Browsing Student theses, total by Title

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En kritisk diskursanalyse af Danske Banks kampagne New Standards

Schmidt, Jakob Saxosen (Frederiksberg, 2014)

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Abstract:

Im Winter 2012 hat Danske Bank ihre Kampagne „New Standards“ gestartet. Die Kampagne wurde beson-ders von den privaten Verbrauchern in Dänemark schlecht aufgenommen. In der darauffolgenden Zeit lan-dete die Bank in einem Mediensturm, der parallel mit heftiger Kritik in den sozialen Medien stattfand. Das Image der Danske Bank stürzte infolgedessen auf die niedrigsten Platzierungen in der Geschichte der Bank ab. Diese Arbeit beschäftigt sich damit, die Ursachen der schlechten Aufnahme zu analysieren und wird durch die folgende Fragestellung behandelt: Welche sprachlichen, kommunikativen und gesellschaftlichen Phänomene kön-nen New Standards‘ schlechten Empfang bei den dänischen Verbrauchen auf dem dänischen Markt erklären? Die Phänomene werden aus einer sozialkonstruktivistischen Perspektive analysieret, und Norman Fairc-loughs dreidimensionales Modell bildet die theoretische Basis der Analyse. Das Modell gliedert den Begriff Diskurs in drei Stufen, bei der jede Stufe die Möglichkeit bietet, die Phänomene in der Fragestellung zu untersuchen. Zudem werden unterwegs weitere relevante Theorien insbesondere linguistische Begriffe mit einbezogen. Gegenstand der Analyse sind sechs Anzeigen, die eine zentrale Rolle in der Kampagne spielten. Die Analyse zeigt, dass der fehlende Erfolg der Kampagne auf mehrere mögliche Phänomene beruht. Ein zentraler Punkt auf der Sprachebene ist, dass die übergeordnete Absicht der Anzeigen nicht deutlich genug zum Aus-druck gekommen ist. Dies geht unter anderem aus dem sprachlichem Fokus auf die Gegenwart und Zukunft hervor, während die Empfänger der Kampagne auf frühere Handlungen der Bank fokussieren. Bei einem Vergleich zwischen den New Standards-Anzeigen und Anzeigen von früheren Kampagnen der Bank, tritt der Diskurs, der in New Standards verwendet wird, als eine alternative Weise zu kommunizieren hervor. Der Diskurs wird als ein Veränderungsdiskurs festgestellt und beinhaltet mehrere problematische Aspekte, wenn es darum geht als Botschaft durchzudringen. Der Veränderungsdiskurs ist unter anderem komplex und schwierig aus einem traditionellen Kontext, wo Verkauf im Zentrum steht, zu entschlüsseln. Die Anzeigen werden auch von dem Misstrauen, das Verbraucher gegenüber Marketing haben, herausge-fordert. Das Marketing wird als Disziplin vorgeworfen, dass es die Verbraucher ohne Rücksicht auf das Thema und den Inhalt zu nehmen überzeugen will. Damit können die Verbraucher Danske Bank beschuldi-gen, dass die Kampagne demokratische Prozesse unterminiert und die dominierende Position der Danske Bank in der Gesellschaft erhält. Abschließend wird der Legitimitätsbegriff in die Analyse der gesellschaftlichen Phänomene mit einbezogen. Dieser Teil der Analyse zeigt, dass die Gesellschaft die Verbraucher immer mehr als Opfer der Entscheidun-gen und Handlungen der Unternehmen sieht. Hier rückt die Finanzkrise wieder in den Vordergrund und die Weise, wie Danske Bank ihr Verhältnis zu der Finanzkrise kommuniziert, wird zum Problem für die Legitimi-tät der Bank. Eine durchgehende Schlussfolgerung ist deshalb, dass die Bemühung den Fokus auf die Fi-nanzkrise herunterzuspielen, eine zentrale Ursache des fehlenden Erfolgs der Kampagne ist.

URI:

http://hdl.handle.net/10417/4528

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jakob_saxosen_schmidt.pdf (1.948Mb)

Kampagnekommunikation i et reality-program

Kjøgx, Jeppe; Møller Pedersen, Stine (Frederiksberg, 2012)

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Abstract:

Denmark tops the list of alcohol consumption among youth and adolescences. In order to address this issue, the National Board of Health has attempted to change the Danish attitude and behaviour related to alcohol for more than 20 years in health awareness campaigns. Despite inadequate results, the organization continued these efforts in 2010 with the campaign 'Stop før 5', which aimed to educate 16-20 year-olds about the effects and consequences of drinking. The campaign advocated a reduction in general alcohol consumption, while also commending the youth to reduce the alcohol intake to five units for each party, concert, social event, etc. However, during the campaign period the airing of the reality show 'Sommer i Sunny Beach' infused the communicative environment with images of young people engaging in unlimited, senseless drinking and partying. Concerned with the disruption of the campaign's communication context, this thesis examines the relation between 'Stop før 5' and 'Sommer i Sunny Beach' with specific attention to the ways in which the reality show marginalises the campaign messages and minimizes its projected impact on the target group. By addressing the challenges of the 'Stop før 5' campaign’s communication, we wish to explicate how future campaigns can be rethought based on insights from the alcohol-related communication in 'Sommer i Sunny Beach'. The thesis applies Foucault’s theoretical framework and discourse analysis to clarify and extract common characteristics between the campaign and the reality show. Theory about health awareness campaigns is applied to examine in which ways ‘Sommer i Sunny Beach’ conveys messages much like 'Stop før 5'. The analysis establishes how both the campaign and the reality show employ strategies and technologies in their conflicting communication, which affect the target group. Although the reality show appears most successful in reaching its target group, not all respondents find it fascinating, and we elaborate this notion with Bourdieu’s theory on taste and distinction. In addition, we introduce recent studies on how young Danes perceive their alcohol-consuming peers, and we compare these studies with our findings in ‘Stop før 5’ and ‘Sommer i Sunny Beach’. Finally, based on the way the reality show and the campaign communicate, we discuss the approach to define a campaign, and ultimately we summarize the findings from our analyses and provide our suggestions to the National Board of Health and their future campaign efforts.

