Browsing by Department "Department of Languages and Communication"
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Item "Älä yritä!" Vuosina 2003-2004 käydyn yritys- ja pääomaverouudistuskeskustelun analyysi(2005) Haikala, Sari; Kielten ja viestinnän laitos; Department of Languages and Communication; Kauppakorkeakoulu; School of BusinessItem Argumentointi ja velvoittaminen kansalaisjärjestöjen jäsenlehtien pääkirjoituksissa.(2006) Aalto, Saija; Kielten ja viestinnän laitos; Department of Languages and Communication; Kauppakorkeakoulu; School of BusinessItem Arkkitehtuuri lehtijutuissa - Puheenaiheiden ja sanaston tarkastelua(2006) Paavilainen, Laura; Kielten ja viestinnän laitos; Department of Languages and Communication; Kauppakorkeakoulu; School of BusinessItem Automainoksen kuvien merkitykset ja mainoksesta rakentuva mielikuva. Semioottinen analyysi Mercedes-Benzin mainosliitteestä.(2008) Korpiaho, Niina; Kielten ja viestinnän laitos; Department of Languages and Communication; Kauppakorkeakoulu; School of BusinessItem Auttamista myymässä. Tutkimus kansalaisjärjestöjen varainkeruukirjeistä(2005) Anttonen, Liisi; Kielten ja viestinnän laitos; Department of Languages and Communication; Kauppakorkeakoulu; School of BusinessItem CEO perceptions of the strategic importance of communication(2010) Wuolanne, Noora; Department of Languages and Communication; Kielten ja viestinnän laitos; Kauppakorkeakoulu; School of EconomicsCEO Perceptions of the Strategic Importance of Communication Objectives of the study The objective of this study was to investigate CEOs’ perspectives on communication and its role in strategy work within organizations. Instead of exploring how communication should be conducted, this study focused on how CEOs perceive it. The study aimed to answer the main research question: What is the nature of communication and the communication function in strategy work from the perspective of the CEO? The main research question was answered by posing three sub-questions: How is communication involved in strategy work? What are the main benefits and challenges of the communication function in strategy work? And how does the CEO see him/herself as a communicator of the corporate strategy? Methodology This study was based on a qualitative approach. Empirical data was collected through seven semi-structured interviews: six CEOs and one Communication Director of international companies were interviewed. The CEOs interviewed had extensive working experience in management and chief executive positions. One Communication Director was chosen for the study to represent an experienced business professional with communicational background. In addition, his working wide experience with multiple CEOs was seen as an important aspect for the study. Results of the Study The research findings indicate that the nature of communication and the communication function in strategy work was important and it is seen as an essential part of management in their strategy work. Furthermore, the communication function contributed extensively to the overall strategy work of the company, also the CEO contribution to the communication plan of the strategy was seen significant. The main tasks of communication in the strategy work was to simplify the core ideas of the company’s strategy and to make sure that it is communicated correctly to all interest groups. The cooperation between the Communication Director and the CEO was the key to the successful strategy communication. All external communication was perceived as strategy communication since its main task is to establish and maintain the company’s image and reputation. While the interviewees argued that media was an aspect that the external communication should influence, it was also seen to create challenges. The CEO’s role in strategy work was varied depending on the person. The CEO as a company’s spokesperson was perceived crucial. Key Words International business communication, Corporate communication, CEO, Strategy, Management, Management communicationItem Choosing channels while acting as a channel: Perceptions of cross-border managers on mediated and strategy communication(2010) Blom, Päivi; Department of Languages and Communication; Kielten ja viestinnän laitos; Kauppakorkeakoulu; School of EconomicsObjective of the Study The objective of the study was to examine internal mediated communication and strategy communication within a multinational company from the perspective of a cross-border manager. The case organization of the study was a financial group operating in Northern Europe. Organized mainly by function, the company operates as cross-national organization and employs hundreds of cross-border managers (CBM), i.e. managers whose subordinates are situated in other countries than they are themselves. The study explored the perceptions of cross-border managers in order to answer the research questions: “In what ways do CBMs use communication media?“, “What media do CBMs prefer and why?”, “How do CBMs see their role in strategy communication” and “What are CBMs’ views on strategy communication?”