The transition of businesses to the digital marketplace has presented many opportunities and challenges for e-commerce and ICT services providers. This research was carried out during the ongoing diffusion of a technological innovation, at Telia Company's Content Delivery Network (CDN) unit, in a bid to understand the technology adoption process. The researchers' approachwas to get insights from different stakeholders in the Swedish e-commerce industry and to compare the qualitative research findings with theoretical secondary data and definitions. Six interviews were performed, constituting the empirical data. After the analysis and discussion of the results and frameworks, the researchers propose a merged theoretical framework thatcould be used for designing compelling value propositions, and as such improve the conveying of the value of an offering. The thesis concludes with recommendations to further validate the proposed framework through further research.

The transition of businesses to the digital marketplace has presented many opportunities andchallenges for e-commerce and ICT services providers. This research was carried out during theongoing diffusion of a technological innovation, at Telia Company's Content Delivery Network(CDN) unit, in a bid to understand the technology adoption process. The researchers' approachwas to get insights from different stakeholders in the Swedish e-commerce industry and tocompare the qualitative research findings with theoretical secondary data and definitions. Sixinterviews were performed, constituting the empirical data. After the analysis and discussion ofthe results and frameworks, the researchers propose a merged theoretical framework thatcould be used for designing compelling value propositions, and as such improve the conveyingof the value of an offering. The thesis concludes with recommendations to further validate theproposed framework through further research.

The Swedish banking industry is constantly exposed to changes, mainly due to the revolutionof digitalisation. Mobilisation is another factor which affects the industry mainly by challengingemployers. The supply in the labour market has increased markedly and the needs of employeesare ever changing. With a wider range of employers to choose from, the efforts to meet theneeds of employees are more important than ever before. It is, therefore, important thatorganisations find ways to distinguish themselves from its competitors. Handelsbanken is oneof Sweden's largest organisations in the bank industry, they are well known for theirdecentralised organisational and have large markets shares mainly nationally but can be foundinternationally as well. The purpose of this research project is to gain a broader understandingregarding which strategies, within Employer Branding, organisations in the banking industryuse to motivate and keep current employees. To answer this research purpose a theoreticalframework has been conducted based on the following theories: employer branding, employeevalue proposition and employer retention. Primary data has been collected through semistructuredinterviews with ten respondents from Handelsbanken, including both managementand current employees. Results have shown that the studied bank have considered and appliedstrategies to meet the needs of their employees. Handelsbanken’s employees value the giventrust, development opportunities and the local decision making the organisation has. Theanalysis of these results leads to the conclusion that the employee retention efforts made by theemployer are successful. Internal options regarding career changes contribute to motivatingfurther engagements. An employee often strives for security and by offering internalmobilisation the organisation has established conditions to achieve a long-term career withinthe company. Since the study only includes the perspectives of one organisation within theindustry the results cannot be generalised for the whole industry.

Purpose: To explore the interplay between employer branding and place within the Swedish IT sector. To answer the purpose of the study, two research questions have been developed. RQ1: What are IT university students’ perceptions of IT companies employer value proposition (EVP) and to what extent does place play a role in these perceptions? RQ2: How do IT companies use (or not use) place as a part of their EVP to attract potential employees? Methodology: To conduct the study, a qualitative research approach with an exploratory focus in form of semi-structured interviews were used. Six IT students from Luleå University of Technology were interviewed to explore answers related to RQ1, and three IT companies established in Luleå were interviewed to find answers for RQ2. Results: For RQ1, the result showed that the students were attracted to soft values at a potential employer. The place played a major role in the choice of employer as the respondents believe that it directly affects the connection to the place in their daily lives, in terms of well-being, the environment and proximity to family. For RQ2, the result showed that IT companies see the value of students and Luleå as an attractive place to be in and pushes the advantages of the place as a growing city and their respective company’s contribution to local development. Theoretical implications: The study explores the interplay between employer branding (EB) and place, using frameworks related to external employer branding (EEB) value propositions and place attachment (PA). It provides new insights into how students perceive EVP, and the role place has in their choice of employer and that attachment must be built for students to want to stay in the city after graduation. Practical implications: IT companies should emphasize the value in why employees should choose them over another employer, and not just communicate general descriptions about the company image. Efforts are required from the local community to increase the attachment of students and the attractiveness of the place. Students should get more involved in the business life in Luleå to get a more in-depth picture of the IT companies that exist.

