波士顿咨询报告，CompanyCommunication

CompanyCommunicationTrends:Growthofnewcommunicationtechnologiesdemandsrethinkofcompanies'internalcommunicationstrategiesASurveyReportbyTheBostonConsultingGroupFebruary2002©TheBostonConsultingGroup,Inc.Allrightsreserved.CompanyCommunicationTrends1TableofContentsExecutiveSummary.............................................................................4SurveyHighlights..........................................................................................4ToLearnMore...............................................................................................61.Typesofcommunication:Substantialincreasegloballyintheuseofnewcommunicationtechnologies..................................7EmergingNewCommunicationModesinCompanies................................7TrendsbyIndustry,Geography,andCompanySize...................................13CommentsonCommunicationTrends.......................................................182.Driversofchanges:IntheU.S.,firstandforemosttheeconomicdownturnandthematurationoftechnologies,nottheeventsofSeptember11.......................................................21NotSeptember11,buttheEconomy...........................................................21AVeryFavorableEnvironment..................................................................22CommentsonReportedDriversofChangesinCommunicationModesinCompanies...................................................................................233.Benefits:Manycorporateinitiativesandsustainedspending,butnosystematictrackingandmanagementtogainefficiency...24ARangeofCorporate-SponsoredInitiatives..............................................24ContinuedCorporateSpendingonCommunicationsTechnologies..........28WidespreadBeliefthatSpendingIsWorthwhile,butManyCompaniesCannotClearlyPinpointBenefits...................................31CommentsontheEffectsofInitiativesandSpendingonBusinessResults...........................................................................................314.Implicationsforexecutives:Timeisrighttodevelopandimplementacomprehensivecommunicationstrategytoreducecostsandimproveproductivity.....................................32IdentifyingInteractionsAmenabletoChange...........................................32UsingFourLevers.......................................................................................34HowtoGetStartedandDriveaB2EStrategyProject...............................36CompanyCommunicationTrends2ListofCharts1.1Usageofnewelectroniccommunicationmodeshasincreasedsignificantlyinthepastyear..................................................................71.2Trendisexpectedtocontinueforthenextyear....................................91.3Increaseintheuseofnewcommunicationmodesmostlyforroutineactivities(Europe/Asiaonly)...................................................111.4EuropeandAsiahavebeenlaggingbutnowappearpoisedtocatchtheU.S.inincreasedusageofnewcommunicationtools..........131.5Increaseintheuseofnewcommunicationmodesoccurringacrossindustries...................................................................................141.6Increaseintheuseofnewcommunicationmodestakingplaceinsmallandlargecompanies...................................................................181.7RecentdeclineinU.S.airtravelindicatesshiftawayfromtraditionalface-to-faceinteractionsinvolvingtravel..........................192.1Economicdownturnmostfrequentlycitedas#1reasonbehindcommunicationchangesinU.S.companies........................................212.2ConfluenceoffactorsexplainschangesintheuseofcommunicationmodesinU.S.companies..........................................222.3Changesintheuseofcommunicationmodesasaresultoftheeconomicdownturnmorepronouncedinsomeindustries................233.1U.S.companiesareundertakingawidevarietyofelectronicinternalcommunicationinitiatives.....................................................243.2Mostcompaniesaremaintaininginternalcommunicationsbudgetsinspiteofeconomicdownturn..............................................283.3SpendingdiffersbycompanysizeinU.S.andEurope/Asia..............293.4Increaseincommunicationsbudgetholdsforhigh-andlow-performingcompanies........................................................................303.5Perceptionthatcommunicationbudgetisspentefficiently,butcompaniescannotpinpointclearly.....................................................304.1FourleversforacomprehensiveB2Eprogram..................................344.2Ahigh-levelchangeapproachtoB2E.................................................36CompanyCommunicationTrends3ListofCompanyVignettesSeagate’sUseofVirtualMeetingPlaces.......................................................8IBM’sOnlineTeamRooms..........................................................................10Pennzoil-QuakerStateUsesIntranetasaCommunicationVehicle..........25AgilentTechnologies’UseofDataConferencing.......................................26TheElectronicThinkTankinaEuropeanEnergyCompany.....................................................