Corporate Communications: An International Journal

Content Analysis of Corporate Blogs as a Relationship Management Tool : Table of Contents

Ms. Soyoen Cho, Dr. Jisu Huh — Sat Nov 21 08:00:12 GMT 2009

Abstract:
Purpose - Purpose: This study examines how major corporations in the U.S. utilize corporate blogs for building and maintaining relationships with various publics.Design/methodology/approach - Methodology/approach: Applying the relationship management framework, a longitudinal content analysis of corporate blogs was conducted in 2006 and 2008. The blogs were identified by a thorough search of blogs operated by corporations listed on Fortune 500 Companies or Interbrand Top 100 Global Brands. A systematic coding scheme was developed based on the existing research on relationship maintenance strategies and corporate communication.Findings - Findings: A growing number of major corporations in the U.S. have adopted blogs as a corporate communication tool and the popularity of topic-oriented blogs appears to have increased over time. While corporate blogs tend to apply various relationship maintenance strategies, the application of such strategies tends to be concentrated on a certain type of strategies. Research limitations/implications - Implications: Despite the increasing adoption of the corporate blogging practice, many corporations still do not seem to harness the unique potential of a blog to the fullest extent. To maximize the relationship management efforts, practitioners should consider expanding the scope and level of relationship management strategies. For researchers, this study proposes a new approach for examining corporate blogs as a public relations tool by applying the relationship maintenance strategy framework. Practical implications - Originality/value - Originality/value: This study is the first attempt to provide a longitudinal overview of the state of corporate blogs and strategies. In addition to offering descriptive information about the corporate blogging practice, this study proposes a new research framework for studying corporate blogs.

Actor-networking stakeholder theory for corporate communications : Table of Contents

Dr. Vilma Liisa Luoma-aho, Dr. Ari Paloviita — Sat Nov 21 08:00:12 GMT 2009

Abstract:
Purpose - The paper suggest a need to widen stakeholder theory to include non-human influences to better describe the complex corporate environment. Drawing from Actor-Network theory, non-human entities may ‘translate’ new, unexpected stakeholders to support their aims. Design/methodology/approach - Theoretical conceptual approach with three illustrative case studies.Findings - Examples provided show that corporate crises result partly from previously unacknowledged non-human spheres of influence and cause corporations serious losses. Corporations that take a proactive stance and monitor the weak signals of change are able to improve their standing and maintain legitimacy.Research limitations/implications - The framework created requires more testing with different cases across contexts and cultures. Future studies should examine the process of translation more deeply and examine who can potentially be translated into a stakeholder.Practical implications - Corporate communications should monitor and involve the potential stakeholders. Practitioners should play ‘the devil’s advocate’ on issues and analyze not only stakeholders but also potential non-human entities that may be able to translate others into joining their cause. Originality/value - This paper broadens stakeholder theory to better describe the current corporate environment by highlighting the process of translation among stakeholders and non-human entities.

Institutionalization of corporate social responsibility within corporate communications: Combining institutional, sensemaking and communication perspectives : Table of Contents

Miss Friederike Schultz, Prof. Stefan Wehmeier — Sat Nov 21 08:00:12 GMT 2009

Abstract:
Purpose - The purpose of the paper is to develop a new framework depicting the incorporation of concepts such as corporate social responsibility (CSR) within corporate communications as a process we call "institutionalization by translation". We develop a micro-meso-macro-perspective to analyze why and how organizations institutionalize CSR with which effects, and finally develop a perspective on alternative communication modes. Design/methodology/approach - We bring together institutional theory, sensemaking theory, and communication theory: We build on neo institutionalism to frame the external conditions that foster or hinder the institutionalization of CSR on the macro and meso level. And we use sensemaking theory and communication theory to describe this process on the meso and micro level. We illustrate our analysis by describing the CSR strategies of a large European energy company.Findings - CSR can be regarded as an empty concept that is developed based on moral communications and filled with different meanings. The analysis describes why and how CSR is internally translated (moralization, amoralization), which communication strategies are developed here (symbolic, dialogic etc.) and that CSR communications are publicly negotiated. The analysis shows that this process bears not only opportunities but also risks for corporations and can therefore be described as a ‘downward spirale of legitimacy and upward spiral of CSR institutionalization’. Finally alternative ways of coping with external demands are developed (‘management by hypocrisis’, 'defaulted communication'). Practical implications - The article shows risks and explains more effective ways of building organizational legitimacy. Originality/value - The originality lays in the macro-meso-micro-perspective on the institutionalization of CSR. It allows the description of this process and its effects from the background of constraints and sensemaking and offers new perspectives on legitimacy building.

