Stakeholder perspective on internal marketing communication

Sherry Finney

35 citations0/0 files storedBusiness Process Management Journal

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ERP Systems Implementation and Impact Public Relations and Crisis Communication Organizational Change and Leadership

Abstract

Purpose Communication strategy during the management of change has been one success factor widely cited in the literature. However, despite its recognition within the enterprise resource planning (ERP) domain, there has been little regard for stakeholder perspective and even less for practical suggestions regarding communication planning. Design/methodology/approach This mixed‐method research investigated the ERP implementation process from the perspective of four key stakeholder groups and generated greater understanding of their differing views on communication effectiveness and preferred communications strategies during the management of change process. Findings The findings of this study revealed that stakeholders differ, significantly in some respects, in how each group believes certain aspects of the project should be handled, from a tactical communication standpoint. Research limitations/implications The research is based on a single case study, which adds caution to the generalizability of the results. Further, the survey sample was self‐selected and not random. Practical implications This paper has made a significant contribution in terms of understanding differing perspectives regarding communication strategies during change. Particularly, we have learned how each group believes certain aspects of the project should be handled, from a tactical standpoint. Originality/value The lack of case studies addressing practical challenges has already been identified as a gap in the literature. Further, with a stakeholder perspective combined, this research has revealed another element, which is that the management of ERP projects is not as simple as a “one size fits all” strategy.

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References

2010Strategic management a stakeholder approach 1987The Case Research Strategy in Studies of Information Systems 1951Field Theory in Social Science: Selected Theoretical Papers.1991Studying Information Technology in Organizations: Research Approaches and Assumptions 1975Field Theory in Social Science: Selected Theoretical Papers 2001Critical factors for successful implementation of enterprise systems 2001Technology and Institutions: What Can Research on Information Technology and Research on Organizations Learn from Each Other?1 2002The critical success factors for ERP implementation: an organizational fit perspective

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2013Applying Importance-Performance Analysis for Improving Internal Marketing of Hospital Management in Taiwan 2014Sustaining the Momentum: Archival Analysis of Enterprise Resource Planning Systems (2006–2012)2015Actors’ interaction in the ERP implementation literature 2012Archival analysis of Enterprise Resource Planning Systems: The current state and future directions

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