Leveraging competitive position and distinctive competencies
KeywordsDiscourse Analysis Competitive Position Communication Manager Work Council Issue Communication
This Chapter completes the series of analyses by focusing on Strand 4 of the interrelations between strategy and communication processes, i.e. leveraging the competitive position and distinctive competencies. In addition to the generic code and descriptor used throughout the study, Table 14 highlights the specific set of research questions guiding both thematic and discourse analyses throughout this Chapter.
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- 34.Literature uses the terms ‘capability’ and ‘competence’ interchangeably (Hamel and Prahalad 1992).Google Scholar
- 35.The term ‘genre’ is also used in discourse analysis (see, for example Fairclough (2003)). In that context, ‘genre analysis’ identifies aspects of discourse analysis focusing on questions how a text contributes to social action. Although this analysis also focuses on the performative capacity of communication, the use of the term ‘genre’ is different from the one suggested in the above definition.Google Scholar
- 36.The terms brand and reputation are used interchangeably as suggested by Kitchen (2004).Google Scholar
- 38.Works councils in German companies are statutory representatives of employees in order to ensure worker participation in a company’s decision-making processes. For a detailed description, see Zerfaß (1996).Google Scholar