AstraZeneca
Vikten av intern marknadsföring och kommunikation i samband med fusioner
In the society of today it?s very hard for companies to succeed with mergers. (A.L.Pablo, M.Javidan:2004) This study intends to elucidate the importance of internal marketing and internal communication with mergers. The intention with this essay is to study and analyse the merger between the two companies Astra and Zeneca and study the employers at the time when the merger took place in 1999.I have chosen to do this study on the basis of an employer?s perspective. I have used existing theories as internal communication, internal marketing and mergers and acquisition. The empirical data is based on a questionnaire focusing on how the employers handled the merger AstraZeneca. The questionnaire was responded by 60 employers from AstraZeneca.The conclusion in this study is that internal marketing and internal communication are really important for mergers to succeed and that the internal marketing and communication in AstraZeneca was well organised. That was the main reason for AstraZeneca?s success. Companies should understand the importance of internal cooperation especially with mergers, when a lot of knowledge and information is vital for succeed.