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AstraZeneca: Vikten av intern marknadsföring och kommunikation i samband med fusioner
Södertörn University College, School of Business Studies.
2007 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 points / 15 hpStudent thesis
Abstract [en]

In the society of today it’s very hard for companies to succeed with mergers. (A.L.Pablo, M.Javidan:2004) This study intends to elucidate the importance of internal marketing and internal communication with mergers. The intention with this essay is to study and analyse the merger between the two companies Astra and Zeneca and study the employers at the time when the merger took place in 1999.

I have chosen to do this study on the basis of an employer’s perspective. I have used existing theories as internal communication, internal marketing and mergers and acquisition. The empirical data is based on a questionnaire focusing on how the employers handled the merger AstraZeneca. The questionnaire was responded by 60 employers from AstraZeneca.

The conclusion in this study is that internal marketing and internal communication are really important for mergers to succeed and that the internal marketing and communication in AstraZeneca was well organised. That was the main reason for AstraZeneca’s success. Companies should understand the importance of internal cooperation especially with mergers, when a lot of knowledge and information is vital for succeed.

Place, publisher, year, edition, pages
Huddinge: Institutionen för ekonomi och företagande , 2007. , 37 p.
National Category
Fusion, Plasma and Space Physics
Identifiers
URN: urn:nbn:se:sh:diva-1007OAI: oai:DiVA.org:sh-1007DiVA: diva2:15053
Uppsok
fysik/kemi/matematik
Supervisors
Examiners
Available from: 2007-01-31 Created: 2007-01-31

Open Access in DiVA

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52aa05f03e2231dbd1c852270985a995a708b071a2b477abdb17a84994c875969a427298
Type fulltextMimetype application/pdf

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Fusion, Plasma and Space Physics

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf