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Seduced by Words? A Case study of How Front Line Employees Perceive and Respond to Visions and Values Communicated Through Internal Branding

Segerborg, Tobias LU and Eilard, Aksel LU (2018) BUSN49 20181
Department of Business Administration
Abstract
This paper provides insights into the concepts of corporate and internal branding. In particular, we aim to investigate how front line employees perceive and interpret the communicated visions and values of an organization, and how these relate to organizational culture. Internal branding as a concept emphasizes that in order for organizations to deliver on their promise to its customers, the employees need to ‘buy into’ the values of the organization. This arguably creates a need for the firm to align its vision with its organizational culture. In our efforts to investigate how communicated visions and values relate to organizational culture, we have applied the Corporate Branding Tool-Kit developed by Hatch and Schultz (2001), which aims... (More)
This paper provides insights into the concepts of corporate and internal branding. In particular, we aim to investigate how front line employees perceive and interpret the communicated visions and values of an organization, and how these relate to organizational culture. Internal branding as a concept emphasizes that in order for organizations to deliver on their promise to its customers, the employees need to ‘buy into’ the values of the organization. This arguably creates a need for the firm to align its vision with its organizational culture. In our efforts to investigate how communicated visions and values relate to organizational culture, we have applied the Corporate Branding Tool-Kit developed by Hatch and Schultz (2001), which aims to uncover potential gaps between strategic vision and organizational culture. Even though the concept of internal branding has been studied thoroughly, few studies seem to have focused solely on the perceptions of the employees, which makes this a critical area to analyze further. Our findings suggest that the employees within our chosen organization understand and make sense of the communicated visions differently. Furthermore, there are some indications that disclose a possible gap between the strategic visions and organizational culture, conveyed through employee resistance and distrust, as well as, divergence between offices, and between departments. (Less)
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author
Segerborg, Tobias LU and Eilard, Aksel LU
supervisor
organization
course
BUSN49 20181
year
type
H1 - Master's Degree (One Year)
subject
keywords
Corporate branding, internal branding, employees, visions and values, organizational culture, VCI-Alignment Model, Corporate Branding Tool-Kit, perceptions, interpretations, cultural management, critical management, symbolic manipulation.
language
English
id
8950009
date added to LUP
2018-06-28 11:15:31
date last changed
2018-06-28 11:15:31
@misc{8950009,
  abstract     = {{This paper provides insights into the concepts of corporate and internal branding. In particular, we aim to investigate how front line employees perceive and interpret the communicated visions and values of an organization, and how these relate to organizational culture. Internal branding as a concept emphasizes that in order for organizations to deliver on their promise to its customers, the employees need to ‘buy into’ the values of the organization. This arguably creates a need for the firm to align its vision with its organizational culture. In our efforts to investigate how communicated visions and values relate to organizational culture, we have applied the Corporate Branding Tool-Kit developed by Hatch and Schultz (2001), which aims to uncover potential gaps between strategic vision and organizational culture. Even though the concept of internal branding has been studied thoroughly, few studies seem to have focused solely on the perceptions of the employees, which makes this a critical area to analyze further. Our findings suggest that the employees within our chosen organization understand and make sense of the communicated visions differently. Furthermore, there are some indications that disclose a possible gap between the strategic visions and organizational culture, conveyed through employee resistance and distrust, as well as, divergence between offices, and between departments.}},
  author       = {{Segerborg, Tobias and Eilard, Aksel}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Seduced by Words? A Case study of How Front Line Employees Perceive and Respond to Visions and Values Communicated Through Internal Branding}},
  year         = {{2018}},
}