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A multidisciplinary approach for a new understanding of corporate communication

Alessandra Mazzei (Institute of Economics and Marketing, IULM University, Milan, Italy)

Corporate Communications: An International Journal

ISSN: 1356-3289

Article publication date: 1 April 2014

4991

Abstract

Purpose

The aim of this paper is to better understand the concept of communication in organizations through the comparison of definitions given by scholars from different business-related communication disciplines: marketing, public relations, organizational communication and corporate communication.

Design/methodology/approach

A review of prevalent definitions in the four mentioned disciplines; discussion of communication aims, communication categorizations, theoretical background and innovations in each of these disciplines; and finally analysis of convergences and differences.

Findings

All the disciplines considered in this study converge in looking at the entire communication of a business, adopting a relational perspective, valuing some intangible resources as outcomes of communication. They highlight also some nuanced differences.

Research limitations/implications

Higher value should be attached to research results in the communication field that come from considering multiple points of view, because each discipline contributes specific connotations to the comprehension of communication.

Originality/value

The paper compares some business-related communication disciplines and considers each as independent while benefiting from cross-fertilization. The multiple points of view allow a multidisciplinary approach and the awareness of the polysemic nature of communication.

Keywords

Citation

Mazzei, A. (2014), "A multidisciplinary approach for a new understanding of corporate communication", Corporate Communications: An International Journal, Vol. 19 No. 2, pp. 216-230. https://doi.org/10.1108/CCIJ-12-2011-0073

Publisher

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Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited

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