the purpose of this paper is to find the successful elements of THE BODY SHOP in Gavle, and using that experience to study the market entry into a third world country using the case study to assess whether it is worthwhile for THE BODY SHOPto enter the Chinese market, if it is worthwhile, and how to do it.

<p><strong>Syfte:  </strong>Syftet är att analysera och utvärdera Apoteket Shop och The Body Shop som varumärke</p><p><strong>Metod:  </strong>Denna studie har utgått ifrån ett holistiskt synsätt. Det valda teoretiska förhållningssättet är deduktion och en kvalitativ forskningsmetod i form av djupintervjuer samt kvantitativ forskningsmetod i form av en enkätundersökning.</p><p><strong>Teorier:  </strong>Involvement Theory, Brand, Brand Strategy, Brand Equity, Business Concept, Planning Philosophies, Brand Service Value Chain, Total Communication.</p><p><strong>Empiri:  </strong>Totalt 6 st djupintervjuer med representanter på Apoteket Shop och The Body Shop. Enkätundersökning med 25 stycken kunder på vardera företag.</p><p><strong>Resultat:  </strong>Resultatet visar att Apoteket Shop har ett långsiktigt tänkande men en bit kvar i implementeringsarbetet. The Body Shop har ett långsiktigt tänkande vilket även syns tydligt i deras arbete. </p><p><strong>Slutsats:  </strong>De otillbörliga konkurrensfördelar som Apoteket Shop har är att de redan tillhör ett starkt och väletablerat varumärke. Om Apoteket Shop inte arbetar så att organisationsutformningen är i samklang med den starka affärsidén/varumärket kommer de otillbörliga konkurrensfördelar endast att vara kortsiktiga då förutsättningarna för en långsiktighet inte finns inom organisationen.    </p> / <p><strong>Purpose:  </strong>The purpose is to analyze and evaluate Apoteket Shop and The Body Shop as a brand.  </p><p><strong>Method:  </strong>This essay will have a holistic approach. The chosen theoretical approach is deductive. Qualitative methods will be used in the form of deep interviews as well as quantitative methods in the form a questionnaire survey.  </p><p><strong>Theories:  </strong>Involvement Theory, Brand, Brand Strategy, Business Concept, Planning Philosophies, Brand Service Value Chain, Total Communication</p><p><strong>Empiric:  </strong>A total of six deep interviews with representatives from Apoteket Shop and The Body Shop. Questionnaire survey with 25 customers from each company.</p><p><strong>Result:  </strong>The result shows that Apoteket Shop has a long–term thinking in their work but needs to work more with taking these thoughts into action. The Body Shop has also a long–term thinking which clearly shows in the way they work.     </p><p><strong>Conclusion:  </strong>The undue competitive advantages that Apoteket Shop has are the fact that they already belong to a strong and well established brand. If Apoteket Shop doesn’t work so that the structure of their organization is in tune with the strong business concept/brand, these undue advantages will only be short-term since the conditions for a long-term doesn´t exist in the organization.</p>

