The Communicating Company Towards an Alternative Theory of Corporate Communication /

• Main Author: Hübner, Hartmut (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Heidelberg : Physica-Verlag HD, 2007.
• Series: Contributions to Management Science,
• Subjects: 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...

Table of Contents:

• 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.