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Corporate Gommunication and Global Markets

Author

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  • Silvio M. Brondoni

    (Niccolò Cusano University)

Abstract

The critical role played by intangible assets in corporate competitive development in global markets, has modified the nature of communication costs, and above all the costs of marketing communication. Globalisation has produced deep changes in the function and role of the system of corporate information flows, which is expressed in the adoption of an integrated communication strategy. The gradual integration of global markets tends to eliminate static contexts and to replace them with dynamic and unstable environments, which generate huge changes even in the field of corporate communication, specifically with regard to the goals pursuable, the forms and instruments usable and obviously the audiences that can be reached. Basically, integrated corporate communication: pursues the development of a culture of integrated communication; sustains the adoption by the organisation of behaviour and the practice of integrated communication; preserves the strong autonomy of the different operating units; and finally, it refers the concrete realisation of corporate network programmes to individual operating units.

Suggested Citation

  • Silvio M. Brondoni, 2006. "Corporate Gommunication and Global Markets," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 2 Communi.
    • Handle: RePEc:sym:journl:90:y:2006:i:2
    as

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    File URL: https://symphonya.unicusano.it/article/view/2006.2.02brondoni
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    References listed on IDEAS

    as
    1. Jean-Jacques Lambin & Silvio M. Brondoni, 2001. "Ouverture de 'Market-Driven Management'," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 2 Market-.
    2. Elisa Arrigo, 2003. "Corporate Responsibility in Scarcity Economy. The Olivetti Case," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 1 Corpora.
    3. Silvio M. Brondoni, 2002. "Ouverture de 'Market-Space Management'," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 1 Brand E.
    4. Flavio Gnecchi & Paolo Ricotti, 2001. "Brand Portfolio Reengineering. The Gruppo Coin Case," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 1 Brand E.
    5. Margherita Corniani, 2002. "Demand Bubble Management," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 1 Market-.
    6. Elisa Rancati, 2005. "Global Markets and Time-Based Competition," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 2 Over-Su.
    7. Andrea Francesco Martinelli, 2002. "From Cornering to Virtual Cornering," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 1 Market-.
    8. Silvio M. Brondoni, 2003. "Network Culture, Performance & Corporate Responsibility," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 1 Corpora.
    9. Daniela Salvioni, 2003. "Corporate Governance and Global Responsibility," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Corpora.
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