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Real options analysis is a method for assigning value to flexibility in decisions, coming from uncertainty in future outcomes. This thesis ascertains to what degree this method is superior to traditional net present value analysis, with regards to ease of implementation in relation to the benefits from being able to measure the total value. Real options analysis is evaluated with a case study of the Swedish online gambling market, and conducted with the binomial framework of Copeland and Antikarov (2003). The authors find the sensible use of real options dependant on the specific situation to which it is applied, i.e. a certain degree of future uncertainty and managerial flexibility is necessary for justification of the increased workload.

Title: Strategies for competition ? a study of the Swedish contact lenses market.Authors: Pernilla AArskog and Annika Lange.Background: As a market gets more mature and the competition increases, it is more important for a company to apply the right strategic perspective. There are four fundamental strategic perspectives for a service-oriented business: a core product-, a price-, an image- and a service perspective. This study is a about service management and take its point from the theories from the Nordic School about strategies for competition, customer value, perceived customer quality and customer loyalty.Purpose: The main purpose with this study is to analyze and evaluate how the actors at the Swedish market of contact lenses should compete to gain further competitive advantages.Method: The study includes four qualitative interviews with two traditional opticians and two Internet based businesses, but also a survey with 106 contact lens users is included.Analysis: In the analyse part of this thesis it was concluded that the traditional opticians conception about their customer not agrees with what the customer evaluate as important. Many of the customers have thought about changing their optician, and besides that do not recommend their optician, and can there for not be categorize as loyal customers.

Denna studie utgår från fältet PR och marknadskommunikation med inriktning mot employer branding. Landstinget i Jönköpings län har nyligen inlett ett arbete med employer branding och som ett led i detta arbete söker de nu kunskap om vad som bör kommuniceras till presumtiva medarbetare för att på så sätt skapa ett attraktivt employer brand.Syftet med studien var att identifiera de attribut som Landstinget i Jönköpings län med fördel kan lyfta fram i den marknadskommunikation som riktas till presumtiva medarbetare. För att besvara syftet utfördes en kvantitativ enkätundersökning bland studenter vid Högskolan i Jönköping för att få en bild av vilka attribut de ansåg viktiga hos en arbetsgivare samt hur de såg på Landstinget som arbetsgivare. För att få ytterligare substans i studien valde vi att ställa resultaten mot teorier om inre och yttre motivation för att på så sätt undersöka vilken typ av motivaton som de tillfrågade studenterna drivs av när de väljer arbetsgivare.Studiens resultat ger en tydlig bild av vad som anses vara mest respektive minst attraktivt hos en arbetsgivare, där goda relationer med kollegor är det attribut som värderats högst och förmånersamt bonus värderats lägst av respondenterna. Goda relationer med kollegor är även det attribut som respondenterna ansåg som mest troligt att Landstinget kunde erbjuda som arbetsgivare.Sammanfattningsvis har studiens resultat visat att psykologiska attribut som kan härledas till inre motivation är de som värderats mest attraktiva.

AbstractTitle: Brand communication ? An analyze of Borka and BayIcons communicative labor in relations with WJOS. (Varumärkeskommunikation ? En analys av Borka och BayIcons kommunikativa arbete i relation till WJOS)Number of pages: 53 (55 including enclosures)Author: Johan LarssonTutor: Göran SvenssonCourse: Media and Communications Studies CPeriod: Second term / autumn 2007University: Division of Media and Communication, Department of Information Science, Uppsala UniversityPurpose/aim: The purpose of this essay is to study how two small Swedish clothing companies, Borka and BayIcon, manage their brand communication. Brand communication includes work with target groups, brands, media and finally communication in a bigger perspective.

AbstractTitle: Manipulation or relation ? the language as an instrument for influence (relation eller manipulation ? om språket som medel för påverkan)Number of pages: 42Author: Matilde JohanssonTutor: Peder Hård af SegerstadCourse: Media and Communication Studies CPeriod: Autumn term 2007University: Division of Media and communication, Department of information science, Uppsala universityPurpose/Aim: The aim of this essay is to gain a deeper understanding of how communication consultants work with communication. The purpose is to sort out whether or not the consultants have the same view in their strategic work with influence as they have when they build relations to customers. In the end the essay will answer if the perspective is the same between their strategic work, their relations and the research definition of how to obtain a genuine dialogue and a good relationship.Material/Method: This is a qualitative research. I have interviewed five communication consultants from three different corporations.

