El sector retail se ha visto influenciado por el ecommerce, provocando que empresas del sector dirijan sus esfuerzos al Marketing digital. Dentro del estudio, se encontró que las ventas generadas por este canal tuvieron un aumento dentro de su portafolio. De igual forma, se encontró que el comportamiento del consumidor, en supermercados, era distinto al resto del sector, por lo que el Marketing digital si influía en su intención de compra, no obstante, el recorrido terminaba en la compra física. Por otro lado, en base a los autores recolectados en el estudio, se halló que el inbound Marketing desarrolla varias características que involucran a los esfuerzos de Marketing de contenidos; cuyo objetivo es atraer, adquirir y comprometer a un segmento del mercado. Asimismo, siendo los blogs, comunidades virtuales y aplicaciones; herramientas que influencian al consumidor a una intención de compra. / The retail sector has been influenced by ecommerce, causing companies in the sector to direct their efforts to digital Marketing. Within the study, it was found that the sales generated by this channel had an increase within its portfolio. Likewise, it was found that consumer behavior in supermarkets was different from the rest of the sector, so that Digital Marketing did influence their purchase intention, however, the journey ended in the physical purchase. On the other hand, based on the authors collected in the study, it was found that inbound Marketing develops several characteristics that involve content Marketing efforts; whose objective is to attract, acquire and engage a market segment. Also, being blogs, virtual communities and applications; tools that influence the consumer to purchase intention. / Trabajo de investigación

El problema consiste en una ineficiente gestión de abastecimiento, que se refleja en el indicador de entrega de pedidos a tiempo. Generando retrasos de los pedidos de hasta siete días, en una SME metalmecánica que trabaja por orden pedido. Ante dicha problemática, se formula un modelo de gestión de abastecimiento e inventario que incluye la implementación de SLP Layout, BPMN, gestión de inventarios, diagnosticado a través de la metodología SCOR. En este modelo se realiza un primer diagnóstico de la situación actual a través del cuestionario SCOR debido a su practicidad y flexibilidad para realizar el análisis en diversas empresas. Se incluye la implementación de SLP Layout, destinando una adecuada distribución de espacios para los recursos almacenados en el inventario. Además, se incluye el Business Process Model and Notation permitiendo centrar la investigación en flujos de control y distinguir las actividades del personal. Así mismo, el BPA y la matriz kraljick aportan creando una base para la clasificación de los insumos e identificación de la frecuencia de uso de cada uno de estos, lo cual posteriormente servirá en la gestión de inventarios. La efectividad de la propuesta se midió mediante la implementación de un proyecto piloto en una empresa manufacturera, donde el indicador de entregas a tiempo se incrementó en un 41.40% y el nivel de servicio de parte del almacén a producción se mejoró en 51.59% aproximadamente. / The problem consists of inefficient supply management, which is reflected on the on-time order delivery indicator. Generating order delays of up to seven days, in a metalworking SME that works by order. Faced by this problem, a supply and inventory management model is formulated that includes the implementation of SLP Layout, BPMN, inventory management, diagnosed through the SCOR methodology. In this model, a first diagnosis of the current situation is made through the SCOR questionnaire due to its practicality and flexibility to perform the analysis in diversed companies. The implementation of SLP Layout is included, allocating an adequate distribution of spaces for the resources stored in the inventory. In addition, the Business Process Model and Notation is included allowing to focus the investigation on control flows and distinguish the activities of the personnel. Likewise, the BPA and the kraljick matrix contribute by creating a basis for the classification of inputs and identification of the frequency of use of each of these, which will later serve in inventory management. The effectiveness of the proposal was measured through the implementation of a pilot project in a manufacturing company, where the indicator of on-time deliveries increased by 41.40% and the service level from the warehouse to production was improved by approximately 51.59% / Tesis

