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  • 201.
    Osarenkhoe, Aihie
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    THE MANAGEMENT OF CUSTOMER RELATIONSHIPS: COMMENTS ON THE FORCES INFLUENCING THE IMPLEMENTATION OF A SUSTAINABLE CUSTOMER-CENTRIC STRATEGY.2004In: International business in an enlarging Europe: integration, coopetition and collaboration, Academy of International Business (AIB), UK chapter , 2004, p. 20-Conference paper (Refereed)
    Abstract [en]

    The new forms of competition and the structural modifications of exchange processes, partly due to the emerging economy of virtual network are forcing firms to give top priority to customer relationship management (CRM). The impetus for the development of this new paradigm has come from the globalisation of business, information technology (IT) advances, shorter product life cycles and the evolving recognition of the relationship between customer retention and profitability. Attempts to define CRM in terms of what they perceive as its key conceptualisations have been varied and inconsistent. Moreover, the literature reflects remarkably little efforts to develop a framework for understanding the implementation of a customer-centric strategy. The consequence of the lack of consensus has resulted to the strategy been operationalised wrongly in practice thereby inhibiting the probability of implementing a sustainable customer-centric strategy.

    The empirical findings show that many CRM initiatives have ended in failure in terms of technically not delivering the anticipated business benefits partly because, the role of technology in the strategy implementation process is interpreted differently by the actors in both the demand and supply sides of the value chain. A model for implementing a customer-centric strategy is empirically tested in this study. The model takes into consideration not only the hardware (technical aspects), as commonly done in practice, but also the software (the human and cognitive elements) requirements for a sustainable customer-centric startegy.

  • 202.
    Osarenkhoe, Aihie
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    The Oxymoron of Informal Sector: A framework for conceptualising informal sector as enabler of economic development in developing countries2009In: Journal of International Business and Economics, ISSN 1544-8037, Vol. 9, no 1, p. 118-131Article in journal (Refereed)
    Abstract [en]

    Extensive attention has been given to the role of entrepreneurship in facilitating global economic development, with research indicating that much employment growth originates from the “entrepreneurial sector” of the economy. Paradoxically enough, in discussions of economic development, industrial dualism is often ignored. This paper fills this gap by acknowledging the Informal Sector, sometimes regarded as an unorganised “nuisance” sector, as an oxymoron. We show that the importance of informal activities is highly correlated with a nation’s level of economic development and the quality of its institutions. Furthermore, the informal sector emphasises small-scale, unskilled-labour intensive, self-financed activities and under capitalisation. In the light of this, we introduce a framework for understanding the role of the informal sector in the process of economic development. The framework developed also aims to accentuate the continuum, interplay and interconnectedness between the informal and the formal sectors and the role entrusted on some change agents such as  international NGOs, small community based or local NGOs as well as government authorities in this process. The conclusions and implications drawn for theory development and public policy recognise the role of industrial dualism in economic progress.

    Keywords: Informal Sector, Formal Sector, Economic development, Dualism, Oxymoron.

  • 203.
    Osarenkhoe, Aihie
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    What characterizes the culture of A Relationship-focused Organization applying a Customer Intimacy Strategy2008In: Journal of Database Marketing and Customer Strategy Management, ISSN 1741-2439, EISSN 1741-2447, Vol. 15, no 3, p. 169-190Article in journal (Refereed)
  • 204.
    Osarenkhoe, Aihie
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    What characterizes the culture of a relationship-focused organization applying a customer intimacy strategy2008Report (Other academic)
    Abstract [en]

    What characterizes the culture of a market-oriented firm applying customer intimacy philosophy? To answer this question, a theoretical lens that enables focus on the resources embodied in the people and culture that underlie any advantages on the product market is adopted. This is the second paper from a six-year longitudinal case study conducted at a Swedish insurance company. Findings: the outcome of the firm’s strategy is attributed to its culture; the firm’s commitment to continuous improvement is considered as a point of parity and the passion and behaviour of people in the firm toward their customers and each other is the point of difference of the strategy. Concludes that moving from sales to a customer intimacy philosophy requires an appreciation of the current and changing needs of customers that continuously fine-tune the strategy’s compatibility with corresponding values in the firm’s business culture, and maintain an informed workforce that is aligned with the philosophy. This paper demonstrates how cultural reasoning can lead to useful insights for practitioners, particularly with regard to strategies for dealing with a firm’s internal and external environments. Implications are that practitioners of systems thinking must understand a new definition of a system, especially when dealing with new market forces and empowered customers.

  • 205.
    Osarenkhoe, Aihie
    et al.
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    Abraha Gebrekidan, Desalegn
    University of Skövde, Skövde, Sweden.
    Baffour Awuah, Gabriel
    Halmstad University, Halmstad, Sweden.
    Relationships and networks in the processes of establishment of firms in transition economies: Scandinavian firms in central and eastern Europe2008In: International Journal of Strategic Management, ISSN 1555-2411, E-ISSN 2378-8615, Vol. 8, no 1, p. 25-44Article in journal (Refereed)
    Abstract [en]

    A focus on the particular entry mode a firm uses to enter a new market, rather than on the process of establishment, dominates in extant literature. To fill this void, we apply an establishment process model developed from the network approach to illuminate the web of relationship forms embedded in the establishment process of two Scandinavian firms as they attempt to establish themselves in transition economies. In one case, the results show that Statoil’s process of establishment in Estonia was both less time-consuming and less resource-consuming because the firm drew support from significant actors in their network of exchange relationships. In the second case, a lack of home and host country support for Scania in Croatia resulted in an arduous and costly process and less stable position in the market, with the firm’s position changing several times as different problems cropped up. In light of the findings from the two cases, theoretical and practical implications for managing the establishment process are discussed.

  • 206.
    Osarenkhoe, Aihie
    et al.
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    Bennani, Az-Eddine
    Reims Management School, Reims, France.
    An exploratory study of implementation of customer relationship management strategy2007In: Business Process Management Journal, ISSN 1463-7154, E-ISSN 1758-4116, Vol. 13, no 1, p. 139-164Article in journal (Refereed)
    Abstract [en]

    There has been an unprecedented resurgence of academic as well as practitioner interest in customer relationship management (CRM) in recent years. However, efforts made in extant literature to link the components of CRM strategy to its implementation are insufficient. We argue that relationship management is the process of implementing it. This paper aims to provide insights on the core components of CRM and the implementation of CRM strategy. An integrative framework for implementing CRM strategy guides our exploratory effort. Other major contributions offered by this paper are its deep anchorage in extant literature and the exploratory study of CRM implementation at a Swedish company serving consumer, business, institutional and government markets. The case study illustrates that relationships are not only a tactical weapon, but represent a different, strategic approach to buyer-seller exchange. It further epitomises that a more useful way to think of CRM is as a process that helps to bring together a variety of information about customers, sales, marketing effectiveness, responsiveness and market trends. The study also highlights the fact that implementing CRM strategy requires the endorsement by and commitment from top management, systematic cross-functional communication, and mandatory customer loyalty training programmes for all employees.

  • 207.
    Osarenkhoe, Aihie
    et al.
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    Bennani, Az-Eddine
    Strategic marketing in the hospitality industry: a case study of Scandic hotel chain2006In: Management Case Studies, New Delhi: Wiley International , 2006Chapter in book (Other (popular science, discussion, etc.))
    Abstract [en]

    This case covers a wide range of situations and circumstances in which strategic marketing decisions were made. This case focuses on a company operating in the hospitality sector (a hotel chain) whose products (accommodations, food and beverages services) constitute a large portion of tourist consumption. The case illuminates what makes Scandic Hotel Chain special and different from its competitors. For example its loyalty programme where members can earn both points and airline kilometres on the same stay. Special attention is devoted to how the case company uses information technology (IT) to identify and differentiate its customers through the relationship ladder in order to sustain a customer centric strategy and develop long lasting relationships with its customers.

    The domain of this case is strategic management. Strategically, the case company focuses its intentions in a market and developed a variety of products and programmes to realise those intentions. Essentially, Scandic Hotel Chain operates within a given environment; its marketing strategy deals with the interplay of three forces, known as “the strategic 3 Cs” the customer, the competition and the corporation. Scandic Hotel Chain devised marketing strategies in which it could differentiate itself effectively from its competitors, capitalising on its distinctive strengths to deliver better value to its customers. The case shows that a good strategy is characterised by: a) a clear market definition; b) a good match between corporate strengths and the need and preferences of the market and c) superior performance, relative to the competition. The company put together the strategic 3 Cs to form the marketing triangle. In this regard, marketing strategy is thus an endeavour of the firm to differentiate itself from the competitors using its relatively corporate strengths to better satisfy customer needs, in a given environmental settings. The long-term orientation of this case is demonstrated through among others, its great concern for the environment as environmental changes are more probable in the long run than in the short run.

    The Scope of the case

    This case is suitable for use in undergraduate and Post graduate courses such as: Strategic Management/Strategic Marketing, Marketing Strategy, Marketing Management, Services Marketing.

