Examination of the Communication Strategy Based on Company Straplines: A Case Study of German Construction Companies

A target group-oriented communication strategy is decisively responsible for a company's success. Consequently, addressing the potential group in all sectors could enable valuable competitive advantage. To verify if companies within German construction industry follow this theory, study was conducted. In study, of 50 largest examined, based on their company straplines. The following article presents results. As research method, both content analysis conducted and basic principles "Zurich Model Social Motivation" psychologist Norbert Bischof archetype theory Carl Gustav Jung were applied. current challenges require high focus customer-centricity collaboration. revealed that most analysed straplines are addressed rather to competitors than customers partners. result, should be rethought adapted customers' needs market requirements.