Syftet är att undersöka hur kunskapsintensiva enheter kan behålla personalen längre. Ju längre Försvarsmakten behåller en individ desto mer erfarenhet kommer denna individ att alstra. En erfarenhet som Försvarsmakten kan dra nytta av i utvecklingen av metoder, tekniker och materiel. Genom effektiv kompetensförsörjning minskar risken för reducerad operativ förmåga. Forskningsfrågan tar avstamp i egna observationer och erfarenheter vid de kunskapsintensiva förband där författarna tjänstgjort. Studien är genomförd vid ett av dessa – Röjdykardivisionen. Forskningsansatsen är induktiv och uppsatsen är skriven efter en kvalitativ fallstudie. Empirin i studien består av fyra semistrukturerade intervjuer samt sex mejlintervjuer. Empirin har analyserats mot referensramen som omfattar tidigare forskning inom främst Employer Branding (EB) men även personalförsörjning och generation Y & Z. Slutsatsen är att kunskapsintensiva enheter kan arbeta med EB i syfte att behålla rätt personal längre. Ur empirin framkommer kategorier specifika för vår fallstudie och som har en direkt koppling till varför individer söker, stannar eller slutar vid enheten. Det som fått respondenterna att Söka är kategorierna; Kamratskap, kvalitet på medarbetarna, upplevelser och Arbetsuppgifter. Det är således dessa egenskaper den här enheten kommunicerat ut som erbjudande till sin resurspool i marknadsföringen. Majoriteten av kategorierna som varit avgörande för respondenterna i att Söka är lika viktiga i att Stanna. Här handlar det om att tillfredsställa de anställdas “krav”. I Stanna fasen tillkommer kategorierna; Utveckling och-/eller Karriär, Livsbalans, Ekonomi samt Ledarskap som alla påverkar benägenheten att stanna. Analyserar enheten kategorierna under både Söka och Stanna skulle erbjudandet kunna bygga på fler kategorier i marknadsföringen framöver. Det är också möjligt för enheten att fortsätta att arbeta med EVP gentemot befintlig personal för att få dem at stanna längre. En arbetsmetod för detta presenteras i appendix 1, Processmodell, ATR.