URI:

http://hdl.handle.net/10417/3309

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Bilag 1 Transskription af filmene.docx (93.33Kb)

Bilag 2 Stop før 5 plakat.pdf (8.924Mb)

Bilag 3 Transskription af SSB.docx (165.2Kb)

Bilag 5 Seertal TV3.docx (152.4Kb)

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Kampen om dagsordenen

En analyse af hvordan danske dagblade bruger citater af Facebookytringer i den politiske nyhedsformidling

Boe Jensen, Jesper (Frederiksberg, 2012)

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Abstract:

This thesis offers some insight as to how Danish newspapers use quotes from Facebook statements in political news reporting. Hence, I argue that this use can be viewed as part of an ideological battle for the hegemonic power over the political agenda. As part of a recent institutionalization of said agenda, politicians have lost their monopoly of agenda setting and are now forced to share it with the media and others. In order to win back what has been lost, politicians have tried bypassing traditional media, addressing Danes directly via Facebook, so as to avoid critical meddling from e.g. newspapers. But the newspapers have not proved willing to relinquish the power of agenda setting, given to them by the political agenda’s institutionalization. They have, consequently, pushed back by publishing quotes from the politicians’ Facebook pages, allowing them to be discussed, contradicted and edited as is usually done with “ordinary” political statements. This realization that Facebook statements are part of an ideological battle for hegemony allows us to discern some patterns in the newspapers’ use of these statements. For example, it is not in the interest of newspapers to portrait the political debate taking place on Facebook as being substantial or relevant. That would incite readers wishing to participate in the debate to do so on politicians’ Facebook pages, decimating newspapers’ agenda setting potency. For this reason newspapers are most often quoting politicians’ Facebook statements if these are articulating informal, pubertal and personal discourses and have an apolitical content. Furthermore, these quotes are being used in a way, which counters democratization of discourse, insofar as prestigious discourses are being reserved for senior politicians and Facebook statements from ordinary Danes are all but ignored. My analysis finds that the introduction of such discourses into Danish newspapers’ political news reporting alters its order of discourse, merging it with that of Facebook, which is obviously more informal and colloquial. I argue that this development, contrary to what one might think, is not a democratic progress. Thus, it gives people the impression that when reading the newspaper they are participating in a legitimate political discussion when as a matter of fact they are debating topics with no political substance or significance to society, leaving real political power to the politicians and rendering ordinary Danes as marginalized as ever.

URI:

http://hdl.handle.net/10417/3362

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jesper_boe_jensen.pdf (297.0Kb)

Kampen om en nationalscene for rytmisk musik

Et policy blik på et kulturpolitisk område og dets aktører

Brodersen, Tine; Poulsen, Bente (Frederiksberg, 2011)

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Abstract:

Through the last five years, actors of the Danish music environment have been debating the status of rhythmic music in Denmark. The debate has been evolving around the topic ‘a na-tional scene for rhythmic music’ - whether this scene will be the solution to problems such as bad acoustic conditions on the Danish live venues, lack of audience capacity, professionaliza-tion of the live venue managements and the development of new business models, or whether a national scene of rhythmic music will undermine the Danish tradition for a decen-tralized model with state subsidies to a large number of live venues through out the country, or become a national conservative, outdated symbol etc. We consider the debate about the national scene as a policy area with different actors who represent a wide range of actors of the Danish music environment, e.g. live venues, members of parliament, experts, and interest groups. Each of these actors has their own agenda. We have labelled the debate as the struggle for the national scene of rhythmic music. To be able to look inside this ‘black box’ and understand what the struggle is about and what is happen-ing in the policy process we have collected empirical data through interviews and article search on the topic. Furthermore we have based the analysis on institutional theories. The main question of the thesis is: What kind of ‘struggle’ takes place in the debate for a na-tional scene of rhythmic music? In chapter 3 we have outlined the main events concerning the debate of a national scene for rhythmic music in Denmark. The timeline dates back to 2004 and up to present time. In chapter 4 we have analyzed the structures and processes of the debate with Nikolaos Za-hariadis’ Multiple Stream Framework. The model is based on garbage can theory and identify multiple streams of problems, politics and policies with each their significant features. In the problem stream we have identified e.g. focusing events such as Vega promoting an Mega Vega agenda and an agenda where Vega is the national scene of rhythmic music; ‘Tænketank for Rytmisk Musik’ recommending a national scene; the live venues’ financial problems; the political parties S, SF and R publishing “Op på beatet”; and the arts council recommending the concept ‘development laboratory’. And problem loads such as e.g. the financial crisis. In the politics stream we found that the financial politics has high priority and there is a preference for incremental processes through coordination on all levels. In the policy stream we identi-fied that Vega has the competences, the capacity and a sustainable business model to be both a national scene and a development laboratory. In the policy process we identified the following policy entrepreneurs: Vega as a legitimate actor with authority. Vega is a meta gov-ernor with strong capacity to fusion art and business; Tænketank for Rytmisk Musik is a meta governor who is able to establish dialogue processes and create common worldviews; the arts council is a game maker who act as both a part of the political system and the Danish music environment; the music environment who generally is characterized by a low degree of integration and a dependency on single actor action; and the politicians in the cultural subsystem who we have identified as both policy makers and policy entrepreneurs. To make it pos-sible to create new policy outputs the actors is dependent on the policy window and the pol-icy window is identified to be couplings based on the national mood and a preference for incremental processes which are characterized by inclusion and the primacy of the financial politics. The policy process has not to this date resulted in any policy outputs. In chapter five the focus is shifting from the structures and processes to the actors. Here we will analyze actor coalitions and their ability to strategize the decision making process on gov-ernmental level. The analysis is based on Paul A. Sabatier and Christopher M. Weible’s Advo-cacy Coalition Model and the model’s theoretical foundation is network theory. We have identified three actor coalitions: The actors of coalition A have a national scene of rhythmic music as their policy agenda. Timing becomes the problem of this agenda. The policy makers and policy entrepreneurs, the political actors, are not willing to push the policy process fur-ther during the financial crisis because they thereby will loose political legitimacy. The policy entrepreneurs, Vega and The Danish Chamber of Commerce, do not posses enough authority and capacity to push the policy process further because of the political resistance. The actors of coalition B have a development laboratory as their policy agenda, and they achieved partial success in the policy process since the arts council has adapted their policy agenda as part of the arts council’s tasks. The coalition is week though because it has a low degree of mutual integration. Coalition C is one single actor who is opposing the idea of a national scene of rhythmic music because of the concept’s centralistic and elitist implications. In Chapter six we will reflect the development of the policy making process with a parallel process in Norway where a national scene for jazz has been established. Furthermore we will focus on the capacity, legitimacy and authority of the actors based on the three institutional schools: rational, sociological and historical institutionalism, on a background of the results of the analysis in chapter 4 and 5. Finally in chapter seven we conclude that the struggle that takes place in the debate for a national scene of rhythmic music is a policy area characterized by unclear preferences and therefore unclear goals. As a consequence of the financial crisis this struggle has now been replaced by a debate concerning a development laboratory as the legitimate answer to a new area of challenges.

