AbstractPurpose – The purpose of this paper is to identify factors influencing an organization’s predispositionto bridging strategy, and tests relationships between those factors and bridging strategy.Design/methodology/approach – Online survey was conducted in South Korea. Hierarchicalregression was used.Findings – Identified factors are environmental complexity, top management attitude towardstakeholders, analysis orientation, and authoritarian culture.Research limitations/implications – By adopting the concept and measures of bridging as anorganization’s public-engagement strategy, this study was able to capture an organization’s strategicapproach for problem-solving in communication management.Practical implications – Strong analysis orientation allows organizations to look into problems intheir complex environments affecting their performance and their key stakeholders before deciding onstrategies; resultantly, they are more likely to reduce problems and to improve their performance.In contrast, authoritarian culture discourages an organization’s adoption of bridging strategy.Originality/value – This study is the first empirical study investigating the dynamics of factorsinfluencing organizations’ strategic predisposition in communication management
Communication management, Environmental complexity, Analysis orientation, Authoritarian culture, Bridging strategy, Strategic predisposition
Business and Corporate Communications | Strategic Management Policy
Journal of Communication Management
Strategic predisposition in communication management: Understanding organizational propensity towards bridging strategy. Journal of Communication Management. (2016). Journal of Communication Management. 20, (3), 232-254. Research Collection Lee Kong Chian School Of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research/5005
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