THE STRATEGY OF THE TECHNOLOGY INDUSTRY FOR OUTSOURCING PUBLIC RELATIONS: THE CASE OF TAIWANESE CORPORATIONS

Ming-Chia Chen (), Ming-Jian Shen () and Calvin S. Weng ()
Additional contact information
Ming-Chia Chen: Department of Hospitality Management of Ming-Dao University, No. 12, Fugkung Rd., Fusing Industrial District, Changhua County 506, Taiwan (ROC)
Ming-Jian Shen: Department of Accounting Information, Takming University of Science and Technology, No. 56, Sec. 1, Huanshan Rd., Neihu District, Taipei City 11451, Taiwan (ROC)
Calvin S. Weng: Department of Banking and Finance, Takming University of Science and Technology, No. 56, Sec. 1, Huanshan Rd., Neihu District Taipei City 11451, Taiwan (ROC)

International Journal of Innovation and Technology Management (IJITM), 2013, vol. 10, issue 01, 1-15

Abstract: This study used qualitative methods to collect interview data from six technology companies and applied content analysis to interpret the data. The purpose was to describe the decision-making model in the outsourcing of public relations (PR) by technology corporations to PR agencies. Results indicated that during the process of outsourcing PR, complicated relationships existed among various concepts, and the relationships were more complex than linear relationships. Within the organization, the developmental stage of its PR, the target characteristics of its PR, accumulation of individual and organizational PR abilities, and its characteristics of performance evaluation all significantly influenced the planning, execution, assessment, and development of PR abilities. Factors external to the organization, such as different environmental demands and the characteristics of PR agencies, affected the viewpoints, selection criteria, and decision-making processes of organizations with regard to outsourcing PR. The individual abilities of organizational staff, accumulation of PR ability, and outsourcing characteristics were all important concepts that determined whether technology companies outsourced their PR management. Due to diversified environmental demands, conflicts may arise from the various demands placed on the organization.

Keywords: Outsourcing public relations; technology management; public relations; technology industry; public relations of technology corporations (search for similar items in EconPapers)
Date: 2013
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.worldscientific.com/doi/abs/10.1142/S021987701350003X
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wsi:ijitmx:v:10:y:2013:i:01:n:s021987701350003x

Ordering information: This journal article can be ordered from

DOI: 10.1142/S021987701350003X

Access Statistics for this article

International Journal of Innovation and Technology Management (IJITM) is currently edited by H K Tang

More articles in International Journal of Innovation and Technology Management (IJITM) from World Scientific Publishing Co. Pte. Ltd.
Bibliographic data for series maintained by Tai Tone Lim ().