Gen Y (1980-1995) är en generation med förväntningar och behov, som innefattar att de i högre grad tenderar att byta arbetsplats jämfört med Gen X (1965-1980), vilket utgör en utmaning för organisationer. Studiens syfte är att beskriva och skapa en förståelse för hur ledare i en kunskapsintensiv organisation arbetar med Talent Management (TM) för att behålla talang av Gen Y. Arbetet tar formen av en deskriptiv fallstudie där studieobjektet är ett konsultbolag i en bransch med hög personalomsättning. Studien grundar sig i en kvalitativ forskningsmetod vari data har samlats in genom semistrukturerade intervjuer. Studiens resultat beskriver hur den studerade organisationen arbetar aktivt med de två TM aktiviteterna Employee Retention Strategies (ERS) och Employee Value Proposition (EVP), i försök att behålla Gen Y. Det går däremot inte att dra en slutsats kring huruvida organisationers arbete med TM påverkar behållandet av Gen Y positivt, eftersom ett sådant resultat inte framkommer av studien.

The circular economy has during the last decade gained traction within academia, politics, and business as it is expected to promote sustainable economic growth and tackle resource scarcity. Further, established firms have to be sustainable to create a future return and be competitive. The circular economy can help firms reduce their environmental impact from business activities and enhance the value of resources. Yet, there is a general lack of understanding of the actions leading towards a circular economy and how the adoption of circular economy principles generates value in a business context. The literature argues that through experimentation of circular novelties, established firms can take the first steps in their transition towards a circular business. This thesis aims to contribute with novel empirical data to the literature field of circular economy, strategic niche management, and business model, where the research questions are framed to address the following purpose: explore how established firms experiment with circular economy and how this experimentation influences the firms’ value proposition and creation. To understand its value chain, the firm must realize its context by adopting a meso-level perspective. Grounded on the empirical setting, the empirical findings and the discussion, an analysis allow us to conclude ten propositions of how circular economy experimentation unfold within firms and how circular economy implementation at the micro-level impact the value chain. The propositions can be divided into three areas of contributions. First, the findings contribute with knowledge on how circular experimentation evolves within the established firm. Second, the thesis contributes with an increased understanding of how the circular economy experimentation within the established firms is affected by the surrounding sectoral actors. Third, the study makes analytical contributions of how circular economy experiments within the established firms influence their value proposition, creation, and capture. / Cirkulär ekonomi har under det senaste decenniet fått en stark attraktion inom den akademiska, politiska och industriella världen, eftersom den förväntas främja hållbar ekonomisk tillväxt och tackla den växande resursbristen. Fortsatt måste företag vara hållbara för att skapa framtida avkastning och för att vara konkurrenskraftiga. Dock finns det generellt en brist på förståelse för de åtgärder som leder till en cirkulär ekonomi samt hur implementeringen av cirkulär ekonomi principer genererar värde i ett affärssammanhang. Litteraturen hävdar att genom experimentering av cirkulära innovationer kan etablerade företag ta de första stegen i sin övergång till en cirkulär verksamhet. Avhandlingen syftar till att bidra med nya insikter till litteraturfältet cirkulär ekonomi, strategic niche management och affärsmodeller, där forskningsfrågorna är utformade för att adressera syftet med denna studie: utforska hur etablerade företag experimenterar med cirkulär ekonomi och hur detta påverkar företagens värde erbjudande och skapande. För att förstå dess värdekedja måste företag förstå sitt sammanhang genom att anta ett perspektiv på mesonivå. Den empiriska utformningen, de empiriska resultaten och diskussionen, tillåter oss att konkludera tio propositioner uppdelade i tre områden om hur experiment med cirkulär ekonomi utvecklas inom företag och hur implementering av cirkulär ekonomi på mikronivå påverkar värdekedjan. Således ger denna avhandling tre huvudsakliga bidrag. Först bidrar resultaten med kunskap om hur cirkulära experiment utvecklas inom det etablerade företaget. För det andra bidrar avhandlingen med en ökad förståelse för hur den cirkulär ekonomins experiment inom de etablerade företagen påverkas av de omgivande sektoriella aktörerna. För det tredje ger studien analytiska bidrag till hur experiment med cirkulär ekonomi inom de etablerade förtegen påverkas deras värde erbjudande, skapande och fångande.