The purpose of the essay is to investigate whether the principles formulated by Peter Ackerman and Christopher Kruegler, concerning strategic non-violent conflicts, can serve a purpose when analyzing improvised non-violent conflicts. The principles are derived from factors that have been prominent in earlier successful improvised non-violent conflicts.The essay is based on two research questions; if the factors included in the principles formulated by Ackerman and Kruegler, exist in the two cases that this study investigates, and if those principles offer a satisfactory explanation for the outcome of an improvised non-violent conflict.To answer the questions the study uses a comparative method, where the improvised non-violent conflict of 2004 in Ukraine is compared to the improvised non-violent conflict of 1988 in Burma.The answer to the first question shows that the factors contained in the principles previously mentioned, exists in both cases. The answer to the second question is more uncertain, as there seems to be doubts on whether the case of Ukraine really was completely improvised. Another reason for caution is that the factors contained in the principles, only consider actions made by non-violent actors, and not by opponents or third parties. Thus the risks of missing vital explanatory factors are substantial..

Body awareness is a term that refers to a person´s perception and knowledge about his or her body. It includes proportion, size, weight, contour and image of ones body. The Ben- Tovim Walker Body Attitudes Questionnaire (BAQ) contains 44 questions concerning the different aspects of body awareness: Feeling fat, Body disparagement, Strength and fitness, Salience of weight, Attractiveness and Lower body fatness. The purpose of this study was to investigate body awareness among men in military recruit training. BAQ was distributed to fifty recruits for military service in Boden.

The purpose of current paper is to identify the differences (ifany) between Swedish and Turkish consumers in terms ofproduct design perception and to identify the differences toproduct design in relating the four dimensions / characteristics:1.Aesthetical attractiveness, 2.Functionality, 3.Value and4.Quality.The findings of the study indicate the existence of a universal perception of design. Despite the culturally different countries that are examined the empirical material consistently display similarities between the two countries. Both the quantitative and qualitative data point to a very similar perception in terms of design. The possibilities of global design are discussed for companies as well as managerial implications and future research..

Today every organization is committed to some kind of environmental scanning in order to get necessary knowledge of the world around them. The acquisition, organization and storage of information in combination with a strategic use, is today an important factor for a successful organisation in any sector of our society.In this Master thesis I have studied how an organisation such as The Confederation of Swedish Enterprise (Svenskt Näringsliv) handles its information resources. I have also looked at the flow of information within the organization. The Confederation of Swedish Enterprise is Sweden?s largest business federation representing 50 member organizations and 55 000 member companies.

The purpose of this Master?s thesis is to discuss marketing as it applies to some school libraries. Today?s marketing is about relations. It involves the establishment, maintenance and development of relations with users, non-users and other library related relationships.

Printed newspapers are on the decline, while digital versions are in rapid growth. Consequently the industry must draw up new business models around the digital format - models that can produce revenue streams equivalent to those that the print format used to produce. However, after a decade of 'free' online news, consumers now hesitate to pay. In their struggle for survival, strategic pricing is a central issue for newspapers. This study aims at describing how Swedish newspapers price their digital content, by analyzing their pricing processes and five factors that may influence the choice of paywall and price levels.

The purpose of this thesis is to clarify the connection between word-of-mouth and viral marketing, to identify properties of and strategic ways to implement viral marketing and to examine how a company can influence the customers? perception of the brand in social media.This purpose served to answer our research question: How can companies deliberately create viral marketing?To answer this question we based our study on a qualitative method where we conducted eight interviews with different people, all with experience in our research field. We focused on our respondents? own opinions and were more interested in their personal experiences rather than the market in general.In our last chapter our analysis clearly demonstrates that companies can deliberately create viral marketing. This is possible if companies create material that appeal to and that triggers the costumer to share.

Many design agencies and designers like to see design as a longtime strategic investment for any company. However, knowledge of design as a strategic resource depends on ones professional background and ones knowledge of design as such. It is common today that clients meet design agencies and therefore design with a certain skepticism concerning its role in the company. Within the prodctdevelopment-process the company?s different functions meet.

En viktig del till att bli en framgångsrik chef är att finna en balans mellan arbete ochfritid. Går det att finna balans mellan arbete och fritid. I det långa loppet handlar detom att orka hantera hög arbetsbelastning och krav som stundtals tenderar att spillaöver på ens fria tid. Genom teknikutvecklingen är inte längre tillgängligheten ettproblem utan problematiken ligger snarare hos individen att sätta sina egna gränser.Den här studien innefattar nio chefer från olika branscher verkade iGöteborgsområdet. Respondenterna har intervjuats där egna tankar och reflektionerkring deras balans har varit i fokus.