Studiens syfte har varit att undersöka hur kommunicerade värderingar hos ett företag påverkas av en avreglering. Uppsatsen undersöker hur Apoteket ABs kommunicerade värderingar i årsredovisningar har förändrats efter avregleringen och om dessa ligger i linje med grundmålen för avregleringens syfte. Det teoretiska avsnittet behandlar värderingar, kommunicerade värderingar, kommunikation, värderingar sammantaget med avregleringar samt apoteksmarknadens avreglering. Studien baseras på en innehållsanalys av Apoteket ABs årsredovisningar där blocken 2005-2008 samt 2010-2013 noga studerats och jämförts med varandra. I årsredovisningarna har antal textstycken kvantifierats efter sex utvalda värdeord från regeringens mål med avregleringen. Resultatet påvisar att antalet kommunicerade värderingar har minskat i antal efter avregleringen. Dock är det andra kommunicerade värderingar som kommuniceras före och efter avregleringen. Studien indikerar att Apoteket AB redan innan avregleringen arbetade för att nå regerings syfte och mål med avregleringen i sin kommunikation, samt att det finns andra faktorer som kan ha påverkat utfallet av de marginella skillnaderna.

In recent years, an increase in geopolitical tensions has prompted discussion within International Business research regarding de-globalization and signs of decoupling between previously interconnected markets. This thesis aims to investigate if high-revenue Swedish multinational enterprises’ communications and strategies are affected by exogenous geopolitical developments in the global economy. By conducting a qualitative content analysis of contents of letters to shareholders between the years 2014 to 2022, we made use of five coded markers and aggregated observations to discern significant events and trends in communication within a sample of 28 multinational enterprises. The findings indicate a shift in market focus among Swedish multinational enterprises, from global to Western markets, as well as increased emphasis on resilience. The study contributes to knowledge of how geopolitical developments affect communication of strategy by Swedish multinational enterprises. / Under de senaste åren har en ökning av geopolitiska spänningar föranlett diskussioner inom internationellt företagande om deglobalisering och tecken på frikoppling mellan tidigare sammanlänkade marknader. Denna uppsats syftar till att undersöka om svenska multinationella företags kommunikation och strategier påverkas av exogena geopolitiska utvecklingar i den globala ekonomin. Genom en kvalitativ analys av innehållet i avsnittet “VD:n har ordet” inom årsredovisningar mellan åren 2014 till 2022 användes fem markörer och aggregerade observationer för att urskilja viktiga händelser och trender inom kommunikation inom ett urval av 28 multinationella företag. Resultatet visar på en förändring i marknadsfokus bland svenska multinationella företag från globala till västerländska marknader, samt ökad betoning på resiliens. Studien bidrar till kunskap om hur geopolitisk utveckling påverkar kommunikation av strategi från svenska multinationella företag.

<p>The purpose of this study has been to examine how customers, by interacting with each other, can communicate and create the image of a brand. We find this topic to be relevant since there are no previous studies conducted concerning the customers influence on the brand image. Our ambition has been to describe in what ways and to what extent the customer can affect and influence the brand image by communicating with other customers. To fulfill our purposed we have targeted three important questions which are:</p><p>• In which ways can the customer affect the communicated image of a brand?</p><p>• To what extent can the customer influence the brand image and the perceived value?</p><p>• Who has control over the brand, the customer or the company?</p><p>For this study we have used a qualitative approach in which we have conducted eight personal interviews with brand consultants and the editor of the magazine Dagens Media which has given us the foundation for our analysis. We choose this qualitative approach to gain a deeper understanding and a complete picture for the studied topic. In the final chapter we present our conclusions of the study. We have found that consumers can influence and communicate the brand image in five different ways; by using the brand, through word-of-mouth, buzz, engaging in social groups and through Consumer Generated Media (CGM). Another conclusion we have drawn is that the consumer has gained more control over the information flow in the market and thereby their ability to affect the company’s marketing message has increased. The main reason for the consumers improved power is the explosion of media channels that has developed and increased through Internet. Finally we have drawn the conclusion that the brand image can be divided in to two different aspects; the personal and the general image.</p>

The purpose of this study has been to examine how customers, by interacting with each other, can communicate and create the image of a brand. We find this topic to be relevant since there are no previous studies conducted concerning the customers influence on the brand image. Our ambition has been to describe in what ways and to what extent the customer can affect and influence the brand image by communicating with other customers. To fulfill our purposed we have targeted three important questions which are: • In which ways can the customer affect the communicated image of a brand? • To what extent can the customer influence the brand image and the perceived value? • Who has control over the brand, the customer or the company? For this study we have used a qualitative approach in which we have conducted eight personal interviews with brand consultants and the editor of the magazine Dagens Media which has given us the foundation for our analysis. We choose this qualitative approach to gain a deeper understanding and a complete picture for the studied topic. In the final chapter we present our conclusions of the study. We have found that consumers can influence and communicate the brand image in five different ways; by using the brand, through word-of-mouth, buzz, engaging in social groups and through Consumer Generated Media (CGM). Another conclusion we have drawn is that the consumer has gained more control over the information flow in the market and thereby their ability to affect the company’s marketing message has increased. The main reason for the consumers improved power is the explosion of media channels that has developed and increased through Internet. Finally we have drawn the conclusion that the brand image can be divided in to two different aspects; the personal and the general image.