Journal title MERCATI E COMPETITIVITÀ
Author/s Alessandra Mazzei, Annamaria Esposito
Publishing Year 2012 Issue 2012/1 Language Italian
Pages 19 P. 95-113 File size 759 KB
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Communication plan as organizational and relational process This article proposes a method to plan communication according to a relational approach that highlights the process and relational key factors. The analysis of the literature emphasizes the prevalence of a rational approach. This proposal was developed referring to the Action Workflow model of business process re-engineering, which interprets each process as an interaction and underlines the relational aspects. The article then discusses the case study of Henkel Italy, the exploratory phase of a research project aimed at understanding if companies adopts the relational approach or the rational one. In the conclusion it presents managerial implications and suggests future research areas.
Keywords: Planning, communication, relational process, case study.
Alessandra Mazzei, Annamaria Esposito, Il piano di comunicazione da strumento a processo organizzativo e relazionale. Il caso Henkel italia in "MERCATI E COMPETITIVITÀ" 1/2012, pp 95-113, DOI: 10.3280/MC2012-001007