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Elitidrottssponsring är ett kraftfullt marknadsföringsverktyg som företag använder sig av för att generera intresse, engagemang och lönsamhet, där allt mer idag sker i snabbt utvecklande digitala miljöer. Tidigare forskning har identifierat fem steg som utgör sponsringsprocessen, men det har däremot inte beskrivits hur den allt mer påverkande digitala kommunikationen påverkar elitidrottssponsorer i sponsringsprocessen. Syftet med studien är att beskriva hur elitidrottssponsorer påverkas av digital kommunikation i arbetet med sponsringsprocessen. För att uppnå detta har en kvalitativ forskningsmetod med en tolkande analys tillämpats. Studiens teoretiska ramverk baseras på sponsringsprocessens delar, och digital kommunikation. Empirimaterialet är insamlat från semistrukturerade intervjuer med representanter från fyra företag som sponsrar elitidrott. Studien visar att företagen arbetar systematiskt i sponsringsprocessen, som i allt högre grad präglas av digital kommunikation. Uttryck och omfattning på hur digital kommunikation påverkar arbetet varierar under sponsringsprocessen, men bidrar generellt med ökad affärsmässighet. Sponsringsprocessens inledande målsättning, primärt kopplat till högre krav på ROI och stärkt varumärke att kommunicera digitalt, genomsyrar beslut som fattas under processen. Företag påverkas som mest av digital kommunikation i sponsorförvärvet- och implementeringen, då arbetsstrategier anpassas till ökad konkurrens på marknaden och utveckling av användandet av nya digitala kommunikationsplattformar, såsom sociala medier. Digital kommunikation präglar även analys av centrala parametrar i sponsringsprocessen, främst kopplat till budgetering och utvärdering. Slutligen rapporteras vikten av att balansera kundcentrering och analog verkan, med ett tillvaratagande och utvecklande av strategier för digital kommunikation. Studiens implikationer främjas av att en modell som integrerar digital kommunikation i sponsringsprocessen presenteras. / Elite sports sponsorship is a powerful marketing tool that companies use to generate interest, engagement and profitability. Today, a revolutionizing big part of it takes place in rapidly developing digital environments. Previous research has identified five parts that constitute the sponsorship process, but it has not been described how digital communication affects elite sports sponsors in the sponsorship process. The purpose of the study is to describe how companies sponsoring elite athletes are influenced by digital communication when working in the sponsorship process. To achieve this, a qualitative research method with an interpretive analysis has been used. The theoretical framework is based on the sponsorship process, and digital communication. The empirical material is collected from semi-structured interviews with elite sport sponsors. The study shows that companies work systematically in the sponsorship process, which is increasingly influenced by digital communication. The expression of and extent to which digital communication influences varies during the sponsorship process, but overall, it contributes with increased commercialism. The initiating goal setting, mainly connected to higher demands on ROI and a strong brand to communicate digitally, perpetuates the decisions during the process. Companies are mostly influenced by digital communication in the sponsorship acquisition and implementation, as they adapt to increased competition and develop the use of digital communication platforms, such as social media. Digital communication also characterizes how companies analyze key figures, mainly in budgeting and evaluation. Finally, the importance of balancing customer centricity and operating analogically, with using and developing a strategy for digital communication is reported. The implications of the study are furthered by presenting a model integrating digital communication in the sponsorship process.

<p><em>Drink! The Marketing History of The Coca-Cola Company: A Modernization Perspective</em> examines the development of <em>The Coca-Cola Company’s</em> marketing history, from the founding of the company in 1886 until today. <em>The Coca-Cola Company</em> has been superior on the market for over a century. It has also developed along with the urbanisation of its society, which is interesting in a modernization perspective. The essay investigates the marketing strategies of the company, with focus on three themes: gender, sponsorship and interactive culture phenomenon. The examination is based on an analysis of six significant photo- and TV advertisements, two from each theme. The research is based on profound literature studies combined with studies of visual culture. With the work of this essay, we have come to the conclusion that <em>The Coca-Cola Company</em> has reached its power and fame because of it’s creative marketing strategies. Hence, of the fact that the company has developed together with the urbanisation and technical an economical growth of society.</p>

Drink! The Marketing History of The Coca-Cola Company: A Modernization Perspective examines the development of The Coca-Cola Company’s marketing history, from the founding of the company in 1886 until today. The Coca-Cola Company has been superior on the market for over a century. It has also developed along with the urbanisation of its society, which is interesting in a modernization perspective. The essay investigates the marketing strategies of the company, with focus on three themes: gender, sponsorship and interactive culture phenomenon. The examination is based on an analysis of six significant photo- and TV advertisements, two from each theme. The research is based on profound literature studies combined with studies of visual culture. With the work of this essay, we have come to the conclusion that The Coca-Cola Company has reached its power and fame because of it’s creative marketing strategies. Hence, of the fact that the company has developed together with the urbanisation and technical an economical growth of society.

