the purpose of this paper is to find the successful elements of THE BODY SHOP in Gavle, and using that experience to study the market entry into a third world country using the case study to assess whether it is worthwhile for THE BODY SHOPto enter the Chinese market, if it is worthwhile, and how to do it.

yes / Brands that do good for the society as well as for themselves are motivated by the core values they espouse, which necessitates a better understanding of what qualities a true core value must possess. The inherent tension within brands that do good, between commercial interests to increase competitiveness, and societal interests that are closely linked to the brand’s authenticity, has largely been overlooked. Hence, we develop and demonstrate a relatively easy-to-apply visual tool for evaluating core values based on a set of ‘goodness’ criteria derived from extant theory. The Core Value Compass adopts a paradox-based, evolutionary perspective by incorporating the inherent tensions within true core values, and classifying them according to their temporal orientation. Thus, we contribute towards a better understanding of underlying tensions of core values and provide a practical tool that paves the way for improved, and indeed ethical, corporate branding strategies. Furthermore, we demonstrate the Compass’ application using the case of a public sector brand, which is a quintessential brand that does good. Therefore, we also contribute to the nascent theoretical discourse on public sector branding. This paper therefore adds to the notable attempts to bridge the gap between theory and practice in core values-based corporate branding.

Background To succeed all companies need to formulate practical guidelines for why, how and where they are doing business. Examples of these guidelines include the stated mission, vision, the identity, and overall goals. Companies formulate the mission, vision, goals and strategies in line with their organizational culture. Therefore successfully managing culture and its underlying assumptions, morals and beliefs, is the basis for the prosperity of a company. The organizational culture can be summarized and communicated through core value statements. At its best these can be communicated to employees and serve as a constant reminder, a reinforcement of the most important aspects of the company´s culture. Purpose This thesis analyzes how the company Fagerhult Group implements and communicates their organizational culture and how their written core values represent the way the company do business. The Case The authors have investigated the company Fagerhult Group and their process of implementing and communicating their culture and stated core values. The authors have specifically focused on how this was carried out in the Polish office. The company entered Poland in 2007 as Foreign Direct Investment (FDI), hence it provides a clear and practical example on how the company´s implementation process looks like. Method The authors have conducted a single case study, using a qualitative research method approach, where mainly semi-structured telephone interviews have been used for collecting information. Conclusion Fagerhult Group has successfully implemented the true culture, characterized by customer focus, quality, respect and empowerment, into the Polish office. This was done through face-to-face communication and situation-based training. These methods have proven to be highly effective when implementing culture, values and other important messages, since it provides the employees with a practical example on how to act and behave according to the Fagerhult way. However, the written core values; respect, responsibility and enterprise, mainly communicated through annual reports and company web page are found to not be entirely cohesive with the true organizational culture. Therefore these have not had any practical penetrating power and have been poorly communicated to the employees.

The purpose of this essay is to increase the understanding of how the management´s core values reflect the brand´s profile and image. To be able to fulfill that purpose, we used three problem statements that questioned how consumers, retailers and the employees of the company Kosta Boda perceived the brand. To accomplish this, we used a qualitative method. We started collecting theories about the topics: brand, image and profile that gave us a good foundation to build our qualitative interviews on and to increase the understanding for the topics. To collect imperical data, we interviewed consumers, retailers and employees at Kosta Boda both by email, phone and face-to-face interviews. After collecting the data, we could start analyzing these responses with the theory. After reading this essay, the reader will have gained insight into how the brand Kosta Boda is perceived by its environment and how well it matches the picture that the brand owner has of the company.

The influences of global warming on nature disaster and other environmental changes in water sources and ecology resources stir up all the people to learn about the importance of marine education. The terrestrial environment vicissitudes are the results of ignorance related to human that the oceans and seas have been suffered from the serious pollution and destruction. The marines belong to global citizens as well Taiwanese. This matter is related to whole human beings and needs to be faced seriously. Only by establishing the same mutual recognition to the problems of ocean, the marine education would have the supports of the international societies and scholar¡¦s value. The marine education is the topic which the world must face together. Regarding a country, all have to integrate with as a whole including politics, economy, national defense, humanities, science and society for dealing with the matter of marine education. This research is initiated for assessing the core value and the strategy of Taiwan impetus marine education. The main objective is to understand the marine educational policy and its action plans on carrying out the framework with various aspects. This study collects and searches literatures published by domestic and foreign scholars, the materials in related fields, and execution experiences of the overseas marine education. Referencing the summary of collections, this research analyzes and discusses the present status of the domestic marine education. This study also makes an attempt to propose the future improvements and suggestions. However the marine educations should be put into real activities and may be modified with changes. Though, there are some problems in the curriculum guidelines, in the future, the most important thing is to set up the strategies to put these guidelines into practice and be prepared to implement them at all levels of schools. This research concludes that the oceans deeply affect the Formosa, a beauty island, in its destiny, culture, the national livelihood and the national security for 400 year history of Taiwan. Strengthening people's marine consciousness should be emphasized to enhance the communities to focus on the true value of the marine educations. However, the present marine education is not established based on the same mutual recognition in the impetus of domestic marine education. The local governments develop its own strategies respectively in the fields without total plans, and not integrate with related resources. The promotion of marine education should apply the cooperation models of resources conformity and strategy alliance, and induct the concept of sustainable development to construct the control table and manageable strategy for the marine education. These would put the ideas, the goals, the prospects, the strategies for the sustainable development of marine education into realistic achievement gradually.

<p><strong>Background </strong></p><p>To succeed all companies need to formulate practical guidelines for why, how and where they are doing business. Examples of these guidelines include the stated mission, vision, the identity, and overall goals. Companies formulate the mission, vision, goals and strategies in line with their organizational culture. Therefore successfully managing culture and its underlying assumptions, morals and beliefs, is the basis for the prosperity of a company. The organizational culture can be summarized and communicated through core value statements. At its best these can be communicated to employees and serve as a constant reminder, a reinforcement of the most important aspects of the company´s culture.</p><p><strong>Purpose </strong></p><p>This thesis analyzes how the company Fagerhult Group implements and communicates their organizational culture and how their written core values represent the way the company do business. <strong> </strong></p><p><strong>The Case</strong></p><p>The authors have investigated the company Fagerhult Group and their process of implementing and communicating their culture and stated core values. The authors have specifically focused on how this was carried out in the Polish office. The company entered Poland in 2007 as Foreign Direct Investment (FDI), hence it provides a clear and practical example on how the company´s implementation process looks like.</p><p><strong>Method </strong></p><p>The authors have conducted a single case study, using a qualitative research method approach, where mainly semi-structured telephone interviews have been used for collecting information.</p><p><strong>Conclusion </strong></p><p>Fagerhult Group has successfully implemented the true culture, characterized by customer focus, quality, respect and empowerment, into the Polish office. This was done through face-to-face communication and situation-based training. These methods have proven to be highly effective when implementing culture, values and other important messages, since it provides the employees with a practical example on how to act and behave according to the Fagerhult way. However, the written core values; respect, responsibility and enterprise, mainly communicated through annual reports and company web page are found to not be entirely cohesive with the true organizational culture. Therefore these have not had any practical penetrating power and have been poorly communicated to the employees.</p><p> </p>

Syfte: Syftet med studien är att analysera och beskriva hur ett företag kan arbeta med varumärkesutvidgning samt identifiera framgångsfaktorer, motgångar och bakomliggande orsaker som kan förekomma vid en varumärkesutvidgning.Metod: Vår studie utgår främst från den kvalitativa metoden. Inledningsvis presenteras ett ramverk för lämplig teori för att vidare kompletteras med intervjuer. Den empiriska delen består av kvalitativa intervjuer med företagen King Salming AB, Salming Sport, Peak Performance, Björn Borg och L`Homme Rouge.Slutsats: Vi har funnit stöd i, att teorin som avser varumärkesutvidgning kan användas i verkligheten. Samtliga bolag följer en varumärkesstrategi där kärnvärden och territorium utgör basen för en varumärkesutvidgning. I de fall där varumärkesutvidgningen inte fungerat som tänkt är det också avståndet till kärnvärdet och territoriet, som är ett av det återkommande problemet. Med ovanstående analyser och slutsatser redogör vi för att en varumärkesutvidgning kan följa två vägar. Den goda cirkeln där utvidgningen ligger i linje med varumärkets kärnvärden och territoriet. En ökad försäljning ger ökad exponering och varumärket stärks och fortsatt utvidgning blir lättare etc. Den andra vägen, den onda cirkeln, utgör att fel kärnvärden exponeras och försäljningen går ner på sikt samtidigt som varumärket försvagas. Det finns därför anledning till att ha en formell process för varumärkesutvidgning där företaget säkrar att man kommer in i den goda cirkeln.Purpose: The objective of this study is to analyze how companies can work with bran extensions and to describe the factors of success, setbacks, and underlying causes that can occur in a brand extension.Methodology: Our study is mainly based on a qualitative method. The empirical part is based on qualitative interviews with the companies King Salming AB, Salming Indoor Sports, Peak Performance, Björn Borg and L`Homme Rouge.Conclusion: We have found support in that the theory concerning brand extension may be used in real life. All companies apply a brand strategy by which core values and territory serves as the base for a brand extension. Where brand extension has not worked as intended, one of the recurring problems is the distance to the core value and the territory. On basis of the above analysis and conclusions, we report that a brand extension follows two paths. The virtuous circle where the extension is consistent with the brand&apos;s core values and the territory. Increased sales give increased exposure and the brand becomes stronger and further extension is easier, etc. The other way, the vicious circle, is that the wrong core values is exposed and sales will decrease over time, whilst the brand is weakens. Therefore, there is reason to formalize the process for brand extension by which the company is ensured to enter into the virtuous circle. / Program: Textil produktutveckling med entreprenörs- och affärsinriktning