Syfte:  Syftet är att analysera och utvärdera Apoteket Shop och The Body Shop som varumärke Metod:  Denna studie har utgått ifrån ett holistiskt synsätt. Det valda teoretiska förhållningssättet är deduktion och en kvalitativ forskningsmetod i form av djupintervjuer samt kvantitativ forskningsmetod i form av en enkätundersökning. Teorier:  Involvement Theory, Brand, Brand Strategy, Brand Equity, Business Concept, Planning Philosophies, Brand Service Value Chain, Total Communication. Empiri:  Totalt 6 st djupintervjuer med representanter på Apoteket Shop och The Body Shop. Enkätundersökning med 25 stycken kunder på vardera företag. Resultat:  Resultatet visar att Apoteket Shop har ett långsiktigt tänkande men en bit kvar i implementeringsarbetet. The Body Shop har ett långsiktigt tänkande vilket även syns tydligt i deras arbete.  Slutsats:  De otillbörliga konkurrensfördelar som Apoteket Shop har är att de redan tillhör ett starkt och väletablerat varumärke. Om Apoteket Shop inte arbetar så att organisationsutformningen är i samklang med den starka affärsidén/varumärket kommer de otillbörliga konkurrensfördelar endast att vara kortsiktiga då förutsättningarna för en långsiktighet inte finns inom organisationen. / Purpose:  The purpose is to analyze and evaluate Apoteket Shop and The Body Shop as a brand.   Method:  This essay will have a holistic approach. The chosen theoretical approach is deductive. Qualitative methods will be used in the form of deep interviews as well as quantitative methods in the form a questionnaire survey.   Theories:  Involvement Theory, Brand, Brand Strategy, Business Concept, Planning Philosophies, Brand Service Value Chain, Total Communication Empiric:  A total of six deep interviews with representatives from Apoteket Shop and The Body Shop. Questionnaire survey with 25 customers from each company. Result:  The result shows that Apoteket Shop has a long–term thinking in their work but needs to work more with taking these thoughts into action. The Body Shop has also a long–term thinking which clearly shows in the way they work.      Conclusion:  The undue competitive advantages that Apoteket Shop has are the fact that they already belong to a strong and well established brand. If Apoteket Shop doesn’t work so that the structure of their organization is in tune with the strong business concept/brand, these undue advantages will only be short-term since the conditions for a long-term doesn´t exist in the organization.

<p><strong>Title</strong></p><p>Corporate Social Responsibility in Branding - A study of The Body Shop's visitors' attitudes and  purchase decisions</p><p><strong>Authors</strong> Sara Lundgren El-Salhy & Amanda Lundmark</p><p><strong>Seminar Date</strong> 2009-06-02</p><p><strong>Level </strong> C-level Thesis</p><p><strong>Tutor </strong> Malin Näsholm</p><p><strong>Keywords </strong></p><p>CSR, The Body Shop, Corporate Identity, Corporate Image, Associations, Attitudes, Purchase Decision</p><p><strong>Problem</strong><em> </em></p><p>Previous research suggests that by using well known CSR as a branding tool, companies can create positive consumer attitudes, and these attitudes are assumed to lead to positive purchase decisions. This study aims to test this connection, when CSR is well known, by answering the following problem question: What are the opinions and attitudes among The Body Shop Umeå's visitors towards The Body Shop and CSR, and how do they perceive the company regarding CSR? Are their purchase decisions affected by these opinions and attitudes?</p><p><strong>Purpose </strong></p><p>To explore the importance of a well-known CSR; to find what attitudes consumers have towards CSR and a company with well-known CSR, and to look at these attitudes' relation to the consumers' purchase decision.</p><p><strong>Methodology</strong></p><p>A quantitative, deductive study is conducted, where the theory is tested. The data is collected by handing out self-completion questionnaires to The Body Shop visitors in Umeå.</p><p><strong>Results & Conclusion</strong></p><p>This study shows that The Body Shop visitors in Umeå think that CSR is important when buying cosmetics. The respondents have positive attitudes towards The Body Shop and these positive attitudes can be connected to The Body Shop's CSR. The positive attitudes can also be connected to positive purchase decisions. A conclusion that can be drawn from these findings is that well known CSR can be connected to positive purchase decisions, if the CSR is trustworthy. This conclusion can, however, only be generalized to the population for this study; the visitors to The Body Shop's store in Umeå.</p><p><strong>Number of Pages</strong> 57</p><p><strong>Number of References</strong> 40</p>

