Antecedents and consequences of corporate communication management (CCM): an agenda for future research

Mohamad, Bahtiar, Nguyen, Bang, Melewar, T. C. and Gambetti, Rossella (2018) Antecedents and consequences of corporate communication management (CCM): an agenda for future research. The Bottom Line, 31 (1) . pp. 56-75. ISSN 0888-045X [Article] (doi:10.1108/bl-09-2017-0028)

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Abstract

Purpose
This paper aims to provide a degree of clarity on the corporate communication management (CCM) concept, by building a conceptual framework that uncovers its underlying antecedents and consequences. Although it is consolidated that corporate communication and information together plays an important role in strategic management planning due to the high relevance of managing positive relationships with multiple stakeholder that have a strong impact on corporate survival, extant literature suggests that there have been few empirical studies so far assessing the contribution of CCM to organisational performance.
Design/methodology/approach
The paper is conceptual and a model is developed as a result of an extensive critical multidisciplinary literature review.
Findings
Findings of this study identify three antecedents of CCM, namely culture, information and communication technology (ICT) innovation diffusion and corporate leadership. In addition, the study highlights a potential positive relationship between CCM, financial performance and corporate mission achievement. An integrative conceptual framework and a detailed summary table are presented in the paper.
Originality/value
This study provides a comprehensive critical insight into a growing body of corporate communication and information business literature that offers the basis for a thorough assessment of CCM contribution to organisational performance. By doing so, it advances the body of applicable knowledge of corporate communication meant as a strategic management lever. Moreover, the managerial and policy implications provided in this paper may help corporate communication and information practitioners to identify the key guidelines for the design and implementation of an appropriate CCM program.

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