Thought Leadership
Vernieuwende inzichten en waardecreatie op het snijvlak van markt en maatschappij

Veel bedrijven willen tegenwoordig een thought leadership-positie opbouwen. Het is vaak echter niet duidelijk wat thought leadership precies inhoudt, laat staan hoe bedrijven er vorm aan geven.Centraal in ‘thought leadership’ is het uitdragen van een novel point of view waarmee de organisatie haar medewerkers en stakeholders op een vernieuwende manier naar relevante thema’s in de industrie of maatschappij laat kijken. Door het novel point of view te vertalen naar concrete ideeën en oplossingen creërt het bedrijf waarde voor medewerkers, klanten en andere stakeholders.

Hoe komen bedrijven tot een novel point of view? Hoe vertalen ze dit in hun gedrag en communicatie? Hoe delen ze hun kennis en expertise rondom dit point of view? Wat zijn concrete uitkomsten van thoughtleadershipstrategieën? Dit zijn vragen die worden beantwoord in dit boek. De auteurs doen dit aan de hand van het Thought Leadership FrameworkTM dat zij uitleggen met behulp van praktijkvoorbeelden van vijf verschillende bedrijven.

Dit boek is voor directeuren, managers, consultants en studenten die op het punt staan een thought leadership-positie te creëren en een strategisch denkkader kunnen gebruiken om hier op een systematische manier vorm aan te geven.

Thought Leadership
Preview – Buy

Organizational Identity Expressiveness and Perception Management

It is especially during the past decade that stakeholders have become extremely heedful of organizations and their activities. A dominant organizational response of companies to this development is to express their organizational identity, in terms of who they are, what they stand for, what they do and why they do it. Expressing an organizational identity is a difficult process in which organizations have to explain a myriad of identity characteristics through various messages and to a variety of stakeholders, all with different and sometimes conflicting interests in the organization.

This dissertation addresses the question of how to manage the complexity of these expressions as effectively as possible.
Based on three empirical studies, insight is provided into how organizational identity expressions can play a role in managing external stakeholders’ perceptions of and behavioral reactions toward an organization.

Three main research findings emerge. First, stakeholders do value organizational identity expressions – the findings show that stakeholders who are exposed to organizational identity expressions form more positive perceptions of and behavioral reactions toward a company than stakeholders who are not exposed to such expressions. Second, managers can increase the effectiveness of their expressions by orchestrating them along four principles: Distinctiveness, Consistency, Sincerity and Transparency. Concrete tactics are offered that can be used to manage each of the four principles. Third, stakeholders positively pick up on these principles because they enable them to 1) make sense of an organization’s identity expressions, 2) enhance their confidence in attributing the expressed identity to the organization and 3) elicit positive perceptions of and behavioral reactions toward the company. These findings enrich scholars’ understanding of how and why organizational identity expressions are important for external stakeholders – something that scholars had so far hinted at, but had hardly investigated empirically. Managers may benefit from this study because it offers concrete principles and tactics that they can use in managing their organizational identity expressions effectively.

Organizational Identity Expressiveness and Perception Management
Download

 

Visit Us On TwitterVisit Us On LinkedinVisit Us On Pinterest