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Knowledge transfer across cultures in the manufacturing industry: A study of Scania’s global implementation of employer branding
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2012 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The purpose of this paper was to examine how cultural differences affect an MNC’s knowledge transfer of the concept employer branding, and what support subsidiaries need from headquarters for the MNC to become a global employer brand. The result is based on theoretical findings of employer branding, knowledge transfer and culture, applied to interview results at Scania. The knowledge transfer of the concept employer branding involves the implementation of a global employer branding communication platform. Findings show that Scania face challenges in employer branding awareness within the MNC, knowledge transfer internalization in subsidiaries, and balance of standardization and adaptation in connection to cultural dimensions of the markets. To overcome these challenges, Scania needs to further develop relational, social and organizational contexts for the MNC to become a global premium employer brand. The thesis has high originality since it gives implications to a specific MNC regarding the specific topic employer branding in a certain time of the implementation process.

Place, publisher, year, edition, pages
2012. , 55 p.
Keyword [en]
employer branding, knowledge transfer, cultural dimensions, standardization, MNC, communication
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-179787OAI: oai:DiVA.org:uu-179787DiVA: diva2:546250
External cooperation
Scania
Subject / course
Business Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2012-08-23 Created: 2012-08-22 Last updated: 2012-08-23Bibliographically approved

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Knowledge transfer across cultures in the manufacturing industry - Lindkvist, Olsson(785 kB)869 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
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