Background: Price pressure, together with factors as commodization and demands for lower production costs has had a negative impact on further investments on the tea industry in Sri Lanka. Developing countries must persist in their efforts to catch up with the rapid growth and increased global trade to maintain an important source of growth. Despite increased recognition regarding the importance of economic growth, where it is crucial for a company’s ability to profit with long-term viability by finding a unique combination and collaboration of activities within the value chain, there is still a confusion of how an emerging vertical integration can strengthen the tea industry. Purpose: The purpose of this research is to evaluate, define and describe the value chain of actors and activities from raw material to finished product that activate value increments within the tea industry in Sri Lanka. In order to reach this aim, a deeper understanding of how enterprises choose their way of distribution commodities or value-added product. The empirical data is combined with a theoretical framework that investigates the challenges with vertical integration within the tea industry, focusing on strengthen Sri Lankan tea producers’ value chains. Delimitations: Distinction that investigates Sri Lanka and its value chain of tea. Methodology: This minor field research was performed with an evaluating research design in Sri Lanka. A qualitative approach has been used in combination to the ethnographic method that carries out the collection of data. Semi-structured interviews have been conducted with companies within the tea industry in Sri Lanka to meet the research objective. Conclusions: The vertical integration can be strengthened through informal integrate functions and its emergence can thus promote business networks. Actors linking through investments by brokers can thereby simplify the process of value adding activities to the current tea industry in Sri Lanka.

As a result of today`s competitive situation, the demand on the rapid development of research has increased. Both universities and companies are realizing the importance of a functioning and well-developed cooperation. A close collaboration and communication between universities and the business community has in many studies been shown to be very important for business development and knowledge transfer. The purose was to examine how communication and collaboration between universities and industry can be developed and strenghthen on the basis of innovative thinking. In order to initially identify the perceived problems the authors studied how communication and cooperation manifests itslelf today between the two parties, what does not work and how the existing tools for communication and collaboration look like today. The study was conducted based on a qualitative approach and the empirical data have primarily been based on interviews with represantatives from both universities and industry, but also by a smaller invironmental scanning and the authors own experience. The results indicate that the perceived deficiencies concem the establishment of cooperation but also the communication quality, for instance the feedback on the performed. There also appears to be difficult to achieve a high degree of win-win situtation as a result of cooperation. The part that belives that it does not work is the students. None of the responding seems to see the full potential of interacting with each other; Although there are many reasons and much to gain from a partnership the empirical data shows that the parties focus on only two motives for cooperation. The students focus on the opportunity for jobs after graduation and the representatives from the companies see the universities as a recruitment channel. The existing tools for communcation seem to work in a very limited extent. The authors have as a result of this thesis generated a proposal of how communication could be improved in order to respond to the perceived problems. These ideas are presented in the section of suggestions for improvement.

This thesis empirically investigates how well the Nigerian National Petroleum Corporation (NNPC) ensures value for money (VfM) in its exploitation of Nigeria’s oil resources. This focus on VfM distinguishes the study from other researches carried out on the performance of national oil companies (NOCs) where the common approach in the literature has been to assess performance using the metrics applicable to private oil companies. The rationale for the new approach is that the NNPC is a quasi-public sector organisation and thus its performance should be measured in the same way as that of public sector bodies and state owned enterprises (SOEs). Informed opinions on NNPC’s management roles in Nigeria’s oil and gas upstream sector were sought from a range of relevant experts in twelve stakeholder groups involved in oil and gas upstream operations. Data were collected through the use of questionnaire and interview surveys, and further subjected to statistical analysis to determine and assess significant differences in views between respondent groups. The empirical results obtained from the questionnaires were used to draw a conclusion on the hypotheses formulated for the study. Furthermore, the findings of the interview survey were used to validate the conclusions drawn. The study revealed that the NNPC was perceived to be deficient in keeping its mandate of adding value to Nigeria’s hydrocarbon resources. In specific terms, the respondents were of the view that NNPC has not been able to ensure VfM in its operations because of defects in its organisational structure, administrative system, and accountability. External factors such as political interference, instability and an inappropriate legal framework against which NNPC operates have also been perceived to impede the corporation’s performance. The main conclusions were: firstly, it is argued that the use of conventional private sector metrics to evaluate the performance of NOCs makes it difficult to form an appropriate view on their performance. Secondly, NOCs with numerous conflicting roles as is the case with NNPC are unlikely to achieve satisfactory performance. Thirdly, the NNPC lacks the capability required to ensure multinational oil companies’ (MOC) conformity with operational provisions and best practice. Finally, the thesis concludes that establishing a standardised performance/benchmarking framework is an essential requirement to ensure value addition, VfM and accountability in Nigeria’s oil and gas operations.

