I september 2007 lanserades en ny varumärkesplattform för Sverige. Denna uppsats har undersökt hur denna är utformad och vilken betydelse den har för svenska företag. För att genomföra en genomförlig analys har även det svenska varumärket i helhet analyserats. Detta för att fastslå om det har någon betydelse för svenska företag. En kvalitativ metod har använts där den primära data blir de genomförda intervjuerna.

This essay focus on the social media Twitter and how three Swedish PR practitioners view and use communication strategies for this social media. Twitter was created 2006 and is kind of a new channel in the digital world. The micro blog has over these few years attracted 175 million users across the world. In Sweden there is 91 000 registered users and according to a survey, 11 000 of them are active by tweeting once a day.Twitter is highly current and all kinds of people are using the social media, for example, artists, companies and individuals. Twitter is with its highly number of users building a new market for organizations to find their stakeholders.

A new line of business has arisen on the Swedish information market. The information broker is still quite an unknown actor but the future seems to hold a prosperous outcome for this kind of alternative information service. The information broker has many definitions but can generally be described as an intermediary between information sources and users. The Swedish market for this kind of information professionals has not yet developed into a big, well-established and lucrative branch as for example the one in the USA. The Swedish actors are still coping with resistance in form of insufficient support from the government, competitiveness from other more established information services and the clienteles lack of understanding the brokers purpose and utility.

The purpose with this thesis was to describe the importance of the creative industries for a town. We thought that towns could design a strategy to attract creative industries and creative people to establish their business in the town. During the study some important topics, such as a town brand, a town image and a town identity has been identified as factors that can influence and attract people and creative industries. Towns can use these topics in their marketing of the town. The method that we used was a case study: we conducted interviews to collect information about the chosen case study, the town of Skellefteå.

Studiens syfte har varit att undersöka hur transsexuella personer passerar som sitt upplevda kön och om det finns några skillnader mellan hur transsexuella män respektive transsexuella kvinnor passerar. Transsexuella personer beskrivs ofta som en utsatt grupp i samhället som ibland råkar ut för negativ uppmärksamhet genom olika typer av stigmatiseringar, till exempel för att de inte följer heteronormen. Därför valde jag stigma och queer som teoretiska begrepp för att analysera empirin. Materialet varvas även utifrån de centrala teman som vuxit fram genom tio kvalitativa intervjuer i en abduktiv analys. Resultatet ger sedan exempel av hur transsexuella personers vardag kan se ut genom kopplingar med hur väl de passerar som deras upplevda kön.

The purpose behind this study is to explore and explain the role of fear arousal when combined with the concept of customer satisfaction and retention in one Marketing strategy. The major theories applied are the concept of fear appeals and the concept of customer satisfaction & customer retention. We chose to conduct our research through an ethnographic case study of KM. We did a qualitative study where we collected 10 interviews and we conducted observations. Our empirical data consists of academic articles from scientific journals, interviews andobservations.

There are two main reasons for why companies engage in sponsoring and Event Marketing; affecting the brand awareness and/or the image of the brand. Historically the main focus within the research field has been on how sponsoring and Event Marketing can create and achieve high brand awareness. More research regarding the image transfer from event to brand has been requested and this study is to be considered as an attempt to begin filling this gap. Today we see more and more brands choosing to arrange their own events; hoping to attain a more direct connection between the event and the brand. This trend raises questions such as - Do brands arranging their own events receive more image transfer from event to brand compared to brands sponsoring the same kind of event? - Are there any differences between an established well-known brand and a new unknown brand? - Will an event fully owned by a brand attract more or less people than an event arranged by someone considered to be less biased? These are some of the questions asked and answered within this thesis.

The failure of Structural Adjustment Programs and its neoliberal policies to effectively reduce poverty have led to the creation of Poverty Reduction Strategy Paper (PRSP) by The World Bank and International Monetary Fund. PRSP, connected to both the Comprehensive Development Strategy and the HIPC initiative, are built on the notion of national ownership and stakeholder participation and thereby expand potential conditionality to include matters of governance. This thesis examines the evolution of PRSP and how the process of participation affects national governance structures. By analyzing the role of rules and norms within the World Bank and IMF from a historical point of view the thesis explains why the participation process has developed the way it has. It concludes that neoliberal norms, still at heart within the World Bank and IMF, have an impact on the process of participation within nation states and thereby its governance structure.

