Purpose of the study
KeywordsPublic Relation Organisational Identity Corporate Identity Corporate Communication English Spelling
Having broadly outlined the field of study, Chapter 2 provides a more in-depth analysis of literature. This includes a review of theory and research covering extant concepts of corporate communication, discourse and strategic practices.
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- 8.According to Grant, Hardy et al. (2004:3) organisational discourse refers to ‘practices of talking and writing? that bring organizationally related objects into being as these texts are produced, disseminated and consumed’. Based on the above analysis of existing corporate communication theory, it is assumed that corporate communication practices significantly contribute to this organizational discourse.Google Scholar
- 9.In literature the terms’ strategy practice’ (Whittington 2002) and’ strategic practice’ (Jarzabkowski 2003) occur interchangeably. They are used interchangeably throughout this study, too.Google Scholar