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Kontroll i Kaoset - En Fallstudie på Oatlys Kris- och Kommunikationsstrategier

Petrik, Samuel-Maxim LU and Holgersson, Oscar LU (2024) FEKH29 20232
Department of Business Administration
Abstract
Research questions: How do internal and external crisis communication interact with each other and how does this play a role in crisis management in companies that apply brand activism?
Purpose: The purpose of this essay is to gain a deeper understanding of how internal and external crisis communication affect each other and how the interaction between these affect the company's crisis management.
Methodology: The choice of methodology that was made was based on a hermeneutic research strategy, together with a qualitative research strategy. The investigation was based on an abductive approach where the empirical evidence was collected through a document analysis and a semi-structured interview where the data was analyzed using a thematic... (More)
Research questions: How do internal and external crisis communication interact with each other and how does this play a role in crisis management in companies that apply brand activism?
Purpose: The purpose of this essay is to gain a deeper understanding of how internal and external crisis communication affect each other and how the interaction between these affect the company's crisis management.
Methodology: The choice of methodology that was made was based on a hermeneutic research strategy, together with a qualitative research strategy. The investigation was based on an abductive approach where the empirical evidence was collected through a document analysis and a semi-structured interview where the data was analyzed using a thematic analysis method.
Theoretical perspectives: According to Heide and Simonsson (2019), internal communication is one of the most important parts of crisis management as it aims to both convey instructions and create loyalty as well as increase commitment. In addition to the internal, the external communication during a crisis is also crucial to manage the consequences of the situation (Crandall et al., 2010, p.151). Furthermore, Greenwood and Van Buren (2010) point out that the aim here, too, is to strengthen reliability as the external as well as the internal stakeholders expect something from the company. The two types of communication are individually important in dealing with a crisis, but both partly pursue the same goal. The purpose is basically to build and maintain relationships with stakeholders where Mitroff (2001) and Heide and Simonsson (2019) claim that it is done through the building of trust and reputation.
Result: The study showed how Oatly successfully implements several strategies in its overall crisis communication. By consistently conveying the same message in both external and internal communications, Oatly has created a clear and reliable brand identity. This consistency has been key to building and strengthening trust with both external and internal stakeholders. By actively participating in social issues and not shying away from controversy, they have built a brand characterized by transparency and authenticity. In summary, the study shows that Oatly's success in their crisis communication is not only due to the choices of strategies they have made, but that these have been integrated in a uniform way both inside and outside the organization.
Conclusions: The study contributes to the previous research by presenting a different perspective on the external and internal crisis communication that was previously studied separately. The central contribution of the study lies in its endeavor to not only consider external and internal crisis communication as isolated processes, but instead as interacting elements. By examining their interplay, the study provides insight into how organizations can create a unified and effective strategy for managing crises. (Less)
Abstract (Swedish)
Forskningsfråga: Hur samspelar intern och extern kriskommunikation med varandra och hur spelar detta roll för krishanteringen i företag som tillämpar varumärkesaktivism?
Syfte: Syftet med denna uppsats är att få en djupare förståelse för hur intern och extern kriskommunikation påverkar varandra och hur samspelet mellan dessa påverkar företagets krishantering.
Metod: Det metodval som gjordes var utifrån en hermeneutisk forskningsstrategi, tillsammans med en kvalitativ forskningsstrategi. Undersökningen utgick från en abduktiv ansats där empirin samlades in genom en dokumentanalys samt en semistrukturerad intervju där datan analyserades med en tematisk analysmetod.
Teoretiska perspektiv: Den interna kommunikationen är enligt Heide och... (More)
Forskningsfråga: Hur samspelar intern och extern kriskommunikation med varandra och hur spelar detta roll för krishanteringen i företag som tillämpar varumärkesaktivism?
Syfte: Syftet med denna uppsats är att få en djupare förståelse för hur intern och extern kriskommunikation påverkar varandra och hur samspelet mellan dessa påverkar företagets krishantering.
Metod: Det metodval som gjordes var utifrån en hermeneutisk forskningsstrategi, tillsammans med en kvalitativ forskningsstrategi. Undersökningen utgick från en abduktiv ansats där empirin samlades in genom en dokumentanalys samt en semistrukturerad intervju där datan analyserades med en tematisk analysmetod.
Teoretiska perspektiv: Den interna kommunikationen är enligt Heide och Simonsson (2019) en av de viktigaste delarna vid hantering av kris då den syftar till att såväl förmedla instruktioner som att skapa lojalitet och höja engagemanget. Utöver det interna är även den externa kommunikationen under en kris avgörande för att hantera konsekvenserna av situationen (Crandall et al., 2010, s.151). Vidare påpekar Greenwood och Van Buren (2010) att strävan även här, är att stärka pålitligheten då de externa såväl som de interna intressenterna förväntar sig något av företaget. De två typerna av kommunikation var för sig är viktiga i hanteringen av en kris, men båda strävar delvis efter samma mål. Syftet är i grunden att bygga och bibehålla relationer med intressenter där Mitroff och Anagnos (2001) samt Heide och Simonsson (2019) påstår att det görs genom byggandet av förtroende och rykte.
Resultat: Studien visade hur Oatly framgångsrikt implementerar flera strategier i sin övergripande kriskommunikation. Genom att konsekvent förmedla samma budskap i både extern och intern kommunikation har Oatly skapat en tydlig och pålitlig varumärkesidentitet. Denna enhetlighet har varit nyckeln till att bygga och stärka förtroendet hos både externa och interna intressenter. Genom att aktivt delta i samhällsfrågor och inte undfly kontroverser, har de byggt upp ett varumärke som kännetecknas av transparens och autenticitet. Sammanfattningsvis visar studien att Oatlys framgång i deras kriskommunikation inte endast beror på de val av strategier de har gjort, utan att dessa integrerats på ett enhetligt sätt både inom och utanför organisationen.
Slutsats: Studien bidrar till den tidigare forskningen genom att presentera ett annat perspektiv på den externa och interna kriskommunikationen som tidigare studerats separat. Det centrala i studiens bidrag ligger i dess strävan att inte bara betrakta den externa och interna kriskommunikationen som isolerade processer utan istället som samverkande element. Genom att undersöka deras samspel ger studien insikt i hur organisationer kan skapa en enhetlig och effektiv strategi för att hantera kriser. (Less)
Please use this url to cite or link to this publication:
author
Petrik, Samuel-Maxim LU and Holgersson, Oscar LU
supervisor
organization
course
FEKH29 20232
year
type
M2 - Bachelor Degree
subject
keywords
Krishantering, Kriskommunikation, Intressenter, Varumärkesaktivism, Hållbarhet
language
Swedish
id
9148744
date added to LUP
2024-03-11 15:27:17
date last changed
2024-03-11 15:27:17
@misc{9148744,
  abstract     = {{Research questions: How do internal and external crisis communication interact with each other and how does this play a role in crisis management in companies that apply brand activism?
Purpose: The purpose of this essay is to gain a deeper understanding of how internal and external crisis communication affect each other and how the interaction between these affect the company's crisis management.
Methodology: The choice of methodology that was made was based on a hermeneutic research strategy, together with a qualitative research strategy. The investigation was based on an abductive approach where the empirical evidence was collected through a document analysis and a semi-structured interview where the data was analyzed using a thematic analysis method.
Theoretical perspectives: According to Heide and Simonsson (2019), internal communication is one of the most important parts of crisis management as it aims to both convey instructions and create loyalty as well as increase commitment. In addition to the internal, the external communication during a crisis is also crucial to manage the consequences of the situation (Crandall et al., 2010, p.151). Furthermore, Greenwood and Van Buren (2010) point out that the aim here, too, is to strengthen reliability as the external as well as the internal stakeholders expect something from the company. The two types of communication are individually important in dealing with a crisis, but both partly pursue the same goal. The purpose is basically to build and maintain relationships with stakeholders where Mitroff (2001) and Heide and Simonsson (2019) claim that it is done through the building of trust and reputation.
Result: The study showed how Oatly successfully implements several strategies in its overall crisis communication. By consistently conveying the same message in both external and internal communications, Oatly has created a clear and reliable brand identity. This consistency has been key to building and strengthening trust with both external and internal stakeholders. By actively participating in social issues and not shying away from controversy, they have built a brand characterized by transparency and authenticity. In summary, the study shows that Oatly's success in their crisis communication is not only due to the choices of strategies they have made, but that these have been integrated in a uniform way both inside and outside the organization.
Conclusions: The study contributes to the previous research by presenting a different perspective on the external and internal crisis communication that was previously studied separately. The central contribution of the study lies in its endeavor to not only consider external and internal crisis communication as isolated processes, but instead as interacting elements. By examining their interplay, the study provides insight into how organizations can create a unified and effective strategy for managing crises.}},
  author       = {{Petrik, Samuel-Maxim and Holgersson, Oscar}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Kontroll i Kaoset - En Fallstudie på Oatlys Kris- och Kommunikationsstrategier}},
  year         = {{2024}},
}