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Explores the resurgence of interest in public relations as relationship building; and the three‐stage model that has been developed to research this. Concludes that the present chaotic environment requires public relations professionals to assume the responsibility of identifying the...
Affirms the great need for corporate designs, yet states that the tests most frequently used are certainly not comprehensive. The reasons for these “partial” tests are explored (focusing on incorrect assumptions, as well as research design and methodology). Concludes that data collection was...
The inter‐organizational network is becoming an increasingly common form of organization. The majority of trade is carried out between organizations, rather than organizations and households. Many of these networks are concerned with the exchange of tangible goods. However, increasing numbers...
Discusses the results of content analysis of the Web sites of Fortune 100 companies, carried out to identify the mix of promotional activities on their Web sites. Specifically, we performed a content analysis of Web sites utilizing categories representing a range of marketing communications,...
Considers three propositions that highlight the need for a greater emphasis on the receiver perspective within corporate communication. Consequently, a new conceptual model for corporate communication research is advanced and research methodologies are suggested.
Explores corporate communication as a global business practice and as an academic field of study. Presents the strategic nature of corporate communication, current practices, forces shaping it and its key functions. Discusses the issues of meeting the challenge of the future.
Examines social capital as a theoretic construct with the potential to enhance our understanding of public relations contribution to the organizational bottom line. There are three classes of outcomes: increased and/or more complex forms of social capital, reduced transaction costs, and...
Describes how an Italian university business school (CUOA) is collaborating with a group of ten small and medium enterprises (SMEs), to develop Internet communication strategies. The work in common outlined some typical problems affecting SMEs in their approach to Internet communication. Six...
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