Being customer‐focused is often considered to be a key success factor inproduct‐ or service development. This kind of approach may comprise manythings in practice, such as formal or informal methods and activities that arecarried out to identify and meet, or preferably exceed, customer needs andexpectations. The overall purpose of this thesis is to contribute to a greaterknowledge about the use and function of methods, activities and tools regardingcustomer‐focused product development in the outdoor industry.The thesis is based on three papers, all related to customer‐focused productdevelopment within the outdoor industry. Two empirical studies have beenconducted. In the first one, the outdoor companies’ own experiences of customerinvolvement in product development are examined. In the second study, the useand function of environmental labels as drivers of attractive quality within theoutdoor industry are explored.A new methodology for customer‐focused product development is alsopresented. It is aimed to be used as a hands‐on support for designing for thesatisfaction of customer needs at different levels in practice, especially those thathave been found to be important in the creation of attractive quality and customerloyalty.

Abstract Title: Does the Country of Origin Matter for Sustainable Products? A Comparison of European Sporting Goods Producers Level: Final assignment for Master Degree in Business Administration Author: Edith Anna Voithofer Supervisor: Jonas Kågström, Ph.D. Date: January 24, 2013 Aim of study: The brand name and its country of origin is information that is used from consumers to make purchase decisions. Although existing research discusses several country of origin – aspects from other industries, literature within the sporting goods industry is still spare. Environmental pollution is an important topic nowadays, and the sporting goods industry is trying to include more “green” aspects within their business strategy, or is already quite successful in doing so. To fill the research gap, this thesis focuses on sustainable producers with a very good sustainable reputation in order to analyze the importance of the country of origin effect within the sustainable outdoor industry. Methodology: For this paper a conclusive research design was taken, as it is more formal, and used to test specific relationships. The quantitative research included respondents from two sustainable outdoor brands (originally from Sweden and Germany) who answered an online survey. Basis for the selection process was the independent bluesign® standard, a strong and global sustainability standard. The survey included five constructs to quantify the dimensions of brand equity and overall brand equity. Results: Both respondent groups are similar regarding their demographic data characteristics and their opinion when it comes to the quality of outdoor goods and its brand association. In particular, they seem to feel strongly connected towards the brands; they were proud and very loyal. Nevertheless, differences were identified. Sustainable products seem to be valued higher from Swedish respondents, whereas loyalty seems to be more important for German participants. Contribution of the study: Although existing research discusses several country of origin related aspects from other industries, relevant literature within the sporting goods industry, and here specifically the sustainable outdoor industry is still sparse. These topics are covered in this study. Keywords: Country of origin, Sustainability, Sporting Goods Industry, Outdoor Industry

Title: Personality and motivation of outdoor activities instructor Objectives: The aim of this thesis is to find out the personality and motivation of outdoor activities instructor. We are discovering main motives for work as an instructor. Another aim is to characterize the personality of instructor and find the differences between men and women. Methods: In this thesis, we use a questionnaire method, the method of analysis and synthesis and the method of deduction. Questionnaire method is used in data acquisition. Analysis is used in background research and rest is used for the interpretation of results. Results: We found out that personality of instructor has above-average extroversion, average emotional stability, high level of agreeableness, above-average conscientiousness and very high level of intellect and imagination. In the field of motivation, we found out average level of achievement motivation, aspiration, work endurance, time orientation for future, resistibility against alacrity lost in critical situations and rising performance under light stress. Main motivators are social relationships in work, responsibility, sensation seeking and possibility of personal development within favorite activities. Subordinate motives are lifestyle and need for self-expression. Keywords: Motivation,...

