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Framtidens apotek: En fallstudie av ett apoteks interna marknadsföring
Södertörn University College, School of Business Studies.
Södertörn University College, School of Business Studies.
2010 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Background: Around the world, markets deregulates, which leads to increased competition. Meetings between the consumer and the employees of a company determine how the customer perceives the company and / or its brand. This has result in that many companies have realized the importance of internal using the same marketing skills that are used externally. In 2009, pharmacy market went from being a monopoly market to be a regulated competitive market.

Problem: Is there any internal conditions for a private company, whose culture and structure was formed under a state monopoly, to create a strong corporate brand?

Purpose: The purpose of this paper is to, through a case study, analyze and evaluate the internal marketing in a company which has undergone a change of ownership and retained the same staff.

Method: Through interviews with key personnel and staff , data was gathered for the case study, which means that the method is qualitative. Only one of the company's pharmacies has been included in the study.

Conclusions: The authors of this paper perceive that company has the required internal conditions to create a strong corporate brand, since the company i.e. has taken into consideration the history of the pharmacy staff, the management shows a personal commitment, campaigns are communicated internally, staff and customers consciously or unconsciously may be involved in shaping the content of the corporate brand, and that dialogue exists between staff and management so that management can have an understanding of how staff perceive the company's vision and corporate brand, which in turn leads the company to form a brand that staff can accept and understand because their norms and values has been taken into consideration.

Place, publisher, year, edition, pages
2010. , p. 62
Keywords [en]
internal marketing, case study, VCI, corporate brand, communications, change, culture.
Identifiers
URN: urn:nbn:se:sh:diva-3666OAI: oai:DiVA.org:sh-3666DiVA, id: diva2:327436
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2010-06-29 Created: 2010-06-29 Last updated: 2010-06-29Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-anglia-ruskin-university
  • 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