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| Tekijä: | Christensen, L.T. Firat, A.F. Torp, S. |
| Otsikko: | The organisation of integrated communications: toward flexible integration |
| Lehti: | European Journal of Marketing
2008 : VOL. 42:3/4, p. 423-452 |
| Asiasana: | marketing communication business communication organizations |
| Kieli: | eng |
| Tiivistelmä: | This paper deals with potential negative consequences of a tight control in terms of organizational incapability to react to market changes in increasingly changeable environments due to a loss of sufficient corporate complexity and diversity. Proposed is a framework balancing centralization and decentralization through attention to dimensions of endogenous control, tight and loose couplings, networks, and common process rules. It is demonstrated that, to integrate its communications, an organization needs to accept diversity and variety and to balance the wisdom of its many voices with the effort to secure consistency and clarity in its overall expression. |
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