Thought leadership - A McLuhanesque analysis
Woods, Mark (2018)
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The subject of this study, ‘thought leadership’ is an attempt to understand the terminology itself and to place itself in the business context as an important component of marketing communications. This takes the form of an empirically-gathered case study based up-on semi-structured interviews of five communications professionals working with and for the global IT consultancy, Tata Consultancy Services (TCS) The contextual and historical examination to this study is viewed hermeneutically through the work of Marshall McLuhan and through the lens of social media and other contemporaneous media trends and commentaries. Taken together, the general conclusion is that despite the extant pressures created by fragmenting modern communication media, thought leadership and its adjunct, storytelling is still highly relevant to marketing communications. At the same time, however, a parallel conclusion is that the role of thought leader itself is shifting in the digital age away from an authorial stance towards collaborative co-creation and visionary influence.