AbstractThe main objective of this thesis has been to analyse the use of blogs within a corporate environment. Blogging has found its way into a corporate context within the last few years and this thesis has focused on the use of this communication tool within the Danish market. The research question in this thesis has been: What role does Corporate Blogging take in collaboration with the companies’ other forms of external communication and what barriers are encountered in the adoption of a corporate blogging strategy. The thesis is based on qualitative analysis conducted with five Danish companies who were part of the first wave to adopt the tool and therefore have experience with managing an external corporate blog. Qualitative analysis has been the method used as the foundation of the research and the people interviewed in the organisation are all of managerial level in the field of external communication. The overall conclusions of the thesis is that the companies in question have benefited in regards to exposure and PR from being part of the first group of Danish corporate bloggers, For most of the companies there has been some strategic thought behind the start of their blog but the implementation process has proceeded in a very ad hoc basis. Also the largest obstacles to engaging on the blog have been personal and mental barriers, as oppose to the usual technical barriers. Overall most of the companies have had a positive learning experience implementing the blog and they are now starting to feel the value of the tool in building further external relationships with their surrounding environment.
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