This thesis is an exploration of the general public's use and reflections on electronic identification (e-ID) tokens, in Sweden. Based on the researcher’s own experiences, the aim was to understand how the current e-ID scheme was enabling or obstructing the interaction with public agencies, etcetera. The thesis has a qualitative research design and is situated within the interpretivist paradigm. The data was collected through semi-structured interviews and the analysis of three documents, published by three different public agencies in Sweden. The data was analyzed through the vehicle of thematic analysis, which engendered four themes. These were 1. e-ID definitions, 2. the personal identity number as enabler and obstruction, 3. banks as the major e-ID issuer in Sweden and 4. security, skepticism and trust. The findings indicated that the e-ID was associated with convenience and security risks, which were brought up by the interviewees as well as the analyzed public reports. Furthermore, one of the public reports argued that the e-ID should be separated from the notion of having authority, through re- baptizing the Swedish term for e-ID, in Swedish 'e-legitimation' to electronic identity document ('elektronisk identitetshandling' in Swedish).

Submitted by Carolina Silva Pedroso (c.silvapedroso@gmail.com) on 2018-09-17T19:02:41Z No. of bitstreams: 1 Tese Carol revisada FINAL_Ficha.pdf: 3130255 bytes, checksum: 8dbc81c8c46572ba62be043576e9b2ac (MD5) / Approved for entry into archive by Satie Tagara (satie@marilia.unesp.br) on 2018-09-17T20:20:47Z (GMT) No. of bitstreams: 1 pedroso_cs_dr_mar.pdf: 3130255 bytes, checksum: 8dbc81c8c46572ba62be043576e9b2ac (MD5) / Made available in DSpace on 2018-09-17T20:20:47Z (GMT). No. of bitstreams: 1 pedroso_cs_dr_mar.pdf: 3130255 bytes, checksum: 8dbc81c8c46572ba62be043576e9b2ac (MD5) Previous issue date: 2018-08-03 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES) / Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP) / Desde a sua gênese enquanto Estado-Nação, a Venezuela se depara com uma en-cruzilhada em termos de inserção externa: apostar no bolivarianismo ou aderir à he-gemonia. No início do século XX, a descoberta daquele que viria a ser seu principal produto de exportação, o petróleo, adicionou um elemento estruturante significativo e com consequências diretas na forma com que o país passou a se situar na arena internacional. Desde então, consolidou-se a parceria econômica e política com a po-tência hegemônica: os Estados Unidos da América (EUA). A ascensão de Hugo Chávez Frías ao poder, em 1999, representou o início de um novo ciclo político, marcado por uma intensa polarização política. Ademais, foi o primeiro governo lati-no-americano de uma safra de líderes que foram eleitos com um discurso bolivaria-no, anti-neoliberal e antiestadunidense. Assim, as relações bilaterais com os Esta-dos Unidos passaram por um espiral de tensões crescentes durante o chavismo, especialmente após evidências de ingerência norte-americana sob o governo de George W. Bush, baseado em uma política exterior venezuelana de revisionismo periférico antagônico. Contudo, no campo econômico e comercial, a tônica das rela-ções bilaterais foi o pragmatismo. Observou-se uma postura contraditória por parte da Venezuela chavista, em que politicamente recorria a discursos e gestos de afron-ta, mas economicamente manteve a dependência comercial com os EUA. Defende-mos que a inimizade entre esses dois países beneficiou os dois polos da política ve-nezuelana, tendo sido conveniente para ambos. Portanto, nossa hipótese é que as relações Venezuela-EUA durante o chavismo expressam a disputa entre os dois pa-radigmas de inserção internacional: o bolivarianismo e a adesão à hegemonia, ao mesmo tempo em que suas contradições podem ser explicadas pelos interesses mútuos dos grupos internos. Tal complexidade é abordada por meio de uma abor-dagem histórica, ancorada em revisão bibliográfica, entrevistas, documentos, decla-rações e dados oficiais. Concluímos que a inimizade com os EUA foi conveniente para os dois polos políticos venezuelanos, que compartiam o mesmo interesse (ma-nutenção das hostilidades), ainda que com preferências opostas, ligadas à disputa de poder entre eles. / Venezuela’s inception as Nation-State faces a paradigm in foreign affairs: to incorpo-rate Bolivarianism or adhere to hegemony. In the beginning of the 20th century, the discovery of petroleum as the country’s main product for exports added a structurally significant element with direct consequences in the country’s insertion in the interna-tional arena. Since then, economic and political economy with hegemonic power – the United States (US) – has been consolidated. Hugo Chávez Frías’ commander-in-chief from 1999 on represented the beginning of a new and intense polarized cycle. Furthermore, that was the first of