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Auditor 2.0: how Swedish auditors balance the profession with marketing
Kristianstad University, School of Health and Society.
2010 (English)Independent thesis Advanced level (degree of Master (Two Years)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This study examines how auditors’ attitude towards marketing and their view on the importance of marketing affect how they balance their time spent on marketing and auditing activities. The purpose is to understand how the changing business environment for auditors affects the relationship between the auditing profession and marketing. The study is based on a survey of 712 auditors in Sweden. The findings suggest that auditors with positive attitude towards marketing spend significantly more time on marketing activities compared to those with less positive attitude. Furthermore, auditors who view marketing activities as important, spend significantly more time on marketing activities. The number of years as approved or authorized auditor, age of the auditor, and bureau affiliation was controlled for. The result indicates that the theoretical distance between the auditing profession and marketing does not exist in practice to the same degree as it used to.

Place, publisher, year, edition, pages
2010. , 27 p.
Keyword [en]
Auditor, auditing, marketing, profession, professional services firm, Sweden
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hkr:diva-6902OAI: oai:DiVA.org:hkr-6902DiVA: diva2:332281
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2010-08-16 Created: 2010-08-03 Last updated: 2010-08-16Bibliographically approved

Open Access in DiVA

fulltext(2142 kB)538 downloads
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File name FULLTEXT01.pdfFile size 2142 kBChecksum SHA-512
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Type fulltextMimetype application/pdf

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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