteoretisk ansats tillämpades och ett aktivitetssystempopulerades baserat påresul tatet av den tematiska analysen. Aktivitetssystemet beskrev vilka intressenter, processer ocharbetssätt som framkommit via intervjuerna och ökade förståelsen för hur omvärldsbevakning ochomvärldsanalys görs inom KMC.Studiens resultat kommer attanvändas inom forskningsprojektet som en första ansats i arbetet medkunskapsinhämtningen om processen omvärldsbevakning och omvärldsanalys inom KMC. / This study is part of a research project within the Center for Disaster Medicine and Traumatology (KMC) which aims to investigate the process of intelligence analysis in traumatology of vital societal functions within KMC. A number of employees within KMC with assignments to conduct intelligence analysis in traumatology were interviewed. The interviews were recorded and transcribed. The data set consisting of transcripts was analysed using thematic analysis and predefined themes to find and map data related to these themes.An activity theory approach was applied and an activity system was created based on the results of the thematic analysis. The activity system described the stakeholders, processes and working methods that emerged through the interviews and increased the understanding of how intelligence analysis is done within KMC.The results of the study will be used in the research project as a first approach in the work to increase the knowledge about the process of external monitoring and external analysis within KMC.

This bachelor’s thesis aims to examine the librarians' Competitive Intelligence (CI) practices and their views on the matter. Today, easy access to information makes greater demands on librarians’ and users’ knowledge regarding source criticism. Current trends in information services that develop through technological aids require strategies regarding CI to meet users’ information needs. Swedish libraries implement similar practices in their job description, where most of the information gathering is done by regional librarians. Though public libraries could benefit from a more structural conformation of CI definitions and execution, it seems to be of low priority. The research questions are: “How does CI take place among professionals in public library activities?” and “How do professionals in public libraries estimate the need for further development concerning CI within the organization?” Surveys were constructed with both opened-ended and closed questions and sent out to 40 randomized public libraries in Sweden. The empirical data was analyzed using a multimethod research containing both qualitative and quantitative content analysis. The thesis uses a theoretical analysis tool consisting of Ola Pilerots’ translation of Marcia Bates’s model “Modes of Information Seeking”. It was used to assist in coding the data and then analyzing them to get a better understanding of CI as an information practice. The findings indicate that CI occurs on a self-responsibility level with little consideration for scheduling, and librarians seem to wish for more structure and time regarding this activity.

Med vårt arbete vill vi skapa förståelse för hur en given organisation inom detaljhandeln går tillväga vid sin analys av omvärlden. Vi använder oss av en kvalitativ undersökningsmetod och intervjuar sju personer på olika nivåer i Organisation X. Omvärldsanalys är ett omfattande begrepp vilket inbegriper bevakning, insamlande och analys av omvärlden. För en fungerande omvärldsanalysfunktion krävs att denna är integrerad i hela verksamheten. Ett entreprenöriellt beteende bland medarbetarna är av vikt för att skapa en framgångsrik organisation. Det är även nödvändigt att organisationen har en fungerande kommunikation. Vi kan i Organisation X se likheter med tidigare forskning om omvärldsanalys i praktiken. I likhet med denna använder sig Organisation X inte heller av organiserad eller strukturerad omvärldsanalys. Inga modeller för analys av omvärlden används av organisationen. Det som främst bevakas är konkurrenter med hjälp av ett marknadsanalysföretag. Många av medarbetarna uppvisar entreprenöriella tendenser, dessa begränsas dock av tidsbrist, icke fungerande kommunikation och intresse. Kommunikationen i Organisation X är något bristfällig på grund av att organisationen de senaste tre åren har expanderat kraftigt. Detta är Organisation X medvetna om.

This study aims to examine Business Intelligence research conduct within Swedish government agencies and workplaces in order to understand the recent debate regarding Business Intelligence research ethics and thus answer the following question: Does Business Intelligence praxis in Sweden meet ethical guidelines recommended by international field experts? A theoretical analysis of relevant and also recent publications, including a Business Intelligence method review, was conducted using qualitative content analysis. In order to validate the results from my theoretical analysis I conducted a series of interviews with a number of professionals who useBusiness Intelligence research in their work and decisionmaking process. / Program: Magisterutbildning i strategisk information och kommunikation

The aim of this thesis is to investigate how small organisations within the subject field health and training work with their environmental scanning. The main questions in this thesis are: How do the organisations work with business intelligence/environmental scanning? What is their environment like and of which parts does it consist? How extensive is their work with business intelligence/ environmental scanning? Which are their main fields of application and how is the work compiled practically? In order to answer these questions we have chosen to use a qualitative method, which in our case consists of two interviews with people in managerial positions within the health and training subject field. The result of the two interviews is presented in a compilation, and it is thereafter discussed and analyzed. We used an existing theoretical model and altered it in order to correspond to the aim of this research.

