Managing corporate communication a cross-cultural approach
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| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
Houndmills, Basingstoke
Palgrave Macmillan
2013
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| Ausgabe: | 1. publ. |
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| 010 | |a 2012036836 | ||
| 020 | |a 9780230348028 |9 978-0-230-34802-8 | ||
| 035 | |a (OCoLC)828802953 | ||
| 035 | |a (DE-599)BVBBV040750110 | ||
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| 245 | 1 | 0 | |a Managing corporate communication |b a cross-cultural approach |c ed. by Rossella Gambetti ... |
| 250 | |a 1. publ. | ||
| 264 | 1 | |a Houndmills, Basingstoke |b Palgrave Macmillan |c 2013 | |
| 300 | |a XXXVI, 514 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references | ||
| 650 | 4 | |a Interkulturelle Kommunikation | |
| 650 | 4 | |a Communication in management |v Cross-cultural studies | |
| 650 | 4 | |a Communication in organizations |v Cross-cultural studies | |
| 650 | 4 | |a Business communication |v Cross-cultural studies | |
| 650 | 4 | |a Intercultural communication | |
| 650 | 0 | 7 | |a Öffentlichkeitsarbeit |0 (DE-588)4043188-5 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Unternehmen |0 (DE-588)4061963-1 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Interkulturelles Management |0 (DE-588)4343519-1 |2 gnd |9 rswk-swf |
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| 689 | 0 | 1 | |a Unternehmen |0 (DE-588)4061963-1 |D s |
| 689 | 0 | 2 | |a Interkulturelles Management |0 (DE-588)4343519-1 |D s |
| 689 | 0 | |5 DE-604 | |
| 700 | 1 | |a Gambetti, Rossella |e Sonstige |4 oth | |
| 856 | 4 | 2 | |m Digitalisierung UB Bayreuth - ADAM Catalogue Enrichment |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025729880&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 856 | 4 | 2 | |m Digitalisierung UB Bayreuth - ADAM Catalogue Enrichment |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025729880&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA |3 Klappentext |
| 943 | 1 | |a oai:aleph.bib-bvb.de:BVB01-025729880 | |
Datensatz im Suchindex
| _version_ | 1819597604623745024 |
|---|---|
| adam_text | Contents*
List of
/іди
res
xix
List of tables
xxi
Notes on contributors
xxii
Prefaces
xxix
Acknowledgements
xxxii
Introduction
xxxiii
PART
1
CONCEPTUALIZING AND ORGANIZING CORPORATE
COMMUNICATION
1
1
Corporate communication as an academic discipline
Rossella
Gambetti
3
Learningobjectives
3
Introduction
3
The US school
5
The European school
10
The Italian approach
16
Chapter summary and conclusions
20
Revision questions
21
References
21
Further reading
24
2
Communicative business: the power of corporate
communication to manage complexity
Edoardo
Teodoro
B h
os
chi
25
Learningobjectives
25
Introduction
26
Communicative
business:
to meet complexity and to manage it
28
Total business communication: the concept and its implementation
31
The measurement of total business communication effectiveness
40
• ■
VII
viii Contents
Chapter summary and conclusions
4?
Revision questions
49
References
49
Further reading
50
Public relations in international management
Otto Lerbinger
51
Learning objectives
51
Introduction
52
Players: mappingthe international territory
54
Identifying global issues
5?
Corporate governance
58
Communications
63
Relationship management: establishing sound and durable
relationships
66
Rise of the term corporate diplomacy
68
Case study: Mattel and China
68
Casestudy
questions
69
Chapter summary and conclusions ?0
Revision questions
70
References
71
Further reading
71
The organization of the corporate communication
function Donald K.Wright
73
Learning objectives
73
Introduction
74
Historical perspective ?4
What is corporate communication?
77
Functions of corporate communication ?8
Centralized or decentralized communication?
