Executive MBA

Permanent URI for this collectionhttps://gupea-staging.ub.gu.se/handle/2077/82691

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    What Drives Attendance in a “Real-world Renaissance”?
    (2025-06) Wester, Mirja; Grimbeck, Peter; University of Gothenburg / School of Business, Economics and Law; Göteborgs Universitet / Handelshögskolan
    This thesis explores the motivational factors that drive attendance at Location-Based Entertainment (LBE) events and attractions - such as amusement parks, concerts, and cultural festivals - in an increasingly digitalized society. Drawing on qualitative data from six focus group interviews with recent visitors to Liseberg and the Göteborg Film Festival, the study identifies key psychological, social, and structural drivers behind attendance decisions. The findings reveal two dominant motivational domains: experience-driven and social-driven motivations. Visitors are drawn to LBEs for their immersive, emotionally engaging environments, the opportunity to escape everyday routines, and the chance to create shared memories with others. The physical presence, ambiance, and multisensory nature of LBEs are perceived as offering a richer, more focused experience than digital alternatives. The study introduces the concept of a “Real-world Renaissance” – a renewed appreciation for tangible, in-person experiences as a counterbalance to the convenience and isolation of digital entertainment. This shift is especially pronounced in the wake of the COVID-19 pandemic and the rise of streaming and virtual platforms. In addition to intrinsic motivations, the research highlights the influence of norms and traditions, as well as facilitators (e.g., accessibility, affordability, flexibility) and constraints (e.g., planning fatigue, crowding, digital convenience). These factors either enable or hinder attendance, regardless of interest. A conceptual model is proposed to illustrate how these motivational, normative, and structural elements interact. The study offers actionable insights for LBE organizers and marketers seeking to align their offerings with evolving visitor expectations and to design experiences that resonate in a digital-first world.
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    Individual opinions and talk – Friend or foe in DEI-implementation? A case study of Inertia in change management
    (2024-06-14) Appelholm, Irene; Eurenius, Anna; University of Gothenburg / School of Business, Economics and Law; Göteborgs Universitet / Handelshögskolan
    This report focuses on the implementation of a Diversity, Equity, and Inclusion (DEI) initiative within a company, examining the potential decoupling between communication and corresponding actions. The theoretical framework draws from theories of decoupling of ideas and action, and the relating theory of hypocrisy. The insights from this work can be of practical help for managers in understanding gaps or bridges between communication of ideas and corresponding actions. It can provide an increased understanding of how communication and action can be decoupled in an organisation in order to answer to different expectations at the same time and discusses the challenges of communication around a charged topic such as DEI. This research is based on a qualitative case study following the implementation of a DEI initiative in the Nordic entity of a global enterprise. Data was collected through interviews from different parts of the Nordic entity and tells a story of how the DEI implementation was affected by communication around it, differing personal views on the topic, and concurrent actions or non-actions around DEI at the company. The key learnings shows individual actors´ views and opinions matter to how a subject can be communicated to affect new ideas going into action. There is and need to be inertia in implementation of new ideas in an organisation. By being aware of this, managers can create an environment and culture where the new topic can be discussed to get more actors onboard.
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    In Data We Trust: Opportunities & Challenges in Promoting Data-Driven Decision-Making in Organizations
    (2024-06-14) Harandi, Vahid; Berglund, Andreas; University of Gothenburg / School of Business, Economics and Law; Göteborgs Universitet / Handelshögskolan
    This study explores the landscape of data-driven decision-making and the adoption of artificial intelligence in organizations, focusing on the challenges and opportunities encountered in promoting a data-driven culture. Through surveys and interviews with executives and managers, insights were gathered regarding the perceptions and experiences of data-driven strategies and AI technologies. The results highlighted a growing recognition of the benefits of data-driven approaches alongside concerns about cultural barriers and technological integration challenges. Our thesis offers a nuanced understanding of the similarities and discrepancies in perspectives on data-driven decision-making. Future research directions include long-term studies to assess the sustained impact of data-driven strategies, sector-specific investigations to tailor best practices and deeper exploration of ethical considerations in AI adoption. This comprehensive approach contributes to advancing knowledge and practice in data-driven decision-making and AI adoption within organizations.
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    Automotive Future-Frame Discourse - A Textual Analysis
    (2024-06-14) Hamid, Umar Zakir Abdul; Hillman, Christopher; University of Gothenburg / School of Business, Economics and Law; Göteborgs Universitet / Handelshögskolan
    The disruptive and unforeseen challenges over the past decade make it hard for automotive firms, amid growing productization of their emerging technologies, to take strategic action. The automotive industry constantly shifts its focus, from shared autonomous driving and electric vehicles to connectivity and software-defined vehicles. This study is a textual discourse analysis from the past decade of top management communication, gleaned from hundreds of texts. Specifically, the research questions addressed are: i) How do global automotive companies utilize transformational leadership and innovation language in their communications, as examined through textual discourse? ii) How do usage patterns of transformational leadership and innovation-related keywords vary among different types of automotive companies, as observed through textual discourse analysis? iii) How has such “future-frame discourse” changed over the past decade in the communications of automotive industry leaders, as investigated through textual discourse? The analyzed texts are taken from official open-source letters in the form of annual-, sustainability-, and so-called integrated reports. The texts are then gathered and clustered into groups. The resulting analysis contributes with theoretical, managerial and policy insights based on how global automotive firms use Future-Frame Discourse ––comprised of both “Transformational Leadership” Language or “Innovation” Language –– in communication. Both quantitative and qualitative in its methodology, this business management study analyzes leaders’ messaging, quantifies Future-Frame Discourse usage, compares company strategies, and tracks keyword trends across the automotive industry. Key findings show significant variations in the use and development of Future-Frame Discourse textual artifacts among 25 Global automotive groups, indicating potential strategic impacts for industry stakeholders. As this study considers the automotive group level, future research ought to focus on the brand or sub-group level. The findings extend to informing strategic decision-making and organizational practices in the automotive sector, providing insights for industry leaders and stakeholders. Future studies might include the analysis of Future-Frame Discourse among internal functions such as marketing, operations, human resources, supply chain, and sustainability.
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    Engaging for Sustainability: Unlocking the Potential of User Involvement in Business Activities
    (2024-06-14) Lang, Sandya Paulina; Linder, Ylva; University of Gothenburg / School of Business, Economics and Law; Göteborgs Universitet / Handelshögskolan
    The success of corporate sustainability activities is dependent on how their consumers use their products. Drawing on an empirical study of business-user interaction during Coldplay's Music of the Spheres World Tour in Gothenburg, Sweden, this thesis explores the potential of user involvement in sustainability efforts. Through qualitative interviews with fans and stakeholders, this research investigates how Coldplay has integrated sustainability into its concert operations and engaged its fans in these initiatives. The key findings demonstrate that effective business-user interaction for sustainability requires a multifaceted approach. These include leading by example, establishing trust through consistent and credible actions, maintaining strong brand recognition, and offering innovative activities that facilitate user participation. Moreover, the study highlights the necessity of fostering conditions that encourage collaboration, ensuring that sustainability efforts resonate with and are supported by all stakeholders involved. The research reveals that while user involvement might seem straightforward, it involves complex and deliberate strategies that align closely with the brand’s values and user expectations. From a management perspective, these strategies underscore the importance of aligning sustainability initiatives with overall business goals and adapting engagement methods to fit the business context. By doing so, managers can foster stronger stakeholder relationships, enhance credibility, and drive continuous innovation in sustainability practices.