Employee Branding at a Pharmaceutical Company
JÖNKÖPING INTERNATIONAL BUSINESS SCHOOL
JÖNKÖPING UNIVERSITY
Employee Branding at a pharmaceutical company
Bachelor Thesis in Business Administration Authors: Niclas Månsson Erik Thorsén Mikael Törnqvist Tutor: Jönköping Jean-Charles Languilaire JUNE 2010
JÖNKÖPING INTERNATIONAL BUSINESS SCHOOL
JÖNKÖPING UNIVERSITY
Acknowledgement
We would like to thank all participants at Company X for their involvement and especially express our gratitude to the CEO for his support. We also thank the three members of the top management at Company X for participating in the interviews and the CEO assistant at Company X for her help regarding the administration. We are also very grateful for the engagement and constructive feedback from our supervisor Jean – Charles Languilaire at Jönköping International Business School.
Niclas Månsson
Erik Thorsén
Mikael Törnqvist
i
Bachelor Thesis in Business Administration
Title: Employee Branding at a pharmaceutical company Authors: Niclas Månsson, Erik Thorsén, Mikael Törnqvist Tutor: Jean – Charles Languilaire Date: May 2010 Key words: employee branding, psychological contract, branding, internal communication, desired brand image, corporate values
Abstract
This bachelor thesis in business administration investigates the employee branding process of Company X in order to gain an understanding of how the company works with and can utilize this as an efficient tool. Recent research shows that Swedish companies that focus on building their brands are more profitable than companies that do not. Furthermore, research show that relationship building is an increasingly important area of marketing, which means that employees have a key role in creating a brand through the relationships they build. As Company X to some extent relies on relationship building in a multistakeholder environment, where pharmaceutical companies traditionally have competed through innovation, employee branding could be used as a
JÖNKÖPING UNIVERSITY
Employee Branding at a pharmaceutical company
Bachelor Thesis in Business Administration Authors: Niclas Månsson Erik Thorsén Mikael Törnqvist Tutor: Jönköping Jean-Charles Languilaire JUNE 2010
JÖNKÖPING INTERNATIONAL BUSINESS SCHOOL
JÖNKÖPING UNIVERSITY
Acknowledgement
We would like to thank all participants at Company X for their involvement and especially express our gratitude to the CEO for his support. We also thank the three members of the top management at Company X for participating in the interviews and the CEO assistant at Company X for her help regarding the administration. We are also very grateful for the engagement and constructive feedback from our supervisor Jean – Charles Languilaire at Jönköping International Business School.
Niclas Månsson
Erik Thorsén
Mikael Törnqvist
i
Bachelor Thesis in Business Administration
Title: Employee Branding at a pharmaceutical company Authors: Niclas Månsson, Erik Thorsén, Mikael Törnqvist Tutor: Jean – Charles Languilaire Date: May 2010 Key words: employee branding, psychological contract, branding, internal communication, desired brand image, corporate values
Abstract
This bachelor thesis in business administration investigates the employee branding process of Company X in order to gain an understanding of how the company works with and can utilize this as an efficient tool. Recent research shows that Swedish companies that focus on building their brands are more profitable than companies that do not. Furthermore, research show that relationship building is an increasingly important area of marketing, which means that employees have a key role in creating a brand through the relationships they build. As Company X to some extent relies on relationship building in a multistakeholder environment, where pharmaceutical companies traditionally have competed through innovation, employee branding could be used as a