PURPOSE: To investigate to what extent product brand positioning models can be used to analyzecorporate brand positioning;METHODOLOGY: The phenomenon is observed from a positivist epistemological position within a primarilyinductive research design. The research strategy is defined as qualitative, while the method of ethnographiccontent analysis is implemented to analyze primary data;THEORETICAL PERSPECTIVE: Product and brand positioning literature; Product brand positioning rhombus;EMPIRICAL DATA: Ethnographic content analysis of brand commercials;CONCLUSION: As shown by the extensive literature review product brands (PB) and corporate brands (CB) coexistin corporate environments. One of key insights of this study shows that product brand positioning(PBP) and corporate brand positioning (CBP) processes can also co-exist in the same corporate environment.Moreover, PBs can be built based on the CB, making the investment in CB a long term return on investment.The study also observes that PBP messages include the ?against whom? attribute, highlighting Differentiationin the competitive environment; when on the corporate level, this evolves, and in some cases becomes quitethe contrary, when the concept of ?from whom? or ?by whom? is stressed more than the Differentiation amongother CBs in the competitive environment. This stresses the importance of including brand identity elementsin CBP..

To enable the enhancement of the driver's environment in a forklift, an alternative form of steering has been evaluated. An earlier concept with a combined driving and steering wheel has been exchanged to a concept with two driving wheels. A link wheel has replaced the combined driving and steering wheel. The steering is done through Differentiation of the velocities of the two driving wheels. The scope of this master thesis is to create a simulation model, create a control program and to evaluate the concept of two driving wheels.

Research has concluded that meaningless Differentiation with trivial attributes sometimes can be a successful strategy. However, the effect varies with respect to certain aspects such as the price of the product and the decision context. How the characteristics of the consumer influence the effect of trivial attributes has until now been unknown. This thesis investigates how the consumer?s level of knowledge and personal involvement influence the effects of trivial attributes on product preferences and product attitudes.

The purpose of our master?s thesis is to study the diversity discourse, used in Sweden, particularly the so-called ethnic diversity at the work place discourse.Our aims are to map and analyze the conceptualization of difference used in the diversity rhetoric. We intend to pursue our aim by studying the rhetoric of diversity, used for diversity promotion in the private and public sectors. Also, we will investigate into what conceptualizations of difference are used in the organizations in the name of ?diversity?.

The purpose of this qualitative study was to examine male social workers experiences of working in a female dominated work. The aim with this study was to find out how men perceive working with mostly women and how this effects their construction of masculinity. The theories that have been used in this study are a social constructive perspective on gender, Chodorows (1995) Theory of Socialization and Connells (2008) Theory of Masculinities. The method used in this study is qualitative interviews based on the experiences of five male social workers in Sweden.The interviews have been recorded and retailed in text in its full version, to enable analysis out of the above mentioned theories and earlier studies. The result of the study shows that the men in this study experience mostly benefits from working with women and they feel appreciated as being men.

The purpose of this degree thesis is to investigate what the English teachers in an upper sec-ondary school, think about teaching students in ability grouped classrooms. The questions that I have set out to investigate include what the teachers think about ability grouping in English, the school?s current organisation of ability groups, the pros and cons of ability grouping in English, Differentiation in teaching and if students get more individualized teaching with abil-ity groups, how the teachers cooperate and what would be the optimal teaching situation in an English learning classroom.I did a lot of theoretical research on the subject and studied old essays on similar subjects. I also did some classroom observations to use as background information for my interviews. I interviewed five teachers of different sex, age, and teaching experience.

To differentiate between bones from sheep (Ovis aries) and bones from of goats (Capra hircus) is a long lasting challenge for zoologists, archaeozoologists and osteologists. Especially considering archaeological remains which are often found fractured and poorly preserved due to taphonomic processes. Zeder & Pilaar?s (2010) and Zeder & Lapham?s (2010) methods of species Differentiation has shown promising results when used on bones from modern sheeps and goats. This paper aims to evaluate these methods by exerting them on excavated bones from kv.

