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  • 1.
    Winroth, Karin
    et al.
    Södertörn University, School of Social Sciences, Business Studies.
    Larsson Segerlind, Tommy
    Södertörn University, School of Social Sciences, Business Studies. Södertörn University, School of Social Sciences, ENTER forum.
    Lönnborg, Mikael
    Södertörn University, School of Social Sciences, ENTER forum. Södertörn University, School of Social Sciences, Business Studies.
    Co-authors of branding processes intertwined with entrepreneurial processes: cases from the digital world2019Conference paper (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. 

  • 2.
    Borg, Erik A.
    et al.
    Södertörn University, School of Social Sciences, Business Studies.
    Vigerland, Lars
    Södertörn University, School of Social Sciences, Business Studies.
    Winroth, Karin
    Södertörn University, School of Social Sciences, Business Studies.
    Corporate governance networks between international financial market actors within investment banking2017In: 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 (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.

  • 3.
    Borg, Erik
    et al.
    Södertörn University, School of Social Sciences, Business Studies.
    Vigerland, Lars
    Södertörn University, School of Social Sciences, Business Studies.
    Winroth, Karin
    Södertörn University, School of Social Sciences, Business Studies.
    Formal Ties in Financial Networks: Professional Clusters in Financial Services Marketing2016In: International Journal of Bank Marketing, ISSN 0265-2323, E-ISSN 1758-5937, Vol. 34, no 2, p. 260-275Article in journal (Refereed)
    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.

  • 4.
    Winroth, Karin
    Södertörn University, School of Social Sciences, Business Studies.
    Att göra varumärket levande?2013In: Entreprenörskap och varumärken / [ed] Mats Larsson, Mikael Lönnborg och Karin Winroth, Möklinta: Gidlunds förlag, 2013, 1, p. 143-158Chapter in book (Other academic)
  • 5.
    Larsson, Mats
    et al.
    Uppsala universitet.
    Lönnborg, MikaelSödertörn University, School of Social Sciences, Business Studies. Södertörn University, School of Social Sciences, ENTER forum.Winroth, KarinSödertörn University, School of Social Sciences, Business Studies.
    Entreprenörskap och varumärken2013Collection (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.

  • 6.
    Larsson, Mats
    et al.
    Uppsala universitet.
    Lönnborg, Mikael
    Södertörn University, School of Social Sciences, Business Studies. Södertörn University, School of Social Sciences, ENTER forum.
    Winroth, Karin
    Södertörn University, School of Social Sciences, Business Studies.
    Entreprenörskap och varumärken: en introduktion2013In: Entreprenörskap och varumärken / [ed] Mats Larsson, Mikael Lönnborg & Karin Winroth, Möklinta: Gidlunds förlag, 2013, p. 7-28Chapter in book (Refereed)
  • 7.
    Blomberg, J.
    et al.
    Stockholm School of Economics.
    Kjellberg, H.
    Stockholm School of Economics.
    Winroth, Karin
    Södertörn University, School of Social Sciences, Business Studies.
    Trading opportunities and risks: Conflicting methods of coordination in investment banks2013In: 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)
  • 8. Blomberg, Jesper
    et al.
    Kjellberg, Hans
    Winroth, Karin
    Södertörn University, School of Business Studies, Business studies.
    Marketing Shares, Sharing Markets: Experts in Investment Banking2012Book (Other academic)
    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.