  • 208.
    Osarenkhoe, Aihie
    et al.
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    Bennani, Az-Eddine
    Reims Management School, France.
    Lhajji, Dhiba
    Université Pierre Mendès, France.
    A study of prerequisites for successful deployment and governance of implementation2007In: Asian Journal of Information Technology, ISSN 1682-3915, Vol. 6, no 1, p. 1-20Article in journal (Refereed)
    Abstract [en]

    Critical success factors and how they influence successful implementation of technological innovations have received significant attention in extant literature. Comparatively fewer attempts have been made to define the yardstick for determining the outcome and the magnitude of “enablers” of the implementation process of technological innovations. The empirical aim is addressed through survey and case study of comparable number of IT projects. The knowledge acquired from the empirical and theoretical investigations is used to develop an “interactive framework” aimed at creating an understanding of the things an organisation does to enable innovation, the “enablers”, and what an organisation achieves, the “results”. The prerequisites are defined in an assessment context to interact with the most profound “disenablers” from our findings (failure of senior management to lead; technology has outpaced the sophistication of the user community to properly utilise the tools, particularly in the sense of enterprise deployment; delivery of less functionality that originally planned; integrator cost out of control, etc.) and thereby discover the need for leadership and involvement. Furthermore, the interactive framework provides the tools required to get senior management properly engaged in the initiative and thereby significantly raise the potential for success.

  • 209.
    Osarenkhoe, Aihie
    et al.
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    Claiborne, C.BTexas Southern University, Houston, Texas, USA.Awuah, GabrielHögskolan i Halmstad.Credle, Sid HowardHampton University, Hampton, Virginia, USA.
    Business and Development in Africa2009Collection (editor) (Other academic)
    Abstract [en]

    A SPECIAL EDITION ON BUSINESS AND DEVELOPMENT IN AFRICA: Changes in the global economic landscape, the comparatively unrestrained flow of resources across the boundaries of nation states, as well as, the growing expansion of the overseas activities of many companies through out the world has stimulated an increased interest in examining business strategies. Africa, along with China, is in the forefront of current global business discussions. Once discounted, to “third world” status, discoveries of large quantities of oil have made Africa a player in the global economy. While these discoveries add to the comparative advantages of African countries, the intense competition brought on by globalization and trade liberalization, trade liberalization and the integration of of world markets challenge us to critically examine the ways in which African countries can contribute to trade and socio-economic growth globally, and the impact of such locally. Comprising a part of the world economy that has approximately 900 million people and 52 nations, Africa represents, potentially some of the most important growth opportunities in today’s economy. A diverse group of economies and societies, developing nations, in general and African countries, in particular are an important testing ground for our existing theories, models and concepts of business and management. In addition, they offer the opportunity for the development of new theoretical contributions in the field of management and business studies.

    The goal of this special edition is to provide a forum on the latest thinking about business and development in Africa.  This includes the growing paradox between development and the appropriation of resources; and between globalization and local development.

    The volume has been developed around several issues with papers in each area. A seminal work looks at early African contributions, particularly those of Ibn Khaldun, to theories of economic development which are based on competitive rather than monopoly capitalism and proposes policy implications. The role of intra-region trade is examined in a paper considering the effects of consumer ethnocentrism on trade between Mozambique and South Africa. Several papers in the edition address business and development in Sub-Saharan Africa, West Africa, South Africa and the COMESA region. Development is examined with respect to: Foreign Direct Investment flows and their effects on GDP, making use of growth accounting frameworks, the impact of trade liberalization and globalization on competition, the challenges facing entrepreneurs, and trends in the exchange rate in West African Economic and Monetary Union. The example of Botswana which has made great strides in transparency, GDP growth and literacy allowing it to become a model of good governance is presented. Other papers examine the importance of agricultural production for household security and income stability and some of the technical barriers which limit trade between African and European countries. The commercial production of medicinal plants and its potential for the semi-arid regions of Kenya is discussed. Another set of papers uses behavioral measures to understand business success: the knowledge transfer process and the motivation to perform are considered with respect to turnover and manager’s intention to stay, social performance measures are proposed. In addition to financial performance measures, and the social capabilities of African firms is suggested to be an important factor for narrowing the economic gap between African economies and other parts of the world.

    The edition includes perspectives on diverse issues. Together, they enrich our understanding of business in Africa and broaden the discussion of development and Africa´s place in the world economy.

    Thanks to the editors and their respective universities: Dr. Aihie Osarenkhoe of the University of Gävle, Dr. Gabriel Awuah of Halmstad University, and Dr. Sid Howard Credle of Hampton University.

    Sincerely,

    Professor C.B. Claiborne, Ph.D, Editor in Chief for International Journal of Business Research, Texas Southern University, Houston, Texas, USA.

