Background: The United Nations' sustainability development goals for 2030 and 2050 areincreasingly challenging for companies. Many firms struggle to integrate sustainability into theirbusiness models while balancing economic profit and effective management with environmental andsocial efforts. Modern digital technologies, especially AI, are proving valuable in this area, withnumerous researchers studying their impact on Sustainable Business Models. Despite this,researchers so far focused often on effect of the digital technologies in general or on quantitativeanalyses only on one specific sector or geographical area. For these reasons, a gap in the literaturewas identified in the lack of qualitative research on the impact of AI on companies’ SBMs, morespecifically in terms of value creation and without a focus on one specific market. Purpose: This research aims to explore how Artificial Intelligence technologies can impactcompanies’ Sustainable Business Model on the three different levels of the triple bottom line. Theresearch, more specifically, will only focus on the value creation aspect of the Sustainable BusinessModel. This choice was made to fill a gap identified in the existing literature and to contribute to theexisting knowledge on this important and fast-changing topic. The paper aims to provide valuableinsights to scholars, researchers, companies, and practitioners in general, allowing them for a deeperunderstanding of the link between AI and SBM’s value creation. Method: This research is structured as a qualitative study using grounded theory approach. To obtainthe findings presented in this paper, the authors used a multi-case study approach. The data collectionprocess started with a purposeful sampling that allowed to identify relevant companies for the study.The study data sample consists of six companies from different countries (Belgium, Italy, Sweden)and different sectors (energy, consulting, manufacturing, banking), and of three independentresearchers. In total, 12 semi-structured open-ended interviews were conducted and constituted theempirical data analysed in the research. Conclusion: Seven different categories of AI technologies influencing company’s SBMs weredetected, namely conversational and personal assistance AI, optimization and system managementAI, visual processing AI, data analytics AI, predictive analytics AI, automation and decision AI, andmarket and revenue optimization AI. These different technologies can positively influence the threeaspects of the triple bottom line in different ways. Valuable insights were obtained on how companiesare currently using this technology to reduce their environmental impact, to boost their economicperformance in nowadays’ rapidly evolving market, and to positively impact the employees and thecommunity they operate in.

Abstract Authors: Mikael Forsberg and Sara-Maria Löfvenberg Tutor: Susanne Åberg Title: Socially Desirable Fast Moving Consumer Goods – A Literature Review on How To Decrease the Gap Between Intention & Purchase Behavior Through Marketing Keywords Branding, Consumer Behavior, Consumer Value Creation, Decision-making, Differentiation, Eco, Ecological, Environmentally Conscious Behavior, Fast Moving Consumer Goods (FMCG), Green Consumer, Green Marketing, In-store marketing, Marketing, Organic, Purchase decision, Socially Desirable, Value Creation. Background and Problem Consumers today are more environmentally conscious than ever. However, it has been found that there is a gap between the consumer’s intention and actual purchase when it comes to products that there is a social pressure to buy for environmental reasons. The potential for the socially desirable segment is estimated to have potential, but growth seems to be slow. It has been stated that until now, there is not enough research done that take a holistic perspective including several fields of marketing. There is a need to review and combine existing literature in various fields of marketing to investigate how the gap can be decreased and sales increased. Purpose The purpose of this thesis is to review and combine existing literature in the fields of consumer value creation, decision-making and in-store marketing. By doing so the authors of this thesis aim to present a theoretical model on how producers of socially desirable FMCG can decrease the gap between the consumers’ intention and actual purchase through marketing. Decreasing the gap refers to more fully exploit the potential size of the segment and generate more sales.   Method A completely theoretical method was chosen for this thesis. To the authors’ knowledge there has not been done enough specific research to match the purpose of this thesis. A literature review has therefore been conducted within three separate fields of marketing to get a broader understanding of how the gap between intention and actual purchase can be decreased. Based on the extensive literature review, the authors developed ten propositions that formed a model that can be used as the backbone for future theoretical and empirical research.   Final Discussion Some highlights of the theoretical discussions earlier in this thesis are presented in the final discussion. The authors suggest that purchase decisions of socially desirable FMCG initially are high-involvement decisions that often are formed outside the in-store-setting. This suggests that more long-term marketing efforts such as brand building in some cases can be more important than in-store marketing when it comes to FMCG that are socially desirable. Symbolic values should be highlighted in branding of socially desirable FMCG because the instrumental differences between FMCG and socially desirable FMCG is limited. It is therefore likely that it is more efficient to focus on consumers’ self-identity to convince them to purchase socially desirable FMCG. It is also important that producers of socially desirable FMCG provide consumers with clear product information in-store and that the products are easy to find. Based on the extensive literature review, the authors have developed eight propositions that form the model presented in this chapter.