. Methodology and Theoretical Framework The source of data in the present mixed method single case study consisted of 3 semi-structured interviews and 65 responses to a web survey conducted among cross-border managers in the case company. The participants were Finnish, Swedish, Norwegian and Danish. The theoretical framework of the study illustrated how a cross-border manager is both an active selector of channels for his communicative acts and at the same time a channel himself used in the cascading system to communicate strategy top-down in the organization. Findings and Conclusions The findings of this study suggest that cross-border managers are capable users of a wide variety of communication media, who switch between tools without an effort and are eager to utilize also the most recent communication tools. The most preferred media, however, are the traditional options of email, mobile phone and face-to-face meetings. As receivers, CBMs also prefer the Internet and the intranet. It was also found that CBM's consider it as their responsibility to make sure their subordinates understand what the corporate strategy means to their department and everybody's tasks and duties. One of the main findings of this study was that CBMs would prefer the strategy to be communicated by the top management instead of their immediate supervisor. These findings were utilized in giving recommendations for the development of internal communications in the case company.Item Communication through logos: study of the communicational means of organizational logos(2008) Niemelä, Hetti; Kielten ja viestinnän laitos; Department of Languages and Communication; Kauppakorkeakoulu; School of BusinessItem The communicational value of the corporate logo Case: IBM Finland(2009) Forsström, Maria; Department of Languages and Communication; Kielten ja viestinnän laitos; Kauppakorkeakoulu; School of EconomicsObjectives of the study The objective of this study was to identify the communicational value that corporation logos have for their internal and external audiences. Logos provide a tool for audiences to recognise and value an organisation but the main functions that global corporations’ logos evoke in the observers may vary from the corporations’ intended purposes. Which aspects are significant in a corporate logo design and which are the required factors in order to create powerful and one of the most recognized logos in the world? Has the corporate logo been linked to the image of the company? Once the positioning of the valuable and recognizable logo is completed, how will the future be constructed in terms of the company’s graphical design? These questions were focused on when researching the case company IBM’s logo image and exploring its current logo’s prolonged existence. Summary The methods used in the study were internal interviews at IBM Finland and focus group surveys of people who had no relation to the company. In addition, analyses of IBM and two other technology corporations’ logos in the same industry were used as part of methodology. These analyses were accomplished in order to outline likely existing logo design trends in the case company’s logo history. The data were analyzed by Melewar and Saunder’s CVI framework (2000, p.358). Conclusions The thesis showed that the corporate logo can provide various images for the viewers but the knowledge of the company behind the logo was not necessarily as strong. The essentiality of providing the company’s products or services behind the logo, especially when internal changes in the company are occurring, is strong. Visibility for the logo is important particularly if the logo’s use is to continue also in the company’s future businesses. Minor changes in IBM’s present logo were suggested since the meaning of the logo should support the theme of the core business, its central abiding message, instead of characterizing the product industry.Item "The Communicative Challenge of the EU Presidency for a Finnish Public Sector Organisation. Case of the Ministry of Defense"(2006) Oksava, Katja; Kielten ja viestinnän laitos; Department of Languages and Communication; Kauppakorkeakoulu; School of BusinessItem Creating an effective electronic newsletter. Case: UK trade and investment(2007) Kilpeläinen, Anna; Kielten ja viestinnän laitos; Department of Languages and Communication; Kauppakorkeakoulu; School of BusinessItem CSR reports and communication channels from the stakeholder point of view. Do the reports have an effect on consumers?(2010) Cervantes, Rodrigo; Department of Languages and Communication; Kielten ja viestinnän laitos; Kauppakorkeakoulu; School of EconomicsThe objective of the current research project was to find out if consumers actually know what social and environmental activities companies are involved in and if they do actually perform consumption decisions based on the information given by the company in their CSR and sustainability reports. In order to achieve the previously stated objective, three main research questions were drafted. Question one is how can CSR be communicated in a way in which consumers can understand and use its information to buy a product? Question two, how do customers use the internet to filter, make sense and share the information they get about any given company regarding CSR? And question three; do CSR and sustainability reports have a direct effect on the decision of a consumer to buy or not to buy a product? Out of these questions a research tool was built, which took the shape of an exploratory survey. The survey was applied to two main groups, the first group which was composed by the general public in Finland got the survey by mail; the objective was to collect an