Publikationer från Högskolan i Jönköping
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AI-Driven Personalization and Consumer Trust: The Role of Ethical Marketing in E-commerce.
No full textAI-driven personalization has become a core part of e-commerce, enabling businesses to tailor recommendations based on consumer data. However, the increasing use of personal data raises ethical concerns, particularly around transparency, user control, and data misuse. These concerns are relevant in the European Union, where regulations like the General Data Protection Regulation require responsible data practices. Despite this, limited research examines how both consumers and strategic business leaders perceive trust in such systems. This study explores how privacy concerns affects trust in AI-driven personalization within European e-commerce, focusing on Generation X consumers and strategic business leaders. A qualitative research method was utilized to capture the diverse perceptions of consumers and strategic business leaders regarding trust in AI-driven personalization in e-commerce marketing. Thematic analysis was conducted following Braun and Clarke’s (2006) six-phase thematic framework. A case study of Zalando was a practical implementation to triangulate the interview findings with external sources of ethical AI-driven personalization in e-commerce marketing. The findings uncovered that trust is developed when personalization is implemented well, aligned with ethical implications, precise instructions with data collection and management, such as easy opt-out options, and compliance with legal principles. This study presents the Cognitive Calibration Model, where trust can be strengthened when personalization meets consumer needs and expectations, and company transparency. The findings contribute to marketing ethics and offer clear guidance for companies to integrate trustworthy and consumer-friendly AIdriven personalization in e-commerce.
Leveraging and Navigating AI Adoption : Overcoming the Challenges of Born-Digital Startups
No full textToday, we are living in Industry 4.0, a technological revolution of IT applications with endless development opportunities. Despite their technological advancements, 80% of born-digital startups fail in the early stages. This raises critical questions regarding the reasons for born-digital failure, and if applications such as AI can be used to mitigate this risk. However, AI adoption is not risk-free itself, and we may question whether AI adoption will help born-digital startups or lead to even more risks and challenges. Our purpose is to investigate how born-digital startups leverage AI to mitigate the risk of failure while also examining the risks and challenges associated with AI adoption in the startup process. This study examines four dimensions of failure factors in born-digital firms and six AI adoption risks identified in prior literature. Using purposive sampling, born-digital startups that actively use AI were selected for a qualitative study. Semi-structured and scenario-based interviews were conducted, including one with ChatGPT to explore its views on AI’s benefits and risks. Our study indicates that AI can be an applicable tool for the dimensions of failure risks, where the overall advantage is efficiency. However, using AI is not risk-free, and by leveraging AI, one also has to address the risks and challenges of AI adoption. The most common mitigation strategy is double-checking AI outputs to ensure their accuracy, which generates more workload for humans. This makes us question whether born-digital startups may develop a false sense of security in the efficiency of AI, leading to the potential issue of overdependence. While efficiency is the primary advantage of AI, born-digital startups have to evaluate whether AI offers a strategic advantage or if its associated risks outweigh the potential benefits. Therefore, it is important to realize that AI should be treated as what it is, a tool, and not the one managing the company.
Hybrid Supply Chain Models in Swedish Grocery Retail: Balancing Cost Drivers, Environmental Sustainability and Social Responsibility
No full textAbstract Background: The Swedish grocery retail sector transforms at an accelerating pace since customers seek change while regulators are establishing policies and digital innovation. The rise of sustainability as an important issue comes from the consumer value changes and Sweden's climate neutrality goals. The essential demand for sustainability now exists because hybrid distribution systems deliver emission reduction, cost minimization and improved inventory management. This study will explore the hybrid supply chains and the relationship between cost drivers, environmental sustainability and social responsibility. Purpose: This thesis investigates whether and how the hybrid supply chain models impact cost minimization, environmental initiatives and social responsibility in the Swedish grocery retail sector. The thesis goal is to determine effective and new trade-offs in the hybrid supply chain that balance economic, environmental and social outcomes. Method: The thesis uses a qualitative approach with a focus on a literature search. This search was conducted to explore the topic more and academic databases were used to explore the research topic. The empirical findings are based on seven semi-structured interviews with both floor workers and workers at an executive level. Conclusion: Combining a centralized supply chain with decentralized distribution reduces emissions and drives cost savings, controlling retailers and alerting them to shifts in the market. Inventory strategies match product characteristics by allocating stock based methods to high volume goods and order based systems to items with limited shelf life. Environmental standards such as sustainable packaging, waste minimization and renewable energy use are integrated into the operations. The research confirms that following the Triple Bottom Line Framework (TBL) pillars, Economic success, Environmental sustainability, and social responsibility are connected and intertwined within a hybrid supply chain model.
