Marketing communication and corporate identity: are they integrated?

Although corporate identity was originally defined in terms of the visual representation of a company, later writers employed broader definitions, which have highlighted the importance of the various forms of communication in corporate identity management. Recent models of the corporate identity management process have reflected the importance of communication in the management of corporate identity. Corporate communication has been regarded as being composed of three forms: management, marketing and organizational communication. Most organizations are structured such that management and organizational communication are closely aligned with the corporate identity of an organization. However, the conjunction between corporate identity and marketing communication is less discernible. It has been noted that the interaction between corporate and marketing communication is 'tentative and embryonic in nature'. The authors conducted empirical research, which explored the extent to which corporate identity was integrated into the marketing communication campaigns of these practitioners. The conclusions from this exploratory research suggest that there are substantial barriers to the successful integration of corporate identity with marketing communications. Barriers such as the importance of integration not being accepted by clients, the focus of marketing managers on short-term goals, too many people involved with managing the core message of corporate identity and an ad hoc approach towards marketing communication were important. Further research into structural and behavioural ways of overcoming these barriers could prove to be extremely valuable.     

The role of corporate identity management in the higher education sector: an exploratory case study

This paper examines the corporate identity concept and presents an empirical test of a corporate identity model in the context of the higher education sector. The various components of corporate identity are investigated and the results are presented in diagrammatic form in the proposed and updated corporate identity taxonomy. A qualitative exploratory approach was taken, comprising in-depth interviews with key informants involved in the implementation of corporate identity at a major UK university. The taxonomy illustrates communication, design, culture, behaviour, structure, industry and strategy as the main components of corporate identity. The study also demonstrates how and where issues of corporate identity are discussed within an organisation and how the results of these discussions are fed into management structure. As with any such exploratory case study, there are limits to the generalisability of the findings. Further research is required to ascertain whether the findings of this study also apply in other settings. The results will be helpful to communication professionals who deal with an organisation’s corporate identity, branding and communication and who aim to enhance the consistency of messages both written and visual within their organisation.     

The integrated use of social media,digital, and traditional communication tools in the B2B sales process of international SMEs

Social media and digital tools are gradually changing the way firms market themselves. Understanding how these communication tools are used by sales functions within business-to-business (B2B) markets could clarify the dynamics underpinning the sales process in an increasingly technology-mediated world. This paper explores how social media, digital, and traditional sales communication tools are leveraged during the three main phases of the B2B sales process within international SMEs.The article’s grounded-theory approach illustrates that social media can be particularly helpful in engaging international prospects. Digital communication tools seem to be most prevalent in the persuasion phase, whereas more traditional communication tools still prevail in customer relationship management. However, there seem to be some important potential boundary conditions, including relationship culture, location proximity, technology innovation/resources, and strategic importance of the customer that affect the way international SMEs use different communication tools during a sales process. We develop a framework for understanding the B2B sales process flow with sales communication tools included for international SMEs.     

Investigating CSR communication in SMEs: a case study among Danish middle managers

This paper seeks to analyse small‐ and medium‐sized enterprise (SME) managers' representations of corporate social responsibility (CSR) and CSR communication in a corporate communication perspective. The basic question is: how strategic is CSR communication in SMEs? Corporate communication and CSR theories are used to establish an ideal typology of CSR concepts informing an analysis of qualitative data in the form of interviews with three middle managers in two Danish SMEs. A CSR communication model published earlier by the authors is challenged from a SME perspective. Results from an Internet‐based questionnaire survey of 1071 SMEs pave the way for the analysis. Our analysis shows that SME managers clearly have an inside‐out approach to CSR, with a strong emphasis on the internal (corporate culture) dimension. However, SMEs and/or SME managers tend not to communicate externally about the CSR activities of the company. Based on these findings, the paper argues that CSR communication in SMEs is challenged by the global economy and is under revision. The contribution of the paper is to provide an insight into SMEs' present stage in relation to a possible future approach to strategic CSR communication. The paper also reminds us that SMEs have no interest in turning their local and authentic practice into a forced marketing and branding exercise, leaving them with an artificial picture of who they are and strive to be in the future. They should keep on acting locally but force themselves to think globally.     

Stakeholder theory and internal marketing communications: a framework for analysing the influence of new media

Effective two‐way communication is widely viewed as an essential component of successful internal marketing strategies, yet little research has so far been conducted on the relative merits of different communication media in an internal marketing context. Since the mid‐1990s Internet technologies have revolutionized internal communications in many organizations. However, the impact of these new forms of electronic media on internal marketing communication remains relatively unexamined. This paper draws on stakeholder and communication theories to provide a framework for understanding the dimensions of effective internal marketing communications and presents the results of an empirical study on the relationship between these dimensions and the use of new media in the workplace.     

