Orientador: Paulo Mazzafera / Tese (doutorado) - Universidade Estadual de Campinas, Instituto de Biologia / Made available in DSpace on 2018-08-22T06:22:47Z (GMT). No. of bitstreams: 1 Benatti_LucianaBenjamim_D.pdf: 2232263 bytes, checksum: f99e9792ce3a097423a6628b62ddb600 (MD5) Previous issue date: 2012 / Resumo: Em 2004, Silvarolla e colaboradores descobriram três plantas (AC1, AC2 e AC3) de Coffea arabica, provenientes da Etiópia, com baixa quantidade de cafeína nas sementes. Esta pequena concentração (0,76 mg/g) em AC1, quando comparada com grãos de C. arabica com cafeína (em torno de 12 mg/g), foi verificada ser de origem constitutiva da planta, sendo esta denominada como naturalmente descafeinada. Neste trabalho a planta de AC1 foi estudada, já que esta é a mais adequada para a transferência genética do traço "sem cafeína" para cultivares com alta produtividade. Ao analisar o desenvolvimento das sementes de AC1, foi observado que endospermas maduros da planta com baixas quantidades de cafeína perderam menos massa do que os de Mundo Novo (MN) e que estes, no final do desenvolvimento, eram maiores do que os de AC1. Entretanto, apesar deste fato, os conteúdos de aminoácidos, açúcares solúveis, ácidos orgânicos, ácidos clorogênicos e trigonelina foram similares nas sementes de frutos de MN e AC1. Foi constatado que em todos os estádios fenológicos as sementes de AC1 apresentaram baixas quantidades de cafeína. Além disso, foi observado que não só sementes e folhas apresentaram esta característica, mas também flores e internódios. Experimentos com o fornecimento de [2-14C] adenina e análises enzimáticas de teobromina sintase e cafeína sintase nas sementes de AC1 confirmaram que, assim como em folhas, a síntese de cafeína é bloqueada na metilação de teobromina a cafeína, acumulando altas taxas de teobromina. Experimentos de análise de expressão gênica indicaram que, apesar dos genes responsáveis pela síntese das três metiltransferases envolvidas na síntese de cafeína ser expressos nos endospermas de AC1, suas expressões são menores se comparadas com o controle MN, principalmente ao analisar a expressão do gene CCS1, que codifica para a cafeína sintase. Os compostos fenólicos apresentaram valores próximos ao longo de todo o desenvolvimento do endosperma, sendo que a quantidade equivalente encontrada nestes grãos parcialmente explica a atividade antioxidante similar encontrada nos grãos maduros de MN e AC1. Análises de proteínas de reserva em endospermas maduros foram similares em MN e AC1 / Abstract: In 2004, Silvarolla and co-workers discovery three plants (AC1, AC2 and AC3) of Coffea arabica, originated from Ethiopia, with low amount of caffeine in the seeds. This low concentration (0,76 mg/g) was found to be constitutive plant origin, this being referred to as naturally decaffeinate. In this work only the seeds of AC1 were studied, since this plant has shown to be the most suitable for gene transfer trace "without caffeine" for cultivars with high productivity. By analyzing the development of the seed AC1, it was observed that the mature endosperm of the plant with low amounts of caffeine lost less weight than those of MN, and also at the end of development, they were greater than those of AC1. However, despite this fact, the contents of amino acids, organic acids, chlorogenic acids and trigonelline were similar to MN and AC1 seeds and fruits. Soluble sugars were also similar in most part of the development despite the sucrose in the endosperm AC1 cherry stage, having it's significantly less than the one found in the endosperm MN at the stage. It was found that in all growth stages seeds AC1 presented low amounts of caffeine. Furthermore, it was observed that not only seeds and leaves showed this characteristic, but also flowers and internodes. Experiments with the supply of [2-14C] adenine and enzymatic analyzes of theobromine synthase and caffeine synthase in AC1 seeds confirmed that as leaves, caffeine synthesis are blocked in the methylation of theobromine to caffeine, accumulating high levels of theobromine. Experiments of the gene's expression analysis indicated that, although the genes responsible for the synthesis of the three methyltransferases involved in caffeine synthesis are expressed in AC1 endosperm, presented minor expressions compared to the control MN, especially when analyzing the expression of the gene CCS1, which synthesizes caffeine synthase. Phenolic compounds had similar values throughout the development of the endosperm, the equivalent amount found in these grains partly explains the similar antioxidant activity found in the MN and AC1 mature grains. The reserve proteins assays of mature endosperms were also similar in both endosperms / Doutorado / Biologia Vegetal / Doutora em Biologia Vegetal

