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Littorins abstract

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I går visade arbetsmarknadsminister Sven Otto Littorin (m) upp sin fint inbundna uppsats i Aktuellt. Men han vägrar lämna ut den. Vad vill han dölja? I väntan på att få läsa hela uppsatsen lägger vi ut Littorins abstract, som en vänlig själ skickade till oss.

Vid svenska universitet och högskolor är examinerade uppsatser offentlig handling. Vem som helst kan till exempel be att få läsa Tobias Billströms magisteruppsats från Lunds universitet eller Cecilia Malmströms doktorsavhandling från GU. Sådan öppenhet är en grundförutsättning för all akademisk verksamhet, som en garant mot fusk och oredlighet.

Littorin vägrar sturskt att få sin uppsats granskad, men håller ändå fast vid att hans låtsasexamen var resultatet av seriösa akademiska prestationer. Om Littorin anser att uppsatsen verkligen hade räckt till för en riktig examen, varför vill han inte låta den granskas? Vad har han att förlora på att få den läst? Vad vill han dölja?

Vi väntar nu på att Littorin lämnar ut sin uppsats för granskning. Tills dess låter vi alla här läsa hans abstract (som inte imponerade på en nationalekonom som fått läsa det). Döm själva:

Name: Sven Otto LITTORIN

Study Title: A Business Development Plan for Kreab in the United States

Degree: Submitted to Fairfax University, USA, as part of the program requirements leading to the degree of MASTER OF BUSINESS ADMINISTRATION (MBA).

Major: Business Administration

Date of submission: May 1997

1. Abstract

Kreab is Northern Europe’s largest strategic communications consultancy with over 100 employees. Since 1993, Kreab is part owner of Strategy XXI Group Inc., of New York, NY. The author is stationed at the New York office since early 1995 and is scheduled to return to Stockholm in May 1997.

This thesis is based on a business plan originally written in the fall of 1996, outlining some ideas for Kreab’s expansion in the US. The business plan was intended to i) show developments since the author was stationed in New York, ii) outline strategies for further growth in the United States, iii) show and suggest measures to be taken to fulfill these strategies, and iv) show alternative outcomes of such strategies.

The author analyzes Kreab’s plans for expansion in the US, as they are laid out in the plan, in two major areas: based on theories of organizations and based on theories of international marketing. Four books have been chosen to give the theoretical foundation for such an analysis.

The thesis contains three major sections. Part A is a general introduction to Kreab and its practice areas. Part B is the business plan for future expansion in the US. Part C contains a discussion on how the expansion so far, and the proposed expansion in the business plan, fits into the chosen theories.

Based on this literature, I would argue that Kreab’s way of expanding in the US, through and with Strategy XXI, would best be described as a joint venture, created ad hoc. The analysis discusses the pros and cons of joint ventures in general and the specific cultural and organizational traits and differences between Kreab and Strategy XXI in particular.

In his book Professor Bradley of University College in Dublin, Ireland, notes that “joint ventures may be criticized because they are unstable for a variety of reasons”. I believe that the business plan analyzed in the thesis gives an accurate description of real-life instability in this partnership. Although there are several unique factors in play, such as the very strong political influence in the two companies leading to a very strong corporate culture, it is clear to the author that Kreab and Strategy XXI is rapidly approaching the point were (sic) this instability is becoming obvious.

May 1997

Sven Otto Littorin


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