Miljöbegreppet har i modern omvårdnadsforskning fått en allt bredare och djupare dimensiondär människan i sin miljö betraktas ur ett holistiskt perspektiv. Personcentrerad vård är ettarbetssätt där man utgår från patienten som person som inte kan reduceras till enbart sinsjukdom. Att som vårdgivare vara medveten om den fysiska miljön, personers handlingar ochhur den organisatoriska filosofin är uppbyggd skapar en större möjlighet att kunna arbetapersoncentrerat. Personcentrering är det som patienten upplever, medan personcentrerad vårdär arbetssättet som genererar patientens upplevelse av personcentrering. Personcentreratklimat är den miljö där personcentrerad vård sker. De förhållanden som formas mellanpatienten, vårdpersonal, närstående och teknik liksom miljöns atmosfär, omgivning ochomvärld, är avgörande för om patienten kommer att uppleva miljön som vårdande eller ickevårdande. Syftet med studien var att undersöka och beskriva förekomst av personcentrerad vård blandpersoner som vårdats i en högteknologisk vårdmiljö i samband med hjärtkirurgi ochhjärtsvikt. Metoden var en icke-experimentell tvärsnittsstudie som genomfördes inom högteknologiskahjärtsjukvård. Datainsamlingen utfördes med hjälp av två patientrapporterade mått: BeingTaken Seriously Questionnaire - Patient version (BTSQ-P) och Person-Centered ClimateQuestionnaire - Patient version (PCQ-P). Resultatet visade att patienterna upplevde att vården var personcentrerad utifrån att bli tagenpå allvar och att den innefattade ett personcentrerat klimat. Regressionsanalysen visade att ettsäkert klimat är den viktigaste komponenten för känslan av att bli tagen på allvar. Slutsatsen var att högteknologisk hjärtsjukvård inte enbart genererar goda medicinska resultatutan också kan bidra till personcentrerad vård. Vidare drar vi lärdom av studiens resultat medkunskapen om att ett säkert klimat är den viktigaste faktorn inom det personcentreradeklimatet, för patientens upplevelse av personcentrering. / In modern nursing research, the concept of the environment has acquired an ever broader anddeeper dimension where people in their environment are viewed from a holistic perspective.Person-centered care is a way of working that is based on the patient as a person who cannotbe reduced to his or her illness alone. As a caregiver, being aware of the physicalenvironment, people's actions and how the organizational philosophy is structured creates agreater opportunity to be able to work person-centered. Person-centeredness is what thepatient experiences, while person-centered care is the way of working that generates thepatient's experience of person-centeredness. Person-centered climate is the environment inwhich person-centered care takes place. The relationships that are formed between the patient,care staff, relatives and technology, as well as the environment's atmosphere, surroundingsand settings, are decisive for whether the patient will experience the environment as caring oruncaring. The aim of the study was to investigate the prevalence of person-centered care amongstpeople who have been cared for in a high-tech care environment in connection with heartsurgery and heart failure. The method was a non-experimental cross-sectional study conducted in high-tech cardiaccare. Data collection was performed using two patient-reported measures: Being TakenSeriously Questionnaire - Patient version (BTSQ-P) and Person-Centered ClimateQuestionnaire - Patient version (PCQ-P). The results showed that the patients felt that the care was person-centered based on beingtaken seriously and that it included a person-centered climate. The regression analysis showedthat a safe climate is the most important component for the feeling of being taken seriously. The conclusion was that high-tech cardiac care not only generates good medical results butcan also contribute to person-centered care. Furthermore, we learn from the study results withthe knowledge that a safe climate is the most important factor in the person-centered climate,for the patient's experience of person-centering.

A hi-tech company often focuses on being innovative by providing product offerings as product leader, fast follower or with operational excellence. In the international calling sector the technological solutions are numerous. The providers are, for instance, normal telecom providers, Voice over Internet Protocol (VoIP) and Mobile virtual network operators (MVNO). This means that a company faces not only the competitors that offer the same solution but also from outside the company’s business sector. The company thus needs to tackle many challenges, such as fast-paced product development, market expansion, competitor volatility, at the same time as the company cultivates its brand assets. This study focuses on the branding strategy within the VoIP telecom sector. It aims to set a guideline for how companies, in particular in the VoIP telecom sectors, cultivate and enhance their brand identity in order to differentiate themselves from competitors as well as achieve a successful and sustainable level of brand equity. The thesis also studies the brand strategies that have already manifested themselves within the providers of international calling services, in particular VoIP providers and a couple of MVNO providers. By conducting the brand identity and brand equity analysis, customer analysis and competitors’ analysis, a company can make a decision on brand strategy that will further associate, differentiate, energize and support its brands. The research framework consists of both the corporate and consumer perspectives. It consists of brand theory, market research, competitor analysis and the company’s brand identity, as well as brand awareness analysis. The thesis presents the Swedish VoIP consumers’ behavior and trends, the guideline and case study on how a company bridges the gap between brand identity and brand equity as well as the guideline and case study of brand portfolio strategies that have been explored within the VoIP telecom sectors, i.e. VoIP branding.