Swedish Match : En kvalitativ studie om butikskonceptet

Title: Swedish Match-En kvalitativ studie om butikskonceptet  Author: Adam Waernér/Erik Rehnberg  Supervisor: Jonas Jonasson  Key Words: Communication, Branding, Culture, PR, Advertisement  Purpose: The purpose of this research is to understand the background of the launch of Swedish Match´s stores. Because of the strict laws against marketing of tobacco products in Sweden, we believe that the stores are an interesting way of approaching a new branding and communication strategy in the tobacco industry.  Research questions: What´s the background to the launch of Swedish Match Stores? What´s the stores impact on Swedish Match image? How do Swedish Match Stores impact the cultural status of snus? In what ways do the cultural trends impact the snus market?  Theory: In this study we have applied theories concerning culture, communication, branding, PR and advertisement. Methodology: We have chosen to apply a qualitative method on this research. The method consists of three different methods: one focus group, one observation study which consists of two different observations both in the Gothenburg store and the store in Stockholm, the last method is an online interview with the public relations officer of Swedish Match in Sweden. Because of the chosen method´s we hope to bring three different perspectives to the  study: From the customers perspective, from our own perspective and finally from the company´s perspective.  Findings: Through this research we discovered that the stores do not only work as a communication strategy for Swedish Match. The store as a phenomenon also works in the aspect of branding, PR and also gives a higher cultural status to snus. Through our own observation and the focus group we came to the conclusion that the stores in terms of image of Swedish Match implements a cultural aspect of swedishness to the company, as well as a more modern and new take on snus. We also came to the conclusion that snus is a cultural phenomenon that is impacted of other contemporary trends, such as gastronomic trends and the increased popularity of small scale exclusivity.

Regional development rhrough domestic and tourist event policies: Gold Coast and Brisbane 1974-2003

Governments, as key stakeholders in the development of events, produce policies to facilitate the growth and potential of events as a platform for industry and economic development. To date, however, there has been a paucity of research undertaken to determine the appropriateness and the consequences of government policies pertaining to events. This paper studies the event policies of two Australian local government authorities, the Gold Coast City Council and Brisbane City Council, from 1974-2003, as measured by four development paradigms: Modernisation, Dependency, Economic Neoliberalism, and Alternative. The analysis revealed that these policies were predominantly underpinned by the Alternative which has a strong socio-cultural focus. Increased awareness and utilisation of the various development paradigms will assist local governments in producing future event policies to promote growth of the event industry and concomitantly, appropriate development within their region.

Parental occupation and Ewing's sarcoma: Pooled and meta-analysis

Etiologic data on Ewing's sarcoma family of tumors (ESFT) are limited, with only 5 case-control studies reported. Interesting associations, particularly related to parental occupation, have been noted, but results are somewhat inconsistent. We conducted a pooled analysis of 3 case-control studies to assess the overall associations between parental occupation and ESFT. The pooled analysis provided data on parental occupational exposure on 199 cases of ESFT and 1,451 controls. The pooled odds ratio for the periconception and gestation periods were 2.3 (95% CI = 1.3-4.1) for children whose fathers had worked on farms and 3.9 (95% CI 1.6-9.9) for those whose mothers had farmed. For the periconception and gestation periods, there was a 3.5-fold increased risk for those with both parents having farmed and a doubling of risk for those with at least one parent having farmed; pattern of increasing risk with increasing number of years of postnatal parental exposure to farms was seen. No other occupational group (or more narrowly defined occupations) had other than minor inconsistent associations with the occurrence of ESFT. In addition, we conducted a meta-analysis of farm occupation (a main risk factor) including all 4 case-control studies that collected required information to consider parental occupation. Results of the meta-analysis were consistent with those from the pooled analysis. This collaborative analysis of available individual data on parental occupation and ESFT in the offspring provides evidence supporting the hypothesis of an association between ESFT and parental occupation in farming. © 2005 Wiley-Liss, Inc.

AS FEIAS (E OS FEIOS) QUE ME DESCULPEM, MAS BELEZA É FUNDAMENTAL : O USO CONTEMPORÂNEO DA IMAGEM E SUA INFLUÊNCIA NA MUDANÇA DOS PARADIGMAS ESTÉTICOS UTILIZADOS NA MÚSICA GOSPEL NO BRASIL

Este trabalho analisa sociologicamente na contemporaneidade o campo imagético na música gospel e de que forma, este influencia na mudança dos paradigmas imagético - estéticos utilizados pelas produtoras fonográficas em seu marketing religioso para a comercialização da música gospel no mercado da música evangélica brasileira, proporcionando neste modelo atual um crescimento qualitativo e quantitativo dos produtos destinados ao público evangélico. A pesquisa identifica nas produções visuais de divulgação e comercialização de CDs, DVDs, sites das produtoras fonográficas, feiras e premiações musicais, os mecanismos utilizados para a construção de um novo paradigma imagético que proporciona no campo religioso, o surgimento de um novo imaginário evangélico mimeticamente construído para alimentar um mercado gospel fomentado pela tríade social: espetáculo, consumo e entretenimento. Desta forma, a analise tem o seu recorte nas mudanças paradigmáticas que surgem a partir dos primeiros cantores e cantoras da década de 1950 até culminar na explosão da música gospel no início da década de 1990.(AU)

AS ESTRATÉGIAS DE COMUNICAÇÃO DA LIGA FUTSAL 2008 Comunicação e Negócios versus Futebol Arte

Este estudo aborda as estratégias de comunicação e marketing que são realizadas pela CBFS para divulgar a Liga Futsal, ou seja, o Campeonato Brasileiro de Futebol de Salão. O principal objetivo desta pesquisa é mostrar quais são as ações de comunicação e marketing da Liga Futsal e verificar se estão sendo bem administradas pela Confederação e/ou empresas especializadas. Pretende-se, também, analisar como a comunicação pode transformar-se em ferramenta útil na divulgação dos clubes de futebol de salão e da Liga Futsal. Clubes como Malwee Futsal, de Jaraguá do Sul, e PEC de Petrópolis, têm modernizado seus departamentos de comunicação e marketing a fim de atender melhor os seus diversos públicos. Tais avanços podem ser modestos até o momento, porém é inegável que aos poucos a Liga Futsal vem ganhando projeção no cenário nacional. Através de entrevistas com profissionais da Confederação, dos clubes, da mídia, de empresas, etc, foi possível avaliar as ações de comunicação da Liga. Realizou-se um estudo situacional de caso da Liga Futsal resultando no registro de apontamentos iniciais que apresentam algumas das estratégias de marketing do futsal brasileiro.(AU)

Margetinggeschichte:Die Genese einer modernen Sozialtechnik, Hartmut Berghoff

Book revew: Marketinggeschichte: die Genese einer modernen Sozialtechnik [Marketing history: The genesis of a modern social technique], edited by Hartmut Berghoff, Frankfurt/Main, Campus Verlag, 2007, 409 pp., illus., [euro]30.00 (paperback), ISBN 978-3-593-38323-1. This edited volume is the result of a workshop at Göttingen University in 2006 and combines a number of different approaches to the research into the history of marketing in Germany's economy and society. The majority of contributions loosely focus around the occurrence of a ‘marketing revolution’ in the 1970s, which ties in with interpretations of the Americanisation of German business. This revolution replaced the indigenous German idea of Absatzwirtschaft (the economics of sales) with the American-influenced idea of Marketing, which was less functionally oriented and more strategic, and which aimed to connect processes within the firm in order to allow a greater focus on the consumer. The entire volume is framed by Hartmut Berghoff's substantial and informative introduction, which introduces a number of actors and trends beyond the content of the volume. Throughout the various contributions, authors provide explanations of the timing and nature of marketing revolutions. Alexander Engel identifies an earlier revolution in the marketing of dyes, which undergoes major change with the emergence of chemical dyes. While the natural dyestuff had been a commodity, with producers removed from consumers via a global network of traders, chemical dyes were products and were branded at an early stage. This was a fundamental change in the nature of production and sales. As Roman Rossfeld shows in his contribution on the Swiss chocolate industry (which focuses almost exclusively on Suchard), even companies that produced non-essential consumer goods which had always required some measure of labelling grappled for years with the need to develop fewer and higher impact brands, as well as an efficient sales operation. A good example for the classical ‘marketing revolution’ of the 1970s is the German automobile industry. Ingo Köhler convincingly argues that the crisis situation of German car manufacturers – the change from a seller's to a buyer's market, appreciation of the German mark which undermines exports, the oil crises coupled with higher inflation and greater frugality of consumers and the emergence of new competitors – lead companies to refocus from production to the demands of the consumer. While he highlights the role of Ford in responding most rapidly to these problems, he does not address whether the multinational was potentially transferring American knowledge to the German market. Similarly, Paul Erker illustrates that a marketing revolution in transport and logistics happened much later, because the market remained highly regulated until the 1980s. Both Paul Erker and Uwe Spiekermann in their contribution, present comparisons of two different sectors or companies (the tire manufacturer Continental and the logistics company Dachser, and agriculture and trade, respectively). In both cases, however, it remains unclear why these examples were chosen for comparison, as both seem to have little in common and are not always effectively used to demonstrate differences. The weakest section of the book is the development of marketing as an academic discipline. The attempt at sketching the phases in the evolution of marketing as an academic discipline by Ursula Hansen and Matthias Bode opens with an undergraduate-level explanation on the methodology of historical periodisation that seems extraneous. Considerably stronger is the section on the wider societal impact of marketing, and Anja Kruke shows how the new techniques of opinion research was accepted by politics and business – surprisingly more readily by politicians than their commercial counterparts. In terms of contemporary personalities, Hans Domizlaff emerges as one fascinating figure of German marketing history, which several contributors refer to and whose career as the German cigarette manufacturer Reemtsma is critically analysed by Tino Jacobs. Domizlaff was Germany's own ‘marketing guru’, whose successful campaigns led to the wide-ranging reception of his ideas about the nature of good branding and marketing. These are variously described as intuitive, elitist, and sachlich, a German concept of a sober, fact-based, and ‘no frills’ approach. Domizlaff did not believe in market research. Rather, he saw the genius of the individual advertiser as key to intuitively ascertaining the people's moods, wishes, and desires. This seems to have made him peculiarly suited to the tastes of the German middle class, according to Thomas Mergel's contribution on the nature of political marketing in the republic. Especially in politics, any form of hard sales tactics were severely frowned upon and considered to demean the citizen as incapable of making an informed choice, a mentality that he dates back to the traditions of nineteenth-century liberalism. Part of this disdain of ‘selling politics like toothpaste’ was also founded on the highly effective use of branding by the National Socialists, who identified their party through the use of an increasingly standardised image of Adolf Hitler and the swastika. Alexander Schug extends on previous research that criticised the simplistic notion of Hitler's charisma as the only explanation of the popular success and distances his approach from those who see it in terms of propaganda and demagogy. He argues that the NSDAP used the tools of advertising and branding precisely because they had to introduce their new ideology into a political marketplace dominated by more established parties. In this they were undoubtedly successful, more so than they intended: as bakers sold swastika cookies and butchers formed Führer heads out of lard, the NSDAP sought to regain control over the now effectively iconic images that constituted their brand, which was in danger of being trivialised and devalued. Key to understanding the history of marketing in Germany is on the one hand the exchange of ideas with the United States, and on the other the impact of national-socialist policies, and the question whether they were a force of modernisation or retardation. The general argument in the volume appears to favour the latter explanation. In the 1930s, some of the leading marketing experts emigrated to the USA, leaving German academia and business isolated. The aftermath of the Second World War left a country that needed to increase production to satisfy consumer demand, and there was little interest in advanced sales techniques. Although the Nazis were progressive in applying new marketing methods to their political campaign, this retarded the adoption of sales techniques in politics for a long time. Germany saw the development of idiosyncratic approaches by people like Domizlaff in the 1930s and 1940s, when it lost some leading thinkers, and only engaged with American marketing conceptions in the 1960s and 1970s, when consumers eventually became more important than producers.

O2 v Hutchison 3G comparative advertising:European trade mark law beyond compare?