Derome skog råvaruförsörjer fem sågverk i en tuff bransch med hård konkurrens. För att öka konkurrenskraften skall de testa värdehöjande avkap. Värdehöjande avkap innebär att kvalitetsfel kapas bort direkt i skogen av skördarföraren. Detta skall förutom ökande konkurrenskraft leda till högre timmerandel, mindre vrakandel, mer timmer snabbare och säkrare arbetsmiljö för entreprenörer som minimerar det manuella arbetet i skogen. Syftet är att undersöka om värdehöjande avkap ger en värdeökning samt att se vilka variabler som har störst betydelse för eventuell värdeökning. Data samlades in från en fältundersökning samt skördarens HPR- filer för att sammanställas via programmet Virkesvärde. Resultatet visade att användningen av värdehöjande avkap gav en positiv värdeökning. I fältundersökningen visades en 35 % värdeökning där värdehöjande avkap användes. Och via Virkesvärde visades en 43 % värdeökning i de fall där värdehöjande avkap förekom. Slutsatsen blev att begreppet värdehöjande avkap blev en värdehöjande handling samt att två variabler hade störst betydelse på värdeökningen, diameter samt kvalitetsklassen. / Derome forest´s main task is to provide five sawmills in the Derome Group´s industries with raw material from timber. To increase timber exchange from the forest they want to test value-adding cuts direct in to the forest. Value-adding cuts means that the harvester cuts off quality defects that lowers the value of the tree. Such quality defects is rot, buttress or crook. In this case, Derome forest wants to increase timber proportion, reduce wasted log, better timber quality and less disruptions at their industries. The purpose with this study is to investigate if the concept with value-adding cuts increases the value on individual logs and further increases all harvest. To investigate the value-adding cuts a quantitative method in shape of a field investigation was used to provide different data about the tree when value-adding cuts was applied. Except for the field investigation a program developed by Skogforsk called Virkesvärde was used to analyze the whole logging operation. The study was delimit to esclusively manage tree species used in Derome Group´s sawmills, spruce (Picea abies) and pine (Pinus sylvestris).In those cases where value-adding cuts were applied during the field investigation an average value increase was made with 39 SEK/tree and 35 % on the first stock. There is obvious connections between diameter, timber class and increase of value. A new timber proportion with 42,6 m3fub or 1,4 % was created from the analysis in Virkesvärde for the whole cutting operation. The value increase of the cutting operation was 43 % on the first stock on the trees where value-adding cut was applied. Price lists for different assortments from Derome forest was used in the calculations. In the field investigation there was value increases on lumps up to 18 dm. Only when the quality defects did not disappear the cut was unsuccessful. The result of the study gave a clear answer that value-adding cuts really was a value-adding action.

