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1 – 10 of over 162000
Article
Publication date: 1 August 2016

Soojin Kim

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…

3717

Abstract

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.

Details

Journal of Communication Management, vol. 20 no. 3
Type: Research Article
ISSN: 1363-254X

Keywords

Article
Publication date: 1 April 2006

Triveni Kuchi

Purpose – Libraries have been experiencing relentless change and uncertainty in their environment. The literature on corporate communications, strategic management and planning…

6192

Abstract

Purpose – Libraries have been experiencing relentless change and uncertainty in their environment. The literature on corporate communications, strategic management and planning, marketing and public relations more recently, has been recommending using communications as a strategy to coherently and proactively handle and foresee change. Planning and using an overall communications strategy will bring integrity and adherence to the library's goals and direction while reducing the discomfort of change. This selected bibliography is a quick starting point for understanding the significance of an overall communication strategy and its use for managing conflicts and changes in the library's environment strategically. Design/methodology/approach – This article covers books and articles from mid‐1980s to 2004, published around the world. The sources are listed alphabetically by author and then chronologically for different sources by the same author, providing brief but useful information about the content covered for each source. Findings – This bibliography illustrates a variety of research from corporate communications, strategic planning, communications management, marketing and public relations literature that emphasize the role of communication in strategic management. Research limitations/implications – It records a comprehensive list of publications covering international perspectives as well as publications about communication strategy. Practical implications – This selected bibliography is primarily intended for librarians, library planners, managers or administrators, but is also relevant to corporate and business professionals, planners and administrators. Further, it would also be a useful resource for students, faculty and researchers of communication. Originality/value – This bibliography presents a much needed resource list for gathering insights into the strategic role of communication for organizations such as the library that are in a state of constant change.

Details

Library Management, vol. 27 no. 4/5
Type: Research Article
ISSN: 0143-5124

Keywords

Article
Publication date: 2 September 2019

Karolin Köhler and Ansgar Zerfass

The purpose of this paper is to address an important but seldom explored field of study: the communication of corporate strategies to external and internal stakeholders. The…

2505

Abstract

Purpose

The purpose of this paper is to address an important but seldom explored field of study: the communication of corporate strategies to external and internal stakeholders. The relevance of the topic can be tracked both in communication studies and in management research, but empirical insights are rare. The paper addresses this research gap by asking: How do listed companies in key industrial markets communicate publicly about their corporate strategy?

Design/methodology/approach

A comprehensive content analysis of corporate websites was conducted for a sample of the 20 largest listed companies in the UK, the USA and Germany (n=60). The subsequent benchmark analysis has identified best practices and highlighted them in detail.

Findings

The study revealed significant differences between companies and countries in the sample for most of the dimensions. Cross-country comparisons confirm these differences statistically: German companies score significantly higher in the benchmark than British or US companies.

Practical implications

This paper outlines quality criteria for professional strategy communication, helping practitioners to improve their activities and contribute to organizational goals.

Originality/value

The study offers a holistic approach to strategy communication by providing an interdisciplinary theoretical foundation as well as insights into corporate practice, with the aim of laying the ground for further research and discussion in both academia and practice.

Details

Journal of Communication Management, vol. 23 no. 4
Type: Research Article
ISSN: 1363-254X

Keywords

Open Access
Article
Publication date: 21 May 2021

Oyindamola Abiola Ajayi and Tsietsi Mmutle

The purpose of this paper is to explore how the communication of corporate social responsibility (CSR) contributes towards a favourable corporate reputation. It explores the…

26125

Abstract

Purpose

The purpose of this paper is to explore how the communication of corporate social responsibility (CSR) contributes towards a favourable corporate reputation. It explores the communication strategies and channels organisations deemed reputable by stakeholders use to achieve an effective CSR communication.

Design/methodology/approach

To achieve this, a qualitative content analysis using the directed approach was conducted on the textual CSR communication materials of ten reputable organisations in South Africa based on the 2018 South Africa Reptrak survey.

Findings

Result showed that seven out of ten organisations use both self-serving and society-serving motive in their CSR communication, while the other 3 use only the society serving motive. The informing strategy was also more evident in the CSR communication materials than the interactive strategy. In terms of the communication channels, the study found that organisations mainly utilise controlled channels for CSR communication.

Originality/value

The literature reviewed and the findings of this study reveal a gap between the theory and practice of CSR communication. This drives the need for organisations to research and tailor CSR communication based on stakeholders' unique characteristics and preferences. The paper also contributes to improving the knowledge on the role different CSR communication strategies and channels play in CSR communication.

