An Eye for Identity : En fallstudie om organisationsidentifikation bland butiksmedarbetare på GANT Sweden
Research in the field of organizational identification with the members of an organization is insufficient when it comes to the reasons for the lack of organizational identification. It is unclear whether it is a communicative problem or if the problem has other grounds. The purpose of this thesis was therefore to examine whether it’s possible for an organization to anchor their core values onto their employees, through internal communication, so that these possibly lead to organizational identification among the employees. Based on this purpose following research questions were designed: Do the sales representatives at GANT Sweden AB identify with the organization's core values? and What is / are the reasons that sales representatives have, or have not identified with the organization? To answer these two questions we chose to conduct qualitative interviews with sales representatives working for GANT Sweden AB, where there is an on going process of change that is aiming to incorporate revised corporate values onto the employees. The analytical framework has been gathered through a largely field research and through looking at the social identity theory and “the meaning perspective” of communication. Our main results with this study showed that a more equal and meaningful communication where the sales representatives feel included in the organization could possibly contribute to greater organizational identification among the sales representatives.
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