Navigating through digitalization challenges in strategic communication
Introducing the Vuca radar
Bibliographic Data
| ID | 21696067 |
|---|---|
| Authors | Peter Winkler (0000-0002-1259-3574, University of Salzburg), Jannik Kretschmer (0000-0002-6270-6071, University of Salzburg), Philip Wamprechtsamer (0009-0009-4087-8620, University of Salzburg) |
| Year | 2025 |
| Volume | 29 |
| Issue | 2 |
| Pages | 240-257 |
| Publication date | 2025-05-06 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Journal of Communication Management (JOURNAL) |
| Journal identifiers | ISSN: 1363-254X • E-ISSN: 1478-0852 |
| Publisher | Emerald (PUBLISHER) |
| DOI | 10.1108/jcom-11-2023-0119 |
| OpenAlex | W4401512009 |
| Language | EN |
| References cited | 29 |
Purpose In 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 prescriptive (how to) potential of VUCA for SC under digitalization conditions. Design/methodology/approach We first provide a systematic discussion of the four VUCA dimensions based on the general strategy literature. While their descriptive value is undisputed, prescriptive advice on how to respond to these challenges is contradictory. We substantiate this observation in a second empirical step based on problem-centered interviews with strategic communicators at the agency and corporate levels. Findings Our findings reveal that VUCA facilitates a systematic mapping of digitalization challenges consistently identified by professionals. The proposed strategic responses, however, remain contradictory at the theoretical and empirical levels. Hence, we propose the VUCA radar as a comprehensive descriptive and prescriptive framework. Originality/value The radar provides (a) a systematic overview of recurrent digitalization challenges to SC at the industry and practice levels and (b) prescriptive advice on how to navigate through these challenges by balancing contradictory strategic responses at the levels of vision, understanding, clarity and agility
Business · Knowledge management · Political science · Process management · Public relations · Radar · Strategic Communication · Telecommunications · Big Data and Business Intelligence · Competitive and Knowledge Intelligence · Computer Science · Public Relations and Crisis Communication · Marketing
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Strategic Communication
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Surveillance Capitalism and the Challenge of Collective Action
The Concept of Strategy in Sociology
| Citation velocity | historical |
|---|---|
| Highly cited | No |