Advanced

Hållbar identitet

Tillander, Hanna LU and Svensson, Linda LU (2012) SKOK01 20121
Department of Strategic Communication
Abstract (Swedish)
Organisationers ökade engagemang för hållbarhetsfrågor, kan idag ses som en re-aktion av att omvärlden i allt större utsträckning förväntar sig mer än endast en förskönad fasad. Både interna och externa intressenter kräver allt mer pålitliga or-ganisationer med autenticitet och substans. För att leva upp till omvärldens krav krävs det en stark organisation med distinkt organisationsidentitet som byggts ini-från och ut. En kvalitativ studie har genomförts med syfte att beskriva och analy-sera en organisations identitetsskapande processer ur ett organisationskommuni-kationsperspektiv. Vidare med ett fokus på hur en organisations engagemang för hållbarhetsfrågor påverkar organisationsidentiteten. Ett teoretiskt ramverk av... (More)
Organisationers ökade engagemang för hållbarhetsfrågor, kan idag ses som en re-aktion av att omvärlden i allt större utsträckning förväntar sig mer än endast en förskönad fasad. Både interna och externa intressenter kräver allt mer pålitliga or-ganisationer med autenticitet och substans. För att leva upp till omvärldens krav krävs det en stark organisation med distinkt organisationsidentitet som byggts ini-från och ut. En kvalitativ studie har genomförts med syfte att beskriva och analy-sera en organisations identitetsskapande processer ur ett organisationskommuni-kationsperspektiv. Vidare med ett fokus på hur en organisations engagemang för hållbarhetsfrågor påverkar organisationsidentiteten. Ett teoretiskt ramverk av or-ganisationskommunikation, organisationskultur och organisationsidentitet, har va-rit verktyg för att vidare nå slutsatser ur inbringat empiriskt material. Genom att analysera organisationskulturen på klädföretaget Nudie Jeans, har vi tolkat att kul-turella symboler och informella kommunikationsmönster, är väsentliga för att skapa och kommunicera en stark, långsiktig organisationsidentitet. Studien pekar även på betydelsen av att en organisations hållbarhetsengagemang genomsyrar hela verksamheten från dess innersta kärna till yttersta uttryck då detta har en po-sitiv inverkan på både medarbetare och de identitetsskapande processerna, vilket i sin tur kan befästa en organisations hållbara identitet. (Less)
Abstract
The increased commitment to corporate social responsibility, seen among organi-zations, can today be viewed as a reaction to the fact that the outside world increa-singly expects more than an embellished façade. Both internal and external stake-holders demand more and more dependable organizations with authenticity and substance. When building a strong organization - to succeed in creating a strong organizational identity in order to respond to external demands - you are required to build from the inside out. A qualitative study, with the purpose to describe and analyze an organization's identity formation processes from an organizational communication perspective, has been conducted. This study also dealt with how an organization's... (More)
The increased commitment to corporate social responsibility, seen among organi-zations, can today be viewed as a reaction to the fact that the outside world increa-singly expects more than an embellished façade. Both internal and external stake-holders demand more and more dependable organizations with authenticity and substance. When building a strong organization - to succeed in creating a strong organizational identity in order to respond to external demands - you are required to build from the inside out. A qualitative study, with the purpose to describe and analyze an organization's identity formation processes from an organizational communication perspective, has been conducted. This study also dealt with how an organization's commitment to sustainability issues affects the identity of that organization. A theoretical framework of organizational communication, organi-zational culture and organizational identity has been used as a tool to further reach conclusions yielded from empirical data. By analyzing the organizational culture of the clothing company Nudie Jeans, we have interpreted that the cultural sym-bols and informal communication patterns are essential parts of creating and communicating a strong, long-term identity for an organization. The study also highlights the importance of an organization's sustainability commitment to per-meates the entire operation from its core to the ultimate expression, as this has proven to have a positive impact on both employees and the identity formation processes, which in turn can strengthen an organization's sustainable identity. (Less)
Please use this url to cite or link to this publication:
author
Tillander, Hanna LU and Svensson, Linda LU
supervisor
organization
alternative title
Sustainable identity
course
SKOK01 20121
year
type
M2 - Bachelor Degree
subject
keywords
Organisationskultur, organisationsidentitet, organisationskommunikation, hållbar identitet.
language
Swedish
id
2796148
date added to LUP
2012-08-29 10:45:39
date last changed
2014-09-04 08:36:18
@misc{2796148,
  abstract     = {The increased commitment to corporate social responsibility, seen among organi-zations, can today be viewed as a reaction to the fact that the outside world increa-singly expects more than an embellished façade. Both internal and external stake-holders demand more and more dependable organizations with authenticity and substance. When building a strong organization - to succeed in creating a strong organizational identity in order to respond to external demands - you are required to build from the inside out. A qualitative study, with the purpose to describe and analyze an organization's identity formation processes from an organizational communication perspective, has been conducted. This study also dealt with how an organization's commitment to sustainability issues affects the identity of that organization. A theoretical framework of organizational communication, organi-zational culture and organizational identity has been used as a tool to further reach conclusions yielded from empirical data. By analyzing the organizational culture of the clothing company Nudie Jeans, we have interpreted that the cultural sym-bols and informal communication patterns are essential parts of creating and communicating a strong, long-term identity for an organization. The study also highlights the importance of an organization's sustainability commitment to per-meates the entire operation from its core to the ultimate expression, as this has proven to have a positive impact on both employees and the identity formation processes, which in turn can strengthen an organization's sustainable identity.},
  author       = {Tillander, Hanna and Svensson, Linda},
  keyword      = {Organisationskultur,organisationsidentitet,organisationskommunikation,hållbar identitet.},
  language     = {swe},
  note         = {Student Paper},
  title        = {Hållbar identitet},
  year         = {2012},
}