Previous research in the field of consumer marketing has confirmed the positive effects of divergence on advertising efficiency. Despite the coherent evidence, some industries lag in the adoption of these findings, one of which is the Swedish real estate market. Divergence has not been elaborately investigated within said context and this paper addresses the need of actionable insights for housing advertising. Starting with the proven success of housing firm Fantastic Frank who work with detail photos in contrast to the common wide angle, this paper examines theoretical implications of detail photos' characteristics. Besides being divergent, detail photos are also ambiguous which renders access to effects related to visual perception.

IS/IT-strategier ligger till grundlag för tillämpningen och nyttan av informationssystem samt informationsteknologi i en organisation. Det är en övergripande plan för verksamhetens användning av IS/IT-stöd, och har stor inverkan på organisationers effektivitet. Globala verksamheter opererar i olika miljöer och länder, något som behöver tas med i planeringsprocessen av en IS/IT-strategi. Uppsatsen behandlar de faktorer som har inverkan på utformandet av en IS/IT-strategi i en global verksamhet. Tänkbara interna och externa områden från IS/IT-miljön samt verksamhetsmiljön granskas, för att sedan analyseras utifrån den globala organisationens förhållanden.

Purpose: The purpose of this study is to find out how much influence underlying factors have in connection to the internationalization of Born Global firms. Methodology: This study has a qualitative approach in which data is obtained mainly through interviews and secondary data which consists previous theories about the internationalization in small and medium sized firms and recent theories that entitle these firms as Born Global. Conclusion: Based on the existing theories and the qualitative data, we have concluded that the underlying factors for the Born Global firm?s internationalization are abilities and opportunities to create insidership in relevant networks. The most crucial underlying factors for Born Global firm?s internationalization are the ability to create processes to break old patterns of thoughts and the ability to ally with right partners. .

The following essay or thesis is a study over scientific endeavors in the fringe. It is a study of Riksorganisationen UFO-Sverige, whose proponents aim to make the UFO phenomenon (or phenomena) a subject of scientific scrutiny. To achieve this, the ufologists first have to redefine common concepts of ufology as pseudo science or religion, mainly by challenging definitions given by scientific sceptics on the one hand, and proponents of conspiracy theories or the new age environment on the other. Thus UFO-Sverige seeks to construct an alternative scientific identity in contrast to adversaries on both sides, each unwilling to give the UFO phenomenon any further examination. Following the work of Tomas Gieryn's sociological grip on questions of epistemology, especially concerning the social boundaries of science from other cultural categories through what has been labelled as epistemic boundary work, during which proponents of a particular field aim to achieve epistemic authority and thus the legitimate right to define what is and what is not science, I seek to analyze how questions of science and legitimacy are actualized in an intellectual environment or culture not broadly accepted as scientific.

Should libraries first and foremost be a source of free informationwhere the citizens can find whatever information they want, or dothe librarians have a responsibility for what kind of works theypresent to people on their shelves? A wild debate broke out inSwedish media in September 2012, after the artistic leader ofKulturhuset in Stockholm; Behrang Miri decided to weed out allthe Tintin albums from the children´s library Tiotretton. Hewanted to start a debate on stereotypes in children´s fiction, andwhat damage they do to children who face them. The purpose ofthe thesis is to carry out a discourse analysis of this media debate,and to identify the different views that are expressed on thedemocratic mission of the libraries, what media they shouldpresent. The method and theory is based on the discourse theory ofErnesto Laclau and Chantal Mouffe and their concepts are used toarrange the analysis around certain themes that build up twodifferent discourses; ?Freedom of information discourse? and the?Weeding out discourse?.The two main questions are: What views of the public librariesselection of works are expressed in the Tintin debate in Tiotretton,and how do the views relate to each other? What concepts arespecific for the debate, and what meanings do they get in thesedifferent views?In the concluding chapter I discuss which consequences theseopposing opinions can have for the future selection processes ofthe library..

The purpose of this essay is to investigate which components previous scientific studies suggest that an efficient treatment for adolescents with behavioural problems should contain. For this purpose, an extensive review of scientific research conducted in Scandinavia has been read and will be presented in this essay. This essay also present an introduction to residential care in Sweden as well as to an alternative form of treatment for adolescents with behavioural problems called Multidimensional Treatment Foster Care (MTFC). The result of this essay suggest that treatment of adolescents with behavioural problems should be based on the emphasis of risk/resilience factors of the youth and that the treatment should be adapted to the youth?s individual personality and way of learning.

Celebrities used in advertising has recently been something that consumers have come in contact with on a daily basis. Corporations use celebrities and their attributes as positive reinforcement and association towards the company or their marketed product.Through increased usage of media, the consumers to this advertising technique have been given an opportunity towards better insight into celebrities? daily life. People are not only receivers of advertising, they are also media producers for the medias agenda. This makes everyone significant in the distribution of advertising.

The majority of free content on the internet is financed by online advertising. A requirement for thismodel to work is that the visitors see the ads. The emergence of ad-blocking software has shifted thepower from the advertiser?s choice of publishing ads to the consumer?s choice of viewing ads. Weexamine the consumers? opinions regarding the use of ad-blocking software and compare them to theopinions of companies using online advertisement.

CSR har kommit att bli centralt i många företags strategier. Vissa akademiker hävdar att företag söker sig till intresseorganisationer som arbetar med CSR för att förbättra sitt CSR-arbete medan andra påstår att det endast är ett sätt att framhäva sitt företag i ett positivt ljus. Till skillnad från de många artiklar som skrivits om vad företag kan vinna på medlemskap i intresseorganisationer fokuserar denna uppsats istället likt Knudsen (2011) på vilka företag som har något att vinna på engagemang i intresseorganisationen The Global Compact. Undersökningen utgår från Knudsens påståenden och prövar om dessa stämmer för svenska företag, via intervjuer med fyra företag av varierande storlek. Våra resultat pekar mot att påståendena i huvudsak stämmer men att de bakomliggande orsakerna varierar när man jämför vår geografiska begränsning mot Knudsens mer globala fokus.

The aim of this Master?s thesis is to describe and compare the debates regarding the public funded publishing company En bok för alla (EBFA). On two occasions, 1992 and 2007, the public funding was threatened, which lead to debates and protests. The funding was revoked in 2007. I want to examine if by studying a particular product of cultural policy, one can se tendencies to how the cultural policy in whole change over time.

This essay aims to emphasize and clarify the positions that exist within the current globalization debate. The positions are the neo-liberal, the opponents, the pragmatists and the skeptics. The text presents and explains their ideological, moral and political positions and beliefs about the world, the nation state, the society and the individual; in light of Steven Lukes? and Antonio Gramsci's theories regarding the interaction and the relationship between power and hegemony. The methodological starting point is the ideology-critical analysis; in which their arguments in the current globalization debate is highlighted and categorized.

In today's fast-paced, intense and complex media environment, it is hard for non-profit charity organizations to reach out and get their messages heard.In this study we examine whether the theories of advertising signaling also applies for charities. Past studies of the signaling theories indicates that higher perceived advertising expense leads to more positive effects on purchase behavior and brand perceptions. However, we believe that this does not apply for a charity organization. We argue that since charitable organizations have a fundamentally different mission than commercial companies, they will need different ways to signal quality and credibility, and therefore the common signal-theories will not hold for these organizations.To test our hypotheses, we conducted two surveys where the respondents saw one of five versions of the same ad for a well-known Swedish charity organization, or one of two ads for a commercial corporation. The ads had been manipulated to simulate different levels of perceived cost.Our results shows that perceived ad cost only affects attitude towards the ad if a charity was the sender, whereas perceived ad cost affects intentions, attitudes and credibility if a commercial corporation was the sender.

This paper concerns itself with the controversy between marginal theory and empiricism during 1946-63, its main focus is the debate that followed R.A. Lesters empirical research 1946 who wrote a critical paper concerning the maximization-principle. It also concerns itself with the debate that followed on Milton Friedman´s essay on positive economics..

Kommunikationsbyråerna intar nyckelpositioner i dagens marknadsekonomi där det läggs en stor tilltro i den enskilda individens rationella förmågor. Reklamen bemöts med mycket kritik men anses ändå vara ett kommunikationsmedium som kan säkerställa att de utbyten som sker på konsumentmarknaden verkligen är miljömässigt värdeskapande för de parter som ingår i utbytesprocessen. Studien bygger på kvalitativa samtalsintervjuer med personer på åtta olika kommunikationsbyråer i Sverige. Studien redogör för byråernas insyn i kundföretagen och de intervjuades åsikter och värdegrund i miljöfrågor. Byråerna har överlag interaktiva och långvariga kundrelationer som både säkerställer en god insyn i det beställande företaget.

The aim of this master thesis is to show how the dissemination of scientific information took place and developed during the 19th century. The main focus is Lund University. Therefore I have formulated two questions: How did the five heads of the history department at Lund University publish their research findings in the 19th century? What factors in society influenced the scientific spreading of results in the 19th century? To assess the scientific reliability of the sources I have used a method based on source criticism and hermeneutics. The thesis covers important concepts such as the exchange of publications between the universities, commercium litterarium and Akademischer Tauschverein and also the development of Lund University yearbook.