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Priorities and traditional values in corporate strategic communication: a regional focus
https://doi.org/10.34020/2073-6495-2025-2-010-031
Abstract
Corporate strategic communication is important to sustainable development of contemporary business and its effective interaction with society. The aim of this research is a study of priorities and traditional values in strategic statements on official web-pages of large companies from a particular region. The Vologda Region is chosen as a test site for present pilot research. The material for this analysis consists of 20 strategic statements of the large companies from the Vologda Region. Their content is analyzed, first, with the Pearson–David palette permitting to check presence/absence of key priorities (customers, image, employees, etc.) and, second, via finding specially grouped traditional values of the Russian society (Motherland, labor, society, etc.). According to the results, the large companies considered state several priorities, among which the most common is products/ services, and the least common is employees. Also, we find in the studied strategic statements all groups of traditional values (commonly, one–three per statement), among which the higher frequency is typical for society, labor, and traditions, and the very low frequency characterizes family. These results indicate a significant maturity of strategic communication between large companies from the Vologda Region. We suppose an influence of the regional specifics on the peculiarities of the interaction between business and society. The carried-out study contributes to the conceptual argumentation of a phenomenon of regional social partnership and the detection of peculiarities of its formation and development.
About the Authors
N. N. Yashalova
Cherepovets State University
Russian Federation
Russian Federation
Yashalova Natalia N. - Doctor of Economics, Professor, Head of the Department of Economics and Management
Cherepovets
D. A. Ruban
Southern Federal University
Russian Federation
Russian Federation
Ruban Dmitry A. – Candidate of Geological and Mineralogical Sciences, Associate Professor, Department of Organization and Technologies of Service Activities, Higher School of Business
Rostov-on-Don
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Review
For citations:
Yashalova N.N., Ruban D.A. Priorities and traditional values in corporate strategic communication: a regional focus. Vestnik NSUEM. 2025;(2):10–31. (In Russ.) https://doi.org/10.34020/2073-6495-2025-2-010-031
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