高可持续性压力下的战略传播:平衡目的性、透明度和参与性以追求组织合法性

IF 3.1 Q1 COMMUNICATION Journal of Communication Management Pub Date : 2024-01-25 DOI:10.1108/jcom-12-2022-0131
Helle Kryger Aggerholm, Christa Thomsen
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引用次数: 0

摘要

目的本文的目的是:(1)确定(重新)建立组织合法性的战略,这在文献中占主导地位;(2)提出并通过实证说明一个分析框架,该框架确定了在文献综述中被确定为建立组织合法性的重要资源的目的性、透明度和参与度之间的联系。我们使用的实证材料是一家以关注可持续发展而闻名的丹麦公司在综合年度报告中发布的首席执行官(CEO)和董事长的信件。研究结果分析表明,所有三个维度,即目的性、透明度和参与性,都存在于这些数据中,作者认为这支持了理论论点,即战略沟通需要包含所有三个概念,才能在可持续发展压力大的背景下显得合法。然而,对于在可持续发展压力较大的情况下如何理解战略传播,人们仍然缺乏普遍共识。概念和维度的重叠使操作变得困难。例如,这对企业来说就是一个问题,因为利益相关者越来越多地要求企业说明其可持续发展活动,并参与对其可持续发展目标具有战略意义的对话。
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Strategic communication in contexts of high sustainability pressure: balancing purposefulness, transparency and participation in pursuit of organizational legitimacy

Purpose

The purpose of this paper is to: (1) identify strategies to (re)establish organizational legitimacy which dominates the literature; (2) propose and empirically illustrate an analytical framework that establishes the linkages between the dimensions of purposefulness, transparency and participation identified in this literature review as important resources in the creation of organizational legitimacy.

Design/methodology/approach

Based on a review of the academic literature, we propose a three-dimensional conceptual framework for understanding and studying strategic communication in contexts of high sustainability pressure. The empirical material we use for illustration is the letters from the chief executive officer (CEO) and the chairman published in the integrated annual report of a Danish company that is well known for its focus on sustainability.

Findings

The analysis shows that all three dimensions, i.e. purposefulness, transparency and participation, are present in this data, which the authors find supportive of the theoretical argument that strategic communication needs to encompass all three concepts in order to appear legitimate in contexts of high sustainability pressure.

Originality/value

In recent years, there has been an increased focus on strategic communication of sustainability. However, there is still a lack of general consensus of what is understood by strategic communication in contexts of high sustainability pressure. Overlapping concepts and dimensions make operationalization difficult. This, for example, is a problem for corporations who are increasingly asked by their stakeholders to account for their sustainability activities and engage in conversations of strategic significance to their sustainability goals.

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来源期刊
CiteScore
5.40
自引率
6.50%
发文量
29
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