TY  - JOUR
AB  - Purpose– 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. Design/methodology/approach– Online survey was conducted in South Korea. Hierarchical regression was used. Findings– Identified factors are environmental complexity, top management attitude toward stakeholders, analysis orientation, and authoritarian culture. Research limitations/implications– 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. Practical implications– 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. Originality/value– This study is the first empirical study investigating the dynamics of factors influencing organizations’ strategic predisposition in communication management.
VL  - 20
IS  - 3
SN  - 1363-254X
DO  - 10.1108/JCOM-06-2015-0050
UR  - https://doi.org/10.1108/JCOM-06-2015-0050
AU  - Kim Soojin
PY  - 2016
Y1  - 2016/01/01
TI  - Strategic predisposition in communication management: Understanding organizational propensity towards bridging strategy
T2  - Journal of Communication Management
PB  - Emerald Group Publishing Limited
SP  - 232
EP  - 254
Y2  - 2024/04/25
ER  -