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Back to the Future: Young Consumers Explore the Past With Retro Branding

This thesis explores how young Swedish consumers interpret retro branding by analyzing their engagement with advertisements through a semiotic lens. Using Pierce's triadic model and Hall's conceptual map, we examined the way young consumers interpret retro branding stimuli in the form of video advertisement. We showed two advertisements from the same brand, FILA, a retro campaign and a con

Going back to the roots? A study of the Nordic forest industry

The purpose of this thesis is to examine the potential business model transformation in the forest industry, and to find out how, and in which areas future profits will be made. With an abductive approach, the study was conducted by forming a comprehension of the business model transformation in the forest industry, based on the developed theoretical framework. The empirical findings were generate