  • 210.
    Osman-Gani, A. Ahad M.
    et al.
    Nanyang Business School, Nanyang Technological University, Singapore.
    Hyder, Akmal S.
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    Repatriation readjustment of international managers: an empirical study of HRD interventions2008In: Career Development International, ISSN 1362-0436, E-ISSN 1758-6003, Vol. 13, no 5, p. 456-475Article in journal (Refereed)
    Abstract [en]

    Purpose - With increasing interest in overseas business expansion, particularly in the Asia-Pacific region, expatriate management, including repatriation readjustmenst, has become a critical international human resource development (HRD) issue for multinational enterprises (MNEs). This empirical study therefore aims to investigate the use of HRD interventions relating to training and development for effective readjustment of international managers on repatriation. Design/methodology/approach - The data were collected through a field survey conducted on repatriation experience of international managers from more than five countries, who are working in Singapore. Findings - The study provides valuable insights about repatriation training programmes, training contents, programme duration, delivery modes, and providers of effective training programmes. Research limitations/implications - HRD professionals and senior executives of MNEs will benefit from the findings of this study in making decisions on effective design and implementation of training and career development programmes. Practical implications - The findings have significant implications for career development of managers involved in international business operations. Originality/value - This paper discusses readjustment problems of the repatriating managers and suggests how realistic HRD programmes, mainly based on training, can be developed and implemented for retaining international managers. These findings from the dynamic region of Asia will also help in developing appropriate career development programmes.

  • 211.
    Petersson, Andreas
    et al.
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi. University of Gävle, Department of Business Administration and Economics.
    Puhls, Per
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi. University of Gävle, Department of Business Administration and Economics.
    Mikroföretag och dess marknadsföring: Thermo Steel i fokus2010Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Bakgrund: Vi fick under hösten i uppdrag att hjälpa till med en marknadsföringsplan till mikroföretaget Thermo Steel. När vi gick igenom den teori som fanns på området marknadsföring märktes ett stort gap när det gällde marknadsföring för mikroföretag. Det finns ett flertal rapporter som ifrågasät­ter den traditionella marknadsföringens relevans för mikroföretag. Det motiverade oss att först undersöka hur mikroföretag marknadsför sig och om det finns några generella riktlinjer att följa när det gäller mikroföretags arbete med marknadsföring.

    Syfte: Med stöd av ovanstående resonemang är syftet med föreliggande uppsats:

    1. Att undersöka hur mikroföretag marknadsför sig samt om möjligt försöka fastställa några generella rekommendationer när det gäller marknadsföring i mikroföretag.

    2. Att använda det som framkommer vid litteraturstudien och den empiriska undersökningen för att ge förslag på delar ur en marknadsföringsplan anpassad till mikroföretaget Thermo Steel.

    Metod: Kvalitativ undersökning, aktörssynsätt, induktion, fallstudie, intervjuer.

    Resultat & slutsats: De flesta mikroföretag använder inte en formell marknadsföring. Istället framgår att de ofta jobbar informellt, flexibelt och drivna av intuition. Networking är en av de vikti­gaste metoderna för mikroföretag att utbyta information, utvecklas och göra affärer. Trots kritiken mot traditionell marknadsföring för mikroföretag tycker vi oss hitta delar som kan användas vid marknadsföringen. Exempelvis den formella marknadsföringsplanen som ger ett bra verktyg för att få företagare att sätta sig in i skapandet av visioner, mål och strategier. Den måste dock anpassas till mikroföretagens unika situation. Thermo Steel har ett behov av att öka marknadsföringens roll inom företaget för att finna fler målmarknader och öka sin försäljning. Detta bör ske genom en kombination av införandet av en marknadsföringsplan och genom att mer aktivt bedriva proaktiv networking.

    Förslag till fortsatt forskning: Vi anser att det saknas en definition av marknadsföring för mikroföre­tag. Området är stort och komplext och det finns inget litteratur på ämnet som specifikt går in på mikroföretags situation när det gäller marknadsföring. Vi anser därför att all forskning som hjälper till att fylla detta gap är välkommen.

    Uppsatsens bidrag: Vi bidrar med kunskap genom att identifiera relevanta teorier på området mark­nadsföring för mikroföretag. Vi presenterar också förslag som är tänkta att hjälpa Thermo Steel vid arbetet med en marknadsföringsplan.

  • 212.
    Roeck Hansen, Maria
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi. University of Gävle, Department of Business Administration and Economics.
    CSR from a strategic perspective: - How Swedbank can develop stakeholder confidence and valueMBA-thesis in marketing - MBA-thesis in marketing2010Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Aim: Problem background - CSR has today increased its strategic status and consumer demand of sustainable development has also increased lately. However, there are still companies that have not adjusted their strategies to fit this swift in demand. This study offers a strategic tool, based on sustainable core competencies, for companies to implement in order to use CSR to boost their business.

    Research issue - How can Swedbank increase stakeholder confidence and value?

    Delimitations - This study focuses on the concept of integrating CSR work into the strategy and how this could result in added value for the B2B customer of Swedbank Corporate Market.

    Method: This study has an abductive approach and the author has collected qualitative primary data in the form of interviews with employees at Swedbank, Sparbanken Nord and with five of Swedbank’s customers from the public sector.

    Result & Conclusion: Swedbank needs to re-position their brand with a differentiated strategy, including a supportive vision and Market Communication, in order to gain a competitive advantage, strengthen their image, stakeholder confidence and financial performance. The author recommends the sustainable core competence, “Sparbankssjälen”, in order to deploy an ethical, economical and environmental responsible strategy to implement into all their activities.

