Styra och ställa - En studie om hur företag arbetar med sin interna styrning för att uppnå framgång
Sammanfattning: In year 2006 Carlings was named the most profitable chain, selling clothes, in Sweden. A year after they ended up on the podium once again. What is remarkable about this result is the fact the company does not exploit any direct marketing or offer a differentiated product compared to its competitors such as H&M and Gina Tricot. How did they manage to do this? The intention of this paper is to try to find out what makes a company successful by looking at their financial control, organizational culture, leadership styles and construction of brand image. We want to find out which of these elements leads to the best results. We chose to make use of a case study to examine Carlings actions in depth. The theoretical data, consisting of books and articles, have been proved or disproved trough interviews and observations of Carlings stores. In conclusion, we have found that Carlings way to motivate the staff but also to invest money on kickoffs and staff meetings is the most favorable for their success. The money they save on direct marketing is also good for their brand identity since the rock culture does not go hand in hand with traditional advertising. It also contributes to the employee’s joy to come to work, they feel essential, that they can climb in the company and get different kinds of rewards for it. This makes the management happy of the good results and can give even more back to the employees. The employees are happy and radiate a good personality, while providing customers good service. Who could imagine that Carlings could beat all giant chain’s profitability in Sweden two years in a row and it bottomed in something as simple as win-win-win?
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