Entrepreneurial CEO’s Intended Public Language Clarity as a Strategic Tool for Corporate Communication: Linguistic Analysis of Automotive Industry Leaders

Abstract

Despite various efforts in management studies, the literature has neglected to explore the strategic use of public language, defined as the external communication by the CEO, in entrepreneurial settings. This study hypothesizes that entrepreneurial strategic intent leads to the intended clarity to achieve the desired business goals on a theoretical basis of upper echelons theory, sense-making and active audience theory. The analytical procedure included linguistic analysis for readability and simplicity of the public language of Tesla and four other incumbents based on the corpus spoken by CEOs under official settings. The findings reveal that Tesla’s CEO delivered intended clarity, delivering the most comprehensible information to the stakeholders, as hypothesized in the research design. This article contributes to the literature by suggesting a novel S-P-I model that investigates the ‘Strategic intent– Public language–Intended clarity’ flow. Managerial implications advise organizations adequately manage their public language to have desired results.