Inom de flesta industrier är konkurrensen hård, byggindustrin är inget undantag. Ett sätt att stå sig stark på marknaden är att finna andra konkurrensmedel än de traditionella: pris och kvalitet. Detta examensarbete syftar att undersöka eftermarknadens betydelse för entreprenadbolag och fastighetsägare. Examensarbetet är skrivet tillsammans med byggentreprenören Zengun vars avsikt är att förbättra sin hantering av eftermarknaden. Med hjälp av Zenguns beställare har studien genomförts explorativt med fokus på relationen mellan entreprenören och fastighetsägaren under tiden efter ett byggprojekts färdigställande. Intervjuer har genomförts med representanter från Stockholms fyra större fastighetsägare och representanter från två byggentreprenörer. Studien tar avstamp i teorier om servicemarknadsföring, kund-leverantörsrelationer och organisationsteori för att på ett akademiskt sätt analyseras och diskuteras genom empiriska data.  Studien visar att eftermarknaden inom byggbranschen inte fungerar på ett tillfredställande och effektivt sätt. Det synsättet delas av representanter från både fastighetsägare och entreprenadbolag. Byggentreprenörer lägger ned lite tid och energi på eftermarknaden trots att det är eftermarknaden som utgör majoriteten av en byggnads livslängd. En anledning till det är svårigheterna för entreprenörer att se lönsamhet i investeringar på eftermarknaden. Eftermarknadsrelaterade arbeten uppfattas ske på bekostnad av produktionen av nya projekt, där produktionens framdrift prioriteras. För att lyckas på eftermarknaden är det viktigt att förstå vilka långsiktiga fördelar den kan ge. Med en separat organisation för eftermarknaden tar entreprenören bort intressekonflikten mellan produktion i projekt och eftermarknadsrelaterade arbeten. Den separata eftermarknadsorganisationen skapar förutsättningar för andra enheter hos entreprenadbolag att bli mer lönsamma. Dessutom uppstår en möjlighet att stärka relationen till fastighetsägaren och dess förvaltning vilket kan generera nya uppdrag. För att eftermarknadsorganisationen ska fungera krävs det att vissa faktorer, förutsättningar och risker tas i beaktande. Om hänsyn tas till detta och företag kan ändra sitt synsätt och organisation kring eftermarknaden kan den göras mer effektiv och värdeskapande för både byggentreprenadbolag och fastighetsägare. / In most industries, competition is hard, the construction industry is no exception. One way of standing strong in the market is finding other means of competition than the traditional: price and quality. This master thesis aims at investigating the importance of the aftermarket for contractors and property owners. The thesis is written together with the construction company Zengun, whose intention is to improve its management of the aftermarket. The study has been conducted exploratively with focus on the relationship between the contractor and the property owner in the time after completion of a building project. Interviews have been conducted with representatives from four of Stockholm's major commercial property owners and representatives from two construction companies. The thesis starts with theories of service marketing, relationship management theory and organizational theory which are subsequently analyzed and discussed. The study shows that the aftermarket in the construction industry does not work satisfactorily and efficiently. This view is shared by representatives from both property owners and construction companies. The contractor does not spend a lot of time and energy on the aftermarket, even though it is the aftermarket that constitutes the majority of a building's technical service life. One reason for this is the difficulty for the contractor to see the profitability in aftermarket investments. Aftermarket-related work take place at the expense of the production of new projects, where new production is prioritized. To succeed in the aftermarket, it is important to understand what long-term benefits it can provide. With a separate aftermarket organization, the contractor eliminates the conflict of interest between production in projects and aftermarket-related jobs. The separate aftermarket organization creates the conditions for other units of construction companies to become more profitable. In addition, there is an opportunity to strengthen the relationship with the property owner and its facility management unit which can generate new projects. In order for the aftermarket organization to work, it requires that certain factors, conditions and risks be taken into account. If this is considered and the contractor can change their approach and organization in the aftermarket, it can be made more effective and adding value for both construction companies and property owners.

This paper examines how the adoption of a series of digital technologies in tourism companies affects economic, social, and environmental sustainability. This research conducted a quantitative survey on tourism companies in Korea to empirically explore the connection between digital transformation and its impact on sustainability. The survey questionnaire was generated under the six hypotheses, which categorized research questions in detail. As a result of the survey data analysis, the following three implications were derived. First, it was confirmed that the economic sustainability of a company increases as the size of digital transformation grows. This result connotes substantial meaning because the existence of economies of scale helps economic sustainability, but on the other hand, it can undermine social sustainability. Second, a marginalization of environmental sustainability issues in digital transformation was observed. Survey results statistically confirmed that the impact of digital transformation on environmental sustainability is smaller than on economic and social sustainability. Finally, digital transformation has the characteristics of a service. There are provider companies that create digital transformation services, and at the same time, there are beneficiary companies that receive and utilize digital services. The fact that the impact of the innovation voucher service expected by the provider company was accepted as a smaller impact on the beneficiary company means that digital transformation services should also be designed to be more customer-centric.  Economic, social, and environmental sustainability do not exist alone. Improving economic sustainability triggered by digital transformation has side effects that deepen social inequality, and business activities focused on economic and social sustainability make the mistake of minimizing environmental sustainability in corporate management decisions. Digital transformation is a service that creates value in the process of utilization. Our society should balance the value generated by digital transformation with economic, social, and environmental sustainability.

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Titel: Att inte följa strömmen – en studie om differentiering bland musikstreamingtjänsterFörfattare: Riccardo Furrer, Matilda Johansson och My LarssonHandledare: Kaisa LundKurs: Kandidatuppsats 15hp i Företagsekonomi inriktning Marknadsföring, Music & Event Managementprogrammet, Linnéuniversitetet, Höstterminen 2013SyfteSyftet med denna uppsats är att analysera de sätt digitala prenumerationstjänster inom musiksektorn kan differentiera sig på marknaden. Vi vill även undersöka vad det är konsumenten anser vara viktigt i valet av en digital musiktjänst.Vi har också arbetat kring en forskningsfråga: Hur kan företag bakom digitala prenumerationstjänster inom musiksektorn positionera sig på den svenska marknaden? Metod Vi har valt att göra en kvalitativ studie som tillslut antog en abduktiv ansats. Kvalitativ metod passade oss bäst då vårt mål var att gå in på djupet i vårt ämne och inte gå på kvantitet i våra empiriska undersökningar. Den empiriska studien består av tre personliga intervjuer med personer som är aktivt involverade och kunniga inom den digitala musikbranschen. Dessutom består empirin även av två fokusgrupper med personer som använder sig av musikstreamingtjänster samt två konsumentintervjuer då uppslutningen till sista fokusgruppen blev mycket dålig. Slutsatser Vi har genom den analys vi gjort hittat band mellan verklighet och teori som sedan kopplats till den digitala musikmarknaden. Främst blev det tydligt att kundens behov är av största vikt för att tjänsten skall kunna uppfylla sitt syfte.För att detta skall kunna göras i så stor utsträckning som möjligt bör företaget rikta sig mot segment för att få så homogena behov som möjligt. Dessa segment bör urskiljas genom analys av kunder och sedan separerade av aspekter baserat på exempelvis livsstil, ålder eller konsumtionsbeteende. Vi har genom analys av kunders önskemål och tankar kring digitala musiktjänster kunna skapa en bild av hur en differentiering på den digitala musikmarknaden bör se ut. / The purpose of this study is to analyze in which ways digital music subscription services may differentiate themselves from one another on the Swedish digital music market. We also want to examine how the companies providing these services can position themselves on the Swedish market by looking at what consumers of these kinds of services look for in a digital music service. To find answers we have decided to try to answer one question: How can companies behind digital music subscription services position themselves on the Swedish music market? For this study we have used a qualitative approach where we have conducted three personal interviews with people who are involved daily, in one way or another, with digital music streaming services. We also had focus groups with music service users and a few interviews with consumers. We chose this approach to get a deeper look into what customers want out of a service that offers music.By analyzing the empirical and theoretical data we could find a bond between reality and theory, which could be connected to the digital music market. It became particularly clear that customer need is the biggest importance for the service to fulfill its purpose. For this to be in the most way possible, the company must aim towards similar customer needs by creating segments in the market. These segments should be constructed trough an analysis of the customersand then separated by aspects based on lifestyle, age or consumer behavior. We have been analyzing customer needs and assumptions of music services. The results helped us create a picture of an ideal differentiation strategy of the Swedish digital music market.

