Date of Award

1-1-2013

Document Type

Thesis

Degree Name

Master of Arts (MA)

Specialization

Communication and Leadership

School or Department

School of Leadership Studies

First Advisor

Dr. Heather Crandall

Abstract

A concrete communication plan, aligned with business strategy, is crucial to the success of instituting any new change in a business. The purpose of this project was to create a strategic communication plan, for the Good Foods franchise chain, in order to deliver their strategic plan to increase brand recognition, sales, and profitability, through multi-unit growth for both the franchisee and franchisor. This research first identifies the current and preferred methods of communication between the two parties (franchisee and franchisor) and also the frequency of connection between the franchise community and the senior leadership team. In addition, this study also provides an analysis of the franchisee/franchisor relationship, utilizing the model of Anthony Giddens’ theory of structuration as a basis for this plan. The literature review goes into great detail by comparing and contrasting the theory of structuration to that of structuralism, so as to ascertain additional context and rationale for the utilization of Giddens’ theory as the model for this communication plan. Both strengths and challenges of the model are highlighted and addressed in the final plan to ensure a cohesive, thorough, accountable and aligned plan for company adoption. Research methods included a combination of surveys, telephone interviews and field observations with the senior leadership team and elected franchisee group. The results of the final data and analysis was used to construct an overall communication plan for Good Foods which is aligned with the overall company strategy and includes strategic messaging, channels and timing for the dissemination of the message.

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