Korporativno komuniciranje u duhanskoj industriji na primjeru tvrtke Philip Morris

master's thesis

• Title (english): Corporate communication in the Tobacco Industry: The Case of Philip Morris
• Author: Felicia Gavrić
• Mentor: Božo Skoko (mentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Hrvoje Jakopović (član povjerenstva)
• Committee member: Boris Beck (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2020-09-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Svrha ovog istraživanja je pridonošenje ukupnom znanju o korporativnoj komunikaciji u području duhanske industrije. Cilj ovog rada bio je istražiti načine korporativne komunikacije u duhanskoj industriji na primjeru tvrtke Philip Morris. Istraživanje je poduzeto kako bi se dobio dublji uvid u teško dostupne informacije o korporativnoj komunikaciji tvrtki duhanske industrije. Glavno istraživačko pitanje rada glasi: Koje su glavne značajke korporativne komunikacije tvrtke Philip Morris? Na njega je odgovoreno putem šest pomoćnih istraživačkih pitanja. Odgovori su dobiveni metodom dubinskog intervjua, koji su provedeni sa sedam sugovornika, od kojih su neki zaposlenici tvrtke Philip Morris, a neki stručni poznavatelji duhanske industrije, područja marketinga i komunikacija. Uzorak ispitanika je namjerni, a intervjui su provedeni uživo, preko telefona i putem video poziva. Kada se sažmu dobivene informacije od svih sugovornika, dobiva se slika korporativne komunikacije koja nije tipična ni za jednu drugu industriju. Dok je interna komunikacija među zaposlenicima vrlo otvorena i utemeljena na posebnom multifunkcionalnom timu nazvanom Transform As One, eksterna komunikacija sa potencijalnim potrošačima puna je izazova i ograničena na komunikaciju licem u lice.

Abstract (english)

The purpose of this research is to contribute to the overall knowledge of corporate communication in the field of the tobacco industry. The aim of this paper was to investigate the ways of corporate communication in the tobacco industry on the example of Philip Morris. The research was undertaken to gain a deeper insight into the hard-to-access information on corporate communication of tobacco industry companies. The main research question of the paper is: What are the main features of Philip Morris’ corporate communication? It was answered through six auxiliary research questions. The answers were obtained by the method of in-depth interviews, which were conducted with seven interlocutors, some of whom are employees of Philip Morris, and some experts in the tobacco industry, marketing, and communications. The sample of respondents was intentional, and the interviews were conducted live, over the phone, and via video call. When the information received from all interlocutors is summarized, an image of corporate communication is obtained. An image that is not typical for any other industry. While internal communication among employees is very open and based on a special multifunctional team called Transform As One, external communication with potential consumers is full of challenges and limited to face-to-face communication.

• Keywords: odnosi s javnošću; korporativne komunikacije; menadžment promjena; duhatnska industrija
• Keywords (english): public relations; corporate communications; change management; the tobacco industry
• Language: croatian
• URN:NBN: urn:nbn:hr:114:457284
• 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: Closed access
• Created on: 2020-10-27 10:07:54