Change search
ReferencesLink to record
Permanent link

Direct link
Innovationsspridning: en studie om matkasseföretagen och deras spridning
Södertörn University, School of Social Sciences.
2014 (Swedish)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Purpose: The purpose of this paper is to explore and identify what factors that influence the diffusion of innovations of home delivered grocery, this by analyzing the actors and their efforts to develop and spread the innovation.

Methodology:  The approach of the study is based on interviews with grocery bag companies and scientific reports within the studied field. The companies involved in the study is Bra Mat Hemma, Coop Matkasse, Linas Matkasse and Årstiderna.

Theories: Diffusion of innovation

Conclusions: In the current situation, many actors do not have a clear strategy how to increase the spread speed and the decision making process. In order to persuade potential customers the concept interpersonal relationships has proved to have a great effect. It is important to reach out with the concepts all different benefits, not only to communicate time and comfort as factors. To prove and make visible the impact of the service would facilitate such an effect. Another important part in order to reach out and communicate the positive aspects of the service should be to continue to develop the digital marketing. The actors should be better at identifying the risks that consumers may experience in the process to adopt the concept.

Place, publisher, year, edition, pages
2014. , 64 p.
Keyword [en]
Innovation, diffusion of innovation, food retail, grocery bag, competition, competitive strategies and e-commerce, entrepreneurship
Keyword [sv]
Innovation, innovationsspridning, dagligvaruhandel, detaljhandel, matkasse, konkurrensstrategier, e-handel, entreprenörskap
National Category
Business Administration
URN: urn:nbn:se:sh:diva-25010OAI: diva2:755247
Subject / course
Business Studies
Social and Behavioural Science, Law
Available from: 2014-10-14 Created: 2014-10-14 Last updated: 2014-10-14Bibliographically approved

Open Access in DiVA

No full text

By organisation
School of Social Sciences
Business Administration

Search outside of DiVA

GoogleGoogle Scholar

Total: 519 hits
ReferencesLink to record
Permanent link

Direct link