Master's Thesis Siiri Mäkelä 2015
Master’s Thesis Siiri Mäkelä 2015 Lappeenranta University of Technology LUT School of Business and Management Master’s Degree Program in International Marketing Management SIIRI MÄKELÄ THE SIGNIFICANCE OF ALCOHOL INDUSTRY LOBBYING IN A LEGISLATIVE PROCESS 1st Examiner/ Supervisor: Professor Olli Kuivalainen 2st Examiner/ Supervisor: Professor Liisa-Maija Sainio ABSTRACT Author: Mäkelä, Siiri Title: The significance of lobbying in a legislative process Faculty: LUT School of Business and Management Major: International Marketing Management Year: 2015 Master’s Thesis: Lappeenranta University of Technology 130 pages, 9 figures and 3 tables Examiners: Prof. Olli Kuivalainen Prof. Liisa-Maija Sainio Keywords: lobbying, alcohol industry, legislative process, marketing communica- tions, public relations, qualitative study The aim of this Master’s Thesis was to clarify the significance of lobbying in a legis- lative process, that may contribute to a deeper understanding of the role of alcohol industry in political decision-making. The significance of lobbying was analyzed through the objectives of alcohol industry lobbyists, the strategies they use, and the influence of their lobbying on the legislative process. This qualitative study examined lobbying through a theoretical framework which was formulated based on models of communication process and marketing communications. Data was collected by in- terviewing representatives of the alcohol industry and public sector. In addition, data was collected from media sources using media analysis, and from policy-documents using process tracing method. The empirical evidence suggested that if the context is favorable for lobbying, a lobbyists is able to influence decision-makers. According to this study, the characteristics of the lobbyists, the ability of the lobbyists to elimi- nate competing messages, the lobbying coalitions, public opinion, and the media have a significant influence on the success of lobbying.
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