Organisational change that promotes sustainable development through communication and marketing
Dickson, Maria Tereza (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202205139215
https://urn.fi/URN:NBN:fi:amk-202205139215
Tiivistelmä
The purpose of the thesis was to create a development plan for the City of Espoo's Centre of Excellence for Sustainable Development. The development plan illustrates a roadmap to create a successful organisational change that promotes sustainable development through communications and marketing.
The research questions were (1) how the organisation should lead its strategy, so it can succeed in achieving its goals, (2) how the organisation should lead sustainable development, so it can learn to communicate about it effectively, (3) what kind of organisational culture is needed to implement strategic communication and sustainable development.
The study material was collected through individual interviews in December 2021. The informants were directors, managers and experts on strategy, sustainable development and communications from the Mayor's office departments. The material was analysed by applying content analysis.
The purpose of the study was to find out how to implement successful change, strategy and communications on sustainable development for the case organisation. Additionally, we used a literature review concentrating on leadership, responsible communications and topics on sustainable development.
The results show that change management, sustainable development and communications are interconnected and require strong leadership and a strategy. Communications and good management enable employees to be more involved and committed to change and shared goals. In addition, an organisation that aims to be sustainable and pioneer has to be more agile and provide real support for leadership and less emphasis on standard management. Communication helps to motivate, support and nudge people in the desired direction. Communication has a crucial role in strategic leadership, promoting sustainable development, and overall organisations' ability to develop and create an organisational culture that knows how to communicate responsibly and about its responsibility work.
The thesis aimed to provide the organisation with a development plan with suggestions for the steps to take in a specific order that will help the organisation improve its sustainability communication throughout the organisation. The research highlights the importance of strategic leadership, what drives change, and serves as a support material for planning and communicating sustainable development.
Overall, the organisation has identified key factors that prevent the change and is ready to move forward, influencing the organisation's processes, employees, and those the topic might concern.
The research questions were (1) how the organisation should lead its strategy, so it can succeed in achieving its goals, (2) how the organisation should lead sustainable development, so it can learn to communicate about it effectively, (3) what kind of organisational culture is needed to implement strategic communication and sustainable development.
The study material was collected through individual interviews in December 2021. The informants were directors, managers and experts on strategy, sustainable development and communications from the Mayor's office departments. The material was analysed by applying content analysis.
The purpose of the study was to find out how to implement successful change, strategy and communications on sustainable development for the case organisation. Additionally, we used a literature review concentrating on leadership, responsible communications and topics on sustainable development.
The results show that change management, sustainable development and communications are interconnected and require strong leadership and a strategy. Communications and good management enable employees to be more involved and committed to change and shared goals. In addition, an organisation that aims to be sustainable and pioneer has to be more agile and provide real support for leadership and less emphasis on standard management. Communication helps to motivate, support and nudge people in the desired direction. Communication has a crucial role in strategic leadership, promoting sustainable development, and overall organisations' ability to develop and create an organisational culture that knows how to communicate responsibly and about its responsibility work.
The thesis aimed to provide the organisation with a development plan with suggestions for the steps to take in a specific order that will help the organisation improve its sustainability communication throughout the organisation. The research highlights the importance of strategic leadership, what drives change, and serves as a support material for planning and communicating sustainable development.
Overall, the organisation has identified key factors that prevent the change and is ready to move forward, influencing the organisation's processes, employees, and those the topic might concern.