sequential Latin-American commanders-in-chief elected with a bolivarianist discourse, either anti-neo-liberal and anti-US. Therefore, bilateral relations with the US under chavism have been increasingly tenuous, espe-cially after evidence of US ingerence under George W. Bush’s government. Vene-zuelan external policy was based on antagonist and peripherical revisionism. How-ever, at the economic and commercial areas pragmatism was the tone of bilateral relations. A contradictory stance in which politically Venezuela had confrontational narrative and actions, but economically kept dependent on the US, was observed. We argue that hostility between Venezuela and the United States benefited Vene-zuelan politics and were worthwhile for both countries. Venezuelan-US relations ex-pressing the dispute between both paradigms of international insertion – Bolivarian-ism and adhesion to hegemony – at the same time explaining mutual interests of in-ternal groups is, thus, our hypothesis. The research has a historic approach based on literature review, interviews, documents, declarations, and official data. The con-clusion is that the hostilities against US has been conveniente for both Venezuelan political sides, which shared the same interest (maintaining animosities), although their preferences were opposite, related to power struggle between them. / Desde su génesis mientras Estado-Nación, Venezuela se encuentra en una encruci-jada en términos de inserción externa: apostar en el bolivarianismo o adherirse a la hegemonía. A principios del siglo XX, el descubrimiento de aquel que vendría a ser su principal producto de exportación, el petróleo, añadió un elemento estructurante significativo y con consecuencias directas en la forma con que el país pasó a situar-se en la arena internacional. Desde entonces, se ha consolidado la asociación eco-nómica y política con la potencia hegemónica: los Estados Unidos de América. La llegada de Hugo Chávez Frías al poder, en 1999, representó el inicio de un nuevo ciclo político, marcado por una intensa polarización política. Además, fue el primer gobierno latinoamericano que fueron elegidos con un discurso bolivariano, anti-neoliberal y antiestadounidense. Así, las relaciones bilaterales con Estados Unidos pasaron por un espiral de tensiones crecientes durante el chavismo, especialmente tras evidencias de injerencia norteamericana bajo el gobierno de George W. Bush, basado en una política exterior venezolana de revisionismo periférico antagónico. Sin embargo, en el campo económico y comercial, la tónica de las relaciones bilate-rales fue el pragmatismo. Se observó una postura contradictoria por parte de Vene-zuela chavista, en que políticamente recurría a discursos y gestos de hostilidad, pero económicamente mantuvo la dependencia comercial con Estados Unidos. Defende-mos que la enemistad entre esos dos países benefició los dos polos de la política venezolana, siendo conveniente para ambos. Por lo tanto, nuestra hipótesis es que las relaciones Venezuela-EEUU durante el chavismo expresan la disputa entre los dos paradigmas de inserción internacional: el bolivarianismo y la adhesión a la he-gemonía, al mismo tiempo que sus contradicciones pueden ser explicadas por los intereses mutuos de los grupos internos. Dicha complejidad es abordada por medio de una perspectiva histórica, basada en revisión bibliográfica, entrevistas, documen-tos, declaraciones y datos oficiales. La conclusion es que la enemistad con Estados Unidos fue conveniente para los dos polos políticos venezolanos, que compartieron el mismo interés (mantenimiento de las hostilidades), aunque con preferencias opuestas, relacionadas a la disputa de poder entre ellos. / FAPESP: 2014/08726-3

Abstract Bachelor Thesis in Business Administration. Bachelor of Science with Specialization in Marketing – Main Field of Study: Business Administration. School of Business and Economics at Linnaeus University, Course Code 2FE21E, 2018 Title: From Bags to Boxes: A Study of the Consumers Perception of Value in Online Fashion Retail Sales Authors: Nadine Bolm, Betty Hartigan Supervisor: Michaela Sandell Examiner: Åsa Devine Background: Online retail sales has been growing steadily since the late twentieth century. Fashion, as a segment of the online marketplace, is the largest market in cyberspace and as new companies are combined with old ones who want to establish a presence online, competition is stifling. As more companies offer fashion in the online world consumers behavior evolves with this new reality and customer-perceived value shifts as the consumers values in their transactions shifts. In order to gain and maintain a strong consumer base companies need to know what the variables are that make up customer-perceived value in hopes of affecting it. Purpose: The purpose of this research is to explain the relationship between