This study will focus on the fund raising market and what characteristics that can be found in marketing in this market. The donations to fund raising organizations has increased lately and therefore we found it interesting to study how their marketing has developed over time and what risks that can be found. When talking about marketing in fund raising organizations it’s difficult to not include the donors. Therefore have we also studied what value creates for the donors and how the organizations work to gain their trust. We have used a qualitative approach based on six interviews. The respondents have been chosen after their expertise in the subject. Because of the qualitative approach used in this essay, it’s difficult to give a complete picture regarding the last two chapters, analysis and conclusions. Therefore, we recommend these two chapters for further reading. Fund raising organization, marketing, market communication, value creation, brand and positioning.

geography, where segregation and social exclusion of neighbourhoods and marginalised groups are mounting problems. Concurrently, globalisation and structural changes have altered the conditions for the national state and the public sector as well as for other actors. Previous efforts to decrease social inequalities have failed to achieve sufficient results. Today, promoting social inclusion and integration is a top priority on the political agenda and calls for innovative interventions. These changes in society have resulted in new constellations of collaboration, crosscutting sectors and borders in which various actors work towards collective goals. Many of the issues and subsequent responsibility that once belonged to the public sector are now handled through interplay between private and public actors in so-called governance arrangements. The thesis discusses if governance arrangements where new actors engage to promote social inclusion and integration can be more effective than traditional efforts. To reach satisfactory results, the relations between involved actors need to be solid and trustworthy, and the perspective of benefit must be long-term. In this respect, social capital is a central theory as it focuses on social relations between people, and emphasises networks, trust and reciprocal norms as important foundations for such relations. The aim of the thesis is to rethink strategies to promote social inclusion and integration by providing a theoretical discussion about value-creation. An assumption analyzed is that in situations where power and other resources are unevenly distributed, all parties involved can benefit by trustful cooperation. The ambition is to critically examine the concepts of governance and social capital, and to discuss their possibilities and shortcomings related to the value-creating processes. The usefulness and capacity of the theoretical framework is tested by analysing two unconventional approaches to promote social inclusion and societal integration, carried out by a public housing company in Malmö. / QC 20101018

Introduction: The retail market in the 21st century will be determined on how quickly and efficiently the retailer can respond to shifts in consumer demands. Due to the physical environment of the store (store value) and the interaction with the consumer (shopping trip value), the local retail store has the advantage of generating this tangible and intangible information. It is then of importance that this information will be transferred towards the retailer, who has the opportunity to use this information and generate it into outputs that can be used as negoitables; this value creation process is an unique success indicator for creating a value network within retail supply chain. Purpose: The aim of this research is to present an understanding on the value creation process in the grocery retail chain. Methodology: Having an inductive nature, this thesis tried to bring a new understanding on value creation in grocery retail business, by using hermeneutics as a methodology approach. For empirical study, the qualitative approach was used. Data was collected through open-ended interviews with representatives in grocery retail chains. Conclusion: The main players in the value network were determined in a grocery retail chain as retailer, local retail store and other stores in the chain; and the suppliers. An intensive value exchange between the retail store and the retailer was found and following that, it was concluded that the retailer converts the value input from the local retail store into tangible and intangible value outputs towards suppliers. Combining the conclusions, the research defines that a value network is existing, but on a very low level. But more to the point, the study shows the importance of value creation by the retail chain, and that creating the possibility to share information about products, in-store experience, consumer knowledge, and consumer requirements is one of the biggest advantage the grocery retail chain has to develop this value network further.

The development and complexity of the e-commerce sector has increased the demand forcompanies to grasp and develop their business models, as well their credit risk managementfunctions, in order be profitable and create value. This thesis examines how credit riskmanagement can be integrated in a business model, in terms of a customer value proposition,profit formula, key processes and key resources. Theories about business models state that abusiness model should give a holistic view of the company and how it operates. Features for asuccessful model should include functions that create value and increase competitiveness, as wellas generating valuable cost and risk structures to ensure the company’s profitability. The empiricaldata was collected through interviews and secondary data at Klarna, a company that operates withpayment solutions in the e-commerce, a market where the risk of credit losses is high and to haveproper credit risk functions is a necessity. The result revealed that credit risk management is afundamental part of a business model in the e-commerce, since effective credit risk managementfunctions ensure that the elements of a business model are functional and complement each other.The study further found that there are certain prominent functions in each one of the four elementsthat enable the integration of credit risk management in the business model.

Background A widely used concept within marketing is market segmentation, which companies use to create value. Many researchers have focused on different approaches to market segmentation and the segmentation process, but little attention has been given to how one can evaluate such a process. The thesis is written on behalf of the Swedish company Svenska Cellulosa AB that is currently working on a market segmentation project for their baby products category. Purpose The purpose of this thesis is to develop a standardized process for evaluating and measuring the value of a segmentation process. The evaluation process will then be used to give recommendations to SCA on how they can evaluate their own segmentation process. Method To better understand how companies utilize market segmentation, but also how and if they measure the value of such a process, this thesis is conducted using a qualitative approach. The authors chose to collect the primary data through interviews with selected companies. The information gained from the interviews was then used to build three case-studies. The secondary data was collected from reviewing both scientific journals and textbooks concerning the relevant topic. The interviews were further analyzed using qualitative analysis techniques and based on the analysis a segmentation evaluation process was then developed. Conclusion The authors have found some common denominators among the case study companies on how they utilize segmentation to create value. However, none of the companies had developed a structured process to evaluate their segmentation process. By matching the case study findings with the frame of reference in relation to the research purpose the authors were able to develop a standardized segmentation evaluation process. This process was then used to give recommendations to SCA regarding their segmentation project.

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Purpose: The purpose of this paper is to describe the perception of value and risk in CSR as well as analyzing how financial institutions influence responsible behavior in business in order to create sustainable economic growth. Methodology: The study has a qualitative research method used by an abductive process. Data has been collected through semi-structured interviews with respondents from three venture capital companies and three banks. The sample of respondents was done through a convenience sample with respect to access and expertise in the research area. Conclusion: The most important meanings of the research results have shown that CSR holds an intrinsic value concerning contributing value as its conceptual meaning in terms of sustainable development. CSR can also be regarded as a dimension of risk management to reduce the risk of negative externalities on corporate activities. Investors and financiers contribute to sustainable companies through active ownership and improvements in the CSR dimensions. Finally, research results demonstrated that the responsible behavior of companies contributing to profitability, which in turn is part of sustainable development.

In recent years, companies are facing fierce competition and fast advancement of information technology (IT); thus, how to enhance corporate performance and obtain competitive advantage through IT investment in this dynamic environment has become an important issue for academia and businesses. Investigating the impact of corporate IT investment strategy on business performance need an effective performance measurement tool that help organization on the correct objective. We suggested that evaluate business performance through human development, customer management and benchmark management could improve the shortcomings of traditional evaluation tools. This paper referred intellectual capital and included a review of the latest literature on performance measurement and consolidated these findings, examining the interrelationships and the interaction effects among intellectual capital components and organizational performance. Based on intellectual capital and complementary assets theory, we proposed a model with regard to how IT investment strategy impact to business performance. This paper used data envelopment analysis comparing the efficiency of IT investment in information-intensive service industries and used path analysis investigating the relationship of measurement indicators; these analysis is used as the basis of research model of this paper. Since there is time delay in the transfers from IT investment to the market performance, the impact of IT investment on market performance is a problem involving dynamic complexity. Thus, from the perspective of long-term, non-linear, closed-loop causality, this study developed a computerized system dynamics model to analyze the dynamic relationships between corporate IT investment strategy and business performance in information-intensive service industries. The results of this study provided several important implications for IT investment management research and practice. The paper helps managers understand better the dynamic interrelationships in organization design and, in particular, the interrelationships between an organization¡¦s profitability (both short-term and long-term) and investment in human competence, internal process and innovation and relationship building measures with customers. The proposed system dynamics model also provided IT managers with a useful decision support tool for evaluating different IT investment strategies.

Our purpose with this research is to highlight that there is a scope for increased value creation in the experience room during concerts, and how value-enhancing strategies can be a competitive advantage for different venues. In our investigation of this we have worded the following research question: How is the perceived customer value affected during a concert in the experience room and its physical environment? With the background in this question we have identified three key concepts that we believe are the influence of the total concert experience which are; sensory experiences, interaction and identity. From these concepts we have drafted a number of propositions to test the reality by our empirical data collection.

Forskningsfrågor På vilka sätt visar företag inom detaljhandeln tillit eller brist på tillit till sina kunder i servicelandskap? På vilka sätt upplever kunder att företags visade tillit eller brist på tillit i servicelandskap påverkar deras relationer med företagen? Syfte Syftet med uppsatsen är att ge en ökad förståelse för hur kunders relationer med företag inom detaljhandeln påverkas av om företag visar tillit eller brist på tillit i servicelandskap. Det kommer att uppnås genom att analysera servicelandskaps utformning samt kunders upplevelser av hur företag visar eller inte visar förtroende för sina kunder i servicelandskap. Metod Uppsatsen utgår från en kvalitativ undersökningsmetod och präglas av en abduktiv ansats. Eftersom syftet berör de tre huvudbegreppen servicelandskap, tillit och relationer har respektive begrepp behandlats under enskilda kapitel. I varje kapitel som behandlar respektive begrepp presenteras teori och en analys av empirin som har samlats in med stöd av fokusgrupper samt semi-strukturerade intervjuer. Slutsats Företag inom detaljhandeln visar brist på tillit till sina kunder i servicelandskapen främst genom inlåsta varor, övervakningskameror samt att låta personalen övervaka kunderna. Personalens brist på tillit är det som påverkar kunderna mest och huruvida kunderna påverkas av inlåsta varor beror på syftet med deras köp. Att ge kunder frihet och kontroll i servicelandskap är ett sätt för företag att visa tillit till sina kunder. Kunders relationer till företag påverkas i sin tur av i vilken grad kunderna påverkas av den tillit som företag visar eller inte visar i servicelandskapen. / Research questions In what ways do companies within retailing show trust or lack of trust to their customers in servicescapes? In what ways do customers perceive that companies trust or lack of trust in servicescapes affects their relationships with the companies? Aim The aim of this study is to give an increased understanding of how customers' relationships with companies in the retail sector are affected by whether companies show trust or lack of trust in the servicescape. This will be achieved by analyzing servicescapes design as well as customers experiences of how companies show or do not show trust to their customers in the servicescape. Method This study is based on a qualitative research method and is characterized by an abductive process. Since the aim involves the three main concepts servicescape, trust and relationships, each concept has been covered in individual chapters. In each chapter dealing with each concept theory and the analysis of the empirical data that has been collected through focus groups and semi-structured interviews is presented. Conclusion Companies within retailing show a lack of trust to their customers in the servicescapes mainly through locked goods, surveillance cameras as well as having the staff monitor the customers. The staff's lack of trust is what affects customers the most and whether the customers are affected by locked goods depends on the purpose of their purchase. To give customers freedom and control in servicescapes is a way for companies to show trust to their customers. Customers' relationships with companies are in turn influenced by the degree to which the customers are affected by the trust companies show or do not show in the servicescape.