URI:

http://hdl.handle.net/10417/1903

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tine_brodersen_og_bente_poulsen.pdf (1.472Mb)

Kampen om folkeskolen

Udviklingen af policydannelsesprocesserne på folkeskoleområdet fra 1993 til 2010

Jensen, Lena; Lohse, Gitte (Frederiksberg, 2011)

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Abstract:

This Master Thesis, prepared as a part of the Master of Public Administration study at Copenhagen Business School, in the autumn of 2011, focuses on the development of the policymaking processes in the policy area of primary and lower secondary school over the last two decades in Denmark. Over the last decades there has been - what we have chosen to call - a struggle for the primary and lower secondary school. A political struggle about changes in the school mission and contents, changes in political cooperation, changes in the corporate collaboration and changes in the public mood. Thus a struggle for the development of policymaking processes - both in relation to the institutional framework and in relation to stakeholders. Therefore we pose one main question: “Which premises does the institutional struggle for the primary and lower secondary school set for the future policymaking processes?” The primary and lower secondary school in Denmark has through the last two decades been met by an increasing political demand to “deliver” pupils with strong professional skills. The objectives are that the primary and lower secondary school must be better ranked in the OECD PISA scores and that 95 % of a youth year must complete a tertiary education. There has been a long tradition in Denmark for political consensus in the policy area of primary and lower secondary school and a tradition for a strong corporate involvement and collaboration between the different stakeholders. This degree of collaboration has been challenged by the previous government which can be illustrated by New Year’s speech 2002 of the Prime Minister Anders Fogh Rasmussen who pronounced a removal of - what he called - “superfluous” governmental councils, boards and institutions. The Danish School system was earlier considered as “World Class” in a general public opinion. But with the PISA results the picture has changed. Thus there have been many attempts to improve the results of the primary and lower secondary school. The primary and lower secondary school has been subject for an increasing number of reforms where various stakeholders wish to seek influence in the political decision processes. The main question is explored through two subordinate questions: • How has the policymaking process in the policy area of primary and lower secondary school been organized in 1993, 2006 and 2010? • How can we understand the change and development in the policymaking processes from 1993 to 2010? The first subordinate question is made operational by a policy analysis of the policymaking process in 1993, 2006 and 2010 – years where significant changes of the primary and lower secondary school have occurred. The second subordinate question is made operational by a historical institutional analysis based on the conclusions from the policy analysis. This is followed by an interpretation of the development in the policymaking processes. Finally the conclusions are discussed and put into perspective. The conclusion is, that we have been able to identify five main trends in the policymaking processes from 1993 to 2010. The trends are: • A change in focus from an educational policy towards a policy for economic growth • A change in legitimating policy of primary and lower secondary school from knowledge from professionals towards knowledge from OECD economic research • A change from corporative policymaking processes towards political strategic leadership • A change from corporative collaboration through institutionalized channels towards network based ad hoc discussions • A change from an extended and closed institutionalized process towards short open and loosely coupled processes We find that these changes set new premises for the future policymaking processes and in our perspective we suggest how stakeholders – for example The Danish Teachers Union - could act upon the new premises to maintain and gain influence in the policymaking processes. We discuss how redesign in a future policymaking process could be set up to make results that could be implemented with effect in primary and lower secondary school.

URI:

http://hdl.handle.net/10417/2895

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lena_jensen_og_gitte_lohse.pdf (1.176Mb)

Kampen om kræftmidlerne

Et speciale om hvordan patientforeninger søger indflydelse på kræftområdet

Frost Rasmussen, Kathrine (Frederiksberg, 2013)

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URI: http://hdl.handle.net/10417/4270

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kathrine_frost_rasmussen.pdf (2.706Mb)

Kampen om landbruget

EU's fælles landbrugspolitik efter 2013

Mårup, Birgitte Jensen (f, 2011)

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Abstract:

In this thesis, I analyse the actors of the upcoming negotiations about a reform of the Common Agricultural Policy (CAP) of the EU. The actors I have chosen to analyse are the Commission, the Council of Ministers, the European Parliament and the WTO. I will look at earlier reforms of the CAP to see how the actors influenced the reforms, with special attention to the major reforms of 1992 and 2003. I compare the current situation to the situation in 1992 and 2003 to find similarities as well as differences. In the end, I will give an assessment of what the roles will be of the four actors in the negotiations this time and what the reform may look like when passed. The MacSharry-reform of 1992 fundamentally changed the CAP from a system of price support to a system of direct payments to the farmers, while the Fischler-reform of 2003 took the CAP from coupled support paid for production to decoupled support paid per hectare. The reforms were named after the agricultural Commissioners who were successful in negotiating them. Also internal pressure from the budget and external pressure from the WTO played an important role. The upcoming reform is due to become effective on 1 January 2013 along with the new multiannual financial framework and the process already began in 2010. In November of 2010, the Commission presented three scenarios for the CAP of which the second is most favoured by the Commission. The proposals from the Commission are, among others, a greening of the direct payments to benefit the climate and the environment, a cap on payments, that is a limit to how much support one farm may receive and finally, redistribution of direct support between new and old member states. Furthermore, the Commission would like to cut the budget of the CAP, in order to be able to spend more in other policy areas. The European Parliament has gained influence in the area of agricultural politics with the Lisbon treaty. The Parliament will now be able to influence the budget of the CAP through the multiannual financial framework and the annual budget. The Parliament will also be able to influence the political content of the CAP. The Commission is traditionally a powerful actor and the Commission will also play an important part in this CAP reform. The Commissioner for agriculture Dacian Ciolos, however, has only been Commissioner since February 2010 and it is still too early to say which part he will play in the negotiations. However, it is clear that the greening of the CAP as well as a redistribution of the CAP are important issues to the Commissioner. The WTO was very influential in the reforms of 1992 and 2003. In 1992, the EU's CAP reform became a part of the final negotiations in the Uruguay round and in 2003 the Commissioner for agriculture used the CAP reform to improve the negotiation position of the EU in the Doha round. However, for the upcoming reform the WTO seems to play a minor role. There is only little interest in trade liberalisation in the EU and the only influence the WTO is likely to have is to keep the EU from breaking the WTO rules already in place. My conclusion is that the European Parliament has improved its position with the Lisbon treaty and has become a stronger actor with regards to the CAP. The Commission has been a very powerful actor and will also shape the outcome of this reform to a large degree. The Council of Ministers represents member states of very different opinions and it will be very hard to negotiate a compromise for the Council. The WTO, unlike in 1992 and 2003, will only have a minor role to play.

URI:

http://hdl.handle.net/10417/1953

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birgitte_jensen_maarup.pdf (827.9Kb)

Kampen om turisme

En diskursanalyse

Skovsholm, Lars; Thranholm Nielsen, Jesper (Frederiksberg, 2014)

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Abstract:

This paper examines the communications on tourism by VisitDenmark and by the Danish Regions and how these communications result in different understandings of the concept tourism. This paper is thus a discourse analysis of the political battles aimed at fixating the meaning of the concept tourism. The objects being observed by the project are VisitDenmark and the Danish Regions. We look at the linguistic structures in their strategy papers and how their communication creates an understanding of what is meant by tourism. We apply the theoretical optic developed by Ernesto Laclau (1935-2014). We have identified the concepts that are relevant to the examination. The paper is based on a post structural foundation, which we use to focus on linguistic structures and to analyze the communication challenges and the conflicts arising in creating a firm understanding of the concept tourism. The analysis is divided into two: The first part deals with the way VisitDenmark and the regions communicate in order to create an understanding of tourism, thus creating two antagonistic discourses in the process, which can be seen as the difference between mass tourism/niche tourism. This results in a dislocation because the distinction between mass tourism/niche tourism is placed differently, creating a rupture in the language used, which requires new articulations in order to re-establish the meaning of the concept tourism. The second part of the analysis deals with the hegemonic process taking place to re-establish the meaning of tourism. This results in a de-construction of the difference between mass tourism/niche tourism, which creates a paradoxical situation where tourism is given two different meanings because of the two discourses – whereby the concept is rendered meaningless. A new law of VisitDenmark was passed in 2010 in order to overcome this paradox. This resulted in VisitDenmark being in charge of promotion of Denmark, based on a mass tourism discourse, leaving the regions responsible for product development, based on a niche tourism discourse. We conclude that a meaning of the concept tourism is created in two antagonistic ways as the law creates a situation whereby product development is discoursed in one way and the promotions of tourism in another.

URI:

http://hdl.handle.net/10417/4745

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lars_skovsholm_og_jesper_thranholm_nielsen.pdf (1.772Mb)

Kan Danske Bank-koncernen og Jyske Bank tiltrække og fastholde Generation Y gennem employer branding?

Herring Andersen, Mette Louise (Frederiksberg, 2009)

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Abstract:

The workforce of today and the near future will be a scarce resource. There might be an increased rate of unemployment now due to the financial crisis but in the longer term there will be a shortage of labour in the western world. And the workforce that will be showing up is from a new generation, different from the ones it is replacing. This new generation can be termed Generation Y. Generation Y is between the age of 15 to 31 and they demand a lot from their workplace and from themselves. It is a generation of children who were raised by parents who had energy and time to give their children a lot of attention and cater to their needs. Some would call Generation Y the spoiled generation. That said Generation Y (as in “Generation Why”) is generally a very talented generation because they have grown up with a lot of possibilities and stimuli, not least through technology and the internet, but also through travelling, which has given them access to an enormous amount of knowledge compared to earlier generations. This has also made them critical and taught them to ask questions constantly – this is Generation (Wh)Y. Employers will need this generation. But how do they attract and hold on to this group of young people? Is employer branding the way to go? That is what I will look into in my thesis: is employer branding the way to go if you want to attract and hold on to Generation Y? More precisely I will look into two Danish banks –– and see what they are doing now in order to attract and hold on to their workforce and whether employer branding could be the way to go for them in the future. Based on my interviews with the two banks - The Danske Bank Group and Jyske Bank - and selected theories on corporate branding, employer branding and about Generation Y, I have found that an employer branding is an important element in attracting and holding on to Generation Y. This is because the philosophy behind employer branding closely matches Generation Y’s needs and demands. Using employer branding puts value on your employees and place your employees in the centre. You make sure they can have as harmonious a work/life balance as possible and you will also make sure your executives and managers know and live up to their big role in the well being and motivation of your employees - the executives and managers communicate and interact on a dally basis with the employees. Actually all these criteria are things that Generation Y appreciates and values. In any case companies should always keep in mind that their employer branding should be realistic and believable and based on a properly balanced corporate brand or identity. There has to be a balance between your values, your internal culture and your external image for the corporate and employer brand to function. These are also things that generation Y appreciates as well. The Danske Bank Group and Jyske Bank have both in their own ways started employer brandingstrategies and are more or less targeting members of Generation Y. They might be well positioned to attract and hold on to Generation Y with their non-hierarchical organisations, and some of their more individualised employee measures (fast track promotion, targeting the need of would-be women leaders etc.). But there is room for improvement and a need for a continued and refined focus on Generation Y in their employer branding as the competition for these employees is bound to increase with time. This suggests a need to be even more innovative for instance by developing even more flexible work/life-balanced solutions such as offering child care or focusing even more on technological innovation to cater as much as possible for Generation Y.

URI:

http://hdl.handle.net/10417/837

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mette_louise_herring_andersen.pdf (375.1Kb)

Kan den danske minkproduktion retfærdiggøres?

Loldrup Hansen, Jin Maria (Frederiksberg, 2013)

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Abstract:

Bien que l’exportation de Kopenhagen Fur en particulier vers la Chine ait apporté près de 11 milliards en 2012, des organisations de défense des animaux ont fait la critique de Kopenhagen Fur à partir de 2009. La critique de Kopenhagen Fur démontre qu’aujourd’hui, les parties prenantes demandent non seulement aux entreprises qu’elles suivent l’égislation mais aussi qu’elles suivent des valeurs étiques. Le debut de la crise a été marqué par le fait que les organisations des animaux, Anima et Dyrenes Beskyttelse, ont mis en question si la production de vison était responsable visant que les visons sont des féroces solitaires. La crise de Kopenhagen Fur dépend donc, des perceptions des conditions des élevages de vison de Kopenhagen Fur et de ses parties prenantes. La cause de la crise est donc marquée par la différence entre des actions de Kopenhagen Fur et de la perception des parties prenantes des actions de Kopenhagen Fur. A la suite de la cause de la crise, on met l’accent sur la communication de Kopenhagen Fur pendant la crise afin d’examiner si les parties prenantes de Kopenhagen Fur ont été convaincu que Kopenhagen Fur est une industrie légitime. Donc, l’eximination de la communication de Kopenhagen Fur pendant la crise concerne si Kopenhagen Fur a reussi à convaincre ses parties prenantes que l’industrie agit dans l’intérêt des parties prenantes ou si elles considérent que des actions de Kopenhagen Fur sont incompatibles avec leurs intérêts. Sur la base de cette examination, on peut évaluer si la réputation de Kopenhagen Fur a été menacée par la crise. Dans cet ordre d’idées, il est evalué que la réputation de l’industrie n’est pas sérieusement menacée étant donné que des hommes politiques soutiennent Kopenhagen Fur qui est dû à l’exportation de Kopenhagen Fur aussi qu’à la contribution à l’emploi. En raison de la crise, la population était à un certain degré influencée par la critique d’Anima et de Dyrenes Beskyttelse de Kopenhagen Fur. En même temps que la critique de Kopenhagen Fur a influencé l’opinion de la population il est évalué, que l’opinion de la population est aussi influencée par la stigmatisation qui est associée avec la fourrure produit par Kopenhagen Fur. Donc, la crise de Kopenhagen Fur et la communication de Kopenhagen Fur pendant la crise peuvent affecter la réputation de l’industrie dans une manière négative à l’avenir vu que la crise a apporté une focalisation accrue sur l’industrie du vison qui donne lieu à Kopenhagen Fur de convaincre ses parties prenantes qu’elle travaille en permanence pour assurer le bien-être de vison. A cette notion, il sera recommandé que Kopenhagen Fur mis en application une stratégie qui traite de la responsabilité sociale de l’entreprise vu que Kopenhagen Fur peut devenir plus consciente des intérêts des parties prenantes. A la suite de cette stratégie, Kopenhagen Fur devrait convaincre ses parties prenantes que l’industrie de vison cherche des solutions qui réunissent des intêrets des parties prenantes ainsi que des solutions qui vont au-delà de la législation. Donc, il est recommandé à Kopenhagen Fur que l’industrie du vison engagera un dialogue avec Dyrenes Beskyttelse, les maisons de couture danoises et les hommes politiques danois. L’objectif est que Kopenhagen Fur pourra au fil de temps accroître la demande danoise, s’engager dans des projets avec Dyrenes Beskyttelse visant à étudier les besoins de vison et en général vulgariser Kopenhagen Fur au Danemark. Sur la base de ces recommandations, Kopenhagen Fur pourrait mieux résister une crise à l’avenir. La raison en est que Kopenhagen Fur pourra renforcer les relations avec ses parties prenantes si l’industrie de vison engage ses parties prenantes dans ses décisions ainsi qu’elle les informe ce qu’elle va faire pour assurer le bien-être des visons. La crise de Kopenhagen Fur traite d’une question étique poser par les sociétés protectrice des animeaux. L’examen de la crise de Kopenhagen Fur a démontré que la crise et la communication de Kopenhagen Fur pendant la crise n’ont pas influé sur la réputation de l’industrie à court terme. L’examen de la crise de Kopenhagen Fur a démontré que la crise et la communication de Kopenhagen Fur pourraient effecter Kopenhagen Fur à long terme et ainsi menacer la réputation de l’industrie de vison si l’industrie de vison ne convainc pas ses parties prenantes qu’elle travaille d’assurer le bien- être de vison et tenir compte des intérêts des parties prenantes.

