The use of symbolic convergence theory in corporate strategic planning: A case study

Abstract

This case study reports on the employment of Symbolic Convergence Theory (SCT) to intervene in a corporate environment in a strategic planning situation. The study concerns the use of SCT to guide corporate positioning, market segmentation, and advertising and sales message testing. The report sets out SCT's assumptions and technical terms, summarizes the relevant research undergirding the SCT theory‐method‐message complex, describes the strategic planning intervention, illustrates the research findings, and draws out both the applied and theoretical implications of the case.