THE CASE OF MALMÖ’S NEW DIGITAL MEDIA SECTOR – SWEDEN

This thesis investigates in the reasons behind the location choice of entrepreneurs and firms. Existing literature point at two main theories; one supporting the soft factors such as cultural amenities and tolerant locations; the second theory supports the hard factors such as a strong local economic system and job opportunities. The factors presented in the existing theories are arguing that either soft, or hard factors are necessary if locations are to attract firms and entrepreneurs and consequentially grow. 40 surveys and four in-depth interviews have been conducted with firms that operate in the new digital media sector in Malmö. The purpose of this empirical research has been to understand why firms in the new digital media sector are locating in Malmö. The results show that there is not a clear single factor that influences the choice of locating in Malmö. The data provided in this thesis shows that there is quite a balance between hard and soft factors and that firms and entrepreneurs actually are looking for both. The results from this thesis further indicate that Malmö’s new digital media sector is strong. New digital media workers would rather stay in Malmö than moving to Copenhagen where the new digital media sector is not yet on Malmö’s level.