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Purpose The main goal of this research was to prove that in-house journals are interesting from an historical perspective. An additional goal of this study was to examine how the in-house journal fits into a plethora of management techniques to forge community in the workplace. Design/methodology/approach Empirical data were generated by means of a qualitative content analysis of Sabena's in-house journal. A total of one hundred editions, covering the last fifty years of the company's existence (1952-2001), were examined. Findings In-house journals offer a unique opportunity to study management's efforts to strengthen social bonds within the company. The analysis of the data has shown that the existence of strong social identities within the company led to difficulties when they conflicted with the organization's interests. Research implications Theoretical bridges have been built between concepts like 'organizational identification', 'commitment' and 'sense of community' that have previously been studied in isolation. Practical implications Internal Marketing and Internal Branding efforts have their limits. Human entities are never perfectly malleable. |
