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Coops hållbarhetsarbete: En fallstudie om hur ett ord kan påverka organisationskulturen
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

In the light of corporate scandals, pressure has increased on organizations to communicate

information related to their corporate social responsibility (CSR). In order to keep up with the

increased pressure on social commitment, organizations’ self-descriptions may be future-oriented

rather than reflections of reality. The future-oriented communication may improve the

organizational culture and thereby motivate staff to perform more efficiently. On the other hand,

if the organization does not fulfill their CSR communication it could lead to internal skepticism.

This thesis constitutes a case study of the organization Coop, comprising whether the

relationship between its CSR communication and the internal perception of Coop’s CSR work

in store has affected their organizational culture.

 

In order to answer How does Coop communicate it sustainability work through its external

communication? and How does the staff perceive Coop's sustainability work? a qualitative

content analysis and interviews with Coop’s staff have been conducted. The theoretical

framework consists of Nils Brunsson’s (2006) theory about Organized hypocrisy, and

Christensen's (1997) Autocommunication.

 

A conclusion that can be made from the results of this thesis, is that the image communicated

from Coop (regarding their sustainability work) does not seem to be fully aligned with the

staff’s perception of Coop’s sustainability work. Coop’s definition of their sustainability work

had only been acknowledged by some, whereas half of the staff had individual interpretations

of Coop’s sustainability work. The various definitions of sustainability among the staff led to

various attitudes towards Coop’s sustainability work, which ultimately resulted in a fragmented

organizational culture.

Place, publisher, year, edition, pages
2018. , p. 63
Keywords [en]
organized hypocrisy, autocommunication, self-promoted paradox, expectation gap, corporate social responsibility
National Category
Communication Studies
Identifiers
URN: urn:nbn:se:uu:diva-341792OAI: oai:DiVA.org:uu-341792DiVA, id: diva2:1182876
Subject / course
Media and Communication Studies
Supervisors
Examiners
Available from: 2018-02-15 Created: 2018-02-14 Last updated: 2018-02-16Bibliographically approved

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Citation style
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