5 Tips for a Great Email Subject Line

5 Tips for a Great Email Subject Line 5 Tips for a Great Email Subject Line Writing a great marketing email or newsletter is one thing. Encouraging your subscribers to open said email is another thing entirely. As such, you need a great subject line. But how can you create a subject line that will boost open rates? Our top tips for a great email subject line include: Keep email subject lines short and simple (ideally, six to ten words). Tailor subject lines to suit your brand, audience and goals. Personalize each subject line using your customer information. Avoid words and phrases that trigger spam filters. Use A/B testing to refine your email subject lines. For more detail on optimizing your email subject lines, read on below. 1. Keep It Short The best email subject lines are usually short and simple. In fact, subject lines between six and ten words long generate the highest open rates. Thus, you need to set out what the email is about in clear, concise terms. Sometimes, this simply means getting straight to the point: Here, the subject line is simple, but it tells the recipient exactly what they need to know. And that is often enough! In other cases, you may need to tempt the recipient to open the email by setting out a time-limited offer or asking a question: Even in these â€Å"tempting† subject lines, though, a punchy message will usually work best. If nothing else, you risk losing part of the sentence with a long subject line. And if you do use a longer subject line, you will therefore need to front load the important information: In the email above, for example, the subject line was long enough that the browser did not display the whole message. But the most important detail – Save up to 75% on Weekly Sale – is right at the start, so the sender could be sure that all recipients would read this information. 2. Think About Your Audience and Goals No single â€Å"style† will suit every email. Instead, the best approach for each subject line will depend on your brand voice, audience and goals. The first two of these – brand voice and audience – go hand in hand. After all, your brand should reflect what your customers expect from your business. So, if you’re running an entertainment news website aimed at a young audience, you might pack your email subject lines with slang or emoji. But the same approach may not be appropriate for mailing an accountant’s client list. Dated slang is another hazard for try-hard accountants. Similarly, an email subject line should reflect your aims. Are you trying to convert new subscribers into customers? Remind existing customers of a deadline? Provide news about your business? In any case, think about how you can tailor the email subject line to help achieve your goal. 3. Personalize Each Subject Line Adding a personal touch to an email subject line can boost open rates. This may include any number of the following: The subscriber’s first name (e.g., the LinkedIn email above). Mentioning products or services that reflect the user’s past purchases. Sending a greeting or offer on the user’s birthday. Localizing emails based on a subscriber’s address. How you approach personalization will depend on your business and the information you have on your subscribers. But people are much more likely to open an email if they feel it was written for them. 4. Avoid the Spam Filters If your emails end up in the Spam folders of your subscribers, nobody will read them. So to stop this happening, you should try to avoid words and phrases that sound â€Å"spammy† in your subject lines. This does include some fairly obvious terms – a subject line that says EARN  £Ã‚ £Ã‚ £ FROM HOME TODAY!!! is not likely to get past any spam filters. But it can also include innocuous phrases such as â€Å"great deal† or â€Å"compare rates,† so make sure to check a list of spam trigger words. 5. Test Different Subject Lines Finally, A/B testing is a great way to refine your email subject lines over time. This involves sending two versions of the same subject line to different parts of your subscriber list and seeing which generates the best results. And these results are specific to your business. Thus – whatever other companies are doing and whatever the marketing blogs are saying – you will get to know exactly what your customers respond to, letting you target them more effectively.

Reading report Essay Example | Topics and Well Written Essays - 500 words

Reading report - Essay Example These fields are the information and communication field, and the health provider field. As far as these two fields are concerned, a concerted and fused background could be given in relation to the study that was undertaken, without having to give a separate background to the two fields of study. This is because, over the years, there has been great talk of the need to modernize the health sector to make it have its fair share of the technological advancements that are happening all around us (Gardener, 2009). Indeed, there have been both national and local sector reforms that have over the years ensured that health care delivery was improved and that the fulcrum of improved service was with the use of technology. If for nothing at all the digital health record system can be mentioned as a long term intervention that is being used by the health directorate to achieve improved results. There has also been the digitalization of database systems in the healthcare sector. These sector re forms indeed favor the position of IBM as an information and communication company to have a good business marriage with the health sector. The study was conducted following the qualitative method of research whereby the author made use of a lot of secondary data as compared to primary data. This is to means that the author, who also acted as the researcher of the study, did not have to depend on data coming directly from the field of study that were collected by the researcher. Rather, as part of the provisions of qualitative research, the researcher collected data from existing sources that could be trusted as reliable, authentic and empirical. To this effect, there could be several references made to people who have given different versions of accounts to how IBM strategized itself into become a global giant and surmounting the wind of economic turbulence that blew all across the globe. There exist several managerial implications of the current study. Most of these

Conflict management (case) Case Study Example | Topics and Well Written Essays - 750 words

Conflict management ( ) - Case Study Example Morris was the initiator of PFM, and since he was in Paris, he should have asked his French counterparts to be part of the project. This project was the one based on rearranging the present social network to be more French-like. Not inviting them was thus aggravating the conflict. The main issue was keeping significant information from the French who learned of this project through another source. In addition, Morris should have been present during the merger which was about to happen between Voila and America’s rival, Jardin (Osland et al, 2007). He should have been there to encourage and guide his team who were facing employment issues. There needed to be collaboration between Morris and his fellow team members: Drummond, and Hanover (Osland et al, 2007). He personally appointed them, so he was supposed to be physically present in Paris. This would in turn lead to a very close relationship between these leaders. As a result, communication, ideas and decision-making elements would be discussed between them; Cooperation between them would have avoided the conflict. In fact, maybe they would have to agree and arrive at common ground of applying the principles of both PFM and Nourriture Excellent (Osland et al, 2007). The conflict revolved between the two projects, with each side trying to kill the opponent’s side project (Osland et al, 2007). ... Full collaboration was required based on the fact that careers depended on it. Each party needed to recognize the role they played in the video conference break down and acknowledge the fact that each would take full responsibility of what