Organisatsiooni sisemise imago analüüs Stora Enso Timber AS näitel
Date
2007
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Tartu Ülikool
Abstract
Description
The subject of this research work was Stora Enso Timber AS, part of the Baltic production group of
the Forest Product Wood Processing Division of the international corporation the Stora Enso
Group. The Estonian company is made up of five production units (the Imavere, Paikuse, Sauga and
Näpi sawmills and the Viljandi laminated timber factory) and its headquarters in Tallinn. Support
functions such as personnel, communications, information technology and logistics operate in turn
as teams offering unified and coordinated support services to the production divisions. Over the last
three years the company has undergone changes in both ownership and internal identity, integrating
its local organisation culture into the production machine of the international conglomerate. With a
complicated situation in terms of workforce it is vital that the employer recognise the importance of
knowing what internal target groups think of the company’s reputation among its workers and
whether that is in line with the vision the management has of an ideal image.
The main factors shaping the company’s internal image are job satisfaction, company stability, the
collective, working conditions and valuing of employees.
The hypothesis that there is a negative view of the company because of its inflexible management
structure and internal bureaucracy was partly confirmed, and this from image analysis and the in-
depth interviews conducted among members of the management. On the one hand, managers view
the regimented nature of the organisation culture as positive for creating a sense of security for
workers, while on the other they see the danger of such a regimented approach leading to high
levels of centralisation in achieving business goals.
A potentially negative image among the rank and file of the company was not detected on the basis
of the standardised surveys that were completed, as the workers expressed their appreciation of the
organisation culture that has been created within the company. However, the words used by
respondents to characterise the company suggest a possible change in this image in the event of the
company failing to improve on its organisation culture.
This research work could be considered to be of great importance to the company, as without the in-
depth interviews and qualitative analysis that were performed the results of the satisfaction survey
would probably have remained superficial and would not have presented a true view of the internal
image of the company.
Keywords
H Social Sciences (General), bakalaureusetööd, suhtekorraldus, organisatsioonid, töötajad, organisatsioonikommunikatsioon, kuvand, organisatsioonikultuur, organisatsioonikliima, töötajad, väärtused (filos.), sisekommunikatsioon