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Löftet & Löverensen: En omvärldsanalys på svenska företags strategiska kommunikation
Linnaeus University, Faculty of Humanities and Social Sciences, School of Social Sciences.
Linnaeus University, Faculty of Humanities and Social Sciences, School of Social Sciences.
2010 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The technological progress of the world has had a massive effect on how we communicate with one and other, it also has had an big impact on how companies communicate with their customers and consumers. Today you cannot only communicate a “promise to your costumers and consumers you also have to “deliver” what it is you promise. Strategic communication is today not only to market your product but to ensure that your strategic communication is shown even in you innovation, design and product development.  This thesis is conducted in collaboration with No Picnic AB.

The purpose of this study was to get an insight in how Swedish companies use their strategic communication. We aim on bringing a new point of view of strategic communication with innovation, design and product development also as a communication channel. Another hope is to get an understanding on how companies work with strategic communication on a practical level for use as media and communications students. Our problem is conducted as following: How does Swedish companies strategically communicate with their costumers and consumers? To achieve our purposes we did a qualitative investigation based on interviews with communicators on five Swedish companies.

Our conclusion from the study is that combination of a strategically well performed “promise” and a well designed and developed “delivery” is to prefer for future success. Just being seen is not enough any more your products also has to communicate your company values in order to reach your visions.

 

Place, publisher, year, edition, pages
2010. , p. 54
Keywords [en]
strategic communication, product development, innovation, PR, media economics, new media
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:lnu:diva-10125OAI: oai:DiVA.org:lnu-10125DiVA, id: diva2:388536
Presentation
2010-06-01, Kalmar, 21:20 (Swedish)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-01-27 Created: 2011-01-17 Last updated: 2011-01-27Bibliographically approved

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Löftet & leveransen(1528 kB)353 downloads
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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • 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