BI Open (Norwegian Business School)
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Kunstig intelligens i markedsføring
Full text linkBacheloroppgave i Markedsføringsledelse fra Handelshøyskolen BI, 2024Kunstig intelligens (KI) endrer stadig flere sektorer, inkludert markedsføring. Den avanserte teknologien evner å analysere store datasett mer effektivt enn mennesker. KI tilbyr i tillegg nye muligheter for å forstå og interagere med forbrukere på et dypere nivå. Integrering av KI i markedsføringsstrategier kan forbedre bedrifters prosesser, samt skape en grundigere forståelse av kundeadferd og preferanser. Ved bruk av KI i markedsføring kan man blant annet automatisere kundeservice-løsninger og personalisere markedsførings-kampanjer. KI åpner opp for økt innovasjon, noe som gjør feltet rikt på muligheter for banebrytende forandringer og forbedringer.
I denne oppgaven drøftes følgende problemstilling: «Hvilken effekt har kunstig intelligens på kundetilfredshet og -lojalitet?»
Oppgaven fokuserer på effekten av kundetilfredshet fra et B2C-perspektiv, hvor vi tar utgangspunkt i bedrifter sin erfaring av effekten. I tillegg vil vi se på fremtidige utviklinger og hvordan markedsførere kan bruke denne informasjonen til å optimalisere deres markedsføringsstrategier.
Det teoretiske grunnlaget for oppgaven baserer seg på relevante teorier innen markedsføring, begreper knyttet til KI og litteratur innenfor dette feltet. Studien baserer seg på kvalitative dybdeintervjuer med eksperter innen markedsføring og KI. Studien er dermed utforskende med et eksplorativt forskningsdesign.
I drøftelse- og analysedelen sammenlignes og vurderes intervjuresultatene opp mot relevant teori for å besvare den innledende problemstillingen. Drøftingen tar opp temaer som påvirkning og effekt av KI-verktøy på kundetilfredshet og kundebehov, samt hvordan KI kan øke kundelojaliteten i en tid med endringer. Videre drøftes det hvordan tilliten mellom forbruker og bedrift kan påvirkes av implementering av KI i kundehåndtering. Avslutningsvis diskuteres det hvordan KI kan påvirke fremtidens markedsføring
Plant-Based Companies Performance in the Food Industry: A Sustainable Alternative to Animal Agriculture
Full text linkMasteroppgave(MSc) in Master of Science in Finance - Handelshøyskolen BI, 2024We provide evidence on the impact of global rise in veganism on the stock market, confirming that plant-based stock exhibits lower return. However, they are priced in accordance with market expectation. Analysis of value-weighted long-short portfolios over different periods reveals consistent result. We find no evidence of sustainability risk or ethical material that influence return. Ethical-motivated investors do not appear to contribute to the lower return of plant-based stock. The study also highlights the absence of a causal link between attributes of plant-based firms and ownership behaviour that drives differences in stock performance. Institutional investors do not exhibit behavioural change towards positive screening on plant-based companies. Collectively, this suggests that investors do not regard differences in sustainability issues between plant-based and non-plant-based companies as sufficiently significant; instead, they prioritize investments offering stability and a better risk-adjusted profile over sustainability consideration
Master Thesis on Virality and TikTok
Full text linkMasteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2024This master thesis explores the factors that contribute to the virality of content on TikTok and investigates how brands can leverage these factors to enhance their marketing strategies. Given TikTok’s quick rise in popularity and its unique capability to shoot ordinary users and brands to viral fame, understanding the mechanics of virality on this platform is crucial for the marketing industry. Using a qualitative methodology involving semi-structured interviews of both experts and informants, our research identified several key factors that drive virality, including authenticity, emotional aspects, user engagement, trust and content sender, among other factors.
Our findings suggest that content perceived as authentic significantly enhances user engagement. Emotional aspects such as humor, excitement, and inspiration are critical in compelling users to interact with content. Furthermore, the role of influencers, particularly nano-influencers, and the strategic timing and relevance of content are highlighted as vital elements for achieving virality.