The aim of this project is to investigate the influence of AI on CBMs, specifically focusing on the aggregated dimensions of value proposition, value creation and delivery, and value capture. This study employs a qualitative research design inspired by a deductive approach. A systematic literature review was conducted from scientific articles. Interviews with manufacturing companies and AI experts are also utilized to enrich understanding and validate the theoretical model. A thematic analysis was conducted to extract and examine patterns and themes and from that a framework has been developed about how AI influences the circular business values of value proposition, value creation and delivery, and value creation. The key enablers and challenges are outlined, categorized into three main groups: Technological, Organizational, and Environmental factors. The conclusion is that AI enables CBMs in manufacturing by optimizing materials, enhancing predictive maintenance, improving recycling processes, and enabling dynamic pricing models. Key enablers include robust AI infrastructure, organizational support, and regulatory frameworks. Challenges encompass inadequate infrastructure, data issues, and skill shortages. Competitive pressures and regulations drive adoption but also pose hurdles.

As technology evolves, companies face both new opportunities and challenges in staying competitive. Traditionally, businesses focused on branding related to their products or services. But nowadays, having a skilled and dedicated workforce is seen as the key competitive advantage—a concept known as employer branding. Employer branding is about how a company is perceived as an employer, not just by consumers but also by potential employees. It involves both external communication, like advertising, and internal activities within the organization to build its reputation as an employer. This study focuses specifically on how large Swedish companies use internal employer branding to attract, engage, and retain employees. It uses a qualitative research approach, comparing three well-known Swedish companies: IKEA, Volvo, and Spotify.The study finds that the internal employer branding process revolves around five main factors: leadership vision, organizational identity, corporate culture, HR-marketing communication, and the company's efforts to define its value proposition for employees. It also highlights the importance of management innovation and transparent, inclusive leadership styles. On a practical level, the study enhances comprehension of how employers can effectively attract prospective employees, and engage, and retain employees.

In the face of intensifying competition for skilled talent across industries, organizations are increasingly recognizing the strategic imperative of employer branding to attract, engage, and retain top talent. This study aimed to elucidate optimal employer branding strategies and processes that enhance talent outcomes throughout the employee lifecycle. Through an exploratory comparative case study approach, semi-structured interviews were conducted with talent management professionals from renowned organizations in the automobile and consulting industries. The findings revealed that organizations employ diverse approaches to designing and implementing employer branding strategies, ranging from centralized and data-driven models to decentralized and business unit-driven approaches. However, a common theme emerged regarding the criticality of aligning the employer brand with the organization's culture, reputation, and employee value proposition (EVP) to resonate with target talent segments. Additionally, the study underscored the significance of ensuring alignment between employer branding promises and the actual employment experiences through strategies such as fostering an engaging organizational culture, crafting a compelling EVP, managing psychological contracts, and implementing continuous monitoring and feedback mechanisms. Furthermore, the research highlighted the importance of employing a multi-faceted approach to measuring and evaluating the effectiveness of employer branding initiatives, incorporating both quantitative and qualitative methods, while acknowledging the challenges associated with comprehensive tracking systems and infrequent external perception surveys. The influence of cross-cultural factors on the design, implementation, and perception of effective employer branding strategies was also explored, emphasizing the need for tailored approaches while maintaining brand coherence. The study confirmed the significant impact of employer branding on talent attraction and retention across both industries, including attracting competent talent, fostering brand awareness, and enhancing retention. Overall, this research contributes to advancing the theoretical and practical understanding of employer branding strategies and their implications for talent management outcomes, while acknowledging limitations and providing recommendations for organizations, practitioners, and future research endeavors.   Keywords: employer branding, talent attraction, retention, employee value proposition (EVP), organizational culture, cross-cultural factors, talent management.

