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..

This is a study of the trade union journal for female blue collar women in Sweden, Arbetets Kvinnor, between 1927 and 1931. The purpose is to examine how a female trade union activist's constructs collective identity by those notions of social class, sex, and moral values that are articulated in the journal. The main theoretical basis is Alberto Melucci's analysis where he argues that a collective identity in social movements is made in an interaction between individuals, where the action possibilities and limits are defined. Another purpose is how the female blue collar worker's resistance and/or adaption to the male hegemonic trade union and the bourgeoisie hegemonic society are presented. The essay shows how the collective identity is made of both historical and contemporary images of the working class women as workers and trade union activists.

The purpose of this comparative study is to investigate if the views of Sayyid Qutb and Tariq Ramadan regarding social structure and religion are possible to unite with western liberal democracy. The basis of the study is the problematizing approaches written by Qutb and Ramadan regarding the possible unity between Islam and democracy. These problematizing approaches are then tested on the political philosophy of liberalism to see if a unity is possible.The result showed that Qutb's view did not meet the criteria of democracy, which wasn't surprising due to his negative views on the system. However, Ramadan's reformist view on Muslim identity did unite with the views of liberal democracy, though questions regarding the possibility of creating and preserving a European Muslim identity in the secular society were immediately brought to attention.The importance in Qutb's view is social equality, unity and submission to God and the importance of Ramadan's view is to create and preserve a European Muslim identity and adapt to the society where you live and participate as a citizen. Qutb's view will not tolerate diversity and one is to keep or convert to the Muslim faith.

This thesis examines how knowledge management professionals use trust as a component in the creation of knowledge management systems, and what methods they use for building trust.Adopting a grounded theory approach, interviews with 8 knowledge management professionals active in different industries served as the base for an analysis that identified trust to be the single most important common factor in the data. The concept of trust used by the informants was identified as relating to the knowledge management system itself, rather than other users, employees or groups in an organisation.Building trust, the KM-professionals mainly focused on three methods: simple solutions, system superiority, and implementation security. Using these methods, the KM-professionals seek to ensure system trust by creating opportunities for users to obtain positive experiences of using the system, and thereby generate a foundation for a trust-based relationship between the user and the system..

Research regarding the maintenance of the Sami language shows that the Swedish society has a big influence on the development of the Sami identity and also the maintenance of the Sami language. The assimilation of the Sami language and the traditional Sami religion was forced mainly by the Swedish education form and the Swedish church. In modern times many different forms of Sami identities have been developed due to the scattering of the Sami people, and also because of the urbanization of the Swedish society. The Sami nature religion is still alive in the Sami group, thanks to the mythological stories told and preserved by their oral  tradition. The purpose of this assignment was to make research of how the Sami identity is being presented in three current Swedish books.

The purpose of this study was to examine the incentives behind Sweden?s decision to engagein the Afghanistan conflict.The method used to fulfil the purpose of the study is content analysis. The material that hasbeen used in the study is various books and articles concerning Sweden in Afghanistan,Swedish foreign policy and perspectives in political science.The study is multi-theoretical and thus the analysis explains the incentives from a liberal, arealist and a constructivist point of view.The conclusion of the study is that identity has a great part in explaining the incentives forSweden to engage in Afghanistan, especially because of the transformation in strategy andforeign policy that has taken place since the end of the cold war. Other factors, such as peacebuilding and national interests also are incentives supported by the material used in the study.Yet, perhaps they are first and foremost connected by the constructivist idea of identity..

The aim of this bachelor?s thesis is to examine what expectations a few, adult, frequent library users have on librarians' competences at a specific library. We also aim to compare how well the library users' expectations relates to how the librarians describe their own competences.The method used to gather the empirical information in this study is the qualitative semi-structured interview. We interviewed six library users and the four librarians who are employed at the library where we placed our study. The results of our interviews were analyzed with the help of a model based on Anders Ørom?s librarian identities.

Title: Constructing identity on Facebook.com ? A qualitative ethnographyNumber of pages: 40 (34)Author: Clara LindholmTutor: Amelie HössjerCourse: Media and communications studies CPeriod: HT (Autumn) 2009University: Division of Media and Communication, Department of InformationScience, Uppsala University.Purpose/Aim: The purpose is to study how the social community Facebook.com canbe used in order to construct identity. The study follows three Facebook users in anobservation where they are able to document their thoughts and reflections in anprivate media diary. This study investigates their use of the medium and focuses onthe functions with which they are able to alter their profiles. The result consists of acombination of these reflections, interviews and a selection of literature relevant tothe subject of new media, the use of social internet communities and social sciencetheories.

En sammanfattning av uppsatsen p・maximalt 8000 tecken..

En sammanfattning av uppsatsen på maximalt 8000 tecken..

Aim. The aim of this study is to analyze the living conditions of physically disabled people from the viewpoint of sexuality issues with regards to personal assistance services, identity and attitudes in society on disability and sexuality. Background. Not much research is done on sexuality issues for physically disabled people. Even though we live in a society where sexuality takes up a lot of space in the media, the culture and is acknowledged to be of great importance for every person?s wellbeing, the sexuality of disabled people is often not recognized and discussed.

The purpose of this study was to examine the process of developing an identity as a skateboarder during adolescence. Our aim was to, from the actors? point of view explore what impact their values, experiences and thoughts have on their identity as individuals as well as a collectivity. We also investigated which symbols that are significant for this group. For this essay a qualitative method was used; we conducted nine individual interviews and one group interview with young skaters from the ages of 15-17.

Today an increasing number of schools and organizations are investing in so called Learning Management Systems. Researchers disagree on the pedagogical value of these tools. Some mean that Learning Management Systems cement old-fashioned behaviouristic teaching practices; others mean that the systems provide good opportunities in supporting learning in a socio cultural perspective. The aim of this study is to reach better understanding and increased knowledge of how the introduction of a Learning Management System influences the role of the teacher and how the learning is organized. We have conducted two case studies.

Since the 1980s, the management philosophy New Public Management has resulted in major changes in the public administration system in several countries, especially in the West. A market oriented approach and an increased focus on performance measurement are ideals that are salient in these changes. The aim of this bachelor thesis is to examine the management philosophy?s influence on international relations through a critical analysis of some of its ideals in the management of international development cooperation, where effectiveness, quality, and results have been new dominant concepts. Through a qualitative content analysis of a Swedish Communication from 2014 ? the Aid Policy Framework ? and a debate in the Swedish parliament where this Communication was discussed, different themes that reflect the strategy of so called results based management in Sweden are identified.

The management at the City of Stockholm?s Sports Department have problems. During recent years several IT-projects have been launched but results are worse than could have been hoped for. The projects are generally perceived as being too expensive, too time consuming and not to have delivered the expected results. This thesis aims at giving the City of Stockholm?s Sports Department theoretically based advice on how to improve their management of IT-projects.