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Att arbeta med CSR i dagens samhälle: en studie om CSR-relaterad sponsring
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Sustainable development
Sustainable Development/Sustainability is used as a subject keyword for the thesis
Alternative title
Working with CSR in today's society : a study about CSR-related sponsorship (English)
Abstract [sv]

I dagens konkurrensintensiva affärsvärld är företagets varumärke, som innefattar sin identitet, image och rykte, en central faktor för pålitliga och hållbara relationer mellan företaget och deras intressenter. Sponsring har blivit ett användbart arbetssätt som kan förbättra konsumenternas association till företag som traditionell reklam saknar. I tiden ligger också att arbeta med hållbar utveckling, därav används sponsring som ett verktyg inom CSR främst bland börsnoterade svenska företag. Syftet med studien är att öka förståelsen om vad som gör sponsring inom arbetet gällande hållbarhet framgångsrikt. Hur sponsring i företagandet blir ett verktyg i arbetet mot hållbar utveckling. Studien är baserad på fyra börsnoterade företag i Sverige som är verksamma inom olika branscher. Tillvägagångssättet var en multipel fallstudie av kvalitativ karaktär. Som teknik för insamling och bearbetning av data var sekundäranalys. En abduktiv ansats används då mer teori efter bearbetning av data behövdes.Vi anser att det idag finns begränsat med forskning som berör den svenska marknaden gällande hur arbetet med CSR-relaterad sponsring bör bedrivas. Därför var vår avsikt att bidra med mer kunskap som kan användas till framtida forskning inom ämnet sponsring. Vårt arbete skulle kunna ligga till grund till företag i Sverige som vill utveckla sitt hållbarhetsarbete via sponsring.Slutsatsen blev en modell som vi anser innehåller de viktigaste faktorerna för att lyckas med sponsring som ett verktyg inom hållbarhetsarbete. Modellen kan både fungera som en vägvisare för verksamheter som vill tillämpa CSR-relaterad sponsring eller som en analysmall när arbetet skall utvärderas.

Abstract [en]

In today's highly competitive business society, the company brand, which stands for its identity, image and reputation, function as a key factor for reliable and durable relationships between the company and its stakeholders. Sponsorship has become a useful approach that can improve the consumers association to companies that conventional advertising can´t. Working with sustainable development is very much in style at the moment. Sponsorship is therefore commonly used as a tool for CSR among listed Swedish companies. The purpose of this study is to increase the understanding to what makes CSR-related sponsorship successful. How sponsorship can be used as a tool while working towards sustainable development. The study is based on four listed companies in Sweden that operates in different industries. The approach we have chosen to take is a multiple-case study design using a qualitative perspective. We have also chosen to collect and process data using the technique of secondary analysis. An abductive reasoning was applied since more theory was needed to process the data collected.We feel that the studies available on the Swedish market today was very limited on the subject regarding how CSR-related sponsorship should be conducted. Therefore our main purpose was to provide more knowledge to be used in future research regarding the area of sponsorship. Our study could function as a guide to companies that want to develop their sustainability efforts through sponsorship.Our conclusion resulted in a model that we believe contain the most important factors to succeed in sponsorship as a tool of sustainability. The model can both act as a guide for companies that want to apply CSR-related sponsorship as well as an analysis template for evaluating existing work.

Place, publisher, year, edition, pages
2015. , p. 47
Keywords [en]
Sponsorship, CSR, Corporate sponsorship, Sustainable development, Relation, Association
Keywords [sv]
Sponsring, CSR, Företagssponsring, Hållbar utveckling, Relation, Association
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hb:diva-947OAI: oai:DiVA.org:hb-947DiVA, id: diva2:865313
Subject / course
Business Administration
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2015-11-06 Created: 2015-10-27 Last updated: 2015-11-09Bibliographically approved

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