Em S. cerevisiae, as proteínas de membrana são responsáveis pelo transporte de açúcares através da membrana celular e, portanto, são importantes para os processos fermentativos. Visando melhorar a compreensão do metabolismo de açúcares, estudamos o transporte ativo de açúcares mediado pela permease Agt1p e o processo de inativação catabólica, promovido pela glicose. Para isso, mutantes em resíduos específicos do Agt1p foram gerados por mutagênese e expressados em uma linhagem agt1<font face=\"Symbol\">D. Os resultados obtidos indicam que os aminoácidos Glu-120, Asp-123, Glu-167, Arg-504 e Ile-505 estão envolvidos com o simporte açúcar-H+ realizado pelo Agt1p. Em relação aos resíduos e/ou domínios envolvidos com o processo de inativação catabólica, os resultados demonstram que a região N-terminal do Agt1p, bem como a alça citoplasmática presente entre os TMs 6 e 7, são essenciais para a resposta celular frente a presença de glicose. Finalmente, a fusão do Agt1p com GST permitiu purificar uma proteína de ~67 kDa, condizente com a massa molecular prevista para este transportador. / In S. cerevisiae, membrane proteins are responsible for the transport of different sugars across the cellular membrane and, therefore, are important for fermentation processes. In order to improve our understanding of sugar metabolism, we studied the active sugar transport mediated by Agt1p permease and the catabolite inactivation induced by glucose. Thus, mutants in specific residues of the Agt1p were generated by site direct mutagenesis and expressed in a strain agt1<font face=\"Symbol\">D. The results indicate that the Glu-120, Asp-123, Glu-167, Arg-504 and Ile-505 residues are involved in the sugar-H+ symport mediated by the Agt1p permease. Regarding residues and/or domains involved in the process of catabolite inactivation promoted by glucose, the results indicate that the N-terminal region of Agt1p, and the intracellular loop between TMs 6 and 7, are essential for the cellular response to the presence of glucose. Finally, the fusion of the Agt1p to GST allowed the purification of a ~67 kDa protein, consistent with the predicted molecular weight of this transporter.

Encontrar formas de reutilizar os resíduos oriundos da produção de alimentos é uma necessidade cada vez mais presente nas indústrias tanto do ponto de vista ambiental como financeiro. Este trabalho teve por objetivo incorporar soro ácido na base láctea e no preparado de frutas de uma bebida láctea fermentada sabor morango e avaliar a interferência destas variáveis independentes nas características físico-químicas e reológicas do produto, bem como o efeito do tempo nestas respostas. O planejamento experimental seguiu o delineamento fatorial completo do tipo rotacional, com duas variáveis explanatórias. Os níveis de soro ácido variaram nas formulações, sendo na base láctea aplicadas menores dosagens (de 0 a 10%) devido a limitação por causa da precipitação da caseína em pH ácido no tratamento térmico. No preparado de frutas a dosagem de soro ácido variou de 0 a 30%. Os tratamentos (base láctea adicionada de preparado de frutas) foram acondicionados em potes de polipropileno e estocados a 8°C. Semanalmente foram feitas as análises físico-químicas de pH, acidez e sinerese além das análises reológicas. A análise dos dados foi feita pelo método de superfície de resposta e análise de regressão múltipla. Os tratamentos foram avaliados quanto a composição centesimal após 21 dias de estocagem pela análise dos teores de gordura, cinzas, proteínas e matéria sólida total, seguindo posteriormente com o cálculo de carboidratos e valor energético. A contagem de bactérias láticas foi feita por plaqueamento em MRS (Man Rogosa & Sharpe) Ágar após 21 dias de estocagem para garantir a contagem mínima exigida no tempo de vida útil final do produto. Todos os resultados obtidos nas análises de composição centesimal e microbiológicas se enquadraram nos limites da legislação vigente. De forma geral o percentual de soro ácido aplicado no preparado de frutas não influenciou os parâmetros físico-químicos avaliados, exceto para a viscosidade em que foi identificado efeito estatisticamente significativo indicando que o aumento nos níveis utilizados aumentam a viscosidade. A utilização do soro ácido na base láctea ocasionou aumento da acidez e diminuição da sinerese, estando os