Singing from the same hymn sheet: are the chair and CEO ‘on the same page’ in their annual letters to shareholders?

PurposeThe purpose of this study is to explore whether the level of language content matching (LCM) between the chair and the CEO varies with their firm's financial performance.Design/methodology/approachThis study examines a sample of 119 Australian firms and 476 annual letters to shareholders produced by the firms' chairs and CEOs over a four-year period. Chair–CEO LCM is measured by calculating the similarity score between the chair's and CEO's written text to shareholders within each firm year, while firm profitability is measured by return on assets. Univariate analysis of variance (ANOVA) tests as well as three multivariate linear models are used to examine the research question.FindingsThe results show that the profitability of the firm is significantly associated with the level of chair–CEO LCM. When a firm is profitable, there is a lower level of chair–CEO LCM than when the firm is unprofitable and that profitability is related to a lower level of chair–CEO LCM. Firm size is positively and significantly related to the level of chair–CEO LCM. These findings are supportive of the view that the written communications of the chair and CEO are the outcome of strategic considerations and depend on a firm's specific economic situation.Research limitations/implicationsFuture studies may consider alternative approaches to measure textual similarity.Social implicationsLCM may provide insights into management techniques that may be used to explain firm performance and provide a signal to external stakeholders, such as shareholders and fund managers.Originality/valueThis study provides new insights into the letters written by the chair and the CEO to explain or justify their firm's financial performance. Rather than focus on a single letter, this study examines the level of LCM between the shareholder letters of two different people in a firm (the chair and CEO) and finds that the extent of chair–CEO LCM is varying with firm performance and size. The findings of this study suggest that LCM is an important dimension of the communications of a firm's chair and CEO.