<p>Background: During the last decades, mergers and acquisitions have filled hundreds of book and newspaper pages. Despite the great number of research works in this field, there is no much agreement about the advantages of this strategy. Some writers point out that newspapers devote more space to mergers that fail. Taking into account the widespread influence of newspapers in modern society, they way in which they picture merger outcomes and their explanations for the success or failure of this strategy should not be disregarded. </p><p>Purpose: Our purpose is to describe and analyze how different Swedish newspapers depict the outcomes of mergers. </p><p>Procedure: We chose five relatively recent cross-border mergers that involved a Swedish company. We selected several relevant articles from two general newspapers, a business newspaper and a business magazine. Following an inductive approach, we identified the factors used in those articles to depict post merger outcomes and classified them into "hard" and "soft". </p><p>Results: We found that newspapers usually evaluate the success or failure of merger taking into account the motives lying behind the merger. Synergy is given the greatest importance among both the hard and soft factors used to depict merger outcomes. Culture and the human side of mergers are soft factors not frequently treated. Indeed, it is evident that newspapers recognizetheir importance for a successful merger. Newspapers give a picture of post merger outcomes that covers both "hard" and "soft" factors while the research works selected have more partial views.</p>

<p>Background: During the last decades, mergers and acquisitions have filled hundreds of book and newspaper pages. Despite the great number of research works in this field, there is no much agreement about the advantages of this strategy. Some writers point out that newspapers devote more space to mergers that fail. Taking into account the widespread influence of newspapers in modern society, they way in which they picture merger outcomes and their explanations for the success or failure of this strategy should not be disregarded. Purpose: Our purpose is to describe and analyze how different Swedish newspapers depict the outcomes of mergers. Procedure: We chose five relatively recent cross-border mergers that involved a Swedish company. We selected several relevant articles from two general newspapers, a business newspaper and a business magazine. Following an inductive approach, we identified the factors used in those articles to depict post merger outcomes and classified them into"hard"and"soft". Results: We found that newspapers usually evaluate the success or failure of merger taking into account the motives lying behindthe merger. Synergy is given the greatest importance among both the hard and soft factors used to depict merger outcomes. Culture and the human side of mergers are soft factors not frequently treated. Indeed, it is evident that newspapers recognize their importance for a successful merger. Newspapers give a picture of post merger outcomes that covers both"hard"and"soft"factors while the research works selected have more partial views.</p>

Background: Literature regarding brand identity within the service industry is relatively under developed. As a result one theory is used for both the service and product brands, even though there is a significant difference between a product and a service. As a result of this, the brand identity within the service industry has consequences. Purpose: The purpose of this thesis is to contribute to the brand identity within the service industry. This is done by focusing on how and why this work is done. Accomplishment: Empirical data have been gathered through interviews with relevant people. Result: The fundamentals of a brand identity are the same within the service industry as the product industry. The foundation for both industries is to stipulate the identity by recognizing the values which makes the company unique and competitive. The employees within these companies are a major part of the brand identity as they are the ones to influence it the most. Up to this statement current theories are accurate but when it comes to the correspondence between brand identity and corporate culture there aren’t enough theoretical support to find. In order to come a step further integration of organization theory and marketing is required.

Background: When functionalities of todays products become increasingly alike, design plays a prominent role for product differentiation. Visuality becomes as significant as functionality and increases the importance for companies to work with, and use, packaging design as a tool for creating competitiveness. Purpose: The purpose of this thesis is to, from a corporate perspective, illuminate and create understanding for the role of packaging design as a strategic tool in a competitive context, where the core product is difficult to differentiate. Realization: We have performed a qualitative study of packaging design as a phenomenon. Data have been gathered through interviews with influential employees from companies who produce beverages and from design consultants. In total, eight respondents have participated in the study. Results: The package equals communication - an advertising tool that customers are recurrently exposed to. When the core products are difficult to differentiate, it becomes more important to express product identity and core values through packaging design. The effect is a product and packaging design with a strong mental position among consumers. The purpose of packaging design is therefore to create demand by depicting surplus value.

Background: During the last decades, mergers and acquisitions have filled hundreds of book and newspaper pages. Despite the great number of research works in this field, there is no much agreement about the advantages of this strategy. Some writers point out that newspapers devote more space to mergers that fail. Taking into account the widespread influence of newspapers in modern society, they way in which they picture merger outcomes and their explanations for the success or failure of this strategy should not be disregarded. Purpose: Our purpose is to describe and analyze how different Swedish newspapers depict the outcomes of mergers. Procedure: We chose five relatively recent cross-border mergers that involved a Swedish company. We selected several relevant articles from two general newspapers, a business newspaper and a business magazine. Following an inductive approach, we identified the factors used in those articles to depict post merger outcomes and classified them into "hard" and "soft". Results: We found that newspapers usually evaluate the success or failure of merger taking into account the motives lying behind the merger. Synergy is given the greatest importance among both the hard and soft factors used to depict merger outcomes. Culture and the human side of mergers are soft factors not frequently treated. Indeed, it is evident that newspapers recognizetheir importance for a successful merger. Newspapers give a picture of post merger outcomes that covers both "hard" and "soft" factors while the research works selected have more partial views.

Background: During the last decades, mergers and acquisitions have filled hundreds of book and newspaper pages. Despite the great number of research works in this field, there is no much agreement about the advantages of this strategy. Some writers point out that newspapers devote more space to mergers that fail. Taking into account the widespread influence of newspapers in modern society, they way in which they picture merger outcomes and their explanations for the success or failure of this strategy should not be disregarded. Purpose: Our purpose is to describe and analyze how different Swedish newspapers depict the outcomes of mergers. Procedure: We chose five relatively recent cross-border mergers that involved a Swedish company. We selected several relevant articles from two general newspapers, a business newspaper and a business magazine. Following an inductive approach, we identified the factors used in those articles to depict post merger outcomes and classified them into"hard"and"soft". Results: We found that newspapers usually evaluate the success or failure of merger taking into account the motives lying behindthe merger. Synergy is given the greatest importance among both the hard and soft factors used to depict merger outcomes. Culture and the human side of mergers are soft factors not frequently treated. Indeed, it is evident that newspapers recognize their importance for a successful merger. Newspapers give a picture of post merger outcomes that covers both"hard"and"soft"factors while the research works selected have more partial views.

<p>Background: Literature regarding brand identity within the service industry is relatively under developed. As a result one theory is used for both the service and product brands, even though there is a significant difference between a product and a service. As a result of this, the brand identity within the service industry has consequences. </p><p>Purpose: The purpose of this thesis is to contribute to the brand identity within the service industry. This is done by focusing on how and why this work is done. Accomplishment: Empirical data have been gathered through interviews with relevant people. </p><p>Result: The fundamentals of a brand identity are the same within the service industry as the product industry. The foundation for both industries is to stipulate the identity by recognizing the values which makes the company unique and competitive. The employees within these companies are a major part of the brand identity as they are the ones to influence it the most. Up to this statement current theories are accurate but when it comes to the correspondence between brand identity and corporate culture there aren’t enough theoretical support to find. In order to come a step further integration of organization theory and marketing is required.</p>

<p>Background: When functionalities of todays products become increasingly alike, design plays a prominent role for product differentiation. Visuality becomes as significant as functionality and increases the importance for companies to work with, and use, packaging design as a tool for creating competitiveness. </p><p>Purpose: The purpose of this thesis is to, from a corporate perspective, illuminate and create understanding for the role of packaging design as a strategic tool in a competitive context, where the core product is difficult to differentiate. </p><p>Realization: We have performed a qualitative study of packaging design as a phenomenon. Data have been gathered through interviews with influential employees from companies who produce beverages and from design consultants. In total, eight respondents have participated in the study. </p><p>Results: The package equals communication - an advertising tool that customers are recurrently exposed to. When the core products are difficult to differentiate, it becomes more important to express product identity and core values through packaging design. The effect is a product and packaging design with a strong mental position among consumers. The purpose of packaging design is therefore to create demand by depicting surplus value.</p>