Thinking of you - att skapa kundorientering med intern marknadsföring
Internal marketingCustomer orientationElectroluxCompany cultureIntern marknadsföringKundorienteringElectroluxFöretagskultur
The companies of today figures on a hardly competitive market. This makes it necessary for the company to find new way to create competition advantages. Since it is no longer enough to compete with the technical quality of the product the companies are forced to also enhance the functional quality. To accomplish this it becomes necessary for producing companies to be customer oriented. A customer oriented company culture can be reached with the help of internal marketing in which different activities work to inform and teach the employees about the company strategy and also about their own role as part-time marketers.This thesis examines Electrolux, a company which is currently striving to develop a customer oriented company culture. Electrolux works with ?Consuming Innovation Program? which is a project that acts to implement a new process, ?Product Management Flow?, in the company. This thesis aim at examine how Electrolux has used the activities of internal marketing to develop a customer oriented company culture.The thesis concludes that Electrolux successfully has started the implementation of the desired customer oriented company culture and the implementation has partly succeeded. There are although still some items of the internal marketing that needs to bee improved to enable an optimized result.