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The aim of this research is to explore a need for improving marketing in the small business sector among restaurants. Furthermore, if a potential need was found, starting to dissect how to increase the demand for the need of marketing expertise services through crafting an attractive customer value proposition (CVP). By understanding this, it would allow marketing expertise to have a clearer idea regarding how to attract smaller businesses and increase demand for the needed services. In this way, a new type of market opens up for various types of marketing expertise. The study focuses on finding the smaller restaurants' pains and gains which are needed components of an attractive CVP. The study will also build upon the current knowledge and theory regarding the creation of a VP for smaller businesses, although focused on the restaurant industry. This is done by conducting four separate cases with the help of semi-structured interviews and documentary research. Briefly presented, the results show that the pains and gains which need to be considered for marketing expertise to craft a CVP geared towards attracting small restaurants are; allowing for better positioning which decreases the amount of unsatisfied customers, increasing the restaurants profitability and making them stand out in comparison to their competitors.

Purpose: This study aims to identify how OEM can design value propositions when addressing cybersecurity challenges. Currently there are no studies found that pinpoint the value that can be created regarding cybersecurity. Therefore, the purpose of this master thesis is to bridge cybersecurity and value proposition into a roadmap OEM can use to organize the activities required for mitigating cyberthreats, and thereby create value. Method: An abductive approach has been utilized in this thesis. The analysis was based on 15 interviews with industry experts and employees at the thesis company. Secondary data was gathered through a thorough literature review. To derive findings from the data collection, a thematic analysis was conducted. Findings: The findings resulted in 3 clusters, cybersecurity challenges, mitigation strategies and value proposition. From this, the value proposition for secure IoT devices framework was developed. The framework has three elements which is derived from the thematical clustering’s. Cybersecurity challenges, Value proposition design and core value dimensions.   Theoretical contributions: We believe our thesis have three theoretical contributions. Firstly, it contributes to the literature on crafting value propositions for IoT products. Secondly, the report adds to the growing literature regarding V2X. Lastly, the thesis presents the fusion of the two first contributions, where value proposition and V2X works in continuum, thereby contributing to business and commercialisation aspect of V2X. Practical contributions: The practical contribution for the thesis is the framework which can be used as a managerial guide in designing value propositions for IoT devices. The framework brings together different strategies to address cybersecurity challenges, and the importance of collaborative value creation. The practical contributions also include the placement of cybersecurity within the kano model, which is important to keep in mind when creating value. Limitations and future research: The first limitation is that the data collection was mainly conducted with industry professionals specializing in cybersecurity, though not specifically within the automotive sector. This may have introduced some bias in the findings. Another limitation is that majority of end users don’t have general knowledge regarding cybersecurity, which led to the decision to not pursue interviews directly with end users. Consequently, there are no mitigation activities based on end user’s input. However, anticipating that awareness and perceptions on cybersecurity will intensify in the future, this presents an opportunity for future research. / Syfte: Denna studie syftar till att identifiera hur OEMs kan utforma värdeerbjudanden genom att adressera diverse cybersäkerhetsutmaningar. För närvarande finns det inga studier som undersöker det värde som kan skapas gällande cybersäkerhet. Syftet med denna uppsats är därför att integrera cybersäkerhet och värdeerbjudande i en färdplan som OEMs kan använda för att organisera de aktiviteter som krävs för att motverka cyberhot och därigenom skapa värde. Metod: I denna rapport har en abduktiv ansats använts. Analysen baserades på 15 intervjuer med branschexperter och anställda på exjobb-företaget. Sekundärdata samlades in genom en noggrann litteraturöversikt. För att analysera resultat från datainsamlingen genomfördes en tematisk analys som resulterade i tre huvudteman; Cybersäkerhetsutmaningar, förebyggande strategier och värdeerbjudande. Resultat: Studien resulterade i flera viktiga aspekter att ta i beaktning vid konstruerandet av värdeerbjudanden för säkra IoT-enheter. Utifrån våra resultat konstruerades ett ramverk som ämnas användas av OEMs vid utformning av värdeerbjudanden. Ramverket består av tre element som härstammar från de tematiska klustren. Cybersäkerhetsutmaningar, Värdeerbjudande design och kärnvärden. Teoretiska bidrag: Vi anser att vår studie har tre teoretiska bidrag. För det första bidrar den till litteraturen för att utforma värdeerbjudanden för IoT-enheter. För det andra bidrar rapporten till den växande litteraturen inom V2X. Slutligen presenterar studien fusionen av de två första bidragen, där värdeförslag och V2X fungerar i kontinuitet och därigenom bidrar till affärs- och kommersialiseringssidan av V2X. Praktiska bidrag: Det praktiska bidraget för studien är ramverket som kan användas som en ledningsguide vid utformningen av värdeerbjudanden för V2X och övriga IoT-enheter. Ramverket sammanför olika strategier för att hantera cybersäkerhetsutmaningar och betydelsen av samarbete vid värdeskapande. De praktiska bidragen inkluderar också placeringen av cybersäkerhet inom Kano-modellen, vilket är viktigt att ha i åtanke när värde ska skapas för IoT produkter. Begränsningar och vidare forskning: Det finns två huvudsakliga begränsningar i vår studie. För det första så utfördes datainsamlingen huvudsakligen med branschexperter som specialiserat sig på cybersäkerhet, även om inte specifikt inom V2X säkerhet. Detta kan ha introducerat viss partiskhet i resultaten. En annan begränsning är att majoriteten av slutanvändare saknar allmän kunskap om cybersäkerhet, vilket ledde till beslutet att inte genomföra intervjuer direkt med slutanvändare. Följaktligen finns det inga förebyggande aktiviteter baserade på slutanvändares input. Däremot, med tanke på att medvetenheten och uppfattningarna om cybersäkerhet förväntas öka i framtiden, utgör detta en möjlighet för framtida forskning. Nyckelord: Innovation; Värdeerbjudande; Cybersäkerhet, Internet of Things, V2X

