In business environments characterized by technological change and rapid imitation, firms must continually innovate and identify new opportunities in order to remain competitive. This study investigates how external actors provide firms with innovative opportunities, ideas, and solutions. Specifically, it examines how firms are influenced by being approached by external innovators who “pitch” ideas for new products that they want to commercialize in cooperation with the firm. Conceptually, the study analyzes firms as magnets to which ideas and resources from outside the firm are attracted.Employing a multiple case study design of Swedish and U.S.companies, the thesis reveals that a firm’s capacity for innovation and exploration of new opportunities is partly shaped by its ability to attract ideas and inventions from the outside environment. It also demonstrates that firms that are particularly attractive to external innovators are in a favorable position to identify and act on strategic opportunities and threats that emerge in their competitive environments. The findings of the study suggest that in order to support their innovation and strategy creation processes, firms should work to stimulate inflows of externally developed ideas and inventions. This involves building a reputation of being trustworthy and receptive to external ideas, as well as broadcasting innovation projects and strategies so that external actors can easily understand how their ideas and inventions might fit in to the firm’s innovation projects and strategies.

The thesis explores middle managers sensemaking processes of a University’s social responsibility and sustainability (SRS) strategy during a period of change. Overall the thesis establishes links between middle managers simultaneous sensemaking processes, dynamics of loosely coupled organizational contexts and organizational responses to unexpected outcomes as they impact strategy creation processes in organisations. Three main issues evolve. Firstly, middle managers in loosely coupled organisations consist of two different sets (administrators and academics). Based on their nature of work in particular, administrators and academics select different sets of dominant and subtle sensemaking frames to make sense of organizational strategies. Generally, while administrators select sensemaking frames which emanate from existing strategic processes, academics select autonomous cues which exist outside strategic processes. Administrators and academics sensemaking processes are therefore not a single level or consecutive processes as typically researched, but rather occur as simultaneous sensemaking processes. Six dominant simultaneous sensemaking frames are identified and described. Secondly, the thesis examines less explored aspects of debates on loosely coupled systems. It investigates specific patterns of coupledness in middle managers strategic work and relationships. It identified and described patterns of administrative work which are tightly coupled and patterns in academic work which are loosely coupled. Thirdly, distinct links are identified between middle managers simultaneous sensemaking processes and unexpected strategy outcomes. This further led to exploring how organizations respond to unexpected sustainability initiatives, especially in light of integrating them into already existing strategy outcomes. Three integration strategies are identified and described.

This report analyzes the effects that social media marketing has on companies who choose to invest in a social media strategy. Previous research has looked at separate parts of a social media strategy, but no holistic view of the entire life cycle of a social media strategy has been created. Further, this report looks at what companies who choose to invest in a strategy gain from it in terms of different sources of business value. Advertising over digital media has increasingly taken market shares from more traditional advertising such as print, radio and TV. A large portion of this digital advertising is done through social media in the form of directing content at a specific target audience using the various social media platforms marketing algorithms. This increase in digital advertising is coupled by more companies choosing to create a social media presence. However, often have these social media presences failed to net any results due to a lack of understanding of the social media environment and how the consumers use the platforms. A case study was conducted on Marvelous, a Nordic digital agency specializing in social media. The case study also analyzed one of Marvelous’ clients who has invested in a social media strategy through them. The reason for this case study was to see how social media marketing is done in practice by a leading company within the industry. To complement the case study and get a less nuanced view of the development of a strategy and the results of it, qualitative interviews were held with other industry professionals who have worked with social media for several years. The results show that the life cycle of a social media strategy is made up of six stages: the pre-assessment stage, the strategy creation stage, the basics & hypotheses stage, the maturation & capitalization stage, the short-term evaluation stage and lastly the long-term evaluation stage. These different stages help companies in creating a strategy to guide social media efforts sustainably over a long period, leading to economical sustainability of the companies through granting advantages such as increased brand strength, increased sales and reaching a new consumer basis amongst other advantages. These advantages are gained while simultaneously strengthening the bond between consumer and company through the two-way communication that social media has enabled. / Denna rapport analyserar effekten som marknadsföring via sociala medier har på företag som bestämt sig för att investera i en social mediestrategi. Tidigare forskning har utforskat olika delar i en social mediestrategi, men ingen holistisk vy av hela livscykeln har skapats. Vidare så tittar denna rapport på vad företag som har investerat i en strategi får ut av det i form av olika källor av affärsvärde. Marknadsföring över digitala medier har ökat och fortsatt tagit marknadsandelar från mer traditionella källor såsom print, radio och TV. En stor del av denna digitala marknadsföring görs via sociala medier genom att rikta ett budskap mot en specifik målgrupp med hjälp av de olika sociala plattformarnas marknadsföringsalgoritmer. Denna ökning av reklam via digitala medier syns även i form av att fler företag väljer att skapa en närvaro på sociala medier. Däremot så misslyckas ofta denna sociala närvaro att gynna företag på grund utav en brist på kunskap om det sociala medielandskapet och hur kunder använder dessa plattformar. En fallstudie gjordes på Marvelous, en nordisk digitalbyrå som specialiserar sig inom sociala medier. I denna fallstudie undersöktes även en av Marvelous kunder som har investerat i en social mediestrategi via dem. Anledningen till denna fallstudie var att se hur denna marknadsföring görs i praktiken av ett ledande företag inom industrin. För att komplettera fallstudien och få en mindre nyanserad bild av utveckling av en strategi och dess resultat så utfördes även intervjuer med andra experter inom industrin som har arbetat med sociala medier i ett flertal år. Resultaten visar att en livscykel för en social mediestrategi är uppgjord av sex skeden: förhandsbedömning, strategiskapande, etablering och hypotesprovning, mognads- och kapitalisering, kortsiktiga utvärderingar och slutligen långsiktiga utvärderingar. Dessa skeden hjälper företag att skapa en strategi för att vägvisa deras insatser på sociala medier hållbart över en lång period vilket kan leda till ekonomisk hållbarhet för företagen. Detta genom fördelar såsom ökad varumärkesstyrka, högre försäljningsgrad, att nå ut till en ny kundbas och andra fördelar därtill. Dessa fördelar fås medan företagen samtidigt stärker bandet mellan kund och företag genom den tvåvägskommunikation som sociala medier har möjliggjort.

