Diss. Stockholm : Handelshögskolan, 2006.

Med en mer globaliserad värld och mer homogena marknader har betydelsen för marknadsanpassning på utländsk marknad blivit alltmer ifrågasatt. Vissa svenska modeföretag har olika uppfattningar angående detta där vissa anser att anpassning inte alls behövs då modet är globalt medan andra anser att anpassning är ett måste för att nå framgång på den utländska marknaden. Studien syftar till att studera i vilken mån anpassningens betydelse har i svenska modeföretags marknadsstrategi då världen blivit mer globaliserad och marknader mer homogena. För att genomföra studien har en kvalitativ studie genomgått i from av en flerfallsstudie med de svenska modeföretagen; Odd Molly, Björn Borg och Hunky Dory. Datainsamlingen har skett via semi-strukturerade intervjuer och dataanalysen har skett utifrån en transkribering. Studiens teoretiska grund utgörs av tidigare forskning som är sammanvävd i det teoretiska ramverket som utgörs av tidigare vetenskaplig forskning inom etablering, internationalisering och anpassning. Det empiriska kapitlet består av den datainsamling där respondenterna har besvarat frågor om företagets marknadsstrategier vid etablering utomlands och deras internationalisering. Till uppsatsens slutsats anpassar de samtliga tre modeföretagen delar av sin marknadsstrategi vid utlandsetablering, till den utsträckningen att de känner att de kommer att nå framgång och vara konkurrenskraftiga på marknaden. Bevarandet av deras huvudkoncept samt image är viktigt och därför bör delar av marknadsstrategin vara standardiserad på de olika utländska marknaderna. Dock är en anpassning väldigt betydelsefullt då alla marknader och kundpreferenser ser olika ut. / In a globalized world and more homogeneous markets, the importance of market adaptation to foreign market has become increasingly questioned. Some Swedish fashion companies have different opinions about this where some believe that adaptation is not needed at all when fashion is global, while others believe that adaptation is a must to achieve success in the overseas market. The study aims to examine the extent to which adaptation is important in the Swedish fashion company's marketing strategy when the world has become more globalized and markets more homogenous. To complete the study, a qualitative study has been completed in form of a multiple case study of the Swedish fashion companies; Odd Molly, Björn Borg and Hunky Dory. Data collection has occurred through semi-structured interviews and the data analysis has been based on a transcription. The study's theoretical base constitute of previous research which is interwoven in the theoretical framework consisting of previous scientific research of establishment, internationalization and adaptation. The empirical chapter consists of the data collection where respondents have answered questions about the company's marketing strategies in establishing themselves abroad and their internationalization. For the essay's conclusion all three fashion companies adapts parts of its marketing strategy when establishing abroad, to the extent that they will feel they will succeed and be competitive in the market. The maintenance of their main concepts and image is important and therefore parts of the marketing strategy should be standardized in the various foreign markets. However, adaptation is significant since there are differences in markets and customer preferences.

This work Edvard Beneš and the Slovak issue at the Second Czechoslovak resistance focuses on the explanation of selected issues in the history of Czechoslovakian politics during the Second Czechoslovak resistance in Paris, London and Moscow between 1938-1945. This interpretation will concentrate on changes in the resistance, especially with regard to the issues affecting Slovaks and Slovakia in the period from the autumn of 1938 to the spring of 1945. It attempts as much as possible to describe and analyze the transformations in the perception of the Slovak issue while Czechoslovakian government was in exile, paying particular attention to this in relation to President E. Beneš, his followers and Slovakian members of the resistance movement. This topic will be studied highlighting significant aspects of wartime events, staging of foreign action and the situation back home - in the Protectorate and in the Slovak State. Also the actions of opposition and its key leaders will be mentioned. The aim of this research is to show the development and progression of conceptions of the Slovak issue in chronological stages of foreign resistance. Another aim is to illustrate the influence of the international political circumstances, the foreign policy orientation of the Czechoslovak exile, and events in the...