The main subject with this master thesis is to take a closer look at university libraries specially Gothenburg University Librarys operation of marketing the librarys user contact, how it receives various users demands and carry out the interactive and strategic marketing. Marketing is planning, structuring, implementation, analysis and controls of carefully formulated programs, designed to bring voluntary interactions and relations with the target markets, for the purpose of achieving organisational and user satisfaction objectives. The structure of this thesis covers three main parts. Part I reflects the researchers approach to the subject. Marketing researchers such as Grönroos, Kotler, Bryson, De Sáez and Gummesson among others are presented.

Crisis communication can make a crisis turn into a double crisis. The purpose of the thesis is to analyze by which rhetorical means a double crisis can occur. With the Swedish zoo Parken Zoo as a specific example, this essay examines the crisis communication during the crises that started with the tv-show Kalla fakta. The tv-show revealed that Parken Zoo killed and slaughtered endangered and sacred animals. When asked about the specific animals, the head of the zoo gave different answers ? which contrasted with former employees testimony.

This thesis is performed as a case study, and has had the aim to study who has the power over cultural heritage, by studying the digitization selection criteria at KB and what influences there can be on the digitization selection process. The theory of the arm?s length principle, (Mangset, Kunst og makt, 2013) the professional model, (Rothstein, 2010), that digitization re-shape and re-contextualize cultural heritage material, (Dahlström et al. 2013), and different concepts will influence the digitization selection process has been used in this study. A qualitative research with document study and informant interview and e-mail interview has been conducted.

Every year, Swedish municipalities transfer considerable amounts of profit from public housing companies to the owner municipality. Municipalities are allowed to do this, provided that the money is used to pay for certain purposes. But there are no legal repercussions if they do not comply. Not all municipalities choose to transfer profits. Based on partisan theory, this difference could be explained by the political governance of the municipality.

This thesis is dealing with the programs of control regarding deceit and quality assurance within the Swedish social insurance administration in Skåne, the years 2002-2005. In 2005 the Swedish National Audit Office released a report regarding the lack of measures towards deceit and fraud, and the lack of quality in the data for decision making within the administration. The questions to be addressed are why the administration does not make up to the demands regarding quality and measures towards deceit that the government and The National Audit Office demands. The main source for data has been interviews with workers within the administration and annual reports from public authorities. To understand and be able to explain the problems within the administration the theory by Michael Lipsky regarding street-level bureaucrats is used.

This paper examines women's positions in the music industry. By quantitativelyinvestigate ten major companies on the swedish music market, the authors have beenable to mapp positions that are dominated by women and as well as men. The essaydiscusses several theories of both gender in organizations and gender in society inorder to analyze the quantitative results.The aim of the paper is to highlight the current segregation of careers in the musicindustry as well as to lay a foundation for further research on why it is segregated.Clear graphs shows the gender distribution between women and men in business butalso the distribution of gender in occupations / positions in similar companies. In theanalysis the authors reflects on the results using relevant gender theories. In theconclusion, the authors explain the result generated by the analysis and illustrates theprevailing segregation that exists in the music industry.This paper has concluded that a seemingly even distribution between men andwomen in business organisations can sometimes be misleading.

Background: Different cultures meet to a greater extent than before as a result of the increasing globalisation. Therefore, international leaders have to count on greater differences in behaviour of their employees within organisations than they have experience from. It can consequently be difficult in an international environment to understand what motivate individuals of a different culture. Purpose: The purpose of this report is to make greater understanding for how national cultures influence leaders methods to motivate their employees in an international environment in Spain where two different cultures confront. Performance: The study has been made by 14 qualitative interviews with Spanish and Swedish leaders in Spain.

The aim of this study is to examine and analyze how management control mechanisms evolve within an organization when a requirement of return on equity is imposed, as well as why the mechanisms evolve the way they do. A case study was performed on Samhall, a Swedish state-owned company, which has the aim to help people with disabilities develop by providing meaningful work. The framework provided by Samuelsson, defining five means of control in organizations was used to structure the study. Further, theories within New Public Management have been used to provide the reader with a proper background to the research area. Theories from the institutional field of organizational research have also been used to provide further depth to our analysis.

The response to many on-going or emerging conflicts since the beginning of the 21st century has been different forms of multinational complex peace operations. Civil-military relations are a commonly studied field that traditionally has its focus on nations. This study intends, in the context of organisations, to test the correlation between a civil-military approach and outcome in complex peace operations. A hypothesis has been deduced from researcher Robert Egnell?s theory on complex peace operations, that states that: UN peace operations with an integrated civil-military approach are more successful in achieving their goals than peace operations with a divided approach.

