AUGUST 2010! Guide til netværks- og holdningskampagner målrettet etniske minoritetsgrupper

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1 AUGUST 2010 Guide til netværks- og holdningskampagner målrettet etniske minoritetsgrupper

2 01 GUIDE TIL NETVÆRKS- OG HOLDNINGSKAMPAGNER A LS R ESEA R CH INDHOLDSFORTEGNELSE INTRODUKTION... 2 MÅLGRUPPE... 4 HOLDNINGSBEARBEJDELSE... 7 KOMMUNIKATIONSFORMER OG KANALER (INTERKULTUREL KOMMUNIKATION) ROLLEMODELLER SOM FORMIDLERE NETVÆRK OG SAMARBEJDE GODE RÅD CASE: MØDRE & DØTRE KVINDER I TO KULTURER... 31

3 02 GUIDE TIL NETVÆ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

4 03 GUIDE TIL NETVÆ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

5 04 GUIDE TIL NETVÆRKS- OG HOLDNINGSKAMPAGNER ALS RESEARCH MÅLGRUPPE "#6-#7-'+.-#6'$%*640/&)#-#73'40-50,(6',+3,%-&77#$#-MI4%-.$)$'$%: +3,%-&77#/#$()/*<0%-#4#-#$K#-*++#; AFGRÆNSNING I4%-.$)$'$%*4+3,%-&77#$#-48-)6#)/-'(6731#2#$6',*6/0++&$'/#-#;"#-#- '$6#60('8)6':*6(#6#-#$40-&().6$'$%*61'(#:6,%71'6*,#-6',:48-1'/*$*4%8-#:& 6,3#1')/*,)'%#:0%6,/$#3.1')/*,)'%#(#6;S0$82#-#+3,%-&77#$/*$*4%-.$)#): (#)60+#-#7-.K')60%+3,-#66#6/*$/0++&$'/*6'0$#$40-#6*%#)0%50,($'$%#- <#*-<#2(#); I4%-.$)$'$%#$*4+3,%-&77#$1','&(%*$%)7&$/6#6046#1.-#(#4'$#-#6*4(#$ 73%.,(#$(#07%*1#M"#-#-#$).-,'%*$,#($'$%6',:*6$#607(#$$#%-&77#)/*, $3)+#(#6%'1#$6<&()/*<#,,#-'$()*6);"#$)1.-#07%*1#<#)63-'*6/&$$# ('44#-#$6'#-#(#$&+'((#,<*-#+3,%-&77#:(**,,#%-&77#-?&*$)#60+(#4'$#-#6 &(4-**,(#-:/8$:#6$'K'6#6:)0K'08/0$0+')/70)'6'0$#,,#-*$(-#,'1)1',/3-0% /#$(#6#%$?#-)*++#$)*66#)68--#,)#-0%046#+#%#6)60-#;"'44#-#$6'#-'$%#$ <=%%#-73+3,%-&77#/#$()/*<0%#-#$40-&().6$'$%40-(#,)*6/&$$#*4%-.$)# (#$-#,#1*$6#/#-$#*4%-&77#$0%(#,)40-*6/&$$#+3,-#66#<&()/*<#-0% '$()*6)#-0%)3'$6#-$6'%-&77#$; MÅLGRUPPEKENDSKAB F3,%-&77#/#$()/*<#-$8%,#$6',%0(/0++&$'/*6'0$;"#6/*$)=$#)01#-4,8('%6 *64-#+5.1#:+#$').-'40-50,(6',).-,'%#+3,%-&77#-:)0+4;#/);#6$')/# +'$0-'6#6#-:#-(#6#$40-&().6$'$%;F3,%-&77#/#$()/*<#-)*+6'('%+#-##$(

