The competition in the milk industry has increased during the last couple of years. This is a result of the trade barrier that dissolved when Sweden entered the European Union. The membership signifies an increased internationalization for the dairies, which has also increased the existence of low price chains in the Swedish food market. The increased share of private brands has strengthened the competitive situation for the manufacturer- owned brands. Three of Sweden?s seven largest dairies have now decided to launch a low price milk to cope with the competitive situation.

What does the Swedish church Västerås stand for today according to the employees and how do they want to profile themselves to the target group? What image and what expectations does the target group have of the Swedish church Västerås? How can the Swedish church Västerås communicate uniform, with the intent to create mutual value with the target group?The purpose of the study is to make recommendations to the Swedish church Västerås for their prospective communication plan by examining their profile and target group's image and expectations of the organization. The study also aims to examine how the Swedish church Västerås can communicate their brand uniform.The study applies a qualitative research with deductive approach. Data were collected through semi-structured interviews with a sample of the employees and focus groups with a sample of the target group.Better match between profile and image means that SkVs employees better understand the organization and can communicate more uniform which leads to a stronger brand identity. If SkV understands what is relevant for their target group, they can reduce the total cost of customer delivered value and thus increase the total value.

This study deals with branding at an individual level and aims to explore what a personal brand means, what benefits that?s obtained by actively working with a personal brand, as well as the strategies and methods used in the development of it. It has also meant a restriction in choice of interviewees made to informants who are familiar with and active in the personal branding process in their daily life. The essay is based on a qualitative research approach; six people working in various occupations were interviewed by a desire to generate information from different perspectives. The result shows that a personal brand is all about credibility, authenticity, and the image you present to others.

The purpose of the study is to examine and problematize how the ego affects musicians and dancers. Important factors that shape the ego is the artists educational background and experience within the artistic subjekt. Hence, the purpose is also to find out how these factors affecting the ego. I wanted other artists practitioners? thoughts on the subjekt, therefore I chose to interview four people, two musicians and two dancers.

Abstract Aim: Since there is a lack of research based educational interventions concerning the relationship between coaches and young athletes, the aim of this study was to implement and examine the effects of sport psychology intervention for coaches in a track and field club. The research questions were: What are the effects of an educational intervention for coaches, with focus on a motivational climate, on: A) the coaches´ coaching approach B) their athletes´ goal orientation and C) their athletes´ perceived competitive anxiety?Method: The coach education stretched over two months and consisted of four two-hour lessons with focus on motivational climate, goal orientation and sport anxiety. Six coaches (three females, three males), aged 38-52 (M=44.33 years, SD=4.84) and their 59 athletes (27 males and 32 females) aged 12-14 (M=13.10 years, SD=0.82), participated in the study. A control group of 35 athletes (10 males and 25 females), of the same age (M=13.46 years, SD=0.70) and with similar demographic data, was also recruited.

Having different kinds of literature is an important part of the education in school and schoolbooks, in shape of reading-books, are common in the first year of primary school. The texts pupils encounter in school are important for how they form their identity and thoughts about what is right or wrong and what is natural or unnatural. People of other ethnicity than Swedish, or with another skin colour than white, have often in the past been portrayed negatively in reading-books as if they are of less worth. According to the Curriculum for the Compulsory School System (Lpo94) the school shall act for understanding of all people and every person?s equal value.The study analyses how ethnicity is portrayed in reading-books for pupils in the first year of primary school.

Purpose/Aim: This study is an analysis of the view on masculinity, male sexuality and creation of identity with the television series Queer as folk as a base. The analysis is partly based on a semiotic analysis of the representation of masculinity and male sexuality from an episode of the chosen television series Queer as folk, and partly based on a thematic analysis of focus group discussions with young men with different sexualities.Material/Method: This study is based on focus group interviews and a semiotic and thematic analysis. The focus groups consisted of three men in three different groups and were chosen on the criteria of gender and sexuality. All groups were presented with an episode of the television series Queer as folk to see how they perceived masculinity and male sexuality. Their discussions were analyzed with a thematic analysis and the television series Queer as folk with a semiotic analysis.Main results: The three analyzed characters in Queer as folk showed different representations of masculinity and male sexuality.

Today, the definition of literature has changed. Walter J. Ong talks about the secondary spoken language that has surfaced as a result of new technical innovations to our writing tools. This also transforms our attitude towards literature and we can see a return to literature based on verbal characteristics. According to Hans Hertel the verbal renaissance reflects a modern man need to come closer to each other and create togetherness.

