Köpcentrens Evolution - en kvantitativ studie av köpcenter och dess attraktivitetsfaktorer som grund för konkurrenskraft.
(2014) FEKH29 20132Department of Business Administration
- Abstract (Swedish)
- Sammanfattning
Titel: Köpcentrens Evolution - en kvantitativ studie av köpcenter och dess attraktivitetsfaktorer som grund för konkurrenskraft.
Seminariedatum: 2014-01-16
Ämne/kurs: FEKH29, Examensarbete kandidatnivå, Marknadsföring, 15 hp
Författare: Mirja Danielson, Filip Miskovic och Liridona Mustafa
Handledare: Lars Carlman
Nyckelord: Köpcenter, konkurrensfördelar, förbättringsinvesteringar, strategier, patronage
Syfte: Studera förändringar av patronagefaktorer som påverkar kunders köp- och besöksbeteende utifrån köpcenter och dess ledning. För att ur ett konkurrensperspektiv undersöka ifall strategier utifrån förbättringar inom de olika attraktivitetsfaktorer kan ge köpcenter konkurrensfördelar på en... (More) - Sammanfattning
Titel: Köpcentrens Evolution - en kvantitativ studie av köpcenter och dess attraktivitetsfaktorer som grund för konkurrenskraft.
Seminariedatum: 2014-01-16
Ämne/kurs: FEKH29, Examensarbete kandidatnivå, Marknadsföring, 15 hp
Författare: Mirja Danielson, Filip Miskovic och Liridona Mustafa
Handledare: Lars Carlman
Nyckelord: Köpcenter, konkurrensfördelar, förbättringsinvesteringar, strategier, patronage
Syfte: Studera förändringar av patronagefaktorer som påverkar kunders köp- och besöksbeteende utifrån köpcenter och dess ledning. För att ur ett konkurrensperspektiv undersöka ifall strategier utifrån förbättringar inom de olika attraktivitetsfaktorer kan ge köpcenter konkurrensfördelar på en tillsynes homogen och överetablerad marknad för att ge ett bidrag till patronageforskningen.
Metod: Vårt vetenskapsteorestiska perspektiv utgår från positivism med inslag av konstruktionism. Forskningen har rört sig mellan deduktiv och induktiv ansats och därigenom bygger forskningsstrategin främst på kvantitativ metod men även till viss del kvalitativ metod.
Teoretiska perspektiv: Vi utgår ifrån två traditionella teoretiska ramverk, Porters generiska strategier och Resource Based View, för att utreda hur konkurrensfördelar skapas. Utöver dessa diskuteras även Mintzbergs strategiertyper. Vidare utreds tidigare forskning gällande patronage och dess bakomliggande faktorer till attraktionskraft hos kunderna.
Empiri: För att förfina empirin har telefonintervjuer med fyra köpcenterchefer gjorts i en förstudie, i nästa steg har fyrtio stycken enkätintervjuer via telefon genomförts med centercheferna inom köpcenterbranschen. Dessutom har sekundärdata i form av omsättnings- och besökssiffror inhämtats från SSCD:s databas.
Resultat: Vissa attraktionsfaktorer har tendens till en större påverkan på besöks- och omsättningssiffror än andra. Vidare pekar resultaten på att köpcenters position, placering, storlek och ålder påverkar hur köpcenter väljer att hantera förändringar av faktorerna. Resultaten visar på att alla köpcenter arbetar med samma attraktionsfaktorer och att vissa köpcenter lyckas bättre med förändringar än andra. (Less) - Abstract
- Abstract
Title: The Evolution of Shopping Malls - a quantitative study of shopping mall patronage as a basis for competitiveness.
Seminar date: 2014-01-16
Course: FEKH29, Degree Project Undergraduate level, Business Administration, Undergraduate level, 15 University Credits Points (UPC).
Authors: Mirja Danielson, Filip Miskovic and Liridona Mustafa
Advisor: Lars Carlman
Key words: Shopping malls, competitive advantages, improvement investments, strategies, patronage
Purpose: The study's’ aim is to examine, from a shopping mall’s and its management’s perspective, changes made within patronage factors that influence customers purchase and visit behavior. And to furthermore study from a competitive perspective... (More) - Abstract
Title: The Evolution of Shopping Malls - a quantitative study of shopping mall patronage as a basis for competitiveness.
Seminar date: 2014-01-16
Course: FEKH29, Degree Project Undergraduate level, Business Administration, Undergraduate level, 15 University Credits Points (UPC).
