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Digital Strategy between Communicating Strategy and Strategic Communication

Invited Keynote Talk at the DFG Network “Digital Strategizing”
2nd (Virtual) Network Meeting 
September 25, 2020, Internet

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Digital Strategy between Communicating Strategy and Strategic Communication

  1. 1. Leonhard Dobusch University of Innsbruck DFG Network “Digital Strategizing” 2nd (Virtual) Network Meeting September 25, 2020, Internet Digital Strategy between Communicating Strategy and Strategic Communication
  2. 2. Digital Strategy as a Practice
  3. 3. Digital Strategy as a Practice Blogging (Gegenhuber & Dobusch, 2017) Crowdsourcing (Stieger et al., 2012) Multiplayer Game (Aten & Thomas, 2017) Wiki (Dobusch et al. 2019) Videos (Wenzel & Koch, 2018)
  4. 4. ategy as a Practice Blogging (Gegenhuber & Dobusch, 2017) Crowdsourcing (Stieger et al., 2012) Multiplayer Game (Aten & Thomas, 2017) Wiki (Dobusch et al. 2019) Videos (Wenzel & Koch, 2018) Broadcasting Dialoguing Including
  5. 5. ategy as a Practice Blogging (Gegenhuber & Dobusch, 2017) Crowdsourcing (Stieger et al., 2012) Multiplayer Game (Aten & Thomas, 2017) Wiki (Dobusch et al. 2019) Videos (Wenzel & Koch, 2018) Communicating (about) Strategy}
  6. 6. Blogging (Gegenhuber & Dobusch, 2017) Crowdsourcing (Stieger et al., 2012) Multiplayer Game (Aten & Thomas, 2017) Wiki (Dobusch et al. 2019) Videos (Wenzel & Koch, 2018) Communicating (about) Strategy}
  7. 7. Blogging (Gegenhuber & Dobusch, 2017) Crowdsourcing (Stieger et al., 2012) Multiplayer Game (Aten & Thomas, 2017) Wiki (Dobusch et al. 2019) Videos (Wenzel & Koch, 2018) Communicatively Constituting Organizational Identity}
  8. 8. Blogging (Gegenhuber & Dobusch, 2017) Crowdsourcing (Stieger et al., 2012) Multiplayer Game (Aten & Thomas, 2017) Wiki (Dobusch et al. 2019) Videos (Wenzel & Koch, 2018) Communicatively Constituting Organizational Identity}
  9. 9. Revisiting Examples in the Literature
  10. 10. Strategy Keynote Videos a staged genre of strategic communication “ Wenzel & Koch (2018, 639; emphasis added)
  11. 11. Strategy Keynote Videos relevant Inherent identity 
 communication entitled caring Photo: https://www.idownloadblog.com/2020/06/23/apple-shares-wwdc-2020-recap-video-and-keynote-replay-on-youtube/
  12. 12. Strategy Blogging management tools […]. Today Buffer might be better known for how much it reveals about its own salaries, revenues, and key metrics” (BDB#15 inc, 2014). Interestingly, most reports on the venture’s openness also include an endorsement for the venture’s role in the marketplace by at least briefly explaining what kind of venture it is and what it does. Figure 4 shows the development of various kinds of media endorsements (support for the venture and product versus support for ventures’ openness) over time. This analysis supports our interpretation that the media responds to the emphasis on broadcasting in the growth phase. Figure 4. Comparative analysis of media endorsementSource: Gegenhuber & Dobusch, 2017: 349 Over time: openness became the the story
  13. 13. Strategy Blogging management tools […]. Today Buffer might be better known for how much it reveals about its own salaries, revenues, and key metrics” (BDB#15 inc, 2014). Interestingly, most reports on the venture’s openness also include an endorsement for the venture’s role in the marketplace by at least briefly explaining what kind of venture it is and what it does. Figure 4 shows the development of various kinds of media endorsements (support for the venture and product versus support for ventures’ openness) over time. This analysis supports our interpretation that the media responds to the emphasis on broadcasting in the growth phase. Figure 4. Comparative analysis of media endorsementSource: Gegenhuber & Dobusch, 2017: 349 Inherent 
 identity 
 communicaton transparent responsive digital
  14. 14. Strategy Multiplayer Game The Navy, a highly bureaucratized organization … the Massively Multiplayer Online War Game Leveraging the Internet (MMOWGLI) crowdsourcing website “ Aten & Thomas (2017; emphasis added)
  15. 15. Quelle: https://youtu.be/wKXrIWsuxnE
  16. 16. Strategy Multiplayer Game Inherent identity 
 communicaton seriously funny rule-following collaborative
  17. 17. Crowdsourcing Strategy The platform could then be further improved by putting the impact more in the fore- ground and allowing an effective organization of discussions by impact factor. Introduction of the DialogTage Project FIGURE 1. Thread Overview Democratizing Strategy: How Crowdsourcing Can Be Used for Strategy Dialogues Source: Stieger et al. (2012: 54) Dobusch et al. (2019) INTERNAL EXTERNAL
  18. 18. Crowdsourcing Strategy The platform could then be further improved by putting the impact more in the fore- ground and allowing an effective organization of discussions by impact factor. Introduction of the DialogTage Project FIGURE 1. Thread Overview Democratizing Strategy: How Crowdsourcing Can Be Used for Strategy Dialogues Inherent 
 identity 
 communicaton participatory interested exceptional participatory open different
  19. 19. Communicating (about) strategy communicates (about) identity
  20. 20. Quelle: David Lerner, https://en.wikipedia.org/wiki/File:Internet_troll.jpg, http://creativecommons.org/licenses/by-sa/3.0/ Strategy and Strategic Communication Digitalizing strategy communication >> changing organizational identity IIIOpenness of digital strategy communication >> internal and external audiences in an image- identity-nexus
  21. 21. CONTACT E-mail: Leonhard.Dobusch@uibk.ac.at Twitter: @leonidobusch Websites: bit.ly/LD-UIBK // www.dobusch.net Research blogs: governancexborders.com // osconjunction.net
  22. 22. References ‣ Dobusch, L., Dobusch, L., & Müller-Seitz, G. (2019). Closing for the benefit of openness? The case of Wikimedia’s open strategy process. Organization Studies, 40(3), 343-370. ‣ Dobusch, L., Kremser, W., Seidl, D., & Werle, F. (2017). A communication perspective on open strategy and open innovation. Managementforschung, 27(1), 5-25. ‣ Heimstädt, M. (2017). Openwashing: A decoupling perspective on organizational transparency. Technological Forecasting and Social Change, 125, 77-86. ‣ Stieger, D., Matzler, K., Chatterjee, S., & Ladstaetter-Fussenegger, F. (2012). Democratizing Strategy: How Crowdsourcing Can Be Used for Strategy Dialogues. California Management Review, 54, 44-69. ‣ Whittington, R., Cailluet, L., & Yakis-Douglas, B. (2011). Opening Strategy: Evolution of a Precarious Profession. British Journal of Management, 22(3), 531-544. 22

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