Master thesis in Business Administration, 15hp, School of Business and Economics, LinnaeusUniversity, Växjö, Marketing, 4FE02E, spring 2011 Authors: Jenny Andersson and Julia Borgvall Tutor: Engelbert Weiss Company contact person: Peter Samuelsson, Gunnebo AB Title: Securing the global brand strategy – global standardization or local adaptation Background: The infrastructure available today provides opportunities for companies allaround the world to transcend national boarders easily and to operate on the global market. During the preceding decades, brand management in the international environment hasbeen frequently discussed. The choice of a clear branding strategy and clear goals of what acompany wants to achieve is of great importance. Furthermore, companies that act in a globalenvironment need to decide upon whether to be standardized across these markets or to adaptto each specific market. Purpose: To reach an understanding of the factors influencing the choice of internationalbranding strategy by global standardization or local adaptation. Methodology: A case study has been used in this research in order to meet the purpose. Sincethis thesis is of a qualitative character the empirical data has been collected through semi-structured interviews within three respondent segments in the case organization: management,communication and sales. Conclusion: A conclusion drawn from this research is the importance of internalcommunication, when it comes to the formulation and implementation of brand strategies. - Factors influencing the decision of a global standardize brand strategy can be; the possibilityto become a strong global player, decreased expenses of marketing, economics of scale. - Factors influencing the decision of a local adaptation strategy can be; cultural differences,history and heritage, better knowledge of the local market. Suggestions for further research: Further research could be to conduct a more thoroughstudy with more respondents from different multinational companies and also to look at thecustomers' point of view.

Immigrant regionalization initiatives that encourage new immigrants to settle outside of metropolitan centres are increasingly common in Canada and often proposed as an aid to revitalize growth in smaller centres. This thesis considers the potential implications of such initiatives on the settlement experiences of immigrants who move to smaller cities. The research is based on interviews with service providers and immigrants in Northern British Columbia. Immigrant respondents described their experiences settling into the small city of Prince George, and service providers from Prince George, Fort St. John and Terrace reflected on their communities’ ability to welcome newcomers. Results revealed the flexible approaches to settlement that immigrants employed to feel more comfortable in relatively isolated and culturally homogenous cities and towns. Findings also emphasized the pressing need to consider the socio-economic and cultural geographies of the welcoming town or city. Both sets of respondents were also asked to give meaning to the term integration. The results of this query showed that service providers were more able to put meaning to integration than where new immigrants, despite the fact that service providers saw themselves as less active than immigrants in the process of integration. Service providers often approached the term conceptually, and gave definitions bound up with ideologies of multiculturalism, acceptance and tolerance. The usefulness of the term for immigrant respondents was very limited. Similar to the concept of regionalization, integration is an interesting idea that requires more grounded research. This thesis helps explore a new area and challenges some generalizations about immigrant settlement and community identity that are often made about places seemingly far away.

The thesis provides an analysis, from the institutional perspective, of the factors that are contributing towards mutually beneficial participation in European University Networks. Previous research about institutional networks has concentrated on the networks' perspective on beneficial operational factors. Joining institutional university networks has been stated to be a recent strategic trend in Europe. Therefore it is important to provide detailed data from the institutional point of view to enable other institutions to make informed decisions about joining such networks. The University of Tartu provides an interesting case study on its experience of participation in the Coimbra Group and the Utrecht Network. Strategic management theory was used as a theoretical framework for this analysis. Relevant documents were reviewed. Twenty three e-mail interviews were conducted among the University of Tartu administrators, faculty members and representatives of both networks. Ten cross-cutting themes were identified as having impact on network participation.

