不動產估價師的本質在於解釋不動產於市場上價值反應的情況，而價格係由買賣雙方透過公開市場所決定，故不動產估價師不僅在解釋不動產之價值所在，亦在說明買賣雙方於公開市場中的行為模式。然此行為模式主要根據買賣雙方對不動產價格之認知基礎，因此不動產估價師以比較法進行項目調整時，若缺乏考量買賣雙方之認知，對不動產價格的合理區間即可能無法清楚掌握。而國外過去對此議題僅著重於估價師與買方之討論，然不動產價格係由買賣雙方共同合意，故應加入賣方進行探討。 本文以台北市住宅不動產為例，透過對不動產價格影響因素的認知角度，探討不動產估價師、買方及賣方對住宅價格影響因素重要性的認知差異情形，並進一步分析不動產估價師和買賣雙方認知產生差異的可能原因。 研究根據問卷調查結果，實證顯示買賣雙方彼此間對住宅價格影響因素並無明顯認知差異，然而不同家戶屬性的買方、賣方對價格影響因素仍有不同的認知。另外，研究亦發現不動產估價師與買賣雙方之間，對價格影響因素認知存有差異，這是由於環境與制度面使然，且本研究亦證實台灣不動產估價師以區位交通因素為調整價格的首要因素，然而區位未必代表一切，研究結果顯示住宅環境對買賣雙方的重要性甚至更高。 / The real estate appraiser is not only interpreting the value range, but telling the behavior of buyer and seller. The objective of this study is to probe into the cognition differences to the variables determining residential property values between appraiser, buyer and seller. The survey was carried out within a period involved buyers and sellers which participated in the sales of residential property from June 2008 to February 2009 in Taipei City. The results show that buyers and sellers do not have obvious cognition difference, but they do have different cognition with different household attributes. Besides, there is exactly cognition difference between appraiser, buyer and seller, and this is because of the residential property transaction environment and institution. Furthermore, the study reveals that the real estate appraisers in Taiwan take Location factors as the most important ones when they adjusting property price; however, buyers and sellers put even more attention on Residential factors.

It has always been a ‘mystery’, why the Danish building industry stagnated after the industrial breakthrough, and never was able to adapt the industrial production, business culture, buyer perception, and leadership and management, used in nearly all other Danish industries. This study offers a new approach to understanding the problem - by analysing systemic barriers to the industry’s transformation to a seller driven industry, in the context of a widespread neglect of the need for industrialisation (a problem addressed by relatively little literature) with the building remaining a manual, craft based industry, based on the old building process and its associated business model. Industrialisation has instead taken place in the building materials industry, which in a Danish context is a separate and highly industrialised industry. To analyse the barriers for transformation in the building industry a multidimensional approach is applied: First the building industry and modern industries are compared. Two archetype models are created using the above mentioned variables; one model for the building industry and its “Buyer Controlled Procurement Model” and one for modern industries and their “Seller Driven Marketing Model” with interrelated production and sale, enabling them to sell to unknown customers. Next the statistical productivity trends and other secondary data are examined to analyse, if the Seller Driven Marketing Model is performing better. Finally a Delphi Panel Consultation is conducted to discuss future development scenarios. Michel Foucault’s principles of historical analysis and his ‘episteme’ concept are used to analyse the outcome of the Delphi Panel Consultation.

