The Communicating Company Towards an Alternative Theory of Corporate Communication /

• Κύριος συγγραφέας: Hübner, Hartmut (Συγγραφέας)
• Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Heidelberg : Physica-Verlag HD, 2007.
• Σειρά: Contributions to Management Science,
• Θέματα: Business.; Management science.; Marketing.; Organization.; Planning.; Industrial psychology.; Business and Management.; Business and Management, general.; Industrial, Organisational and Economic Psychology.

 Corporate communication has developed as a domain of management, embracing fields like public relations and marketing communication. Most research on the topic has concentrated on positivist approaches, leading to a limited view. The purpose of this study is to review extant corporate communication theory from discourse and strategy-as-practice perspectives, expanding the picture by more ‘communicational’ aspects. An integrative framework of alternative corporate communication is proposed as a key contribution to corporate communication theory. Following an ethnographic case study approach, an extensive pool of data was collected over a period of 15 months, representing corporate communication discourse at a major international conglomerate. The author completed his PhD at the University of Salford, UK, after having worked in several management positions in the financial services industry, heading an international corporate communications team for several years. . 

 Theoretical context -- Purpose of the study -- Methodological considerations -- Reference points for theory development -- Presentation of case study -- Analysis -- Analysis of case study -- Role and analysis of context -- Coordinating the company around dynamic purposes -- Organising by linking decisions and actions -- Facilitating implementation and change processes -- Leveraging competitive position and distinctive competencies -- Integration of findings -- Key conclusions.