El presente proyecto, tiene como objetivo generar una propuesta de mejora del proceso de logística de entrada bajo las buenas prácticas del modelo SCOR para una consultora de tecnología en Lima con la finalidad optimizar la elaboración de información estratégica generada por este proceso. Como parte de esta propuesta, se desarrollará un Data Mart que permitirá agilizar la obtención de estos datos. La logística de entrada, compuesta por la gestión de compras e inventario, genera información estratégica que es relevante y solicitada por áreas del negocio como comercial, proyectos y gerencia general. Hoy en día este proceso se ve afectado por los altos tiempos y la mala planificación del área para realizar sus actividades de registro y control de información lo que impide que posteriormente se pueda consultar de manera rápida e integra. Esto finalmente afecta que se pueda realizar una toma de decisiones en certidumbre. La aplicación de las buenas prácticas del modelo SCOR al proceso logístico, demostraron que se puede disminuir el porcentaje actual de tiempo de registro de información en un 35%. También mediante la aplicación del Data Mart, los porcentajes de gastos operativos y tiempos para elaborar información estratégica se reducen en un 97% y 96% respectivamente. De esta manera la propuesta demuestra su efectividad permitiendo optimizar la elaboración de información estratégica del área para así poder tomar mejores decisiones en beneficio del negocio. / The object of this project is to generate a proposal to improve the inbound logistics process under the best practices of the SCOR model for a technology consultancy in Lima in order to optimize the development of strategic information generated by this process. As part of this proposal, a Data Mart will be developed to expedite the collection of this data. Inbound logistics is made up of purchasing and inventory management. This process generates strategic information that is relevant to business areas such as commercial, projects and general management. Today this process is affected by high times and poor planning of the area to carry out its activities of registration and control of information, which generates that later it can’t be consulted quickly and integrated. This directly affects decision-making. The application of SCOR model good practices to the logistics process, showed that the current percentage of time for entering information can be reduced by 35%. Also, through the implementation of the Data Mart, the percentages of operating costs and times to generate strategic information are reduced by 97% and 96% respectively. In this way the proposal demonstrates its effectiveness allowing to optimize the elaboration of strategic information of the area in order to be able to take better decisions in benefit of the business. / Tesis

The diploma thesis is concerned with the marketing strategy proposal for start-up project. The thesis summarizes the theoretical knowledge about marketing strategy on the Internet. The practical part analyze the Project including the internal and external Environment. Marketing strategy is proposed according to analysis and marketing researches. At the end are suggested method of evaluating the effectiveness of the proposed strategy, financial demands and critical factors of success.

Orientador: Daniel Jugend / Resumo: Considerada como o elemento que une normas e conjuntos de valores, ideais sociais ou crenças compartilhadas pelos membros de uma organização, a Cultura Organizacional (CO) pode estimular a inovação, na medida em que influencia hábitos, valores e comportamentos. Há estudos que relacionam CO à inovação de forma integrada, porém, a literatura ainda apresenta gaps sobre a compreensão entre as diferentes formas de CO e suas relações com a adoção da Open Innovation (OI), que é definida como o uso intencional de parcerias externas e internas à organização, com o objetivo de desenvolver inovações. A OI pode ser analisada por seus fluxos, ou práticas, que são o inbound e outbound. A literatura tem indicado diversas dimensões de cultura organizacional e maneiras de compreendê-la, por exemplo, níveis como artefatos, valores e pressupostos, características de culturas nacionais e sua relação com a cultura organizacional ou análise dos elementos que colaboram com a inovação. Este trabalho utilizou o modelo proposto por Cameron e Quinn (2006), que por meio do questionário, nomeado como OCAI - Organizational Culture Assessment Instrument, busca classificar a cultura organizacional predominante das empresas, classificando-as como adhocráticas, clãs, de mercado ou hierárquicas. O objetivo deste estudo foi investigar como o tipo de cultura organizacional pode impactar o desempenho inovador, por meio das práticas de OI inbound e outbound e moderado pelo desempenho do ecossistema de negócios. Po... (Resumo completo, clicar acesso eletrônico abaixo) / Abstract: Considered as the element that unites norms andsets of values, social ideals or beliefs shared by the members of an organization, Organizational Culture (CO) can stimulate innovation, insofar as it influences habits, values and behaviors. There are studies that relate CO to innovation in an integrated way, however, the literature still presents gaps on the understanding between the different forms of CO and their relationship with the adoption of Open Innovation (OI), which is defined as the intentional use of external partnerships and internal to the organization, with the aim of developing innovations. OI can be analyzed by its flows, or practices, which are inbound and outboundThe literature points out several dimensions of organizational culture and ways of understanding it, for example, levels such as artifacts, values and assumptions, characteristics of national cultures and their relationship with organizational culture or analysis of the elements that collaborate with innovation. This work used the model proposed by Cameron and Quinn (2009),which through a questionnaire, named as OCAI -Organizational Culture Assessment Instrument, seeks to classify the predominant organizational culture of companies, classifying them as adhocratic, clan, market or hierarchical. The aim of this study was to investigate how the organizational culture type can impact innovative performance, through inbound and outbound OI practices and moderated by the business ecosystemperformance.Throu... (Complete abstract click electronic access below) / Doutor

Este documento tiene como objetivo investigar el mercado de la categoría de belleza y cuidado personal ha crecido en los últimos años, sobre todo en estas épocas que la categoría tuvo que mirar “obligatoriamente” al canal online por la pandemia debido al COVID19. Asimismo, se investigó sobre las herramientas del inbound marketing y las dimensiones del brand equity y como estas generan intención de compra en la categoría .Este documento tiene como objetivo investigar la relación del boca a boca electrónico como una herramienta del inbound marketing, las dimensiones del brand equity, brand image y brand awareness con respecto a la intención de compra en la categoría de cosméticos. Para analizar la relación, desde el punto de vista metodológico, se llevará a cabo una investigación de tipo correlacional con enfoque cuantitativo y de carácter concluyente que se recurrirá a una muestra de 400 mujeres desde la técnica de la encuesta digital. / This paper aims to investigate the market for the beauty and personal care category has grown in recent years, especially in these times when the category had to look "compulsorily" to the online channel because of the COVID19 pandemic. This document aims to investigate the relationship of electronic word of mouth as an inbound marketing tool, the dimensions of brand equity, brand image and brand awareness with respect to purchase intent in the cosmetics category. To analyze the relationship, from the methodological point of view, a correlational research will be carried out with a quantitative approach and conclusive character that will be used in a sample of 400 women from the technique of digital survey. / Trabajo de investigación

Rapid digital transformation, accelerated by covid-19 and a younger, more digital workforce, has changed the B2B sales environment affecting customer behavior, business practices and technologies. To adapt to this change B2B companies need to create new endeavors that connect marketing and sales activities, and identify how these can be efficiently enhanced by technology and digital tools. There is a need to identify effective tactics in different phases of the marketing and sales process. Consequently, more academic research is needed to investigate critical issues that technology may have in the B2B buying process. This paper thereby aims to establish a framework for B2B companies on how to optimize the customer journey by supporting the sales process with digital inbound marketing. This is examined by looking at how B2B companies can optimize the sales process by targeting customers’ needs with relevant actions throughout the customer journey with the help of technology and digital means. The results of this exploratory single case study demonstrates that the customer journey is complex with several touchpoints, and to create optimized processes, the customer journey must be adapted to each specific customer segment. Further, the study also contributes to the literature by demonstrating the importance of the marketing and sales departments being integrated and working together to create efficient processes. The presented framework for a customer journey can be used by managers to visualize the sales process, and identify at what stages the process can be made more efficient by digital means.