By asking “What’s the problem?” this thesis addresses the crucial relationship between how strategic decision-makers formulate organizational problems and how the relevant actors attempt to solve these problems. This thesis holds that the creation of strategy can be conceived of as a decision-making process in which the strategists find, formulate and attempt to solve problems by choosing a set of means to reduce the perceived gap between the current state and the desired state of the organization. The thesis particularly explores and postulates what is refered to as the means-end fallacy in which end-problems are treated as means-problems. In effect the decision-makers take the ends of the organization for granted and only ask “How can we fix it?” instead of critically examining the purpose of the organization by asking “What should we fix and why?” The purpose of this thesis is twofold. First, it is to explore the dysfunctional consequences of the means-end fallacy in organizational decision-making and creation of strategy. Secondly, it is to illuminate the implications of applying the problem-formulation perspective in the creation of organizational strategies. To achieve these purposes the problem-formulation phenomenon is explored in five appended papers. Paper I discusses the paradox of profitability and responsibility and the means-end fallacy in the context of strategic theory and practice. Papers II, III and IV explore the relationship between how a problem is formulated and how different actors attempt to solve it. This is done with a comprehensive case study of the substance-abuse problem and the different organizational strategies that are implemented to resolve it. Paper V offers a concrete discussion of how inappropriate formulations of organizational problems undermine the intended ends, particularly with regard to the paradox of profitability and responsibility. This thesis argues that the strategic decision-makers need both to be more problem-oriented; that they should balance the different dimensions of the problem; and, thus, that they should recognize that decision-making is an art of balance. Moreover, it suggests that the problem-formulation perspective can contribute with an insight into the black box of strategy creation, and that this can be achieved by looking back or rewinding from the organization’s strategy to the initial formulation of the organization’s problems. As a mirror image it suggests that strategic decision-makers can avoid the means-end fallacy by forwarding from an appropriate formulation of the problem to a balanced strategy.

Cette thèse porte sur la création d’algorithmes capables d’identifier les meilleures stratégies de contrôle de dépôt de filtres optiques interférentiels. Nous nous intéressons plus particulièrement au contrôle optique qui est, en règle générale, la méthode la plus précise pour définir les critères d’arrêt de dépôt d’une couche de quelques dizaines à centaines de nanomètres et avec une précision de quelques 0,1%. L’objectif de cette thèse vise donc à prédire le résultat expérimental d’un dépôt ainsi que d’en maximiser le taux de réussite.Trois algorithmes sont alors proposés avec pour objectif premier de pouvoir simuler les dépôts de couches minces de manière précise et statistique, de réduire la quantité de stratégies de contrôle possibles à l’aide de critères théoriques, et enfin de sélectionner la solution amenant au meilleur taux de réussite possible. / The aim of this thesis is the creation of algorithms capable of identifying the best strategies for controlling the deposition of optical interference filters. We are particularly interested in optical monitoring, which is, as a general rule, the most accurate method for defining the deposition triggering criteria of a layer from a few tens to hundreds of nanometers and with an accuracy of about 0.1%. The objective of this thesis is thus to predict the result of a deposition and to maximize its success rate by generating an optimal optical monitoring strategy. A virtual deposition process software has then been created to get closer to the experimental conditions and thus allows to select any optical monitoring strategy Two algorithms are then proposed, one with the objective of reducing the quantity of possible solutions for the monitoring of a filter and a second which is used to select the one with the best sucess rate.