There is now a trend to move closer to the customer in the form of long-term and lastingrelationships. The market today is characterized by growing competition with new playersconstantly arising. In order to gain competitive advantage with the increasingly challengingmarket, companies require to place the customer in the centre. Being close to the customerand engage in successful efforts to create customer loyalty has become a critical successfactor in many businesses. Especially when the customers in today's market is becomingincreasingly unfaithful and continuously looking for new companies with new productofferings.Many companies have now also realized the importance of trying to retain existing customersas it is more profitable than constantly trying to acquire new ones. In times of highcompetition a loyalty programme can be used to create customer loyalty. A type of loyaltyprogramme is a customer club. By making use of customer clubs as loyalty programs, thecompany can achieve customer loyalty and differentiate their product offering. The motivebehind most customer clubs is to create purchase fidelity.Many fashion companies face the challenge of working with customer care in a way thatstrengthens the company's relationship with their customers. If a fashion company's customerclub is losing loyalty it may cause a serious problem for the company. The following problemis something that the clothing company MQ face today. We had therefore the task ofundertaking to examine the underlying causes of MQ's lack of customer loyalty amongmembers in the company’s customer club.The purpose of the paper was to examine and describe the important factors affecting thedeclining customer loyalty of MQ. By mapping and analyzing possible links between thevarious factors affecting the decrease in customer loyalty, we wanted to seek the underlyingcauses of the MQ's customer loss.In order to seek the underlying causes of the MQ's decreased customer loyalty a study on asample of the company downgraded gold- and silvermembers in the customer club wascarried out. The survey was carried out by telephone interviews in which a prestructuredquestionnaire served as input. We have also done interviews with key people in MQ.In our theoretic frame of references, we have used theories of Ralf Blomqvist et al. MagnusSöderlund, Philip Kotlas et al. and Stephan A. Butscher. We have also made use of twoscientific articles on the impact of loyalty programs.On collecting the empirical data we quickly realized that the customer club average age of 38years did not correspond well with MQ's target group of 20-40 years. The main reason forrespondents decreasing purchases of MQ in 2008 was that the range is not appealing to them.We also found that MQ had updated concept and audience in recent years and that it mayhave contributed to a vague picture of the company among its customers.In conclusion, we have found that it is primarily the older customers who are no longerattracted by MQ's range. Decreased interest in the company as a fashion supplier has led tocustomer members not visiting MQ's stores often. It has led to reduced sales and downgradedcustomers in the customer club. Most of the respondents in the survey felt that they are notinfluenced by its membership of MQ's customer club. They do not choose MQ over otherstores simply because of their membership in the company's customer club. Customer clubmembers value mostly the economic benefits of membership. / Program: Textilekonomutbildningen

The purpose of this thesis is to identify and define Key Perfomance Indicators (KPIs) and value adding services which are used to describe the quality of Forias logistics services from different aspects. The KPIs should be attractive to both Foria and their customers, with the aim to strengthen the interaction between both parties. The basis for this work is a research in which a literature review and a survey of the market for Swedish logistic service providers were carried out. An analysis of the present situation of Foria was carried out, where a number of people in the company were interviewed. These elements were used together with definitions of KPIs to perform the analysis of the work. The result of the work is ten KPIs that have been created and developed for Foria and which are considered to be attractive to both Foria and the selected customers. The KPIs are:   · ECO-driving (binary) – the company has ECO-driving-educated drivers · ECO-driving (comparison figure) – all drivers individual driving and its resulting exhaust emissions