Linjuan Rita MEN (Hong Kong Baptist University) and Chun-ju Flora HUNG (Hong Kong Baptist University), Exploring the Value of Organization-public Relationships in Strategic Management: From a Resource-based View, English/34 pages, August 2009.

With a combination of the relational approach in public relations and the resource-based
approach in strategic management, this study builds the links between relationships,
organizational resources and strategic management. Interview data showed that relationships
were organizational resources because relationship cultivation was an organizational capability
that could generate quality relationship outcomes as intangible assets. Relationships as
organizational resources could contribute to strategic management and organizational
effectiveness through being the foundation for strategic analysis and strategy formulation and the
participation in each strategic management stage. The findings showed implications for both
public relations theory and public relations practice.