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External support has previously been found to increase both interrebel alliances and interrebel conflict. This thesis uses a modified principal-agent theory to bring these findings together in a common theoretical framework, arguing that external support leads to interrebel alliances when the sponsor’s leverage is high, and to interrebel warfare when the sponsor’s leverage is low. Using data on multiparty conflicts from 1975-2010, it aims to answer why external state support has increased interrebel warfare in some cases and interrebel alliances in other. It finds that the effect of external support isn’t unidirectional on interrebel alliances or interrebel warfare. This thesis finds that when controlling for forms of support that allows a sponsor to monitor the rebel group, external support is positively correlated with interrebel warfare and negatively with interrebel alliances. It also finds that the monitoring capacity of the sponsor decreases interrebel warfare, whilst the effects on interrebel alliances are inconsistent. Further, strong rebel groups, groups active in areas of drug cultivation and groups that share ideational ties with other groups in the same conflict, are found to be more likely to engage in interrebel warfare, and less likely to engage in interrebel alliances.

Made available in DSpace on 2016-03-15T14:17:04Z (GMT). No. of bitstreams: 2 6.pdf: 3467689 bytes, checksum: baa8b0680264144c21042cc121db924b (MD5) license.txt: 1748 bytes, checksum: 8a4605be74aa9ea9d79846c1fba20a33 (MD5) Previous issue date: 2015 / Fundação Oswaldo Cruz. Instituto de Tecnologia em Fármacos/Farmanguinhos. Rio de Janeiro, RJ, Brasil. / Os Ensaios Clínicos são o tipo de pesquisa considerado, atualmente, como padrão ouro da medicina baseada em evidências. Boa parte das pesquisas deste tipo conduzidas no Brasil é patrocinada por indústrias multinacionais. Contudo, apesar de o Brasil contar com centros de pesquisa preparados para conduzir os Ensaios Clínicos desenhados e patrocinados por estas indústrias, não se vê a mesma desenvoltura quando se trata de projetos institucionais nacionais, isto é, desenhados e operacionalizados por investigadores de institutos de pesquisa brasileiros. Esta carência de conhecimento em planejamento e gestão de um Ensaio Clínico torna-se crítica no momento em que o investigador se dispõe a conduzir um projeto institucional, uma vez que nestes casos, de acordo com a ANVISA, o responsável pela condução e coordenação da pesquisa é chamado de "Investigador-Patrocinador", devendo cumprir com todas as exigências atribuídas ao papel de investigador e ao papel de patrocinador. Este trabalho apresenta uma proposta de manual que poderá servir como instrumento de consulta para pesquisas conduzidas por Investigadores-Patrocinadores de Ensaios Clínicos e de guia para mapeamentos de processos e criação de ferramentas específicas para seus projetos. O manual foi elaborado após uma exaustiva pesquisa, análise documental e compilação das principais regulamentações de pesquisa clínica publicadas no país, entrevistas com Investigadores-Patrocinadores brasileiros, modelagem e validação dos processos envolvidos em um Ensaio Clínico. Este estudo apresenta descrições e ferramentas sobre as etapas e os requerimentos envolvidos na condução de um Ensaio Clínico na condição de Investigador-Patrocinador. / The Clinical Trials are, currently, the gold standard research of evidence-based medicine. Much of this type of research conducted in Brazil is sponsored by multinational industries. However, despite Brazil have research sites ready and prepared to conduct clinical trials designed and sponsored by these industries, it is not possible to see the same resourcefulness when it comes to national institutional projects, i.e., designed and operated by investigators from Brazilian research institutes. This lack of knowledge in planning and management of a clinical trial becomes critical when the investigator is willing to conduct an institutional project, since in these cases, according to ANVISA, the responsible person for conducting and coordinating the research is called "Sponsor-Investigator" and must comply with all the requirements assigned to the investigator and the sponsor. This work presents a manual proposal that could be used as a reference tool for researches conducted by "SponsorInvestigators" of Clinical Trials and as a guide for the processes mapping and creation of specific tools for their projects. The manual was prepared after extensive research, document analysis and compilation of the main regulations of clinical research published in the country, interviews with Brazilian "Sponsors-Investigators", modeling and validation of the processes involved within a clinical research. This study presents descriptions and tools on the steps and requirements involved in the conduction of a clinical trial in a Sponsor- Investigator condition.

