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School of Business | Department of Management Studies | MSc program in Corporate Communication | 2016
Thesis number: 14724
From "corporate mumbo jumbo" to relevancy: a case study of corporate values
Author: Peltonen, Tuulikki
Title: From "corporate mumbo jumbo" to relevancy: a case study of corporate values
Year: 2016  Language: eng
Department: Department of Management Studies
Academic subject: MSc program in Corporate Communication
Index terms: viestintä; yritysviestintä; johtaminen; arvot; retoriikka; organisaatiokulttuuri; yrityskulttuuri
Pages: 96
Key terms: values; arvot; espoused organizational values; julkilausutut organisaatioarvot; corporate values; yritysarvot; values enactment; value congruence; core qualities; ydinominaisuudet; organizational culture; organisaatiokulttuuri; internal communication; sisäinen viestintä; corporate communication; yritysviestintä; values-based management; arvoperusteinen johtaminen; leadership philosophy; johtamisfilosofia
Purpose - The purpose of this Master's thesis is to explore the phenomenon of espoused organizational values and their internal communication from a critical perspective. One approach to values in the context of an organization is described to produce fresh insights on the topic in corporate communication as a field of research.

Methodology and data - The thesis provides an empirical single-case study in an IT consultancy employing 750 people. The research followed a qualitative approach. The data were collected from a qualitative online survey and semi-structured interviews.

Findings - The findings encouraged to approach espoused organizational values from a critical perspective: it was questioned whether a company as a single entity can have values. It was suggested that it is beneficial for a modern organization to listen to the values of individuals and let people discuss, meet and create new knowledge based on their interests. Strengthening core qualities (in the case competence, creativity and business sense) that show as the fulfillment of the service promise, was seen as more central and relevant than promoting corporate values as "rules" for human thought and behavior.

Practical implications - The case study has many interesting aspects for other organizations. It stresses the importance of organizational culture in the "war for talent" and shows a topical benchmark in this topic. The empirical research explains how the core qualities are tied to the recruitment, talent management and knowledge sharing of the organization.
Master's theses are stored at Learning Centre in Otaniemi.