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The Challenges of Internal Communication about Environmental Sustainability
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2015 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This exploratory study aims to find out the challenges multinational corporations are facing when communicating about the ecological pillar of sustainability internally. By conducting an in-depth investigation of one multinational company, the study identifies three themes which imply potential drawbacks for the company’s goal to become an environmental pioneer within the operating industry. The first obstacle is related to the abstract content and intrinsic character of the sustainability idea. Furthermore, complex international business structures including different target groups hamper the internal sustainability communication, which pursues a peculiarly wide audience and is therefore dependent on the multiplier effect for the spread of information. Moreover, the intrinsic value of sustainability causes a priority lack, perception difficulties of the communicated messages as well as gaps between attitude and behavior. A long time period is required in order for the internal communication to achieve a change. All in all, especially the abstract, voluntary and intrinsic character of sustainability makes the communication uniquely difficult and thus demanding an overall change of the society’s attitude and prospect towards the topic.

Place, publisher, year, edition, pages
Keyword [en]
Communication, Multinational Corporation, Internal Communication, Environmental Sustainability, Communication Challenges
National Category
Business Administration
URN: urn:nbn:se:uu:diva-257380OAI: oai:DiVA.org:uu-257380DiVA: diva2:839119
Educational program
Master Programme in Sustainable Management
Available from: 2015-07-02 Created: 2015-07-01 Last updated: 2015-07-02Bibliographically approved

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Master Thesis(1279 kB)141 downloads
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