The Search for Corporate Strategic Credibility: Concepts and Cases in Global Strategy Communications

(Paperback)

Available Formats

Publishing Details

Classifications

Physical Properties

Description

A research-based examination, with previously unavailable case studies of corporate strategy communications and its benefits for corporations and their various stakeholders. Higgins makes clear that "corporate strategy, regardless of how elegantly conceived, how comprehensive its scope or how forward-looking its thrust, does not provide competitive advantage until it is communicated, understood, valued, and acted upon by a variety of key corporate stakeholders." His book is thus developed to advance the theory and practice of corporate strategy communications. With two chapters devoted to conceptual foundations and empirical research, plus five new case studies illustrating his points, Higgins's book not only builds on existing research in strategic planning and management and "reputation management," but offers new research findings as well. Interdisciplinary, integrative, and international in scope, the book will be of special interest to corporate management, strategic planners, corporate communications and investor relations executives, and other professionals in the investment community, and to academics with similar research and teaching interests. Higgins argues that companies that communicate effectively to key constituencies risk less by making their strategies known than by hiding them. Among the important payoffs Higgins identifies are an improved climate within the investment community; better relationships with suppliers, customers, and strategic partners; improved employee morale and motivation; and, in some cases, a boost to share price and the enhancement of shareholder value. He begins with an overall strategic framework, illustrating how effective corporate strategy communications can improve a firm's strategic credibility, then follows with case studies--unavailable until now--each written specifically for this book, and covering such situations as a merger, a failed takeover attempt, and a management campaign to elevate share price and shareholder value at a major chemical company. He ends with an examination of the international challenges and opportunities involved in cross-cultural strategy communications. The book also presents for the first time, the results of a major international study of corporate strategy communications. Included in this study were 1800 executives and analysts from the U.S., Europe, and Japan. "The job of strategy communications is never done," concludes Higgins. "Communications during bad times, as well as good, are critically important."

Reviews

"By any standard, [Higgins's] approach to [this] subject is well-conceived, researched and documented. [His] premise supports my long-held contention that corporate communications, like corporate strategic planning, must be managed at the policy-making level."-Richard Torrenzano CEO, The Torrenzano Group, Ltd. and Former Senior Vice President-Communications The New York Stock Exchange
"Dick Higgins' book is a major step forward in explaining how companies can implement a corporate communications strategy designed to achieve a positive effect on the company's total value and its cost of capital."-Louis M. Thompson, Jr. President & C.E.O. National Investor Relations Institute
"Richard Higgins presents here more than an argument for strategic communications: It is an imperative and should be required reading for any company executive . . . who is genuinely interested in creating value in the company for investors, for employees, for suppliers and for customers."-Geraldine U. Foster (from the Foreword) Senior Vice President Investor Relations and Corporate Communications Schering-Plough
Why should corporations set their sights on flawless corporate strategic communications The Search for Corporate Strategic Credibility reflects on these and several other related issues in a precise, uncluttered manner. Richard Higgins, a corporate strategy communications consultant, has made a significant contribution to the IR profession by discussing in detail the importance of communicating, in an open, honest and timely fashion, a clear corporate strategy. He illustrates and substantiates his theme with numerous relevant examples....The Search for Corporate Strategic Credibility offers a multitude of examples and tactical solutions to a varied set of problems in abundant detail...The topics addressed will always be relevant. The solutions suggested are as good today as they were five or ten years ago--and will continue to challenge and intrigue corporate communicators into the millennium.-Investor Relations Quarterly
"Why should corporations set their sights on flawless corporate strategic communications The Search for Corporate Strategic Credibility reflects on these and several other related issues in a precise, uncluttered manner. Richard Higgins, a corporate strategy communications consultant, has made a significant contribution to the IR profession by discussing in detail the importance of communicating, in an open, honest and timely fashion, a clear corporate strategy. He illustrates and substantiates his theme with numerous relevant examples....The Search for Corporate Strategic Credibility offers a multitude of examples and tactical solutions to a varied set of problems in abundant detail...The topics addressed will always be relevant. The solutions suggested are as good today as they were five or ten years ago--and will continue to challenge and intrigue corporate communicators into the millennium."-Investor Relations Quarterly

Author Bio

RICHARD B. HIGGINS is founder and managing director of StratCom Associates, Grantham, New Hampshire, a consultancy specializing in corporate strategy communications..