How and what companies publishes on social media have become more important. Different types of post generate different type of effects and if companies want to create brand loyalty and brand trust they must take this in consideration. Consumers want to be reached by content that is personal, they also want to feel that the companies deliver something of value. Content marketing deals with this aspect and focus on helping, informing and entertaining the recipients. This study examines informative, personal and entertaining posts and how they affect brand trust and brand loyalty. A quantitative method have been used in this study and a survey was used to gather data. 150 respondents answered the survey and the data was analysed with a bivariate and multivariate method in the statistic programme SPSS. The result of the study show that all three types of posts are important to use if companies publish posts on social media. The study contributes with knowledge of informative, personal and entertaining post and what effect they have on brand trust and brand loyalty. Informative and personal types of post have a significant and positive effect on brand trust. Brand loyalty is affected by all three types of post and the effects is positive. / Hur och vad företag publicerar på sociala medier har blivit allt viktigare. Olika typer av inlägg genererar olika effekter och vill företag skapa varumärkestillit och varumärkeslojalitet måste de ha detta i beaktande. Konsumenter vill bli nådda av innehåll som känns personligt och känna att företagen levererar något värdebringande. Innehållsmarknadsföring behandlar denna aspekt och fokuserar på att hjälpa, informera och underhålla mottagarna. Denna studie undersöker typerna av inlägg, informerande, personliga och underhållande och hur de påverkar varumärkestillit och varumärkeslojalitet. I studien har en kvantitativ metod använts och en enkätundersökning användes för att samla in data. 150 respondenter besvarade enkäten och data analyserades därefter med en bivariat analys samt multivariata analyser i statistikprogrammet SPSS. Studiens resultat visar att alla typerna av inlägg är viktiga att använda om företag publicerar inlägg på sociala medier. Studien bidrar med kunskap om vilka effekter informerande, personliga och underhållande inlägg har på varumärkestillit och varumärkeslojalitet. Informerande och personliga inlägg har en signifikant och en positiv effekt på varumärkestillit. När det gäller varumärkeslojalitet anses alla tre typerna av inlägg vara signifikanta samt att de har en positiv effekt på varumärkeslojalitet.

Governments around the world have pursued ICT based initiatives including the provision of infrastructure to assist regional areas to develop economically (Beckinsale et al. 2006). There has been considerable interest in exploiting ICT to develop high technology clusters and support innovative networks (Lawson & Lorenz 1999). However, these initiatives have met with mixed success. It is clear that such development depends on more than providing appropriate technology Attention to social and organisational factors is crucial if regional areas are to realise the potential of ICT as a tool for regional development (Gengatharen & Standing 2005). It is important to understand the nature of business networking as well as the perspective of those participating in such networks if successful initiatives are to be established. The aim of this research is to identify how ICT can be used for knowledge sharing among businesses in regional areas and how the online networks through which knowledge is shared can contribute to the development of the region. This research investigates the question of what value small businesses in those regions derive from knowledge sharing networks using ICT. It also seeks to identify the value creation potential of those networks for their region. Previous research has shown that large organisations have achieved significant value from virtual communities of practice (VCoPs) as a structure for sharing knowledge and supporting innovation (Wenger 2004). The concept of Communities of Practice and Virtual Communities of Practice provided a useful point of departure for this research. The investigation comprised interpretive case studies of two Australian regional areas and their local business networks which incorporated SMEs in a variety of industries. Each case study was conducted in three stages. First, semi-structured interviews were conducted with regional economic development leaders. Second, 192 small and medium business owners were surveyed about their business activities and their participation in local business networks. Third, in-depth interviews were conducted with 23 small business owners to gain a richer understanding of their participation in knowledge-sharing networks and the value they realised or anticipated from various knowledge-sharing activities. A combined analysis of the two cases was conducted as well as the individual analyses. The research adopted a modified Structured Case method (Carroll & Swatman 2000). The analysis of the two case studies revealed: a.) There was a significant difference between the majority of SMEs who traded within the region and those trading largely beyond the region. The latter’s more proactive online sharing knowledge and seeking of business opportunities would enable them to access most value from VCoEs. b.) The participating SMEs operated in a number of industries and what they had in common was an interest in improving their enterprises. Consequently they used their regional networks which were not aligned to any one industry to make connections and share knowledge. They did not necessarily seek to access specific information. c.) A necessary prerequisite of VCoEs is having vibrant CoEs where face-to-face interaction enhances the development of trust and social capital. This appeared as an important factor facilitating the move to incorporate online knowledge sharing. d.) Younger businesses appeared to gain the most value from knowledge sharing in CoEs as they were using their networks to determine how to grow their firm. e.) The value of VCoEs to the SME participants is primarily in their general connection to other businesses in the region. Since the participants operate in a number of industries, what they have in common is an interest in their enterprises. The main value appears to come from the potential of the VCoEs to add to this connection and to social capital. This study found that successful management of VCoEs must: i) Ensure the network website is actively used by members before attempting to incorporate online knowledge sharing. ii) Monitor and stimulate online forum interaction rather than rely on interaction to occur naturally. iii) Not rely on email as a mechanism for stimulating knowledge sharing. Email is seen as more appropriate for formal documentation than for candid exchange of views. The concept of virtual communities of practice was found to be somewhat inappropriate for the diverse SMEs in the regional networks. Because of their diversity, they do not necessarily see value in sharing knowledge about practice but they do see value in sharing more general information and in providing support, connection and ideas that facilitate the strategic direction of their business. To address this issue, the concept of virtual communities of enterprise (VCoEs) is proposed as recognition of what the participating SMEs had in common: an interest in their individual businesses as part of the region. The original contribution of this research consists of its identification of the issues in linking SMEs across industries. It provides new insights on the business practices of regional SMEs and developed the concepts of Community of Enterprise (CoE) and Virtual Community of Enterprise (VCoE) to capture the special nature of knowledge sharing in regional multi-industry business networks. New perspectives are revealed on the ways that value could be derived from knowledge sharing by these regionally networked SMEs, as such it adds to the body of knowledge in an area where there has been little systematic investigation. This research reinforces the importance of social capital as an essential pre-requisite for accessing the value of intellectual capital in regions. Social capital emerges as vital when establishing and maintaining face-to-face knowledge sharing in regional networks and a necessary pre-condition for successfully establishing online knowledge sharing. Trust is a key factor and this research extends understanding of the role of social capital and the importance of trust in regional networks and online interaction. Its findings have significant implications for the development and management of CoEs and VCoEs as it outlines the key elements that need to be addressed when establishing and maintaining them, the appropriate applications for this context and the issues involved in management of the networking and online contexts. These findings not only increase our understanding of the management dynamics of online networks, they can also provide guidance to those seeking to establish successful VCoEs.

台灣近年來逐漸可以看到互動媒體整合設計的應用，然而此類服務仍屬於發展中的產業，顧客使用互動媒體整合設計產品的需求亦尚未明確。本研究以價值創造的角度，探討在顧客價值尚未明確的情況之下，互動媒體整合設計公司(1)創造何種價值，(2)如何創造價值，以及(3)廠商活動與廠商資源的關係。本研究發現，(1) 互動媒體整合設計公司能同時創造資訊功能、互動功能、情境塑造功能之「整合」價值，(2) 互動媒體整合設計公司以建造模組、經營社群網絡、視顧客為開發團隊的方式創造價值，(3) 互動媒體整合設計公司會應用自身廠商資源進行價值創造，每一次專案所進行的廠商活動，也會影響廠商獲取之資源。 / In recent years, the application of interactive design in Taiwan has boarden. Still, the customer value remains implicit, while consumer needs stays unclear. In this situation, this rescearch explains: (1) What value do interactive design companies create? (2) How do interactive design companies create value? (3) When creating value, what is the relationship between firm’s activity and firm’s resourses? The findings of this research demonstrate: (1) Interactive design companies create the intergrated value of information function, interactive function, and sensorial fuction. (2) Interactive design companies use methods in the process of value creation such as module building, network managing, and incorporate customers into develop team to achieve the consensus of customer value. (3) Interactive design companies utilize its’ recourses in the process of value creation, while the process of value creation also influence its’ recourses.

