Supporters and spectators of sports club matches are often exposed to advertising of sponsors of the respective club. The most common exposure is to billboard ads, such as, e.g. LED screens on the side of the football pitch, the logo of sponsors embedded in the ice of an ice hockey rink or the logo of the sponsor on the athletes' jerseys. However, exposure does not mean engagement and engagement is what sponsors seek as it can increase the purchase intention of the supporters and spectators engaging with the company. With classical sponsorship approaches, it is hard to measure the number of supporters that actually engage with and eventually purchase from the sponsoring companies. Furthermore, the engagement approach that companies choose besides classical offline sponsorship is limited to occasional news updates or - at the most - highlights of matches. Therefore, the distance between sponsors and supporters is perceived as very wide by the latter. Digital communication channels and especially social media generally poses a good way to engage with supporters, but many companies fail to implement a strategic approach to social media communication.This study is aimed at analysing sports sponsorship in the light of digitalisation and wants to contribute to the scarce literature in the field. Sponsorship is a generally widely investigated and researched topic, and so is digital marketing. In current literature, these topics rarely appear closely linked to each other. Although many companies recognise the importance of digital communication tools for their sponsorship agreements, many fail to integrate it properly. Also, sports clubs often neglect the strategic implementation of digital communication. To fill this research gap, the study at hand wants to answer the following research question.“How is sports sponsorship effectiveness enhanced by the use of digital communication channels and by restructuring the relationships among all three stakeholders within the respective agreement?”An exploratory mixed methods study, which includes 115 questionnaire respondents as well as six expert interviews, was conducted to address this research question as well as the novelty of the research topic. The research was undertaken with a focus on Swedish football and ice hockey teams in professional divisions as well as their sponsors. The study yielded several results which contribute to the literature and show relevance for practice. Firstly, the study showed that all the stakeholders lack the knowledge of the aspiration of each other as well as structured communication strategies in digital channels. Secondly, the communication between clubs and sponsors is insufficient, and wishes, ideas and assumptions concerning a sponsorship agreement remain hidden to the other parties. Thirdly, the clubs, as well as the sponsors, fail to integrate the supporters' wishes and needs into the sponsorship approach, which impedes the effectiveness and the success of this agreement. Fourthly, clubs and sponsors fail to implement precise indicators for the success of a sponsorship deal.

The process of digitalisation is progressively transforming the way business is carried out and how enterprises collaborate. In this digital age, characterised by collaborations among a larger community of suppliers, customers, employees, and governments, all partners need to understand avariety of relations and how digitalisation transforms them. However, it is difficult to understand the multitude of unclear or even unknown relations generated by re-coordinating different types of relations in this digital age. Accordingly, this thesis contributes to the understanding of the transformation of business collaboration by exploring how collaboration can be understood in a digital age. The theoretical concepts involved collaboration, enterprise architecture, enterprise interoperability, and boundary object. These concepts enabled digging deeper into the complexity of sharing and aligning social and cultural worlds between communities of practice. The methodology employed was hermeneutics, which was suitable for understanding human activities. The study object concerned national development of data hubs for the electricity market in Denmark and Sweden, which replaced an old way of communicating point to point between companies. This was implemented in order to coordinate and manage data transactions between grid companies and electricity suppliers. The results indicated that digitalisation tends to increase the ability to manage collaboration and even closer relations among partners by clearly identifying every partner role and responsibility. Further, business collaboration appeared to transform from a traditional collaboration to a multi-relation collaboration that addressed digital age demands more comprehensively. / <p>Vid tidpunkten för framläggningen av avhandlingen var följande delarbete opublicerat: delarbete 2 (accepterat).</p><p>At the time of the defence the following paper was unpublished: paper 2 (accepted).</p>

<p>ABSTRACT</p><p>Purpose/aim: The aim of this essay is to make a comprehensive study of the phenomenon of net dating, both among those who have dated on the internet and among those who haven’t tried it at all. Key questions to be answered are what attitudes are associated with net dating? How do the attitudes differ between those who have tried compared to those who haven’t? What kind of positive and negative aspects is there with net dating? Are there any prejudices against net dating and – if so, what kind of prejudices? How does the future look for net dating?</p><p>Material/method: Qualitative method with eight interviews divided into two groups depending weather the person has tried net dating or not.</p><p>Main results: The study shows that net dating is a phenomenon that will continue to grow and attract more users. The most significant result from the interviews are the different prejudices that are articulated. The common opinion amongst those who haven’t tried internet dating, is that it’s okay for everyone else to do it – but not for them selves. However, the analyse shows that the awkwardness that surrounds internet dating will probably diminish as more people start use this dating forum. The analyse also discuss how the identities are being experimented with, since internet is a place where the visible features such as body and style are unimportant. Instead it’s up to the individuals to decide how they want to present them-selves on the internet.</p><p>Keywords: Internet dating, relations, identity, new media, digitalisation, attitudes, prejudices, network society, social psychology.</p>

ABSTRACT Purpose/aim: The aim of this essay is to make a comprehensive study of the phenomenon of net dating, both among those who have dated on the internet and among those who haven’t tried it at all. Key questions to be answered are what attitudes are associated with net dating? How do the attitudes differ between those who have tried compared to those who haven’t? What kind of positive and negative aspects is there with net dating? Are there any prejudices against net dating and – if so, what kind of prejudices? How does the future look for net dating? Material/method: Qualitative method with eight interviews divided into two groups depending weather the person has tried net dating or not. Main results: The study shows that net dating is a phenomenon that will continue to grow and attract more users. The most significant result from the interviews are the different prejudices that are articulated. The common opinion amongst those who haven’t tried internet dating, is that it’s okay for everyone else to do it – but not for them selves. However, the analyse shows that the awkwardness that surrounds internet dating will probably diminish as more people start use this dating forum. The analyse also discuss how the identities are being experimented with, since internet is a place where the visible features such as body and style are unimportant. Instead it’s up to the individuals to decide how they want to present them-selves on the internet. Keywords: Internet dating, relations, identity, new media, digitalisation, attitudes, prejudices, network society, social psychology.

Η ψηφιακή εποχή για πολλά ευρωπαϊκά αρχεία, βιβλιοθήκες και μουσεία δεν αποτελεί πλέον επιλογή, αλλά πραγματικότητα. Η μετατροπή του πολιτισμικού περιεχομένου όλων των ειδών σε bits και bytes ανοίγει νέους ορίζοντες στην προσέγγιση παραδοσιακού και νέου κοινού, προσφέροντας πρόσβαση σε πολιτισμικές πηγές με τρόπους ασύλληπτους δεκαετίες πριν. Επίσης, οι ανάγκες για αποτελεσματική και εύκολη πρόσβαση σε γεωγραφικές πληροφορίες έχουν αυξηθεί θεαματικά τα τελευταία χρόνια λόγω του αυξανόμενου πλήθους εφαρμογών που χρησιμοποιούν χωρικά δεδομένα, της γενικότερης πολιτικής για ελευθερία πρόσβασης σε πληροφορίες, και της τεχνολογικής εξέλιξης που έχει επιβάλλει νέα φιλοσοφία και νέες δυνατότητες στην πρόσβαση και συσχέτιση δεδομένων. Για να εξυπηρετηθούν αποτελεσματικά οι ανάγκες αυτές, απαιτείται μια ευρεία λειτουργικότητα μεταξύ συστημάτων, δεδομένων και διαδικασιών, γνωστή ως διαλειτουργικότητα. Η διαλειτουργικότητα, τουλάχιστον όσον αφορά την πρόσβαση σε πληροφορίες και τη μεταφορά τους, υλοποιείται μέσω της τυποποίησης τόσο της δομής και της σημασίας τους (content, representation, semantics), όσο και της μορφής μεταφοράς (format) μέσα από ένα σύνολο κανόνων που συνιστούν αυτό που ονομάζεται πρότυπο. Η απαίτηση των χρηστών για υιοθέτηση προτύπων εκτιμάται ότι θα είναι έντονη τα επόμενα χρόνια, ενώ η διαμόρφωση και καθιέρωση ενός τυποποιημένου τρόπου ανταλλαγής δεδομένων φαίνεται ότι είναι η μόνη που μπορεί να διαφυλάξει από απώλεια επενδύσεων σε ήδη παραχθέντα δεδομένα αλλά και εξοικονόμηση χιλιάδων ανθρωποωρών, που τώρα αναλίσκονται για τη διαμόρφωση κατά περίπτωση προγραμμάτων - μεταφραστών, για αντιμετώπιση άμεσων αναγκών. Η παρούσα διπλωματική εργασία επικεντρώνεται στα διαφορετικά πρότυπα τυποποίησης της σημασίας της πληροφορίας, των μεταδεδομένων. Συγκεκριμένα στα μεταδεδομένα της πολιτισμικής και γεωγραφικής πληροφορίας. Αναφέρονται λοιπόν τα δημοφιλέστερα πρότυπα μεταδεδομένων πολιτιστικής και γεωγραφικής πληροφορίας, τα χαρακτηριστικά και η δομή τους καθώς και πραγματικές εφαρμογές τους. / The digital season for many European archives, libraries and museums is not any more an option, but a reality. Converting the cultural information into bits and bytes opens new horizons in attracting traditional and new audience and permits access to cultural resources in ways inconceivable a few decades before. Also, recently the need for efficient and easy access to geographical information has been increased dramatically due to the increased number of applications which use spatial data, to the need of free access to information and to technological evolution which has imposed a new philosophy and new possibilities to access and association of data. In order to serve efficiently these needs, an interaction among different systems, data and processes is required known as interoperability. The interoperability, as far as access to information and carrying information is concerned, is materialized through standardisation. There are three types of standardisation: of the structure, of the meaning (content, representation, semantics) and of the way the information is carried (format) according to a set of rules which compose what we call standard. It is expected that in the next few years a larger number of users are going to use and adopt standards while at the same time the configuration and establishment of a fixed way of exchanging data is the only one to secure loss of investments of already produced data and to save thousands of man-hours that are now wasted for configuring programs per case for facing urgent needs. The present paper is focussed on the various standards of the meaning of the information. We only concern about cultural and geographical information. It presents the most popular standards of metadata of cultural and geographical information as well as real applications that use them.

Background: There is a knowledge gap in the B2B-businesses adoption of inbound marketing strategies. The B2B sector has a substantial economic impact on the society and their marketing activities need to adapt towards the digital era. In the Swedish market, this has not yet been sufficiently researched up until this point. Purpose: This study serves to provide insight in key issues and problems when B2B businesses incorporate inbound marketing strategies. The maturity in the Swedish B2B market aims to be investigated and implementation problems to be highlighted. This information could aid Swedish B2B businesses in the future by becoming aware of issues beforehand. Also, this can give B2B businesses beneficial insights when the sector is increasingly adopting inbound marketing in the future. Method: In order to achieve in-depth understanding on the subject, a qualitative study with an exploratory design was conducted. By judgemental sampling methods, the research incorporates insights by knowledgeable industry professionals. Empirical findings were conducted through semi-structured interviews in which participants were encouraged to discuss inbound marketing in a B2B context in both detailed and broader terms. Conclusion: This study show that digital marketing is widely adopted in a B2B context, but inbound marketing strategy maturity is difficult to measure on a scale from this type of research. Key issues to implementation are organisational issues within a business, difficulty to determine goals, lack of knowledge in management about digital channels and possibilities, in addition to changing behaviour by B2B sales representatives. The future is looking bright for inbound marketing strategies even after the GDPR takes effect in May 2018, this study has shown.

Den pågående digitaliseringsutvecklingen i dagens samhälle resulterar i stora förändringar inom ett flertal områden, däribland revisionsbranschen. De senaste decennierna har genomgripande förändringar skapat nya förutsättningar och utvecklingsmöjligheter för revisionsbyråer. Effekterna av en sådan förändringsprocess har tidigare studerats, däremot är förändringen gällande revisorns kundrelation ett relativt outforskat område. Studiens syfte är att utifrån ett revisorsperspektiv undersöka hur revisionsbranschen förändras av digitaliseringsutvecklingen och hur den i sin tur påverkar revisorns kundrelation. På så sätt kan studien belysa hur de undersökta revisionsbyråerna bemöter utvecklingen och även vad revisorerna anser vara viktigt att ta hänsyn till i kundrelationen under denna digitaliseringsomställning. Forskningsfrågan i undersökningen är således, "Hur ser digitaliseringen inom revisionsbranschen ut, och hur påverkar detta revisorns kundrelation?". Med hjälp av en kvalitativ forskningsstrategi baserad på personliga intervjuer med auktoriserade revisorer har besvarandet av forskningsfrågan framkommit. Studiens slutsatser visar att den rådande digitaliseringsutvecklingen förändrar revisionsbranschen genom dess möjligheter till ett mer digitaliserat och effektivt revisionsarbete. Tillgång till digitala verktyg i revisionsarbetet utgör ett betydelsefullt stöd för revisorn. Det möjliggör en mer heltäckande revision samt en reducering av standardiserade arbetsuppgifter, som vidare ger upphov till en ökad automatisering inom branschen. Följden av ett alltmer digitaliserat arbetssätt har vidare resulterat i förändringar i revisorns kundrelation. En ökad användning av digitala hjälpmedel möjliggör en mer öppen relation mellan revisor och kund som resulterar i en större delaktighet från kundens sida under revisionsprocessen. Tillgång till mer digitala verktyg skapar även ett mer tillförlitligt revisionsarbete och en smidigare kommunikation. Studien visar även att det under digitaliseringsutvecklingen uppvisas ett mer proaktivt förhållningssätt hos respondenterna från de större revisionsbyråerna jämfört med respondenterna från de mindre. Däremot uppvisar respondenterna från samtliga byråer ett proaktivt förhållningssätt när det gäller interaktionen med kunderna. Det är sammantaget betydande att revisorn följer med i utvecklingen och samtidigt utformar arbetssättet utefter kundens förväntningar samt preferenser. Detta för att undvika ett missnöje och därmed möjliggöra ett bevarande av goda kundrelationer. / The current digitalisation is changing our society, it is particularly changing several business areas such as the audit industry. In recent decades, radical changes of this process have created development opportunities for audit firms. The effects of digitalisation have previously been studied, however no empirical study has specifically explored the effects of a change regarding an auditor’s client relationship. The purpose of this research is to examine, from an auditor’s perspective, the audit industry’s continued digitalisation and its impact of an auditor’s client relationship. Thereby, the study can illustrate how the examined audit firms meet the digitalisation but also what the auditors consider to be important in a client relationship during this development. This study will therefore address the following research question, "How does the digitalisation appear within the audit industry, and how does it affect an auditor’s client relationship?". This qualitative study is based on personal interviews with authorized auditors, to validate the results of the study’s research question. The findings of this study show that the current digitalisation is changing the audit industry, due to its possibilities to achieve a more efficient and higher quality audit. Access to digital technologies make a significant contribution and facilitates the work of the auditor. It also enables a comprehensive audit as well as the reduction of certain tasks, which leads to more automation. The results of a more digitised work have moreover caused changes in the client relationship of an auditor. An increased use of digital technologies enables an open relationship between an auditor and a client, which results in a greater participation from the client during the audit process. The implementation of digital technologies also creates a more reliable audit and improved communication. It is also found that larger audit firms are more proactive in comparison to smaller audit firms when it comes to keeping pace with the digitalisation. However, both large and small audit firms are proactive in their interaction with clients. Overall, an auditor must follow the digitalisation and simultaneously adjust the work procedure after the client’s expectations and preferences. The auditor is expected to consider a client’s requirements to avoid dissatisfaction so that a relationship can be maintained.

BAKGRUND: Robotrådgivning kan något förenklat definieras som en digital plattform som förser kunder med en automatiserad finansiell rådgivning. Många nya aktörer har börjat tillhandahålla robotrådgivningstjänster och robotrådgivning anses ha potential att förbättra marknaden för finansiell rådgivning. Ur ett konsumentperspektiv leder robotrådgivningen till bland annat sänkta direkta kostnader i form av lägre förvaltningsavgifter. Trots sänkta direkta kostnader och övriga konsumentfördelar har kapitalinflödet till robotrådgivningstjänster inte varit omfattande. Enligt ekonomiska teorier om transaktionskostnader, väljer köpare att inte genomföra köpet av en tjänst om uppfattade transaktionskostnader förenade med själva transaktionen upplevs för höga. Därmed är det av intresse att undersöka hur konsumenter uppfattar transaktionskostnader förenade med robotrådgivningen samt hur detta påverkar intention att använda tjänsten. SYFTE: Syftet med studien är att undersöka hur direkta kostnader respektive indirekta transaktionskostnader påverkar konsumenters intention att använda sig av robotrådgivning. Vidare är syftet att undersöka huruvida respondenter med en liknande intention att använda robotrådgivningstjänster delar några gemensamma drag. GENOMFÖRANDE: Data till studien har samlats in med hjälp av enkätundersökning. Enkäten har besvarats av 77 personer. För att analysera statistiska samband mellan de olika oberoende variablerna och den beroende variabeln intention har vi genomfört en multipel regressionsanalys. För att vidare analysera den insamlade datan och få ännu djupare insikter i hur respondenterna ställer sig i förhållande till robotrådgivningen har vi genomfört klusteranalys. SLUTSATS: Enligt vår studie har variablerna förtroende och mänsklig kontakt ett statistiskt signifikant samband med intentionen att använda robotrådgivning. Enligt klusteranalysen kan dessutom två konsumentprofiler urskiljas med utgångspunkt i intention att använda robotrådgivning. Direkta kostnader, vilka har undersökts med hjälp av variabeln kostnad, har inte visats ha något större inverkan på konsumenternas inställning till robotrådgivning, varför hybridlösningar enligt vår mening skulle kunna vara en möjlig lösning för att minska konsumenternas uppfattade transaktionskostnader och på det sättet öka intentionen att använda robotrådgivningstjänster. / BACKGROUND: Robo-advisory can be defined as a platform which provides customers with an automated financial advisory. A large number of new and already existing financial institutions have started providing robo-advisory services and robo-advisors are considered to have the potential to improve the market of financial services. Among other things, robo- advisory leads to decreased direct costs for consumers in terms of lower management fees. Despite the reduced direct costs and other consumer benefits, the capital inflow to robo- adivosory services has not been substantial yet. According to the economic theories in the field of transaction costs, a buyer is not going to conduct a purchase of a service if perceived transaction costs associated with the transaction itself are too high. Thus, it is essential to examine how consumers perceive transaction costs associated with robo-advisory and how that affects consumers intention to use robo-advisory-services. PURPOSE: The purpose of this study is to examine how direct costs and indirect transaction costs affect consumers intention to use robo-advisory. Furthermore, the purpose of this study is to examine whether consumers with a similar intention to use robo-advisory services, share any other characteristics. IMPLEMENTATION: Data for our study has been collected via survey. The survey has been answered by 77 people. To analyze possible statistical relationships between the dependent variables and the independent variable intention, we have conducted a multiple regression analysis. In order to further analyze the collected data and gain even deeper insights into how respondents stand in relation to robo-advisory, cluster analysis has been conducted. CONCLUSION: According to our results, only variables trust and human contact have a significant statistic relationship with the intention to use robo-advisory. Furthermore, by means of cluster analysis we have been able to distinguish two consumer profiles based on the dependent variable intention. Direct costs, in terms of the variable cost, have not been shown to have any substantial impact on consumers attitude towards robo-advisory. Hence, hybrid- solutions could, in our opinion, be a possible solution in order to reduce consumers perceived transaction costs, and further increase the intention to use robo-advisory.

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Author: Heléne Reichhardt       Title: The HR Profession's View of eHRM in Practice. Subject: A sociological study on the importance of digitalisation for the HR profession's professional activity. Purpose: The study examines the HR profession's perception of the importance of using eHRM in the profession. Method: The study is based on secondary data (literature, articles, reports, surveys) and eight semi-structured interviews with professionals in the field of Human Resources in Sweden. Theory: To analyse the empirical data three key concepts are used: Abbott’s (1988) Jurisdiction, ‘Division of Labor’ and ‘Expert System’. Findings/Result: Digital tools (eHRM) are used by HR professionals for most HR-related tasks, mainly administrative. The eHRM is used to work in a similar way in standardized HR processes. Self-service systems are used for assignment of tasks, which releases time for the HR function. With the help of digitalisation, HR wants to create space for an increased strategic role, thereby strengthening its professional status. The introduction of eHRM tools involves negotiation between occupational groups on division of labor and delegation, where HR professionals are given increased control. Managers’ resistance to eHRM can be understood as a sign of ongoing negotiations between managers and HR professionals about who will control and perform administrative HR tasks. Key word: Digitalisation, eHRM, Human Resources Management, Profession