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Fregidou-Malama, MariaORCID iD iconorcid.org/0000-0001-9080-2629
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Publications (10 of 43) Show all publications
Fregidou-Malama, M. & Jakobsson, S. (2024). Att etablera en ny marknad för lokala produkter: Projektet Bondens egen Marknad i Gävle. Gävle: Gävle University Press
Open this publication in new window or tab >>Att etablera en ny marknad för lokala produkter: Projektet Bondens egen Marknad i Gävle
2024 (Swedish)Report (Other academic)
Abstract [sv]

Följande forskning utgör en utvärdering av projektet Bondens egen Marknad i Gävle (BeMiG). Studiens syfte var att öka kunskapen om etablering av BeMiG genom att analysera marknadsdeltagarnas uppfattning om marknaden och dess effekter.

För kartläggning av marknaden har enkäter skickats ut till alla bönder som deltagit i marknaden under 2007 och 2008. Resultatet visar att deltagarna är positiva till marknaden, anser att omsättningen på marknaden har varit bra och att organisering, planering, försäljning och marknadsföring fungerat bra. Marknaden har givit deltagarna kundkontakter och kontakt med andra producenter och affärsidkare. Kunder har hittat till marknaden och till bondens gård eller genom att handlare i Gävle säljer böndernas varor. Studien visar att många lokala produkter som säljs på marknaden är ekologiska produkter och det finns ett positivt samband mellan lokal produktion och ekologisk produktion. Vi tolkar resultat som att gynnsamma förhållanden för BeM har skapats genom samarbete mellan bönder, kunder, andra företagare och den offentliga sektorn.

Sammanfattningsvis visar studien att beviljande myndighetsstöd till projektet har bidragit till att en ny marknad har skapats i Gävle med 38 deltagare. Ett nätverk av lokalproducerade bönder har bildats och lokalprodukter har blivit synliga för konsumenterna. Det återstår att bistå producenterna så att marknaden stabiliseras och utvecklas vilket gynnar bönderna, konsumenterna och en hållbar ekonomisk utveckling i Gävleborgs län. En utveckling av marknaden förutsätter dock en professionell organisering av marknadsföringen och att deltagarna kan finansiera marknaden i framtiden.

Forskning bidrar till att 1) utveckla utvärderingsteorin genom att presentera en realistisk utvärdering och en åtgärdsmodell grundad i en specifik kontext. 2) utveckla kunskap om Bondens Marknad genom att visa att lokala marknader kan påverka ekonomisk, ekologisk och social hållbarhet för bönder, konsumenter och samhället. 

Abstract [en]

This research evaluates a project about the Farmers´ Market in Gävle. The study aimed to increase knowledge about the establishment of the Farmers´ Market in Gävle by analyzing market participants’ perceptions of the market and its effects.

To map the market, questionnaires were sent to all farmers who participated in the market in 2007 and 2008. The results of the analysis of the responses show that the participants are positive to the market and consider that their turnover at the market has been good, and that organization, planning, sales, and marketing have functioned well. The market has provided customer contacts and interactions with other producers and business owners. The customer base has expanded due to customers discovering the market and visiting farmers’ farm shops, as well as local merchants selling farmers’ goods in Gävle.

The study shows that many of the local products sold at the market are organic. We observe a positive correlation between local and ecological production. We interpret the results of the study to mean that favourable conditions for the Farmers´ Market in Gävle have been created through cooperation between farmers, customers, entrepreneurs, and the public sector. 

In conclusion, our study shows that granting government support to the project has contributed to the creation of a new market in Gävle with 38 participants. A network of locally produced farmers has been formed, and local products have become visible to consumers. However, the development of the market requires a professional organization that takes care of marketing and that the participants can finance the market in the future.

Our research contributes with new knowledge to 1) evaluation theory by constructing a measurement program based on specific context reality and 2) develops knowledge on Farmers´ Markets by showing that local markets can affect economic, ecological, and social sustainability for farmers, consumers, and the local society. 

Place, publisher, year, edition, pages
Gävle: Gävle University Press, 2024. p. 40
Series
RD-report, ISSN 1403-8749 ; 63
Keywords
Bondens egen Marknad, Farmers’ Market, locally produced foods, relationships and networks, Bondens egen Marknad, lokalproducerade livsmedel, relationer och nätverk
National Category
Economics and Business
Identifiers
urn:nbn:se:hig:diva-45210 (URN)
Available from: 2024-07-12 Created: 2024-07-12 Last updated: 2024-07-12Bibliographically approved
Fregidou-Malama, M. & Hyder, A. (2024). Constructing organizational culture in an international subsidiary: Elekta healthcare services in Greece. International Business Review, 13(4), Article ID 102293.
Open this publication in new window or tab >>Constructing organizational culture in an international subsidiary: Elekta healthcare services in Greece
2024 (English)In: International Business Review, ISSN 0969-5931, E-ISSN 1873-6149, Vol. 13, no 4, article id 102293Article in journal (Refereed) Published
Abstract [en]

Purpose: This study analyzes the development of organizational culture in an international subsidiary in healthcare through the interaction of the parent company and local culture. Design/methodology/approach: We conducted a single case study on Elekta Greece, a subsidiary of the multinational company Elekta based in Sweden via interviews. Findings: The company creates a unique organizational culture, called the Philotask culture, that takes into consideration the cultural contexts of Sweden and Greece, the value of philotimo, situation in the market, and the type of company and services. Research implications/limitations: The model consists of a context-grounded framework focusing on healthcare. Research in other countries and industries can help to generalize this model. Practical implications: The findings indicate that to develop organizational culture, managers need to consider the local cultural context. Originality/value: This research contributes to organizational culture theory, reporting on the Philotask model that emerged.

Place, publisher, year, edition, pages
Elsevier, 2024
Keywords
Context; Dichotomy; Healthcare services; MNCs; MNEs; Organizational culture; Philotask; Philotimo
National Category
Business Administration
Identifiers
urn:nbn:se:hig:diva-44094 (URN)10.1016/j.ibusrev.2024.102293 (DOI)001253649600001 ()2-s2.0-85190127683 (Scopus ID)
Available from: 2024-04-22 Created: 2024-04-22 Last updated: 2024-07-05Bibliographically approved
Fregidou-Malama, M. & Jakobsson, S. K. O. (2024). Local Produced and Organic Food for Sustainable Development: A case from the Nordic countries. In: : . Paper presented at CIMaR 2024 - Sustainable International Busness: Being Resilient under New Realities, 31st Annual Conference & Professional Development Workshop, Consortium for International Marketing Research (CIMaR), Gävle, Sweden, 10-13 June 2024.
Open this publication in new window or tab >>Local Produced and Organic Food for Sustainable Development: A case from the Nordic countries
2024 (English)Conference paper, Oral presentation only (Refereed)
Keywords
local produced food, organic food, consumer, attitudes, sustainability
National Category
Business Administration Food Science Environmental Sciences
Research subject
Innovative Learning; Sustainable Urban Development
Identifiers
urn:nbn:se:hig:diva-45455 (URN)
Conference
CIMaR 2024 - Sustainable International Busness: Being Resilient under New Realities, 31st Annual Conference & Professional Development Workshop, Consortium for International Marketing Research (CIMaR), Gävle, Sweden, 10-13 June 2024
Projects
Ditt val spelar roll – konsumentens roll i den moderna livsmedelsproduktionen
Available from: 2024-09-12 Created: 2024-09-12 Last updated: 2024-09-18Bibliographically approved
Fregidou-Malama, M., Chowdhury, E. & Hyder, A. S. (2023). International marketing strategy of emerging market firms: the case of Bangladesh. Journal of Asia Business Studies (4), 804-823
Open this publication in new window or tab >>International marketing strategy of emerging market firms: the case of Bangladesh
2023 (English)In: Journal of Asia Business Studies, ISSN 1558-7894, E-ISSN 1559-2243, no 4, p. 804-823Article in journal (Refereed) Published
Abstract [en]

Purpose

This study aims to increase understanding of factors influencing the international marketing (IM) strategy of products from emerging markets (EMs) to international markets.

Design/methodology/approach

This study conducted case studies by collecting qualitative data through semistructured interviews with respondents from four food product companies in Bangladesh.

Findings

This study finds that the firms employ local Bangladeshi people who are knowledgeable in the company culture. They strategically focus on countries where the Bangladeshi diaspora lives and initially target them, approaching natives later. They adapt and customize products to the importers’ requirements to make them visible and increase understanding between product providers and local customers. The findings show that EM firms encounter a mentality that poor countries produce poor quality products; this mindset makes the internationalization of their business difficult.

Research limitations/implications

This research contributes to international product marketing of EM firms by constructing a model of a modern people-oriented marketing strategy for food products. This study contributes to literature on culture by illustrating that the cultural dimensions of collectivism and uncertainty avoidance enhance the development of networks and trust and impact marketing strategy.

Originality/value

This study theorizes the importance of context and an innovation-driven modern people-oriented IM strategy that adapts to customers’ preferences for food products and emphasizes the contribution of diaspora. This research reveals that Bangladeshi firms face challenges both because customers link the country and the companies to low-quality products and because governmental regulations prevent them from establishing a local presence in other countries. This study analyzes challenges EM firms face in the process of IM and the factors affecting Bangladesh in particular.

Place, publisher, year, edition, pages
Emerald, 2023
Keywords
product marketing, Bangladesh, customization, diaspora, emerging markets
National Category
Business Administration
Identifiers
urn:nbn:se:hig:diva-40289 (URN)10.1108/jabs-12-2021-0504 (DOI)000869745800001 ()2-s2.0-85140302260 (Scopus ID)
Available from: 2022-10-20 Created: 2022-10-20 Last updated: 2023-07-06Bibliographically approved
Edling, S., Pettersson, D., Kusterer, H. L., Hillström, L., Fregidou-Malama, M. & Francia, G. (2023). What is meant by an innovative learning stimulating social sustainability?: A thematic content analysis in the crossroads between various disciplines. In: ICERI 2023 Proceedings: . Paper presented at 16th Annual International Conference of Education, Research and Innovation. Seville, Spain. 13-15 November, 2023 (pp. 8068).
Open this publication in new window or tab >>What is meant by an innovative learning stimulating social sustainability?: A thematic content analysis in the crossroads between various disciplines
Show others...
2023 (English)In: ICERI 2023 Proceedings, 2023, p. 8068-Conference paper, Oral presentation with published abstract (Refereed)
National Category
Educational Sciences
Identifiers
urn:nbn:se:hig:diva-46486 (URN)10.21125/iceri.2023 (DOI)
Conference
16th Annual International Conference of Education, Research and Innovation. Seville, Spain. 13-15 November, 2023
Available from: 2025-02-05 Created: 2025-02-05 Last updated: 2025-06-12Bibliographically approved
Fregidou-Malama, M., Chowdhury, E., Fjellström, D. & Hyder, A. S. (2022). The paradox of globalization: exploitation or empowerment of women?. In: The paradox of globalization: exploitation or empowerment of women?: . Paper presented at 30th Annual Conference of the Global Awareness Society International (GASI).
Open this publication in new window or tab >>The paradox of globalization: exploitation or empowerment of women?
2022 (English)In: The paradox of globalization: exploitation or empowerment of women?, 2022Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

