AUTHOR
Andersson, Gustaf; Holmgren, Fredrik

DATE
2000-03-03

DEPARTMENT
Business Administration and Social Sciences / Industrial marketing and e-commerce

SUMMARY
Marketing has traditionally dealt with relations to customers. Today, a wider perspective is needed as the importance of attracting capital and satisfying stakeholders has increased. Hence, listed companies are forced to broaden their marketing efforts towards present and potential investors. The purpose of this research is to investigate how companies listed on the Swedish stock exchange, manage their investor relations in a marketing perspective. We have therefore made four case studies of listed Swedish companies. This study shows that investor relations are about creating a solid understanding of the company, maintaining a fair stockprice, and keeping the investment community informed. The study shows that investor relations forums such as annual and quarterly reports, press releases, and presentations are used to market product or service advantages. The companies aim at presenting a unified message between investor relations and marketing. The two areas are separated but work to influence the company image.

ISSN 1404-5508 / ISRN LTU-SHU-EX--00/061--SE / NR 2000:061