Social media has changed the way that corporations can communicate with their target groups. Instead of using one?way communications that has been significant for traditional massmarketing, social media has given corporations the possibility to truly interact with their clients and through the interaction build strong relationships. The interaction is an ideal process for corporations to create brand associations and strengthen their brand equity to position their brands in the minds of the consumers. But social media is also a devious medium because everyone are invited to contribute their opinion and news travel fast in social atmosphere, success and crisis can appear fast and out ofnowhere.

Surveys show that consumers tend to avoid traditional marketing channels, leading the practitioners to use earned media channels through public relations (PR). This has also led to the use of covert PR. To understand the use of this communications method, the purpose of this thesis is to study campaigns, which have gained transmission in social media, by investigating how practitioners of three different campaigns motivate the choice to use covert PR.The study is based on a hermeneutic methodology and has an abductive approach. It is carried out by semi-structured elite interviews with six contributors of three different campaigns, using covert PR. The primary data consists of the empery of the interviews, while the secondary data consists of a theoretical framework of excellence in public relations, the PR practice and viral messages.The result of the study indicates the point of view that covert PR has given the campaigns a wider reach.

In today's society, consumers get in touch with hundreds of advertising messages a day from companies. It is up to the consumer to choose the messages they want to listen to and ignore the ones they want. Today, there is an advertising saturation and this has implications for both producers and consumer. Companies must be innovative and come with fresh ideas to get us consumers to pay attention to their particular message.  It is through the marketing that companies have an opportunity to spread their message.

The objective of this thesis is to examine the capital structure of Swedish small and medium sized enterprises (SMEs). Accounting data from Swedish game developers, combined with the result from a survey, is used to examine their financial conditions and capital structure decisions. We find that non-debt tax shield, firm size, growth opportunities and age are, to various extents, the determinants of capital structure in the game industry, while effective tax rate and asset structure have marginal effects. Our study also implicates that most of the existing capital structure theories can explain SMEs leverage decisions to some extent; however, some adaptation is needed to fit these theories into the SME context. Additionally, we find the existence of a financial gap in the game industry which might need efforts from both demand side and supply side to eliminate..

The name of the thesis is?Istheprintedbook?sdeaththeauthorsbread??Astudyinhowthepublishinghouses?andtheauthors?relationshipschangeduetotheintroductionofthee--?book?Thee--?book,whichisadigitalcopyoftheprintedbook,hasbeenonthemarketforovertwodecades.However,itisnotuntilnowthatchangesarehappeningwithintheindustry,whichaffectsthedifferentactors.Amazonhasforexamplelaunchedane--?readerbythenameKindleonthemarketandApplehaslaunchedasurfpadbythenameiPad,bothwhichyouareabletoreade--?bookson.Thetechnologicalchangesthatarehappeningaffecttheactorswithinthebookindustryaswellasthestructureoftheindustry.Theresearchquestionofthisthesisis?owdothepublishinghouses?andtheauthors?relationshipswithinthebookindustrychangeduetotheintroductionofthee--?book??Actor--?networktheoryisusedtoinvestigatethis.Thetheoryincludesbothhumanandnon--?humanactors,whichtogethercancreateanetwork.Theactorswithinthenetworkconnectthemselvestoeachotherandtherebyformthenetwork.Thepurposeofthisthesisistocreateanunderstandingforhowactorsandtheirrelationshipswithinanestablishedindustrystructureareaffectedbydigitalisation.Toachievethis,semi--?structuredinterviewswereconductedwithpublishinghousesandauthors.Theboomofthee--?bookinlargepartdependsuponthetechnicaldevelopmentthathasoccurredandwhichhasintroducedsmartphones,e--?readers,surfpadsetceteraonthemarket.Moreactorswillariseinthebookindustryduetothedigitalisation,whichinturnwillaffecttheexistingrelationshipsofthepublishinghousesandtheauthors.Thepublishinghouseswillkeeptheirroleinthenetworksasakeyplayer,butcomeintocontactwithmoreactors.Theauthorsaregiventhechancetoself--?publishtheirbooksase--?books,whichmakethemcomeintocontactwithmoreactorsaswell.Asmoreactorsarise,thestructurewithintheindustrybecomesrelaxed.Hence,thepublishinghousesneedtoenrolthenewactorsinorderforthemtokeeptheirpositioninthenetwork..

The Capturetheory wants to give an alternative explanation for the need of regulation. From this point if view the government does not have enough information to make an optimal regulation. There is a possibility for different interest groups to take advantage of the political arena by rent- seeking behaviour. An industry may be willing to be regulated to protect itself from competition. The objective of this paper is to account for the pros and cons of the theory of regulatory capture and also if it can be applied to the Swedish market of pharmaceuticals.

