<p>Aim: The aim of this essay is to study the work of an alcohol company’s (Pernod Ricard) corporate social responsibility and how this work is being communicated to the company’s stakeholders. Furthermore I aim to describe the profile of the specific company, in other words how they wish their stakeholders to experience the company. I will then compare this profile with the image of how the interviewed stakeholders actually perceive the corporate social responsibility activities. Are there any differences?</p><p>Material/Method: Together with literature and document studies, a qualitative method has been used and four focus group interviews with a total of 16 stakeholders have been conducted.</p><p>Main results: The main results from the focus group interviews showed that the stakeholders appreciated corporate social responsibility work that focuses on the protection of young people. Activities aimed to target these groups generated most positive reactions and are also the activities that bring the stakeholders image closer to the desired profile. Opposite to this, activities seen as most irrelevant and even a little bit lecturing in a negative way are initiatives aimed towards warning and preventing adults from using or receiving information about a product. The more the stakeholders seem to know about an activity the less suspicious they appear to be which should encourage the company to communicate their work.</p>

Aim: The aim of this essay is to study the work of an alcohol company’s (Pernod Ricard) corporate social responsibility and how this work is being communicated to the company’s stakeholders. Furthermore I aim to describe the profile of the specific company, in other words how they wish their stakeholders to experience the company. I will then compare this profile with the image of how the interviewed stakeholders actually perceive the corporate social responsibility activities. Are there any differences? Material/Method: Together with literature and document studies, a qualitative method has been used and four focus group interviews with a total of 16 stakeholders have been conducted. Main results: The main results from the focus group interviews showed that the stakeholders appreciated corporate social responsibility work that focuses on the protection of young people. Activities aimed to target these groups generated most positive reactions and are also the activities that bring the stakeholders image closer to the desired profile. Opposite to this, activities seen as most irrelevant and even a little bit lecturing in a negative way are initiatives aimed towards warning and preventing adults from using or receiving information about a product. The more the stakeholders seem to know about an activity the less suspicious they appear to be which should encourage the company to communicate their work.

The thesis addresses a sales strategy of a firm in a broader concept. The main objective is to present the company Jan Becher -- Karlovarská Becherovka, a. s., its functioning in the areas of marketing, sales and export and to analyse the current situation of the firm in the context of alcoholic beverages market, distribution channels used and export orientation for the future. The thesis consists of six chapters. The first chapter presents the firm and its owner -- French group Pernod Ricard. There is analysis of the Czech alcoholic beverage market in the second chapter -- characteristics, regulation and categories recognized with their trends are adduced. The third chapter is focused on the market position of selected brands from the portfolio distributed by the examined company. Selected areas of the marketing strategy are compiled in the forth chapter. The fifth chapter analyses the sales channels, sales representatives support and specifics of on-trade and off-trade markets. The export strategy is presented in the sixth chapter. The outcome of the thesis is a critic evaluation of the current situation and processes and a statement of recommendations for areas to focus on while developing plans for coming years.

In 2005 the wine importer and supplier Pernod Ricard Sweden acquired Allied Domecq, a company with a wide assortment of wines. However, due to Pernod Ricard Sweden’s strategic focus on spirits the last decade they now experience a lack of knowledge of how to best sell and endorse wine to restaurants. After thorough research of present academic literature we have found that there is a theoretical gap of knowledge regarding the relationship between wine suppliers and restaurants and the interactions between them. Therefore, the purpose of this thesis is to gain a deeper understanding of the influences on organisational buying behaviour when purchasing in a B2B environment. We have investigated what criteria and services are more important for restaurants when purchasing wine, in order for the supplier to understand the behaviour of the buyer and act accordingly. A qualitative research has been conducted where 18 high commercial value restaurants in the region Mälardalen in Sweden were interviewed via telephone. The interview questions consisted of both open-ended questions and close-ended Likert scale questions, in order to receive both deeper answers including the respondents’ own opinions and comments, as well as preference data and attitude measures. In the analysis of our data we have discovered the importance of offering a concept and not just a product to the restaurants. In this concept the price in relation to quality is vital, as well as value adding activities such as education, which is important since there is a lack of documented knowledge among the persons responsible for the purchasing of wine. Support and sales meetings have proven to be efficient ways for the supplier to communicate their message to the restaurants rather than the use of traditional communication channels e.g. TV and printed advertisement. Furthermore, we have observed that the relationship between the supplier and the restaurants is crucial. This is due to the fact that most high commercial value restaurants only have one supplier and their emphasised need for the business to run smoothly. Therefore, previous experience of the supplier and the established degree of trust are highly influencing factors. We believe that if the results of our study are taken into consideration, the supplier has a great chance of becoming successful and creating profitable long-term relationships with high commercial value restaurants.

<p>In 2005 the wine importer and supplier Pernod Ricard Sweden acquired Allied Domecq, a company with a wide assortment of wines. However, due to Pernod Ricard Sweden’s strategic focus on spirits the last decade they now experience a lack of knowledge of how to best sell and endorse wine to restaurants. After thorough research of present academic literature we have found that there is a theoretical gap of knowledge regarding the relationship between wine suppliers and restaurants and the interactions between them. Therefore, the purpose of this thesis is to gain a deeper understanding of the influences on organisational buying behaviour when purchasing in a B2B environment. We have investigated what criteria and services are more important for restaurants when purchasing wine, in order for the supplier to understand the behaviour of the buyer and act accordingly.</p><p>A qualitative research has been conducted where 18 high commercial value restaurants in the region Mälardalen in Sweden were interviewed via telephone. The interview questions consisted of both open-ended questions and close-ended Likert scale questions, in order to receive both deeper answers including the respondents’ own opinions and comments, as well as preference data and attitude measures.</p><p>In the analysis of our data we have discovered the importance of offering a concept and not just a product to the restaurants. In this concept the price in relation to quality is vital, as well as value adding activities such as education, which is important since there is a lack of documented knowledge among the persons responsible for the purchasing of wine. Support and sales meetings have proven to be efficient ways for the supplier to communicate their message to the restaurants rather than the use of traditional communication channels e.g. TV and printed advertisement. Furthermore, we have observed that the relationship between the supplier and the restaurants is crucial. This is due to the fact that most high commercial value restaurants only have one supplier and their emphasised need for the business to run smoothly. Therefore, previous experience of the supplier and the established degree of trust are highly influencing factors.</p><p>We believe that if the results of our study are taken into consideration, the supplier has a great chance of becoming successful and creating profitable long-term relationships with high commercial value restaurants.</p>

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Ce mémoire a pour corpus les essais parus dans Liberté entre mars 1980 et février 1986, période pendant laquelle François Ricard assumait la direction de la revue. Il veut mesurer la place de l’ironie dans la revue et circonscrire ses formes diverses en se penchant principalement sur les textes de Ricard lui-même, d’André Belleau et d’Yvon Rivard, mais également la mettre en relation avec l’indépendantisme québécois. En quoi une conception de l’indépendance partagée dans la revue migre-t-elle de la chose au mot ? Nous tenterons de comprendre le rôle d’une culture globalisante de l’ironie dans ce déplacement. Si les travaux critiques englobant la question de l’essai québécois des années 1980 ont souvent noté un repli sur l’intime propre à cette décennie, le Québec demeure, à Liberté, une pierre angulaire du discours essayistique. L’ironie peut-elle émerger comme compromis entre un désir de se défaire d’« une question nationale obsessionnelle et indépassable » et le besoin, toujours existant, de revendiquer une forme d’indépendance, dorénavant plus littéraire que politique ?