Driving Change Together: How Innovative Communication Powers Electrification in the Automotive Industry
研究了德国汽车企业如何用创新沟通策略（如触觉沟通、环保目标设定）应对电气化转型中的内部沟通挑战，减少员工抵触并培养共同责任感。
ABSTRACT This paper examines how organizations in the automotive sector respond to the internal communication challenges posed by the transition to electric vehicle production. Unlike typical organizational change, electrification is driven not only by market forces but also by sociopolitical and regulatory pressures to reduce carbon emissions and pursue sustainable mobility: pressures producing a complex and significant change environment. Despite the importance of change communication in such transitions, there is limited research on how automotive firms manage this process. Using the case of the German automotive sector, this study finds that traditional communication methods were largely abandoned in favour of innovative approaches. These included tactile communication strategies and the use of proenvironmental goal‐setting to foster employee engagement, reduce resistance and cultivate a shared sense of responsibility for the risks and radical shifts inherent in electrification. We propose that these strategies and practices have wider relevance beyond the automotive sector and crisis conditions.