In today’s competitive environment, companies compete for the same customers. Therefore, it is important to be able to satisfy the ever changing needs of customers. Companies can satisfy customer demand by learning about the customer and by alternating offerings in accordance to changing needs. These are actions undertaken by market driven companies. Alternatively, market driving companies satisfy customer demand by being creative and by focusing on customers’ future needs, an action which implies educating customers. However, there are also companies which pursue both of these strategies simultaneously. The purpose of this dissertation is to examine how companies implement a dual-market strategy, and how the strategy is incorporated into the business. Based on literature on closely related research fields, a framework is developed. This framework suggests that certain components influence a dual-market strategy. A study is conducted on the luxury fashion company Burberry. Through semi-structured interviews with employees at Burberry, this study investigates how the company’s use of a dual-market strategy affects the organisational culture and vision. The results indicate that the phenomenon of duality is noticeable in the company’s culture and vision. Due to the lack of research on a dual-market strategy, this study attempts to provide a deeper understanding of the phenomenon of duality. Companies can use the conclusions drawn from this study, as guidelines for how to pursue a dual-market strategy. However, more research is necessary before any generalisations can be made.

In recent 10 years, the operation environment of newspaper in Taiwan had become more and more difficult. China Times Express announced to cease publication on November 1, 2005. Grea News, Central Daily News, Taiwan Daily News, Star News, Min Sheng Daily also became history since March 2006. In addition to the trend of newspaper closures, Apple Daily from Hong Kong entered the market officially on May 2, 2003. It not only dropped a bomb in Taiwan newspaper market, but also posed a threat to the original ¡§Big 3¡¨ United Daily News, China Times and Liberty Times. External newspaper snatched the advertisement and publishing markets of internal newspapers, and forced the ¡§Big 3¡¨ to change the contents and manners of news production, even to imitate the strategy from Apple Daily in order to acquire the attraction of Taiwan newspaper readers. This study proceeded from the environment of Taiwan newspaper market and personal career expierence, focused on the producing and changing course of newspaper consumption news, and chose the Liberty Times Weekender as a study case. I attempted to figure out the effects brought about in the production of Taiwan newspaper consumption news by Apple Daily. What is changed during the course? How do the worker of the newspaper consumption news treat about the course and the result? How about the production of newspaper consumption news after the change? What¡¦s the difference between the past? Furthermore, this study paid close attention to the prodution of local consumption news, probed into the role changes of local comsumption reporters, the characteristic of local consumption news, and the gap between local comsumption reporters and headquarters of newspaper office. This Study was based on the market-driven journalism on American savant J. H. McManus, the hierarchy of influences model on P. J. Shoemaker and S. D. Reese, and the news factory model on C. R. Bantz, S. McCorkle & R. C. Baade, applying deep interview of qualitative research approaches to inquire the consumption news workers of Liberty Times Weekender. The Finding revealed that the changes of the consumption news were one of the competiton strategies in newspaper market. Liberty Times chose to follow the steps of Apple Daily Supplement, and released the whole new ¡§Apple-lization¡¨ supplement: Weekender, in order to snatch young readers group with Apple Daily and avoid being eliminated by market. Moreover, there was another finding that when the newspaper office adjusted the strategies of editting and interviewing and transformed the layout, it would be impeded by the other un-transformed layouts and influenced by the former burdens. If we interpreted this phenomenon on the market-driven journalism on J. H. McManus, we could say that news are just like goods, readers are consumers, and the newspapers are combo meals. This study also analyzed the consumption news production mode of the Liberty Times Weekender. On the whole, the Weekender preferred to employ young, college graduated, relenvance experienced consumption reporters, and carried out the power of newspaper office through the examination of proposals, beats, photos and manuscripts. On the production policy, the major function of the Weekender was to approach readers¡¦ needs, it differed from the past consumption news in gaining advertisement profits. On organizational structure, the Weekender transited the combination of editing and interviewing from chief editor to integration, and made a huge difference between past consumption news and Apple Daily in arrangement. Former studies of consumption news mostly emphasized the influences from sources and advertisers at extra-media level, but the consumption news workers of the Weekender concerned about the involvements from advertisement profits and government regulations more. Reporters of the Weekender were also affected by social and capitalistic ideology, they believed that a good consumption news is to make readers desire to consume and do consume. It was also the sources of consumption news reporters¡¦ feelings about indenfication and achievement that readers dipped into their pocket. Finally, on the production of local consumption news, threr was a finding that Apple Daily pushed the specialization of local consumption reporters, and leaded Liberty Times to dispose professional consumption reporters in middle and southern Taiwan. Besides, the Liberty Times Weekender adopted the ¡§step-by-step¡¨ planning strategies to produce local consumption news. But because of the less experiences in touch with media of the local interviewees, there were usually refusing cases and increased the time cost for local consumption reporters to produce news. While local consumption reporters of the Weekender produced news, they frequently faced the innate limits, and the most common problems were bad allocation of resources and lack of communication. This study considered that Liberty Times indeed improved the retail rate on weekend market after the release of Weekender, which contributed to the survival of newspaper office. But it might be insufficient to win from the battle lines on news marker if only to reform specific layouts on specific dates, it would be a lasting good order to have comprehensive review and innovation. Furthermore, the situations that interfere with the production of consumption news, such as notifications of supportable interview, the list of friendly and unfriendly clients, and informercials, became better than past. We also hoped that the operator of newspaper office could proceed to keep principles and make the production of consumption news get rid of advertisement profits. On the production of local consumption news, we suggested that Liberty Times should give educational training to local consumption reporters, and establish local Weekender editiorial office to embody the spirit of local editing. This Study also remided those who want to be or have been a newspaper consumption reporters, it was not just like the past. You have to rush around the streets, gather materials approaching readers¡¦ needs, interview and take photos personally at the scene, even face the ruthless refusal from interviewees, instead of dressing fashionably, lineing up to receive a gift, being fed by PR practitioner. As to the superintendents of government institution, we suggested them to distinguish the standards and differences between news and advertisements and to invite editiorial chiefs from all kinds of media, experts and savants in journalism and mass communication, consumer protection groups and general public making reasonable regulations of consumption news together. In this way, there would be a best balance among enactments, freedom of information, and readers¡¦ right to know.

