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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.
Open this publication in new window or tab >>Co-authors of branding processes intertwined with entrepreneurial processes: cases from the digital world
2019 (English)Conference paper, Oral presentation only (Refereed)
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. 

National Category
Business Administration
Research subject
Politics, Economy and the Organization of Society
Identifiers
urn:nbn:se:sh:diva-39039 (URN)
Conference
23rd McGill International Entrepreneurship Conference at the University of Southern Denmark, 28-30th August 2019
Funder
The Foundation for Baltic and East European Studies
Available from: 2019-09-26 Created: 2019-09-26 Last updated: 2019-09-27Bibliographically approved
Olsson, M., Lönnborg, M. & Rafferty, M. (2019). External finance and ‘transition’: A  review of market developments in Central Europe and the Baltics in the run-up to EU membership (1ed.). In: Mikael Olsson, Mikael Lönnborg & Michael Rafferty (Ed.), Unplanned: The Transformation of States and Financial Markets in 'Transtition' Countries (pp. 59-102). Stockholm: Dialogos Förlag
Open this publication in new window or tab >>External finance and ‘transition’: A  review of market developments in Central Europe and the Baltics in the run-up to EU membership
2019 (English)In: Unplanned: The Transformation of States and Financial Markets in 'Transtition' Countries / [ed] Mikael Olsson, Mikael Lönnborg & Michael Rafferty, Stockholm: Dialogos Förlag, 2019, 1, p. 59-102Chapter in book (Refereed)
Abstract [en]

The fall of the Berlin Wall began a new, and unexpected, period of European political and economic history. For some, this event proved the historical victory of liberal democratic capitalism over socialism. But three decades on, we now know that democratic market economies do not emerge not spontaneously, and are indeed fragile in their own ways. History has not ended, but taken a new and interesting turn. This book provides a historically and conceptually grounded analysis of the transformation of fi nance and business in several countries in Central Europe and the Baltic states after the collapse of the Soviet Union. The essays in this book seek to foreground the continuities and ruptures that the experience of these ‘transition’ countries has revealed. It will be of interest to economic historians, sociologists, political science scholars, fi nancial economists, policy makers, and of course to those who have lived through the period.

Place, publisher, year, edition, pages
Stockholm: Dialogos Förlag, 2019 Edition: 1
National Category
Economics and Business
Research subject
Baltic and East European studies
Identifiers
urn:nbn:se:sh:diva-36812 (URN)9789175043425 (ISBN)
Funder
The Foundation for Baltic and East European StudiesThe Jan Wallander and Tom Hedelius Foundation
Available from: 2019-09-26 Created: 2019-09-26 Last updated: 2019-10-10Bibliographically approved
Lönnborg, M., Olsson, M. & Rafferty, M. (2019). Foreign Direct Investment and Post-Communist Banking: The Case of the Baltic States (1ed.). In: Mikael Olsson, Mikael Lönnborg & Michael Rafferty (Ed.), Unplanned: The Transformation of States and Financial Markets in 'Transition' Countries (pp. 177-222). Stockholm: Dialogos Förlag
Open this publication in new window or tab >>Foreign Direct Investment and Post-Communist Banking: The Case of the Baltic States
2019 (English)In: Unplanned: The Transformation of States and Financial Markets in 'Transition' Countries / [ed] Mikael Olsson, Mikael Lönnborg & Michael Rafferty, Stockholm: Dialogos Förlag, 2019, 1, p. 177-222Chapter in book (Refereed)
Abstract [en]

The fall of the Berlin Wall began a new, and unexpected, period of European political and economic history. For some, this event proved the historical victory of liberal democratic capitalism over socialism. But three decades on, we now know that democratic market economies do not emerge not spontaneously, and are indeed fragile in their own ways. History has not ended, but taken a new and interesting turn. This book provides a historically and conceptually grounded analysis of the transformation of fi nance and business in several countries in Central Europe and the Baltic states after the collapse of the Soviet Union. The essays in this book seek to foreground the continuities and ruptures that the experience of these ‘transition’ countries has revealed. It will be of interest to economic historians, sociologists, political science scholars, fi nancial economists, policy makers, and of course to those who have lived through the period.

Place, publisher, year, edition, pages
Stockholm: Dialogos Förlag, 2019 Edition: 1
National Category
Economics and Business
Research subject
Baltic and East European studies
Identifiers
urn:nbn:se:sh:diva-37207 (URN)978-91-7504-342-5 (ISBN)
Funder
The Foundation for Baltic and East European StudiesThe Jan Wallander and Tom Hedelius Foundation
Available from: 2019-09-26 Created: 2019-09-26 Last updated: 2019-10-10Bibliographically approved
Larsson, M. & Lönnborg, M. (2019). Omvandlingar: Försäkringsbolaget Skandia 1990-2016 (1ed.). Stockholm: Förlaget Näringslivshistoria
Open this publication in new window or tab >>Omvandlingar: Försäkringsbolaget Skandia 1990-2016
2019 (Swedish)Book (Other academic)
Abstract [sv]

