To be seen is essential. Presently, the marketing of different well-known brands within the same product category is done with little variation. To marketing professionals, this creates an opportunity to market products in an unexpected way. The use of incongruent market communication and by creating a discrepancy between a well-known brand?s advertisement and brand scheme, which is already established in customers? minds, is one way to be different.

Horseracing is frequently referred to as the engine behind all horse activity in Sweden and it can be divided in to two main branches: harness racing and thoroughbred racing (HNS, 2008). Jump racing is a part of the thoroughbred racing and the jump racing is characterised by jumps on the racing track. Jump racing has been a part of the Swedish horseracing for over hundred years, but it has in recent years suffered from low economic profitability and been threatened by discontinuance (ATG & SG, 2008). Svensk Galopp, who is governing the horseracing in Sweden, has decided to increase the importance of jump racing. A workgroup was created for this purpose, and as a result of their work a strategy for the jump racing is supposed to be delivered in April 2009 (pers.

The aim of this Master?s thesis is to present guidelines for making a digital repository. To attain this, useful factors for creating an archive were examined. Also different organisations? strategies were analysed.

The Swedish Armed Forces tend to ask themselves if it is sufficiently multinational interoperablefor participation in international operations. An equally valid question today should be whether theSwedish Armed Forces are sufficiently nationally / internally interoperable, between their branchesof service, to be able to conduct independent operations based on the joint warfare theory.The lack of ability to joint warfare in the armed forces in general and the Swedish Armed Forcesspecially constitutes the essay´s fundamental problem. By using Codners and Sjöbloms custominteroperability theory, the Swedish Armed Forces documents were analyzed to highlight anyweaknesses related to joint warfare and national interoperability between Ground and Air Forces.The survey shows weaknesses linked to the custom theory and Swedish Armed Forces governingdocuments. The ability of a national interoperability is limited between Ground and Air Forcestoday, mostly because of weaknesses in the Swedish Armed Forces Strategic concept which doesnot describe the importance of joint warfare at all levels sufficiently. This leads to deficienciesreflected in doctrines, regulations, technology, techniques and exercises.

In November 2008 the National Library of Sweden decidedto switch classification system from SAB to Dewey decimalclassification. SAB had then been the main classificationsystem in the whole of the Swedish library field for 87 years.Included into the decision was not just the nationalbibliography but also the research libraries of Sweden. Thisdecision was in alignment with a West European tendency tochange in favor of the internationally well-spreadclassification system Dewey in order to co-operate more inthe cataloguing process. The purpose of this study takenplace in the autumn and winter of 2013 is to examine howlibrarians involved in the transition feel about what differentways the implementation has affected the research libraryorganizations. We also aim to study the librarians? view onthe involvement of the research libraries into the decision ofthe changeover.

Purpose: This study`s purpose is to investigate the role of a business incubator in the Strategic decision situations during the process of a new venture startup. It also aims to explore the methods and instruments the incubator and its advisers applies during the process.Methodology: This study is built on the basis of a hermeneutic approach with qualitative method and abductive design. The empirical material collected consist of interviews from two case studies and secondary data collection from different related sources.Theoretical perspective: The theory in the study consists of the elements of previous research on innovation processes and entrepreneurship. To analyze the data, models and theories related to decision making, incubation, process theories and organizational theories.Empirical foundation: The empirical material consists of interviews and data from two completed case studies. Additionally consist a relatively large part of the empirical data out of a comprehensive information retrieval from various secondary sources such as internet, newsletters and annual reports.Conclusion: The assay was able to detect not just one, but a variety of roles that the incubator occupies at different stages of the innovation process.

Purpose: The purpose of this paper is to contribute with knowledge regarding the connection between the socialization process and the organizational commitment perceived by junior accountants. Based on Van Maanen and Schein's (1979) model, we intend to identify and describe how selected socialization strategies affect junior accountants? perceived affective, continuous and normative commitment during the initial five years in the firm.Research methodology: Semi-structured interview was chosen as the key approach for gathering essential data. Interviews were conducted at three major accounting firms with a total of eight interview participants. The study has a qualitative approach because of the ability to go in depth on the studied phenomenon.Conclusion: The socialization process consists of individual, informal, sequential, fixed, serial, and investiture strategies.