values of utilitarian nature, those being; monetary savings, convenience, product variety, product information, and customer-perceived value in online fashion retail and to explain the relationship between values of hedonic nature, those being; adventure, gratification, best deal, idea, and customer-perceived value in online fashion retail. Methodology: The research conducted here was an explanatory study to determine how different independent variables related to a single dependent variable. The study was deductive in nature and used a quantitative approach. Independent variables were studied with the use of a convenience sample and self-reporting survey posted online. Statistical analysis was conducted with data collected from 142 valid responses and through the use of validity and reliability methods the data was determined statistically meaningful and valid to test the hypothesis as accepted or rejected.   Findings: The findings of this study show that a new theoretical model was needed to better demonstrate the direct connection between variables that consumers identified as valuable to them in online fashion shopping, had with consumer-perceived value. By examining data collected through online survey it was determined that of the 8 variables, seen as valuable by research into consumer perceived value, 4 would be accepted as such. These 4 variables would become the basis for a new model that explained how consumers develop customer-perceived value. Conclusion: The research explains the relationship the 8 variables selected by previous research for their effect on customer-perceived value. It also provides a model for future research activities or for development of marketing plans with exceptional efficiency and effectiveness in mind. In directly relating each variable to customer-perceived value on its own merit it was found that the variables respondents valued most were of the more practical or utilitarian in nature aside from one, adventure, which possessed the highest level of value of the 8 variables.     Keywords: Customer-perceived value; Utilitarian value; Hedonic value; Online retail; Online fashion retail; Ecommerce; Monetary savings; Convenience; Product variety; Product information; Adventure; Gratification; Best deal; Idea

A efetiva consolidação da piscicultura depende do escoamento da produção, que por sua vez depende da demanda. Para que o consumo de pescado no Brasil seja ampliado, é necessário que haja oferta de produtos com a qualidade exigida pelo consumidor. Esta pesquisa teve como objetivo a obtenção de um novo produto, tipo alimento de conveniência – tilápia minimamente processada, estabelecendo a vida útil deste, por monitoramento dos componentes físico-químicos e avaliação sensorial e microbiológica. Foram utilizados peixes provenientes de áreas de cultivo do Estado de São Paulo, da região de Jaú, da espécie tilápia do Nilo, Oreochromis niloticus, os quais foram submetidos à depuração, eviscerados, filetados, acondicionados em bandejas de poliestireno e recobertos com filmes plásticos de etileno-álcool-vinílico - EVOH (controle); também foi feito o embalamento sob atmosfera modificada - EAM (60%CO2+40%O2) e a vácuo. Parte dos peixes foi submetida ao tratamento químico, por imersão em ácido acético a 1%. As amostras embaladas foram mantidas sob refrigeração, na faixa de 1 ± 1 o C, quando foram submetidas às análises, no 1 o dia de experimento e aos 7, 13 e 20 dias de armazenamento refrigerado. Os tratamentos aplicados não apresentaram diferenças significativas para composição centesimal, nitrogênio não protéico - NNP, bases nitrogenadas voláteis totais - BNVT e pH. A EAM associada ou não ao ácido acético apresentou valores mais elevados de TBA (ácido tiobarbitúrico), sendo detectada a presença de ranço pelos provadores, integrantes da equipe de análise sensorial. Os filés tratados com ácido acético apresentaram-se descoloridos e com textura menos firme, em relação aos demais tratamentos. Durante o período de armazenamento não detectou-se a presença de Salmonella, Clostridium sulfito-redutores e E. coli. Os tratamentos embalados em EAM e a vácuo, associados ou não ao ácido acético, inibiram o desenvolvimento de S. aureus, coliformes totais e psicrotróficos proporcionando uma vida útil de 20 dias. O embalamento a vácuo associado ao ácido acético foi o tratamento que manteve as características físico-químicas, microbiológicas e sensoriais mais estáveis até o término do experimento. / The effective aquaculture consolidation depends on the production sale, which in the other hand, depends on the demand. In order to increase Brazilian fish consumption, it is necessary to offer products with quality demanded by the consumers. The purpose of this research was to obtain a new convenience product - minimally processed tilapia. The shelf-life of the product were determining by