Syftet med studien är att undersöka hur företagsledningen internt kommunicerar och effekten av intern kommunikation på organisationsidentifiering vid en större organisatorisk förändring. En kombination av kvalitativ och kvantitativ metod används vilken innehåller deskriptivstatistik av både det kvalitativa och det kvantitativa urvalet. Sju hypotestester genomförs på ett urval av 53 respondenter. Studien genomförs på ett företag i Sverige vilket nyligen genomgått en större organisatorisk förändring. Resultatet visar på en tydlig skillnad mellan ledarnas uppfattade effekter av deras interna kommunikation jämfört med medarbetarnas attityd. Resultatet visar också att ledarnas val av kommunikationskanaler stämde väl överens med vadmedarbetarna föredrar. Däremot finner vi att en tydlig kommunikationsplan saknas in omorganisationen. Vidare visar resultatet att medarbetarna uppvisar en hög grad av organisationsidentifiering efter den organisatoriska förändringen. Studien indikerar att organisationer bör fokusera på den interna marknadsföringen efter att de varit med i ett uppköpför att åstadkomma en hög nivå av organisatorisk identifiering inom organisationen och mellanmedarbetare. / The purpose of the study is to examine how the corporate management communicates internally and the effects of internal communication on organizational identification within a major organizational change. We use a mixed qualitative and quantitative approach including descriptive analysis on both the qualitative and quantitative samples. Seven hypothesis tests are conducted on a sample of 53 participants. The study is carried out at a specific company in Sweden that recently went through a major organizational change. Our findings reveal a difference in leaders perceived effects of their internal communication compared to what the employees perceived. On the contrary, our findings also reveal that the leaders use of communication channels fits well with the employees though a lack of a structured communication plan is identified. The findings also show that the employees show a high degree of organizational identification after the organizational change. The study indicates that organizations should focus on internal marketing after a merger or acquisition in order to gain a high level of organizational identification within the organizations and its employees. This thesis is written in Swedish.

The aim of this study is to investigate employees in knowledge-intensive organizations' intentions to stay in their workplace and to see if organizational culture and internal marketing activities have an effect to reduce voluntary staff turnover.There are several factors which affect employees' intentions to leave or stay in their current work position. The result of this study shows initially that there needs to be some form of agreement between the employee's and the employer's values, needs or vision of the future. Factors that may make an employee in a knowledge-intensive organization want to leave might be that the individual does not feel safe, does not have trust or confidence in their leader or colleagues. It can also be due to the individual not feeling that he or she is growing in his or her job role, has career opportunities or that he or she feels locked in and controlled in their tasks. Internal marketing activities and organizational culture are two factors that knowledge-intensive organizations can work with to become a more attractive employer and reduce voluntary staff turnover. Internal marketing activities are an initiative that in this study proved to have a positive effect on employee well-being, motivation, commitment and loyalty to the organization. Knowledge-intensive organizations that work with initiatives to promote internal marketing activities and organizational culture create good conditions for their staff to thrive better, get an attractive employer brand and lower involuntary staff turnover. In conclusion, it was found in this study that transformative leaders have the leadership qualities that are described as most desirable and sought after in knowledge-intensive organizations.

