Joe & The Juice. En enestående organisation? En undersøgelse af organisationsidentitet, -kultur og –image hos Joe & The Juice

Isabella Victoria Olsen

Studenteropgave: Speciale


The purpose of this Master’s Thesis is to examine how an organization’s identity, culture and image can create a fundament for becoming a successful business in an economical and expansional perspective. I focus on this by conducting an empirical case-study comprising qualitative research about my case organization which is the Danish juice and coffee company Joe & The Juice in the light of the theory of social constructivism. According to this theory, reality is a socially constructed phenome by people themselves. The competition among organizations has increased a need for companies to differentiate faster and better than earlier and a need for considering how to create a unique approach to driving your business rather than following already existing approaches. My analysis leads to the conclusion that Joe & The Juice is an organization which is very much aware of its identity. Furthermore, the organization has some underlying assumptions that help them to differentiate themselves from their competitors. When it comes to their image Joe & The Juice tries to affect this image by sending specific signals to the external environment about who they are. In general Joe & The Juice is an organization which is highly aware of how to differentiate and this has had a positive impact on their ability to create a strong market position.

UddannelserVirksomhedsledelse, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato19 feb. 2019
Antal sider73
VejledereAnita Mac