Resumen de Practitioners’ efforts to communicate corporate values in Japan

Hinako Suda, Junichiro Miyabe

• Abstract This paper examines practitioners’ efforts to share corporate values among internal and external stakeholders by conducting a quantitative content analysis on corporate messages and a user interface evaluation, and compares these efforts between business-to-business (B2B) companies and business-to-consumer (B2C) companies in Japan. The results indicate that B2B companies are more public-oriented than have generally been recognized. This paper reveals that communication strategies can be detected from outside the companies.