are compared · The environmental impact – a total of exhaust emissions from all vehicles belonging to a single business, measured in tonne-kilometres · Complete order – portion of fields with accurate information (in an order), with the possibility of error categorization · Delivery reliability – time difference between expected and actual delivery, average for all orders · On-time – the number of days and hours of difference between the expected and the actual time, for all activities of the order · On-time (activity) – the number of hours and minutes of difference between the expected and the actual time, for each individual activity of the order · Divergence – a categorization of all causes of divergence and its responsible department · Level of integration – the level of cooperation between the logistic service provider and the customer · Customer satisfaction – how well an order will meet the expectations of the customer   The KPIs are described in detail with definitions, how they can be used and what is required to implement them in the service process of Foria. These KPIs are the basis of four value adding services: Tracking of goods, Environmental Information, Presentation of the KPIs as a Whole, and Improvement of the Service Process. The work shows that it is possible to identify, define and develop KPIs of interest to both Foria and their customers, but to be used most of the KPIs require adaptation to a large degree. It also shows that it is the reasons behind the measured values of the KPIs that makes them interesting to customers. The literature describing the KPIs and the development of these are not comprehensive in terms of the relationship between a third party logistic service provider and its customer, and therefore this report describes a work from scratch to create KPIs for this purpose. / Syftet med detta arbete är att identifiera och utforma nyckeltal och mervärdestjänster för vilka ska beskriva kvaliteten på Forias logistiktjänst utifrån olika aspekter. Nyckeltalen ska vara intressanta för både Foria och deras kunder, med förhoppningen att stärka samarbetet mellan båda parter. Till grund för arbetet ligger en förstudie, där en litteraturstudie och en undersökning av marknaden för svenska logistikföretag utfördes. En nulägesanalys av Foria genomfördes genom att ett flertal personer på företaget intervjuades. Tillsammans med nyckeltalsteori användes dessa delar för att utföra analysen i arbetet. Resultatet av arbetet är tio nyckeltal som skapats och utvecklats för Forias verksamhet och som anses vara intressanta för både Foria och de för arbetet utvalda kunderna. Nyckeltalen är:   · ECO-driving (binärt) – företaget har ECO-driving-utbildade chaufförer · ECO-driving (jämförelsetal) – chaufförers individuella körstil och medförande avgasutsläpp jämförs · Miljöpåverkan – totalt avgasutsläpp från ett företags alla fordon, mätt i tonkilometer · Ifylld order – andel fält ifyllda (i en order) med korrekt information, med möjlighet för kategorisering av felorsaker · Leveranspålitlighet – tidsskillnad mellan förväntad och faktisk leverans, i medeltal för alla order · On-time – antal dagar och timmar som skiljer mellan den förväntade och den faktiska tidpunkten, för samtliga aktiviteter i orderledet · On-time (aktivitet) – antal timmar och minuter som skiljer mellan den förväntade och den faktiska tidpunkten, för varje enskild aktivitet i orderledet · Avvikelse – kategorisering av alla orsaker till avvikelse, och ansvarande avdelning · Integrationsgrad – nivån av samarbete mellan logistikföretaget och kunden · Kundnöjdhet – hur väl en order kommer att motsvara kundens förväntningar   Nyckeltalen beskrivs ingående med definitioner, hur de kan användas och vad som krävs vid en implementering i Forias verksamhet. Dessa nyckeltal ligger sedan till grund för fyra mervärdestjänster som utformats i arbetet: Godsspårning, Miljöinformation, Presentation av nyckeltalen som helhet, och Verksamhetsutveckling. Arbetet visar att det är möjligt att hitta, utforma och utveckla nyckeltal som är intressanta för både Foria och deras kunder, men de flesta av nyckeltalen kräver anpassning i hög grad för att kunna användas. Det visar också att det är orsakerna bakom nyckeltalens uppmätta värden som gör ett nyckeltal intressant för kunden. Den litteratur som beskriver nyckeltal och utveckling av dessa är inte heltäckande när det gäller relationen mellan ett tredjepartslogistikföretag och dess kund, och därför beskrivs i denna rapport ett arbete från grunden med att skapa nyckeltal för detta ändamål.

