先進事例にみる日本企業のインターナル・コミュニケーション : 理念・ビジョンの浸透プロセスにおける「自分ごと」の重要性

柴山, 慎一; 清水, 正道; 中村, 昭典; 池田, 勝彦; SHIBAYAMA, Shinichi; SHIMIZU, Masamichi; NAKAMURA, Akinori; IKEDA, Katsuhiko

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先進事例にみる日本企業のインターナル・コミュニケーション : 理念・ビジョンの浸透プロセスにおける「自分ごと」の重要性

http://hdl.handle.net/2237/00030033

	名前 / ファイル	ライセンス	アクション
	2018_Corporate_communication_studies_22 (12.4 MB)

Item type

学術雑誌論文 / Journal Article(1)

公開日

2019-04-10

タイトル

先進事例にみる日本企業のインターナル・コミュニケーション : 理念・ビジョンの浸透プロセスにおける「自分ごと」の重要性

その他のタイトル

Internal communications of Japanese companies as seen in advanced cases : Importance of personalization in the penetration process of corporate philosophy or vision

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インターナル・コミュニケーション

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理念・ビジョン

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浸透プロセス

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自分ごと

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実践

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internal communication

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corporate philosophy

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corporate vision

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penetration process

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personalization

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practic

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内容記述

イントラネットの普及やグローバル化の進展等による社内のコミュニケーション環境の変化に伴い、インターナル・コミュニケーション(IC)に求められる役割が大きく変化している。本論では、トップからミドル、ボトムへと繋がる縦方向のICについて、先進的な活動を行っている7社の事例研究を行った。特に、理念・ビジョンが組織内で浸透していくプロセスを精査し、「共有(Share)」「理解(Understand)」「自分ごと(Personalize)」「実践(Practice)」というステップがあることを発見し、「SUPPモデル」として仮説モデルを提示した。理念・ビジョンの最終目標である「実践」に至る前に、社員一人ひとりが、それを「自分ごと」にするステップを経ないことには「実践」には至らないことを、成功している事例研究からの共通項として抽出した。また、対話や報奨、ストーリーテリングの機会など、IC施策の有効事例を提示した。Internal communication (IC) roles are undergoing a major change due to the spread of intranet and progress of globalization. In this paper，we conducted case studies of seven companies that practice advanced activities on vertical ICs leading from the top to the middle to the bottom. In particular，we carefully examined the process through which the corporate philosophy or vision penetrated within the organization，and discovered that there are steps called "Share"，"Understand"，"Personalize" and "Practice". So we presented a hypothesis model as "SUPP model". Before reaching the “Practice" ，an ultimate goal of the philosophy or vision， it is necessary for each employee to go through the step of "Personalize" . It was extracted as a common experience from the successful cases of the study. We also presented effective cases of IC measures such as dialogue，recognition，opportunities for storytelling.

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Abstract

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日本広報学会

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jpn

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http://purl.org/coar/resource_type/c_6501

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収録物識別子

1343-1390

書誌情報

広報研究

巻 22, p. 25-39, 発行日 2018-03

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2021-03-01 10:33:34.961952

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先進事例にみる日本企業のインターナル・コミュニケーション : 理念・ビジョンの浸透プロセスにおける「自分ごと」の重要性

× 柴山, 慎一

× 清水, 正道

× 中村, 昭典

× 池田, 勝彦

× SHIBAYAMA, Shinichi

× SHIMIZU, Masamichi

× NAKAMURA, Akinori

× IKEDA, Katsuhiko

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