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This study, Life at Skanska, aims to examine how Skanska Sweden portrays gender norms on Instagram, differentiating between their official Swedish account, @skanskasverige, and their employee-driven account, @livetpaskanska. The analysis is based on previous research on gender studies with a focus on male-dominated industries, as well as social media and how companies can use it to their advantage. The method used for the study was a multimodal semiotic analysis and with this method an analysis of five posts from each account was made. To support the analysis theories regarding gender, representation, ambassadorship, and social identity were applied to the study.   The study reveals that there are variations in how gender is represented on both accounts. Most notable being the differences in lexical choices and communications strategies. On the official account, @skanskasverige, there is a variation of images presenting both women and men therefore signifying diverse perspectives. However lexical choices, such as job titles, may partly diminish women’s credibility. In comparison, @livetpaskanska, present a more diverse and inclusive representation of women, which can be a side-effect of it being an employee-driven account. In a comparing analysis of the two accounts the differences between them became clear in how they represent women on the channels. On @livetpaskanska women tend to be more present in the content than on @skanskasverige. The study identifies differences in communication styles, indicating that the employee-driven account prioritizes individual achievements and experiences, while the official account emphasized corporate identity and the company’s values.

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La Tesis realizada consiste en la Elaboración de un Plan Estratégico para la Empresa Teceme Perú SAC, con el objetivo de proporcionar los pasos para que la organización pueda implementar el plan estratégico y así se pueda alcanzar los objetivos a corto y largo plazo para lograr la mejora de la empresa. Con la realización del plan estratégico se cumplen los siguientes objetivos: Con el análisis interno y externo, se logró identificar las fortalezas, debilidades, oportunidades y amenazas reflejadas en la matriz FODA. Para realizar el análisis interno se establecieron reuniones con los miembros de la gerencia de la organización con el objetivo de realizar el levantamiento de información y para el análisis externo se analizaron los factores externos a la organización que pudieran perjudicar a la organización. La evaluación de la misión, visión y valores corporativos con el objetivo de identificar si están alineados a la razón de ser de la empresa, a los objetivos a futuro y a su cultura. Para ello se establecieron reuniones con los gerentes de la organización en la cual se definieron características que deben de tener y se encuestaron a los colaboradores para la obtención de puntajes y así se pudo obtener la misión, visión y valores corporativos evaluados. Formulación de estrategias para que así la organización pueda cumplir con los objetivos estratégicos formulados. Para lograr la formulación de las estrategias se tomó como base los objetivos estratégicos definidos de acuerdo al análisis FODA. Formulación de indicadores, para que la organización pueda tener control de la gestión. Para la formulación de indicadores se elaboró el mapa estratégico, el cual nos ayudó a identificas las cuatro perspectivas existentes, y así poder definir los indicadores para cada perspectiva. The thesis is made in developing a Strategic Plan for the Company Teceme Peru SAC, in order to provide the steps to enable the organization to implement the strategic plan and thus can achieve the objectives in the short and long term to improve of the company. With the completion of the strategic plan the following objectives are met: With internal and external analysis, it was possible to identify the strengths, weaknesses, opportunities and threats reflected in the SWOT matrix. For internal analysis meetings with members of management of the organization with the aim of making the collection of information they were established for external analysis and factors outside the organization that might harm the organization were analyzed. The assessment mission, vision and corporate values in order to identify if they are aligned to the rationale of the company, future goals and culture. For this meeting with the managers of the organization in which features must have defined and surveyed employees to obtain scores and thus could get the mission, vision and corporate values assessed established. Formulating strategies so that the organization can meet the stated strategic ambitions. To achieve the formulation of strategies was based the strategic objectives defined according to SWOT analysis. Formulation of indicators, so that the organization can have management control. For the formulation of indicators the strategic map, which helped to identify the four existing prospects, so you can define indicators for each perspective was developed.

Магистерская диссертация посвящена изучению лингвистических особенностей отражения корпоративной культуры российских и европейских предприятий в имиджевом дискурсе. Целью данного исследования является выявление лингвистических (лексических, грамматических, синтаксических) средств отражения корпоративной культуры в имиджевом дискурсе российской, немецкой и люксембургской групп предприятий сферы металлургии и создания положительного имиджа на международном рынке. Структура работы состоит из двух глав: теоретической и практической. В теоретической части рассматриваются корпоративная культура и имиджевый дискурс в лингвистическом и межкультурном аспектах, изучается влияние национальной культуры на корпоративную культуру предприятий, разрабатывается алгоритм анализа имиджевого дискурса. В практической части проводится лингвистический анализ имиджевого дискурса российской, немецкой и люксембургской групп металлургических предприятий. В результате анализа выявлены приоритетные ценности исследуемых компаний и лингвистические способы выражения данных ценностей в имиджевом дискурсе, определены лингвистические средства, использование которых связано с национальным менталитетом, сформулированы рекомендации по созданию положительного имиджа предприятия за счет отражения корпоративной культуры в имиджевом дискурсе. Полученные результаты могут быть использованы в рамках курсов по лингвистике имиджа, организационной лингвистике и межкультурной коммуникации, а также для анализа имиджевых дискурсов коммерческих организаций. / The master dissertation is devoted to the study of linguistic features of the reflection of corporate culture of Russian and European enterprises in the image discourse. The purpose of this study is to identify linguistic (lexical, grammatical, syntactic) means of reflecting corporate culture in the image discourse of the Russian, German and Luxembourg metallurgical companies and creating a positive image on the international market. The structure of the work consists of two chapters: theoretical and practical. In the theoretical part, corporate culture and image discourse are examined in linguistic and intercultural aspects, the influence of national culture on corporate culture of enterprises is studied, an algorithm for analyzing image discourse is developed. In the practical part, a linguistic analysis of the image discourse of the Russian, German and Luxembourg metallurgical companies is carried out. As a result of the analysis, the priority values of the studied companies and linguistic means of expressing these values in the image discourse are identified, the linguistic means, the use of which is influenced by national mentality, are revealed, recommendations for creating a positive image of the enterprise by reflecting corporate culture in the image discourse are formulated. These results can be used within the courses of image linguistics, organisational linguistics and intercultural communication, as well as for the analysis of image discourses of commercial organisations.