針對台灣高科技產業的研究重點，學術上常常會從產業生命週期、公司內部的核心能耐或是從產業結構的定位作為出發加以探討。而本篇研究將會從策略行銷、技術採用生命週期、核心能耐三方面的角度進行技術創業公司價值創造及商業模式的分析。實務上，本篇研究也將致力於技術採用生命週期、核心能耐、策略行銷三方面角度的架構予以整合，如此一來，就能夠透過整合性架構幫助業主在實務上的思考。 本研究採取的是個案研究方法。個案研究法中對於個案的選擇，並非重其全面性與系統性，而是重在選擇有代表性與對比效果的個案，以獲得較為豐富的個案內涵以供對研究議題之深究。本研究選擇了龍彩科技、群聯電子、訊連科技以及茂林光電四家較為年輕且分屬不同產業龍頭的公司作為技術創業的個案分析公司。 本研究得到的結論為技術創業公司在保齡球道確認自己的核心技術所能為顧客創造的價值之後，由於台灣新創公司通常無法自行掌控技術採用生命週期，因此隨著產業的發展與產業間的互動，會決定未來新創公司所走的技術採用生命週期的路徑。技術創業公司通常會在康莊大道開始積極培養新的能力來因應下一波的創新。價值創造方面以降低顧客的外顯單位效益成本為關鍵重點。商業模式若從本篇研究的角度來看，即是在技術採用生命週期上，價值創造與核心能耐的互動。若價值創造與核心能耐產生良性循環，則公司的商業模式會開始強化，這樣就能協助公司在各個技術採用生命週期的階段站穩腳跟。 / Academically, we usually use the standpoints of Product Life Cycle, Core Competence or The Position of the Industrial Structure to study high-tech companies in Taiwan. This research would combine the standpoints of Technology Adoption Life Cycle, Core Competence and Strategic Marketing Analysis to study the technological entrepreneurship in Taiwan, especially in value creations and business models. This is a multi-case study, choosing the representative and comparable cases, including HC Photonics Corp., Phison Electronics Corp., CyberLink Corp. and Global Lighting Technologies Inc., which are younger and playing important roles in their industries. By analyzing the four companies, this study concludes that： 1.A business model means the core competences interact with the costumer values at the Technology Adoption Life Cycle. A great business model means it’s a positive cycle of interaction and the positive cycle can help companies stand firmly at the Technology Adoption Life Cycle. 2.The most important costumer value is Over Cost per Unity (C1).

In this thesis an explorative study was undertaken with the aim to study how a number of private care providers, as well as politicians and officials from councils in and around the Stockholm and Uppsala counties, think about the future of the Swedish elderly care from a property perspective, i.e. homes for the elderly. The analysis shows that there is a demand for capacity in 6 out of 16 municipalities, and that the property is an important part of this capacity, and the fulfillment of it. This was mainly due to the cost of capital, but also because of several other factors such as lack of land, a wish to guide the design, ideology, and in many cases a wish to use the property as an instrument of domination to control private health care providers. Also, the property was show to be connected to economic competition, to freedom of choice, and to quality. The problems related to the property in the market for elderly care still remains to be solved. The writer of this thesis suggests that, among other things, patients should be treated as customers to a larger extent and problems that counter competition must be solved. Lastly, the writer has analyzed the situation in the Swedish market for elderly care from a value creation perspective. It is suggested that value can be created in both the network and within the company, even if the companies are competing, and thus ought to compete and not cooperate. / I denna uppsats har en explorativ studie företagits med målsättningen att undersöka hur ett antal privata vårdföretag samt politiker och tjänstemän från ett antal kommuner i och runt Stockholms- och Uppsala län tänker kring framtiden för den svenska äldrevården. Utgångspunkten har tagits ur ett fastighetsperspektiv, närmare bestämt vårdboenden. Bakgrunden ligger i det stora behovet av äldrevård som växer fram i Sverige och som beräknas nå sitt maximum kring 2035. Genom intervjuer har respondenterna fått svara på frågor om fastighetsbehovet, om konkurrens samt om, och i så fall hur, fastigheten kunde kopplas till kvalitet, valfrihet och konkurrens. Analysen visade att behov förekom i 6 av 16 kommuner, och att det påverkades av bland annat deras inställning till ägande och privata vårdgivare. Vidare visade sig fastigheten vara en viktig del i behovet och lösningen utav det samma, främst på grund av kapitalkostnaden, men också på grund av faktorer så som markbrist, en vilja att styra utformningen, ideologi och i flera fall en vilja att använda fastigheten som ett domineringsinstrument för att kontrollera privata vårdgivare. Konkurrensen sågs till viss del som ett utbyte framför en tävling. Slutligen framkom att fastigheten, om än som en underordnad komponent, kunde kopplas till konkurrens som nyss nämnda instrument, till valfrihet genom attraktivitet i läge och utseende, och till kvalitet som möjliggörare av effektiv vård och med rätt utformning. Fastighetsproblematiken i stort för vårdmarknaden, speciellt kopplat till LOV, återstår att lösa och författaren föreslår bland annat att vårdtagarna bör ses som kunder i större utsträckning och att konkurrenshämmande problem skall åtgärdas. Avslutningsvis har författaren analyserat situationen på den svenska vårdmarknaden ur ett värdeskapande perspektiv, kopplat till Porters, Stabell och Fjeldstads teorier om värdekedjor. En problematisk situation, sett till konkurrenskrafter på marknaden, iakttogs som orsak till att de privata vårdföretagen tycks medvetet eller omedvetet skapar värde tillsammans genom värdeskapande i nätverk parallellt med verksamhet enligt den traditionella värdekedjan, trots att detta motverkar ökad konkurrens. En möjlig förklaring är en kombination av oplanerat resursinterberoende och att det är ett slags relationsbyggande mellan företagen, orsakat av en imperfekt marknad.

