theoretical framework for the concept of ‘Internet strategy'

Abstract

Organisations know that the Internet could or should play an important role in goalachievement, but are uncertain about its strategic application. It can therefore be saidthat the Internet remains largely ‘a technology in search of a strategy’.This article explores ‘Internet strategy’ from the perspective of the corporatecommunication domain, specifically within the framework of two meta-theoreticalapproaches: the Excellence approach and the two-way symmetrical approach to publicrelations and communication management. ‘Internet strategy’ is conceptualised basedon the following theories: information theory, the communication process, masscommunication theory, strategic management theory, corporate communication rolestheory, and the models for developing corporate communication strategy andcommunication plans.The most important findings indicate that, with regard to the corporate communicationprocess, the Internet is regarded as a medium or channel and, as such, it can make acontribution on all strategy levels. The concept of ‘Internet strategy’ is specifically seento be part of operational strategy at the micro organisational level. However, consideringthe use of the Internet already at the functional strategy level ensures that its use is notdecided upon in isolation, but forms part of corporate communication goal achievement.