Title Corporate Social Responsibility in Branding - A study of The Body Shop's visitors' attitudes and  purchase decisions Authors Sara Lundgren El-Salhy &amp; Amanda Lundmark Seminar Date 2009-06-02 Level C-level Thesis Tutor Malin Näsholm Keywords CSR, The Body Shop, Corporate Identity, Corporate Image, Associations, Attitudes, Purchase Decision Problem Previous research suggests that by using well known CSR as a branding tool, companies can create positive consumer attitudes, and these attitudes are assumed to lead to positive purchase decisions. This study aims to test this connection, when CSR is well known, by answering the following problem question: What are the opinions and attitudes among The Body Shop Umeå's visitors towards The Body Shop and CSR, and how do they perceive the company regarding CSR? Are their purchase decisions affected by these opinions and attitudes? Purpose To explore the importance of a well-known CSR; to find what attitudes consumers have towards CSR and a company with well-known CSR, and to look at these attitudes' relation to the consumers' purchase decision. Methodology A quantitative, deductive study is conducted, where the theory is tested. The data is collected by handing out self-completion questionnaires to The Body Shop visitors in Umeå. Results &amp; Conclusion This study shows that The Body Shop visitors in Umeå think that CSR is important when buying cosmetics. The respondents have positive attitudes towards The Body Shop and these positive attitudes can be connected to The Body Shop's CSR. The positive attitudes can also be connected to positive purchase decisions. A conclusion that can be drawn from these findings is that well known CSR can be connected to positive purchase decisions, if the CSR is trustworthy. This conclusion can, however, only be generalized to the population for this study; the visitors to The Body Shop's store in Umeå. Number of Pages 57 Number of References 40

yes / The Body Shop’s business has been an entrepreneurial enterprise of remarkable success. Its core lies on the principle, pioneered by founder Anita Roddick, that ‘(…) the business of business should not be just about money, it should be about responsibility.’ The company is the symbol of the 1970’s corporate social responsibility (CSR) revolution.

Yes / Gold

Utbudet av etiska produkter har ökat på senare år, vilket borde betyda att människor har blivit mer benägna att köpa etiska produkter. Detta har krävt vissa förändringar i företagens marknadsföring, eftersom en etisk profilering i vissa fall kan kräva en annan infallsvinkel. Om ett företag med en etisk profil samarbetar med ett företag utan en etisk profil, skulle detta kunna ses som att företaget inte står fullt ut för sina värderingar, vilket kan göra att de tappar trovärdighet. The Body Shop är ett företag som säljer kosmetika, hud- och hårvårdsprodukter och marknadsför sig som ett företag med starka etiska värderingar och de arbetar mycket med Corporate Social Responsibility. The Body Shop kallas i detta arbete ett företag som framställer sig som etiskt eller ett företag med etisk profil. Åhléns är en varuhuskedja inom detaljhandeln, de kallas i detta arbete för ett företag som inte framställer sig som etiskt eller ett företag utan etisk profil. Företagen har ett samarbete, som innebär att vissa av The Body Shop:s produkter säljs i vissa utvalda Åhlénsbutiker. Syftet med detta arbete är att belysa konsumenterna uppfattningar om The Body Shop:s samarbete med Åhléns, påverkar detta samarbete konsumenternas bild av The Body Shop i någon riktning? För att uppnå syftet kommer det att undersökas om konsumenterna värderar The Body Shop:s anstränganden att profilera sig etiskt, som något positivt. Vidare kommer konsumenternas åsikter angående till vilken grad The Body Shop respektive Åhléns anses etiska, att undersökas. För att uppfylla syftet har en kvalitativ undersökning av företagens hemsidor gjorts och därefter en kvantitativ enkätundersökning bland The Body Shop:s potentiella kunder. Utvalda teorier har även studerats för att sedan jämföras med empirin. Slutsatser dras om att The Body Shop av konsumenterna anses vara ett etiskt företag och att deras etiska strävanden anses vara något positivt. The Body Shop anses även vara mer etiskt än Åhléns, av konsumenterna. Dock så anses inte samarbetet mellan The Body Shop och Åhléns vara något negativt, enligt de tillfrågade i enkätundersökningen. En anledning till detta skulle kunna vara att Åhléns inte ses som ett företag utan etisk profil av de tillfrågade, utan snarare ett företag med en lägre etisk profil än The Body Shop.