Utifrån Canvas analysmodell, hur ser Fantastic Franks E-business ut? Hur är synen på E-business hos en liten nischad fastighetsbyrå? Syftet med denna studie är att analysera Fantastic Franks E-business genom Canvas analysmodell och analysera hur differentiering genom E-business påverkar företagets framgång. Genom intervju med ledningsgruppsrepresentant från Fantastic Frank samt med fastighetsmäklare på Fantastic Frank applicerades företagets affärsmodell på modellen Källor till värdeskapande i E-business företag. Denna metod användes för att undersökningens syfte att se hur Fantastic Frank differentierar sig genom E-business skulle kunna undersökas. Nyckelresurser, nyckelpartnerskap och nyckelaktiviteter är de viktigaste blocken inom Canvas analysmodell för Fantastic Frank, för att de ska kunna erbjuda en värdeproposition och differentiera sig. Andra fastighetsbyråer börjar erbjuda liknande tjänster med bostadsstyling och Fantastic Frank bör vidareutveckla sin tjänst. För att skapa värde bör Fantastic Frank utveckla relationer med kunder som köpt eller sålt bostad genom gemensamma intressen inom inredning/design. Fantastic Frank ser möjligheter att använda sig utav E-business för att etablera sig i storstäder runt om i världen. Om de lyckas, kommer antagligen deras nuvarande partners att se möjligheter att växa med Fantastic Frank. Företaget differentierar sig genom att inte använda sig av tidningsannonser eller andra störningsmoment på sin hemsida utan skapar hellre inspiration. Genom att arbeta med målgruppsanpassad bostadsstyling ser ingen bostad ut som den andra vilket leder till att målgruppen återkommer för att söka efter bostad eller inspireras av bostäder. Fantastic Frank har spridit sina risker eftersom de satsar på flera olika medier. / How does the E-business of Fantastic Frank look like according to Business Model Canvas? How does a small and niched real estate agency perceive E-business? The purpose with this study is to analyse the E-business of Fantastic Frank real estate agency by applying it to the Business Canvas framework and analyse how differentiation through E-business affects the success of the company. By conducting an interview with representative from Fantastic Frank management as well as founder of Fantastic Frank real estate agency, and furthermore conducting an interview with one of the real estate brokers at Fantastic Frank, the business model of the company could be applied to the Value creation model by Amit and Zott (2001). The Value creation model was used in order to analyse how Fantastic Frank differentiates by their E-business. Key resources, key partnership and key activities are the most important parts within Business Model Canvas for Fantastic Frank, for the company to be able offer its value proposition and differentiate itself. Other real estate agencies have started to offer similar kinds of home styling services, and Fantastic Frank should have to consider how to further develop its service. To create value Fantastic Frank should develop relationships with customers who have used the company’s services by relating to common interests in interior/design. Fantastic Frank sees opportunities to make use of E-business to establish itself in major cities around the world. Their present partners will most likely appreciate the possibility to expand with Fantastic Frank. The company differentiates itself by not using ads and other kinds of disturbing elements on its homepage, and would rather be inspirational. With their target audience in mind during the styling session home stylings differ from each other with the result that people return to search for new homes or to get inspiration. Fantastic Frank also spreads its risks since the company can be found on many kinds of social media.

