Browsing by Author "Von Der Burg, Ingrid"

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    Sustainable Strategies in a Slowly Transformable Industry A case-study of Göteborg Energi
    (2022-07-01) Axelsson, Andrea; Von Der Burg, Ingrid; University of Gothenburg/Department of Business Administration; Göteborgs universitet/Företagsekonomiska institutionen
    The SDGs and the Paris Agreement are fundamental examples of global initiatives towards sustainable development with the aim of reaching net zero emissions before 2050. One of the most fatal businesses is the energy industry, whose activities right now account for 73% of the global greenhouse gas emissions and are evolving too slowly to reach the targets of the agreements. The purpose of this thesis is to create a deeper understanding of how an energy company in the Gothenburg region, Göteborg Energi, are dealing with the situation and what measures they are taking in favor of sustainability to contribute to a brighter future for the next coming generations. To analyze the work of Göteborg Energi, a qualitative case-study has been conducted with semi-structured interviews along with a quantitative survey, to create an understanding of how the management and employees are experiencing the initiatives of the company. By analyzing the theoretical data together with the empirical findings, the discussion leads to Göteborg Energi interacting firmly with stakeholders and employees through different initiatives while also trying to balance the current expansion of an electrified society with rising demands of energy in Gothenburg. Lastly, the four-pillar framework is proposed to overcome future obstacles the company could face with stakeholders, regulations, and financial resources. This thesis contributes with further knowledge in the matter of sustainable strategies for an energy company in the Gothenburg region.
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    The Managerial Complexities of Coordinating a Global Product Launch Process - A Qualitative Case Study on the Interplay between the HQ and its Local Markets
    (2024-07-01) Saldh, Victoria; Von Der Burg, Ingrid; University of Gothenburg/Graduate School; Göteborgs universitet/Graduate School
    Decision-making within multinational enterprises (MNEs) requires a balancing act between global strategies and local adaptation, especially during new product launches. This study explores the managerial complexities MNEs encounter in the global business landscape in executing global launch processes. Particularly, it examines the interplay between headquarters (HQ) and local markets in an MNE during this critical process. By employing a qualitative case study approach, the study investigates the insights of 16 employees from different organizational units within the European region about their experience of globally launching a high technological product. The findings highlight the significant impact that the level of interplay has between HQ and local markets during a global product launch. The study suggests that limited market engagement in the global launch process is a consequence of the constrained interplay. Knowledge exchange between HQ and markets is important for the interplay, but the fear of knowledge leakage hinders this process. Despite managerial complexities, market autonomy in launch activities is essential for local sales success. However, this approach may reduce the product’s innovative significance if market-level capabilities are lacking. Future research should consider external environmental factors and compare global launch processes across different MNEs and industries.