resultados de acidez em concordância com os dados da literatura para estudos semelhantes. O aumento do percentual de soro na base promoveu redução na viscosidade, afetando negativamente este parâmetro, porém, alternativas tecnológicas (uso de espessantes, pressão de homogeneização, temperatura no tratamento térmico, entre outras) podem suprir a perda de viscosidade apresentada. Todos os tratamentos apresentaram comportamento não-newtoniano e tixotrópico. / Finding ways to reuse waste from food production is an increasing necessity in this industry both for environmental and financial reasons. This study aimed to incorporate acid whey in milk-based and fruit prepared of a fermented dairy drink, strawberry flavor, and assess the effect of these independent variables on the physicochemical and rheological characteristics of the product as well as the effect of time on these responses. The experimental design followed a complete factorial design of the rotational type, with two explanatory variables. Acid whey levels ranged in the formulations being applied to dairy-based lower doses (from 0 to 10%) due to a limitation because of the precipitation of casein at acidic pH during heat treatment. In the fruit prepared the dosage of acid whey ranged from 0 to 30%. Treatments (milk added base of fruit prepared) were placed in polypropylene pots and stored at 8°C. Physicochemical analysis of pH, acidity and syneresis beyond rheological analyzes were conduced weekly. Data analysis was performed by the response surface method and multiple regression analysis. Treatments were nutritionally assessed after 21 days of storage by the analysis of the levels of fat, ash, protein and total solids, later following with the calculation of carbohydrates and energy value. The count of lactic acid bacteria was carried out by plating on MRS (Man Rogosa & Sharpe) Agar after 21 days of storage to ensure a minimum count time required in the final product shelf life. All results obtained in the analysis of chemical and microbiological composition fulfilled the bounds of current legislation. Overall the percentage of acid whey applied to the fruit prepared did not affect the physicochemical parameters evaluated, except for the viscosity in which was identified a statistically significant effect indicating that an increase in levels used, increase viscosity. The use of acid whey dairy based resulted in increased acidity and reduced syneresis, being acidity results in agreement with literature data for similar studies. The increase in the percentage of acid whey in the base promoted reduction in viscosity, adversely affecting this parameter, however, alternative technologies (use of thickeners, pressure homogenization, heat treatment temperature, etc.) can fill the given viscosity loss. All treatments showed non- Newtonian and thixotropic behavior.

Queue buildup is a problem that every fast food restaurant would like to reduce, as its effect on customer satisfaction and restaurant revenue is obviously negative. This thesis looks at how a dynamic menu management system would affect fast food restaurants, specifically how the promotion of fast products, in certain situations, would affect total revenue and queue lengths. A neural network was used to categorize products depending on their preparation time and to predict queue waiting times. A simulation approach was used to find out how the menu management system would affect the restaurant. The results are that in situations where long queues are formed, the promotion of fast products increases revenue by 7.8% and decreases queue lengths by 13.3%. In situations where little to no queues are formed, the same system still decreases queue lengths by 4.7%, but also decreases revenue by 0.2%

Produktutveckling och innovation är ett systematiskt arbete för att generera nya produkter. Det är en kostsam process och de små företagen är extra sårbara vilket gör att rätt handling i produktutvecklingsarbetet är av stor vikt. När det gäller framställning av nya produkter är produktutvecklingsarbetet avgörande för konkurrenskraften. I takt med den ökade globaliseringen behöver företag ta hänsyn till en dynamisk och ofta föränderlig marknad för att överleva. Att ha kontroll på produkten genom hela produktutvecklingsarbetet skapar möjligheter till utveckling och förbättring och därigenom bättre utnyttjande av resurser. Produktutveckling genererar kostnader och resurser för företagen vilket gör att det blir allt viktigare att handla rätt redan från start och vidare genom hela produktutvecklingsarbetet. Genom att