The purpose of this paper is to identify factors influencing an organization’s predisposition to bridging strategy, and tests relationships between those factors and bridging strategy.
Online survey was conducted in South Korea. Hierarchical regression was used.
Identified factors are environmental complexity, top management attitude toward stakeholders, analysis orientation, and authoritarian culture.
By adopting the concept and measures of bridging as an organization’s public-engagement strategy, this study was able to capture an organization’s strategic approach for problem-solving in communication management.
Strong analysis orientation allows organizations to look into problems in their complex environments affecting their performance and their key stakeholders before deciding on strategies; resultantly, they are more likely to reduce problems and to improve their performance. In contrast, authoritarian culture discourages an organization’s adoption of bridging strategy.
This study is the first empirical study investigating the dynamics of factors influencing organizations’ strategic predisposition in communication management.
The author thank Arunima Krishna for her constructive comments in the development of this article. The author also thank Dr Kenneth Plowman, the Guest Editor of this special issue, and the anonymous reviewers and for their thoughtful suggestions in the revision process.
Kim, S. (2016), "Strategic predisposition in communication management: Understanding organizational propensity towards bridging strategy", Journal of Communication Management, Vol. 20 No. 3, pp. 232-254. https://doi.org/10.1108/JCOM-06-2015-0050Download as .RIS
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