Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Verk: Utan titel, text på papper: konstens betydelse för näringslivet
Södertörn University College, School of Business Studies.
2011 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The paper's purpose has evolved during the process of researching and writing it. In the beginning it was to investigate if art and culture could increase the strength and knowledge of a brand and if there existed a knowledge about this amongst Swedish companies, situated in Stockholm. During the process the purpose has evolved into exploring the type of companies that acknowledge this and those that don't. By using Bourdieu's terminology and tools, the reasons behind the use of art has been analyzed.

The paper employs an explorative approach by accessing data through interviews and public data provided by the Internet through web pages and government files.

The paper comes to the conclusion that what Holt calls cultural branding has not evolved, when looking at the companies that are accurate for this study. Out of 24 companies only one comes close to observing socio cultural movements through the arts. The rest are occupied with emotional branding. To reach a level where a person or a company actually uses art to add emotions to the brand in a strategic way, that person, and the company as an extension of the persons habitus, need to have a large accumulated bank of cultural capital and be able to use it in social events to widen their social capital and therefore realize the possibilities of gaining from these relationships in a monetary capital sense. Art is also used in an unconscious way to add to the holistic brand. When the act is not done with a strategic plan in mind, it is explained by the fact that these individuals lack cultural capital that is evaluated by the group at large. The study of the field indicates that a movement is made from the economic field into the cultural without an equal movement in the other direction. In the economic sector cultural capital seems to be important and the Swedish cultural field contains smaller fields in the field, for example the tribe that hold the power. This tribe is well entangled in both the top hierarchy of the economic and the cultural field.

Place, publisher, year, edition, pages
2011. , 58 p.
Keyword [sv]
marknadsföring, konst
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-12582OAI: oai:DiVA.org:sh-12582DiVA: diva2:451717
Subject / course
Business Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-10-26 Created: 2011-10-26 Last updated: 2011-10-26Bibliographically approved

Open Access in DiVA

fulltext(2384 kB)373 downloads
File information
File name FULLTEXT01.pdfFile size 2384 kBChecksum SHA-512
837848099564d028cca345cee84ed4d55601e6fbfa05ceb7a1fcf838cbfa8065c2a60d8f46c5c59fa406a55c9310cfd638c4bebf77ea5bb4b9b3ed3e24a9883a
Type fulltextMimetype application/pdf

By organisation
School of Business Studies
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 373 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 218 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf