COMMUNICATION STRATEGY ABOUT BUSINESS MODELS: STAKEHOLDERS PERSPECTIVE

Bojoagă Alexandru () and Petrişor Ioan ()
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Bojoagă Alexandru: West University of Timişoara, Faculty of Economics and Business Administration, Timişoara, România,
Petrişor Ioan: West University of Timişoara, Faculty of Economics and Business Administration, Timişoara, România,

Annals of Faculty of Economics, 2013, vol. 1, issue 1, 1434-1442

Abstract: Organizations inform stakeholders about their current and future activities, processes, created value, strategic intentions, and other information that may influence the established relationships. Organizations choose to communicate with stakeholders by different means and in varied ways. The annual report represents a way of communicating between companies and their stakeholders, and it is offering comprehensive information about how companies operates and creates value. The business model is an emerging concept in management literature and practice. The concept describes the logic by which a organization creates, maintains and delivers value for its stakeholders. Through annual reports organisations can communicate to stakeholders information about their business models.We investigated how information about business models is explicitly communicated through annual reports, and how this information is reffering to stakeholders. Our paper aims to reveal which stakeholders are more often mentioned when organizations are communicating about business models through annual reports. This approach shows the attention degree given by organizations to stakeholders. We perceived this from a strategic point of view, as a strategic signal. Thus, we considered if the stakeholder is mentioned more frequent in the communicated message it has a greater role in communication strategy about business model. We conducted an exploratory research and have realized a content analysis.The analysed data consist in over a thousand annual reports from 96 organizations. We analysed the informations transmitted by organizations through annual reports. The annual reports were for a time period of 12 years. Most of the selected companies are multi-business, and are operating in different industries. The results show the stakeholder's hierarchy based on how often they were mentioned in the communicated messages about business models through annual reports. Based on our results the communication strategy about business model is focused primarily on delivering messages about external stakeholders. The most attention is given to customers, followed by suppliers and partners.

Keywords: business model; stakeholders; business model innovation (search for similar items in EconPapers)
JEL-codes: M19 (search for similar items in EconPapers)
Date: 2013
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