The process of food production has changed dramatically over the past one hundred years. Industrialization has led to large units of production, manufacturing, distribution, marketing and retail business. The final food product, in this system, is quite often fairly anonymous and the consumer will most likely know very little concerning the origin of the product. In recent years, the market for locally produced food has grown. There is an increasing interest in and demand for locally produced food items.

Background: The theater market has matured ? supply now exceeds demand. Government funds are on a decrease, replaced by other means of financing. The city of Stockholm will be introducing a bonus system that will benefit independent theater groups that succeed to increase their revenue and attendance. Hence, the audience will play an even greater role, a tendency some free theater groups come to terms with by interacting with the audience to create value.Thesis statement: What factors lead to the long-term survival of the independent theater groups, allowing them to benefit from the imminent bonus system?Purpose: To analyze and evaluate the marketing strategies of the independent theater groups, in reference to their capability of long-term survival through value creation along with the audience, thereby increasing attendance and ticket revenue.Methodology: The study combines quantitative and qualitative approaches and methods.

The marketing campaign ?Låna dig rik? [Get rich by lending] involved 25 public libraries in three regions; Kronoberg, Kalmar and Blekinge. This paper examines 28 news-articles concerning this campaign, found in eight publications in the responding regions. The purpose of this is to determine to what extent the description of the campaign found therein responded to the intents of its founders and to what extent the public had a say in these articles. The result found indicates that the overall image of the campaign presented in the news-articles was well in correspondence with the intents of the campaign itself but that the public views where arguably absent..

Title: What are you doing - A study in the Swedish Armed Forces marketingAuthors: Johanna Hillforth & Linda OlanderTutor: Josef PallasPurpose: The purpose of this thesis was to analyze the communicativefunctions as the Swedish Armed Forces uses in its marketing communications.Method and material: The used method in this study is a qualitativesemiotic content analysis, and the material analyzed is five ads from five oftheir latest advertising campaigns.Main results: The results of the study have shown that the Swedish ArmedForces primarily uses three of the four communicative functions in theircommunication, by being of informative, expressive and affecting nature..

The purpose of this study is to identify the points-of-difference that should form the basis for Bryggarsalen?s future marketing efforts. Bryggarsalen is a newly established conference business in Stockholm. To be able to identify these points-of-difference, Bryggarsalen?s marketing problems have been studied from the resource-based view, claiming that the source of sustained competitive advantage derive from a firm?s unique bundle of resources.

Title: Social Media ? And customer interaction in smaller firmsSeminar date: 2011-06-10Course: Information Logistics, D-level.Authors: Marie Stenhammar and Ulrika CarlssonAdvisor: Jaime CamposKey words: Social Media, Web 2.0, Co-creation, Viral marketing, Word of Mouth, smaller firmsPurpose: This paper aims to describe the relevance of social media to smaller firms, the challenges and opportunities they face and what strategies they use, in the interaction with their customers.Methodology: The study is qualitative in nature and has an abductive approach. The empirical material consists of in-depth interviews with chosen companies and Internet observations.Theoretical perspectives: Social Media, Web 2.0, Co-creation, Viral marketing, Word of MouthEmpirical foundation: The study takes its empirical base from in-depth interviews with representatives from the small companies and internet observations connected to these.Conclusions: Smaller companies have great interest in social media. They preferably use Facebook, blogs, YouTube and Twitter. Their strategy is mainly to be very active and update their social media regularly.

Authors: Marie Andersson, Maria Gustafsson and Johanna Olsson.Tutor: Peter CaesarTitle: Don?t forget the story ? a study about internal StorytellingKeywords: Internal Storytelling, Internal marketing, Communication, Organizational culture, Internal branding, Fellowship, Motivation, Participation.Background: Something that can be problematic for managers in an organization is to find an effective way to spread information that will received by all the employees. One way to spread information and messages to the employees is by using internal Storytelling. The use of internal Storytelling aims to create an environment to build up an engaged personnel. Organizations use internal Storytelling when they want to create collective stories and frame of references among the employees within the organization, and also spread the values of the brand and information about the organization.Problem statement: How can internal marketing be affected by internal Storytelling?Method: Our study is based on a case-study of SCA Packaging Sweden AB.

