<p>Corporate storytelling är ett relativt nytt begrepp inom marknadsföring. Corporate Storytelling handlar om att använda berättelsen och berättelsetekniken för att beröra eller förändra i företaget eller organisationen. Man försöker att beröra kunderna emotionellt så att de kan ta till sig berättelsen och återberätta den via word of mouth. Beroende på målet kan man använda corporate storytelling som en metod, ett verktyg eller en strategi i marknadsföringsändamål. Corporate storytelling är ett bra sätt att särskilja sig från andra konkurrenter, då det är svårt att kopiera berättelserna, just därför att de är unika.</p><p>Syftet med denna studie är att definiera hur Arlanda express kunder påverkas av deras externa corporate storytelling. Vi vill undersöka om och hur det påverkar kunderna i och med att det idag inte finns mycket forskning om detta. En av de bakomliggande orsakerna till detta är att det finns svårigheter i att mäta själva påverkanseffekten. Man kan inte göra det i siffror och diagram utan man får analysera, beskriva via ord och föra en diskussion. Vår målsättning med studien är att väcka ett intresse för detta ämnesområde och försöka skapa en förståelse om corporate storytelling och dess påverkan.</p><p>För att uppfylla vårt syfte genomfördes en kvalitativ undersökningsmetod. Vi påbörjade studien med en intervju med Arlanda express marknadschef, Camilla Laaksonen, för att få en inblick i hur de arbetar med corporate storytelling och hur de hoppas att det skall påverka kunden. För att ta reda på hur deras kunder påverkas utfördes fokusgruppsundersökningar för att skapa en förståelse och för att föra en djupare diskussion för att i slutändan kunna urskilja ett beteendemönster och analysera svaren. Slutligen ska detta kunna besvara vår frågeställning där vi ska finna svaren på hur Arlanda express kunder påverkas utav deras externa corporate storytelling.</p><p>Studien påvisade att man är mer benägen att återberätta en berättelse ifall produkten eller tjänsten är utav högengagemang prioritet. Arlanda express är enligt studien en lågengagemangs tjänst där kunden endast är intresserad av att komma till eller från flygplatsen. Vår studie visade dock att respondenterna återberättade berättelserna de hört men på grund av fel orsak, inte för att berättelserna i sig var intressanta utan för att själva idén med corporate storytelling i väntehallen var innovativt. Arlanda express är först i Sverige med att använda ljudduschar som en marknadsföringsmetod. Frågan är när det inte längre anses vara nytt, kommer spridningen att stanna upp? Studien konstaterade att det förmodligen kommer se ut så i framtiden, att spridningen inte kommer att vara lika effektiv.</p>

Corporate storytelling är ett relativt nytt begrepp inom marknadsföring. Corporate Storytelling handlar om att använda berättelsen och berättelsetekniken för att beröra eller förändra i företaget eller organisationen. Man försöker att beröra kunderna emotionellt så att de kan ta till sig berättelsen och återberätta den via word of mouth. Beroende på målet kan man använda corporate storytelling som en metod, ett verktyg eller en strategi i marknadsföringsändamål. Corporate storytelling är ett bra sätt att särskilja sig från andra konkurrenter, då det är svårt att kopiera berättelserna, just därför att de är unika. Syftet med denna studie är att definiera hur Arlanda express kunder påverkas av deras externa corporate storytelling. Vi vill undersöka om och hur det påverkar kunderna i och med att det idag inte finns mycket forskning om detta. En av de bakomliggande orsakerna till detta är att det finns svårigheter i att mäta själva påverkanseffekten. Man kan inte göra det i siffror och diagram utan man får analysera, beskriva via ord och föra en diskussion. Vår målsättning med studien är att väcka ett intresse för detta ämnesområde och försöka skapa en förståelse om corporate storytelling och dess påverkan. För att uppfylla vårt syfte genomfördes en kvalitativ undersökningsmetod. Vi påbörjade studien med en intervju med Arlanda express marknadschef, Camilla Laaksonen, för att få en inblick i hur de arbetar med corporate storytelling och hur de hoppas att det skall påverka kunden. För att ta reda på hur deras kunder påverkas utfördes fokusgruppsundersökningar för att skapa en förståelse och för att föra en djupare diskussion för att i slutändan kunna urskilja ett beteendemönster och analysera svaren. Slutligen ska detta kunna besvara vår frågeställning där vi ska finna svaren på hur Arlanda express kunder påverkas utav deras externa corporate storytelling. Studien påvisade att man är mer benägen att återberätta en berättelse ifall produkten eller tjänsten är utav högengagemang prioritet. Arlanda express är enligt studien en lågengagemangs tjänst där kunden endast är intresserad av att komma till eller från flygplatsen. Vår studie visade dock att respondenterna återberättade berättelserna de hört men på grund av fel orsak, inte för att berättelserna i sig var intressanta utan för att själva idén med corporate storytelling i väntehallen var innovativt. Arlanda express är först i Sverige med att använda ljudduschar som en marknadsföringsmetod. Frågan är när det inte längre anses vara nytt, kommer spridningen att stanna upp? Studien konstaterade att det förmodligen kommer se ut så i framtiden, att spridningen inte kommer att vara lika effektiv.

