KeywordsRate Communication Marketing Communication Corporate Communication Management Discipline External Audience
In striving for acceptance as a management discipline, a whole stream of theory and research on corporate communication1 has been engaged in analysing corporate communication management in various settings. In consequence, corporate communication is now widely recognized as a management function and set of instruments responsible for handling managed communication with internal and external audiences (e.g. Cornelissen 2004).
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- 1.In literature the term corporate communication can be found with an’ s’ at the end and without the’ s’. In line with Jackson (1987), in this thesis the version without the’ s’ is used. Jackson (1987) denoted: ‘Incidentally, note that it is corporate communication — without a final’ s’. Tired of being called on to fix the company switchboard, recommend an answering machine or meet a computer salesman, I long ago adopted this form as being more accurate and left communications to the telecommunications specialists. It’s a small point but another attempt to bring clarity out of confusion.’Google Scholar
- 3.Following the argumentations of Weick (1995), also the term ‘orthodox’ is used to identify and frame mainstream management literature.Google Scholar
- 4.Shannon and Weaver (1949), mathematicians and telephone engineers, had worked on the physical problems of transmitting data through telephone lines, when they developed their model of data transmittance. According to this model, a source produces a piece of information which is received by a recipient. In order to get there it needs to be encoded. Another central element of the model are noise-sources which means that while being transported, there may be unintended elements added to the original information, e.g. interferences in the telephone line. The core challenge, therefore, is to transmit the information as exactly as possible.Google Scholar
- 5.Organisations are viewed as processes throughout this thesis. Therefore, a more specific term to identify a process-defined organisation focusing on the production of goods and provision of services needed to be found. According to Brunsson (1994), from a process viewpoint, there are three basic types of organisations, namely the ‘political organisation’ (used for governmental organizations), the ‘company’ (‘the most important prototype for organizing the production of goods’ (1994:324)), and the ‘association’ (used for special-interest groups). From the framework of these definitions, the term ‘company’ was chosen which is applied consistently throughout this thesis, because this term fits best to the character and structure of the Intech case.Google Scholar
- 6.Whereas communication and discourse are similar terms, an alternative term for discursive is ‚communicational ‘(Taylor, Cooren et al. 1996). Communicational and discursive are used interchangeably throughout this thesis.Google Scholar