Stress and burnout are two words that are commonly occurring in many contexts today. More and more people experience that they are stressed and that they does not feel well. The long term sick -leave increases as a consequence of people being burned out. These phenomena prolong over all ages, sexes, classes and professional categories, which probably means that the construction industry would not be spared.  In the construction industry, stress and bad health are no new phenomenon, already during the 1970s and big parts of the 1990 s, the construction sector were exposed to the phenomena.A sector that has a large turnover annually cannot presumably be faultless.

My essay aims to explore, "What image is conveyed by the stone mason's life and work on Korpåsberget". In my essay I have been working with respondent interviews to examine the purpose. I've been trying to get interviewees to talk freely, but have also had a number of indicative questions for support. In order to process and understand the interviews, I also have a part in the essay aiming to provide background information to the stone industry in Bohuslän, an area along the westcoast in Sweden, and foremost in the area of Bovallstrand.The text discusses the stone industry's development in the area, its development and the time until the stone industry at large was closed. As for the stone industry in Bovallstrand I have chosen to focus on the largest quarry in society, namely the Korpåsberget. The background text also briefly covers stonecutter?s lives and work.

Background: Health economic evaluations are becoming an increasingly important means of analysing which care alternative resource utilisation is the most cost effective. It is a new topic in the medical device industry that causes much uncertainty and unstructured use of the actors involved.Study questions: Why is it difficult to develop, implement and disseminate this standardized health economic evaluation models in medical technology? Is there a possibility to standardize health economic evaluations within the medical device industry?Purpose: The purpose of this study is to investigate the standardization issues for health economic evaluations within the medical device industry.Method: A qualitative approach was used in the form of interviews with five actors that are active or have a connection to the medical device industry. The data collection consists of journals, reports, Internet searches and literature among other things.Conclusion: It is possible to standardize, but with certain restrictions such as the county council's budget, influence of industry-specific factors, lack of knowledge and the important interaction between actors..

The purpose of this study has been to maintain a deeper understanding of how unestablished, professional musicians can get discovered by the music industry by communication, branding and positioning of their brand at social media.We found that fans have a greater impact on unestablished musicians than we previously thought. They have to create an identity for their brand, keep active on social media and engage their fans. Musical artists must maintain an ongoing dialogue to keep their fanbase, preferably with emotions involved. No fans equals minimum attention from the industry. Uniformity and professionalism is also important, because it evokes seriousness.

This study has the purpose of looking at the current and future position of record labels from a context involving the technological developments, while the opportunities for the artists are changing. As the actors inside them music industry find themselves in an ever changing climate where traditional supply chains are threatened by new technology, the record labels need to change the way they work in order to maintain their existence in the music industry. The study has been conducted by interviewing a number of people involved in the music industry, by using a qualitative method approach. The conclusion of the study shows that the traditional way of doing business by treating music as a product that makes revenue is gone. Instead the labels have to take on new roles formerly run by third parties in order to survive and be profitable, especially since artists can now in control of activities that used to be controlled by the record label..

This study has the purpose of looking at the current and future position of record labels from a context involving the technological developments, while the opportunities for the artists are changing. As the actors inside them music industry find themselves in an ever changing climate where traditional supply chains are threatened by new technology, the record labels need to change the way they work in order to maintain their existence in the music industry. The study has been conducted by interviewing a number of people involved in the music industry, by using a qualitative method approach. The conclusion of the study shows that the traditional way of doing business by treating music as a product that makes revenue is gone. Instead the labels have to take on new roles formerly run by third parties in order to survive and be profitable, especially since artists can now in control of activities that used to be controlled by the record label..

Hotel and restaurant industry have always been seen as an industry with low status and poorworking conditions. Low wages, temporary contracts, illegal work, and sexual harassment are the rule rather than the exception when the employee?s working conditions discusses. By using the right dogmatic approach together with a social science perspective the purpose of the study has been answered. The purpose has been to contribute to a greater understanding of how it is that the hotel and restaurant industry?s poor working conditions can be maintained, the extent to which the working conditions of the employees is ensured and why mostly young people, women and people with foreign backgrounds are employed in the industry.

Background: The meeting industry has had undergone a extensive changes due to a number of factors. The globalization has meant that supply increases and congress organizers have more options to choose from. Development in communications, for instance internet, means that meetings can take place without a physical presence. Congress organizers as clients have also changes. Stockholm as position as a leading city to hold congresses in has also changed for the worse, in 2006 Stockholm dropped of the top-10 list.

The cost for forestry logistics in Sweden is about 25 percent of the total cost of getting the raw material to industry (Anon., 2010). There might be much to gain by taking a look at your supply chains on the logistic side in your company. In this report the logistic chains by Mellanskog for ENA Energi AB in Enköping has been looked in to. ENA Energis plant is a combined power and heating plant and about 99, 5 percent of their fuel consisted of bio energy in year 2009 (ENA Energi, 2011, länk A). The main purpose with this report is to look at three questions: 1. How does the supply chain look today? From forest to industry. 2.