本研究的目的，係透過理論與實務的檢測，探討在種子人才培訓計劃中，內部行銷、組織認同與組織承諾的關係。在內部行銷、組織認同與組織承諾的變項中，哪些構面會影響三者關係的成立？組織認同與組織承諾在不同的個人背景下是否會有差異？台北與上海的種子人才培訓計劃成員，在性別、家鄉、年齡、級別、院所、幹部經驗是否會有差異？ 本研究係組織理論的量化分析，量化分析的資料係透過線上問卷與現場發送的方式而得。有鑑於種子人才培訓計劃係一橫跨兩岸的組織，本研究設計兩份問卷，以確保兩地的樣本有一定的數量。本研究使用的統計分析，包含：敘述性統計分析、信度分析、樣本代表性檢定、卡方檢定、獨立樣本T檢定、單因子變異數分析、相關分析、迴歸分析。 本研究的結論如下：上海種子人才培訓計劃的成員，在內部行銷、組織認同、組織承諾的各個變項均較台北種子人才培訓計劃要來得高。內部行銷、組織認同與組織承諾的關係存在，且內部行銷會透過組織認同影響組織承諾。當組織的內部行銷機制完整度越高，成員對組織的認同感會提升，也會越容易對組織做出承諾。此外，當組織成員對組織的認同度越高時，越容易對組織做出承諾。 / The purpose of the study is to find the relationship among internal marketing, organizational identification and organizational commitment in “Seed Talent Program”. In those dimensions, what variables influence the connection? Are the different personal backgrounds influence the organizational identification and organizational commitment? The members in Shanghai and Taipei have difference in sex, hometown, age, level, institutes, guide experience or not? Our survey uses the quantitative analysis. The data was collected through online questionnaire and visit the place in Taipei. In view of the program have foundations in Taipei and Shanghai; we design two questionnaires to make sure get enough samples. The statistical methods used in the survey include: descriptive statistics, reliability analysis, representative rample analysis, t-test, one-way anova, correlation analysis, regression analysis. After testing 252 members in Shanghai and Taipei, we found that the members in Shanghai have higher scores in three dimensions than those in Taipei. The relationship among the internal marketing, organization identification and organization commitment exists. When the internal marketing mechanisms become well, the members have higher identification and easily to make promise in the organization. The relationship is controlled by the hometown variables.

因2008年9月爆發的全球金融海嘯，全球企業無不面臨到空前之危機，諸多企業不斷在進行組織瘦身，希望汰去一些沉重的負擔。在人力資源政策上 ，企業一方面思考如何精簡人事，在營運成本上壓縮一些資本空間以因應前途未卜之產業環境；二方面也不斷在思考如何讓留下來的人力最大效益的分配。然而，在這個人心惶惶的情境下，企業必須要讓員工重拾對組織的信心，讓深受打擊的士氣能夠為之一振，重新認同組織之價值觀以及信念，進而願意為組織目標而付出，並繼續留任為組織貢獻，為達成此目的，內部行銷是許多公司採行的策略。 換句話說，把員工當作內部顧客，以傳統行銷的哲學以及手法，將組織(或工作)當產品銷售給員工，並透過滿足員工認知之期望程度，達到員工滿意度(或稱工作滿足)，進而從滿意度衍生出忠誠度，達到組織承諾。 為驗證三者之關係，並希冀了解在一歷經重大組織變動的企業是否真能有效提升員工滿意度以及組織承諾，因此選定一個案公司，並透過問卷收集以及統計分析，達成以下結論： 1. 人口統計變數在組織內部行銷認知程度、員工滿意度、以及組織承諾並無顯著差異，惟內部年資三至五年之員工員工滿意度以及組織承諾都較其他年資為低。 2. 組織內部行銷行為可以正向地影響員工滿意度，尤其是在管理支持以及人力資源管理活動兩構面。 3. 組織內部行銷行為可以正向地影響組織承諾，尤其是在管理支持以及內部溝通兩構面。 4. 員工滿意度可以正向地影響組織承諾。 5. 組織轉型並未顯著影響內部員工之員工滿意度以及組織承諾。 根據上述結論，給予個案公司內部行銷策略建議如下： 1. 將組織內部行銷責任與主管角色結合，並將主管角色從傳統的業務管理者，延伸為組織內部行銷負責人員。 2. 促進高階主管、中階主管以及基層主管之間的內部溝通，進而提升管理支持。 3. 工作時間彈性制。 4. 強化人才培育機制。 5. 人力資源部門內部應該是內部行銷執行的首要單位。 / For the impact of the global ecomomics crisis occruing in September, 2008, most of the glocal companies have faced the most significant businness recession since World War II. To overcome this challenge and maintain the existence in the global business world, most companies have tried to lessen down the unnecessary operational expence. Labor cost is definitely considerated into the cost-down plan, companies have to think of 2 things: one is how to squeeze some cash from decreasing the employee numbers, but also how to mazximize the human resource vlaues for the rest. Under this risky contingency, the employees who were remaining to be hired are not free from the worry to get fired, and naturally losing the faith to the organization. Companies need to rebuild the faith and recognition from employess in ofer to gain their trust, and willingness of devotion to the company goals. To realize this intention, “Internal Marketing”is considered as one of the most effective approaches, with the extension from Marketing philosophy and methods, treating your comployess as internal customers, and try your best to win customer satisfaction, will will bring customer loyalty and commitment in sequence. To verify the relationship among “Internal Marketing (IM)”, “Employee Satisafactions (ES)”, and “Organizational Commitment (OC)”, a quantitative and qualitative research is conducted, with the hope the reliaze if it works practically within an organization which just faced a major organizational change. A technology company is chosen to be the case as research target, and a questionnaire survey is used to collect employees’ opinions, throught the statistics analysis, certain conclusions are made as the following: 1. Variance of interviewees doesn’t present significant variance in the statistical aspect in any of the three factors. However, on the group with internal scenarity between 3~5 years have shown a significant variance, which the average the score is lower than all the other groups. 2. Organzational internal marketing behaviors can positively influence the levels of employee satisfactions, especially in the aspects of “Management support” and “Human Resource Management Activities” 3. Organzational internal marketing behaviors can positively influence the levels of Organizaitonal Commitment, especially in the aspects of “Management support” and “Internal Communication” 4. Employee Satisfaction can positively influence organizational commitments. 5. The levels of “ES” and “OC” between the two groups: one is the group of senior employees who have encountered the major change, and the other is the group of junior employees who have’t, doesn’t show siginificant variance in statistics. According to the conclusions drawn above, we’ve proposed the following suggstions as reference for the company’s internal marketing strategy: 1. Conbine the role and reasponsibitliy of a internal marketed into the role of managers. 2. Prorvide more mutual communication channels between different levels of managers, so they can have adequate information about the company, then they can play as the internal marketer to effectvively improve employees’ recognition of management support and internal communication. 3. Flexibility of office hours to satisfy employees’needs in the balance of workload and personal life quality. 4. Strenthen and diversify the talent development mechanism. 5. Human resource department should play the role as pioneer and facilitator in the execution of organizational internal marketing plan.

The fierce competition on the retail market has led firms to stop focusing on firm-customer transactions and start focusing on firm-customer relations. New customer demands makes it impossible for firms to gain a sustainable advantage by focusing only on their goods assortment. This forces retailers to consider the customer experience and differentiate themselves by how they offer what they offer. This have led to that many retail companies try to shape the behaviours and emotional displays of their frontline employees in encounters with customers. Many firms define customer service concepts as an attempt to create high quality customer experiences. However, a successful realisation of these concepts can be challenging.   Service-Dominant Logic researchers argue that firms cannot single headedly create value but that it is co-created in the interaction with customers. Therefore, they can only create value propositions, which is a proposal for value co-creation based on an integration of products and services. Services marketing researchers emphasise the importance of internal marketing for enabling frontline employees to represent the firm in the interactive value-creating process with the customer. Prior research focuses on the customer-driven development of value propositions, and techniques to conduct internal marketing, but does not provide relevant theories about the realisation of value propositions or the implementation of these internal marketing techniques. This thesis conceptualise the human factor of the realisation of the value proposition with the concept of intended and enacted value propositions. The purpose was to develop a deeper understanding of how internal marketing can be used to manage the gaps between intended and enacted retail value propositions. This was addressed by investigating one of Sweden’s largest retail companies on commission. Since the company has requested to remain confidential, it will be called Anonymous Commission Company (ACC) in this thesis. The current study has answered the following research question: “How can the gaps between intended and enacted retail value propositions be managed through internal marketing?”   The research question was answered through a qualitative study and in-depth interviews with both CS concept managers and frontline employees. The intended value proposition was investigated by a combination of ACC documents related to the CS concept, and interviews with the CS concept managers. By interviewing the frontline employees, their perceptions and enactment of the value proposition was investigated, as well as how they experience the current internal operations at ACC. The findings confirmed the proposed concept of intended and enacted value propositions, and four main barriers causing the gaps between them were identified through a thematic network analysis. Internal marketing theories were used to analyse how retail companies can overcome these barriers by engaging, enabling, empowering and ensuring their frontline employees. The thesis offer implications for retail managers on how they can manage the gaps between intended and the enacted value propositions. The study contributes to prior research by combining value proposition theories and internal marketing theories, and by offering detailed recommendations for retail firms. Furthermore, the study enriches the practical implications regarding retail value propositions and retail value proposition realisation.

