The Communicating Company: Towards an Alternative Theory of Corporate Communication

by Hartmut Hübner

Overview

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 theory from discourse and strategy-as-practice perspectives, expanding the picture by more ‘communicational’ aspects. An integrative framework of alternative corporate communication is proposed as a key contribution to corporate communication theory.

Following an ethnographic case study approach, an extensive pool of data was collected over a period of 15 months, representing corporate communication discourse at a major international conglomerate.

The author completed his PhD at the University of Salford, UK, after having worked in several management positions in the financial services industry, heading an international corporate communications team for several years.

Product Details

ISBN-13:	9783790819281
Publisher:	Physica-Verlag HD
Publication date:	03/05/2007
Series:	Contributions to Management Science
Edition description:	2007
Pages:	278
Product dimensions:	6.10(w) x 9.25(h) x 0.36(d)

Table of Contents

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.

Editorial Reviews

From the reviews:

"Hübner delivers insights that will ring true not only to the communication scholar but to the communication practitioner. Hübner bases his work on an interpretive research study he conducted for close to a year and a half on a large international company based in Germany. " (Gary Hernandez, Technical Communication, Vol. 55 (4), November, 2008)

From the Publisher