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Article
Publication date: 1 October 2003

Peggy Simcic Brønn and Carl Brønn

Organisations are undergoing dramatic changes as stakeholder groups exert an ever‐increasing influence on the place and responsibilities of organisations in society. Important…

2575

Abstract

Organisations are undergoing dramatic changes as stakeholder groups exert an ever‐increasing influence on the place and responsibilities of organisations in society. Important drivers in this process include the environmental movement, the search for total quality management, the concept of sustainable development, ethics and organisational learning. Because the various stakeholders can view these complex issues quite differently from the organisation, it is important that those working with communications are able to understand the underlying complexities of stakeholder relationships. Work in a number of diverse fields has provided an understanding of the factors involved in developing an effective communications strategy. Stakeholder theory is an important contributor in that it provides a means for uncovering the relevant participants in the process. The authors contend that, as part of this process, the co‐orientation model can provide a unifying framework for identifying the nature of the relationships between stakeholders or actors in a communication process. At the heart of this model lies the notion of “mental models” from the organisational learning literature and the recognition that in order for any communication process to be effective these models must be “oriented” properly. The authors build on research from the organisational learning field to gain a deeper understanding of the processes that influence our perceptions of stakeholder groups. Three specific communication skills are identified that enable the communications manager to engage stakeholders in a meaningful dialogue, and thereby enhance the effectiveness of the organisation’s communication efforts. These communication skills are reflection, inquiry and advocacy.

Details

Journal of Communication Management, vol. 7 no. 4
Type: Research Article
ISSN: 1363-254X

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Article
Publication date: 1 July 2006

Michael von Kutzschenbach and Carl Brønn

The co‐orientation model is used as a vehicle for framing the perceptions of different stakeholder groups. This study aims to operationalize the principles of sustainable…

2321

Abstract

Purpose

The co‐orientation model is used as a vehicle for framing the perceptions of different stakeholder groups. This study aims to operationalize the principles of sustainable development in the chain‐of‐custody and measure two selected stakeholder groups' perceptions of their importance.

Design/methodology/approach

The co‐orientation model provides guidance for improving communications and stakeholder relationships by identifying different co‐orientation states of the communicating parties. The implications for the development of effective sustainability communication strategies for organizations are discussed.

Findings

Sustainability communications requires a systematic approach in which all the communication activities are directed toward achieving increased understanding between the organization and its relevant stakeholders about the issues. The co‐orientation model enables the identification of unique initiatives to overcome the communication problems caused by the different co‐orientation states. This insight can be utilized by communication managers to fine‐tune their organization's communication strategy to be more sensitive to the specific requirements of the communication situation. Some of the recommendations to manage the communication process include assumption surfacing, orgainzational reflection, improved stakeholder management and dialogue.

Originality/value

The co‐orientation model is a quite complex concept. This study tries to use the model in a concret case and develops different approaches for improving communications and stakeholder relationships by identifying different co‐orientation states of the communicating parties.

Details

Journal of Communication Management, vol. 10 no. 3
Type: Research Article
ISSN: 1363-254X

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Article
Publication date: 6 March 2007

Mai Anh Thi Lê and Carl Brønn

The ability to learn is an important organisational resource. The purpose of this paper is to identify issues involved in achieving transfer learning across large construction…

1189

Abstract

Purpose

The ability to learn is an important organisational resource. The purpose of this paper is to identify issues involved in achieving transfer learning across large construction projects in the building sector. The focus is on linking experiences gained in the operation and maintenance phase of one project to the earlier construction phases in subsequent projects.

Design/methodology/approach

The paper presented is conceptual in nature.

Findings

Evidence from the construction industry clearly indicates that significant economic benefits can be realized by improving the experience transfer learning process across projects. Despite the industry's significant investments in computer‐based management systems, experience and research shows there are other factors that have a significant impact on this learning process. A framework for diagnosing an organisation's learning characteristics is identified. This framework includes both the structural dimension of the formal organisation and the cultural dimension of the social relationships within the organisation.

Originality/value

Improved feedback from the operative and maintenance phase has the potential to reduce total life cycle costs for future construction projects. Using Kim's OADI‐SMM model of organisational learning, this paper applies a diagnostic instrument that focuses on the organisation's structural and cultural characteristics to identify breakdowns in experience transfer and learning. Awareness of the factors that inhibit experience transfer and learning can contribute to improving industry performance.

