Examining Strategy Documents on the Internet

Proceedings of the International Association for Business and Society 17:261-266 (2006)
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Abstract

Due to continual challenges in their external environment, corporations are facing an increased demand for public participation and stakeholder inclusion. As aresult, companies are seeking ways to improve communication with their stakeholders. The emergence of the Internet has provided new corporate channelsfor offering information to stakeholders. This paper suggests that the information contained in company web pages reflects strategic information about the company. In addition to offering information to the public, web pages signal which issues a company holds as strategically important. The objective of this paper is to begin the process of examining how companies express their understanding of multiple stakeholder interests and their efforts to include stakeholders in their strategy documents. The theoretical premise of this paper draws from the strategic management and the stakeholder literatures. The empirical section examines the content of the web pages of two companies from the pulp and paper industry. Based on the results of meaning making analysis, we synthesize the content of the strategy documents with three dimensions: strategic actors, strategic activities, and strategic actions.

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