Strategic Management Analysis Of Tagline Usage In Supporting The Vision Of Sustainable Growth At Shanghai Kaiquan Pump

Abstract

Corporate taglines are often perceived merely as marketing tools; however, within strategic management, taglines play a crucial role in conveying a company’s vision and fostering sustainable growth. Shanghai Kaiquan Pump, as a global manufacturing firm, integrates sustainability values into its business strategy through the effective use of its tagline. This study employs a qualitative case study methodology, collecting data via document analysis, in-depth interviews, and observation. Findings reveal that the tagline functions not only as an external communication tool but also as an internal strategic guide that strengthens the company’s commitment to innovation and sustainability. These results underscore the importance of integrating taglines into the formulation and implementation of sustainable strategies, while simultaneously enhancing corporate image in the global market. This research contributes novel insights into the strategic role of taglines in sustainable business management, offering valuable reference for other firms aiming to optimize strategic communication for long-term growth.