URI:

http://hdl.handle.net/10417/3706

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jin_maria_loldrup_hansen.pdf (965.4Kb)

Kan man slå markedet?

Starklit, Julie Helm Trige; Vestergaard Jensen, Emil (Frederiksberg, 2015)

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Abstract:

The objective of this thesis is to examine whether it is possible to obtain an abnormal return by investing in stocks that are temporarily beaten down. The thesis is divided into five parts. The first part is the motivation for the project as well as a presentation of the problem statement. The second part is an examination of the methods that are being applied to answer the problem statement. Third, the underlying theory is presented to get a theoretical foundation behind the two different views on the financial market as well as the measures that are being used in the tests. The fourth part contains an analysis of the test results. Lastly, the results have been interpreted into a discussion to explain the results more thoroughly. The main findings of the thesis have been summarised in a conclusion, and suggestions for further research are presented at the end. To answer the problem statement the project includes a test that examines whether certain key measures can be used to identify beaten down stocks that are undervalued but will return to their fundamental value within a few years. The CAPM model has been used to calculate residual returns of the sample, which is composed of the Russell 3000 index. The residual return is applied as a measure of the stock returns. The method used in the test is linear regression. Each key measure is tested against its impact on the stock returns of the sample. The significant key measures are then tested in multiple regressions with the purpose of finding the most significant regression. The coefficients of this regression will be used as a basis to rate stocks in another sample. If the screening tool works, the stocks with the highest ratings will be the ones with the highest returns and the stocks with the lowest ratings will have the lowest returns. For a better understanding, it has been necessary to examine what different theories say about whether or not it is even possible to outperform the market. For this reason, Fama’s Efficient Market Hypothesis has been included, as he argues that the markets are efficient and thus it is not possible to beat the market systematically. Behavioural Finance is included as counterargument to Fama, as theories within this area suggest that pricing biases in the stock market indicate that markets are not efficient. In short, Fama argues that when arbitrage opportunities occur as a result of mispricing, rational investors will exploit these and thus push the prices of companies towards their fundamental values. However, the Behavioural Finance theory states that both irrational investors, as well as Limits to Arbitrage, can result in pricing biases that can both be significant and persistent. Based on the debate between the two schools, it has been assessed that it is worthwhile to Executive Summary Side 2 af 114 test if it is possible to identify mispricing of companies by using company specific key measures. To create a screening tool, it has been necessary to find theoretical and empirical evidence about what key measures should be used in the test, which will also take place in this part of the thesis. In the fourth part of the thesis, the test and analysis have been carried out. Through simple linear regression, it was found that the ratios P/E, P/B, FCF yield and Leverage all have significant impact on the stock returns despite poor explanatory power. All the significant ratios have been tested in multiple regressions. The regression that has turned out to be the most significant comprises FCF yield, Leverage and P/B. As part of the analysis, it has been tested if the results are externally valid. This has been tested on two out-of-samples: one in the same time period but containing different companies and one in a different period of time. The out-of-sample results are not significant, which implies that the model is not externally valid. The reasoning for this is discussed more thoroughly in the fifth section of the thesis. The discussion has focused on the fact that it seems that macro economic factors have an impact on the results. This is due to the fact that high multiples show a negative impact on the stock return in one time period while they show a positive impact in another. The macro economic impact is closely related to the investor behaviour, since investors seem to be short sighted and thus changes their risk preferences when the economy changes. This has indicated that it could be necessary to include macro factors in the model to end up with a significant screening tool. However, the results can also be influenced by randomness and thus indicate that the market is efficient. The discussion also dealt with the fact that transaction and information costs are not as high as they used to be. This is an indication of the markets possibly being more efficient than earlier. No matter if it is due to the model being inadequate or the market being efficient, the conclusion must be that the desired screening tool has not been possible to create. The conclusion of the thesis is that according to the method it is not possible to systematically outperform the market, and thus it is not possible to obtain an abnormal return by investing in stocks that are temporarily beaten down. Suggestions for further research are presented in the end of the thesis. Suggestions have been made about working further with the problem by including macro economic factors and testing if the market is efficient by using different measures.

URI:

http://hdl.handle.net/10417/5403

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Kan man synliggøre offentlig værdi?

Om brugen af performancemål i det danske sygehusvæsen

Østergaard Jensen, Karen Lise (Frederiksberg, 2013)

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Abstract:

How is public value created? What is public value and how can it be quantified? This is a thesis about public value, about what it is and how we can determine if is generated, if it is possible to measure public value creation, and about if such measures can provide relevant information for decision makers, taxpayers and professionals. In the 90s 'New Public Management' meant a new approach to the assessment of performance in the public sector in Denmark. There is now a much greater focus than previously on assessing the public sector relative to what can be measured and weighed. Today performance measurements are used in every sectors from teaching to hospital treatment, and often attempted to illustrate value created in the in the public sector. To answer the above mentioned questions, the thesis attempts to define what public value in general is. Next, the thesis turns to the concept of performance measurement and the criticism on how these are used in the public sector today. This critique is primarily aimed at the conclusions obtained from data, which data cannot sustain, and that enormous resources are used to collect data and finally on the fact, that performance measurements causes unintended incentives, which are being ignored at large. Eight criteria for good performance measurement are set out. These criteria are employed to assess three cases and their usefulness in relation to visualising public value and their managerial and professional relevance. The conclusion in this thesis is, that it is possible to develop performance measurements for the public hospital sector, which can be used to illustrate public value creation to the taxpayers, while also being managerial and academically relevant, but it is far more complicated than the way it is carried out today. It is necessary to make a wide range of considerations before obtaining data. It is crucial for the visibility of public value that the measurements actually can deliver the information they promise, and that these are relevant or comprehendible to the taxpayers. Should the measurements at the same time be relevant to management and employees, it is necessary to involve their professional expertise in the setting of objectives and simultaneously set up measures that can support the collection of data in order to minimise the risk of gaming and unintended incentives.