This study investigates the integration of Environmental, Social, and Governance (ESG) priorities into Employer Value Propositions (EVPs) within the context of higher education institutions, specifically focusing on Swedish universities. The research aims to explore how ESG priorities are perceived and experienced by faculty and staff, and how these priorities align with employees' personal values and expectations. By addressing this gap, the study seeks to understand the impact of ESG integration on employee perceptions and the overall attractiveness of the university as an employer.The study employs a qualitative methodology, utilizing in-depth semi-structured interviews with faculty and staff members across multiple campuses of Luleå University of Technology (LTU). The interviews provide rich, contextual insights into the participants' views on the university’s ESG initiatives, including comprehensive environmental programs, strong social responsibility efforts, and ethical governance practices, along with the effectiveness of communication strategies in conveying these priorities.The findings reveal that these ESG initiatives significantly influence employees' perceptions of their university’s commitment to sustainable and ethical practices. Specifically, the integration of ESG priorities not only enhances employees' sense of pride and commitment but also fosters a positive work culture when these initiatives align with their personal values and expectations. The study identifies key areas where ESG efforts can be strengthened to further align with employee values, thereby shaping a compelling EVP that attracts and retains environmentally, socially, and ethically conscious talent.Theoretical implications include enhanced stakeholder alignment, while practical implications highlight improved employee engagement and satisfaction through ESG initiatives. The research contributes to the existing literature by filling the gap regarding the qualitative exploration of ESG integration in EVPs within the higher education sector from an employee perspective. Furthermore, it offers practical recommendations for university administrators to effectively communicate and implement ESG priorities, ensuring alignment with employee expectations and enhancing overall organizational attractiveness.

自桃園國際機場於2010年由桃園機場公司接手經營以來，入境旅客量平均年成長率達到10％，致使相關服務設施負荷量可能會有超載之情況發生，其中客運轉運站作為桃園機場最主要的聯外交通設施，考驗更是首當其衝，機場公司不僅要能提出有效改善疏運效率之方案，同時必須掌握旅客之需求，考量客運業者之接受程度，調整經營模式，才能在變動的環境下持續發展。據此，本研究目的在於提出當客運轉運站面對負荷量不足之問題時，如何透過對價值核心本質的探究，調整自身經營模式，期望能做為未來欲進駐轉運站之業者及其他交通樞紐票務整合參考。 本研究對象為桃園機場公司、九家駐點客運業者及入境旅客，並檢視其互動關係，為了解現有經營模式與調整後經營模式與顧客需求之適配性，本研究運用Osterwalder & Pigneur（2012,2015）的商業模式畫布及價值主張圖來建立研究流程及架構，利用一對一訪談、德菲法、實地觀察法及次級資料收集個案研究所需之證據。 個案分析首先分析票務整合前之營運模式及評估售票大廳負荷量，得知負荷量超載之情況確實存在，分析後認為必須從疏運旅客的效率著手，建議採用自動化售票機及票務整合解決方案，接著針對入境旅客及客運業者進行價值主張研究，發現客運業者現行之價值主張並無法滿足入境旅客之需求。 有鑑於此，本研究將解決方案之價值地圖與入境旅客之顧客素描進行適配，並針對解決方案仍無法滿足之需求做價值主張調整，確認入境旅客與客運業者最終之價值主張，最後依此價值主張套用商業模式畫布九大構面，提出入境旅客策略之商業模式及客運業者策略之商業模式。 本研究結論除了提出針對入境旅客及客運業者策略之商業模式外，也透過完整針對問題進行分析，提出以下建構解決流程之建議： 一、 須先對研究問題進行分析，確認問題之嚴重性並藉此提出可能之方案， 二、 透過價值主張圖來找出顧客實際上之需求，並針對未被滿足之部分進行價值主張調整，獲取最終價值主張， 三、 將此價值主張發展成商業模式，以確實改善研究之問題。 本研究貢獻於其他轉運站或以櫃檯販售車票之機構在面對如負荷量不足之問題時，可作為做法上之參考，然由於本研究並非實際分析現存之個案作法研究，有其研究上之限制，因此需簡化轉運站所面對之問題情況，透過次級資料檢驗分析之邏輯是否合理。 / Since Taoyuan Airport Corporation took over Taoyuan International Airport in 2010, the average growth rate of visitors arriving to Taiwan has increased by 10% . This increase of visitors resulted in the overloading of relevant services and facilities, especially the public bus station which is the main transportation used by visitors. As a result the corporation will have to : (1) Propose improvement programs for the more efficient distribution of passengers；(2) Get a better grasp of the needs of passengers and bus companies； (3) Make modification to its business model in order to survive in a fast-moving environment. Accordingly, the aim of the study is to provide a value proposition for bus service providers to overcome the problem of overloading. This new business model can also be a reference to other bus stations or institutions for future use. The main objectives of this study are (1) The research of Taoyuan Airport Corporation and associated bus companies in relation to the increasing visitor numbers to the country； (2) The fit between the current model, adjusted business model and the customer demand. This study used the business model canvas and the value proposition map to provide a process for solving the problems they face. Moreover, the research survey was