Mitt i prick
Optimerad internkommunikation
As competing organizations struggle to become more effective, one field stands out as one of the vital keys to success; internal communication. Even small errors in information handling can end up into obstacles that seem impossible to overcome. Managers constantly need to adjust the internal communication to fit variables that mirror the structure of the organization. This thesis is a study about how and in what magnitude structure affects organization?s internal communication.We have done qualitative interviews with McDonald?s and Diesel, two different global organizations within the branch of service business. All respondents work in strategic positions. We want to emphasize how organizations with structural differences adjust their communication efforts in order to, as good as possible, optimize their internal communication.As a result of our study, we came up with a model showing to what extent the structure affects the internal communication process. The model displays the importance of a well based company structure. It shows how several communication efforts could reinforce the message and how these make it stronger towards its aimed goal; its receiver.We found McDonald?s to have a well grounded structure, built up over a long-term process. Diesel?s constant work towards structural improvement has unfortunately caused a lack of continuity. Each company has different opportunities and environmental influences from which they set up an appropriate structure. We see that companies efforts to reinforce its internal communication need to relate to their choice of structure.Due to McDonald?s solid structure, the communication efforts easily can be applied, generating an optimal internal communication. With the correct adjustments, Diesel can indeed be able to achieve this too.We find Diesel to be in need of an eligible structure that they can then keep intact. If they manage this, and if they perceive the right communication efforts, we find Diesel to have great potential of reaching their goal of becoming the number one competitive force in its market. Still, we find the field to be fairly unexplored, further research could confirm or disclaim our conclusions and enlighten the complexity of internal communication.Keywords:Internal communication, structure, education, communication channels, continuity