6 05 GUIDE TIL NETVÆ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

7 06 GUIDE TIL NETVÆ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

8 07 GUIDE TIL NETVÆRKS- OG HOLDNINGSKAMPAGNER ALS RESEARCH HOLDNINGSBEARBEJDELSE H$(50,(#6*4#$/*+7*%$##,,#-81-'%/0++&$'/*6'0$48(#)'/-=()4#,6#6+#,,#+ &(#,&//#$(#*640/&)#-#73(#6#$#<#$O046#(#648-)6#P:510-6',(#6*$(#6<#$ /-*+7*%6'%640-)8%#)6',7*))#6#46#-48,%#$(#;H(#648,%#$(#40/&)#-#)736-# #,#+#$6#-')/*<#,)#$*4#$+0(#,6',50,($'$%)<#*-<#2(#,)##,,#- /0++&$'/*6'0$)1'-/)0+5#(MG0-+3,0%<&()/*<:)&KK#)/-'6#-'#-0% 4*%,'%#U#6')/#01#-1#2#,)#-; FORMÅ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

9 08 GUIDE TIL NETVÆ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

10 09 GUIDE TIL NETVÆRKS- OG HOLDNINGSKAMPAGNER ALS RESEARCH /,*-0%-#*,')6')/40-1#$6$'$%)*4)6#+$'$% $(;L3,#(#)07$3)(#-#$'%5#( 0+:510-)60-0+)6',,'$%0%4,#/)'<','6#6/*+7*%$#$/*$<.-#&$(#-1#2)' 7-0K#))#$; FAGLIGE/ETISKE OVERVEJELSER "#$%#&'(&)($$*+,)%-,(+ I45.$%'%*4#+$#6)<#)/*44#$5#(:/*$(#61.-#)1.-#-##,,#-,#66#-#*6*(-#))#-# 044#$6,'%6%#$$#+#$'$40-+*6'0$)90%50,($'$%)/*+7*%$#;H40-<'$(#,)#+#( /*+7*%$#-0%'$()*6)#--#66#6+0(#6$')/#+'$0-'6#6#-:#-(#6046#6#+*#-:)0+' &(%*$%)7&$/6#65*-#$)#$)'6'1/*-*/6#-; Q3-/*+7*%$#-0%6',6*%#--#66#6('-#/6#+0(%-&77#-+#(#6$')/ +'$0-'6#6)<*%%-&$(:#-(#6+#(*$(-#0-(046#6#+*#-:510-+3,%-&77#$),#1#1') *()/',,#-)'%4-*#$(*$)/$0-+#,,#-#-&5#$)'%6)+.))'%)#6&(4-**$(-# 70,'6')/#U+0-*,)/#U)0K'*,#<#6-*%6$'$%#-;X#+*#-$#/*$(#-40-'$(#<.-##$ 706#$6'#,/&,6&-#,O0%/0$4,'/64=,(6P,.)$'$%50)+3,%-&77#$; "#6<#6=(#-$*6&-,'%1')'//#:*6+*$)/*,50,(#)'%4-**6,*1#07,=)$'$%)*-<#2(# 0+/-'$%)#$)'6'1#6#+*#-?61.-6'+0(?+#$(#640-(-#-%-&$('%#01#-1#2#,)#- 0+/-'$%#+$#6)$*6&-:'$6#-#))#-0%*/68-#-:)7-0%0%'$(50,(:'<0#$(# /0$4,'/6#-+;1; "#+#-#+'$0-'6#6)-#66#(#6#+*#-/*$*,6)31.-#)1.-#*6<#)/.46'%#)'%+#(4-* +*20-'6#6))*+4&$(#6))'(#;F#(044#$6,'%#+=$('%5#(#-)0+*4)#$(#-:/*$ <&()/*<#6+#%#6,#607,#1#)?0%*41')#)?)0+#6*$%-#<73/&,6&-0%-#,'%'0$; "#6/-.1#-(#-40-<3(#1'(#$0%0+6*$/#*6/&$$#)0-6#-#0%('44#-#$6'#-#: )3,#(#)*6(#6#-#6)7#K'4'/60%*4%-.$)#66#+*:(#-*(-#))#-#):0%'//#5#,# /&,6&-#-0%,#1#+3(#-;