O objetivo deste estudo foi o de analisar o lançamento do Bio Salgante, produto desenvolvido sem a presença de sódio em sua formulação, com a finalidade de substituir parcialmente o sal de cozinha. A motivação da Matrix Health, empresa nascente de pequeno porte e detentora do Bio Salgante, em desenvolver e lançar o produto, veio da observação do potencial para este segmento; o consumo de sal e consequentemente de sódio no Brasil é uma vez e meia maior que o recomendado pela Organização Mundial de Saúde, e um importante inconveniente desse excesso no consumo está relacionado com a hipertensão arterial. Assim, dado que mais de vinte por cento da população é acometida por esta doença crônica, e parte destes poderiam beneficiar-se com o Bio Salgante, a empresa estimou que o produto poderia alcançar milhões de consumidores em pouco tempo. Entretanto, o problema observado recai sobre a baixa adesão ao produto, refletindo as vendas abaixo do orçado; ficou evidenciado que a Matrix Health pouco estruturou e formalizou seu planejamento e processos, e o negócio emergiu naturalmente. Assim, foi analisada a experiência vivida pela empresa, e o trabalho seguiu as diretrizes do método de pesquisa profissional, buscando nas teorias da administração o referencial teórico relacionado com a questão de pesquisa, quais foram proposta de valor e modelo de negócios. Por meio de pesquisa qualitativa, primeiramente buscou-se o entendimento do caso junto à empresa. Posteriormente, foram entrevistados representantes de sociedades médicas e de nutrição com o objetivo de identificar e priorizar os atributos de valor do produto. Por fim, e contando com a participação dos sócios-gestores, os componentes do modelo de negócios foram descritos de modo a orientar a empresa no reposicionamento do produto e nas iniciativas da organização. Os achados da pesquisa foram analisados sob o enfoque teórico, e como resultado, a recomendação inicial para a empresa foi a de relacionar a estratégia mercadológica para o salgante, assim como o adoçante o faz para o açúcar, e utilizar-se de canais competentes para gerar credibilidade ao produto, como médicos e nutricionistas. Também foram verificadas oportunidades nos aspectos de informação do produto, disponibilidade em pontos de vendas e co-criação de valor. Esta dissertação demonstrou a falta de convergência entre as ações tomadas pela empresa e o descrito em teoria, e considerou, em abordagem prescritiva, outros aspectos para o reposicionamento mais adequado do Bio Salgante. Dentre as limitações do trabalho, aponta-se a dificuldade em priorizar os atributos de valor; a ferramenta matriz da avaliação de valor não pondera esse aspecto, pois o faz somente comparando os concorrentes, neste caso o sal e o salgante, em cada atributo. Soma-se a isso a impossibilidade de realização da pesquisa com os demais stakeholders, em especial os consumidores potenciais. Por meio destes, seria possível obter diferentes perspectivas e/ou validar os achados. E finalmente, as entrevistas com profissionais de saúde apresentam o viés do conhecimento específico em saúde e nutrição, e não necessariamente refletem a sensibilidade da população geral ao produto. Esta pesquisa pode ser de relevância para nortear o lançamento de novos produtos em mercados não existentes ou pouco explorados, notadamente no segmento estudado, além do segmento de alimentos funcionais e outros com características de negócio similares. / The objective of this study was to analyze the launch of Bio Salgante, a product developed without the presence of sodium in its formulation, with the purpose of partially replacing cooking salt. The motivation of Matrix Health, a start-up company and owner of Bio Salgante, in developing and launching the product, came from the observation of the potential for this segment; the consumption of salt and consequently sodium in Brazil is one and a half time higher than that recommended by the World Health Organization, and an important inconvenience of this excess in consumption is related to arterial hypertension. Thus, given that more than twenty percent of the population is affected by such chronic disease, and some of these could benefit from Bio Salgante, the company estimated that the product could reach millions of consumers in a short time. However, the observed problem rests on the low adhesion to the product, reflecting sales below the budget; It became clear that Matrix Health did little to structure and formalize its planning and processes, and the business naturally emerged. Therefore, the experience of the company was analyzed, and the study followed the guidelines of the professional research method, seeking in the theories of business administration the theoretical reference related to the research question, which were value proposition and business model. Through qualitative research, we first sought the understanding of the case with the company. Subsequently, representatives of medical and nutrition societies were interviewed in order to identify and prioritize the attributes of value of the product. Finally, with the participation of the managing partners, the components of the business model were described in order to guide the company in the repositioning of the product and in the initiatives of the organization. The research findings were analyzed under the theoretical approach, and as a result, the initial recommendation to the company was to relate the marketing strategy to salt substitute, as well as the sweetener does for sugar, and to use channels competent to credibility, such as doctors and nutritionists. Opportunities have also been verified in the areas of product information, point-of-sale availability, and co-creation of value. This dissertation demonstrated the lack of convergence between the actions taken by the company and the one described in theory, and considered, in a prescriptive approach, other aspects for the most appropriate repositioning of Bio Salgante. Among the limitations of the study, it is pointed out the difficulty in prioritizing the attributes of value; the strategy canvas tool does not consider this aspect, since it does so only by comparing the competitors, in this case the salt and the salt substitute, in each attribute. Added to this is the impossibility of carrying out the research with other stakeholders, especially potential consumers. By means of these, it would be possible to obtain different perspectives and / or to validate the findings. And finally, the interviews with health professionals present the bias of specific knowledge in health and nutrition, and do not necessarily reflect the sensitivity of the general population to the product. This research may be of relevance to guide the launching of new products in non-existent or poorly exploited markets, notably in the studied segment, in addition to the segment of functional foods and others with similar business characteristics.

