Is a Brand Light, Flexible, and Disposable? A Closer Look at Ingka Centres in the Face of Change – An Exploratory Case Study

University essay from Lunds universitet/Företagsekonomiska institutionen

Abstract: The aim of this thesis is to explore the interrelation of employer branding and employee engagement in the context of corporate restructuring and organizational change. Our research follows an interpretative and abductive approach. We have conducted a qualitative case study with Ingka Centres as our case company. This thesis contributes to the literature on employer branding and employee engagement in the face of organizational change. Specifically, through the illustration of IKEA Group’s corporate restructure and communication of change.

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