The purpose of the essay has been to clarify why and how small companies, whose major resource is knowledge, establish strategic alliances and which opportunities it brings. We have increased our understanding for the concept of strategic alliances through empirical search and through well-known scientist work. The method, which has been used in the essay, is principally qualitative interviews and gathering secondary data from articles from well-known authors. Our study has given that we have found that entering strategic alliances can make growth and by that way create competitive advantages for the company in question. We also found that there are risks with strategic alliances and the company can protect themselves by legal actions.

The ?good girl? is today an accepted and widespread notion. It is delimited to young girls and women who are characterised to be, for example, ambitious, high performing, working too much and risks developing mental illnesses. In today?s society women are assumed to pursue their career alongside maintaining the main responsibility for the household and family.

AbstraktDenna studie handlar om förhållanden mellan femininitet/maskulinitet och lesbisk identitet med bakgrund av den heteronormativa genusordningen, vilken grundar sig i ett dualistiskt tänkande där kvinnor som feminina respektive män som maskulina attraherar och kompletterar varandra. Studien bygger på berättelseanalys av personliga berättelser skrivna av lesbiska kvinnor ur antologierna Tjejerna mot strömmen och Såna som oss, vilka tolkas utifrån en konstruktivistisk ansats och ett queerteoretiskt perspektiv. På detta sätt synliggör och problematiserar jag konstruktioner av lesbiska självrepresentationer och identitetsskapanden samt de möjligheter och begränsningar som dessa identiteter omringas av med bakgrund av den heteronormativa genusordningen. Utifrån detta kommer jag fram till hur de lesbiska subjektpositionerna öppnar upp för alternativa identiteskonstruktioner och begärskonstruktioner i relation till aspekter av femininitet och maskulinitet. Vidare resulterar analysen i ett framhållande av den osynliggörande tolkningen av lesbisk femininitet i termer av heterosexualitet samt den osynliggörande förståelsen av lesbisk maskulinitet som ett kopierande av manlighet och manlig maskulinitet.

This paper concerns the divide between secularist and anti-secularist groups in Turkey, which is related to a greater antagonism between a Kemalist and an Islamic political discourse, dominant in Turkish politics since the 1980s. The main aim of the paper is to analyse the causes of the conflict using the discourse theory of Laclau and Mouffe. The second aim is to analyse the contents of each discourse and identify the main points of conflict between them. The empirical material used in the study consists exclusively of secondary sources treating the topic, and these are analysed using the theory of identity conflicts, which is part of Laclau and Mouffe's theory. It will be argued that the attempts of Kemalism to impose strict secularism by hegemonising the concepts of ?modernity? and ?Islam? led to the creation of an alternative political discourse based on political Islam.

Christendom has under a long period of time in Swedish history been the central component in legitimating the monarchs' power, a continuous process than can be clearly observed through the customs of royal coronation and baptism rites. However, during the 20th century those close ties between the state and the church of Sweden have been dissolving at a steady rate, alongside a growing societal democratization and modernization process. Officially the monarch still had a clear constitutional power legitimated through the transcendent, but unofficially his power was in reality heavily reduced. How do the Swedish monarchy relate to a rapidly changing society and secularization process? This pilot study investigates this relation by analyzing the news reports of the royal coronation and baptism rites between 1858 and 2012 from two leading newspapers, Aftonbladet and Dagens Nyheter.

Purpose: This paper aims to describe the socialization process that audit associates experience within an auditing firm that is included in the Big 4-sphere. Our purpose is also to describe which attributes that characterize the organizational identity, and how these attributes are reflected in the self-image of the associates. Furthermore, we seek to explain how the socialization process has influenced the organizational identification. This subject is of interest since the business of auditing is facing higher demands from regulators and politicians, due to the bankruptcy of HQ-bank among others during the financial crisis in the beginning of the 21st century. Earlier research claims that the socialization process of recruits, especially in the initial state of the employment, has a major impact on their future values and attitudes in their job performance.

Different educational and professional backgrounds play important roles in how school librarians prioritize activities in the school library. Whether the school librarian has a background as a teacher or as a librarian, they influence and apprehend the activities of the school library differently. The aim of this thesis is to find out how the school librarian looks at his/her commission. What shifts in priorities can be recognized depending on whether the librarian has training as a teacher or a librarian. This thesis also analyzes how the two different professional backgrounds justify their priorities in the school library.