Snabbare, smartare och hungrigare?
En fallstudie av företagsidentiteten på Academic Work
Corporate identityCorporate cultureImageVisionFöretagsidentitetFöretagskulturImageVisionBemanningsföretag
Problem: How should a company act to sustain a strong identity and thereby a strong brand image when operating in a changeable world?Purpose: The purpose of this thesis is to analyze whether the corporate identity of Academic Work is strong or fragmented. Further more this thesis aims to give recommendations on how the company could continue working to maintain a strong brand image. Methodology: The thesis is a case study of Academic Work. The study is based on data collected from interviews, a poll as well as data from the company website. The thesis does not intend to generalize but rather it aims to give a deeper understanding and a greater knowledge within the field.Theoretical perspectives: The theoretical base of this thesis is the Vision, Culture & Image Model by Hatch and Schultz. Organizational Identity Construction Model by Lane and Scott, and Service marketing model by Grönroos.Empirical findings: The empirical section contains a summary of the conducted interviews as well as a compilation of the poll.Analysis & Result: The study shows that the corporate identity of Academic Work is strong due to the fact that image, vision and corporate culture are coherent. In addition employees share company values and experience identification with corporate goals and vision. Furthermore the company successfully communicates the business plan and ideas about personnel through external-, internal- and interactive marketing.Conclusion: The study shows that companies should work towards a strong company culture where employees on a personal level share company values. Managers should try to motivate employees in working towards company goals. The company must have an image that is coherent with reality. Also they must be aware of its strengths and weaknesses. The company needs an internal, external and interactive communication that works successfully. These working methods contribute in strengthening the corporate identity and will give a strong brand image.