This paper investigates the relationship between business developers and start-ups in the field of sustainability. More specifically, the study analyzes how and why Swedish business developers, in terms of incubators, financiers, and advisors, implement sustainability in their cooperation with start-ups. Each year, thousands of businesses are founded which need support in various ways, it could be anything from advising to financial help. Ever since the UN launched Agenda 2030 and the Government of Sweden launched its new climate policy, it is clear that everyone needs to do something to help the world towards a better future. This study is based on qualitative interviews with six different business developers and applies the theories: stakeholder and shareholder theory, triple bottom line, creating shared value, green growth, and open innovation. The result showed that how business developers implement sustainability in their cooperation with start-ups varies, but is based on economic, social, and environmental sustainability. Some developers work more actively than others, but it is done through an exchange of knowledge between business developers and start-ups. Further, why business developers use sustainability is either as a tool to gain a competitive advantage and help start-ups grow or to increase their profits.

The study is performed with the aim to investigate why healthcare companies are lagging compared to other industries within digital marketing. This is made with an abductive approach whereas a literature review was performed in the beginning of the study and after empirical data gathering and analysis was reviewed, the literature review was completed. The study is performed as a case study at a clinical research organization in Uppsala, Sweden 2020. Qualitative and quantitative methods were applied through interviews with search engine optimizing (SEO) specialist and with interviews with business developers at companies within the healthcare sector. The quantitative part has two data gatherings, (1) a survey towards SEO specialist and employees at various companies and (2) data gathering of branch colleagues’ top keywords for volume and traffic. Outcomes are that there is not enough research made within digital marketing for healthcare companies or business to business in general. Other finding is that the healthcare industry is lagging compared to other industries in terms of digital marketing.