Authors: Marie Andersson, Maria Gustafsson and Johanna Olsson.
Tutor: Peter Caesar
Title: Don’t forget the story – a study about internal Storytelling
Keywords: Internal Storytelling, Internal marketing, Communication, Organizational culture, Internal branding, Fellowship, Motivation, Participation.
Background: Something that can be problematic for managers in an organization is to find an effective way to spread information that will received by all the employees. One way to spread information and messages to the employees is by using internal Storytelling. The use of internal Storytelling aims to create an environment to build up an engaged personnel. Organizations use internal Storytelling when they want to create collective stories and frame of references among the employees within the organization, and also spread the values of the brand and information about the organization.
Problem statement: How can internal marketing be affected by internal Storytelling?
Method: Our study is based on a case-study of SCA Packaging Sweden AB. We have chosen to use both qualitative and quantitative research methods. We have gathered our empirical data by doing a semi-structural depth interview, semi-structural telephone interviews and a survey.
Conclusions: Internal marketing consist of three part components: organizational culture, communication and internal branding. There are three key factors that are important for the success of these components: fellowship, motivation and participation. Internal Storytelling affects these three in a effective way that captures the interest which leads to successful internal marketing.
Suggestions for further research: Suggestions for further research could be to see if there are differences between how women and men react to internal Storytelling or if there are possible differences in the response regarding the age of the receiver. Another perspective to study is to follow an organization from their implementation of internal Storytelling and to measure the impact this implementation has given. It would also be interesting to examine how the use of internal Storytelling in an organizations also could have effects externally, as the internal marketing often aims to create effects externally.
2010. , 56 p.