ABSTRACT   Title:                                       Artifacts as transformational leaders – A case study at SIBA.   Course:                                   Bachelor Dissertation - Leadership   Authors:                                 Tobias Barin and Victor Eriksson   Advisor:                                 Anders Billström   Keywords:                             Artifacts, transformative leadership, organizational culture and leadership   Problem formulation:          Which artifacts can be transformative leadership in the electronics industry?   Purpose:                                Create an understanding of store managers and deputy store managers' perception of how artifacts can be expressed in the transformational leadership.                                                  Creat an understanding of the importance of artifacts in leadership in the electronics industry.   Theoretical framework:       The study’s starting point for the theoretical framework has been Schein (2004) earlier theories of organizational culture, and Bass (1985) theories of transformational leadership. The link between organizational culture and transformational leadership is the basis for the chosen theories.   Methodology:                        We conducted a qualitative method with a deductive approach for intent a solution for problem. Personal interviews were conducted with two store managers and two deputy store managers at SIBA.   Conclusion:                           We have found that the artifacts: role-models, stories and rituals communicate the transformative leadership. Respondents have described how these artifacts conveys organizational culture but also the transformational leadership.

Submitted by Fernanda Rodrigues de Lima (fernanda.rlima@ufpe.br) on 2018-08-15T22:00:49Z No. of bitstreams: 2 license_rdf: 811 bytes, checksum: e39d27027a6cc9cb039ad269a5db8e34 (MD5) DISSERTAÇÃO Thiago Neves Cunha.pdf: 1533343 bytes, checksum: 5ccb639a75b061e685d0ffe961112be1 (MD5) / Approved for entry into archive by Alice Araujo (alice.caraujo@ufpe.br) on 2018-08-21T17:32:00Z (GMT) No. of bitstreams: 2 license_rdf: 811 bytes, checksum: e39d27027a6cc9cb039ad269a5db8e34 (MD5) DISSERTAÇÃO Thiago Neves Cunha.pdf: 1533343 bytes, checksum: 5ccb639a75b061e685d0ffe961112be1 (MD5) / Made available in DSpace on 2018-08-21T17:32:00Z (GMT). No. of bitstreams: 2 license_rdf: 811 bytes, checksum: e39d27027a6cc9cb039ad269a5db8e34 (MD5) DISSERTAÇÃO Thiago Neves Cunha.pdf: 1533343 bytes, checksum: 5ccb639a75b061e685d0ffe961112be1 (MD5) Previous issue date: 2016-04-27 / CAPES / CNPq / Nas últimas décadas, as organizações têm sofrido transformações tecnológicas estruturantes que se refletem em novos modelos de gestão atrelados a interações que acontecem no campo do simbólico. O desafio de reposicionar os deslocamentos teóricos em torno do campo do simbólico remetem a [re]condução das esferas da cultura e economia e aos aspectos significativos da produção cultural. A indústria da música desvela um processo de transição impulsionado pelo advento da internet com o suporte de novas tecnologias de produção cultural. Sob o arcabouço teórico dos Estudos Culturais, foi utilizado um modelo teórico-metodológico pautado no chamado “circuito da cultura” que proporcionou a investigação da ação do empreendedor cultural na [re]configuração da indústria da música por meio das novas tecnologias de informação e comunicação. O estudo foi desenvolvido com base num estudo de caso do cantor, compositor e músico pernambucano Sérgio Roberto Veloso de Oliveira, conhecido pelo nome artístico de Siba. As estratégias empresariais utilizadas por Siba revelam sua ação empreendedora cultural voltada para um modelo de gestão que viabiliza sua articulação com suporte de novas tecnologias de informação e comunicação mediando a absorção de práticas inovadoras emergentes no setor da produção musical. O suporte dessas novas tecnologias de informação e comunicação potencializa seu esforço de comunicação a ponto de conduzir o público a reflexões com respeito às assimetrias de poder vigentes na dimensão política dos agenciamentos da música na cultura popular. Essa prática sociopolítica proporciona seu reconhecimento artístico pelos fãs e o fortalecimento de sua dinâmica de identificação na esfera da sociedade como empreendedor cultural engajado em ações sociais emancipadoras do sujeito no universo musical. / Over recent decades, the assimilation of new technologies has caused many organizations to be restructured, resulting in new management models that incorporate the field of