STRATEGIES FOR UTILIZING COMMUNICATION INNOVATION TO DEVELOP HIGH-TECHNOLOGY ENTERPRISES IN CHINA
Keywords:
Innovation, Strategic Communication, Organizational Flexibility, Corporate PerformanceAbstract
This research aimed to 1) study strategies for utilizing innovation for development, 2) study communication processes in development, and 3) create a communication model for the development of Chinese high-tech enterprises. This study employed a mixed-methods research design. The qualitative sample comprised 30 executives and employees from 5 enterprises, selected via purposive sampling, while the quantitative sample included 400 employees and executives obtained through stratified random sampling. Research instruments included semi-structured in-depth interviews and a questionnaire with Cronbach’s alpha reliability coefficients ranging from 0.818 to 0.892. Qualitative data were analyzed using thematic analysis, and quantitative data were analyzed using Structural Equation Modeling (SEM).
The research findings revealed that: 1) regarding innovation strategy, enterprises focus on utilizing innovation as a core organizational driver, with technology-driven business models and flexible structures serving as key factors; 2) regarding the communication process, strategic communication functions as a key mechanism in integrating and driving all components, involving internal and external coordination through middle management and digital platforms; and 3) Regarding the communication model, empirical analysis revealed that innovation is a primary driver with a significant positive direct influence on corporate performance (path coefficient = 0.576, p < 0.001). Furthermore, innovation exerts an indirect influence on corporate performance through two important mediating variables: innovation culture (indirect coefficient = 0.266) and organizational flexibility (indirect coefficient = 0.239).
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