Ton och Röst - en integrerad del av helheten

Sammanfattning: During the last decades, Integrated Marketing Communications (IMC) has emerged as a powerful theory within marketing communications research. The main purpose of IMC is to integrate all the communications efforts of an organization into one single and unified voice. However, little research has been undertaken to examine which role tone of voice has in connection to IMC. This study seeks to investigate to which extent IKEA:s voice is integrated, and how this is manifested in their external and internal documents. In addition, the study seeks to explore whether integration is favorable or not to organizations that implement the concept of IMC regarding tone of voice. To do this, qualitative discourse analysis has been central to the study. The main results are that IKEA:s voice is constituted by a variety of discourses and the effects of their guidelines for written communication and that their voice is integrated to a high degree, with some exceptions in their corporate blogs.