Bakgrund: Hållbarhet och CSR är idag en självklarhet i många nordiska företag. Under de senaste åren kan även en ökning konstateras i konsumenters vilja att betala mer för hållbara produkter. De företag som upplevs hållbara är alltså mer attraktiva för konsumenter, vilket har lett till att företag i allt större utsträckning profilerar sig som hållbara. Det finns dock anledning att ifrågasätta huruvida ett företags engagemang är menade att gynna ändamålets eller företagets intressen och det kan därför anses viktigt att öka förståelsen för hur dessa företag kan befästa sin trovärdighet. Intern förankring av ett företags varumärke har visat sig bidra till positiva känslor och beteenden bland företags medarbetare, vilket vidare möjliggör employee advocacy bland dem. Employee advocacy kan i sin tur möjliggöra stärkt konkurrenskraft för företagen då budskap som förmedlas av medarbetare har stor genomslagskraft och upplevs trovärdiga. Syfte: Att förklara sambandet mellan internal-external brand alignment och employee advocacy i företag med ett hållbarhetsorienterat varumärke för att skapa förståelse för hur av företag kan gå tillväga för att befästa sin trovärdighet. Metod: Studien är av kvantitativ karaktär och utgår från en deduktiv forskningsansats. Studiens empiri består av 330 st insamlade enkätsvar. Slutsatser: Studien accepterar samtliga hypoteser och fastställer därmed ett samband mellan internal-external brand alignment och employee advocacy, både direkt och indirekt via de medierande variablerna förtroende och brand commitment. Studien bekräftar därmed tidigare anförda resonemang, där intern förankring av ett företags varumärke har visat sig avgörande för att skapa förtroende och advocacy- beteenden hos medarbetare. Detta möjliggör i sin tur för företag att befästa sin trovärdighet. / Introduction: Sustainability and CSR are today a matter of course in nordic companies. In recent years, an increase in consumers' willingness to pay more for sustainable products has also be observed. Companies that are perceived to be sustainable are thus more attractive to consumers, which has led companies to increasingly profile themselves as sustainable. However, there is reason to question whether a company's efforts are meant to benefit the purpose or the company’s interests. It can therefore be considered important to increase understanding of how these types of companies can consolidate their credibility. Internal alignment of a company's brand has proven to contribute to positive emotions and behavior among employees, which in turn enables employee advocacy among them. Employee advocacy can further enable a stronger competitiveness for companies, as messages conveyed by employees have a great impact and are perceived as credible. Purpose: To explain the relationship between internal-external brand alignment and employee advocacy in companies with a sustainability-oriented brand to create an understanding of how these types of companies can proceed to consolidate their credibility. Method: The study is of a quantitative nature and is based on a deductive research approach. The study's empirical data consist of 330 collected survey responses. Conclusions: The study accepts all hypotheses and thus confirms a relationship between internal-external brand alignment and employee advocacy, both directly and indirectly via the mediating variables of trust and brand commitment. The study thus confirms the previously stated reasoning, where internal alignment of a company's brand has proved crucial in creating trust and advocacy behaviors among employees. This in turn enables companies to consolidate their credibility.

The diploma thesis Online and Offline Effective Internal Communication Tools of the KKCG Investment Group provides a comprehensive view of internal communication, using Online and Offline tools. The thesis is divided into three parts. The theoretical part defines the concept of internal communication and its inclusion in the marketing and media environment, including related terminology. It also maps Online and Offline media including specific communication tools. Based on literature research is also defined the effectiveness of internal communication including innovative trends. The practical part is focused on the KKCG Group and on its own internal communication settings with real examples of used media. In the methodological part, the author describes and analyses the results of the qualitative (structured interviews with the experts of the internal communication of the companies in the KKCG Group) and the quantitative research (questionnaire survey applied on employees of the individual KKCG Group companies). In conclusion, the comparison occurs research results as well as the use frequency of Online and Offline tools. Furthermore, the level of an individual company's economic efficiency is defined and finally, the research provides answers to the main research questions, hypotheses and...

