Purpose – This paper aims to analyze the communication processes from both a management and an employee view during a corporate value implementation process within a Danish windmill company. The purpose of this paper is to develop further understanding of the potential problems that may occur...

Purpose – The purpose of this paper is to explore the use of a multidimensional model from the field of media reception for analyzing how a value statement in a Danish windmill company led to employee identification as well as organizational antecedents that influenced this identification....