Användandet av storytelling i syfte att marknadsföra är allt mer vanligt, trots det finns det fortfarande en brist på information som vägleder företag i hur de kan använda storytelling och vilka tekniker de kan dra nytta av. Därmed syftar denna studie till att analysera hur storytelling kan användas i ett marknadsföringssyfte utifrån två prisbelönta reklamfilmer. Vidare har studien även till syfteStorytelling is a common marketing practice, although there is still an absence within the field of research regarding how companies can use storytelling and what techniques they can draw use from. Therefore, this study aims to analyse how storytelling can be used in marketing by studying two prizewinning commercials. Accordingly, this study also aims to provide marketing practitioners with deeper

Syftet med denna undersökning är att analysera den riskjusterade avkastningen av svenska aktie-, ränte- och blandfonder under perioder av svensk lågkonjunktur. Undersökningen fokuserar på två perioder av lågkonjunktur, 1996-1999 och 2008-2015, de prestationsmått som används för att analysera de olika fondkategorierna är Sharpekvoten, Treynorkvoten samt Jensens alfa. T-test görs också för att testa

Denna uppsats syftar till att analysera och diskutera kriskommunikationen och krishanteringen inom svenska myndigheter för tre olika fall; Estoniakatastrofen 1994, Tsunamikatastrofen 2004 samt Terrorattentatet på Drottninggatan 2017. En väl fungerande krishantering bygger på samverkan på olika nivåer. Såväl efter Estoniakatastrofen 1994, Tsunamikatastrofen i Sydostasien 2004 samt Terrorattentatet

The aim of this study was to interpret and increase the understanding of how various factors have an effect on preschool teachers’ assessments to report maltreated children to the social services and to study their routines and guidelines. Interviews with four managers for preschools form the basis of this study, including their written guidelines. The study also focused on the differences between

The new legal framework for marine biodiversity of areas beyond national jurisdiction (BBNJ) will be formally developed under the United Nations due to demands to fill a legal gap addressing BBNJ loss and justly sharing benefits from BBNJ. Since there is no global legal framework for BBNJ even though related agreements exist (i.e., United Nations Convention on the Law of the Sea and Convention on

Despite the large quantity of studies done on the field of leadership and small and medium sized enterprises (SMEs), current literature lacks the link between these two topics and very little research has actually been done to examine the relationship between leadership styles and management within SMEs operating in Sweden. Taking into account the relevance of this research topic, this thesis aims

This research project is intended to provide perspective on the role of leadership and decision-making of managers who are positioned in organizations that deal with crises and security-risks. By giving an insight to managers biographical accounts and combining it with previous leadership publications, this study has focused on what decisions such managers make, and the assessment of their respons

This study has aimed to problematize how luxury retail brands transfer luxury experience from offline to online and to contribute with knowledge on how they visually communicate in two different communication mediums. This study has been based on two research areas within luxury retail brands, visual merchandising and online visual merchandising. Further, as a result of the limited research on onl

Ease of Doing Business Index is published every year by the World Bank, and is used to describe how simple it is to start-up and run a business in different parts of the world. The index is constructed by eleven indicators, which are based upon around forty underlying variables. This essay examines the correlation between the underlying variables for the indicators Starting a business and Paying

Existing research acknowledges users as an important external source of innovation for firms, but mainly focuses on user innovation in mature firms. The aim of this paper is to understand why and how startups strategically integrate users in the innovation process. To achieve this purpose we chose an abductive, qualitative research approach and conducted a multiple case study on six Swedish high-t

Tack vare nytänkande teknik och den tekniska utvecklingen, har en kombination av Cloud Computing, Internet of Things och Data Analytics kunnat realisera fenomenet smarta hem. Med syfte om att underlätta hushållens vardag genom diverse smarta enheter har tekniken med ständigt internetanslutna enheter i hushållen som hanterar känslig och personligt identifierbar data, har dock orosmoln kring den per

The purpose of this thesis is to investigate if a CEO with finance and accounting working experiences would affect corporate hedging decisions, in terms of the decision to hedge, the extent of hedging, and the type of hedging tools used. This thesis uses panel data regressions where the hedge ratio, binary hedging decisions and hedging types are dependent variables, controlled by independent varia

This paper investigates the UK REIT sector in response to the Brexit vote and compares it to the REIT sector of other central European countries. The underlying consideration for the research question is related to the vote’s economical impact on the direct real estate market. The aim of the study is not only to detect whether the stock market reflects the information about a future demand shift i

This thesis aims to extend the capital structure literature and identify the firm specific determinants of leverage within the automotive industry, filling a gap in the academic literature, and providing a base for future research. Panel data comprised of 29 global automotive companies over a 10-year period, 2008-2017, is used to run OLS regressions on three classifications of capital structure: t

Nation Branding är idag ett utbrett fenomen som allt fler länder spenderar enorma resurser på. Sverige är ett land som aktivt arbetar med sin nation branding i syfte att förbättra omvärldens uppfattning om landet. Detta exemplifierades inte minst när de som första och enda land i världen lämnade över dess officiella twitterkonto till sina medborgare genom initiativet “Curators of Sweden”, som syftNation Branding is today a widespread phenomenon which more and more countries spend enormous resources on. Sweden is a country that actively works with its nation branding in order to improve the outside world's perception of the country. This was exemplified when, as the first and only country in the world, they allowed their official twitter account to their citizens through the "Curat

This study aims to examine the new and unexplored phenomenon political influencing from a recipient perspective. The phenomenon of Swedish party leaders being visible in influencers’ channels has increased and become more common, especially before the Swedish parliamentary elections in 2018. Although there is a lack of research on this phenomenon which has been the basis for the purpose of this st

Denna studie ämnar öka förståelsen för hur strategiska narrativ, i en övergripande gestaltningsprocess, gör sig uttryckt som strategi i moderna påverkanskampanjer. I ett modernt medielandskap där flera statliga aktörer använder avancerad in-formationskrigföring krävs fler studier kring hur desinformation identifieras och bemöts. Studien baseras på kvalitativ fallstudie gällande fallet Skripal. SomThe aim of this study is to increase the understanding of how strategic narratives, through framing, as a strategy in modern influence campaigns. In a modern me-dia landscape, where multiple states are performing advanced information war-fare, the demand for studies on how disinformation can be debunked is higher than ever. Our empirical data has been collected through a single qualitative case st

Studiens syfte är att analysera och förstå hur överlevande ungdomar från skolskjutningen i Parkland, Florida, 14 februari 2018, använder strategisk kommunikation i sin aktivism i försök att förändra samhälleliga strukturer kring den amerikanska vapenlagstiftningen. Ungdomarna startade rörelsen ”Never Again” vars kommunikativa strategier och retoriska medel studeras under tidsperioden 14/2 – 24/2 2The aim of this study is to analyze and understand how young victims from the school shooting in Parkland, Florida, February 14, 2018, use strategic communication in an attempt to change social structures regarding American gun laws. The young victims started the movement Never Again, whose communicative strategies and rhetorical tools during the time period 14/2 – 24/2 2018 will be studied in thi

This thesis treats compression testing of pillow-shaped paperboard packages. Virtual packages were defined and compression tests, simulated using a commercial software, were compared to physical compression tests of actual packages. The tests were conducted using different package configurations. Initially a single package was tested both physically, obtaining force-displacement data, as well as

The fast pace of digitization in the retail landscape has revealed serious challenges for retailers. With the rise of new touchpoints in customer journeys, retailers have to provide memorable experiences to retain and attract new customers. Literature concerning the role of omni-channel shopping experience and how retailers maximize the omni-channel shopping experience by considering different tou