The thesis provides an analysis, from the institutional perspective, of the factors that are contributing towards mutually beneficial participation in European University Networks. Previous research about institutional networks has concentrated on the networks' perspective on beneficial operational factors. Joining institutional university networks has been stated to be a recent strategic trend in Europe. Therefore it is important to provide detailed data from the institutional point of view to enable other institutions to make informed decisions about joining such networks. The University of Tartu provides an interesting case study on its experience of participation in the Coimbra Group and the Utrecht Network. Strategic management theory was used as a theoretical framework for this analysis. Relevant documents were reviewed. Twenty three e-mail interviews were conducted among the University of Tartu administrators, faculty members and representatives of both networks. Ten cross-cutting themes were identified as having impact on network participation.

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A resource assessment of the hydrokinetic potential in Canada's rivers was completed. The main objectives of the study were to (1) quantify the potential hydrokinetic energy avail- able for development both nationally and regionally, and (2) develop geospatial datasets identifying streams or areas of high hydrokinetic potential. Flow estimates at ungauged locations were found using multiple linear regression coupled with Canonical correlation analysis (MLR-CCA). Total theoretical hydro power, equivalent to total theoretical hydroki- netic power was calculated using these ow estimates and hydraulic head estimates from DEMs. It is estimated that there are 710 GW of potential power in Canadian rivers, with 97.5% con dence that there is at least 433 GW. Downstream hydraulic geometry (DHG) relations were applied to ow estimates to nd cross section velocity and power at ungauged locations. Further testing was done on DHG relations, and were found to be most accurate when characterized by soil drainage characteristics.

This thesis explores different expressions of regionalism(s) and regionalization processes in a Swedish and a westernized context. The case studies in the study conducted are represented by two different kinds of regions, Värmland and The Eight Million City. Värmland is a rather typical administrative and political bordered region at the subnational level in the Midwest of Sweden. The Eight Million City in turn exemplifies an imaginary cross border region, stretching from Oslo in the north, to Gothenburg, Malmö and Copenhagen in the south, connected in a network by a larger infrastructure corridor. It is also an example of how new planning practices stretching over already institutionalized national as well as local and regional borders, can be seen as challenging earlier planning and policy structures connected to the state. It is possible to see how different kinds of strategies related to strategic spatial planning practices are used to enhance the competitiveness of each region. In both cases this produce and reproduce different perceptions about what represents and constitute a competitive region. The empirical material analyzed in the study has been generated by interviews, participant observations, and document analysis based on discourse theory and discourse analysis. Different imaginaries are institutionalized in each region by different means and practices. In Värmland new perceptions about regional citizenship, regional identity and the idea of what constitutes a modern region are being institutionalized into the regional context by building a brand for the region. In The Eight Million City the project idea is based on an enlarged labor market connecting the larger cities in the region together in a network. As well as in Värmland, the knowledge produced in the project contributes to institutionalize different perceptions of citizenship and what makes up a competitive and attractive region. / Den här avhandlingen tar sin utgångspunkt i olika uttryck av samtida regionaliseringsprocesser och regionalism(er). Studien belyser två olika regionaliseringskontexter i form av Värmland och Åttamiljonerstaden. Två i grund och botten mycket olika regioner. Värmland utgör en subnationell administrativ region och därigenom ett exempel och ett uttryck för en decentralisering av statliga uppgifter rörande regional utveckling och tillväxt till den regionala nivån. Åttamiljonerstaden är en imaginär gränsöverskridande region som sträcker sig från Oslo i norr, över Göteborg och Malmö till Köpehamn i söder, där målet är att skapa en sammanhängande och funktionell arbetsmarknadsregion. Trots de båda regionernas olikheter, så kan de båda studerade regionerna ses som ett uttryck för en alltmer normativ policyagenda som grundas på begrepp som globalisering, internationalisering och en konkurrensutsatt marknad. Detta har lett fram till olika former av rumslig strategisk planering som ska stärka respektive regions konkurrenskraft med olika medel. I sin tur leder detta till att olika diskursiva kunskapsrationaliteter om vad som utgör den ”attraktiva regionen” i form av nya styrningsformer, regional organisering och den gode regionmedborgaren implementeras och institutionaliseras i respektive regional kontext.

Immigrant regionalization initiatives that encourage new immigrants to settle outside of metropolitan centres are increasingly common in Canada and often proposed as an aid to revitalize growth in smaller centres. This thesis considers the potential implications of such initiatives on the settlement experiences of immigrants who move to smaller cities. The research is based on interviews with service providers and immigrants in Northern British Columbia. Immigrant respondents described their experiences settling into the small city of Prince George, and service providers from Prince George, Fort St. John and Terrace reflected on their communities’ ability to welcome newcomers. Results revealed the flexible approaches to settlement that immigrants employed to feel more comfortable in relatively isolated and culturally homogenous cities and towns. Findings also emphasized the pressing need to consider the socio-economic and cultural geographies of the welcoming town or city. Both sets of respondents were also asked to give meaning to the term integration. The results of this query showed that service providers were more able to put meaning to integration than where new immigrants, despite the fact that service providers saw themselves as less active than immigrants in the process of integration. Service providers often approached the term conceptually, and gave definitions bound up with ideologies of multiculturalism, acceptance and tolerance. The usefulness of the term for immigrant respondents was very limited. Similar to the concept of regionalization, integration is an interesting idea that requires more grounded research. This thesis helps explore a new area and challenges some generalizations about immigrant settlement and community identity that are often made about places seemingly far away. / Arts, Faculty of / Geography, Department of / Graduate

This master's thesis deals with the metropolitanization and peripherization in two Polish voivodeships and one Czech NUTS 2 region, documents and compares these processes. Firstly, the used indicators are analyzed, metropolitan areas, peripheries and other territories are delimited by the cluster method. Furthermore, the development of parts of the region and, above all, metropolitan areas are dealt with. Other parts of the thesis are focused on commuting relations in metropolitan areas and entire regions. Key words: metropolitanization, peripherization, Czechia, Poland, regionalization

Depuis l’instauration de la décentralisation en France, au milieu des années 1980, les élus régionaux ont amené les Régions à s’impliquer résolument dans un domaine, le sport, sur lequel les textes législatifs sont restés muets. Ainsi, on les voit apparaître et se déterminer précisément au cours de trois grandes périodes que l’on peut situer approximativement entre 1986 et 1998, 1998 et 2004 et de 2004 à nos jours. Au cours de ces trente années, les Régions s’affranchissent des autres acteurs, prennent des initiatives originales au regard de leurs compétences et finalement élaborent des politiques volontaristes, qui peu à peu imposent les Régions dans le paysage sportif français comme des acteurs majeurs incontournables.Ce long cheminement des Régions vers de véritables politiques sportives est présenté ici en trois parties chronologiques. Elles constituent la trame des activités de recherche d’un agent territorial engagé, observateur attentif de leur processus de construction. En l’illustrant de l’action de la Région Limousin, il fournit ainsi un éclairage particulier sur la plus-value que les Régions ont apporté aux politiques publiques du sport pour répondre aux enjeux du développement de leur territoire et sur la façon dont elles abordent la nécessaire mutation du système sportif français. / Since the institution of the decentralization in France, in the middle of 1980s, the regional elected representatives brought Regions to get involved resolutely in a domain, a sport, on which the legislative texts remained dumb. So, we see them appearing and being exactly determined during three big periods which we can place approximately between 1986 and1998, 1998 and on 2004 and of 2004 at today. During these thirty years, Regions free themselves from other actors, take original initiatives with regard to their skills and finally develop voluntarism politics, which little by little impose Regions in the sports landscape French as the inescapable actors.This long progress of Regions towards real sports policies is presented here in three chronological parties. They constitute the weft of the activities of search for a committed territorial agent, an attentive observer of their process of construction. By illustrating with the action of the Region Limousin, he so gives a particular perspective on the capital increase in value which Regions brought to the public policies of the sport to answer the stakes in the development of their territory and on the way they approach the necessary transformation of the French sports system