they did. Another thing, which contributed to the conflict was the team members in Paris refused to acknowledge Drummond as a real team member (Osland et al, 2007). This was largely her fault because she did a lot of work, which did not involve the French. Drummond should have understood the meaning of the team and involve the Paris team. At the end of the day, they would not have felt left out in significant matters, and they would have involved her in the meetings she requested to be part. Being added to the investigative team sounded ridiculous to the French because at the time Voila members were not given any responsibilities. According to Osland et al (2007), Voila was never prepared to accept PFM. They showed this through their actions. Morri s and his American counterparts should have accepted this fact instead of trying to force the idea on them. This was based on the fact that the business idea would yield very good results. They should have known that the French could never accept any radical ideas no matter how good the results would be. Well, Hanover was able to realize this, and no wonder he was able to form an explanation of what happened, why it happened and finally the role each person played in the conflict (Osland et al, 2007). He should have gone a step ahead and state ideas of resolving the issue at hand and even apologize to voila company. However, it is ironical that even during the conflict period, business results from both parties were positive. In fact, it

Everest Report Essay Example for Free

Everest Report Essay Introduction Everest simulation is a group task program created by Harvard this program allows teams to gain new experiences in relation to group tasks. The Everest teams were given two opportunities to complete the simulation, during the two simulations team members learnt how to problem solve and make strong decisions to ensure the group and individual goals were met. This exercise is a valuable tool to learn as it places students in teamwork situation within professional organisations. The following report will examine both simulations outcome of results and the significant events which took place. Focusing on the group and individual’s experience based on the theory concepts attitudes, leadership and groups and teams. As the results were at a distance the report will look at the type of strategy’s adapted between  both attempts. As we did not have a clear leadership style and no clear communication within the first simulation this affected the overall confidence and support in achieving a higher group and individual score this report will discuss what type of leadership theory was approached during both simulations and the change of structure through the group experience. Preparation of Everest Simulation As the Everest simulation is a group based task we were formed into our numbered groups. Group 35 decided during the tutorial to take part in the first simulation through face to face contact, in this meeting were technical issues within the Wi-Fi system and we could not continue with the Everest climb. Some members suggested we continue at a later time through the Skype program. During this conclusion we had a few encounters as a few of the team members including myself were not familiar within the Skype program ,including the time chosen for first climb would not be suitable for group members external conditions. It had seemed we were facing a dilemma, we found ourselves problem solving even before the first Everest climb. As a group we problem solved to ensure we could support all members individual commitments with minimal conflict. It is imperative when forming a group task to ensure all group members are satisfied with the final decision according to (Lakein’s, 1973 cited in Macan, 1994) there were forms of time management descriptions were individuals confirm the importance of their personal needs and facing the task of prioritising these activities to ensure the goals are met and accomplished. This evidence suggests that most individuals preparing for a group task will prioritise and be committed to complete the Everest simulation1. Critical Analysis of Attitudes / groups and teams within Everest simulation 1and 2 Group experience and result: This first group reflection is based on the first Everest simulation which subsequently took place via a virtual mode of Skype, This virtual interaction gave the group a total group result/of 67 The attitudes of the team were very positive in building strong relationships with one another, this first simulation was at a forming stage and we moved into the storming  stage of adapting to each other’s behaviours and personality’s. Time management had become an issue as we were trying to contact a few Everest tem members who did not respond to the initial set time for virtual meeting after 45minutes after the initial start time. As there was a cultural diverse group of personality we found ourselves developing strategies within a social interaction, gaining respect for each individual member and personal commitments. As prior to commencement there were difficulties with computer problems during face to face meeting within the library. It is imperative as a group that consistency is vital to gain a more efficient and effective result in productiveness. Motivation and emotional factors of not knowing each other on a closer bases and the link of a virtual experience was a concern ( Baltes, 2002, cited in , Bordia, 1997) Demonstrates that studies have shown computer based teams are less satisfied and positive of those who meet in a face to face environment. As we all had no prior recognition of familiarisation w it one another this became a little difficult to conduct a virtual group task, As our score was a little low this may have been due to the unclear communication of a virtual experience at times as a group it was unclear to know if we would proceed due to messaging being transmitted and encoded with no clear construction. As stated by (Bos 2002 and Jensen, 2000 cited in Hertel, 2012) â€Å"Differences between computer-me diated and face-to-face teams for negotiation tasks have seldom been explored. It is usually recommended that negotiation and conflict management should rather be realized face-to-face than at a distance because they involve complex interaction and the need to build trust† As a group within the first simulation we had no clear discussion on the Everest group goals and what we initially would like from this experience prior to climb. Due to the external noises and distractions during the virtual simulation through Skype at times it seemed there was low level of satisfaction in completing the tasks in front, once the simulation was completed their was job satisfaction in completing a score of 67%. Everest Simulation 2 was completed as another form of meeting this time we wanted to build a better performance rate in the second simulation, we decided it may be more productive to meet in house face to face, this was probably the most suitable decision. At this stage were forming close  relationships and building trust as a group, getting to know the behaviours of one another. Our second team score was 96% this was a significant rise in results, the probability of a higher score may have come from the confidence we all gained in communicating as a team and not as individuals. There was a sense of inclusion and respect for all suggestions on how we would help all team members meet the goals of the summit climb more effectively and efficiently. This was not evident within the virtual simulation as we had no group structure or clear goals. Individual Experience and result: My individual experience and result of the first simulation within the Attitudes and group and team theory, I originally was very hesitant as I knew it was imperative to form a strong team ethic to ensure we succeeded in the tasks set out by the Everest simulation. Originally I have only ever been in face to face situations with group tasks; I was excited about a new challenge of virtual learning but at the same time not sure about how I could build trust through the comfort of technology. As an individual researched the job description of my position as the marathoner, this preparation was to ensure I could support my team members in the higher success of reaching the summit and meeting the group goals and individual goals set. During and before the climb we had no briefing regarding the Everest team goals and we just commenced the climb as a member of a team I know this is an important part of team building of relationships and discuss within your team. This can also affect the trust of a group and team and we are already reluctant to gain relationships with team members, I wondered whether this may have been due to the virtual experience I had been a part of as discussed by (Li 2004 cited in Brahm and Kunze, 2012) moderating the role of trust is more difficult in the virtual team thus can create trust attitudes and the relationship of team trust and team cohesiveness. My total result for the first Everest simulation was at 67% I feel this may have been due to the confusion on whether to speak up or just sit back and not interact with the group due to the lack of clear communication. The Everest simulation 2 was a much more positive and enjoyable task as an individual I was more confident with a face to face meeting, at one stage I was a natural leader by gaining the confidence in expressing my interest and advice in  having the next simulation meeting together. I suggested this may create a higher score for us as a team. As an individual I could relate to the flexibility of a virtual meeting but was hesitant in the process and the clear low result we may achieve. Speaking up and having voice was the start of feeling comfortable within my team environment, there may have been other team members who felt the same decision was necessary as stated by (Argyris, 1991 cited in Morrison, Wheeler-Smith, Kamdar 2011, pg. 183) â€Å"Group and team members often do not share their opinions, ideas, and concerns, and such an absence of voice can have serious negative implications for group performance†. As an individual going into a group task I feel it is important to have your say to benefit your team in success. My individual score of the second simulation was a result of 100% this high score I feel was from the result of strong decision making and problem solving within the group. We also had sufficient time between climbs to take our time and work through questioning every step we took as a group; I fe el my extroverted approach to this questioning assisted in the high individual score. In the end it is vital to have clear goals and achieve success through positive and effective construction within a team environment. Group Experience within Leadership Everest simulation one and the leadership dynamic through the virtual experience of Skype may have affected the initial role of the team leader and the response of no clear structure or coordination within the group. As our group existed to remain new to the first simulation we were still adapting to each other’s behaviours. As a leader it is imperative to gain confidence in building the relationships within your group, the team leader assigned seemed quite held back and not confident in becoming assertive within the decision making process, whether this was due to a virtual leadership role and difficulties familiarisation of a new group of people.. We as a group required a strong leader who could guide us all in our role for a successful climb. Our leader was more of a Laissez-faire style who generally was happy for all team members to come together and have freedom in the decision making process. At the beginning of the confusion in the virtual Everest climb our leader was introverted but was a supportive leader and happy for us to move when required. The group still had respect for the  authority of the leader as this member was still in form of legitimate power due to the job description and role within the Everest simulation. We all know the role we were required to play. Our group had quite a few natural leaders who were supportive with the knowledge of what was the next option. Put a quote in about importance of a strong clear confident leader; also talk about difficulties faced by leaders in virtual roles During the first climb there were a few scenarios were as a group we would problem solve wether to move on and leave the critically ill, I found myself waiting on the other end of disruptions from a clear answer from our team leader. In the end it felt more like a self-reflective answer from all members on their own individual goals. Individual experience and result: My individual experience of Everest simulation one was at first curious to see how leadership would be demonstrated through a virtual experience, as managing group or team in a work environment can have its challenges my initial thought was leading a team with no visual contact could affect the process. As we did not have a briefing or discuss the goals of the team I felt it was unorganised through the leadership process. I knew the role of the leader would have some advantage in ensuring we all meet our own individual goals and those of the Everest team as discussed by At times I feel l was a natural leader who assisted my team in achieving maximum success through supportive questions and answers. At the same time I was aware we were all team members from diverse cultural backgrounds, i respected this and showed respect for all my team members. Leadership was not as strong at the first simulation, but progressed over periods as we started to form a stronger group. As stated in our Team contract we referred to having a specific team leader but collaborated together in a final vote. Virtual teams can have difficulty in leading (Hertal udo,2005 pg 72) suggest that virtual experiences â€Å"by hand are feelings of isolation and decreased interpersonal contact, increased chances of misunderstandings and conflict escalation, and increased opportunities of role ambiguity and goal conflicts due to commitments to different work-units. Following from this quote it is evident from our second simulation of face to face interaction, we had a change in leadership style our leader demonstrated characteristics  in becoming a democratic leader, this assisted me in growing confidence to become more effective and efficient in meeting the individual and team goals and my leader became more engaged in the learning process. This may have also resulted in a final group result of 96% and my individual result of 100%. Due to the change in leadership we become a confidant ad trustworthy group with a sense of social glue. Leadership with social face to face interaction showed more qualities for a successful leader and team. Conclusion Based on the analysis of the two attempts of the Everest simulations it is recommended that as a group we remained more productive and efficient in meeting our goals through face to face collaboration. As our results varied remarkably amongst both simulations The Everest simulation is a wonderful learning device to gain improvement in new expertise utilised in the team and group environment of a workplace, ensuring group development throughout the process likewise evident in the significance of integrating the team contract and policies to track when members required assistance. References: 1:Baltes et al., 2002; Bordia, 1997; Hollingshead McGrath, 1995; Warkentin et al., 1997) page 86 cited in 2: Gersick, Connie J G. (1988). TIME AND TRANSITION IN WORK TEAMS TOWARD A NEW MODEL OF GROUP DEVELOPMENT. Academy of Management Journal. 31 (1), 9-41. http://search.proquest.com.wwwproxy0.library.unsw.edu.au/docview/199773909?accountid=12763 3: Hertel, Guido Geister, Susanne Konradt, Udo. (2005). managing virtual teams: A review of current empirical research. Human Resource Management Review. 15 (1), 69-95. 4: Morrison, Elizabeth Wolfe 1; Wheeler-Smith, Sara L. 1; Kamdar, Dishan 2. (January 2011.). Speaking Up in Groups: A Cross-Level Study of Group Voice Climate and Voice.[Article]. Journal of Applied Psychology 96 (1), 183-191. 5 .P. J. Lamberson and Scott E. Page. ( April 2012). Optimal Forecasting Groups. Management science. 58 (4), 805-810http://mansci.journal.informs.org/content/58/4/805.full.pdf+html 6.Macan, Therese Hoff. (June 1994). Time Management: Test of a Process Model. Journal of Applied Psychology.. 79 (3), 381-391. 7.Taiga Brahm, Florian Kunze, (2012) The role of trust climate in virtual teams, Journal of Managerial Psychology, Vol. 27 Iss: 6, pp.595 – 614 cited on 11/10/13 http://www.emeraldinsight.com/journals.htm?articleid=17047848show=abstract HHAY, RATHTANA V, KLEINER, BRIAN H (2013). Effective communication in virtual teams Industrial Management/ Business source premier. 55 (4), 28-30. Cited 12/10/13

