关系作为组织资源:通过与组织战略的联系来检验公共关系的影响

Relationship as Organizational Resources:Examine Public Relations Impact through Its connection with Organizational Strategies

本文通过涵盖管理学的资源观,从经验角度来检验公共关系与策略之间常被忽视的联系。通过对我国公关经理和战略经理的33次访谈,从而对探索关系作为组织资源及其对战略执行的贡献起着引导性的作用。在主要理论框架范围内,本研究发现关系拥有资源的几大特征,从而促进了竞争优势的形成,它们是有价值的、稀缺的、难以仿制的和难以替代的。一般地,关系有助于战略的执行,同时也被用来与不同的策略取得配合。

This study empirically examines the link between public relations and strategy by incorporating the resource-based view from management literature. Thirty-three interviews with public relations managers and strategy managers in our country were conducted to explore relationships as organizational resources and their contribution to strategy implementation. Within the major theoretical framework, this study finds that relationships possess these key features for resources that could lead to competitive advantages： valuable, rare, difficult to imitate, and hard to be substituted. Generally, relationships contributed to strategy implementation in general and were used also to achieve a fit with different strategies.