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Larsson Segerlind, TommyORCID iD iconorcid.org/0000-0003-3316-9825
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Publications (10 of 18) Show all publications
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
Rytkönen, P., Larsson Segerlind, T., Onn, G., Degerstedt, L. & Kaipainen, M. (2019). Facing business challenges with the Stockholm Archipelago as a context: A comparative study of entrepreneurial responses and local development on three islands. Baltic Worlds, XII(2), 74-86
Open this publication in new window or tab >>Facing business challenges with the Stockholm Archipelago as a context: A comparative study of entrepreneurial responses and local development on three islands
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2019 (English)In: Baltic Worlds, ISSN 2000-2955, E-ISSN 2001-7308, Vol. XII, no 2, p. 74-86Article in journal (Refereed) Published
Abstract [en]

By conducting a comparative qualitative and systematic study of the local (island) pre-conditions for creating sustainable socio-economic development through entrepreneurship, here defined as a process of identifying, evaluating, and exploiting entrepreneurial opportunities, this study aims to shed light on entrepreneurial responses to challenges and opportunities on three islands in the Stockholm Archipelago and how context influences these responses.

Place, publisher, year, edition, pages
Södertörns högskola, 2019
Keywords
entrepreneurship, archipelago, business challenges, local development
National Category
Business Administration Social and Economic Geography
Research subject
Baltic and East European studies
Identifiers
urn:nbn:se:sh:diva-38740 (URN)
Available from: 2019-08-16 Created: 2019-08-16 Last updated: 2019-08-16
Rytkönen, P., Larsson Segerlind, T., Degerstedt, L., Kaipainen, M. & Onn, G. (2019). Utmaningar och möjligheter för små och medelstora företag i Stockholms skärgård. Huddinge: Södertörns högskola
Open this publication in new window or tab >>Utmaningar och möjligheter för små och medelstora företag i Stockholms skärgård
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2019 (Swedish)Report (Other academic)
Abstract [sv]

Denna rapport syftar till att inventera de utmaningar och möjligheter som före­tagarna i Stockholms skärgård står inför. Rapporten har skrivits inom ramen för Interreg-projektet Archipelago Business Development och omfattar en inventering av skärgårdsföretagarnas behov, utmaningar och möjligheter i Stockholms skär­gård.

Undersökningen har bland annat gjorts genom gruppintervjuer med företagare på Dalarö, Ornö, Sandhamn och Utö. Därutöver har enskilda in­ter­vjuer genomförts med företagare i fem olika kommuner. Geo­grafiskt fördelas urvalet på Stockholms södra och mellersta skärgård.

Place, publisher, year, edition, pages
Huddinge: Södertörns högskola, 2019. p. 32
Series
Working Paper, ISSN 1404-1480 ; 2019:3
National Category
Business Administration
Identifiers
urn:nbn:se:sh:diva-38152 (URN)
Projects
Archipelago Business Development
Funder
Interreg Central Baltic
Available from: 2019-05-21 Created: 2019-05-21 Last updated: 2019-06-20Bibliographically approved
Rytkönen, P., Larsson Segerlind, T. & Onn, G. (2018). Development in the Stockholm Archipelago: institutions, traditions and responses to local development initiatives. In: Hanne W. Tanvig and Lise Herslund (Ed.), Challenged Ruralities: Welfare States under Pressure : Conference Book – Fifth Nordic Rural Research Conference. Paper presented at 5th Nordic Rural Research Conference,Vingsted, May 14-16, 2018.. Frederiksberg: Department of Geosciences and Natural Resource Management, University of Copenhagen
Open this publication in new window or tab >>Development in the Stockholm Archipelago: institutions, traditions and responses to local development initiatives
2018 (English)In: Challenged Ruralities: Welfare States under Pressure : Conference Book – Fifth Nordic Rural Research Conference / [ed] Hanne W. Tanvig and Lise Herslund, Frederiksberg: Department of Geosciences and Natural Resource Management, University of Copenhagen , 2018Conference paper, Oral presentation with published abstract (Other academic)
Abstract [en]

The Stockholm Archipelago is classified as one of the less developed rural areas in Sweden. Although the Archipelago is located close to Stockholm, local inhabitants and businesses live in the shadow of the capital city. Over the last decades, a number of policy initiatives and development projects have been launched to support a sustainable socio-economic development in the Stockholm Archipelago, not the least by trying to decrease the dependence on the summer season for the creation of local income. But results have not been as positive as expected. In addition, it seems that inhabitants in some islands have managed to create a more dynamic environment and have achieved some successes, while inhabitants in other islands are still struggling with the same problems as they were 20 years ago. These differences cannot easily be dismissed as a result of differences in physical infrastructure.