This study has been carried out at Klättermusen, a Swedish company producing outdoor clothingand equipment with a focus on durability, safety, function and environment. The purpose of thethesis was to investigate if Klättermusen should use Cradle to Cradle (C2C) in their sustainabilitywork. This was reviewed by studying the working procedure, by making a case study, byinvestigating if there are alternative ways to practise C2C, by studying the weak points of theC2C-certification and by investigating the compatibility with other sustainability tools.The C2C vision is inspired by the ecosystems and is based on the three rules Waste equals food, Usecurrent solar income and Celebrate diversity. An important aspect of C2C is the focus on attaining apositive impact on humans and the environment instead of doing things less bad by minimizingemissions. To make it possible for companies to communicate their effort and progress to theircustomers and become more competitive a C2C certification has been elaborated. The core ofthe certification is an assessment of the materials included in the product to make sure they aresecure, healthy and recyclable. Other parts included in the certification are energy, water andsocial aspects.When studying the C2C certification three of Klättermusen’s products were used as references.To certify these products Klättermusen has to gather information from their suppliers and makestrategies regarding Materials, Material Reutilization, Energy, Water and Social Responsibility. Forexample all the substances that contained in the garment at a concentration of at least 0.01 %must be reported, which means that all suppliers must be requested to list their substances. Thecertification cost of a pair of pants investigated in this study was estimated to 54 500 €.An assessment was made to find alternative ways to practise C2C and identify weak points of theC2C certification. It is based on interviews held with Jenny Pfau working for EPEA and threepersons in contact with C2C in their work; Kjersti Kviseth, Magnus Hedenmark and RichardBlume. According to Jenny Pfau Klättermusen can practise C2C by making a screening, a detailedassessment or a workshop. Both Magnus Hedenmark and Richard Blume practise the frameworkof The Natural Step and think that the C2C certification should be used as a tool within theframework. Some weak points found by these persons in the certification are that it is timeconsuming,not transparent enough and lack of a systems perspective.The C2C certification was compared with bluesign, a sustainability standard for the textileindustry, and Eco Index, a sustainability tool made for the outdoor industry. The purpose was toinvestigate if the C2C certification is compatible with other tools and the compared aspects weremainly lifecycle stages, impact categories and level of detail, but also purpose, procedure,workload, required knowledge and experience, cost, credibility and transparency.Both strengths and weaknesses were found when studying the C2C certification. It has got apositive approach to sustainability and develops safe products from a chemical perspective buthas a lack of systems perspective, is costly and time-consuming. The compatibility of the toolswas discussed with the comparison as a basis. Eco Index is modular and could be adjusted tocomplement the C2C certification but both tools have a big workload. bluesign and the C2Ccertification include the same lifecycle stages but have different strengths, which could makethem complementing each but possibly contradictive.Klättermusen is recommended to make a sustainability vision of their future products and thenchoose which tools to use. Since Klättermusen is already a bluesign system partner it could be agood idea to complement bluesign with Eco Index and C2C, but this choice should depend onthe future vision.

Increasing population, finite resources, over-consumption, and unsustainable trends in business contribute to urgent and complex sustainability challenges in society. The intent of this research is to understand the role business can play in moving society toward sustainability, specifically by analyzing the strengths and weaknesses present in the outdoor industry. Evaluation of the outdoor industry using a lens of the FSSD highlights unique opportunities for the outdoor industry in moving society toward sustainability while addressing the complex challenges. Using the advantages of being cooperative and sharing the values of trust and a connection to nature, the outdoor industry has the potential to make a unique shift from the current profit-driven market economy. This thesis examines how the current operations of the industry can be more strategic, efficient, and impactful in moving consumers, business, and society in a transition toward sustainability.

The apparel industry is pointed out as an industry highly contributing with negative environmental impacts in all different stages of the production to consumption chain. Companies within the outdoor industry have been trying to combat this issue by producing apparel that are less harmful for the environment and by encouraging consumers to keep, care and repair for their apparel over time. Educative communication with customers regarding the environmental issues deriving from apparel consumption is seen where some brands go as far as to engaging in environmental activism. Regarding retailers within the outdoor industry, the use of educational communication needs to incorporate many different brands and thus communicating about environmentally preferable apparel is more complex. This study investigates the Swedish retailer Naturkompaniet’s approach to educational communication in order to identify what possibilities there are to encourage consumers to purchase environmentally preferable apparel and to care for it over time. The study find that Naturkompaniet does use educational communication to encourage consumers to purchase environmentally preferable apparel to some extent. It also identifies room for improvement and give suggestions on how the communication can be developed further.

In recent years Corporate Social Responsibility (CSR) has gained increasing attention from companies, as CSR activities have been seen to increasingly influence consumers’ attitudes, intentions, and behaviors in relation to brands. This study aims to complement existing research, by focusing on how attitudes and purchase intention of university students are affected by CSR activities of companies within the outdoor industry specifically, as previous research has indicated the impact could vary between industries. Understanding the attitudes and intentions of university students can be seen as particularly interesting, as the attitudes and behaviors of early adopters, typically young and educated people, are typically spread to the majority of the population and market.   The research was done in a deductive manner, where two research questions were conducted to fulfill the purpose of the study. The research was conducted by using a quantitative study through a questionnaire responded by students at Luleå University of Technology. The statistical analysis is based upon a factor analysis and further a correlation analysis and a hierarchical multiple regression analysis.   Results from this study indicate that there is a relationship between university students’ attitudes towards CSR activities of companies within the outdoor industry and purchase intention. Further, the findings concluded this relationship positively. University students with a strong positive attitude towards a company’s CSR activities got a higher intention to purchase. Therefore, CSR activities should be considered as a strategically important opportunity and a tool for companies in the outdoor industry to influence young and educated consumers’ purchase intentions and attitudes towards the company in a positive way.

