Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Internal Communications: A way to transfer corporate identity at Riksbyggen
Jönköping University, Jönköping International Business School, JIBS, EMM (Entrepreneurship, Marketing, Management).
Jönköping University, Jönköping International Business School, JIBS, EMM (Entrepreneurship, Marketing, Management).
2010 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

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.

Place, publisher, year, edition, pages
2010. , 52 p.
Keyword [en]
corporate identity, internal marketing, internal communication, Riksbyggen
Identifiers
URN: urn:nbn:se:hj:diva-11768OAI: oai:DiVA.org:hj-11768DiVA: diva2:303880
Presentation
(English)
Uppsok

Supervisors
Examiners
Available from: 2010-03-26 Created: 2010-03-16 Last updated: 2010-03-26Bibliographically approved

Open Access in DiVA

fulltext(995 kB)518 downloads
File information
File name FULLTEXT01.pdfFile size 995 kBChecksum SHA-512
90131d0da8cf6db0db549046fab323b87c7450ee10cd13ba92882588141947350de1dca630148d652299603aa312b114cb6fcc865da247cfeda9852a30c65a1d
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Eriksson, LenaHolmgren, Rickard
By organisation
JIBS, EMM (Entrepreneurship, Marketing, Management)

Search outside of DiVA

GoogleGoogle Scholar
Total: 518 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 246 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf