Indholdsfortegnelse - Kommunikationsforum

analyses and finally let the theory and empirical work come into play in an
integrated perspective.
We start out with a social theoretical description of the increasing spread of values
in the business community (chapter 2) followed by a short presentation of the
value phenomenon (chapter 3).
In an internal company perspective, we illustrate how values can be placed in
relation to organizational structure (chapter 4), identity (chapter 5), and culture
(chapter 6). Thereafter, we study how the company can go through a change by
means of values (chapter 7) and we discuss the interplay between values and
internal communication compared with selected communication strategies,
linguistics and ethos perceptions (chapter 8). Finally, the theoretical aspects are
used, concretized, and problematized in an analysis of the use of values of Danske
Bank group where both process (the phases of using values) and product (value
pamphlets) will be discussed (chapter 9).
In the external company perspective, the values are linked to the companies’
external branding. We discuss whether a company is able to control or just
influence their image through deliberate use of values (chapter 10). This is
followed up empirically where we analyze how the values are expressed on
Danske Bank and BG Banks’ homepages (chapter 11).
Finally, we treat the values in an integrated perspective where our empirical
results interact with the theory (chapter 12) for thereafter to present our overall
conclusion on this thesis.
In conclusion, the theory and empirical work point to that a solid and holistic
oriented use of values can turn seemingly similar sounding values into unique
identity carriers for a particular company. Various linguistic and communicational
theories as well as the identity term are especially good at open up for the values’
potential. Furthermore the empirical results show that Danske Bank and BG Bank
edify different identities and profiles despite of a starting point with the same
values. The use of values force the companies to pause and define themselves.
Values require interpretation and action and are thereby an important step in an
identity search. A company would therefore be able to strengthen their identity
with the right involvement, hard work, and money, and thereby their position on