Den svenska telekommarknaden präglas av en oligopolsituation, där de fyra största företagen utgör 97,5 procent av marknaden, och den främsta konkurrensen sker om befintliga kunder. TeliaSonera är marknadens största företag och de saluför de två operatörerna Telia och Halebop, medan Tele2 är det näst största företaget och de saluför operatörerna Tele2 och Comviq. Inom den svenska telekombranschen har operatörerna förhållandevis liknande tjänsteerbjudanden och det är därför viktigt att skapa sig ett starkt varumärke som differentierar sig ur mängden samt bidrar till att skapa synergieffekter för företag som har två varumärken. Ett varumärke kan användas för att skapa värde för både konsumenten och företaget samt etablera en relation mellan dessa parter. Det värde som företaget skapar med varumärket benämns som brand equity, vilket kan ses ur ett kundvärdebaserat respektive finansiellt perspektiv. Det finns dock oklarheter i hur detta värdeskapande faktiskt sker. Uppsatsens syftar därför till att analysera hur TeliaSonera och Tele2 hanterar brand equity samt vilka synergieffekter som kan uppnås av att använda sig utav två varumärken. Vidare har empirin frambringats genom en metodtriangulering bestående av en kvantitativ webbenkät för privatpersoner med ett kvalitativt inslag som är baserad på viktiga variabler relaterade till brand equity, djupintervjuer med företagsrepresentanter för TeliaSonera och Tele2, samt intervju med en marknadskommunikatör. Uppsatsen visar att de studerade företagen använder sig av två varumärken på olika sätt, där TeliaSonera skiljer sina operatörer i syfte att nå olika kundsegment, medan Tele2 skiljer dessa genom att fördela dem mellan kontantkort och abonnemang. Överlag visade sig branschen svag på att förmedla budskap till kunderna, vilket kan ses som en brist då det är viktigt för att kunden ska kunna identifiera sig med varumärket. Då operatören Halebop konkurrerar med Tele2 och Comviq om priskänsliga kunder, samtidigt som Halebop har ett högre kundupplevt värde gällande flera centrala variabler är detta något som Tele2 och Comviq måste hantera strategiskt. Då de båda företagen har flertalet ansvariga inom olika avdelningar som arbetar med olika typer av brand equity bör de inrätta en roll för en brand equity manager som kan integrera dessa olika personer och avdelningar, vilket kan skapa en högre effektivitet och synergieffekter för företaget och dess varumärken. / The Swedish telecommunications market is characterized as an oligopoly, where the four largest firms represent 97.5 percent of the market, and the main competition takes place regarding existing customers. TeliaSonera is the market's largest company who promotes the two operators Telia and Halebop, while Tele2 is the second largest company who promotes Tele2 and Comviq. Due to the Swedish telecom operators have relatively similar offerings, it is important to create a strong brand which differentiates itself from the crowd and helps to create synergies for companies that have two brands. A brand can be used to create value for both consumer and companies, and establish a relationship between these parties. The value that the company creates with the brand is referred to as brand equity, which could be viewed from a customer based or financial perspective. However, there is ambiguity in how this value creation is actually occurring. Therefore this paper regard to analyze how these companies handle brand equity, and study the synergies that can emerge from using two brands. Furthermore the empirical data has been generated by method triangulation, consisting a quantitative online survey with a qualitative element for consumers, that is based on key factors related to brand equity, along with interviews with representatives of the companies TeliaSonera and Tele2, and also with a market communicator. The study shows that the two companies are using two kinds of brands in separated ways, where TeliaSonera distinguish their operators in order to meet different customer segments, while Tele2 distinguishes them by distributing them between prepaid cards and subscriptions. Overall the industry was weak in transmission messages to customers, which can be seen as a weakness because it is important for customers to identify themselves with the brand. The operator Halebop competes with Tele2 and Comviq to price-sensitive customers, and regarding to that Halebop has a higher customer perceived value regarding several key factors, this is something that Tele2 and Comviq have to manage strategically. The two companies have multiple people in different departments working with brand equity, and they should therefore establish a role for a brand equity manager who can integrate the assignments, which can create greater efficiency and synergies for the company and its brands.