The aim of this work is to look into the issue of interpretation of the term public service in preschool education. The main goal is to find out how this service is understood by parents who use this service - whether their interpretation corresponds with the needs of children and to what extent they recognize the social mission of kindergarten. In addition, ttthe ambition here is to show the neccesity of change the traditional perception of education which has become part of market environment. Therefore the works highlights positive benefits of marketing management of school. The work is also focused on effective school communication as a way to reach the basic mission of school. Key words Kindergarten, public service, preschool education, school law, education goals, parents, communication, marketing

Made available in DSpace on 2016-04-25T16:44:35Z (GMT). No. of bitstreams: 1 Ana Teresa Ratti de Oliveira Rosa.pdf: 685270 bytes, checksum: 1a3e974ffc2d7c5b3ed18b4a1c325c51 (MD5) Previous issue date: 2013-08-15 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / Due to the increasingly competitive among small medical companies and the expectations of customers in this market, this study aims to discuss ways of marketing being a value generator for small companies providing medical services. Thus, we developed a case study of the Pediatric Clinic and Vaccinations Dr. Paul Rose Ltda. At this company was made the application of the philosophy of strategic management and guided by the fundamentals of marketing which resulted in significant expansion of the offer value to the public and consequently a higher potential for profitability and market share of the Taubaté City the São Paulo State, which has 603 health facilities, and of these, 384 are isolated clinics and 124 are clinics and specialization centers. For this qualitative research, with a unique case of study, the triangulation of data was made through in-depth interviews with workforce (managers and employees),with external public (costumers) and documentary survey (database of the company and external). The theoretical foundation in marketing as value generator was essentially guided by concepts which call for building business value through the provision of differentials that are grounded in the needs of the market and consider the corporate capacity. Were adopted, too, concepts and authors who value building lasting relationships between companies and their customers. The main results are related to the possibilities of differentiation of small business in the medical field through the application of marketing. The main findings of this study indicate that the consequences of the application of marketing are financial, market positioning, brand building, development of personal skills and, especially, the value perception of the final customer / Em função do cenário cada vez mais competitivo entre as pequenas empresas da área médica e das expectativas dos clientes desse mercado, este estudo tem como objetivo discutir os meios do marketing ser gerador de valor para pequenas empresas prestadoras de serviços médicos. Desta maneira, desenvolveu-se um estudo de caso único, da Clínica Pediátrica e de Vacinações Dr. Paulo Rosa Ltda. Nessa empresa foi realizada a aplicação da filosofia da gestão estratégica e orientada pelos fundamentos do marketing o que resultou em significativa ampliação da oferta de valor ao público e, como consequência, a elevação do potencial de rentabilidade e da participação no mercado do Município de Taubaté, interior do Estado de São Paulo, que conta com 603 estabelecimentos de saúde, destes, 384 são consultórios isolados e 124 são clínicas/centros de especialidade. Para esta pesquisa qualitativa, com um estudo de caso único, a triangulação dos dados foi feita por meio de entrevistas em profundidade com o público interno (gestores e colaboradores), com o público externo (clientes) e levantamento documental (bancos de dados da empresa e externos). O embasamento teórico sobre o marketing como gerador de valor foi pautado essencialmente por conceitos que preconizam a construção de valor para o negócio por meio da oferta de diferenciais que estejam focados nas necessidades do mercado, que gerem a percepção de qualidade em seu público e que considerem a capacidade corporativa. Foram adotados, também, conceitos e autores que valorizam a construção de relacionamentos duradouros entre empresas e seus clientes. Os principais resultados são referentes às possibilidades de diferenciação da pequena empresa da área médica por meio da geração de valor resultante da aplicação do marketing. As principais conclusões desse estudo apontam que as consequências da aplicação do marketing são de ordem financeira, de posicionamento de mercado, de desenvolvimento das competências pessoais e corporativas e, principalmente, da percepção de valor do cliente final