abstract: This paper examines whether CEOs with general managerial skills are better at achieving the goals of external communication. Using the General Ability Index developed by Custodio, Ferreira, and Matos (2013) to measure CEOs' general managerial skills, I find that firms with generalist CEOs are more likely to obtain the desired outcomes of communication, including the smaller difference between analyst forecasts and management guidance, less dispersion in analyst forecasts, higher analyst following, and higher institutional ownership, after controlling for CEO talent and the impact of Regulation FD. Moreover, I provide direct evidence that general managerial skills are more important to external communication under poor information environments. I also investigate the characteristics of analysts who follow firms with generalists, and my findings suggest the private interaction with analysts is an important communication channel for generalists. Finally, I find that generalists are able to attract dedicated investors and gain long-term capital for their firms. Overall, I provide evidence on the growing importance of general managerial skills in external communication. This paper offers new insights into why CEOs with general skills are paid at a premium over those with specific skills, as documented in previous studies. / Dissertation/Thesis / Doctoral Dissertation Accountancy 2015

Pedestrian fatalities are on the rise in the United States, and this trend shows no signs of reversing. One contributing factor to these incidents is pedestrians' difficulty in accurately assessing traffic conditions and vehicle actions, leading to potentially fatal collisions. One promising solution could be the use of additional visual cues through external vehicle lighting on the front of vehicles to aid pedestrians in making safer decisions. This research explored this possibility through two studies that examined an LED display mounted on the grill of a study vehicle. The display changed color to communicate whether the vehicle was accelerating or decelerating (the display turned white if the vehicle was accelerating, and amber if the vehicle was decelerating). The first study assessed how well participants could judge whether the vehicle was accelerating or decelerating when the display was active versus inactive, and whether a verbal explanation of the display's function improved their understanding. The second study not only revisited judgement accuracy, but also examined its influence on participants' crossing intentions. Additionally, this study evaluated if repeated exposure to the display in a different traffic scenario (maneuvering a left turn at a stop sign controlled intersection) enhanced understanding as well as verbal explanations, which are less feasible in real world traffic situations. Findings from these studies indicated that a clear verbal explanation of the display significantly enhanced participants' ability to discern vehicle acceleration and deceleration, but exposure to the display in other traffic scenarios provided the same benefit. Study 2 did not observe significant changes in the safety buffer (i.e. the amount of time between when participants decide to cross, and when there would be a conflict with the vehicle if they did cross), but the average number of safe crossing decisions versus unsafe was improved, though these results were inconsistent across participants. These findings suggest potential for enhancing pedestrian safety by providing pedestrians with additional information through external vehicle lighting displays. Future research should focus on optimal implementations strategies for such displays and investigate any possible unintended consequences of deploying this technology on public roads. / Master of Science / More pedestrians are dying on roadways in the United States every year, and it does not look like it's going to get better soon. One reason for these incidents is that people often have trouble figuring out what cars around them are doing, which can lead to deadly crashes. One way to help people understand what cars are doing is to add a lighting display to the fronts of cars. These lights could give pedestrians more information to make safer choices. This idea was tested in two studies that looked at adding lights to the front of a car. These lights turned white when the car was speeding up, and amber when the car was slowing down. The first study checked if people could correctly figure out if a car was speeding up or slowing down when the lights were on or off, and if telling them what the colors of the lights meant helped them understand better. The second study looked at how well people could tell whether the car was speeding up or slowing down as well, but also looked at how the lights changed the timing of when they decided to cross the street. It also looked at whether seeing the lights in a different situation, like turning left at a stop sign, helped people understand what the vehicle was doing as good as when someone explained it to them, which is not always possible in real life. The study showed that telling people what the colors of the lights mean did help people figure out if a car was speeding up or slowing down, and just seeing the lights in different road situations helped as well. The second study did not find any changes in how much time people left when deciding it was safe to cross, but it did show that some people made safer choices more often, even though this was not the same for everyone. These results show that adding these types of lights to cars might make roads safer for pedestrians. Future studies should look into the best way to use these types of lights and think about any problems that might occur if these lights are used on public roads.

<p>Purpose: The purpose of this paper is to examine if POC manage to keep cohort interplay between their identity and image.</p><p>Theoretical framework: This paper is led from theories in area about communicating identity and image. The theories that are relevant to this paper to see the interplay between identity and image is communication theory and brand theories based on associations. From these theories we have composed a model that shows the communication led from identity throughout image in company’s with many distribution channels. It shows what associations that build identity and image and also the complication and threat that the interplay is being exposed to.</p><p>Methodology: We have chosen to do this examination as a case study. The case study has been made through a market survey including only respondents with knowledge about POC and several interviews with employees within the POC organization.</p><p>Results and analysis: The quantitative market survey gave a clear picture of POCs image and the qualitative interviews described how POC wanted the identity to look like. We saw a clear connection between these two, but also some differences. For example was safety one of the most important identity characteristics, while the most common image characteristic was design.</p><p>Conclusion: The interplay between identity and image is very difficult to control. Especially in company’s that includes many distribution channels. The solution is to be aware of the problem this might cause and on daily basis work with improvements on the interplay between identity and image.</p>