测控通信系统资源重组的信号交换技术

测控通信系统的资源重组已在工程中逐步得到了认可与应用。要实现系统中各类资源的高效组合及有效利用，信号交换方式是直接影响资源重组规模与运行效能的关键环节。不同的交换方式直接关系到重组架构的形态，也决定了系统资源重组的范围、效率和能力。分析了不同信号交换形式的优劣，突出了基于IP协议的交换形式对于未来开放式资源重组系统的技术途径。所提出的设计思路可供测控通信系统实现全域资源重组借鉴及参考。     

An external perspective on CSR: What matters and what does not?

The paper aims at investigating external factors influencing organizational corporate social responsibility (CSR)-related decision making. Two theoretical perspectives—stakeholder theory and institutional theory—have been applied to compile a list of external factors that might affect a company's CSR choices. As a result, a framework built on the government-related, society-related, and business-related groups of external factors is being suggested. This framework is used in the paper to answer (a) to what extent do different external factors influence CSR-related decisions in large Danish companies and (b) how has that influence changed over the years. The research takes a qualitative approach and is designed as a multiple-case study. Empirically, the paper relies on data collected from semi-structured interviews with CSR specialists and managers and presents a dynamic perspective on the pressure exercised by the external factors on CSR decisions and choices.     

Tweetjacked: The Impact of Social Media on Corporate Greenwash

We theorize that social media will reduce the incidence of corporate greenwash. Drawing on the management literature on decoupling and the economic literature on information disclosure, we characterize specifically where this effect is likely to be most pronounced. We identify important differences between social media and traditional media, and present a theoretical framework for understanding greenwash in which corporate environmental communications may backfire if citizens and activists feel a company is engaging in excessive self-promotion. The framework allows us to draw out a series of propositions regarding the impact of social media on corporate decisions whether to greenwash, and what channels to use for environmental communication. We conclude with a number of suggestions for future research.     

Corporate reputations in UK biotechnology: an analysis of on‐line ‘company profile’ texts

Internet technology is creating a new corporate communications framework, which is affecting communication channels, corporate audiences, message content and form, communication feedback and corporate personae. Confronted with a complex communications environment, which is characterized by many conflicting views and highly sensitive topics, biotechnology companies have to transmit a clear and powerful message to their target audiences. This study analyses the projection of corporate images in the ‘company profile’ texts published on‐line by biotechnology firms in the UK.     

A Strategic Perspective of Communication and Information Systems in Marketing Channels

Ifnormation and communication systems are not finance, marketing, or logistics domains. They are corporate/strategic domains that must focus on channel management issues. The corporate strategies and strategic postures of manufacturers and distributors alike have traditionally been driven by marketing, financial, and sometimes logistical considerations. Given the strategic impact of information and communication systems, there are good reasons to believe that the future may hold interorganizational strategic management thrusts driven by information and communication systems linkages. The author explores these strategic thrusts and presents a framework illustrative of the trajectory of alternative strategic and tactical vectors for marketing channel information and communication.     

近年来危机传播之研究综述

本文从公共关系学和修辞学两种取向，针对国内外近年来的危机传播（crisis communication）研究进行了综述。从公共关系学取向而言，危机公关研究仍关注实践层面的传播策略，危机时的媒介策略与议题建构、网络危机公关成为两个较受重视的研究领域。从修辞学取向而言，危机情境与危机反应策略之间的关联成为近年来此取向研究的重点，并开始探索情感在危机时对利益相关者行为意图的影响。最后，本文针对已有的研究存在的不足，建议未来的危机传播研究加强取向的整合、拓宽学科视角、重视新媒体和文化差异研究。     

Exploring the link between management communication and emotions in mergers and acquisitions

News on merger and acquisition (M&A) activities frequently dominate the popular business press. While the announcement of an M&A usually elicits enthusiasm in the business community, it also results in increased levels of uncertainty, stress, and anxiety for employees. Based on a qualitative analysis of four international M&A cases, this paper integrates emotions and communication during mergers and acquisitions in a conceptual framework. We argue that management communication and information flows during all stages of an M&A process represent affective events, which in a cognitive appraisal process trigger positive and negative emotions. These in turn may influence employee attitudes, behaviour, and performance, and ultimately also M&A success. Copyright © 2016 ASAC. Published by John Wiley & Sons, Ltd.     

Enhancing knowledge-based service quality: A knowledge management perspective

The research proposes a framework of corporate knowledge management for enhancing knowledge-based service quality of franchise stores in the service industries. Knowledge management can provide businesses with many competitive advantages including average level of knowledge enhancement, service quality improvement, cost and time reductions, strengthened relationships among colleagues and quicker knowledge creation. The proposed framework emphasises the link between knowledge management and corporate mission and vision. Understanding the importance of enhancing knowledge-based service quality and competitive advantage, a framework and a case study demonstrating and explaining how it operates are provided in detail to encourage businesses to implement knowledge management.     

