Inside Out : En kvalitativ fallstudie om betydelsen av en gemensam riktning i den föränderliga kommunikationsbranschen

Sammanfattning: The purpose of this study is to contribute to an understanding of how a mutual valuation and direction affects the communication, culture and cooperation in a communications group. BBS Group which this study is based on consists of four different agencies, each one with a different culture but still the need for a transboundary collaboration. The group is in an adaptation to new demands on complete solutions in the media and communications business, thus giving great significance to the question on wether explicitly stated values, visions and goals affect and contribute to the transboundary collaboration. In the study it is examined how the organization is permeated by, and acts in compliance with the mutual values of the group. The question has been answered with the help of qualitative personal interviews. The starting point is an hermeneutic approach of the experiences, interpretations and thoughts of the employees on the phenomena under study. We are of the opinion that the employees make the company, the participation of the subject in the creation of reality. A social constructionist perspective is also applied where all the parts are needed for the created context and for the socially constructed reality. By measuring and analyzing empiricism in relation to Simon Sineks theory Start with why, Karl Weicks thoughts on sensemaking communication in organisations and Edgar Scheins three levels of organizational culture, results and conclusions have been made. The result gives insight about the weight of mutual values, as it provides the employees with a joint direction and the organization with a common thread. Collective goals and visions creates team spirit and a sense of ”we”. To make their clients heroes is the fundamental value of BBS Group. This value and mindset is principally applied in the recruitment of new employees. This study increases the comprehension of how a communication group should work internally with their ability to adapt to new demands in the communication business.