Key words:         Customer value, value-adding factors, e-commerce, apparel industry, Vietnamese market, customers’ perception.  Background:      Along with the development of many applications from Internet, Electronic Commerce (e-commerce) has changed the business scene in the global economy by emerging as a new, efficient channel of doing business. The apparel industry has also been approaching this way of doing business as an attempt to improve the effectiveness and efficiency of operations at various extents. In the Vietnamese market, Ninomaxx being well-known as leading fashion brand for young and proactive people is in the process of launching its very first online shop. However, the lack of information and the vagueness in regard to customers preference and shopping habit in the context of e-commerce leads to many difficulties for fashion companies like Ninomaxx. These lacking can all be traced back to one universal cause that is the insufficiency in understanding customers’ perceived value. Accordingly, it raises the authors’ interests to conduct a research of customers’ perception concerning customer value in Vietnamese apparel industry within the e-commerce context. Purpose:             The purpose of this thesis is to identify elements of e-commerce that customers perceive as value-adding factors in the context of Vietnamese apparel industry. Accordingly, thesis will examine how value can be created and enhanced for customers in the case of Ninomaxx and Vietnamese apparel firms in general. Method:              In this thesis, authors chose to collect and analyze data mainly through a quantitative approach. Prospective customers of Ninomaxx, whose ages were from 17 to 30, were the surveyed group. A questionnaire was employed to collect response from the group and was distributed in two ways: an online link and offline papers. Various nonparametric statistical techniques and one extensive model were used to analyze results of the survey. Conclusion:    From the perception of Vietnamese customers from 17 to 30 years old, there are 5 elements of e-commerce that are identified as very strong value-adding factors, namely, availability of information on the website, accuracy of demonstrating products’ color on website, seller’s ensuring products’ quality, seller’s trustworthiness and safety of using products. There are additionally 11 strong value-adding factors from perception of apparel customers in Vietnam. However, there is evidence of differences in customers’ response regarding their demographic characteristics and Internet usage. Apparel companies should consider accordingly in order to form the optimal strategy for e-commerce retail channel in Vietnam.

<p>The purpose of this thesis is to identify and define Key Perfomance Indicators (KPIs) and value adding services which are used to describe the quality of Forias logistics services from different aspects. The KPIs should be attractive to both Foria and their customers, with the aim to strengthen the interaction between both parties.</p><p>The basis for this work is a research in which a literature review and a survey of the market for Swedish logistic service providers were carried out. An analysis of the present situation of Foria was carried out, where a number of people in the company were interviewed. These elements were used together with definitions of KPIs to perform the analysis of the work.</p><p>The result of the work is ten KPIs that have been created and developed for Foria and which are considered to be attractive to both Foria and the selected customers. The KPIs are:</p><p> </p><p><!--[if !supportLists]-->· <!--[endif]--><em>ECO-driving (binary)</em> – the company has ECO-driving-educated drivers</p><p><!--[if !supportLists]-->· <!--[endif]--><em>ECO-driving (comparison figure)</em> – all drivers individual driving and its resulting exhaust emissions are compared</p><p><!--[if !supportLists]-->· <!--[endif]--><em>The environmental impact</em> – a total of exhaust emissions from all vehicles belonging to a single business, measured in tonne-kilometres</p><p><!--[if !supportLists]-->· <!--[endif]--><em>Complete order</em> – portion of fields with accurate information (in an order), with the possibility of error categorization</p><p><!--[if !supportLists]-->· <!--[endif]--><em>Delivery reliability</em> – time difference between expected and actual delivery, average for all orders</p><p><!--[if !supportLists]-->· <!--[endif]--><em>On-time</em> – the number of days and hours of difference between the expected and the actual time, for all activities of the order</p><p><!--[if !supportLists]-->· <!--[endif]--><em>On-time (activity)</em> – the number of hours and minutes of difference between the expected and the actual time, for each individual activity of the order</p><p><!--[if !supportLists]-->· <!--[endif]--><em>Divergence</em> – a categorization of all causes of divergence and its responsible department</p><p><!--[if !supportLists]-->· <!--[endif]--><em>Level of integration</em> – the level of cooperation between the logistic service provider and the customer</p><p><!--[if !supportLists]-->· <!--[endif]--><em>Customer satisfaction</em> – how well an order will meet the expectations of the customer</p><p> </p><p>The KPIs are described in detail with definitions, how they can be used and what is required to implement them in the service process of Foria. These KPIs are the basis of four value adding services: <em>Tracking of goods</em>, <em>Environmental Information</em>, <em>Presentation of the KPIs as a Whole</em>, and <em>Improvement of the Service Process</em>.</p><p>The work shows that it is possible to identify, define and develop KPIs of interest to both Foria and their customers, but to be used most of the KPIs require adaptation to a large degree. It also shows that it is the reasons behind the measured values of the KPIs that makes them interesting to customers. The literature describing the KPIs and the development of these are not comprehensive in terms of the relationship between a third party logistic service provider and its customer, and therefore this report describes a work from scratch to create KPIs for this purpose.</p><p> </p> / <p>Syftet med detta arbete är att identifiera och utforma nyckeltal och mervärdestjänster för vilka ska beskriva kvaliteten på Forias logistiktjänst utifrån olika aspekter. Nyckeltalen ska vara intressanta för både Foria och deras kunder, med förhoppningen att stärka samarbetet mellan båda parter.</p><p>Till grund för arbetet ligger en förstudie, där en litteraturstudie och en undersökning av marknaden för svenska logistikföretag utfördes. En nulägesanalys av Foria genomfördes genom att ett flertal personer på företaget intervjuades. Tillsammans med nyckeltalsteori användes dessa delar för att utföra analysen i arbetet.</p><p>Resultatet av arbetet är tio nyckeltal som skapats och utvecklats för Forias verksamhet och som anses vara intressanta för både Foria och de för arbetet utvalda kunderna. Nyckeltalen är:</p><p> </p><p><!--[if !supportLists]-->· <!--[endif]--><em>ECO-driving (binärt)</em> – företaget har ECO-driving-utbildade chaufförer</p><p><!--[if !supportLists]-->· <!--[endif]--><em>ECO-driving (jämförelsetal)</em> – chaufförers individuella körstil och medförande avgasutsläpp jämförs</p><p><!--[if !supportLists]-->· <!--[endif]--><em>Miljöpåverkan</em> – totalt avgasutsläpp från ett företags alla fordon, mätt i tonkilometer</p><p><!--[if !supportLists]-->· <!--[endif]--><em>Ifylld order</em> – andel fält ifyllda (i en order) med korrekt information, med möjlighet för kategorisering av felorsaker</p><p><!--[if !supportLists]-->· <!--[endif]--><em>Leveranspålitlighet</em> – tidsskillnad mellan förväntad och faktisk leverans, i medeltal för alla order</p><p><!--[if !supportLists]-->· <!--[endif]--><em>On-time</em> – antal dagar och timmar som skiljer mellan den förväntade och den faktiska tidpunkten, för samtliga aktiviteter i orderledet</p><p><!--[if !supportLists]-->· <!--[endif]--><em>On-time (aktivitet)</em> – antal timmar och minuter som skiljer mellan den förväntade och den faktiska tidpunkten, för varje enskild aktivitet i orderledet</p><p><!--[if !supportLists]-->· <!--[endif]--><em>Avvikelse</em> – kategorisering av alla orsaker till avvikelse, och ansvarande avdelning</p><p><!--[if !supportLists]-->· <!--[endif]--><em>Integrationsgrad </em>– nivån av samarbete mellan logistikföretaget och kunden</p><p><!--[if !supportLists]-->· <!--[endif]--><em>Kundnöjdhet</em> – hur väl en order kommer att motsvara kundens förväntningar</p><p> </p><p>Nyckeltalen beskrivs ingående med definitioner, hur de kan användas och vad som krävs vid en implementering i Forias verksamhet. Dessa nyckeltal ligger sedan till grund för fyra mervärdestjänster som utformats i arbetet: <em>Godsspårning</em>, <em>Miljöinformation</em>,<em> Presentation av nyckeltalen som helhet, </em>och Verksamhetsutveckling.</p><p>Arbetet visar att det är möjligt att hitta, utforma och utveckla nyckeltal som är intressanta för både Foria och deras kunder, men de flesta av nyckeltalen kräver anpassning i hög grad för att kunna användas. Det visar också att det är orsakerna bakom nyckeltalens uppmätta värden som gör ett nyckeltal intressant för kunden. Den litteratur som beskriver nyckeltal och utveckling av dessa är inte heltäckande när det gäller relationen mellan ett tredjepartslogistikföretag och dess kund, och därför beskrivs i denna rapport ett arbete från grunden med att skapa nyckeltal för detta ändamål.</p><p> </p>

