Developing internal communication of the strategy

Main objective of the thesis is to bring strategy closer to everyday life in the study organization. There is executed survey in the organization to find out how strategy is guiding work in the sales teams at the moment. The conceptual framework of this thesis is created by studying relevant literature in the field of strategy, internal communication, strategy communication and strategy implementation. The survey is implemented as mixed research as the survey has quantitative questions and open questions as a qualitative part. Applied research approach is action study. Concrete development ideas are given based on the findings in the survey. Findings show that there is most improving in the area of internal communication of the strategy. There are suggested development actions for top management and managerial level. Development ideas for top management are: using several communication channels, adding dialogue, memorable strategy message and accessible information. Developing idea for managerial level is to start using balanced scorecard as a communication tool. Due to organizational changes, lack of resources and researcher’s maternity leave there is no possibility to implement these development ideas in the organization