Uloga organizacijske kulture u korporativnom komuniciranju na primjeru tvrtki Lush, Bio&Bio i Uber

master's thesis

• Title (english): The role of organizational culture in corporate communication on the example of companies Lush, Bio&Bio and Uber
• Author: Corrina Rus
• Mentor: Božo Skoko (mentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Antonija Čuvalo (član povjerenstva)
• Committee member: Helena Popović (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; (Department of Journalism and Media Production); Zagreb
• Defense date and country: 2017-09-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

U današnjem dinamičnom poslovnom okruženju jedno od ključnih pitanja poslovanja svake tvrtke kreće se upravo oko organizacijske kulture kao i uspostavljanja zdrave i jake organizacijske kulture koja će pridonjeti uspješnijem poslovanju. Osim toga, važan čimbenik uspješnog poslovanja je i korporativna komunikacija, a ona se ne odnosi samo na komunikaciju s eksternom javnosti, već je posebno bitna i u komunikaciji sa zaposlenicima. Zaposlenici moraju biti ambasadori brenda, a svaka tvrtka mora se pobrinuti kako će zaposlenici razumjeti njene ciljeve i procese kako bi se pozitivno realizirali u poslovanju. Upravo je zato glavni cilj ovog rada bio teorijski obraditi glavne pojmove vezane uz razumijevanje ove tematike, te shodno obrađenoj literaturi i iz nje provedene teorijske obrade teme ovog rada, cilj ovog rada je studijama slučaja tri tvrtke - Lush, Bio&Bio i Uber pokazati fizičke manifestacije organizacijskih kultura navedenih tvrtki kao i njihovog korporativnog komuniciranja, a s ciljem dolaska do odgovora na glavno istraživačko pitanje ovoga rada – Koja je uloga organizacijske kulture u korporativnom komuniciranju tvrtki Lush, Bio&Bio i Uber. Analizom dokumenata, odnosno službenih internetskih stranica i članaka u pojedinim medijima o svakoj tvrtki te kratkim, polustrukturiranim intervjuima jedne zaposlene osobe iz svake tvrtke dođeno je do zaključka kako je glavna uloga organizacijske kulture stvaranje pozitivnog i prepoznatljivog identiteta tvrtke, a posredno i prepoznatljivog imidža i pozitivne reputacije tvrtke u javnosti i među njenim dionicima što posredno može imati pozitivan utjecaj na uspješno poslovanje i stvaranje konkurentske prednosti na tržištu. Upravo je zbog ove činjenice, a posebice u današnjem modernom poslovanju u kojem se tvrtke sve više okreću ljudima, a manje strogim obrascima i procedurama, te u mnoštvu informacija kojima su ljudi danas okruženi, nužno uspostaviti zdravu i jaku organizacijsku kulturu kao temelj uspješnog poslovanja svake tvrtke.

Abstract (english)

In today's dynamic business environment, one of the crucial topics in bussines management is matter of organizational culture as well as establishing healthy and strong organizational culture which can contribute to more successful business. Furthermore, an important factor of successful business are also corporate communications, which aren't only related to communication with external public, but also is important in communication with employees. Employees need to become a brend ambasadors, and each company must ensure that employees understand its goals and processes in order to positively reflect on business. That is precisely why the main goal of this paper was theoretical elaboration of the main concepts related to understanding of this topic. Also, according to the processed literature and the theoretical elaboration of the topic of this paper, the aim of this paper was to show physical manifestations of organizational cultures and its corporate communication of three companies – Lush, Bio&Bio and Uber analyzed by case studies. This resulted in giving the answer to the main research question of this paper – What is the role of organizational culture in corporate communications of companies Lush, Bio&Bio and Uber. By document analysis, analysis of official websites and media articles of each company and by short, focused interviews with one employee of each company we came to the conclusion that te main role of organizational culture is creation of positive and recognisable identity of the company, and indirectly, recognisable image and positive reputation of the company in public and among its stakeholders which can be reflected on successful business and creation of competitive advantage on the market. Because of this fact, and especially because of today's modern business models in which companies are taking care more of people than of strict procedures and patterns, and because of the multitude of information that are people surrounded by today, it is necessary to establish healthy and strong organizational culture as a fundation of successful business of every company.

• Keywords: organizacijska kultura; korporativno komuniciranje; interne komunikacije; identitet; imidž i reputacija
• Keywords (english): organizational culture; corporate communication; internal communications; identity; image and reputation
• Language: croatian
• URN:NBN: urn:nbn:hr:114:927202
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2017-11-02 13:23:28