A theoretical framework for the concept of ‘Internet strategy'
Organisations know that the Internet could or should play an important role in goal achievement, but are uncertain about its strategic application. It can therefore be said that the Internet remains largely ‘a technology in search of a strategy’. This article explores ‘Internet strategy’ from the p...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2022-10-01
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| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1751 |
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| _version_ | 1832593773687734272 |
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| author | Benita Steyn Anské Grobler Berdine Cilliers |
| author_facet | Benita Steyn Anské Grobler Berdine Cilliers |
| author_sort | Benita Steyn |
| collection | DOAJ |
| description |
Organisations know that the Internet could or should play an important role in goal
achievement, but are uncertain about its strategic application. It can therefore be said
that the Internet remains largely ‘a technology in search of a strategy’.
This article explores ‘Internet strategy’ from the perspective of the corporate
communication domain, specifically within the framework of two meta-theoretical
approaches: the Excellence approach and the two-way symmetrical approach to public
relations and communication management. ‘Internet strategy’ is conceptualised based
on the following theories: information theory, the communication process, mass
communication theory, strategic management theory, corporate communication roles
theory, and the models for developing corporate communication strategy and
communication plans.
The most important findings indicate that, with regard to the corporate communication
process, the Internet is regarded as a medium or channel and, as such, it can make a
contribution on all strategy levels. The concept of ‘Internet strategy’ is specifically seen
to be part of operational strategy at the micro organisational level. However, considering
the use of the Internet already at the functional strategy level ensures that its use is not
decided upon in isolation, but forms part of corporate communication goal achievement.
|
| format | Article |
| id | doaj-art-5da0aea556124f6baf4f36186e72100d |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2022-10-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-5da0aea556124f6baf4f36186e72100d2025-01-20T08:52:09ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-10-0124110.36615/jcsa.v24i1.1751A theoretical framework for the concept of ‘Internet strategy'Benita Steyn0https://orcid.org/0000-0002-3834-6336Anské Grobler1https://orcid.org/0000-0002-0361-7239Berdine Cilliers2Cape Peninsula University of TechnologyUniversity of PretoriaUniversity of Pretoria Organisations know that the Internet could or should play an important role in goal achievement, but are uncertain about its strategic application. It can therefore be said that the Internet remains largely ‘a technology in search of a strategy’. This article explores ‘Internet strategy’ from the perspective of the corporate communication domain, specifically within the framework of two meta-theoretical approaches: the Excellence approach and the two-way symmetrical approach to public relations and communication management. ‘Internet strategy’ is conceptualised based on the following theories: information theory, the communication process, mass communication theory, strategic management theory, corporate communication roles theory, and the models for developing corporate communication strategy and communication plans. The most important findings indicate that, with regard to the corporate communication process, the Internet is regarded as a medium or channel and, as such, it can make a contribution on all strategy levels. The concept of ‘Internet strategy’ is specifically seen to be part of operational strategy at the micro organisational level. However, considering the use of the Internet already at the functional strategy level ensures that its use is not decided upon in isolation, but forms part of corporate communication goal achievement. https://journals.uj.ac.za/index.php/jcsa/article/view/1751Internetgoal achievementstrategic applicationtechnology in search of a strategyInternet strategycorporate communication |
| spellingShingle | Benita Steyn Anské Grobler Berdine Cilliers A theoretical framework for the concept of ‘Internet strategy' Communicare Internet goal achievement strategic application technology in search of a strategy Internet strategy corporate communication |
| title | A theoretical framework for the concept of ‘Internet strategy' |
| title_full | A theoretical framework for the concept of ‘Internet strategy' |
| title_fullStr | A theoretical framework for the concept of ‘Internet strategy' |
| title_full_unstemmed | A theoretical framework for the concept of ‘Internet strategy' |
| title_short | A theoretical framework for the concept of ‘Internet strategy' |
| title_sort | theoretical framework for the concept of internet strategy |
| topic | Internet goal achievement strategic application technology in search of a strategy Internet strategy corporate communication |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/1751 |
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