Lectures by Prof. Dr. Susanne Robra-Bissantz at Summer School, TU Braunschweig, Institut für Wirtschaftsinformatik, Abteilung Informationsmanagement (wi2). July 2009.
4. “Corporate communication has an impact on corporate success!“
“The impact of the sum of communication activities is often less
then the sum of the impacts of single communication activities!“
“Active design of corporate communication helps to fulfill corporate
goals.“
“Corporate communication is a management task.“
”Active design of corporate communication includes the design of
messages as well as the concept of media appliance!“
Susanne Robra-Bissantz 4
5. 1 Corporate Communications: Overview
2 Theory: Communication, Coordination, Cooperation
3 Corporate Communications 2.0
4 Brand Management 2.0
5 Internal Communication 2.0
6 Social Media Marketing and CSR 2.0
7 Internet Marketing
Susanne Robra-Bissantz 5
6. 1 Corporate Communications: Overview
2 Theory: Communication, Coordination, Cooperation
3 Corporate Communications 2.0
4 Brand Management 2.0
5 Internal Communication 2.0
6 Social Media Marketing and CSR 2.0
7 Internet Marketing
Susanne Robra-Bissantz 6
7. 1 Public Relations
2 „Marketing Communication“
4 external Communication
3 internal Communikation
„Integrated View“: consistent and authentic picture of the
company, common communication concept
Susanne Robra-Bissantz 7
8. COMMUNICATION CONCEPT
Main Goal
Goals for
Target groups
Goals for
Communication Forms
Goals
Communication Strategy
Strategies for Communication Forms
Strategies for Communication Instruments
Strategies
Internal (Company, Employee)
External (Competitiors, Customers…)
Macro (Society, Law …)
Susanne Robra-Bissantz 8
9. COMMUNICATION SITUATION
Macro situations Macro situations = company‘s situation
Politics Technology Company‘s
internal
External situations situation External situations
company employee
Type of Working
Suppliers Customers
tasks situation
Internal situations Internal situations
company employee
Competitors Communication
Company‘s partners Company‘s
Society Legal practice external macro
situation situation
Susanne Robra-Bissantz 9
11. GOALS OF CORPORATE COMMUNICATIONS
High Relevance for Target Group
Potentially important Characteristic Important Characteristic
Quality
Innovation
Social Responsibility Innovation
Social Responsibility
Weaknesses Strengths
Personal Care
Flexibility
Not important Characteristic Potentially important Characteristic
Objective Position Low Relevance for Target Group
Subjective Position
Objective Position of competitors
Wished Position
Subjective Position of competitors
Susanne Robra-Bissantz 11
12. CORPORATE COMMUNICATIONS: STRATEGIES
Personality Strategy
Partnerstrategy Competitive Strategy
Strategies for communication forms
external Marketing- internal
Public Relations
Communications communications communications
Communication
Advertising Corporate Blog Newsletter
type
Strategies for communication instruments
Susanne Robra-Bissantz 12
13. PERSONALITY STRATEGY
Is characteristic important for the customer?
Is characteristic a strength?
Potential of Characteristic Is objective position different from wished for position?
subordinate CSP Innovation CSP
Quality
Common
Starting Flexibility
Points Social Responsibility
of
Communication
Personal Care
No CSP ?
Is communication important because subjective position is Relevance of Communication
different from objective?
Is communication able to transport the characteristic? Robra-Bissantz
Susanne 13
14. DECISIONS IN COMPETITIVE STRATEGY
Differentiation or Cost Leadership?
Is communication a competitive advantage of the
company?
Is media usage a competitive advantage of the company?
Can communication support competitive advantages of the
company?
Susanne Robra-Bissantz 14
15. DECISIONS IN COMMUNICATION PARTNER STRATEGY
Differentiated Marketstrategy?
Can communication support the differentiated treatment of
customer groups?
How can communication lead to different images for
different shareholders, like customers, press, employees,
science etc.?
Selection of important communication partners?
