| 1. |
- Andersson, Rickard
(author)
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Employees as ambassadors: embracing new role expectations and coping with identity-tensions
- 2019
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In: Corporate Communications. - 1356-3289. ; 24:4, s. 702-716
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Journal article (peer-reviewed)abstract
- PurposeTo provide an employee perspective on ambassadorship in the context of corporate communication, the purpose of this paper is to explore how employees relate to and experience ambassadorship.Design/methodology/approachThe study has a qualitative approach, and the empirical material consists of semi-structured interviews with, and focus groups of, employees of seven organizations in both the public and private sectors. The paper draws on a contemporary understanding of identity where identity is perceived as an ongoing reflexive process in which employees negotiate and construct of their selves through relating to role expectations and interacting with others. Therefore, ambassadorship is understood as a social-identity, or persona, that is referenced by employees in their identity work.FindingsThe findings indicate that employees embrace this persona as they imagine that external stakeholders, colleagues and managers expect it of them. However, the ambassador persona also gives rise to identity-tensions both during work and off work.Research limitations/implicationsThe paper contributes a novel way to understand ambassadorship as well as highlighting some of the more problematic aspects of it and furthering the understanding of the concept.Practical implicationsThe findings highlight that ambassadorship can have problematic consequences that needs to be addressed. They suggest that the employee perspective should be taken into consideration in internal communication education and training.Originality/valueThe paper contributes a novel employee perspective on ambassadorship.
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| 2. |
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| 3. |
- Blombäck, Anna, et al.
(author)
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Corporate Heritage in CSR Communication : A means to responsible brand image?
- 2013
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In: Corporate Communications. An International Journal. - 1356-3289 .- 1758-6046. ; 18:3, s. 362-382
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Journal article (peer-reviewed)abstract
- Purpose: This paper explores whether corporate heritage as a component in planned communications can be important to foster a responsible corporate brand image among consumers. Design/methodology/approach: A research model with three hypotheses was created and tested through linear multiple regression analysis, including 199 brands. The dependent variable, responsible brand image, was obtained from a Swedish consumer survey (n=8015). The independent variables were measured through content analyses of the brands' webpages. Findings: The findings support that presence of corporate heritage in CSR communication is positively related to responsible brand image with consumers. It is notable that the results indicate that corporate heritage identity on its own does not influence positive consumer perception on responsibility, unless it is linked to CSR communication.Research limitations/implications: Previous research has indicated the significance of cultural context on what constitutes effective CSR communication. As this study is limited to a Swedish consumer sample, we therefore recommend further research including a wider national context in order to validate the findings.Practical implications: Our study and findings can inspire and inform companies how corporate heritage can be utilised in brand communications to facilitate CSR credibility among consumers.Originality/value: By introducing history and heritage as a perspective on CSR communication and responsible brand image, we add to the growing literature on corporate heritage identity and branding. The findings also add to the CSR communication literature calling for more knowledge on elements that build effective CSR communication.Key words: Brand image, Consumer perception, CSR, CSR communication, Corporate heritage identity, History, Heritage
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| 4. |
- Blombäck, Anna, 1975-, et al.
(author)
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Corporate identity manifested through historical references
- 2009
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In: Corporate Communications. An International Journal. - : Emerald Group Publishing Limited. - 1356-3289 .- 1758-6046. ; 14:1, s. 404-419
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Journal article (peer-reviewed)abstract
- The purpose of this paper is to focus on how firms draw on historical references in corporate marketing. The paper seeks to analyze the logic behind such efforts from a corporate identity perspective and to propose potential risks and/or benefits of doing so. The paper aims to inspire the understanding of how references to history are used in marketing and the outcome of such use. The paper mainly draws on literature relating to corporate marketing and the use of history in organizations. Combining these theories, and pointing at empirical examples, the paper clarifies why references to history can be important manifestations of corporate identity. The paper comes up with propositions concerning what consequences the reference to history in corporate marketing can have for firms' marketing strategies and business development. The paper outlines a connection among corporate identity, organizational identity, and image through corporate communications. It suggests that among the range of corporate characteristics, historical references can be particular valuable for corporate communications thanks to the reliability age can provide (as opposed to liabilities of newness). Still, elaborations suggest that the planned use of historical references has both pros and cons in terms of business development. Despite the notion that history, as an inevitable and distinctive firm feature, can play an important role in corporate marketing, research on the topic is quite scarce. This paper offers some remedy to this gap by elaborating on the internal and external rationales for applying historical references and how these can be explained in connections between corporate identity and history.
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| 5. |
- Blombäck, Anna, et al.
(author)
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Exploring the logics of corporate brand identity formation
- 2012
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In: Corporate Communications. An International Journal. - : Emerald. - 1356-3289 .- 1758-6046. ; 17:1, s. 7-28
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Journal article (peer-reviewed)abstract
- Purpose: The purpose of this paper is to explore and analyze the logics at work when companies decide what corporate features to communicate; which eventually also accounts for their corporate brands identities. Design/methodology/approach: As a case in point, we focus on the concept “family business” and investigate the rationale among companies to make particular reference to being such a company on their websites – a decision we interpret as part of the corporate brand identity formation. Interviews are made with 14 CEOs in 12 small and medium-sized family enterprises in a Swedish context. We employ a discourse analysis to distinguish patterns of corporate feature selection. Findings: Our results highlight how decisions that define corporate brand identity are not necessarily a consequence of rigorous marketing planning, but are sometimes made without concern for marketing matters. We identify three logics for the selection and formation of corporate brand identity features; the habit, organic and intended logics. On account of these findings, we develop a three logics model of corporate brand identity formation; proposing differences between intuitive, emergent and strategic processes. In the intuitive process, managers construct brand identity based on tradition, instinctive beliefs and self perception. In the emergent process, the decision surfaces from active interplay between self-perception among managers and the company’s identity. In the strategic process, the decision is a product of an explicit brand strategy with focus on corporate communications.Research limitations/implications: The sample size is small. No large firms are included. We focus on one corporate feature, namely, being family business. Originality/value: Research on corporate brand identity is still largely conceptual. Drawing on empirical findings, this paper contributes to available theory and to practical insight. Key words: Corporate brand management, corporate brand identity, marketing communications, family business.
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| 6. |
- Blombäck, Anna, et al.
(author)
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The dual opening to brand heritage in family businesses
- 2013
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In: Corporate Communications. An International Journal. - : Emerald. - 1356-3289 .- 1758-6046. ; 18:3, s. 327-346
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Journal article (peer-reviewed)abstract
- Abstract Purpose – This paper seeks to uncover why and how the combination of family and company history in family businesses implies idiosyncratic opportunities in the process to uncover, activate, and nurture heritage-based corporate identities and brands. Design/methodology/approach – The discussion is specifically informed by the literatures on brand heritage, family business, and the notion of hybrid identities. To illustrate this typology of history communication in family businesses the paper relies on web site observations in Sweden and German-based family businesses. Findings – Based on the construct of brand heritage, the paper clarifies why the entwinement of family and business provides fertile ground for brand heritage. The presentation of a typology of ways to communicate family, business and family business history respectively further reveals the varying openings and practices of family businesses in this area. Research limitations/implications – The paper primarily takes an external marketing orientation and is conceptual. Practical implications – The distinction of two sources of brand heritage in family businesses and the typology of approaches to reflect history in corporate communications should be of interest for practitioners. The findings can serve as an eye-opener and instrument in the planning of strategic marketing. Originality/value – The paper focuses on brand heritage and heritage branding from a family business perspective. Being hybrid identity organizations, characterized by entwinement of family and company history, family businesses offer particular perspectives to the heritage brand discussion. Keywords Brand heritage, Branding, Corporate communication, Corporate identity, Family business, History, Family firms, Germany, Sweden
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| 7. |
- Christensen, Emma, et al.
(author)
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Dialogics of strategic communication : Embracing conflicting logics in an emerging field
- 2018
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In: Corporate Communications. - 1356-3289. ; 23:3, s. 438-455
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Journal article (peer-reviewed)abstract
- Purpose: The purpose of this paper is to analyze how the field of strategic communication is shaped and driven by several different logics that not only simply underpin each other, but also and simultaneously oppose each other and point in many different directions. Design/methodology/approach: The authors address the multiple logics in strategic communication and their interplay by drawing on Edgar Morin’s theory of “dialogics.” According to Morin, complex systems are characterized by multiple logics that are at once complementary, competitive and antagonistic with respect to one another. Findings: The authors present and discuss five dialogics that challenge conventional notions of managerial control: deliberate vs emergent perspectives on communication strategy; top-down vs participatory approaches; bounded vs unbounded notions of communication; consistency vs inconsistency in organizational messages; and transparency vs opacity in organizational practices. Originality/value: While the dialogical perspective defies the ideal of strategic communication as a unitary discipline, the authors argue that the field can only develop by acknowledging, embracing and bringing to the fore of analysis principles that are at once complementary, competitive and antagonistic.
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| 8. |
- Corvellec, Hervé, 1961
(author)
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Arguing for a license to operate: The case of the Swedish wind power industry
- 2007
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In: Corporate Communications: An International Journal. - 1356-3289. ; 12:2, s. 129-144
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Journal article (peer-reviewed)abstract
- Purpose: The purpose of this paper is to examine the way organizational actors argue to obtain a license to operate for new ventures. Design/methodology/approach: The design, which addresses the issue at the industry level, consists of a case study of the ways in which power developers argue for the development of wind energy in Sweden. Findings: The study shows that wind power developers proffer a necessity-ability-acceptability line of argument that relies not only on the convincing character of claims grounded in premises, but also on the persuasive character of values, knowledge and opinion likely to win the adherence of the audience. Research limitations/implications: From a theoretical perspective, this is an illustration of the relevance of bridging the divide between argumentation theories in tune with formal or informal logic and those oriented toward rhetoric and the social practice of communication. Practical implications: More practically, the paper suggests that in order to obtain a license to operate, managers need to combine and balance in their practice of argumentation a logical approach to factual knowledge with a situational sense for the rhetoric favored by the audience. Originality/value: This study emphasizes the key role played by argumentation in corporate communication.
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| 9. |
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| 10. |
- Falkheimer, Jesper, et al.
(author)
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Doing the Right Things or Doing Things Right? : Paradoxes and Swedish Communication Professionals’ Roles and Challenges
- 2016
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In: Corporate Communications. - 1356-3289. ; 21:2, s. 142-159
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Journal article (peer-reviewed)abstract
- Purpose – The purpose of this paper is to examine and analyze the prevailing form of rationality that governs the challenges, goals and roles of communication professionals. The authors will also explore alternative forms of rationality and discuss what these would imply. Design/methodology/approach – The paper is based on survey results from The European Communication Monitor (ECM) and qualitative interviews with communication managers in Sweden. First, the authors present the ECM data and the Swedish interview material, i.e. the authors depict the practitioners’ perceptions of what they understand as important work tasks and roles. The interviews focus on the actual practices of linking communication goals to business goals. Second, the results are challenged from a reflexive perspective, using theories from the paradox turn and questioning the “taken-for-granted thinking” in corporate communications. Findings – The ECM data show that the main challenge in practice is “linking business strategy and communication.” The Swedish respondents stand out when it comes to “building and maintaining trust” since this is considered to be almost as important. The qualitative interview study strengthens the results in the ECM. The interviewees seem to do their work according to the traditional management agenda – i.e. they break down overall business goals and translate these to measurable communication goals. The results are reflected upon using paradox theory. Two paradoxes are discussed: between managerialism and professionalism, and strategic generalists and operational specialists. Research limitations/implications – The study is based on survey data that have been collected through a convenience sample, and the interview study is a pilot study. Practical implications – The paper focuses conflicts between normative practitioner ideals and reality, and helps practitioners to reflect upon mainstream thinking. Originality/value – Based on the empirical findings in the ECM, the interviews and the theoretical framework, the authors conclude that if the idea of The Communicative Organization is to be fruitfully realized, it is necessary to depart from a multi-dimensional rationality and question ideas that are taken for granted. The use of paradox theory and concepts such as functional stupidity is rather original in corporate communication research. Additional research could further explore paradoxes in order to spark dialogue, which may undermine one-dimensional thinking and functional stupidity.
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