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The practical use of CSR and sponsorship in Norway

Kristensen, Linn-Birgit Kampen
Master thesis
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URI
http://hdl.handle.net/11250/295561
Date
2015-08-07
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  • Master of Science [1527]
Abstract
The current research investigates the evolution of sponsorships and corporate

social responsibility (CSR) in Norway. A qualitative approach of grounded theory

has been used, and the research has a total of eight respondents spread between

businesses and non-profit organizations involved in both sponsorship and CSR.

The focus has been to find common definitions and investigate the impact of

Norwegian tax legislation and the trial between the Norwegian tax administration

and Skagen Fondene AS. Further the goal was to end up with a theory closely

linked to practise that managers could with ease use in their business. The current

research is an addition to previous research done in the area, but combines

theories of CSR, sponsorship and marketing. Results indicate that businesses and

organizations with a clear definition of what constitutes sponsorship and CSR also

have measurements and knowledge to analyze the measurements they get. This

research also shows that there has been little change to sponsorship since 2002,

and managers rely heavily on their own instincts. The limitations of the research

lie in the small number of respondents and chosen methodological approach. It

does however open up for a lot of future research in the area conducted

internationally and in Norway.

This thesis is divided into smaller parts. Firstly, a general introduction to

the Skagen-trial and Norwegian taxlaw, then definition and historic overview of

sponsorship and CSR is presented. Then a thorough look at the research question

and objectives of the thesis is presented before previous literature. In order to

conduct research the methodological setting is presented followed by analysis

with coding, theory derivation and results. Lastly discussion, results, managerial

implications, conclusions and suggestions for future research are discussed.
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2015

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