Publication of the short study “Strategy and innovation in focus”

Strategy and innovation in press releases on the financial year of DAX 40 companies

Press releases on annual results are an important instrument of financial communication, but they are rarely systematically analyzed. Our short study analyzes the press releases of DAX 40 companies between 2021 and 2023, focusing on strategy and innovation.

Key findings:
✅ Strategy dominates: Almost all companies address strategic topics through concrete goals and initiatives.
✅ Long-term visions often vague: While strategic goals are formulated, visions usually remain vague.
✅ Innovation in the background: Innovations are mentioned less frequently, especially in technical terms.

The results show that companies use annual press releases to present their strategic direction, but innovation is often only discussed in passing.