This diploma thesis deals proposals to improve the marketing activities of the company based on our assessment of the current situation. The theoretical part defines the various concepts of marketing mix and describes its tools. This section further describes communication mix and its individual parts. Analytical part is focused on assess the overal situation of a specific company. In the end of this thesis recommendations are proposed mainly for new communication mix.

Under de senaste åren har antalet företagare ökat i Sverige och på dagens arbetsmarknad befinner sig just nu fyra generationer. I denna studie fokuserar vi på de tre generationer som utgör den största delen av arbetsmarknaden; Millennials, Generation X och Baby Boomers. Dessa generationer skiljer sig åt beroende på olika faktorer som påverkat dem genom livet. Millennials är uppväxta i en tid där sociala medier har spelat en stor roll, Generation X växte upp med teknikens utveckling och Baby Boomers växte upp under ekonomisk tillväxt. I denna kvalitativa forskningsansats undersöks hur olika generationer motiveras av olika faktorer. Syftet med studien är att bidra med ny kunskap till tidigare forskning om vad som motiverar individer i olika generationer till att äga företag. Detta gör vi genom att besvara problemformuleringen “Hur skiljer sig motivatorerna åt mellan Millennials, Generation X och Baby Boomers vid valet att äga företag?” Insamlad teori redovisar relevant fakta om motivationsteori, inre och yttre motivation, push- och pull-perspektivet samt generationsskillnader. Arbetets teoretiska referensram är insamlad från vetenskapliga artiklar, hemsidor och litteratur. Vidare består arbetet av insamlat empiriskt material där mixed methods har använts i form av 49 enkäter samt sex semistrukturerade intervjuer, där respondenterna uppfyllt ett antal kriterier för att få medverka.  Studiens slutsats visar att Millennials och Generation X båda drivs av inre motivation, exempelvis passion, vara sin egen chef, flexibilitet och att utvecklas. Baby Boomers drivs av yttre motivation, exempelvis ekonomisk vinning och familjeföretag. / In recent years, the number of entrepreneurs has increased in Sweden and there are currently four generations in today's labor market. In this study we focus on the three generations that make up the largest part of the labor market; Millennials, Generation X and Baby Boomers. These generations differ depending on various factors that have influenced them throughout life. Millennials grew up in an era where social media has played a big role, Generation X grew up with the advancement of technology and Baby Boomers grew up during economic growth.   In this qualitative research approach we investigate how different generations are motivated by different factors. The purpose of the study is to contribute with new knowledge to previous research on what motivates individuals in different generations to own businesses. We do this by answering the research question "How do the motivators differ between Millennials, Generation X and Baby Boomers when choosing to own a business?"   Collected theory presents relevant facts about motivation theory, intrinsic and extrinsic motivation, the push- and pull-perspective and generational differences. The work's theoretical frame of reference is collected from scientific articles, websites and literature. Furthermore, the work consists of collected empirical material where mixed methods have been used through 49 questionnaires and six semi-structured interviews, where the respondents met a number of criteria to participate.   The study's conclusion shows that Millennials and Generation X are both driven by intrinsic motivation, such as passion, being their own boss, flexibility and developing. Baby Boomers are driven by extrinsic motivation, such as financial gain and family businesses.

Syftet med studien är att undersöka hur gängmedlemmar lyckats lämna sitt gäng. Denna kvalitativa studie undersöker fyra gängmedlemmars personliga resa ut ur sina respektive gäng, och hur de upplevde samhällsinsatser och ibland bristen på dem. Studien genomfördes med hjälp av semistrukturerade intervjuer som analyserades med en tematisk analys. Under litteratursökningens gång upptäcktes en märkbar kunskapslucka i tillgänglig forskning om hur människor lämnar kriminella gäng. Det finns dock studier gjorda om vägen in i ett gäng. Resultatet av intervjuerna har tolkats utifrån push- och pull-teorin och teorin om sociala band. Resultaten tyder på att majoriteten av de tillfrågade lämnade sina gäng på grund av rädsla för att bli skjutna, antingen för sig själv eller familjemedlemmar. En annan viktig anledning till att de tillfrågade lämnade sina gäng var för att de hade yttre motiv och möjligheter, såsom: en ny relation, att skaffa barn eller att flytta till en annan stad. Personer som har lämnat gängkriminalitet upplevde ofta samhällsinsatserna som otillräckliga och därmed bristande. Enligt deras upplevelse litade socialarbetaren inte helt på eller lyssnade på dem. Andra typer av insatser som respondenterna hade önskat var: familjebehandling i hemmet, mentorskap eller olika återinträdesinsatser för att bli bättre integrerade i samhället efter att ha lämnat ett gäng. Studien visade att det finns ett behov av ytterligare forskning gällande utfallet av olika insatser. Det behövs också ytterligare forskning kring socialarbetarens roll, vad de kan göra och vad de bör göra, för att underlätta vägen ut ur ett gäng. / The purpose of the study is to investigate how gang members succeeded in quitting their gang. This qualitative study examines the personal journey of four gang-members out of their respective gangs, and how they experienced the societal efforts and sometimes the lack of them. The study was carried out with the help of semi-structured interviews which were analyzed with a thematic analysis. Surprisingly, there was a noticeable gap in available research in how people leave criminal gangs. There are however studies done on the way into a gang. The result of the interviews have been interpreted based on the push- and pull-theory and the theory of social bonds. The results indicate that the majority of respondents left their gangs due to fear of getting shot, either themselves or family members. Another major reason why the respondents left their gangs is because they had other external motivations and opportunities, such as: a new relationship, having a child, or simply relocating to another city. However, the former gang members often experienced that societal interventions were lacking. In their experience the social worker didn't fully trust or listen to them. Examples of interventions that could have benefitted, according to the respondents, are: family treatment at home, mentorship, or re-entry interventions to get better integrated into society after leaving a gang. The study showed that there's a need for further research regarding the potential outcome of each type of intervention. There is also a need for further research regarding the role of social workers, what they can do, and what they should do, in order to facilitate the way out of a gang.