conducted through face-to-face interviews, Delphi method, field observation and secondary data that were required for the case study research. In relation to the case study: this study firstly analyzed the operations before the Bus-Ticket Integration and the problem of overloading. After the analysis, automatic ticket vending machines and ticket integration solutions were recommended for implementation. Secondly, this study made a value proposition research for visitor arrivals and bus companies. It was found that the current value proposition couldn’t meet the needs of visitor arrivals. As a result, this study started to investigate the fit between the customer profiles and the value map of the solution, and then made some adjustments. Finally, propose the adjusted value proposition and created the business model canvas accordingly. This study also makes recommendations for solving the problems through a redesign of the business model. Firstly, the study must analyze and confirm the problem beforehand so as to come up with a good alternative solution; Secondly, through the value proposition map, we can identify the customer needs and adjust the unsatisfied aspect in order to get the final value proposition; Thirdly, we can use this adjusted value proposition to make the business model canvas. This study also contributes to other bus stations or institutions as a reference in practice. The one restricting aspect of the study that some of the data was not available so I had to simplify the problems and situations, and inferred from the secondary data analysis.

Many entrepreneurs pursue the IT-industry, which is characterized by opportunities and international growth. However, due to failures in sales, marketing and operations, many IT-startups never reach profitability and sustainable performance.  On behalf of the IT-startup Realbridge, the authors have been asked to investigate how their sales process can be made more efficient. By identifying elements in the sales process, the authors can provide suggestions supported by theories and qualitative data on how Realbridge and similar companies can redesign and improve their sales process. The study further investigates the role of sales in the business model and how a changed sales process impact value delivery and innovate the business model. Consequently, the thesis aims to answer the following research questions: How does a firm’s sales process impact value delivery in the business model? How can small IT-companies similar to Realbridge and their product improve their sales process efficiency? This degree project has several purposes. Firstly, it aims to further investigate the role of sales in value delivery in the business model. This will extend knowledge and research on value delivery and sales, and will further investigate the relationship between components of the business model. Secondly, it will serve as a guide for managers in IT-firms on how they can improve the sales process. Thirdly, it will create an understanding of how IT-firms similar to Realbridge can develop or innovate their business model in terms of changed value delivery, key activities and sales process. As the aim of this study is to extend knowledge in the business model and sales literature, as well as analyze Realbridge’s sales process and culminate in recommendations on how IT-startups can increase their sales efficiency, this degree project takes form as a qualitative case study. Interviews have been conducted with interviewees in four different organizations with three different perspectives: Realbridge’s perspective, customer in the car dealership industry’s perspective and non-customer in the car dealership industry’s perspective. The data has been processed in accordance to thematic analysis. The analysis has led the authors to the conclusion that a changed sales process impact value delivery and consequently innovate the business model. It is also found that the sales process impact value creation and capture. Moreover, in order to effectively design a sales process, Realbridge and similar companies must effectively segment the market, focus on fewer segments initially and target them according to their expected financial contribution. They should state and communicate a specific value proposition related to the approached segment’s main needs. Furthermore, customer preferences have to be accounted for in terms of sales channels and type of relationships, and it can be seen as a financial risk to maximize value creation and value delivery for all customers.