opinion from the general market in Finland. And a second group of surveys were done at the point of sale in the Nokia Flagship store in Helsinki; this group of surveys was intended to gather information regarding Nokia consumers specifically. To finalize the current research project the following conclusion has been made; consumers in Finland care about the environment; but they are not pro-active in their search for information regarding environmental, sustainable and ecological issues, activities and processes taken by companies. The Internet is not the most efficient communication channel to let consumers know what companies are doing regarding CSR activities and sustainable practices. However even though CSR reports do not have a direct effect on the decision of consumers to buy or not to buy a product; according to the results obtained in this research people are willing to change and buy products that have recycled materials and have been produced in a sustainable and environmentally friendly process.Item Developing a communication strategy based on employee perceptions of a non-profit's organisational identity. Case: Crisis Management Initiative(2009) Virta, Pia; Department of Languages and Communication; Kielten ja viestinnän laitos; Kauppakorkeakoulu; School of EconomicsObjective of the Study The objective of this study was to investigate employee perceptions of a non-profit organisation’s identity in order to provide guidelines for developing a communication strategy. The case organisation, Crisis Management Initiative (CMI), is a Finnish non-profit organisation, which operates globally in the fields of crisis management, conflict resolution and peace mediation. This study investigated the perceptions of CMI’s employees in order to provide answers to the following three research questions: 1) How do CMI’s employees perceive the features of CMI’s organisational identity? 2) How do CMI’s employees perceive CMI’s organisational reputation? and 3) How do CMI’s employees perceive the practises and challenges for CMI’s internal and external communication? Methodology and Data This research used a qualitative single-case study design and the empirical data consisted of 17 semi-structured interviews, which were conducted among all CMI’s employees in Helsinki and Brussels. Themes for the semi-structured interviews arose from the theoretical framework, which highlighted the importance of employees’ understanding of organisational identity as a starting point for developing a communication strategy. Data collection and analysis concentrated on three themes: features of CMI’s organisational identity, CMI’s organisational reputation and the challenges and practises for communication. Findings and Conclusions As a result of the interviews, several positive features were attached to CMI’s identity and reputation but also some uncertain areas of identity were identified. The interviewees pointed out that CMI is a highly appreciated expert in its field, an innovative and flexible organisation, known for its high-quality work and wide networks. Still, there was uncertainty about some areas of CMI’s identity, particularly related to CMI’s vision and future direction, core competence areas and the level of the networks. Hence, describing CMI’s operations and future direction for external stakeholders in an explicit way can be sometimes difficult. In addition, time for internal communication is limited which makes it hard to stay aware of internal matters and processes. A shared view among the employees was that CMI has a good reputation but it differs to some extent between stakeholder groups. Those who work in the same field know CMI and appreciate its work but those who do not know the field are confused about CMI. Even though CMI’s reputation was seen positive, the organisation’s internal processes are somewhat inconsistent with its reputation. As organisational identity forms the core of a communication strategy, the positive areas of the identity can be utilised when developing the communication strategy. Also, the uncertainties related to the identity need to be paid attention to when planning communication. As a result, recommendations on how CMI could, in the future, start developing a communication strategy based on its organisational identity were given for CMI’s management.Item Developing the investor web pages of a Finnish public listed company. Case: Ramirent Plc(2008) Salminen, Eija; Kielten ja viestinnän laitos; Department of Languages and Communication; Kauppakorkeakoulu; School of BusinessItem Draamaa etsimässä - klassisia draamatarinoita Cannesin Golden Lion -mainoselokuvissa 2003-2007(2008) Heinämies, Eira; Kielten ja viestinnän laitos; Department of Languages and Communication; Kauppakorkeakoulu; School of BusinessItem "Eläkepäivät kaikilla, Kissanpäivät yksillä." Verotuetun pitkäaikaissäästämisen mainonnan semioottinen analyysi(2010) Lindell, Auli; Department of Languages and Communication; Kielten ja viestinnän laitos; Kauppakorkeakoulu; School of EconomicsTutkimuksen tavoitteet Tutkimuksen tavoitteena on selvittää, millä visuaalisen ja verbaalisen mainonnan keinoilla asiakkaita houkutellaan verotuetun pitkäaikaisen eläkesäästämisen pariin. Tavoitetta lähestytään kartoittamalla mainosten visuaalisia ja tekstuaalisia elementtejä, tutkimalla niiden huomioarvoa sekä analysoimalla niiden herättämiä merkityksiä ja mielikuvia. Lisäksi