Communicating the corporate strategy: An international benchmark study in the UK, the USA, and Germany. Issue 4 (2nd September 2019)

• Record Type: Journal Article
• Authors: Köhler, Karolin; Zerfass, Ansgar
• Is Part Of: Journal of communication management. Volume 23:Issue 4(2019)
• Page Start: 348
• Page End: 374
• Publication Date: 2019-09-02
• Subjects: Best practice -- Digital media -- Strategy -- Corporate strategy -- Corporate communication -- Strategic communication; Communication in management -- Periodicals; Communication in marketing -- Periodicals; Business communication -- Periodicals; 658.45
• DOI: 10.1108/JCOM-10-2018-0106
• Languages: English
• ISSNs: 1363-254X

Abstract

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.