With a combination of the relational approach in public relations and the resource-based approach in strategic management, this study builds the links between relationships, organizational resources and strategic management. Interview data showed that relationships were organizational resources because relationship cultivation was an organizational capability that could generate quality relationship outcomes as intangible assets. Relationships as organizational resources could contribute to strategic management and organizational effectiveness through being the foundation for strategic analysis and strategy formulation and the participation in each strategic management stage. The findings showed implications for both public relations theory and public relations practice.
|LEWI Working Paper Series