Kulturarv i marknadsföring: En fallstudie av Kosta Glasbruk
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
In this case study I investigate the marketing material published in 2015 by Kosta Glasswork. The aim of this study was to see if and how history and heritage was used for marketing purpose in the cultural economy. I first researched the history of the Glasswork to get a contextual introduction to the place and company. The empirical material I used was brochures and webpages and I categorized the cultural references in different categories. I created four categories: historical references, the year 1742, industrial heritage and heritage and traditions. Theories focus on the cultural economy that play a great part in product and place marketing today. This includes cultural and historical references. There is also an example of influences of the post-industrial era. Former industrial regions can use industrial heritage to become a part of experience tourism and use the heritage as argument to visit and invest in the place. There are often references to the Glassworks history in their marketing material. The history in the advertising has a focus on the founders and the designers of the Glasswork. Kosta was the first glasswork in Sweden to employ a designer and the design traditions is often mentioned in the material. Kosta Glasswork was founded in 1742 and this year is often used in the marketing programme. Kosta Boda since 1742 is the logo of the company. The industrial heritage is casually mentioned, although the glasswork is defined as a national heritage. Kosta Glassworks role in creating the glassworks dominated region in southeast of Sweden, often called “the kingdom of Crystal” is also omitted in the advertising. Closures are not mentioned at all. My conclusion is that history and heritage play a great role in the marketing of Kosta Glasswork. Cultural references are almost in every brochure and article that the company produce. However, the history presented in their published material is not complete and in some cases not correct, in favour to the company.
Place, publisher, year, edition, pages
2016. , 39 p.
Kosta, Kosta Boda, Glasbruk, Marknadsföring, Kulturarv
IdentifiersURN: urn:nbn:se:lnu:diva-49187OAI: oai:DiVA.org:lnu-49187DiVA: diva2:896863
Subject / course
Heritage Studies Programme, 180 credits
Brandin, Elisabeth, Universitetslektor
Tryselius, Kristina, Universitetslektor