During September 2010, Google decided to change their trade mark policy to allow keywords which is equal to an already own trademark to be offered to all who intend to link the word to their ad. They offered a service for this called Adwords. The update followed since The Court Of Justice (CoJ) stated that Google does not commit trade mark infringement by doing this. The question to answer is whether the proprietors of trademarks can do something to stop them from being used by competitors as keywords in Adwords. CoJ has stated that the advertisers are infringing the exclusive right of a trademark if the used keyword is identical to the trademark, the commercial focuses on products that is identical to the products which are registered on the trademark and if the commercial makes it difficult or impossible to an average internet user to decide whether the products originate from the proprietor, a company which has a financial connection to the proprietor or a third party.

Business Intelligence har under de senaste åren vuxit starkare fram och innefattar nu en hel yrkesroll i gränslandet mellan teknik och företagsekonomi. Detta syns framförallt inom det företagsekonomiska området och särskilt inom ekonomistyrningen. Denna uppsats försöker besvara frågorna ?Hur har utveckling upp till idag av Business Intelligence sett ut?? och ?Vilka trender finns idag inom Business Intelligence ur ett företagsekonomiskt perspektiv??. Uppsatsen behandlar inte något specifikt verktyg eller systemleverantör utan har som utgångspunkt att undersöka trender inom floran av systemverktyg utan att för den sakens skull gå in på någon specifik lösning. Business Intelligence historia summeras upp utifrån 60-talet fram till idag och ett antal trender presenteras i punktform.

Shopping is one of the most important social activities today and the majority of all shopping takes place in Shopping Centres. The number of Shopping Centres has increased and it is important to attract visitors by using the right marketing strategy. Christmas is an extra important period because the turnover normally increases three times in December compared to a ?normal? month. The purpose of this study is to analyze the marketing of Shopping Centres during the Christmas period, and analyze how this marketing contributes to the visitors? choice of Shopping Centre. This is a positivistic study that combines a quantitative and a qualitative method.This study concludes that range of stores and distance are the most important factors when a visitor decides which Shopping Centre to visit. During Christmas it is important to create a Christmas feeling, preferably made by offering decorations and music.

The purpose of this study was to conduct a market survey in order to form a marketing plan to enhance and communicate the image of Vreta Kloster Golf Club. To accomplish this, the authors conducted a situation analysis on the mentioned club. Data was collected through interviews as well as secondary sources. A qualitative content analysis was used to process the interviews. The secondary sources? credibility was scrutinized before their data was used.

Title: GMO Food ProductsThe issue of marketing and selling them in Europe - A Business and Legal Perspective.Author: Shane KingSupervisors: Anneli Carlsson and Ewa RabinowiczProblemThe European Unions regulations in regard to GMO?s and the approval process for both release into the environment, and onto the market, has been under fire by the USA along with Canada and Argentina. The WTO has ruled on this issue in favour of USA et al.The problem that was identified was in regard to consumer opinion in the EU. How could the EU meet its numerous international trade obligations while at the same time meetingthe needs of the citizens of the Union? Added to that was the issue of whether or not the?EU? perspective was indeed an EU perspective or rather the perspective of a fewMember States.

The purpose of this study is to investigate librarian?s opinions concerning literature with state supported distribution and how to mediate and market these in the library. The types of mediation and marketing that have been studied are positioning, labeling and oral mediation.The study is qualitative with interviews at seven main public libraries in central Sweden. The respondents of the study were responsible for the literature with state supported distribution within the library.The study is based on a theoretical frame of reference containing theories from Jofrid Karner Smidt, regarding librarian?s mediation in libraries, and François Colbert?s theory on marketing planning for arts and culture.The results of our study showed that librarians have both positive and negative opinions when it comes to the literature with state supported distribution.

The purpose of this thesis has been to explore the topic of business simulation from a theoretical foundation in social constructivism and theories concerning leadership as the management of meaning. The most important findings are that business simulation can be used for strategical leadership by management to create a common vision in the organisation members, which affects their perception of the business and the decisions and actions they make, which in turn can lead to a more efficient organisation that becomes better at meeting set goals. This can be viewed in different ways from different theoretical viewpoints: as inducing targeted changes in mental models to create changes in decision making and actions; as a secondary socialization process where the vision of management is externalized as a business simulation that is in turn internalized by the organisation members that participate in the business simulation, or as a way to frame and define the reality of the organisational members which creates a shared reference point against which a feeling of organisation and direction can emerge. In the future, business simulations may become increasingly used by organizations to create a common vision or to communicate a new decision to the organization members..

Several surveys indicate that corporate leaders still consider the aligning of IT and business functions as a top management issue. The aim of this thesis is to illustrate how coordination emerges between IT and business departments and how formal structures intended to coordinate are influenced by human action. To deepen the understanding of this phenomenon we seek to analyze IT/business coordination from a perspective based on practice theory. A field study was conducted where observations and informal interviews were carried out at the IT department of a global company. The empirical analysis indicate that coordination problems between IT and business departments is in part affected by embedded factors such as different goals and perspectives on how IT is to be used in the organization or how to design IT related processes.

Trade Unions are finding it increasingly challenging to appeal to employees and all trade unions alike are encountering new challenges to attract and retain members. Additionally a more diversified and educated labor market is creating demands for trade unions to better meet individual needs. The purpose of this study was to explore and analyze the role of branding in Unionen, the largest white-collar trade union in Sweden, and how branding efforts help in attracting and retaining trade union members. The theoretical foundation of this thesis is based on theories related to corporate branding and relationship marketing. Furthermore, the study develops and introduces the concept of member branding in the context of trade unions.

Background: The theater market has matured ? supply now exceeds demand. Government funds are on a decrease, replaced by other means of financing. The city of Stockholm will be introducing a bonus system that will benefit independent theater groups that succeed to increase their revenue and attendance. Hence, the audience will play an even greater role, a tendency some free theater groups come to terms with by interacting with the audience to create value.Thesis statement: What factors lead to the long-term survival of the independent theater groups, allowing them to benefit from the imminent bonus system?Purpose: To analyze and evaluate the marketing strategies of the independent theater groups, in reference to their capability of long-term survival through value creation along with the audience, thereby increasing attendance and ticket revenue.Methodology: The study combines quantitative and qualitative approaches and methods.

The marketing campaign ?Låna dig rik? [Get rich by lending] involved 25 public libraries in three regions; Kronoberg, Kalmar and Blekinge. This paper examines 28 news-articles concerning this campaign, found in eight publications in the responding regions. The purpose of this is to determine to what extent the description of the campaign found therein responded to the intents of its founders and to what extent the public had a say in these articles. The result found indicates that the overall image of the campaign presented in the news-articles was well in correspondence with the intents of the campaign itself but that the public views where arguably absent..

Title: What are you doing - A study in the Swedish Armed Forces marketingAuthors: Johanna Hillforth & Linda OlanderTutor: Josef PallasPurpose: The purpose of this thesis was to analyze the communicativefunctions as the Swedish Armed Forces uses in its marketing communications.Method and material: The used method in this study is a qualitativesemiotic content analysis, and the material analyzed is five ads from five oftheir latest advertising campaigns.Main results: The results of the study have shown that the Swedish ArmedForces primarily uses three of the four communicative functions in theircommunication, by being of informative, expressive and affecting nature..

Title: Social Media ? And customer interaction in smaller firmsSeminar date: 2011-06-10Course: Information Logistics, D-level.Authors: Marie Stenhammar and Ulrika CarlssonAdvisor: Jaime CamposKey words: Social Media, Web 2.0, Co-creation, Viral marketing, Word of Mouth, smaller firmsPurpose: This paper aims to describe the relevance of social media to smaller firms, the challenges and opportunities they face and what strategies they use, in the interaction with their customers.Methodology: The study is qualitative in nature and has an abductive approach. The empirical material consists of in-depth interviews with chosen companies and Internet observations.Theoretical perspectives: Social Media, Web 2.0, Co-creation, Viral marketing, Word of MouthEmpirical foundation: The study takes its empirical base from in-depth interviews with representatives from the small companies and internet observations connected to these.Conclusions: Smaller companies have great interest in social media. They preferably use Facebook, blogs, YouTube and Twitter. Their strategy is mainly to be very active and update their social media regularly.

Syftet med denna uppsats är att beskriva hur företag i logistikkedjan, rederi ? hamn ? åkeri, förberett sig inför de nya länderna, Lettland, Litauen och Polens inträde i den Europeiska Unionen den 1 maj 2004. Vi har även valt att undersöka vilka omvärldsanalysmetoder företagen använder sig utav, hur de i så fall tillämpar dessa och ge eventuella förslag på omvärldsanalysmetoder..

High technology companies in Sweden spend a huge amount of money on research and product development in proportion to what they get back in earnings from their inventions. Product development has traditionally been regarded as much more important than business development. This thesis aims to point out the critical factors behind successful business development processes for high technology companies. We have chosen to make a case study of Hexagon, a highly successful and innovative company within the measurement technology business. Internal and external actors that are important for business development have been identified and interviewed in order to understand how ideas are developed and executed.