Research agenda with empirical results of using humour strategically in business
Pia Hurmelinna; Saila Saraniemi; Helena Ahola; Jaakko Sinisalo; Jaana Tähtinen; Eeva-Liisa Oikarinen; Taina Vuorela; Eila Estola; Anne Poutiainen; Pirkko Siklander; Sari Alatalo; Päivi Aro
https://urn.fi/URN:NBN:fi-fe2021042718301
Tiivistelmä
The aim of this project was to create a preliminary theoretical framework of how
to utilize humour strategically in organizations with the aim of creating new
business opportunities. The present multidisciplinary discussion paper will identify
research gaps and combine viewpoints of international business management,
international business communication, marketing and education in a novel way. It
appears that in previous literature on humour in a business context, discussions
have taken place in different ‘silos’ and as a result, the connections between
different research fields have been scarce. Consequently, a more comprehensive
understanding of the significance of humour in business innovations is necessary.
Firstly, we are proposing a framework and a research agenda for exploring different
strategic ways of using humour in companies. Secondly, in the Hurmos-project we
have already collected empirical evidence based on this framework, and some
preliminary results are also presented. Hence, the potential, as well as the limits
and risks of humour in business have been examined in terms of both internal and
external corporate communication. We have focused on such research aspects as
corporate storytelling, corporate and employer branding, and work engagement.
Peer group mentoring has been used as one tool for collecting relevant narratives
from companies. Additionally, we have explored innovation communication, in
particular how humour can be applied as a strategic tool in new business
development both in facilitating creative Research, Development and Innovation
(R&D&I) work environments, and in incorporating humour into product and
service innovation in practice. Our empirical results will provide a much needed
more comprehensive view of the role of humour as a strategic tool in corporate
communication and business innovation. The results also provide a point of
departure for further research. Besides academia, results and generated know-how
will be of interest to managers of large corporations as well as start-up companies.
Kokoelmat
- Rinnakkaistallenteet [19207]