Internationaliseringen har ökat under de senaste åren, och företag väljer att lägga delar av verksamheten utomlands. Tidigare forskning undersöker sambandet mellan denna diversifiering och dess konsekvenser för företagen. Gränsöverskridande diversifiering och företagsförvärv bör enligt tidigare forskning ge en lägre systematisk risk då risken sprids ut över flera marknader.Syftet med studien är att se om tidigare forsknings resultat går att tillämpa idag när svenska företag gör gränsöverskridande företagsförvärv. Vi har valt att applicera en event study-metodik för att undersöka detta samband enligt marknadsmodellen. Studien undersöker 66 svenska fall av gränsöverskridande företagsförvärv, gjorda under perioden 2005 ? 2007.Resultatet visar att tidigare empiri, att företagen skulle ha lägre systematisk risk efter ett gränsöverskridande företagsförvärv, inte går att tillämpa idag på de svenska företagen.

This essay reviews the situation for real estate agencies within the Stockholm area. In this essay we assume that costumer loyalty is a requirement for survival on the competitive estate market. Two actors have been compared; A well known national Internet-based agency, Skandia Mäklarna, and a smaller local traditional agent Mäklarfirman Grönberg. These actors have been analyzed up on theories on loyalty, relationship marketing, service marketing, quality and involvement .The conclusion of the essay is that it is possible for small estate agencies to compeed with larger Internet based agencies by building loyal relationships with their customers. This can be achieved if the right strategic decisions are made.

Since companies have realised the importance of customer loyalty and since the service sector has gained higher significance in recent years, we found it interesting to study what leads to customer loyalty in service companies. The theories we have chosen to consider are customer loyalty, service quality, service guarantees, affinity marketing, loyalty programmes and customer clubs, the customer in focus and other factors that influences customer loyalty. To find out how service companies are working with cus- tomer loyalty, we have conducted a case study within three service companies. Our findings are that customer loyalty has a significant importance for the companies we studied. Quality and personnel were the factors we found had the greatest impact in service companies concerning customer loyalty.

Social media provides a new position of power to the single individual within PR and marketing campaigns. When a company uses social media as a communication tool in their PR and marketing practice, they have to adapt themselves after the customers' needs and the new communication structure within social media. Communication in social medi is different from traditional media, which is more one-way communicative and visual in its interaction, rather than the digital media that are more two-way communicative av viral through dialogue. If a company creates PR and marketing campaigns within social media without adjusting to the new rules of communication through dialogue, and instead try to apply traditional one-way communication to their social campaigns, they put themselves and their brands in risk of public humiliation and loss of customers; the speed of the viral dialogue over social media can spread bad news fast, and with the newfound power of the single individual, the impliacations can thus be devastating for a company and its brand. If an organization does not respond and take part of the criticism that may be directed at them through the customers' comments, the negative dialogue among clients and the public within social media can quickly create a hazard enviorment for a company and its brand to be seen in. The public within these social media platforms are more independent and continuously conversing with each other on a local an global scale.

Career Event är en årlig rekryteringsmässa vid KMA. Under mässan möter studenterna potentiella arbetsgivare inom sjöfarts- och driftsnäringen.  Observationer och informella samtal som gjordes under föregående Career Event, 2011, visade på att det finns ett behov av att undersöka om studenterna vid KMA innehar de förberedelser som önskas utav rederiernas rekryteringsrepresentanter. I rapporten sammanställs information baserat på intervjuer med rekryteringsrepresentanter från åtta rederier inom den svenska sjöfartsnäringen. I intervjuerna ger rekryteringsrepresentanterna sin syn på vilka förberedelser som de anser vara viktiga för att studenten ska ses som en intressant arbetssökande.Samtliga rekryteringsrepresentanter anser att förberedelser är viktigt och kan vara avgörande för att en anställning blir av. Kraven på förberedelser varierar parallellt med konjunkturen.

Bachelor Thesis Music & Event Management School of Economics at Linneaus University of Kalmar, Economics, 2FE40E, Spring 2013 Author: Johan Hagelberg, Sofia Prins & Oskar Sjögren Supervisor: Petter Boye Examinator: Thomas Karlsson Titel: Det svåraste som finns är att tänka i nya banor - En studie kring personalhantering och effektivisering av arbetet på svenska musikfestivaler.Purpose: The purpose of this study is to investigate how different music festivals in Sweden can work to increase the efficiency by managing the workforce and internal knowledge.Method: The study was based on a qualitativ method with an abductive approach. The majority of the data comes from qualitativ interviews with persons in the industry.Conclusion: The music festivals in Sweden are acting under a constant economic pressure which leads to an experienced need for a larger workforce - mosty non-profit. The result of this study shows that the larger workforces are both unmotivated and decreases the effeciency of the work. The study aims to highlight the diffrenses between non-profit and commersial festivals and the way they work with human resource management and personal in different levels of the organization..

As a great deal of people spend more time with their cell phones and computers than with magazines and TV, markets have begun to explore marketing possibilities in digital media. A common form of marketing in digital media is sponsorship of the cyber stars of the Internet - the bloggers. Sponsorship of bloggers has proven to be a highly efficient method for brands to gain attention and positive attitudes, as bloggers are regarded as fashion icons as well as reliable friends. Another up-to-date marketing strategy that has proved successful in gaining consumer attention is the use of incongruent elements in ads. Incongruence challenges consumer expectations and thereby demands attention.