URI:

http://hdl.handle.net/10417/3727

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Kannibalismen i multibrandvirksomheder

Tschicaja, Karin Diget; Hofmann, María José Rosales (Frederiksberg, 2009)

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Abstract:

This paper takes departure in brand cannibalism in multi-brand firms. Many multi-brand firms seek growth by adopting a multi-brand strategy where two or more similar products are marketed under different brand names. This strategy has many advantages. When adopting a multi-brand strategy, it is usually with the expectation of acquiring a greater market share by addressing each brand to the different needs and trends of separate segments in the market. However, the firm is also putting itself at risk by having their brands eat into each others’ sales, causing cannibalism. In order for the firm to tackle this challenge, a deep insight into the phenomenon cannibalism is of decisive importance. It is therefore a problem for the multibrand firm that specific knowledge concerning cannibalism is lacking. For examining this subject, an analysis of the individual consumer has taken place, since it is the consumer’s choice of product, which determines whether or not cannibalism occurs. Traditional consumer behaviour theories have been applied combined with new perspectives on affective consumer behaviour. The purpose has been to develop a deeper understanding of the phenomenon cannibalism, from which recommendations on how the multi-brand firm can minimize brand cannibalization can be made. The thesis statement is: Based on a deeper understanding of the phenomenon cannibalism, we wish to examine and clarify ways in which the multi-brand firm can tackle the challenges connected to this. Two qualitative focus groups have been completed, grounded on the theoretical framework. Based on the analysis, we have acquired an extensive understanding of the core subject cannibalism. We have identified several situations in which cannibalism is more than likely to occur and we have found evidence of ways to minimize the phenomenon in the brand portfolio. In addition to this, we have achieved a deeper understanding of the consumer, who cause cannibalism and of the consumer, who will not cause cannibalism. From this understanding, we have developed a number of suggestions that we believe, will be useful for multi-brand firms in the development of an effective portfolio strategy. Our primary recommendations are, of course, that the multibrand firm should target different brands at well-defined, clearly distinct market segments, which among other things means positioning the firms’ brands against each other as well as against the competition. However, the results from our study showed that differentiating the brands does not always imply less cannibalism. Many consumers, who cause cannibalism, do indeed feel that the brands they switch between are differentiated, but still they choose to switch, either due to necessity or due to different needs and wants in different situations. Therefore, we also argue that brand loyalty is, at least, as important as separating the brands from each other. Consequently we recommend a consumer driven approach, where the firm pays great attention in the building of a longlasting relationship between the brand and the consumer in question. But also other suggestions concerning brand loyalty, differentiation, and the marketing strategy in general are made. Finally, we suggest conducting further research in the topic by quantitative means, in order to verify and enrich the results.

URI:

http://hdl.handle.net/10417/1009

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Kan social e-handel skabe loyale kunder?

En forbrugerundersøgelse

Vinter-Hansen, Stine (Frederiksberg, 2012)

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Abstract:

In 2010 a new concept came to Denmark. The concept is called ‘deal of the day’ and Downtown was the first ‘deal of the day’ website in Denmark. Today, there are approx. 40 active ‘deal of the day’ websites that offers deals every day. To explain the concept: a website offers a single product for sale for a period of 24 to 36 hours. Members of deal of the day websites receive online offers and invitations in email and social networks. The consumer gets 50 % off on an experience. The idea of this project is to clarify the relationship between companies and consumers. The companies use ‘deal of the day’ as marketing, and spend a lot of time and money on this concept. Thus it is appropriate to examine whether they get anything out of having lower or no income when they have an offer through the ‘deal of the day’ websites. There are many aspects that are relevant to examine within the relationship between consumer, business and ‘deal of the day’ website. This project will focus on consumers and their relationship with companies who use ‘deal of the day’. Therefore, the project's problem statement includes: What are the consumers' perceptions of the companies that make use of ‘deal of the day’ from a relationship marketing perspective? Theories from experience economy, relationship marketing and hedonic consumption forms the framework for the analysis of the companies and the consumers. The results of the analysis was discussed and through this discussion it was discovered that companies are important to the ‘deal of the day’ websites in order to survive, but they also require consumers in order to make money. They build a close relationship with companies, while building a distant relation through e-relation to the consumers. The majority of consumers who buy ‘deal of the day’ are deal shoppers. They are looking for the next bargains and enjoy the luxury they can get at half price. However, there are some consumers who revisit the companies, and there is an opportunity to build a relationship with these consumers. Consumers use their senses to evaluate the experiences and companies can benefit from this, by adding sensory experiences to experiences. ‘Deal of the day’ is a quite big market in Denmark and there are many ‘deal of the day’ websites to choose from. Consumers are signed up to receive daily e-mails with offers from 3.36 websites on average and most have several websites they buy from. The reason why the consumers buy ‘deal of the day’ offers is mainly because they can get the experience at half the price, but also to try something new or different. Many consumers have had a good experience, and believe that they will come back to a company if they have had a good experience and it lived up to their expectations. According to the analysis, many consumers have not revisited a company, but a lot of these consumers intent to revisit in the future. The majority of consumers enjoy half-price offers and believe that the ‘deal of the day’ concept works. Can ‘deal of the day’ create loyal customers? Yes it can, but it requires a lot of work of the company and many of the customers are deal-hunters. The trend for returning to a place and paying full price is between a third and fifth of the consumers that have used a daily deal. It is these customers who are potential loyal customers if the companies build up relationships with them. It seems to be an expensive solution and companies have to think carefully before they choose to use the ‘deal of the day’ concept to get loyal customers.

