Varumärkets utveckling till strategisk resurs
Today, Sweden has about forty companies owned by the government. These are active on markets with variable competition. Some have been given special areas of responsibility that in a practical notion make them monopolists. The period when most public companies where formed (and with that the followi...
| Autores principales: | , , |
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| Formato: | Otro |
| Lenguaje: | sueco sueco |
| Publicado: |
2008
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| Materias: | |
| Acceso en línea: | https://stud.epsilon.slu.se/10918/ |
| _version_ | 1855571775152193536 |
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| author | Helsing, Andreas Fredefors, Christian Faanes, Harald |
| author_browse | Faanes, Harald Fredefors, Christian Helsing, Andreas |
| author_facet | Helsing, Andreas Fredefors, Christian Faanes, Harald |
| author_sort | Helsing, Andreas |
| collection | Epsilon Archive for Student Projects |
| description | Today, Sweden has about forty companies owned by the government. These are active on markets with variable competition. Some have been given special areas of responsibility that in a practical notion make them monopolists. The period when most public companies where formed (and with that the following subjection to competition) during the nineties and early 2000's, forced the formerly protected businesses to act on the terms of the open market. Parallel to this development the brand has for the last twenty years evolved into something great strategic importance for the business, including the business-to-businesses (B2B). This change has also had implications on how Sweden's government owned companies work.
The studied governments owned companies, including the government case firm (Green Cargo), are active on markets that demand increasingly more of the companies to reach the customers. The corporate brand's importance in government owned companies is relatively unknown. The difficulty, for the companies, lies in formulating their brand strategies to match the individual need of differentiation, coordination of communication and the overall competition.
The object of this paper is split into two parts. The first part is aimed at studying how six public companies in the present work with their brands on B2B-markets. The second part is aimed at studying possibilities to develop the case firm's, Green Cargo, brand in a given area of business contacts. The conclusions from the case firm study form a base for an activity plan, meant to be used within the case firm company. Since this plan might include sensitive information about the company, it is not included in this paper. The studies have been conducted through interviews with key personnel within the six public companies, with key personnel and customers of the case company. Theories on the subjects of the brand's function and consolidation within a B2B-company, business communication and relations have been used to form a framework for the study. The paper has two focus areas: Firstly through an illustration of how the six government owned companies works with their brand, second, on how the case firm Green Cargo has worked with their brand and how a brand strengthening program can be deployed in their case. In the latter focus area, a conceptual model has been assembled from the theoretical reference frame to analyze the case firm's work with the brand.
The conclusions of the study are divided along the two focus areas. In recent times, the brand's importance has grown inside the studied public companies and is increasing in the strategic areas of the businesses. How well the brand is integrated within the companies is, according to the authors' findings, dependent on the companies' competitive situations. In the study of the six companies no conclusions can be securely drawn regarding how government ownership affects brand management. Additionally, the study shows that the companies do not measure the brand's financial value but half of the questioned firms conduct surveys of their brand images. The findings of the second focus area of the study include; that the case firm's work with the corporate brand is well underway, but that it's lacking an overall strategy of conduction. Additionally the author has found that an efficient communications management is lacking, when handling information originating from within and outside of the company. |
| format | Otro |
| id | RepoSLU10918 |
| institution | Swedish University of Agricultural Sciences |
| language | Swedish swe |
| publishDate | 2008 |
| publishDateSort | 2008 |
| record_format | eprints |
| spelling | RepoSLU109182017-09-21T07:52:16Z https://stud.epsilon.slu.se/10918/ Varumärkets utveckling till strategisk resurs Helsing, Andreas Fredefors, Christian Faanes, Harald Economics and management Today, Sweden has about forty companies owned by the government. These are active on markets with variable competition. Some have been given special areas of responsibility that in a practical notion make them monopolists. The period when most public companies where formed (and with that the following subjection to competition) during the nineties and early 2000's, forced the formerly protected businesses to act on the terms of the open market. Parallel to this development the brand has for the last twenty years evolved into something great strategic importance for the business, including the business-to-businesses (B2B). This change has also had implications on how Sweden's government owned companies work. The studied governments owned companies, including the government case firm (Green Cargo), are active on markets that demand increasingly more of the companies to reach the customers. The corporate brand's importance in government owned companies is relatively unknown. The difficulty, for the companies, lies in formulating their brand strategies to match the individual need of differentiation, coordination of communication and the overall competition. The object of this paper is split into two parts. The first part is aimed at studying how six public companies in the present work with their brands on B2B-markets. The second part is aimed at studying possibilities to develop the case firm's, Green Cargo, brand in a given area of business contacts. The conclusions from the case firm study form a base for an activity plan, meant to be used within the case firm company. Since this plan might include sensitive information about the company, it is not included in this paper. The studies have been conducted through interviews with key personnel within the six public companies, with key personnel and customers of the case company. Theories on the subjects of the brand's function and consolidation within a B2B-company, business communication and relations have been used to form a framework for the study. The paper has two focus areas: Firstly through an illustration of how the six government owned companies works with their brand, second, on how the case firm Green Cargo has worked with their brand and how a brand strengthening program can be deployed in their case. In the latter focus area, a conceptual model has been assembled from the theoretical reference frame to analyze the case firm's work with the brand. The conclusions of the study are divided along the two focus areas. In recent times, the brand's importance has grown inside the studied public companies and is increasing in the strategic areas of the businesses. How well the brand is integrated within the companies is, according to the authors' findings, dependent on the companies' competitive situations. In the study of the six companies no conclusions can be securely drawn regarding how government ownership affects brand management. Additionally, the study shows that the companies do not measure the brand's financial value but half of the questioned firms conduct surveys of their brand images. The findings of the second focus area of the study include; that the case firm's work with the corporate brand is well underway, but that it's lacking an overall strategy of conduction. Additionally the author has found that an efficient communications management is lacking, when handling information originating from within and outside of the company. Sverige har idag ett 40-tal statliga bolag. Dessa är verksamma på marknader med varierande konkurrensutsättning och har i vissa fall blivit tilldelade speciella ansvarsområden. Bolagiseringen (och den påföljande konkurrensutsättningen) under 90- och början på 00-talen tvingade tidigare skyddade statliga verksamheter att agera utifrån marknadens förutsättningar. Parallellt med denna utveckling har varumärket de senaste 20 åren antagit en allt viktigare del av företags strategier för att nå nya kunder, så även i B2B-sammanhang. Detta har också påverkat hur de svenska statliga bolagen arbetar. De undersökta statliga bolagen inklusive det statliga fallföretaget är idag verksamma på marknader som kräver allt mer av dem för att nå nya kunder. Varumärkets betydelse för statliga bolag är relativt okänt. Svårigheten för bolagen ligger i hur varumärkesarbete bör utformas för att matcha det enskilda bolagets behov av differentiering, kommunikationssamordning samt konkurrenssituationen. Syftet med detta arbete är tvådelat. Dels att studera och återge en bild av hur sex statliga bolag för närvarande arbetar med varumärken på B2B-marknader. Dels också att undersöka fallföretaget Green Cargos möjligheter att utveckla bolagets varumärke i ett givet kundsegment. De slutsatser som fallstudien ger är grundläggande för en aktivitetsplan ämnad för internt användande i fallföretaget. På grund av att det kan förekomma företagskänsliga uppgifter i denna del av arbetet, kommer det inte att redovisas i examensarbetet. Metoden för att genomföra dessa studier har varit att genomföra kvalitativa intervjuer med nyckelpersonal på sex statliga bolag, nyckelpersonal på fallföretaget samt bland fallföretagets kunder. Teorier om varumärkets funktion och stärkande i B2B-företag, kommunikation och relationer har använts för att ge ett ramverk åt problemen. Arbetet har två fokusområden; dels fokus på sex svenska statliga bolag vars varumärkesarbete och kommunikation har beskrivits och dels fokus på hur fallföretaget Green Cargo har arbetat med sitt varumärke och hur ett varumärkesstärkande arbete i deras tillfälle kan genomföras. I det senare fokusområdet har en konceptuell modell framtagits ur den teoretiska referensramen för att analysera fallföretagets varumärkesarbete. Studiens slutsatser är uppdelade utifrån de två fokusområden som innefattas. Inom de studerade bolagen har varumärkets betydelse vuxit och blivit allt viktigare i det strategiska arbetet på senare tid. Hur väl integrerat varumärket är i detta finner utredarna beror på bolagens konkurrenssituationer. I studien av de sex undersökta bolagen går det inte att säkerställa om statligt ägande påverkar varumärkesarbetet. Studien har vidare visat att bolagen inte mäter varumärkets finansiella värde men i hälften av de undersökta mäts den image bolagen har hos sina kunder. De slutsatser som framkommer i studien av arbetets andra fokusområde innefattar att varumärkesarbete inom bolaget har påbörjats men att en övergripande strategi för tillvägagångssättet saknas. Vidare saknar fallföretaget en effektiv hantering av kommunikation som härstammar utanför respektive innanför bolaget. 2008-07-01 Other NonPeerReviewed application/pdf sv https://stud.epsilon.slu.se/10918/1/faanes_et_al_170921.pdf Helsing, Andreas and Fredefors, Christian and Faanes, Harald, 2008. Varumärkets utveckling till strategisk resurs : varumärkesarbete i svenska statliga bolag. UNSPECIFIED, Uppsala. Uppsala: (NL, NJ) > Dept. of Economics <https://stud.epsilon.slu.se/view/divisions/OID-510.html> urn:nbn:se:slu:epsilon-s-7038 swe |
| spellingShingle | Economics and management Helsing, Andreas Fredefors, Christian Faanes, Harald Varumärkets utveckling till strategisk resurs |
| title | Varumärkets utveckling till strategisk resurs |
| title_full | Varumärkets utveckling till strategisk resurs |
| title_fullStr | Varumärkets utveckling till strategisk resurs |
| title_full_unstemmed | Varumärkets utveckling till strategisk resurs |
| title_short | Varumärkets utveckling till strategisk resurs |
| title_sort | varumärkets utveckling till strategisk resurs |
| topic | Economics and management |
| url | https://stud.epsilon.slu.se/10918/ https://stud.epsilon.slu.se/10918/ |