11 10 GUIDE TIL NETVÆ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

12 11 GUIDE TIL NETVÆ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

13 12 GUIDE TIL NETVÆRKS- OG HOLDNINGSKAMPAGNER ALS RESEARCH 3-)*%#-;L.-,'%651')+*$'//#5*-)60-#-4*-'$%'*6/0++&$'/#-#6',('))# +3,%-&77#-:#-(#6#$-'%6'%%0('(Z*6077-'0-'6#-#(#$'$(,#(#$(# /1*,'6#6))'/-'$%;L7#K'#,66#)6$'$%50)+3,%-&77#$/*$%'1#,.-#-'%#0% 01#--*)/#$(#6',<*%#+#,('$%#-:)0+/*$0+).66#)('-#/6#0%<'(-*%#6',*6&$(%3 4*,(%-&<#-'&(40-+$'$%#$0%+0(6*%#,)#$;

14 13 GUIDE TIL NETVÆ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

15 14 GUIDE TIL NETVÆ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ÆRDILADNING OG TVETYDIGHED "#-#-#$(#,<#%-#<#-:)0+(*$)/#-#<-&%#-*$(#-,#(#)#$(#,,#-).-,'%60+ #6$')/#+'$0-'6#6#-;"#6#-'//#$8(1#$('%1')<#%-#<#-:)0+(##6$')/# +'$0-'6#6#-)#,1<-&%#-#,,#-+#$'$%)&(4=,(#-73)*++#+3(#;R',.%%#-*,6)3 '//#$8(1#$('%1')(#)*++#<#6=($'$%#-0%(#)*++#1.-(',*($'$%#-' 4;#/);.-#?+#$(#<,'1#-1.-(',*(#673#$).-,'%$#%*6'1+3(#')*++#$5.$% +#(#6$')/#+'$0-'6#6#-O.-#)-#,*6#-#(#/0$4,'/6#-:.-#)(-*<+;1;P;T'%#,#(#) /*$#6<#%-#<)0+Y-#66'%5#(#-Y:)0+4-#+)63-$#&6-*,6#,,#-70)'6'16'#$(*$)/

16 15 GUIDE TIL NETVÆ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Æ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ÅVIRKERE OG INDIREKTE KOMMUNIKATION "#6/*$1.-##$40-(#,*66.$/#+3,%-&77#$)&+'((#,<*-#$.-#'$(' /*+7*%$#$'731'-/$'$%)82#+#(;L.-,'%651')(#6*440-)/#,,'%#3-)*%#-#- 1*$)/#,'%6*6%3('-#/6#6',#+$#6#,,#-6',+3,%-&77#$:/*$1#$$#-:)8)/#$(#:

17 16 GUIDE TIL NETVÆ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

18 17 GUIDE TIL NETVÆ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

19 18 GUIDE TIL NETVÆ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21 20 GUIDE TIL NETVÆRKS- OG HOLDNINGSKAMPAGNER ALS RESEARCH 7#-)0$#-:)0++*$#-)'//#-731',1.//##$70)'6'1%#$/,*$%?#,,#-)/*$ 1#(/0++#$(#5*1##$$0/)3%0(5')60-'#?(#652.,7#-'//#$0%#6:51')(#-#- +0()6*$( $(4-*+3,%-&77#$; LOYALITET OVERFOR KAMPAGNENS BUDSKABER F*$)/*,(#)&(#$1.-#)'//#-73:*6(#-0,,#+0(#,,#-:)0+)/*,6#%$# /*+7*%$#$)7-04',&(*(6',:/*$)63'$(#40-/*+7*%$#$)<&()/*<#-0%48,#- #2#-)/*<01#-/*+7*%$#$; "#6/*$046#1.-##$&(40-(-'$%*6<*,*$K#-#+#,,#+*61.-#7-'1*67#-)0$:) '(,#-#6<&()/*<1'*)'$7#-)0$,'%#5')60-'#:0%)*+6'('%-#7-.)#$6#-##$ 044#$6,'%+=$('%5#(;"#6/*$(#)&(#$1.-#) ,,#+0(#,,#$*6)/&,,# 1.-#73Y(#*$(-#)50,(Y0%5#$1#$(#)'%6',#$+3,%-&77#:)0+'//#,'%%#-)3 42#-$64-*#$)#,1:0%)0++*$+3)/#5*-1.-#6#,,#-40-6)*6#-#$(#,*4;"'))# 4*/60-#-/*$7-#))#-0,,#+0(#,,#$6',*6),.//#73/*+7*%$#$)<&()/*<#-: (#6#-1'%6'%6:*6-0,,#+0(#,,#-$#/0$6'$&#-,'%6<,'1#-50,(6077#73 /*+7*%$#$)40-+3,:<&()/*<#-:+3,%-&77#0%*4)#$(#-; FORMIDLING "#-#-4,#-#+3(#-*640-+'(,##607,.%73:+#$1'%6'%)6*4*,6#-:*6-0,,#+0(#,,#$ 1'*)'607,.%1.//#-'(#$6'4'/*6'0$:+06'1*6'0$0%-#4,#/)'0$:)0+/*$48-#6',#$ 50,($'$%).$(-'$%50)6',58-#-$#;N#,601#-0-($#6#-(#61'%6'%6:*6-0,,#+0(#,,#$ #-<#1'()60+:51',/#$40-+'(,'$%)40-+1#(/0++#$(#*$1#$(#-40-)3,#(#)*6 5*1#<#(-#/0$6-0,01#-)'6&*6'0$#$;

