Store managers and brand owners have realized the benefits of sales promoting activities in-store, which thus have become a common sight for consumers when grocery shopping. Using in-store displays, a brand?s sales can increase by more than 1000 percent. We believe, however, that displays can give rise to additional effects to those previous studies have shown. The purpose of our study was therefore to map possible side effects that a display can generate depending on the strength of the exposed brand.

The purpose of this study has been to analyze the relationship between commercial brands and a subculture, with a focus on a number of elements of success. These elements could be in the nature of sale stats as well as that of influence within the subculture. All of this within the context of the snowboard culture. In accossiation to this we have formulated a question of study:What marks brands which gains influence within a subculture in addittion to becoming an important factor in the self-expression process of the cultural members?In this study, we have practised a qualitative method based on six (6) independant interviews with participants, active within the snowboard culture as well as one outside marketing executive and one ethnological reseracher.

The aim of this essay was to describe what some Macedonian men had to say about their own and the Swedish alcohol culture and which alcohol culture they identify with.I did five qualitative interviews with Macedonian men that had moved to Sweden. Some of the questions that were asked are whether or not age, country and culture is of importance when it comes to the alcohol culture you have? The most important question to be answered is whether or not the Macedonian men had changed their alcohol consumption after moving to Sweden.The answers to the questions and the result of the essay is that there is no ideal type of alcohol culture but that the Macedonian men all agreed that they still drink as their fellow countrymen and they dislike the Swedish way of drinking..

The purpose of this study is to create an understanding for marketing directors? viewabout how event marketing effect the company?s brand equity in four separatebusinesses. Our question formulation the study aims to answer is:How does event marketing effect the brand equity in international companies?We have chosen to perform a qualitative study with a semi structured research interviewto find out how event marketing as a marketing method, can be applied from theperspective of a marketing director in relation to our theoretical reference frame.To create structure and increase the understanding of our thesis, we will describe thebasics in brand and sponsorship theory, which will fall in to the marketing method ofevent marketing. Further we will describe the brand equity model that we will latermodify for our purpose.

AIM This report studies the Swedish vintage store company Myrorna from a branding perspective.METHOD The study has applied the qualitative method where four personal interviews have taken a fundamental ground. The four respondents are taken from different professionals and from different positions by the reason that the brand would be based on a fair assessment. The study is obtaining data that further was collected from the library of University of Gävle, the articles from Emerladinsight.com and remaining pictures- and text materials is taken from the organization Myrorna. The theoretical material have been adapted on the brand Myrorna and then been used to analyze the empirical part. From the general impression that portrays the brand the researcher leads the discussion.RESULT AND CONCLUSION The result shows that the brand Myrorna in some extent do not fulfill the image the brand in the media mediate, between the illusion and the reality there is an empty space according to the research.

AbstractTitle:Course:Authors: Advisor: Keywords: Problem formulation:Purpose:Target Group:Theoretical perspectives: Methodology: ResultSwedish leaders abroad ? A qualitative study about culture ?s influence on Swedish leadersBachelor dissertation - Business Administration, LeadershipAmanda Elg and Carl-Johan SaltarskiIngemar WictorLeadership, culture, impact and adjustmentHow can Swedish leaders in multinational companies adjust their leadership to the national culture?The aim of our study is to investigate whether Swedish managers are affected by the differences in national culture that exists between Sweden and the country that they operate in. We want to explore if they adapt their leadership to the culture.Our study is directed towards a target audience of Swedish leaders and other interested parties who wants to increase the understanding of culture ?s influence on an international career and what is required of the leader to deal with the cultural clashes that may rise.We have focused on theories related to differences in national culture and how it can affect the leadership and the organization.The study is of the qualitative type with a deductive approach where the empirical materials are gathered through interviews.Our results demonstrate leaders implementation of culture and leadership to influence the leadership of the national culture in which they operate. We have seen how leaders are affected by the national culture and how the leader adapts to achieve a successful leadership.

The purpose of this thesis is to investigate the two new phenomena; the pricing model Pay-What-You-Want (PWYW) and the launch of daily newspapers in the iPad. A quantitative study was conducted in order to examine what would happen if the PWYW-model where to be used by a daily newspaper for its iPad product, and what this would signal to consumers about the brand in terms of brand association and brand attitude. Furthermore, we have investigated which of these factors that are affecting willingness to pay in this PWYW-situation. Moreover, a secondary purpose was to test the two possible presentations of the digital newspaper in the iPad; Product and Access ? and how the results differed between these two.

This study aims to research how small companies that operate on the Swedish home electronic-market utilize marketing communications to communicate their message. The focus of this study has been to research these companies use of below-the-line activities in their marketing communications. Interviews have been conducted with representatives from each of the three companies Neonode, Jens of Sweden and Tonium, that compose the selection from the population in this study. The use of below-the-line activities in small companies is mainly motivated by lower cost, which suit small company budgets. Below-the-line activities are also used for branding and the creation of credibility among the consumers when the target audience does not yet know the brand.

I denna studie studeras brand equity och dess påverkan på köpbeslutsprocessen. Hur påverkar brand equity köpare? Vilka steg i köpbeslutsprocessen påverkas? Genom att studera detta kan säljande företag få en ökad förståelse för hur köpare resonerar vid inköp, vilket kan användas när de ska utforma effektivare säljstrategier. Dessutom kommer beslutspåverkande roller att studeras för att resultatet ska bli mer praktiskt applicerbart då det ofta är flera individer som är inblandande när företag ska genomföra inköp.Studien har en kvalitativ ansats med semistrukturerade intervjuer som grund för att studera vilken betydelse varumärken har under köpbeslutsprocessen i byggbranschen.Intervjuerna har genomförts med sju individer som är ansvarig eller haft en stor roll vid inköp av maskindrivna handverktyg på sina företag.Det resultat som studien kommer fram till påvisar att brand equity har betydelse. Ju starkare ett varumärkes brand equity är desto mer påverkan har det på köpbeslutsprocessen.

Probiotics is a special group of health products on the market. The most common type of  these is live cultures of lactic acid fermenting bacteria from raw milk . These include, among others, yogurt and various trademarks such as Hälsofil ®, Acidophilus ®, Dofilus ® and Kefir ®. Such products are often used by patients who are treated with antibiotics to combat the intestinal flora eliminated, thus causing digestive problems. The present work deals with yet another type of health product, viz.

This Master?s thesis explores the staff responsible for children?s culture in the south of Sweden, in north-east Scania. This thesis seeks to answer the following questions: What kind of culture is offered to children in their spare time? Can children influence culture in the investigated region, and do the people in charge listen to the children?s ideas? How are children in the region informed about cultural events? In my research I used enquiries and worked with the investigation program Query & Report to collect the material. The study consists of the staff, i.e.

AbstractThe purpose for writing this essay is to study the culture of kindness in the Church of Sweden, as the church constitutes as an idealistic organization (non-profit or voluntary organization).The focal point is on how such a culture affects the employees, and if any new componentsthat can amplify the concept can be distinguished.To do this a case study-design has been employed. The primary sources are qualitativeinterviews with six employees in a congregation in the Church of Sweden, and participantobservations on two different occasions at the same congregation.Theories of organizational sociology has been applied to the material, more specific Edgar HSchein?s definition of organizational culture and the concept of a culture of kindness (derivingfrom a report by the Swedish Work Environment Authority) as a specific part of the church?sorganizational culture.The conclusions we can make from our study is that a culture of kindness affect employees inboth a positive and a negative way. There are many expectations that come with working inthe Church of Sweden, and these do have an effect on the work performed. There is alsoevidence pointing to the fact that leadership can counteract the fear of conflicts that otherwiseis associated with the culture of kindness.

The purpose of this study was to examine the experience of organizational culture among salespeople at a specific workplace. The purpose was also to investigate what motivates these salespeople in their work and the impact culture has on their motivation. We have used a qualitative research method to collect the empirical material. With the help of seven interviews, including six salespeople from one of Sweden?s biggest electronic retailer and also one information interview with a sales consultant, we attempted to find the answer to how they perceive the organizational culture and how it affects their work motivation. The following questions are used to fulfill this purpose: ? How do the salespeople experience the organizational culture? ? What motivates the salespeople in their daily work? ? What effects does the organizational culture have on the salespersons motivation? As analytical tools we have used are the concept of organizational culture, Schein's description of the three components of culture and Herzberg Motivation-Hygiene theory. The results of the study indicate that the salespeople experience a positive organizational culture and that this culture promotes fellowship and unity between colleagues, which in turn contributes to an enhanced motivation.

The study has shown that retailers in the mid-price segment differentiate their brand through developing a strong company identity around the brand. The personality involves store atmosphere, merchandise and advertising. Larger companies have chosen to lay the responsibility on management level, which facilitates on store level. By controlling the strategies on a central level the company can make sure that the stores are steered in the direction that the company wants them to be steered in, and also that they follow the positioning-concept. The company can also devote its efforts to working with its core value, which is service.

SFEHA project about a clothing brand and a new kind of showroom that looses it´s structure during the process.But managed to find the core and produced a personal mirror of prints for a greater cause.Sfeh is the brand with quality and humor in focus and the will to push the boundries. With prints based on free drawing and smart thinking as it´s essential base.The project resulted with a various collection with mostly T-shirts but also textile gloves and bed sheets..