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En kvalitativ studie av företags investeringar i ståuppkomik
The use of entertainment in various kinds of business events has recently increased in popularity among Swedish firms. Often, stand-up comedians are hired to entertain the employees or customers during these happenings. Generally, the firm invests a considerable amount of money in this service and is furthermore willing to pay a premium for a famous comedian. Although the market for this type of service is fairly large, the knowledge of the motives behind the investments is yet limited.A grounded theory study is carried out exploring the purpose of the entertainment as well as the rationales behind the preference for a famous comedian over an unknown. Two general types of contexts (internal and external) are identified and a number of objectives related to each type are distinguished. In internal events the entertainment functions as a means to show the employees appreciation for their contribution to the firm, to preserve the wellness of the employees and to strengthen the group cohesion and informal networks within the firm. In external events the entertainment is directed at the customers and the aim is to influence their attitude to the firm, to develop the relationship with them and to draw their attention to the firm. The study also shows that famous comedians are preferred because of their presumed superior professional capability and their ability to attract participants to the event.