Sustainability is a topic paying a visit to most industries today and the fashion business is no exception.The development of eco-efficient stores is one of the efforts carried out by Inditex Group with the aim to adopt sustainability into its practices. Such stores distinguish themselves for saving electricity, water and by greatly reducing the amount of CO2 that is yearly produced. The concept was initiated with the Zara brand but it will be introduced to the other six brands that integrate Inditex as well. However, despite the reduction in the carbon footprint it cannot be denied that the fast fashion business model creates a paradox in terms of sustainability.The following is a case study on the Zara Rome eco-efficient store. Being a store benchmark in Europe, it explores how the sustainability concept is communicated through this model and if the identified paradox is addressed. To do so, the study analyzes the external, internal and interactive marketing of the eco-shop based on the service marketing triangle theory and the Mehrabian-Russell stimulus-response model used in visual merchandising. Participant observation on site and a content analysis of relevant documents were carried out as research methods in order to find the messages emitted on each side of the triangle.The analysis shows that the paradox in the Zara eco-shops is not being handled at the customer level, though it is being handled at internal and external levels. As a conclusion, the eco-shops effort is part of a sustainability strategy with long term perspective and it will be addressed at customer level when the company as a whole counts with a more sustainable brand identity. Additionally suggestions are offered to potentialize the communication of sustainability in an eco-shop. / Program: Master in Fashion Management with specialisation in Fashion Marketing and Retailing

Den offentliga sektorn är en viktig arbetsplats och utgör en funktion i att stärka välfärden.För att verksamheterna ska fortsätta att utvecklas är det av största vikt att välfärdssektornarbetar för att stärka och utveckla ledarskapet. Vår uppfattning är att delar av de problemsom den offentliga sektorn idag kämpar med grundar sig i att den inte aktivt förvaltar ocharbetar med identiteten. Det är ett arbete som innebär att på ett effektivt sätt förhålla sigtill sina intressenter. Syfte med denna uppsats är att belysa komplexiteten i ledarskapet,utifrån valda teorier kring struktur, kultur, identitet och kommunikation vill vi vidareförsöka identifiera eventuella likheter och skillnader mellan olika verksamheter i enkommun som kan hjälpa till att beskriva komplexiteten. Vår förhoppning är att dettaperspektiv kan bli ett bidrag för ledarnas fortsatta arbete med utvecklingen av denoffentliga sektorn. Studien bygger på en kvalitativ ansats med fallstudie som metod.Studien avser att undersöka den offentliga sektorn som företeelse, för att nå en djupareförståelse och skapa en så verklighetsskildrande bild som möjligt av denna företeelse harfem fall valts ut som kan sägas utgöra en bild av företeelsens konstruktion. Dessa fallbestår av fem verksamheter i en kommun och där dessa i relation till varandra utgör ettfall.Resultatet av studien visar att det föreligger en rad olika komplexa dimensioner iledarskapet. Där den enskilde ledarens förhållningssätt och förståelse för verksamhetensidentitet är av betydelse. Vidare handlar komplexiteten också om att kunna hantera ochleva upp till dem förväntningar som ställs från omgivningen. Studien visar också att ettstörre fokus mot ett service- och tjänstetänkande såväl för staden som för den offentligasektorn skulle vara gynnsamt. / Program: Civilekonomprogrammet

<p>Konceptet Intern marknadsföring (IM) har utvecklats mycket och ses inom forskningen som tillämpbart inom alla organisationer. En stor blandning av idéer, modeller och teorier har blivit samlade under detta begrepp men trots det är det enligt teoretiker få organisationer som använder sig av och arbetar utifrån konceptet i praktiken. Det finns enligt flera forskare i nuläget ingen riktigt klar och överenskommen definition av IM, vilket har gjort att det även finns en stor variation på hur detta bör tillämpas praktiskt i organisationer. Många olika definitioner och modeller som beskriver IM har jobbats fram och utvecklats av flertalet forskare, men det finns fortfarande inget enatkoncept. Forskare hävdar att en klarhet av konceptet är av vikt för att underlätta tillämpningen i praktiken. En precis specificering av