Communication of Values : A Qualitative Study at Stena Metall

Abstract: Purpose: The purpose of this thesis is to investigate Stena Metall’s values and how they are communicated within the organization. Background: In the Fall of 2008, the world was shocked by the worst financial crisis in decades. The crisis had deep effects on the Swedish economy, and many companies suffered heavily. The recycling and environmental service company Stena Metall experienced their first negative result in 30 years, and 900 employees had to leave the company. An action program, including an altered culture was established with the purpose to adapt the operations to the new business environmental conditions. Values, which are a part of the organizational culture, were decided to be an important part of the change. To implement these in the entire organization a well-structured communication process is needed. Within these subjects; values and communication, a qualitative study at Stena Metall has been conducted. Method: To fulfill the purpose, a qualitative method has been used. Thirteen interviews were conducted to collect data from different levels of the organization. The interviews were designed differently based on the employee’s level of responsibility in the organization. The theoretical framework used when analyzing the empirical material includes earlier research in the areas of culture, with emphasis on values, and communication. Conclusion: Two set of values have been identified, core values and aspiration values. The findings indicate a gap in the communicational process at Stena Metall. Part of the new information communicated about Stena Metall´s values is lost on its way from the management to the lower levels in the organization. The perception of what the values mean, both core and aspiration values, differs depending on level in the organization.