This study analyzes the Paradox of Globalisation. We investigate if Globalisation leads to empowerment or to exploitations of women. Research show globalization contributes to higher incomes for less developed economies, democratizes institutions, cultivates cultural richness and develops employment for women. Additionally, there are negative effects of globalization if the cultural context of people is not considered and globalization is controversial. We view the paradox of globalization as twofold having consequences on women empowerment and exploitation. It is assumed gender equality can improve women conditions and opportunities, advances their careers and enhances participation in democratic decision-making, by giving freedom of speech to all about problems in factory work. Based on a study from Bangladesh garment industry we analyze the influence of globalization on women empowerment. We conducted a qualitative study and structured interviews with 39 women workers in six factories and use a grounded theory approach to analyse the data. Preliminary results of the study show contextual factors affect the working conditions of women in the factories negatively. Female workers are not satisfied with the salaries they get, they are not allowed to use the money they earn by themselves and they do not have the possibility to participate in decision-making and advance in careers. The paradox is female workers still can support their families and their children and got the possibility to buy more and healthier food. The study suggests if institutional factors are considered, globalization can make a positive contribution by empowering women and improving the quality of decision-making. 

Keywords
Empowerment, exploitation, paradox, female workers, garment industry, globalization
National Category
Gender Studies
Identifiers
urn:nbn:se:hig:diva-40531 (URN)
Conference
30th Annual Conference of the Global Awareness Society International (GASI)
Available from: 2022-11-29 Created: 2022-11-29 Last updated: 2023-03-08Bibliographically approved
Fregidou-Malama, M. & Hyder, A. S. (2021). Multilevel trust in international marketing of healthcare services: A five-country comparative study. International Business Review, 30(6), Article ID 101895.
Open this publication in new window or tab >>Multilevel trust in international marketing of healthcare services: A five-country comparative study
2021 (English)In: International Business Review, ISSN 0969-5931, E-ISSN 1873-6149, Vol. 30, no 6, article id 101895Article in journal (Refereed) Published
Abstract [en]

Purpose: This research aims to increase understanding on how multilevel trust is developed as well as how trust levels are interconnected and influence international marketing strategy for healthcare services. Design/Methodology/Approach: A comparative case study approach was applied with Elekta, a Swedish firm, operating in Brazil, the Philippines, China, Russia, and Hong Kong. Findings: The research culminated in a multilevel trust (MLT) model comprised of three levels relating to individuals, company performance, and context. Research implications/limitations: This study offers a context-based multilevel trust model from a process perspective focusing on healthcare. This model can be tested in other service sectors. Practical implications: Managers should consider multilevel trust to boost relationships and achieve local acceptance. Originality/Value: This research contributes to trust theory by constructing a context-based multilevel trust model for international healthcare marketing. 

Place, publisher, year, edition, pages
Elsevier, 2021
Keywords
Brazil, China, COO, Hong Kong, Marketing strategy, Multilevel trust, Philippines, Russia, Sweden
National Category
Economics and Business
Identifiers
urn:nbn:se:hig:diva-36910 (URN)10.1016/j.ibusrev.2021.101895 (DOI)000702868900004 ()2-s2.0-85109434405 (Scopus ID)
Available from: 2021-08-19 Created: 2021-08-19 Last updated: 2023-03-08Bibliographically approved
Fregidou-Malama, M., Chowdhury, E. & Hyder, A. S. (2019). Innovative product marketing strategy: multinational companies in Bangladesh. Journal of Asia Business Studies, 13(4), 656-671
Open this publication in new window or tab >>Innovative product marketing strategy: multinational companies in Bangladesh
2019 (English)In: Journal of Asia Business Studies, ISSN 1558-7894, E-ISSN 1559-2243, Vol. 13, no 4, p. 656-671Article in journal (Refereed) Published
Abstract [en]

Purpose: This paper aims to deal with international marketing of products, analyzing how adaptation/standardization and network development are achieved when marketing products in Bangladesh.

Design/methodology/approach: By applying a qualitative method, the study was conducted at four multinationals, British American Tobacco, Perfetti Van Melle, Tetrapak and Reckitt Benckiser, operating in Bangladesh. Data were collected through semistructured interviews, direct observation and official documents. The analysis was conducted through construction of themes that were identified from the data set.

Findings: The study demonstrates that business relationships related to a local market should be adapted to customer preferences. The research suggests that a balanced combination of product quality and development of new, innovative products adapted to the needs of the market and the customers establishes trust and networks. Cultural and market context were found to influence multinational companies (MNCs)s to standardize the quality of the products and adapt marketing mix components to the needs of consumers.