La ricerca considera il tema della valutazione del risultato delle imprese - in termini di impatto economico-sociale dell’attività svolta - e il settore delle imprese sociali di inserimento lavorativo (WISE), analizzandolo dal punto di vista degli strumenti di valutazione e rendicontazione. Obiettivo del lavoro è presentare la realtà delle WISE, per proporre un modello di valutazione che consenta di misurare il valore creato e distribuito alla Pubblica Amministrazione e quindi, indirettamente, alla collettività. Questo valore deriva dall’inserimento di soggetti che sono normalmente esclusi dal mercato del lavoro e che sarebbero supportati da interventi pubblici di tipo oneroso. Il lavoro offerto diventa quindi un mezzo di integrazione sociale e di riduzione delle diversità, ma anche una garanzia di risparmio per la Pubblica Amministrazione, che riduce gli interventi di tipo socio-assistenziale e sanitario. Una volta definiti gli obiettivi di valutazione e i metodi utilizzabili, è stato sviluppato uno strumento che consente una migliore accountability esterna. Per giungere a questo risultato, sono state coinvolte alcune cooperative sociali e soggetti impegnati nell’inserimento lavorativo. È stato creato uno strumento che permette alle imprese di mostrare in maniera completa il valore economico creato e distribuito sul territorio, e lo si è fatto in maniera condivisa e partecipata. / Work Integration Social Enterprises (WISEs) are very well known in Europe and they are recognized as important actors to promote the active inclusion of disadvantaged people, disabled, homeless, migrants, unemployed, people with disadvantages and minorities, to avoid their discrimination both in work labour and in the society. Work Integration issue is nowadays a relevant theme that considers social matters together with human rights’ respect, equality, freedom and self-determination. There is the lack of a complete evaluation scheme that could give a whole perspective of WISEs' results. For them there are features and management ties that require methods wider than the economic ones disclosed in the financial report, in order to measure the created value for the Public Administration and community. The PhD work focuses on the creation of a possible evaluation model to apply to WISE. A WISEs’ sample has been selected to understand which elements were difficult to measure and, after the definition of the model it has been directly tested. Local WISEs and institutions have been actively involved in the executions. The main result is the participative creation process of an instrument that evaluates WISEs’ value for the community, through the analysis of their external effect on public budget.

The progress in the field of technology is often described as massive and its development has had a great impact on the social development (Vetenskapsrådet, 2012). As a result of the digital evolution, there has been a change in the way customer and company interact (Normann, 2011). The traditional way for players to interact with each other required an interaction human to human (ibid), a mode of interaction that now can be replaced or supplemented by todays technology and often Internet-based solutions (Salomonson et al., 2013). These technological solutions, the technical interaction, are often referred to as self-service systems. These systems enables the customer to carry out the tasks previously performed by the company (Hilton and Hughes, 2013). A growing number of Swedish companies are implementing these self-service solutions, particularly in matters relating to telephony and mobility, in order to complement or replace existing support (Gustafsson, 2012). Earlier research shows that both companies and customers can benefit from the implementation of self-service systems, however there are other contributions to the field of research that paradoxically advocates that the meeting in person, the human interaction is important for the competitiveness of a company (Normann, 2011). The purpose of this thesis is to create an understanding about how customer value is created in the interaction between customers and companies in both human and technological interaction. As data collection method, this study has applied qualitative interviews in order to enhance understanding of existing phenomena. In order to help analyse the study’s results the thesis theoretical framework consists of theories concerning services, interaction, value creation, service logic and service quality linked to the discipline service management. The results of the study indicate that the creation of customer value in the interaction between customer and company occurs in the same way in human interaction and technological interaction. The factors that create customer value are expressed in different ways by human and technological interaction.

