Internal communication in B2B context : A case study at Electrolux

Abstract: Effective internal communication is an important factor for organizational success. Organizations need to evaluate and improve their internal communication especially in an increasingly difficult and competitive economic environment. In this regard, measurement instruments enable organizations to monitor communication effectiveness of internal communication systems (Ruck & Welch, 2012). The focus for this study will be the concept of internal communication within an organization. In order to establish and identify the purpose of the study a literature review was        performed that examined the existing research within the field.The purpose of this study is to investigate the factors that influence the effectiveness of internal communication from the employee perception at the logistic department of Electrolux. Three research questions were then conducted in order to answer the purpose. The study has been conducted through a case study in the form of in-depth interviews. The study was carried out through 11 interviews with employees from the logistic department of Electrolux Laundry System AB in Ljungby. In the current business environment a formal way of strategically handle the              communication that is practiced within an organization is needed in relation to higher competitive advantage. The study reveals that Electrolux logistic center is not practicing this in any higher degree in accordance to the theory of effective communication. No clear goal regarding communication or measuring communication was identified. In accordance to this practical managerial implication was concluded based on these findings. The presented research model done was suggested to be developed as a further research