Skandia har stått i centrum för försäkringsbranschens utveckling sedan bolaget bildades 1855. Dessutom har bolaget omvandlat sig själv vid upprepade tillfällen – inte minst under 1900-talets slut. Den här boken handlar främst om de senaste 30 åren i Skandias historia. En tid då omvandlingarna varit större än tidigare. Skandia gick in i 1990-talet som ett starkt inhemskt bolag med omfattande verksamhet på den nordiska marknaden och en bred närvaro internationellt. Under de följande decennierna genomgick Skandia flera grundläggande förändringar som omvandlade bolagets produkter, ägande, kundkrets och ekonomiska situation. Det är denna historia som författarna Mats Larsson och Mikael Lönnborg berättar, med utgångspunkt i ett omfattande och unikt arkivmaterial på Centrum för Näringslivshistoria och ett stort antal intervjuer med de personer som spelat en betydande roll i omvandlingarna.

Place, publisher, year, edition, pages
Stockholm: Förlaget Näringslivshistoria, 2019. p. 344 Edition: 1
National Category
Economics and Business
Research subject
Politics, Economy and the Organization of Society
Identifiers
urn:nbn:se:sh:diva-38038 (URN)978-91-984828-7-4 (ISBN)
Available from: 2019-05-22 Created: 2019-05-22 Last updated: 2019-06-27Bibliographically approved
Larsson, M. & Lönnborg, M. (2019). Omvandlingarnas bolag: Skandias utveckling 1990-2016. Nordisk Försäkringstidsrift (2)
Open this publication in new window or tab >>Omvandlingarnas bolag: Skandias utveckling 1990-2016
2019 (Swedish)In: Nordisk Försäkringstidsrift, ISSN 0348-6516, no 2Article in journal (Other academic) Published
Place, publisher, year, edition, pages
Stockholm: , 2019
National Category
Economics and Business
Research subject
Politics, Economy and the Organization of Society
Identifiers
urn:nbn:se:sh:diva-38575 (URN)
Available from: 2019-07-05 Created: 2019-07-05 Last updated: 2019-07-09Bibliographically approved
Larsson, M. & Lönnborg, M. (2019). ‘Same same but different’: Trust, Confidence and Governance Among Swedish Mutual Insurers. In: Alexius, Susanna; Furusten, Staffan (Ed.), Managing Hybrid Organizations: Governance, Professionalism and Regulation (pp. 49-72). Cham: Palgrave Macmillan
Open this publication in new window or tab >>‘Same same but different’: Trust, Confidence and Governance Among Swedish Mutual Insurers
2019 (English)In: Managing Hybrid Organizations: Governance, Professionalism and Regulation / [ed] Alexius, Susanna; Furusten, Staffan, Cham: Palgrave Macmillan, 2019, p. 49-72Chapter in book (Other academic)
Abstract [en]

For more than a century, mutual insurers have dominated the Swedish insurance market. Independent of the historical roots and traditions, companies that sell life and other (non-life) forms of insurance have chosen the mutual organizational form. We focus on two different mutual insurers—Folksam and Länsförsäkringar—in decoding their historical roots, governance and management structure. Our focus is on the differences and similarities with special attention to customer’s participation in governance. The chapter shows that it is indeed possible to organize successful hybrid organizations with longevity and that the state’s role in the process is vital but not always a precondition for successful development of hybrid firms. In addition, the chapter also shows that it is difficult to include customers/owners in the governance of these firms and that there exist many different options for creating such systems.

Place, publisher, year, edition, pages
Cham: Palgrave Macmillan, 2019
National Category
Business Administration
Identifiers
urn:nbn:se:sh:diva-36946 (URN)10.1007/978-3-319-95486-8_3 (DOI)978-3-319-95485-1 (ISBN)978-3-319-95486-8 (ISBN)
Projects
Ömsesidghet i den svenska försäkringsmodellen
Note

Ömsesidghet i den svenska försäkringsmodellen. Ett forskningsprojekt finansierat av Länsförsäkringars forskningsstiftelse, Folksams forskningsstiftelse och Skandias forskningsstiftelse

