FöRFATTARE
Svartbo, Erik

DATUM
2000-06-29

INSTITUTION
Industriell ekonomi och samhällsvetenskap / Industriell marknadsföring och e-handel

SAMMANFATTNING
Markets all around the world, and especially in Europe, are becoming more closely linked to each other due to changes in technology and new ways of thinking; so many organisations will have to establish themselves abroad in order to be competitive in the 21st century. Citizens in different countries will also be more willing to find new markets where their skills are valued. The European Computer Driving Licence Foundation offers a tool to measure the Information Technology skills of individuals and this helps both employers and the individual license holder. This thesis studies the marketing strategy of this non-profit Foundation, with special interest for market entrance, standardisation and adaptation, and competitive advantages. The Foundation is compared both with other service organisations and with other non-profit organisations as discussed in literature. The conclusions are that the Foundation has become successful due to a good marketing strategy and a very good concept.

ISSN 1404-5508 / ISRN LTU-SHU-EX--00/151--SE / NR 2000:151