monitoring physical-chemical components, sensory and microbiological analysis. With this intent, aquacultured Nile tilapia (Oreochromis niloticus) raised in farms located in the Jau region, Sao Paulo State, was depurated, gutted, filleted, packed in polyestirene trays and covered with ethylene-vinyl-alcohol (EVOH) plastic films (control). It was also made packing with modified atmosphere (MAP) 60%CO2+40%O2 and vacuum packing. Part of the fish was chemically treated by immersing in a 1% acetic acid solution. The packed samples were storage under a temperature which ranged from 1 ± 1 oC and had been analyzed at the 1st day of experiment and to the 7th , 13th and 20th days. No significant differences were verified among treatments for the centesimal composition, non-protein nitrogen (NPN), total volatile bases nitrogen (TVBN) and pH as well. The use of the MAP, whether associated with acetic acid or not, promoted the TBA (thiobarbituric acid) increasing. It was detected rancidity the team responsible for the sensory evaluation. The fillets treated with acetic acid were fainted colors and showed less firm texture, when compared to the non-treated ones. Salmonella, Clostridium sulfite-reducing and E. coli were not detected during the storage period. Treatments using MAP and vacuum packing, whether associated with acetic acid or not, inhibited the development of S. aureus, total coliforms and psychrotrophic, maintaining the shelf life to 20 days. However, the treatment combining vacuum packing and acetic acid maintained the physical-chemical, microbiological and sensory characteristics stabler until the end of the experiment.

Made available in DSpace on 2016-03-15T19:31:11Z (GMT). No. of bitstreams: 1 Carlos Eduardo Mariano da Silvaprot.pdf: 2595730 bytes, checksum: 9833a96c1c04d678ce0e727b83b72b45 (MD5) Previous issue date: 2015-02-11 / The aim of this work is to test the rationality of the Brazilian market for commodities actively negotiated at the BM&FBovespa, the exchange for stocks and derivatives in Brazil. The study encompasses live cattle, arabic coffee, corn and the US$/R$ exchange rate. The Present Value Model (PVM) was used to test the ratio between the future and spot prices spread and the market price of commodity under study. The ratio between the convenience yield, that accrues to holders of inventory, and the spot price is also tested. Cointegration tests, Granger causality tests and serial autocorrelation are among the tools employed. Conformance to the present value model is weak, since there is no cointegration between the convenience yield and the spot price for none of the four commodities. Prices, therefore, deviate from fundamentals. It is not possible to reconcile return forecasts with an efficient market environment under a context of rational expectations for the above mentioned assets. It is thus necessary continued investigations in this field. Two alternative schools of thought for investigations would be using equilibrium models between future and spot prices with arbitrage finite elasticity and, if prices follow an stochastic multivariate process, reverting to a trend line, to treat the convenience yield as an endogenous variable. / Este trabalho de pesquisa teve por objetivo principal testar a racionalidade do mercado brasileiro de commodities agropecuárias, para os ativos boi gordo, café arábica, milho e no âmbito de ativos financeiros, para a taxa de câmbio do dólar norteamericano. Essas commodities estocáveis são largamente transacionadas na Bolsa de Mercadoria e Futuros (BM&FBovespa). Utilizou-se o modelo de valor presente (PVM) da razão entre o spread dos preços futuros e a vista ( spot ) e o preço de mercado do ativo em questão, bem como entre o ganho de conveniência, que é o benefício obtido pelos detentores de estoque físico e o preço de mercado spot , utilizando testes de cointegração, de causalidade no sentido de Granger e de auto correlação dos excessos de retorno. Os resultados da pesquisa mostram uma fraca evidência do modelo para explicar os preços das commodities estocáveis estudadas, já que não houve cointegração entre o preço spot e o ganho de conveniência para nenhuma das commodities. Os preços, portanto, se desviam dos valores fundamentais para as commodities neste estudo. Assim, não é possível compatibilizar a previsibilidade de retornos com a existência de um mercado eficiente sob um contexto de expectativas racionais para os ativos estudados. Nesse sentido é necessária a continuidade das investigações neste campo. Duas vertentes alternativas para esses estudos seriam a utilização de modelos de equilíbrio de preços spot e futuros com elasticidade finita de arbitragem e, em outra linha de pesquisa, se os preços seguirem um processo multivariável estocástico, revertendo à uma linha de tendência, tratar o ganho de conveniência como uma variável endógena.

Cette thèse porte sur les espaces d'urbanisation dispersée de la métropole parisienne, c'est-à-dire des espaces bâtis discontinus, de taille petite et moyenne, insérés dans un tissu urbain lâche. Partant de l'offre commerciale, des pratiques associées et d'un ensemble de mobilités, cette thèse analyse ces espaces dans une approche relationnelle pour saisir les mécanismes qui sous-tendent les dynamiques des espaces d'urbanisation dispersée. L'approche s'inscrit dans le sillage des travaux récents qui opèrent un changement de focale en considérant ces espaces pour leurs caractéristiques propres et non par rapport aux espaces dominants des métropoles. L'enjeu est de proposer une vision critique sur la manière dont ils s'organisent au-delà des considérations et des représentations portées par les politiques et les aménageurs sur la dépendance et le déclin de ces espaces. La thèse développe une méthodologie mixte qui combine des approches quantitatives et la réalisation d'entretiens et de cartes mentales permettant de saisir les représentations des habitants dans quatre terrains. Le croisement des structures de peuplement et de la morphologie des espaces bâtis ont permis de mettre en évidence quatre formes contrastées de dispersion allant de la petite ville à l'habitat diffus. Le choix des terrains d'étude situés à moins de deux heures de Paris reflète cette diversité. Les espaces d'urbanisation dispersée ont été étudiés finement tout d'abord à partir de la structure commerciale et a montré une évolution contrastée du nombre de points de vente au regard de leurs fonctions au cours des quinze dernières années et une concentration des commerces dans les bourgs et les petites villes. Dans un deuxième temps, l'approche relationnelle a interpellé les liens qu'entretiennent ces espace: avec leur environnement et notamment avec Paris. Par cette analyse, elle met en avant la capacité de ces espaces à se structurer, à participer à des systèmes urbains et à s'inscrire dans des échanges réciproques et non univoques avec de grands pôles urbains. / This thesis deals with the scattered urbanization areas of the Paris metropolis. Combining the commercial offer, diversity of practice and mobilities, this thesis analyzes these areas in a relational approach to understand the mechanisms underlying their dynamics. We will approach the subject through the prism of recent works, using a new method that considers these areas for their own characteristics and not in relation to the dominant metropolis areas. The issue is to suggest a critical vision on the way they organize, beyond the traditional considerations and representations carried by politics and planners on the dependency and decline of these areas. Using a mixed methodology (quantitative approach, interview, and "mental maps"), we will try to understand the inhabitants' representations in 4 research areas. Four different types of dispersion from the small town to the scattered housing are highlighted, by crossing population patterns and built area morphology. The research fields are located within a two-hour drive from Paris and reflect this diversity. The scattered urbanization areas were finely studied starting with their commercial structure. We thus noticed a contrasted evolution in the number of stores and a concentration of shops in towns over the last 15 years. ln a second stage, the interpersonal approach focused on the links between these areas and their environment, particularly with Paris. Through this analysis, it highlights the capacity of these areas to be structured, to participate in urban systems and to be part of mutual exchanges with large regional hubs.

El objetivo de la presente investigación es determinar la relación entre las variables producto y promoción de ventas en relación con la intención de compra en la categoría de ron y whisky en jóvenes de 20 a 26 años. De esta manera, poder identificar cuáles de ambas variables tiene mayor correlación con la intención de compra. Así también para las dimensiones de estas variables. De esta forma, se pueda comprender las razones por las que el volumen de ventas de ron es superior a la del whisky. Para el siguiente estudio, se decidió investigar antecedentes y entrevistar a dos expertos en el rubro de destilados y realizar dos focus group; Por ello, la investigación es de alcance correlacional, puesto que se busca describir y relacionar los motivos de la intención de compra en base a las variables y respectivas dimensiones puestas en estudio. A raíz de lo mencionado, se halló que las variables y dimensiones de mayor relación con la intención de compra para el público objetivo son: La promoción de ventas, el producto, descuento, precio de paquete, envase y etiqueta, seleccionado de manera respectivamente jerárquica. Por último, a partir de la investigación expuesta, se ha decidido recomendar en trabajar estrategias de marketing y comunicación en base a las dimensiones y variables anteriormente mencionadas, dado que se puede argumentar su afinidad entre la intención de compra con los jóvenes en estudio y su eficacia del caso. / The objective of the following investigation is to determine the relation between the variables product and promotion, and the motivation to purchase, in the rum and whiskey category, with young 20 and 26 year olds. The investigation will attempt to identify which of either variables mentioned has a higher correlation in regards to the motivation to purchase for