Details

Engineering, Construction and Architectural Management, vol. 14 no. 2
Type: Research Article
ISSN: 0969-9988

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Article
Publication date: 5 February 2018

Dimitrij Umansky and Reinhold Fuhrberg

Risk communication and public participation are often hampered by conflicts and mistrust between involved actors. The present paper argues that these problems can be addressed…

1234

Abstract

Purpose

Risk communication and public participation are often hampered by conflicts and mistrust between involved actors. The present paper argues that these problems can be addressed through better mutual understanding. This argument is founded on the conceptualisation of risk communication as a social interaction, which is based on mutual understanding. The purpose of this paper is to illustrate the relationship between conflict, mistrust and mutual misunderstanding through a case study.

Design/methodology/approach

The case study explores risk communication in relation to high-voltage grid extension in Germany. Conflicts and mutual understanding between involved actors are analysed with the help of the coorientation approach. In total, 16 semi-structured interviews are conducted with grid providers, local politicians and public authorities.

Findings

Misunderstandings are exposed between the analysed actors, which are related to mistrust and conflicts. The findings suggest that improved mutual understanding might foster more effective and mutually beneficial risk communication.

Originality/value

Current research fails to sufficiently explain and improve conflicts and mistrust between actors involved in risk communication and public participation. The present paper offers a novel solution by conceptualising risk communication as a social interaction and placing mutual understanding at the centre of the analysis. The paper also introduces the coorientation approach as an analytical tool. Practitioners are advised how to pursue mutual understanding. Future research is encouraged to advance the comprehension of risk communication.

Details

Journal of Communication Management, vol. 22 no. 1
Type: Research Article
ISSN: 1363-254X

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Article
Publication date: 29 November 2018

Michael Christofi, Demetris Vrontis, Erasmia Leonidou and Alkis Thrassou

The purpose of this paper is to construct a conceptual framework of the effects of customer engagement on cause-related marketing (CRM), with the goal of providing a solid…

3915

Abstract

Purpose

The purpose of this paper is to construct a conceptual framework of the effects of customer engagement on cause-related marketing (CRM), with the goal of providing a solid scientific foundation for the development and stimulation of future research on the critical intersection of these two topics.

Design/methodology/approach

The research defines customer engagement in CRM campaigns as the conditions under which consumers are allowed to choose the cause that receives the donation, the cause proximity (geographical proximity) and the type of donation in a CRM campaign.

Findings

The paper conceptualizes the role of customer engagement in enhancing the effectiveness of a CRM campaign, in terms of coverage, customization and reduced consumer skepticism, as well as in triggering positive word-of-mouth (WOM) persuasion behaviors.

Practical implications

The conceptual framework provides several practicable directions toward effective control of CRM campaign outcomes, for both local and global firms.

Originality/value

The paper rests on established empirical foundations to develop a comprehensive preliminary multi- disciplinary framework on the subject, setting the path for further research in the fields of CRM, customer engagement and International Business Research, and reaching findings of both scholarly and executive worth.

Details

International Marketing Review, vol. 37 no. 4
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 1 June 2010

Matthew Chylinski and Anna Chu

By examining the behaviours of cynical consumers and the factors that give rise to them, the paper's aim is to highlight the potential impact of consumer cynicism on firms and to…

6273

Abstract

Purpose

By examining the behaviours of cynical consumers and the factors that give rise to them, the paper's aim is to highlight the potential impact of consumer cynicism on firms and to investigate the possibility of influencing the evolution of those behaviours over time.

Design/methodology/approach

A multi‐method approach uses five focus groups, a survey, and a longitudinal experiment to explore the behaviour of cynical consumers experiencing different patterns of goal/value (in)congruence with the actions of a firm.

Findings

Progressive development in the frequency and severity of cynical behaviours results from repeated incongruence between consumers' goals or values and firm actions. Value incongruence has a greater effect on the severity of cynical behaviours. Recency effects remove cynical behaviours when the underlying drivers of cynicism are reversed.

Research limitations/implications

The results are based on consumers' behavioural intentions, requiring a degree of subjective interpretation to quantify the severity of consumer behaviours.

Practical implications

Because of the potentially severe nature of cynical consumer behaviours, the study helps managers to gain a better understanding of these behaviours, their source, and how to monitor their frequency, severity, and development over time.

Originality/value

Several facets of consumer cynicism are examined that have not been explored together previously, including drivers, cognitive/affective mechanisms, and the pattern of resulting behaviours. This approach provides managers with a tool to predict how consumers will react to a given situation and suggests actions to mitigate these reactions.

Details

European Journal of Marketing, vol. 44 no. 6
Type: Research Article
ISSN: 0309-0566

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