effektivisera utnyttjandet av resurser skapas en mer hållbar produktion och produkt. Syftet är att, i mindre företag, belysa några av de kritiska faktorer som kan inverka på effektiviteten i dryckesbranschens produktutvecklingsarbete. En kvalitativ studie innehållande semistrukturerade intervjuer med fem mindre dryckesföretag. Intervjuerna pågick i cirka 20 minuter. Data från informanterna spelades in och transkriberades för att sedan genomgå en tematisk analys. Företagen valdes utifrån ett målstyrt urval. Då intervjuerna utfördes genom fysiskt möte valdes företag belägna inom en 10 mils radie från Malmö. Den tematiska analysen resulterade i tre teman vilka var styrning/kontroll, erfarenheter, samt omvärldsbevakning. Dessa teman utgör kritiska faktorer som alla har en avgörande roll i produktutvecklingsarbetet. Småföretagen påverkar ofta sitt produktutvecklingsarbete genom beslut utifrån tidigare förvärvade yrkes erfarenheter och kunskaper samt genom informella beslut allteftersom problem och frågor uppkommer. Styrning/kontroll, erfarenheter samt omvärldsbevakning är tre kritiska faktorer som alla inverkar på produktutvecklingsarbetet. Småföretagen agerar ofta utifrån tidigare yrkeskunskaper och erfarenheter när beslut ska fattas. Detta har orsakat ökade kostnader, förlängt produktutvecklingsarbetet samt gett svårigheter som krävt nya beslut. Detta har påverkat företagens produktutvecklingsarbete i negativ riktning. Genom att kombinera teoretiska verktyg och praktiska erfarenheter skapas det effektivaste produktutvecklingsarbetet. Omvärldsbevakning med en ökad marknads och konsumentorientering bidrar till ett bättre produktutvecklingsarbete tillsammans med beslut som fattas med förhöjd grad av styrning och kontroll samt med bidrag från tidigare yrkeskunnande. / Introduction Product development and innovation is a systematic endeavor to generate new products. This is  a costly process and the small companies are extra vulnerable which makes the right work in product development of great importance. In terms of production, product development work is crucial for competitiveness. In line with increased globalisation, companies need to consider the dynamic and often changing market in order to survive. Having control of the product throughout the product development work creates opportunities for development and improvement, and thereby better utilisation of resources. Product development generates costs and resources for the companies, which means that it is becoming increasingly important to manage correctly from the outset, and onwards throughout the entire product development work. By making more efficient use of resources, a more sustainable production and product is created. Purpose The aim is to highlight some of the critical factors in smaller companies that may affect the efficiency of product development work within the beverage industry. Method A qualitative study made up of semi-structured interviews at five smaller beverage companies. The interviews lasted approximately 20 minutes. Information from the informers was recorded and transcribed, and later underwent thematic analysis. The companies were chosen on the basis of a target-driven selection. As the interviews were carried out in the form of a physical meeting, companies were chosen within a 6,2 miles radius of Malmö. Results The thematic analysis resulted in three themes, which were experiences, intelligence gathering and governability/control. These themes represent critical aspects where everyone can play a crucial role in product development work. Small businesses often influence their product development work through decisions based on previously acquired experience and knowledge and make informal decisions as problems and questions arise. Conclusion Governability/control, experiences and intelligence gathering are three critical factors that all influence the product development work. Small businesses often act on the basis of previous professional knowledge and experience when making decisions. This has caused increased costs, prolonged  product development work and given difficulties that required new decisions, which had a negative impact on the companies' product development work. Combining theoretical tools and practical experience are the most effective product development work. Intelligence gathering with an increased market and consumer orientation contributes to better product development work, together with decisions made with a increased degree of governability/control and with contributions from previous professional expertise.