Details

Corporate Communications: An International Journal, vol. 26 no. 5
Type: Research Article
ISSN: 1356-3289

Keywords

Article
Publication date: 8 June 2015

Dorothea Schaffner, Sascha Demarmels and Uta Juettner

The purpose of this paper is to explore consumers’ responses to emotional and normative communication in comparison with traditional informational campaigns promoting…

1867

Abstract

Purpose

The purpose of this paper is to explore consumers’ responses to emotional and normative communication in comparison with traditional informational campaigns promoting pro-environmental behavior in the context of biodiversity. By adopting the approach of likeability of the communication, the paper identifies which type of communication strategy is liked by consumers’ and which dimensions define likeability in the context of biodiversity. The goal is to improve the effectiveness of communication messages delivered by social marketers or public policy makers through a better understanding of consumers’ responses to different communication strategies.

Design/methodology/approach

To investigate which communications strategies are perceived as likeable in the context of promoting biodiversity and to explore the dimensions that underlie likeability of the communication a qualitative study was conducted. First, the information design with the different communication strategies has been developed. Second, focused interviews with 25 individuals have been conducted.

Findings

Results indicate that communication strategies using positive emotions led to most favorable responses. Further, findings suggest that informational strategies seem to result in positive attitudes when they tap on procedural knowledge. Favorable judgments are linked with communication strategies that create awareness or which are relevant and informative.

Research limitations/implications

Further empirical research is suggested exploring consumers’ responses to communication strategies that combine emotions and facts.

Practical implications

Based on the findings of this study, social marketers and public policy makers are recommended to use a combination of communication strategies that evoke positive emotions and provide consumers with the facts necessary to take action.

Originality/value

The paper allows for an integrated view and contributes to an increased understanding of responses to communication strategies and provides valuable practical implications for social marketers and public policy makers.

Details

Journal of Consumer Marketing, vol. 32 no. 4
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 1 June 2018

Luca Quaratino and Alessandra Mazzei

The purpose of this paper is to examine the role of managerial strategies in promoting employee brand consistent behavior. Using a recently developed holistic model of behavioral…

1329

Abstract

Purpose

The purpose of this paper is to examine the role of managerial strategies in promoting employee brand consistent behavior. Using a recently developed holistic model of behavioral branding, that suggests that a wide array of managerial strategies affects the branding process, this study addresses two specific questions: what communication strategies, in the opinion of managers, sustain employee brand consistent behavior? And what are the most important factors, both contextual and related to their cognitive-emotional states, that employees think affect their brand ambassadorship behavior?

Design/methodology/approach

A long-term research program was conducted based on a multiple methods research strategy to answer the two questions. The choice of different methods was mainly based on the specific characteristics of the two targets: communication managers and employees. The first one based on interviews with 32 managers, and the second one based on a case study of a single company.

Findings

The results show that enablement-oriented strategies are more effective than communication-oriented strategies in sustaining employee brand builder roles. Weak employee commitment, unsatisfactory external communication, and low levels of motivation are strong contextual factors inhibiting employee attitudes to brand ambassadorship, one of the most relevant employee brand consistent behaviors in competitive contexts. The main practical implication is that companies should engage employees as brand ambassadors, not by means of prescriptions of in-role behavior, but enablement strategies leading to authentic and voluntary behaviors; besides, that companies should put a significant effort in “preparing the soil,” i.e. investing in enhancing employee commitment, level of motivation, and understanding/alignment with the external communication.

Practical implications

The main practical implication is that companies should engage employees as brand ambassadors not by means of in-role behavior prescriptions rather by means of enablement strategies leading to authentic and voluntary behaviors. Besides, managers should invest significant efforts in enhancing employee motivation, commitment, and understanding/alignment to external communication as they represent key factors in sustaining brand ambassadorship behaviors.

Originality/value

The values of the study lies in having highlighted the crucial role of enablement-oriented strategies, and the relevance of specific contextual variables affecting the attitude of employee toward brand consistent behaviors.

Details

EuroMed Journal of Business, vol. 13 no. 2
Type: Research Article
ISSN: 1450-2194

Keywords

Article
Publication date: 31 December 2003

Benita Steyn

Strategic management theory differentiates between enterprise, corporate, business, functional and operational strategy. Corporate communication strategy is conceptualised as a…

18423

Abstract

Strategic management theory differentiates between enterprise, corporate, business, functional and operational strategy. Corporate communication strategy is conceptualised as a functional strategy, providing focus and direction to the corporate communication function. Acting as a framework for the communication plans developed to implement the strategy, it makes the corporate communication function relevant in the strategic management process by providing the link between key strategic issues facing the organisation and communication plans. Corporate communication strategy is seen to be the outcome of a strategic thinking process by senior communicators and top managers taking strategic decisions with regard to the identification and management of, and communication with, strategic stakeholders.