Legislation: Directive 89/104 on trade marks art.5 Directive 84/450 on misleading advertising Directive 97/55 amending Directive 84/450 concerning misleading advertising so as to include comparative advertising Case: O2 Holdings Ltd v Hutchison 3G UK Ltd (C-533/06) [2008] E.C.R. I-4231 (ECJ (1st Chamber)) *Comms. L. 155 Long, long ago a trade mark allowed a craftsman to be identified and held accountable for shoddy goods. Today in the era of the ‘Lovemark,’1 due to extensive advertising hopes and aspirations a lifestyle can be purchased with a brand. For many products a trademark is no longer merely a badge of origin but has a commercial value of its own. Through advertising an emotional attachment is created in the heart of the consumer for particular brands. Brand owners are determined that the value of this attachment be preserved and protected against any encroachment into the aura that has been painstakingly created. Comparative advertising, the allusive use of a mark, is seen by the owners of such emotive brands as likely to jeopardise the character of the brand that they have so carefully nurtured. As they have invested so heavily in creating their concept these owners want to control its use by others. There is an issue however as to how far this control ought to extend when the image is used in the marketing of a rival's goods or services.

A micro industry with closed energy and water cycles for sustainable rural development

Sustainable development requires combining economic viability with energy and environment conservation and ensuring social benefits. It is conceptualized that for designing a micro industry for sustainable rural industrialization, all these aspects should be integrated right up front. The concept includes; (a) utilization of local produce for value addition in a cluster of villages and enhancing income of the target population; (b) use of renewable energy and total utilization of energy generated by co and trigeneration (combining electric power production with heat utilization for heating and cooling); (c) conservation of water and complete recycling of effluents; (d) total utilization of all wastes for achieving closure towards a zero waste system. Enhanced economic viability and sustainability is achieved by integration of appropriate technologies into the industrial complex. To prove the concept, a model Micro Industrial Complex (MIC) has been set up in a semi arid desert region in Rajasthan, India at village Malunga in Jodhpur district. A biomass powered boiler and steam turbine system is used to generate 100-200 KVA of electric power and high energy steam for heating and cooling processes downstream. The unique feature of the equipment is a 100-150 kW back-pressure steam turbine, utilizing 3-4 tph (tonnes per hour) steam, developed by M/s IB Turbo. The biomass boiler raises steam at about 20 barg 3 tph, which is passed through a turbine to yield about 150 kW of electrical power. The steam let out at a back pressure of 1-3 barg has high exergy and this is passed on as thermal energy (about 2 MW), for use in various applications depending on the local produce and resources. The biomass fuel requirement for the boiler is 0.5-0.75 tph depending on its calorific value. In the current model, the electricity produced is used for running an oil expeller to extract castor oil and the castor cake is used as fuel in the boiler. The steam is used in a Multi Effect Distillation (MED) unit for drinking water production and in a Vapour Absorption Machine (VAM) for cooling, for banana ripening application. Additional steam is available for extraction of herbs such as mint and processing local vegetables. In this paper, we discuss the financial and economic viability of the system and show how the energy, water and materials are completely recycled and how the benefits are directed to the weaker sections of the community.

Megjegyzések a „nemzeti versenyképesség” koncepciójához és méréséhez

A vállalati, pontosabban szólva az üzleti szemléletmód persze nagymértékben indokolhatja a fejlődés koncepciójának versenyképességi koncepcióként való felfogását és a hangsúlynak a vállalatok működése, hatékonysága és eredményessége szempontjából meghatározó szerepű belső mikró- és makró-gazdasági körülményekre helyezését, sőt, a vonatkozó mutatószámok létjogosultságát is. Mindez azonban nem lehet mentség a nemzetek, illetve országok fejlődésének és a feltételezetten közöttük folyó versenynek a fölöttébb leegyszerűsítő és egyoldalú értelmezésére. _________ The working paper is the analysis of understanding and measurement of competitiveness in critical view. Competitiveness has become a very fashionable term recently, used not only in regard to the marketing of products or services, and the rivalry of enterprises but also concerning nations or rather countries. The study reviews the understanding of competitiveness, the role of corporate transnationalization and the opportunities of measurement and assessment of national competitiveness. There are several understanding of competitiveness of nations or countries, and there are also many indices to measure it. The understanding of national competitiveness is many times confused with economic development.