Decision about CSPs for different communication partners
Susanne Robra-Bissantz 15
16. FINAL TEST OF FIT
Communication forms FIT?
Communication
partner Marketing PR ext. comm.
CSP: CSP: CSP:
?
1. 1. ... 1. ...
Customer: 2. 2. 2.
wished CSP
Science:
wished CSP
... ...
Susanne Robra-Bissantz 16
17. 1 Corporate Communications: Overview
2 Theory: Communication, Coordination, Cooperation
3 Corporate Communications 2.0
4 Brand Management 2.0
5 Internal Communication 2.0
6 Social Media Marketing and CSR 2.0
7 Internet Marketing
Susanne Robra-Bissantz 17
18. ELECTRONIC BUSINESS ACTIVITY
Information
Transaction
Collaboration
E-Business Partners
Susanne Robra-Bissantz 18
19. CORPORATE COMMUNICATIONS AND E-BUSINESS STRATEGY
Business
Technologies E-Business
Strategy
Susanne Robra-Bissantz 19
21. COMMUNICATION, COORDINATION AND COOPERATION
Communication means exchanging information between partners – often
supported by electronic media.
Coordination refers to the “fine tuning” of single activities between two partners. This is
necessary if there are interdependencies between several systems.
(e.g. personnel, departments, companies).
Cooperation is the co-action of several systems having a common goal.
I I
Communication
Activities to “fine tune“ + + Activities to “fine tune”
Interdependencies
Effort + Coordination + Effort
Cooperation
Cooperation
Susanne Robra-Bissantz 21
22. COMMUNICATION, COORDINATION, AND COOPERATION SYSTEMS
Exchange of Exchange Exchange of
Fine Tuning Fine Tuning
services of information services
Communication System, e.g. fax etc.
Coordination System, e.g. Workflow-Management-System
Cooperation System, e.g. Group-Decision-Support-System,
Interorganisation System
Susanne Robra-Bissantz 22
23. 2 Theory: Communication, Coordination, Cooperation
2.1 Communication
Situations Tasks Mechanisms Systems
2.2 Coordination
2.3 Cooperation
Susanne Robra-Bissantz 23
24. DEFINITION OF TERMS: COMMUNICATION
Communication describes the transmission of information
from a sender to a recipient.
Susanne Robra-Bissantz 24
25. 2 Theory: Communication, Coordination, Cooperation
2.1 Communication
Situations Tasks Mechanisms Systems
2.2 Coordination
2.3 Cooperation
Susanne Robra-Bissantz 25
26. COMMUNICATION SITUATION
E
• Number of partners
E
S E 1:1 1:N
E
E
• Function of partners
Employee
B2E Administration
“business to employee“
Intranet B2A
“business to
administration“
B2B B2C
“business to business“ “business to consumer“
Business partner Company Consumer
Extranet Internet
Susanne Robra-Bissantz 26
27. 2 Theory: Communication, Coordination, Cooperation
2.1 Communication
Situations Tasks Mechanisms Systems
2.2 Coordination
2.3 Cooperation
Susanne Robra-Bissantz 27
29. LEVELS OF COMMUNICATION
I will drop by your place tomorrow at 2!
Information Comprehension
Pragmatics
(intention, effect) promise? threat?
Comprehension
Semantics Messages
2? drop by?
Transmission / comprehension
Syntax Signs
dialect? accent?
Susanne Robra-Bissantz 29
30. LEVELS OF COMMUNICATION
Information understanding
Pragmatics Invitation
(intention, effect) promise? threat?
comprehension
Semantics Messages Directions
2? drop by?
transmission / comprehension
Syntax Signs Line
dialect, accent?