URI:

http://hdl.handle.net/10417/3172

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Kan sundhed mærkes?

Skjøth Nielsen, Mia Annexgård; Kasten Larsen, Louise (Frederiksberg, 2015)

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Abstract:

In recent years a health wave has hit Denmark, but despite this big focus on health overweight and obesity is a growing problem. In Denmark, the occurrence of overweight and obesity has increased significantly in recent decades. 47 % of the Danish adults’ population are overweight and 13% are obese. Although overweight and obesity is an individual problem, it costs the Danish society dearly. The additional costs associated with overweight and obesity in Denmark is estimated to equal more than 5 % of the total health spending. Therefore, since 2008 the politicians have tried to help the Danes to make healthier food choices through food labelling which, including Nøglehullet, Fuldkornslogoet and GDA. By introducing food labelling they wanted to minimize he complexity that consumers linked to buy healthier foods. If you look at the numbers for overweight and obesity, it is seen that the numbers are still increasing and the problem isn’t solved. One may therefore wonder about the complexity associated with food shopping is reduced or whether it is in fact higher than previously due to the vast number of labelling that the consumers now have to deal with. The question is therefore what value consumers ascribe to these labels, whether they use them or not when food shopping or whether the politicians and the Danish retail trade could spend time and money on a more health-promoting way? These problems are investigated by mixed methods, which mean that both a qualitative and a quantitative research method are used for collecting data. The qualitative method is interviews with eight persons. In these interviews the respondents are answering questions about Nøglehullet, Fuldkornslogoet, GDA, their position on food labelling and some questions about some of the confusing elements linked to the food labels. Furthermore the respondents are going through two exercises, one about a confusing element linked to GDA and one where the respondents have to rank cereals, chocolate and rye bread products taking health, price, taste and quality in consideration. The quantitative method is a questionnaire prepared in cooperation with Coop. The questionnaire has 977 respondents and is about the respondents’ use of food labelling, their position to food labelling and then there is questions about Nøglehullet, Fuldkorslogoet and a new food label, Fuldkornsdråben, which is a label that Fuldkornspartnerskabet wishes to introduce in Denmark. The analysis shows that many of the consumers do not use the labels when buying food. Many of the consumers do not understand the three labels and some of them have a wrong understanding of them and connect them with ecology, sustainability, Fair Trade etc. In addition, the consumers’ Side 3 af 244 mention that they think there is too many food labels, which then makes it more confusing than beneficial. The analysis shows that consumers only have a superficial understanding of the tree labels and connect them with ecology, sustainability, Fair Trade etc. In addition, the consumers despite the fact, that they like the concept of food labelling find that there today is too many food labels, which then makes them more confusing than beneficial. This is perhaps the reason why the consumers don’t use the food labels when buying food, which indicates that there may be a more healthpromoting way to spend time and money.

URI:

http://hdl.handle.net/10417/5677

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Kan Tom´s Nellie Dellies have en sundhedseffekt på forbrugernes slikvaner?

Willumsen, Ida; Hinnerskov Jensen, Pernille (Frederiksberg, 2013)

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Abstract:

The motivation for this thesis is two different developments in the Danish society: the fact that Danish consumers show great interest in health and eating healthy products while unhealthy eating habits and an increase in the number of overweight Danes are also seen. Studies have shown that Danish consumers love sweets, such as wine gum and liquorice, and the consumption has increased the past years despite of dietary recommendations on limiting sugar intake and eating a varied diet. The media are seen as an influential source of the consumers’ knowledge about all aspects of health and therefore an important factor in consumers’ evaluation of food products. Through an online survey of 326 respondents, four depth interviews and a netnographic study of blogs, internet fora, Facebook and Instagram we found that almost all of the respondents eat sweets while also showing an interest for healthy food products. Despite of this most of the respondents in our study do not believe that sweets can be a part of a healthy diet. Through our research it became clear that many consumers overeat, when they eat sweets and often feel guilty afterwards. The chocolate and sugar confectionery company Toms International has developed Nellie Dellies - a wine gum and liquorice product with less calories and no added sugar. This product can possibly help consumers to healthier eating habits. Through health branding Toms communicates to the consumer that Nellie Dellies is different compared to traditional sweets and can be enjoyed without feeling guilty. But like all other foods Nellie Dellies should still be consumed in moderations. The thesis examines to what degree and how Nellie Dellies can have a health effect on consumers’ eating habits, and in particular the amount consumed. Our study shows that just under half of the respondents consider Nellie Dellies as healthier compared to traditional sweets. This health evaluation is based upon the low calorie content, no added sugar and the natural sweetener stevia, and these attributes are also seen as a focus in Toms’ health branding of Nellie Dellies. The findings of the study show no behavioral change when it comes to the quantity of consumed Nellie Dellies, which indicates that Nellie Dellies do not have a health effect on the consumers’ eating habits. This leads us to conclude that innovative and healthier products are a good idea in principle, but it takes other measures in order to understand consumers’ eating behavior when it comes to sweets and thereby to help Danish consumers to a healthier lifestyle.

URI:

http://hdl.handle.net/10417/4316

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Abstract:	- Hvad er kvantitative investeringsteknikker? - Hvad er de mest udbredte kvant-modeller og hvordan fungerer de? - Kan jeg finde profitable modeller? - Hvordan har disse modeller klaret sig de senere år? (backtest) - Er afkast på modellerne ukorreleret med andre aktivklasser som aktier og obligationer? - Tilføjer modellerne værdi til traditionelle porteføljer?
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