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Kan man som kvinna attraheras av villkoren i en mansdominerad organisation? : En intervjustudie: fem kvinnor i ledande position om att verka och göra karriär i en tekniktung koncernJonsson, Katrin, Ulmfelt, Hanna January 2008 (has links)
No description available.
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Medborgarnas konststråk?! : En studie av konstprojektet "Växjö Art Site" / The Citizens´ Art Walk?! : A Study of the Art Project ”Växjö Art Site”Meijer Wadefur, Lillemor January 2009 (has links)
<p>INSTITUTION: Institutionen för kulturvetenskaper</p><p>Linnéuniversitetet</p><p>ADRESS: 351 95 Växjö</p><p>TELEFON: 0772-28 80 00</p><p>HANDLEDARE: Emilie Karlsmo</p><p>TITEL: Medborgarnas konststråk?!</p><p>En studie av konstprojektet ”Växjö Art Site”</p><p>ENGELSK TITEL: The Citizens´ Art Walk?!</p><p>A Study of the Art Project ”Växjö Art Site”</p><p>FÖRFATTARE: Lillemor Meijer Wadefur</p><p>ADRESS: Seglarevägen 37</p><p>352 55 Växjö</p><p>TYP AV UPPSATS: C-uppsats</p><p>VENTILERINGSTERMIN: Ht 2009</p><p> </p><p>Området för uppsatsen är konststråket ”Växjö Art Site” vid Växjösjön. Fokus ligger i att medborgaromröstningar har genomförts vid valet av skulpturer.</p><p>Uppsatsens syfte är att urskilja och analysera ställningstaganden för att förstå vad Växjö kommun velat med detta projekt. I uppsatsen utreds vilka aktörer som haft betydelse för projektet, hur beslutsprocessen sett ut och med vilka argument man har drivit ärendet. Det rekonstruerade förloppet tolkas mot företeelsen city branding och vidare mot teorier om samtida politik och demokrati med fokus i teorier om postpolitik. Materialet för uppsatsen utgörs i huvudsak av kommunala protokoll och skrivelser samt intervjuer.</p><p>I uppsatsen diskuteras hur man kan se medborgaromröstningar som ett uttryck för en förskjutning från representativ demokrati mot olika typer av samverkansformer. Samtidigt kan det uppfattas som ett vällovligt syfte att vilja engagera medborgarna i valet av skulpturer. Denna önskan kanske har varit svår att förena med det vidare syftet att marknadsföra staden och sätta Växjö på kartan.</p><p>Keywords: offentlig konst, city branding, demokrati, postpolitik</p><p> </p><p><strong> </strong></p>
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Home Sweet HomeLejbro, Max, Andersson, Kristoffer January 2009 (has links)
<p>Research Question: What is it that determines if large companies in the same country and industry use their Country of Origin or not when they want to attract new customers abroad?</p><p>Purpose: Our purpose with this Minor Field Study is to find out if companies within the Brazilian textile industry are using their COO and identify which factors that determine why they use it or not. By analyzing these factors, if and why they are important or not, we can develop a model with the purpose to give companies an idea of how close they are from to being able to use their COO. </p><p>Method: We have worked with a qualitative research method where we interviewed two Brazilian companies, CI Hering and Karsten, which is working within the Brazilian textile industry.</p><p>Theoretical framework: Our theories are mainly concerning the subjects of branding, nation brands, COO and competitive identity. We have also studied the so called Nation Brands Index and its hexagon. We will use theories of nation branding and COO to illustrate their importance to a country’s international companies. </p><p>Empirical framework: This part will show the outcome of our interviews with Hering and Karsten but also present some data on the nation brand of Brazil and activities linked to it.</p><p>Conclusion: We have found that there are six factors that mainly determine if a company will use its COO when trying to attract new customers abroad, and how appropriate this will be. The six factors are: Strong identity/image, brand awareness, knowledge, consistent and strong nation brand, research and willingness. Our final conclusions are that international companies that want to manage their reputation can benefit from relating their identity to some of the aspects in the national identity of their country. Associating to your COO is a way of doing this that aligns your company´s image to the image of your home country.</p>
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Branding Innovation : How to successfully build the brand of a regional innovation systemLinnarsson, Kajsa January 2009 (has links)
<p>Around the world, regions are developing their knowledge-based assets in order to stay competitive in today's global economy. Europe alone is home to more than a thousand cluster initiatives. There are an overwhelming number of innovative regions and "valleys" competing to become the place to live and do business within a particular field. In this highly competitive environment, marketing directors and innovation system executives must develop and execute a well conceived branding strategy in order to survive and thrive. </p><p> Regional innovation systems are complex constructions often involving a variety of clusters, agendas and business models across a large number of partners from the business world, academia and society, each with their own best interest at heart. Unlike a company with a business idea and a range of products, an innovation system encompasses a multitude of business ideas and offerings that, when taken in the aggregate, are often abstract in nature.