CSR-Marknadsföring inom anläggningsmaskin-branschen : En studie om hur Volvo Construction Equipment använder sig av Corporate Social Responsibility i sin marknadsföring

Sammanfattning: ABSTRACT Date: Level: Institution: Authors: Title: Tutor: Keywords: machine 08-06-2020 Bachelor thesis in Business Administration, 15 crSchool of Business, Society and Engineering, Mälardalen University Tim Axelsson Tim Ekstrand (97/06/22) (97/05/21) CSR – marketing within the heavy machinery industry Aswo SafariCSR, marketing, Construction, Machine, effectivity, construction Research question: How do companies in the construction machinery industry use CSR in their marketing effectively? Purpose: The purpose of this paper is to investigate and thus gain a deeper insight into how CSR is used in marketing in the most efficient way possible in the construction machine industry. The hope is to be able to clarify the uncertainties surrounding CSR in marketing and to be able to provide companies of the construction machinery industry with in-depth knowledge of the subject and to assist with a model for other companies in the industry to use to review the effectiveness of their CSR -marketing. Method: A qualitative case study that examines Volvo Construction Equipment in more detail. The study approach is based on an abductive approach where the study creators have drawn a conclusion based on the collected theory and results. The empirical data consists of 3 interviews with senior employees at Volvo Construction Equipment. Conclusion: The study found that VCE's approach to creating effective marketing is broadly similar to the previous research produced by the authors. However, VCE uses a couple of methods that were not identified in theory.