INTERNAL COMMUNICATIONS AS A MANAGEMENT TOOL

There are many authors and definitions of internal communications. Different authors define internal communications through various approaches, mainly comparing them with internal marketing. The entire company must adopt the philosophy of internal communications and it must be supported by the organizational culture and management. Of course, internal communications must be aligned with external marketing and company’s objectives so that the co-workers would know and understand their contribution as to provide the best possible services to clients. The biggest challenge for companies is an unclearly defined role of internal communications, as well as the fact that management often forgets how important internal communications are for successful business. In addition to the before mentioned challenges, I will also write about a number of internal communication tools used by multinational companies for successful business. The research for this thesis is focused on internal communications and internal communication tools in multinational companies. I will also describe the importance of corporate culture as part of setting up the business, as well as in the development of the business on a new market. I will define the key elements of internal communications, importance and characteristics of internal communications, and new trends. In order to better understand the theoretical part of this thesis I have prepared a case study focusing on the implementation of internal communications, internal communication tools, and management inclusion. Through an example of a case study on IKEA, a Swedish manufacturer and seller of home furnishing products, I will highlight internal communication tools used by the company in order to engage co-workers so that they can commit to their tasks in order to help the company achieve its business objectives.There are many authors and definitions of internal communications. Different authors define internal communications through various approaches, mainly comparing them with internal marketing. The entire company must adopt the philosophy of internal communications and it must be supported by the organizational culture and management. Of course, internal communications must be aligned with external marketing and company’s objectives so that the co-workers would know and understand their contribution as to provide the best possible services to clients. The biggest challenge for companies is an unclearly defined role of internal communications, as well as the fact that management often forgets how important internal communications are for successful business. In addition to the before mentioned challenges, I will also write about a number of internal communication tools used by multinational companies for successful business. The research for this thesis is focused on internal communications and internal communication tools in multinational companies. I will also describe the importance of corporate culture as part of setting up the business, as well as in the development of the business on a new market. I will define the key elements of internal communications, importance and characteristics of internal communications, and new trends. In order to better understand the theoretical part of this thesis I have prepared a case study focusing on the implementation of internal communications, internal communication tools, and management inclusion. Through an example of a case study on IKEA, a Swedish manufacturer and seller of home furnishing products, I will highlight internal communication tools used by the company in order to engage co-workers so that they can commit to their tasks in order to help the company achieve its business objectives