AAS “BTA Baltic Insurance Company” iekšējās komunikācijas analīze periodā no 2018. līdz 2019 .gadam Latvijā
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Date
2020
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Rīgas Stradiņa universitāte
Rīga Stradiņš University
Rīga Stradiņš University
Abstract
Bakalaura darba nosaukums ir “AAS ”BTA Baltic Insurance Company”” iekšējās komunikācijas analīze periodā no 2018. līdz 2019. gadam Latvijā. Darba mērķis ir izpētīt, kā uzņēmuma AAS “BTA Baltic Insurance Company” iekšējās komunikācijas stratēģija palīdz sasniegt uzņēmuma stratēģisko mērķi.
Tehnoloģiju attīstība izmainījusi iekšējās komunikācijas fundamentālo ainu, kā arī uzņēmumu iekšējās komunikācijas formulu. Veicot inovatīvas pārmaiņas uzņēmumā, nereti organizācijas koncentrējas uz ārējo mērķauditoriju vajadzībām, taču lai uzņēmums sasniegtu uzstādītos stratēģiskos rādītājus, nepieciešams izstrādāt pielāgotu iekšējo komunikāciju. Organizācijas ir ieinteresētas sasniegt augstu darbinieku iesaistes līmeni, jo novērojama ir skaidra saikne starp biznesa rezultātiem, klientu servisa līmeni, produktivitāti un inovācijām.
AAS “BTA Baltic Insurance Company” ir viens no vadošajiem apdrošināšanas pakalpojumu sniedzējiem Baltijas valstīs, kas piedāvā visplašāko nedzīvības apdrošināšanas pakalpojumu klāstu. 2018. gadā Baltijas apdrošināšanas tirgū bija vērojama ļoti dinamiska attīstība un BTA tika pakļauts gan ārējām, gan iekšējām pārmaiņām.
Darbs balstīts uz: Džeimsa Gruniga un Toda Hanta četru sabiedrisko attiecību modeļu teorijas (Grunig un Hunt 1984); Ričarda Dafta un Roberta Lengela mediju bagātības teorijas (Daft un Lengel 1983); Džeimsa Gruniga un Toda Hanta apkopotajām 4 vadības stilu teorijām; Abrahama Maslova motivācijas teorijas.
Bakalaura darba sākumā uzstādītais mērķis tika sasniegts un tika atrasta atbilde uz pētāmo jautājumu. Iekšējās komunikācijas stratēģija tendenciozi koncentrēta uz iekšējām aktivitātēm, kas visciešāk korelē ar organizācijas stratēģisko mērķi, piedaloties organizācijas veiksmes attīstībā, motivējot darbiniekus un to apmierinātību.
BTA ne tikai sasniedza nostādīto 2018. gada stratēģisko mērķi, bet arī pārsniedza vidējos tirgus rezultātus, jo BTA iekšējā komunikācija un tās stratēģija spēcīgi balstās uz uzņēmuma vērtībām, kuras ar komunikācijas palīdzību ir labi apzinātas darbinieku vidū.
Informētība, kuru veicina īpaši pielāgoti iekšējās saziņas kanāli – īpaši galvenais iekšējās komunikācijas kanāls – intranets, un darbinieku iesaiste nozīmīgos uzņēmuma procesos, palielina motivāciju un apmierinātību, kas korelē ar spēju mērķu sasniegšanu. IK regulāri tiek pielāgota dinamiskajam tirgum un darba videi, kas palīdz vieglāk implementēt regulārās inovācijas.
Darbs sastāv no 61 lapas un 13 pielikumiem.
The title of the bachelor's thesis is “BTA Baltic Insurance Company AAS internal communication analysis from 2018 till 2019 in Latvia”. The aim of the research is to find how the internal communication strategy of the company AAS “BTA Baltic Insurance Company” (BTA) helps to achieve the strategic goal of the company. Technology development has changed the fundamentals of internal communication (IC) and its corporate formula. When making innovative changes, companies often focus on the needs of external audiences, but in order for the company to achieve the strategic goals, it is necessary to develop customized IC. Organizations should be interested to achieve a high level of employee engagement, as there is a clear link between business performance, productivity and innovation. BTA is one of the leading insurance service providers in the Baltic States, offering the widest range of non-life insurance services. In 2018, the Baltic insurance market developed dynamically and BTA was subjected to external and internal changes. The work is based on: four public relations theory models by James Grunig and Todd Hunt; Richard Daft and Robert Lengel's media richness theory; 4 management style theories summarized by James Grunig and Todd Hunt; Abraham Maslow's motivation theory. The goal set at the beginning of the bachelor's thesis was achieved and the answer to the research question was found. The IC strategy tends to focus on internal activities that most closely correlate with the organization's strategic goal, participating in the development of the organization's success, motivating employees and their satisfaction. BTA not only achieved the strategic goal for 2018, but also exceeded the average market results, as BTA's IC and its strategy are strongly based on the company's values, which are well known among employees through communication. Awareness, driven by tailored IC channels - especially the main IC channel - intranet, and employee involvement in important business processes, increases motivation and satisfaction, which correlates with the ability to achieve goals. IC is regularly adapted to the dynamic market and work environment, which helps to implement regular innovations more easily. The work consists of 61 pages and 13 appendices.
The title of the bachelor's thesis is “BTA Baltic Insurance Company AAS internal communication analysis from 2018 till 2019 in Latvia”. The aim of the research is to find how the internal communication strategy of the company AAS “BTA Baltic Insurance Company” (BTA) helps to achieve the strategic goal of the company. Technology development has changed the fundamentals of internal communication (IC) and its corporate formula. When making innovative changes, companies often focus on the needs of external audiences, but in order for the company to achieve the strategic goals, it is necessary to develop customized IC. Organizations should be interested to achieve a high level of employee engagement, as there is a clear link between business performance, productivity and innovation. BTA is one of the leading insurance service providers in the Baltic States, offering the widest range of non-life insurance services. In 2018, the Baltic insurance market developed dynamically and BTA was subjected to external and internal changes. The work is based on: four public relations theory models by James Grunig and Todd Hunt; Richard Daft and Robert Lengel's media richness theory; 4 management style theories summarized by James Grunig and Todd Hunt; Abraham Maslow's motivation theory. The goal set at the beginning of the bachelor's thesis was achieved and the answer to the research question was found. The IC strategy tends to focus on internal activities that most closely correlate with the organization's strategic goal, participating in the development of the organization's success, motivating employees and their satisfaction. BTA not only achieved the strategic goal for 2018, but also exceeded the average market results, as BTA's IC and its strategy are strongly based on the company's values, which are well known among employees through communication. Awareness, driven by tailored IC channels - especially the main IC channel - intranet, and employee involvement in important business processes, increases motivation and satisfaction, which correlates with the ability to achieve goals. IC is regularly adapted to the dynamic market and work environment, which helps to implement regular innovations more easily. The work consists of 61 pages and 13 appendices.
Description
Sabiedriskās attiecības
Public Relations
Informācijas un komunikācijas zinātnes
Information and Communication Sciences
Public Relations
Informācijas un komunikācijas zinātnes
Information and Communication Sciences
Keywords
BTA, iekšējā komunikācija, apdrošināšana, korporatīvā komunikācija, darbinieku iesaiste, stratēģija, BTA, internal communication, insurance, corporate communication, employee involvement, strategy