An Exploration of the Competency Theory：A Case Study on Company Spokesperson’s Competencies

• Main Authors: Chang, Chung-Yun, 張中昀
• Other Authors: Wang, Yau-De
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/50413914210214264437

碩士 === 國立交通大學 === 管理學院管理科學學程 === 100 === This study intended to explore the competencies of the spokespersons in publicly traded companies and to find out the key competencies for differentiating spokespersons operating at different levels of sophistications. The purpose of the study is to provide guidance to the companies about how to select competent spokespersons and also the guidance to current spokespersons about how to develop their suitable levels of competences. In-depth interviews were conducted on 15 spokespersons sampled from fifteen companies and grounded-theory qualitative analysis was performed on the collected data. Based on systems theory, we developed a competence model of spokesperson which includes four levels (low, low-medium, upper-medium, and high) of competency sophistications defined by the dimension of open vs. closed and whole vs. part. The key competences that differentiate high level from upper-medium level of competency sophistication of spokesperson are their conceptual thinking capability and achievement orientation. In addition, the major competences which can differentiate upper-medium level from low level of competency sophistication are spokesperson’s customer service orientation, relationship building capability, and self-confidence. And last, teamwork cooperativeness and proactive are identified as important competences to differentiate low-medium level from low level of competency sophistication. When spokespersons understand more and can better satisfy the needs of external stakeholders and when their experiences are based on more of the subsystems of an organization, they will be more sophisticated in their competency. On the contrary, they will be less sophisticated in their competency. Regardless their levels of sophistications, they all possess the following competences: analytical thinking, making impact and influence, interpersonal understanding, information seeking, and self-control.