Ömsesidigt värdeskapande

Studiens syfte är att Att undersöka hur företag arbetar med och förhåller sig till den nya, aktiva konsumenten samt hur detta kan främja ett ömsesidigt värdeskapande, företag och konsument emellan. Våra exempelföretag tycks genomgående vilja aktivera konsumenten genom sin marknadskommunikation via exempelvis events, användandet av interaktiva marknadskommunikativa verktyg, budskapets utformning och märkesgemenskaper. Det är angeläget för företag att nå konsumentgrupper som har potential att utveckla ett personligt intresse för varumärket så att konsumentens aktiva deltagande ska bli ett ömsesidigt värdeskapande

Palaeobiology, ecology, and distribution of stromatoporoid faunas in biostromes of the mid-Ludlow of Gotland

Six well exposed mid−Ludlow stromatoporoid−dominated reef biostromes in four localities from the Hemse Group in southeastern Gotland, Sweden comprise a stromatoporoid assemblage dominated by four species; Clathrodictyon mohicanum, “Stromatopora” bekkeri, Plectostroma scaniense, and Lophiostroma schmidtii. All biostromes investigated in this area (of approximately 30 km2) are interpreted to belong to a single faunal assemblage forming a dense accumulation of fossils that is probably the best exposed stromatoporoid−rich deposit of the Silurian. The results from this comprehensive study strengthen earlier interpretations of a combination of genetic and environmental control on growth−forms of the stromatoporoids. Growth styles are similar for stromatoporoids in all six biostromes. Differences in biostrome fabric are due to variations in the degree of disturbance by storms. The uniformity of facies and the widespread low−diversity fauna support the view that palaeoenvironmental conditions were similar across the area where these biostromes crop out, and promoted the extraordinary growth of stromatoporoids in this shallow shelf area

Value creating processes between firms and consumers: A phenomenon within the New Economy

Purpose of the study: To construct a framework by investigating value creating processes within the New Economy. In terms of value the researchers are investigating the process from consumer activation to co-production, and to the last step of using co-production in order to co-create value. Theoretical framework: The main theories are Marketing Communications, Co-production and Co-creation. Additional theories have been used as a compliment to two of the main theories. Market Communications includes therefore theories based on the Experience Economy, the DART-Model and Co-branding. Co-production comprises Word-Of- Mouth, Opinion Leader Theory, Collectivism and Blog Communities. Methodology: A qualitative method is used a hermeneutical approach applied and further is an interative research strategy used. The empirical material is collected by conducting ten online interviews and two in-depth interviews with fashion bloggers. A few observations have also been conducted to enhance the interviews. Conclusion: Activation occurs by using several marketing communications through several channels. Co-production is created due to the power of W-O-M and the desire to belong to different social groups. Co-creation can be attained if firms are using consumers feedback and further incorporate it in the process of Co-creation value

Modern Marknadsföring - En studie om företags användande av sociala medier

Syftet med denna uppsats är att granska relevanta teorier kring marknadsföring och forskning kopplat till sociala medier. Med hjälp av teoretisk granskning och empiriska undersökningar analyseras de faktorer som företag och organisationer bör ta hänsyn till avseende användandet av sociala medier. Avslutningsvis presenteras en modell som beskriver ett strategiskt tillvägagångssött för hur företag bör agera vid användandet av sociala medier