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Article
Publication date: 2 September 2021

Lorelei Ortiz

This study examines comprehensiveness and responsiveness of mission statements for the top 100 retailers on the 2020 National Retailers Federation list in order to (1) evaluate…

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Abstract

Purpose

This study examines comprehensiveness and responsiveness of mission statements for the top 100 retailers on the 2020 National Retailers Federation list in order to (1) evaluate how effectively they communicate organizational identity, values and purpose, (2) underscore a distinctive commitment to stakeholders and (3) what extent these efforts are reflected in revised mission statements or addenda to meet global pandemic challenges.

Design/methodology/approach

The study employs a 4-question metric to measure comprehensiveness and a two-pronged qualitative method of analysis consisting of keyword searches followed by content analysis.

Findings

Retailer statements are considerably comprehensive in describing purpose and audience yet very few articulate stakeholder value, differentiate themselves as distinctive or substantively reaffirm their core mission and values. Retailers seem more invested in strategic communication around diversity, equity and inclusion, based on web content in their consumer, job seeker and investor touchpoints.

Research limitations/implications

Coding and interpreting language through content analysis methods may introduce some level of subjectivity, particularly when dealing with unstructured data. Implications for how organizations acclimated in order to survive and thrive, while maintaining focus on stakeholders and strategy. Examining organizational mission statements and their contexts yields perspective into how organizations define themselves and what they do during times of crisis.

Originality/value

This study provides insights into the content, structure and functions of the statements against a specific comprehensiveness metric and reveals patterns about the texts and their contexts during a pandemic and strong cultural and societal movements.

Details

Journal of Strategy and Management, vol. 15 no. 2
Type: Research Article
ISSN: 1755-425X

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Article
Publication date: 8 May 2009

Lorelei A. Ortiz and Julie D. Ford

The purpose of this article is to provide analysis of organizational communication used by one major US airline during a Teamsters unionizing campaign as a means for readers to…

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Abstract

Purpose

The purpose of this article is to provide analysis of organizational communication used by one major US airline during a Teamsters unionizing campaign as a means for readers to examine what airlines do when faced with the threat of unionization, how they prepare front‐line management for communication with employees, and what role these managers play in unionizing campaigns.

Design/methodology/approach

A range of corporate communications from the airline were gathered within a seven‐month period and qualitatively analyzed, including management training manuals, e‐mails, and conference calls between line managers and regional directors.

Findings

Anti‐union communication strategies position front‐line managers in the key persuasive role of controlling and disseminating essential top‐down information in the effort to keep employees union‐free, utilizing a complex and multi‐layered organizational approach to train managers for employee communication during a unionizing campaign.

Research limitations/implications

While granted access by America West to observe conference calls and view internal documents the authors were not granted access to listen to Teamsters Union conversations or view Teamsters' internal documents. As a result, the authors realize that their study is limited to an analysis of only one side of the story. Additional research into this topic could include data from both campaigns.

Practical implications

Analysis of organizational anti‐union campaigns and the role of front‐line managers in these campaigns identify key areas of interest for both organizations and unions. This analysis, in conjunction with assessment of the overall results of a unionizing campaign, provides information that organizations can use when selecting strategies for internal communication in times of potential change.

Originality/value

This paper provides useful information about the complex function of line management in supporting and promoting the organization when external factors are perceived as endangering internal infrastructure. It also offers a practical glimpse into a unique type of managerial communication whose aim is to be both cautious and persuasive.

Details

Journal of Communication Management, vol. 13 no. 2
Type: Research Article
ISSN: 1363-254X

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