Susanne Robra-Bissantz 30
31. COMMUNICATION MODEL - SHANNON-WEAVER
Information Information Information
delivery transmission reception
Sender Receiver
Mes- Mes-
Encoding Signal Channel Signal Decoding
sage sage
Susanne Robra-Bissantz 31
32. EXTENDED COMMUNICATION MODEL
Sender Receiver
Information
Information Information
Information Information
Information
delivery
delivery transmission
transmission reception
reception
Informa- Informa-
tion tion
Mes- Mes-
Encoding Encoding Signal Channel Signal Decoding sage Decoding
sage
Susanne Robra-Bissantz 32
33. CONTENTS OF A MESSAGE
• Kind of relationship
• Self portrayal
• Information
• Explanation
• Criticism
• Motivation
Susanne Robra-Bissantz 33
34. ANATOMY OF A MESSAGE - SCHULZ VON THUN
Mr. Smith, you don´t work too much!
Mr. Smith works 6 instead of 8 hours a day.
Factual content
Relationship Self portrayal
Mr. Smith and his boss Mr. Smiths boss is
are not on good terms dissatisfied with his work.
Appeal
Reproach: Mr. Smith you have to show more
dedication!
Susanne Robra-Bissantz 34
35. 2 Theory: Communication, Coordination, Cooperation
2.1 Communication
Situations Tasks Mechanisms Systems
2.2 Coordination
2.3 Cooperation
Susanne Robra-Bissantz 35
36. MECHANISM OF COMMUNICATION
Transmission or on demand communication,
Synchronous or asynchronous communication,
Standardized or individual contents,
Natural or planned control of communication,
…
Susanne Robra-Bissantz 36
37. 2 Theory: Communication, Coordination, Cooperation
2.1 Communication
Situations Tasks Mechanisms Systems
2.2 Coordination
2.3 Cooperation
Susanne Robra-Bissantz 37
38. COMMUNICATION SYSTEMS
Media
Person Person
Computer
Person Person
WWW
Person EDI Computer
Computer Computer
Susanne Robra-Bissantz 38
39. MEDIA CHOICE FROM A BUSINESS PERSPECTIVE
EDI Extranet E-Mail
Resources for system implementation high low
Frequency of communication high low
Proportion of unstructured communication low high
Security of communication high low
Constancy of relationship high low
Data volume high low
Standardization of data high low
Importance of flexible access low high
Susanne Robra-Bissantz 39
40. MULTICHANNEL MANAGEMENT - MEDIA CHARACTERISTICS
Characteristic Perception Information flow Presentation Address
Medium optical acoust ical direc- interactiv e dynamic static individual mass
tional
Mailings x x x x x
Telephone x x x x x x
Printmedia x x x x
Radio x x x x
TV x x x x x
Internet x x x x x x x x
Susanne Robra-Bissantz 40
41. TASK ORIENTED COMMUNICATION MODEL
Task oriented Speed Accuracy
demands Complexity Confidentiality
Comfort documented
low high
Degree of task structuring
Telephone
very suitable Face-to-face Face-to-face Letter, Fax
Fax, Voice Mail
Suitability
suitable Video Telephone, Data
E-Mail
telephone Visual phone communication
not suitable Textual Fax Speech
Letter
communication E-Mail communication
Susanne Robra-Bissantz 41
43. MULTICHANNEL BUSINESS
Products
Produkte
Standardised
securities business Parts of credit business Property management
Standardised
Businesses with high
Monetary transactions savings and investment
- -
demand of consulting (e. g.