Rwanda Genocide Compared to Blood Done Sign My Name Essay -- literature

From April to July of 1994 terror struck Rwanda as Hutu members of the nation brutally maimed, raped, and killed around 800,000 Tutsi members, along with partial Hutu members. Leading up to the genocide, there was tension between both ethnicities. Over the decades, people of the Hutu ethnicity took power of the country, in fact, Major General Juvenal Habyarimana, a moderate Hutu, took office for over ten years (History.com Staff, 2009). Correspondingly, in years leading up to the Rwanda genocide, in another country called America, the ethnic group of Africa Americans was being harshly discriminated against. In the 1900s, slavery was no longer legal in the states; however, a few decades before the Rwanda genocide, Oxford, North Carolina took a toll against punitive decimation and homicide based on someone’s ethnic group. On May 11, 1970 (fourteen years before the Rwandan genocide), Henry â€Å"Dickie† Marrow was murdered by three white men who, at the time, were very well known men in Oxford. He was brutally beaten and shot before eventually dying while under medical care. Marrow was murdered strictly based on the color of his skin and the where he came from. Although the thirteen amendment was passed in the 1800s, (The Library Of Congress , 2014), it took over to a century for racial discrimination against African Americans to some to a slow. Unfortunately, in smaller areas, such as; Denton, North Carolina, there is still racial discrimination today. During this event, a white boy named Timothy Tyson was watching the events, he later grew up to write a book with stories from different people on what happened, to get the actual facts. The book is now called, Blood Done Sign My Name. The horror began in Rwanda when a plane carryi... ...cide ended when the Rwandan Patriotic Front took over the country. This was a group of Tutsi who were from Uganda and were trained fighters (Rosenberg, 2014). This is into comparison with when the blacks won and the Teel’s where sent to trail and charged. Works Cited Armenian Youth Federation. (2014). Genocide in Rwanda. Retrieved April 30, 2014, from United Human Rights Council : http://www.unitedhumanrights.org/genocide/genocide_in_rwanda.htm History.com Staff. (2009). History.com. Retrieved April 30, 2014, from The Rwandan Genocide : http://www.history.com/topics/rwandan-genocide Rosenberg, J. (2014). A Short History of the Rwanda Genocide. Retrieved 2014, from Rwanda Genocide. The Library Of Congress . (2014, April 10). Primary Documents in American History . Retrieved April 30 , 2014, from http://www.loc.gov/rr/program/bib/ourdocs/13thamendment.html Rwanda Genocide Compared to Blood Done Sign My Name Essay -- literature From April to July of 1994 terror struck Rwanda as Hutu members of the nation brutally maimed, raped, and killed around 800,000 Tutsi members, along with partial Hutu members. Leading up to the genocide, there was tension between both ethnicities. Over the decades, people of the Hutu ethnicity took power of the country, in fact, Major General Juvenal Habyarimana, a moderate Hutu, took office for over ten years (History.com Staff, 2009). Correspondingly, in years leading up to the Rwanda genocide, in another country called America, the ethnic group of Africa Americans was being harshly discriminated against. In the 1900s, slavery was no longer legal in the states; however, a few decades before the Rwanda genocide, Oxford, North Carolina took a toll against punitive decimation and homicide based on someone’s ethnic group. On May 11, 1970 (fourteen years before the Rwandan genocide), Henry â€Å"Dickie† Marrow was murdered by three white men who, at the time, were very well known men in Oxford. He was brutally beaten and shot before eventually dying while under medical care. Marrow was murdered strictly based on the color of his skin and the where he came from. Although the thirteen amendment was passed in the 1800s, (The Library Of Congress , 2014), it took over to a century for racial discrimination against African Americans to some to a slow. Unfortunately, in smaller areas, such as; Denton, North Carolina, there is still racial discrimination today. During this event, a white boy named Timothy Tyson was watching the events, he later grew up to write a book with stories from different people on what happened, to get the actual facts. The book is now called, Blood Done Sign My Name. The horror began in Rwanda when a plane carryi... ...cide ended when the Rwandan Patriotic Front took over the country. This was a group of Tutsi who were from Uganda and were trained fighters (Rosenberg, 2014). This is into comparison with when the blacks won and the Teel’s where sent to trail and charged. Works Cited Armenian Youth Federation. (2014). Genocide in Rwanda. Retrieved April 30, 2014, from United Human Rights Council : http://www.unitedhumanrights.org/genocide/genocide_in_rwanda.htm History.com Staff. (2009). History.com. Retrieved April 30, 2014, from The Rwandan Genocide : http://www.history.com/topics/rwandan-genocide Rosenberg, J. (2014). A Short History of the Rwanda Genocide. Retrieved 2014, from Rwanda Genocide. The Library Of Congress . (2014, April 10). Primary Documents in American History . Retrieved April 30 , 2014, from http://www.loc.gov/rr/program/bib/ourdocs/13thamendment.html

Evaluative Essay on fast food restaurants Essay

Walking into some fast food restaurants can be exciting. As soon as you walk in you start to smell their prize winning food, you can feel the heat that is coming from the grills that they use to make your favorite fast foods. You can see the whole restaurant just with one look, there is always people ready to help you order your meal and fast service. That’s the quality’s every fast food restaurant should have and Burger King has all those. Burger King has many competitions from McDonalds to any other small business fast food restaurants, but I can’t seem to like any other fast food restaurant than Burger King. Other fast food restaurants might taste good but still not as good as Burger King grilled whoppers. Many fast food restaurants have their own phrase of words that they like to use like Burger King has â€Å"Have it your way† and McDonalds has â€Å"i’m lovin’ it† first McDonalds phrase word is already spelled incorrectly and doesn’t make sense. Burger Kings â€Å"Have it your way† is true because you can have it your way when you order a whopper you can pick what you want on it. Not many fast food restaurants grill their hamburgers, but Burger King does. Each Whopper you buy has the grill marks on the meet you can’t find that in any other fast food restaurants, nothing in Burger Kings is micro waved everything is grilled and cooked. In McDonalds they microwave their food so you get a saggy hamburger that breaks up when you bite on it so instead of having food in your mouth you have it all over the table. When you order something from Burger Kings menu and you look at the picture on the menu you actually do get what you see on the menu and the size of the whopper that you see is really the way it does look when you get it. Not like McDonalds has a picture of a big hamburger but you actually get a small hamburger that doesn’t fill you up at all. If you like grilled whoppers Burger King is the choice for you, because you can â€Å"Have it your way†. From grilled whoppers to good tasting french fries and onion rings that have their own special sauce, that’s Burger king for you. If you decide to go with â€Å"i’m lovin’ it† that’s your choice because  there is really nothing to love.

