The impact of hybrid work in organizational culture and internal branding
: the case of Mojobrands Lifestyle

  • Gonçalo Trigueiros de Sousa Pereira Cunha (Student)

Student thesis: Master's Thesis

Abstract

After the global COVID-19 pandemic, the adoption of remote and hybrid work models has become prevalent among numerous prominent corporations (Verma, 2022). Mojobrands Lifestyle, situated in Porto, operates as a creative agency offering a spectrum of brand-related services, ranging from social media management to the conceptualization of brand visual identities. With an approximate team size of ten employees, the cultivation and perpetuation of organizational culture and internal branding represent crucial focal points necessitating continuous development. Hence, the primary objective of this thesis is to investigate the ramifications of the hybrid work model on the company's organizational culture and internal branding. Additionally, it aims to discern strategies conducive to preserving and fortifying a robust internal brand identity within a paradigm shift towards increased remote work arrangements. A case study methodology was employed to identify the main dimensions of the internal culture and internal branding process of Mojobrands. Data was collected through semi-structured in-depth interviews, and a thematic analysis was used for data interpretation. This approach allowed an exploration of the various organizational dynamics, including the effective use of communication platforms, employee satisfaction and motivation within the framework of a hybrid work environment. Furthermore, this study allowed the identification of noteworthy insights and recommendations for future improvements, thereby, fulfilling the research objectives.
Date of Award18 Jul 2024
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorJoana Machado (Supervisor)

Keywords

  • Organizational culture
  • Internal branding
  • Hybrid work
  • Employee performance

Designation

  • Mestrado em Marketing

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