Bakgrund/problem: Produktföretag skapar nya erbjudanden utformade som tjänster och helhetslösningar. Företaget säljer paket inkluderande produkten samt tillhörande. Kärnverksamheten utvidgas. Kräver dessa lösningar en annan typ av säljare än den som idag är dominant på tillverkande företag? Syfte: Med denna uppsats vill vi finna ifall dagens säljare ser att det finns vissa personliga egenskaper som är anses vara mer gynnsamma än andra vid försäljning av dessa helhetslösningar. Metod: Det är en komparativ flerfallsstudie med en kvalitativ forskningsansats. Med hjälp av sex stycken semistrukturerade intervjuer på med säljare på tre olika företag har vi insamlat empirisk data. Data har vi sedan analyserat med hjälp av en egen analysmodell. Resultat/bidrag: Resultatet har visat att med de nya formerna av att sälja tjänster och produkter förändras även den nya säljaren och vilka egenskaper som anses vara gynnsamma för byggandet av förtroende, relationer och i slutändan för en lyckad försäljning. Hur säljarna väljer att belysa olika egenskaper går att härleda från deras bakgrunder och personlighetstyper. / Background/problem: Product businesses create new offerings designed as services and comprehensive solutions. The company sells packages that include the product and related. Core business expand. These solutions requires a different type of sellers than that of today, who is dominant in manufacturing companies? Purpose: With this paper, we want to find if today’s sellers see that there are certain personal characteristics that are considered to be more favorable to the sale of these integrated solutions. Method: This is a comparative case study with a qualitative approach. With the help of six semi-structured interviews with sellers in three different companies, we have collected empirical data. The data were then analyzed using a self-analysis model. Results/contribution:The results have shown that with the new forms of selling services and products change even the new vendor and which properties are considered to be favorable for the building of trust, relationships and ultimately for a successful sale. How sellers choose to highlight different properties can be derived from their backgrounds and personality types.

M.A. Faculty of Humanties, University of the Witwatersrand / The racial discrimination under colonialism and apartheid culminated to the dispossession of black people from their land, and to unequal land distribution between black and white people. Territorial segregation during this period was not only about the displacement of black people from their land and their deprivation to equal access to land compared to their white counterparts, it was also about economic deprivation, eradication of subsistence agriculture and the transformation of blacks into wage labourers (Hall, 2004; Walker, 2008).The post-apartheid land reform process was initiated to redress the injustices and inequalities of the past. It took a market-driven approach to blend the objectives of land reform with those of national reconciliation and maintenance of food security (DLA, 1997). The land reform process took a form of restoring land to its original owners who were forcefully removed from it after June 1913 or compensation if land could not be restored. It was also aimed at securing tenure rights for farm workers, labour tenants, farm dwellers and people residing in communal areas. The aims of the third part of the land reform programme was to redistribute 30% of commercial farms in white hands to black people with the view of redressing racial disparities in landholding. As early as in the initial stages of the development of South Africa’s land policy in the early 1990s, scholars and civil society groups warned about the ineffectiveness of the market to deliver on land reform objectives. This paper adopts a case study approach to study the South African land reform process in relation to the notion of empowerment. It focuses on the Land Reform for Agricultural Development (LRAD) sub-programme by looking at the intersection between race, gender and class. Bambanani Fruits (Pty) Ltd, an LRAD project based in the Gauteng province is used as a case study. This is an LRAD Equity Scheme project, meaning that its beneficiaries (who are former workers on the farm) acquired an LRAD grant to purchase equity shares to be co-owners of the project. Bambanani Fruits is a successful project considering its productivity and access to the market. This paper investigates how much LRAD beneficiaries are part of this success i.e. whether they have agency, whether they feel a sense of ownership and control of the project, and the extent at which they take part in decision making in the project. This task is carried out through the application of Kabeer’s (1999) instrumentalist model of measuring empowerment. Kabeer states that empowerment is measured by looking at three aspects, namely; resources, agency and achievement. Kabeer’s model is applied to the data which was collected through various means including in depth interviews with Bambanani LRAD beneficiaries and land officials from the province, document analysis and review of existing scholarly work on land reform. It is well documented