5 ways communications fits into the strategic value chain
Take a big-picture view of the value chain to uncover value creation opportunities

By Justin Joffe, senior director of learning and development, Ragan
At a Communications Leadership Roundtable last fall, comms leaders were given a challenge: Find where communications fits into the strategic value chain. The answer? Everywhere and nowhere at all.
When you look the classic value chain model, communications plays a part at each link, but most communicators aren’t looking at their work through the value chain lens.
Christina Frantom, internal communications lead at Mercedes-Benz U.S. International, says the group’s answer demonstrates how communicators too often try to force their own strategies and processes into already established business models.
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