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The Importance of Communicating Sustainability: a Case Study of Eriksberg Vilt & Natur AB
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2017 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Vikten av att kommunicera hållbarhet : en fallstudie av Eriksberg Vilt & Natur AB (Swedish)
Abstract [en]

This thesis has through a case study of the company Eriksberg Vilt & Natur AB investigated, using customer-oriented marketing theories, how their customers perceive sustainability. Subsequently, looking into promotion tools it has examined what implications the customers’ opinions give for the communication channels the company use. For the case study secondary data has been collected, a survey addressing Eriksberg’s customers has been conducted and a semi-structured interview has been performed with the CEO of the company. The results have shown that the opinions of Eriksberg and their customers in many ways are congruent and that customers perceive sustainability to be important, which Eriksberg do too, but also that many customers are not aware of the company’s work in sustainability. The conclusion is that Eriksberg should communicate information about their sustainability work using communication channels in which their customers have the ability to respond and react. 

Abstract [sv]

Denna uppsats har genom en fallstudie av företaget Eriksberg Vilt & Natur AB och genom att använda kundorienterade marknadsföringsteorier undersökt hur deras kunder uppfattar hållbarhet. Därefter har den genom att se till säljfrämjande marknadsföringsverktyg undersökt hur kundernas åsikter påverkar de marknadsföringskanaler företaget använder. För fallstudien har sekundärdata samlats in, en enkätundersökning riktad till Eriksbergs kunder har genomförts och en semistrukturerad intervju har gjorts med bolagets VD. Resultaten har visat att Eriksbergs och dess kunders åsikter i många fall är samstämmiga, att kunderna upplever hållbarhet som viktigt, vilket även Eriksberg gör, men också att många kunder inte känner till företagets hållbarhetsarbete. Slutsatsen är att Eriksberg bör kommunicera information om sitt hållbarhetsarbete till kunder genom kommunikationskanaler där kunderna kan svara och reagera. 

Place, publisher, year, edition, pages
2017. , p. 44
Keywords [en]
Black Box Of Consumption, Communication Channels, Digital marketing, Service-Dominant Logic, Sustainability
Keywords [sv]
Den Tjänstedominanta Logiken, Digital marknadsföring, Hållbarhet, Kommunikationskanaler, Konsumtionens Svarta Låda
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-314673OAI: oai:DiVA.org:uu-314673DiVA, id: diva2:1071412
External cooperation
Eriksberg Vilt & Natur AB
Subject / course
Business Studies
Educational program
Bachelor Programme in Business and Economics
Supervisors
Examiners
Available from: 2017-02-06 Created: 2017-02-06Bibliographically approved

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