Social entrepreneurship is given considerable attention within literature and academic research despite that fact it is an area that needs considerable attention and research. The main purpose for societal entrepreneurs is to create societal value but there can be difficulties to understand value creation within the area. Important components within Total Quality Management (TQM) are process orientation and value creation. A TQM perspective with processes in focus provides opportunities to clarify societal value creation within societal entrepreneurship initiatives. The main purpose of this thesis has been to explore how societal value is created within the area of societal entrepreneurship and the underlying purpose has been to contribute to the development of knowledge and understanding about the societal entrepreneurship area. In order to fulfil the purpose one literature case study and three empirical case studies have been conducted with processes in focus. The literature case study was conducted first and it resulted in a theoretical process map based on a process perspective, which showed how societal value was created within a societal entrepreneurship initiative. After that the three empirical case studies were conducted separately and the findings from the empirical case studies were compared with the previously developed theoretical process map. A cross case analysis was made to find out if the process map could be confirmed, developed or rejected. The result of the case studies contributes to earlier findings within research and gives a common, comprehensive and simplified picture of a complex phenomenon and an opportunity to understand how societal value is created. A general overall process map is presented that gives a picture of how value is created within the area of societal entrepreneurship. The result shows the management process and support process fields. The map also shows a main process that is further developed with input, output and sub processes. The studies point out that societal value is created through processes and that societal value creation can be described out of a process orientation perspective. Important components to create societal value have been found to be: 'unidentified needs'; 'knowledge about the context'; 'identified need'; 'an idea or a vision'; and some kind of 'organization' and important activities to create value seem to be: 'being in the context'; 'analysis of knowledge'; 'searching for solution'; 'organize and mobilize'; and 'realize'. Fields where support processes are performed that are of importance in societal value creation have been identified. Those fields are 'creation of financing opportunities'; 'performance of political decisions and acts'; 'development and use of networks'; 'establishment of initiative'; 'creation of media information'; 'development and use of scientific results'; and 'development and use of competence'. The map does have potential for development. Further studies need to be done within the area concerning how societal value is created and to get an even more comprehensive process map of the societal entrepreneurship area but the result presented in this thesis is a start to understanding how societal value is created and to develop knowledge and understanding of the societal entrepreneurship area.

Konsumenter exponeras för 2000 reklammeddelanden dagligen men lägger bara märke till fåtal av dem. Musik har en värdefull position i reklam som företag kan använda för att sticka ut i reklambruset. För att kunder ska lägga märke till företags marknadsföring vilken kan skapa värde för kund, behövs förståelse för vilka känslor och tankar som uppstår hos kund vid exponering av företags reklammusik i långsamt- och medeltempo, samt vilka attityder som formas gentemot företaget vid exponeringen. För att förstå kundupplevelsen i form av vilka känslor, tankar och attityder vid lyssnandet av reklammusik, utförs en kvalitativ undersökning för att förstå fenomenet på djupet. Den verkliga kundupplevelsen har fångats genom att 13 djupintervjuer genomförts där respondenterna exponerats för reklamlåtar i tempona långsam (70 bpm) och medel (120 bpm). Undersökningen tyder på att reklammusik väcker känslor och tankar i både positiv och negativ riktning, likaså influeras attityden gentemot företag men mer i stunden som respondenterna exponeras av reklammusik än ihållande. Reklammusik i marknadsföring har en betydande roll i den värdeskapande processen för både kund och företag. Vidare tenderar värdeskapande reklammusik att generera i konkurrensfördelar vilket gynnar företags framgång. Resultaten bidrar med förståelse om kundupplevelsen vid reklammusik till litteraturen samt med kunskap till företag gällande reklammusikens inflytande på kundupplevelsen. / Every day consumers are exposed to an enormous amount of advertisements but only notice a few of them. Music has a powerful role in advertising which corporations can use to stand out from the noise of advertising. For consumers to notice corporations’ marketing that is used to create customer value, an understanding is needed regarding which feelings and thoughts arise when customers are exposed by advertising music in a slow- and middle tempo, also what attitudes are formed toward corporations at the exposure. To achieve knowledge about the customer experience, qualitative research is needed to understand the phenomenon in depth. To achieve an understanding of the real customer experience, 13 in-depth interviews have been conducted where the interviewees have been exposed to advertising music in the tempo of slow (70 bpm) and average (120 bpm). Advertising music awakens feelings and thoughts, both in positive and negative terms, as well as the attitude is shaped toward corporations which are influenced more in the moment the person is exposed by advertising music than in the long run. Advertising music has a powerful role in marketing in the process of value creation to both customers and corporations which may emerge in competitive advantages and further empower corporation success. The understanding of customer experience in combination with advertising music contributes to both corporations' knowledge and the literature.