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The purpose of this study is to extend knowledge of how belonging forms in brand communities by investigating how an experience-based brand community cultivates belonging in the absence of a tangible product. This involves examining what substitutes for the product as the community's shared anchor, how this substitute is produced and sustained across multiple sites, how the anchor's relati
The purpose of this study is to develop an in-depth understanding of middle managers’ sensemaking processes during planned organizational change by examining their use of metaphors, and to analyze how these metaphors influence their role in between strategic intent and organizational practice. Adhering to the interpretive research tradition, the study follows an abductive, qualitative single-case
Purpose: AI is positioned in management research as a time-saving augmentation, a promise that should resonate most strongly with firms whose culture is built on time efficiency. Yet that very orientation may be what makes the technology hard to absorb. Through a single-case study of a small professional service firm integrating AI, this thesis examines how that tension unfolds in practice. We ask
Abstract Title: Belonging in Practice: Self-Initiated Expatriates, HR and the Gap between Policy and Lived Experience in a Swedish Multinational Hand-In date: May 27th, 2026 Word Count: 25,654 Course: BUSN49 - Degree Project in Managing People, Knowledge and Change Authors: Isobel Hanrahan and Tania Cuevas Supervisor: Roland Paulsen Purpose: This study examines how self-initiated expatriate (SIE)
This study examines how gender inequality is reproduced when elite female athletes occupy token positions in male-dominated sport. Drawing on 13 semi-structured interviews with elite female athletes and institutional representatives across football, rowing, rugby, bobsleigh, and Nordic Combined, the research adopts a qualitative, critically grounded approach. The findings reveal that the token pos
Social sustainability remains the least institutionalised pillar of the Triple Bottom Line. While organisations commit to people, planet and profit, the social dimension is consistently less visible and less reproduced in everyday practice than its environmental counterpart. This thesis examines how social sustainability is practised, recognised and reproduced in operational teams of a hospitality
Organizational change is widely researched, yet less attention has been given to how planned global change unfolds across the levels and locations of a digitally coordinated multinational organization. This study investigates how a global transformation programme is interpreted, negotiated, and shaped as it moves through such a setting. The study follows an interpretive qualitative research approa
Title: The Digital White Coat - A study on doctors identity work within digital healthcare Course: BUSN49, Degree Project in Managing People, Knowledge and Change Authors: Clara Bergh and Gustav Levin Supervisor: John Murray Date: 27th of May 2026 Purpose: The purpose of this study is to create a deeper understanding of how doctors working within digital healthcare construct and reconstruct their
Abstract Title: Responsibility Laundering: FIFA and the Discursive Maintenance of Legitimacy Course: Managing People, Knowledge and Change Authors: Aimar Soto and Jesper Laan Supervisor: John Murray Purpose: The purpose of this thesis is to investigate how global organisations maintain legitimacy when operating across multiple and conflicting normative environments. The study’s goal is to understa
Abstract Title: When Generative AI Becomes a Colleague: Managers Making Sense of AI Advice at Work Authors: Bajramović, Almir; Saleh, Samar Submission Date: 27th of May, 2026 Word Count: 21 238 Supervisor: Sverre Spoelstra Aim: This study explores how managers interpret, evaluate and integrate Generative AI (GenAI) as a source of advice in their day-to-day work. As GenAI becomes more embedded
The European Union's Nature Restoration Law aims to protect and restore the EU's ecosystems, among which specific target goals were set for urban ecosystems. This requires local authorities to assess and monitor urban tree cover (UTC), supported by strategic urban vegetation planning. As urban trees provide various benefits, including microclimate regulation, incorporating urban microclima
This thesis is a critical discourse analysis of how money and the economic system are linguistically constructed and maintained in Swedish news journalism. The study focuses on news articles about prices and inflation published during the first quarter of 2025. The material consists partly of articles about inflation statistics, and partly of articles about the boycott of major grocery chains that
Title: “It’s Just a Tool” – Until It Isn’t: Understanding the Professional Identity of Creative Professionals in Response to the Promotion of Human-LLM Co- Creativity Authors: Britta Regling and Mathijs Driessen Supervisor: Stephan Schaefer, Program Director and Associate Professor at Lund University, School of Economics and Management, Sweden Course: BUSN49 – Master’s Thesis – Managing People, Kn
Title: The bittersweet taste of sensemaking: How consultants make sense of Generative AI in relation to their professional identity Course: BUSN49, Degree Project in Managing People, Knowledge and Change – Master Level Authors: Gloria Julia Glupe and Merryl Frances Nathanie Meka Supervisor: Sverre Spoelstra, Associate Professor, Lund University, Sweden Purpose: This study focuses on how consult
Abstract Title: When Thinking-Outside-The-Box becomes the Box - Deconstructing the Paradox of Creative Freedom and Organizational Control Course: BUSN49, Degree Project in Managing People, Knowledge and Change Authors: Katharina Ljung, Ronja Gabriela Maier Supervisor: Stephan Schaefer (PhD) Purpose: This study examines whether the relationship between creative freedom and organizational contro
In recent decades, pressure on organizations of different types to be seen as diverse, inclusive, and welcoming workspaces has dramatically increased, leading to the rise of the ‘queer-friendly’ organization. Intending to signal themselves as safe and welcoming workspaces, these organizations turn to a variety of physical and non-physical queer-friendly signals, such as queer flags, equal-treatmen