80
Reporting relationships forthe communication function
80
Advantages and limitations of various reporting models
81
Compensation for communication practitioners
83
Case study: IBM
-
the integration of communications and marketing
84
Case study question
91
Chaptersummary and conclusions
91
Revision questions
92
References
93
Further reading
93
Contents ix
PART
2
COMMUNICATION STRATEGY AND LEADERSHIP
95
5
Strategic communication and the entrepreneurial role
of the corporate communication officer
Emanuele
Invernizz t and
Stefania Romenti
9?
Learning objectives
9?
Introduction
98
institutionalization of corporate communication in complex
organizations
98
The strategic role of communication to support organizational
isomorphism
100
Case study:
Banca
Monte
dei Paschi di
Siena
106
Case study questions
106
Entrepreneurial communication to support change and innovation
10?
Case study: Ferrari
109
Case study questions
109
Case study:
illycaffè
110
Case study questions 111
Chapter summary and conclusions
112
Revision questions
112
References
112
Further reading
114
6
Exploring the professional identity of the corporate
communication officer: Commander or Chamberlain?
Rossella
Gambetti,
Mattia
Ciovanard/
and
Edoardo
T. Brioschi
115
Learning
objectives
115
Introduction: An
overview of the corporate communication officer
in the firm
116
The multiple identities of the CCO
119
The role of the CCO in the firm: Commander or Chamberlain ?
124
Case study: the Commander CCO
127
Casestudy
questions
128
Case study: the Chamberlain CCO
129
Casestudy
questions
129
The professional identity of the CCO in brief
129
Chapter summary and conclusions
131
Revision questions
131
References
132
Further reading
132
χ
Contents
? Communications
professionals in the 2010s: what
knowledge
—
what skills?
Leena Louhiala-Salminen,
Anne Kankaanranta and
Christa Uusi-Rauva 135
Learning objectives
135
Introduction
136
The study
138
The increasing importance of communication as a strategic function
141
Key knowledge required of the operating environment
142
Competencies that new recruits lack
144
Key language and communication skills required by
communication professionals
145
The most suitable education for corporate communicators
146
Future challenges faced by communication professionals
14?
Chapter summary and conclusions
148
Revision questions
150
References
150
Further reading
151
8
The new reputation-centric CEOs and how to counsel
them PeterMorrissey
153
Learning objectives
153
introduction
153
The modern day CEO: Samurai
154
Cultural factors
155
The role of a modern day CEO s communications counsel
155
Planningforthe worst: redundancy plans and actions
156
Crisis can be an opportunity
15?
Advice forthe advisors
159
Communications in a digital age: counsel for CROs
161
Case study: The lessons of the BP Gulf disaster
162
Case study questions
165
Chapter summary and conclusions
165
Revision questions
165
References
165
Furtherreading
166
Contents xi
PART
3
ENGAGING STAKEHOLDERS THROUGH COMMUNICATION
16?
9
Corporate branding and stakeholder engagement in
corporate communication management: the link between
identity and reputation Silvia Biraghi and
Rossetta Gambetti
169
Learning objectives
169
Introduction l?0
The advent of corporate branding l?0
Defining corporate branding 1?2
The rofe of corporate communication m corporate branding strategies
173
The corporate brand and its link with key corporate intangible assets 1?5
From stakeholder relationship to stakeholder engagement 1?9
Developing and managing the corporate brand
180
Case study: Corporate branding in Whirlpool Corporation
184
Case study questions
186
Chapter summary and conclusions
186
Revision questions
18?
References
188
Further reading
190
10
The power of transparency, authenticity and empathy
as drivers of corporate stakeholder engagement
Steve Quigley
191
Learning objectives
191
Introduction
192
Case study: Dell
-
from hell to humility
194
Case study questions
195
The train has left the station
195
Naked conversations
19?
Opposites — at the same time
198
Culture is critical
200
Earning stakeholder alignment
202
Authenticity from the inside out
203
Trust and transparency
205
Empathy
20?
Chapter summary and
conclusions
209
Revision questions
210
References
210
Further reading
211
xii Contents
11 Power,
new media and today s corporate public relations
professionals Edward J. Downes
213
Learning objectives
213
Introduction
214
Background
214
The powerto shape perceptions
215
The power of traditional media
216
The powerto bypass traditional media
21?
