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Impacts of strategic communication practices on local-level employees: Heimstaden Flogsta: a case study.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
2019 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Over the last three years, Heimstaden, a real-estate company based in Sweden, has gone through a complex process of redefinition of its identity, defining values and principles. This process is especially delicate in one of the neighborhoods managed by the company, Flogsta, where Heimstaden owns and administrates 2014 student apartments.

In the context of this identity definition process, this study analyzes the communication strategies and the organizational identity transmission practices within the company, focusing on the local-level employees’ understanding and experience of Heimstaden’s identity and strategies. From a theoretical standpoint, the research parts from Hallahan, Holtzhausen, van Ruler, Verčič and Sriramesh´s (2007) initial ideas on strategic communication, and implements van Ruler´s (2018) approach to the role that communication plays within strategic communication, as well as to the dichotomy between one-way vs two-way strategies of communication. The analysis also incorporates Schinoff, Corley and Roger’s (2016) views of organizational identity. The research consists of 6 semi-structured interviews with Heimstaden employees. In addition to that, participant observations were also carried out daily over a period of 5 months, due to my position as a Heimstaden employee stationed in Uppsala.

The findings of the study reveal that many of the one-way communication strategies currently in use within Heimstaden, are failing at making the local-level employees aware and participant of the company’s identity and changes. Consequently, this study identifies great differences in the way that local-level employees relate to the company’s new identity and principles with respect to the way in which top-level employees do. These differences, in turn, generate that the company’s identity and new way of doing things is not projected properly towards the clients, generating, arguably, reputational problems for Heimstaden in the studied area.

Place, publisher, year, edition, pages
2019. , p. 107
Keywords [en]
Strategic communication, organizational identity, local-level employees, bottom-up studies.
National Category
Media Studies Communication Studies
Identifiers
URN: urn:nbn:se:uu:diva-397879OAI: oai:DiVA.org:uu-397879DiVA, id: diva2:1373435
External cooperation
Heimstaden AB
Supervisors
Examiners
Available from: 2019-11-27 Created: 2019-11-27 Last updated: 2019-11-27Bibliographically approved

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Citation style
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