Strategic Management – a multi‐persepctive approach

Citation

Oliver, S.M. (2003), "Strategic Management – a multi‐persepctive approach", Corporate Communications: An International Journal, Vol. 8 No. 2, pp. 148-149. https://doi.org/10.1108/ccij.2003.8.2.148.2

This useful new text is a compilation of chapters on the environment, the organisation and the individual to form a basic text for academics and practitioners in the field of corporate communication and strategic public relations. It not only recognises the importance of diversity and different levels of analysis, but also clarifies areas of commonality by categorising strategic issues into context, competing, corporate, competences, culture, change and control (seven Cs). It then applies these seven categories of commonality to six seminal texts in the field of strategic management to produce seven categories linked by a common theme or reference point.

In the section on the environment for example, they include economics, institutional theory and business history while in the section on the firm, the authors include game theory, transaction costs economics, resourcing and military strategy. There are some interesting case studies and tables which might usefully inform communication campaign monitoring and evaluation and offer potential for rigorous critical analysis of communication as a democratic process in organisational life.