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Winroth, Karin
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Winroth, K. (2020). Fashionabla varumärken och passionerade entreprenörer. Stockholm: Ekerlids förlag
Öppna denna publikation i ny flik eller fönster >>Fashionabla varumärken och passionerade entreprenörer
2020 (Svenska)Bok (Övrig (populärvetenskap, debatt, mm))
Abstract [sv]

Bokan handlar om vikten av att använda si magkänsla i arbetet med att utveckla varumärken och affärer. Om att våga experimentera och erbjuda affärsmodeller som inte funnits tidigare - modeller som kan förändra en hel bransch. 

Karin Winroth låter oss möta två modiga och framgångsrika entreprenörer som börjande sin bana i blogg- respektive mediavärlden och bjuder på ett djupdykning i konsumtionskultur, sociala karriärer och digitala äventyr bland modeeliten. Här berättar också en världskänd entreprenör, med nära koppling till modebranschen, om sin passion - att förvalta och förnya hästkrafter, varumärken och affärer.

Ort, förlag, år, upplaga, sidor
Stockholm: Ekerlids förlag, 2020. s. 160
Nyckelord
Branding, social media, digital entrepreneurship and the business of fashion, Varumärken, sociala media, digitalt entreprenörskap och modebranschen
Nationell ämneskategori
Företagsekonomi
Forskningsämne
Politik, ekonomi och samhällets organisering; Kritisk kulturteori; Östersjö- och Östeuropaforskning
Identifikatorer
urn:nbn:se:sh:diva-40239 (URN)9789188849502 (ISBN)
Forskningsfinansiär
Östersjöstiftelsen, 50/2015
Tillgänglig från: 2020-02-18 Skapad: 2020-02-18 Senast uppdaterad: 2020-02-19Bibliografiskt granskad
Winroth, K., Larsson Segerlind, T. & Lönnborg, M. (2019). Co-authors of branding processes intertwined with entrepreneurial processes: cases from the digital world. In: : . Paper presented at 23rd McGill International Entrepreneurship Conference at the University of Southern Denmark, 28-30th August 2019.
Öppna denna publikation i ny flik eller fönster >>Co-authors of branding processes intertwined with entrepreneurial processes: cases from the digital world
2019 (Engelska)Konferensbidrag, Enbart muntlig presentation (Refereegranskat)
Abstract [en]

The technological development in the last decades and the practice of digital consumption are shifting the conditions of contemporary branding (Denegri-Knott and Molesworth 2010; Sanz 2014). The Internet enriches the possibility of communication around brands as it opens an autonomous arena still very accessible in everyday life. The net is not so much about transactions as about offering an arena for dialogue and relations. But as consumption has become a central lotus for community in our society, the conversation often shifts into a dialogue of transactions. 

The Internet offers a ‘third space’ where social relations can be playfully constructed, creating a perfect arena for the shaping of a persona. It offers a space for exchange of information and for constituting an audience as members of a community. So participation in the Internet can be both ‘a formal social enterprise’ and ‘an organized public’ involving various forms of interaction between these two (Fish, Murillo, Nguyen, Panofsky and Kelty, 2011). The Internet opens possibilities for consumers to exchange information and sometimes build their own brands, as for instance bloggers, creating a public arena for their taste, suggestions and knowledge. As a consequence, for being an opportunity to building brands, the arena become a platform for these brand builders to develop their entrepreneurial talents.

Even though many theories and models concerned with strategic branding suggest that brand managers seduce their consumers into consuming products and services, this point of view has been seriously questioned. Instead branding has become understood as a process where several actors contribute imbedded in socio-spatial interactions (Holt, 2004; Lury 2004; Power and Hauge, 2007). When trying to understand how a brand emerges out of the various voices that give meaning and significance to it, Holt (2004) introduces the concept of ‘co-authors’. By this, Holt means that several possible actors influence the symbolic message that is conveyed by a brand. Corporations, consumers, mediators (e.g. critics and agents) and the cultural industry are suggested to be the so-called ‘co-authors of significance’. Following Lury’s (2004, 1) suggestion brand is here understood not as a commodity set but ‘a set of relations between production and services’, emerging out of a network of relationships.