The audience s powerto respond
218
Traditional or new media
-
which are more powerful?
219
The powerof the PR manager
220
Power and functional specialization
221
Powerful questions
222
Powerful dilemmas
225
Chapter summary and conclusions
22?
Revision questions
228
References
228
Further reading
229
12
Employee communications in the
21st-century
organization Jack LeMenager
231
Learning objectives
231
Introduction
232
What are employee communications?
232
Definingthe term
234
Managingthe linkage
235
Communications: the key to effective management
236
Treating employees with dignity
238
Know the team
239
People need context
240
Activating an initiative
241
Change and employee communications
242
Securingthe debt with collateral
242
Factoring in the people
243
Case study: Melting pot
244
Case study questions
245
Core leadership traits
245
What is the intent?
246
Employee communications and the brand
24?
The importance of storytelling
248
Ordering up a new brand
249
Contents xiii
Growing from their roots
250
The brand starts with engaged employees
251
Brand equals culture equals brand
252
Internal chemistry
253
Chapter summary and conclusions
254
Revision questions
254
References
255
Further reading
256
PART
4
INTEGRATING COMMUNICATION
25?
13
The
conceptual
bridge between corporate and marketing
Communications Philip J. Kitchen, Don
£. Schultz
and
ioanna Papasolomou
259
Learning objectives
259
Introduction
260
Communications in the contextual global environment
261
The movement of communication towards a global brand-oriented
approach
264
Integrated communication
269
The corporate brand perspective
270
Integrated marketing communication
278
Contextual overview
280
Case study: A BMW dealership: joiningthe disparate elements
—
community, corporate, marketing
280
Case study questions
283
Chapter summary and conclusions
283
Revision questions
284
References
284
Further reading
285
14
Reconceptualizing integration in communication:
a CO-creation perspective Trine
Susanne Johansen
and
Sophie Esmann Andersen
28?
Learning objectives
287
Introduction
288
Integration: a classical view
289
Challenging integration
298
Introducing the concept of co-creation
299
From intra-organizational practice to co-creation: practical
implications
300
xiv Contents
Casestudy:
Arla
Foods 302
Case study questions
306
Chapter summary and conclusions
306
Revision questions
306
References
30?
Further reading
309
15
Convergences and divergences between advertising
and public relations
David Roca
and
Daniel Tena
311
Learning objectives
311
Introduction
312
Advertising: legal concepts
312
Academic perspective on advertising
314
Industry concepts: from advertising to commercial communication
316
The crisis in the advertising concept
320
Public relations: legal concepts
321
Academic perspective on public relations
323
Industry concepts: public relations or communication?
325
Convergences and divergences between advertising and public
relations
330
Chaptersummary and conclusions
333
Revision questions
334
References
334
Further reading
335
16
Corporate architecture as a branding tool: a European
case Study
¡П
the finance sector Angela Bargenda
33?
Learning objectives
33?
Introduction: corporate architecture as part of corporate identity
33?
Corporate visual identity
(CVI) 338
Corporate architecture (CA)
339
Beaux-arts historicism
341
Corporate architecture in the finance sector
345
Conclusion
34?
Case study: UBS
348
Case study questions
349
Chapter summary and conclusions
349
Revision questions
350
Appendix: guide answers to case study questions
350
References
355
Further reading
356
Contents xv
PART
5
COMMUNICATING RESPONSIBLY, COMMUNICATING
RESPONSIBILITY
35?
1?
Corporate communication, marketing and value creation
(and destruction): the role of respect
Renato Fiocca
359
Learning objectives
359
Introduction
359
Companies and markets: an outline
360
Trust, relationships and resources
363
Style, education and respect in market relationships
365
Respect in company life
366
Conditions for earning respect in the company and the market
366
Chapter summary and conclusions
371
Revision questions 3?2
Further reading
372
18
Integrated annual reporting and corporate performance:
an intangible-based communication perspective
Mattia Giovanardi
and
Rossella
Gambetti
373
Learning objectives 3?3
Introduction 3?4
Omissions in company disclosure and the need for more ethical
business behaviours 3?5
From the financial statement to the integrated annual report: an
efficient economic/financial communication tool
3??
