The practical use of CSR and sponsorship in Norway
Master thesis
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http://hdl.handle.net/11250/295561Utgivelsesdato
2015-08-07Metadata
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- Master of Science [1722]
Sammendrag
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.
Beskrivelse
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2015