<!-- /* Font Definitions */ @font-face {font-family:Garamond; panose-1:2 2 4 4 3 3 1 1 8 3; mso-font-charset:0; mso-generic-font-family:roman; mso-font-pitch:variable; mso-font-signature:647 0 0 0 159 0;} /* Style Definitions */ p.MsoNormal, li.MsoNormal, div.MsoNormal {mso-style-parent:""; margin-top:0cm; margin-right:0cm; margin-bottom:9.0pt; margin-left:0cm; text-align:justify; mso-pagination:widow-orphan; font-size:12.0pt; mso-bidi-font-size:10.0pt; font-family:Garamond; mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Times New Roman"; mso-fareast-language:EN-US;} @page Section1 {size:612.0pt 792.0pt; margin:70.85pt 70.85pt 70.85pt 70.85pt; mso-header-margin:36.0pt; mso-footer-margin:36.0pt; mso-paper-source:0;} div.Section1 {page:Section1;} --><!--[if gte mso 10]> <mce:style><! /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Normal tabell"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0cm 5.4pt 0cm 5.4pt; mso-para-margin:0cm; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman"; mso-ansi-language:#0400; mso-fareast-language:#0400; mso-bidi-language:#0400;} > <! [endif] > Throughout time, marketing activities have moved from a transaction perspective to a relationship building perspective on the idea that service quality is an essential part to achieve competitive advantage. In building a strong service culture internal marketing can be used as a tool to increase the employees' commitment to their customers and raise the standards. Also, internal marketing can be used to make employees aware of and be a part of the brand identity of the company. One business where relationship marketing has become increasingly important is the banking sector. Today, a financial crisis is swiping over the world which has lead to questions about the stableness of banks. The purpose of this thesis is to investigate and analyse how Swedbank and Forex Bank use internal marketing to effectively transfer their brand identity to the employees. The focus will be on internal marketing and communication in crisis. This study has been conducted from a qualitative approach base on case studies of Forex Bank and Swedbank. Data have been collected through semi-structured interviews with people at different levels within the companies. In both the cases of Swedbank and Forex Bank the conclusions of this study showed that the employees were well aware of their respective companies' brand identities and was trying to live up to them as they were deeply rooted in the companies culture. Interviews revealed that none of the companies uses a clear internal marketing strategy. However, both Swedbank and Forex Bank use different internal marketing activities though with a slight difference in their focus. It was concluded that they would both benefit from having a structured internal marketing strategy. During the crisis Swedbank successfully use and enhanced their brand identity when communicating with their customers. Forex Bank on the other hand was not as successful, and some employees felt they were given some of the blame for the crisis, where the top management could have used the strong brand identity of the company to calm worried employees about the situation.< ><-->

<p><!-- /* Font Definitions */ @font-face {font-family:Garamond; panose-1:2 2 4 4 3 3 1 1 8 3; mso-font-charset:0; mso-generic-font-family:roman; mso-font-pitch:variable; mso-font-signature:647 0 0 0 159 0;} /* Style Definitions */ p.MsoNormal, li.MsoNormal, div.MsoNormal {mso-style-parent:""; margin-top:0cm; margin-right:0cm; margin-bottom:9.0pt; margin-left:0cm; text-align:justify; mso-pagination:widow-orphan; font-size:12.0pt; mso-bidi-font-size:10.0pt; font-family:Garamond; mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Times New Roman"; mso-fareast-language:EN-US;} @page Section1 {size:612.0pt 792.0pt; margin:70.85pt 70.85pt 70.85pt 70.85pt; mso-header-margin:36.0pt; mso-footer-margin:36.0pt; mso-paper-source:0;} div.Section1 {page:Section1;} --><!--[if gte mso 10]> <mce:style><! /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Normal tabell"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0cm 5.4pt 0cm 5.4pt; mso-para-margin:0cm; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman"; mso-ansi-language:#0400; mso-fareast-language:#0400; mso-bidi-language:#0400;} > <! [endif] ></p><p>Throughout time, marketing activities have moved from a transaction perspective to a relationship building perspective on the idea that service quality is an essential part to achieve competitive advantage. In building a strong service culture internal marketing can be used as a tool to increase the employees' commitment to their customers and raise the standards. Also, internal marketing can be used to make employees aware of and be a part of the brand identity of the company. One business where relationship marketing has become increasingly important is the banking sector. Today, a financial crisis is swiping over the world which has lead to questions about the stableness of banks.</p><p>The purpose of this thesis is to investigate and analyse how Swedbank and Forex Bank use internal marketing to effectively transfer their brand identity to the employees. The focus will be on internal marketing and communication in crisis.</p><p>This study has been conducted from a qualitative approach base on case studies of Forex Bank and Swedbank. Data have been collected through semi-structured interviews with people at different levels within the companies.</p><p>In both the cases of Swedbank and Forex Bank the conclusions of this study showed that the employees were well aware of their respective companies' brand identities and was trying to live up to them as they were deeply rooted in the companies culture. Interviews revealed that none of the companies uses a clear internal marketing strategy. However, both Swedbank and Forex Bank use different internal marketing activities though with a slight difference in their focus. It was concluded that they would both benefit from having a structured internal marketing strategy. During the crisis Swedbank successfully use and enhanced their brand identity when communicating with their customers. Forex Bank on the other hand was not as successful, and some employees felt they were given some of the blame for the crisis, where the top management could have used the strong brand identity of the company to calm worried employees about the situation.< ><--></p>

<p>Our study was a qualitative study in the gender mainstreaming work within Entebbe municipal council, Uganda. This thesis was funded by SIDA through a Minor Field Studies scholarship. The main focus was internal communication, particularly implementations of governmental policies. During eight weeks, we worked at the municipal council in Entebbe to investigate how the implementation of the local gender policy had been since its conduction in 2008. Our study worked on the theoretical frame of reference in the areas of organization, communication and project management. Our empirical data were gathered through conversations with citizens of Entebbe municipality, interviews with stakeholders and heads of departments of Entebbe municipal council, and observations of municipal programs and internal meetings. The purpose was to develop a communication plan, but the result of our research became a study to identify Entebbe municipal council’s current position in the implementation phase and to propose methods to oblige and fulfill the local gender policy’s objectives and requirements. The study showed that they didn’t need another steering document but increased presence of and communication about the local gender policy for the entire municipal council to contribute to a more gender equal organization.</p>

Cette recherche a pour objet la gestion de l’intercompréhension en interaction, c’est-à-dire l’analyse de la façon dont les interactants s’assurent qu’ils ont produit une interprétation commune des énoncés échangés. La première partie de la thèse définit les concepts et les notions clés (l’interlocuteur et l’interprétant, l’interprétation et l’intercompréhension), elle pose le cadre conceptuel du travail (constructivisme et externalisme), et justifie le choix des données recueillies et analysées : un corpus d’interactions entre des agents administratifs, francophones natifs, et des usagers, francophones non natifs. Dans la deuxième partie, nous avons étudié la construction des attentes chez les usagers, la manifestation des insatisfactions vis-à-vis d’une interprétation chez les interprétants et les indices qui signalent le repérage d’un problème dans l’intercompréhension et le déroulement des négociations. Nous avons également analysé l’impact des tâches effectuées dans les interactions de service sur la gestion de l’intercompréhension. Ces analyses ont permis de dégager un ensemble d’indices, de formes, de types de réactions et de stratégies, qui permettent en troisième partie une transposition des résultats dans l’élaboration de programmes (contenus, conduites, activités) pour l’enseignement du français, langue étrangère et pour la formation professionnelle. Ce travail a une visée didactique générale : il suggère de reconsidérer l’enseignement de la compréhension de l’oral en interaction afin de lui accorder un statut d’objet d’enseignement et pas seulement de moyen d’enseignement. / The object of this research is the co-building, maintaining and restoring of mutual understanding in face-to-face conversations. I study the way the participants of an encounter make sure that they give a common meaning to what they interpret. The first part of the thesis defines the key concepts and notions (the listener, the co-speaker – interprétant –, interpretation and mutual understanding – intercompréhension), it sets the conceptual back-ground of the work (constructivism and externalism), and it justifies the choice of the data used for the analyses. The corpus contains face-to-face conversations between administrative agents who are native speakers of French, and users, who are non native speakers. In the second part, I have studied the way agents help users build expectations, the way the listener shows that he is not satisfied with his interpretation, the way the speaker shows that he has identified a divergence between his interpretation and the listener’s, and the way they negotiate meaning. I have also analysed the impact of the kinds of tasks performed on the behaviour of the participants. These analyses have brought to light a set of cues, of forms, of types of reactions and of strategies that have been used in the third part to propose contents, techniques and activities for the teaching of French as a foreign language and for professional training. This work has a general aim related to teaching and didactics: it suggests to reconsider the teaching of listening so that it becomes an object of teaching, and not only a means to teach.

Our study was a qualitative study in the gender mainstreaming work within Entebbe municipal council, Uganda. This thesis was funded by SIDA through a Minor Field Studies scholarship. The main focus was internal communication, particularly implementations of governmental policies. During eight weeks, we worked at the municipal council in Entebbe to investigate how the implementation of the local gender policy had been since its conduction in 2008. Our study worked on the theoretical frame of reference in the areas of organization, communication and project management. Our empirical data were gathered through conversations with citizens of Entebbe municipality, interviews with stakeholders and heads of departments of Entebbe municipal council, and observations of municipal programs and internal meetings. The purpose was to develop a communication plan, but the result of our research became a study to identify Entebbe municipal council’s current position in the implementation phase and to propose methods to oblige and fulfill the local gender policy’s objectives and requirements. The study showed that they didn’t need another steering document but increased presence of and communication about the local gender policy for the entire municipal council to contribute to a more gender equal organization.

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