Schmid, Simone
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Schmid, Simone
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Publication Access status: Open Access , Hidden faces of hidden champions: communication strategies of niche market leaders(2023); Understanding how firms portray themselves to customers and talent by communicating their image is of great interest in increasingly dynamic and global business environments. As public image transmitted via media is considered a valuable intangible asset, this study investigates niche market leader firms’ communication strategies for valorizing their public image to appeal stakeholders. The content analysis of textual and visual elements of a sample of 158 corporate websites identified four communication strategies: (1) customer and product, (2) success, (3) tradition and family, and (4) globality and regionality. Our results show that firms primarily communicate their competencies of technological supremacy, accentuating their high-quality products and services to customers. Potential talent is addressed by highlighting employability with passionate sentiments using external awards or certifications to highlight the employer attractiveness. Surprisingly, firm owners are rarely in focus and barely visible. Instead, firms are personalized through textual characteristics promoting the firms’ uniqueness via slogans, sentiments, and metaphors and visual elements of impersonal product objects and buildings underpinned with references and awards as sources of legitimation.Source Type:BookSeries:Transformationen des Populären. Working Paper Series des SFB 1472Volume number:12403 374 - Some of the metrics are blocked by yourconsent settings
Publication Access status: Open Access , Paradoxes of popularity: between hidden champions and invisible everyday entrepreneurship(2023); Media disseminate popular images of entrepreneurship such as unicorns or hidden champions and contribute to popularizing selected types of entrepreneurship. As information intermediary, media play a crucial role in creating images of entrepreneurship. We aim to contribute a differentiated perspective by revealing how media influence popular images of entrepreneurship by analyzing both, the selectivity and social evaluation/assessment mechanisms used. We illustrate how evaluation regimes undertaken by expert bodies impact popularity. Both quantified as well as narrative elements of evaluation regimes underpin the supremacy of firms; partly underlined by linguistic expressions and narrative plots. Through our media analysis, we contribute to a broader understanding of popularity.Source Type:BookSeries:Transformationen des Populären. Working Paper Series des SFB 1472Volume number:11393 243