Country Factbook Between Seden and Denmark on Organic Food Industry Essay

1. Executive summary The organic food industry is suitable for business investments in both Sweden and Denmark due to several factors. First of all, efficient local intermediary firms and certain broader macro-level institutions facilitate business and provide location advantages. Moreover, studying the business/industry culture can be used to gain insights in the business environment of Sweden/Denmark in the field of organic food. However, the complex natures of harvesting organic goods make it impossible to indicate the best location for production, as this depends on the particular product being produced. As a result, demand and supply across Sweden and Denmark are met by means of a widespread retail sector, intra-industry trade and export. Only by making an estimation of sectorial breakdown and its counterparts an (somewhat) informed investment decision can be made. Either way, it is evident that organic food industry as a whole has gained popularity due to several reasons. One example is that CSR profiles of firms have become an customary element in the product purchasing decision in recent times. It can be said that recent developments in technological- (information technology revolution) and political nature (subsidies) have contributed to this trend, documents playing an important role in particular. Since culture consists of documents and culture is more available to document analysis today it has been our choice in our data collection method. In turn, for data analysis we have made use of coding, series of events and semiotics. It is these that have allowed us to assess macroeconomic performance of Sweden and Denmark as well as its historical developments, socio-cultural conditions and the nature of competitiveness in the organic industry field. Despite the fact that Sweden and Denmark share many similarities in each one of these areas there are some differences. However, these are considered to be subtle and highly context-dependent. Therefore, we would also not like to answer our research question, ‘’How and why do the organic industry conditions differ between Sweden and Denmark? ’’ in this section, but hope that you will find an answer what is best for you in the pages of the remainder of this report. Ultimately, we will provide major findings of comparisons and recommendations, based on our views and experience gained during our research. It might be possible to ‘’tweak’’ this information in such a way in making it applicable for your particular business scenario or business plan. 2. Introduction This section is meant to state the goal, relevance and purpose of our Factbook. Furthermore, it will give rise to our lead question, being ‘’How and why do the organic industry conditions differ between Sweden and Denmark? ’’ To boot, we hope to achieve appraisal and recognition for our deliverables from whom ultimately might use and/or buy our Factbook. Like the CIA Factbook, our focus is on the industry. However, it is important to note that we have tried to achieve more than the already existing Factbooks, as they are often too comprehensive or lacking in value. We have tried to overcome the first problem by linking theory to application and writing about it. In this, our main challenge has been to take into account all aspects that somehow matter for the bottom line, the profitability of an investment project. Yet, since profitability is a relative term it might be better to speak of opportunity costs. This terminology is crucial to understand for correct business decision making to take place and also forms the backbone for our final recommendations in our Factbook. Moreover, Pugel (2009) has showed that many industries incur rising, rather than constant, marginal opportunity costs. For instance, efforts to expand Denmark/Sweden organic wheat production would fairly quickly run into rising costs caused by limits on (1) how much more land could be drawn into wheat production and how suitable this additional land would be for wheat production, (2) the availability of additional workers willing and suitable to work on the farms, and/or (3) the availability of seeds, fertilizers, and other material inputs. As for the second problem, we focus mostly on institutionalism and culture as they are lacking in other country Factbooks. Examples of institutions that can facilitate business in Sweden and Denmark are efficient local intermediary firms and certain broader macro-level institutions, both being considered to be generally available location advantages (Verbeke 2010). Concerning culture, we are particularly interested in business/industry culture. This is based on logic that our analysis is mainly on the industry level. Furthermore, Hollensen (2008) has showed that business/industry culture of business behavior and ethics is similar across borders, i. e. expected to be the same for Sweden and Denmark. By learning about the industry culture the decision maker will be aware of important ‘rules of the game’ (Hollensen 2008). Concerning the purpose, this Factbook is meant to facilitate a document that will be considered important for decision makers, i. e. policy makers but especially business investors. From an investment perspective, several hierarchical modes (domestic-based sales representatives, mergers and acquisition, alliances, greenfield) are possible. However, retailer alliances and mergers and acquisition are most popular. To illustrate, in the case of Sweden retailer alliances control 90% of the food retail stores (http://www. snee. org/filer/papers/193. pdf). Furthermore, because the organic food market in Denmark and Sweden and Europe in general is rather fragmented, mergers provide benefits and interest to investors through economies of scale (http://www. nytimes. com/2011/05/24/business/global/24organic. html). Lastly, market growth, political support and complimentary resources in both Denmark and Sweden stimulate and attract business investors. These and other issues will be elaborated in the remainder of this report. All in all, we will provide the examiner with information of which we believe to be relevant for decision makers and can be used for deciding which company, or which industries of this company, to invest in. Hereby, we have tried to identify the major dimensions relevant to comparative country studies. These have been chosen carefully and matter for the organic food industry and a wide spectrum of business within this industry. In turn, these dimensions can be used to compare the countries Sweden and Denmark. Ultimately, the contents of this Factbook are meant to stay closely connected to the country set Sweden/Denmark and it’s organic food industry, yet still is general to the extent that it allows applying the information to a concrete business case. With the final product of our Factbook we hope to have provided the reader with a clear understanding of the conditional differences between Sweden and Denmark and as such an answer to our research question. Concerning the structure of the remainder of this paper, we will subsequently discuss: methods and frameworks, introduction to organic food sector, methods and frameworks, country comparison, major findings of comparison and recommendations and the bibliography. 3. Methods and frameworks 3. 