Bakgrund: Skogsindustrin är betydande för den svenska välfärden och inom industrin är Vida en viktig aktör. Vidare är transporter en stor del av industrin där majoriteten av de producerade produkterna exporteras. All transport som krävs ger också en stor miljöpåverkan, inte minst i form av koldioxidutsläppen. Syfte: Studien kartlägger och beräknar koldioxidutsläpp för ingående och utgående transporter för Vidas sågverk i Vislandas under år 2021. Fortsättningsvis, undersöker studien vilka åtgärder ett företag i sågverksbranschen kan implementera för att minska sitt koldioxidutsläpp. Metod: För den första frågeställning har grunddata samlats in från fallföretagets affärssystem, representanter samt transportörer. Baserat på resultatet från den första frågeställningen, har teoretiskt och empiriskt material samlats in för att besvara den andra frågeställningen som fokuserar på åtgärder för att minska koldioxidutsläpp i transporter. Det empiriska materialet samlades in genom semi-strukturerade intervjuer med representanter från fallföretaget. Slutsats: Studien resulterade i en beräknad mängd koldioxidutsläpp på 6 358 336 KgCO2 från fallföretagets ingående och utgående transporter under 2021. Mängden koldioxidutsläpp presenteras både för det totala studieobjektet samt för de fyra olika flödena vilket var inflödet från skog till sågverk samt utflödet till energitillverkare, massa- och pappersbruk samt transport av sågade och hyvlade trävaror. Diskussionen för den första frågeställningen resulterade i vilka faktorer som driver koldioxidutsläppen och de etablerade faktorerna var; avstånd, drivmedel, transportslag, fordonstyp, fyllnadsgrad och bränsleförbrukning. Den andra frågeställningen diskuterade och kom fram till vilka åtgärder ett företag inom sågverksbranschen kan ta sig an eller kräva att sina anställda transportörer tar hänsyn till. Åtgärderna som kräver kontinuerligt arbete, vilket visas i tabell 29, kategoriseras som långsiktiga eller kortsiktiga beroende på när de rimligtvis kan uppnås. / Background: The forest industry is essential for Swedish welfare and Vida is an important actor within the industry. Further, transportation is a big part of the business where the majority of the produced products are exported. With all transportation necessary comes also a big impact on the environment, including carbon emissions. Purpose: This study has mapped and calculated the carbon emission from inbound and outbound transportation from Vida Vislanda sawmill during the year 2021. Further, the study discovered what actions a company in the sawmill industry can take on in order to decrease their carbon emission. Method: For the first research question the authors collected data from the case company’s ERP system, representatives and employed transport companies. Based on the results from the first research question, theoretical and empirical data for the second research question was collected with focus on measures for decreasing carbon emission in transportation. The empirical data was collected through semi structured interviews with representatives from the case company. Conclusion: The study resulted in a calculated amount of carbon emission of 6 358 336 KgCO2 from the case company’s inbound and outbound transportation in 2021. The amount shows both a total amount for the whole study object and the amount for the four different flows which were inbound transportation from the forest to the sawmill as well as outbound transportation towards energy production, pulp and paper mills and sawn and transportation of planed wood products. The discussion of the first research question resulted in factors which are driving the amount of carbon emission and the factors established was; distance, fuels, mode of transportation, vehicle type, load and fuel consumption. The second research question discussed and concluded which actions a company within the sawmill industry can act on or demand that their hired transport companies should act on. The actions which require continuous attention, shown in table 29, were categorized as long term and short term, depending on when they are reasonable to be accomplished.