  • 9. Blomberg, Jesper
    et al.
    Kjellberg, Hans
    Winroth, Karin
    Södertörn University, School of Business Studies, Business studies.
    Trading opportunities and risk: conflicting methods of coordinating in investment banks2012In: Towards a Socioanalysis of Money, Finance and Capital: Beneath the surface of the faninancial industry / [ed] Susan Long & Burkard Siewers, London: Routledge, 2012Chapter in book (Other academic)
  • 10.
    Winroth, Karin
    Södertörn University, School of Business Studies, Business studies.
    Att forma producenter eller bildade människor?2010In: Tradition och praxis i högre utbildning / [ed] Anders Burman, Ana Graviz & Johan Rönnby, Huddinge: Södertörns Högskola , 2010, 1, p. 49-62Chapter in book (Other academic)
  • 11.
    Winroth, Karin
    et al.
    Södertörn University, School of Business Studies, Business studies.
    Blomberg, Jesper
    Kjellberg, Hans
    Enacting Overlapping Markets: Constructing the Identity of Shares in Investment Banking2010In: Journal of Cultural Economy, ISSN 1753-0350, E-ISSN 1753-0369, Vol. 3, no 1, p. 3-18Article in journal (Refereed)
  • 12.
    Winroth, Karin
    Södertörn University College, School of Business Studies, Business studies.
    En position, en karriär, en framtidsdröm...?2009In: Chefstidningen: HR- och ledarskapsmagasin för akademiker, ISSN 2000-3498, no 3/4, p. 61-63Article in journal (Other (popular science, discussion, etc.))
  • 13.
    Winroth, Karin
    Södertörn University College, School of Business Studies, Business studies.
    [Review of] Laura Empson, (ed.) Managing the Modern Law Firm—New Challenges New Perspectives, Oxford University Press, Oxford (2007)2008In: Scandinavian Journal of Management, ISSN 0956-5221, E-ISSN 1873-3387, Vol. 24, no 2, p. 166-167Article, book review (Other academic)
  • 14.
    Winroth, Karin
    Södertörn University College, School of Business Studies, Business studies.
    Att uttrycka professionell identitet eller organisatoriskt medlemskap?: en studie av särkoppling och meningsskapande2007In: Nordiske organisasjonsstudier, ISSN 1501-8237, no 2, p. 51-74Article in journal (Refereed)
  • 15. Svedberg Nilsson, Karin
    et al.
    Winroth, Karin
    Södertörn University College, School of Business Studies, Business studies.
    Properties of Expertise: Constructing the product and need for corporate finance services2005In: Dealing with Confidence: The Construction of Need and Trust in Management Advisory Services / [ed] Furusten, Staffan & Andreas Werr, Copenhagen: Copenhagen Business School Press , 2005, p. 75-92Chapter in book (Other academic)
  • 16.
    Winroth, Karin
    Södertörn University College, School of Business Studies, Business studies.
    Från antikropp till aktie: hur en produkt konstrueras genom text och grafer2004In: Den där marknaden: om utbyten, normer och bilder / [ed] Helgesson, Claes-Fredrik, Kjellberg, Hans &Liljenberg, Anders, Lund: Studentlitteratur , 2004, p. 149-175Chapter in book (Other academic)
  • 17. Winroth, Karin
    Där hövdingarna samlas kring lägerelden: om kollegialt ledarskap2003In: Ledmotiv : idéskrift om ledarskap, ISSN 1403-7742, no 3, p. 46-57Article in journal (Other academic)
  • 18. Winroth, Karin
    En profession i förändring: om humanjuristernas vägval2003In: Advokaten: tidskrift för Sveriges advokatsamfund, ISSN 0281-3505, no 6, p. 24-25Article in journal (Other (popular science, discussion, etc.))
  • 19. Winroth, Karin
    Kunskapsarbetare i aktion: en studie om organisering av advokaters arbete2003Report (Other academic)
  • 20. Winroth, Karin
    Professionals in Investment Banks: Sharing an Epistemic Practice or an Occupational Community?2003Report (Other academic)
  • 21. Winroth, Karin
    Business on Their Minds: How Experts in Investment Banks Organise Their Work2002Report (Other academic)
  • 22. Winroth, Karin
    The Organizing of Expert Firms2002Report (Other academic)
  • 23. Winroth, Karin
    Management på advokatbyråer: att göra Byrån till ett Företag2000In: Nordiske organisasjonsstudier, ISSN 1501-8237, no 3, p. 25-53Article in journal (Refereed)
  • 24.
    Winroth, Karin
    Göteborgs universitet.
    När management kom till advokatbyrån: om professioner, identitet och organisering1999Doctoral thesis, monograph (Other academic)
  • 25. Winroth, Karin
    Att utveckla och konstruera tjänster med hjälp av Quality Function Deployment1992Report (Other academic)
1 - 25 of 25
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