Research limitations/implications: The paper contributes to international marketing literature with a model of product marketing based on context, trust, networks and adaptation/standardization. The model introduces the cultural dimension of femininity/ masculinity and the innovation of products and market structure. The study is limited to one emerging market. Further studies should explore other emerging market economies and MNCs.

Practical implications: The results suggest that to meet the challenges of emerging market economies and achieve success, managers should take people and market needs into consideration.

Originality/value: This paper extends product marketing literature by presenting a context-based model for MNCs’ product marketing.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2019
Keywords
networks, context, adaption, multinational companies, emerging market economies, product marketing, standardization, trust
National Category
Economics and Business
Research subject
Innovative Learning
Identifiers
urn:nbn:se:hig:diva-31235 (URN)10.1108/JABS-07-2018-0193 (DOI)000500438000009 ()2-s2.0-85076205716 (Scopus ID)
Available from: 2019-12-10 Created: 2019-12-10 Last updated: 2023-03-08Bibliographically approved
Fregidou-Malama, M., Hyder, A. S. & Chowdhury, E. (2019). Why Microfinance in Rich Developed Countries?. In: ICBM 2019 2nd International Conference on Business and Management: . Paper presented at 2nd International Conference on Business and Management (ICBM 2019) 'Industry Focused Global Research Trends in Business and Management', 25-27 April 2019, Dhaka, Bangladesh (pp. 795). Dhaka: BRAC University, Article ID ICBM-19-0316.
Open this publication in new window or tab >>Why Microfinance in Rich Developed Countries?
2019 (English)In: ICBM 2019 2nd International Conference on Business and Management, Dhaka: BRAC University , 2019, p. 795-, article id ICBM-19-0316Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

This research deals with the influence of microfinance/microcredits on business development analyzing how micro finances affect establishment of small enterprises in Sweden. For the analysis, the following research questions were addressed: How do small enterprises get access to microfinances and what kind of businesses are established through microfinances? Microcredit means giving entrepreneurs access to financial resources to borrow a small amount of money to invest in income generating business activities context related. A model of microcredit was developed to lend money to the poor for business entrepreneurship. Access to microfinance can facilitate poverty reduction and incorporate economic and social development. Relationship based lending is affected by cultural and social context. Multiple case studies were applied for data collection from two small enterprises in Gothenburg, Sweden and a microfinance institution in Sweden. Qualitative data was collected in form of semi-structured interviews. Direct observation and documents were also used as data source. The study shows that microfinance contributes to development of sustainable enterprises and generates employment for people. The research shows that microfinance leads to sharing risks and financing projects in social enterprises, cooperative business and associations. It provides people with social networks, enhances their independence, empowers them and improves the quality of their life by generating incomes. It is important for the microfinance institutions to get recognition as important actors in the financial sector to succeed. The research contributes to the literature and theories of microfinances by developing a model about microfinances in developed countries. The limitation of the study is that we had studied only two small enterprises in a developed country. We suggest comparative studies on the influence of microfinance on business development and women empowerment between emerging economies and developed countries or between developed countries.

REFERENCES [1] C. Fouillet, M. Hudon, B. Harris-White and J. Copestake, “Micorfinance studies: Introduction and overview,” Oxford Development Studies, Vol. 41, No. 1, 2013, pp. 1-16. [2] K. Burzynska and O. Berggren,“ The impact of social beliefs on microfinance performance,” Journal of International Development, Vol. 27, No. 7, 2014, pp.1074-1097. [3] M. Yunus, “Building social business: The new kind of capitalism that serves humanity’s most pressing needs,” The University press Limited: Bangladesh, 2010. [4] M. Yunus, “banker to the poor: The autography of Muhammad Yunus, founder of Grameen Bank,” The University press Limited: Bangladesh, 1998.