Available from: 2018-12-12 Created: 2018-12-12 Last updated: 2018-12-14Bibliographically approved
Hedberg, P., Karlsson, L. & Lönnborg, M. (2019). Swedish Insurance, Legislation and Efficiency. In: : . Paper presented at Risk and the Insurance Business in History. An International Conference. Seville, Spain, 11-14 June, 2019.
Open this publication in new window or tab >>Swedish Insurance, Legislation and Efficiency
2019 (English)Conference paper, Oral presentation only (Other academic)
National Category
Economics and Business
Research subject
Politics, Economy and the Organization of Society
Identifiers
urn:nbn:se:sh:diva-39061 (URN)
Conference
Risk and the Insurance Business in History. An International Conference. Seville, Spain, 11-14 June, 2019
Funder
The Jan Wallander and Tom Hedelius Foundation
Available from: 2019-09-26 Created: 2019-09-26 Last updated: 2019-09-27Bibliographically approved
Rafferty, M., Olsson, M. & Lönnborg, M. (2019). Toward a Post-Transition Political Economy Theory of Transformation: The Case of Financial Services (1ed.). In: Mikael Olsson, Mikael Lönnborg & Michael Rafferty (Ed.), Unplanned: The Transformation of States and Financial Markets in 'Transition' Countries (pp. 29-58). Stockholm: Dialogos Förlag
Open this publication in new window or tab >>Toward a Post-Transition Political Economy Theory of Transformation: The Case of Financial Services
2019 (English)In: Unplanned: The Transformation of States and Financial Markets in 'Transition' Countries / [ed] Mikael Olsson, Mikael Lönnborg & Michael Rafferty, Stockholm: Dialogos Förlag, 2019, 1, p. 29-58Chapter in book (Refereed)
Place, publisher, year, edition, pages
Stockholm: Dialogos Förlag, 2019 Edition: 1
National Category
Economics and Business
Research subject
Baltic and East European studies
Identifiers
urn:nbn:se:sh:diva-37206 (URN)978-91-7504-342-5 (ISBN)
Funder
The Foundation for Baltic and East European StudiesThe Jan Wallander and Tom Hedelius Foundation
Available from: 2019-09-26 Created: 2019-09-26 Last updated: 2019-10-10Bibliographically approved
Rafferty, M., Olsson, M. & Lönnborg, M. (2019). Unplanned from Plan to Market: A Concluding Analysis (1ed.). In: Mikael Olsson, Mikael Lönnborg & Michael Rafferty (Ed.), Unplanned: The Transformation of States and Financial Markets in 'Transition' Countries (pp. 281-299). Stockholm: Dialogos Förlag
Open this publication in new window or tab >>Unplanned from Plan to Market: A Concluding Analysis
2019 (English)In: Unplanned: The Transformation of States and Financial Markets in 'Transition' Countries / [ed] Mikael Olsson, Mikael Lönnborg & Michael Rafferty, Stockholm: Dialogos Förlag, 2019, 1, p. 281-299Chapter in book (Refereed)
Abstract [en]

The fall of the Berlin Wall began a new, and unexpected, period of European political and economic history. For some, this event proved the historical victory of liberal democratic capitalism over socialism. But three decades on, we now know that democratic market economies do not emerge not spontaneously, and are indeed fragile in their own ways. History has not ended, but taken a new and interesting turn. This book provides a historically and conceptually grounded analysis of the transformation of fi nance and business in several countries in Central Europe and the Baltic states after the collapse of the Soviet Union. The essays in this book seek to foreground the continuities and ruptures that the experience of these ‘transition’ countries has revealed. It will be of interest to economic historians, sociologists, political science scholars, fi nancial economists, policy makers, and of course to those who have lived through the period.

Place, publisher, year, edition, pages
Stockholm: Dialogos Förlag, 2019 Edition: 1
National Category
Economics and Business
Research subject
Baltic and East European studies
Identifiers
urn:nbn:se:sh:diva-37221 (URN)9789175043425 (ISBN)
Funder
The Foundation for Baltic and East European StudiesThe Jan Wallander and Tom Hedelius Foundation
Available from: 2019-09-26 Created: 2019-09-26 Last updated: 2019-10-10Bibliographically approved
Olsson, M., Lönnborg, M. & Rafferty, M. (2019). Unplanned: Introduction of the Key Themes (1ed.). In: Mikael Olsson, Mikael Lönnborg & Michael Rafferty (Ed.), Unplanned: The Transformation of States and Financial Markets in 'Transition' Countries (pp. 11-27). Stockholm: Dialogos Förlag
Open this publication in new window or tab >>Unplanned: Introduction of the Key Themes
2019 (English)In: Unplanned: The Transformation of States and Financial Markets in 'Transition' Countries / [ed] Mikael Olsson, Mikael Lönnborg & Michael Rafferty, Stockholm: Dialogos Förlag, 2019, 1, p. 11-27Chapter in book (Refereed)
Abstract [en]

The fall of the Berlin Wall began a new, and unexpected, period of European political and economic history. For some, this event proved the historical victory of liberal democratic capitalism over socialism. But three decades on, we now know that democratic market economies do not emerge not spontaneously, and are indeed fragile in their own ways. History has not ended, but taken a new and interesting turn. This book provides a historically and conceptually grounded analysis of the transformation of fi nance and business in several countries in Central Europe and the Baltic states after the collapse of the Soviet Union. The essays in this book seek to foreground the continuities and ruptures that the experience of these ‘transition’ countries has revealed. It will be of interest to economic historians, sociologists, political science scholars, fi nancial economists, policy makers, and of course to those who have lived through the period.

Place, publisher, year, edition, pages
Stockholm: Dialogos Förlag, 2019 Edition: 1
National Category
Economics and Business
Research subject
Baltic and East European studies
Identifiers
urn:nbn:se:sh:diva-36827 (URN)978-91-7504-342-5 (ISBN)
Funder
The Foundation for Baltic and East European StudiesThe Jan Wallander and Tom Hedelius Foundation
Available from: 2019-09-26 Created: 2019-09-26 Last updated: 2019-10-10Bibliographically approved
Organisations
Identifiers
ORCID iD: ORCID iD iconorcid.org/0000-0002-9781-8276

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