Summary Title of the thesis: A comparison between an Australian and a Swedish company's internationalization process, within the food sector. Seminar date: 2011-10-12 Course/subject: International marketing, master thesis 15hp Authors: Sanna Ekborg, Paulina Haglund Supervisor: Svante Andersson Keywords: Internationalization process, Swedish and Australian company within the food sector, Gourmet Garden, Örneborgs Delikatesser, market choice,entry modes, reactive/proactive behaviour. Purpose:The purpose of our study is to describean Australian and a Swedish company within the food sector, and analyze which factors affect the differences and similarities in the companies' internationalization processes. Research method: The research is qualitative and the analysis is deductive. Empirical study: Our empirical study is based on two companies, Australian Gourmet garden and swedish Örneborgs Delikatesser. Our empirical data consists of indepth interviews with the CEO, Chief Operating Officer and marketing manager. Theoretical framework: Internationalization in the food industry, the Uppsala model approach, the network approach, international entrepreneurship and internationalization through innovation. Results: Our research has showed that there are differences in the internationalization process between the two companies. Our Australian company has a more proactive approach to internationalization, while our Swedish company has a reactive approach. it may be due to their different export traditions.

Smakbas – Gourmet Grön är en webbplats som ska kommunicera den gröna maten och marknadsföra Gourmet Gröns smakbaser. Webbplatsen innehåller information och bakgrund om smakbaserna, samt hur man jobbar med dem. Det finns även en lite annorlunda receptbank där besökaren kan titta på recept. / Detta är en reflektion på en digital medieproduktion.

This thesis deals with the proposed marketing strategy of selected events for the contributory organization, TIC BRNO and provides recommendations for the organization. The first section describes the individual goals of the work. The theoretical section briefly outlines the basic terminology necessary for understanding the topic. This section is devoted to marketing, international marketing, marketing strategy and destination marketing. The majority of the theoretical section concentrates on digital marketing, social marketing and marketing mix. The analytical section analyzes the current state of the contributory organization and selected events. The practical section mainly contains the interpretation of the marketing strategy proposal for the visibility of selected events abroad in order to attract new foreign tourists.

Cette thèse est consacrée à l’étude du café « Bourbon Pointu », Coffea arabica var. laurina, né d'une mutation spontanée de la variété Bourbon à l’île de La Réunion. Les teneurs moyennes des composés majoritaires non volatils du café vert sont (pourcentage de matière sèche) les suivantes : saccharose (7,1), trigonelline (1,3), caféine (0,75), acide caféoyl-5- quinique (4,7), acide palmitique (5,0), acide linoléique (6,5). L’analyse sensorielle a permis de mettre au point un profil de torréfaction original de courte durée. Parmi les 145 composés volatils extraits des poudres de café torréfié par SPME, cinq sont majoritaires (teneurs moyennes en ppm): acide acétique (34), 2-furaneméthanol (117), 5-méthyl-2-furfural (166), furfural (144), 2-méthylpyrazine (47). Ces cinq composés volatils extraits par SPE se retrouvent dans le café en tasse : acide acétique (23), 2-furaneméthanol (405), 5-méthyl-2-furfural (36), furfural (85), 2-méthylpyrazine (73) avec en plus, la -butyrolactone (97). Le ratio entre la concentration de la molécule et son seuil de perception définit l’Odor Activity Value (OAV). La conversion des concentrations des composés volatils en unités OAV a permis de dégager neuf molécules ayant un impact olfactif important : 2-furfurylthiol (café torréfié), 2-méthylpropanal (chocolat), dodécanal (agrume), 2-éthylhexan-1-ol (agrume), -pinène (boisé, agrume), furfural (boisé, caramel), 2-hydroxy-3-méthylcyclopent-2-én-1-one (érable), hex-2-énal (pomme verte), 2-méthylbut-2-énal (fruité, vert). La détermination de ces OAV a permis de différencier les trois catégories commerciales au niveau olfactif avec la prédominance d’aldéhydes pour les « Grand cru », le phénylacétaldéhyde pour les « Sublime », et les pyrazines pour les « Authentique ». Les conditions géoclimatiques et les transformations post-récoltes influencent de façon non négligeable la composition chimique du café vert et donc les arômes générés lors de la torréfaction et en conséquence, la répartition des cafés dans les trois catégories. L’ensemble de ces résultats fait du «Bourbon Pointu», un café haut de gamme classé parmi les «cafés gourmets». / This thesis is devoted to the study of “Bourbon Pointu” coffee, Coffea arabica var. laurina, born from a spontaneous mutation of the Bourbon variety in Reunion Island. The mean contents of non-volatile main compounds of green coffee are (percentage of dry matter): sucrose (7.1), trigonellin (1.3), caffeine (0.75), cafeoyl-5-quinic acid (1.7), palmitic acid (5.0), linoleic acid (6.5). Sensory analysis allowed to develop an original short time roasting profile. Among the 145 volatiles compounds extracted from roasted coffee powders by SPME, the mean contents of the five major components (ppm) are: acetic acid (34), 2-furanmethanol (117), 5-methyl-2-furfural (166), furfural (144), 2 methylpyrazine (47). These five volatile compounds extracted by SPE are found in the brew coffee: acetic acid (23), 2-furanmethanol (405), 5-methyl-2-furfural (36), furfural (85), 2- methylpyrazine (73) plus -butyrolactone (97). The ratio of molecule content to its perception threshold defines the “Odor Activity Value” (OAV). The conversion of the contents of volatile compounds in units OAV emphasized nine molecules with an important olfactory impact: 2-furfurylthiol (roasted coffee), 2-methylpropanal (chocolate), dodecanal (citrus), 2-ethylhexan-1-ol (citrus),-pinene (woody, citrus), furfural (woody, caramel), 2-hydroxy-3-methylcyclopent-2-en-1-one (maple), hex-2-enal (green apple), 2-methylbut-2- enal (fruity, green). The determination of these OAV differentiated the three commercial categories related to their typical odor due to the predominance of aldehydes for the "Grand cru", phenylacetaldehyde for "Sublime" and pyrazines for "Authentic". Geoclimatic conditions and post-harvest processing have a significant influence on the green coffee composition, on the flavors generated during roasting and thus, on the coffee distribution in the three categories. All these results define the "Bourbon Pointu" as a premium coffee and classify it as a "specialty coffee."