The textile industry, in its current form, is characterized by short use phases and large amounts of textile waste. One of the many approaches needed to address these issues is repair. By extending the life cycle of textiles, their environmental impact has potential to be reduced and a contribution toward a circular economy can be made. One branch of the textile industry pioneering repair services are brands and retailers selling outdoor products. The purpose of this research is to investigate repair services for outdoor brands and retailers in the textiles industry to gain insight from an organizational management perspective by focusing on how outdoor companies manage complexities to offer repair services. This paper employs a qualitative approach. Empirical data was collected through semi-structured interviews, as well as company websites and reports. To analyze the material, a configurational lens was taken to view and analyze repair service offerings from a holistic perspective. Three repair service archetypes were identified. By applying a strategy-structure-environment framework, 12 factors influencing the organization of repair service offerings by outdoor textile companies were derived. Further, four complexities based on configurations of those factors were identified and discussed in relation to how outdoor brands manage the observed complexities. The practical implication of this research includes a detailed delivery of repair service offerings in the outdoor textile industry, which adds depth to the knowledge base for managers, repair technicians, and sustainability teams making decisions about adopting or continuing to develop their repair services. Further, an increase in repair services contributes to greater circularity. Beyond the scope of this research is a quantified evaluation of factors and their interrelation which would allow for recommendations of best practices. This research is foundational for such further research.

The purpose with the thesis is to identify, analyze and present the problems micro companies in the Swedish fashion and sport industry are facing when using social media as a communication tool in their marketing activities. Also relevant digital communication channels have been investigated and presented. Two case studies have been made with two Swedish micro companies in order to fulfill our purpose and answer our two research questions. The result from the interviews showed that micro companies, overall in the industry, could benefit from using social media as a communication channel, but they struggle to know how they should use it. We answer our research question through creating and presenting our own constructed model that companies should use in their business for planning their social media strategy and overcome the found problems. The thesis is a qualitative research with an abducted approach. We did an active research with a case study on the two companies Kask of Sweden and Gococo. Through deep interviews, we got much information about how they work today and what problems they face when using social media. We have worked with four themes during the entire process; present, relationship, problems and future, to facilitate for the reader and for us. The study has high reability for the investigated companies, and we also argue that it could be of interest for other fashion and sport micro companies at the Swedish market. An theoretical framework was conducted through researching the specific area and finding relevant theory and published material concerning marketing and communicaton, as well as digital marketing theory and publications about social media. The chosen material is presented in the theory chapter where an own constructed model is presented as a guideline for the reader. It will help the reader to find the theories and their elations to each other. We believe it to be a good way of ease the understanding and the relevance of the chosen theories. The research shows that micro companies in the Swedish fashion sport industry faces different problems using social media as a communication platform for their company. Thus micro companies often have a very limited amount of resources and neither have the money, the knowledge or the time to manage a large marketing and communication social media can be beneficial if used properly. Though it comes with a few struggles. The main problems concerned around knowing who their real customer is, how to handle the relationship and create stronger connections with customers, difficulties in knowing which channels to use and how to handle them properly. They also found problems in knowing what how to communicate the right image and get the desired result of the published materials. Lastly the companies sometimes lacked a clear strategy in managing their social media platforms and raised questions about the language use, time consumption and who should run the activates. With our ”Four step-from likes to commitment” model we want to put attention to the most relevant steps a company needs to be aware of before starting and during working with social media, as well as be a strategy to handle and overcome the problems the previously struggled with. / Program: Textilt management, fashion management

The increasing development in digital transformation in the last decade has affected retail companies in the outdoor industry. The outbreak of the Covid-19 pandemic is further accelerating the outdoor industry ́s mindset towards digital solutions. New innovations such as online training, video content and digital educational platforms provide retail outdoor companies with opportunities to move from physical product & brand education routines to digitally based solutions. The purpose of this study is therefore to explore how the last years developments in digital transformation have impacted retail outdoor companies' way of working with product & brand education for their store staff, and if the Covid-19 pandemic has had any effects upon this. In addition, the research aims to find out what attitude retail outdoor companies have towards digital educational platforms, as a new innovation tool. In order to adequately explore the aim of this study a mixed research method was undertaken, combining both qualitative and quantitative analysis. The data was collected using an online questionnaire with respondents working for retail outdoor companies across Europe.  The outcomes of this study can be used for organizations that want to explore the opportunities of digitalizing their way of working with product & brand education. The findings suggest that digital product & brand education solutions have the potential to act more as a great complement to traditional physical education, than to actually replace it. Furthermore, the effects that the Covid-19 pandemic have had upon this has been contradictory and far from united. In addition, the findings indicate that retail outdoor companies have a positive attitude towards digital educational platforms, which suggest that there might be an increasing interest for digital educational platforms in the upcoming future.