Theoretically, when an organization grows large it has to formalize its structure and exercise control by more regulations. The negative side effect might in turn be demotivated employees (machine bureaucracy). However, practice seems to contradict theory. Therefore, we decided to investigate how a large company, in this case Microsoft, succeeds in creating motivation despite some machine bureaucratic tendencies. The essential findings are that the employees feel motivated by the fact that they are allowed freedom with responsibility.

Vårt syfte med detta examensarbete är att utveckla bättre förståelse för vilken bild av svenskhet NSU förmedlar samt problematisera användandet av varumärkesteorier på kulturella och politiska fenomen som länder och nationer. Vid val av tillvägagångssätt har vi utgått ifrån en abduktiv ansats, där vår primära källa har varit en kvalitativ dokumentstudie över offentligt material publicerat av NSU samt material relaterat till detta. Det empiriska materialet har sedan analyserats utifrån kritisk teori genom negationer. Inledningsvis förklaras teorin om Nation branding vilken ger en förståelse för hur varumärkesteorier kan appliceras på nationer. Därefter förklarar vi de två varumärkesidentitetsteorierna Identitetsprisma och Identitetsstruktur, vilka senare i arbetet integreras med varandra.

Background: During the 2000s, there has been an increased interest in studying business management and strategy implementation with customer focus in public organisations. To achieve business goals it is important to continuously work with strategies to meet customerdemands for increased efficiency and service. Purpose: The aim of the essay is to examine how to work on strategy implementation in a municipal real estate company from a management perspective in order to achieve overall goals. Method: The study?s methodology is a case study based on qualitative telephone interviews that were conducted with representatives in managerial positions from various levels of the company.

In tune with the cross-border trade the infringement of intellectual property rights has become a growing problem in Europe and the rest of the world. In June 2008 negotiations about a new international agreement was initiated between Europe, its member states and ten other countries, which will restrict infringements of intellectual property rights. The agreement is called ACTA, which stands for Anti-Counterfeiting Trade Agreement. On January 26, 2012 the European Union (EU) and twenty-two of its twenty-seven member states signed a letter of intent to the agreement and the EU?s internal processes of the agreement began.

Frågeställning: Vilka nödvändiga förändringar behöver ett traditionellt flygbolag genomgå för att överleva inom en turbulent marknad?Huvudsyfte: Med hjälp av en fallstudie och utvalda teorier analysera och utvärdera hur väl ett traditionellt flygbolag anpassar sig utefter de rådande marknadsförhållandena på flygmarknaden.Metod: En fallstudie med SAS Airlines som studieobjekt har genomförts. Även Ryanair har inkluderats som en liten del i studien, vars syfte är att förse läsaren med en beskrivning av fenomenet lågprisflygbolag. Vidare har valda relevanta teorier utgjort ramen för insamlandet av data från rapporter av olika slag samt kompletterande information från intervjuer.Slutsatser: - Omvärldsbevakning möjliggör kundanpassningen.- Organisationsstorlek tillsammans med allianssamarbetet inger ökade möjligheter för anpassningen.- Den offensiva prispolitiken tillsammans med det förändrade resebeteendet försvårar SAS Airlines konkurrensförmåga.- Organisations- och ägarstruktur inger begränsade handlingsutrymmen.- SAS Airlines har ytterst få möjligheter till att anpassa sig efter krig, epidemier, terrordåd och oljeprissvängningar.- SAS Airlines anpassning består i stora drag av kostnadsbesparingar, kapacitetsreduceringar, kundanpassning av erbjudanden samt av en efterfrågestyrd prissättning..

This Masters Degree thesis aims at giving an answer to what underlying ideologies are at work in digitizing our cultural heritage. Other questions to be answered are who are benefiting from a digitized cultural heritage and who are not, and what different opinions about digitizing our cultural heritage can be identified. Two studies are made in this thesis, one of Swedish political documents that concern digitizing our cultural heritage, libraries, museums and archives, and the other one is a study of documentation of three Swedish digitizing projects. In the first study three different, but closely associated ideologies are identified, namely a preserving, b giving access and c a mixture of both, and these are shown in a model. In the second study this model is then used to identify the ideologies of one project from each sector of the so called ABM-sector Archives, Libraries and Museums.