Marketing Function at Skandia

In today’s market economy several markets have become mature, where supply is greater than the demand. This implies that it becomes important to keep the customers that the company already has, especially in some business, for example as in the insurance business, it can take several years before the customers become profitable.

Purpose: The purpose of this thesis is to, from a structural and manager perspective, explore and explain the structure of the marketing function in a customer oriented organisation.


1 Introduction
1.1 Background
1.2 Problem discussion
1.3 Purpose
1.4 Research questions
1.5 Our process of selecting problem and study object
1.6 Knowledge contribution
1.7 Disposition
2 Method
2.1 Brief view on methodology
2.1.1 Hermeneutics: research tradition
2.2 Our holistic purpose: the research question
2.3 Our case study: the research strategy
2.3.1 Our purpose calls for a case study
2.3.2 The fundamentals of this case study
2.4 Using qualitative method: research method
2.5 Interviews: primary material
2.5.1 Performance procedure
2.6 The primary information source: Skandia
2.7 Conducting this case study
2.8 Deriving new knowledge and theory
2.9 Method bias
2.9.1 Reliability
2.9.2 Validity
2.9.3 Objectivity and values
2.9.4 Backsides to this case study
3 The case study object
3.1.1 The global Skandia
3.1.2 Skandia in Sweden
4 Empirical findings
4.1 Disposition
4.2 Interview person presentation
4.2.1 The Marketing Function
4.2.2 Group Management
4.2.3 Product Company
4.3 The organisation before the reorganisation
4.4 The Skandia organisation after August 2004
4.5 The Marketing Function
4.5.1 Goals
4.5.2 Means
4.5.3 Outcomes
4.5.4 Marketing Function co-workers
4.6 Group Management
4.6.1 Goals
4.6.2 Means
4.6.3 Outcomes
4.7 Product Company
4.7.1 Goals
4.7.2 Means
4.7.3 Outcomes
4.7.4 Customer Service co-workers
4.8 Summary of empirical findings
5 Literature review
5.1 The marketing function
5.2 Marketing function dimensions: structure and behaviour
5.2.1 Marketing organisation: structure variables
5.2.2 Communication and co-ordination
5.2.3 Marketing organisation: behavioural variables
5.3 Business strategy
5.4 Organisational archetypes
5.5 Summary of literature review
6 Analysis
6.1 The marketing function in Skandia
6.2 Marketing function dimensions: structure and behaviour
6.2.1 Marketing organisation: structure variables
• Centralisation versus decentralisation
• Formalisation
• Specialisation
6.2.2 Communication and co-ordination
• Communication
• Co-ordination
6.2.3 Marketing organisation: behaviour variables
• Customer orientation
6.3 Business strategy
6.4 Organisational archetype
6.5 Overall business performance and outcome
6.6 Conceptual framework
7 Conclusion
8 Authors’ reflections
9 References
Appendix I
Appendix II
Appendix III

Author: Makloof, Frida,Sundberg, Therese

Source: Linköping University

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