Uppsatsen omfattar en analys och jämförelse av EU:s och Sveriges målsättningar,strategier och faktiska bistånd för de tre baltiska staterna i tidsperioden 1998/99. Somteoretiskt ramverk har det vidgade säkerhetsbegreppet med Barry Buzans tolkning frånboken People, States and Fear: an agenda for international security in the post- coldwar era. Ur teorin så används de fem sektorerna politiska, ekonomiska, sociala, miljöoch militära detta som ett analytiskt sorteringsverktyg för att sedan överskådligt kunnajämföra och prioritera sektorerna och dess innehåll med varandra. Genom detta så skaett resultat vara möjligheten att se om Sverige koordinerar sitt bistånd med EU:s..

The authors of this paper intended to study and compare local secondary schools(municipally owned schools) and independent secondary schools(privately owned schools) in Stockholm County. The purpose oft his paper is to explore how secondary schools market themselves and whether the view and use of marketing is different between municipal and independent secondary schools. The essay is by nature multi-case study and interviews were conducted with representatives from four high schools, two municipal and two independent, one representative from Education Committee and one from Privet Schools? Association.The introduction of School reform in 1992 enabled opening of privately owned schools and empirical datas hows that before 1992 secondary schools did not have the same extent of competition and the need of marketing was not widespread, but today there is fierce competition among secondary schools. The introduction of School reform changed the conditions for the Swedish school market, greater freedom of choice led to atougherfight for the students, which in turn increases the competition between secondary schools.

This paper discusses the issue of trade dress imitation in the grocery sector. Our study has its starting point in the conflict that may arise between a brand owner and an imitator following an imitator?s marketing actions. In this study we look at the Market Court?s precedents in which this question has been addressed.

AbstractTitle: DREAMING OF A UNITED ?NORDEN? (The North)? Four central Nordic actors about the progress and extent of Nordic cooperationThe Nordic cooperation are often spoken as in terms of a peaceful international cooperation that is built upon a wide range of similarities among its members, such as a common culture, language similarities and a related kind of political system etc. But in spite of the fact that these so called propitious factors are present, many of the attempts that has been made trying to bring the states of the North (Norden) closer together has turned out unsuccessfully. Therefore no far-reaching Nordic cooperation has come to be implemented. The aim of this essay is to find out what the main reasons could be why this has been the case.I have chosen to take a closer look at the motives given by the former Nordic Prime ministers Tage Erlander (Sweden), Karl August Fagerholm (Finland), Einar Gerardsen (Norway) and Mauno Koivisto (Finland).

Purpose:The purpose of this study is to describe and explain the international music company reports of its intangible assets to examine whether similar methods can be applied to the Swedish market.Method:The study was based on a qualitative and abductive research approach. Collected data is mainly from secondary sources in the form of auditor approved consolidated financial statements.Conclusion:The Swedish music companies activate their intangible assets only partially or not at all, despite the fact that assets in the form of music catalogs, rights, contracts and advances are those that generate revenue for the companies. The study has resulted in a description of how the companies are doing on an international level with the IASB and FASB's regulation. With this report, we have found flaws in the way the Swedish companies prepare their accounts according to the current regulations. In the analysis, these shortcomings are highlighted and to what extent these international standards can be applied in the Swedish companies to take a step towards a more accurate picture and a harmonized and comparable accounting..

Background: Municipalities are organizations facing a turbulent environment characterized by social, economical and political changes. It is the responsibility of the topleaders of the municipality (the municipal manager and the chairman of the local government board) to manage the situation and to make sure that the organization continuously develops. Purpose: To explain, from a leadership perspective, how the municipal topleaders'duties have developed during the past 25 years. Results: The municipal topleaders have nowadays got more issues to handle. Cooperation, networks and projects have increased, like international issues.

For many companies, the Internet has revolutionized the relationship they have with their customers concerning costumer service. The use of Information Technology in regard to Internet as a media has provided companies with the opportunity to build customer databases in order to target their customers individually. The airline industry was one of the first pioneers to use the full potential of Internet to improve customer relations and its profits which we aim to investigate in greater detail in our thesis.Our thesis answers the question on how Scandinavian Airlines' (SAS) Eurobonus department uses their website to create valuable and profitable relationships with SAS loyalty club members through direct marketing. In order to answer our research question, three key informants have been interviewed - each representing different sub departments at Eurobonus; service and support, IT and marketing. Our results were that the Eurobonus department use direct marketing methods by sending customized e-mail offerings to target specific customer, using their customer databases.

Breaking through the clutter and getting consumers? attention is a constant battle for marketers. Could consumer magazines be the solution to the problem? It is not a new marketing method but consumer magazines do not look like traditional marketing and they offer consumers value. Since these are qualities that could increase consumers? will to take part of commercial messages, it might be a method that deserves more attention.