Title: Real Estate Brokerage Industry's reputation - a study from a relationship marketing perspectiveLevel: Bachelor thesis in business administrationAuthors: Sanna Soininen & Sofia PulkkinenSupervisor: Jonas KågströmDate: 2013 ? AugustBackground: The background to this investigation was primarily another survey, conducted by Fastighetsbyrån, a Swedish real estate agency. According to the survey, only 5% of the Swedish population claims to have high confidence for realtors. The problem discussion revolves around statistics about how few real estate agents who are notified and receive sanctions each year. We believe that those numbers doesn't make sense when compared to how few people trust realtors, which is where our aim with the study comes from.Purpose: The aim of this study is to investigate the real estate brokerage industry's reputation by previous research in relationship marketing.Method: The study was conducted with a deductive and for the most part with a positivistic approach.

Syfte: Syftet med denna studie är att beskriva och analysera hur två olika organisationer arbetar med strategisk HRM vid högkonjunktur respektive lågkonjunktur.Metod: För att besvara studiens syfte har vi valt att tillämpa en kvalitativ undersökningsmetod. I studien har både primärdata det vill säga intervjuer samt sekundärdata i form av årsredovisningar, årsöversikt, hållbarhetsredovisning och hemsidor använts.Slutsatser: Den första slutsatsen i denna studie är att Coca-Cola Drycker Sverige AB och TV4 AB ser på HRM som mycket betydelsefullt och att medarbetarna är en central tillgång som kan utgöra en konkurrensfördel. Den andra slutsatsen är att Coca-Cola Drycker Sverige AB inte använder olika HR-strategier vid olika konjunkturer. Emellertid upplever vi att de gör små förändringar i sitt HR-arbete i olika konjunkturer men att de ständigt följer de övergripande HR-strategierna. TV4 AB arbetar på olika sätt med HRM vid olika konjunkturer.

The purpose of this essay is to examine the Swedish relations to Nato and by doing so see on what terms the cooperation is executed and why. However, Sweden is not a member of Nato and is thereby not seen as an ally of the organization but even so Sweden has a close cooperation with Nato. The theories used in this essay is The Rational Actor Model and The Organizational Behaviour Model by Graham Allison and Philip Zelikow. To this a number of additional theorises are used as to complement these two main theories. The aim with these theories is to see which one gives the most satisfying explanation of the Swedish strategy to cooperate with Nato and still not be a member of the alliance or if all theorises are needed.

This thesis examines how marketing by secondhand apps affects young adult women's consumption habits, investigating whether these platforms promote or counteract overconsumption. While the secondhand market is considered more sustainable than buying new, these apps may still encourage overconsumption. The study focuses on the marketing strategies of three major secondhand apps in Sweden: Tradera, Sellpy, and Vinted, analyzing their impact on consumer behavior using the AIDA model (Attention, Interest, Desire, Action). Based on qualitative interviews with eleven women aged 20-27 and the authors observations of the apps marketing activities, the study finds that secondhand apps often emphasize environmental benefits and makes secondhand shopping accessible and appealing. However, the marketing tactics used by these apps, including frequent push notifications, targeted advertisements, and influencer collaborations, may lead to increased consumption. Overconsumption causes significant environmental damage, and while the secondhand market can mitigate these effects by extending the lifecycle of items, the emphasis on convenience end environmental benefits can inadvertently encourage more consumption. The study concludes that secondhand apps play a complex role in consumer behavior, balancing the potential for sustainability with the risk of promoting overconsumption.

abstract buzz marketing, the phenomena Have you ever thought about why the small French pastries called macarons suddenly became so extremely popular? Soon they were seen everywhere in the media, on every celebrity party and shortly after of course on every Swedish person?s cake dish. Could it be that a trendy it-girl happened to mention these lovely creations in her blog?What (or who) is it really that decides and controls what is popular and what is going to sell? If one individual can influence a whole group of followers it is definitely something marketers should take advantage of. One cannot any longer rely on traditional advertising, one needs to be more creative and rethink the possibilities to get through the media noise.

Syfte: Att undersöka och analysera de möjligheter som den fristående herrmodebutiken har för att skapa innovativa konkurrensfördelar. Vår förhoppning är att denna undersökning ska utmynna i ett antal alternativ för hur herrmodebutiker kan positionera sig för ökad konkurrenskraft. Metod: Uppsatsen utgår från en abduktiv ansats, med utgångspunkt från Blue Ocean Strategy som ett operationellt ramverk. Teoretiska perspektiv: Vi har använt oss av Blue Ocean Strategy som ett ramverk och kompletterat med teorier kring service och samarbeten. Empiriska perspektiv: Vår empiri har vi erhållit genom 17 butiksenkäter, en semistrukturerad intervju med en herrmodebutik samt 90 kundenkäter.

In the year of 2001, China launched their new international Marketing strategy Going Global. As an effect of this, the frequency of Chinese establishments in Sweden has increased heavily in the last ten years. One of the larger Chinese establishments in Sweden happened in 2003, by the telecom company Huawei. This essay illustrates the obstacles that a Chinese company faces when setting up their business on the Swedish market. Previous studies have focused on Swedish establishment abroad.