22 21 GUIDE TIL NETVÆ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

23 22 GUIDE TIL NETVÆ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`S#%58-6#('%)'%#a``"#6:2#%58-#-('%)'%#:#- a`n1*(#-(#67-.k')6:(#-43-('%6',*6)'%#a^``n1*(6.$/6#(&'(#$)'6&*6'0$ a^` "#6%0(#1#(('))#)78-%)+3,)6=7#-#-:*66',58-#-#$43-+&,'%5#(40-*6)'%#4-* 01#-40--0,,#+0(#,,#$;Q3-+*$)1*-#-1#(4;#/);`"#6(&)'%#-`:5*-<-&%#-#$'//# +&,'%5#(40-*6)'%#M`Q#2:(#61*-'//#(#62#%+#$6#;`R#(*6<-&%#1#$('$%#- )0+M`"#62#%58-#-(&)'%#-`0%*,6)3)7#2,#(#6:(#-#-<,#1#640-6*,6:/*$ 6',58-#-$#<,'1#7-.K')#-#6'6#+*#6;X',58-#-$#43-0%)3+&,'%5#(40-*6)'%#4-*: 51')(#6'//#1*-(#6:1#(/0++#$(#+#$6#;"#6/*$(#)&(#$1'-/#4-#++#$(# 40-('*,0%#$:51')-0,,#+0(#,,#$-#4#-#-#-6',<*%#6','$7&6)4-*6',58-#-$#')'$ *-%&+#$6*6'0$4;#/);`,'%#)0+bb)*%(#48-`40-(#-'%#$$#+*6%'1#6',58-#-$# *$#-/#$(#,)#; "#6#-(#)&(#$1'%6'%6*6%8-#-0,,#+0(#,,#-$#07+.-/)0++#73:*6('*,0%#$ 50,(#)73#6/0$)6-&/6'16$'1#*&:510-(#6'//##-0/*6)/.$(#):-3<#0%/0++# +#(&5#$)'%6)+.))'%#/0++#$6*-#-;H).-$3-(#6(-#2#-)'%0+48,)0++# #+$#-:1',-0,,#+0(#,,#$<,'1#7-81#6*4:0%$0%,#6',58-#-#1',40-)8%#*6(-#2# ('*,0%#$'#$&/0$)6-&/6'1-#6$'$%;N#-#-(#6#$%0('(Z:*6-0,,#+0(#,,#$*,6'(

24 23 GUIDE TIL NETVÆ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

25 24 GUIDE TIL NETVÆRKS- OG HOLDNINGSKAMPAGNER ALS RESEARCH NETVÆ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ÆKNING AF NETVÆRK OG SAMARBEJDSPARTNERE G0-*6#$50,($'$%)/*+7*%$#)/*,,=//#):#-(#61'%6'%6:*6*/68-#-:)0+5*- (#-40-/0$6*/66',*/68-#-+#(/0$6*/66',+3,%-&77#$0%7-.)#$6#-(#+40- /*+7*%$#$;N1')(#*,,#-#(# $(5*-6*%#6#2#-)/*<40-/*+7*%$#$)40-+