1 Method for Factbook compilation As method for our Factbook compilation we have opted to first focus on the country and then on the region. It can be described as a region-based compilation (RBC) technique. For example, if you look at technology, technology is taking place in Eindhoven in The Netherlands and not in Delfzijl. If you are going to do something with energy then you end up in Delfzijl rather than in Eindhoven. However, making such a comparison for Sweden or Denmark in terms of organic food proves difficult. To explain, people that argue that organic food is simply being harvested on the most fertile agricultural land are likely to mix up terms. That is, fertility should be clearly set aside from productivity or even best land. Indeed, you can have a highly fertile area but deficient in its use do its limited crop sizes. Moreover, a certain area of agricultural land might be appropriate to harvest a particular organic product, but is less appropriate or least suitable for other organic products. Lastly, in general organic material levels go up as you go north. But productivity does not necessarily follow the same trend because the same shorter season and lower temperatures that helped build and maintain that organic material, limits growing seasons and crops growth. In order to prevent complexity we have decided to focus more on the retail sector of Sweden and Denmark than the production sector. The retail sector will include exports as over 70 percent of the exports of industrialized countries are shipped to other industrialized countries, and nearly half of total world trade is industrialized countries trading with each other (Pugel 2009). Sweden and Denmark are no exception, as they are known to have an established intra-industry trade relationship. Besides physical locations we also like to discuss official statistics as another compilation issue. The main issue is that official statistics often rely on incomplete information and therefore involve estimation. In our report we have made use of two types of estimation, sectorial breakdown and its counterparts. We have chosen to select these two types in order to facilitate the decision maker with a reflection opportunity of a wide variety of activities he/she might be interested in. Furthermore, in an attempt to ‘standardize’ statistics we will use figures of the Central Statistics Office (or a comparable source) as much as possible for both Denmark and Sweden. We believe it is advisable to use comparable or equal sources between the two countries as it strengthens the reliability of our research. Based on previous experience and narratives we believe the Central Statistics Office (also known as Central Statistics Bureau) is one of the most easily accessible and reliable sources to be found on the Internet. Furthermore, in order to prevent possible ambiguity we will use equal terminology for both countries as much as possible, including definitions of sectors and instrument categories. Moreover, we would like to briefly discuss the overall structure of the Factbook. First of all, the executive summary is meant to provide background information on the topic of organic food as an industry and can act as a quick-review guide of what the examiner is likely to expect in the report. In this, the executive summary contains several main ideas reflected in the report itself. Furthermore, the introduction discusses more distinct the Factbook and the underlying principles. Then, data collection and data analysis show arguments for the choices we have made in conducting our empirical research. As to the chapters that follow, these are simply a representation and a more in-depth analysis of what has been announced in the previous chapters and act as to share our findings in terms of describing legal, political, environmental, institutional and cultural dimensions. Lastly, we finalise our report by concluding with major findings of comparisons and recommendations. 3. 2 Prime theories and approaches There are different theories to be utilized for compiling this Factbook. One of the main drivers for organic farming is environmental reason, which are often associated with care for the environment. Moreover, it can be argued that the choice for buying ‘’organic’’ is also driven by social cultural reasoning, having this care for the environment being embedded as part of the culture. Indeed, this is mainly the case in the Western market where awareness towards environmental issues has risen in recent times. It is terms like corporate responsibility and sustainability that have become a part of the decision making process of Western consumers as to what to buy and to whom to buy it from. In this, environmental and socio-cultural values have become an important facet in the decision making process of the consumer in general, the organic food industry being no exemption. In an attempt to verify and examine these trends we will make use of theory of Schwartz (1999) combined with the theory of planned behaviour to determine if organic food consumption offers potential for business investment to take place. As we shall see later on, Schwartz his cultural values can be used to assess the main characteristics of the average Swedish and Danish inhabitant and how these assist in making inferences about core values, behaviour and its relation to the organic food industry. In order to find more specific similarities and differences we have made use of the framework as proposed by S. Ruiz de Maya et al. (2011), who offer us a theoretical approach to the organic food industry from the consumer side. It is this that provides us with socio-cultural factors and helping the investor to decide whether Sweden or Denmark is more ‘suitable’ to invest in, depending on a particular context. In addition, the PESTLE analysis will also be utilized in this report. It is important to note that we will not be focusing on the whole framework but on the political, social and legal factors provided. By examining the political factors we can determine how these influence the organic food industry. For instance, some administrations can be beneficial for the organic food industry. For instance, by stimulating farmers to dedicate more land for organic farming and usage of organic food in government institutions. However, in another term a different administration might not be so favourable to organic farming and food, which could lead to a different situation. For example, abolishing organic farming grants. As mentioned before, the social side of organic food consumption is important. Health and environmental issues have become more important for the general public. Furthermore, the investor should keep in mind that views concerning organic food can change. These factors can have an influence on the demand. Last aspect is the legal aspects. For example, determine the definition of organic food and who or how they uphold this standard. This factor is related to the political part of the PESTLE analysis. Legislation concerning organic food is important for the Factbook. There can be differences between Denmark and Sweden concerning organic food industry. 3. 3 Method for data collection and analysis. This section will discuss our chosen method for data collection and analysis. We will start by addressing the data collection technique, after which the data collection analysis approach will follow. First of all, it can be said that our study involves both qualitative research (a focus on text) and quantitative research (a focus on numbers). However, since institutionalism and culture are clearly more qualitative we have opted to focus on qualitative data collection techniques. In the end, we have made use of solely documents as a qualitative data collection technique. Although we would have liked to include interviews and fieldwork in our research, we experienced that it is difficult, if not impossible, for us to carry out these activities successfully. First, we could not find any suitable individuals or focus groups being knowledgeable about our subject. Second, we do not believe ourselves to be proficient enough in fieldwork as to ensure reliable and valid results. Moreover, the duration of the necessary fieldwork was also expected not to fit within the given timeframe set to create the Factbook. In either case, there are some advantages of using documents as opposed to interviews and fieldwork. For example, documents are relatively cheap and quick to access (Payne & Payne, 2004). It is usually much easier to obtain data from documents than from interviews or fieldwork. Also, if there are many documents on a subject, which we believe to hold true for our case, triangulation is possible to study developments over time. In terms of sources of data, our research is limited to secondary data only. Indeed, we did not make use of any unpublished data being gathered directly from people or organizations. Instead, we have made use of published books, webpages, newspaper articles and journal articles. Somewhat surprisingly, we found that these sources were able to provide us with sufficient empirical data for our research, especially with regard to culture related aspects. Concerning the latter, we would also like to refer to Altheide (1996), who said that documents are studied to understand culture. He has pointed out that a large part of culture consists of documents. Furthermore, he has showed that culture is more available to document analysis today because of the information technology revolution. (Altheide, 1996). Finally, in order to assess the quality of the documents used, we have made use of four criteria as proposed by Scott (1990): (1) authenticity, (2) credibility, (3) representativeness & (4) meaning. Concerning the method for data analysis, we have chosen to make use of several approaches for analyzing qualitative data. Probably the one being used the most is coding. We have chosen this approach primarily because it is one of the easiest ways to analyse qualitative data. In addition, it offers many advantages. For instance, it allows reducing the size of the data and is useful for retrieving, organizing, and speeding up the analysis (Miles & Humberman, 1994). Although this method has been used throughout the entire report, it has been particular helpful in our literature review on the organic food industry, as making use of buzzwords has helped in defining the scope of our research. Moreover, it was found helpful for the executive summary and the introduction, as these are more restricted in terms of length. Here coding has acted as an instrument to make distinctions between either ‘too detailed’ or ‘too general’ more easily. Another data analysis approach we have made use of is series of events. We have made use of this approach as we considered it to be helpful to compare relevant historical developments for our industry. Listing a series of events by chronological time periods and subsequently assigning events to categories has helped to identify similarities and differences over time. As such, it allows us to pinpoint more precisely when historical developments have been most evident and how it has changed the view of the industry. Due to its very nature this approach was utilized in the historical developments section of our report. Lastly, we have made use of semiotics, which is concerned with the meaning of signs and symbols. For business and management research, semiotics is most useful in marketing, management, consumer research and information systems. This is because in these segments, signs are very important. For example, form of brand names and logos are considered to be highly important. In our view semiotics also play an influential role in the organic food industry. Currently, there is some debate about the future growth of the organic food industry; it either being with brands or retailer private labels. It has been argued that large food retailers are taking advantage of the ‘organic’ brand without making any of the associated investment. While the industry has been built by certification agencies and pioneering brands, their presence in terms of logos and brands is diminishing in supermarkets and mainstream retailers (http://www. organicmonitor. com/r0811. htm). As such, investment scenario’s in the organic food industry are less clear-cut than in the past and require careful examination of conventions governing the use of signs and sign systems. In our report, semiotics has been found crucial to explain the socio-cultural and market/industry conditions more fully. 4. Introduction sector/industry In order to provide the examiner with an introduction of the organic food industry, general trends, definitions and boundaries will be discussed. To boot, the European organic food market has a total revenue of $24. 7 billion in 2010, representing a compound annual growth rate (CAGR) of 8. 9% between 2006 and 2010 based on research of DATAMONITOR (2010). The European organic food market grew by 6% in 2010 to reach a value of 24. 7 billion and it is predicted that in 2015 the European organic food market will be worth $36. 8 billion, an increase of 48. 8% since 2010. According to UNCTAD, organic agriculture is defined as a holistic production management whose primarily goal is to optimize the health and productivity of interdependent communities of soil, life, plants, animals and people. Moreover, According to Chen (2009) organic products are goods that respect the environment and that are manufactured without the use of synthetic pesticides, herbicides, chemical fertilizers, growth hormones, antibiotics or gene manipulation. By viewing the production side, organic producers should combines best environmental practices, a high level of biodiversity, the preservation of natural resources and application of high-animal welfare standards, providing higher quality products to respond to a certain consumers’ demand. Nowadays, the concern of Western society on how products may be profoundly harmful to the environment has led to a higher demand for organic products, sustainable business activities and stricter regulations from national governments (Gurau and Ranchod, 2005). Due to this increasing concern and higher demand in European countries, it can be argued that the organic food industry is becoming a more interesting and challenging sector for investors to invest in. Furthermore, organic food industry generates revenue as the second largest market within Europe and is continuously growing. However, some boundaries as to this sector do exist. Three main boundaries we found to be of importance are price premiums, quality and availability and time factor. Of these three, price premium is expected to be the most important. This is due to the fact that organic food more often than not requires another form of processing and is more difficult to conserve. Moreover, the costs of quality control are also expected to be higher as no pesticides are used as to protect large crops. As such, it is rational that the price is more expensive than conventional food products. In effect, consumers with lack of knowledge will reconsider buying organic products because of this simple fact. Considering quality of the organic products, consumers believe that by charging a higher price this is equivalent to a higher quality. This view is based on the rationale of human beings, sometimes depicted in phrases such as ‘pay more, get more’. Whilst this ‘rule’ not always holds true, our (inner) convictions and background study has verified that this is in fact the case in the organic food industry. An example of the organic food retail sector is that high priced restaurants tend to favour organic (natural) ingredients. Based on the above, the organic products will meet consumers’ expectation by providing the products above the conventional product’s standards, with a price tag to match its difference in quality. The last constraint we would like to discuss is availability and time factor. The availability of organic products do not vary as much as that of conventional products. As organic products are often less well exposed, they are more difficult to find in stores. This is an important consideration and largely influences issues such as sales expectations, storage costs and risk of decay. Furthermore, in the following part we will discuss and analyse how the conditions of organic food provide the investor with a broader view of the organic food industry. In this, we will consider four conditions as factors being relevant for organic food: political-, cultural-, legal- and labor systems. 5. Country comparison 5. 1 Macro-economic indicators A country comparison on macro-economic indicators can be considered to be beneficial for decision makers as it gives them food for thought on the expected macroeconomic performance of that country, i. e. the behavior of a country’s output, jobs, and prices in the organic food industry in the face of changing world conditions. This judgment call about performance is basically what drives most macro-economic analysis. It can be used to assess issues such as how well a country’s economy is performing and how close it is to achieving broad desirable objectives, such as stability in average product prices (no inflation) and low unemployment (Pugel 2009). The most relevant macro-economic indicators for the organic food industry are considered to be economic indicators and financial indicators. Demographic indicators do not seem important to us as research has shown that gender or age does not have any significant effect on whether people decide to buy organic food or not (http://newhope360. com/organic-consumers-share-values-not-demographics). In order to ensure reliability we have chosen to attain all figures of these indicators from one source, namely De Grote Bosatlas (2002). Fig. 1 STATISTIEK EUROPA (part 1) Fig 2. STASTIEK EUROPA (PART 2) From figure 1 we can infer that Denmark had a higher agricultural contribution in terms of percentage towards the GDP. Moreover, Denmark has a substantial higher percentage of agricultural grounds (62. 4% versus 7. 9%) Furthermore, Denmark has a higher contribution to GDP per capita. Besides, inhabitants from Denmark are slightly wealthier than those in Sweden, when looking at GDP. Lastly, Denmarks development of the GDP in 1990-1999 has risen more than was the case for Sweden. Then, from figure 2, we can infer that Denmark has a stronger economy than Sweden, but only by a small margin. Furthermore, inflation rate for Denmark is lower, yet also again only by a small margin. Moreover, Denmark has more government spending in terms of percentage of GDP. Concerning education, Denmark spends more in terms of percentage of GDP. Besides, Denmark inhabitants generally enjoy a higher purchasing power than is the case for Swedish inhabitants. It also shows that more Danish people are working in both the agricultural and industrial sector than Sweden, these tend to work more in the service sector. Lastly, Denmark has a lower percentage of the work force being unemployed. From this preliminary analysis we can infer that in terms of economic indicators investments in Denmark are likely to require a higher yield on an investment than were the case of Sweden. This assumption is made based on the simple fact that as for many elements Denmark performs better than Sweden on compared elements. The same holds true in terms of financial indicators. Although the data may be easily said to be ‘outdated’, we believe this is not quite the case. That is, our analysis on historical development has not provide any conclusive evidence as to not believe that the relationship of these economical and financial figures to be that much different as they are today. Yet, since we do not know when the actual investment is to take place it is always advisable to check the results of a more recent research. Although we would have loved to use a more recent version of De Grote Bosatlas ourselves, we could not find ourselves in the position to get access to one during the course of this research. Luckily, we were able to find a recent figure for gross domestic expenditure on R&D as a percentage of GDP that verified our assumption. [pic] From the figure above it can be concluded that Denmark spends between 1. 01% and 2. 00% of its GDP on R&D activities. Sweden on the other hand spends a little more with 2. 01% and above. This corresponds with our financial records of the Grote Bosatlas, where government spending in Sweden was higher than that of Denmark in general. Furthermore, since the R&D expenditures on R&D as a percentage of GDP are larger than that of most other parts of the world, we expect no real problems for investors in this area. Background information as to why Sweden and Denmark support expenditures on the organic food industry is discussed extensively in both the chapters about socio-cultural conditions and market/industry conditions. 5. 2 Historical developments relevant for the industry. The issues with the environment have many different facets. These range; from deforestation, loss of biodiversity, pollution and many others (EBS 295, 2008). The attitude concerning these issues by the general public can change over time. Values change over time and this applies for the public perception of organic food as well. Likewise, one could say that the organic food industry is driven in a sense of improving and protecting the environment. In addition, consumers also attitude towards the environment also contribute in how they value organic food. Furthermore, not only concern for the environment but also growing awareness by the general public concerning their food and the production involved. These issues related to food production range from; health, food safety and animal welfare. (Sippo manual, 2011) The origins for organic farming in both countries are similar. In the same manner consumers started become more aware of the environment. Farmers also become more aware and began with organic farming. Both countries have had organic farming since early eighties in the general concept of the term organic farming. If we take into account the establishment of organizations concerning organic food then Denmark was a few years earlier with the founding of Danish Association of Organic Farmers in 1981. The Swedish counter part is called the Ecological Farmers Association, which was founded in 1985. Both organizations are private initiatives of organic farmers organizing themselves. (http://www. fao. org) Since the 1990’s the governments of both Denmark and Sweden have introduced various regulations concerning the organic food industry. These regulations include assigning certificates that label products as organic. In addition, the European Union also implemented regulations concerning the organic food industry. Likewise, the organizations that control and label organic foods also found their origins in late eighties early nineties. In Denmark the first organic food legislation was implemented in 1987. The government assigns the O logo to organic food. (www. fvm. dk). This state approved logo is only given to products that are conforming to the standards of â€Å"organic† as stated by Danish regulations. In addition, in Denmark only state approved farms may carry the â€Å"organic† label. In Sweden the organization that is tasked with the certification of organic food is called KRAV. Founded in 1985, this organization was formed from the Ecological Farmers Organization in order to standardize the various interpretations of the term â€Å"organic farming† and bring both farmers and food producers together. (Gunnar Rundgren, 2002) However, it should be noted that the KRAV organization is a non-governmental organization. While, it’s Danish counterpart is part of the Ministry of Agriculture. 5. 3 Socio-cultural conditions Cultural systems From the point of view of the investor, it is important to know the differences and similarities between the two countries Denmark and Sweden. In this section, we will focus on this in terms of cultural assessment. In order to describe the cultural systems of both Denmark and Sweden we have made use of five cultural dimensions as proposed by Schwartz (1999): harmony, egalitarianism, effective autonomy, mastery, and conservatism. It is these cultural dimensions that will help to describe each countries culture and detect any important similarities and differences. The cultural values focus in the article of Schwartz is on the national culture. The national culture being introduced for heterogeneous nations refers primarily to the value culture of the dominant, majority group. In this case, Schwartz tries to interpret the value priorities that characterize a society by aggregating the value priorities of individuals (e. g. Hofstede’s framework). It is depicted that individual value priorities are a product of both shared culture and unique personal experience. Moreover, Schwartz has placed his list of researched countries into different segments (clusters). Denmark and Sweden put in the first group (cluster), Finland and Italy in another, Spain as a third group and Germany, Greece and the United Kingdom in a fourth group.