Thomas Gegenhuber and I have tracked open strategy-making practices on blogs of two ventures (Berlin-based mite and buffer in San Francisco) over the period of four years to answer the research question “how new ventures use open strategy-making as impression management over time?”. The article entitled “Making an Impression Through Openness: How Open Strategy-Making Practices Change in the Evolution of New Ventures” has now been accepted for publication in Long Range Planning as part of a special issue on Open Strategy (edited by Julia Hautz, David Seidl and Richard Whittington). The abstract reads as follows:
While previous open strategy studies have acknowledged open strategy’s function as an impression management instrument, their focus has mostly been on short episodes. The impression management literature, meanwhile, pays openness scant attention. By studying how new ventures engage in open strategy-making, we track how open strategy-making and respective impression management benefits evolve over time. Specifically, we draw on a comparative case study of two firms’ blog communication on strategy-related issues and corresponding audience responses over a four-year period. We identify three distinct modes of how organizations engage in open strategy-making with external audiences and show how each mode is related to a specific set of impression management effects. Having established the impression management functions of these modes, we then demonstrate how open strategy-making contributes to new ventures’ quests for legitimacy as they evolve. In the launch phase, dialoguing with blog audiences helps a venture attract endorsements for its organization and products. As the venture grows, concentrating on broadcasting relevant strategic information may attract media audiences’ additional support for pursuing openness as a desirable organizational practice.
Thomas has also blogged about our study. If your institution does not provide access to the article just e-mail me and I would be happy to share it with you. For more on open strategy-making in general and other contributions to the special issue in Long Range Planning, join the recently launched Open Strategy Network.