There is a mutual dependency between the business world and the country?s municipalities. The municipalities are dependent on the companies to create work and tax income while the companies are dependent on the municipalities they are located in to provide good infrastructure among other things.Apart from this the municipalities can work activly with creating a strong brand in the eyes of the companies and many researchers in marketing agree that marketing of places will be more common in the future. Marketing of municipalities is however still a rather new and unexplored area and it is uncertain how and to what extent the municipalities work with this.The thesis is formulated:How are the municipalities working to market towards companies and is it possible to make out any positive change from these marketing efforts?The goal of this study is:Our goal is to examine how the view of marketing of places differs from different municipalities in the Stockholm region, how some of these municipalities work with this and how far they have come in this work.

A growing need to strengthen ones position on the market, even as a city in competition with other cities, has resulted in an increasing number of municipalities developing brand platforms. When the city of Umeå developed their platform, they identified decision makers and investors as one of four important target groups.The aim of this study is to explore the portrayed image of the city of Umeå in two Swedish trade journals which addresses the specific target group decition makers and investors in both public and private sector. The aim is also to compare the image of Umeå in the two papers, to the ambition of the municipality, expressed in the brand platform.In order to make the observations as firmly established as possible, the method of the study is a combination of a quantitative content analysis and a qualitative text analysis. The study draws on the theories of Eli Avraham and Philip Kotler, concerning how to improve city images and how to market a specific city among others. The study shows that the city of Umeå in large extent is portrayed in accordance to the ambition which the municipality expressed in the brand platform.Umeå is displayed as an expanding city.

AbstractThe purpose with this essay has been to gain a greater understanding and clarify how an arena can create value within place marketing and development of a place brand. This will be achieved through a description of which values an arena causes in the surrounding areas and an understanding of how these values can be interpreted through the place brand. We decided to base our study according to the following two questions:1. What are the underlying reasons why there has been such a big trend with arena project?2.

A growing need to strengthen ones position on the market, even as a city in competition with other cities, has resulted in an increasing number of municipalities developing brand platforms. When the city of Umeå developed their platform, they identified decision makers and investors as one of four important target groups.The aim of this study is to explore the portrayed image of the city of Umeå in two Swedish trade journals which addresses the specific target group decition makers and investors in both public and private sector. The aim is also to compare the image of Umeå in the two papers, to the ambition of the municipality, expressed in the brand platform.In order to make the observations as firmly established as possible, the method of the study is a combination of a quantitative content analysis and a qualitative text analysis. The study draws on the theories of Eli Avraham and Philip Kotler, concerning how to improve city images and how to market a specific city among others. The study shows that the city of Umeå in large extent is portrayed in accordance to the ambition which the municipality expressed in the brand platform.Umeå is displayed as an expanding city.

This report is a part of a diploma work, conducted as a part of a Master of Science degree. The diploma work consists of a preliminary study, two case studies, a user study, a paper and this report. It was created at the Linköping University for the department of Science and Technology, in cooperation with Unilever Research in the UK, and partly with the EC founded project, Smartdoc IST-2000-28137. Hand-held, mobile devices like Personal Digital Assistances (PDAs) are becoming increasingly popular in today?s wireless world.

Negativ miljöpåverkan i form av föroreningar och koldioxidutsläpp är enorm idag. Men också de stora kostnader som tillkommer när man ska försöka bygga miljösmart. Framtiden kräver av oss att börja utnyttja förnyelsebara råvaror för en hållbar utveckling. Trä anses vara ett miljövänligt material och bör användas som stommaterial i höga byggnader i större utsträckning än det görs idag. De vanligaste stomsystem som förekommer i träbyggnader är pelar-balksystem, skivsystem av massivträ och regelsystem. Dessa tre stomsystem kan sedan kombineras i tre olika byggmetoder: platsbygge, prefabricerade planelement eller prefabricerade volymer.Det finns flera aspekter som påverkar valet av stomsystem och byggmetod, t.ex.

Hösten 2011 utsattes vårdföretaget Carema för ett mediedrev, där det på några av företagets enheter, främst på Koppargården, uppmärksammades stora brister i vården. Med utgångspunkt i konceptet employer brand, samt med hjälp av teorierna om psykologiskt kontrakt och social identitetsteori, tittar denna studie på personal på två andra Caremaenheter med syftet att undersöka hur dessa anställda upplevt mediedrevet samt varför de har påverkats på det sätt som de gjort. Tio anställda intervjuades, svaren analyserades med en kombination av induktiv och deduktiv tematisk analys. Resultatet visade att mediedrevet upplevdes som jobbigt men i varierande grad. Många upplevde att deras arbete blev ifrågasatt, att drevet gjorde dem misstänksamma mot nya yrkesrelaterade kontakter och att de blev oroade över företagets framtid.

The purpose of the study is to highlight the issue of student loans securitization, and assure the importance and benefits that could be realized by performing such a transaction. The methodology is a case study for The National Board of Student Aid. It is a qualitative study, mainly using interviews, literature and scientific articles. By using this information we construct a securitization transaction structure ?CSN 2006-1?, and conduct a cost/benefit analysis.

