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Las Vegas på Svenska villkor - Att kombinera nätpoker med socialt ansvar

Bertilsson, Cecilia ; Johansson, Joel and Svensson, Angelika (2009)
Department of Service Management and Service Studies
Abstract
The main purpose is to illuminate how a company links certain values to its brand in an effort to achieve a competitive position. We have done this by studying the government owned company Svenska Spel and its entrance on the netpokermarket. With Corporate Social Responsibility as a guidance for the company they wanted to offer Swedish gamblers an alternative to the, often morally dubious, international actors. Our thesis has taken an internal (corporate) as well as an external (consumer) perspective on the result of this strive. Our conclusions are that although Svenska Spel is successfully integrating social responsibility into their netpokerbusiness, they are facing a difficulty in making the consumer fully appreciate it. Crucial to... (More)
The main purpose is to illuminate how a company links certain values to its brand in an effort to achieve a competitive position. We have done this by studying the government owned company Svenska Spel and its entrance on the netpokermarket. With Corporate Social Responsibility as a guidance for the company they wanted to offer Swedish gamblers an alternative to the, often morally dubious, international actors. Our thesis has taken an internal (corporate) as well as an external (consumer) perspective on the result of this strive. Our conclusions are that although Svenska Spel is successfully integrating social responsibility into their netpokerbusiness, they are facing a difficulty in making the consumer fully appreciate it. Crucial to their future success will be how the company is able to communicate to the consumers the practical implications of the corporates social responsibility. (Less)
Please use this url to cite or link to this publication:
@misc{1354626,
  abstract     = {The main purpose is to illuminate how a company links certain values to its brand in an effort to achieve a competitive position. We have done this by studying the government owned company Svenska Spel and its entrance on the netpokermarket. With Corporate Social Responsibility as a guidance for the company they wanted to offer Swedish gamblers an alternative to the, often morally dubious, international actors. Our thesis has taken an internal (corporate) as well as an external (consumer) perspective on the result of this strive. Our conclusions are that although Svenska Spel is successfully integrating social responsibility into their netpokerbusiness, they are facing a difficulty in making the consumer fully appreciate it. Crucial to their future success will be how the company is able to communicate to the consumers the practical implications of the corporates social responsibility.},
  author       = {Bertilsson, Cecilia and Johansson, Joel and Svensson, Angelika},
  keyword      = {svenska spel,netpoker,brand,positioning and corporate social responsibility,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {Las Vegas på Svenska villkor - Att kombinera nätpoker med socialt ansvar},
  year         = {2009},
}