The Communicating Company Towards an Alternative Theory of Corporate Communication
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...
| Autor principal: | |
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| Autor Corporativo: | |
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Heidelberg :
Physica-Verlag HD
2007.
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| Colección: | Contributions to Management Science.
Springer eBooks. |
| Acceso en línea: | Conectar con la versión electrónica |
| Ver en Universidad de Navarra: | https://innopac.unav.es/record=b37579927*spi |
Tabla de Contenidos:
- 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.