Varumärkesplacering i digitala spel i samband med belöning och bestraffning harundersökts i denna studie. Resultat från tidigare studier på varumärkesplacering i spelanvändes i utformningen av undersökningen. Tidigare undersökningar av belöningoch bestraffning och dess inverkan på minnet studerades också. Detta kan vara förstagången som varumärkesplacering i digitala spel undersöks i samband med interaktivbelöning och bestraffning.Två versioner av spelet Supertuxkart skapades för undersökningen; den ena medbelönings- och bestraffningsåterkoppling och den andra utan. Deltagare från Kina ochSverige medverkade i experimentet.Undersökningen visade att varumärken med belöning eller bestraffning har tydligaeffekter på deltagarnas memorering av varumärken.

Value-at-Risk (VaR) is among financial institutions a commonly used tool for measuring market risk. Several methods to calculate VaR exists and different implementations often results in different VaR forecasts. An interesting implementation is historical simulation, and the purpose of this thesis is to examine whether historical simulation with dynamic volatility updating is useful as a model to calculate VaR and how this differs in regard to type of asset or instrument. To carry out the investigation six different models are implemented, which then are tested for statistical accuracy through Christoffersens test. We find that incorporation of volatility updating into the historical simulation method in many cases improves the model.

Vi ämnar kartlägga arbetet kring varumärkesstrategier hos Öhrlings PriceWaterhouseCoopers, avsedda för att attrahera, behålla och utnyttja kompetent personal. Vårt syfte blir således att undersöka företagets ”employer brand”, samt hur det påverkar organisationens interna arbetsprocesser och positionering på kompetensmarknaden. Uppsatsen är av kvalitativ och kartläggande fallstudiekaraktär och vi har använt oss av en induktiv undersöknings ansats. Primärdata utgörs av intervjuer med representanter från fallföretaget samt en expertintervju. Ur studien går att urskönja att investeringar görs i företagets employer brand.

The challenge that companies currently face in their attempts to break through the media clutter has resulted in an increased use of provocative advertising worldwide. History shows that this strategy can result in a brand crisis due to negative consumer sentiment. Despite this fact, advertisement generated crisis remain a relatively unexplored field in the academic world of marketing. The objective of this thesis is to further explore crisis creation from provocative advertising, evaluate the affiliated negative consumer consequences, and to examine the effects of two contrasting company strategies to remedy these types of crisis situations. An experiment was conducted on Swedish and Norwegian students in order to examine whether the communication and information sharing between the target consumers and others could explain the development and consequences of provocative advertisement crisis due to its psychological effects.

Capital Asset Pricing Model (CAPM) är den prissättningsmodell som mest frekvent används av aktörer på den finansiella marknaden samt i litteratur för att förklara sambandet mellan risk och förväntad avkastning. Teorin grundades under 1960-talet av William Sharpe och tidiga empiriska tester av modellen visade att den med hög förklaringsgrad kunde estimera en framtida förväntad avkastning givet en viss risknivå. På senare år har dock CAPM fått stark kritik eftersom nya empiriska undersökningar demonstrerat att modellen inte längre verkar visa en rättvisande avkastning i förhållande till risk.För att undersöka om den över 40 år gamla modellen fortfarande visar någorlunda rättvisande beskrivningar av verkligheten har vi ställt oss frågan: Går det att med hjälp av historiska data förutspå en riskfylld tillgångs avkastning på den svenska aktiemarknaden?Vid besvarade av denna fråga har studien syftet Att med hjälp av portföljer studera huruvida sambandet mellan risk och avkastning, vilket postuleras av CAPM, stämmer på den nutida svenska aktiemarknaden.Vi har utifrån vår kunskapssyn kritisk rationalism använt oss av en kvantitativ metod för att försöka ge svar på problemställningen, vilken angreps med ett deduktivt tillvägagångssätt. Den teoretiska referensramen behandlar teorier som portföljval, den effektiva marknadshypotesen och CAPM.

This study views literary authors as brands and their books as products. The essay examines if different marketing activities will influence attitudes and intentions towards these brands, depending on how famous the author is and how much knowledge the consumer possess about the product category. The theory, which the hypotheses are based upon, mainly consists of research about culture, brands, attitudes and intentions. The study is quantitative and has an experimental design consisting of different written scenarios. These scenarios are based on background information about a fictive fiction author and type of marketing campaign.

The purpose of our study has been to analyze the character of the interaction between music labels and media and to examine to what extent the artist brand is being considered in music labels relationship with media. This has resulted in our research question:What characterizes the large music labels relationship with media?For this study we have used a qualitative approach to achieve a deeper understanding of our chosen topic. We have conducted seven interviews with representatives from both major record labels and media companies with great knowledge about our subject. Five of the interviews were conducted face-to-face and two were performed via e-mail.In the final chapter we answer our research question and thus present our conclusions.