Denna uppsats har berört hur ett företagsförvärv kan gå till men även hur ett företag med många underliggande varumärken hanterar sin varumärkesportfölj. Som företag kan man öka sin tillväxt och lönsamhet på lite olika sätt, bland annat genom att expandera sin verksamhet. För att expandera kan man till exempel introducera en ny produkt eller nytt varumärke men även att köpa upp ett redan etablerat varumärke. Det var det sista alternativet som Unilever valde när de förvärvade det amerikanska premiumglassföretaget Ben & Jerry’s. Syftet med uppsatsen är att undersöka varför stora företag köper upp mindre och nischade företag. Vi har valt att fokusera på Unilevers uppköp av det amerikanska glassföretaget Ben & Jerry’s och tar även reda på vilka fördelar de båda vann på uppköpet samt hur Unilever hanterar sin varumärkesportfölj. Frågorna som vi har utgått ifrån lyder: Varför köpte det stora företaget Unilever upp det mindre och nischade varumärket Ben & Jerry’s och vilka fördelar fick respektive företag vid sammanslagningen? Hur hanterar ett företag de olika varumärkena? Efter att vi analyserat hur uppköpet mellan Unilever och Ben & Jerry’s gått till, tillsammans med teorierna om ämnet kom vi fram till följande. Det är viktigt att som företag ha en god bild av innehållet i sin varumärkesportfölj. Detta för att optimera samarbetet mellan varumärkena men även för att se vilka segment som saknas. Vid ett förvärv av ett nytt varumärke, i avsikt att komplettera varumärkesportföljen, måste det större företaget behandla det varsamt. Varumärket kan bli framgångsrikt just för att de besitter unik kompetens och får därför inte krossas av storföretagets jakt på lönsamhet. Ännu en slutsats vi kom fram till är att om båda företagen har något att vinna på förvärvet så ökar chansen att det blir lyckat. Det kan handla om att komma över ny kunskap om till exempel kundsegment eller tillgång till nya marknader.

Background: Recent years, M&As have increased sharply. Brand as one of the most precious assets has unavoidably been taken into consideration in these deals. Company can gain great benefit when handle acquired brand properly. Responding to rebranding issue, a clear designed rebranding strategy is considered a solution to deal with it, and brand architecture can be a useful tool to help adjusting the relationship between acquiring and acquired brand.  Aim: The purpose of this research is to explore how firms can strengthen its corporate brand after acquired a strong product brand through proper rebranding strategy and well designed brand architecture. Definitions: Brand: a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition. Rebranding: the creation of a new name, term, symbol, design or a combination of them for an established brand with the intention of developing a differentiated (new) position in the mind of stake holders and competitors. Brand architecture: the relationship among and between corporate, company (subsidiary), and product brands. Such relationships embrace products and services, or a mixture of the two across the hierarchy of brands. Results: There are possible options that companies can strength its corporate brand by acquired product brand, when company take brand integration strategy. Moreover, choosing suitable brand architecture during brand integration process is very important for a company

全球醫學美容的蓬勃發展，醫療院所在提供醫學美容服務同時，除了專業的醫療技術之外，也向消費者推薦這些可以幫助術後保養的醫學美容保養品。而這些經由臨床測試及專業醫師證實對於皮膚健康有療效的醫學美容保養品，既有科學的證實加上醫師推薦，形成一定的公信力，和一般市面上的美容商品形成區隔，進而讓這些起手術後搭配塗抹的醫學美容產品，也另闢形成一個全新的商機。 本研究針對醫學美容保養品產業以先進者優勢的相關研究進行探討，而過去的醫學美容文獻比較注重於由消費者端出發的議題研究，對於醫美品牌廠商進入產業的經營卻付之闕如。有鑑於此，本研究透過個案研究的方法，以國內醫美保養品品牌為例進行先進者優勢之探討，試圖找出欲成功達先進者優勢廠商需具備的能力和面向。 根據本研究顯示出台灣醫學美容保養品廠商進入市場具有先進者優勢，本研將究對於各品牌採用不同通路（醫療、開架式、網路）、不同品牌定位（高、中、平價）的醫學美容品牌，以其先進者廠商佔據不同的市場。各品牌廠商的優勢組合及養成及差異化形成：品牌廠商一方面教育消費者，並建立起「醫學美容保養品」的新概念，將專業度提升和傳統的保養進行區隔；另一方面建立起公司自身優勢，在此產業進入的廠商的優勢來源有：佔有技術領先、關鍵要素佔領和將顧客不確定性的消除，隨著廠商本身不同的資源，選擇專屬自身的行銷組合經營，並與供應商、通路商和終端的顧客建立關係。將產品多元化和採多品牌策略，滿足不同消費族群，而達到產能擴增、成本減低和增加其市佔率，藉此不斷擴增公司資源，進行更多的產品創新、技術精進和品牌行銷，卻也成為後進者進入市場的天然屏障，得以維持自身的優勢。 / Medical cosmetology is now growing rapidly around the whole world. Clinics, which perform cosmetic surgery, provide not only professional medical services, but also promote those cosmeceutical products which can help quick recovery from surgery. These cosmeceutical products, which have the approval from doctors and passed clinical trial, build a strong barrier for its competitor and create a new business opportunity. This research tries to study the First-Mover Advantage of the cosmeceutical industry. The old studies of cosmetic surgery focus more on customer driven issues. There are not many researches about business running for cosmeceutical brand. Therefore, our research study the First-Mover Advantage of cosmeceutical industry in Taiwan by case study methodology and try to find what are the necessary requirements for the First-Mover company. According to our research, cosmeceutical companies have the fist-mover advantage in Taiwan market. In this study, for each cosmeceutical brand have different channel (medical, open-frame , network), different brand positioning (high, middle, parity), with its advanced to occupy a different market. Each brand has their advantages of combination, and develop the differentiation. The cosmeceutical surgery brand companies educate its customer about the new concept of medical skincare product and build up its advantages. The advantages of these companies are: technology leadership, key factor occupation, customer uncertainty elimination. According to different resources of each company, the market and business strategy should be properly managed. The first mover companies have to build up the relationship with its suppliers, channels and end users. Use product diversification and multiple-brand strategy can satisfy various customer groups, increase production capacity, reduce costs and raise the market share. Based on the above strategies, the first mover companies can build up a strong barrier which the followers cannot easily passed, by product innovation, technology improvement, and branding.

The diploma thesis is focused on utilization of development concepts of the brand of Air Bank for strengthening the competitiveness. Based on the theoretical knowledge and methodology according to Ko Floor, the current situation of the company is assessed. Subsequently, analyzes are made to determine the brand position on the market. Results of these analyzes set out proposals for solutions to support brand development.

This diploma thesis shows regional branding, especially regional brands associated in the Association of Regional Brands (ARZ), which is given to products. The marked products guarantee their extraordinary quality, tradition, specificity, proportion of manual work and respect for the environment. The author chose one of all brands in ARZ - i. e. Kraj blanických rytířů - regionální produkt(registered mark). In the theoretical part, there are issue of regional branding and key words connected with regional branding explained. The practical part deals with marketing research, in particular a qualitative and a quantitative method such as structured interviews and questionnaire survey. These methods will assure conduct of research essential for the objectives of the thesis. As for the main aim of the thesis, it is to find out consumers´ brand awareness and their attitude to the regional brand Kraj blanických rytířů - regionální produkt(registered mark). Findings of producers´ views on current system of the regional branding and regional co-ordinator´s activities are other aims of the thesis. This part also contains all results of the research including an assessment of established hypotheses. In conclusion, the proposals to the improvement of consumers´ brand awareness come.

Den svenska telekommarknaden präglas av en oligopolsituation, där de fyra största företagen utgör 97,5 procent av marknaden, och den främsta konkurrensen sker om befintliga kunder. TeliaSonera är marknadens största företag och de saluför de två operatörerna Telia och Halebop, medan Tele2 är det näst största företaget och de saluför operatörerna Tele2 och Comviq. Inom den svenska telekombranschen har operatörerna förhållandevis liknande tjänsteerbjudanden och det är därför viktigt att skapa sig ett starkt varumärke som differentierar sig ur mängden samt bidrar till att skapa synergieffekter för företag som har två varumärken. Ett varumärke kan användas för att skapa värde för både konsumenten och företaget samt etablera en relation mellan dessa parter. Det värde som företaget skapar med varumärket benämns som brand equity, vilket kan ses ur ett kundvärdebaserat respektive finansiellt perspektiv. Det finns dock oklarheter i hur detta värdeskapande faktiskt sker. Uppsatsens syftar därför till att analysera hur TeliaSonera och Tele2 hanterar brand equity samt vilka synergieffekter som kan uppnås av att använda sig utav två varumärken. Vidare har empirin frambringats genom en metodtriangulering bestående av en kvantitativ webbenkät för privatpersoner med ett kvalitativt inslag som är baserad på viktiga variabler relaterade till brand equity, djupintervjuer med företagsrepresentanter för TeliaSonera och Tele2, samt intervju med en marknadskommunikatör. Uppsatsen visar att de studerade företagen använder sig av två varumärken på olika sätt, där TeliaSonera skiljer sina operatörer i syfte att nå olika kundsegment, medan Tele2 skiljer dessa genom att fördela dem mellan kontantkort och abonnemang. Överlag visade sig branschen svag på att förmedla budskap till kunderna, vilket kan ses som en brist då det är viktigt för att kunden ska kunna identifiera sig med varumärket. Då operatören Halebop konkurrerar med Tele2 och Comviq om priskänsliga kunder, samtidigt som Halebop har ett högre kundupplevt värde gällande flera centrala variabler är detta något som Tele2 och Comviq måste hantera strategiskt. Då de båda företagen har flertalet ansvariga inom olika avdelningar som arbetar med olika typer av brand equity bör de inrätta en roll för en brand equity manager som kan integrera dessa olika personer och avdelningar, vilket kan skapa en högre effektivitet och synergieffekter för företaget och dess varumärken. / The Swedish telecommunications market is characterized as an oligopoly, where the four largest firms represent 97.5 percent of the market, and the main competition takes place regarding existing customers. TeliaSonera is the market's largest company who promotes the two operators Telia and Halebop, while Tele2 is the second largest company who promotes Tele2 and Comviq. Due to the Swedish telecom operators have relatively similar offerings, it is important to create a strong brand which differentiates itself from the crowd and helps to create synergies for companies that have two brands. A brand can be used to create value for both consumer and companies, and establish a relationship between these parties. The value that the company creates with the brand is referred to as brand equity, which could be viewed from a customer based or financial perspective. However, there is ambiguity in how this value creation is actually occurring. Therefore this paper regard to analyze how these companies handle brand equity, and study the synergies that can emerge from using two brands. Furthermore the empirical data has been generated by method triangulation, consisting a quantitative online survey with a qualitative element for consumers, that is based on key factors related to brand equity, along with interviews with representatives of the companies TeliaSonera and Tele2, and also with a market communicator. The study shows that the two companies are using two kinds of brands in separated ways, where TeliaSonera distinguish their operators in order to meet different customer segments, while Tele2 distinguishes them by distributing them between prepaid cards and subscriptions. Overall the industry was weak in transmission messages to customers, which can be seen as a weakness because it is important for customers to identify themselves with the brand. The operator Halebop competes with Tele2 and Comviq to price-sensitive customers, and regarding to that Halebop has a higher customer perceived value regarding several key factors, this is something that Tele2 and Comviq have to manage strategically. The two companies have multiple people in different departments working with brand equity, and they should therefore establish a role for a brand equity manager who can integrate the assignments, which can create greater efficiency and synergies for the company and its brands.

Submitted by Mario Jose Ronsini Neto (mariojrneto@hotmail.com) on 2017-01-12T16:22:17Z No. of bitstreams: 1 MPGI Thesis - Mario Ronsini - Final Version.pdf: 2426949 bytes, checksum: 08cb868c82e05a1ed595d1159d1f46f0 (MD5) / Rejected by Josineide da Silva Santos Locatelli (josineide.locatelli@fgv.br), reason: Boa tarde Mário, Apenas uma correção deve ser feita no seu trabalho, você alterou o título, favor corrigir e postar novamente. O tema do seu trabalho foi registrado assim: COUNTRY OF ORIGIN EFFECT: EVIDENCES FROM EUROPEAN CONSUMERS' EVALUATION OF A BRAZILIAN FASHION BRAND Porém, está alterado para: COUNTRY OF ORIGIN EFFECT: EVIDENCES FROM EUROPEAN CONSUMERS OF A BRAZILIAN FASHION BRAND Não pode haver alteração no título sem autorização do seu orientador, portanto, deve estar exatamente igual ao tema registrado no sistema. on 2017-01-12T17:14:04Z (GMT) / Submitted by Mario Jose Ronsini Neto (mariojrneto@hotmail.com) on 2017-01-12T17:20:20Z No. of bitstreams: 1 MPGI Thesis - Mario Ronsini - Final Version.pdf: 2502909 bytes, checksum: 006cc2deebff44c4297cf544ad9f555f (MD5) / Approved for entry into archive by Josineide da Silva Santos Locatelli (josineide.locatelli@fgv.br) on 2017-01-12T17:34:57Z (GMT) No. of bitstreams: 1 MPGI Thesis - Mario Ronsini - Final Version.pdf: 2502909 bytes, checksum: 006cc2deebff44c4297cf544ad9f555f (MD5) / Made available in DSpace on 2017-01-12T17:43:52Z (GMT). No. of bitstreams: 1 MPGI Thesis - Mario Ronsini - Final Version.pdf: 2502909 bytes, checksum: 006cc2deebff44c4297cf544ad9f555f (MD5) Previous issue date: 2016-12-20 / This study aimed to better understand the European consumers’ behavior towards a foreign unfamiliar brand from a developing country based on the real internationalization case study of a Brazilian fashion brand (Osklen). The utilized framework was one of the most studied concepts in International Marketing, the Country of Origin (COO) Effect. This study intended to find evidences of the COO effect on European consumers’ evaluation of a Brazilian brand, based on a sample of students. In order to measure the COO effect on the brand, three survey scenarios were built. In the first scenario the subjects are told that the brand is Brazilian, in the second they are told that the brand comes from the USA and in the third and final scenario there is no cue regarding the origin of the brand. Five hypotheses were proposed and tested based on the literature review. This empirical research has shown that there were statistically significant differences in the evaluation of the Osklen brand by the European consumer, depending on the country of origin informed of the brand, regarding quality, design, reputation and purchase intention. The research has found no connection between the country of origin of the brand and the willingness to pay a higher price for the products of the brand. We have proposed potential strategies that could be utilized by the company following the results of the research. / Este estudo teve como objetivo a melhor compreesão do comportamento dos consumidores europeus em relação a uma marca desconhecida estrangeira de um país em desenvolvimento, com base no estudo de caso de internacionalização real de uma marca de moda brasileira (Osklen). O framework ultilizado foi fornecido por um dos conceitos mais estudados em Marketing Internacional, o Efeito País de Origem. O objetivo deste estudo foi encontrar evidências desse efeito sobre a potencial avaliação dos consumidores europeus de uma marca brasileira, com base em uma amostra de alunos. Com o intuito de medir o Efeito de País de Origem sobre a marca, três cenários de pesquisa foram construídos. No primeiro cenário os indivíduo são informados de que a marca é brasileira, no segundo eles são informados que a marca vem dos EUA e no terceiro e último cenário não há nenhuma sugestão sobre a origem da marca. Cinco hipóteses foram propostas e testadas com base na revisão de literatura. A investigação empírica demonstrou que existiram diferenças estatisticamente significativas na avaliação da marca Osklen pelo consumidor europeu, dependendo do país de origem informado da marca, com relação à qualidade, design, reputação e intenção de compra. A pesquisa não encontrou nenhuma conexão entre país de origem da marca e disposição de pagar um maior valor pelos produtos da marca. Estratégias foram propostas para a empresa estudada com base nos resultados da presente pesquisa.

The thesis addresses the analysis of the marketing mix in the pharmaceutical industry with a detailed focus on the promotion and communication channels of the prescription drug. The aim is to help a company with a control and optimization of the communication strategy so that it is adapted to the new trends. The differences between the prescription drug and the over-the-counter drug in the aspects of communication, promotion and the role of branding is drawn. Several methods such as analysis, description and marketing research are used. The thesis is divided into five main chapters.