Organisations strive to gain competitive advantages and there is an increasing demand for more advanced technology in today's dynamic and complex environment. The importance of engineering is increasing in the global world, which leads to a higher demand of professional engineers. They represent among the hardest roles to fill. The short supply of engineers, the high employment rate and low unemployment rate among engineers in Sweden makes it difficult for companies to attract them. This issue is often described as ‘The War for Talent’. The War for Talent is a greater issue for organisations within the public sector because of negative prejudices, reputations and stereotypes. This and the fact that there are limited resources for marketing within the public sector when they are funded by the government, make it difficult to compete with organisations within the private sector. The public sector in Sweden is relatively large, and The Swedish Transport Administration is a large company within the public sector that need to prepare for the war for talents among companies within the private sector. The purpose of this research is to investigate work value preferences of professional engineers and important recruitment aspects to consider, when choosing an employer. To deal with the war of talents effectively, the concept of employer branding has been developed as an effective organisational strategy for employment. In the report, we will study the concept of employer branding and the employer branding process, work value preferences and important recruitment aspects to enhance understanding of how companies can attract professional engineers in Sweden, to initiate a career within the public sector. Our data collection was through qualitative interviews with eight professional engineers, both from the private and the public sector. Our study developed an adapted framework with work values preferred by Swedish professional engineers that can be used as a guide to help and enable to attract and recruit engineers towards the public sector. We found differences between the public sector and the private, and six core values preferred by Swedish professional engineers, where organisations in the public sector should put a certain emphasis on two of them. There were some certain preferences among recruitment channels, and we found that recruitment strategies could enhance, improve or damage the brand and that the corporate reputation affects the opinion of the company. We also have some specific recommendations towards the case company.

Submitted by Mariana Dornelles Vargas (marianadv) on 2015-03-20T13:19:58Z No. of bitstreams: 1 dinamicas_competitivas.pdf: 1702018 bytes, checksum: a7f7e9c2098a95a895b1aab3780c69a1 (MD5) / Made available in DSpace on 2015-03-20T13:19:58Z (GMT). No. of bitstreams: 1 dinamicas_competitivas.pdf: 1702018 bytes, checksum: a7f7e9c2098a95a895b1aab3780c69a1 (MD5) Previous issue date: 2012 / Nenhuma / Em um ambiente de negócios globalizado, que está em constante mudança, as organizações hospitalares vêm evoluindo e adaptando-se às exigências a elas impostas, ora pelo governo através de políticas de saúde publica, ora pelo mercado por meio da pressão natural pela eficiência, efetividade, e pela busca da sustentabilidade econômica. Ao abordar o tema de dinâmicas competitivas no setor da saúde no âmbito das organizações hospitalares filantrópicas de Porto Alegre, o presente estudo investiga sobre as transformações e movimentos estratégicos que ocorrem nestas organizações.As dificuldades financeiras enfrentadas pela maioria das organizações hospitalares filantrópicas brasileiras, que são aquelas que tem um regime especial de isenção de impostos, vêm despertando preocupações de ordem política e social e se tornado, nos últimos anos, um dos maiores desafios enfrentados pelas supracitadas entidades. A escolha do tema justifica-se pelo fato de o setor da saúde ter importância capital para a o bem estar de qualquer sociedade, e isto se dá não só pela natureza de suas operações, mas também por fomentar o desenvolvimento científico e tecnológico. O objetivo deste estudo consistiu em responder a seguinte questão de pesquisa: quais as dinâmicas competitivas que se manifestam atualmente no ambiente das instituições filantrópicas de saúde de Porto Alegre? O método escolhido teve um caráter qualitativo a partir de um estudo de caso exploratório. Para tanto, foram entrevistados seis diretores de