Beyond the Numbers: How Entrepreneurial Personality Traits Influence Business Angel Investment Decisions Across Startup Stages
No full text Why do some entrepreneurs secure funding while others, with equally promising ideas, get overlooked? The answer might lie less in the numbers and more in the person behind the pitch. This thesis investigates how the personality traits of entrepreneur’s shape business angel (BA) investment decisions during the earliest and most critical stages of a startup's life: seed, startup, and early growth. Guided by the Big Five Personality Framework and Agency Theory, the study investigates how traits such as openness, conscientiousness, extraversion, agreeableness, and emotional stability affect perceived trustworthiness, risk, and founder-investor fit. A qualitative abductive approach was employed, utilizing semi-structured interviews with experienced business angels. Thematic analysis revealed that different personality traits are valued at different stages of venture development; for instance, creativity and adaptability (openness) are prioritized in the seed stage, while conscientiousness and emotional resilience are favored during scaling. The findings suggest that personality traits not only serve as proxies for competence and reliability but also influence investor heuristics and relational dynamics. These insights contribute to the literature on entrepreneurial finance by integrating psychological dimensions into early-stage investment evaluation and offer practical implications for both entrepreneurs and investors seeking to improve alignment and funding outcomes
Restricting Remote Work in Sweden : How Employee Satisfaction and Retention is Negatively Impacted
No full textIn the contemporary world, remote work has become an increasingly normalized element of employment. However, many organizations are now reversing this trend by imposing restrictions on flexible work arrangements. This study investigates how such restrictions negatively impact employee satisfaction and retention in a Swedish context, in which flexibility and autonomy is often considered a baseline expectation. While previously conducted research explores the general effects of remote work, dimensions such as motivation and productivity in a Swedish context remain relatively unexplored. In order to investigate this, a qualitative research approach was employed. Furthermore, a multiple case study design was adopted, facilitating the exploration of two Swedish organizations operating in the industrial and engineering sectors. This was conducted through semi-structured interviews, with six correspondents holding diverse roles, providing the thesis with data which was thematically analyzed. The findings highlight that restrictions on remote work policies can negatively impact work-life balance, productivity, and motivation while simultaneously increasing the risk of employee turnover. Moreover, flexibility has been concluded to be a critical factor, particularly among younger employees and those with family responsibilities. Lastly, the study determines that organizations risk decreasing employee engagement and long-term retention when constraining remote work options, especially when neglecting the individual preferences and expectations of their specific workforce
”I mean, pictures don’t really have an explicit role in Swedish teaching, do they?” : Five upper secondary teachers’ perceptions of the role of images in Swedish language education – a qualitative interview study
No full textTrots det moderna samhällets multimodala kommunikationsformer tenderar skolan att upprätthålla en traditionell syn på kunskap där texten har en överordnad ställning. Bilden ges ofta en lägre epistemologisk status, trots forskning som visar på fördelar och möjligheter med bildanvändning inom undervisning. Denna studie syftar till att undersöka en grupp gymnasielärares syn på bildens roll i svenskundervisning och vilket pedagogiskt värde bilden tillskrivs. Studiens teoretiska ramverk utgörs av Lindströms modell över estetiska lärprocesser samt begreppen vertikal och horisontell mediering. En kvalitativ metod i form av fokusgruppintervju genererade ett resultat som visar hur bildanvändningen i svenskämnet präglas av ett ambivalent förhållningssätt. En framträdande aspekt i studiens resultat är att bildens epistemologiska status framstår som kontextuell och ofta underordnad textens, trots att flera exempel i studien visar på en medvetenhet för dess potential som meningsskapande verktyg. Därtill tyder resultatet på ett behov av en ökad didaktisk medvetenhet och en mer systematisk diskussion om bildens pedagogiska funktioner.Despite the multimodal forms of communication in modern society, schools tend to maintain a traditional view of knowledge in which the written text holds a superior position. Images are often assigned a lower epistemological status, despite research highlighting the advantages and possibilities of using visual materials in teaching. This study aims to investigate a group of upper secondary school teachers’ views on the role of images in swedish language teaching and the pedagogical value attributed to visual elements. The study’s theoretical framework is based on Lindström’s model of aesthetic learning processes, as well as the concepts of vertical and horizontal mediation. A qualitative method, in the form of a focus group interview, generated findings that reveal an ambivalent approach to the use of images in swedish language teaching. A prominent aspect of the study's results is that the epistemological status of images appears to be contextual and often subordinate text, even though several examples in the study demonstrate an awareness of their potential as meaning-making tools. Additionally, the results indicate a need for increased didactic awareness and a more systematic discussion about the pedagogical functions of images.