La presente investigación tiene como objetivo determinar cómo se relacionan tres herramientas competitivas: La estrategia de lugar, el producto de alta calidad y la marca de producto, con el desempeño exportador del sector de joyería de plata en el Perú. Este estudio se elaboró con base en el método científico, utilizando un diseño cualitativo descriptivo de tipo teoría fundamentada. La búsqueda de antecedentes epistemológicos proviene de fuentes confiables e indexadas. La base teórica está desarrollada a partir de dos teorías: ventaja competitiva y las teorías novísimas de comercio internacional (modelo integrado de empresas heterogéneas). La realidad problemática expone los fundamentos para el planteamiento del problema. La población: 75 empresas exportadoras (2015-2019) y 6,670 artesanos. Se aplicaron cuestionarios de carácter descriptivo a 7 artesanos y 10 entrevistas en profundidad a los actores clave del sector, las mismas que fueron procesadas a través del software Atlas.ti®. La discusión de resultados se desarrolla a través de la relación entre los antecedentes, el análisis de producto y los resultados de entrevistas. Los resultados demuestran que, a mayor desarrollo de las herramientas competitivas, mayor participación en exportaciones de joyería de plata; esto aplica tanto entre los países como entre las empresas. El Perú tiene diversas dificultades para el desarrollo de las herramientas competitivas. Esta investigación pretende contribuir al interés y desarrollo de futuras investigaciones donde se desarrollen otras herramientas competitivas relevantes; además de compartir la información con todos aquellos interesados en plantear o ejecutar estrategias para lograr avances en el sector joyero del Perú y sus exportaciones. / The objective of this research is to determine how 3 competitive tools: place strategy, high quality product and product brand are related with the export performance of the silver jewelry sector in Peru. The elaboration of this study was carried out based on the scientific method, using a qualitative descriptive design of grounded theory type. It began with the search for epistemological antecedents through bibliographic databases from trusted and indexed sources. The theoretical basis of this research is developed from the theory of competitive advantage and the new theory of international trade (integrated model of heterogeneous companies). The problematic reality sets out the foundations for posing the problem. The population is made up of 75 exporting companies and 6,670 artisans. Descriptive questionnaires were conducted with 7 artisans and 10 in-depth interviews were realized with key players in the sector (companies, unions, and government institutions). This information was processed through the Atlas.ti® software. The discussion of results is developed by relating antecedents, product analysis and the results of interviews. The results show that, the greater the development of competitive tools, the greater the participation in silver jewelry exports; this applies both between countries and between companies. Peru has various difficulties in developing competitive tools. This research aims to contribute to the interest and development of future research where another relevant competitive tools are developed; in addition to sharing information with all those interested in proposing and / or executing strategies to achieve progress in the Peruvian jewelry sector and its exports. / Tesis

Abstracts in English, Zulu and Southern Sotho / Integrated marketing communication (IMC) is widely regarded as an appropriate paradigm for the marketing and marketing communication programmes of many companies. However, most literature argues that IMC is far from being a well-established concept given its evolving state. One of the problems in its evolution is understanding how firms should design and execute IMC. This problem is corroborated by the attentiveness of studies to limited sectors and their concentration to a very limited research setting. Lack of integration of IMC research with the Nordic School research tradition and theoretical frameworks enhance the problem further. By addressing these issues, this study strives to understand the integration of marketing communications in the Ethiopian beer market. Utilising the interpretivist research