Purpose:The purpose of this study is to approach a solution to reduce housing shortage, by using inspiration from an industrialized building concept, which can lead to the opportunity for underprivileged people to get a livable housing. The aim is to study how knowledge from industrialized building could be used for a more efficient way of building in developing countries similar to Colombia.   Method:Utilizing literature studies for achieving abutment to published research also giving the authors an observant mind. With this knowledge, participatory observations were made as action research to explore the prevailing procedure when establishing a house. Operating analyzes, interviews were held in Leticia for understanding observed decisions. To be able to critically analyze the results from the interviews and observations, collected data were compared with knowledge based on the authors’ reference frames.   Findings:Keystones identified as the overall concept are applicable on establishments in the western world, since the concept is designed after similar conditions. Capital is required designing a building system as well as establishing a factory for prefabrication of elements, conditions limited in developing countries. Climate conditions and prevailing corruption prevents implementation of the concept. Identified weaknesses during the observations, noted repetition of unnecessary and non-value adding activities. One conclusion is not to implement the entire industrial building system, only practice the mindset. Initially keystones are implemented such as planning, exchange of information and reflection of performed projects, in order to improve upcoming projects. These keystones require no direct capital, merely a mindset that should be implemented.   Implications:The outcome of this study is to enlighten the subject, since obvious weaknesses were noticed, with capacity for development. Further research is realistic because, in a long term it will help solving the housing situation. For example, using this result as underlay for education like creating more efficient building, enlightening planning for reducing unnecessary non value-adding activities. As a conclusion of the study, identified weaknesses during the establishment affects the efficiency, creating unnecessary costs. A developing country should focus upon emphasizing reduction of costs, since their economic status is already declining.   Limitations: The observations during the case study have been concentrating on one small-scaled project in Leticia, Colombia. No further observations have been made but complements such as literature studies and interviews. Due to lack of time and language barrier, the amount of collected empirical data was too limited to provide durable conclusions for question formulations. Since only observations were performed on one establishment, a general result cannot be submitted.

Background: In a world that is becoming more knowledge-based and where it gets harder to find value-adding employees, employer branding could be used as a way to attract and retain employees, which later can create competitive advantage. Research Question: In order to experience competitive advantage, how do SMEs use the strategies and tools of employer branding as a way to attract and retain value-adding employees? Purpose: The purpose with this study was to explore how employer branding is used by SMEs as a way to experience competitive advantage. Method: A qualitative research method with six case studies of SMEs located in different industries was adopted. Primary data was based on semi-structured interviews with respondents at the different SMEs. Theoretical framework: With the basis of the RBV, theories about this and the human capital as a resource as well as a competitive advantage, is presented. This continues with theories about the employer brand, attractive attributes about employers, employer branding strategies, and what the outcomes of employer branding is.  Findings and Conclusions: SMEs do not use the strategies and tools of employer branding in the generic way. Instead, much communication is carried out first when the recruitment process starts, with the aim to find employees who could deliver competitive advantage through their fit with the organization. Once onboard, different benefits are provided in order to retain them. Involvement and engagement are the most prominent ones, due to SMEs ability to offer cross-functional management.