Scholars in the international business field have presented various findings on international entry mode strategies, yet few were conducted on the Middle East. However, a recent study has presented a new form of entry mode used among multinational corporations (MNCs) in the Middle East where foreign companies tend to form partnership with individuals (local sponsor) rather than corporations when entering the market. The entry mode is presented as “sponsorship” entry mode, which is a new form of entry used by MNCs. It allows MNCs to enter the market in a similar way of joint venture, however, instead of finding a partner to penetrate the market MNCs are required to find a local sponsor. The thesis purpose is to examine the case of United Arab Emirates (UAE) as one of the most attractive countries for foreign investors in the Middle East. In addition, the thesis will provide a deeper understanding of the “Sponsorship” entry mode and the different criteria needed to select a local sponsor. To get a deeper understanding of the subject, a qualitative approach has been followed. Additionally, the data was collected through semi-structured interviews with senior managers and CEOs, which were based on the literature review to get rich findings. The literature review presents several theories and models that helped to analyse the data collected from the interviewees. Moreover, a conceptualize framework was added in the literature review chapter to summarise and illustrate a primary framework that provides an idea on the “sponsorship” entry mode.  By analysing the data that were collected, the outcome of the research reviled various forms of local sponsors that could be chosen based on the criteria needed to guarantee a successful entry. The findings have also provided insightful examples of different challenges that could be faced when establishing a sponsorship through a local sponsor and the different strategies used to cope with such challenges. The outcome of this study has provided a deeper understanding of the “sponsorship” entry mode and the different selection criteria needed to select a local sponsor. Finally, the thesis concluded the study by providing answers to the research questions and summarizing the answers into the revised conceptual framework.

Given the importance that entrepreneurship and start-up businesses operating in technology-intensive sectors (biotechnologies, life sciences, renewable energy, artificial intelligence, information & communication technologies, software, etc.) have come to play as part of the processes of economic development and jobs creation, the access of such entrepreneurs and businesses to appropriate levels of corporate finance has become a major focus of policymakers in recent decades. Yet, this gave way to a wide variety of policy models across nation-states and even within nation-states, as levels of government and market actors adapted to those new challenges by refining or transforming pre-existing policies and institutions as well as by crafting new policy tools to address specific needs or interests. This thesis investigates the roots of such policy diversity within countries, offering in-depth accounts of the evolution of Quebec’s and Scotland’s policy strategies in the sector of development capital and sub-sector of venture capital since 1990. As compared to other regions’ or provinces’ in the United Kingdom (such as South East England) or Canada (such as Ontario), Quebec and Scottish regional venture capital ecosystems rely on a high degree of state intervention, either direct (through public investment funds) or indirect (through government-backed, hybrid or tax-advantaged funds). Hence the description of these two regions as “sponsor states,” heavily involved in the strategic backing of innovative businesses. Whereas most of the literature on venture capital has focused on economic variables to explain variations in such public sector involvement across polities however, this thesis seeks to explain policy divergence in Quebec and Scotland through a political and ideological lens. Its main argument is that the development of the venture capital ecosystems in these regions was underpinned by Québécois and Scottish nationalisms, which induced perceived imperatives and ideological preferences for policy autonomy, policy divergence, and state intervention. / Thesis / Doctor of Philosophy (PhD) / This thesis investigates the impacts of political ideas on economic policymaking. More specifically, it is a study into the effects of Québécois and Scottish nationalisms on regional policies in the sector of corporate finance, and subsector of venture capital. The question it was devised to answer is as follows: why is it that Quebec and Scotland developed particularly dynamic regional venture capital ecosystems, in which the state (through public investment funds) or state-backed investors (such as hybrid or tax-advantaged funds) play a leading role as compared with other Canadian or British regions? Through an in-depth process-tracing effort aimed at the uncovering of rationales underpinning major policy initiatives in this sector since 1990 and beyond, this thesis shows that minority nationalism contributed to the development of such ecosystems in key ways, notably by inducing perceived imperatives and preferences for policy autonomy, policy asymmetry, and state intervention.

The goal of this thesis is to analyze selected non-governmental organization in the field of Public Relations. In accordance with the results of performed investigation, the author will try to propose a specific plan of PR activities within creating positive long-term relationships with company's crucial target groups. The thesis itself will be mainly focused on the preferred target group from both, internal and external environment of the organization. Another vital part of the work will include specific proposals on how the organization should be presenting itself publicly, not only in the framework of media, but also through it's promotion. Last but not least, improvement suggestions will be concerned with the form and the content of company's web sites.