IDEAS home Printed from https://ideas.repec.org/a/pal/crepre/v8y2005i3d10.1057_palgrave.crr.1540253.html
   My bibliography  Save this article

How Corporate Communication Influences Strategy Implementation, Reputation and the Corporate Brand: An Exploratory Qualitative Study

Author

Listed:
  • Janis Forman

    (Anderson School at UCLA)

  • Paul A Argenti

    (Tuck School at Dartmouth, Amos Tuck School of Business, Dartmouth College)

Abstract

This paper reports the findings of a qualitative field study of five firms from diverse industries on best practices in corporate communication, especially as they concern the links between a company's corporate communication function, on the one hand, and its implementation of strategy, its reputation and its corporate branding, on the other. The overarching question addressed in this study is this: How can the corporate communication function operate successfully at the heart of an organization, that is, where companies are orchestrating buy-in for strategy and building the corporate brand and reputation? Results show the importance of the following elements: alignment between the function and strategy implementation, CEO as best reporting structure, focus on brand and reputation, importance of internal communications, innovative uses of information technology and the function as an art and science.

Suggested Citation

  • Janis Forman & Paul A Argenti, 2005. "How Corporate Communication Influences Strategy Implementation, Reputation and the Corporate Brand: An Exploratory Qualitative Study," Corporate Reputation Review, Palgrave Macmillan, vol. 8(3), pages 245-264, October.
    • Handle: RePEc:pal:crepre:v:8:y:2005:i:3:d:10.1057_palgrave.crr.1540253
    DOI: 10.1057/palgrave.crr.1540253
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/palgrave.crr.1540253
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1057/palgrave.crr.1540253?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Mihai Roxana-Lucia, 2017. "Corporate Communication Management. A Management Approach," Valahian Journal of Economic Studies, Sciendo, vol. 8(2), pages 103-110, October.
    2. Mahrinasari MS, 2019. "Determinants of Brand Equity: Communication of Corporate Social Responsibility (CSR) versus CSR itself and Company Credibility," Contemporary Economics, University of Economics and Human Sciences in Warsaw., vol. 13(3), September.
    3. Adnan A. S. Alali, 2023. "Stimuli of Organization Citizenship Behavior and Performance: The Moderating Role of Organizational Strategy Awareness," International Journal of Business and Management, Canadian Center of Science and Education, vol. 18(1), pages 1-26, February.
    4. Faseeh Amin & Mohammad Furqan Khan, 2021. "Online Reputation and Stress: Discovering the Dark Side of Social Media," FIIB Business Review, , vol. 10(2), pages 181-192, June.
    5. Jacobs, Mark A. & Yu, Wantao & Chavez, Roberto, 2016. "The effect of internal communication and employee satisfaction on supply chain integration," International Journal of Production Economics, Elsevier, vol. 171(P1), pages 60-70.
    6. Feldman, Percy Marquina & Bahamonde, Rolando Arellano & Bellido, Isabelle Velasquez, 2014. "Uma nova abordagem para mensurar a reputação corporativa," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 54(1), January.
    7. Jean-Jacques Lilti & Julien Lachuer, 2021. "Do sustainability reports make sense for asset selection?," Post-Print hal-03132193, HAL.
    8. Wasike Shadrack Mayende & Owino Odhiambo Joseph, 2021. "Top Management Team Characteristics, Competitive Environment and Strategy Implementation," International Journal of Business and Management, Canadian Center of Science and Education, vol. 15(7), pages 147-147, July.
    9. Ionel Bostan & Ionela-Corina Chersan & Magdalena Danileț & Mihaela Ifrim & Viorica Chirilă, 2020. "Investigations Regarding the Linguistic Register Used by Managers to Convey to Stakeholders a Positive View of Their Company, in the Context of the Business Sustainability Desideratum," Sustainability, MDPI, vol. 12(17), pages 1-19, August.
    10. Noor Farihah Mohd Noor, 2017. "Sustainability Symbol of Justice," European Journal of Interdisciplinary Studies Articles, Revistia Research and Publishing, vol. 3, January -.
    11. Abubakar Mammadi & Habu Mallam Baba & Sadiq Tukur & Abdul Azeez Adam Muhammad & Umar Abdullahi, 2020. "Measuring Residents Satisfaction Levels of Public Housing in Maiduguri Metropolis of Borno State, Nigeria," Traektoriâ Nauki = Path of Science, Altezoro, s.r.o. & Dialog, vol. 6(3), pages 3001-3020, Macrh.
    12. Schwalbach, Joachim, 2015. "Reputation und Unternehmenserfolg: Unternehmens- und CEO-Reputation in Deutschland 2011-2013," Forschungsberichte zur Unternehmenskommunikation 5, Akademische Gesellschaft für Unternehmensführung & Kommunikation, Leipzig.
    13. Vallaster, Christine & Lindgreen, Adam, 2013. "The role of social interactions in building internal corporate brands: Implications for sustainability," Journal of World Business, Elsevier, vol. 48(3), pages 297-310.
    14. Kelly Cristiny Chinelato Sacramento & Adalberto Americo Fischmann, 2019. "Cognitive and Structural Factors: What Makes Strategy Implementation so Hard?," 2019 Papers psa1759, Job Market Papers.
    15. Joanna Radomska & Cyprian Kozyra, 2020. "Awareness of strategy execution barriers in decision-making process: moderated mediation analysis," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 47(1), pages 61-78, March.
    16. Janarthanan Balakrishnan & Pantea Foroudi, 2020. "Does Corporate Reputation Matter? Role of Social Media in Consumer Intention to Purchase Innovative Food Product," Corporate Reputation Review, Palgrave Macmillan, vol. 23(3), pages 181-200, August.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:crepre:v:8:y:2005:i:3:d:10.1057_palgrave.crr.1540253. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.