Title: Where Identity Meets Meaning - An interpretivist qualitative case study on identity construction in mission-driven non-profit organisations Authors: Leonie Erika Renate Brake and Emily Florentine Horn Supervisor: Stefan Sveningsson, Professor of Business Administration Lund University School of Economics and Management, Sweden Submission Date: 25th of May 2025 Purpose: This study aims to un

This study investigates how brand trust is constructed, challenged, and redefined on dating applications, with a focus on the communicative strategies and lived experiences of female users. Adopting a qualitative approach grounded in thematic analysis, it draws on semi-structured interviews with 15 women residing in Sweden to examine how users negotiate trust in emotionally charged, algorithmicall

In communication and management research, employee voice has been widely acknowledged as a central component for organizations long term development and survival. With the increasing digitalization and need for flexibility, digital workplace meetings have become a common form of communication, demonstrating a new arena where employee voice is expressed and shaped. Thus, the aim of this study is to

Student Brand Ambassadorship: The Influence of Identification with the University on Student Advocacy in Higher Education Institutions This study investigates how students’ identification with the university influences their willingness to engage in brand-supporting behaviors, conceptualized as student brand ambassadorship. This study argues for a differentiation between university as organizatio

Agility has emerged as a strategic ideal across many sectors, especially within financial institutions facing heightened pressure to respond swiftly to technological disruption, regulatory shifts, and market volatility. While commonly positioned as a solution to organizational inertia, agility is often promoted through leadership programs and strategic narratives that assume a shared understanding

Purpose: The purpose of this study is to contribute to a deeper understanding of how intensified public media attention influences the ways in which middle managers interpret and navigate in a large-scale change process. Our study aims to offer new insights into the implications of public news media coverage for individual sensemaking during a large-scale organizational change. Methodology: This

This thesis investigates how government communication officers navigate the strategic challenges posed by homeless media—informal, unregulated digital actors that increasingly shape public discourse in Indonesia. Drawing on qualitative interviews with eleven officers across national-level agencies, the research applies the Government Communication Decision Wheel (GCDW) and the concept of instituti

This thesis explores how creative professionals in a global automotive company's advanced design department navigate the creative process when designing for uncertain long-term futures. Through ten semi-structured interviews and an interpretive, qualitative approach, the study investigates how meaning is constructed and ideas are developed in contexts lacking clear problems, timelines, or eval

This study discusses IKEA's brand storytelling across its official websites and Chinese social media platforms, with a focus on the balance between consistency and localisation in its brand narratives on the Swedish and Chinese official websites, as well as the expression of local adaptation in the brand's official accounts on Xiaohongshu and Weibo. Through multimodal social semiotic analy

Foundation and Purpose: This research paper explores identity and sensemaking in the context of organizational change. The theoretical basis is anchored in the context of NPOs, studying the particular case of a trade union in Northern Europe embracing digital transformation. The study of this phenomenon is relevant as it explores a trade union’s efforts to remain current and to continue as a purpo

Title: Belongingness and Submission: Confining Chefs in Abusive Environments Authors: Jessica Lundqvist & Johanna Wiese Supervisor: Sanne Frandsen, Lund University, Sweden Examiner: Roland Paulsen, Lund University, Sweden Course: BUSN49, Degree Project in Master’s Programme Managing People, Knowledge and Change, Business Administration Submission Date: May 26, 2025 Purpose: The purpose

Abstract Title: The Power of Devotion: The Warm Embrace of Brand Control Authors: Axel Fredlund and Johannes Gustavsson Supervisor: John Murray Course: BUSN49, Degree Project in Master’s Programme, Managing People, Knowledge and Change, 15 ECTS Purpose: This thesis aimed to explore how subjects of brand-centered control perform emotional labour. The focus of our study is how brand-centered

A case study of Ukrainian backlash towards Amnesty International’s report that raises a higher question of decentralization of communication in international NGOs The study contributes to the application and development of crisis communication response strategies during major communication scandals. It focuses on global NGOs with localized international representation. Local branches are identifi

This thesis takes Pop Mart as a representative to study how emerging Chinese brands participate in the construction of global identity through visual and emotional narratives. Under the guidance of postcolonial theory, this study analyzes how Pop Mart strikes a balance between cultural expression and global appeal by designing hybrid characters that integrate East Asian aesthetics with global visu

This study focuses on the perception of Nordic brands by Chinese consumers in the context of cross-cultural brand communication, with an emphasis on the influence of the country-of-origin (COO) effect and consumer ethnocentrism on brand attitude and purchase intention. The research adopts quantitative methods, through online questionnaire surveys. Consumers’ responses from new first-tier, first-ti

This study examines how Chinese CEOs construct culturally resonant brand personas through narrative strategies and archetypal roles across multiple digital platforms, using Lei Jun as a representative case. Grounded in a constructivist communication paradigm, the research integrates cultural branding theory, archetype theory, and narrative analysis to conceptualize branding as a process of meaning