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Corporate Communications: A Practice-based Theoretical Conceptualization

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In this paper, we develop a practice-based conceptualization of corporate communications. We review prior theoretical and empirical work on communications management and draw upon a set of case studies of European firms (Nokia, Shell, Siemens and Philips) to circumscribe and conceptualize the issues and activities that define corporate communications as an area of practice. A central contribution that emerged from our review and conceptualization is that the dimensions (structure, activities and consumption of activities, professionals, political and cultural context) of this area of practice are interrelated through two processes: strategic positioning and cultural accommodation. We discuss these two fundamental processes in corporate communications and the implications for theory, practice, and research.Corporate Reputation Review (2006) 9, 114–133. doi:10.1057/palgrave.crr.1550015

Document Type: Research Article


Affiliations: 1: 1Leeds University Business School, University of Leeds, UK 2: 2Positioning Group, The Netherlands 3: 3Amsterdam School of Communications Research, University of Amsterdam, The Netherlands

Publication date: January 1, 2006


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