business
loans to purchase property)
Communication needs
Anforderungen an den Kommunikationsprozess
important Speed/comfort not important
low Complexity high
high Degree of task structuring low
Distribution channels
Vertriebskonzept
Customer Self Service Semi personal Personal
human-computer- concepts communication via branch
interaction (passive and active) or sales force
Susanne Robra-Bissantz 43
44. DEMAND ORIENTED MODEL OF MEDIA CHOICE
Communication Theory
A Message consists of its factual content, its
intention and relational aspects Theoretical
Explanatory
e. g. Model
Marketing Theory
Media usage is a two-stage process of demand for
communication services
Decision Theory
Media usage is a decision with goals, alternatives
and situations
Theory of critical mass systems
The use of telecommunication systems faces
barriers of usage
Susanne Robra-Bissantz 44
45. EXPLANATORY MODEL OF MEDIA CHOICE
OBJECT SUBJECT
Cause of Communication Communication Media
communication need situation application
Media Relevant media Selected medium
Suitability Decision
Susanne Robra-Bissantz 45
46. MEDIA CHOICE IN STRUCTURED / UNSTRUCTURED COMMUNICATION
Structured communication
Fixed message • Regularly
• Decisions made by management
• always to the same message
Cause for message
Information to be
communicated Cause of communication
Problem
Business
• Decisions made by employee
operations Variable message • different messages
depending on individual employee
Unstructured communication
Susanne Robra-Bissantz 46
47. EMPIRICAL RESULTS: SUITABILITY OF MEDIA
Letter
Variety Contact
Transaction communication
communication
5
Negotiation communication
E-mail
4
Fax
Dialogue communication
3 Security
5
EDI/ Data communication
2 4
3 Telephone
1 2
1
1 2 3 4 5
Speed
Susanne Robra-Bissantz 47
48. EMPIRICAL RESULTS: MEDIA USAGE
100%
80% MM
EDI
60% Data c.
E-Mail
40% Letter
Fax
20% Phone
0%
Contact Dialogue Negotiation Transaction Bureaucratic
Susanne Robra-Bissantz 48
49. MEDIA RICHNESS
Media Richness
Medium
Face-to-face-dialogue Over complication
Video communication
Telephone
Voice mail
Computer conference
Telefax
Electronic mail
Oversimplification
Letter / Document
Complexity / equivocality of
communication task
Susanne Robra-Bissantz 49
50. CONTENTS OF A MESSAGE
• Kind of relationship
• Self portrayal
• Information
• Explanation
• Criticism
• Motivation
Susanne Robra-Bissantz 50
51. SUITABILITY OF MEDIA IN TERMS OF INTENTION
Transmit Contents Have Intentions Act
Inform Explain Motivate Conclude
Reach
understanding
Visual
Telephone
phone
Multimedia
E-Mail document
Fax
Letter
Impress emotionally
Susanne Robra-Bissantz 51
52. SUMMARY: COMMUNICATION
Situations: Different ways to communicate:
- Depending on the number of partners (1:1; 1:N; N:N)
- Depending on the function of the partners (B2B; B2C; …)
- Depending on structured and unstructured information
Tasks: - Transmission of information (signals, signs and syntax)
- Delivery of information (messages, semantics and pragmatics)
- Reception of information (Understanding: Transmission/
comprehension; dialect? accent?)
-> Communication models
Mechanisms: - Transmission or on demand communication
- Synchronous or asynchronous communication
- Standardized or individual contents
- Natural or planned control of communication,
Systems: Face-to-face-dialogue, video communication, telephone,
voice mail, computer conference, telefax, e-mail, letter/document
-> Media Richness: Use different systems for effective
communication
Susanne Robra-Bissantz 52
53. 2 Theory: Communication, Coordination and Cooperation
2.1 Communication
2.2 Coordination
Situations Tasks Mechanisms Systems
2.3 Cooperation
Susanne Robra-Bissantz 53
54. DEFINITION OF TERMS: COORDINATION
Coordination describes the “fine tuning” of
single activities and is needed if
interdependencies exist between activities of
several systems (e.g. people, departments,
companies).
Susanne Robra-Bissantz 54
55. 2 Theory: Communication, Coordination and Cooperation
2.1 Communication
2.2 Coordination
Situations Tasks Mechanisms Systems
2.3 Cooperation
Susanne Robra-Bissantz 55
56. COORDINATION SITUATION - GOALS
Common goals
Example:
Members of a corporate network execute
sales orders.
COOPERATION
Different goals
Example:
Supplier sells goods also to other companies.
Susanne Robra-Bissantz 56
57. PROCESS DEPENDENCIES
e r1
Direct C on sum
dependency
Indirect
Supplier dependency
on supplier
Direct
dependency Cons
ume
r2
Susanne Robra-Bissantz 57
58. 2 Theory: Communication, Coordination and Cooperation
2.1 Communication
2.2 Coordination
Situations Tasks Mechanisms Systems
2.3 Cooperation
Susanne Robra-Bissantz 58
59. WHAT DOES COORDINATION CONTAIN?
Coordination tasks Examples
Management of B2C relationships Flow control und assessment
• Management of chronological Notification, process control, tracking / tracing
dependence
• Transfer management Temporary stock keeping, Just-in-Time concept
• Management of usability Standardisation, interface definition
Management of shared resources Allocation
Task assignment as special case for the (Computer-based) group decision or discussion
employee or organisation seen as resource
Management of simultaneous events (Computer-based) time management
Management of task decompositions and Modularity techniques, group decision
task combinations.
Susanne Robra-Bissantz 59
60. COORDINATION PLAN
Selection and specification of a suitable
coordination mechanism
Strategic
Mechanism
used in particular
business cases
Operational
Susanne Robra-Bissantz 60
61. 2 Theory: Communication, Coordination and Cooperation
2.1 Communication
2.2 Coordination
Situations Tasks Mechanisms Systems
2.3 Cooperation
Susanne Robra-Bissantz 61
62. COORDINATION MECHANISM
Coordination
Direct Indirect
Heterarchy Hierarchy Reliance Principles, values, and
standards
Susanne Robra-Bissantz 62
64. 2 Theory: Communication, Coordination and Cooperation
2.1 Communication
2.2 Coordination
Situations Tasks Mechanisms Systems
2.3 Cooperation
Susanne Robra-Bissantz 64
65. ELECTRONIC HIERARCHIES
Communication via EDI
Order Steering Order
Delivery company Delivery
A D
Order Delivery Order
B C
Susanne Robra-Bissantz 65
66. CENTRAL AND LOCAL SUPPORT OF MARKET MECHANISMS
Supplier Supplier
EM- EM- EM-
Mechanism Mechanism Mechanism
Communication network
Internet
EM-Mechanism
EM- EM- EM-
Mechanism Mechanism Mechanism
Intermediary and customer Intermediary and customer
Susanne Robra-Bissantz 66
68. SUMMARY: COORDINATION
Situations: - Common goals vs. different goals (highest price – lowest price)
- Process dependency: direct or indirect
Tasks: - Management of B2C/B2B/… relationships
- Management of shared resources
- Task assignment as special case for the employee or organization
seen as resource
- Management of simultaneous events
- Management of task decompositions and task combinations
Mechanisms: - Direct Coordination (Heterarchy and hierarchy)
- Indirect Coordination (Reliance, Principles/Values/Standards)
Systems: - Electronic hierarchies
- Central and local Support of Market Mechanisms
Susanne Robra-Bissantz 68
69. 2 Theory: Communication, Coordination and Cooperation
2.1 Communication
2.2 Coordination
2.3 Cooperation
Situations Tasks Mechanisms Systems
Susanne Robra-Bissantz 69
70. DEFINITION OF TERMS: COOPERATION
Cooperation describes
• mutual support in tasks
• work-sharing accomplishment of tasks
with common goals.
