Management blogging as an innovative strategic tool within general motors

Abstract

The rapid growth in popularity of digital communications has led to numerous industrial enterprises adopting online channels as their preferred method to communicate management information effectively with employees and customers. Digital communication has benefits for large enterprises because management can disseminate the information quickly to a large audience. It is also argued that the communication allows senior management to connect directly with their employees and customers, acting as an effective motivational and customer relationship tool. One such innovative technique is the use of management blogs as a means of communication. The management blog is an innovative management tool within the automotive sector because enterprises operate globally and the communication medium provides a unique opportunity for enterprises to communicate with employees and customers.The paper will study the currentmanagement communication practices by assessing the techniques adopted by General Motors (GM). The objective is to draw upon existing communication, relationship management and behavioural theory to develop an innovative model of communication applicable to the wider automotive sector. As a result the paper will highlight benefits and problems of adopting management blogging as a communication tool in the automotive sector within the Slovak Republic and global enterprises.