Researchers in marketing and entrepreneurship (Hills & Hultman 2011, Whalen & Akala 2016) have increasingly incorporated the concepts of effectuation(Sarasvathy 2001) to emphasize the role of stakeholders in the processes of co-creating opportunities, values and markets. Sarasvathy’s (2001) critical view of the traditional marketing approach highlight the role of uncertainty and ambiguity in the marketing process of a new venture start-ups (Read et al 2009; Read & Sarasvathy 2012) and have opened up for compelling new research perspectives and questions in the area of marketing and entrepreneurship. However, the role of the brands and the process of branding in effectuation processes are still undeveloped topics. A proposed research contribution is to incorporate the concept of ‘co-authors’ in the effectuation literature.

With a focus on how brands emerge out of a network of relations, the purpose of this paper is twofold: (1) to illustrate brands as emerging out of a network of co-authors; and (2) to demonstrate how this process can be integrated into the idea of entrepreneurship as effectuation (Sarasvathy, 2001). The discussion will be illustrated by using two examples of branding processes intertwined with entrepreneurial processes in the digital world.

One example of this is how the Internet can be, and often is, used for creating ‘celebrity’ (Hackley and Hackley, 2015) or in other words using the possibility offered by the web for ordinary consumers to reach a mass audience. The cause of this celebrity are shifting and sometimes only about somebody making themselves visible on the Internet, like for instance on Youtube, or a fashion blogger building a blog that has turned out to attract consumers.The phenomenon of fashion bloggers initially developing personal brands on the ‘labour market’ and later developing their brands into various entrepreneurial ventures has been acknowledged (Phil 2013). Bloggers’ personal brands have a possible competitive advantage, as their names are already known and established with an audience.Also, the visual economy assemble access through a screen, and it needs celebrities to give visual resonance and market definition to images of consumption (Schroeder, 2005). The cases illustrate how a fashion-blogger and a digital media-entrepreneur build and evolve their initial brand to expand into several well-established ventures. 

Nationell ämneskategori
Företagsekonomi
Forskningsämne
Politik, ekonomi och samhällets organisering
Identifikatorer
urn:nbn:se:sh:diva-39039 (URN)
Konferens
23rd McGill International Entrepreneurship Conference at the University of Southern Denmark, 28-30th August 2019
Forskningsfinansiär
Östersjöstiftelsen
Tillgänglig från: 2019-09-26 Skapad: 2019-09-26 Senast uppdaterad: 2019-09-27Bibliografiskt granskad
Borg, E. A., Vigerland, L. & Winroth, K. (2017). Corporate governance networks between international financial market actors within investment banking. In: Sarianna Lundan & Tunga Kiyak (Ed.), Proceedings of the 59th Annual Meeting of the Academy of International Business: "The Contribution of MNEs to Building Sustainable Societies" : Dubai, United Arab Emirates July 2-5, 2017. Paper presented at 59th Academy of International Business, Dubai, July 2-5, 2017. (pp. 19). East Lansing, USA: Academy of International Business
Öppna denna publikation i ny flik eller fönster >>Corporate governance networks between international financial market actors within investment banking
2017 (Engelska)Ingår i: Proceedings of the 59th Annual Meeting of the Academy of International Business: "The Contribution of MNEs to Building Sustainable Societies" : Dubai, United Arab Emirates July 2-5, 2017 / [ed] Sarianna Lundan & Tunga Kiyak, East Lansing, USA: Academy of International Business , 2017, s. 19-Konferensbidrag, Muntlig presentation med publicerat abstract (Refereegranskat)
Abstract [en]