Authors: Mirja Danielson, Filip Miskovic and Liridona Mustafa
Advisor: Lars Carlman
Key words: Shopping malls, competitive advantages, improvement investments, strategies, patronage
Purpose: The study's’ aim is to examine, from a shopping mall’s and its management’s perspective, changes made within patronage factors that influence customers purchase and visit behavior. And to furthermore study from a competitive perspective whether strategies based on improvements in the various patronage factors will create competitive advantages in a seemingly homogeneously and established market, for a contribution to the field of patronage research.
Methodology: The study’s philosophy of science is based on positivism with some elements of constructivism. The research touches upon a deductive and an inductive approach; thereby the research strategy is mainly based on a quantitative method and to some extent a qualitative method as well.
Theoretical perspectives: Two traditional frameworks constitute the study’s starting-point, Porters generic strategies and Resource Based View, to examine how competitive advantages are created. In excess of these Mintzberg’s strategy types are also discussed. Furthermore previous research concerning patronage and its underlying factors to attractiveness amongst customers is unraveled.
Empirical foundation: In order to fine-tune the empirics of the study, interviews with four shopping mall managers were conducted over the phone in a pilot-study. The following step contained forty survey interviews with shopping mall managers which were also conducted over the telephone. Furthermore secondary data, such as numbers concerning turnover and visits, has been obtained from SSCD:s database.
Conclusions: Certain patronage factors show a greater tendency towards influencing the number of visits and turnover than others. Further the results indicate that shopping malls market position, size and age affect how the shopping malls decide to handle the changes within the factors. The results show that all the investigated shopping malls use the same patronage factors and that some succeed with their changes better than others. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/4293489
- author
- Mustafa, Liridona LU ; Danielsson, Mirja LU and Miskovic, Filip LU
- supervisor
- organization
- alternative title
- The Evolution of Shopping Malls - a quantitative study of shopping mall patronage as a basis for competitiveness.
- course
- FEKH29 20132
- year
- 2014
- type
- M2 - Bachelor Degree
- subject
- keywords
- Köpcenter, konkurrensfördelar, förbättringsinvesteringar, strategier, patronage
- language
- Swedish
- id
- 4293489
- date added to LUP
- 2014-02-12 16:08:12
- date last changed
- 2014-02-12 16:08:12
@misc{4293489,
abstract = {{Abstract
Title: The Evolution of Shopping Malls - a quantitative study of shopping mall patronage as a basis for competitiveness.
Seminar date: 2014-01-16
Course: FEKH29, Degree Project Undergraduate level, Business Administration, Undergraduate level, 15 University Credits Points (UPC).
Authors: Mirja Danielson, Filip Miskovic and Liridona Mustafa
Advisor: Lars Carlman
Key words: Shopping malls, competitive advantages, improvement investments, strategies, patronage
Purpose: The study's’ aim is to examine, from a shopping mall’s and its management’s perspective, changes made within patronage factors that influence customers purchase and visit behavior. And to furthermore study from a competitive perspective whether strategies based on improvements in the various patronage factors will create competitive advantages in a seemingly homogeneously and established market, for a contribution to the field of patronage research.
Methodology: The study’s philosophy of science is based on positivism with some elements of constructivism. The research touches upon a deductive and an inductive approach; thereby the research strategy is mainly based on a quantitative method and to some extent a qualitative method as well.
Theoretical perspectives: Two traditional frameworks constitute the study’s starting-point, Porters generic strategies and Resource Based View, to examine how competitive advantages are created. In excess of these Mintzberg’s strategy types are also discussed. Furthermore previous research concerning patronage and its underlying factors to attractiveness amongst customers is unraveled.
Empirical foundation: In order to fine-tune the empirics of the study, interviews with four shopping mall managers were conducted over the phone in a pilot-study. The following step contained forty survey interviews with shopping mall managers which were also conducted over the telephone. Furthermore secondary data, such as numbers concerning turnover and visits, has been obtained from SSCD:s database.
Conclusions: Certain patronage factors show a greater tendency towards influencing the number of visits and turnover than others. Further the results indicate that shopping malls market position, size and age affect how the shopping malls decide to handle the changes within the factors. The results show that all the investigated shopping malls use the same patronage factors and that some succeed with their changes better than others.}},
author = {{Mustafa, Liridona and Danielsson, Mirja and Miskovic, Filip}},
language = {{swe}},
note = {{Student Paper}},
title = {{Köpcentrens Evolution - en kvantitativ studie av köpcenter och dess attraktivitetsfaktorer som grund för konkurrenskraft.}},
year = {{2014}},
}