Sustainability is a topic paying a visit to most industries today and the fashion business is no exception.The development of eco-efficient stores is one of the efforts carried out by Inditex Group with the aim to adopt sustainability into its practices. Such stores distinguish themselves for saving electricity, water and by greatly reducing the amount of CO2 that is yearly produced. The concept was initiated with the Zara brand but it will be introduced to the other six brands that integrate Inditex as well. However, despite the reduction in the carbon footprint it cannot be denied that the fast fashion business model creates a paradox in terms of sustainability.The following is a case study on the Zara Rome eco-efficient store. Being a store benchmark in Europe, it explores how the sustainability concept is communicated through this model and if the identified paradox is addressed. To do so, the study analyzes the external, internal and interactive marketing of the eco-shop based on the service marketing triangle theory and the Mehrabian-Russell stimulus-response model used in visual merchandising. Participant observation on site and a content analysis of relevant documents were carried out as research methods in order to find the messages emitted on each side of the triangle.The analysis shows that the paradox in the Zara eco-shops is not being handled at the customer level, though it is being handled at internal and external levels. As a conclusion, the eco-shops effort is part of a sustainability strategy with long term perspective and it will be addressed at customer level when the company as a whole counts with a more sustainable brand identity. Additionally suggestions are offered to potentialize the communication of sustainability in an eco-shop. / Program: Master in Fashion Management with specialisation in Fashion Marketing and Retailing

Word-of-mouth communication (WOMC) has been recognized as a powerful marketing communication medium that many consider beyond marketers' control and yet is a reliable, creditable, trustworthy information-gathering tool, especially in credence-based services (CBS). To date, the various types of WOMC messages have not yet been adequately studied in the context of CBS. Using the individual face-toface convergence interview (CI) technique as the primary data collection method of exploratory research, this study attempts to fill this gap by describing the types, the characteristics, and the significance of WOMC messages involved in a CBS information gathering process (e.g. selection of an Australian higher education service). Marketers in the higher education sector feel WOMC advertising is unfamiliar and less manageable, but powerful in practice, especially in recruiting overseas Asian students. This study took the strengths of computer-assisted qualitative data analysis software (CAQDAS), N*Vivo 2, to manage qualitative transcriptions and enhance the data analysis process in organizing, linking, coding categorizing, organizing, summarizing behaviour patterns in order to explore the insightful findings and answer research questions. The study summarizes participants' motivation items and the specific information gathering steps as the foundation to discover the three types of WOMC messages (service information gathering, subjective personal experience, and personal advice) the characteristics of WOMC messages and the significance of WOMC messages in the CBS information gathering process. In theoretical terms, the findings on the role of types of WOMC messages have extended Beltramini model in the information gathering stage. In terms of the management implications, this research advances the current understanding of the types of WOMC messages, insightful WOMC characteristics and significances in behaviour patterns in the CBS information gathering process. As a result, university marketers are able to effectively cultivate various types of WOMC messages in promotion campaigns.

Submitted by Milena Rubi (milenarubi@ufscar.br) on 2017-10-03T18:12:26Z No. of bitstreams: 1 RIBEIRO_Ricardo_2017.pdf: 6264896 bytes, checksum: f87f238900b3f60b53764d03c85842be (MD5) / Approved for entry into archive by Milena Rubi (milenarubi@ufscar.br) on 2017-10-03T18:12:37Z (GMT) No. of bitstreams: 1 RIBEIRO_Ricardo_2017.pdf: 6264896 bytes, checksum: f87f238900b3f60b53764d03c85842be (MD5) / Approved for entry into archive by Milena Rubi (milenarubi@ufscar.br) on 2017-10-03T18:12:45Z (GMT) No. of bitstreams: 1 RIBEIRO_Ricardo_2017.pdf: 6264896 bytes, checksum: f87f238900b3f60b53764d03c85842be (MD5) / Made available in DSpace on 2017-10-03T18:12:56Z (GMT). No. of bitstreams: 1 RIBEIRO_Ricardo_2017.pdf: 6264896 bytes, checksum: f87f238900b3f60b53764d03c85842be (MD5) Previous issue date: 2017-05-17 / Não recebi financiamento / Machine manufacturers and operations between the integrated solut ions of products and services that meet the needs of customers. This sector is important for national sustainable economic development. However, there is little academic research on the strategy and management of services performed by these companies, as h ighlighted in the bibliometric analysis performed in the present study. Thus, a gift aims to identify and analys e how B2B services marketing strategy executed by companies manufacturing machines and equipment and alignment with a customer expectation. The Research was developed with 4 multinational companies, leaders in the segment in which they operate, and 9 client companies, with a total participation of 29 professionals that work in the areas of marketing, sales, projects, technical technique, HR, maint enance and production. The research has a qualitative approach and is developed throu gh multiple case studies, analys ing in the field, as a service