I denna kandidatuppsats har vi studerat hur nyckelpersoner i internationella omorganiseringar använder sig av strategiska diskurser för att förmedla sina budskap i tryckt press. Syftet har varit att ta reda på hur nyckelpersoner strategiskt utnyttjar rationella eller nationella diskurser vid en internationell sammanslagning och framför allt hur dessa kan kopplas till specifika teman som i sin tur uppmärksammas i den mediala bevakningen. Företaget som valts för undersökningens fallstudie, är fusionen mellan Telia (Sverige) och Sonera (Finland) i slutet av 2002. Studien har genomförts, genom att undersöka tidningsartiklar från en dagstidning och en affärstidning från både Sverige och Finland, under en femårsperiod (2002-2006). Vi har sedan gått igenom dessa artiklar för att finna citat av sammanslagningens nyckelpersoner. Citaten har analyserats och kategoriserats med hjälp av kritisk diskursanalys för att avgöra hur olika personer har använt sig av rationella respektive nationella diskurser och inom vilka teman man kan se olika diskurser. Begreppet diskurs har i denna studie definierats och använts som ett sätt att åberopa och urskilja olika typer av innehållsliga perspektiv i utvalda ämnen. Kritisk diskursanalys var ett lämpligt verktyg för att kunna kartlägga och förstå användandet av olika typer av diskurser. Exempelvis möjliggörs en medveten analys av uttalanden, deras syften i sina ursprungliga sammanhang och hur de kan påverka olika typer av tilltänkta mottagare. Undersökningens resultat visade att de mest uppmärksammade teman vi fann var frågor gällande ägarskap, fördelning av ledningsposter i det nya företaget, samt nedläggningar. Resultaten visade vidare att nyckelpersonernas diskurser och uttryck varierade beroende på vad man hade för roll i företagets fusion. Rationella diskurser användes mest och av flest nyckelpersoner. De som var helt konsekventa i sin rationalitet, och även uttalade sig mest, var de nyckelpersoner som vi kategoriserade som de operativa nyckelpersonerna. Även styrelseledamöter och andra nyckelpersoner nära kärnan av fusionen och organisationen var oftast rationella. De tillfällen där det var tydligast att man använde sig av nationella diskurser var när nedläggningar och fördelningar av ledningsposter diskuterades.  I dessa fall var det fackliga representanter och avgångna nyckelpersoner som använde nationella diskurser mest. Resultaten och analysen visade en tydlig konsekvent hållning i uttalanden från nyckelpersonerna i styrelse och operationell ledning. Därmed är en av slutsatserna att företaget lyckades bra med att hålla en enhetlig rationell diskurs kring ämnen som relaterade till sammanslagningen. Detta tyder på att man hade en tydlig strategi kring hur dessa frågor skulle hanteras. / Aim: To identify the ways in which key actors, in corporate cross-border mergers, make use of strategic discourse in printed media texts. Moreover, we sought to link these discourses to specific themes and issues in order to determine possible patterns. Material and Method: We have made a quantitative (phase 1) and qualitative analysis (phases 2 & 3) of the media coverage of the merger between the companies Telia (Sweden) and Sonera (Finland) in 2002. The study was made through analyzing a number of articles in selected Swedish and Finnish printed media between January 2002 and December 2006. By studying certain themes and issues more closely the motive was to detect how key actors in the company use discursive strategizing methods to maneuver the presentation constructed in the media. The term discourse has in this study, essentially been defined as a framework in which key actors are able to draw on certain content specific perspectives and themes in order to deliver a certain point of view. Critical discourse analysis is therefore an important tool in order to identify the different messages within these discourses. In processing the results with critical discourse analysis, we have tried to explain how the key actors in the merger, have used these discourses to mobilize and highlight certain issues. Main Results: Based on the results of our research, the issues that were given the most attention in the media coverage were ownership, corporate governance in the merged company as well as shutdowns. Our main conclusion was that different actors used different discourse strategies to mobilize these three issues. Subsequently, the results show that rational discourses were most frequently used. Thus, actors with operational responsibilities, within the merged company, maintained a consistency in keeping to rational discourses. This was true regardless of background and theme. In contrast, national discourses were primarily maintained by union representatives and by former members of the board or other former leaders within the company. These national discourses could primarily be linked to discussions about corporate governance and shutdowns. Finally, this study proves that the key actors within the new merged company used rational discourses consistently. Our conclusion of this is that it is the result of successful strategizing on how these issues were mobilized within the company.

The tourism industry in Sweden has expanded in recent years and the increasing industry has meant that customers are in need of a reseller for their trips abroad. Today there are three types of retailers available. These are : Traditional travel agencies , tour operators and online travel agencies. Online Travel agencies are the most modern online option for customers. Their existence has made it easier for the customer and reservation can be made anytime and anywhere. The competition has intensified between the three retailers and the traditional alternatives must find new ways to survive. Through effective marketing and selecting the right channel may be vital to the travel agency's survival. The theories that have been essentiell for this Investigation are: marketing mix, relationship marketing, porter curve, the buying process, the agent's role, word-of-mouth and marketing of services and products company. In this essay, the authors investigated four tour operators and one traditional travel agency and everyone is placed in Stockholm. The authors has choosed to investigate their market businesses and how the customer's requirements have changed since online travel agencies took over a large part of the market. The authors have also decided to conduct interviews with an online travel agency and one travel company that works with marketing for travel agencies. The tour operators in Stockholm mainly use relationship marketing as a primary strategy for maintaining a loyal relationship with the customer. The channels that travel companies utilize is a combination of word-of- mouth, digital media and printed media. All companies could state that the consumer in the current situation is more aware than before and this has led an increased requirement for travel agencies. Travel agents and tour operators must offer something unique or give the client an  xceptional service that they can not recieve in another place. Service in this case may involve travel on customers behalf, visa application, bookings for specific requests and helping to add travel insurance.