26 25 GUIDE TIL NETVÆRKS- OG HOLDNINGSKAMPAGNER ALS RESEARCH 0%'$(50,(:8%#-(#6)*$()=$,'%5#(#$40-)60-%#$$#+),*%)/-*46;I4(./$'$%#$ /*$'$(,#(#)+#(*6)8%#'7-02#/690%#-4*-'$%)(*6*<*)#-0%73H$6#-$#66#6' 81-'%6:+#$(#6)/*,)&77,#-#)+#(('-#/6#/0$6*/66',(#73%.,(#$(#*/68-#-; L78-%/0$)#/1#$66',81-'%#/0$6*/6#-0%1'(#$)7#-)0$#-:$3-(#-6*,#)+#( */68-#-'$#61.-/#6;"#/*$)0+-#%#,7#%#7340,/:+*$#,,#-)'//#1',,#5*1#43#6 /#$()/*<6',;"#6#-0%)3#$%0('(#*60740-(-#/0$6*/67#-)0$#-$#6',)#,1*6 #$%*%#-##%$#)*+*-<#2()7*-6$#-#0%6',*6<-&%#(#-#)<*%,*$(; I6#6*<,#-##61#,4&$%#-#$(#,0/*,6/0-7)*4)*+*-<#2()7*-6$#-#/*$,'%#,#(#) 1.-#+#(1'-/#$(#6',:*6/*+7*%$#$40-*$/-#),0/*,60%43-+#-#)6*6&)*4#6 #%#$6,'%67-02#/6#46#-(#$$#)*4),&6$'$%;"#6/*$4;#/);%8-#)1#(*6&(1'/,# &$(#-1')$'$%)+*6#-'*,##,;,'%$;:)0+(#,0/*,#)*+*-<#2()7*-6$#-#/*$*$1#$(#' 40-<'$(#,)#+#(0%#46#-/*+7*%$#$;"#6/*$0%)3)/#1#(:*6(#$1'(#$0%(# #-4*-'$%#-:)0+)*+*-<#2(#6+#,,#+/*+7*%$#0%,0/*,#*/68-#-5*- &(<=%%#)0%/0$)0,'(#-#)73<*%%-&$(*4(#-#)(#,6*%#,)#'/*+7*%$#$) */6'1'6#6#-; AFSTEMNING AF BEHOV OG ANSVAR L8-%40-*643*4/,*-#6:51*((#,0/*,#)*+*-<#2()7*-6$#-#5*-<#50140-:0%51*( (#5*-+&,'%5#(40-*6<'(-*%#+#(;"#-$.)6#-(#6%'16'%6)*++#$+#((#,0/*,# )*+*-<#2()7*-6$#-#*643/,*-,*%6:51#+(#-)'((#-+#(51',/#-0,,#-0%*$)1*- 4;#/);'40-<'$(#,)#+#(*450,(#,)#*4#6*--*$%#+#$6#,,#-#$#1#$6;W46#1',(#6 *-<#2(#:)0+(#,0/*,#)*+*-<#2()7*-6$#-#736*%#-)'%'40-<'$(#,)#+#( /*+7*%$#$/0++#01#$'(#-#)(*%,'%#*-<#2()<=-(#;L8-%(# :*6(#6#- 5#,6/,*-6:51*((#640-1#$6#)*4(#+?4;#/);-#/-&66#-'$%*4+3,%-&77#$6', *--*$%#+#$6#-:*$$0$K#-'$%*4*--*$%#+#$6# $(0%40-7,#2$'$%&$(#-#6 *--*$%#+#$6;"#,0/*,#)*+*-<#2()7*-6$#-#)/0$6*/66',+3,%-&77#$#-#$