Time to market can be a decisive factor when bringing a new product or a new company to the market. Sometimes, for not defining strategic plans during the new product development phase, companies fail. According to the Lean Start Up Methodology (LSM), testing market-fit as early as possible and customer focused product development are important to increase the chances of a successful commercialization. The definition of a value proposition based on the market needs is seen as a central point to orchestrate key activities such as teamwork, efficient product development and marketing and finally the commercialization. In Sweden, the nutraceutical industry today represents a dynamic sector that offers novel opportunities to converge scientific discovery with growing consumer interest in health-improving foods.This study discourses on functional food segment, with a focus on probiotic, prebiotic and symbiotic-based products. It included a case study in a new company active in the nutraceutical sector in Sweden (TSL). Their actual strategy for commercializing a symbiotic-based weight loss program will be evaluated, and a new strategy built inspired on LSM Methodology is proposed, with a special focus on value proposition design.

Social media is a rapidly rising phenomenon, providing new opportunities for consumers and businesses to communicate and share information. The development of social media has allowed for customer relationship management (CRM) to extend its area of use, coining the now common concept social CRM. Social CRM allows for new levels of interactivity between companies and consumers, however the effectiveness of social CRM is uncertain in many areas, mainly due to it being hard to tie customer interaction in social CRM to tangibles for the company. One of these areas is customer acquisition, where there are difficulties for companies to see how actions in their social CRM efforts affect customer acquisition. Being able to reach out to customers in an effective way is not enough for companies to acquire a customer. The value the company is proposing also has to be attractive for the customer, to be considered. There are several attributes that a company has to consider for its value proposition, in order for it to be successful. Depending on the industry the attributes can have different weight, emphasizing that companies should know what customers in their industry value. For this reason, having better knowledge of what customers value than the competition, thus having a stronger value proposition, grants a competitive edge. The purpose of this research project is to provide better understanding of how to conduct social CRM, while at the same time investigating how value propositions of telecom companies can be improved, to eventually increase customer acquisition. In order to fulfill the purpose, extensive literature has been evaluated, in addition to data gathered in focus groups. Three focus groups were conducted in Luleå, Sweden, with a total of 18 participants of ages 20-30. The results of the research project point towards the customer being in charge of social CRM interaction with companies, meaning companies have to adapt their social CRM strategies to fit the customers’ desires. The social customer have high demands of privacy in social media, which implies a thin line companies have to walk to convey their message, while at the same time not intruding on the customer’s privacy. The findings also indicate that customers want high flexibility, simplicity, and trustworthiness from telecom companies’ value propositions, emphasizing companies to adapt their value propositions to meet these demands.

Les technologies de l’information et de la communication (TIC) bouleversent radicalement le secteur touristique en renversant la chaîne de valeur verticale de mise en place et de distribution d’offres touristiques. Le changement s’est fait sentir via la vente directe des fournisseurs mais cela ne fut que le début d’une nouvelle période. Les TIC ont donné l’opportunité à de nouveaux acteurs de s’introduire dans le secteur, l’agence de voyage et le tour-opérateur ne sont plus seuls à relier l’offre à la demande. Internet a également participé à l’évolution des demandes du touriste et de ses pratiques. Le tourisme ne se résume plus seulement à un produit de masse, les intermédiaires traditionnels doivent évoluer dans un contexte moins favorable. La question de leur place et de leur création de valeur est légitimement posée. Une revue de la littérature nous permet de comprendre que les intermédiaires touristiques y sont actifs pour pallier les imperfections du secteur et proposer la valeur à travers les fonctions informationnelle, d’expertise, assurantielle, économique, innovatrice et de mise en réseau. Si la revue de la littérature montre que ce sont bien les fonctions de l’intermédiation qui sont créatrices de valeur, elle ne prétend pas qu’elles sont toutes porteuses de création de valeur. Une observation empirique permet d’identifier les fonctions sur lesquelles misent les intermédiaires pour faire face à l’évolution du marché touristique. L’analyse statistique de nos entretiens semi-directifs montre que l’expertise et l’assurance sont les plus importantes propositions de valeur des intermédiaires du tourisme et que les tour-opérateurs prennent moins de risques financiers à moins de disposer d’une offre sans concurrence. Aussi, la spécialisation et le management du réseau d’agences réceptives se présentent comme des choix stratégiques. / Information and communication technology (ICT) radically affects the tourism industry by overturning its production and distribution vertical value chain. Direct exchange between tourist and suppliers is the beginning of a new era. ICT has also given the opportunity to many new players to introduce themselves into tourism market. From now on, travel agencies and tour operators are not the only ones able to connect supply with demand. Internet has also contributed in changing the tourist’s demands and activities. Tourism is no longer limited to a mass product. The tourism intermediaries must evolve in a less favourable environment. The question is about their place and value creation in the industry. A literature review allows us to understand that the tourism intermediary is present to overcome market’s imperfections and propose value through the following functions: informational, expertise, assurance, economic, innovation and networking. If this literature review shows that the intermediation functions are value creators, it does not necessarily claims that all functions are always carriers of value creation. Therefore, we analyse the intermediaries’ value propositions by trying to find the functions they perceive as being important to cope with tourism evolution. Consequently, we will complete our theoretical analysis with an empirical observation to identify the functions on which the intermediaries rely the most to face the evolution of the tourist market. By means of statistical analysis of our semi-structured interviews, we show in particular that: the expertise and assurance are the most important value propositions of tourism intermediaries; tour operators take less financial risks except for owning a competition-free offer. Furthermore, specialisation and destination management are revealed as strategic choices.