Place, publisher, year, edition, pages
Dhaka: BRAC University, 2019
Keywords
Social enterprises, microfinances, microcredits, empowerment, Micro Fund, Sweden
National Category
Business Administration
Research subject
Innovative Learning
Identifiers
urn:nbn:se:hig:diva-29557 (URN)9789843443540 (ISBN)
Conference
2nd International Conference on Business and Management (ICBM 2019) 'Industry Focused Global Research Trends in Business and Management', 25-27 April 2019, Dhaka, Bangladesh
Available from: 2019-05-13 Created: 2019-05-13 Last updated: 2023-03-08Bibliographically approved
Fregidou-Malama, M. & Hyder, A. S. (2018). Does national culture influence organizational culture across contexts?: Elekta in Greece. In: Peter J. Batt (Ed.), IMP ASIA - The eight meeting of the IMP Group in Asia: . Paper presented at Networks in Context, The 8th meeting of the IMP Group in Asia and 34th meeting of IMP Group, Jetwing Blue, Negombo Beach, Sri Lanka, 2nd-5th December 2018. Industrial Marketing and Purchasing Group
Open this publication in new window or tab >>Does national culture influence organizational culture across contexts?: Elekta in Greece
2018 (English)In: IMP ASIA - The eight meeting of the IMP Group in Asia / [ed] Peter J. Batt, Industrial Marketing and Purchasing Group , 2018Conference paper, Published paper (Refereed)
Abstract [en]

This research deals with the influence of National Culture on Organizational Culture in Healthcare Services. We analyse how the national culture of a firm´s home and host country and the cultural context affect the organizational culture in international marketing of healthcare services. We conducted a case study on Elekta a Swedish invention for radio surgery with a subsidiary, Elekta-Greece EPE, in its real life context. We collected qualitative data in form of semi-structured interviews by interviewing fourteen people during the years 2015-2016 in the host country of the subsidiary. We also used direct observation of the working environment and company documents as data sources. The study shows that the organisational culture of the Business Unit in Greece is flat and managers apply open doors culture trusting employees. Inequality between employees does not exist and the managers empower employees by involving them in the decision making process. Employees work as a team and share responsibilities and experience helping each other. They feel happy to work and perceive the challenges the company meets as their own challenges identifying themselves with the company. The study indicates that the context of the collectivistic and uncertainty avoiding culture of Greece influences managers to empower and motivate employees to work as a team developing good personal relationships in the company trusting each other. The results suggest that a balanced combination of national cultures makes the structure of the organisation flat, employees work as a team applying the Greek Philotimo helping and supporting each other to avoid ambiguity, reduce stress and unite in uncertain situations. We argue that a combination of the small power distance and femininity of the Swedish national culture combined with the cultural context of collectivism and strong uncertainty avoidance in Greece influence the organisational culture of the Business Unit. The local dynamic cultural context and the behaviour of the market, the customers, patients, service providers and the employees transform the organisational culture of Elekta-EPE Greece to a mixture of Swedish culture and Greek culture applying new organisational practices and models adapting to the values of the local context. The research contributes to the International services marketing literature developing a model of internationalization of healthcare services based on national cultural dimensions, organizational culture and contextualization. Managers who aim to establish businesses across borders need to balance the national culture of the head quarter and the one applied in units abroad with the unique context environment they operate to develop new organizational culture and be effective. A further study can include more companies and sectors to focus on the effect of national cultural context on organizational culture across countries.

Place, publisher, year, edition, pages
Industrial Marketing and Purchasing Group, 2018
Keywords
national culture, organizational culture, context, healthcare services, Philotimo
National Category
Business Administration
Research subject
Innovative Learning
Identifiers
urn:nbn:se:hig:diva-29534 (URN)
Conference
Networks in Context, The 8th meeting of the IMP Group in Asia and 34th meeting of IMP Group, Jetwing Blue, Negombo Beach, Sri Lanka, 2nd-5th December 2018
Available from: 2019-05-03 Created: 2019-05-03 Last updated: 2023-03-08Bibliographically approved
Organisations
Identifiers
ORCID iD: ORCID iD iconorcid.org/0000-0001-9080-2629

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