<p>Гастрономски&nbsp; туризам&nbsp; представља&nbsp; растући&nbsp; тренд&nbsp; у&nbsp; свету,&nbsp; па&nbsp; су&nbsp; по&nbsp; узору&nbsp; на<br />афирмисане&nbsp; гастрономске&nbsp; дестинације&nbsp; предмет&nbsp; истраживања&nbsp; биле&nbsp; атрактивне<br />дестинације у Војводини попут музеја хране и пића, природних резервата, салаша,<br />сеоских&nbsp; домаћинстава,&nbsp; затим&nbsp; регионална,&nbsp; домаћа&nbsp; и&nbsp; национална&nbsp; јела&nbsp; и&nbsp; пића&nbsp; у<br />угоститељско-туристичким објектима, храна и пиће који имају заштиту порекла<br />али и они који треба да поседују ову врсту заштите зарад додатне користи у<br />региону, туристичке манифестације засноване на регионалном пићу и храни, али и<br />запослени у угоститељству и туризму од којих зависи успешан развој овог облика<br />туризма, као и стратегија његовог развоја. Основни циљ дисертације је био да се<br />утврди&nbsp; стањe,&nbsp; могућности&nbsp; и&nbsp; перспективе&nbsp; развоја&nbsp; гастрономског&nbsp; туризма<br />заснованог&nbsp; на&nbsp; аутентичној,&nbsp; домаћој,&nbsp; регионалној&nbsp; храни&nbsp; и&nbsp; пићу&nbsp; и&nbsp; дефинише<br />стратегија развоја. Посебан акценат је стављен на запослене у угоститељству и<br />туризму кроз анализу њихових ставова о развоју гастрономског туризма у региону.<br />При томе је, кроз примену одговарајуће методологије и спроведеног истраживања,<br />задатак&nbsp; рада&nbsp; био&nbsp; да&nbsp; потврди,&nbsp; делимично&nbsp; потврди&nbsp; или&nbsp; оповргне&nbsp; постављену<br />основну хипотезу да је Војводина значајан произвођач хране и пића, који пружа<br />аутентичан,&nbsp; регионални,&nbsp; гастрономски,&nbsp; туристички&nbsp; доживљај,&nbsp; а&nbsp; није&nbsp; довољно<br />афирмисан у туризму, што условљава и недовољан развој гастрономског туризма,<br />и тиме укаже на све недостатке, како би се они благовремно отклонили и тако<br />Војводину учинили дестинацијом гастрономског туризма.</p> / <p>Gastronomski&nbsp; turizam&nbsp; predstavlja&nbsp; rastući&nbsp; trend&nbsp; u&nbsp; svetu,&nbsp; pa&nbsp; su&nbsp; po&nbsp; uzoru&nbsp; na<br />afirmisane&nbsp; gastronomske&nbsp; destinacije&nbsp; predmet&nbsp; istraživanja&nbsp; bile&nbsp; atraktivne<br />destinacije u Vojvodini poput muzeja hrane i pića, prirodnih rezervata, salaša,<br />seoskih&nbsp; domaćinstava,&nbsp; zatim&nbsp; regionalna,&nbsp; domaća&nbsp; i&nbsp; nacionalna&nbsp; jela&nbsp; i&nbsp; pića&nbsp; u<br />ugostiteljsko-turističkim objektima, hrana i piće koji imaju zaštitu porekla<br />ali i oni koji treba da poseduju ovu vrstu zaštite zarad dodatne koristi u<br />regionu, turističke manifestacije zasnovane na regionalnom piću i hrani, ali i<br />zaposleni u ugostiteljstvu i turizmu od kojih zavisi uspešan razvoj ovog oblika<br />turizma, kao i strategija njegovog razvoja. Osnovni cilj disertacije je bio da se<br />utvrdi&nbsp; stanje,&nbsp; mogućnosti&nbsp; i&nbsp; perspektive&nbsp; razvoja&nbsp; gastronomskog&nbsp; turizma<br />zasnovanog&nbsp; na&nbsp; autentičnoj,&nbsp; domaćoj,&nbsp; regionalnoj&nbsp; hrani&nbsp; i&nbsp; piću&nbsp; i&nbsp; definiše<br />strategija razvoja. Poseban akcenat je stavljen na zaposlene u ugostiteljstvu i<br />turizmu kroz analizu njihovih stavova o razvoju gastronomskog turizma u regionu.<br />Pri tome je, kroz primenu odgovarajuće metodologije i sprovedenog istraživanja,<br />zadatak&nbsp; rada&nbsp; bio&nbsp; da&nbsp; potvrdi,&nbsp; delimično&nbsp; potvrdi&nbsp; ili&nbsp; opovrgne&nbsp; postavljenu<br />osnovnu hipotezu da je Vojvodina značajan proizvođač hrane i pića, koji pruža<br />autentičan,&nbsp; regionalni,&nbsp; gastronomski,&nbsp; turistički&nbsp; doživljaj,&nbsp; a&nbsp; nije&nbsp; dovoljno<br />afirmisan u turizmu, što uslovljava i nedovoljan razvoj gastronomskog turizma,<br />i time ukaže na sve nedostatke, kako bi se oni blagovremno otklonili i tako<br />Vojvodinu učinili destinacijom gastronomskog turizma.</p> / <p>Gastronomy tourism represents a growing trend in the world and the subjects of the research, which was modelled after well-established culinary destinations, were attractive destinations in Vojvodina suchas museum of food and drinks, nature&nbsp;reserves, farms, rural households as well asregional, local and national dishes &nbsp;and&nbsp;drinks in hospitality and touristic facilities, foods and drinks that have protected origin&nbsp;and those which should have this kind of protection for the sake of additional benefits&nbsp;in the region, touristic manifestations based on regional foods and drinks and the&nbsp;employees in the hospitality and tourism of whom depends the successful &nbsp;development of this kind of tourism as well as the strategy of its development. The&nbsp; main objective of the thesis was to determine the status, opportunities and development perspectives of gastronomic tourism based on authentic, domestic, regional foods and drinks and to define development strategies. Special emphasis was put on the employees in the hospitality and tourism industry through an analysis of their views on the development of gastronomic tourism in the region. At the same time, through the application of appropriate methodology and conducted research, the&nbsp; task of this thesis was to confirm, partly confirm or deny the basic hypothesis that Vojvodina is an important producer of foods and drinks that provides an authentic, regional, gastronomic, tourist experience but it is not sufficiently established in tourism&nbsp; which results in poor development of gastronomic tourism, and thus point out the shortcomings in order for them to be timely removed and, by doing so, make Vojvodina a gastronomic tourism destination.</p>

Crowdsourcing can today be found in practically any industry, but the extent to which it is used differ widely. A report from last year, published by the crowdsourcing platform eYeka (eYeka 2015b), shows that the fashion industry is among the industries using crowdsourcing the least. Brands that are more inclined to using crowdsourcing are those working with fast moving consumer goods (FMCG). That includes many brands from the food &amp; beverage industry such as Coca-Cola, Pepsi, Danone etc. This study builds on this knowledge to explore the use of crowdsourcing in the food &amp; beverage industry to find out if that experience can be used in the fashion industry where it is not widely used today. To identify different approaches of crowdsourcing used in the food &amp; beverage industry 78 crowdsourcing campaigns from 9 brand during a two years period (2014-2015) was analysed. The analysis resulted in the identification of 3 main approaches: crowdsourcing as ideation, customer engagement and crowdsourcing for creation/production. More importantly this study comes to the conclusion that the way crowdsourcing is used by the brands in the food &amp; beverage industry is not formed in such a way that it is exclusive to the industry in question. There are no immediate boundaries for the fashion industry to adopt the same way of working. If the fashion industry would like to follow the trend in food &amp; beverage industry they should focus more on the creative ideation side of crowdsourcing and less on the creation, and most of all on marketing. However, there are also other areas they can learn from like Business Development.

Syftet med det här projektarbetet är att undersöka betydelsen en unik visuell identitet kan ha för att kommunicera effektivt till målgruppen studenter, samt att formge den visuella identiteten. För att ge kontext till syftet utformades den visuella identiteten som ett fiktivt funktionsdrycksvarumärke. Projektet utfördes med hjälp av designprocessen samt en intervjustudie med tre fokusgrupper där totalt nio intervjupersoner deltog. Det första resultatet visade på att intervjupersonerna upplever att det i dagsläget inte finns någon funktionsdryck som är inriktad mot just studenter, något vi hade en hypotes om från projektets start. Därefter togs fyra prototyper fram som den andra fokusgruppen fick dela sina åsikter kring. Resultatet av detta visade att andra fokusgruppens upplevda samhörighet med varumärket var av stor vikt. Målet med den strategiska kommunikationen var att utstråla egenskaperna samhörighet, kunskap och att behålla koncentrationen genom den visuella identiteten. Den visuella identitet som blev mest uppskattad var illustrationer av olika universitet runt om i Sverige. Detta är unikt, skapar samhörighet med målgruppen och kommunicerar på ett sätt som inget annat varumärke gör. Den slutgiltliga feedbacken från den tredjefokusgruppen kunde också styrka att den framtagna visuella identiteten är ett bra koncept att kommunicera till studenter. Resultatet visade även på att studenter lätt lägger sin lojalitet mot andra varumärken åt sidan när en annan väl utformad unik visuell identitet som strategiskt kommunicerar konnotationer går i linje med deras egna värderingar. Genom användningen av designprocessen och med hjälp av att strategiskt kommunicera det fiktiva varumärket utifrån redan etablerade varumärken, samt resultaten från de tre fokusgrupperna, har en unik visuell identitet skapats som effektivt kommunicerar till studenter. / The purpose of this project work is to investigate the importance a unique visual identity can have for communicating effectively to the target group of students, as well as to shape the visual identity. To give context to the purpose, the visual identity was designed as a fictitious functional beverage brand. The project was carried out with the help of the design process and an interview study with three focus groups in which a total of nine interviewees participated. The first result showed that the interviewees feel that at present there is no functional drink that is aimed at students, something we had a hypothesis about from the start of the project. Subsequently, four prototypes were developed that the other focus group could share their views on. The result of the second focus group showed that the perceived affiliation with the brand was of great importance. The goal of the strategic communication was to radiate the qualities of belonging, knowledgeand to maintain concentration through the visual identity. The visual identity that was most appreciated were illustrations by various universities around Sweden. This is unique, creates belonging with the target group and communicates in a way that no other brand does. The final feedback from the third focus group couldalso prove that the developed visual identity is a good concept to communicate to students. The results showed that students easily put their loyalty to other brands aside when another well-designed unique visual identity strategically communicates connotations that aligns with their own values. Through the use of the design process and with the help of strategically communicating the fictitious brand based on already established brands, as well as the results from the three focus groups, a unique visual identity has been created that effectively communicates to students.

Sedan flera år tillbaka har det diskuterats hur samt vilket ansvar som företag bör ta inom samhället. Idag är det en självklarhet att företag bör arbeta för hållbarhet samt med Corporate Social Responsibility samtidigt som de måste redovisa sitt arbete enligt lag. Lagen specificerar dock inte hur eller på vilken detaljnivå hållbarhetsarbete ska kommuniceras på ett transparent sätt. I denna studie undersöks hur Corporate Social Responsibility samt hållbarhetsarbete kommuniceras i hållbarhetsredovisningar från sex svenska företag inom dryckesbranschen. Studien har konceptualiserat olika teman genom en innehållsanalys av hållbarhetsredovisningar från Kiviks Musteri, Spendrups, The Absolut Company, Carlsberg Group, Åbro och Kopparbergs Bryggeri som täcker en period om fyra år. Studiens resultat tyder på att hållbarhet kommuniceras på olika sätt av företagen samt att alla företag knyter an globala mål för hållbar utveckling och den svenska årsredovisningslagen till sin verksamhet. Det återfinns även en skillnad gällande detaljnivå och abstraktion i kommunikationen från företagen trots att alla följer samma juridiska redovisningskrav gällande hållbarhet. Anledningen till att företagens hållbarhetskommunikation skiljer sig åt är för att företagen försöker nå en högre grad av legitimitet, arbeta utifrån fler hållbarhetsdimensioner samt inkorporera fler intressentgrupper. Genom en mer detaljerad kommunikation mot flera intressentgrupper anses företagen försöka ta hänsyn till ”själen av lagen” och skapa en högre legitimitetsuppfyllnad istället för att endast följa lagen. / During many years it has been discussed how and which responsibilities businesses should undertake in the society where they operate. Today it is obvious that businesses should work towards sustainability and with Corporate Social Responsibility at the same time as they need to account and present their social and sustainability work in accordance with existing legislations. However, the law does not specify the level of detail at which the sustainability work should be communicated in a transparent way which thus creates a problem. This study examines how Corporate Social Responsibility and sustainability work is communicated in the sustainability reports from six Swedish companies in the brewing industry. The study has conceptualized different themes, by using a qualitative content analysis, from the communication in the sustainability reports of Kiviks Musteri, Spendrups, The Absolut Company, Carlsberg Group, Åbro and Kopparbergs Bryggeri during a period of four years. The results from the study implies that sustainability is communicated in different ways by the companies and that all the companies align their operations to global goals for sustainable development and the Swedish annual accounting act. It has also been found that there seems to be a difference in levels of detail and abstraction in the communication from companies even though they all follow and are bound to the Swedish annual accounting act. The reason as why the communication regarding sustainability differs between the companies is explained through the goal of achieving a higher level of legitimacy, working through more sustainability dimensions, and trying to incorporate more stakeholdergroups. Through a more detailed communication towards more stakeholdergroups it is believed that the companies are trying to take “the soul of the law” into consideration, to reach a higher legitimacy fulfillment, instead of only following the law.