Title: Competition for small audit firms ? a qualitative study on possible competitive strategies and how the upcoming changes will influence competition on the audit market    Subject: Auditing Tutor: Margareta Paulsson  Authors: Per Dahlström and Martin Holmberg Purpose: The purpose of this study is to develop an understanding how smaller auditing firms use competitive strategies and why. The result aims to work as a support for owners and leaders of audit firms as they make decisions of how to compete in the future. We would also like to explore how smaller audit firms view the change of the mandatory audit, that is, our intentions are also to examine how they think the consequences on the market will be and their view on its affect on the competition of the market.    Methodology: Our methodological approach was characterized by a hermeneutic approach in order to explain and understand why the smaller audit firms do what they do. Our approach is a combination of inductive and deductive as it allows us to develop an understanding of the subject, then gather our empirical data and from that draw valid conclusions.

This report examines the relationship between usability and subjective judgmentsabout aesthetic and emotional aspects of users of a web production. Through thedevelopment of two prototypes that reflects different aspects of usability and subjectiveassessments examined the consequences of a Differentiation of the concepts andUsability and Likeability. Thereafter, an evaluation of the two prototypes are madethrough user testing. Finally, the results of the evaluation is presented and are relatedto the concepts of usability and likeability. .

The rise in prevalence and severity of obesity and related diseases imposes increasing costs on society. The objective of this thesis is to discuss and estimate the possible effects of a so-called fat tax as a tool for minimizing these costs. Two alternatives for Differentiation of the value-added tax (VAT) on food are compared. The first alternative is an increase of the VAT levied on food containing saturated fatty acids. The second alternative is a subsidy on fruit and vegetables in the form of a VAT at zero percent, instead of today?s twelve percent.

BACKGROUND: Project based structures has become more and more common in the organizations of today. As the project based structures are given a more central role in the organizations the interdependencies between the projects are getting more attention. These structures need a new type of control to meet the unique challenges that arise. The researchthat has been done has been concentrated around the project form and the projects internal control, the area of multi-project management is therefore relatively unexplored. The few existing studies on the subject focus on projects in the construction industry why research inmore complex fields of business have been requested.PURPOSE: The purpose of this thesis is to explore and analyze how knowledge intense multi-project organizations manage their project activities, and to determine how different organizational characteristics affect the need for management control systems.METHODOLOGY: The empirical data has been collected through interviews with personnel in BT Products R&D, Gambro R&D and AstraZeneca Development.

Syfte: Syftet med studien är att undersöka vilka förpackningsrelaterade attribut som utgör en tilltalande vitaminförpackning.Metod: Studien lutar sig på en kvalitativ metod och för att få fram material som svarar på syftet har intervjuer med åtta stycken respondenter genomförts.Slutsats: De slutsatser som dragits är att mellanstora rundade förpackningar medskruv/?plopp?-lock föredras samt att blått och grönt är attraktiva färger för vitaminförpackningar. Tydlig, både innehålls- och utformningsmässig, information är även av stor vikt..

Garden center and market gardens are a growing trade, undergoing great changes with new actors and purchasing habits. The interest in gardens and plants is steadily increasing, official statistics show an increase of garden plants and flower consumption, of an annual 3 per cent. Garden centers and market gardens are in great need of development to be able to tackle the prevailing competition, and maintain a steady growth. Many companies are heading for a generation shift and are founding it difficult to find and employ younger managers. The aim of this report is to examine different strategies of garden centers and market gardens through the manager/ owner?s views and opinions about competition, growth and success.

The aim of the study is on basis of Peters and Waterman?s factor of success, to examine the successful companies, Ericsson and Huawei, and to analyze the R&D and positioning strategies of the companies.To accomplish the study we have used a case study using interviews and annual reports to collect data. Three persons have been interviewed, two from Ericsson and one from Huawei. All annual reports from the year 2004 until 2011 have been reviewed.Our finding is that Ericsson and Huawei do not, according to Peters and Waterman?s model, fulfill all factors of success and their R&D strategy varies depending on the situation and which knowledge the company already possesses and needs.

Efficient numerical methods for option pricing is an active field of research. This project has the goal to examine possible ways to improve an established method of numerical pricing. The method is based on an adaptive finite difference method in price and uses the backwards Differentiation formula of order 2, BDF2, in time. The project will focus on improvements to the time integration through implementation of discontinuous Galerkin methods, dG. Empirical convergence and accuracy results are obtained for equidistant dG-methods up to order 3 and performance is compared to BDF2.