The topic of this Master's thesis is to define the product offering for start-up called Honey Hive and to describe the process supporting the product portfolio definition. Product portfolio definition is based on the theory of 4P (Marketing mix). The whole process of defining the product offering is based on 4P -- Price, Product, Promotion and Place. Each aspect brings its own view into product offering -- from defining the pricing strategy, through suppliers mix definition to the competition analysis. Honey Hive's day-to-day business is based on offering the honey and honey based products. It will be located within attractive environment of Cesky kras. Honey Hive intends to capitalize on regional tourism increase and modern trends of consuming local products.

En el presente trabajo de investigación se evalúan todos los aspectos necesarios a tener en cuenta para iniciar un negocio de elaboración y comercialización de mantequilla de maní. Está dirigido a mujeres y hombres del NSE A y B que habiten en las zonas 2, 7 y 8 de Lima Metropolitana, que tengan de 18 años en adelante. La propuesta de valor se basa en los insumos empleados para la elaboración de las mantequillas 100% naturales, que aportan beneficios a la salud y a diferencia de la competencia, no se utiliza preservantes o químicos. Nos aseguramos de mantener una relación cercana con los clientes durante todo el servicio, con la finalidad de fidelizarlos e incrementar la participación de mercado. Se trabajará por medio del canal de venta directa y redes sociales. Para el inicio de las operaciones se realiza una inversión inicial de S/32,220, la cual permitirá adquirir las maquinarias e insumos necesarios para empezar las operaciones. Respecto a la proyección de ventas se realizaron siete experimentos a través de distintas redes sociales (Facebook, Instagram y Tik Tok) y se obtuvieron aprendizajes sobre el producto para lograr cumplir con las expectativas y exigencias del consumidor. Con estos datos se realizó una proyección y análisis de los Estados Financieros. Para el primer año se obtendrá una utilidad neta del 8%, la cual incrementará en 5% para el segundo año, por la mejora en las eficiencias de la capacidad productiva y el incremento de las ventas en 88%. Debido al aumento de la demanda y el cambio en los hábitos de consumo en la población. / "In this research study, we will consider all the necessary aspects to start a business of making and selling peanut butter. Our public target are women and men of the socioeconomic level A and B, who live in zones 2, 7 and 8 of Lima who are 18 years of age or older. Our value proposition is based on the supplies we use to make our peanut butter 100% natural, which provide health benefits for our consumers and different from our competition we don't use preservatives or chemicals. We make sure to maintain a close relationship with our customers though all the service to retain them and increase market share. Our sales channel will be made through direct sales and social networks. To start operations, the actionists will make an investment of S/ 32,220, which will allow to buy the machinery and supplies required to start operations. Sales projections were based on seven experiments we performed through different social networks like Facebook, Instagram and Tik Tok, to obtain learnings about our product. With this data we made projections and analysis of the financial statements. For the first year, we obtain a net profit of 8%, which will increase in 5% for the second year, because of the improvement in the efficiencies of productive capacity and sales will increase in 88%, due to the increase in demand and the change of the feeding habits of the population. / Trabajo de investigación

