Peter Winkler, Jannik Kretschmer, Philip Wamprechtsamer
{"title":"驾驭战略传播中的数字化挑战:引入 VUCA 雷达","authors":"Peter Winkler, Jannik Kretschmer, Philip Wamprechtsamer","doi":"10.1108/jcom-11-2023-0119","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>In recent years, the acronym VUCA has gained traction in strategic communication (SC) as an umbrella term that summarizes the recurrent challenges (volatility, uncertainty, complexity and ambiguity) of digital communication environments. However, an integrated reflection on how the VUCA dimensions facilitate a deeper understanding of specific digitalization challenges and how to navigate through these challenges is lacking. This article aims to explore and substantiate the descriptive (how) and prescriptive (how to) potential of VUCA for SC under digitalization conditions.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>We first provide a systematic discussion of the four VUCA dimensions based on the general strategy literature. While their descriptive value is undisputed, prescriptive advice on how to respond to these challenges is contradictory. We substantiate this observation in a second empirical step based on problem-centered interviews with strategic communicators at the agency and corporate levels.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>Our findings reveal that VUCA facilitates a systematic mapping of digitalization challenges consistently identified by professionals. The proposed strategic responses, however, remain contradictory at the theoretical and empirical levels. Hence, we propose the VUCA radar as a comprehensive descriptive and prescriptive framework.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>The radar provides (a) a systematic overview of recurrent digitalization challenges to SC at the industry and practice levels and (b) prescriptive advice on how to navigate through these challenges by balancing contradictory strategic responses at the levels of vision, understanding, clarity and agility.</p><!--/ Abstract__block -->","PeriodicalId":51660,"journal":{"name":"Journal of Communication Management","volume":null,"pages":null},"PeriodicalIF":3.1000,"publicationDate":"2024-08-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Navigating through digitalization challenges in strategic communication: introducing the VUCA radar\",\"authors\":\"Peter Winkler, Jannik Kretschmer, Philip Wamprechtsamer\",\"doi\":\"10.1108/jcom-11-2023-0119\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<h3>Purpose</h3>\\n<p>In recent years, the acronym VUCA has gained traction in strategic communication (SC) as an umbrella term that summarizes the recurrent challenges (volatility, uncertainty, complexity and ambiguity) of digital communication environments. However, an integrated reflection on how the VUCA dimensions facilitate a deeper understanding of specific digitalization challenges and how to navigate through these challenges is lacking. This article aims to explore and substantiate the descriptive (how) and prescriptive (how to) potential of VUCA for SC under digitalization conditions.</p><!--/ Abstract__block -->\\n<h3>Design/methodology/approach</h3>\\n<p>We first provide a systematic discussion of the four VUCA dimensions based on the general strategy literature. While their descriptive value is undisputed, prescriptive advice on how to respond to these challenges is contradictory. We substantiate this observation in a second empirical step based on problem-centered interviews with strategic communicators at the agency and corporate levels.</p><!--/ Abstract__block -->\\n<h3>Findings</h3>\\n<p>Our findings reveal that VUCA facilitates a systematic mapping of digitalization challenges consistently identified by professionals. 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Hence, we propose the VUCA radar as a comprehensive descriptive and prescriptive framework.</p><!--/ Abstract__block -->\\n<h3>Originality/value</h3>\\n<p>The radar provides (a) a systematic overview of recurrent digitalization challenges to SC at the industry and practice levels and (b) prescriptive advice on how to navigate through these challenges by balancing contradictory strategic responses at the levels of vision, understanding, clarity and agility.</p><!--/ Abstract__block -->\",\"PeriodicalId\":51660,\"journal\":{\"name\":\"Journal of Communication Management\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":3.1000,\"publicationDate\":\"2024-08-14\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Communication Management\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1108/jcom-11-2023-0119\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"COMMUNICATION\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Communication Management","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/jcom-11-2023-0119","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"COMMUNICATION","Score":null,"Total":0}
Navigating through digitalization challenges in strategic communication: introducing the VUCA radar
Purpose
In recent years, the acronym VUCA has gained traction in strategic communication (SC) as an umbrella term that summarizes the recurrent challenges (volatility, uncertainty, complexity and ambiguity) of digital communication environments. However, an integrated reflection on how the VUCA dimensions facilitate a deeper understanding of specific digitalization challenges and how to navigate through these challenges is lacking. This article aims to explore and substantiate the descriptive (how) and prescriptive (how to) potential of VUCA for SC under digitalization conditions.
Design/methodology/approach
We first provide a systematic discussion of the four VUCA dimensions based on the general strategy literature. While their descriptive value is undisputed, prescriptive advice on how to respond to these challenges is contradictory. We substantiate this observation in a second empirical step based on problem-centered interviews with strategic communicators at the agency and corporate levels.
Findings
Our findings reveal that VUCA facilitates a systematic mapping of digitalization challenges consistently identified by professionals. The proposed strategic responses, however, remain contradictory at the theoretical and empirical levels. Hence, we propose the VUCA radar as a comprehensive descriptive and prescriptive framework.
Originality/value
The radar provides (a) a systematic overview of recurrent digitalization challenges to SC at the industry and practice levels and (b) prescriptive advice on how to navigate through these challenges by balancing contradictory strategic responses at the levels of vision, understanding, clarity and agility.