Ägare av aktier i privata bolag har sämre möjlighet att avyttra sina aktier än ägare av aktier i publika bolag, allt annat lika. Därför används en generell rabatt vid värdering av privata bolag, en privat bolagsrabatt, för att kompensera köpare för den reducerade möjligheten att avyttra sina aktier i ett senare skede. Undersökningen ämnade därför undersöka huruvida en generell rabatt är applicerbar på samtliga bolag genom att undersöka skillnader i den privata bolagsrabatten mellan olika branscher i Norden. Genom att använda publika aktietransaktioner skapades publika referensportföljer som kunde jämföras med privata bolagstransaktioner i Norden under perioden 2006- 2013. Utifrån dessa jämförelser kunde värden för den privata bolagsrabatten framställas. Resultatet tyder på att det finns skillnader i den privata bolagsrabatten mellan branscher. I två av branscherna, transport och finans, visade enskilda multiplar signifikanta resultat. Utifrån det tolkade resultatet finns motiv för att inte använda en generell, branschöverskridande rabatt. Detta då det kan medföra problematik i värderingen och ge felaktigt värderade privata bolag. / Owners of shares in private companies have less opportunity to sell their shares than owners of shares in public companies, all else being equal. Therefore, when valuing private companies, a general discount are used, a private company discount, to compensate buyers for the reduced opportunity to sell their shares at a later stage. This study therefore aimed to examine whether a general discount is applicable to all companies by examine differences in the private company the discount between different industries in the Nordic region. Public reference portfolios were created in order to compare public transactions with private transaction in the Nordic region between 2006-2013. The results showed that there are differences in the private company discount between industries. Significant results were found for some isolated multiples in two of the examined industries, transportation and finance. Those results indicated that there are motives not to use an overall, cross-industrial discount. That is due to the problems involved within the valuation process and can result in wrongly valued private companies.

Although the application of segmentation is a topic of central importance in marketing literature and practice, managers tend to rely on intuition and on traditional segmentation techniques based on socio-demographic variables. In the airline industry, it is regarded as common sense to separate between business and economy passengers. However, the simplicity of this segmentation logic no longer matches the ever more complex and heterogeneous choices made by customers. Airline companies relying solely on flight class as the segmentation criterion may not be able to customize their product offerings and marketing policies to an appropriate degree in order to respond to the shifting importance and growing complexity of customer choice drivers, e.g. flexibility and price as a result of liberalization in the airline industry. Thus, there is a need to re-evaluate the traditional market segmentation criterion. By analyzing the stated preference data of more than 5800 airline passengers, we show that segmenting into business and leisure (a) does not sufficiently capture the preference heterogeneity among customers and (b) leads to a misunderstanding of consumer preferences. We apply latent class modeling to our data and propose an alternative segmentation approach: we profile the identified segments along behavioral and socio-demographic variables. We combine our findings with observable consumer characteristics to derive pronounced fencing mechanisms for isolating and addressing customer segments receptive for tailored product packages.