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| Author: | Steyn, B. Niemann, L. |
| Title: | Enterprise strategy. A concept that explicates corporate communication's strategic contribution at the macro-organisational level |
| Journal: | Journal of communication management
2010 : VOL. 14:2, p. 106-126 |
| Index terms: | stakeholders |
| Freeterms: | manufacturing resource planning strategic objectives |
| Language: | eng |
| Abstract: | The purpose of this paper is to explicate the strategic contribution of the corporate communication/public relations function (here as: PR) to enterprise strategy development at macro-organizational level. According to the findings, enterprise strategy is the suggested mechanism and a relevant strategy process for incorporating societal and stakeholder expectations, values and norms into an organization's strategy development processes. Enterprise strategy seems to explicate corporate communication/PR's strategic contribution at the macro-organizational level. |
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