Companies have an important role to play in sustainability initiatives as they have great power to drive development. Working with sustainability issues can be seen as crucial to their survival, as various stakeholders today place high demands on companies to take responsibility in this area. This study aims to critically examine The Body Shop’s sustainability communication in order to gain a deeper understanding of how the company constructs a sustainable brand. The study is based on the following questions: (1) How does The Body Shop communicate sustainability? (2) Which discourses are most prominent in The Body Shop’s communication? (3) What does The Body Shop convey through its sustainability communication? The material consists of The Body Shop’s sustainability report, as it is an important part of a company’s sustainability communication. The study’s theoretical framework is based on theories of critical discourse theory, consumer society, brand identity and brand activism. Furthermore, the methodology of the study is multimodal critical discourse analysis, where we have used different analysis tools to study both visual and textual elements of the company’s sustainability report. To see how The Body Shop relates to the sustainability discourse and constructs a sustainable brand, different discursive themes were identified based on the roles the company takes in its communication. The two most prominent roles are the role of the fair company and the role of the innovative company, which further contribute to the maintenance of the sustainability discourse. The result shows that The Body Shop communicates in a transparent way, using informative and persuasive language which creates a sense of credibility. We can conclude that The Body Shop presents itself as a leader in the field and often as the solution to various societal problems. Finally, The Body Shop presents its sustainability communication as a goal rather than a means, as it appears that sustainable development is the company’s sole purpose.

A abertura de mercado no Brasil, na década de 1990, aumentou a concorrência na indústria automobilística local e a busca por novos produtos, tecnologias e principalmente por processos de manufatura mais enxutos e viáveis economicamente. Dentro deste contexto, a pressão pela redução do tempo de desenvolvimento de novos produtos, fez com que fosse necessário reduzir também o tempo de desenvolvimento dos novos processos de manufatura. O desenvolvimento e planejamento de uma manufatura são processos complexos, pois envolvem diferentes áreas da empresa, demanda altos investimentos e envolve diferentes tecnologias. A Engenharia de Manufatura é a área da empresa responsável pelo planejamento, projeto e implantação de novas manufaturas para novos produtos. O objetivo central deste trabalho é a conceituação e aplicação da Simulação de Processos aplicada nas fases de planejamento e projeto para linhas de produção manuais e automatizadas através da utilização de ferramentas computacionais. O foco será na área de armação de carroceria onde se encontram o maior grau de automação e complexidade. As vantagens obtidas com sua utilização, nas fases de planejamento e projeto, são a redução de investimentos, redução no tempo de introdução de um novo processo, observação prematura de gargalos de produção, definição da quantidade necessária de estoques intermediários, os quais influenciam diretamente os tempos de processo e custos variáveis. Os conceitos apresentados são validados a partir de estudos de casos na Volkswagen do Brasil envolvendo veículos em lançamento como o novo Gol e Voyage e veículos em série como o Polo. / The market opening to newcomers in Brazil during the 1990s has increased the local automotive industry competition and the search for new products, technologies and mainly for leaner and financially feasible processes. Within that context, the need to reduce new product development timing has made it necessary to minimize the development period for manufacturing processes. Planning and developing manufacturing operations are complex processes, once they involve different areas in a company and they demand high investment and peculiar technologies. The Manufacturing Engineering is the area in the company that takes over the responsibility for planning, designing and implementing new manufacturing processes for new products. The main objective of that work is define concepts and apply the process simulation on the planning and designing steps of manual and automatic production lines by using computer tools. The target will be the body shop area where the automation and complexity degrees are higher. The advantages of using such tools during the planning and designing phases are not only the reduction of investment and process introduction timing but also the early identification of production bottlenecks, as well as the definition of line buffers that directly affect the process cycles and variable costs. The presented concepts are validated through cases of Volkswagen of Brazil and involving the launching of vehicles such as the new Gol and Voyage and series models like the Polo.