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The communicative ins-and-outs of core values : a qualitative analysis of the communication process of ‘innovation’ as a core value in organizations

Lohuis, A.M. (2008) The communicative ins-and-outs of core values : a qualitative analysis of the communication process of ‘innovation’ as a core value in organizations.

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Abstract:This study explores the adoption, implementation, activation and evaluation process of core values in organizations, more specifically of ‘innovation’ as a core value. A qualitative study is presented, investigating the communicative success factors of value-driven management. This paper begins with a review of the literature about organizational values, organizational culture, management based on core values explicitly including the role of communication and finally ‘innovation’ as a core value. The results indicate that core values are experienced as intangible concepts. Organizations use their official set of core values in different settings, dependent on contextual factors of the organizations. Communication is a very important instrument to implement and activate the core values and to give values meaning in employee’s day-to-day activities. The managers’ role appears to be of great importance, since they are the carriers and the deliverers of core values. Innovation is a difficult core value with respect to employees’ behavior. Innovation is more often related to organizational products or services than to working style. This makes ‘innovation’ difficult to implement in working activities. Communication related to innovation is based more on the creation of awareness and pride with stakeholders than on the stimulation of innovative behavior among employees.
Item Type:Essay (Master)
Clients:
Porter Novelli
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/59493
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