The main purpose is to illuminate how a company links certain values to its brand in an effort to achieve a competitive position. We have done this by studying the government owned company Svenska Spel and its entrance on the Netpokermarket. With Corporate Social Responsibility as a guidance for the company they wanted to offer Swedish gamblers an alternative to the, often morally dubious, international actors. Our thesis has taken an internal (corporate) as well as an external (consumer) perspective on the result of this strive. Our conclusions are that although Svenska Spel is successfully integrating social responsibility into their Netpokerbusiness, they are facing a difficulty in making the consumer fully appreciate it.

Spelandet om pengar på Internet växer dag för dag. Kasinospel, sportsbetting, lotterier med flera spel finns att spela över Internet. Allt man behöver är en dator med Internetuppkopp-ling och ett kreditkort. Även kortspelet poker har nu etablerat sig på Internet. Detta poker-spel benämns idag i massmedia och folkmun som ?nätpoker?.