Positioning and Differentiation by Using Brand Personality Attributes: Do Mission and Vision Statements Contribute to Building a Unique Corporate Identity? : Table of Contents

Prof. Diana Ingenhoff, Ms. Tanja Fuhrer — Sat Nov 21 08:00:12 GMT 2009

Abstract:
Purpose - The purpose of this study is to examine the current state of mission and vision statements on corporate websites and to analyze differentiation strategies through the use of online brand personality attributes in order to find if and how the attributes are effectively used to build up a unique corporate identity.Design/methodology/approach - Content analysis is used to investigate similarities and differences between sectors and industries in Switzerland, based on the brand personality scale of Aaker (1997). Also, we focus on the impact of the communication of brand personality elements, in terms of positioning and differentiation, using correspondence analysis.Findings - The claim that companies do present brand personality by frequently communicating respective attributes through mission and vision statements published on their website are supported. However, top management does not seem to be geared towards industry norms when phrasing the statements, as a considerable similarity in statement content is found across industries. The results show that companies position themselves using their competitors as a frame of reference. Research limitations/implications - The results may lack generalizability to small and medium-sized businesses and other industries.Practical implications - As most companies in the study position themselves using the same attributes and specifically emphasize "competence", the results include practical implications for the need to develop uniqueness and differentiation by other means.Originality/value - The study discovers a gap between the claim that organizations seek uniqueness in their personality attributes and the reality of their involvement in mutual coorientation when defining their identity, forcing them to adapt to each other.

Creating esprit de corps in times of crisis Employee identification with values in a Danish windmill company : Table of Contents

Ms. Mona Agerholm Andersen — Sat Nov 21 08:00:12 GMT 2009

Abstract:
Purpose - This paper seeks to analyze the communication processes from both a management and an employee view during a corporate value implementation process within a Danish windmill company. The purpose is to develop further understanding of the potential problems that may occur during such a process within an organization.Design/methodology/approach - Case study based on a social constructionist approach. A multidimensional model of reception analysis is proposed in order to capture employees’ readings of value statements.Findings - The study shows that the distance between top management’s views on the values and employees’ perceptions is noteworthy. This distance is primarily caused by circumstances in the case company’s historical and situational context. One of the questions this paper raises is whether values are an ideal management tool in times of an organizational financial crisis.Research limitations/implications - This study only focuses on one organization. Additional research is needed in other organizations attempting to communicate values internally in times of crisis.Practical implications - Managers need to take newer communication theory into consideration in order to be aware of what might go wrong in a communication process. They also need to consider both the daily working context of the employees and the historical and situational context of the organization before they launch a value project. The communicative competences of middle managers and their capability to enter in dialogue with the employees should also be taken into consideration. Originality/value - The research illuminates the potential problems that may occur during an organisation’s value process and offers recommendations for future value implementation efforts in organisations.

Financial Resources and Corporate Reputation: Toward Common Management Principles for Managing Corporate Reputation : Table of Contents

Prof. Alfonso Siano, Prof. Philip J. Kitchen, Dr. Maria Giovanna Confetto — Sat Nov 21 08:00:12 GMT 2009

Abstract:
Purpose - This viewpoint paper aims to identify convergent elements between financial resources and corporate reputation. The study seeks to draw parallels between these two types of resources in order to define common management principles for managing corporate reputation.Design/methodology/approach - In the study we use the analogy-based approach to identify similarities in the functions and risks between financial resources and corporate reputation. This approach is the prerequisite for defining common management principles. Findings - The study proposes some arguments in favour of common functions and risks thesis of financial resources and corporate reputation. The finding of common functions and risks opens the way for an analysis of common principles in corporate finance management and corporate reputation management.Research limitations/implications - Cross fertilization between corporate finance and corporate communication and reputation can encourage effective evolution over time of the common management principles. The limitation of the research is the parallelism between two types of resources which traditionally belong to different subjects/disciplines. Cultural barriers may oppose the acceptance of this unusual juxtaposition of resources. Practical implications - The use of these common principles allows for the development of an appropriate cultural background of managers. It could create advantages both for large companies and small businesses. The shared cultural background and language should serve to improve interaction and dialogue among managers on an intra-organizational and inter-organizational level. Originality/value - (a) The parallels between financial resources and corporate reputation, (b) the common management principles of these different resources, and (c) their theoretical-conceptual and practical implications, are entirely new topics in literature.