the target audience. The correlation mentioned will clarify the reasons for the higher sales in rum in comparison to whiskey. For the following study, there is a detailed analysis in regards to the context and background, two expert interviews in relation to the category and two focus groups. Therefore, the investigation attempts to find correlations to understand the motives and dimensions of the variables product and promotion sales. The variables and their dimensions that have a higher relation to the motivational purchase for the primary public are mentioned in their respective hierarchy: sales promotion, the product, discounts, packet price, package and label. Lastly, after completing the research, it is recommended to investigate further in marketing strategies in relation to the dimensions and variables previously mentioned, due to the affinity between the motivation to purchase and the young people studied. / Trabajo de investigación

El presente trabajo se enfoca en “el uso de la señalética, como un elemento del visual merchandising, dentro del punto de venta de las tiendas de conveniencia, en relación a la intención de compra en jóvenes de 20 a 35 años de edad que residen en Lima Norte”. Teniendo como objetivo determinar la relación de los elementos Point of purchase de la señalética: Carteles, Display, Jalavistas, Adhesivos, Pop Up y etiquetas, con la intención de compra. La estructura del trabajo se dividió en: Introducción, Marco Teórico, metodología y conclusiones. La metodología de la investigación es descriptivo correlacional. Se realizaron 2 investigaciones: Cualitativa y cuantitativa. El estudio cualitativo se centró en la realización de 2 entrevistas a expertos en Visual Merchandising en tiendas de conveniencia. También, se realizaron 2 focus group, con participación del target. Para el estudio cuantitativo, se realizaron 180 encuestas, los cuales tenían preguntas filtro para que sólo sean respondidas por el target. Todas estas investigaciones, dieron como resultado que 3 de los elementos de la señalética (carteles, pop up y jalavistas) tienen relación con la intención de compra, siendo el cartel el elemento con mayor relación. Para tener este resultado, se utilizó el programa IBM SPSS. De la misma manera, se concluye que es sumamente importante la implementación de los carteles, pop up y jalavistas, en el punto de venta de estos formatos, con la finalidad de brindar una mejor experiencia de compra a los clientes e influir en su intención de compra, logrando mejorar las ventas. / This paper focuses on “the use of signage, as an element of visual merchandising, within the point of sale of convenience stores, in relation to the purchase intention in young people between 20 and 35 years of age who reside in North Lima”. Aiming to determine the relationship of the Point of purchase elements of the signage: Posters, Display, Jalavistas, Stickers, Pop Up and labels, with the purchase intention. The structure of the work was divided into: Introduction, Theoretical Framework, methodology and conclusions. The research methodology is descriptive correlational. 2 investigations were carried out: qualitative and quantitative. The qualitative study focused on conducting 2 interviews with experts in Visual Merchandising in convenience stores. Also, 2 focus groups were held, with the participation of the target. For the quantitative study, 180 surveys were carried out, which had filter questions so that they are only answered by the target. All these investigations resulted in that 3 of the signage elements (posters, pop up and jalavistas) are related to the purchase intention, with the poster being the element with the greatest relationship. To achieve this result, the IBM SPSS program was used. In the same way, it is concluded that it is extremely important to implement posters, pop up and jalavistas, at the point of sale of these formats, in order to provide a better shopping experience to customers and influence their intention to purchase. purchase, managing to improve sales. / Trabajo de investigación

MCom / Department of Business Management / See the attached abstract below

The main topic of the presented thesis is Marketing in Obstetrics. Principal goals were set as follows: To describe how does marketing works in an environment of maternity hospitals. What demands have their clients and what clients consider most important during childbirth and after a delivery. The theoretical part focuses on a development of care in maternity hospitals throughout history, legal aspects of this specific care and current trends in society that affect clients' demands. Additionally I depict the specific of marketing in Obstetrics and I present it in a perspective of the 4C mix with emphasis on a communication and a convenience. The empirical part unravels the subject from the point of view of health service providers as well as health service consumers. Data sources used to describe in detail marketing of five maternity hospitals were: interviews, information form internet sites and clients personal experience. Furthermore I led investigation using questionnaire filled by hospitals' clients and I preformed ten in-depth structured interviews, upon which I formulated basic ideas of what clients want and what are the basic shortcomings in obstetric health service. The result of my investigation brought up the fact, that fulfillment of clients' expectations is substantial. The choice of...