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| Tekijä: | Kim, S. Rader, S. |
| Otsikko: | What they can do versus how much they care. Assessing corporate communication strategies on Fortune 500 web sites |
| Lehti: | Journal of communication management
2010 : VOL. 14:1, p. 59-80 |
| Asiasana: | corporate strategy relationship marketing supply chain management |
| Vapaa asiasana: | corporate social responsibility corporate communications |
| Kieli: | eng |
| Tiivistelmä: | In this article a typology of corporate communication strategy is proposed to investigate whether the typology is present among Fortune 500 corporations and to explore whether there is a dominant strategy and industrial differences among them. The findings suggest that there are three corporate communication strategies used to affect publics' corporate associations: corporate ability strategy, corporate social responsibility strategy and a hybrid strategy. The majority of Fortune 500 companies emphasize a corporate ability strategy over the other two. However, the top 100 of the companies on Fortune 500 list focus on the corporate social responsibility strategy. |
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