Differences in CEO Communication Strategies between High and Low Performing Firms in the Global Auto Parts Industry

Abstract

This study focuses on understanding how global auto parts companies manage innovation by analyzing keywords in CEO messages from their reports. The study involved three key phases: (1) extraction of innovation-related keywords emphasized in CEO messages, (2) comparison of innovation-related keyword usage between high-performing (upper group) and low-performing (lower group) companies, and (3) analysis of the characteristics of innovation management via internal meaning and the structural interpretation of keywords. A comparison between the upper and lower groups revealed distinct differences in the emphasized keywords. The mapping of open innovation success factors, based on keywords extracted according to eigenvector centrality, identified Provision of Resources and Governance as central to innovation management in the upper group. These findings serve as a benchmark for establishing the direction, vision, and strategy of innovation management in the lower group.