驾驭战略传播中的数字化挑战:引入 VUCA 雷达

IF 3.1 Q1 COMMUNICATION Journal of Communication Management Pub Date : 2024-08-14 DOI:10.1108/jcom-11-2023-0119
Peter Winkler, Jannik Kretschmer, Philip Wamprechtsamer
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引用次数: 0

摘要

目的 近年来,"VUCA "这一首字母缩略词在战略传播(SC)领域越来越受关注,它是一个总括性术语,概括了数字传播环境中反复出现的挑战(波动性、不确定性、复杂性和模糊性)。然而,对于 VUCA 维度如何促进深入理解具体的数字化挑战以及如何应对这些挑战,目前还缺乏综合思考。本文旨在探索和证实 VUCA 在数字化条件下对 SC 的描述性(如何)和规定性(如何做)潜力。虽然它们的描述性价值毋庸置疑,但关于如何应对这些挑战的规范性建议却相互矛盾。我们通过对机构和企业层面的战略传播者进行以问题为中心的访谈,在第二个实证步骤中证实了这一观点。研究结果我们的研究结果表明,VUCA 有助于系统地规划专业人士一致认同的数字化挑战。然而,所提出的战略应对措施在理论和经验层面仍存在矛盾。因此,我们提出了 VUCA 雷达,作为一个全面的描述性和规范性框架。原创性/价值该雷达(a)系统地概述了 SC 在行业和实践层面经常面临的数字化挑战,(b)提供了规范性建议,说明如何通过在愿景、理解、清晰度和灵活性层面平衡相互矛盾的战略应对措施来应对这些挑战。
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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.

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来源期刊
CiteScore
5.40
自引率
6.50%
发文量
29
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