The purpose of this master thesis is to study sponsoring of culture. The questions asked are: What are the reasons for sponsoring? What are the advantages of sponsoring? What are the disadvantages of sponsoring? What is the relation between public grants and sponsoring? The thesis is based upon studies of literature and a case study in Malmoe. Malmoe Public Library received about a million SEK over a period of three years from the foundation of Foreningssparbanken Skane. The money finances two projects, one with new books, Nyhetstorget, and one with strengthened information for small companies, Projekt Förstärkt Näringslivsinformation.

AbstractTitle: Brand communication ? An analyze of Borka and BayIcons communicative labor in relations with WJOS. (Varumärkeskommunikation ? En analys av Borka och BayIcons kommunikativa arbete i relation till WJOS)Number of pages: 53 (55 including enclosures)Author: Johan LarssonTutor: Göran SvenssonCourse: Media and Communications Studies CPeriod: Second term / autumn 2007University: Division of Media and Communication, Department of Information Science, Uppsala UniversityPurpose/aim: The purpose of this essay is to study how two small Swedish clothing companies, Borka and BayIcon, manage their brand communication. Brand communication includes work with target groups, brands, media and finally communication in a bigger perspective.

The common literature about strategic alliances offers a very fragmented picture. This thesis gives a theoretical overview on strategic alliances and builds the basis for the following examination of the different dimensions most strategic alliances have. The examination of the different dimensions is the crucial point of this thesis. Here the reader gets a detailed insight into the different dimensions and the implications they have on the design of a particular strategic alliance. This examination leads in the end to a more differentiated view on strategic alliances and the insight that no simple models exist, which give a sufficient basis for decision-making and understanding strategic alliances, today.

The common literature about strategic alliances offers a very fragmented picture. This thesis gives a theoretical overview on strategic alliances and builds the basis for the following examination of the different dimensions most strategic alliances have. The examination of the different dimensions is the crucial point of this thesis. Here the reader gets a detailed insight into the different dimensions and the implications they have on the design of a particular strategic alliance. This examination leads in the end to a more differentiated view on strategic alliances and the insight that no simple models exist, which give a sufficient basis for decision-making and understanding strategic alliances, today.

A comparison of strategic alliances and mergers & acquisitions and their impact on shareholder value has been done. By using an event study methodology, the announcements of these strategic approaches has been analysed in order to understand which strategic approach affect shareholder value most favourably..

There are two main reasons for why companies engage in sponsoring and Event Marketing; affecting the brand awareness and/or the image of the brand. Historically the main focus within the research field has been on how sponsoring and Event Marketing can create and achieve high brand awareness. More research regarding the image transfer from event to brand has been requested and this study is to be considered as an attempt to begin filling this gap. Today we see more and more brands choosing to arrange their own events; hoping to attain a more direct connection between the event and the brand. This trend raises questions such as - Do brands arranging their own events receive more image transfer from event to brand compared to brands sponsoring the same kind of event? - Are there any differences between an established well-known brand and a new unknown brand? - Will an event fully owned by a brand attract more or less people than an event arranged by someone considered to be less biased? These are some of the questions asked and answered within this thesis.

This essay concerns sponsorship of libraries within Sweden. It takes its starting-point in the libraries economical situation where resources are decreasing. The main purpose of the essay is to investigate how sponsorship is used in public libraries. The main questions are:o Why are sponsorships appealing to libraries? o What does the processes of sponsoring look like? o What are the possible risks concerning sponsor-ships ? could it endanger libraries democratic role? o How does library staff reflect on the role of libraries in contemporary society? In our study we chose to investigate the sponsorship issue from the sponsored libraries perspective.

The purpose of the essay has been to clarify why and how small companies, whose major resource is knowledge, establish strategic alliances and which opportunities it brings. We have increased our understanding for the concept of strategic alliances through empirical search and through well-known scientist work. The method, which has been used in the essay, is principally qualitative interviews and gathering secondary data from articles from well-known authors. Our study has given that we have found that entering strategic alliances can make growth and by that way create competitive advantages for the company in question. We also found that there are risks with strategic alliances and the company can protect themselves by legal actions.

Det här är en kandidat uppsats i företagsekonomi med inriktning marknadsföring som är gjord på Handels- och IT Högskolan I Borås. Inriktningen på uppsatsen är sponsring och vi har valt att fokusera studien på hur företag använder sig av strategisk sponsring. Syftet med rapporten är att kartlägga hur företag arbetar med strategisk sponsring samt försöka skapa en förståelse kring hur företagen i undersökningen beslut om sponsrings ser ut. Resultatet av studien är tänkt att även kunna hjälpa de som söker sponsring att utveckla erbjudanden till sina sponsorer. Vi har utfört en litteraturstudie och intervjuer med sex olika företag.

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The companies? managements acknowledge personal relations and trust, through good communication and predefined responsibilities and goals, as key factors to succeed in strategic alliance. These factors did not always exist according to the employees? involved. This research, in contrast, suggests that these factors are subordinate to the correlation between the company?s vision and the alliance objectives, hence level of priority, which indicates that management has hidden motives for entering the strategic alliance.

Strategic development is something that concerns all companies, regardless of which industry they?re in. There is extensive research on this topic but one can question if the same theory also applies to E-businesses. Using case studies, this paper looks at strategic development in E-businesses and tries to answer whether strategic development in internet based companies is unique or if existing theory can still be applied. The predominant approach is to look into if E-businesses, due to a turbulent environment, rely less on market research and focus more on internal resources than would be expected by companies in more stable environments.

The thesis tries to answer how a combination of financial metrics and marketing metrics can improve strategic decision making. The purpose is to develop a strategic working method for general dealers. The method is based on the two theoretical frameworks "The strategic resource model" and "The importance-performance matrix". The suggested method is being tested in a small retail store environment on the Swedish market. The result of the test shows that a better suited strategy can be developed when this strategic method, which combines financial metrics with marketing metrics, is being used.

Sponsoring is today a more common form for corporation in the trade of culture. This has led to a situation, in which companies and institutions of culture, must be more versed in sponsorship. In this essay, we aim at understand and give an account for how the corporation, in a sponsorship relationship might work.A sponsorship relationship also means that a lot of knowledge is needed in other doctrines. The law aspect is one of these, which we also will concern in this essay, another aspect is the integrity of the culture.The main purpose with this essay is to find information, which might work recommendingly, for organizations that works with sponsorship. Mainly we will considerate sponsorship as a source for the financing of culture.In this essay we have discovered that sponsoring has become increasingly important for financing cultural activities, and a good corporation demands a great deal of commitment from both parties.

The BSC is a widely used management tool that is turning the vision and strategy into operational goals. However, after analyzing the criticism received by the BSC, it seems as if its internal focus, rigidity, static-ism and mechanical mindset limits the company?s ability to create a strategy that takes important external factors into account. As we see it, the BSC?s limitations can create a risk for strategic inertia.