Improving Internal Communication between Marketing and Buying Departments: Case Company
Talja, Anniina (2014)
Talja, Anniina
Tampereen ammattikorkeakoulu
2014
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014120318293
https://urn.fi/URN:NBN:fi:amk-2014120318293
Tiivistelmä
This thesis was commissioned by a Finnish retailer, referred to as the Company, regarding the development of more efficient internal communication between marketing and buying departments during campaign planning and execution. The objectives of the thesis were to examine the current state of internal communication between the departments, uncover possible areas for improvement and give recommendations for improving efficiency in communication processes.
The theoretical part comprised of theories regarding internal communication. The micro environmental framework was discussed in relation to internal communication. Primary research was conducted using a quantitative method in the form of a survey, which sent to employees in September, 2014.
The outcome of the study indicated some areas for improvement in the interdepartmental communication, particularly with transparency and timely delivery of information, which have led to decreased efficiency. It was concluded that to improve effectiveness, internal communication should be subjected to total quality management (TQM) standards (Ross 1999). Based on the analysis of the survey results, a communication sub strategy was drafted specifically for interdepartmental communication and some recommendations for future development were provided.
This research was conducted in a Finnish retailer in Finland and thus cannot be generalized over cultural borders as the conduct of communication is closely tied with culture. The study does not include internal communication in the entire Company and is restricted to the process of campaign planning and execution.
The theoretical part comprised of theories regarding internal communication. The micro environmental framework was discussed in relation to internal communication. Primary research was conducted using a quantitative method in the form of a survey, which sent to employees in September, 2014.
The outcome of the study indicated some areas for improvement in the interdepartmental communication, particularly with transparency and timely delivery of information, which have led to decreased efficiency. It was concluded that to improve effectiveness, internal communication should be subjected to total quality management (TQM) standards (Ross 1999). Based on the analysis of the survey results, a communication sub strategy was drafted specifically for interdepartmental communication and some recommendations for future development were provided.
This research was conducted in a Finnish retailer in Finland and thus cannot be generalized over cultural borders as the conduct of communication is closely tied with culture. The study does not include internal communication in the entire Company and is restricted to the process of campaign planning and execution.