台灣中小型企業溝通效益分析 - 政大學術集成
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(2) 台灣中小型企業溝通效益分析 Benefit of Corporate Communication for SMEs in Taiwan. 研究生:林雅蔚. Student: Belle Lin. 指導教授:尚孝純. 立. 政 治 Advisor: Shari Shang 大. ‧ 國. 學. 國立政治大學. 商學院國際經營管理英語碩士學位學程. Nat. y. ‧. 碩士論文. er. io. sit. A Thesis. Submitted to International MBA Program. n. al. v. National ni C Chengchi University. hengchi U. in partial fulfillment of the Requirements for the degree of Master in Business Administration. 中華民國一〇九年六月 June 2020. DOI:10.6814/NCCU202000546.
(3) Acknowledgements First, I would like to thank my thesis advisor Professor Shari Sheng. Her supports in terms of spiritual and knowledge-wise has always been fruitful. Her generosity heart and professional advice has broadened my view and explains me the true meaning of being wise and graceful. Second, I would like to give my gratitude to the IMBA office team for their constantly excellent work. Ms. Li-chi Ho and all the administration faculty members, thank you so much. 政 治 大. for the detailed and selfless care you continuously provide to all students, future students and alumni in the program.. 立. ‧ 國. 學. Last, I would like to say thank you to my fellow classmate Jose who has been very helpful and encouraging throughout the whole time. To my dearest family who have been here. ‧. for me all my life to encourage me to follow my dream. Without them, this is not able to be accomplished. Thank you.. n. al. er. io. sit. y. Nat. YA WEI LIN. Ch. engchi. i Un. v. i DOI:10.6814/NCCU202000546.
(4) Abstract Benefit of Corporate Communication for SMEs in Taiwan By Belle Lin Small and Medium Enterprises (SMEs) make up the vast majority of businesses in most countries. Corporate communication is one of the functions that has not been well examined in small and medium enterprises. In order to gain a deeper understanding of corporate. 政 治 大. communication in small and medium enterprises this study reviewed literature of corporate communication and analyzed corporate communication operations in selected cases. The. 立. objective is to learn the advantages, challenges, and actual practice of corporate communication. ‧ 國. 學. in small and medium enterprises in Taiwan.. Based on cross-case analysis, the study results show that the advantages of corporate. ‧. communication are enhanced branding, increased customer base, positive society acceptance,. y. Nat. and improved recruitment. It is important to note that corporate communication is a. sit. management discipline rather than technical proficiency. In real practice, corporate. al. n. return on investment.. er. io. communication tends to be neglected in daily operations due to difficulties in measuring the. Ch. engchi. i Un. v. Keywords: SMEs, communication, advantages, discipline. ii DOI:10.6814/NCCU202000546.
(5) TABLE OF CONTENTS 1.. Introduction ......................................................................................................................... 1 1.1. Background ...................................................................................................................... 1 1.2. Motivation ........................................................................................................................ 1 1.3. Research Question ........................................................................................................... 2 1.4. Research Process .............................................................................................................. 2. 政 治 大. 2. Literature Review ................................................................................................................... 3. 立. 2.1. What is Corporate Communication?................................................................................ 3. ‧ 國. 學. The Advantages and Benefits of Corporate Communication ............................... 8. 2.1.2.. The Challenges of Corporate Communication ..................................................... 9. 2.1.3.. Implementation of Corporate Communication ................................................... 10. ‧. 2.1.1.. er. io. sit. y. Nat. 2.2. Country Overview: Taiwan ........................................................................................... 12. al. n. iv n C Taiwan Economic Landscape 14 h e n............................................................................. gchi U. 2.2.1.. 2.3. Small and Medium Enterprise ....................................................................................... 16 2.3.1.. The Wholesale & Retail Industry ....................................................................... 18. 2.3.2.. Corporate Communication in Wholesale & Retail Business: Costco ................ 19. 2.3.3.. Manufacturing Industry ...................................................................................... 20. 2.3.4.. Corporate Communication in Manufacturing Industry: Toyota ......................... 20. 3. Methodology......................................................................................................................... 22. iii DOI:10.6814/NCCU202000546.
(6) 3.1. Multiple Case Study....................................................................................................... 22 3.2. Data Analysis ................................................................................................................. 22 3.3. Case Selection Criteria................................................................................................... 22 3.4. Data Collection .............................................................................................................. 23 4. Results .................................................................................................................................. 26 4.1. Case 1 ............................................................................................................................. 26. 政 治 大. 4.2. Case 2 ............................................................................................................................. 27. 立. 4.3. Case 3 ............................................................................................................................. 28. ‧ 國. 學. 4.4. Cross-Case Analysis ...................................................................................................... 29. ‧. 5. Conclusion ............................................................................................................................ 34. sit. y. Nat. 5.1. Research Summary ........................................................................................................ 34. n. al. er. io. 5.2. Research Implication ..................................................................................................... 34. Ch. i Un. v. 5.3. Research Limitations and Future Research ................................................................... 35. engchi. 6. References ............................................................................................................................ 36. iv DOI:10.6814/NCCU202000546.
(7) LIST OF FIGURES AND TABLES Figure 1: Framework of Corporate Communication (Podnar, Corporate Communication: A Marketing Viewpoint, 2014)....................................................................................................... 3 Figure 2 Classical communication model (Podnar, Corporate Communication: A Marketing Viewpoint, 2014) ........................................................................................................................ 5 Figure 3 The Honest Company corporate image on official website (The Honest Company, 2020) ........................................................................................................................................... 7. 政 治 大. Figure 4 Taiwan Geographical location (Taroko National Park Headquarters, 2020).............. 12. 立. Figure 5 Taiwan’s GDP from 2007~2017. ................................................................................. 13. ‧ 國. 學. Figure 6 Taiwan’s GDP composition by sector 2018 ................................................................ 13. ‧. Figure 7: Ten Major Construction memorial postage stamp (國一歷史下第三次題庫, 2016). sit. y. Nat. .................................................................................................................................................. 15. al. er. io. Figure 8 Taiwan Unemployment Rate ...................................................................................... 16. v. n. Figure 9 The definition of Small and Medium Enterprise in EU recommendation 2003/361. Ch. engchi. i Un. (Evaluation of the SME definition, 2014) ................................................................................. 16 Figure 10 2017 Small and Medium Enterprise Number of Firms in Taiwan ............................ 18 Figure 11 2017 Small and Medium Enterprises Revenue by Industry in Taiwan ..................... 18 Figure 12 A post from Costco Today Facebook Page (Costco Today, 2020). ........................... 20 Figure 13 Interviewee Background Introduction ..................................................................... 25 Figure 14 Cross-Case Analysis................................................................................................... 31. v DOI:10.6814/NCCU202000546.
(8) 1. Introduction 1.1. Background During daily operations in a company, communication is the key to convey one’s idea to another, whether it is through verbal or written format. While the company grows larger, the equipment and facility are upgraded and updated. The company recruits more people and requires different specialists in different professions. With all the people working towards one goal. Communication can be messy without ground rules to follow.. 政 治 大. Taiwan is a country strong in its manufacturing technology. With advanced power in research and development skill, quality assurance skill and manufacturing skill, many small and. 立. medium enterprises are still working with little communication profession, which has either. ‧ 國. 學. struggled to find external stakeholder or unable to communicate well with internal department, which leads to high employment liquidity, poor action regarding execution plan cross-. ‧. department……etc.. y. Nat. Corporate communication comes in different shapes. It can be a message from Chief. sit. Executive Officer to all the employees in the company, or it can be a new branding strategy. er. io. towards whether internally or externally. It helps the stakeholders to understand the corporate. al. n. iv n C many small and medium enterprises in have a specific position or team to practice h Taiwan e n g that chi U. identification and the future. With this study conducted, the results showed that there are not. corporate communication.. 1.2. Motivation With the realization as there are not much small and medium enterprises in Taiwan recognizing the importance of corporate communication, there is a foreseeable threat when it comes to expanding the enterprise. For example, when SMEs would like to expand its business and would need to reach out the external stakeholders. Corporate communication is an essential accelerator for the expansion. Furthermore, COVID-19 pandemic has changed the communication in a different way. People are not suggested to go in public to prevent getting the disease. Therefore, the corporate communication become essential when employees and external stakeholders are not meeting face to face. his study will be researching the benefit, 1 DOI:10.6814/NCCU202000546.
(9) challenges, and implementation in corporate communication. Furthermore, the study will be looking into some of the field practitioners regarding the practices on corporate communication and the possibilities of advantages and disadvantages towards their company.. 1.3. Research Question The research topic is “The Benefit of Corporate Communication for SMEs in Taiwan.” In order to broaden the scope of the study, below questions will be asked and answered to help understand corporate communication. -. What are the advantages of corporate communication for SMEs in Taiwan?. -. What are the challenges of corporate communication for SMEs in Taiwan?. 1.4. Research Process. 立. 政 治 大. In the research, the study will go through some of the literature mentioning corporate. ‧ 國. 學. communication on the benefits, challenges as well as implementation and presentation. Moreover, there will also be literature regarding Taiwan and its small and medium enterprises.. ‧. Nevertheless, the study will include the methodology of the research and the primary data. y. Nat. collected with 3 practitioners from small and medium enterprises in Taiwan. In conclusion, the. n. al. er. io. sit. study will sum up the research result and the founding and summary of the research.. Ch. engchi. i Un. v. 2 DOI:10.6814/NCCU202000546.
(10) 2. Literature Review 2.1. What is Corporate Communication? Corporate communication is a management function that offers a framework for the effective coordination of all internal and external communication with the overall purpose of establishing and maintaining favorable reputations with stakeholder groups upon which the organization is dependent (Cornelissen, 2014). Corporate communication is an approach instead of a technique. It has developed into an essential management discipline. It is an approach that sets out to ensure the consistency of the corporate message and the transparency of the organization. It can be a function that anticipates. 政 治 大. issues, events, and crises before they occur. Organizations conveys its desired image and. 立. identity through message and channels (Dolphin, 1999).. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i Un. v. Figure 1: Framework of Corporate Communication (Podnar, Corporate Communication: A Marketing Viewpoint, 2014). According to Corporate Communication: A Marketing Viewpoint by Klement Podnar in 2014 (Podnar, 2014), he explained in an academic prospect, corporate communication can be seen as a comprehensive framework to every single field in organizational communication and the coordination of knowledge, including: -. Business Communication 3 DOI:10.6814/NCCU202000546.
(11) Business communication indicates to all communications whose purpose is to generate profit for the business. It can be communication such as business meetings with strategic partners, interviews with potential employees, presentations to customers, emails to negotiate with suppliers……etc. The form of business communication includes but doesn’t limit to external, internal, verbal, or written. As long as it is a communication that accompany profitoriented activities. -. Organizational Communication Organizational communication, different from business communication, focuses on the. communication which flows within the organization, whether it is vertical, horizontal, or. 政 治 大 overall understanding of the organization and its climate. The communication lies within the 立 transversal information. Organizational communication requires interpersonal skills and an. ‧ 國. -. Management Communication. 學. organization and holding the organization together like glues.. ‧. Management communication combines both business communication and organizational. y. Nat. communication together, then transform it into a management context. It includes. sit. communication which facilitates the organization’s profit and also teamwork and interpersonal. n. al. er. io. behavior. For multinational corporations, management communication also includes cross-. i Un. v. cultural communication. It includes but not limited to the hierarchical position. -. Public Relations. Ch. engchi. Public relations is a management function including planning, execution, and evaluation of the environment internally in the organization and externally in the public and establish a mutually beneficial relationship between both. The approach can be in different shapes such as press conferences, announcements, publicity, lobbying, events, crisis communication, speech, presentations, donations……etc. -. Marketing Communication. 4 DOI:10.6814/NCCU202000546.
(12) Marketing communication is a method focusing on involving consumers in a relationship with an organization. Every marketing communication is aimed at or gradually supporting the organizations business. Marketing communication includes all kinds of communication activities performed by a company to offer its products to the audience in the target market. Examples are such as advertising, sales promotion, direct marketing, personal selling……etc.. 立. 政 治 大. ‧ 國. 學 ‧. Figure 2 Classical communication model (Podnar, Corporate Communication: A Marketing Viewpoint, 2014). y. Nat. This is the communication model combining the concept of corporate communication. sit. according to Corporate Communication: A Marketing Viewpoint by Klement Podnar in 2014. er. io. (Podnar, 2014). WHO will be the corporate identity or corporate image. Corporate identity or. al. n. iv n C identity or image are put together intoha brand logo or trademark. The brand logo conveys the engchi U corporation’s characters to the crowds. corporate image is a formality which the corporation presents to the public. Some corporate. After identifying the corporation’s characteristics, SAY WHAT will be the content that corporate would like to convey to the stakeholders, and TO WHOM will be the stakeholders. How does corporate classify their stakeholders? First of all, they would need corporate branding to facilitate the company’s business. Corporate branding will be the main introduction for a company to introduce itself to why they are different from their competitors and draw consumers’ attention to purchase their service or product. Secondly, when a corporation is recruiting employees, corporate communication will be a different approach. Potential employees care about the benefits and the welfares the corporation can provide such as better salary packages, better than average welfare, nice office 5 DOI:10.6814/NCCU202000546.
(13) environment……etc. Therefore, employer branding is also included in the SAY WHAT stage. Thirdly, the audience corporates are branding towards can also be the crowd which is not the corporate target audience or their potential employee pool. there are other branding methods that can communicate to them. It is the ethical branding and corporate social responsibility. Corporations would give back to the sociality as goodwill as well as branding to convey their positive image to the crowds. With the above branding, the audience, TO WHOM is obvious. Stakeholders can be the corporation’s consumer, the direct target audience who they would choose to purchase the product or service. Furthermore, the crowd can also be the future employee of the corporation.. 政 治 大 While TO WHOM and SAY 立 WHAT have both been defined as above, the next is to define. Last, to the crowds which is not touched by corporation branding or employee branding,. ‧ 國. 學. the channel to deliver the message corporate would like the message to be heard. In order to show their difference among their competitors and show the audience the reasons to pick them instead of others through storytelling. For example, The Honest Company, a brand launched by. ‧. famous Hollywood actress Jessica Alba, corporate branding through telling the story of her not. sit. y. Nat. able to find products in the market which is able to solve her and her kids’ skin issue and is safe to use. On the other hand, when corporate encounter scandals or negative brand information. io. n. al. er. delivered to the crowd, crisis management is also a part of the HOW. Most importantly,. i Un. v. corporate communication is the other share of the HOW. Corporate would need to constantly. Ch. engchi. deliver the corporate information to the employees. Therefore, employees will be clear and comfortable working in the corporation. Examples will be as later mentioned in this study.. 6 DOI:10.6814/NCCU202000546.
