Strategic Communication of Social Enterprise in Thailand
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Abstract
This article investigate strategic communication of social enterprise in Thailand.The objectives are to study factors influencing strategic communication and strategic communication of social enterprise in Thailand. This qualitative research on in-depth interview basis from four social enterprises which applied contingency theory of strategic conflict management and strategic communication management concepts. The study discovered four external and five internal factors. The four external factors are macro environment, industrial environment, issue under question, and external stakeholder. The most essential factor that contributes to good operations and strategic communication is the external stakeholder. As social enterprise businesses choose external stakeholders to be business partners based on shared beliefs and values, they must work together to achieve their vision and communicate throughout the process. The five internal factors that influence strategic communication are characteristics of leader, organizational characteristic, communication department characteristic, individual characteristic and relationship characteristic. The most important internal factor is characteristics of leader as it is the factor that generate all internal factors. The study found 8-step of strategic communication of social enterprise started with situation analysis, then the process of setting philosophy, vision and mission, goals and objectives, target groups, big Idea and message, strategies and tactics before the step of implementation and evaluation. Moreover, that 8-step was adjusted due to the internal and external factors in the context. However, the philosophy stood the same as it is the core differentiation between social enterprise and other business.
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