  • 213.
    Rosander, Johanna
    et al.
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi. University of Gävle, Department of Business Administration and Economics.
    Alenstål, Camilla
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi. University of Gävle, Department of Business Administration and Economics.
    Har könet någon betydelse?: en studie om entreprenörsskap inom fastighetsmäklarbranschen.2010Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Aim: The aim of this study is to examine if there is a difference between women and men entrepreneurs within the real estate sector.

     

    Method: A qualitative research approach has been chosen by the implementation of four semi-structured interviews. To satisfy the intent two male and three female entrepreneurs / executives was elected. They have all founded, and run today, their own real estate agency. Our analysis and our conclusions are based on the empirical section where the responses we received during our interviews are presented. These responses have been compared with the theories presented in the theory section. The study is divided into various sub-headings: Motivation and vision, entrepreneurship and business and gender

     

    Result & conclusions: In our study we found that there were no distinct difference between women and men who are entrepreneurs within the real estate sector. The biggest difference we found was that women feel that they can combine being self employed and taking care of their family, the men however felt that they had trouble combining the two. All respondents had a similar view of what makes an entrepreneur, none of them expressed that either sex would be better as an entrepreneur. We could not make out any large differences in the motives behind launching their own business, to be independent and to be able to influence their own work situation was important for all the respondents.

    Suggestion for further research:

    • Examine how”businessinheritance” influence the desire to be self employed?
    • To be self employed is supposed to give you more freedom? In terms of what?
    • Seek out the answer to if the younger generations have the same desire to be self employed as the older generations. Is it lower? In that case why?

     

    Contribution of the thesis: This study has helped to demonstrate that it makes no difference if a entrepreneur are male or female. All have equal possibilities to succeed in the real estate sector.  It is a matter of who you are not what sex you belong to.

  • 214.
    Schönborg, Kristofer
    et al.
    University of Gävle, Department of Business Administration and Economics. University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    Boholm, Martin
    University of Gävle, Department of Business Administration and Economics. University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    Eventmarknadsföring här för att stanna2010Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Syfte: I dagens samhälle överöses människan av budskap av diverse företag vilket har lett till att konsumenterna inte längre reagerar på budskapet lika effektivt som förr. Event marknadsföring är en marknadsföringskanal där företaget kan möta kunden på ett mer rättvist sätt samtidigt som differensen urskiljer sig från andra företag. Men syftet studien innehar är att se efter hur företag som arrangerar går till väga d.v.s. processen, samt att undersöka hur företag utnyttjar eventen. De frågor uppsatsen har behandlat är:

     

    • Hur går processen i Eventmarknadsföring till för eventbyråer?
    • Hur arbetar eventanvändande företag via event för att knyta till sig kunder och förstärka relationen med befintliga kunder?
    • Hur går de eventanvändande företagen på event tillväga för att få ut så mycket som möjligt av eventet och vad är eventmarknadsföring för dem?

     

    Metod: Arbetssättet har varit att lokalisera användbar teori samt att närvara vi event för att observera samt att intervjua eventanvändande företag. Vi har även intervjuat två eventarrangörer då den ene var en student och genomförde sitt första event och den andre var en etablerad eventbyrå. Varför vi valde en erfaren kontra oerfaren var att intressent fanns hos oss att se hur de båda skiljer sig åt. Efter teori och empiri insamling analyserade vi den kunskap vi hade vilket föranledde till vår slutsats.

     

    Resultat & slutsats: De resultat och slutsatser vi har kommit fram till är att det skiljer sig något mellan de eventanvändande företagen beroende på dess storlek och finansiella kapacitet. Då de mindre företagen använder sig av event för att visa sin existens och produkter för sin målgrupp medan de större företagen med en redan etablerad kundkrets arbetar mera efter att positionera sig i kundens medvetande samt förstärkning av relationen sinsemellan.

     

    Förslag till fortsatt forskning: Eftersom denna studie har belyst hur processen går till för eventarrangörer samt hur eventanvändande företag utnyttjar eventet skulle de vara intressant att vidare undersöka den finansiella effekten av event. Är det en finansiellt gynnsam marknadsföringskanal?

