From roots to fruits : Developing communications in a small expertise growth company
Liukko, Emilia (2014)
Liukko, Emilia
HAAGA-HELIA ammattikorkeakoulu
2014
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014061112637
https://urn.fi/URN:NBN:fi:amk-2014061112637
Tiivistelmä
This thesis is a development project describing the development of communications in a small expertise growth company operating in B2B niche climate market. The nature of communications had previously been reactive and actions not very systematically executed or measured. Company strategy and main market area have changed which means communications must also change.
The thesis begins with an introduction to the topic and to the case company and its communications. Theoretical part forms frames for corporate communications, corpo-rate brand and reputation management, corporate social responsibility and stakeholder communications. Also cultural variables affect communications in today’s global world. Instead of considering communications a minor back-office supporting function, it should be clearly linked and integrated with strategic thinking. Largely due to digital platforms allowing stakeholder empowerment, communications has turned into a dia-logue to and with stakeholders.
The writer works for the company in focus so action research approach is used, i.e. studying current situation while improving existing practices. The perception of com-pany’s communications was examined through management interviews, and observa-tions and further suggestions are based also on previously executed internal surveys and writer’s own experiences. Thesis work itself started in late autumn 2013.
The study shows that the current level of communications is clearly better than before and more on agenda. The visibility is higher and channels more diverse which is also expressed outside. Many improvements have already been made during the process, development naturally being continuous. The things company should pay more atten-tion in the future are communications in the main market area China, internal communications including corporate culture and linking digital communications to the strategy.
The thesis begins with an introduction to the topic and to the case company and its communications. Theoretical part forms frames for corporate communications, corpo-rate brand and reputation management, corporate social responsibility and stakeholder communications. Also cultural variables affect communications in today’s global world. Instead of considering communications a minor back-office supporting function, it should be clearly linked and integrated with strategic thinking. Largely due to digital platforms allowing stakeholder empowerment, communications has turned into a dia-logue to and with stakeholders.
The writer works for the company in focus so action research approach is used, i.e. studying current situation while improving existing practices. The perception of com-pany’s communications was examined through management interviews, and observa-tions and further suggestions are based also on previously executed internal surveys and writer’s own experiences. Thesis work itself started in late autumn 2013.
The study shows that the current level of communications is clearly better than before and more on agenda. The visibility is higher and channels more diverse which is also expressed outside. Many improvements have already been made during the process, development naturally being continuous. The things company should pay more atten-tion in the future are communications in the main market area China, internal communications including corporate culture and linking digital communications to the strategy.