Baseline analysis and recommendations for BREEAM travel plan implementation : Case company: Finnair Oyj
Han, Adela Bianca (2016)
Han, Adela Bianca
Haaga-Helia ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201604305691
https://urn.fi/URN:NBN:fi:amk-201604305691
Tiivistelmä
This thesis was commissioned by Finnair Oyj.
Communication is a critical factor in an organisation’s operational success. With a direct influence on the employees’ awareness of the company’s values and goals, internal communication helps employees to understand the planned changes, engaging and involving them to commit to be part of the change process.
The theory framework of this thesis covers all the concepts needed to explain the importance of internal communications within the organisation when implementing a new environmental management system such as BREEAM (Building Research Establishment’s Environmental Assessment Method), to explain how green marketing can benefit the company, to transform employees into its ambassadors, to promote corporate values and to improve the image of the organisation. To understand individuals’ behaviour, the study also explains organisational behaviour, describing methods used to motivate employees to em-brace environmental changes and to find ways to engage and give them a sense of belonging.
The empirical study was carried out by using two research methods. Qualitative research, conducted through interviews, focused on Finnair’s internal communication effectiveness. The quantitative approach was taken through a survey, intended to identify Finnair employees’ current commuting behaviour and incentives that would motivate them to change to-ward more sustainable modes of transport.
The findings of the research describe in detail the employees’ commuting patterns and the motivation factors. The results show the majority of employees use their private car for commuting, regardless of the season, something which can be caused by the fact there is a free parking facility provided by Finnair for all staff members. However, cycling represents quite a high level of interest among the respondents if the company would provide the right incentive scheme to promote and encourage cycling.
As a result, the outcome of this research provides valuable information, used to draw recommendations of internal communication solutions, as well as, transportation system changes, benefiting the company when implementing the BREEAM travel plan, part of Finnair Cargo’s (COOL) new terminal certification. The recommendations include: storytelling, increasing the amount of video content, having open and effective two-way communication, facilitating collaborative problem solving, creating an online “Green” community or providing the right content for specific audiences.
Communication is a critical factor in an organisation’s operational success. With a direct influence on the employees’ awareness of the company’s values and goals, internal communication helps employees to understand the planned changes, engaging and involving them to commit to be part of the change process.
The theory framework of this thesis covers all the concepts needed to explain the importance of internal communications within the organisation when implementing a new environmental management system such as BREEAM (Building Research Establishment’s Environmental Assessment Method), to explain how green marketing can benefit the company, to transform employees into its ambassadors, to promote corporate values and to improve the image of the organisation. To understand individuals’ behaviour, the study also explains organisational behaviour, describing methods used to motivate employees to em-brace environmental changes and to find ways to engage and give them a sense of belonging.
The empirical study was carried out by using two research methods. Qualitative research, conducted through interviews, focused on Finnair’s internal communication effectiveness. The quantitative approach was taken through a survey, intended to identify Finnair employees’ current commuting behaviour and incentives that would motivate them to change to-ward more sustainable modes of transport.
The findings of the research describe in detail the employees’ commuting patterns and the motivation factors. The results show the majority of employees use their private car for commuting, regardless of the season, something which can be caused by the fact there is a free parking facility provided by Finnair for all staff members. However, cycling represents quite a high level of interest among the respondents if the company would provide the right incentive scheme to promote and encourage cycling.
As a result, the outcome of this research provides valuable information, used to draw recommendations of internal communication solutions, as well as, transportation system changes, benefiting the company when implementing the BREEAM travel plan, part of Finnair Cargo’s (COOL) new terminal certification. The recommendations include: storytelling, increasing the amount of video content, having open and effective two-way communication, facilitating collaborative problem solving, creating an online “Green” community or providing the right content for specific audiences.