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VD har ordet: En diskursanalys av VD-brev i låg - och högkonjunktur
Örebro University, Swedish Business School at Örebro University.
Handelshögskolan vid Örebro universitet, Swedish Business School at Örebro University.
2011 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Previous studies show that one of the most important tasks for a compa

ny’s CEO is to create a

positive image of the company. CEO-letters are not statutory messages, however according to

recent studies the CEO-letter is one of the most frequently read parts in the annual report.

Therefore it is interesting to examine how the CEO rhetorically constructs the CEO-letters in

order to create this positive image of the company.

The purpose of this thesis is to describe how CEO-letters are rhetorically designed in order to

create a positive image of the company, and to furthermore compare CEO-letters designed in

booms to CEO-letters designed in recession and describe their differences. Trough a

discursive analysis we interpret and describe which rhetorical tools are used in the CEOletters

in order to justify, convince and argue for its actions. This study shows that the

examined CEO-letters contain several rhetorical techniques that serve to create a positive

image of the company, for example CEO´s tend to derive negative results to the recession and

other uncontrollable factors whil

e positive results tend to be derived to the company’s own

actions. During recession CEO-

letters tend to focus on the future in order to draw the readers’

attention away from past. Our results indicate that CEO-

letters work to influence the readers´

perception of the company.

Place, publisher, year, edition, pages
2011. , p. 55
National Category
Business Administration
Identifiers
URN: urn:nbn:se:oru:diva-16004ISRN: ORU-HHS/FEK-GK-2011/0059--SEOAI: oai:DiVA.org:oru-16004DiVA, id: diva2:432366
Presentation
(Swedish)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-10-05 Created: 2011-06-17 Last updated: 2017-10-17Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf