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Intern kommunikation av värderings- och imagerelaterade frågor Medarbetarnas roll i hållbarhetsarbetet på Clas Ohlson
University of Borås, Swedish School of Library and Information Science.
2014 (Swedish)Independent thesis Advanced level (degree of Master (One Year))Student thesisAlternative title
Internal communication of sustainable development From an employee perspective at Clas Ohlson (English)
Abstract [en]

Communication of sustainable development has become an increasingly important part of organisation’s corporate branding. Consumers demand more transparency from businesses and want to know more about how they work with these issues. An important part of how internal communication can be used to reach organisational success involves organisation’s employees. This thesis examines how the importance of how internal communication of image and value related questions have an impact on employee engagement. Employees are considered to be a reliable source when communicating image and value related issues to customers according to internal corporation theory. A survey was conducted and salespeople at the retail business Clas Ohlson participated. The survey was posted on the company’s intranet start page, available for all staff. The purpose of the thesis is to analyse internal communication by proposing internal corporate communication theory in order to improve the organisational practice. The analysis model created by Ruck and Welch (2012) is used as a hypothesis to engage employees. The dimensions included in the model are: * Identification * Support * Strategy, goals and values * Role * Performance * Voice The result presented from the survey showed that Clas Ohlson’s image and values were strong according the employees responding the survey. Work with sustainable development could be better’ concerning employee involvement and the employee role. More consistent internal communication and support by first line manager would be needed regarding sustainable development issues. By doing so, the work could enhance communication from employee to customers concerning ’these aforementioned questions.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Library and Information Science (SSLIS) , 2014.
Series
Magisteruppsats i biblioteks- och informationsvetenskap vid institutionen Biblioteks- och informationsvetenskap, ISSN 1654-0247 ; 2014:7
Keywords [en]
intern kommunikation, corporate communication
Keywords [sv]
hållbar utveckling, medarbetare
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:hb:diva-17825Local ID: 2320/13836OAI: oai:DiVA.org:hb-17825DiVA, id: diva2:1309738
Note
Program: Magisterutbildning i strategisk information och kommunikationAvailable from: 2019-04-30 Created: 2019-04-30

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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Language
  • de-DE
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  • nn-NB
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  • Other locale
More languages
Output format
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