(14) During the SAY WHAT, the above paragraphs mentioned that it would be the brandings. However, the chart defined that the purpose of SAY WHAT in WITH WHAT PURPOSE, the mission of SAY WHAT is actually setting up a reputation and also trust from the audience. As the example of The Honest Company, the brand tries to deliver its product is able to solve skin issues and safe to use for adults and kids. The image they choose to put on their company introduction is a photo of Jessica Alba and her three kids sitting on a couch with her kissing one of her youngest children as an expression of a mother’s love and family joy.. 立. 政 治 大. ‧. ‧ 國. 學 sit. y. Nat. io. er. Figure 3 The Honest Company corporate image on official website (The Honest Company, 2020). Finally, the last segment of the communication model is WITH WHAT EFFECT. After. n. al. Ch. i Un. v. implementing corporate identity with branding through storytelling, the output should mirror. engchi. back to corporate identity. If not, corporate would need to review the entire communication model and find out if there is any step that has been misconducted. This chapter defines the concept of corporate communication. In this chapter, the studies have shown some important takeaways. Firstly, according to Joep Cornelissen’s Corporate Communication: A Guide to Theory and Practice in 2014 (Cornelissen, 2014), he mentioned that corporate communication is a management function. Also, Richard R. Dolphin’s The Fundamentals of Corporate Communication in 1999 (Dolphin, 1999) mentioned that corporate communication is an approach instead of a technique and it has developed into an essential management discipline. Both two scholars have pointed out that corporate communication is a management approach. It is most likely that corporate communication will be left out during. 7 DOI:10.6814/NCCU202000546.
(15) actual practice in corporate communication when it is not a technique that is essential in a corporate function. Secondly, the study breaks corporate communication down using the Framework of Corporate Communication by Klement Podnar’s Corporate Communication: A Marketing Viewpoint in 2014 (Podnar, 2014) into five parts. It helps readers to better understand what exactly is corporate communication in a day to day corporation operation. Even though it analyzes corporate communication with macro, micro, organizational, unitary, external or internal, in the end it all needs management communication to coordinate all communication which also mirrors back to previously mentioned that corporate communication is a. 政 治 大 In closing, the study explains 立 the steps of conducting corporate communication with the. management approach.. ‧ 國. 學. communication model combining the concept of corporate communication according to Corporate Communication: A Marketing Viewpoint by Klement Podnar in 2014 (Podnar, 2014). It helps readers to understand the steps in conducting corporate communication through a. ‧. marketing perspective.. y. Nat. sit. 2.1.1. The Advantages and Benefits of Corporate Communication. al. er. io. According to The Theory and Practice of Corporate Communication: A Competing Values. v. n. Perspective by Alan T. Belasen in 2007 (Belasen, 2007), he points out the benefits of corporate communication 1.. Ch. engchi. i Un. It can increase the harmony among marketing communication, organizational communication, and management communication. Moreover, it can maximize the output between corporate strategy, organizational identity, and external image.. 2.. It is able to sustain the effort to institutionalize the corporation through branding and legitimization (Belasen, 2007).. 3.. It is able to facilitate the coordination of communication activities for the most ideal implementation of policies and decision making (Belasen, 2007). The chapter listed out the benefit of implementing corporate communication. Corporate. communication can help the company run smoother internally as there will be more. 8 DOI:10.6814/NCCU202000546.
(16) understanding of different departments such as management communication and organizational communication. With the understanding, it is able to maximize the output of corporate strategy.. 2.1.2. The Challenges of Corporate Communication The previous section defined corporate communication and its benefit which brings after implementing, below the study has collected four major shortcomings based on Rudolf Beger’s Present-Day Corporate Communication: A Practice-Oriented, State-of-the-Art Guide in 2018 (Beger, 2018): . Perception and Prejudice: The fact that corporate communication occasionally overlaps its work with marketing communication also it is not a technique, is easily neglected by the. 政 治 大. top management during the corporation strategic decision-making process. . 立. Qualification: It is common in which corporate communication is led by dilettante because. ‧ 國. 學. top management doesn’t value corporate communication as a professional field that requires specific professionals to handle.. Internal Competition: Corporate communication would need to cooperate with the. ‧. . marketing team or public relationship teams. However, it can easily be an obstacle cross-. y. sit. Accountability: Firstly, the major challenge for corporate communication function to hold. io. er. . Nat. department cooperation due to lack of interpersonal.. accountability during annual reviews. There are some challenges when it comes to setting. n. al. Ch. i Un. v. a measurable contribution to corporate communication since the results are hard to measure. . engchi. Information overload: Nowadays, there is too much information coming in every day. From the cell phone notification to the emails from customers, stakeholders, shareholders, and internal. Corporate communication officers also face information overload as well as its audience. It is one of the challenges corporate communication officers would need to brainstorm in order to solve the problem so the audience internally and externally is able to focus on the message. In this chapter, there are the challenges that corporate communication faces during. implementing, such as the lack of appreciation towards corporate communication and the struggle in which the effort and outcome are not easily measured.. 9 DOI:10.6814/NCCU202000546.
(17) 2.1.3. Implementation of Corporate Communication According. to. Rossella. Gambetti, Stephen. Quigley’s. Managing. Corporate. Communication: A Cross-Cultural Approach in 2012 (Rossella Gambetti, Stephen Quigley, 2012), Corporate Communication Officers are required to act as - a key informant to the CEO: corporate communication officers would need to be capable in both the social context and the needs of the corporation’s stakeholders. They would need to report it back to Chief Executive Officer which is able to include them in the decision-making process which will then align with the company’s identity and society’s expectation. - a strategic advisor to the CEO: corporate communication officers are as important as the. 政 治 大. business directors where communication is important in order to deliver a systematic,. 立. synergistic and consistent messages within the corporation and throughout the external. ‧ 國. 學. environment.. - a specialized manager: corporate communication officers are capable in coordinating. ‧. communication activities as well as planning in order to obtain the maximum consistency of corporate image and boost corporate reputation.. y. Nat. io. sit. The chapter discussed the roles of corporate communication officer character in the. n. al. er. corporation. It is essential to implement corporate communication with the knowledge. i Un. v. mentioned in this chapter as the undesirable outcomes which are stated in 2.1.2.. Ch. engchi. While above mentioned the role of corporate communication officers should be, below there are some key principles according to Rudolf Beger’s Present-Day Corporate Communication: A Practice-Oriented, State-of-the-Art Guide in 2018 (Beger, 2018): -. Integrated Communication Corporate communication officers are obliged to research and analyze their target. audiences in a rather integrated methods, such as online, mobile or in person, and stimulate harmonized integrated corporate communication among all sorts of communication, including all corporate functions which relate to representing the corporate identity to the audiences, public affairs, media relations, social media communication, marketing communication, trade show activities, government relations, advertising, sales promotion, sponsoring, donations. 10 DOI:10.6814/NCCU202000546.
(18) Nevertheless, external communication activities by the company’s top management team is also included in the stimulation of harmonized integrated corporate communication. It is a concept of one message and one voice delivered and conveyed to the crowd so the crowd will not be misled by the discrepancy. The benefit of integrated communication in corporate communication is that it emphasizes the consistency of the corporate identity which reinforces more credibility. It also would enhance the effectiveness of the information delivered to the audience. Moreover, it is more cost-effective as well considering the same marketing materials can be shared and reused. However, the obstacles for integrated communication in corporate communication can be the. 政 治 大 the budget to create the marketing material might not be shared. It can also cause internal 立 competition and other internal inefficiencies. internal power battle. For example, the marketing materials are shared for different usage yet. ‧ 國. 學. -. New Generation Communication. ‧. As the technology is changing rapidly, human behaviors as well. Back in the days, the marketing channels were through newspapers, television commercials while nowadays, people. y. Nat. sit. would read news through social media and online media. Corporate communication needs to. al. er. io. be on the track of the game change. The evolution of communication also helps the message to. n. be delivered to the audience more analytical and systematic. It is able to aim at the company’s. Ch. i Un. v. target audience demographic and also the feedback is able to receive and then analyze the return. engchi. on investment which is not available for traditional media. However, traditional media still plays an important role in delivering messages. For different industries or cases, the role of traditional media and online media vary. -. Two-Way Communication There are two-way communications such as asymmetrical and symmetrical. In. asymmetrical communication, it would depend on the relationship between the communicator and the message receiver. The communicator is delivering the message which message receivers are not equipped. Examples can be press releases, brochures which promote the corporate and the product or service given. Two-way asymmetric Corporate Communication is generally focusing on accomplishing short-term attitude change. It is mainly used in influencing 11 DOI:10.6814/NCCU202000546.
(19) the target group’s thinking instead of changing the views. It is more used by competitive, profitdriven companies instead of non-profit organizations or government own companies. On the other hand, a two-way symmetrical communication focuses on mutual understanding instead of one-way persuasion. It emphasizes negotiation and the willingness to adapt and make compromises. Also, it is more used in non-profit organizations or government own companies. Two-way symmetrical communication is used during crisis management or internal communication. The chapter has pointed out the implementation of corporate communication where there are some method corporate communication officers is able to reflect on their workload and. 政 治 大. adjust their communication method towards their audience.. 立. 2.2. Country Overview: Taiwan. ‧ 國. 學. Taiwan, which is officially called The Republic of China is located in Asia. The main island of Taiwan is geographically located between the southeastern coast of Asia and the East. ‧. Asian islands which are separately distributed among the western Pacific. To the north lie Japan and the Ryukyu Islands; to the south are the Philippine Islands; to the west faces Mainland. Nat. sit. y. China. The main island of Taiwan is long and narrow. It stretches from north to south. The main. io. n. al. er. island’s total land area is around 36 thousand square kilometers.. Ch. engchi. i Un. v. Figure 4 Taiwan Geographical location (Taroko National Park Headquarters, 2020). 12 DOI:10.6814/NCCU202000546.
(20) Taiwan has a population of around 23 million people which includes different ethnicities. A little over 95% of people in Taiwan are Han Chinese which consists of three main groups: Hoklo, Hakka, and mainland Chinese while there are 2.3% of Austronesian Taiwanese aboriginals. With different ethnicities, the official language in Taiwan is Mandarin. Taiwan’s GDP in 2018 is 589.39 Billion US dollars, which is US$25,026 per capita.. 立. 政 治 大. ‧. ‧ 國. 學 y. Nat. sit. Figure 5 Taiwan’s GDP from 2007~2017.. er. io. The 2018 Gross Domestic Product (GDP) composition by sector is 63% in industry,. al. v. n. 35% in services, and 2% in agriculture. The study will show the evolution of Taiwan’s economy. C h landscape. U n i is the below chapter: Taiwan economic engchi. TAIWAN GDP COMPOSITION BY SECTOR 2018 2% Agriculture. 35%. Industry 63%. Services. Figure 6 Taiwan’s GDP composition by sector 2018. 13 DOI:10.6814/NCCU202000546.
(21) 2.2.1. Taiwan Economic Landscape Taiwan is the 7th largest economy in Asia. Taiwan’s economic development was accelerated when the Japanese colonized. Not only does tea grade which started under Qing dynasty governance continue to prosper, but also the local farming start planting rice and sugar cane. In the latter years of Japanese colonization, fertilizer and textile manufacturing acted as an outstanding role in improving the living standards of Taiwanese. However, the average local family is still living in poverty as a great deal of revenue was turned in to the settlers. After World War II, the Japanese surrendered to the Republic of China (ROC) which took ownership of Japanese capital, both public and private, which is the majority of the island’s capital and. 政 治 大 The ROC government relocated to Taiwan in 1949, agriculture production and stable 立 economy was the government’s main focus during the post-war period. The policy was. land ownerships.. ‧ 國. 學. designed to stabilize the citizens basic needs: agriculture is the soil of industry, so industry facilitates agriculture ( 以 農 業 培 養 工 業 , 以 工 業 發 展 農 業 ). As the society was still. ‧. recovering from World War II, Taiwan government also limited importing with high import tax. y. Nat. to protect Taiwan’s local industry such as textile manufacturing, plastic industry, electronic. io. sit. engineering, food processing…… and help them prosper with limited foreign threats, which. n. al. er. later on transform into the main exporting industries in the 1960s.. Ch. i Un. v. During the 1960’s, the developed countries such as the US were seeking lower labor. engchi. cost possibilities, and Taiwan at the moment also has established its internal industry basis. Taiwan government decided to lower down the import barrier and encourage enterprises to export products. Moreover, they lower down tax policy in order to attract foreign investment to Taiwan as well as established Export Process Zone (加工出口區) in Taichung and Kaohsiung. In 1963, Taiwan has its first trade surplus for exporting consumer electronics, textile, plastic goods, mainly light industry, and reserves foreign exchange. During this era, Taiwan has transformed from an agricultural society to an industrial society. The 1973 oil crisis occurred, which has stroked the petroleum pricing and rock the global economy. Due to the rising cost of raw material, the product cost has gone higher as well as Taiwan announced to leave United Nations has lower the willingness of foreign enterprises 14 DOI:10.6814/NCCU202000546.
(22) investing. The global economy was under recession while Taiwan president of the executive court, Mr. Chiang Ching-kuo announced Ten Major Construction Projects (十大建設), which focuses on heavy industry, chemical industry and construction within the country, such as railway electrification, airport, harbors, highways……etc.. It also lowered down the. dependency Taiwan’s economy to foreign investment.. 立. 政 治 大. ‧. ‧ 國. 學 y. Nat. al. er. io. sit. Figure Ten Major 7: Ten Construction Major Construction memorialmemorial postage stamp postage (國一歷史下第三次題庫 stamp (國一歷史下第三次題庫 , 2016) , 2016). v. n. As the outbreak of the second oil crisis in 1979, the Taiwan government redirect its. Ch. i Un. focus on less oil-consuming and more value-added industries such as mechanic, electronic,. engchi. engineering, and transportation. In 1980, the Taiwan government established Hsinchu Science Park to encourage capital intensive and high technology industries such as DRAM, IC ODM……etc. Taiwan was then known as one of the Four Asian Tigers (亞洲四小龍), which also refers to South Korea, Singapore, Hong Kong. Taiwan’s economy has risen during 1970~1990 which jointly raised the wages. Taiwan used to be the kingdom of manufacturing children’s toys and umbrella. However, the rise in wages has led the labor-intensive works flowed to China or South-east Asia. The main industry in Taiwan has transformed into information technology industries (IT industries). In 1993, information technology products such as invigilator, motherboard, and image scanner manufacturing from Taiwan owns more than 50% of the world market share and No. 1 in the 15 DOI:10.6814/NCCU202000546.