Stimulating innovation through corporate venture bases

A common shortcoming, both in the literature on corporate venturing and in practice, is insufficient or no attention to the ability and responsibility of firms to stimulate and influence the creation of innovative ideas that can lead to new ventures. This paper focuses on the initial process of corporate venturing and explores how corporate venture management can stimulate the generation of genuinely original and dynamic ideas by establishing and maintaining a venture base. The following concrete actions are proposed in order to promote and improve the functionality of the venture base: take responsibility, secure access, acquire network capabilities, gain competencies in how to influence the vision and agendas in knowledge-creating networks, contextualize, and invite to discussion at an early stage. The paper is mainly conceptual in nature but draws on 22 semistructured interviews conducted between 2000 and 2002 with managers of corporate venturing departments at six multinational Danish firms in knowledge-intensive industries. The interviews are used to illustrate the main arguments of the paper.     

花旗银行企业文化的特点及其启示

优秀的企业文化是统领银行一切资源的灵魂,一个企业的所有资源调动及高效配置要靠企业文化来引导。借鉴花旗银行企业文化的特点:以人为本是花旗银行企业文化的核心,客户至上是花旗银行企业文化的命脉,推陈出新是花旗银行企业文化的灵魂,这些使我国的金融企业文化建设能得到有益启示。     

Construction of owner–manager identity in corporate social responsibility discourse

This article examines the different discursive resources on which small business owner–managers draw when understanding their sense of self in relation to corporate social responsibility. In the small business context, identity provides a justifiable framework to study corporate social responsibility, as decisions regarding socially responsible activities are mainly taken by managers and stem from their sense of who they are in the world. On the basis of 25 thematic interviews with owner–managers, two broad discursive resources were found that describe how they actively seek to create and legitimise their sense of self within the discussion on corporate social responsibility. These discursive resources are called being altruistic and being instrumental. The findings emphasise that the essential and also the most challenging feature in small business owner–managers' identity work is the process of reconciling economic values with the social and ethical aspects of business life.     

Building relationships through dialogic communication: organizations,stakeholders, and computer-mediated communication

Online media are integral to daily life, and while many organizations use them to reach broad audiences, others still appear to be uncomfortable with online media because they do not understand how to maximize their potential to interact effectively with stakeholders. Numerous organizations use online media for one-way communication to disseminate information, despite the affordances of the media platforms for two-way, dialogic communication. This article draws on two dominant interpersonal theories of computer-mediated communication—social information processing theory and the hyperpersonal model—to propose dialogic strategies that organizations can use to improve their online communication with their stakeholders. We illustrate the application of these principles through three stages of relationship building: initiating/experimenting, intensifying, and integrating/bonding. The article integrates the applications within an overall dialogic communication strategy, and provides organizations and practitioners with a model with which they can engage stakeholders with dialogic methods via social media.     

Value Creation,Management Competencies,and Global Corporate Citizenship: An Ordonomic Approach to Business Ethics in the Age of Globalization

This article develops an “ordonomic” approach to business ethics in the age of globalization. Through the use of a three-tiered conceptual framework that distinguishes between the basic game of antagonistic social cooperation, the meta game of rule-setting, and the meta-meta game of rule-finding discourse, we address three questions, the answers to which we believe are crucial to fostering effective business leadership and corporate social responsibility. First, the purpose of business in society is value creation. Companies have a social mandate to organize mutually advantageous cooperation. Second, business ethics should teach the management competencies necessary to fulfill business’s societal mandate. These competencies are optimization competence in the basic game of value creation, governance competence in the meta game of (political) rule setting, and the three discourse-related skills of orientation competence, reception competence, and communication competence necessary for engaging in the meta-meta game. Third, companies can help solve global problems through global corporate citizenship if they participate as political and moral actors in rule-setting processes and rule-finding discourse aimed at laying the foundation for value creation on a global scale.     

Business Group Affiliation and Corporate Sustainability Strategies of Firms: An Investigation of Firms in India

In spite of an overwhelming importance of business groups (BG) in the economic development of many countries, systematic inquiry on how the BGs and their affiliated firms approach and contribute to shared value creation and sustainable development is rare. In this paper we address this research gap by investigating two related questions—do BG-affiliated firms differ from non-BG firms in their corporate sustainability strategy (CSS) and how does BG affiliation influence the relationship between stock of fungible resources and CSS of firms? Drawing from the BG literature we theorize that BG-affiliated firms tend to adopt of both environmental and social sustainability strategies more than non-BG firms. We also argue that although according to resource-based view, the stock of fungible resources of firms positively influences CSS, BG affiliation negatively moderates the relationship between stock of fungible resources and CSS of firms. Stock of fungible resources matters less for BG-affiliated firms in undertaking CSS as they have access to resources of the BG network. We test our theoretical predictions using a proprietary data set of 163 Indian publicly listed firms, out of which 76 are BG-affiliated firms belonging to 74 BGs. The data for corporate environmental and social sustainability strategies have been obtained by administering a survey instrument among the top level executives of the participating firms. We find support for our theoretical predictions that signify that BGs and their affiliates make important contributions to shared value creation and sustainable development in emerging economies like India.