En systematisk litteraturöversikt om cybersäkerhet i autonoma fordon
No full textThis systematic literature review explores the critical cybersecurity challenges associated with autonomous vehicles (AVs), with a particular focus on message spoofing in Vehicle-to-Vehicle (V2V) communication. As AVs increasingly rely on interconnected systems for navigation, coordination, and decision-making, they become vulnerable to sophisticated cyber threats that can undermine their operational safety and reliability. Message spoofing—where false or malicious data is injected into V2V communication channels—can mislead vehicle responses, cause unsafe maneuvers, and disrupt overall traffic flow. This study examines existing detection and mitigation strategies, emphasizing the growing importance of artificial intelligence (AI) in enhancing AV cybersecurity. Through a systematic analysis of the literature, the review identifies key vulnerabilities in vehicular communication systems and highlights AI-based anomaly detection as a promising solution for identifying spoofing attacks in real time. This research underscores the necessity of developing comprehensive security frameworks to ensure the safe integration of AVs into modern transportation systems
GG (Gaming Grandparents) : Understanding the experiences of older players in multiplayer online environments
No full textBackground: The gaming industry has evolved from a youth-dominated niche into a global phenomenon within increasingly diverse demographics, including older adults aged 40 and above. Despite their longstanding engagement, many of whom have grown up alongside the industry, older gamers remain underrepresented in research and industry narratives that often focus on younger players or frame older gamers through therapeutic rather than recreational lenses. This study addresses this gap by examining the lived experiences of older gamers in online multiplayer environments. Purpose: This study examines how older gamers experience and navigate online gaming spaces, which have traditionally been designed for younger audiences. It explores their motivations, social interactions, and strategies for coping with challenges such as toxicity and age-related stereotypes. By centeringthe voices of older players, the research challenges prevailing assumptions about aging in gamingculture and contributes to a more inclusive understanding of gamer identity. Method: An exploratory qualitative approach was employed, using Interpretative Phenomenological Analysis (IPA) to analyze semi-structured interviews with 18 older gamers (aged 40–58) from seven countries. Participants were recruited through purposive and snowball sampling, ensuring active engagement in online gaming. Interviews explored themes such as community building, motivations, and encounters with toxicity. Data were transcribed, coded, and analyzed to identify emergent patterns and aggregate themes. Conclusion: The study reveals that older gamers are motivated not only by social connection but also by an evolving balance between community, autonomy, and adaptation. Online games serve as spaces for meaningful relationships and personal agency, offering flexible ways to stay engaged amid life’s demands. While competitive drive persists, it is reshaped by maturity and self-direction. Encounters with toxicity are common but are rarely seen as exclusionary. Instead, many respond by fostering inclusive, respectful communities. These findings challenge stereotypes and demonstrate that older gamers are not outliers but active contributors shaping digital spaces
The magic of read-aloud : A qualitative interview study on preschool teachers' experiences of dialogic read-aloud and the selection of literature in preschool
No full textSyftet med denna studie är att bidra med kunskap om hur förskollärare beskriver sina erfarenheter av att arbeta med dialogisk högläsning i förskolan samt hur förskollärare beskriver sina erfarenheter av valet av litteratur inför dialogisk högläsning. Studien har tillämpat en kvalitativ metod där semistrukturerade intervjuer har genomförts med sex legitimerade förskollärare. Studien har utgått från den fenomenologiska vetenskapliga riktningen och utifrån den har förskollärarnas gemensamma subjektiva erfarenheter sorterats och analyserats i relation till studiens frågeställningar. Centrala begrepp är: meningsskapande vilket i denna studie handlar om att barn lär sig i det som är relevant för dem, samt livsvärld vilket innebär varje individs unika vardagsvärld. Att arbeta med dialogisk högläsning i förskolan beskrivs av förskollärarna som värdefullt på grund av dess positiva inverkan på barns utveckling och lärande. Genom resultatet framkommer även att förskollärares förhållningssätt samt val av litteratur, i vilket barns intresse är centralt, är avgörande för hur dialogen utvecklas under lässtunden. Det framkommer att barns engagemang under dialogisk högläsning ökar genom att förskollärare ser till barns intresse och livsvärld.