This is a study on the emigration from Blekinge County with a focus on Medelstads härad to Denmark and Germany, during the period 1870-1925. By measuring statistics on how many people emigrated from Medelstads judicial district 13 parishes to Denmark and Germany respectively the aim is. To get a new perspective on the less known emigration. From this the study can continue to examine female and male emigration from the parishes of Backaryd, Edestad, Listerby and Ronneby. Furthermore, the study will examine the professional titles and other titles that the emigrants had when they chose to emigrate. Based on the results of the first questions, it is possible to see which similarities and differences are found between the emigration to Denmark and Germany. The results indicates the a greater number of emigrants went to Denmark than to Germnay. The results between the male and female emigration indicates that the female emigration was moe extensive than the male emigration both to Denmark and to Germany. Regarding the occupational titles, it can be determined that it was occupations that belonged to the working class that most emigrants had when they emigrated from Medelstads härad. From these results, it is possible to find similarities and differences betwwen the migration to Denmark and Germany.

This paper examines the major potential drivers of five international real estate markets with a focus on pushing versus pulling effects. Using a quantile regression approach for the period 2000-2015 we examine the coefficients during three different market conditions: downward (bearish), normal (median) and upward (bullish). Using monthly data we look at five of the larger securitized property markets, namely, the US, UK, Australia, Singapore and Hong Kong. We find inconclusively that stock market volatility, as measured by the pushing factor VIXS&P500, best informs property market returns during bearish market environment. We also find that our pulling factors, money supply, treasury yields and unemployment presents theoretically grounded results in most cases with the expected signage. However, compared to the volatility index, pulling factors are not as uniformly suited for informing property market returns during bearish markets. We also find a range of insignificant results, which might be indicative of a suboptimal model specification and/or choice of estimation method.

There has been an on-going discussion between researchers regarding the economic and climate induced reasons for migration (Renaud et al. 2011, Afifi, 2011).  There also seems to be insufficient data when it comes to internal migration within low-income countries (Tacolí, 2009). This study focuses on the impact of climate change and climate variability on migration processes to the area of Cochabamba, Bolivia. Two communities were chosen as study areas: Lopez Rancho and Alto Paraíso, both located in the growing city of Sacaba in the department of Cochabamba. In total 13 semi-structured interviews were made, including three key-informants and ten migrants, of which nine were female and one was male. The results show that while perceived environmental changes had an impact on the decision to migrate for six out of the ten respondents, other factors, such as education, infrastructure, health services, economy and decisions based on the family as a whole, were also important. Future studies on this subject can include these factors into various frameworks and surveys so that the nature of migration flows can be understood better.

Background: Women partaking in businesses as entrepreneurs is a field getting increased attention in Palestine. Women’s underutilized economic potential along with entrepreneurial activity as a key driver behind economic progress, make the field of women entrepreneurship in Palestine a matter of importance. The agricultural sector is one of the larger for Palestinian women employment, which is why it might attract aspiring entrepreneurs. With investments from Palestinian authorities as well as NGOs, directed towards developing Palestinian women entrepreneurship, one could argue that the opportunities for women to become entrepreneurs exist. But what is the opinion of the women entrepreneurs themselves regarding existing possibilities and obstacles?Purpose of the study: To examine the process for women entrepreneurs of establishing and running micro companies in the agricultural sector on the West Bank in order to highlight the possibilities and obstacles that they experience.Methodological framework: The study had a qualitative approach in which we conducted semi-structured interviewes with eleven women entrepreneurs, active in agriculture.Conclusion: Our findings suggest that women enter entrepreneurship out of necessity as well as reasons more connected to self fulfilment and grasping at possibly profitable business opportunities. Previous experience in agriculture affected both the willingness to start a business and proved helpful for the entrepreneurial success. Notable challenges were found in marketing, legal matters and the physically tiring work. Most of our respondents did not concentrate on developing the support activities connected to their businesses, directing more of their attention towards primary activities. Our respondents also made use of networks, spanning from private connections to professional contacts.

