Research agenda with empirical results of using humour strategically in business

Abstract

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