Brands can exploit these insights by creating content that resonates with the TikTok community’s values and trends, engaging with subcultures such as BookTok, and utilizing influencers to build trust and authenticity. By understanding the mechanisms of TikTok virality, brands can effectively navigate the platform to build stronger customer relationships and achieve marketing objectives. This thesis contributes to advancing knowledge in digital marketing by offering actionable insights into leveraging TikTok’s viral potential to enhance brand equity and consumer engagement
Four roles of physicality in digital innovation: A theoretical review
Full text linkIn this theoretical review, we engage with empirical contributions to digital innovation scholarship to advance our understanding of physicality. Specifically, we develop a conceptualization of physicality grounded in work on the materiality of technology involving two facets: The focus on physicality – an artifact or an activity – and the criticality of physicality when theorizing digital innovation: as a primary or secondary factor. We use this framing to describe four different roles of physicality in the digital innovation literature – physicality as subject, vessel, context, or nexus of digital innovation. Each role of physicality provides a different perspective that, independently or jointly, serves research into emergent topics along the frontier of digital innovation phenomena. This paper thus contributes by consolidating and advancing the theoretical foundation for researchers wishing to attend to varying aspects of physicality when theorizing digital innovation.publishedVersio
A Constrained Dynamic Nelson-Siegel Model for Monetary Policy Analysis
Full text linkThe Dynamic Nelson-Siegel (DNS) model implies that the instantaneous bond yield is a linear combination of yield curve’s level and slope factors. However, this constraint is not used in practice because it induces a singularity in the state covariance matrix. We show that this problem can be resolved using Bayesian methods. The key idea is to view the state equation as a prior distribution over missing data to obtain a hyperplane truncated multivariate normal conditional posterior distribution for the latent factors. This distribution can then be reparameterized as a conditional multivariate normal distribution given the constraint. Samples from this distribution can be obtained in a direct and computationally efficient manner, thus bypassing the Kalman filter recursions. The empirical significance of the resulting Yield-Macro Constrained DNS (YM-CDNS) model is demonstrated through both a reduced form analysis of the US Treasury yield curve, and a structural analysis of functional conventional and unconventional monetary policy shocks on the yield curve and the broader macroeconomy
Verdsettelse av SATS ASA
Full text linkBacheloroppgave i Økonomi og administrasjon fra Handelshøyskolen BI, 2024I denne casestudien er det gjennomført en verdsettelse av treningssenterkjeden SATS ASA. Selskapet avsluttet 2023 med 276 treningssentre, omtrent 9 500 ansatte og 731 000 medlemmer i Norden.
Oppgaven har hatt som formål å finne aksjekursen til SATS ASA per 31.12.2023. Det er foretatt både interne og eksterne analyser for å kartlegge relevante faktorer for verdsettelsen. I regnskapsanalysen er det historiske resultatregnskapet og balanseregnskapet reformulert for å få en bedre forståelse av lønnsomheten i driften. Flere av nøkkeltallene er også sammenlignet med internasjonale konkurrenter i bransjen, og resultatene viser at SATS presterer best på flere områder. Resultatene fra 2020 og 2021 er utelatt på grunn av restriksjonene som ble innført under koronapandemien.
De interne analysene viser at SATS ønsker å fokusere på sin eksisterende portefølje av treningssentre fremfor å opprette flere nye. Selskapet besitter også flere viktige ressurser som muliggjør kjappe tilpasninger i tjenestetilbudet ved behov. De eksterne analysene viser at svekket kjøpekraft og høy inflasjon er store utfordringer for selskapet. Allikevel har SATS et godt tilbud til prisbevisste kunder gjennom Fresh Fitness.
De viktigste og mest relevante funnene fra analysene har dannet grunnlaget for fremtidsprognosene. I nærmeste fremtid spås det at flere av kundene vil ønske et lavpristilbud som følge av inflasjonen. Mot slutten av prognoseperioden vil den kraftige inflasjonen avta, og vekst i medlemsbase og gjennomsnittlig inntekt per medlem vil øke mer tilsvarende historisk vekst.
I verdsettelsen er både nåverdimetoden og relativ verdsettelse anvendt. Av nåverdimetodene er dividendemodellen, diskontert kontantstrøm til selskapet og diskontert økonomisk profitt blitt benyttet. Den relative verdsettelsen har benyttet nøkkeltall hos konkurrentene som også er undersøkt i analysen. Gjennomsnittlig aksjeverdi fra nåverdimetodene er vektet med 80%, mens resultatet fra den relative verdsettelsen er vektet med resterende 20%. Det er og foretatt en sensitivitetsanalyse, en scenarioanalyse og en Monte Carlo-simulering for å undersøke om estimatet er realistisk.
Verdsettelsen endte opp med en aksjekurs på 18,38 NOK per 31.12.2023. Faktisk aksjekurs denne dagen var på 15,16 NOK. Aksjekursen er derfor estimert til å være 21,24% høyere enn faktisk kurs. Derfor anbefales fiktive investorer å kjøpe aksjer i SATS ASA
UAVs in Humanitarian Logistics: Exploring the Impact on Supply Chain Resilience
Full text linkMasteroppgave(MSc) in Master of Science in Business, Leadership and Change - Handelshøyskolen BI, 2024This study aims to comprehensively synthesise the capabilities and barriers to integrating unmanned aerial vehicles (UAVs) in humanitarian logistics (HL), with the overarching objective of analysing the impact of UAV integration on supply chain resilience (SCRes) in the humanitarian context. The research objectives are to (i) analyse the capabilities and barriers to widespread UAV integration in HL, (ii) evaluate the impact of UAV integration in HL on supply chain and community resilience, and (iii) propose strategies to mitigate the adverse effects of UAVs on local stakeholders
Measures of Agreement with Multiple Raters: Fréchet Variances and Inference
Full text linkMost measures of agreement are chance-corrected. They differ in three dimensions: their definition of chance agreement, their choice of disagreement function, and how they handle multiple raters. Chance agreement is usually defined in a pairwise manner, following either Cohen’s kappa or Fleiss’s kappa. The disagreement function is usually a nominal, quadratic, or absolute value function. But how to handle multiple raters is contentious, with the main contenders being Fleiss’s kappa, Conger’s kappa, and Hubert’s kappa, the variant of Fleiss’s kappa where agreement is said to occur only if every rater agrees. More generally, multi-rater agreement coefficients can be defined in a g-wise way, where the disagreement weighting function uses g raters instead of two. This paper contains two main contributions. (a) We propose using Fréchet variances to handle the case of multiple raters. The Fréchet variances are intuitive disagreement measures and turn out to generalize the nominal, quadratic, and absolute value functions to the case of more than two raters. (b) We derive the limit theory of g-wise weighted agreement coefficients, with chance agreement of the Cohen-type or Fleiss-type, for the case where every item is rated by the same number of raters. Trying out three confidence interval constructions, we end up recommending calculating confidence intervals using the arcsine transform or the Fisher transform.acceptedVersio
Perceptions of e-lending in Scandinavian libraries: tension and harmony between institutional logics
Full text linkThis study examines e-lending dynamics in Scandinavian public libraries, by exploring the relationship between libraries and publishing houses. We ask how representatives of both fields perceive the public library’s role. Public libraries and publishers have traditionally served different roles in the book sphere: the library as a key cultural policy institution providing access to information and culture, and the publishers as involved in the production of books, operating on commercial premises. This relationship is affected by the change from ownership to licensing of digital book collections, which occurs along with changes on the national book markets. As a theoretical and analytical tool, the study uses the institutional logics perspective to explore the relations between different perceptions. We argue that this relationship can be illuminated through the dynamics of public service logic, market logic and digital logic. The study is empirically based on 26 in-depth interviews interviews with representatives of Danish, Norwegian and Swedish major libraries and trade publishers. Findings indicate that the relationship is nuanced and multifaceted, more than if it relied on a simple opposition between the public and the market. Both libraries and publishers share a common understanding of public service and market logics; however, they differ in perceptions of library’s role which is amplified by digital logic. The study also indicates that e-lending dynamics are influenced by cultural policies but with different outcomes in the three countries.publishedVersio