This article presents a study of networks in the financial services market. We invoke network theory to study the role of connection between market actors within investment banking. We look at the relationship between corporate governance and the networks and performance of financial market actors. A comprehensive set of secondary data is analyzed with a multiple correspondence analysis methodology. The data is compared with evidences of rankings of the financial service divisions of investment banks. We have found that the forming of formal networks ties between market actors can be associated with the rating of financial banking service. Actors with more network connections are rated higher in customer ratings than those with fewer network ties. The forming of formal ties in boards and committees has a positive impact on the performance ratings of providers of financial services. Our data consists of three clusters. The first entails international banks with high turnover and superior customer reviews. The second cluster consists of small unranked banks with considerably lower turnover, and the third cluster is represented by the midsized banks.

Ort, förlag, år, upplaga, sidor
East Lansing, USA: Academy of International Business, 2017
Nationell ämneskategori
Ekonomi och näringsliv
Forskningsämne
Politik, ekonomi och samhällets organisering
Identifikatorer
urn:nbn:se:sh:diva-33126 (URN)
Konferens
59th Academy of International Business, Dubai, July 2-5, 2017.
Tillgänglig från: 2017-08-18 Skapad: 2017-08-18 Senast uppdaterad: 2017-09-04Bibliografiskt granskad
Borg, E., Vigerland, L. & Winroth, K. (2016). Formal Ties in Financial Networks: Professional Clusters in Financial Services Marketing. International Journal of Bank Marketing, 34(2), 260-275
Öppna denna publikation i ny flik eller fönster >>Formal Ties in Financial Networks: Professional Clusters in Financial Services Marketing
2016 (Engelska)Ingår i: International Journal of Bank Marketing, ISSN 0265-2323, E-ISSN 1758-5937, Vol. 34, nr 2, s. 260-275Artikel i tidskrift (Refereegranskat) Published
Abstract [en]

Purpose

The purpose of this article is to investigate the role of formal ties in the marketing of financial services and thus provide evidence concerning the relationship between formal ties and the customer appeal of banks and investment banks.

Design/methodology/approach

The article uses correspondence analysis to study formal ties between financial market actors and relates them to customer rankings. The formal ties are described as intra-, inter- and extra-organizational ties.

Findings

We find that there are several formal ties between financial market actors and provide compelling evidence illustrating how the attractions between financial service providers are related in several ways to the existence of formal ties between market actors.

Research limitations/implications

The research is limited to formal, as opposed to informal, ties. We examine the essential implications of such ties.Practical implicationsIn practice, banks and investment banks should consider the implications of formal ties and market connections to improve their performance.

Originality/value

The originality of this study consists in showing the relevance of various attributes in studying networks in financial markets and in contributing to an understanding of social attributes and formal organization.

Nyckelord
Banks, clusters, financial markets, multiple correspondence analysis, formal networks, ties
Nationell ämneskategori
Företagsekonomi
Forskningsämne
Politik, ekonomi och samhällets organisering
Identifikatorer
urn:nbn:se:sh:diva-28440 (URN)10.1108/IJBM-04-2015-0061 (DOI)000383971500008 ()2-s2.0-84960940539 (Scopus ID)
Projekt
Financial networks and its formal and informal ties
Tillgänglig från: 2015-10-05 Skapad: 2015-10-05 Senast uppdaterad: 2018-04-05Bibliografiskt granskad
Winroth, K. (2013). Att göra varumärket levande? (1ed.). In: Mats Larsson, Mikael Lönnborg och Karin Winroth (Ed.), Entreprenörskap och varumärken: (pp. 143-158). Möklinta: Gidlunds förlag
Öppna denna publikation i ny flik eller fönster >>Att göra varumärket levande?
2013 (Svenska)Ingår i: Entreprenörskap och varumärken / [ed] Mats Larsson, Mikael Lönnborg och Karin Winroth, Möklinta: Gidlunds förlag, 2013, 1, s. 143-158Kapitel i bok, del av antologi (Övrigt vetenskapligt)
Ort, förlag, år, upplaga, sidor
Möklinta: Gidlunds förlag, 2013 Upplaga: 1
Nyckelord
varumärken, företagskultur, identitet, kommunikation
Nationell ämneskategori
Ekonomi och näringsliv
Forskningsämne
Politik, ekonomi och samhällets organisering
Identifikatorer
urn:nbn:se:sh:diva-20477 (URN)9789178448883 (ISBN)
Tillgänglig från: 2013-12-09 Skapad: 2013-12-09 Senast uppdaterad: 2015-01-12Bibliografiskt granskad
Larsson, M., Lönnborg, M. & Winroth, K. (Eds.). (2013). Entreprenörskap och varumärken. Möklinta: Gidlunds förlag
Öppna denna publikation i ny flik eller fönster >>Entreprenörskap och varumärken
2013 (Svenska)Samlingsverk (redaktörskap) (Refereegranskat)
Abstract [sv]

