<p>Företag har ett flertal olika marknadsföringsverktyg att tillgå för att kommunicera ett varumärkes budskap till marknaden. Sponsring kan vara ett effektivt sådant verktyg för att exponera varumärket. Sponsring är ett relativt nytt fenomen som har vuxit avsevärt under de senaste decennierna. Syftet med denna uppsats är att undersöka sponsringsverksamheten hos företag med starka varumärken samt hur dessa företag kan utnyttja sponsring för att förstärka sina varumärken.Vi har valt att genomföra denna studie ur ett företagsperspektiv. Dessutom fokuserar vi endast på företagsvarumärken. Den empiriska undersökningen har genomförts på tre företag med starka varumärken. Dessutom har befintlig litteratur rörande varumärken och sponsring studerats. Resultatet av denna studie är att förstärkning av varumärket framstår som den viktigaste målsättningen med sponsring. Sponsring utnyttjas mest effektivt om företagen i förväg har väl genomtänkta mål med sin satsning, väljer sponsringsprojekt med omsorg samt gör noggranna uppföljningar och utvärderingar av sponsringsprojektet.</p>

<p>Background: Internet is a new phenomenon; small companies have only used Internet a couple of years. Internet created a lot of new possibilities for the companies. Internet is a new marketing and communication channel for the company. </p><p>Purpose: The purpose of this thesis is to examine how small companies can use Internet as a strategic tool. Another purpose of this thesis is to generate a better understanding of the application of Internet in small companies. </p><p>Delimitations: This thesis is limited to small manufactoring business to business companies. </p><p>Methodology: This thesis is based on interviews from five different companies. The purpose of the interviews was to collect information about how the companies use Internet today, but also to ask them what fields of application they see for the Internet in the future. </p><p>Result: Smallcompanies can use Internet as a strategic tool in many ways. Our study also shows that business to consumer theories can be used to explain phenomenon in the company and in its environment.</p>

<p>Background: As a consequence of the increasing globalization, more trade co-operation etc., swedish companies get to an ever increasing extent internationalized. Whereas some time ago it was mainly the big, established companies going abroad, today just as many small and medium sized swedish companies sell and produce goods abroad. During the past few years, there has been a tendency for research in the field of international business to focus manly on high-technology, so called knowledge-intensive companies. However, an important proportion of international companies in Sweden are part of the traditional manufacturing business. Research in the field concerning differences between different companies from different businesses is limited. Are there any differences in the way companies internationalize between the two categories? What are the differences? </p><p>Purpose: The purpose of the study is to investigate if there are any differencies in the way swedish small and mediumsize companies internationalize, how these differencies look like, and the factors that influence the companies choice of entry modes. Problem In what way do swedish companies internationalize? Which entry modes do they choose? What factors affects the choice of entry modes? Are there any differencies in the answers of the questions above between traditional manufacturing companies and high-technology companies. </p><p>Practical procedure: The paper is based upon an approach similar to a casestudy, using interviews with the CEO or head of the export departement as datacollection-method. The method of selection we used is based upon our own criteria regarding number of employees, turnover and other firm-specific data. We then selected four swedish international companies located in Linköping and Mjölby, of which two were high-technology companies and two were traditional manufacturing companies. </p><p>Result: The study shows that companies in their early stages of the internationalization process drop a step-by-step approach to geographical and cultural close markets in order to internationalize. The two high-technology companies had a higher speed in their internationalization process compared with the two traditional manufacturing companies. Market potential was the main explanatory factor for all companies regarding choice of entry mode. Compared with the traditional manufacturing companies, the two high-technology companies were more organized in their international business affairs, anlayzing to a greater extent different alternative approaches. These companies also to a greater extend give priority to the participation in different internatioanl networks, marketpresence and the development of specific competencies. The two high-technology companies used more resource-demanding entry modes, whereas the two traditional manufacturing companies still to a greater extend rely on easy and cheap entry modes.</p>

Företag har ett flertal olika marknadsföringsverktyg att tillgå för att kommunicera ett varumärkes budskap till marknaden. Sponsring kan vara ett effektivt sådant verktyg för att exponera varumärket. Sponsring är ett relativt nytt fenomen som har vuxit avsevärt under de senaste decennierna. Syftet med denna uppsats är att undersöka sponsringsverksamheten hos företag med starka varumärken samt hur dessa företag kan utnyttja sponsring för att förstärka sina varumärken.Vi har valt att genomföra denna studie ur ett företagsperspektiv. Dessutom fokuserar vi endast på företagsvarumärken. Den empiriska undersökningen har genomförts på tre företag med starka varumärken. Dessutom har befintlig litteratur rörande varumärken och sponsring studerats. Resultatet av denna studie är att förstärkning av varumärket framstår som den viktigaste målsättningen med sponsring. Sponsring utnyttjas mest effektivt om företagen i förväg har väl genomtänkta mål med sin satsning, väljer sponsringsprojekt med omsorg samt gör noggranna uppföljningar och utvärderingar av sponsringsprojektet.

Background: Internet is a new phenomenon; small companies have only used Internet a couple of years. Internet created a lot of new possibilities for the companies. Internet is a new marketing and communication channel for the company. Purpose: The purpose of this thesis is to examine how small companies can use Internet as a strategic tool. Another purpose of this thesis is to generate a better understanding of the application of Internet in small companies. Delimitations: This thesis is limited to small manufactoring business to business companies. Methodology: This thesis is based on interviews from five different companies. The purpose of the interviews was to collect information about how the companies use Internet today, but also to ask them what fields of application they see for the Internet in the future. Result: Smallcompanies can use Internet as a strategic tool in many ways. Our study also shows that business to consumer theories can be used to explain phenomenon in the company and in its environment.

Background: As a consequence of the increasing globalization, more trade co-operation etc., swedish companies get to an ever increasing extent internationalized. Whereas some time ago it was mainly the big, established companies going abroad, today just as many small and medium sized swedish companies sell and produce goods abroad. During the past few years, there has been a tendency for research in the field of international business to focus manly on high-technology, so called knowledge-intensive companies. However, an important proportion of international companies in Sweden are part of the traditional manufacturing business. Research in the field concerning differences between different companies from different businesses is limited. Are there any differences in the way companies internationalize between the two categories? What are the differences? Purpose: The purpose of the study is to investigate if there are any differencies in the way swedish small and mediumsize companies internationalize, how these differencies look like, and the factors that influence the companies choice of entry modes. Problem In what way do swedish companies internationalize? Which entry modes do they choose? What factors affects the choice of entry modes? Are there any differencies in the answers of the questions above between traditional manufacturing companies and high-technology companies. Practical procedure: The paper is based upon an approach similar to a casestudy, using interviews with the CEO or head of the export departement as datacollection-method. The method of selection we used is based upon our own criteria regarding number of employees, turnover and other firm-specific data. We then selected four swedish international companies located in Linköping and Mjölby, of which two were high-technology companies and two were traditional manufacturing companies. Result: The study shows that companies in their early stages of the internationalization process drop a step-by-step approach to geographical and cultural close markets in order to internationalize. The two high-technology companies had a higher speed in their internationalization process compared with the two traditional manufacturing companies. Market potential was the main explanatory factor for all companies regarding choice of entry mode. Compared with the traditional manufacturing companies, the two high-technology companies were more organized in their international business affairs, anlayzing to a greater extent different alternative approaches. These companies also to a greater extend give priority to the participation in different internatioanl networks, marketpresence and the development of specific competencies. The two high-technology companies used more resource-demanding entry modes, whereas the two traditional manufacturing companies still to a greater extend rely on easy and cheap entry modes.