This study is based on an inductive approach where the collected empirical data has been categorized in themes on which we have based the discussion in this paper. Using a qualitative method, nine appropriately selected respondents were questioned with an unstructured interview guide. The transition to a society characterized by interaction has caused a greater part for bilateral communication between consumer and consumer but also between consumer and company. The increased usage and integration on Internet has resulted in so called social media channels. User generated material is published on these media channels which leads to discussions about companies, products and services. The purpose of this thesis is to evaluate how the tourism industry utilizes social media in communication and marketing and to present the effects that come from working with media channels. Companies can no longer ignore the fact that consumers discuss them and their range of products and services through social media online. Companies need to adapt to this change in the way they use communication channels in media, surrender some control and let consumers drive the brand. They also need effectively manage their image in order to build and preserve the brand value and create stronger and better relations with their customers.

<p>This study is based on an inductive approach where the collected empirical data has been categorized in themes on which we have based the discussion in this paper. Using a qualitative method, nine appropriately selected respondents were questioned with an unstructured interview guide. The transition to a society characterized by interaction has caused a greater part for bilateral communication between consumer and consumer but also between consumer and company. The increased usage and integration on Internet has resulted in so called social media channels. User generated material is published on these media channels which leads to discussions about companies, products and services. The purpose of this thesis is to evaluate how the tourism industry utilizes social media in communication and marketing and to present the effects that come from working with media channels. Companies can no longer ignore the fact that consumers discuss them and their range of products and services through social media online. Companies need to adapt to this change in the way they use communication channels in media, surrender some control and let consumers drive the brand. They also need effectively manage their image in order to build and preserve the brand value and create stronger and better relations with their customers.</p>

Access to correct and updated intelligence about our environment is in an increasingly degree considered important in the private as well as in the public sector. At Mälardalens University, competitive intelligence as an area of research is closely related to Information Design - a multidisciplinary consideration which goal is to improve the receiver´s understanding of intended messages. This study was conducted in order to find out how Information Design was represented in different kinds of literature regarding Competitive Intelligence. Also, it describes the main focus areas concerning Competitive Intelligence in the same literature. Through an explorative "pearl-growing" method combined with searches through referrals, 60 different sources provide a broad basis for analysis. Results state that considerable differences between the sources exist regarding approach and focus, although some major similarities are visible as well. However, in the examined literature, Information Design reveals itself as a subject of slight importance at best. / Tillgång till korrekta och uppdaterade underrättelser om vår omvärld betraktas i allt högre grad som viktigt i såväl den privata som den offentliga sektorn. Vid Mälardalens Högskola relateras omvärldsanalys som vetenskapsområde till Informationsdesign - en tvärvetenskaplig disciplin vars mål är att öka förståelsen hos mottagaren av avsiktliga meddelanden. Studien genomfördes för att ta reda på hur informationsdesign behandlades i olika slags litteratur om omvärldsanalys. Dessutom beskriver den huvudsakliga fokusområden kring omvärldsanalys i samma litteratur. Genom en explorativ ”pearl-growing”-metod kombinerad med referenssökningar ger 60 olika källor en bred bas för analys. Enligt resultaten finns avsevärda skillnader mellan källorna beträffande infallsvinkel och fokus, även om en del stora likheter också är synliga. Informationsdesign, emellertid, visar sig i den undersökta litteraturen vara ett område av i bästa fall underordnad betydelse.

The purpose of this thesis is to examine how public libraries and school libraries work with genres and subjects which are uncommon, alternative, narrow or appear to be unknown to many people. The focus is on the attitudes and perceptions of library staff responsible for selecting and mediating media. The method was an online survey which was analyzed both qualitatively and quantitatively. Most of the theoretical framework comes from research about the public libraries’ role in society and models for marketing.  The findings show that there are more positive than negative attitudes towards genres and subjects which are uncommon, alternative, narrow or appear to be unknown to many people. A majority of the library staff consider it to be important or important depending on circumstances for the media to be available and visible. Many of them also intend for the library to be a place where people can meet things they are not familiar with. Motivations for working with the material include creating diversity and that people should be able to make new discoveries and find something that interests them. A common motivation against it is that relatively few library users request the material. It is also considered to be easier for some libraries than others depending on size and type.