(23) world. Taiwan became an important role in the value chain of the worlds high technology industry (Council for Economic Planning and Development, 2013). With the 2001 dot-com bubble (internet bubble) and 911 attack, 2003 SARS-CoV and 2008 financial crisis, the growth of Taiwan’s economy (GDP) has slowed down to 3.4% per year. Taiwan was then suffering in unemployment. Unemployment Rate 7 6 5 4. 立. 3. 政 治 大. 1 0. ‧. ‧ 國. 學. 2. sit. y. Nat. Figure 8 Taiwan Unemployment Rate. er. io. 2.3. Small and Medium aEnterprise. n. iv l C n hengchi U categorized by its number of personnel.. Small and medium-sized enterprises (SMEs) or small and medium-sized businesses (SMBs) are business. According to European. Commission, small and medium-sized enterprises are defined based on staff numbers and or turnover or balance sheet total (Evaluation of the SME definition, 2014). Company category Staff headcount Turnover Or Balance sheet total Medium-sized. < 250. ≤ € 50 m. ≤ € 43 m. Small. < 50. ≤ € 10 m. ≤ € 10 m. Micro. < 10. ≤€2m. ≤€2m. Figure 9 The definition of Small and Medium Enterprise in EU recommendation 2003/361 (Evaluation of the SME definition, 2014). 16 DOI:10.6814/NCCU202000546.
(24) According to Standards for Identifying Small and Medium-sized Enterprises from Laws & Regulations Database of The Republic of China (Standards for Identifying Small and Mediumsized Enterprises, 2015), the definition of small and medium-sized enterprise is similar to Europe standards but slightly different. It would need to be firms which have completed company registration or business registration with the basis of -. An enterprise in the manufacturing, construction, mining, or quarrying industry with either paid-in capital of NT$80 million or less, or less than 200 regular employees.. -. An enterprise in the industry apart from any mentioned in the above and either its sales revenue of NT$100 million or less in the previous year, or has less than 100 regular. 政 治 大 According to Small and Medium 立 Enterprise Administration, Ministry of Economic Affairs employees.. ‧ 國. 學. White Paper on Small and Medium Enterprises in Taiwan, 2018 (Small and Medium Enterprise Administration, 2018), there are 1,437,616 numbers of small and medium-sized enterprises in Taiwan, which counts 97.70% of the total numbers of enterprises in Taiwan. If breaking the. ‧. numbers down into industries, 47.93% of the small and medium enterprises are in wholesale. sit. y. Nat. and retail industry. Total 8,904,000 numbers of employees work for small and medium-sized. io. er. enterprises in Taiwan, which is 78.44% of the employment-population. It shows that small and medium enterprises is the backbone of Taiwan’s society and economy.. al. n. iv n C U h eand 2017 Small Mediumi Enterprises h n c g Number of Firms in Taiwan. 47.93%. Wholesale & Retail 13.21%. Others Accommodation & Food Services. 10.95% 9.98%. Manufacturing Construction. 8.69%. Other Service. 5.87%. Science & Technology Service. 3.37%. 0.00%. 10.00%. 20.00%. 30.00%. 40.00%. 50.00%. 60.00%. 17 DOI:10.6814/NCCU202000546.
(25) Figure 10 2017 Small and Medium Enterprise Number of Firms in Taiwan. 2017 small and medium enterprises in Taiwan revenue accounts for 30.22% of overall revenue in Taiwan. If the study breaks it down into industries, the number shows that Wholesales & Retail accounts for 36% of the total small and medium enterprises revenue, then comes the manufacturing industry with 35% of revenue.. 2017 Small and Medium Enterprises Revenue by Industry in Taiwan. Wholesale & Retail Manufacturing. 立 12% 4%. 2%. Nat. 5%. io. 0%. y. 2%. 10%. 20%. n. al. 15%. sit. Logistic. 9%. 25%. 30%. 35%. 40%. er. Real Estate. 35%. ‧. Accommodation & Food Services. 36%. 學. Others. ‧ 國. Construction. 政 治 大. i Un. Figure 11 2017 Small and Medium Enterprises Revenue by Industry in Taiwan. Ch. engchi 2.3.1. The Wholesale & Retail Industry. v. The definition of wholesale is purchasing in bulk quantities and selling merchandise in small quantities. In order to practice wholesale and retail business, it doesn’t need much capital but a smooth cash flow. Wholesale and retail are two distribution arrangements that constitute a major part of the supply chain. When the goods are manufactured, they are sold in large quantities (wholesale) to the wholesalers who then sell them to the downstream who finally sells them to the end-users (S, 2018). Wholesaler industry mainly focuses on wholesale business (53.5%) and international trading (44.3%) in Taiwan. In the Small and Medium Enterprise Administration, Ministry of 18 DOI:10.6814/NCCU202000546.
(26) Economic Affairs White Paper on Small and Medium Enterprises in Taiwan, 2018 (Small and Medium Enterprise Administration, 2018), it mentioned that no matter the scale of wholesaler and retail business, they are facing their primary threat from the environment which is a competitive industry with minimum profit margin, also high barrier to enter a new market, foreign currency fluctuation and rising labor cost. In retail business in Taiwan, the threats companies are facing are similar, but adding high employee liquidity (Small and Medium Enterprise Administration, 2018).. 2.3.2. Corporate Communication in Wholesale & Retail Business: Costco In this chapter, the study will share some of the wholesale & retail business corporation. 政 治 大 Wholesale Corporation is the second-largest retail supermarket in the United States of America. 立 It owns 785 locations worldwide with approximately 254,000 employees working. communication in real company practices. The study will take Costco as an example. Costco. ‧ 國. 學. On Costco Employee Website, there is Costco Today as a conversation connection with. ‧. the employee. It is an employee magazine publishing and sharing about life at Costco. The employees are able to follow the Facebook page or Twitter page to read about other employee’s. sit. y. Nat. work achievements in Costco or some of the new policy changes in Costco……etc. There is a. io. er. post below from Costco Today celebrating the accomplishment of employee worked at Costco for 30 years. This post is able to communicate with the employees in Costco that the company. n. al. Ch. i Un. v. able to take care of the employee so much that they are able to stay in the company for so many. engchi. years. It can help boost the employee’s morale. Costco established a new generation communication as mentioned in 2.1.3. of this study which the message will be able to reach their audience which is their employee more easily as well as having transparent marketing to external stakeholders as a marketing tool mirroring back to 2.1.3. Implementation of Corporate Communication as integrated communication. Nevertheless, there is a well know Whistleblower Policy which Costco encourage their employees to speak out anonymously on the incidents they would like to report. The Whistleblower Policy is easily found on their website shows to employees and external stakeholders that the company doesn’t tolerate or shut employees up with their opinion. The company is open to criticisms and there is no topic too hard to speak out.. 19 DOI:10.6814/NCCU202000546.
(27) 政 治 大. 立. ‧ 國. 學. Figure 12 A post from Costco Today Facebook Page (Costco Today, 2020).. ‧. 2.3.3. Manufacturing Industry. y. Nat. Manufacturing is the process of producing goods. The process goes from inputting raw. er. io. sit. materials, parts, or components and converts them into finished goods. Taiwan used to be famous as The Kingdom of Toys or The Kingdom of Furniture during. n. al. Ch. i Un. v. the 1970s. As mentioned in 2.2.1. Taiwan Economic Landscape of this study. Taiwan was. engchi. famous for the “Made in Taiwan” with the light industry. After the 1980’s, Taiwan gradually shift from labor-intensive manufacturing to high technology manufacturing such as semiconductor, optoelectronics, information technology, communications, and electronics.. 2.3.4. Corporate Communication in Manufacturing Industry: Toyota The study will take Toyota as an example of a manufacturing company with corporate communication practices. The example will focus more on the implementation of the integrated corporate communication which mentioned in 2.1.3. of this study. In July 2003, Toyota renovated its corporate communication team. It merged its advertising and public relations department into one team. Below is quoted from Peter Renz who was the National Manager PR and advertising in Toyota Canada. 20 DOI:10.6814/NCCU202000546.