symbolic interactions. The challenge of repositioning the theoretical shifts to the field of symbolic interactions consists of constantly reconciling the spheres of culture and economy, as well as significant aspects of cultural production. The music industry is undergoing a transition triggered by the advent of the internet with the support of new cultural production technologies. Under the theoretical framework of Cultural Studies, a theoretical-methodological model based on so-called "circuit of culture" was applied. Such model allowed to investigate the course of action of the cultural entrepreneur in the reconfiguration of the music industry through new information and communication technologies. The study was developed based on a case study of Sergio Veloso Roberto de Oliveira, also known as Siba, who is a singer, composer and musician from the state of Pernambuco, Brazil. The business strategies undertaken by Siba reveal his entrepreneurial cultural action in the direction of a management model that enables his connection with support of new information and communication technologies, through the integration of emerging innovative practices in the sector of music production. The support of these new information and communication technologies enhances his ability to lead the public to a reflection about power asymmetries present in the political dimension of the music agencies in popular culture. This sociopolitical practice provides his artistic recognition by fans and the empowerment of his identity in the sphere of society as a cultural entrepreneur engaged in emancipatory social actions of an individual in the musical universe.

Syfte: Syftet med den här uppsatsen är att beskriva hur SIBA AB:s storytelling påverkar de anställda. Uppsatsen utgår ifrån att storytelling kan ses som ett ledarskapsverktyg och undersöker därför hur de anställda påverkas av Fabian Bengtssons tillämpade ledarstil under rådande påfrestande situation föranledd av marknadsförändringar inom hemelektronikbranschen. Forskningsfrågor: Hur kan en ledare påverka de anställdas attityder till företaget under påfrestande situationer på marknaden? Hur kan storytelling fungera som ledarskapsverktyg för detta genom att öka de anställdas engagemang och intresse. Genomförande: Fallstudien på SIBA AB baseras på en kvantitativ och kvalitativ studie samt en narrativanalys av den pågående reklamkampanjen ”I Fabians värld”. Det empiriska materialet består av en enkätundersökning ställd till 75 anställda och en skriftlig intervju med Fabian Bengtsson samt en narrativanalys som innefattar fem reklamfilmer. Slutsatser: Det framgår av analyserna av det empiriska materialet att kommunikationsverktyget storytelling genom reklamkampanjen har haft en positiv påverkan på de anställda och skapat en uppfattning om ledarens ledarstil. Det framgår även att ledare genom storytelling kan påverka anställdas attityder och intresse för företaget. Detta för att reklamfilmerna har förmåga att skapa identifikation och vi-känsla som kan forma positiva känslor och en bra uppfattning om företaget vilket kan bidra till ett ökat engagemang hos de anställda. / Purpose: The purpose of this paper is to describe how the storytelling of SIBA AB affects the employees. The paper works on the supposition that storytelling is a leadership tool and hence examines how the employees are affected by the leader Fabian Bengtsson’s leadership during difficult times on the market. Research questions: How can a leader influence the employees’ attitudes towards the company during times of pressure on the market? How can storytelling work as a leadership tool in this case to higher the employees’ involvement for an interest in the company? Research method: The case study on SIBA AB is based on quantitative and qualitative methods plus a narrative analysis of the advertising campaign ”I Fabians värld”. The material was collected through a survey including 75 employees and a written interview with Fabian Bengtsson, plus a narrative analysis of five commercials. Conclusions: The analysis shows that storytelling in the advertising campaign has had a positive influence on the employees and has shaped a picture of the leader and of his leadership. The analysis also shows that leaders have the possibility to affect the employees’ attitudes and interest in the company. The reason for this is that commercials have the power to create identification and sense of belonging that can form positive feelings and a good impression of the company which can lead to an increased commitment among the employees.