Titel: Implementering av RFID i tredjepartslogistik (TPL) - En fallstudie av RFID inom lagerverksamhet i TPL med fokus på implementering och kostnadskalkyler i in- och utleveransprocessen på PostNord TPL  Kurs: 4FE19E Examensarbete i Supply Chain Management för Civilekonomprogrammet, 30 hp.  Författare: Jacob Holm & Amer Basic Examinator: Helena Forslund Handledare: Hana Hulthén  Bakgrund: PostNord TPL i Ljungby är en av de aktörer som har fått upp ett intresse för RFID och det hela började med ett önskemål om RFID-tekniken från deras största kund (Kund X). Kund X efterfrågar en RFID-märkning på artikelnivå för att bland annat dra fördelar av en sådan teknik vid lagerinventering. För att PostNord TPL:s största kund ska kunna ta steget mot att implementera en RFID-lösning ute i butikerna, så krävs det att lagret i Ljungby implementerar tekniken först. PostNord TPL:s tanke, utefter kundens önskan att erbjuda dem denna tjänst, är att all RFID- märkning av Kund X artiklar sker på lagret i Ljungby. Denna studie är unik i sitt slag dels för att det förekommer ett stort forskningsgap i den existerande forskningsteorin med användning av RFID-teknik inom TPL, men att studien också fokuserar på RFID-märkning på artikelnivå.  Syfte: Syftet med studien är att föreslå riktlinjer för en implementering av RFID inom TPL i in- och utleveransprocessen. Riktlinjerna innehåller kategorisering av relevanta variabler för RFID-implementering samt implementeringsprocessen och kostnadskalkyl.  Metod: Denna studie är en fallstudie på företaget PostNord TPL i Ljungby. Forskarna har tillämpat en mönsterjämförelse där teorin och empirin har jämförts. Empirin har samlats in genom målstyrt urval och snöbollsurval, där semistrukturerade och ostrukturerade intervjuer med ett flertal olika aktörer har genomförts. Studien grundar sig i en kvalitativ forskningsmetod med ett deduktivt angreppssätt.  Slutsats: Studien har analyserat tre forskningsfrågor, där den första är mer generell inom TPL och de andra två riktar sig mot PostNord TPL förutsättningar. Studien har tagit fram förslag på vilka variabler som är relevanta vid implementering av RFID inom lagerverksamhet i TPL och hur de kan kategoriseras. Vidare har studien visat i vilken lagerhanteringsprocess RFID kan implementeras hos PostNord TPL och hur en sådan implementeringsprocess kan se ut. Slutligen har även tre olika kostnadskalkyler utvecklats för en RFID-implementering i in- och utleveransprocessen hos PostNord TPL. / Title: Implementation of RFID in third-party logistics (TPL) - A case study of RFID in warehousing operations in TPL with a focus on implementation and cost calculations in the inbound and outbound process at PostNord TPL  Course: 4FE19E Degree Project in Supply Chain Management for the Master of Business Administration Program, 30 hp. Authors: Jacob Holm & Amer Basic Examiner: Helena Forslund Tutor: Hana Hulthén  Background: PostNord TPL in Ljungby is one of the actors that has developed an interest in RFID, and it all started with a request for RFID technology from their largest customer (Customer X). Customer X requests an RFID tag at the item level, among other things, to take advantage of such technology during stock inventory. In order for PostNord TPL:s largest customer to be able to take the step towards implementing an RFID solution in the stores, it is required that the warehouse in Ljungby implements the technology first. PostNord TPL:s idea, according to the customer's desire to offer them this service, is that all RFID labeling of Customer X items takes place at the warehouse in Ljungby. This study is unique in its kind, partly because there is a large research gap in the existing research theory using RFID technology within TPL, but also because the study focuses on RFID labeling at article level.  Purpose: The purpose of the study is to propose guidelines for an implementation of RFID within TPL in the inbound and outbound process. The guidelines contain a categorization of relevant variables for RFID implementation as well as the implementation process and cost calculation.  Methodology: This study is a case study at the company PostNord TPL in Ljungby. The researchers have applied a pattern comparison where the theory and empiricism have been compared. The empirics have been collected through goal-directed selection and snowball selection, where semi-structured and unstructured interviews with a number of different actors have been conducted. The study is based on a qualitative research method with a deductive approach.  Conclusion: The study has analyzed three research questions, where the first is more general within TPL and the other two focus on PostNord TPL conditions. The study has produced suggestions on which variables are relevant when implementing RFID within warehousing operations in TPL and how they can be categorized. Furthermore, the study has developed in which inventory management process RFID can be implemented at PostNord TPL and what such an implementation process can look like. Finally, three different cost calculations have also been produced for an RFID implementation in the inbound and outbound process at PostNord TPL.

Purpose of the thesis This study aims to propose an AI maturity model in order to be able to evaluate to whatextent large-scale manufacturing companies utilize AI in their inbound logistical operationsand also to reveal the challenges related to the implementation of AI.  Methodology This study employs a qualitative research method with the use of a survey conducted on 10companies within 5 industries. Additionally, semi-structured interviews were employed attwo out of these 10 companies. Theoretical framework The theoretical framework provides a deeper theoretical understanding of inbound logisticsoperations, AI implementations and their suggested operationalization in inbound logisticsoperations at large-scale manufacturers. Further, it also provides theory of the challengesassociated with implementing AI in inbound logistics operations. Empirical data The empirical section illustrates the data that were collected through survey and interviewstudy. First, data is presented based on the respondents' various industries that are grouped.Within each grouped industry, data is structured according to the various RQ’s and proposedframeworks, meaning that data will be related to the different levels of AI implementation,maturity levels as well as challenges. Analysis and discussion In this section, the industries are analysed and discussed with the help of the theoreticalframework and collected empirical data. This was first established with an individual analysisof industries where one research question is covered at a time. After this is done, across-analysis is carried out on the involved industries in relation to the research questions. Conclusion This chapter gives a concluding discussion and presents theoretical and practicalcontributions. The main results of the three research questions are highlighted. Finally, further research opportunities and limitations are discussed.