PostNord: Fra service- til industrivirksomhed

Annagrethe Heuser Mortensen, Mia Lundgaard Abrahamsen & Malou Cecilie Frydendahl Julskjær

Studenteropgave: Kandidatprojekt


PostNord, formerly known as Post Danmark, has been the main provider of postal services in Denmark since the 15th century. The 2009 merger with the Swedish Posten AB initiated a period of change and PostNord is currently experiencing a radical transformation process where radical structural changes, downsizing and layoffs are part of the organizational reality. Our aim in this study is to examine how members of management as well as common employees experience and make sense of these changes. Here, we draw on organizational theory from Edgar Schein as well as framing theory from various scholars such as Robert Entman and Joep Cornelissen & Mirjam Werner. Our methodological approach is largely based on sense-making theory with our research design being primarily based on qualitative interviews with five persons with affiliation to the organization. We have a particular interest in the topics professional pride/work identity and employee layoffs, and how our informants frame and communicate about these. The results of our dual analysis concludes that members of the organization have quite heterogeneous perceptions of the transformation, how it managed, and what the future holds for PostNord, largely based on their position. While the management articulates broad contentment with their own efforts in executing and communicating the transformation, employees question managerial direction and skills, and fell that they are not properly informed about the implications of said transformation. Furthermore, where mail carriers tend to experience decreased professional pride and increased job insecurity because of repeated layoffs brought by automation and major digitisation in Danish society, employees in parcel delivery face a very different reality as this area is highly prioritized within the current and future PostNord. These circumstances reinforce their sense of professional pride.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato2 jan. 2018
Antal sider57
VejledereNicolaas T.O. Mouton


  • PostNord
  • Framing
  • Coping
  • Downsizing
  • Schein