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Ett Wicked Problem i Butik?: Hur Resonerar Dagligvaruhandelns Beslutsfattare om Marknadsföring av Muslimska Högtider i Sverige?

Koskinen Huldt, Emil LU ; Strandhede, Adam LU and Eriksson, William LU (2025) FEKH29 20251
Department of Business Administration
Abstract
Title: A Wicked Problem In Store?: How do Decision-makers in the Retail Sector Reason Surrounding Marketing of Muslim Holidays in Sweden?

Seminar date: 3 June 2025

Course: FEKH29, Bachelor's degree project in marketing undergraduate level, Business Administration, 15 Credits

Authors: Adam Strandhede, Emil Koskinen Huldt & William Eriksson

Advisor: Peter Svensson

Key words: Marketing, Grocery Retail Sector, Ramadan, Eid al-fitr, Wicked Problem

Research question: Why is ramadan and eid al-fitr marketing not more visible for the major grocery retail companies in Sweden?

Purpose: The purpose of this study is to shine a light on contemporary arguments made by decision-makers surrounding marketing of muslim holidays in... (More)
Title: A Wicked Problem In Store?: How do Decision-makers in the Retail Sector Reason Surrounding Marketing of Muslim Holidays in Sweden?

Seminar date: 3 June 2025

Course: FEKH29, Bachelor's degree project in marketing undergraduate level, Business Administration, 15 Credits

Authors: Adam Strandhede, Emil Koskinen Huldt & William Eriksson

Advisor: Peter Svensson

Key words: Marketing, Grocery Retail Sector, Ramadan, Eid al-fitr, Wicked Problem

Research question: Why is ramadan and eid al-fitr marketing not more visible for the major grocery retail companies in Sweden?

Purpose: The purpose of this study is to shine a light on contemporary arguments made by decision-makers surrounding marketing of muslim holidays in Sweden and to understand the complexity surrounding the phenomenon.

Methodology: In order to understand the decision-makers reasoning 18 qualitative interviews have been conducted, where a targeted-selection contributed to a national width with local as well as central representatives from the grocery sector. These interviews were thematized by factors that were seen relevant in order to provide an answer to the study’s research question. The data was then reduced with the help of a new mapping method made by the authors, which was analyzed to find an answer to the research question. An abductive methodology was used and the wicked problem theory was seen as appropriate after the interviews had been analyzed and the degree of complexity had emerged.

Theoretical perspective: Wicked problem, created by Rittel och Webber 1973, was used as a theoretical framework to understand and determine the complexity in the reasonings identified by respondents in the report’s empirics.

Result: The empirical findings have presented a wide range of factors and reasonings that affects marketing of the muslim holidays ramadan and eid al-fitr. In total, six main themes and six subt-hemes were identified. Both possibilities and barriers to marketing of ramadan and eid al-fitr were identified. The empirics also fulfilled the theoretical framework’s ten criteria and is thereby defined as a wicked problem.

Conclusions: The study has mapped reasonings made by decision-makers within the grocery retail market regarding marketing of ramadan and eid al-fitr. These arguments meet the criteria of being a wicked problem, which shines light on the phenomena’s complexity and the discrepancy between the supply and demand as well as marketing of these religious holidays. The study has therefore contributed with a novel research topic and applied the theory of wicked problems to a new research area. (Less)
Abstract (Swedish)
Titel: Ett Wicked Problem i Butik?: Hur Resonerar Dagligvaruhandelns Beslutsfattare om Marknadsföring av Muslimska Högtider i Sverige?

Seminariedatum: 3 Juni 2025

Ämne/Kurs: FEKH29, Examensarbete kandidatnivå i marknadsföring, 15 högskolepoäng

Författare: Adam Strandhede, Emil Koskinen Huldt & William Eriksson

Handledare: Peter Svensson

Nyckelord: Marknadsföring, Dagligvaruhandeln, Ramadan, Eid al-fitr, Wicked Problem

Forskningsfråga: Varför syns inte ramadan och eid al-fitr mer i marknadsföringen hos de marknadsledande livsmedelskedjorna i Sverige?

Syfte: Syftet med studien är att belysa nutida resonemang som förs bland beslutsfattare i dagligvaruhandeln relaterat till att marknadsföra produkter vid ramadan och eid... (More)
Titel: Ett Wicked Problem i Butik?: Hur Resonerar Dagligvaruhandelns Beslutsfattare om Marknadsföring av Muslimska Högtider i Sverige?

Seminariedatum: 3 Juni 2025

Ämne/Kurs: FEKH29, Examensarbete kandidatnivå i marknadsföring, 15 högskolepoäng

Författare: Adam Strandhede, Emil Koskinen Huldt & William Eriksson

Handledare: Peter Svensson

Nyckelord: Marknadsföring, Dagligvaruhandeln, Ramadan, Eid al-fitr, Wicked Problem

Forskningsfråga: Varför syns inte ramadan och eid al-fitr mer i marknadsföringen hos de marknadsledande livsmedelskedjorna i Sverige?

