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Strategische Stakeholder-Ansprache
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Alexandra Simtion untersucht, wie Unternehmen in bestimmten Situationen mit Stakeholdern kommunizieren. Am Beispiel von BtB-Messen als ausgewhlte Situation werden drei Strategien der Kundenansprache identifiziert, die designorientierte Unternehmen in Baden-Wrttemberg anwenden: eine Informations-, eine Erklrungs- und eine Unterhaltungsstrategie. Die Autorin zeigt auf, dass Unternehmen immer dann kommunizieren, wenn ein Anlass eine Krise, eine Vernderung, ein anstehendes Event dies erforderlich macht. Das entwickelte Modell ermglicht Unternehmen, situativ zu kommunizieren, indem sie ihre Strategie an unterschiedliche Anlsse und an die jeweiligen Erwartungen der Stakeholder anpassen.
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