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Communicating the corporate strategy

Communicating the corporate strategy 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/approachA 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.FindingsThe 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 implicationsThis paper outlines quality criteria for professional strategy communication, helping practitioners to improve their activities and contribute to organizational goals.Originality/valueThe 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Communication Management Emerald Publishing

Communicating the corporate strategy

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References (73)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1363-254X
DOI
10.1108/jcom-10-2018-0106
Publisher site
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Abstract

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/approachA 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.FindingsThe 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 implicationsThis paper outlines quality criteria for professional strategy communication, helping practitioners to improve their activities and contribute to organizational goals.Originality/valueThe 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.

Journal

Journal of Communication Management – Emerald Publishing

Published: Oct 28, 2019

Keywords: Best practice; Digital media; Strategy; Corporate strategy; Corporate communication; Strategic communication

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