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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
Digital Strategy as a Practice
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)
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
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}
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}
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}
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}
Revisiting Examples in the Literature
Strategy Keynote Videos
a staged genre of strategic
communication
“ Wenzel & Koch (2018, 639;
emphasis added)
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/
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
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
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)
Quelle: https://youtu.be/wKXrIWsuxnE
Strategy Multiplayer Game
Inherent identity 

communicaton
seriously funny rule-following collaborative
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
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
Communicating (about) strategy
communicates (about) identity
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
CONTACT
E-mail:
Leonhard.Dobusch@uibk.ac.at
Twitter:
@leonidobusch
Websites:
bit.ly/LD-UIBK // www.dobusch.net
Research blogs:
governancexborders.com // osconjunction.net
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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Digital Strategy between Communicating Strategy and Strategic Communication

  • 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. Digital Strategy as a Practice
  • 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. 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. 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. 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. 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. 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. Revisiting Examples in the Literature
  • 10. Strategy Keynote Videos a staged genre of strategic communication “ Wenzel & Koch (2018, 639; emphasis added)
  • 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. 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. 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. 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)
  • 16. Strategy Multiplayer Game Inherent identity 
 communicaton seriously funny rule-following collaborative
  • 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. 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
  • 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
  • 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