CONTROL THROUGH ‘PERSONAL GROWTH’ A critical qualitative case study of an educational organization focusing on self-development and authenticity

Abstract: Title: Control Through ‘Personal Growth’ - A critical qualitative case study of an educational organization focusing on self-development and authenticity University: Lund University School of Economics and Management Course: BUSN49 - Degree Project in Managing People, Knowledge and Change Authors: Donika Krasniqi & Maria Strelkova Supervisor: Monika Müller Thesis purpose: The following research paper aims to contribute to the concept of normative control by exploring employee perceptions of culture management in an educational organization with a focus on personal growth Methodology: This study is conducted from a critical studies perspective using an interpretative approach. The empirical data is collected through a case study of the educational organization Brainwell and involves eleven semi- structured interviews and an analysis of publicly available company materials Findings: The findings demonstrate the presence of normative and neo-normative control in an educational organization with a focus on personal growth. Through personal growth concepts, private life aspects of employees are entered and shaped