The Role of Communication Executives in Strategy and Strategizing

Authored by: Finn Frandsen , Winni Johansen

The Routledge Handbook of Strategic Communication

Print publication date:  November  2014
Online publication date:  November  2014

Print ISBN: 9780415530019
eBook ISBN: 9780203094440
Adobe ISBN: 9781136207129

10.4324/9780203094440.ch15

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Abstract

In the 1950s and 1960s, the two words strategy and strategic—as in corporate strategy and strategic ­management—entered the world of business (Kiechel, 2010). Since then, managers in the private and public sectors have lived under the rule of a new strategy paradigm, which has become more and more dominant. Today, strategy has transformed into something that almost every organization has (or ought to have) and/or perform (or ought to perform); something that everybody talks about and/or identifies with in either a positive or a negative manner.

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