Susanne Robra-Bissantz 70
71. 2 Theory: Communication, Coordination and Cooperation
2.1 Communication
2.2 Coordination
2.3 Cooperation
Situations Tasks Mechanisms Systems
Susanne Robra-Bissantz 71
72. COOPERATION SITUATION
Shared Goals
Example:
Members of a corporate network
process a sales order
COOPERATION
Mutual Collaboration
Support
Susanne Robra-Bissantz 72
73. COOPERATION AND PARTNERS
Number of partners:
Vertical cooperation
Customers
two – more
Competitors Company Complementors
Direction of cooperation
Horizontal cooperation
horizontal
Number of stages in the
Suppliers value creation process:
vertical
diagonal
two – more
Susanne Robra-Bissantz 73
74. 2 Theory: Communication, Coordination and Cooperation
2.1 Communication
2.2 Coordination
2.3 Cooperation
Situations Tasks Mechanisms Systems
Susanne Robra-Bissantz 74
76. TASKS IN COOPERATION
Strategic and operational cooperation (see coordination)
Organization of general agreements and controlling
Common goals
Mutual support
Common achievements
Operational cooperation for single orders or in projects
Examples for combined manufacturing processes:
Order taking
Order allocation
Order monitoring
Susanne Robra-Bissantz 76
77. 2 Theory: Communication, Coordination and Cooperation
2.1 Communication
2.2 Coordination
2.3 Cooperation
Situations Tasks Mechanisms Systems
Susanne Robra-Bissantz 77
78. COOPERATION MECHANISM
Coordination mechanism
Hierarchical mechanism & Market mechanism
Instruction Common Price
Plans/ Regulations goals
Move to the hierarchy Move to the market
Move to the middle
New cooperation mechanisms -
in order to build a closer linkage with market mechanisms
(e.g. trust, bilateral investment)
Susanne Robra-Bissantz 78
79. GENERAL COORDINATION MECHANISMS
Coordination in business
Market mechanism Hybrid mechanism Hierarchical
mechanism
Instruments: Price Instruments: Market and Instruments: Instructions
hierarchical mechanisms,
trust, same standards
Basic principle: Basic principle: Voluntary Basic principle:
Competition cooperation in order to Power
achieve a common goal –
interdependency
Susanne Robra-Bissantz 79
80. PROCESS OF ADAPTATION
+ +
Communication
process
Interdependency Adaptation process
Coordination
process
+
+
• Creation of „connectivity“
• General agreements and standards
Susanne Robra-Bissantz 80
81. COMPARISON
Market Cooperation Hierarchy
Coordination Price Hybrid mechanism, relation, Authority, routine
mechanism standards
Time frame Short-run, one-off Medium term Long-run
normative basis Contracts, property Complementary strengths Relationships to
rights employees
Conflict Negotiation Coordination of interests Control
management
Threat Opportunism Trade-off Inefficiency
Relationship Precision, Mutual advantage Formal, bureaucratic
suspiciousness
Autonomy of Independence Dependence Dependence
decision
Level of Non-formalized Partially formalized Formalized
formalization negotiation
Level of integration Unrelated relations Investment based on High level of
relationship, mutual integration
adaptation
Flexibility High Medium Low
Susanne Robra-Bissantz 81
82. 2 Theory: Communication, Coordination and Cooperation
2.1 Communication
2.2 Coordination
2.3 Cooperation
Situations Tasks Mechanisms Systems
Susanne Robra-Bissantz 82
83. SYSTEMS FOR COOPERATION
Systems for Systems for
Communications Coordination
Systems for Cooperation
Susanne Robra-Bissantz 83
85. SUMMARY: COOPERATION
Situations: - Coordination with shared goals (mutual support or collaboration)
- Direction of cooperation (horizontal, vertical, diagonal)
Tasks: - Strategic and operational cooperation
- Organization of general agreements and controlling (common goals,
mutual support, common achievements)
- Operational cooperation for single orders or in projects
- Combined manufacturing process
Mechanisms: - Communication Mechanisms
- Coordination Mechanisms
Systems: - Systems for communication
- Systems for coordination
Susanne Robra-Bissantz 85
86. TEST YOURSELF
• Describe the levels of e-business: communication, coordination and cooperation and tie
them together
• How can you describe structured and unstructured information and how to deal with?
• How to use media in multichannel business?
• Describe the levels of communication in terms of pragmatics, semantics and syntax.
• Describe the communication model of Shannon-Weaver and the task oriented
communication model and describe the differences.
• Specify the different communication systems. How can they be used effectively?
• Give an example of a coordination situation with different goals.
• Give some examples of coordination tasks.
• Doodle.com is a typical coordination tool. How can it support cooperation?
• Define the term cooperation
• A company cooperates with different partners of the value chain. Name and describe the
different kinds of cooperation. Give examples.
• Describe in your own words the process of adaptation. What does „creation of
connectivity“ and „general agreements and standards“ mean in this context.
Susanne Robra-Bissantz 86