tutkimuksessa selvitetään, mitä diskursseja mainosteksteistä löytyy. Tutkimusaineisto ja –menetelmät Tutkimuksen aineisto koostuu Nordean, Sampo Pankin ja OP-Pohjola-ryhmän verotuettuun eläkesäästämiseen liittyvistä suoramarkkinointi- ja lehtimainosmateriaaleista sekä pankkien verkkosivuilta löytyvistä mainoksista. Tutkimusaineistoon kuuluu yhteensä kymmenen mainosta. Tutkimuksen metodi perustuu semiotiikkaan, jonka avulla tutkitaan merkkejä ja merkkijärjestelmiä sekä niiden tuottamista ja käyttöä. Semiotiikka sopii metodiksi tähän tutkimukseen erityisesti siitä syystä, että analysoidut mainokset on poimittu erilaisista viestinnän kanavista ja sisältävät sekä kuvia että tekstiä. Tässä mielessä tutkimuksen aineistoa voi luonnehtia multimodaaliseksi. Tulokset Tutkimieni materiaalien perusteella näyttää siltä, että kaikki analysoidut toimijat käyttävät printtimainoksiaan huomion herättäjinä ja tarjoavat lisätietoja asiantuntijapalveluna konttoreissaan. Kohdepankkien mainonnassa hyödynnetään kaikkia mahdollisia kanavia ja mainosten teksteissä ja kuvamateriaaleissa käytetään vakuuttavaa argumentaatiota ja kattavaa valikoimaa erilaisia tehokeinoja. Koska kyseessä olevan tuotteen ominaisuudet ovat lailla säädeltyjä, mielikuvien luonti on erottautumisen kannalta tärkeä keino. Mainosten teksteistä nousee esiin neljä erilaista, yleisesti hyödynnettyä diskurssia: eläkesäästämisen uudet mahdollisuudet, unelmien herättäminen, eläkkeen pienuudella pelottelu sekä heti toimiminen. Unelmien herättäminen ja niiden rahoittaminen yhdistettynä laskureiden avulla todennettuun eläkkeen pienuuteen on kaikkien tutkittujen pankkien pääasiallinen viesti. Myös eläkesäästämisen uusia mahdollisuuksia ja etuja asiakkaalle korostetaan kaikkien toimijoiden mainoksissa.Item Employees as stakeholders in international CSR reporting: a case country comparison(2010) Harjanne, Päivi; Department of Languages and Communication; Kielten ja viestinnän laitos; Kauppakorkeakoulu; School of EconomicsHenkilöstö sidosryhmänä kansainvälisessä CSR raportoinnissa: Maakohtainen vertailu Tutkimuksen tavoitteet Tutkielman tavoitteena oli selvittää voidaanko case-yritysten GRI-ohjeistusta noudattavien CSR-raporttien välillä havaita kansainvälisiä eroja henkilöstöä koskevissa osioissa. Tutkielmaa ohjasivat seuraavat tutkimuskysymykset: (1) “Voidaanko GRI-ohjeistusta noudattavien CSR-raporttien välillä havaita kansainvälisiä eroja?”; (1a) “Mitä CSR-teemoja case-yritysten CSR-raporttien henkilöstöosiot käsittelevät?”; ja (2) “Mitkä tekijät voivat selittää näitä eroja?”. Tutkimusmenetelmät ja teoreettinen viitekehys Vastausta yllä esitettyihin tutkimuskysymyksiin haettiin kirjallisuuskatsauksen sekä case-yritysten CSR-raporttien empiirisen analyysin kautta. Kirjallisuuskatsaus muodosti tutkielman teoreettisen viitekehyksen, joka valaisi tutkimusaihetta ja -ongelmaa, sekä ohjasi empiiristä tutkimusta ja tulosten tarkastelua. Tutkielman empiirinen osio toteutettiin kvalitatiivisena tapaustutkimuksena, jossa case-yritysten GRI-ohjeistuksen mukaisia CSR-raportteja analysoitiin kvalitatiivista sisällönanalyysi menetelmää käyttäen. Tutkimuksen tulokset ja johtopäätökset Tutkielman tulokset osoittavat, että vaikka case-yritysten raporttien CSR-teemoissa esiintyi joitakin kansainvälisiä eroja, näyttävät GRI-ohjeistusta noudattavat raportit olevan melko yhtenäisiä sisältönsä suhteen. Aiempi tutkimus viittaa siihen, että globaalit raportointistandardit kuten GRI harmonisoivat kansainvälistä CSR- raportointia, ja tämän tutkielman tulokset tukevat osittain tätä. Tulokset osoittavat kuitenkin myös sen, että osa CSR-raporteissa esiintyneistä teemoista heijastaa raportoivan yrityksen paikallista kontekstia. Aiempi tutkimus osoittaa, että paikallinen konteksti, jossa yritys on kasvanut, vaikuttaa sen CSR-orientaatioon, ja tämän tutkielman tulokset tukevat tätä. Tutkielman tuloksilla on merkitystä kansainvälisen yritysviestinnän kannalta: vaikka globaali raportointistandardi, kuten esim. GRI, yleisellä tasolla auttaa harmonisoimaan kansainvälistä CSR-raportointia, tulee yritysten kuitenkin arvioida kuinka kansainväliset sidosryhmäyleisöt tulkitsevat niiden viestimää CSR-tietoa. CSR-aktiviteetit jotka ovat relevantteja raportoivalle yritykselle tietyssä paikallisessa kontekstissa, eivät välttämättä ole sitä sidosryhmäyleisölle toisessa paikallisessa kontekstissa.Item External corporate communication of Finnish ICT subsidiaries(2008) Lappalainen, Tiina; Kielten ja viestinnän laitos; Department of Languages and Communication; Kauppakorkeakoulu; School of BusinessItem "From ad hoc to a planned way of working": Use of processes and process models in corporate communication(2009) Korhonen, Nina; Department of Languages and Communication; Kielten ja viestinnän laitos; Kauppakorkeakoulu; School of EconomicsObjectives of the Study This study focuses on the use of communication processes in corporate communication and aims to show how international business communication as a discipline could benefit from process thinking. The main research question is: How can process thinking be utilized in corporate communication? Therefore, the study had two objectives. The first objective was to find out how corporate communication function can benefit from process thinking, and identification, and documentation of the core communication processes. The second objective was to identify the main communication processes in