A rapid development with many innovations has happened in recent years. Nevertheless, more than half of all innovations fail, why it is important to understand the customers: their demand, their needs and their benefits. Hence, the purpose of this study is to develop a value proposition for a high technological product in rain measurement, called Ericsson Weather Data (EWD). Since it is a technology-driven product, it is necessary to understand the potential customers to determine the product's market potential. Therefore, semi-structured interviews have been conducted with potential users in Sweden. The purpose has been to understand how they use rain data, which challenges and improvement opportunities there are with current rain data and which the most prominent value drivers are. Our empirical findings show that most of rain data in Sweden is free and published online by public entities. However, the current measurements are one-point measurements, which leads to information losses. This complicates the assessment of rain damages, why there is a great desire for increased spatial resolution. In addition, there is a need for better information regarding local cloudbursts. We have developed a value proposition, matched to the customers’ needs. EWD measures rainfall using the existing mobile network, which is more deployed and achieves a better spatial resolution than the traditional equipment. In addition, EWD measures rain data with an interval of ten seconds, generating tighter (more) information about local cloudbursts. As cloudbursts and spatial resolution were highlighted as the most important factors, a value proposition with resonating focus has been developed, meaning that we focus on these two factors. / En snabb utveckling med många innovationer har skett under senare år. Trots det misslyckas mer än hälften av alla innovationer, varför det blir allt viktigare att förstå kunderna: deras efterfrågan, deras behov och deras nytta. Syftet med det här arbetet är att utveckla ett värdeerbjudande för en högteknologisk produkt inom regnmätning, kallad Ericsson Weather Data (EWD). Då det är en teknikdriven produkt, är det nödvändigt att förstå de potentiella kunderna för att avgöra produktens marknadspotential. Därav har semi-strukturerade intervjuer genomförts med potentiella kunder i Sverige. Syftet har varit att förstå hur de använder regn data, vilka utmaningar och förbättringsmöjligheter de ser med nuvarande regndata och vilka de främsta värdedrivarna är. Våra empiriska resultat visar att majoriteten av den data som används i Sverige är gratis och publiceras online av statliga myndigheter. Dock, är nuvarande mätningar enpunktsmätningar, vilket leder till att information går förlorad. Detta bidrar till svårbedömliga skadevalideringar, varför det råder en stor önskan om en ökad geografisk täckning. Dessutom finns ett behov av bättre information om lokala skyfall. Vi har utvecklat ett erbjudande, utifrån kundernas behov. EWD mäter regn med hjälp av det befintliga mobila nätverket, som är mer utspritt och uppnår därav en bättre geografisk täckning än den traditionella utrustningen. Dessutom mäter EWD regndata med ett intervall på tio sekunder, vilket genererar tätare (mer) information om lokal skyfall. Eftersom skyfall och geografisk täckning lyfts fram som de viktigaste faktorerna, har ett värdeerbjudande med resonating focus utvecklats, vilket innebär att vi fokuserar på dessa två parametrar.

The objective of this study was to examine the role that customer loyalty and employee enthusiasm can play as a strategic objective to increase sales at MB Silicon Systems. In order to address these two factors from a strategic perspective, elements from various concepts have been used to gain a new understanding of customer loyalty, employee enthusiasm and strategy. The final goal of the study was to use the knowledge gained throughout the report to propose a management framework which can be implemented to give MB Silicon Systems a competitive advantage in its competitive industry.The literature review suggested that a strategy of customer loyalty and employee enthusiasm will result in above average financial performance. Customer loyalty and employee enthusiasm cannot be separated from each other and they are linked by leadership, the vision and core values of the organisation. It is not possible to achieve customer loyalty and employee enthusiasm without the proper formulation and execution of a strategy. Such a strategy needs to utilize core management tools like the Balanced Scorecard which will bridge the vision of the organisation with goal setting mechanisms of motivation. The Balanced Scorecard will ensure that strategic objectives of the organisation will be mapped into the Balanced Scorecard while employees will be rewarded according to achieved targets of these objectives.Surveys which were conducted with customers and employees have shown that MB Silicon Systems performs below international standards with respect to customer loyalty and that the organisation is failing with its existing strategy. The surveys have also shown that employees are demotivated. This state of demotivation results in a lack of teamwork and mistrust between employees. The lack of teamwork and mistrust is only the symptoms of organisational problems which need to be resolved by organisational redesign, implementation of management principles and healthy corporate governance. The low base of loyal customers and the demotivated state of employees is resulting in below average financial performance.A management framework was recommended that will transform a strategy of customer loyalty and employee enthusiasm by using proven management tools. Implementation of the framework will ensure a competitive advantage to MB Silicon Systems which will result in above average financial performance.

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The adopting of self-service technologies (SST) has for years been used as a vehicle for delivering service in aim to create value. The popularity of SST has recently increased within organizations and suppliers struggle to persuade customers to adopt the technique in order to co-create value for both customer and supplier. Previous research has covered this type of technology and its effects on service delivery in a business to consumer (B2C) perspective but it is relative undiscovered in the context of business to business (B2B). By studying the B2B relation within SST and the effects on value and value creation this paper identifies three value clusters at the supplier perspective and three at the customer perspective. At each perspective our result shows that there are two positive and one negative value clusters. These clusters can help organizations with both preventive actions and management of the negatives by seeing how relationships between values and value creation exist. Our study contributes empirical, theoretical and practical in the research fields of B2B, SST, service and business values.

<p>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.</p><p>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.</p><p>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. </p><p>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. </p>

<p>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.</p>

<p><strong>Introduction:</strong> The retail market in the 21^st 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.</p><p><strong>Purpose:</strong> The aim of this research is to present an understanding on the value creation process in the grocery retail chain.</p><p><strong>Methodology:</strong> 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.</p><p><strong>Conclusion:</strong> 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.</p><p> </p>