(28) We combined all the departments to ensure that we were speaking with a consistent voice and sending out a consistent message all the time. It’s given us an opportunity to think more ‘out of the box’ in terms of ideas. When we get together, we think of unique ways of communicating. Our agencies are thinking that way too and you get all three elements- Internet, PR and advertising – working together, you find tremendous efficiencies (Renz, 2003). The communication in Toyota corporation is a rather large scale as there are geographically separated subsidiaries around the globe in Argentina, Australia, Belgium, Brazil, Canada, China, France, Germany, India, Indonesia, Korea, New Zealand, Philippines, Poland, Singapore, South Africa, Taiwan, Thailand, USA, Venezuela, and Vietnam. All of these. 政 治 大 communications, product branding, internal communication staffs, and media relations, public 立 affairs, and investor relations. Some of the subsidiaries are larger which are equipped with the mentioned subsidiaries own their own communication team which includes marketing. ‧ 國. 學. above-mentioned function and specialist while some of the subsidiaries are smaller which all function gathered in one communication department. No matter the size of the subsidiaries,. ‧. they would reach out to the central communications department at Toyota Headquarters.. sit. y. Nat. The company has a strong communication matrix and protocol with its oversea branches. With different branches having regular meetings with the headquarter. The headquarter can. io. n. al. er. easily announce its strategies and the subsidiaries are able to express its implementation. On. i Un. v. the other hand, the subsidiaries would also need to feedback to the headquarter as the. Ch. engchi. communication should be two ways and the headquarter would also need to understand the feedback and perhaps taking into account in future strategies.. 21 DOI:10.6814/NCCU202000546.
(29) 3. Methodology In order to proceed and demonstrate the context of the dissertation, this chapter will be focusing on the approaches and points of view which leads to the results and conclusion and how these perspectives are carried out. It will include multiple case study, data analysis, case selection criteria, and data collection.. 3.1. Multiple Case Study Compare to conducting a single case study, conducting multiple case study help scholars to understands the similarities among the cases and differences among the cases. The scholar is able to analyze or research deeper to find out what caused the different results regarding the. 政 治 大. case studies. Finally, the scholar is able to conclude the patterns (similarities) and the cause of. 立. the results to be different. After conducting multiple case study, the scholar is also able to. ‧ 國. 學. identify if the case selected is the fit for the research, he/she is conducting. Since multiple case studies require more than one case of evidence, it is more reliable and strong confidence. ‧. comparing to single case study. It creates more convincing theory since there are multiple. er. io. 3.2. Data Analysis. sit. Nat. question to be answered and more theoretical results.. y. evidence to prove the similarities or patterns. Hence it allows wider exploring of research. al. n. iv n C interviewees who are from small and h medium enterprises e n g c h i Uin Taiwan. The interviews go through To answer the research questions, the study conducted interviews with selected. the advantages and challenges of implementing corporate communication in their company from actual practice instead of theoretical researches. The study will mention the background of the interviewees in the next chapter, 3.4. case selection criteria and the result of the interview will be mentioned in 4.1. Cross-Case Analysis.. 3.3. Case Selection Criteria In the case study, there are different selected interviewees based on their experience in their current company and position. The interviewees selected are all from small and medium enterprises yet in different industries and with different positions in their company such as Chief Executive Officer, Managers and staff. The case study will reflect the implementation of corporate communication and its advantages and disadvantages of corporate communication. 22 DOI:10.6814/NCCU202000546.
(30) 3.4. Data Collection The study selected three case studies from small and medium enterprises in Taiwan. The three interviewees are from different industries in Taiwan. The first interviewee is working in a trading and manufacturing company which has two sales offices in USA, headquarter is based in Taipei and a factory in Dongguan, China. He is a middle manager who would reports directly to Chief Executive Officer and manages five employees. He has been with the company for five years. Before this company, he had worked for a multinational corporate for three years. As the company has multiple office sites, he will also share the necessities of cross-cultural corporate communication which is different from the next two interviewees.. 政 治 大 has a sales office in Taipei city and a factory in Miaoli. He monitors the company’s operation 立 and he will share his opinion on corporate communication regarding external communication The second interviewee is a Chief Executive Officer in a biotechnology company which. ‧ 國. 學. and internal communication and the necessities he thinks regarding corporate communication.. ‧. The last interviewee is a channel manager in dermatology company. The company has 50 employees. Our interviewee is not a managerial role and has no subordinate. The company. Nat. sit. y. categorized as fast-moving consumer goods industry, which is different from the previous two. io. corporate communication in consumer businesses.. al. er. companies. They are able to share the insights of whether it is more important to conduct. n. iv n C The selection of the interviewees h eisnessential itoUthe study. It is able to bring the study h c g more results tellers to actual practices. The interviewees are all from small and medium enterprises in Taiwan. However, with the different industries and different positions, the interviewees are able to advise different prospective of implementing corporate communication the advantages and the challenging during the implementation. 23 DOI:10.6814/NCCU202000546.
(31) Interviewee. Case 1. Case 2. Case 3. Trading/Manufacturing. Biotechnology. Dermatology. 30. 20. 50. No. Industry Company Scale (Numbers of Employee). The company manages sales, marketing,. The company is one of the most. The company is a leading medical skincare. prestigious, 治 政 distribution from their innovative,大 and 立 China factory, and also customer-oriented. experiences and. healthcare product. Taipei office. The. providers in Taiwan.. quality Blood. sit. Nat. located in Collierville,. y. manufacture high. n. al. er. io. TN and High Point, NC. Glucose Monitoring With a skilled labor force of 1,500. Ch. extensive research on skin tissue structure, and. ‧. through warehouses. Introduction. 40 years of vast clinical. the sourcing channel in. products are distributed We design and. Company. brand in Taiwan. With. 學. ‧ 國. logistics, and. v ni. System (BGMS) and. medical grade e n gother chi U. a formula based on doctor's prescription,. the company has created a technologicallyadvanced skincare line of high potency products. employees worldwide. devices. We offer. for the sensitive skin.. and 30+ years of. both OEM and ODM. With these products,. manufacturing and. services which cater. customers are able to. sourcing experience,. according to our. enjoy skincare just like. the company has. clients’ specific. having a doctor perform. become one of the. needs. We are. medical treatments at. foremost suppliers in. compliant with all. home, maintaining a. the residential and. required medical ISO. hospitality furniture. and GMP quality. through the simplest yet. industry, and the. system standards. effective ways. Our. perfect complexion. 24 DOI:10.6814/NCCU202000546.