corporate communication. Summary Corporate communication is often seen as a hectic, ad hoc natured function, but the present study argues that by managing communication processes more effectively, a more systematic and planned way of working could be achieved. Previous research on the use of processes and process models in corporate communication was very limited. The literature review introduced Business Process Management (BPM), and discussed process models, their documentation and reported outcomes of processing. Finally, business communication was integrated to BPM by identifying the main corporate communication activities. The theoretical framework was constructed on the basis of Harrington’s (1995) framework for BPM and Ungan’s (2006a) framework for standardization. Empirical data was collected through two qualitative data collection methods: semi-structured interviews conducted in 14 Finnish companies and public organizations, and an online survey with open-ended questions with 82 respondents. Findings and conclusions The findings showed that processes do exist in corporate communication. Based on the data, the main communication processes in organizations could be identified. The main reason for documenting business communication processes seemed to be inconsistency in performing processes. Also, the reported benefits of process thinking in corporate communication were identified, as well as the possible risks involved. However, process improvement in corporate communication was not a widely spread practice. The main reason for this could be that processes had not been used for long in corporate communication, and thus they were not yet outdated. Business communication could benefit substantially from process thinking just as many other business disciplines have. Literature reviewed on business processes supported the use of processing in corporate communication. Effective communication is critical to organization’s success, and process thinking would improve overall efficiency and quality of communication processes. Keywords International business communication, corporate communication, ad hoc, business process management (BPM), process, process documentation, process model, process improvement, communication process, standardizationItem From global to local markets: The role of communication consultancies in localizing the launch communication of MNCs(2010) Ruotsalainen, Anni; Department of Languages and Communication; Kielten ja viestinnän laitos; Kauppakorkeakoulu; School of EconomicsObjectives of the Study This study focused on identifying the role of communication consultancies in localising the launch communication of MNCs and investigating how this communication is localized in practise. The main research question of what is the role of communication consultancies in the process of localizing MNCs? launch communication was divided into three research sub-questions: 1) What is the relationship between a communication consultancy and an MNC in a launch communication process like? 2) How do communication consultants localize MNCs? international launch communication? 3) How do communication consultants localize press releases to address the Finnish media? Methodology and the Theoretical Framework The empirical part of this study consisted of five theme interviews with Finnish communication consultants and a supportive genre-analysis of six press releases. The theme interviews were divided into two sets according to the focus: a pilot study and focused interviews. To illustrate the localization of the communication materials in practice, original and localized press releases were compared by using some tools of genre analysis. The theoretical framework of the study illustrated the localization process of the launch communication. It consisted of three different levels: 1) the participants in the process, 2) the process of localization and 3) the concrete communication materials localized in the process. Findings and Conclusions Launch communication as well as localization seemed both client and case dependent. The role of communication consultancies in the launch process depended on the status of the consultancy in the international network of communication consultancies in each case. Typically, there were two kinds of positions in the network: a lead consultancy and a local consultancy. The localization process seemed as a natural and inherent part of the consulting work since in any given communication case, not just localization, consultants evaluated and adjusted the plan to ensure the best possible outcome for the client. When considering if and how to localize launch communication, communication consultancies typically considered seven aspects: 1) current Finnish market conditions and operational environment, 2) industry sector, 3) client organizations, 4) product or service that would be launched, 5) possible cultural differences between the markets internationally, 6) differences in the media, and 7) language. The localization of press releases depended, as all consultant work, on the client MNC?s budget, time limit and policies. Typically, the communication consultants analyzed the original press releases carefully and revised them to make them effective in the Finnish market. It seemed that the original versions were used as master documents providing the key information which was then edited to fit the local needs.