Butiksutformningens påverkan på organisationskulturen – En fallstudie av hur förändringar i Däckias butiksutformning kan påverka organisationskulturen

Sammanfattning: Title: The store layouts affect on organizational culture - A case study about how changes in store layout at Däckia can affect their organizational culture Date: May 25, 2010 Level: One year master degree in Service Management, 15 credits Authors: Katarina Johansson, Nina Lemic and Elaine Wendt Advisors: Birgitta Olsson and Pia Siljeklint Key words: Store layout, organizational culture, employee behavior, servicescape, organizational change, and Däckia Object: Däckia Purpose: The purpose of this essay is to bring the two concepts, store layout and organizational culture, closer together. This by examining if, and in that case how, changes in the store layout can affect the organizational culture. The case study uses Däckia to exemplify a company that has made changes in its store layout. Questionary: How can the organizational culture, based on personnel behavior, be affected by changes in the store layout? Method: The essay is based on qualitative interviews with Däckia personnel, participant and non-participant observations of Däckia personnel, and analysis of internal confidential documents from Däckia Conclusions: The conclusions of the essay show that changes in store layout can affect the organizational culture on all its levels in different ways. The cultures most visible level can be affected through new artifacts being created that support the change, communicate the new norms and values of the company, and create desirable behavior among the personnel. The norms and values of the organizational culture can through changes in store layout transform in desirable direction. Finally, a professional and convincing change in store layout, can transform the underlying assumptions of the culture into following the goals of the change.