(32) billiards industry. We. with our products. philosophy behind our. have earned our. certified by FDA, CE,. work is to bring about. reputation by providing. and other worldwide. non-surgical solutions in. excellent value,. regulatory. enhancing one’s beauty. superior service,. authorities. Our. quality products, and. strength resides in. on-time delivery (Exact. having our own. Commerce Group,. manufacturing. 2020).. facilities allowing us. and wellness (Brand Story, 2020).. 治production, 政 over 大. to have 100% control. 立. quality, and cost;. ‧ 國. 學. which translates into. Previous Working Experience. 5. 5. Ch. y. sit. Officer. er. a5l. ‧. subordinate. Chief Executive. Manager. n. No. of. (Tysonbio, 2020).. io. Seniority. our customers. Nat. Position. impeccable values for. n U engchi. iv. 20. Worked in MNC for 3. Worked in MNC for. years. 2 years. Channel Manager 2 0. N/A. Figure 13 Interviewee Background Introduction. 25 DOI:10.6814/NCCU202000546.
(33) 4. Results 4.1. Case 1 Case 1 is a wooden furniture trading and manufacturing company in Taipei, Taiwan. The company capital is 72 million NTD with 30 employees. The company partners with a furniture factory with 1,500 employees working and 2 sales offices in the US. The company has been operating for more than 30 years by providing customized furniture and on-time delivery to its customers. Their customers are mainly US high-end furniture brands. There is no corporate communication team in the company. The company practices corporate communication through managing director. The managing director will attend. 政 治 大. meeting with the external stakeholders such as banks and investors to deliver the company. 立. identity and how the company is profiting. As the business involves three different countries,. ‧ 國. 學. the managing director would also do communication to the sales team in the US, the sourcing team in Taipei and to the factory in China to deliver and convey company goal, vision, and. ‧. mission.. The advantage of corporate communication in managing director’s effort helps the. y. Nat. sit. banks to load money to the business with less interest rates and investors to invest their money. al. er. io. in the company. Moreover, the managing director would give a speech to the partner factory. v. n. and sourcing team to deliver how the company’s direction quarterly and let the employees. Ch. i Un. understand the company’s direction as well as the sales team to understand the company’s. engchi. identity and how to sell it to the customers.. The challenge for implementing corporate communication in the company is that there is no corporate communication team to help the managing director deliver all the messages to all stakeholders. With the help of a corporate communication team, the managing director will be able to focus on monitoring the business operation more. Even though the managing director is performing corporate communication, it would be easier for him if the corporate communication team could help him prepare the speech to the company, or any announcement regarding changing policy…...etc. In conclusion, the company practices corporate communication solely by managing director even though the company performs a multinational business. According to the 26 DOI:10.6814/NCCU202000546.
(34) Framework of Corporate Communication by Klement Podnar in 2014 (Podnar, 2014), the managing director performed management communication, public relation by himself. Business communication, organizational communication, and marketing communication is missing. If there is a corporate communication team or specialist, they would be able to coordinate marketing materials and kits to help the company.. 4.2. Case 2 Case 2 is a company which trades blood glucose monitoring system. The company is located in Taipei, Taiwan with a partner manufacturer in Miaoli, Taiwan. The company capital is 6,500,000 NTD and with 20 employees. The company is established in 1999.. 政 治 大. The company corporate communication is organized by the administrative and human. 立. resource team. The head of administrative does the corporate communication activities such as. ‧ 國. 學. attending the board meeting, investor conference to help the board of directors, banks, and investors understand the corporate identity. The administrative and human resource team would. ‧. hold quarterly meetings for the office and the partner manufacture for team building and bonding. The meeting will be discussing every department’s past actions and future plans.. y. Nat. sit. The implementation of corporate communication of this company helps the employees. er. io. to understand and follow up with the company’s action and short-term goals. It is the corporate. al. iv n C company operates and how they are able the company h etonhelp i U from their expertise. The head of h c g administration is in the board meeting and the investor conference to also strengthen the n. branding and employee branding act that can help employees better understand how the. investor relations. The challenge of corporate communication for this company is that there is no positive financial outcome in performing corporate communication. Therefore, the company asked the administrative and human resource team to be responsible instead of forming a corporate communication team. The company is also not planning on further corporate communication activities then existing ones. In spite of all, the company is clear with the corporate identity and assigned responsible department to help. It implements corporate communication through quarterly meetings and the person in charge of corporate communication is with the management team to advise the chief 27 DOI:10.6814/NCCU202000546.
(35) executive officer. However, the person in charge of corporate communication is not focused just for corporate communication events but mainly administrative. It actually matches Rudolf Beger’s Present-Day Corporate Communication: A Practice-Oriented, State-of-the-Art Guide in 2018 (Beger, 2018) mentioning the challenge of implementing corporate communication: the qualification and the accountability which are both mentioned in the study 2.1.2.. 4.3. Case 3 Case 3 interviewee works with a skincare brand company in Taiwan. There are 55 regular employees in the company which counts this company as a small and medium enterprise in Taiwan. The company’s skincare product is easily assessed by major personal care stores and e-commerce channels.. 立. 政 治 大. The company implements corporate communication with 2 different departments. ‧ 國. 學. instead of one corporate communication team. The marketing team is in charge of the public relation to press or investors and marketing management with materials such as commercials.. ‧. While the human resource team helps with organizational communication such as employee branding. The company welfare committee also helps with seasonal company parties to help. Nat. sit. y. the employees gather together.. er. io. The advantage that corporate communication has brought to the company is that the. al. iv n C has delivered a clear message of the U resource team also market the h company. e n g c hThei human company well to their employee. The company welfare committee which is selected from a n. employees understand clearly about corporate identity. The marketing team of this company. representative of each department, holds company parties and in the parties the employees get to know each other which would harmonize the future coordination within the company. The challenge in implementing corporate communication for the company is that the corporate communication is done by different departments and none of them are specialized in corporate communication. The company didn’t hire anyone who is experienced with corporate communication. Even though the marketing team helps with all the marketing materials for either branding the company or branding the products the company is selling. It is easy that the material for corporate branding material to be postponed in the schedule when there are product marketing chores to do. 28 DOI:10.6814/NCCU202000546.
(36) In conclusion, the company performs corporate communication with three different departments. The corporate communication performed facilitates the company during crisis management and handles public relations. It also benefits the company by teaching employees about the company and its value. The gatherings in the company also harmonize the employees and create a special bond together. However, corporate communication is performed by a different team. Even though it is a small and medium enterprise, there might lead to some overlapping of work and waste of resources. Moreover, there is no specific team to consolidate which might lead to priority changes and neglect corporate communication.. 4.4. Cross-Case Analysis. 政 治 大 and summarize the findings with the primary data collected and the literature reviewed 立 previously in 2.1. In order to reference to the topic of the study, the study has chosen Upon the three cases mentioned above, the study is able to cross analyze the interviews. ‧ 國. 學. interviewees from small and medium enterprises in Taiwan: manufacturing business and wholesale business. However, the interviewees are all from different positions in the company.. ‧. They range from the management position to staffs. Due to their different industries and. y. Nat. positions, they gave the study their prospective of which corporate communication can improve. n. al. er. io. communication.. sit. their job and performances and also what can be the obstacle to practice corporate. Ch. engchi. i Un. v. 29 DOI:10.6814/NCCU202000546.
