Pregledni rad
https://doi.org/10.20867/thm.10.3-4.14
CORPORATE COMMUNICATIONS: Interaction between manager, employees and stakeholders
Hrvoje Pende
; Primorsko-goranska županija, Upravni odjel za gospodarski razvoj, Rijeka, Hrvatska
Sažetak
The paper discusses the role and importance of corporate communications in the processes of corporate identity creation. Corporate identity is a result of the interaction between manager, employees and business environment/stakeholders. Possibilities of creating a desirable corporate identity is highly correlated with the dominant organizational and social patterns of culture. Strong, open and positive cultures give the corporation pre-requisite to communicate efficiently, which will bring the corporation into the corporate branding process with all the competitive benefits. Negative cultures does not support creation of favourable
corporate identities and images. They create fear of open communication: pre-requisite of any efficient corporate communication program.
Ključne riječi
corporate communication; corporate identity; corporate image; corporate culture
Hrčak ID:
181734
URI
Datum izdavanja:
30.12.2004.
Posjeta: 1.737 *