Previous literature often argues that acquisitions are used as a tool for growth, and the value creation derives from the combination of businesses through synergy effects and the economies of scale. In the same academical and theoretical context, there is often a discussion on growth with a more organically approach, where the value comes throughresource utilization and internal efficiency. There is a broad range of research in the area,focusing on the impact of different types of growth strategies. More emphasis has been on inorganic growth. Hence, is there a superior combination of both, and how will each strategy impact the value creation for different types of stakeholders through internal and external efficiency. Previous results are not always harmonious regarding the relationship between the two growth strategies and the efficiency of a company. This study has focused on examining the relationship with a broad range of industries using accounting measures to answer the research question: What are the effects of organic and inorganic growth on operating efficiency and bargaining power? For the thesis, panel data analysis has been used which includes 8675 specific firm-year observed values from companies that is publicly listed in Sweden. The collected archival data has been tested through OLS regressions with fixed effects. Throughout the thesis and conducted research, a positivist paradigm has been used under a deductive approach. Emphasis is placed on previous literature and studies for more accurate statistical results. Further contributions to theoretical literature and the scientific research community have been added. This thesis has been analyzing empirical results using Resource-based view along with the Stakeholder- and Shareholder theory. With the conclusion that there is a significant relationship between organic growth and operating efficiency. On the other hand, it cannot be concluded that there is a relationship between inorganic growth and bargaining power. In addition, the relationship between growth strategy and efficiency measures will depend on which industry the company operates in.

Today many companies are using influencers in the marketing strategy. However, there is an expressed need for more research on the topic influencer marketing and on how the marketing strategy should be formed in order to match and facilitate the growth of a company. Therefore, this thesis aims to fill these gaps in literature by forming an influencer marketing strategy in a growth perspective. The goal is to manage the risks with influencer marketing and contribute to the literature with more research in the topics growth and influencer marketing by answering the research questions: How can influencer marketing affect the growth of a company? And How can an influencer marketing strategy be formed to favour growth and manage the risks with influencer marketing? In order to answer the research questions both qualitative data from seven interviews with experts on the topic influencer marketing and quantitative data from a survey regarding the usage of social media. This thesis indicates that influencer marketing can promote growth but needs to be adapted according to which growth strategy the company chooses. The benefits of influencer marketing are intangible, while the risks can be handled through working more strategically and stepping away from the more common trial and error approach. The findings from this thesis are relevant for companies that operate in the demanding business landscape of today, striving for growth through various growth strategies and are invested in influencer marketing. Furthermore, the findings are relevant for anyone interested in how risks with influencer marketing can be managed and how the strategy can favour firm growth. / Idag använder många företag influencers i sin marknadsföringsstrategi. Det finns ett behov av mer forskning inom influencer marketing men också i hur en marknadsföringsstrategi ska utformas för att gynna tillväxt inom ett företag. Den här masteruppsatsen strävar därför efter att fylla gapet i litteraturen genom att forma en influencer marketing-strategi som gynnar tillväxt. Målet med uppsatsen är formulera en strategi i syfte att minska riskerna med användandet av influencer marketing och bidra till litteraturen inom influencer marketing och företagstillväxt genom att besvara de två forskningsfrågorna: Hur kan influencer marketing påverka ett företags tillväxt? samt Hur kan en influencer marketing-strategi utformas för att gynna tillväxt i ett företag och minska riskerna med användandet av influencer marketing? För att besvara dessa två frågor har både kvalitativa data i form av sju intervjuer med experter inom influencer marketing och kvantitativa data från en undersökning om användandet av sociala medier genomförts. Resultaten visar att influencer marketing kan gynna tillväxt i ett företag, men måste anpassas till vilken tillväxtstrategi företaget väljer. Influencer marketing bidrar med immateriella tillgångar som är svåra att replikera medan riskerna kopplade till influencer marketing kan hanteras genom att jobba mer strategiskt och som bygger mindre på “trial and error”. Resultaten är värdefulla för företag som verkar i dagens krävande affärslandskap, strävar efter tillväxt och har investerat i influencer marketing. Resultaten är dessutom värdefulla för alla som är intresserade av hur riskerna med influencer marketing kan hanteras och hur den kan kopplas till företags tillväxtstrategier.