(37) Interviewee No.. Case 1. Case 2. Case 3. Industry. Trading/Manufacturing. Biotechnology. Dermatology. 30. 20. 50. Public relations with. Public relations with. Public relations with. External. External Investors and. External Investors and. External Investors,. Corporate. Banks. Banks. Customers and Banks. Communication. Market. Market. Market. Implementation. Communication with. Communication with. customer. consumer. Company Scale (Numbers of Employee). Communication. Nat Communication Actions. sit. Organizational. Business. al. Communication and. iv n with e n gCommunication hi U Factory, Souring team c different departments n. Corporate. io. Internal. Sales team. Business. Ch. Communication with. and Sales team. Public Relationship Specialist. ‧. Corporate. Administrative. Sales team. er. External. Head of. Managing Director. 學. Department for. ‧ 國. Responsible. Marketing team. y. 立. with 治 政 Communication 大 customer. through quarterly meeting. Organizational Communication and Business Communication with employee branding and company parties. Responsible Department for Internal Corporate. Managing Director. Administrative and. Human Resource. Human Resource. Department and. Department. Welfare Committee. Communication Implementation. 30 DOI:10.6814/NCCU202000546.
(38) 1. Investors, banks 1. The external. 1. Investors would. understand the. understand the. company’s identity. company’s identity. and its business. company identity and. and the future the. 2. The customers and. vision which they will. company is heading. investor understand. towards.. the company value. business.. 2. Attending the board. during crisis happens.. 2. The internal. meeting also helps the. 3. The employees are. stakeholders understand the. invest money in the Advantages for Corporate. board of directors 治 政 understand 大 the. Communication stakeholders would understand the. 立. corporate identity,. bringing to their. company identity.. parties which. 3. The employees are. harmonize the. updated with the. relations between. action and plans of the. employees and help. company.. coordination during. customer.. er. io. sit. y. Nat. al. n. There is only. Ch. managing director Challenges for Corporate. ‧. ‧ 國. realize what they are. doing corporate. during company. 學. vision and mission and. able to create bond. n U engchi. iv. There is no specific team to perform. communication. There. corporate. Communication is no corporate. communication.. communication team or specialist to help.. works. Corporate Communication is performed by different departments which none of them are experienced with. Resources might not be shared and easily to be neglected.. Figure 14 Cross-Case Analysis. 31 DOI:10.6814/NCCU202000546.
(39) The chart above summarized the three selected cases of small and medium enterprises in Taiwan performing corporate communication. There are similar challenges with all three company. There is no professional corporate communication team in the company to perform corporate communication. Corporate communication is performed by managing director solely in case 1, administrative department and human resource department in case 2, marketing department, human resource department and welfare committee in case 3. If all three companies have professions in corporate communication, the corporate identity to deliver to the employee and external stakeholder will have more professional approach. And corporate communication might not be neglected easily.. 政 治 大 banks are identified in all three cases. Case 1 company operates within different countries. The 立 managing director of the company would deliver the corporate image and future plan to The corporate communication towards external stakeholders such as investors and. ‧ 國. 學. different offices. It helps all internal stakeholders understand the vision of the company. It would also be more efficient to implement new policies as well. Similar act is also applied to. ‧. case 2 company. The company holds quarterly meeting as a communication between cross-. y. Nat. department as well as deliver the corporate image and future plan to the internal stakeholders.. sit. Case 3 company focus on the marketing communication towards the market to increase social. n. al. er. io. acceptance and also corporate branding to consumer as well as to potential employees. The. v. company also hold internal gatherings and parties to create bonds between the employees and. Ch create harmony in work environment.. engchi. i Un. On the other hand, there are struggles that the companies are facing. Just like Richard R. Dolphin mentioned in “The Fundamentals of Corporate Communication” in 1999 (Dolphin, 1999), Corporate communication is a management discipline. It is not a technic which small and medium enterprises might overlook it since it doesn’t show positive in financial statements. Even though, there is no professional corporate communication officers to carry out corporate communication in small and medium enterprises in Taiwan. Small and medium enterprises can start corporate communication little by little depend on the industry and business. On the above multiple case studies, Case 1 and Case 2 both had sales team to be responsible for market communication yet marketing team is handling market communication in Case 3. It is because the business Case 1 and Case 2 are in B2B business while Case 3 is in B2C business. 32 DOI:10.6814/NCCU202000546.
(40) While, public relations in Case 1 is conducted by managing director while it is been conducted by the head of administration in Case 2. Public relations specialist was there in Case 3 to conduct public relations. Although all three cases’ corporate communication is not conducted by corporate communication specialist. The study points out that it can be inefficient, waste of resource, and also effective. According to Corporate Communication: A Guide to Theory and Practice by Joep Cornelissen, Corporate communication is a management function that offers a framework for the effective coordination of all internal and external communication with the overall purpose of establishing and maintaining favorable reputations with stakeholder groups upon. 政 治 大 having corporate communication team or specialist in the company but having a team to 立 coordinate the communication for it to be consistent and efficient in terms of time and resource.. which the organization is dependent (Cornelissen, 2014). Therefore, it may not be the point of. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i Un. v. 33 DOI:10.6814/NCCU202000546.
(41) 5. Conclusion 5.1. Research Summary Corporate communication is to communicate corporate identity towards stakeholders. The common practice is carried out through public relationship. However, the internal organization communication is often neglected. Through different literature reviews in this research, readers are able to identify the benefit and implementation of corporate communication. Internal and external stakeholders are easy to understand small and medium enterprise corporate identity. The company’s scale is small, certain policies are easy to pass down.. 政 治 大. Employees are easy to communicate due to not too many personnel to deliver the message. In. 立. order for small and medium enterprises in Taiwan to sustain and grow, certain company. ‧ 國. 學. structural decisions are prone to be made. During the transition, corporate should identify their path and their mission to stakeholders external and internally. Not only because they would. ‧. need support financially from external stakeholders but also the practical support from internal employees. Like all communication is taken, company needs to identify themselves then to. sit. y. Nat. deliver the message to the others through a two-way symmetrical communication.. al. er. io. This paper is to find out the benefit and challenge of corporate communication. The. v. n. study has reviewed different literatures and Small and Medium Enterprises scales in Taiwan.. Ch. i Un. Moreover, the study conducted cross case analysis by interviewing with the individuals who. engchi. works in Small and Medium Enterprise in Taiwan to have them express their thoughts on benefits and challenges of corporate communication. At the end of the interview, it is noticeable that three companies are doing corporate communication but none of the companies has corporate communication team in their organizational structure since the effort is not easy to be measured on financial report.. 5.2. Research Implication The research introduces the concept of corporate communication, the benefit which can help small and medium enterprises in Taiwan prosper, the challenges that the company might face during their implementation, and some feedback from the industry. During the literature review, the paper has pointed out what is corporate communication and its function in a 34 DOI:10.6814/NCCU202000546.
(42) corporate, where small and medium enterprise can review the necessities and the benefit which corporate communication will bring to their company. Nevertheless, there are some practical examples about the company implementing it in the study in which the company can reflect and relate to their struggle in corporate communication implementation. The research specifically points out the target as small and medium enterprises in Taiwan and demonstrates some actual practice in the industries. The research does not speak for companies other than small and medium enterprises in Taiwan.. 5.3. Research Limitations and Future Research The paper is mainly pointing at the small and medium enterprise which aims to help. 政 治 大. them sustain and grow. The paper also mentioned the definition of corporate communication. 立. yet the scale about corporate communication in this paper is focusing on small and medium. ‧ 國. 學. enterprises in Taiwan.. Moving forward, the future research will be focusing on corporates as well as the rise. ‧. and mistakes of implementing corporate communication in Taiwan. The paper here only mentioned about the principle yet is not specific to the practice of corporate communication in. y. Nat. n. al. Ch. engchi. er. io. in Taiwan and its practice of corporate communication.. sit. Taiwan. In future studies, there will be an investigation to explore more about the companies. i Un. v. 35 DOI:10.6814/NCCU202000546.
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