that South Africa’s land reform process has been very slow in delivering to its objectives, and departmental reports used in this paper also confirm this assertion. The research results reveal that even though more land was transferred under LRAD, the sub-programme also encountered some of the challenges and hindrances faced by its predecessor Settlement/Land Acquisition Grant (SLAG). It faced budgetary constraints, complexities of the land market such as price restrictions and resistance by land owners to cede land, and so on. Generally, it was found that LRAD tended to entrench race, gender and class disparities in landholding. At Bambanani, I discovered that LRAD has affected beneficiaries differently. The sub-programme has stratified these beneficiaries into competing class factions. Divergent interests have emerged to distort the actual meaning of empowerment. I have labelled this tension a ‘dichotomous factionalism’. The struggle and conflict is caught up between beneficiaries themselves, and their disunity has left the hegemony of the farm’s management unchallenged. I argue that, their empowerment is firstly condemned from within and this internal condemnation limits their negotiating power with the management. Secondly, their empowerment is curtailed by the farm’s management in such as way that it sometimes uses its majority shares to justify unilateral decision making. According to Kabeer, empowerment ought to encompass egalitarian decision making. Respondents have reported this is not always being the case at Bambanani. One group of participants complained about how things have remained the same on the farm despite the acquisition of LRAD shares to co-own the farm. Another group which is mostly comprised by trust members argued that things have changed for the better compared to the period prior to the attainment of these equity shares. In doing so, this group blames the discontent group for the lack of commitment to the project and for being after money over the interest of the project. The discontent group has also complained that the trust is not representing their interests to the management, and whenever they lay complaints there are often threats of expulsion. Apart from the above mentioned conflict of interests amongst Bambanani beneficiaries, positive elements were also discovered where beneficiaries agreed on some areas of dissatisfaction. I have labelled this a Collective Discontent Spectacle. The plight of beneficiaries is caused by the lack of adequate exposure to the business side of the farm’s operation and the lack of delivery on houses which were promised to them by the management as part of the shareholding package. Having considered the Bambanani case and other literature on LRAD, I concluded that LRAD has failed to fulfil empowerment requirements as per Kabeer’s model.

Le principe de la « transmission » des actions en justice avec la chose fait habituellement l'objet d'une analyse irritante, d'une part parce que l'appréhension de son mécanisme semble a priori complexe, d'autre part parce que son statut essentiellement prétorien paraît compromettre d'avance tout espoir de maîtrise. Il en est ainsi, parce qu'on suppose que, comme toute « norme du juge », il est soumis à la pression constante des faits et à la justification quasi-permanente de sa pertinence Dès lors, au mieux, il se mettra en adéquation avec les sollicitations fluctuantes du temps, empêchant ainsi toute tentative de systématisation, au pire, il s'érodera et disparaîtra pour laisser la place aux principes certains du Code civil, notamment ceux contenus dans les articles 1165 et 1166 du Code civil qu'il est supposé contourner.Pourtant, force est de reconnaître la résistance (inattendue ?) de l'œuvre : le principe de « transmission » des droits et actions avec la chose subit des attaques, chancelle parfois mais ne s'éteint toujours pas. Située à la croisée du droit des biens, du droit des contrats et de la procédure, cette œuvre de collaboration judicaire et doctrinale élaborée depuis plus de deux siècles, révèle, malgré ce temps relativement long de maturation, des insuffisances manifestes. Pourquoi cette transmission ? Quels droits et actions sont transmis avec la chose ? Quelles sont leurs conditions d'exercice ? Comment se dénouent-t-ils ? / The principle of transfer of actions and rights « attached » to thing‘s analysis is usually irritating, partly because of the apprehension of its mechanism seems complex; secondly because its status as praetorian creation seems to affect mainly advance any hope of control. This is so because it is assumed that, like all "Principles created by judge", it is subjected to constant pressure from the facts and need justification of its relevance almost constantly. Therefore, at best, it will match with the fluctuating demands, thus preventing any attempt at systematization, at worst; it will disappear, giving way to some principles of the Civil Code, such as articles 1165 and 1166 of the Civil Code which it is supposed to circumvent. But it is noted that this creation continues. The Principe of transfer of actions and rights is criticized sometimes, it stumbles but it steals alive. Its continued strength is probably due to the simplicity (apparent perhaps) of the problem raises. At the intersection of property law, contract law and procedure, the principle of rights and actions “transferred” with the thing offers the image of a joint judicial and doctrinal work. Developed over two centuries, the work reveals, despite this relatively long period of maturation, shortcomings

Made available in DSpace on 2016-07-27T14:20:19Z (GMT). No. of bitstreams: 1 Beatriz Amalia Albarello.pdf: 905075 bytes, checksum: e0e94130b180eceaebf339232c8ad90d (MD5) Previous issue date: 2013-12-09 / Beliefs are general verbal formulations formed through experience and used to reduce complex judgments and evaluations in more simple thinking and rationale. Market beliefs express relations between firms, produtcs, brands and stores attributes, as such the consume relations that market actors maintain with such dimensions. The objective of the present study was detect and systematically describe retail consumer and seller s market beliefs from the female fashion market of Goiânia (GO, Brazil). Additionally, the study aimed interpret the findings using behavior-analytic conceptions and pointing to possible managerial implications of them. One hundred ninety seven (197) individuals, distributed in two non-probabilistic samples (97 consumers and 100 sellers), collaborate as participants. Consumers responded to a specific instrument elaborated to detect market beliefs (DCM-Q1C) and sellers responded to an analogous instrument, elaborated to measure perceptions about such beliefs (DCM Q2G). Data were analyzed in terms of the consumer and seller´s endorsement grade of beliefs, with the principal results showing: 1) endorsement grade variation depending on evaluation being done by consumers or sellers, with a general tendency of sellers present more elevated endorsement grade, 2) very discrete quantity of discrepant cases in the relations characterized by effective endorsement between the endorsement stati by consumers and sellers, and 3) relative small quantity of agreement in the relations characterized by effective endorsement between the endorsement stati by consumers and sellers. From considerations about the representational nature of the instruments used and obtained data, participants responding was interpreted as indicative of the probability of verbal formulations emissions (and not of actions), as phrased in the instruments items, in the consume environments. Recommendations about what sellers must or mustn t emphasize in persuasive talks to convince consumers to buy were done. The use of the behavior-analytic conceptual referential was possible, but only to enable interpretations and suppositions about functional relations, not verifiable, as known, with the method adopted. / Crenças são formulações verbais gerais formadas a partir da experiência e usadas para reduzir julgamentos ou avaliações complexas em pensamentos e raciocínios mais simples. Crenças de mercado expressam relações entre atributos de empresas, produtos, marcas e lojas, assim como das relações de consumo que os atores do mercado mantêm com estas dimensões. O objetivo do presente estudo foi detectar e descrever sistematicamente crenças de mercado de consumidores e vendedores do varejo de produtos de moda feminina da cidade de Goiânia (GO, Brasil). Adicionalmente, o estudo buscou interpretar os achados usando concepções analítico-comportamentais e apontar para as suas possíveis implicações gerenciais. Cento e noventa e sete (197) indivíduos, distribuídos em duas amostras não-probabilísticas (97 consumidores e 100 vendedores), colaboraram como participantes. Os consumidores responderam a instrumento específico para a detecção de crenças de mercado de consumidores (DCM Q1C) e os vendedores responderam a instrumento análogo, elaborado para medir percepções sobre tais crenças (DCM Q2G). Analisados os dados quanto ao grau de endosso das crenças por consumidores e vendedores, os principais resultados encontrados foram: 1) variação no grau de endosso das crenças dependendo e de se a avaliação é feita por consumidores ou por vendedores, com tendência geral dos vendedores a apresentar grau de endosso mais elevado do que o apresentado por consumidores; 2) discretíssima quantidade de casos de discrepância nas relações caracterizadas por endosso efetivo dentre os stati de endosso por consumidores e vendedores, e 3) relativamente pequena quantidade de concordância nas relações caracterizadas por endosso efetivo dentre os stati de endosso por consumidores e vendedores. A partir de considerações sobre a natureza representacional dos instrumentos utilizados e dos dados obtidos, o responder dos participantes foi interpretado como indicativo da probabilidade de emissão das formulações verbais expressas nos itens dos instrumentos (e não de ações), quando consumidores e vendedores entram em interação nos ambientes de consumo. Recomendações sobre o que vendedores devem ou não enfatizar nas suas falas persuasivas para convencer consumidores a comprar foram feitas. O uso do referencial conceitual da análise do comportamento foi possível, mas apenas para viabilizar interpretações e suposições sobre relações funcionais, não verificáveis, como se sabe, com o método adotado.

Nesta pesquisa, o principal objetivo foi analisar como são conduzidas as negociações entre compradores e vendedores que acontecem em um ambiente relacional, buscando não só entender os impactos do relacionamento das partes no processo de negociação, mas também verificar se as negociações o favorecem, notadamente em situações nas quais as partes pretendem manter ou aumentar as interações no futuro. Para responder esse objetivo foi escolhido o setor de distribuição de insumos agrícolas, com foco em defensivos, considerando as transações que ocorrem entre os distribuidores e os produtores rurais. Para ampliar as discussões desta pesquisa, optou-se por analisar as negociações entre as partes em dois países: Brasil e Estados Unidos. Assim, foi realizada uma pesquisa qualitativa, de caráter exploratório/descritivo, utilizando o método de estudos de casos múltiplos. Os dados foram coletados a partir do estudo de 13 casos - situações de negociação (seis no Brasil e sete nos Estados Unidos), considerando a visão do vendedor e do comprador (díades) para que se pudesse ter uma perspectiva de ambos os lados. Para isso, contou-se com o auxílio de seis distribuidores de insumos, sendo três no Brasil e três nos Estados Unidos. Os gerentes de vendas dos distribuidores foram entrevistados para que o entendimento do processo de negociação pudesse ser ampliado. Assim, em conjunto com observações, foram realizadas 13 entrevistas com vendedores, 13 com produtores e seis com gerentes de vendas, totalizando 32. Como principais resultados e contribuições, destaca-se: (1) foi proposta uma estrutura conceitual, baseada no modelo adaptado do IMP Group, para o estudo das negociações entre compradores e vendedores, considerando os elementos sistêmicos da negociação. Pôde-se perceber os impactos do ambiente da negociação (concorrentes e variáveis macroambientais), da atmosfera (poder, tempo e informação), do planejamento, do processo de negociação, dos resultados e da implementação dos acordos da negociação. Além disso, notou-se que os resultados substanciais (econômicos) podem ser superados pelos resultados psicológico-sociais da negociação, uma vez que vendedores e compradores podem abrir mão dos ganhos pensando na continuidade do relacionamento entre as partes; (2) a aplicação da estrutura para a análise das díades mostrouse aderente, o que resulta em outra contribuição. A estrutura conceitual poderá ser utilizada em outros contextos para o entendimento das negociações entre compradores e vendedores; (3) a partir da análise dos contextos Brasil e Estados Unidos, notou-se o impacto que o modelo de negócios dos distribuidores pode ter nas negociações. De um lado os distribuidores brasileiros têm sua oferta mais baseada em produtos, resultando em uma maior discussão de preços nas negociações. Já do lado norte-americano, a oferta é baseada em serviços e troca de informações, o que aumenta a dependência, os custos de mudança dos produtores e afeta os processos de negociação, diminuído em alguns casos a negociação de preços; (4) por fim, nota-se que o relacionamento entre as partes pode ter um impacto positivo nas negociações entre compradores e vendedores, diminuindo o uso de alternativas, aumentando a possibilidade de ampliação do valor das negociações e tirando o foco do preço. Além disso, percebe-se que a forma como as negociações são conduzidas pode ter um impacto positivo no relacionamento entre as partes. Assim, com a evolução do relacionamento, o conteúdo das negociações pode mudar da barganha de preços e evoluir para a discussão das adaptações necessárias para ampliação dos ganhos mútuos e maximização do valor das partes. / The main goal of this research was to analyze how the negotiations between buyers and sellers take place in a relational environment, seeking not only to understand the impacts of the relationship of the parties in the negotiation process, but also whether the negotiations favor the relationship, specifically in situations in which the parties aim to maintain or increase future interactions. To meet this goal, the distribution sector of agricultural inputs was chosen, focusing on defensive, and considering transactions that took place between distributors and farmers. The choice of this sector was due to its strong relational characteristic. To broaden the discussion of this research, the negotiations in two countries was analyzed: Brazil and the United States. Thus, a qualitative survey was conducted with an exploratory / descriptive perspective and using a multiple case studies method for data collection. The data was collected from the study of 13 negotiation situations (six in Brazil and seven in the United States), considering the view of the seller and the buyer (dyads) so that it was possible to have the perspective from both sides. Accordingly, interviews were conducted with six distributors, three in Brazil and three in the United States. The distributors\' sales managers were interviewed to develop a better understanding of the negotiation process. Thus, for the development of this research, 13 interviews were conducted with vendors, with 13 producers and six with sales managers, totaling 32. The main results and contributions are: (1) a conceptual framework was proposed based on the adapted model of the IMP Group for the study of negotiations between buyers and sellers, considering the systemic elements of the negotiation. The framework considers the various stages of negotiation and was the basis for the analysis of 13 dyads. From the analysis, the impact of the trading environment was observed (competitors and macroenvironmental variables), the atmosphere (power, time and information), planning, the negotiation process, the negotiation results, and the negotiation results implementation. Considering the importance of