Social and Behavioral Sciences Commons^™

Maturity As A Way Forward For Improving Organizations’ Communication Evaluation And Measurement Practices: A Definition And Concept Explication, Nathan Gilkerson, Rebecca Swenson, Fraser Likely

College of Communication Faculty Research and Publications

Purpose

The purpose of this paper is to propose an explication of the concept of “maturity,” as it applies to communication evaluation and measurement (E&M) practice, along with contextualization of recent maturity model adoption within academic and professional communities.

Design/methodology/approach

Drawing from previous work on maturity models within other fields, recent communication scholarship and industry practice, this paper fills a gap in the literature by offering a theoretical conceptualization of communication E&M maturity, including the construct’s core dimensions and sub-dimensions.

Findings

Communication E&M maturity is conceptualized into four essential elements: holistic approach, investment, alignment and culture. The contribution of E&M …