The central question posed in this thesis is why has the Queensland model of workers' compensation been so enduring? The legislation remained largely intact from 1916 until 2001, with the exception of the years from 1996 to 1998. This was so despite the fact the central feature of a state-controlled monopoly that underpinned this model was always potentially divisive in line with the variances between liberal-conservative traditions and social-democratic ideals that subsisted in broader political culture. In addressing this question of longevity, this thesis explores the capacity of an initially contentious piece of legislation to draw strong support from former opponents, and the argument is put forward that it is best explained through the development and operation of a policy community that fostered a shared set of core values relative to broad workers' compensation policy preferences. These core values were compulsory state monopoly, no fault insurance and full access to common law. Thus, the longevity of the legislation is attributed to the continued support by key stakeholders of these core values. The thesis also demonstrates that policy community relations deteriorated during the 1990s as governments responded to broader political pressures precipitated by reform agendas. Inconsistencies in core values and policy outcomes for each stakeholder emerged as governments attempted to assert unprecedented control over the direction of workers' compensation in order to meet broader political goals. The legislation was threatened as relations within the policy community proved unsustainable when existing core values were contested.

<p>The competition between brands on a market has led to a differentiation of the product range and the brands shape is more and more important to take consideration to. As a company and as a leader, you must understand the importance of working with a brand building-process int he organization. It is important to take advantage of the core assets you have with the brand and also within the organization.</p><p>The paper is presenting David Aakers brand building-process witch involves a model for identity and the seed within. Aaker describes that a clear brand identity can help communicate both intern the organization and out to extern costumers, it could help bring clarity to what the brand stands for. And what it wan to send out. Brand researcher Frans Melin´s brand building-model makes clear how to work with the different parts to create a strong brand. For example product-attributes, brand identity and core values.</p><p>So what sort of leadership and what sort of acts create the best benefits to create a strongbrand? The paper is managing leadership-theories as for example formal authority, symbolic power, charismatic power and charismatic leadership.</p><p>The empirical part of this work is made by interviews with three leaders in three differentbrands and will absorb on how the leaders work and act when they are working with buildingstrong brands. The analysis and results brings up what they have in common and what is separating them in the work with the brand building-process.</p><p>The papers conclusion is that it is important that the leader behind the brand take care of andworks with all the parts of the brand building-process. This is rather important so that the wholeness of the brand can get a clear and genuine image of it and that will in turn make astronger brand.</p>

The competition between brands on a market has led to a differentiation of the product range and the brands shape is more and more important to take consideration to. As a company and as a leader, you must understand the importance of working with a brand building-process int he organization. It is important to take advantage of the core assets you have with the brand and also within the organization. The paper is presenting David Aakers brand building-process witch involves a model for identity and the seed within. Aaker describes that a clear brand identity can help communicate both intern the organization and out to extern costumers, it could help bring clarity to what the brand stands for. And what it wan to send out. Brand researcher Frans Melin´s brand building-model makes clear how to work with the different parts to create a strong brand. For example product-attributes, brand identity and core values. So what sort of leadership and what sort of acts create the best benefits to create a strongbrand? The paper is managing leadership-theories as for example formal authority, symbolic power, charismatic power and charismatic leadership. The empirical part of this work is made by interviews with three leaders in three differentbrands and will absorb on how the leaders work and act when they are working with buildingstrong brands. The analysis and results brings up what they have in common and what is separating them in the work with the brand building-process. The papers conclusion is that it is important that the leader behind the brand take care of andworks with all the parts of the brand building-process. This is rather important so that the wholeness of the brand can get a clear and genuine image of it and that will in turn make astronger brand.