27 26 GUIDE TIL NETVÆ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

28 27 GUIDE TIL NETVÆ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

29 28 GUIDE TIL NETVÆRKS- OG HOLDNINGSKAMPAGNER ALS RESEARCH 10 GODE RÅD V*)#-#67301#$)63#$(#:/*$(#-)*++#$4*66#)DB%0(#-3(6',*-<#2(#6+#(*6 (#)'%$#0%&(48-#$#61.-/)/*+7*%$#--#66#6+0(+3,%-&77#-)0+4;#/);#6$')/# +'$0-'6#6)%-&77#-; 1. BAGGRUNDSRESEARCH OG MÅLGRUPPEANALYSE T*1#$%-&$('%<*%%-&$()-#)#*-K5'40-50,(6',5#,#(#64#,6:)0+/*+7*%$#$6*,#- '$('MX#+*#-:+3,%-&77#-:/0++&$'/*6'0$)1*$#-0%?/*$*,#-:$#61.-/:40-*0% )*+*-<#2()7*-6$#-#;"#6/*$<#6*,#)'%*6'$1#)6#-#'(#$$#'$(,#(#$(# *4(./$'$%?0%0+1#$(6+#(48-#1*$)/#,'%5#(#-*6&$(,*(#(#6; 2. SYSTEMATISK LOGISTIK L0+#$(#,*440-<#-#(#,)#-$##-(#6#$%0('(Z*6&(*-<#2(#)6*$(*-(')#-#(# +0(#,,#-6',/0$6*/6#-:*--*$%#+#$6#-0)1;"#66#/*$4;#/);1.-#/0$6-*/6#- +#,,#+/*+7*%$#&(48-#-0%,0/*,#*--*$%8-#-:#1*,&#-'$%))/#+*#-6', 0%)3#$<#(-#0%+#-##$6=('%/*+7*%$#'(#$6'6#6; 3. SPROG OG KAMPAGNEMATERIALER ](*-<#2(#,)#$*4/*+7*%$#+*6#-'*,#-#-1'%6'%40-<3(#%#$$#+),*%)/-*460% 40-*$/-'$%)706#$6'*,#:+#$(#6/-.1#-0%)30+6*$/#0%6'(;]$(#-)8%:51',/# +*6#-'*,#-(#-7*))#-6',$#607(#$73%.,(#$(#+3,%-&77#:0%51',/# (')6-'<&6'0$)/*$*,#-(#-#-5#$)'%6)+.))'%#*6<#$=66#;N&)/:*6)7-0%#6#-*4

30 29 GUIDE TIL NETVÆRKS- OG HOLDNINGSKAMPAGNER ALS RESEARCH )60-<#6=($'$%;"#,))/*,$'1#*&#66',7*))#)+3,%-&77#$:0%(#,)/*$(#61.-# $8(1#$('%6*64301#-)*65#,##,,#-(#,#*4+*6#-'*,#640-*643<&()/*<#-$# '%#$$#+;H)34*,()/*,(#66#-#%$#)'$('6'(#$40-40-<#-#(#,)#-$#O01#-).66#,)#: /0--#/6&-0%#/)6-*/1*,'6#6))'/-'$%6*%#-6'(c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ØBENDE TILPASNING

31 30 GUIDE TIL NETVÆ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ÅBEN OG KONSTRUKTIV TILGANG T*(1.-#*61.-#<*$%#40-+3,%-&77#$c]$(%3<#-8-'$%)*$%)69(#6#-<#(-#*6 )78-%##$(*6%.66#;N1')$=)%#--'%5#(0%3<#$5#(/0+<'$#-#)/0$)6-&/6'16+#( -#)7#/60%=(+=%5#(:)3#-(#-,*$%6)68--#K5*$K#40-%#$$#+),*%)/-*460%%0(# 07,#1#,)#-+#(/*+7*%$#$40-<3(#+3,%-&77#0%*--*$%8-#-;

32 31 GUIDE TIL NETVÆRKS- OG HOLDNINGSKAMPAGNER ALS RESEARCH CASE: MØDRE & DØ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dP:#-4*+','#$) )6866#6',<8-$+#(*$(#$#6$')/<*%%-&$(e%*$%#+'$(-##$(40-<8-$'(*$)/# 4*+','#-;T'%#,#(#)#-(#$)0K'*,#0%/&,6&-#,,#/0++&$'/*6'0$'(# +'$0-'6#6)#6$')/#4*+','#-076',DB%*$%#,*1#-##$('(*$)/#4*+','#-?4*/6*)0+ %'1#-<8-$#$#+#(*$(#$#6$')/<*%%-&$(#61*$)/#,'%#-#&(%*$%)7&$/6;

