Navigating through digitalization challenges in strategic communication: introducing the VUCA radar
Peter Winkler,
Jannik Kretschmer,
Philip Wamprechtsamer
Abstract:PurposeIn recent years, the acronym VUCA has gained traction in strategic communication (SC) as an umbrella term that summarizes the recurrent challenges (volatility, uncertainty, complexity and ambiguity) of digital communication environments. However, an integrated reflection on how the VUCA dimensions facilitate a deeper understanding of specific digitalization challenges and how to navigate through these challenges is lacking. This article aims to explore and substantiate the descriptive (how) and prescrip… Show more
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