Inledning: Just nu pågår vad som kan kallas för den industriella revolution i övre Norrlandsom ska göra Sverige till en världsledare i den globala klimatomställningen. Det som ses som den svåraste utmaningen för den gröna omställningen är bristen på medarbetare med rättkompetens. För företag i Västerbotten är det i dagsläget historiskt svårt att rekrytera personal. Konkurrensen kring de mest kvalificerade kandidaterna har ökat och sju av tio företagupplever svårigheter med att rekrytera. För att lyckas med rekryteringen och locka medarbetare med rätt kompetens har det blivit viktigare än någonsin att jobba med employer branding. I denna studie samarbetar vi med Västerbottens Handelskammare som arbetar med hur företag kan jobba för att bli mer attraktiva arbetsgivare och locka den kompetens som efterfrågas. Syfte: Med denna studie vill vi undersöka hur attraktiva arbetsgivare i Västerbotten jobbar med employer branding för att attrahera nya medarbetare. Vi vill skapa en djupare förståelse för hur medarbetarna uppfattar det interna arbetet med arbetsgivarvarumärket och hur delaktiga de är i utförandet av strategierna för att attrahera nya medarbetare. Målet med studien är att kunna bidra till de identifierade forskningsgapen samt kunna ge praktiska rekommendationer till företag hur de kan jobba strategiskt för att bygga upp ett så attraktivt arbetsgivarvarumärke som möjligt för att lyckas attrahera adekvat kompetens. Frågeställning: Hur jobbar attraktiva arbetsgivare i Västerbotten med employer branding för att attrahera nya medarbetare? Metod: För att kunna besvara studiens frågeställning utifrån studiens syfte har vi valt att använda oss av en kvalitativ forskningsmetod och ett induktivt angreppssätt. För insamlandet av data har vi valt att göra semistrukturerade intervjuer bestående av en fokusgrupp på åtta personer samt enskilda intervjuer av två anställda på fem olika företag, där en är medarbetare och den andra är ansvarig för en del i arbetet med arbetsgivarvarumärket. Den data som samlats in har transkriberats, kodats och sedan kategoriserats till en tematisk analys för att därefter analyserats till att kunnat besvara studiens syfte och problemformulering. Slutsats: Studiens resultat visar att majoriteten av de tillfrågade attraktiva arbetsgivarna i Västerbotten har ett strategiskt arbete för employer branding. Vidare kan vi konstatera att alla de intervjuade företagen har ett värdeerbjudande som de jobbar med för att särskilja sig från andra arbetsgivare. De jobbar även aktivt med att ha en mycket god arbetstrivsel på arbetsplatsen. Slutligen kom vi fram till en fjärde slutsats gällande att de intervjuade företagen jobbar i stor utsträckning med olika typer av kommunikation i sitt arbete med employer branding för att attrahera nya medarbetare.

Ce mémoire est constitué d’une analyse du texte intitulé « Quel doit être le point de départ de la science ? » situé en ouverture de la Science de la logique. Partant de l’affirmation de Hegel selon laquelle le commencement de la Logique est inanalysable et indéfinissable, nous rapprochons la notion de définition de celle de spekulativer Satz et proposons d’étudier le concept de commencement en distinguant une perspective épistémologique d’une perspective ontologique. Cette distinction permettra de mettre en évidence la possibilité de définir le commencement d’une façon positive si l’on tient compte du choix (Entschluss) et de l’ordre qui émergent de l’abandon de la perspective épistémologique. Cette définition s’appuie sur la présence dans le texte d’un registre prescriptif et permet de rendre compte du fait que le commencement doit être à la fois absolu et unilatéral. Si la difficulté posée par cette définition demeure, c’est en raison de la nature même du commencement, où tout manque, même la stabilité d’une définition, sans pour autant que cette instabilité ne soit conforme au mouvement inhérent à la proposition spéculative. / In this thesis, we offer a reading of one of the Science of Logic’s opening sections, called “With what should the beginning of science be made?”, in which Hegel maintains that the beginning of the Logic cannot be analyzed nor defined. Hence, we connect the definition with the spekulativer Satz and propose to distinguish between epistemological and ontological perspectives on the notion of beginning to allow for its proper study. Taking into account the rejection of an epistemological perspective on the beginning, this will show that a positive definition of the beginning is acceptable if the notions of choice (Entschluss) and order that lay beneath the notions of criteria and presupposition are put forward. Such a definition grounds itself in the prescriptive dimension of Hegel’s text and explains why the beginning can be both absolute and one-sided. The difficulty of such a definition, however, remains, due to the very nature of the concept of beginning. Indeed, since the beginning lacks all properties, it also lacks the stability of a definition.

Il s’agit d’une thèse sur le traité De duobus communissimis principiis scientiarum de Gérard Odon (vers 1320). Dans la première partie, nous faisons l’analyse du texte en nous centrant sur la notion d’« ens tertio adiacens ». Il s’agit de l’étant signifié par la totalité de la proposition et son vérifacteur ; il est univoquement comment à l’ens reale et à l’ens rationis et pour cette raison Odon l’identifie au sujet des principes de non-contradiction et du tiers exclu. L’ens tertio adiacens correspond aussi au premier objet adéquat de l’intellect et au sujet de la logique, entendue comme la science première. Dans la deuxième partie, nous plaçons Odon dans deux débats historiographiques : celui du réalisme propositionnel (à côté de Walter Burley, Grégoire de Rimini et Jean Wyclif) et celui des avancements de la doctrine des surtranscendantaux (à côté de Nicolas Bonet, François de la Marche et d’autres), lequel émerge de la distinction des deux sens de « res » chez Henri de Gand et ensuite chez Duns Scot. / This thesis deals with Geraldus Odonis’ treatise De duobos communissimis principiis scientiarum (ca. 1320). In the first part, we analyze the text by focusing on the concept of "ens tertio adiacens". It is the being signified by the totality of the proposition and its truthmaker; it is univocally common to ens reale and ens rationis, for this reason Odonis identifies it to the subject of the principle of non-contradiction and the principle of excluded middle. The ens tertio adiacens also corresponds to the first adequate object of the intellect and to the subject of logic, which is understood as the first science. In the second part, we place Odonis in two historiographical debates: the propositional realism (alongside Walter Burley, Gregory of Rimini and John Wyclif) and the advancements of the doctrine of supertranscendentals (alongside Nicolas Bonetus, Francis of Marchia and others), which emerges from the distinction between the two senses of "res" in Henry of Ghent and in Duns Scotus .