33 32 GUIDE TIL NETVÆRKS- OG HOLDNINGSKAMPAGNER ALS RESEARCH L0++*$%#&$(#-)8%#,)#-1')#-:<,;*;-*770-6#$:/;-31&-4/13)-/.&913.#)&+,-.#%$& 7%#&3.#%.&%).-4+&93<<$0.#&-&="9%.63,.4&=/770.%OI,)J#)#*-K5:ABBf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ÅLGRUPPE E*+7*%$#$)7-'+.-#+3,%-&77#1*-:)0+01#$)63#$(#737#%#-:#6$')/# +'$0-'6#6)/1'$(#-;E*+7*%$#$5*-+#(,*$()(.//#$(#*--*$%#+#$6#-)6866#6 0%'$)7'-#-#6/1'$(#-$#6',*66*%#(#,'0%4-#++#(#-#)(86-#)'$6#%-*6'0$;"# 4*%40,/0+/-'$%/1'$(#-$##$6#-6'.-+3,%-&77#:(*(#1'*/*+7*%$#$) *--*$%#+#$6#-4'/#6'$(<,'/'(#6#+*#-:)0+#-1'%6'%#40-/1'$(#-$#0%(#)&(#$ 4'/1'(#$0%-#()/*<#-6',*640-6).66#(#$$#('*,0%+#(/1'$(#-$#;

34 33 GUIDE TIL NETVÆRKS- OG HOLDNINGSKAMPAGNER ALS RESEARCH HOLDNINGSBEARBEJDELSE H/*+7*%$#$"#$%&'&(")$%&*&+,-.#%$&-&)/&+01)0$%$1*-40-+3,#6*6)6866#0% '$)7'-#-#+3,%-&77#$6',*64-#++#(#-#)(86-#)'$6#%-*6'0$+#().-,'%65#$<,'/ 73&((*$$#,)#:*-<#2(#0%(#,6*%#,)#'4-'6'()90%40-#$'$%),'1; F8(-#$#)/&,,#)6=-/#)'*6)6866#(#-#)(86-#)'$6#%-*6'0$1#(*6+0(6*%# /0$/-#6#-3(:1#2,#($'$%:'$)7'-*6'0$0%+&,'%5#(40-*6(#,#0%,.-#*4*$(-#) #-4*-'$%#-0%5')60-'#-; e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

35 34 GUIDE TIL NETVÆ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

36 35 GUIDE TIL NETVÆ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

37 36 GUIDE TIL NETVÆ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ÆRK & SAMARBEJDE H0%+#(*6/*+7*%$#$1*-#$$#61.-/)/*+7*%$#:<,#1#$)60-(#,*4(# '$(,#(#$(#40-<#-#(#,)#-(#('/#-#66',*6*4(.//#0%*/6'1#-#('))#$#61.-/ 0+/-'$%+3,%-&77#$;"#&(1*,%6#<0,'%0+-3(#-0%<=#-:510-'/*+7*%$#$) *--*$%#+#$6#-<,#1*450,(6:5*1(#*,,#+#-##,,#-+'$(-#0-%*$')#-#(#40-*:)0+ +3,%-&77#$'(#-#)51#-(*%5*-/0$6*/6+#(;N#-&(01#-1*-0%)3)68--# 7-02#/6#-)0+V=(#,)+8(-#0%*$(-#'$)6'6&6'0$#-)0+4;#/);<'<,'06#/#-0% /&,6&-5&)#+#(6.$/64-*)6*-6;

38 37 GUIDE TIL NETVÆ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g*4ZF0)*'/ 1*,%6#$#607*6<-'$%#5')60-'#-)7&$(#60+/-'$%/*+7*%$#$)40-+'(,'$%*4

39 38 GUIDE TIL NETVÆRKS- OG HOLDNINGSKAMPAGNER ALS RESEARCH <&()/*<#-4-*/1'$(#-6',/1'$(#-?+#(/*+7*%$#$)Y/1'$(#6#+*#-Y0+/-'$% &$%(0+),'1:(#,6*%#,)#0%.%6#)/*<'40/&);