“…There are various reasons for, and theoretical/practical problems with regard to, the above, notably the following:- Which mechanisms/concepts exist or which theoretical guidelines are to be followed to incorporate societal and stakeholder expectations, values, norms and standards into strategy development, and what is the relevant strategy process into which they should be incorporated?
- Who is to take responsibility for identifying these societal and stakeholder expectations, values, norms and standards, and how is it to be done?
- What are these societal and stakeholder expectations, values, norms and standards that are to be incorporated and how do they manifest in practice?
To address these questions, the major research objective of this article is to explore enterprise strategy as a concept that explicates corporate communication's strategic contribution at the macro organisational level. In support of the major objective, the following secondary objectives have been set:- To explicate the concept of “enterprise” strategy (Ansoff, 1979; Freeman, 1984; Digman, 1990; Judge and Hema, 1994; Hemphill, 1996; Stead and Stead, 2000; Steyn, 2002a, 2003a) as a mechanism/theoretical guideline and a relevant strategy process for incorporating societal and stakeholder expectations, values, norms and standards into the organisation's strategy development, in order to achieve the organisation's non‐financial goals (Steyn, 2002a, 2003a; Steyn and Bütschi, 2004, 2003; Prinsloo, 2004; Global Alliance of Public Relations and Communication Management, 2005; Worrall, 2005; Steyn (2007), in Toth, 2007; Steyn and Niemann, 2008; Niemann, 2009).
- To explicate how practitioners, playing the role of the corporate communication/ PR strategist, can make an important contribution in identifying societal expectations, values, norms and standards as input for the development of enterprise strategy (Steyn, 2000a, b, 2002b, 2003b, 2009; Steyn and Everett, 2009).
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