Purpose: The purpose of this paper is to examine if POC manage to keep cohort interplay between their identity and image. Theoretical framework: This paper is led from theories in area about communicating identity and image. The theories that are relevant to this paper to see the interplay between identity and image is communication theory and brand theories based on associations. From these theories we have composed a model that shows the communication led from identity throughout image in company’s with many distribution channels. It shows what associations that build identity and image and also the complication and threat that the interplay is being exposed to. Methodology: We have chosen to do this examination as a case study. The case study has been made through a market survey including only respondents with knowledge about POC and several interviews with employees within the POC organization. Results and analysis: The quantitative market survey gave a clear picture of POCs image and the qualitative interviews described how POC wanted the identity to look like. We saw a clear connection between these two, but also some differences. For example was safety one of the most important identity characteristics, while the most common image characteristic was design. Conclusion: The interplay between identity and image is very difficult to control. Especially in company’s that includes many distribution channels. The solution is to be aware of the problem this might cause and on daily basis work with improvements on the interplay between identity and image.

A wide use of social media and the development of digital communication channels have changed the game in grassroots activism. Embracing those new ways of communication gives a way to new forms of activism and raises questions about media’s shifting role in the sphere of social movements and collective action. The general aim of this study was to map the role of media in the Let’s Do It! (LDI) movement that fights against illegal waste by organizing clean-up campaigns and by building awareness about the problem among the general public. The purpose was to find out what role media plays in the mobilization of clean-up actions; in communicating with the whole LDI movement and in sustaining the global network. The research questions posed were: What communication channels are used, and how are they used by activists to reach general public and to engage the volunteers when organizing the local and the global clean-up campaigns in the LDI network? What is the value of the global Let’s Do It! network and how is global-local communication organized? To find out about the use of communication channels and the purpose of the global network, a web-survey and in-depth interviews with global and local members of Let’s Do It! were conducted. The results show that different communication channels have a different role in the process of coordinating clean-up campaigns and in sustaining the network. Traditional media is important for gaining wider visibility; digital channels of communication, especially social networking platforms, are multifunctional with combining the internal and the external communication; and face-to-face meetings and interpersonal relationships are deemed crucial in forming strong ties and sustaining the network both globally and locally. The actual media use is also strongly influenced by the cultural context and the resources available for the local teams.

Sweden hosted the first environmental development conference in 1972 and since then has been a European role model in sustainability issues (UN, 1972), following the triple bottom line: concern for the planet, people and profit (Coombs &amp; Holladay, 2012). The present study deals with the application of micro-ethnography in sustainable communication, in the case of the municipality of Gnosjö in Sweden. Based on internal, external and strategic communication literature, the case study of Gnosjö, in which different areas of organisational communication were represented and how they affected the sustainable development of the organisation, is presented and analysed. It was investigated, which communication channels the municipality uses, how these channels look like and which aspects influence the communication and its development. The approaches of micro-ethnography were applied to collect and evaluate data. For this purpose, data were collected from participating observations with employees at Gnosjö town hall and the collection of seven interviews with informants from the fields of communication and sustainability and constantly compared.  The exploratory data analysis reveals how the employees remained powerless in performing their work routine. Politicians, as the main decision-makers, play an important role in the development of the municipality. Therefore, they should attend training programs to understand the importance of sustainable communication internally and externally.

Purpose - This paper aims to examine the charismatic legitimacy of the organization Oatly, a vegan food brand, following the criticism from external stakeholders concerning Oatly’s new shareholder; the investment firm Blackstone Group. The study explores the views of young external stakeholders in regard to the statement Oatly issued in response to the criticism. The paper’s final purpose is to understand if Oatly is considered to be charismatically legitimate, and have established a charismatic legitimacy which protects them when facing criticism. Methodology - The theoretical framework of Conger and Kanungo (1998) charismatic leadership scale is adopted to analyze the views of young external stakeholders regarding Oatly’s response. Triangulation of qualitative and quantitative methodological approaches can reveal how stakeholders interpret Oatly’s statement.   Findings - Stakeholders were critical of the investment, yet simultaneously perceived Oatly as charismatic. Oatly’s established charismatic legitimacy enables the organization to make decisions that stakeholders perceive as defying of Oatlys’s fundamental ideology.  Research implications - The results have an impact on a societal level since it provides knowledge in regard to how organizations can use their established charismatic legitimacy to influence the public debate related to their actions. Originality/Value - The paper examines how consumer criticism affects the charismatic legitimacy of a vegan food brand through the lens of young external stakeholders. Furthermore, the study raises the importance of an established charismatic legitimacy for organizations when facing criticism concerning misalignments between the organization's actions and ideology.   Keywords - Oatly, charismatic legitimacy, Weber, organizational external communication.   Paper type - Research paper.

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