Muutuste kommunikatsioon Elioni näitel
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Date
2005
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Publisher
Tartu Ülikool
Abstract
Description
The current Bachelor’s (“Change communication based on the case of Elion“) thesis focuses
on the analysis of the process of changing AS Eesti Telefon into Elion from the viewpoint of
organisation culture and organisation communication. The paper analyses the internal
communication during the period of changes or communicating of changes to the company’s
internal target groups through mediation of different channels and based on the organisation
culture and communication of the restructured company (1.5 years after the change) and
viewpoints of employees of sales organisation. The objective of the analysis is to assess the
success of internal communication during the period of changes, established organisation
culture and its compliance with the objectives and values of the restructured organisation.
The theoretical part of the paper includes the main terms and definitions related to the paper.
The latter also provides an overview of the organisation and communication theory
approaches related to the topic.
The following research questions were set for carrying out the analysis:
1. When did the information on changing the name and visual identity reached
the members of sales organisation?
2. Did the messages on the reasons of changes reached the employees and which
were the significant communication channels?
3. Do employees consider the change as grounded and necessary?
4. How do the employees assess the restructured organisation and working there
(assessment of employees on motivation, cooperation, communication, internal
climate of organisation)?
5. How do the employees assess Elion in comparison with one ideal company x?
The questionnaire carried out among the employees of sales, service and supply organisations
of Elion Ettevõtted AS is the empirical material of the Bachelor’s thesis. The questionnaire
consists of both closed and open questions. The closed questions were analysed based on the
quantitive and open questions based on qualitative method.
According to the results of the carried out research most of the respondents heard of the
company’s name change for the first time on the family day organised in Spring 2003 in Saku
Suurhall. 80% of the respondents stated that they also became aware of t he reasons for
changes and the background information. Such information was mainly obtained from the
electronic internal communication channels and information days. The majority (87%) of the
respondents considered the changing of Eesti Telefon into Elion either more or less necessary.
The answers to the question regarding the working in the renewed organisation were above
average positive. More than half of the respondents believed that working in Elion is quite
prestigious.
Two factors differentiated reg arding the motivation which motivated the majority of the
questioned: valuation of work and working in the fast-developing trendy sector. The
respondents also assessed the changes having been carried out in the organisation and subunit
within last 1.5 years as positive – most of the respondents were partly or quite satisfied with
the changes made. Also, the management of organisation and its own subunit was assessed as
satisfactory and the teamwork of the company was evaluated good. The employees obtain
professional information mainly from the service website, internal portal, training, through
direct superior, through e -mail and communication with the colleagues. The respondents
would mostly prefer to obtain information from the direct superior, electronic internal
communication channels and e-mail. More than half of the respondents stated that no major
faults exist in the company’s information flow – information flow is smooth in the company.
The faults in the information flow occur in the direction from up to down according to the opinion of the respondents (25% stated that no information could be obtained from the
manager). The assessment on the internal climate of organisation was different as to the
respondents, depending mainly on the internal climate of the specific unit of the respondent,
but the internal climate received all in all positive assessment from the respondents.
Elion is evaluated quite highly based on the questions included in the questionnaire compared
to one ideal company x. Some difference still occurs in part of social factors. As to the listed
values, the values of Elion and the ideal organisation x were extremely similar.