paradigm, qualitative data collection methods such as focus group discussions and in-depth interviews with customers and the firm were undertaken. This methodology aimed to identify their perceptions regarding brand contacts and their integration based on the components and theory of IMC and the Nordic School. The key findings of this work are described in a model of customer integrated marketing communications (CIMC) that is derived from the empirical study. The model highlights planned, product, service, and unplanned brand contacts-in-use that originate from Habesha Breweries – the reviewed company – and the competitors, society, other customers, and physiological needs which influence its customers’ purchasing decisions. Extending from this are the other key findings on the planned, product and service brand contacts-in-use in the similarly derived model of firm integrated marketing communications (FIMC). The critical comparison of CIMC and FIMC in the brand contacts-in-use matrix reveals brand contacts-in-use where customers and the firm are ‘active – active’, ‘active – passive’, ‘passive – active’ or ‘passive – passive’. This informs strategic integration of marketing communication (SIMC) in its various contexts. The systematic integration of IMC with the Nordic School’s research tradition is the methodological contribution of this study. New insights are generated relating to physiological needs brand contacts-in-use such as social and non-social hedonic needs and sources of influence such as religious, political or cultural leaders or sport groups, and the incorporation of brand contacts-in-use that originate with competitors. These and the uniquely emerged concepts of brand origins-in-use, brand contacts-in-use, and integration-in-use offer new constructs for IMC. The practical contribution of this study lies in the application of IMC in the narrow sphere of the Ethiopian brewing industry, but more broadly, in applications across industries and geographical regions. In sum, the study offers methodological, theoretical, and practical contributions to the evolution of IMC and the broader discipline of marketing communications. / Ukuxhumana okuhlanganisiwe kokumaketha (UOM) kuthathwa kabanzi njengenguquko efanelekile ongumbandela wokumaketha kanye nezinhlelo zokuxhumana zokumaketha zezinkampani eziningi. Kodwa-ke, iningi lemibhalo lithi UOM ikude nokuba ngumqondo osungulwe kahle unikezwe isimo sawo sokuguquka. Enye yezinkinga ekuveleni kwezinye izinto ezintsha kwezinye ukuqonda ukuthi amafemu kufanele aklame futhi enze kanjani UOM. Le nkinga iqinisekiswa ukunakwa kwezifundo emikhakheni elinganiselwe futhi igxile esimweni sokucwaninga esilinganiselwe kakhulu. Inkinga yandiswa ukungabi bikho kokuhlanganiswa kocwaningo lo-UOM nesiko lokucwaninga leNordic School kanye nezinhlaka zethiyori. Ngokuxazulula lezi zinkinga, lolu cwaningo luzama ukuqonda ukuhlanganiswa kokuxhumana kokumaketha emakethe kabhiya yaseTopiya. Ukusetshenziswa kwepharadimu yocwaningo lomhumushi, izindlela zokuqoqwa kwedatha ezisezingeni elifanele njengenhlolokhono yamaqembu ejulile kanye nezingxoxo ezijulile namakhasimende kanye nefemu zenziwa. Le ndlela yayihlose ukukhomba imiqondo yabo maqondana noxhumano yomkhiqizo nokuhlanganiswa kwawo ngokususelwa ezingxenyeni nakuyithiyori UOM neNordic School. Okutholakele okubalulekile kulomsebenzi kuchazwe kuyimodeli yamakhasimende yezokuxhumana kwezentengiselwano ezihlanganisiwe (MXZ) ezisuselwa ocwaningweni lwezobuciko. Le modeli igqamisa okuhleliwe, umkhiqizo, insizakalo nokuxhumana komkhiqizo okungahleliwe okususelwa eHabesha Breweries - inkampani ebukeziwe - nabancintisana nabo, umphakathi, amanye amakhasimende, kanye nezidingo zomzimba ezithonya izinqumo zokuthenga zamakhasimende ayo. Ukwengeza kulokhu okunye okutholakele okubalulekile koxhumana nabo bohlobo lomkhiqizo ohlelekile, okusetshenziswayo kuyimodeli etholwe ngokufanayo yokuxhumana ngezimakethe kwefemu okuqinile okuhlanganisiwe kwezentengiso (FOHK). Ukuqhathanisa okubucayi kuyi MXZ ne-FOHK kumatriksi yokuxhumana kokusetshenziswayo okuveza ukuxhumana nabo abasebenza lapho amakhasimende kanye nefemu "bayasebenza - bakhuthele", "beyasebenza - bangenzi lutho", "bengaxakekile - besebenza" noma "besebenza - besebenza kahle”. Lokhu kwazisa ukuhlanganiswa kwamasu wokuxhumana kwezentengiso ezimeni ezahlukahlukene. Igalelo lezindlela zalolu cwaningo ukuhlanganiswa okuhlelekile kwe-OUM nesiko lokucwaninga leNordic School. Imininingwane emisha enziwayo iphathelene nezidingo zomzimba, njengezidingo zomphakathi nezingezona ezenhlalo, kanye nemithombo yethonya, njengabaholi bezenkolo, bezombusazwe noma bezamasiko noma amaqembu ezemidlalo, kanye nokufakwa koxhumana nabo bohlobo lokusetshenziswa okuvela kubancintisana nabo. Le mibono naleyo evela ngokukhethekile yemvelaphi yokusetshenziswa komkhiqizo ethile, ukuxhumana nokusetshenziswa kwemikhiqizo ethile, nokusetshenziswa kokuhlanganisiwe okuthile kwethula ukwakhiwa okusha kuyi- UOM. Umthelela osebenzayo walolu cwaningo usekusetshenzisweni kwe-UOM emkhakheni omncane wokwenza utshwala waseTopiya, kepha ngokubanzi, kuzicelo ezimbonini nasezifundeni zomhlaba. Ngamafuphi, lolu cwaningo lwethula izindlela, ithiyori, kanye negalelo elikhona ekuguqulweni ko-UOM kanye nendlela ebanzi yokuxhumana kwezokumaketha noma ezentengiselwano. / Puisano e kopaneng ya kgwebo (IMC) e nkuwa hohle e le mohlala o loketseng bakeng sa mananeo a kgwebo le puisano ya kgwebo ya dikhamphani tse ngata. Leha ho le jwalo, dingodilweng tse ngata di hlahisa taba ya hore IMC e hole le ho ba mohopolo o thehilweng hantle ho latela maemo a yona a fetohang. Bo bong ba mathata a ho iphetola ha yona ke ho utlwisisa hore na difeme di lokela ho rala le ho kenya IMC tshebetsong jwang. Bothata bona bo netefatswa ke ho ela hloko dithuto makaleng a fokolang le ho tsepamisa mohopolo maemong a fokolang haholo a dipatlisiso. Bothata bo eketswa ke kgaello ya kopano ya dipatlisiso tsa IMC le moetlo wa dipatlisiso wa Sekolo sa Nordic le meralo ya ditheori. Ka ho sebetsana le mathata ana, phuputso ena e leka ka matla ho utlwisisa kopano ya dikhokahano tsa kgwebo mmarakeng wa biri wa Ethiopia. Ka ho sebedisa mohlala wa dipatlisiso wa botoloki, mekgwa ya boleng ya pokello ya lesedi jwalo ka dipuisano tsa sehlopha tse tsepamisitsweng le dipuisano tse tebileng le bareki le feme di ile tsa etswa. Mokgwa ona o ikemiseditse ho kgetholla maikutlo a tsona mabapi le mabitso a matshwao le kopano ya ona ho ipapisitswe le dikarolo le theori ya IMC le Sekolo sa Nordic. Diphetho tsa mantlha tsa mosebetsi ona di hlalositswe mohlaleng wa dipuisano tsa mebaraka e kopaneng ya bareki (CIMC) o fumanweng phuputsong ya nnete. Mohlala ona o totobatsa merero e rerilweng, sehlahiswa, tshebeletso le mabitso a letshwao a sa rerwang a sebediswang a tswang Femeng ya Thitelo ya Habesha - khamphani e hlahlojwang - le bahlodisani, setjhaba, bareki ba bang, le ditlhoko tsa mmele le ditsamaiso tsohle tsa ona tse susumetsang diqeto tsa bareki tsa ho reka. Ho tswa ho sena ke diphetho tse ding tsa bohlokwa ho merero e rerilweng, sehlahiswa, tshebeletso le mabitso a letshwao a sebediswang ka mokgwa o tshwanang o nkilweng wa dipuisano tsa mebaraka e kopaneng ya feme (FIMC). Papiso ya bohlokwa ya CIMC le FIMC ho mofuta wa mabitso a letswaho a sebediswang e senola mabitso a letshwao a sebediswang moo bareki le feme " ba sebetsang" - "ba sebetsang" - "ba sebetsang – ba sa sebetseng" , “ba sa sebetseng – ba sebetsang” kapa "ba sa sebetseng – ba sa sebetseng”. Sena se kgetholla kopano e hlophisitsweng ya puisano ya kgwebo (SIMC) maemong a yona a fapaneng. Tlatsetso ya mekgwa ya phuputso ena ke kopano e hlophisitsweng ya IMC le moetlo wa dipatlisiso wa Sekolo sa Nordic. Ditemohisiso tse ntjha dia hlahiswa tse amanang le ditlhoko tsa mmele le ditsamaiso tsohle tsa ona, jwalo ka ditlhoko tsa phedisano le tseo eseng tsa phedisano tse amanang le maikutlo a ho ithabisa, mehlodi ya tshusumetso, jwalo ka baetapele ba bodumedi, dipolotiki kapa setso kapa dihlopha tsa dipapadi, le ho kenyelletswa ha mabitso a letshwao le sebediswang a tswang ho bahlodisani. Tsena le mehopolo e ikgethang e hlahileng ya ditshimoloho tsa letshwao tse sebediswang, mabitso a letshwao a sebediswang, le kopano e sebediswang di fana ka mehopolo e metjha bakeng sa IMC. Tlatsetso e sebetsang ya phuputso ena e itshetlehile tshebedisong ya IMC karolong e patisaneng ya indasteri ya ho ritela ya Ethiopia, empa ka ho pharaletseng, ditshebedisong ho pholletsa le diindasteri le dibaka. Ka kakaretso, phuputso e fana ka ditlatsetso tsa mekgwa, theori le tshebetso ho ntshetsopele ya IMC le lekala le tsebo le pharalletseng la dipuisano tsa kgwebo. / Communication Science / D. Phil. (Communication Science)