Developing internal communication of the strategy
Uotila, Siiri (2021)
Uotila, Siiri
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021110419301
https://urn.fi/URN:NBN:fi:amk-2021110419301
Tiivistelmä
Main objective of the thesis is to bring strategy closer to everyday life in the study
organization. There is executed survey in the organization to find out how strategy is
guiding work in the sales teams at the moment.
The conceptual framework of this thesis is created by studying relevant literature in the
field of strategy, internal communication, strategy communication and strategy
implementation.
The survey is implemented as mixed research as the survey has quantitative questions
and open questions as a qualitative part. Applied research approach is action study.
Concrete development ideas are given based on the findings in the survey.
Findings show that there is most improving in the area of internal communication of the
strategy. There are suggested development actions for top management and managerial
level. Development ideas for top management are: using several communication
channels, adding dialogue, memorable strategy message and accessible information.
Developing idea for managerial level is to start using balanced scorecard as a
communication tool. Due to organizational changes, lack of resources and researcher’s
maternity leave there is no possibility to implement these development ideas in the
organization.
organization. There is executed survey in the organization to find out how strategy is
guiding work in the sales teams at the moment.
The conceptual framework of this thesis is created by studying relevant literature in the
field of strategy, internal communication, strategy communication and strategy
implementation.
The survey is implemented as mixed research as the survey has quantitative questions
and open questions as a qualitative part. Applied research approach is action study.
Concrete development ideas are given based on the findings in the survey.
Findings show that there is most improving in the area of internal communication of the
strategy. There are suggested development actions for top management and managerial
level. Development ideas for top management are: using several communication
channels, adding dialogue, memorable strategy message and accessible information.
Developing idea for managerial level is to start using balanced scorecard as a
communication tool. Due to organizational changes, lack of resources and researcher’s
maternity leave there is no possibility to implement these development ideas in the
organization.