</p><p> The purpose of this study is to address some common challenges when building the brand of a regional innovation system and attempt to identify some possible solutions for how to successfully overcome those challenges. In doing so, a selection of eight experts and practitioners in the field of regional innovation systems have been interviewed. </p><p> The four most important challenges in the branding of regional innovation systems are converting interested bystanders into committed stakeholders, juggling the brands of multiple stakeholders, communicating the complex subject of innovation and technology, and building and maintaining brand trust in a localized, close-knit environment. </p><p> The findings in this report suggest that branding an innovation system requires a unique approach - different branding channels and skill sets - compared to traditional product branding. As a result I recommend that regional innovation systems focus on four major brand strategies: setting and managing brand expectations, ambassador development, creating a <em>Branded Warehouse</em>, and storytelling. </p><p> First in setting and managing brand expectations, it is important to communicate clearly so that potential members understand what the initiative is all about and why they should be excited about it. Paint a vision specific enough to drive interest but not so specific that members feel they have no input into the mission. Once consensus has been reached it's important to manage the different brand expectations so that all members are satified.</p><p> Suitable champions on a regional, national and international level can act as ambassadors of the regional innovation system, spreading the brand message in the right networks by the power of their own individual credibility. Brand managers should work proactively with the board to leverage their networks to the greatest extent possible. </p><p> The findings in this paper suggest that the best approach for juggling multiple brands may be a <em>Branded Warehouse</em> model where a strong branded house is just as important to the success of the initiative as the strength of the brands inside that house. </p><p> Identifying, creating and spreading the narratives that define the brand help people grasp the complex subject of a regional innovation system. For spreading the brand message both within and outside of the region, the media and ambassadors are unrivaled tools. </p><p> </p>
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Kommunalt samarbete för att stärka en turistdestination : en studie av turistdestinationen RoslagenHadzija, Merima, Lagumdzija, Aljosa, Zima, Kamil January 2009 (has links)
<p>The purpose of the study is to investigate and elucidate how and why municipalities cooperate across municipal boundaries with destination development. To answer the purpose the authors chose two research questions:</p><p>What are the incentives of cooperation between the municipalities in Roslagen? What are the possibilities and difficulties of cooperation? In order to answer the research questions interviews with local business managers, administrative director, the acting Head of destination and tourist office staff were made. Municipalities have signed a cooperation agreement in October/November 2008, where they will work more formal together to strengthen the destination Roslagen. The result of the study shows that the main motive for municipal cooperation is the sharing of financial resources to promote and develop the destination Roslagen together. The possibilities are that Roslagen can market themselves both nationally and internationally through its partners Stockholm Visitors Board, Visit Skärgården and Visit Sweden. Difficulties in the cooperation are that the destination Roslagen lacks a major commercial operator who can control the development by coordinating the private and public sectors.</p>
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Kejsarens nya kläder : En fallstudie på H&M:s LagerfeldkollektionMelinder, Daniel, Tehrani, Amir, Jervelius, Mia, Enblom, Johan January 2005 (has links)
<p>As companies exert themselves to find new ways of achieving market dominance and stronger brands, the phenomenon co-branding has become increasingly popular. By cooperation between two different firms the combined effects can result in synergies not only on the balance sheet, but even through softer values such as Brand recognition, equity and larger market share. Recently the fashion company H&M launched a collection together with the esteemed fashion designer Karl Lagerfeld. The objective of this paper is to examine the effects the collaboration had on consumer’s attitudes towards the two brands. Did the above mentioned collaboration result in a repositioning of any of the two parties?</p><p>Theories regarding branding, positioning and attitudes, as well as Joint ventures are taken into consideration while analyzing the research based on questionnaires given to a random audience. The respondents were among else asked to grade the two firms as to four different qualities, thereby placing them on perceptual maps. After that they were asked whether the collection had affected the exclusiveness of H&M and Karl Lagerfeld. A large majority</p><p>answered that H&M had profited, while Lagerfeld’s exclusiveness was unaltered. Meanwhile, many first heard of Karl Lagerfeld through the H&M-collection.</p><p>This paper will show how two differently positioned parties successfully can achieve synergies, but that since they enter the venture with different possibilities and motives, the synergies most probably will appear on different levels.</p>
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Livsstil på webben : semiotisk analys av marknadsföring på InternetHallberg, Jonas, Karppinen, Nina, Löytynoja, Leena January 2004 (has links)
No description available.
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Luxury for the Masses : A Study of the H&M Luxury Collaborations with Focus on the Images of the Luxury Designer BrandsGinman, Carole, Lundell, Charlotte, Turek, Catherine January 2010 (has links)
<p>A strong brand is important for all companies; however, it is imperative for the success of a luxury fashion house as the image is one of its core assets. As strategic alliances are increasing in popularity the effect they have on how customers look at the partner brands is both interesting for the general person, but also – and more importantly – vital knowledge for companies pondering such a strategic move. The major focus of this study is to answer the question of how luxury designers’ collaborations with high street retailer Hennes & Mauritz affect how consumers perceive the luxury designer brand’s image.Theories on both brand extensions and co-branding have been compared to both qualitative and quantitative research conducted for the purpose of this investigation. This comparison has been made by using a model depicting the relationships between the collaborating brands. Through both acquiring a broad scope using the survey and deeper thoughts through focus group interviews the authors were able to gain a more holistic view of how people regard the luxury designer brands. The factors mainly investigated were those of change in awareness and change in purchase behaviour or intention, as they would be indicative of how people felt toward the luxury designer brands.The result of the investigation showed that the general perception of the luxury designer brands after the collaborations was positive with consumers in all segments. The collaboration did not cause a significant backlash on the regular luxury consumers, as the majority of this consumer segment also stated that they were not bothered by the collaborations.The collaborations could be seen as successful for the luxury designer brands as they managed to garner a lot of attention from new consumer groups, whilst at the same time managing to retain their regular customers. The reason found for not having had a negative impact on the brand was the way in which the collaborations were performed. That the brands had chosen a suitable partner where the perceived fit was great; that the associations with the collaboration and the partner brand did not infringe on the associations with the luxury designer brand; and the time frame of the collaboration, all meant that the consumers generally did not lose confidence in the luxury designer brands.</p>
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The effectiveness of dual branding in the agricultural sector / by Hendrik Lodewyk van StadenVan Staden, Hendrik Lodewyk January 2008 (has links)
The study deals with the concept of competing in the market with a dual branding strategy against mono-brands. The research, more specifically, examines the market awareness of the brand regarding the company versus the product. Monsanto SA, as a company, deals in the market as DEKALB. The study is based on the principles of the Burrows model of corporate identity. A tailor-made questionnaire was used as the measuring instrument. A total of 281 respondents completed the questionnaires. Data analysis was done by means of descriptive statistics and a Varimax rotated factor analysis. The reliability of the data was verified by determining the Cronbach's alpha coefficient. In this investigation, for the brand DEKALB, only one factor contributes to the brand image identified as dynamism. For Monsanto SA, two factors contribute to the organisation image. These factors are identified as dynamism and visual identity. The research concludes that although brand identities are similar to a large extent, the market views Monsanto SA more defined. A second factor is identified in addition to the common factor in both identities. The final and most important conclusion is that dual branding in the marketing strategy influences corporate identity and image, and vice versa. Monsanto SA should, therefore, take care not to confuse the market. Currently, agreement exists between the two identities, but it could easily result in confusion. Marketing strategies of Monsanto SA and DEKALB should purposefully dovetail to ensure that market confusion does not set in. / Thesis (M.B.A.)--North-West University, Vaal Triangle Campus, 2009.
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Budskapet Scania – samma sak på flera sätt : En undersökning om corporate branding i intern- och kundtidningarBjelkesjö, Karin January 2007 (has links)
<p>Syfte och frågeställning: Syftet är att ta reda på hur globala företag – i detta fall</p><p>företaget Scania CV AB – genom sina officiella intern- och kundtidningar i olika</p><p>länder förmedlar företagets kärnvärden och därmed corporate brand.</p><p>Metod: Ett urval av tidningar ifrån företagets intern- och kundtidningar</p><p>analyseras utifrån ett semiotiskt samt kulturellt perspektiv. Både ett urval av</p><p>artiklar – både text och bild – och tidningarnas grafiska kommunikation</p><p>analyseras.</p><p>Slutsatser: Företagets kärnvärderingar är vagt formulerade och ger därmed stort</p><p>utrymme för tolkningar av dess innebörd. Därmed kan nästan allt som skrivs i</p><p>tidningarna sägas förmedla företagets corporate brand. Materialet visar dock på</p><p>vissa kulturella skillnader i tidningarnas framställningar, vilket leder till frågan om</p><p>företagets kärnvärderingar eventuellt behöver förtydligas för att möjliggöra ett</p><p>mer enhetligt budskap. Även den grafiska kommunikationen spretar till viss del</p><p>och i vissa artiklar saknas ett tydligt fokus på företaget och dess verksamhet.</p>
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