By conducting a comparative qualitative and systematic study of the conditions for creating a sustainable socio-economic development in various islands in the Stockholm Archipelago this study will answer the following questions: What makes some communities in the archipelago vibrant and resilient and others less so? Which are the variations in pre-conditions for a vibrant and resilient development? What have previous policy initiatives and projects succeeded with? And when have they failed?

The article is based in an on-going case study in which project and policy evaluation reports have been analysed. In addition, a large number of in-depth interviews with business owners in the Archipelago, with policy officers in various involved municipalities and project coordinators have been conducted.

Place, publisher, year, edition, pages
Frederiksberg: Department of Geosciences and Natural Resource Management, University of Copenhagen, 2018
National Category
Business Administration
Identifiers
urn:nbn:se:sh:diva-36951 (URN)978-87-7903-791-5 (ISBN)978-87-7903-792-2 (ISBN)
Conference
5th Nordic Rural Research Conference,Vingsted, May 14-16, 2018.
Available from: 2018-12-12 Created: 2018-12-12 Last updated: 2018-12-12Bibliographically approved
Box, M. & Larsson Segerlind, T. (2018). Entrepreneurial Teams, Gender, and New Venture Survival: Contexts and Institutions. SAGE Open, 8(2)
Open this publication in new window or tab >>Entrepreneurial Teams, Gender, and New Venture Survival: Contexts and Institutions
2018 (English)In: SAGE Open, ISSN 2158-2440, E-ISSN 2158-2440, Vol. 8, no 2Article in journal (Refereed) Published
Abstract [en]

The link between new venture survival and the presence of founding teams is investigated, in particular the effect of the gender composition of teams. Furthermore, we study venture survival, gender, and institutional change. A unique longitudinal database is employed, covering a large number of Swedish ventures established during 6 specific years, 1930-2005. These data capture the initial gender diversity of start-ups. The contextualization of entrepreneurship involves situational and temporal boundaries, and we elaborate on contextual factors at different levels of analysis. Our results show that ventures founded by teams have a higher probability of surviving, but show no overall team gender homogeneity/heterogeneity effect. However, we find some support for the fact that ventures founded by all-female teams have lower survival chances. Nevertheless, the clearest negative effect is found for female solo start-ups. Furthermore, our results support the fact that institutional transformation may gradually have increased the likelihood of ventures founded by females to survive. 

Keywords
context, entrepreneurial team, founding team, gender diversity, institutional transformation, institutions, longitudinal study, new venture survival, team composition, venture team
National Category
Business Administration
Identifiers
urn:nbn:se:sh:diva-36159 (URN)10.1177/2158244018777020 (DOI)000432276400001 ()2-s2.0-85049920387 (Scopus ID)1390/42/2012 (Local ID)1390/42/2012 (Archive number)1390/42/2012 (OAI)
Projects
Entrepreneurship, Innovation, and the Demography of Firms and Industries in Sweden over Two Centuries
Funder
Riksbankens Jubileumsfond, P12-1122:1
Available from: 2018-08-29 Created: 2018-08-29 Last updated: 2018-09-26Bibliographically approved
Box, M. & Larsson Segerlind, T. (2017). Genus och grundarteam: nya företags överlevnad i Stockholm under 1900-talets första hälft. YMER, 136(2016), 51-78
Open this publication in new window or tab >>Genus och grundarteam: nya företags överlevnad i Stockholm under 1900-talets första hälft
2017 (Swedish)In: YMER, ISSN 0044-0477, Vol. 136, no 2016, p. 51-78Article in journal (Other academic) Published
Place, publisher, year, edition, pages
Stockholm: Svenska sällskapet för antropologi och geografi (SSAG), 2017
National Category
Economic History Business Administration
Identifiers
urn:nbn:se:sh:diva-32516 (URN)978-91-982150-2-1 (ISBN)
Note

Årsbokstitel: Genus och företagande. ISBN 978-91-982150-2-1

Available from: 2017-05-12 Created: 2017-05-12 Last updated: 2017-05-12Bibliographically approved
Hjertström Lappalainen, J., Köping Olsson, A.-S. & Larsson Segerlind, T. (Eds.). (2014). Att lära en företagsekonom att tänka (1ed.). Huddinge: Södertörns högskola
Open this publication in new window or tab >>Att lära en företagsekonom att tänka
2014 (Swedish)Collection (editor) (Other academic)
Abstract [sv]

Här beskriver åtta högskolelärare i företagsekonomi egenupplevda undervisningssituationer utifrån vilka de, med hjälp av pedagogiska och filosofiska teorier, undersöker och reflekterar över sin praktiska kunskap.

