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Purpose: The aim of this study is to inquire into the congruency of store image perceptions, projected by Ikea and Ilva, and how Danish and Swedish consumers perceive the aforementioned stores’ images in their respective domestic market. Also, the aim sets out to evaluate the success of these stores’ images on consumers and on transference to host markets. Further, the aim is to discern specific s
The purpose of this study is using McDonald’s in China and Sweden as a case to find out how fast food restaurant retailers combine adaptation and standardization with symbolic attributes of store atmospherics under different cultural background, and find out possible reasons. The study used McDonald’s in a case format to study in-store atmospheres. Further, the research has an investigating and ex
Thesis purpose: The purpose of this study is to investigate the interdependencies within the process of partner selection in the fashion and design sector and the emanating criteria for finding the ideal co-branding partner in order to use co-branding as a strategic brand activation tool. Methodology: Multiple Case Study Theoretical perspective: Brand Building and Brand Activation, Relationship Ma
The topic of our thesis is Packaging Design as a Brand Building Tool and we are presenting the Scandinavian perspective. We found the topic interesting because, from a theoretical point of view, we identified a scarcity in research focusing on packaging design as a brand management tool, and from a practical point of view, we found out that businesses use packaging design at different levels in th
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Purpose: The purpose of this thesis is to identify and analyze innovative products and services within the telecom industry, letting these findings constitute possible ways for CSPs to innovate the experience of their customers. Methodology: The research in this thesis was conducted from a qualitative approach and data were collected using primary- (expert interviews) and secondary sources (journa
The purpose of this thesis is to investigate whether placement, using a special display, of ecological products, will have an effect on consumer buying behaviour and thereby sales of these products. When talking about sales we refer to the amount of ecological products that are being bought, habitual and unplanned, as a response due to the placement of the products in-store. To further elucidate t
A debate on environmental issues and food safety has been ongoing in Sweden and it is suggested that consumers' are seeking local produce instead of global and exotic foods. Moreover, studies show that the consumers’ positive attitude towards local produce does not reflect their actions. The purpose with this thesis is to contribute to a better understanding of the dissonance between the consu
A comparison of strategic alliances and mergers & acquisitions and their impact on shareholder value has been done. By using an event study methodology, the announcements of these strategic approaches has been analysed in order to understand which strategic approach affect shareholder value most favourably.
The purpose of this study is to investigate a loyalty card and its relation to accompanying promotional benefits, and their linkages to grocery retail service loyalty. Also, the aim sets out to find relationships between demographic variables and proneness towards the promotional benefits, the loyalty card, and loyalty. A quantitative approach has been assumed and empirical data has been collected
When contemplating entering an alliance the rationale behind the decision should differ depending on the size of the companies involved as well as on other important factors. The important factors influencing the decision are related to the resource pooling potential of the alliance, the power structure along with the business network the companies are a part of. The analysis has shown proof of a
In order to answer the question in the title, a cross-cultural analysis of two countries was done. Countries chosen were the Republic of Latvia and the Kingdom of Spain. The need for this research was suggested by increased cross-border business activities inside the European Union, and the lack of previous studies involving new Member States. The aim of the research was to see what environmental
Thesis purpose The study aims to examine the effects vertical and horizontal line extensions might have on the total parent brand equity in terms of strength and its baseline product regarding of market share, loyalty and penetration under an elapsed period of time. The study aims to investigate a number of actual conducted line extensions effect on the above mentioned aspects of Kellers (1993) de
Problem: Today Frigoscandia Equipment Europe, FSEE, is not sure how their CRM-system, MSMS, is used along with other solutions at the different regions throughout Europe. The company is interested in a usage evaluation describing by who and how the system is used. FSEE is also concerned about the users opinions of future development and improvements. Management is also concerned about how MSMS wou
Small and Medium sized Enterprises (SMEs) within the European Union are currently facing many challenges one being access to financing due to high risk and probability of default, another being cross-border taxation issues with double taxation and information asymmetry. Since the aim within the EU is to be the most competitive and dynamic knowledge-based economy in the world with sustainable econo
A description and analysis of the sales process of ERP systems is presented; also the consequences for the parties involved are discussed. The chosen methodological basis is an inductive research design consisting of a case study based on interviews. The analysis of the empirical data is done with a proposed analytical framework. Based on the agency theory, the analysis is tightly knitted together
The communicating home concept has been defined by identifying the dominating communication technologies to/from and in the homes, the most important customer behavior and user needs, the dominating products and the dominating actors of the industry. The evaluation of the communicating home industry has been performed with a five forces framework analysis and theories regarding value migration and
The common literature about strategic alliances offers a very fragmented picture. This thesis gives a theoretical overview on strategic alliances and builds the basis for the following examination of the different dimensions most strategic alliances have. The examination of the different dimensions is the crucial point of this thesis. Here the reader gets a detailed insight into the different dime
The aim with this thesis was to acquire an understanding for how individuals handle the feeling of shame in connection with cultural consumption. In order to capture the feeling of shame we developed an interview method called the Backstabber interview technique. We found that the Backstabber interview technique successfully triggered feelings of shame in connection to cultural consumption, which
The aim of this study is two folded. We wish to investigate if there is a value premium from hedging jet fuel exposure for American and European airlines. We also seek to answer if airlines can affect their probability to default by using Risk Management. During the period 2003 – 2006 there existed a value premium for airlines that hedged their expected future consumption of jet fuel. This premium