     

    Nyckelord: Eventmarknadsföring, kundrelation, sanningens ögonblick, personliga mötet, relationsmarknadsföring

  • 215.
    Strömberg, Annika
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    Förmågor i samverkan: byggherrekompetens ur ett processperspektiv2005Licentiate thesis, monograph (Other academic)
  • 216.
    Strömberg, Annika
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    Hur får man till ett lyckat byggprojekt: en granskning av villkoren vid projekt Arlanda 20022003In: Efterskalv: företagsekonomiska bidrag presenterade på NFF konferens i Reykjavik 2003, 2003Conference paper (Other academic)
  • 217.
    Sundström, Agneta
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    Corporate reassessment of labor, traditional local relationships and CSR's role in legitimizing business2009In: Journal of Business Ethics, ISSN 0167-4544, E-ISSN 1573-0697Article in journal (Other academic)
  • 218.
    Sundström, Agneta
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    Globalization, CSR and Business Legitimacy in Local Relationships2009Doctoral thesis, comprehensive summary (Other academic)
  • 219.
    Sundström, Agneta
    et al.
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    Hyder, Akmal S.
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    A case of a successful company town: partnership between top management, local government and civil sector institutions2009In: European Journal of International Management, ISSN 1751-6757, E-ISSN 1751-6765Article in journal (Other academic)
  • 220.
    Sundström, Agneta
    et al.
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi. Swedish University of Agricultural Sciences (SLU), Uppsala, Sweden.
    Hyder, Akmal S.
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    Local management response to corporative restructuring: a case study of a company town2008In: Business and Society Review, ISSN 0045-3609, E-ISSN 1467-8594, Vol. 113, no 3, p. 375-402Article in journal (Refereed)
    Abstract [en]

    This is a case study of top management in a Swedish pulp industry at Skutskär. After decades of proactive response to change, starting in 1976 the pulp industry experienced a rapid and significant restructuring. In 1992, and after a prolonged hold on local investments, came a large-scale investment with major labor reductions, which created a local crisis. The aim of this study is to analyze how top managers of a local business plant perceive and explain their citizenship relationship to the community of the company town during a transition period from 1976 to 2007. Our study shows that too much reliance on top management cost reduction requirements and not caring, or underscoring, local social concerns created gaps and local stakeholder distrust. We discuss how prolonged distrust of the company to bear social responsibility ended up in a broken relationship between the company and the local community. Our case indicates at least two problems that must be handled for successful corporate citizenship. First, the traditional control-oriented management view is too narrow and not adjusted to today's citizenship reality, including how to handle corporate social responsibility. Second, we can see a possibility where the conceived needs on a global corporate level may lead to situations to obscure local needs and consequences.

  • 221.
    Sörling, Stig
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    Ekonomistyrning - bilder av ett ämnesområde2000Licentiate thesis, monograph (Other academic)
  • 222.
    Sörling, Stig
    et al.
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    Österlind, Eva
    University of Gävle, Department of Education and Psychology, Ämnesavdelningen för pedagogik.
    Den kontrollerade friheten: flexibla arbetsformer i skola och arbetsliv2005Conference paper (Other academic)
  • 223.
    Tham, Charlotte
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    Finns den internationella ledaren? Eller kan denne skapas?: En studie av svenska företagsledare i Singapore2010Independent thesis Basic level (degree of Bachelor)Student thesis
    Abstract [en]

    Aim: The aim of the study is to find out:

    • If the international leadership exists
    • If the leadership has to be adjusted to cultural needs
    • What is the reason behind the adjustments of the leadership
    • What distinguish a respected international leader from a none respected

    Method: I have interviewed seven Swedish leaders in Singapore to find the answers to the above questions. The material has then been concluded by using a matrix. Connections between the interviews have been found by studying the matrix. The analysis is based on these connections and the leadership and culture difference theories.

    Result & Conclusions: The result of the thesis are:

    • The international leadership exists, but cultural adjustments have to be done of the leadership
    • The largest differences between Sweden and Singapore are, the way people are motivated, how they communicate and how the work is organised
    • The differences come of large differences in Hofstede's culture dimensions, Power distance index and Masculinity

    Suggestions for future research:

    • The study could be based on more interviews, a survey or on observations, to get a better statistical material
    • It could be done on more countries
    • More great international leaders can be studied to find their qualifications
    • Interview the employees to get their opinion on the thesis’ subject

     

    Contribution of the thesis: The study shows that adjustments have to be made. It can therefore be of interest to be used by Swedish companies that are sending leaders abroad.

  • 224.
    Uhlin, Hans-Erik
    et al.
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    Thampapillai, Dodo
    Regional värmeförsörjning: En studie av regionala samhälls- och privatekonomiska effekter av trädbränsle för värmeproduktion i WX-regionen (Dalarnas och Gävleborgs län)2001Report (Other academic)
  • 225.
    Vilhelmson, Pär
    et al.
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    Källquist, Tomas
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    Ledarskap i skolan: verksamhetschefer i Gävleborg samtalar kring ledarskapsfrågor2009Report (Other (popular science, discussion, etc.))
  • 226.
    Vilhelmson, Pär
    et al.
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    Söderhäll, Bengt
    University of Gävle, Department of Education and Psychology, Ämnesavdelningen för didaktik.
    Att arbeta med entreprenöriellt lärande och entreprenörskap från förskola till vuxenutbildning2009In: HSS09 Högskolor och samhälle i samverkan, Söderhamn: CFL-Söderhamn , 2009, p. 39-Conference paper (Other academic)
  • 227.
    Vilhelmson, Pär
    et al.
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    Söderhäll, Bengt
    University of Gävle, Department of Education and Psychology, Ämnesavdelningen för didaktik.
    The Independent School of Sventon: A Part of Public Sphere Rethought and Remade by Entrepreneurs. A New Framework for the Organization and Operation of Schools and a Strategic Use of School Actants and Professional Knowledge2005In: Trading Wor(l)ds: rapport från RENT en forskningskonferens / [ed] Svante Brunåker, Gävle: Högskolan i Gävle , 2005, p. 47-59Conference paper (Other academic)
  • 228.
    Wessén, Fredrik
    et al.
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi. University of Gävle, Department of Business Administration and Economics.
    Forsberg, Mats
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi. University of Gävle, Department of Business Administration and Economics.
    On Target Marketing in Mobile Devices: MBA-thesis in marketing2010Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    In the best of worlds, all marketing is relevant.

