Purpose: The purpose of this thesis is to investigate the role that internal marketing and internal communications play in transferring the corporate identity to the members of the organization Background: Having a strong corporate identity can be a competitive advantage. However, few organizations are willing to devote the time and money it takes to ensure that everyone within the organization are fully aware of the corporate identity. One way to spread the corporate identity within the organization is through internal marketing. Many different activities fall under the concept internal marketing one of them being internal communications. One problem with this is that most organizations are more willing to make sure that their external stakeholders know of their corporate identity and they willingly throw money into advertising campaigns without informing the employees. Method: The investigation is based on a qualitative method in form of a case study where Riksbyggen was used. Five employees were interviewed and the results are presented in the empirical findings. Later the data was analyzed along with the frame of reference. Conclusion: The research found that Riksbyggen does not use their internal marketing to a large extent to spread their corporate identity. They use other internal marketing activities, e.g. internal training, bonus system, health care and funding to take courses that are unrelated to their work. The evidence that those activities actually spread the corporate identity might not be clearly visible to everyone. However, when analyzing Riksbyggen’s values, vision, history and through interviewing the employees it was clear that they embodied the corporate identity of Riksbyggen.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hj-11768 |
| Date | January 2010 |
| Creators | Eriksson, Lena, Holmgren, Rickard |
| Publisher | Internationella Handelshögskolan, Högskolan i Jönköping, IHH, EMM (Entrepreneurskap, Marknadsföring, Management), Internationella Handelshögskolan, Högskolan i Jönköping, IHH, EMM (Entrepreneurskap, Marknadsföring, Management) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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