A MODEL OF INNOVATION MANAGEMENT IN CORPORATE COMMUNICATION OF PETROLEUM AND REFINERY COMPANIES

Abstract

This research article aims to: 1) Study the current situation and problems of corporate communication innovation management across strategic, process, technological, and personnel dimensions; 2) Develop a corporate communication innovation management model capable of overcoming structural limitations and information flow barriers; and 3) Evaluate the developed model regarding its feasibility and utility for practical implementation within the industrial sector. Utilizing a mixed-methods research design, the study was executed in three distinct phases. The first phase investigated the current situations and challenges through quantitative research, employing online questionnaires distributed to a sample of 400 employees. The research instrument was validated by the Index of Item-objective Congruence (IOC) and demonstrated a Cronbach’s alpha reliability coefficient of 0.92. Data analysis was conducted using descriptive statistics and inferential statistics, specifically multiple regression analysis. The second phase focused on model development through qualitative research, utilizing semi-structured interview guides and focus group discussions. Data validity was verified through triangulation, with in-depth interviews conducted alongside five executives and experts, and analyzed using content analysis. The final phase evaluated the framework utilizing structural model evaluation forms, analyzed through inferential statistics and Structural Equation Modeling (SEM) to verify its goodness-of-fit against empirical data. The findings revealed that:
1) In the current situation, the strategic dimension received the highest level of support; however, organizations faced critical challenges concerning complex processes and fragmented technologies, while the personnel dimension exhibited moderate-to-high digital literacy but lacked adequate strategic awareness. 2) The newly developed management framework comprises three integrated dimensions: Strategy and Policy, Process and Structure, and Innovation and Information Technology. and 3) The framework demonstrated the highest levels of appropriateness, feasibility, and utility for industrial application, achieving statistical significance at the .01 level.