    This study brings light to and creates understanding for how to capture the opportunities for target marketing, given by resent technical development and improvement.

    Customers often perceive marketing on the internet as annoying, embarrassing, repetitive and sometimes even noisy. Companies have problems to focus their marketing efforts towards the areas which give most value for the marketing investments. The conflict between companies pushing the marketing messages to their customers, who are trying to avoid them, a growing mistrust is feed.

    Well established businesses are challenged by new companies cutting in between the content providers and their customers. A new business model using the Long Tail phenomena is shaking the old media houses’ business position.

    Smartphones and netbooks are merging into mobile devices, which release a number of opportunities for target marketing. This study states that mobile devices are personalized and as a consequence, open for the possibility of target marketing towards individuals. However, there are identified obstacles to overcome. One challenge lies in the balance between marketing benefits and preventing violation of the customers’ personal integrity.

    From literature and case studies, light is brought to the state of practice of rules and regulations, old media houses Schibsted and Aftonbladet, search engine provider as Google and a marketing agency, Mobiento Mobile Marketing

    Trends and best practices stick out as more important in order for a company to become a successful target marketing actor. A “target marketing house concept” points out four significant areas for companies to benefit from the power of target marketing in mobile devices.

    Trough out of this study, protection of the personal integrity and personal data has been pointed out as a key factor for a mutual and trustful customer relationship. This is considered to be as a precondition, both for behaviour segmentation and for a joint rewarding customer dialogue.

  • 229.
    Wikström, Per-Arne
    et al.
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    Sörling, Stig
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    On the Construction of Knowledge and Regulations2003In: Efterskalv: företagsekonomiska bidrag presenterade på NFF konferens i Reykjavik 2003, 2003Conference paper (Other academic)
  • 230.
    Wängsäter, Olle
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    Entreprenöriella skapelseberättelser: skisser från tidiga skeden i företags etableringsprocesser2006Report (Other (popular science, discussion, etc.))
    Abstract [sv]

    Uppsatsarbetet bygger på 21 PM-arbeten från en högskolekurs i entreprenörskap där studenterna fått i uppgift att intervjua en entreprenör och komma tillbaka med en skapelseberättelse värd att berätta. PM-arbetet bygger på tre frågeställningar som bildar stommen i intervjuarbetet: 1. Hur fick entreprenören sin idé? 2. Hur utvecklades idén till en affärsidé? 3. Hur gick det till när företaget etablerades? Därutöver har studenterna i viss utsträckning kompletterat med frågeställningar utifrån egna intressen. Författaren av denna D-uppsats har skapat denna högskolekurs och arbetat som lärare i samma kurs under tre läsår. Studenterna är från Design och träteknikprogrammet vid Högskolan i Gävle.

    Syftet med uppsatsarbetet var att fördjupa förståelsen av entreprenörskap i allmänhet och tidiga skeden i företags etableringsprocesser i synnerhet. Den fördjupade förståelsen i entreprenörskap har resulterat i ett metaperspektiv för entreprenörskap där man med fördel kan betrakta entreprenörskap i första hand som en lärande process för uthållig företagsamhet, där alla förhållanden och fakta inte är känt före etableringsskedet och inte heller under själva etableringsprocessen. Beslutsunderlagen befinner sig i ett ständigt skapande av ett övergripande förhållningssätt som bygger på kreativitet och gränsöverskridande.

    En slutsats som kan dras av uppsatsarbetet är att förmågan att lära är viktigare än att följa en på förhand uppgjord plan. Modeller och teorier kan komplettera metaperspektivet av entreprenörskap som en lärande process för uthållig företagsamhet om de kombineras med såväl kreativa som kritiska förhållningssätt. På så sätt kan ett entreprenöriellt lärande leda till ett kreativt och kritiskt övertagande av tanketraditioner samt ge en träning i att bli kreativa konstruktörer av modeller och teorier i egna projekt, i egna företag eller i andra situationer där man kan bidra till att utveckla önskade kontexter och innehåll.

    Begreppet skapelseberättelse har visat sig fungera bättre än andra av författaren kända kunskapsformer för att fånga upp entreprenörandan och väsentligheterna i dynamiken under etableringsprocessen, utan att förstöra kontexten och känslan för sammanhanget. Underliggande mönster har blivit allt tydligare ju mer idéer, tankar och förhållningssätt har bearbetats i forskningsprocessen.

    I övrigt bekräftas tidigare forskningsarbeten genom detta uppsatsarbete. T.ex. vad som motiverar företagare att starta eget företag, bakgrundens betydelse vid etablering av företag, giltigheten av Gaddefors paradoxer (1996) som ett fruktbart tankesätt för entreprenörskap. Resultaten från frågeställningarna om idéer och idéutveckling antyder att de är avgörande element i ett företags skapande. Dock är de långt ifrån det enda elementet som krävs för en lyckad etablering. Många studentarbeten pekar på att t.ex. en stark motivation är ett väsenligt element och till och med viktigare än själva idén för att lyckas med etableringen, eftersom idén bör utvecklas och anpassas till en ständigt föränderlig omgivning. En entreprenör med stark motivation klarar av att byta den ursprungliga affärsidén om detta skulle krävas.

    Klofstens affärsplattform (1992) har utformats i första hand som en modell för teknikbaserade företag men har visat sig ha tillämpning även på företag inom många andra branscher. Grundstenarna i Klofstens affärsplattform är: Idé, Produkter, Marknad, Organisation, Kompetens, Drivkrafter, Kundrelationer, Övriga relationer. Enligt Klofsten krävs en relativt hög nivå av samtliga grundstenar för att bygga ett långsiktigt hållbart företag. Studenterna har i stort sett bekräftat modellen, men har i vissa sammanhang saknat t.ex. betydelsen av timing vid etableringen av företag, vilket inte finns med i Klofstens affärsplattform.

  • 231.
    Wärenfeldt, Niclas
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi. University of Gävle, Department of Business Administration and Economics.
    Konsekvenser vid fastighetsförvärv med s.k paketering –AB till BRF2010Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Detta examensarbetes syfte är att identifiera och analyserar konsekvenserna vid ett fastighetsförvärv med så kallad paketering. Metoden som har använts för att genomföra denna uppsats har varit ett induktivt angreppssätt samt en kvalitativ ostrukturerad intervjumetod. Resultatet jag kom fram till var att valet av metod för att genomföra en s.k paketering får stora konsekvenser på räkenskaperna, däremot påverkas inte transparensen för den som förstår att läsa och tolka redovisningen rätt. Däremot ställer paketeringen och dess redovisningsmässiga konsekvenser betydligt större krav på läsaren.

  • 232.
    Zetterholm, Anna
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi. University of Gävle, Department of Business Administration and Economics.
    Skolor som varumärke: uppfyller de elevernas krav?2010Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Syfte: Syftet med uppsatsen är att undersöka och jämföra hur två gymnasieskolor definierar sina tjänster och om och hur eleverna uppfattar att de uppfyller de kriterier varumärket lovar.

    Metod: Genom att vända mig till Vasaskolan och John Bauer i Gävle har jag använt både kvalitativ och kvantitativ data i form av intervjuer och en enkätundersökning. Utöver dessa primära källor kompletterades datainsamlingen med relevant litteratur inom bland annat varumärken och konkurrenssituationer.

    Resultat & slutsatser: Av resultatet framgår hur båda skolorna har lyckats förmedla och förvalta sina varumärken. Genom att ha fått höga värden på alla fyra mätbara variablerna i BAV-matrisen anser jag att både Vasaskolan och John Bauer har lyckats med att uppfylla de erbjudanden som de lovade de elever som besvarade min enkätundersökning.

    Förslag till vidare forskning: Ett förslag till vidare forskning anser jag skulle kunna vara att göra marknadsplaner för båda varumärkena för att arbeta fram starka varumärken som kan fortsätta att arbeta med framgång.

    Uppsatsens bidrag: Jag anser att uppsatsen kan ge viktig information till Vasaskolan och John Bauer om hur målgruppen uppfattar deras varumärke. Den kan även ge nyttig information till andra intressenter på skolmarkanden och information om hur man kan undersöka ett område som inte är utforskat tidigare.

  • 233.
    Åge, Lars-Johan
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi. Economic Research Institute (EFI), Stockholm School of Economics/Handelshögskolan i Stockholm.
    Business Manoeuvring: A Grounded Theory of Complex Selling Processes2009Doctoral thesis, monograph (Other academic)
  • 234.
    Österlind, Eva
    et al.
    University of Gävle, Department of Education and Psychology, Ämnesavdelningen för pedagogik.
    Sörling, Stig
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    Leadership in Work Organization based on Self-Management2006Conference paper (Other academic)
2345 201 - 234 of 234
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