ABSTRACT

This study presents the findings of multi-method research that explores the challenges and implications of the concept of agility for the field of strategic communication. Despite its omnipresence in business practice, research on agility in the domain of strategic communication is scarce. Thus, a four-step research process was conducted to link the interdisciplinary debate about agility to the field of strategic communication. First, a systematic literature review across various disciplines provided a comprehensive understanding of agility and its key dimensions. Second, several conceptual frameworks for agility were analyzed and the relevant aspects for strategic communication were synthesized. In the third step, the current impact of organizational agility on corporate communications was explored by conducting empirical in-depth interviews with chief communication officers and senior communication managers from 38 multinational companies. Finally, the theoretical, conceptual, and empirical insights were combined to develop a framework for the role of strategic communication in the context of organizational agility. The findings of this study suggest that communication departments need to: a) adopt their own structures and processes, accordingly; b) enhance organizational agility by enabling other departments; and c) communicate the agile transformation of their organization both internally and externally.

摘要

本研究展示了多方法研究的结果，这些研究探索了敏捷性概念的挑战和影响在战略传播领域。尽管它在商业实践中无处不在，但对战略沟通领域的敏捷性的研究却很少。因此，进行了四步研究过程，将关于敏捷性的跨学科辩论与战略沟通领域联系起来。首先，跨学科的系统文献综述提供了对敏捷性及其关键维度的全面理解。其次，分析了敏捷性的几个概念框架，并综合了战略沟通的相关方面。第三步，通过对来自 38 家跨国公司的首席传播官和高级传播经理进行实证深度访谈，探讨组织敏捷性对企业传播的当前影响。最后，理论上，概念性和实证性见解相结合，为战略沟通在组织敏捷性背景下的作用开发了一个框架。本研究的结果表明，传播部门需要： a) 相应地采用自己的结构和流程；b) 通过赋能其他部门来增强组织敏捷性；c) 在内部和外部传达其组织的敏捷转型。