This qualitative, single case study research analyzes the stakeholder relationship cultivation strategies employed by LinkedIn China and its sub-brand Chitu. It also examines the extent to which the propositions of stakeholder theory and relationship management theory are applicable in a Chinese public relations context. Observations were made through analysis of documentation, interviews, direct observations and participant-observation. The results show that stakeholder theory and relationship management theory alone could not adequately explain the ways in which LinkedIn China and Chitu establish and maintain relationships with their stakeholders. This research discovered that additional theories are needed to explain LinkedIn China's success in relationship building. These theories include the Arthur W. Page Society's Building Belief Model and its Page principles; moreover, relationships between LinkedIn China and its stakeholders were forged and cultivated through CEO communication, personal influence, and issues management. The study also reviews how Guanxi, as an evolving cultural factor, affects LinkedIn China's decision-making and public relations strategies. Finally, this study offers practical insights for foreign organizations that need to nurture relationships with stakeholders in China.

Syfte – Att skapa förståelse för hur internationell marknad framgångsrikt kan väljas för internetföretag genom att beskriva och identifiera tillvägagångssätt för val av internationell marknad. Metod – Kvalitativ fallstudie där elva semistrukturerade intervjuer genomfördes på olika internetföretag som valt internationell marknad. Resultat - Två olika strategier för att välja internationell marknad identifierades. 1) hagelböss-strategi som innebär mindre analys men att fler länder testas än i 2) prickskytt-strategi. De tre parametrarna 1) befolkningsmängd, 2) betalsystem och 3) psykologiskt avstånd är dominerande i en hagelböss-strategi.  I en prickskytt-strategi dominerar elva olika parametrar utöver de tre som kan studeras vid en hagelböss-strategi. Tre kostnadsdrivare identifierades som kan förklara när företag kan använda de olika strategierna, där hagelböss-strategin kan användas vid lägre internationaliseringskostnader och prickskytt-strategin när internationaliseringskostnaderna är högre. Teoretiska implikationer – Studien bidrar till att öka förståelsen kring hur internetföretag kan välja internationell marknad där mycket av tidigare forskning vidareutvecklats och andra delar bekräftats. Ett avgörande och viktigt tillägg till tidigare forskning är de i resultatet genererade strategierna som kan bidra till att internetföretag mer framgångsrikt välja kan internationell marknad. Dessutom utvecklas kunskap om vilka parametrar som kan vara centrala för hur internetföretag kan välja internationell marknad och hur dessa kan tillämpas. Praktiska implikationer - För internetföretag ökar studien förståelse för när de olika strategierna kan användas där kostnaderna för internationalisering kan avgöra vilken strategi som är fördelaktig att använda för att välja internationell marknad. Dessutom presenteras parametrar som kan studeras vid val av internationell marknad för de båda strategierna där varje företag kan basera dessa parametrar på sina egna egenskaper. / Purpose - To create an understanding of how international markets can be successfully selected for internet companies by describing and identifying approaches for selecting international markets. Method - Qualitative case study where eleven semi structured interviews were conducted on various internet companies that have previously selected international market. Results - Two different strategies for selecting international markets were identified. 1) shotgun strategy that involves less analysis but testing of more countries than 2) sniper strategy. The three parameters 1) population, 2) payment systems and 3) psychological distance are dominant in a shotgun strategy. In a sniper strategy, eleven different parameters dominate in addition to the three that can be studied when using a shotgun strategy. Three cost drivers were identified that can explain when companies can use the different strategies, where the shotgun strategy can be used when having lower internationalization costs and the sniper strategy when internationalization costs are higher. Theoretical implications - The study helps to increase the understanding of how internet companies can select an international market where much of previous research has been further developed and other parts confirmed. A crucial and important addition to previous research are the result-generated strategies that can help internet companies more successfully select international market. In addition, knowledge is extended regarding which parameters can be central to how internet companies can select international market and how these parameters can be applied. Practical implications - For internet companies, the study increases the understanding of when the different strategies can be used, where costs for internationalization can determine which strategy is beneficial to use in selecting international market. In addition, parameters that can be studied in selecting the international market for the two strategies are presented, where each company can choose among these parameters based on their own characteristics.

The thesis "The Influence of New Internet Concerns on Transformation of the Traditional Publishing Houses in Central Europe", based on the media convergence theory and theoretical sources from the area of current trends in media field, focuses on changes the traditional publishing houses are going through. The paper maps the digital portfolio of the traditional media houses of Axel Springer in the German market and of media houses of Mafra, Bauer Media and CME in the Czech market. The paper parallely focuses on portfolio of the chosen global Internet companies and the relationships between these new media concerns and the traditional publishing houses, focuses on the competitive advantages of the examined online platforms of the new Internet companies, which potentially compete by their aims with the tradidional publishers. The paper also focuses on the advantages and the options for the users and advertisers, and on the mutual cooperation and dependenncy of the both types of media concerns.