Management conversations in Danish companies : Communicating corporate values and strategies

Purpose – Good stakeholder relations are crucial for the corporate image and reputation of modern organisations. One important management tool for use in successfully establishing good stakeholder relations involves management conversations. Until now these conversations have not been investigated extensively either in general or specifically within the field of corporate communication. The purpose of this paper is to contribute to this developing field of research by presenting the results of a study of management conversations. Design/methodology/approach – The paper investigates the ways in which various management conversations are used strategically in companies to benefit relations with stakeholders and the image or reputation of the company concerned. The conversations studied are recruitment conversations, job appraisal interviews, round‐table sickness leave conversations and dismissal conversations. Findings – The paper shows that the companies involved are aware that such conversations should be used as tools for implementing their company strategy and values. However, the strategic potential of these conversations is not fully exploited, and specific crucial aspects like values communication are more prevalent in some conversations than in others. Originality/value – The paper highlights the need to gain deeper insight into the correlation between various management conversations on the one hand, and management conversations and strategy on the other.