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Mit Herz und Verstand: Rolle der internen Kommunikation für die Etablierung neuer Nachhaltigkeitsstrategien
[Implementing change through internal communication: facilitating sustainability strategies]

Author

Listed:
  • Lea Strottner

    (Hochschule Pforzheim)

  • Simone Huck-Sandhu

    (Hochschule Pforzheim)

Abstract

Zusammenfassung Die Erwartungen vieler Stakeholder an unternehmerische Nachhaltigkeit und Verantwortung sind gestiegen. In der Folge begeben sich Unternehmen in einen Transformationsprozess und verankern Nachhaltigkeitsziele und -strategie in ihrer Unternehmensstrategie. Dies bringt in der Regel einen fundamentalen Veränderungsprozess für die Mitarbeitenden mit sich. Die neue Nachhaltigkeitsorientierung intern durch- und umzusetzen bedeutet u. a., dass die interne Veränderungskommunikation die Nachhaltigkeitsthematik aktiv zu vermitteln und den Veränderungsprozess kommunikativ zu begleiten hat. Ziel dieses Beitrags ist es, Grundlagen, Rahmenbedingungen und Erfolgsfaktoren der internen Veränderungskommunikation im Zusammenhang mit der Etablierung einer Nachhaltigkeitsstrategie im Unternehmen zu analysieren und deren kommunikative Implementierung und Institutionalisierung zu beleuchten. Im Rahmen einer qualitativen Studie wurden Leitfadengespräche mit Verantwortlichen für interne Nachhaltigkeitskommunikation in Großunternehmen geführt. Die Ergebnisse bestätigen, dass interne Kommunikation unter bestimmten Rahmenbedingungen Treiber für eine neue, nachhaltigkeitsorientiere Unternehmensstrategie und die damit einhergehenden Wandlungsprozesse sein kann. Es deuten sich aber auch Besonderheiten an, die – anders als in allgemeinen Veränderungsprozessen – bei der Etablierung von Nachhaltigkeitsstrategien qualitativ wichtiger zu sein scheinen. Um die neue Strategie kognitiv und affektiv in den Köpfen und Herzen der Mitarbeitenden zu verankern, bedarf es einer systematischen Veränderungskommunikation, die über Werte, Kultur und kommunikatives Sensegiving Nachhaltigkeit verankert. Dazu kommen spezifische Kommunikationsmodi, -formate und -medien zum Einsatz. Für die Forschung liefert der Beitrag explorative Hinweise an einer bislang kaum beleuchteten Nahtstelle von interner Veränderungs- und Nachhaltigkeitskommunikation. Für die Unternehmenspraxis identifiziert er Rahmenbedingungen und Herausforderungen und zeigt auf, wie Ziele, Aufgabe und Maßnahmen der Kommunikationsarbeit für die Etablierung neuer Nachhaltigkeitsstrategien umgesetzt werden können.

Suggested Citation

  • Lea Strottner & Simone Huck-Sandhu, 2021. "Mit Herz und Verstand: Rolle der internen Kommunikation für die Etablierung neuer Nachhaltigkeitsstrategien [Implementing change through internal communication: facilitating sustainability strategi," NachhaltigkeitsManagementForum | Sustainability Management Forum, Springer, vol. 29(3), pages 197-216, December.
    • Handle: RePEc:spr:sumafo:v:29:y:2021:i:3:d:10.1007_s00550-021-00523-7
    DOI: 10.1007/s00550-021-00523-7
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    References listed on IDEAS

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