SATS + e2 = SANT? : en studie av SATS lednings kommunikationsstrategi då träningskoncernen förvärvade den dåvarande konkurrenten e2

• Main Author: Sehlström, Maria
• Format: Others
• Language: Swedish
• Published: Uppsala universitet, Medier och kommunikation 2008
• Subjects: communication strategy; communication processes; SATS; e2; change communication; information; evaluation; Media and communication studies; Medie- och kommunikationsvetenskap
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-106490

Aim: The aim of this essay is to study the communication strategy that the company SATS developed before taking over the company e2. The following questions are to be answered: - what was the planned communication strategy before taking over the company e2? - did SATS follow their original plan when implementing this strategy? – Which strengths and weaknesses of the communication strategy can be identified based on opinions of the employees? Material/Method: Together with literature and document studies, a qualitative method has been used and seven personal interviews have been conducted. One informant was selected due to professional position; the other six respondents were former employees of the affected company e2. Main results: The main results from the study show that the company SATS did in fact follow their plan very accurately with only some minor changes such as an earlier started education program and exclusion of an initially planned evaluation activity. Communication about the takeover of e2 to employees was quick and clear. This can be seen as strength of the strategy. The employees were positive to all of the activities that involved personal contact and face to face meetings. However the employees were negative to the limited possibilities for contribution of opinions and also to the lack of a thorough evaluation of the communication activities.