Requirements Engineering has two main directions, Bespoke (product developed for one customer) and Market-Driven (several potential customers for the same product). These two are in some ways very much alike but in some aspects very different. Over the last couple of years the software development industry has tended to shift more and more to Market-Driven Requirements Engineering. This has brought attention to the challenges facing a Market-Driven development organization, without focusing on the actual shift from Bespoke development. Based on the differences and similarities between Bespoke and Market-Driven Requirements Engineering, this thesis presents a framework for shifting from the former to the latter. The framework (BESMART) involves three steps. Firstly, the organization assesses their potential to become more Market-Driven. Secondly they assess their current way of working to identify which areas that may need to be improved. Finally, BESMART provides multiple suggestions that address the identified improvement areas. The organization is then able to choose the one that best suits their needs. This also lets the organization choose a solution that they find feasible. The framework was used at a case organization during its development. This way it was ensured that the theoretical framework could actually be used in a real world setting. The practical use of BESMART resulted in some refinements aimed at making it more applicable in industry. Once the framework had been applied, it was evaluated by representatives from the case organization. The industry evaluation resulted in some improvement suggestions but showed that the framework was both useful and usable and provided an improvement plan that seemed promising enough to pilot in the organization.

Several software projects are over budgeted or have to face failures during operations. One big reason of this is Software Company develops wrong software due to wrong interpretation of requirements. Requirements engineering is one of the well known discipline within Software engineering which deals with this problem. RE is the process of eliciting, analyzing and specifying requirements so that there won’t be any ambiguity between the development company and the customers. Another emerging discipline within requirements engineering is requirements engineering for market driven projects. It deals with the requirements engineering of a product targeting a mass market. In this thesis, a maturity model is developed which can be used to assess the maturity of requirements engineering process for market driven projects. The objective of this model is to provide a quick assessment tool through which a company would be able to know what are the strengths and weaknesses of their requirements engineering process.

In market-driven product development, large numbers of requirements flow in continuously. It is critical for product management to select the requirements aligned with overall business goals and discard others as early as possible. It has been suggested in literature to utilize product strategies for early requirements triage and selection. However, no explicit method/model/framework has been suggested as how to do it. This thesis presents a model for early requirements triage and selection utilizing product strategies based on a literature study and interviews with people at two organizations about the requirements triage and selection processes and product strategies formulation. The model is validated statically within the same two organizations. / 0735530320

