Abstract:
Our hypothesis is that "corporate" communication is sub-divided in three entities which enact different rationalities: the discourse of the enterprise, of a legal and economic nature ; the institutional discourse, of a political and ethical nature ; and the discourse of the brand, self-referring and addressing the desire of the receiver. The globalization of corporate communication has as its essential goal the translation of the identity of the enterprise into the different levels of communication, for both the internal and the external public. Global communication is a fundamental element of strategic investment. Its mastery is not marginal in the art of governing, but of central importance. Neither complexity nor dissonance should be shunned.
This could also be of interest:
Research Papers
Global communication (French)
Catalogue: ESOMAR Congress 1989
Author: Yves Krief
Company: SORGEM IMR
September 1, 1989
Research Papers
Communication index
Catalogue: Congress 2007: Excellence
Authors: Jun Zhang, Wei-Cheng Chen, Ying Qin, Min Shen
Company: InterMedia Survey Institute
September 19, 2007
Research Papers
Global marketing research to support global marketing
Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Lisa Rayder, Charlotte E. Sibley
 
September 14, 2003