Article
Publication date: 27 February 2024

Karina Villumsen, Hanne Elmer and Line Schmeltz

The COVID-19 lockdown severely impacted organizations in the cultural and tourist business as their products all of a sudden “disappeared”. This study aims to explore if and how…

Abstract

Purpose

The COVID-19 lockdown severely impacted organizations in the cultural and tourist business as their products all of a sudden “disappeared”. This study aims to explore if and how the unexpected and disruptive nature of the pandemic accelerated the development of new communication strategies on their social media.

Design/methodology/approach

The study draws on data from 24 midsize cultural institutions and tourist attractions in Denmark over the first two months of the lockdown in 2020. Approximately 900 posts on Facebook were collected and analyzed through the netnographic method. The analysis followed a two-layered qualitative approach. First, open coding to identify typologies and enable a comparison with established strategies from the literature review. Then, an exploratory examination was conducted across the typologies.

Findings

Nine different content categories were identified in the data and subsequently assessed and discussed in relation to the literature on strategies and dialogic intentions. This resulted in the emergence of two new overarching strategies: hope and host.

Practical implications

While hope is particularly relevant in crisis situations, the utilization of employees in the host role presents an opportunity for further development and engagement. Further, the results call for future research that breaks with the traditional quest for ideal strategies for the benefit of exploring the notion of “strategic doers”.

Originality/value

The identification of the hope and host strategies, along with the analysis of content categories and their alignment with various strategic intentions, contributes to the existing knowledge in this field. Further, the classic perception of engagement as driven by explicit interaction and dialogue is also challenged.

Details

Corporate Communications: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1356-3289

Keywords

Book part
Publication date: 15 June 2015

Pia Ulvenblad

The aim of this chapter is to propose a model of entrepreneurs’ communication strategies in the start-up process by synthesizing previous empirical research. The focus on…

Abstract

The aim of this chapter is to propose a model of entrepreneurs’ communication strategies in the start-up process by synthesizing previous empirical research. The focus on communication strategies in the start-up process is important for several reasons. We know that many businesses fail during the first year of existence and others are liquidated during the first three years of operation. We also know that new businesses face problems when entering the market. These problems are assumed to arise partly due to the liability of newness (LoN), that is lack of a track record and legitimacy. The model of communication strategies is built upon entrepreneurs’ communicative practices since strategy is seen as a social practice. The chapter also emphasizes communication strategies as being a part of the research field strategic entrepreneurship. The model focuses communicative behaviours in terms of the message and the conversation as well as the chosen strategy in terms of planned and emergent strategies. Three types of communication strategies emerge from the communication practices; (i) content-centred, (ii) behaviour-centred and (iii) adaptive-centred.

Details

New Technology-Based Firms in the New Millennium
Type: Book
ISBN: 978-1-78560-032-6

Article
Publication date: 5 October 2023

Sheng Yuan

The purpose of this study is to compare the communication practices of Chinese and US companies on YouTube and explores the effectiveness of different communication strategies at…

Abstract

Purpose

The purpose of this study is to compare the communication practices of Chinese and US companies on YouTube and explores the effectiveness of different communication strategies at the topic level.

Design/methodology/approach

The author selected 22 Chinese companies and 22 US firms and compared the content of their English language corporate YouTube channels through content analysis, sentiment analysis and cluster analysis.

Findings

The results revealed that the three communication strategies (information, response and involvement) in general were not significantly different regarding their engagement rates, but they generated different comment scores when communicating topics of corporate social responsibility. The results also showed that Chinese companies were more likely than American firms to display the speeches of corporate leaders, use collectivistic references and present human interest messages in YouTube videos.

Research limitations/implications

This study sheds light on how national institutional environment shapes corporate communication on YouTube.

Practical implications

This study challenges the infatuation with the involvement strategy and offers some advice for practitioners on topic selection and user comment function management.

Originality/value

This study makes a novel contribution to the literature of corporate communication on YouTube by adopting a cross-national comparative approach. A conceptual framework of major factors influencing stakeholder responses on YouTube was presented.

Peer review

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-02-2023-0061

Details

Online Information Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1468-4527

Keywords

1 – 10 of over 162000