the relationship between the parties, the substantial results (economic) could be overcome by psychological and social results of the negotiation, as buyers and sellers can give up gains in exchange of maintaining and continuing with a good relationship with the other part; (2) the use of the framework to analyze the dyads proved to be effective, therefore the possible use of the framework in other contexts for the understanding of negotiations between buyers and sellers is another contribution of this thesis; (3) from the analysis of Brazilian and US contexts, it was noted the impact that the business model can have on negotiations. In one hand the Brazilian distributors have most of their supply based on products, resulting in more price discussion. In the other hand, in the US, the focus was on services and information exchange, which increases the dependency of producers decreasing, in some cases, the price negotiations; (4) finally, the relationship between the parties can have a positive impact on negotiations between buyers and sellers, reducing the use of alternatives, increasing the possibility of expanding the value of negotiations and taking the price out of focus. Moreover, it is clear that the way the negotiations are conducted can have a positive impact on the relationship between the parties. Therefore, with the relationship evolution, the negotiations content can evolve from prices negotiation to a discussion on necessary adaptation with a focus on value maximization for all parties.

The thesis´ aim is to deepen the understanding about what shapes and characterises the purchase process for management advice services. Such externally, acquired services have increased substantially, and in relation to the services´ impact on management decisions the theoretical and practical understanding of the purchase process is lagging behind. The thesis´ analyses, interpretations and conclusions are founded on empirical data collected by use of focus groups, and based on activity theory. The findings show that the purchase process is influenced by many actors who see themselves as subject in the process. They have similar but also conflicting objects that they want to fulfil. The outcome of the purchase process is influenced by contradictory opinions among the actors about how to organize and supervise the process. The main contradictions are influenced by the actors´ different objects and how they interpret the context of the purchase process. The context is shaped by such as leadership style, social rules regarding management of change and opinions about division of labour in the purchase process. The impression of the purchase process´s character is that commonly used supply chain models do not work as a characterization. The purchase process´s phases do not follow on each other and the glue that links the phases is not a rational procedure following one, firm route. The findings show that procurement, integration and follow-up phases overlap, are concurrent and integrated in each other. The purchase process reproduces the execution of polyphonic music in which different voices, each with its own melody, create a rich texture of sounds. In a similar way the purchase process is coined by actors who bring their own objects and competence into the process. It produces dissonance, as in polyphonic music. It mirrors the services character of competence development and shapes the purchase process as polyphonic rather than a rational, step by step process.

This study focuses on the Internet auction in the market of jade from Ming or Ch¡¦ing dynasty. Yahoo/Kimo auction, which is the biggest net auction site in Taiwan, has been selected as the research site in the project. Jade from Ming or Ch¡¦ing dynasty is the major goods in this research because of its distinguishable characteristics and reasonable price in the market. ¡§Case studies¡¨ have been chosen as the methodology of this research. Interviews with six jade sellers, trading records of consumers, and observation from the researcher have become methods of data collection. This study attempts to discover workable strategists for jade sellers in the Internet auction. The main research questions are: (1)Why do sellers choose Yahoo/Kimo auction as the site to sell jade of Ming or Ch¡¦ing dynasty¡H(2)How do sellers manipulate perception of consumers to influence their decision making¡H(3)How does rating and feedback work in marketing jade¡H(4)How to pricing¡HHow to satisfy different marketing segmentation¡H Three conclusions have been summarized as following: In Taiwan, Yahoo/Kimo auction site is a suitable site for jade trading because the site is user friendly, with huge size of pictures showing the characteristics of jade, with fast searching engine, low running cost, and highly security system. If a seller wants to run a stylish store, he/she is suggested to design the website by himself/herself. Generally speaking, most consumers in Internet auction are lack of understanding of jade. Therefore, enriching the description and pictures of goods and lowering the price become key points to influence consumers¡¦ decision making. Another fact found in the study is that the rating and feedback system is useful for convincing consumers at the beginning time; however, it plays less and less important role especially for consumers to make their final decisions. Selling with low-price is unable to reach the exceptional profits, but is considered as a way to clean out stocks. High-price jade is hardly to market through Internet auction because it needs a real site to sell it. ¡§Under the table¡¨ bargaining is commonly seen in Internet auction. In the future, the researcher suggests jade sellers in Internet to specialize jade items, to demonstrate in a theme or a style when marketing.

Problem formulation: ”What significance does the real estate agents communicative skills, to gain the confidence of home sellers during the sales process?   Purpose: The purpose of this paper is to create a theoretical framework on the importance of real estate agents communication skills for home sellers confidence. The theoretical framework is expected to explain the interaction between real estate agents and home sellers to create an understanding of the real estate agents communicative skills but also home seller trust and the link between them.   Theoretical  framework: The theoretical framework aims to describe the sales process seven steps according to Moncrief & Marshall (2005). It also describes the parties that are relevant to the sales process based on our issue. Then the communicative skills and confidence sets of meaning and significance is explained. This culminates in an analysis which we assumed when we made the analysis.   Methodology: To examine our issue, we have chosen to do a qualitative study in the form of interviews. We interviewed two home sellers and two real estate agents about communication skills and confidence. We also examine these concepts using secondary data in the form of scientific articles and books.   Analysis: The analysis in this paper is divided into two sections. One part is focusing om house sellers and the other part is focusing om the real estate agents we interviewed. In this analysis the sales process and its seven steps is the starting point. We have also tried to include our key words in this analysis, especially communication skills and confidence.   Conclutions: Based on previous research, empirical data and the analysis. This study show that the real estate agents communicative skills are important for the confidence of home sellers during the sales process. The communicative skill that proved to be most significant to confidence building was the communicative ability the ability to listen. / Frågeställning: ”Vilken betydelse har fastighetsmäklarens kommunikativa färdigheter, för att skapa förtroende hos bostadssäljare under säljprocessen?   Syfte: Syftet med denna uppsats är att skapa ett teoretiskt ramverk kring betydelsen av mäklares kommunikativa färdigheter för säljarnas förtroende. Det teoretiska ramverket förväntas förklara interaktionen mellan fastighetsmäklare och bostadssäljare för att skapa förståelse för mäklarens kommunikativa färdighet men också bostadssäljarens förtroende och kopplingen däremellan.   Teoretisk referensram: Den teoretiska referensramen syftat till att beskriva säljprocessens sju steg enligt Moncrief & Marshall (2005). Vidare beskrivs de parter som är aktuella för säljprocessen utifrån vår frågeställning. Därefter förklaras de kommunikativa färdigheterna och förtroendesets innebörd och betydelse. Detta mynnar ut i en analysmodell vilken vi utgått från när vi gjort analysen.    Metod: För att undersöka vår frågeställning har vi valt att göra en kvalitativ undersökning i form av intervjuer. Vi har intervjuat två bostadssäljare och två fastighetsmäklare där vi ställt frågor kring kommunikativa färdigheter och förtroende. Vi har även undersökt dessa begrepp med hjälp av sekundärdata i form av vetenskapliga artiklar och böcker.    Analys: Analysen i denna uppsats är indelad i två avsnitt. Ett om bostadssäljarna och ett om fastighetsmäklarna vi intervjuat. Vi har i denna analys utgått från säljprocessens sju steg och försökt koppla an till våra nyckelord, framförallt kommunikativa färdigheter och förtroende.    Slutsatser: Utifrån tidigare forskning och empirisk datainsamling samt analysen av detta visar denna studie att fastighetsmäklarens kommunikativa färdigheter har betydelse för förtroendet hos bostadssäljarna under säljprocessen. Den kommunikativa färdighet som visade sig ha störst betydelse för förtroendeskapandet utifrån de genomförda intervjuerna var den kommunikativa färdigheten konsten att lyssna.