Hållbar identitet

Tillander, Hanna; Svensson, Linda

Hållbar identitet

Mark

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: http://lup.lub.lu.se/student-papers/record/2796148

author

Tillander, Hanna ^LU and Svensson, Linda ^LU

supervisor

Jörgen Eksell

organization

Department of Strategic Communication

alternative title

Sustainable identity

course

SKOK01 20121

year

2012

type

M2 - Bachelor Degree

subject

Social Sciences

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}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Hållbar identitet}},
  year         = {{2012}},
}

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Hållbar identitet