The research done in the field of product completeness/incompleteness is limited. The lack of research causes a knowledge gap in the retailing industry, concerning the actual effects on consumer choice, as well as on the overall store evaluation. This report tests the current theories of the subject, and also further aim to explore the effects of completeness/incompleteness on consumer's product choice. The results display an inconsistent effect on consumer's product choice when the completeness/incompleteness in a grocery store is tested. Some products benefit by being incomplete, while others show no such effect.

ABSTRACTCourse/level: Enterprising and Business Development, Bachelor Thesis, AUT2012, 2EB00ETutor: Magnus ForslundAuthors: Linn Danielsson & Alexander OlofssonKey words: Strong diversity, Consistent Corporate Culture, Core Values, Corporate Strategy,Definition of Diversity, Working with Diversity, Management, Standardization.Title: Diversity or Corporate Culture ? A case study on the paradoxical relationship betweendiversity and corporate cultures in corporations and organizations.Background: Diversity and corporate culture can in various ways result in corporate andorganizational advantages. While diversity promotes innovation, creativity and companydevelopment corporate culture possesses advantages such as efficiency, community and unity.Diversity and corporate culture seems to create various benefits that are both beneficial forcompetitive advantage.Problem discussion: I would be beneficial for companies and organizations to maintain bothdiversity and corporate culture since they complement each other. However, diversity andcorporate culture have different purposes and benefit in different ways. The question is howtwo such different strategies can meet.Question for research: How does diversity and corporate culture co-exist in corporations andorganizations?Purpose: The aim of this study is to create further understanding for the co-existence betweendiversity and corporate culture in corporations and organizations.Method: The study is made qualitatively with a hermeneutic approach and based on a casestudy on two corporations within the real estate industry.

AbstractLean production has become one common concept within industries to make the work more effective and to meet today?s hard competition. A challenge for Chinese production is the threat from new low cost countries. It will become very difficult to succeed to produce to a lower cost than these countries; this led to that Chinese companies must develop new strategies, according to Lee and Zhou (2000). This will put China in front of new challenges and new strategies can be needed to retain their strong competitive advantages.

The product structure of the fuel tank installation is one of the most complex product areas at Scania. Caused by the number of parameters, which affect the fuel tank installation, a product structure is created which is very difficult to handle. Knowledge exist that the structure in a nearby future will be considerable more complex. The purpose of the study has been to understand in why this complexity exist and find ways to break the trend of a growing product structure. The goal was to achieve a more standardized fuel tank installation.A theoretical study was performed in order to bring knowledge in relevant areas both in general theory but also in documentation at Scania.

The topic of our thesis is Packaging Design as a Brand Building Tool and we are presenting the Scandinavian perspective. We found the topic interesting because, from a theoretical point of view, we identified a scarcity in research focusing on packaging design as a brand management tool, and from a practical point of view, we found out that businesses use packaging design at different levels in their communication efforts. Thus we wanted to provide both academia and business world with a clear picture to what extent and how businesses use packaging design in their brand-building process. Therefore the aim of our thesis is to provide practitioners and academicians alike with a better understanding of how packaging design can be used to create strong brands in the FMCG sector in the Scandinavian market. To reach the stated aim first we provided a solid theoretical background of packaging, its elements and its role in the marketing mix.

Despite narrative advertising being an increasingly popular strategy among brands today, little research has examined the different expressions of repetition variation strategy in comparison to its alternative, argumentative advertising. Still unexplained is whether the appreciation and recognition created from successful storytelling-based commercial campaigns is a result of execution or the format itself. This study aims to investigate four repetition variation strategies, three narratives and one argumentative, to determine which one is the most effective and also which one that generates the highest advertising equity. An experiment was conducted through exposing four groups of Swedish High School students to text-based advertising manuscripts customized after format, where each group was exposed to ads on two separate occasions. The result showed evidence of narrative advertising being easier to comprehend, which according to theory should lead to higher advertising effectiveness.

Problem discussion: How should information be handled to facilitate and benefit from modularity? How should Clarkson Inc. adapt their information handling to modularity and what benefits can be reaped by doing this? Purpose: The purpose of this master thesis is to help Clarkson Inc. adapt their information handling to modularity and to extract theories, methods and tools to guide companies in similar situations.

Introduction: Dolomite AB was in need of a dummy arm for crutch testing, to complement their existing test capabilities. Background: A large number of people need crutches on a daily basis. For them it is essential that their crutches do not fail. ISO (the International Organization for Standardization) conducts ongoing work to guarantee the durability and function of e.g. crutches.

Vem avgör vad som är bra användbarhet? Och hur lyckas man bibehålla det genom ett helt program? Dessa frågor och många fler ställdes när arbetet med utformningen av den nya designen startades. Meningen var att ta reda på vad som gäller idag och vad som är intressant för framtiden i frågan om användbarhet.Genom en grundlig analys av designen i programmet SEBS (System Economy Business System) tillsammans med ett flertal andra liknande program har flera problemområden identifierats och motiverats med hjälp av teorier från författare och ISO standarder (International Organisation for Standardization).Uppgiften har en ganska abstrakt natur och ger inte självmant upphov till gedigna praktikfall som lätt presenteras. Trots det blev ett nytt gränssnitt och nya riktlinjer framtagna och arbetssättet och tankarna bakom finns väl dokumenterade. Resultatet måste analyseras av någon som förstår större delen av innebörden i den teoretiska bakgrunden som är presenterad.Resultaten som arbetet skapade gav en djup insikt i svårigheten att framställa programvara som är tilltalande och effektiv.

Purpose/Aim: To identify which channels of communication are most effective in conveying consumer brands to students. The main areas of research are social media, brochures , employees, and face-to-face interaction as with job fairs, study visits and lectures.Material/Method: Group interviews, literature, electronic sources, Internet sources.Main results: The results of the study show that employees are seen as the most trustworthy source since they are thought of as the most honest. Social media are seen as the communication channel with the broadest range of information but with the possibility of appearing unproffesional. Brochures were considered to be the least effective communication channel as these are rarely read and when they are, often seem contrived and give an overly rigid impression of the company. Face-to-face communication was considered to be the most effective way to gain a professional connection but was as viewed upon with certain skepsis due to the companies tendencies to at times present a false projection of themselves at events such as job fairs.

Den övergripande problematiken vi identifierat är relationen mellan starka varumärkenoch kundlojalitet i företag med flera olika produktvarumärken. Syftet med denna uppsats är att förstå om och hur företag med paraplyvarumärkesstrategier kan skapa och bibehålla lojala kunder. Vi vill överföra det övergripande teoretiska resonemanget inom varumärkesstrategi och inom lojalitetsstrategi på företag med paraplyvarumärkesstrategier. Varumärket Axfood är ett exempel på ett företag som har flera olika produktvarumärken (Hemköp, Willy:s, Willy:s hemma med flera). Vi har vid genomförandet av studien valt att använda oss av Axfood som studieobjekt.

Background: The real estate market has previously been subsidized by the government. The construction has been characterized by standardization and large scale complex. In the current situation there are other conditions on the real estate market, subsidies do not occur at the same degree and the market is more competitive. Customer influence has also changed. Today the customers want to customize their apartment by personal needs and lifestyle.

First time labelling occurred was when animal owners marked their cattle in order to distinguish the differences. The need for labelling was added when the trade had expanded during Roman times in order for the customers to know who manufactured their craft. Trademarks are characterized as a way to distinguish one's own product or service from someone else. The marketing purpose is to create an identity. The brand has an important role as an effective competitive tool for businesses.A brand can have many different functions, which will simplify a customer's decision making process in selecting a service or product.

Background: The real estate market has previously been subsidized by the government. The construction has been characterized by standardization and large scale complex. In the current situation there are other conditions on the real estate market, subsidies do not occur at the same degree and the market is more competitive. Customer influence has also changed. Today the customers want to customize their apartment by personal needs and lifestyle.

Our purpose is to display the meaning of fan clubs and further reveal the potential value of fans. This study has an abductive approach with a qualitative data collection, where empirical material has been collected through a micro netnographic study along with qualitative interviews. IKEA and IKEA Family have been applied together with virtual fan clubs to study the fan club phenomenon. The study is based on prior literature concerning loyalty, customer clubs and brand relations. This theoretical framework was chosen to fulfil the purpose of unveiling the meaning of fan clubs and the potential value of fans.