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Förståelse och förtroende i förändring

Embre, Elisabeth LU and Nicklasson, Amanda LU (2016) SKOK01 20161
Department of Strategic Communication
Abstract
The aim of this paper is to examine how the professionalization and the increased competition affect humanitarian organizations, as well as how the changes affect the communication with their members and contributors. We are carrying out a case study of the Save the Children organization in order to concretize the chosen subject. The study and analysis is of a qualitative type and our empirical material consists of interviews and several documents. The empirical material is analyzed through chosen theories such as professionalism, market orientation, legitimacy and ethics. By inter-views from Save the Children about their experiences with professionalization we get a deeper understanding of the concept. During this process, we realize... (More)
The aim of this paper is to examine how the professionalization and the increased competition affect humanitarian organizations, as well as how the changes affect the communication with their members and contributors. We are carrying out a case study of the Save the Children organization in order to concretize the chosen subject. The study and analysis is of a qualitative type and our empirical material consists of interviews and several documents. The empirical material is analyzed through chosen theories such as professionalism, market orientation, legitimacy and ethics. By inter-views from Save the Children about their experiences with professionalization we get a deeper understanding of the concept. During this process, we realize there is a num-ber of aspects and consequences of professionalization to consider, one of them being a change in ethical backgrounds which in turn affects the desire of contributing to humanitarian work and a changing volunteer role. We see that an increasing profes-sionalization leads to a market orientation of the organization. The core complexity of the problem is the lack of comprehension for administrative costs, such as the salary of employees. This lack of comprehension risks damage to the legitimacy of the or-ganization since the general apprehension of the organization tends to not keep up with the changes of professionalization. Humanitarian organizations stand in front of a large challenge, hence the need of retaining legitimacy, simultaneously as they have to adjust to the competition and the development of the marketing and expertise. The remaining question is if professionalization is a product of competition, or if competi-tion is born through professionalization and how the humanitarian sector will be able to respond to this fact. (Less)
Abstract (Swedish)
Denna studie ämnar till att undersöka professionaliseringens och den ökade kon-kurrensens påverkan på humanitära organisationer samt hur förändringen påverkar deras kommunikation gentemot medlemmarna och bidragsgivarna. För att konkre-tisera det valda ämnet är denna studie en fallstudie med Rädda Barnen som fall. Studien och analysen är av en kvalitativ typ och vårt empiriska material består av intervjuer och ett flertal textdokument. Därefter analyseras dessa utifrån teorier kring: professionalism, marknadsorientering, legitimitet och etik. Genom våra in-tervjuer från Rädda Barnen får vi en djupare förståelse för deras upplevelse av professionaliseringen av organisationen. Under arbetets gång inser vi att det finns en rad aspekter och... (More)
Denna studie ämnar till att undersöka professionaliseringens och den ökade kon-kurrensens påverkan på humanitära organisationer samt hur förändringen påverkar deras kommunikation gentemot medlemmarna och bidragsgivarna. För att konkre-tisera det valda ämnet är denna studie en fallstudie med Rädda Barnen som fall. Studien och analysen är av en kvalitativ typ och vårt empiriska material består av intervjuer och ett flertal textdokument. Därefter analyseras dessa utifrån teorier kring: professionalism, marknadsorientering, legitimitet och etik. Genom våra in-tervjuer från Rädda Barnen får vi en djupare förståelse för deras upplevelse av professionaliseringen av organisationen. Under arbetets gång inser vi att det finns en rad aspekter och perspektiv på de konsekvenser som professionalisering kan medföra. Däribland en förändrad etisk bakgrund till viljan att bidra till humanitärt arbete och en förändrad volontärroll. Vi ser att en ökad professionalisering leder till en marknadsorientering av organisationen. Kärnan i denna problematik är all-mänhetens oförståelse för administrativa kostnader, exempelvis löner till tjänste-män. Denna oförståelse riskerar att skada organisationens legitimitet då allmän-hetens uppfattning av organisationen inte alltid hänger med i professionalisering-ens förändringar. Humanitära organisationer står inför en stor utmaning då de måste arbeta för att behålla legitimitet hos allmänheten, samtidigt som de måste anpassa sig efter konkurrensen och utvecklingen av marknadsföring och expertis. Samtidigt kvarstår frågan om professionalisering är en produkt av konkurrens, el-ler om konkurrens föds ur professionalisering och hur den humanitära sektorn ska kunna förhålla sig det detta faktum. (Less)
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author
Embre, Elisabeth LU and Nicklasson, Amanda LU
supervisor
organization
alternative title
En kvalitativ studie om hur professionalisering yttrar sig hos Rädda Barnen
course
SKOK01 20161
year
type
M2 - Bachelor Degree
subject
keywords
Professionalization, legitimacy, market orientation, ethics, humanitar-ian organizations, competition, Save the Children
language
Swedish
id
8889933
date added to LUP
2016-09-01 13:57:16
date last changed
2016-09-01 13:57:16
@misc{8889933,
  abstract     = {The aim of this paper is to examine how the professionalization and the increased competition affect humanitarian organizations, as well as how the changes affect the communication with their members and contributors. We are carrying out a case study of the Save the Children organization in order to concretize the chosen subject. The study and analysis is of a qualitative type and our empirical material consists of interviews and several documents. The empirical material is analyzed through chosen theories such as professionalism, market orientation, legitimacy and ethics. By inter-views from Save the Children about their experiences with professionalization we get a deeper understanding of the concept. During this process, we realize there is a num-ber of aspects and consequences of professionalization to consider, one of them being a change in ethical backgrounds which in turn affects the desire of contributing to humanitarian work and a changing volunteer role. We see that an increasing profes-sionalization leads to a market orientation of the organization. The core complexity of the problem is the lack of comprehension for administrative costs, such as the salary of employees. This lack of comprehension risks damage to the legitimacy of the or-ganization since the general apprehension of the organization tends to not keep up with the changes of professionalization. Humanitarian organizations stand in front of a large challenge, hence the need of retaining legitimacy, simultaneously as they have to adjust to the competition and the development of the marketing and expertise. The remaining question is if professionalization is a product of competition, or if competi-tion is born through professionalization and how the humanitarian sector will be able to respond to this fact.},
  author       = {Embre, Elisabeth and Nicklasson, Amanda},
  keyword      = {Professionalization,legitimacy,market orientation,ethics,humanitar-ian organizations,competition,Save the Children},
  language     = {swe},
  note         = {Student Paper},
  title        = {Förståelse och förtroende i förändring},
  year         = {2016},
}