Communication-based intangibles: how individual evaluations
translate into collective judgements 3?9
The role of communication in the creation of socioeconomic value: a
business ethics approach based on trust and credibility
380
Integrated financial statement and sustainability report: the perfect
match to communicate responsibly
382
Case study: Barilla Group
-
an analysis of strengths and weaknesses
of the company reports
382
Case study questions
386
Case study: Hera Group
-
the case of a perfect match
386
Case study questions
389
Chapter summary and conclusions
389
Revision questions
390
References
390
Further reading
393
xvi
Contents
19
From corporate responsibility to shared responsibility:
the new driver of co-creation and innovation
Jonathan Yohannan
395
Learning objectives
395
Introduction: trust but verify : a new world order
396
Corporate responsibility (CR) defined
39?
Evolution of CR
39?
CR business drivers
400
Case study: Timeline of Johnson
&
Johnson engagement
403
Case study questions
404
Evolution of CR and communications
406
Chapter summary and conclusions: predicting the future
410
Revision questions
411
References
412
Further reading
412
20
The emergence of the social web and its impact on
corporate communications practices Steve Quigley
413
Learning objectives
413
introduction
414
Disintermediation
414
Listen first, talk second
415
Push versus pull
41?
The powerof search
418
Why is original content so important?
420
Search goes social, and personal
421
Google^-
422
Flipping the funnel
423
The integrated role of internal communication
424
Social enterprises
426
Unleashing frontline employees
42?
Blurred lines between communication and customer service
429
Case study: Would you like honesty with that pizza?
430
Casestudy
questions
431
Chapter summary and conclusions
432
Revision questions
432
Appendix: Guide answers to case study questions
433
References
434
Further reading
435
Contents xvii
PART
6
EVALUATING AND DOING RESEARCH ON COMMUNICATION
437
21
Managing the performance of corporate communication:
an overview and a framework proposal
Stefania Romenti
439
Learning objectives
439
Introduction
440
The process evaluation school of corporate communication
440
The performance measurement school of corporate communication
443
Comparison between process evaluation and performance
measurement
446
Integrating valuation and measurement: adoptinga performance
management approach
447
Case study: Granarolo
449
Case study questions
451
The proposed communication performance management (CPM)
framework
451
Chapter summary and conclusions
453
Revision questions
454
References
454
Further reading
456
22
Evaluating corporate reputation: the link with corporate
financial performance
Manfred Schwaiger
and
Sascha Ra tthet 45?
Learning objectives
45?
Introduction
458
Corporate reputation as an intangible asset
458
Chain of effects: reputation s impact on shareholder value
459
Defining shareholder value
462
Efficient market hypothesis and effects of reputation on stock prices
462
The financial benchmark model
464
Measuring the financial performance effects of reputation
465
The reputation management cycle 4?3
Chapter summary and conclusions 4?5
Revision questions
476
References
4P?
Further reading
480
23
Current research frontiers on corporate communication:
the heuristic value of online qualitative research
Guendalina
Graffigna
481
Learning objectives
481
Introduction
482
xviii Contents
The internet:
a co-creative touch point for corporate communication
483
Qualitative research: a powerful lens on co-creative online
communication
484
Internet communication and qualitative research: a promising match
48?
Qualitative research on the internet: user-generated content
analysis
488
The integrated mixed methods approach: a research example
495
Qualitative research via the internet: online focus groups
496
Choosing an online qualitative research tool
498
Case study: Fosteringthe value of made in Italy
501
Case discussion questions
502
Chapter summary and conclusions
502
Revision questions
503
References
503
Further reading
505
Conclusion
50?
Index
509
Corporate communication is the effective management of two-way
communication, with the aim of establishing and sustaining mutually
^^ beneficial relationships between a company and its stakeholders. In
jj QJ the era of information democracy, with many direct and cost-efficient
Q) Q) means of communication readily available, effective contact with
О ¡рГ
stakeholders becomes a very powerful strategic means of building and
3
^¿
fostering corporate brand and reputation,
^ Drawing on their extensive research and experience, Rossella
Gambetti
(A and Stephen Quigley bring together leading academics from across the
USA and Europe in this comprehensive overview of corporate
communication. The book analyses the relationships between the
corporate communication function and other strategic elements of
business competitiveness, such as corporate reputation, leadership,
branding and social media.
Managing Corporate Communication:
■
Explores corporate communication as both an academic discipline
and a strategic management function
«
Offers multinational and cross-cultural perspectives on the major
conceptual and managerial challenges in the field
■
Examines the ethical challenges inherent in corporate communication
■
Brings together contributions from leading international academics
■
Includes international case studies throughout
This is an ideal text for undergraduates and postgraduates studying
communication, public relations, branding or management. It is also
an insightful book for corporate communication scholars and managers.
Rossella C.
Gambetti
is Assistant Professor of Management Sciences
at the
Università Cattolica del Sacro Cuore in
Milan, Italy. She is Editor-
in-Chief of Communicative Business. Italian Research Review on Business
Communication.
Stephen Quigley is Associate Professor of Public Relations at Boston
University, USA. He is also a public relations consultant whose work is
concentrated in the areas of media relations, community relations,
crisis communication and social media.
|
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| classification_rvk | QP 637 |
| ctrlnum | (OCoLC)828802953 (DE-599)BVBBV040750110 |
| dewey-full | 658.4/5 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.4/5 |
| dewey-search | 658.4/5 |
| dewey-sort | 3658.4 15 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 1. publ. |
| format | Book |
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| id | DE-604.BV040750110 |
| illustrated | Illustrated |
| indexdate | 2024-12-24T03:07:53Z |
| institution | BVB |
| isbn | 9780230348028 |
| language | English |
| lccn | 2012036836 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-025729880 |
| oclc_num | 828802953 |
| open_access_boolean | |
| owner | DE-1050 DE-703 |
| owner_facet | DE-1050 DE-703 |
| physical | XXXVI, 514 S. graph. Darst. |
| publishDate | 2013 |
| publishDateSearch | 2013 |
| publishDateSort | 2013 |
| publisher | Palgrave Macmillan |
| record_format | marc |
| spellingShingle | Managing corporate communication a cross-cultural approach Interkulturelle Kommunikation Communication in management Cross-cultural studies Communication in organizations Cross-cultural studies Business communication Cross-cultural studies Intercultural communication Öffentlichkeitsarbeit (DE-588)4043188-5 gnd Unternehmen (DE-588)4061963-1 gnd Interkulturelles Management (DE-588)4343519-1 gnd |
| subject_GND | (DE-588)4043188-5 (DE-588)4061963-1 (DE-588)4343519-1 |
| title | Managing corporate communication a cross-cultural approach |
| title_auth | Managing corporate communication a cross-cultural approach |
| title_exact_search | Managing corporate communication a cross-cultural approach |
| title_full | Managing corporate communication a cross-cultural approach ed. by Rossella Gambetti ... |
| title_fullStr | Managing corporate communication a cross-cultural approach ed. by Rossella Gambetti ... |
| title_full_unstemmed | Managing corporate communication a cross-cultural approach ed. by Rossella Gambetti ... |
| title_short | Managing corporate communication |
| title_sort | managing corporate communication a cross cultural approach |
| title_sub | a cross-cultural approach |
| topic | Interkulturelle Kommunikation Communication in management Cross-cultural studies Communication in organizations Cross-cultural studies Business communication Cross-cultural studies Intercultural communication Öffentlichkeitsarbeit (DE-588)4043188-5 gnd Unternehmen (DE-588)4061963-1 gnd Interkulturelles Management (DE-588)4343519-1 gnd |
| topic_facet | Interkulturelle Kommunikation Communication in management Cross-cultural studies Communication in organizations Cross-cultural studies Business communication Cross-cultural studies Intercultural communication Öffentlichkeitsarbeit Unternehmen Interkulturelles Management |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025729880&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025729880&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT gambettirossella managingcorporatecommunicationacrossculturalapproach |