The current study investigates the mechanisms employed for analyzing and engaging stakeholders through the planning and implementation phases of the mobility management project Sustainable Travel in Umeå Region (Sweden). In alignment with researchers' epistemological and ontological assumptions, an abductive approach and the case study strategy were selected. The qualitative data collected through conducting interviews with the five project team members and through examining project's documentation were analyzed using the pattern matching technique and leading to the findings presented in detail in Chapter 4 and discussed in Chapter 5. The core finding of the study is a model of the use of mechanisms through the planning and implementation phases of a MM project. The planning phase of the project coincides with the stakeholders' analysis process, thus identifying, classifying, characterizing and a very complex process of designing the engagement strategy for citizens, which includes also deciding and starting implementing the strategy for organizations. The correspondent analysis and engagement mechanisms, developed by the project stakeholders‟ scholars for each of these stages, are mostly unwittingly used by the project team. Once the engagement strategy for citizens is decided, the implementation phase is initiated. The implementation phase is characterized by a blend between MM mechanisms and classic stakeholders' engagement mechanisms, which are constantly reassessed through project's lifecycle. In addition, the main challenges emerged in the process of stakeholders' engagement in this project are discussed, concluding that the lack of alignment between some of the regulations coming from the national and supranational level and the project's aim, combined with communication issues and the unwillingness of the targeted organization to interfere in the personal lives of their employees, are the elements that most endanger the success of the stakeholders' engagement process and implicitly of the MM project.

O presente trabalho é um estudo sobre a comunicação como um sistema de relacionamento, mais especificamente entre organizações, movimentos sociais, comunidades, lideranças comunitárias e demais atores sociais estratégicos dos três setores Estado, sociedade civil organizada e iniciativa privada. Entendendo-se a comunicação como processo de relacionamento, o nosso objetivo são as políticas de comunicação com as comunidades em busca da sustentabilidade dos territórios, também chamado de diálogo social. A pesquisa analisa as consequências para a empresa e para a comunidade, do diálogo social como estratégia de comunicação/relacionamento. Trata de aspectos como espaço público, reputação, mediação, recepção e interação, em processos de comunicação entendidos como ações comunicativas. / The present work is a study about the communication asa relationship system, more specifically among organizations, social movements, communities, community leaderships and other strategic social actors from the three sectors State, civil society and business community. To understand the communication as a process, wetargeted the communication policies with the communities reaching the territorial sustainability, so called stakeholders engagement. The research analyses the consequences of stakeholders engagement for the corporation and the community, while communicative/relationship strategy. It deals with aspects like public sphere, reputation, mediation, reception and interaction, in the process of communication known as communicative action.

<p>Private organizations are facing organizational field pressures which need to be addressed from an economic and ethical point of view in order to be sustainable in the long term. The present research study analyzes the role of the Pharmaceutical Industry as a provider of a social good and its responsibility towards its organizational field and stakeholder network. On the one hand it is argued that the mentioned industry should be profitable in order to make investments in research and development; while on the other hand, the industry must demonstrate engagement in the social sphere because of the good it commercializes, human health care. The Role of Organizational Policies, Codes and Structure will also be studied in order to deepen the understanding of the organization strategy towards Corporate Responsibility Practices.</p><p>This research project presents a case study of AstraZeneca Sweden Corporate Responsibility practices. In this study an Analytical Framework is developed based on institutional theory, the stakeholders' model, deliberative democracy model and business ethics. The mentioned framework will contribute to the understanding of AstraZeneca's Corporate Responsibility practices. The role of the company towards the demands from the outside world that causes the organization to respond and act will be addressed as well as the role of Policies, Codes and Organizational Structure in the Corporate Responsibility practice of the organization. We argue that the managerial response should be based upon a deliberative engagement method, in which all the interest parties are included in the decision making process.</p><p>The study is supported by two interviews which were conducted with key actors and extensive secondary data.</p>