vilka aktiviteter som kan användas för att etablera IM krävs då definition och klassificering är en viktig del av marknadsföringsanalyser.Denna uppsats syftar till att utreda den forskning som gjorts inom vårt avgränsningsområde och jämföra detta med de praktiska fall vi undersökt för att se i vilken utsträckning IM som teori används. För att få den praktiska synen på IM och kunna genomföra denna jämförande studie har vi undersökttre företag med olika egenskaper. Utifrån jämförelsen av teori och praktik har vi sedan fått fram en slutsats.Poängen med denna uppsats var därmed att jämföra teori och praktik för att se likheter och skillnader, om och i sådana fall hur och i vilken utsträckning teorin tillämpas och om företagets egenskaper påverkar denna tillämpning. Detta gjorde vi genom att i första hand göra en omfattande litteraturgranskning inom ämnet. Därefter valde vi att avgränsa oss till fem forskare som har varit betydande då de har stått för både grundandet av teorin som den främsta utvecklingen av den fram till idag. För att få fram den pratiska aspekten gjorde vi tre fallstudier där vi intervjuade ledningen i tre företag i Västerås. Företagen var av olika storlek och befann sig i olika branscher, ett mikroföretag i transportbranschen, ett litet företag i färgbranschen och ett medelstort företag inom bostadsbranschen. Det vi kom fram till av vår undersökning var att IM i motsats till vad forskningen säger tillämpas i företag idag, hur och i vilken omfattning beror dock på företagets egenskaper. Motivation och kommunikation anses som viktigt av alla tre fallföretagen, men tillämpningen inom dessa faktorer ser olika ut i de tre företagen. Att företagen inte använder sig av allt som forskarna anser som viktigt för IM behöver enligt vår undersökning inte betyda något negativt och kanske behövs det ingen generell gemensam definition för IM utan istället kan teorin utvidgas och anpassas efter företags olika egenskaper för att ytterligare underlätta tillämpningen i framtiden.</p> / <p>The concept of internal Marketing (IM) has developed a lot and is in research seen as applicable in allorganizations. A big mixture of ideas, models and theories have been gathered in this concept butdespite that there are few organizations that use the concept in practice. Today there is according to several researchers no clear and unified definition of IM, which has resulted in a great variety of howthe concept should be applicable in organizations. A number of different definitions and models thatdescribe IM have been developed but there is still no unified definition. Researchers claim that clarityof the concept is of great importance to facilitate the application. A precise specification of whichactivities that can be used to establish IM is needed when definition and classification is an importantpart of marketing analyses.</p><p>The purpose of this thesis is to study the research that has been done within our chosen area and tocompare this with case studies to examine in what extent the theory of IM is used in organizations.This is a thesis where we aim to compare theory and practice to examine if, and then in what extentthe theory is applicable in organizations.</p><p>We started our work by doing an extensive literature research within IM. Our second step was todelimit our theory to five researchers that have meant a lot in the way that they have both foundedthe theory as well as developed it the most until today. To get the practical aspect we did three caseswhere we interviewed the management of three companies in Västerås. The three companies wereof different sizes and worked in different branches, one micro company in the transport business,one small company in retailing and one middle-sized company that mediate accommodations.</p><p>The conclusion of our research was that IM in the opposite of what the researchers say actually isutilized in companies today, but how and to what extent is depending on the companies'characteristics. Motivation and communication are considered important by all three companies, butthe application of IM within these factors looks different in the three companies. That the companiesdo not use everything that is considered important by the researchers for IM, does not have to benegative and might instead show that a general definition of IM not is required. Our suggestion isthat the theory instead might be expanded and adjusted for the different characteristics oforganizations to facilitate the application further in the future.</p>