The diploma thesis deals with the implementation of a CRM system in a selected company dealing with the sale of medical supplies in the Vysočina region. The theoretical part of the work contains a basic definition of concepts falling into the field of modern technologies of the 21st century. The aim of the theoretical part is to create a means for the reader to search for selected analyzes, which will be used in the next part of the work. These are the Canvas business model, SWOT analysis, risk analysis and other use of tools. The analytical part creates an overview of the use of methods and analyzes in a particular company and shows the direct application in practice. The final part of the work is devoted to the process of implementing a CRM system into business practice with subsequent use in specific internal processes within business activities. This design part describes the internal processes before implementation and then outlines the methodological work after the already implied system into the process.

Syftet med undersökningen är att öka kunskapen kring hur organisationer kan använda sig av Employer branding för att bli en attraktiv arbetsgivare i syfte att attrahera och behålla Unga vuxna samt att undersöka om det finns några skillnader mellan Unga vuxna män och kvinnor i vad de värderar hos en attraktiv arbetsgivare. Begreppet Unga vuxna har i den här uppsatsen avgränsats till individer mellan 18-29 år. Vi vill undersöka hur Unga vuxnas värderingar på arbetsplatser ser ut och vad de värderar högt hos en attraktiv arbetsgivare. Slutligen vill vi också undersöka om det finns någon skillnad mellan Unga vuxna män och kvinnors värderingar hos en attraktiv arbetsgivare. I den teoretiska referensramen redogörs det för begreppen Employer branding, Employer Value Proposition (EVP) och Unga vuxna. Det redogörs också för om det finns några skillnader mellan Unga vuxna män och kvinnor, och vilka skillnaderna i så fall är. Undersökningsmetoden är en kvantitativ enkätundersökning och genomfördes genom att skicka ut en enkät till våra nätverk på Facebook med uppmuntrande till individer inom undersökningens population att svara. Totalt besvarades 154 enkäter och 153 av enkäterna kunde användas som underlag för undersökningen.  Av resultatet framkommer det att Unga vuxna värderar samtliga EVP-värden som ligger till grund för undersökningen, men de värderas olika mycket. De faktorer som värderas högst av Unga vuxna för att de ska finna en arbetsgivare attraktiv är möjligheten till utveckling, att trivas med sina kollegor och att ha en bra balans mellan arbetsliv och privatliv. Det framkommer också att det inte finns några stora skillnader mellan könen i de värderingarna, men att Unga vuxna kvinnor generellt värderar EVP-värdena något högre.

The key objective of this study was to determine the importance of remuneration in the organisational employer value proposition (EVP) decision-making process, who the EVP decision makers in organisations are, and whether EVP strategy is aligned with the organisational strategy.A quantitative study, using a survey as data-collection method, was conducted. The survey was developed to explore the importance of remuneration in the EVP process and to gather data regarding EVP decision makers and the alignment of EVP to organisational strategy. A total of 101 respondents participated in this study, and content analysis was used to interpret the data. The data were collected via SurveyMonkey and statistically analysed using SPSS.The findings indicate that remuneration and all of its components are crucial to the process of EVP decision making. The findings also indicate the importance of aligning EVP strategy to organisational strategy. The main EVP decision makers in organisations are the CEO and the Human Resources Manager. Organisations need to find the correct mix of decision makers in this process to optimise value. Organisations should also ensure alignment of the EVP with organisational strategy, and implement an optimal remuneration strategy to ensure the best possible EVP. A relationship framework was developed to graphically represent the findings of the study. / Dissertation (MBA)--University of Pretoria, 2012. / Gordon Institute of Business Science (GIBS) / unrestricted