Innovationer och entreprenörer betraktas ofta som nödvändiga faktorer för att skapa nya företag och marknader. Varumärken har med tiden fått en allt större betydelse i näringslivet, eller kanske är det mer rättvist att säga att vi blivit mer medvetna om deras ekonomiska värde för producenter och sociala värde för konsumenter. Denna bok illustrerar att det finns många intressanta forskningsfrågor i skärningspunkten mellan entreprenöriella aktiviteter och uppbyggnaden och vidmakthållandet av välkända varumärken.

Ort, förlag, år, upplaga, sidor
Möklinta: Gidlunds förlag, 2013. s. 317
Nyckelord
Entreprenörskap, varumärken
Nationell ämneskategori
Ekonomi och näringsliv
Forskningsämne
Politik, ekonomi och samhällets organisering
Identifikatorer
urn:nbn:se:sh:diva-20080 (URN)978-91-7844-888-3 (ISBN)
Tillgänglig från: 2013-10-30 Skapad: 2013-10-30 Senast uppdaterad: 2018-11-07Bibliografiskt granskad
Larsson, M., Lönnborg, M. & Winroth, K. (2013). Entreprenörskap och varumärken: en introduktion. In: Mats Larsson, Mikael Lönnborg & Karin Winroth (Ed.), Entreprenörskap och varumärken: (pp. 7-28). Möklinta: Gidlunds förlag
Öppna denna publikation i ny flik eller fönster >>Entreprenörskap och varumärken: en introduktion
2013 (Svenska)Ingår i: Entreprenörskap och varumärken / [ed] Mats Larsson, Mikael Lönnborg & Karin Winroth, Möklinta: Gidlunds förlag, 2013, s. 7-28Kapitel i bok, del av antologi (Refereegranskat)
Ort, förlag, år, upplaga, sidor
Möklinta: Gidlunds förlag, 2013
Nyckelord
Entreprenörskap, varumärken
Nationell ämneskategori
Ekonomi och näringsliv
Forskningsämne
Politik, ekonomi och samhällets organisering
Identifikatorer
urn:nbn:se:sh:diva-20082 (URN)978-91-7844-888-3 (ISBN)
Tillgänglig från: 2013-10-30 Skapad: 2013-10-30 Senast uppdaterad: 2018-11-07Bibliografiskt granskad
Blomberg, J., Kjellberg, H. & Winroth, K. (2013). Trading opportunities and risks: Conflicting methods of coordination in investment banks. In: Susan Long & Burkard Sievers (Ed.), Towards a Socioanalysis of Money Finance and Capitalism: Beneath the Surface of the Financial Industry (pp. 163-177). London: Routledge
Öppna denna publikation i ny flik eller fönster >>Trading opportunities and risks: Conflicting methods of coordination in investment banks
2013 (Engelska)Ingår i: Towards a Socioanalysis of Money Finance and Capitalism: Beneath the Surface of the Financial Industry / [ed] Susan Long & Burkard Sievers, London: Routledge, 2013, s. 163-177Kapitel i bok, del av antologi (Övrigt vetenskapligt)
Ort, förlag, år, upplaga, sidor
London: Routledge, 2013
Nationell ämneskategori
Företagsekonomi
Identifikatorer
urn:nbn:se:sh:diva-35923 (URN)2-s2.0-84920945621 (Scopus ID)9780203808153 (ISBN)9781136666681 (ISBN)
Tillgänglig från: 2018-07-10 Skapad: 2018-07-10 Senast uppdaterad: 2018-07-10Bibliografiskt granskad
Blomberg, J., Kjellberg, H. & Winroth, K. (2012). Marketing Shares, Sharing Markets: Experts in Investment Banking. London: Palgrave Macmillan
Öppna denna publikation i ny flik eller fönster >>Marketing Shares, Sharing Markets: Experts in Investment Banking
2012 (Engelska)Bok (Övrigt vetenskapligt)
Abstract [en]

