<p>An uncountable number of companies are present in foreign markets as a result of what we commonly choose to call globalization. This is especially true for Swedish companies traditionally operating on small markets. A company that is about to establish on a new market is faced not only with possibilities but also with challenges and risks. Researchers have found that companies that establish on foreign markets will have to deal with competitors on the national as well as on the global market, and therefore need consider how they globalize their brands. In addition to this, a brand can only reach international success if its message is coherent within and across every single market. At the same time an understanding of the local culture and adaption to it is another success factor. The objective of the study is to explore and analyze how a Swedish company communicates and adapts its brand through TV-commercials, on the national market on the one hand and globally on the other, so as to be able to reach a common message. The use of qualitative methods such as an interview with Martin Sundberg, Media Manager at TELE2, has helped the authors to understand the company’s key-identity and has made a further study of the company’s messages in the TV-commercials used in Sweden, Russia and Latvia.</p><p>In Sweden TELE2 has chosen to communicate its message by using the sheep Frank, a character who is searching for an environment which he can relate to  and ends up feeling at home in a Telecom company. An elegant office environment is presented where colours such as beige, black and white dominate the images, and the company hopes to be considered as professional, stable, reliable and as offering high quality. In Russia the message is communicated through a mafia-theme, where the environment is masculine and criminal. The company’s key-identity is communicated through a rough environment where gangsters and mafia-bosses operate, which indicates that it is cool not to pay too much. And finally, in Latvia, superheroes with explicit female and male roles are used in the commercials. The buildings and the interior decoration is simple and its standard is average. The study has been able to show that TELE2 has a clear tendency towards adapting their messages locally by using different campaigns and taglines.  The company uses cultural norms and values to communicate its message in a fun way. TELE2’s understanding of the Russian market is, for instance, that describing something out loud as inexpensive may sound inelegant. That is why TELE2 turns the problem into a virtue with "Too cool to pay".</p>

An uncountable number of companies are present in foreign markets as a result of what we commonly choose to call globalization. This is especially true for Swedish companies traditionally operating on small markets. A company that is about to establish on a new market is faced not only with possibilities but also with challenges and risks. Researchers have found that companies that establish on foreign markets will have to deal with competitors on the national as well as on the global market, and therefore need consider how they globalize their brands. In addition to this, a brand can only reach international success if its message is coherent within and across every single market. At the same time an understanding of the local culture and adaption to it is another success factor. The objective of the study is to explore and analyze how a Swedish company communicates and adapts its brand through TV-commercials, on the national market on the one hand and globally on the other, so as to be able to reach a common message. The use of qualitative methods such as an interview with Martin Sundberg, Media Manager at TELE2, has helped the authors to understand the company’s key-identity and has made a further study of the company’s messages in the TV-commercials used in Sweden, Russia and Latvia. In Sweden TELE2 has chosen to communicate its message by using the sheep Frank, a character who is searching for an environment which he can relate to  and ends up feeling at home in a Telecom company. An elegant office environment is presented where colours such as beige, black and white dominate the images, and the company hopes to be considered as professional, stable, reliable and as offering high quality. In Russia the message is communicated through a mafia-theme, where the environment is masculine and criminal. The company’s key-identity is communicated through a rough environment where gangsters and mafia-bosses operate, which indicates that it is cool not to pay too much. And finally, in Latvia, superheroes with explicit female and male roles are used in the commercials. The buildings and the interior decoration is simple and its standard is average. The study has been able to show that TELE2 has a clear tendency towards adapting their messages locally by using different campaigns and taglines.  The company uses cultural norms and values to communicate its message in a fun way. TELE2’s understanding of the Russian market is, for instance, that describing something out loud as inexpensive may sound inelegant. That is why TELE2 turns the problem into a virtue with "Too cool to pay".

Bakgrund: På en intensivvårdsavdelning ökar kontakten med närstående då patienten är svårt sjuk och oftast sederad. Närstående kan ses som en resurs med sin kunskap om patienten samtidigt som de behöver stöd då de ofta befinner sig i kris. Tidigare forskning lyfter hur intensivvårdssjuksköterskan upplever hinder i interaktionen med närstående från olika kulturer där språkbarriärer, sjukdomsförståelse och kulturella vanor försvårar interaktionen. För att optimera interaktionen har intensivvårdssjuksköterskan en viktig roll där behov av kulturell kompetens föreligger. Nationella studier som berör intensivvårdssjuksköterskans kulturella kompetens i samspel med närstående saknas. Syfte: Studiens syfte var att undersöka intensivvårdssjuksköterskors upplevelser av interaktionen med närstående från olika kulturer. Metod: Studien genomfördes med en kvalitativ design och datainsamlingen skedde genom nio intervjuer där en semistrukturerad intervjuguide användes. Intervjuerna analyserades med manifest innehållsanalys. Resultat: Intensivvårdssjuksköterskornas upplevelser av interaktionen med närstående beskrivs genom fyra huvudkategorier med underkategorier: Intensivvårdssjuksköterskans kulturella kompetens, kommunikation, närstående och närståendes närvaro. Slutsats: Kommunikation påverkar alla aspekter av interaktionen med närstående från olika kulturer. För att optimera interaktionen behövs ökad kunskap hos intensivvårdssjuksköterskor. / Background: In an intensive care unit the contact with the patients family increases since the patient is seriously ill and often sedated. The family can be seen as a resource, with their knowledge of the patient while they need support as they often are in crisis. Previous research highlights how intensive care nurses experiencing obstacles in meeting with families from diverse cultures where language barriers, understanding of disease and cultural habits complicate the interaction. In order to optimize the interaction with the patient’s family the intensive care nurse has an important role where the need for cultural competence exists. There is a lack of national studies involving intensive care nurses' cultural competence in interaction with families. Objective: The aim of this study was to examine the intensive care nurses' experiences of interaction with relatives from diverse cultures. Method: The study was conducted with a qualitative design and data was collected through nine interviews where a semi-structured interview guide was used. Interviews were analyzed using manifest content analysis. Results: Intensive care nurses' experiences of interaction with relatives are described by four main categories with subcategories: The intensive care nurses cultural competence, communication, families and presence of families. Conclusion: Communication affects all aspects of the interaction with families from diverse cultures. Intensive care nurses require increased knowledge in order to optimize the interaction.