Syfte: Syftet med studien är att belysa nutida resonemang som förs bland beslutsfattare i dagligvaruhandeln relaterat till att marknadsföra produkter vid ramadan och eid al-fitr samt att förstå graden av komplexitet som präglar fenomenet.

Metod: För att förstå beslutsfattares resonemang genomfördes 18 kvalitativa intervjuer, där ett målstyrt urval bidrog till en nationell bredd med lokala och centrala representanter från livsmedelskedjorna. Dessa intervjuer tematiserades utifrån aspekter som ansågs bidra till ett svar på frågeställningen. Datan reducerades med hjälp av en ny kartläggningsmetod skapad av författarna och analyserades därefter för att finna svar på frågeställningen. En abduktiv metod användes och teorin wicked problem ansågs lämplig när intervjuerna analyserades och graden av komplexitet framkom.

Teoretiskt perspektiv: Wicked problem, skapat av Rittel och Webber 1973, användes som teoretiskt ramverk för att förstå och fastställa komplexiteten i de resonemang som framkommit av respondenter i empirin.

Resultat: Det empiriska materialet presenterade en bredd av faktorer och resonemang som påverkar marknadsföring av de muslimska högtiderna ramadan och eid al-fitr. Totalt identifierades sex stycken huvudteman och ytterligare sex delteman. Både möjligheter och hinder identifierades kopplat till marknadsföring av ramadan och eid al-fitr. Empirin uppfyllde även det teoretiska ramverkets tio egenskaper och klassificeras därmed som ett wicked problem.

Slutsats: Studien har kartlagt resonemang förda av beslutsfattare inom dagligvaruhandeln angående marknadsföring av ramadan och eid al-fitr. Dessa resonemang uppfyller kriterium för ett wicked problem, vilket belyser fenomenets komplexitet och att det finns en diskrepans mellan utbud, efterfrågan och marknadsföringen av dessa högtider i dagligvaruhandeln. Studien har därmed bidragit till ett nytt outforskat forskningsområde samt tillämpat wicked problem teorin inom ett nytt område. (Less)
Please use this url to cite or link to this publication:
author
Koskinen Huldt, Emil LU ; Strandhede, Adam LU and Eriksson, William LU
supervisor
organization
course
FEKH29 20251
year
type
M2 - Bachelor Degree
subject
keywords
Marknadsföring, Dagligvaruhandeln, Ramadan, Eid al-fitr, Wicked Problem
language
Swedish
id
9205371
date added to LUP
2025-07-02 11:09:45
date last changed
2025-07-02 11:09:45
@misc{9205371,
  abstract     = {{Title: A Wicked Problem In Store?: How do Decision-makers in the Retail Sector Reason Surrounding Marketing of Muslim Holidays in Sweden? 

Seminar date: 3 June 2025

Course: FEKH29, Bachelor's degree project in marketing undergraduate level, Business Administration, 15 Credits

Authors: Adam Strandhede, Emil Koskinen Huldt & William Eriksson

Advisor: Peter Svensson

Key words: Marketing, Grocery Retail Sector, Ramadan, Eid al-fitr, Wicked Problem

Research question: Why is ramadan and eid al-fitr marketing not more visible for the major grocery retail companies in Sweden?

Purpose: The purpose of this study is to shine a light on contemporary arguments made by decision-makers surrounding marketing of muslim holidays in Sweden and to understand the complexity surrounding the phenomenon. 

Methodology: In order to understand the decision-makers reasoning 18 qualitative interviews have been conducted, where a targeted-selection contributed to a national width with local as well as central representatives from the grocery sector. These interviews were thematized by factors that were seen relevant in order to provide an answer to the study’s research question. The data was then reduced with the help of a new mapping method made by the authors, which was analyzed to find an answer to the research question. An abductive methodology was used and the wicked problem theory was seen as appropriate after the interviews had been analyzed and the degree of complexity had emerged.

Theoretical perspective: Wicked problem, created by Rittel och Webber 1973, was used as a theoretical framework to understand and determine the complexity in the reasonings identified by respondents in the report’s empirics. 

Result: The empirical findings have presented a wide range of factors and reasonings that affects marketing of the muslim holidays ramadan and eid al-fitr. In total, six main themes and six subt-hemes were identified. Both possibilities and barriers to marketing of ramadan and eid al-fitr were identified. The empirics also fulfilled the theoretical framework’s ten criteria and is thereby defined as a wicked problem. 

Conclusions: The study has mapped reasonings made by decision-makers within the grocery retail market regarding marketing of ramadan and eid al-fitr. These arguments meet the criteria of being a wicked problem, which shines light on the phenomena’s complexity and the discrepancy between the supply and demand as well as marketing of these religious holidays. The study has therefore contributed with a novel research topic and applied the theory of wicked problems to a new research area.}},
  author       = {{Koskinen Huldt, Emil and Strandhede, Adam and Eriksson, William}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Ett Wicked Problem i Butik?: Hur Resonerar Dagligvaruhandelns Beslutsfattare om Marknadsföring av Muslimska Högtider i Sverige?}},
  year         = {{2025}},
}