In market-driven requirements engineering requirements are elicited from various internal and external sources. These sources may include engineers, marketing teams, customers etc. This results in a collection of requirements at multiple levels of abstractions. The Requirements Abstraction Model (RAM) is a Market Driven Requirements Engineering (MDRE) model that helps in managing requirements by organizing them at four levels (product, feature, function and component) of abstraction. The model is adaptable and can be tailored to meet the needs of the various organizations e.g. number of abstraction levels can be changed according to the needs of the organization. Software requirements are an important source of information when developing high-level tests (acceptance and system level tests). In order to place a requirement on a suitable level, workup activities (producing abstraction or breaking down a requirement) can be performed on the requirement. Such activities on the requirements can affect the test cases designed from them. Organizations willing to adopt the RAM need to know the suitability of the RAM requirements for designing high-level tests. This master thesis analyzes the requirements at product, feature, function and component level to evaluate their suitability for supporting the creation of high-level system test. This analysis includes designing test cases from requirements at different levels and evaluating how much of the information needed in the test cases is available in the RAM requirements. Test cases are graded on a 5 to 1 scale according to the level of detail they contain, 5 for better detailed and 1 for very incomplete. Twenty requirements have been selected for this document analysis; twenty requirements contain five requirements from each level (product, feature, function and component). Organizations can utilize the results of this study, while making decision to adopt the RAM model. Decomposition of the tests developed from the requirements is another area that has been explored in this study. Test decomposition involves dividing tests into sub-tests. Some benefits of the test decomposition include better resource utilization, meet time-to-market and better test prioritization. This study explores how tests designed from the RAM requirements support test decomposition, and help in utilizing above listed benefits of the test decomposition.

Research findings in requirements engineering (RE) report that software organizations still struggle in establishing processes that lead to proper requirements handling. This leads to the acknowledgement that the adoption of good requirements engineering practices by industry is still not common. Although some initiatives have been made to spread the use of good practices of bespoke RE, the area of market-driven requirements engineering (MDRE) still lacks a contribution in that direction. MDRE is characterized by strong market and strategic orientation, which contrasts with the customer/development organization relationship of bespoke RE. This poses several challenges to software product organizations, such as the need for aligning development activities with organizational and product strategies. In an attempt to help these organizations to realize the benefits of MDRE, this Master Thesis presents the Market-Driven Requirements Engineering Process Model (MDREPM). MDREPM is both a collection of good practices in MDRE, and an assessment tool for organizations to get a snapshot of the current state of their MDRE practices. The assessment intends to reveal problem areas of organization’s requirements process, which can then be worked upon by introducing good practices described in the model. The thesis describes the motivation for creating MDREPM, both from an academia and industry perspectives. In addition, it describes the process of developing the model, from its creation through to its validation within academia and industry. As the series of three case studies conducted indicate, the MDREPM has been shown to be useful for industry practitioners. A unanimous opinion has been found as to the good coverage it provides of issues related to MDRE, and as to its usefulness for driving improvement efforts in requirements engineering.

Critical pedagogy is a philosophy of education developed to challenge forms of social oppression through the acquisition of agency, what advocates argue traditional teaching methods fail to accomplish. It is because of this and because writing is considered by many to be a gateway to learning that critical pedagogy as a teaching methodology in composition studies is a logical alternative to traditional theories guiding composition pedagogy today. Critical pedagogy is meant to help students gain the tools needed to become active participants, influencers, and decision-makers in society. This paper argues for the need for critical composition pedagogy in present times as well as attempts to mold critical pedagogical theory into reliable praxis for first-year composition (FYC) instructors, while also meeting the goals of FYC as established by the Council of Writing Program Administrators (the WPA). The ultimate goal in providing a model for critical composition pedagogy is not to provide a different vision than that of other critical composition pedagogues, but an alternative.

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Problem statement and purpose of the study Journalism is having economic issues, and the journalists knowledge of this together with tools for web analysis has increased the influence of the audience. The development of internet and the new media landscape has made several scholars call for changes in media ethics, but still not much has happend. The larger influence of the audience makes it interesting to examine how it views media ethics. Recently there has also been signs of an age segregation in media consumption where younger people are using new technology and platforms, which do not have an adjusted ethic system, and the older people are using the more traditional technology, which the media ethics originally was made for. Therefore this study also examines how the view differs in a younger and an older part of the audience. Method and material This study relies on three focus groups with participants from the swedish news audience. To be able to examine a possible age segregation in the view on media ethics, two of the groups consisted of younger participants and the third group consisted of older participants. Results The results of this study can be viewed as a sign of that the younger part of the audience is prepared to take a more individual responsibility for media ethics than the older part. This could for example be done by practicing source criticism. The results also indicates that the existing ethics system in Sweden is still supported by the audience