Entrepreneurship among immigrants is steadily increasing in Europe and is playing an increasingly important role in the social and economic structure of European cities. In Malmö, Möllevången the ethnic businesses are continuingly thriving in the Swedish society. They fill a versatile and in many ways unique feature. They also fill gaps in the market; help to give new life to downturn urban areas, offering new products and services. But the questions are, are these immigrants forced to become entrepreneurs or have they chosen to be? What factors lie behind? How did they start their business in the beginning? To answer these questions, a qualitative method was used, where the semi- structured interviews with 5 respondents from different backgrounds were recorded, such as Iraq, Iran, Palestine, Poland and Serbia. The analysis and conclusion of this study showed that ethnic entrepreneurs both chose and were forced to enter self-employment. The five respondents mentioned several factors that had motivated them to self-employ, which are language barriers, discrimination, traditions, low wages, education and to be your own boss. The respondents did not follow theories used in this study about how entrepreneurs start their own business, but instead followed other stages that we call “Stages of starting your own for ethnic entrepreneurs”.

En ny värld har skapats med Internets möjligheter till marknadsföring med sociala medier i centrum. Det har satt marknadsföraren på okänd mark då sociala medier introducerar helt nya prövningar då konsumenten själv kan styra över det publicerade materialet som ett företag väljer att lägga ut. Kommunikationens tillvägagångssätt mellan en kund och ett företag har förändrats, och därmed även beteendemönstret för respektive part. Detta leder till många frågetecken som; hur går företaget tillväga? Behåller vi ett traditionellt angreppssätt? Aggressivt eller passivt? Viralt eller direkt? Studien tar an ett kvalitativt angreppssätt där två aktuella aktörer på marknaden har valts ut och därefter intervjuats. Det är två företag verkande inom varsin social medie-marknadsföring strategi, nämligen viral marknadsföring respektive direktmarknadsföring. Som primär informationsdata har delvis strukturerade frågor använts. Till hjälp för att besvara forskningsfrågorna och övriga frågetecken i problemdiskussionen har teorier utvecklats utifrån studiens grundteorier, viral och direktmarknadsföring. Båda av de intervjuade företagen tycks vara medvetna om att det nödvändigt att följa med i utvecklingen med social medie marknadsföring. De båda företagen tycks också bedriva framgångsrika marknadsföringskampanjer inom de båda marknadsföringsstrategierna viral och direkt marknadsföring. Kommunikationen är en gemensam nämnare för de båda marknadsföringsstrategierna. Det är även viktigt att nå rätt målgrupp vid rätt tidpunkt. Det går att hitta risker med båda nämnda strategier, men de ser ganska olika ut för respektive strategi. Att kunna definiera störningsmomentet och ta itu med det kan underlätta för budskapet. Viral och direktmarknadsföring är två vitt skilda strategier som används inom sociala medier. De båda tycks ändå vara framgångsrika strategier med stor utdelning då de verkar på rätt plattform. Det återstår att se hur social medie-marknadsföring kommer att formas i framtiden.

It is an indisputable fact that cities have experienced a process of economic and spatial restructuring accompanied by the globalization of economy throughout the world since the 1980s. In line with this process, industrial sector has also witnessed economic and social restructuring process. Research in regional planning marks this process as a consequence of emerging industrial dynamics such as new technologies, new markets, and lower labor costs under new spatial divisions of labor. Such industrial dynamics brought spatial restructuring as well. Therefore, industrial firms are willing to relocate production activities to the new areas where they maintain the spatial margins of profitability. In this respect, today, one of the main discussion arenas of industrial geography is to explain the reasons of the industrial relocation. Within this context, this thesis focuses on the main push and pull factors that underlie the relocation process of industrial activities towards outside of Istanbul as well as beyond the provincial boundaries. In order to show this, a case study was conducted in Gebze Organized Industrial Zone (GOIZ) because 1/100.000 scale Environmental Management Plan of Istanbul has determined GOIZ as the potential area where the firms can relocate. The case study covered 37 firms which constitute the total number of firms relocated from Istanbul. Results of the thesis show that traditional location factors such as transport, site and premises are the most important factors that motivate firms to relocate from Istanbul to the GOIZ. However, contemporary factors are not much explanatory in case of the GOIZ.