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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
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    Citations

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    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. Flora Zeqaj Lamçja, 2017. "Selfie-Mania Influence on Adolescent Self-Esteem," European Journal of Interdisciplinary Studies Articles, Revistia Research and Publishing, vol. 3, ejis_v3_i.
    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.

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