Knowledge transfer across cultures in the manufacturing industry : A study of Scania’s global implementation of employer branding

Sammanfattning: The purpose of this paper was to examine how cultural differences affect an MNC’s knowledge transfer of the concept employer branding, and what support subsidiaries need from headquarters for the MNC to become a global employer brand. The result is based on theoretical findings of employer branding, knowledge transfer and culture, applied to interview results at Scania. The knowledge transfer of the concept employer branding involves the implementation of a global employer branding communication platform. Findings show that Scania face challenges in employer branding awareness within the MNC, knowledge transfer internalization in subsidiaries, and balance of standardization and adaptation in connection to cultural dimensions of the markets. To overcome these challenges, Scania needs to further develop relational, social and organizational contexts for the MNC to become a global premium employer brand. The thesis has high originality since it gives implications to a specific MNC regarding the specific topic employer branding in a certain time of the implementation process.