Vad kan dessa lärares redogörelser och reflektioner säga oss om universitetslärarens arbetssituation? Hur gör de för att lösa de problematiska situationer som uppstår? Hur kommer det sig att de lyckas få studenter med vitt skilda förväntningar, varierande bakgrunder och förutsättningar och med olika grader av motivation, att lära sig nya sätt att tänka och att med tiden utvecklas till självständiga yrkesutövare?

Place, publisher, year, edition, pages
Huddinge: Södertörns högskola, 2014. p. 177 Edition: 1
Series
Södertörn Studies in Higher Education ; 6
National Category
Business Administration Pedagogical Work
Identifiers
urn:nbn:se:sh:diva-24744 (URN)978-91-87843-05-1 (ISBN)
Available from: 2014-10-01 Created: 2014-10-01 Last updated: 2018-08-30Bibliographically approved
Köping Olsson, A.-S. & Larsson Segerlind, T. (2014). Förord. In: Hjertström Lappalainen, Jonna, Köping Olsson, Ann-Sofie & Larsson Segerlind, Tommy (Ed.), Att Lära en företagsekonom att tänka: (pp. 5-10). Huddinge: Södertörns högskola
Open this publication in new window or tab >>Förord
2014 (Swedish)In: Att Lära en företagsekonom att tänka / [ed] Hjertström Lappalainen, Jonna, Köping Olsson, Ann-Sofie & Larsson Segerlind, Tommy, Huddinge: Södertörns högskola , 2014, p. 5-10Chapter in book (Other academic)
Place, publisher, year, edition, pages
Huddinge: Södertörns högskola, 2014
Series
Södertörn Studies in Higher Education ; 6
National Category
Economics and Business
Research subject
Politics, Economy and the Organization of Society
Identifiers
urn:nbn:se:sh:diva-25481 (URN)978-91-87843-05-1 (ISBN)
Available from: 2014-12-12 Created: 2014-12-12 Last updated: 2016-09-22Bibliographically approved
Larsson Segerlind, T. (2014). Reflektioner över en invand seminariekultur. In: Jonna Hjertström Lappalainen, Ann-Sofie Köping Olsson & Tommy Larsson Segerlind (Ed.), Att lära en företagsekonom att tänka: (pp. 157-173). Huddinge: Södertörns högskola
Open this publication in new window or tab >>Reflektioner över en invand seminariekultur
2014 (Swedish)In: Att lära en företagsekonom att tänka / [ed] Jonna Hjertström Lappalainen, Ann-Sofie Köping Olsson & Tommy Larsson Segerlind, Huddinge: Södertörns högskola , 2014, p. 157-173Chapter in book (Other academic)
Place, publisher, year, edition, pages
Huddinge: Södertörns högskola, 2014
Series
Södertörn Studies in Higher Education ; 6
National Category
Pedagogical Work
Identifiers
urn:nbn:se:sh:diva-24761 (URN)978-91-87843-05-1 (ISBN)
Available from: 2014-10-02 Created: 2014-10-02 Last updated: 2016-09-22Bibliographically approved
Larsson Segerlind, T. (2013). Varumärkets roll i innovationsprocessen i nya företag: Fallet Cariel Spirits AB. In: Larsson, Mats, Lönnborg, Mikael, Winroth, Karin (Ed.), Entreprenörskap och varumärken: (pp. 257-277). Möklinta: Gidlunds förlag
Open this publication in new window or tab >>Varumärkets roll i innovationsprocessen i nya företag: Fallet Cariel Spirits AB
2013 (Swedish)In: Entreprenörskap och varumärken / [ed] Larsson, Mats, Lönnborg, Mikael, Winroth, Karin, Möklinta: Gidlunds förlag, 2013, p. 257-277Chapter in book (Refereed)
Place, publisher, year, edition, pages
Möklinta: Gidlunds förlag, 2013
Keywords
Varumärke, innovationsprocess, nya företag, portföljstrategi
National Category
Business Administration
Research subject
Politics, Economy and the Organization of Society
Identifiers
urn:nbn:se:sh:diva-20982 (URN)978-91-7844-888-3 (ISBN)
Available from: 2014-01-02 Created: 2014-01-02 Last updated: 2016-09-22Bibliographically approved
Organisations
Identifiers
ORCID iD: ORCID iD iconorcid.org/0000-0003-3316-9825

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