The purpose of this paper is to show how unaccompanied minors perceive the time they spend in transitional houses in Malmö in southern Sweden. An important outlook when presenting…
Abstract
Purpose
The purpose of this paper is to show how unaccompanied minors perceive the time they spend in transitional houses in Malmö in southern Sweden. An important outlook when presenting the empiric data is to provide the perspective of the child, not just to have a child perspective (i.e. an adult perspective on children's experiences).
Design/methodology/approach
The paper is the result of interviews with 11 unaccompanied boys living in transitional houses, i.e., group homes. The theoretical section has two purposes, to describe the Swedish context and the ambivalent discourse regarding immigrants in Sweden and to give a background on aspects that are relevant to understand unaccompanied minors situation.
Findings
Even though many unaccompanied minors suffer from psychological difficulties and worries about the asylum process, the interviews show that the children in this study are generally content with the transitional houses. The staff strives to support them in coping with daily life, and strengthen their sense of coherence.
Research limitations/implications
Since unaccompanied minors do not have family close by, the interviews shows the importance in different sorts of activities to promote wellbeing. A stronger focus on participation could also be a way of reinforcing the children's sense of coherence.
Originality/value
This paper gives an insight to life in transitional houses from unaccompanied minors point of view.
Details
Keywords
Syeda Ikrama and Syeda Maseeha Qumer
This case study is designed to enable students to understand the reasons behind the launch of a beauty brand grounded on traditions and culture, understand the strategies adopted…
Abstract
Learning outcomes
This case study is designed to enable students to understand the reasons behind the launch of a beauty brand grounded on traditions and culture, understand the strategies adopted by Florasis to establish its presence in the C-beauty space and emerge successful, analyze the positioning of a C-beauty brand in a highly competitive beauty market, identify the issues and challenges faced by a C-beauty brand in its efforts to disrupt the C-beauty space and suggest strategies that Florasis can adopt to emerge as a market leader in the global beauty industry.
Case overview/synopsis
Set in 2021, the case study discusses about the emerging C-beauty brand Florasis innovative strategies to promote the brand. Florasis was founded in 2017 with a vision to become a century old national makeup brand of China. Florasis was successful in getting on board a story-telling experience that featured traditional Chinese culture, aesthetics and heritage. It sold cosmetic products with retro packaging, concepts derived from traditional Chinese style, promoting a sense of national pride and nostalgia. The case study highlights the innovative strategies Florasis adopted like influencer marketing through key opinion leaders and key opinion customers, celebrity endorsements, user co-creation programs, social content and network marketing, brand crossovers and collaborations, etc. In April 2021, Florasis became the No. 1 cosmetic company in China with a gross merchandise value of 218m yuan and further the total sales for second quarter of 2021 reached 830m yuan, endorsing its supremacy over other global and local beauty brands in China. However, with success came along a set of challenges. Some analysts pointed that the brand was slow in innovating its product line-up, it focused more on promotions and advertisements and the brand positioning with a single sales channel, the cost performance and quality of the products and excessive marketing campaigns targeting a niche segment. Going forward, what should Florasis do to conquer the global beauty space? Can Florasis aspire to become a digitally empowered global beauty brand? Has it got the momentum? Will its direct-to-consumer model and unprecedented marketing and promotion gimmicks, help it achieve the lead in the global beauty space?
Complexity academic level
This case study is suitable for students of the graduate and undergraduate programs in management.
Supplementary materials
Teaching notes are available for educators only.
Subject code
CSS 8: Marketing.