Studien är en pedagogisk designforskning som genom en intervention belyser hur de entreprenöriella förmågorna komplexitet, ansvar och samverkan framträder genom en kombination av metoderna värdeskapande lärande och matematisk modellering. Studien avser också att belysa om metoderna kan bidra till ett kontextuellt och strategiskt matematiskt kunnande. Resultatet består av en beskrivning och analys av de förmågor som framträtt samt en analys av de designprinciper som användes för att tillverka den uppgift som eleverna använde under projektets gång. Resultatet visar att kombinationen av metoderna värdeskapande lärande och matematisk modellering, dels genom sin verklighetsanknytning och uppmuntrande till elevers engagemang, skapar goda möjligheter för ovanstående förmågors framträdande. Den andra delen av resultatet visar att eleverna behöver ges en god förförståelse för att bibehålla ett matematiskt fokus igenom hela uppgiftsprocessen.

Aujourd’hui, la quête de compétitivité est devenue une préoccupation quotidienne des entreprises car elle permet de maintenir et de gagner des parts de marché. Ce défi est complexe à relever pour la firme qui navigue dans un environnement en perpétuelle évolution, que ce soit au niveau des besoins de ses clients, de la concurrence, des transformations technologiques et des changements de modes de fonctionnement. L’essor des opérations de recentrage tactique des firmes sur leurs activités cœur de métier entraine de fait une augmentation significative de la part achetée dans le chiffre d’affaires, installant ainsi les directions achats comme contributrices clés au chiffre d’affaires et à la rentabilité. Cependant ce phénomène engendre des changements initiés et subis par l’acheteur qu’il doit piloter dans leurs déploiements. La fonction achat a donc dû s’adapter, se muer afin de répondre à ces nouveaux enjeux, pour se faire, elle a mis en œuvre une démarche de professionnalisation adaptée. Au travers de son évolution, elle est devenue une interface privilégiée entre l’entreprise et les marchés fournisseurs permettant ainsi une meilleure qualification de ces derniers en fonction des besoins (marketing achat), en leur procurant de nouveaux leviers de compétitivité comme l’innovation et en développant le «capital fournisseurs». Néanmoins la fonction achat globalement n’a pas encore atteint son niveau de maturité le plus élevé dans tous les secteurs d’activité. La vocation de notre recherche est donc de déterminer et comprendre de façon exploratoire le rôle de la professionnalisation de la fonction et plus particulièrement du marketing achat, de l’innovation et de la conduite du changement dans la compétitivité de l’entreprise. Pour cela, notre étude s’est appuyée sur un modèle conceptuel et des hypothèses via une analyse mixte auprès d’une population de 174 personnes issues majoritairement de la fonction achat. Nos apports viennent enrichir le corps théorique du management de la fonction achat, de la professionnalisation, du marketing achat, de la conduite du changement, de l’innovation, et de la compétitivité. D’un point de vue managérial, notre recherche constitue une incitation à reconsidérer le management de la fonction achat pour bénéficier de tout son potentiel de création de valeur. / Vocation of our research, is to determine and understand in an exploratory way the role of the professionalization of the function and more particularly of purchasing marketing, innovation and change management on companies’ competitiveness. To proceed, our study was based on a conceptual model and assumptions via a mixed analysis to a population of 174 people mainly from the purchasing function. Our contributions come to enrich the theoretical corpus by management from the purchasing function, the professionalization, purchasing marketing, change management, innovation, and competitiveness. From a managerial point of view, our research establishes an incentive to reconsider the management of the purchasing function to take benefit of all its value creation potential.