The purpose of this essay has been to study if the CEO of a specific ICA-store are using their employees in order to build the brand that they want for their specific store, and especially if they are using a strategy called employer branding. It is interesting to study this since almost everyone in Sweden gets affected of ICA in their everyday life and it is interesting to study how they have been able to build a brand that is so successful. But also, how they get people to build a relationship to their ICA-store. The research questions the study aim to answer are: - Is the CEO of an ICA-store using employer branding in the work to build the stores brand? - Does the CEO of an ICA-store put specific demands on the employees in how they talk and interact with the customers and is there any specific values the employees should represent? - How does the internal communication take place and what is being communicated within the specific ICA-store? The theory that we have used for this study is a, from start, economic and human research theory called employer branding but used with a communicational point of view to understand the communication behind employer branding as a strategy to build a brand. The material of the study has been gathered through semi-structural interviews which in turn has been analyzed through thematisation analysis. The result of the study has shown how the strategy of how to build the specific stores brand depends on what vision the CEO of the store has for it. It is not decided through centralized rules from the central organization of ICA. How every specific store decides to build their brand is up to the specific store and what they want to achieve.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-341784 |
| Date | January 2018 |
| Creators | Alexandersson, Jonathan, Falkman, Oscar |
| Publisher | Uppsala universitet, Institutionen för informatik och media, Uppsala universitet, Institutionen för informatik och media |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| 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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