opsætning af opgave - VBN - Aalborg Universitet

Kulturen i Irmas strategiske kommunikation
December 2011 Hum. Inf. Aauk
1.0 Indledning .............................................................6
1.1 Problemfelt.................................................................................................................................................... 7
1.2 Problemformulering ................................................................................................................................. 8
1.3 Temarammeredegørelse......................................................................................................................... 9
1.4 Casebeskrivelse: Irma – historie og ”basis info” .........................................................................10
1.5 Irmas kultur ifølge Alfred Josefsen ...................................................................................................15
1.6 Metode og Teori valg ..............................................................................................................................18
1.6.1 Metodiske tilgange .............................................................................................................................. 18
1.6.2 Teoretiske tilgange.............................................................................................................................. 19
2.0 Metode................................................................20
2.1 Hermeneutik...............................................................................................................................................20
2.2 Metodefremgang i opgaven .................................................................................................................23
2.3 Indsamling af empiri...............................................................................................................................24
2.2.1 Faser i udarbejdelsen af et spørgeskema................................................................................... 26
2.2.2 Metodisk tilgang til spørgeskemaet..............................................................................................27
3.0 Teori ....................................................................28
3.1 Kulturens betydning for organisationen og brandet ................................................................28
3.1.1 Hvad er et brand?................................................................................................................................. 28
3.1.2 Hvad er kultur?...................................................................................................................................... 30
3.2 Corporate Branding.................................................................................................................................36
3.3 Storytelling..................................................................................................................................................38
3.4 Symbolistisk perspektiv ........................................................................................................................40
3.1.1 Brugen af symboler ............................................................................................................................. 41
3.1.2 Spiralen..................................................................................................................................................... 42
3.5 Den visuelle kommunkations model................................................................................................44
4.0 Analyser...............................................................47
4.1 Analyse af Krydderiet.............................................................................................................................47
4.2 Analyse af Irma butik..............................................................................................................................67
4.2.1 Arkitektur ................................................................................................................................................ 68
4.2.2 Indretning................................................................................................................................................ 69
4.2.3 Medarbejdernes fysiske placering................................................................................................. 72
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