entidades de saúde referenciais de Porto Alegre, o Secretário Adjunto da Secretaria Municipal de Saúde de Porto Alegre, dois ex Secretários Estaduais da Saúde do Rio Grande do Sul, um ex Secretário Nacional da Saúde, o diretor presidente da Federação dos Hospitais do Rio Grande do Sul, o diretor presidente do Sindicato dos Hospitais e Clínicas de Porto Alegre, o superintendente de uma operadora de saúde complementar, três representantes da cadeia de suprimentos de saúde, e um representante de serviços de imagem e diagnóstico. Foi aplicado um questionário semiestruturado, direcionado para cada categoria de entrevistado, contemplando questões referentes ao ambiente regulatório no segmento de saúde, as implicações da sustentabilidade para diferentes entidades, as estratégias adotadas no setor, as pressões exercidas pelas forças que governam a competição no ambiente da saúde, e elementos referentes a proposição de valor nos serviços médicos. As entrevistas foram gravadas e transcritas, procedendo-se a análise de conteúdo, como método de análise e interpretação dos dados coletados. Os resultados indicam a adoção de estratégias empresariais distintas por parte das entidades pesquisadas, cabendo ressaltar: a cooperação como uma orientação estratégica predominante, a proposição de valor como forma de posicionamento, horizontalização das entidades de saúde e foco em especialidades de alta complexidade. O ambiente regulatório do setor, assim como localização geográfica e porte organizacional são apresentados como elementos que condicionam o teor das respostas das entidades hospitalares pesquisadas. / In a globalized business environment, wich is constantly changing, hospitals organizations have been evolving and adapting to the demands imposed on them, either by the government, through public health policies or by the market, through the natural pressure for efficiency and effectiveness, and the pursuit of economic sustainability. When approaching the theme of competitive dynamics in the health section within the philanthropic hospital organizations from the city of Porto Alegre, the present study investigates the transformation and strategic movements that occur in the institutions. The financial difficulties faced by most Brazilian philanthropic hospital health care organizations, which are those with a special tax exemption, have been raising concerns of political and social order and has become, in recent years, one of the biggest challenges faced by the entities already mentioned. The choice of the theme is justified by the fact that the health sector has capital importance, for any society's welfare, not only by the nature of its operations, but also for fostering scientific and technological development. The aim of this study consisted in answering the following question: what are the competitive dynamics that are currently displayed in the environment of the philanthropic health instutions in Porto Alegre? The chosen method had a qualitative character from an exploratory case study. In order to do this, six directors of health care reference entities from Porto Alegre were interviewed, the Secretary of Health of city, two former Secretaries of Health of Rio Grande do Sul, a former National Secretary of Health, two directors of professional associations, the superintendent of an operator of health security plan, three representatives of the supply chain health, and a representative of imaging services and diagnosis. It was applied a semi-structured questionnaire, directed to each category of respondent, covering issues like the regulatory environment in the healthcare segment, the implications of sustainability for different entities, the strategies adopted in the sector, the pressures imposed by the forces that govern the competition, and elements regarding the value proposition to medical services. The interviews were taped and transcribed, and proceed to content analysis, as analysis method and data interpretation. The results indicate the adoption of distinguished strategies by the surveyed entities, highlighting the cooperation as prevailing strategic orientation, the value proposition as a way of positioning, horizontalization of the health institutions and focus on high complexity specialties. The regulatory environment of the sector, as well as its geographical localization and organizational vessel are presented as elements that subject the contents of the surveyed hospital entities' answers.