ABSTRACTTitle: Strategic Anarchy ? a study on WeActivists' communicative function inside WeSC.Number of pages: 69Authors: Frida Leijonborg, Nils Lindstro?mTutor: Jessica GustafssonCourse: Media and communication studies CPeriod: Second term 2013University: Division of Media and Communication, department of information science, Uppsala UniversityPurpose: Our aim with this paper is to examine the communicative role WeActivists play in WeSC's external communication, and also to investigate what it means to be part of the activist concept as individuals. This will be done by presenting WeSC's key values and investigate whether these are portrayed by the representation of the activists in market campaigns and personal interviews.Material/Method: We have conducted a qualititave study where we interviewed three WeActivists of various age and profession. Furthermore we did a semiotic analysis of 10 images from 7 advertising campaigns.Main results: Our results indicate that WeActivists play a significant role in WeSC?s external communication, and thus signifying that they play a major part in creating WeSC's brand identity.

AbstractTitle: Strategic Communication within franchising, a case study of GallerixNumber of pages: 60 (65 with enclosures)Author: Charlotta Babington ThorszeliusCourse: Media and Communication DPeriod: Spring 2008University: Division of Media and Communication, Department of Information Science, Uppsala University, SwedenPurpose/Aim: To find out, by doing a case study, how communication between the two parties in a franchising relationship works, and how communication can strengthen the concept and brand. By analysing the communication, identify strengths and weaknesses and make suggestions for improvement.Material/Method: Qualitative method by using interviewsMain results: The understanding of the concept and the relationship between franchiser and franchisees are vital for the success of the franchising chain. The main internal communication channel today is the Intranet, and more personal contacts and meetings are requested. The yearly meetings are appreciated by the franchisees, but the content of the meetings are of varied quality. The chains value words, which are important for how the brand is perceived by the customer, are slightly different from how the franchiser and the franchisees sees them.

The Arctic region is rich in natural resources such as oil, gas, minerals and fish. Climate change causes the Arctic ice melt, making resource extraction possible as well as opening up new transport routes through the Northwest Passage and the Northeast Passage. This has led to competition and cross-border strife among the Arctic States. The two largest states in the Arctic are Russia and Canada, which are also members of the Arctic Council. Russia and Canada are at the moment involved in several disputes regarding the Arctic territory where the ownership of the North Pole is one example.

This paper aims to give an insight into how venture capital work with their investments in the school sector. The purpose of the paper is to examine their work, regarding to goals of the company and the process of controlling the goals.  The study also aims to determine the way the companies work with value growth.This study uses a qualitative research method, where the theories license to operate, the relationship value management framework, agency-principal and new public management theory is tested in relation to the collected data. Eleven persons were interviewed in this paper. This paper also aims to give an overview to venture capital in the school sector, where it will examine whether financial goals could collide with social goals.What the study can tell is that venture capital does not have a license to operate in this sector, according to the theory.

Background: Stress is a contributing factor to the increase in mental illness among teenagers. The school nurses are obliged to work promotive to prevent ill health in teenagers. The psychosocial part takes more of school nurses? time while other school health duties increases.Purpose: To highlight the school nurses? experience of teenagers stress and the work to help them deal with it.Method: A qualitative study with semi-structured questions. A Strategic sample was used and eight nurses participated.

A company library can only exist if it contributes to a positive result for the company. As endusers are beginning to perform searches on the Internet and have access to databases and electronic documents via their desktops it becomes important for company librarians to thoroughly think through what services should be offered to the users so that the library still contributes to the company s profit. The aim of this dissertation was to try to define the services that the company library offers its users having in mind the changes that have taken place concerning the availability of information. I also wanted to explore whether the librarians had the necessary competence to perform the services offered. Six information specialists were interviewed to give their view on the services their libraries offered.

Samverkan i strategiska nätverk kan ge både positiva och negativa konsekvenser för de företag som deltar. Ökad kunskap om dessa konsekvenser kan bidra till att skapa fler framgångsrika nätverk. Syftet med denna uppsats var att förklara samverkan mellan företag i strategiska SME-nätverk genom att undersöka olika fördelar och nackdelar som påverkar företagens vilja att samverka och därmed även nätverkets framgång. Fallstudien av nätverket BDX visade att företag som naturligt är konkurrenter kan vinna fördelar genom att samverka, att det kan löna sig för företag att konkurrera tillsammans. Genom att utföra intervjuer och telefonenkäter samlades data in inom nätverket BDX.

The main aim of this thesis is to investigate the implications and dynamics behind consistency between individual resource allocation decisions and corporate strategy concept. The telecom industry, a high-velocity environment going through an extensive deregulation process, is put under the magnifying glass. Japanese telecom giant NTT Group is compared to its German counterpart Deutsche Telekom. Potential antecedent factors in the Strategic decision-making process to consistency are studied. It is also examined whether there is a direct interplay between consistency and economic performance.