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Winroth, Karin
Publications (10 of 28) Show all publications
Winroth, K. (2020). Fashionabla varumärken och passionerade entreprenörer. Stockholm: Ekerlids förlag
Open this publication in new window or tab >>Fashionabla varumärken och passionerade entreprenörer
2020 (Swedish)Book (Other (popular science, discussion, etc.))
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.

Place, publisher, year, edition, pages
Stockholm: Ekerlids förlag, 2020. p. 160
Keywords
Branding, social media, digital entrepreneurship and the business of fashion, Varumärken, sociala media, digitalt entreprenörskap och modebranschen
National Category
Business Administration
Research subject
Politics, Economy and the Organization of Society; Critical and Cultural Theory; Baltic and East European studies
Identifiers
urn:nbn:se:sh:diva-40239 (URN)9789188849502 (ISBN)
Funder
The Foundation for Baltic and East European Studies, 50/2015
Available from: 2020-02-18 Created: 2020-02-18 Last updated: 2020-02-19Bibliographically approved
Winroth, K. (2019). Besatta av varumärken. Organisation & Samhälle (2), 50-55
Open this publication in new window or tab >>Besatta av varumärken
2019 (Swedish)In: Organisation & Samhälle, ISSN 2001-9114, E-ISSN 2002-0287, no 2, p. 50-55Article in journal (Other academic) Published
Abstract [sv]

Vad händer med oss människor när konceptet varumärken blir så allmängiltigt att det får krypa in under vår hud?

Place, publisher, year, edition, pages
Uppsala: Föreningen Företagsekonomi i Sverige (FEKIS), 2019
Keywords
varumärken, kommunikation, influencers, internet
National Category
Business Administration
Research subject
Politics, Economy and the Organization of Society
Identifiers
urn:nbn:se:sh:diva-40372 (URN)
Available from: 2020-03-12 Created: 2020-03-12 Last updated: 2020-03-16Bibliographically approved
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
Winroth, K. (2018). Kollegial organisering och professionell kultur: en organiseringsform med flera fördelar. Organisation & Samhälle (2), 4-9
Open this publication in new window or tab >>Kollegial organisering och professionell kultur: en organiseringsform med flera fördelar
2018 (Swedish)In: Organisation & Samhälle, ISSN 2001-9114, E-ISSN 2002-0287, no 2, p. 4-9Article in journal (Other academic) Published
Abstract [sv]

En anpassningsbar organiseringsform med anor och aktualitet

Place, publisher, year, edition, pages
Uppsala: Föreningen Företagsekonomi i Sverige (FEKIS), 2018
Keywords
professionell kultur, socialisation, fördelar, organisationsform
National Category
Business Administration
Research subject
Politics, Economy and the Organization of Society
Identifiers
urn:nbn:se:sh:diva-40371 (URN)
Available from: 2020-03-12 Created: 2020-03-12 Last updated: 2020-03-16Bibliographically approved
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
Open this publication in new window or tab >>Corporate governance networks between international financial market actors within investment banking
2017 (English)In: 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, p. 19-Conference paper, Oral presentation with published abstract (Refereed)
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.

Place, publisher, year, edition, pages
East Lansing, USA: Academy of International Business, 2017
National Category
Economics and Business
Research subject
Politics, Economy and the Organization of Society
Identifiers
urn:nbn:se:sh:diva-33126 (URN)
Conference
59th Academy of International Business, Dubai, July 2-5, 2017.
Available from: 2017-08-18 Created: 2017-08-18 Last updated: 2017-09-04Bibliographically approved
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
Open this publication in new window or tab >>Formal Ties in Financial Networks: Professional Clusters in Financial Services Marketing
2016 (English)In: International Journal of Bank Marketing, ISSN 0265-2323, E-ISSN 1758-5937, Vol. 34, no 2, p. 260-275Article in journal (Refereed) 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.

Keywords
Banks, clusters, financial markets, multiple correspondence analysis, formal networks, ties
National Category
Business Administration
Research subject
Politics, Economy and the Organization of Society
Identifiers
urn:nbn:se:sh:diva-28440 (URN)10.1108/IJBM-04-2015-0061 (DOI)000383971500008 ()2-s2.0-84960940539 (Scopus ID)
Projects
Financial networks and its formal and informal ties
Available from: 2015-10-05 Created: 2015-10-05 Last updated: 2018-04-05Bibliographically approved
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
Open this publication in new window or tab >>Att göra varumärket levande?
2013 (Swedish)In: Entreprenörskap och varumärken / [ed] Mats Larsson, Mikael Lönnborg och Karin Winroth, Möklinta: Gidlunds förlag, 2013, 1, p. 143-158Chapter in book (Other academic)
Place, publisher, year, edition, pages
Möklinta: Gidlunds förlag, 2013 Edition: 1
Keywords
varumärken, företagskultur, identitet, kommunikation
National Category
Economics and Business
Research subject
Politics, Economy and the Organization of Society
Identifiers
urn:nbn:se:sh:diva-20477 (URN)9789178448883 (ISBN)
Available from: 2013-12-09 Created: 2013-12-09 Last updated: 2015-01-12Bibliographically approved
Larsson, M., Lönnborg, M. & Winroth, K. (Eds.). (2013). Entreprenörskap och varumärken. Möklinta: Gidlunds förlag
Open this publication in new window or tab >>Entreprenörskap och varumärken
2013 (Swedish)Collection (editor) (Refereed)
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.

Place, publisher, year, edition, pages
Möklinta: Gidlunds förlag, 2013. p. 317
Keywords
Entreprenörskap, varumärken
National Category
Economics and Business
Research subject
Politics, Economy and the Organization of Society
Identifiers
urn:nbn:se:sh:diva-20080 (URN)978-91-7844-888-3 (ISBN)
Available from: 2013-10-30 Created: 2013-10-30 Last updated: 2018-11-07Bibliographically approved
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
Open this publication in new window or tab >>Entreprenörskap och varumärken: en introduktion
2013 (Swedish)In: Entreprenörskap och varumärken / [ed] Mats Larsson, Mikael Lönnborg & Karin Winroth, Möklinta: Gidlunds förlag, 2013, p. 7-28Chapter in book (Refereed)
Place, publisher, year, edition, pages
Möklinta: Gidlunds förlag, 2013
Keywords
Entreprenörskap, varumärken
National Category
Economics and Business
Research subject
Politics, Economy and the Organization of Society
Identifiers
urn:nbn:se:sh:diva-20082 (URN)978-91-7844-888-3 (ISBN)
Available from: 2013-10-30 Created: 2013-10-30 Last updated: 2018-11-07Bibliographically approved
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
Open this publication in new window or tab >>Trading opportunities and risks: Conflicting methods of coordination in investment banks
2013 (English)In: Towards a Socioanalysis of Money Finance and Capitalism: Beneath the Surface of the Financial Industry / [ed] Susan Long & Burkard Sievers, London: Routledge, 2013, p. 163-177Chapter in book (Other academic)
Place, publisher, year, edition, pages
London: Routledge, 2013
National Category
Business Administration
Identifiers
urn:nbn:se:sh:diva-35923 (URN)2-s2.0-84920945621 (Scopus ID)9780203808153 (ISBN)9781136666681 (ISBN)
Available from: 2018-07-10 Created: 2018-07-10 Last updated: 2018-07-10Bibliographically approved
Projects
Brands resonating co-authors [50/2015_OSS]; Södertörn University; Publications
Winroth, K. (2020). Fashionabla varumärken och passionerade entreprenörer. Stockholm: Ekerlids förlagWinroth, K. (2019). Besatta av varumärken. Organisation & Samhälle (2), 50-55Schultz 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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