This book introduces the reader to the ‘world of finance’, more exactly to one core activity: investment banking. Analysing the practices of four expert groups – traders, analysts, brokers and bankers – it reveals how their contrasting perspectives on shares are put to use and the consequences this has for investment banks, corporations, investors and the stock markets.

Ort, förlag, år, upplaga, sidor
London: Palgrave Macmillan, 2012. s. 255
Nyckelord
financial experts, investment banking, markets, shares
Nationell ämneskategori
Företagsekonomi
Identifikatorer
urn:nbn:se:sh:diva-14710 (URN)694/42/2009 (Lokalt ID)978-0-230-28067-0 (ISBN)694/42/2009 (Arkivnummer)694/42/2009 (OAI)
Projekt
Organizing the Multi-Professional Market Maker
Forskningsfinansiär
Riksbankens Jubileumsfond, P2006:0797
Tillgänglig från: 2012-01-13 Skapad: 2012-01-13 Senast uppdaterad: 2014-12-14Bibliografiskt granskad
Blomberg, J., Kjellberg, H. & Winroth, K. (2012). Trading opportunities and risk: conflicting methods of coordinating in investment banks. In: Susan Long & Burkard Siewers (Ed.), Towards a Socioanalysis of Money, Finance and Capital: Beneath the surface of the faninancial industry. London: Routledge
Öppna denna publikation i ny flik eller fönster >>Trading opportunities and risk: conflicting methods of coordinating in investment banks
2012 (Engelska)Ingår i: Towards a Socioanalysis of Money, Finance and Capital: Beneath the surface of the faninancial industry / [ed] Susan Long & Burkard Siewers, London: Routledge, 2012Kapitel i bok, del av antologi (Övrigt vetenskapligt)
Ort, förlag, år, upplaga, sidor
London: Routledge, 2012
Serie
Routledge International Studies in Money and Banking ; 67
Nationell ämneskategori
Företagsekonomi
Identifikatorer
urn:nbn:se:sh:diva-14627 (URN)694/42/2009 (Lokalt ID)978-0-415-60031-6 (ISBN)694/42/2009 (Arkivnummer)694/42/2009 (OAI)
Projekt
Organizing the Multi-Professional Market-Maker
Tillgänglig från: 2012-01-11 Skapad: 2012-01-11 Senast uppdaterad: 2013-05-06Bibliografiskt granskad
Projekt
Brands resonating co-authors [50/2015_OSS]; Södertörns högskola; Publikationer
Winroth, K. (2020). Fashionabla varumärken och passionerade entreprenörer. Stockholm: Ekerlids förlagSchultz Nybacka, P. (2019). Dark, Difficult and Depressing: Nordic Crime Novels in the Eyes of the Beholder (1ed.). In: Søren Askegaard & Jacob Östberg, Eds. (Ed.), Nordic Consumer Culture: State, Market and Consumers (pp. 193-212). Cham: Palgrave Macmillan
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