Private organizations are facing organizational field pressures which need to be addressed from an economic and ethical point of view in order to be sustainable in the long term. The present research study analyzes the role of the Pharmaceutical Industry as a provider of a social good and its responsibility towards its organizational field and stakeholder network. On the one hand it is argued that the mentioned industry should be profitable in order to make investments in research and development; while on the other hand, the industry must demonstrate engagement in the social sphere because of the good it commercializes, human health care. The Role of Organizational Policies, Codes and Structure will also be studied in order to deepen the understanding of the organization strategy towards Corporate Responsibility Practices. This research project presents a case study of AstraZeneca Sweden Corporate Responsibility practices. In this study an Analytical Framework is developed based on institutional theory, the stakeholders' model, deliberative democracy model and business ethics. The mentioned framework will contribute to the understanding of AstraZeneca's Corporate Responsibility practices. The role of the company towards the demands from the outside world that causes the organization to respond and act will be addressed as well as the role of Policies, Codes and Organizational Structure in the Corporate Responsibility practice of the organization. We argue that the managerial response should be based upon a deliberative engagement method, in which all the interest parties are included in the decision making process. The study is supported by two interviews which were conducted with key actors and extensive secondary data.

O presente trabalho é um estudo sobre a comunicação como um sistema de relacionamento, mais especificamente entre organizações, movimentos sociais, comunidades, lideranças comunitárias e demais atores sociais estratégicos dos três setores Estado, sociedade civil organizada e iniciativa privada. Entendendo-se a comunicação como processo de relacionamento, o nosso objetivo são as políticas de comunicação com as comunidades em busca da sustentabilidade dos territórios, também chamado de diálogo social. A pesquisa analisa as consequências para a empresa e para a comunidade, do diálogo social como estratégia de comunicação/relacionamento. Trata de aspectos como espaço público, reputação, mediação, recepção e interação, em processos de comunicação entendidos como ações comunicativas. / The present work is a study about the communication asa relationship system, more specifically among organizations, social movements, communities, community leaderships and other strategic social actors from the three sectors State, civil society and business community. To understand the communication as a process, wetargeted the communication policies with the communities reaching the territorial sustainability, so called stakeholders engagement. The research analyses the consequences of stakeholders engagement for the corporation and the community, while communicative/relationship strategy. It deals with aspects like public sphere, reputation, mediation, reception and interaction, in the process of communication known as communicative action.

This bachelor thesis is conducted as a Minor Field Study (MFS) in Sri Lanka, funded by the Swedish International Development Cooperation Agency (SIDA). The tourism industry have become a key factor for economic growth in several developing countries. A section of branding which refers to branding of a whole country is place branding. Place branding is seen as a complex process which involves multiple parts of the country. In order to ease for brand managers and to develop the theory of place branding, Hanna and Rowley (2011) have developed a new model of place branding. The model is named the Strategic place brand management model (SPBM- model) and consists of components which are argued to be essential parts in the process of branding a place. Developing countries have a need for place branding practices in order to create economic growth. The SPBM-model could therefore be a useful contribution to the research field of place branding in developing countries. The research questions of this research was therefore firstly to see how Sri Lanka work with the components in the SPBM-model, and second to find out which components in the SPBM-model that can be seen as important based on Sri Lankan conditions. This to answer the purpose of this thesis: explore how the SPBM-model can be applied on the process of branding Sri Lanka. The study was made through a case study of the developing country of Sri Lanka. In order to gain data, seven semi-structured interviews were conducted with officials working with branding Sri Lanka as a tourism destination. By putting the SPBM-model on the Sri Lankan place branding process it can be interpreted that all components are tightly connected to each other, and some parts seems to be more important for Sri Lanka then others. If Sri Lanka put more time and effort in the three components of infrastructure, stakeholders and evaluation, also the other six components of the SPBM-model (identity, brand experience, WOM, architecture, communication andarticulation) indirect will be affected in a positive way.