marketing strategy from the perspective of the machine and equipment manufacturers and from the customer per spective, based on a literature review on Service M arketing And industrial marketing. As a result, a conceptual framework is presented which shows that the relationship can be affected by several elements of service marketing, such as product, distribution , people and price. However, the price of technical service does not affect the relationship, but the price of spare parts has been highlighted by some customers, such as motivation to look for another supplier. It is noted that it is industrial marketing as trust and commitment are also affected by other elements of marketing services such as communication, productivity and quality. / Os fabricantes de máquinas e equipamentos fornecem soluções integradas de produtos e serviços que atendem as necessidades dos clientes. Este setor é importante para o desenvolvimento econômico sustentável nacional. No entanto, existem poucas pesquisas acadêmicas sobre as estratégias e gerenciamento de serviços executados por essas empresas , conforme destacado na análise bibliométrica realizada neste trabalho. Assim, a presente pesquisa tem como objetivo identificar e analisar as estratégias de marketing de serviços B2B executadas por empresas fabricantes de máquinas e equipamentos e o alinhamento destas com a expectativa do cliente. A pesquisa foi desenvolvida com 4 empresas multinacionais, líderes no segmento em que atuam, e 9 empresas cliente s, com a participação total de 29 profissionais que atua m nas áreas de marketing, vendas, projetos, assistência técnica, RH, manutenção e produção. A pesquisa possui abordagem qualitativa e foi desenvolvida por meio de estudo de casos múltiplos, analisando em campo , as estratégias de marketing de serviços na perspectiva dos fabricantes de máquinas e equipamentos e na perspectiva dos clientes , tomando como base a revisão da literatura sobre marketing de serviço e marketing industrial. Como resultado , apresenta - se um framework conceitual onde se nota que o relacionamento pode ser afetado por vários elementos de marketing de serviço, como produto, distribuição, pessoas e preço. No entanto, o preço do serviço de assistência técnica não afeta o relacionamento, mas o preço de peças de reposição foi destacado por alguns clientes , como motivação para procurar outro fornecedor. Nota - se que os aspectos do marketing industrial como confiança e comprometimento também são afetados por outros elementos do marketing de serviços, como comunicação, produtividade e qualidade.

Made available in DSpace on 2010-04-20T20:14:48Z (GMT). No. of bitstreams: 1 61070100608.pdf: 49534302 bytes, checksum: 01cda1389bffe8ee8a3567fdfb89c7f3 (MD5) Previous issue date: 2009-08-21T00:00:00Z / The intention to use a service category and its model receiving relevant interest in academic as predictor of purchasing behavior, as well as alternative models of behavior which assume that individuals will recall from their previous experiences with service providers. For believing this premise, usually marketers focus their efforts and actions on the choice level of service provider, forgetting to pay attention to earlier stages and to purchase services antecedents, which has an important role on the intention to use a service category. Elements linked to service as quality and price are related to consumer perceptions about the category which summed to their previous experience, expectations of benefits and financial condition will change customer intention to behave in favor or against hiring a service provider. In order to understand this process, current dissertation empirically assesses two categories of personal services (beauty salon and sports advisory) highlighting the importance of antecedents to intention to use. The addition of variables such as prior perceived quality and word-of-mouth as predictors of intention were supported, suggesting changes in the current state of the theory of intention to use. / A intenção de uso categoria de serviços e seu modelo vêm recebendo relativo interesse no meio acadêmico tanto como preditora do comportamento de compra, quanto como alternativa aos modelos de comportamento, os quais presumem que o indivíduo se recorda de suas experiências prévias com prestadores de serviços. Por acreditarem nesta premissa, normalmente os profissionais de marketing focam suas ações e esforços no nível de escolha do prestador do serviço, não atentando para as fases anteriores e aos antecedentes da compra do serviço, os quais têm um papel importante sobre a intenção de uso da categoria de serviço. Elementos relacionados ao serviço como qualidade e preço estarão relacionadas às percepções do consumidor sobre a categoria e somadas à sua experiência prévia, expectativa de benefícios e condição financeira alterarão a intenção deste se comportar a favor ou contra a contratação do prestador de serviço. Com objetivo de entender tal dinâmica esta dissertação avalia empiricamente duas categorias de serviços pessoais (salão de beleza e assessoria esportiva) evidenciando a importância dos antecedentes à intenção de uso. A adição de variáveis como qualidade prévia percebida e comunicação boca-a-boca como preditoras da intenção foram suportadas, sugerindo mudanças no estado atual da teoria de intenção de uso.