The aim with this study is to investigate the market reactions to announcements of special dividends and redemptions in Sweden and thus if these announcements can signal information. This study is an event study, where the event is the day of the announcement of a suggestion regarding issuance of special dividends or redemptions. The abnormal returns were estimated for two samples with the market adjusted returns model, one including special dividend announcing firms and the other redemption announcing firms. The signalling hypothesis and the hypothesis of a tax induced clientele effect are the most important hypotheses for this study. The efficient market hypothesis is another theoretical base that may explain the market reactions to the studied announcements, especially the pre-announcement activities that may occur.

The purpose with our study is to create an understanding of how tourism stakeholders within a tourism network can affect a Destination Marketing/Management Organization?s (DMO?s) work with the destination branding process. To fulfill this purpose we have clarified different relationships that can influence the DMO?s place marketing. In order to limit our study we have chosen to focus on two Swedish destinations, Öland and Norrköping, and their DMO?s.

Within the subject of retouching there is an ongoing debate about whether fashion retailers should retouch their ads or not. There has been a large amount of criticism to the communication of stereotyped beauty ideals that is used by companies in their marketing. The stereotyped ideals also contribute to negative psychological effects among people. As a response to the criticism, or as a way to differentiate one-self from competitors, retailers are starting to use unretouched models in their advertising. How this affects the consumer's perception of CSR along with the attitudes and behaviors is still unknown.

Marketing has been developed and revalued the last years. The consumer today is moreeducated and is therefore able to have higher demands. These requirements together with theincreased competition is forcing brands to find creative ways to reach their target market.Fashion has throughout history contributed to, and been influenced by, changes in society.Through all times, people have used fashion and clothing as a way to demonstrate their socialidentity and to be accepted. Companies in the fashion industry can be successful if theydevelop brands that attract consumers. To achieve this, companies must find newcommunication tools to reach out to the consumer, among these tools, we find the fashioneditorials.Our aim is to investigate whether product placement occurs in Swedish fashion editorials.Through our thesis we want to explore how consumers perceive the editorials and alsowhether if they are used as a marketing channel.The method is qualitative and the study is based on semi structured interviews and a focusgroup interview.

Syfte: Syftet med rapporten är att undersöka hur man skapar en varumärkesstrategi som fungerar från affärsidé ner till köpsituation. Vad görs idag för att uppnå en ideal upplevelse i butik och vad är gängse synsätt på hur kommunikationen ska utformas i denna kanal? Vidare är syftet att få en djupare förståelse för hur begreppen Emotional Branding, Experience Branding och Sensory Marketing bör sammankopplas och vad det kan tillföra ett varumärke inom retail. Hur kan åtråvärda upplevelser inom dagligvaruhandeln, en plattform som bör fungerar som en förlängd arm till varumärkets strategi, bidra till att bygga starka och känsloladdade relationer till sina kunder?Metodologi: Studien utgår från ett hermeneutiskt synsätt, bygger på en kvalitativt kvalitativ forskningsmetod och har en deduktiv ansats.

konsumenterna för att kunna tränga igenom ett samhälle starkt präglat av mediebrus. Deträcker inte att öka frekvensen av reklam då konsumenter visar en allmän reklamtrötthet. Dentraditionella marknadsföringen har tappat sin effekt och nya marknadsföringsmetoder, såsomgerillamarknadsföring, har vuxit fram. Genom annorlunda metoder kommunicerargerillamarknadsföraren med mottagaren med målet att nå maximal effekt med minimalaresurser. Denna metod har främst tillämpats i små och mellanstora företag, medan störreföretag tenderar att förbli mindre innovativa i sin marknadsföring.

ABSTRACT Title:                                                Retargeting- When display advertising builds                 loyalty Authors:                                           Mikaela Johansson och Anna Svensson Kjällberg Advisor:                                           Thomas Helgesson Level:                                               Bachelor´s in thesis in Marketing, (15 Swedish       credits) Spring 2014. Keywords:                                        Retargeting, branding Question:                                                    In branding, how should small e-enterprises            work with retargeting? Purpose:                                           The purpose with this essay was to identify how    retargeting should be used in small e-enterprises                             when branding. This was done by comparing two e-enterprises practical use of retargeting, with two                           brand consultants and two retargeting consultants theoretical knowledge within each expertise.   Method:                                            A qualitative method with a deductive approach    has been used to answer the problem statement.  Theoretical framework:                              Earlier theories about retargeting, brand building    and recommended practices, related to marketing                       on the internet, were presented in the frame of       reference. Empirical framework:                                 Primary data were presented by two respondents   representing each area: Companies, Retargeting                        consultants and Brand consultants.Conclusion:                                                   The          marketing tool allows companies and      their               brands to get the chance to appear in                        wide area                      networks on the internet.    The tool is primary used                                                                for a sales                      purpose but the tool also has potential in brand-                                                                       building purposes.

The meaning of being someone and standing for something is getting more important today in the Swedish business market. Our thesis has a qualitative approach that aims to study the usage of personal branding in the upper-management of Swedish organizations. Theories collected from literature and articles include marketing branding, personal branding and leadership. Our main target is to identify components that obtain usage of personal branding which are, attributes and strengths, communication, values, and vision and mission. The empirical data is gathered from six personal interviews with managers.