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The relationship between corporate identity structures and communication structures

The relationship between corporate identity structures and communication structures Organisations differ in the ways that they organise their communication disciplines. Contemporary literature features contributions from a number of noted authors, all focusing on the centralisation of communication. Scant attention, however, is paid to factors that are potentially capable of identifying the differences to be found in practice. This paper describes the results of a qualitative research project involving 16 major companies in the Netherlands. This project was initiated by Bennis Porter Novelli and designed to investigate the influence of corporate identity structure on the organisation’s communication structure. The research clearly shows that organisations with monolithic, branded and endorsed identity structures differ in the way they structure and coordinate their external communication disciplines. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Communication Management Emerald Publishing

The relationship between corporate identity structures and communication structures

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Publisher
Emerald Publishing
Copyright
Copyright © 2003 MCB UP Ltd. All rights reserved.
ISSN
1363-254X
DOI
10.1108/13632540310807377
Publisher site
See Article on Publisher Site

Abstract

Organisations differ in the ways that they organise their communication disciplines. Contemporary literature features contributions from a number of noted authors, all focusing on the centralisation of communication. Scant attention, however, is paid to factors that are potentially capable of identifying the differences to be found in practice. This paper describes the results of a qualitative research project involving 16 major companies in the Netherlands. This project was initiated by Bennis Porter Novelli and designed to investigate the influence of corporate identity structure on the organisation’s communication structure. The research clearly shows that organisations with monolithic, branded and endorsed identity structures differ in the way they structure and coordinate their external communication disciplines.

Journal

Journal of Communication ManagementEmerald Publishing

Published: Jul 1, 2003

Keywords: Coordination of communication; Corporate identity structures; Public relations; Marketing communication; Corporate communication; Common starting points

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