du.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • 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
Sponsring som motivationsfrämjande verktyg: En utvärderande studie om sponsringens potential för att motivera personal imindre organisationer
Dalarna University, School of Technology and Business Studies, Business Administration and Management.
Dalarna University, School of Technology and Business Studies, Business Administration and Management.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Motivation är idag ett vedertaget beaktat fenomen hos flertalet organisationer som genom olika

verktyg eftersträvar att få personalen motiverade i arbetet vilket i sin tur gör organisationer mer

effektiva och framgångsrika. En relativ outforskad metodik för organisationer är att främja en

motiverad personal med sponsring. Generellt uppfattas sponsring som ett legitimt

marknadsföringsverktyg, men på senare tid har sponsringsfenomenet tagit en annan riktning där

flera forskare menar att sponsring kan påverka organisationers personal och motivera dem i arbetet.

Sponsring, som verktyg för att motivera personal, kan därför konkretiseras som ett relativt

outforskat område. Utifrån forskning och tidigare publikationer verkar det föreligga fördelar för

mindre organisationer att främja motiverad personal genom sponsring. Utifrån studiens

problemdiskussion väcktes en ambition där syftet för denna studie är att utvärdera om sponsring

fungerar och kan användas som ett verktyg för att motivera personal i mindre organisationer.

För att svara på syftet genomfördes en enkätundersökning. Enkäten skickades ut till personal i sex

mindre organisationer som sponsrar elitidrottsföreningar där totalt 52 ifyllda enkäter samlades in.

Insamlad data har analyserats med stöd av den teoretiska referensramen där resultatet visar att

sponsring fungerar och kan användas som ett verktyg för att motivera personal i mindre

organisationer. Resultatet visar dock att dessa organisationer inte lyckas motivera all personal

genom sponsring, varav problematiken ligger i att inte all personal värdesätter eller tillåts bli

involverad i sponsringsaktiviteterna. Om personalen får påverka val av sponsring och involveras i

sponsringsaktiviteterna skulle organisationerna kunna utvinna mer motivation hos personalen.

Resultatet indikerar även att sponsring som motivationsverktyg fungerar något bättre i mindre

organisationer jämfört med större organisationer, men finner begränsningar som framtida studier

kan besvara.

Abstract [en]

Today motivation is a well-considered phenomenon of several organizations that, through various

tools, seek to make staff motivated at work that which in turn make organizations more effective

and successful. A relatively unexplained methodology, for organizations promoting a motivated

staff, is through corporate sponsorship. In general, corporate sponsorship is perceived as a

legitimate marketing tool, but lately, the corporate sponsorship phenomenon has taken another

direction where several researchers believe that sponsorship can affect organizational staff and

motivate them at work. The corporate sponsorship, as a tool for motivating staff at work, can

therefore be precised as a relatively unexplored area. Based on research and previous publications,

there seems to be advantages for smaller organizations to promote motivation for staff through

corporate sponsorship. Based on the problem discussion, the ambition arose where the purpose of

this study is to evaluate whether corporate sponsorship serves and can be used as a tool to motivate

staff in smaller organizations.

To answer the purpose of this paper, a survey was conducted. The survey was sent to the staff in 6

smaller organizations who are sponsoring professional athletes compounds, where a total of 52

completed questionnaires were collected. The collected data has been analysed based on the

theoretical reference framework, where the results show that corporate sponsorship serves and can

be used as a tool to motivate staff in smaller organizations. However, the results show that these

organizations fail to satisfy all staff by corporate sponsorship, the problem being that not all staff

valued or was allowed to engage in the sponsored activities. If the staff get´s a chance to make an

influence on the decisions that surrounds the corporate sponsorship and is allowed to be involved in

the sponsored activities the organizations could gain more motivation from the staff. The result also

indicates that corporate sponsorship, as a motivational tool, serves slightly better in smaller

organizations compared with larger organizations but finds limitations that future studies can relate.

Place, publisher, year, edition, pages
2017.
Keyword [en]
Motivation, sponsorship, values, tool, organization.
Keyword [sv]
Motivation, sponsring, värderingar, verktyg, organisation
National Category
Business Administration
Identifiers
URN: urn:nbn:se:du-25483OAI: oai:DiVA.org:du-25483DiVA: diva2:1119833
Available from: 2017-07-05 Created: 2017-07-05

Open Access in DiVA

fulltext(1641 kB)12 downloads
File information
File name FULLTEXT01.pdfFile size 1641 kBChecksum SHA-512
25e7c4eb490c744b28b968bed816a92973b8948cb12dc14e92c590eb2927045e86607eda6a92f4cebb60b7a7350afdbbaf4d27bb8d22ae6f9d770e4e5490a9b8
Type fulltextMimetype application/pdf

By organisation
Business Administration and Management
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 12 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

Total: 32 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • 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