Developing corporate communications : insights from the Italian scenario

Palazzo, M, Foroudi, P, Kitchen, PJ ORCID: and Siano, A 2020, 'Developing corporate communications : insights from the Italian scenario' , Qualitative Market Research: An International Journal, 23 (3) , pp. 407-426.

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Purpose - Based on managerial perceptions from large firms, this paper explores the emergence, growth and importance of corporate communications and how it is evolving and creating competitive advantage for Italian firms.
Design/methodology/approach - A qualitative approach is deployed, comprising depth interviews with senior managers from Italian corporations from a broad spectrum of industries including: energy, telecommunications, automotive, transport, retail chain, appliances, technology and engineering, private shipping, government-owned holdings, marketing consultancy, and construction.
Findings - The paper offers insight into to corporate communications (corpcoms) practices in the sampled companies. The research shows that corpcoms involves a complex range of activities leading to performance - managed and implemented under CEO direction.
Practical implications - Corpcoms is perceived as a strategic concept with effective application relative to managing corporate image and reputation. The findings offer insights for communication professionals who deal with corpcoms, branding, and marketing communications.
Originality/value - Corpcoms can be viewed via the lens of social actors’ perspectives, i.e. via practitioners – including brand managers and senior executives as they possess practical knowledge of business practice in specific contextual business settings and have managerial ability and remit to design, implement and evaluate integrated corporate communications.
Keywords - Corporate communications, integrated communications, communications consultants, marketing communications

Item Type: Article
Schools: Schools > Salford Business School > Salford Business School Research Centre
Journal or Publication Title: Qualitative Market Research: An International Journal
Publisher: Emerald
ISSN: 1352-2752
Related URLs:
Depositing User: USIR Admin
Date Deposited: 31 Oct 2018 11:17
Last Modified: 16 Feb 2022 00:07

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