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När det interna varumärket får motsatt effekt: medarbetarberättelser om motstånd

Berglund, Felicia LU and Eriksson, Antonia LU (2014) SKOM12 20141
Department of Strategic Communication
Abstract (Swedish)
Denna studie har en socialkonstruktionistisk utgångspunkt och syftar till att undersöka upplevelser av intern varumärkeskommunikation som styrningsverktyg från ett mottagarperspektiv. Syftet grundas i en problematik där den strategiska idén med interna varumärken går förlorad när hänsyn inte tas till medarbetares subjektiva upplevelser av varumärket. För att uppnå syftet har en fallstudie genomförts på företaget DHL Freight, där medarbetare på operativa nivåer har intervjuats. Att fånga upplevelser av interna varumärken är komplicerat, men har gjorts genom att fokusera på medarbetares berättelser av det vardagliga arbetet. Hur medarbetare förhandlar meningen i intern varumärkeskommunikation genom upplevelser i sin arbetsvardag får... (More)
Denna studie har en socialkonstruktionistisk utgångspunkt och syftar till att undersöka upplevelser av intern varumärkeskommunikation som styrningsverktyg från ett mottagarperspektiv. Syftet grundas i en problematik där den strategiska idén med interna varumärken går förlorad när hänsyn inte tas till medarbetares subjektiva upplevelser av varumärket. För att uppnå syftet har en fallstudie genomförts på företaget DHL Freight, där medarbetare på operativa nivåer har intervjuats. Att fånga upplevelser av interna varumärken är komplicerat, men har gjorts genom att fokusera på medarbetares berättelser av det vardagliga arbetet. Hur medarbetare förhandlar meningen i intern varumärkeskommunikation genom upplevelser i sin arbetsvardag får konsekvenser för dem själva men även för
organisationen. Resultatet visar att medarbetare antar strategier för att förhandla meningen i det interna varumärket. De grundar sig i ett motstånd och kan komma till uttryck som enat missnöje, cynism och misstro, avidentifikation samt en acceptansstrategi. (Less)
Abstract
From a social constructionist view, the purpose is to examine experiences of internal brand communication as a management tool from a recipient perspective. The problem is based on the fact that the strategic intention of internal brands is lost when co-workers’ subjective experiences are not taken into account. To reach the purpose, a case study has been conducted where co-workers on operative levels have been interviewed. Capturing experiences of internal brands are complicated, but have been achieved through focusing on co-workers’ stories about their daily work. How co-workers negotiate the meaning of internal brand communication through experiences in their everyday work have consequences for both themselves and the organization. The... (More)
From a social constructionist view, the purpose is to examine experiences of internal brand communication as a management tool from a recipient perspective. The problem is based on the fact that the strategic intention of internal brands is lost when co-workers’ subjective experiences are not taken into account. To reach the purpose, a case study has been conducted where co-workers on operative levels have been interviewed. Capturing experiences of internal brands are complicated, but have been achieved through focusing on co-workers’ stories about their daily work. How co-workers negotiate the meaning of internal brand communication through experiences in their everyday work have consequences for both themselves and the organization. The results show that co-workers adopt strategies to negotiate the meaning of the internal brand. The strategies are grounded in resistance, and take form of a united dissatisfaction, cynicism and suspicion, de-identification as well as one acceptance strategy. (Less)
Please use this url to cite or link to this publication:
author
Berglund, Felicia LU and Eriksson, Antonia LU
supervisor
organization
course
SKOM12 20141
year
type
H2 - Master's Degree (Two Years)
subject
keywords
intern varumärkeskommunikation, meningsskapande, styrning, motstånd, medarbetarperspektiv, berättelser
language
Swedish
id
4461051
date added to LUP
2014-06-10 14:05:15
date last changed
2014-09-04 08:36:22
@misc{4461051,
  abstract     = {From a social constructionist view, the purpose is to examine experiences of internal brand communication as a management tool from a recipient perspective. The problem is based on the fact that the strategic intention of internal brands is lost when co-workers’ subjective experiences are not taken into account. To reach the purpose, a case study has been conducted where co-workers on operative levels have been interviewed. Capturing experiences of internal brands are complicated, but have been achieved through focusing on co-workers’ stories about their daily work. How co-workers negotiate the meaning of internal brand communication through experiences in their everyday work have consequences for both themselves and the organization. The results show that co-workers adopt strategies to negotiate the meaning of the internal brand. The strategies are grounded in resistance, and take form of a united dissatisfaction, cynicism and suspicion, de-identification as well as one acceptance strategy.},
  author       = {Berglund, Felicia and Eriksson, Antonia},
  keyword      = {intern varumärkeskommunikation,meningsskapande,styrning,motstånd,medarbetarperspektiv,berättelser},
  language     = {swe},
  note         = {Student Paper},
  title        = {När det interna varumärket får motsatt effekt: medarbetarberättelser om motstånd},
  year         = {2014},
}