Browsing by Author "Eklund, Carl"

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    Capturing the Digital Era: Utilizing Digital Technologies to Strengthen Marketing and Communication -A multiple case study of eight Swedish international industrial organizations
    (2021-06-28) Eklund, Carl; Brandt, Tobias; University of Gothenburg/Graduate School; Göteborgs universitet/Graduate School
    Recent technological developments during the 21st century has enabled organizations to meet its customers in new ways, giving birth to the concept of digital marketing and communication. Digital marketing and communication activities have for a long period of time been a central part of B2C-organizations marketing strategy. This trend has also increased with regards to B2B-organizations, however the vast majority of the research on the subject of digital marketing and communication concerns the context of the B2C market. In this thesis we research the concept of digital marketing and communication within the industrial market. More specifically, we focus on how international industrial organizations can successfully capture the advantages generated by digital technology advancements to strengthen marketing and communication. The main purpose is to generate a deeper understanding of this phenomenon. We explore this phenomenon using a multiple case study design where eight international industrial organizations are investigated. The research resulted in the development of a conceptual framework that is divided into two main parts: Discovery and The Digital Transformation Process, which provides a comprehensive understanding of what determines the extent of the capture and thus its success with regards to strengthening marketing and communication. We conclude that the possession of and ability to develop dynamic capabilities is essential, as this enables international industrial organization to identify drivers on the market and within the organization as well as it facilitates proper identification of challenges and resource demands with regards to management of the digital transformation process.
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    The Impact of Digital Healthcare - A study that examines the effects of digital healthcare services on performance in primary healthcare in Sweden
    (2019-02-15) Ekenstam, Felix; Eklund, Carl; University of Gothenburg/Department of Economics; Göteborgs universitet/Institutionen för nationalekonomi med statistik
    This paper examines what effect digital healthcare has on primary healthcare in Sweden. Using aggregated register data from Jönköping county council and datasets, from väntetider and from hälsokollen a difference- in difference (DiD) analysis is conducted. The main result of this paper shows that digital healthcare has a statistically significant effect on accessibility in primary healthcare regarding in-patient visits. Results on the estimated effects on accessibility regarding phone call to a primary care center were not statistically significant. Since the results are mixed for our two outcome variables, phone and visits there is reason to believe that there is not enough evidence to conclude whether the effect is positive or negative. This paper has nevertheless contributed to the research field by adding a strategy to measure the effect of digital healthcare.