People are becoming more digital today, and are spending the majority of their time behindscreens. Because of this, the importance to socialize have become more prominent. In thisdigital era, more businesses are establishing online. A structural reformation in the retailmarket is inevitable. One of the reasons for this is the competition which comes frominternational competitor. Consumers can click home goods directly from internationallow-cost production actors. With this change, it has become harder for physical retailbusiness to become profitable. Even though the online retail market is blooming, there is stilla need for physical spaces in Stockholm, and this is because of webrooming and Halo effects.In combination to this, retailers desire fewer and smaller spaces. Further, the effectse-commerce has on physical retail have altered the way real estate owners establish theirspaces. Several real estate owners convert retail stores into food and beverage (F&amp;B). TheF&amp;B sector has become more important and prominent today because of its importance ofcreating a meeting place in today’s society. Due to this, the F&amp;B market is saturated causingcannibalization between actors.The aim of this study is to explore and interpret qualitative data, based on interviews withbranch experts from real estate owners and consultants, retailers, researchers and F&amp;B actors.Considering, if the online retail market affects the F&amp;B market in Stockholm CBD. What willbe the future for physical retail and F&amp;B spaces, based on the change in consumer behaviour?What is the relation between the expanding online market and the conversion from retail toF&amp;B? What will happen when the market is saturated and how will the future meeting placebe established? The thesis will also be based on a case study of Sergelstan, a developmentproject in Stockholm CBD, owned and established by Vasakronan.The conclusion of the research is that e-commerce has an indirect impact on the F&amp;B sector,based on direct effect from retail. The physical retail sector creates vacancy due to a changedconsumer behaviour, which enables other sectors to grow. Due to the importance of ameeting place for society, real estate owners have almost doubled their F&amp;B supply in theCBD of Stockholm. / Dagens människor blir allt mer digitala och spenderar majoriteten av sin tid framför skärmar,så vikten att umgås blivit allt viktigare. Den digitala världen expanderar och allt fler företagöppnar online, vilket har skapat en oundviklig strukturell reform för detaljhandelsmarknaden.Konsumenterna kan klicka hem varor direkt från internationella lågprisaktörer som bidragittill att konkurrensen ökar på marknaden. Utvecklingen gör att det blir allt svårare för denfysiska detaljhandeln att bli lönsam. Trots att onlinehandeln är resultatrik, så finns detfortfarande ett behov av fysiska butiker i Stockholm bland annat på grund av webroomingoch Haloeffekt. En ökad e-handeln har bidragit till butikernas behov av fysiska ytor minskateller försvunnit. Effekterna av e-handeln på fysiska butiker har därmed skapat en förändringför fastighetsägare, däribland hur man väljer att etablera hyresgäster i sina kommersiellafastigheter. Flera fastighetsägare väljer att konvertera de fysiska butikerna till andra mergynnsamma sektorer, exempelvis mat och dryck (F&amp;B). F&amp;B sektorn har blivit viktigare ochmer betydelsefull idag, eftersom det skapar en mötesplats. En överetablering av F&amp;B harmättat marknaden och istället skapat en kannibalisering mellan aktörerna.Syftet är att undersöka och tolka kvalitativa data, baserat på semistrukturerade intervjuer frånfastighetsägare och konsulter, forskare, detaljhandlare och F&amp;B-aktörer. Frågan somundersöks i det här examensarbetet är om e-handeln påverkar F&amp;B marknaden i Stockholmsstadskärna. Vad kommer att hända med de fysiska ytorna för butiker och F&amp;B i framtiden,som grundar sig i ett förändrat konsumetbeteende? Vad är förhållandet mellan expansionenav e-handel och konvertering från fysisk butik till F&amp;B? Vad kommer att hända närmarknaden är mättad och hur kommer den framtida mötesplatsen att utformas?Undersökningen baseras på en fallstudie av Sergelstan, ett kommersiellt fastighetsprojekt,som ägs och utvecklas av Vasakronan.Slutsatsen är att e-handeln har en indirekt påverkan på F&amp;B. Den fysiska detaljhandelnskapar vakanta ytor på grund av ett förändrat konsumentbeteende, vilket möjliggör för andrasektor att växa. På grund av vikten av en mötesplats i dagens samhälle har en fördubbling avF&amp;B skett i CBD Stockholm.